Email marketing - get noticed instantly

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Bikky Khosla | 12 Apr, 2011
Without doubt email marketing is fast becoming a popular form of Internet advertising. Owing to the various unique advantages it has to offer over other types of marketing, companies are today betting their money on email marketing. The foremost advantage I see is the ability to reach a worldwide audience with minimal effort.

Everybody will agree with me when I say that with email marketing it is possible for a company to reach a worldwide audience where traditional advertising mediums like television, radio and the print media are not able to. Above that, costs associated with this kind of marketing are minimal.

Having said that, one needs to put in a lot of thinking before starting a email marketing campaign. Companies need to take care of using the right subject lines and content so that the email does not appear to be similar to spam. On many occasions companies have complained that their emails end up in the spam folder of their recipients and are thus being deleted without even being opened. This is mostly because they are not using the right subject line or content, thus their emails are being automatically transferred to a spam email folder by the email system.

Companies need to pay double attention to the subject line and prepare it more carefully. After the sender's address, the subject line is the first thing the recipient will look at and thus it should directly relate to the primary benefit your product or service offers. Another area where businesses should pay attention before sending mailers is that it should be accurate and short. Businesses should identify the most important benefit to the recipient and sum it up in a short paragraph.

Above that timing is very important. Since most businessmen spend Monday mornings catching up on the email, postal mail, and phone calls that have piled up in the weekend. Sending a mail on Monday would usually mean getting your email mixed in with dozens of communications that are being reviewed by recipients. So the second or the third day of the week can be more fruitful.

A question which companies usually ask before they start an email campaign is: 'where do I get the emails of recipients who are likely to be interested in my products?' Today B2B portals have large database of emails of companies who are interested in knowing what's happening in their respective industrial sector. One can use the services of these portals to get high results by targeting the right audience.