Why offer people services they don`t want to see?

What`s one of the foremost online activity we do in the morning? apart from checking Social Networking Sites (SNS) notifications, most of us passively browse our inbox, be it Outlook, Gmail or any other mail service provider. We all do it right? but we all have at some point of time heard, said things like 'Today email communication doesn't work'. I believe Email Marketing is effective when you don`t expect results to be quick. The Return on investment (ROI) is much more than mere clicks and shares on a post.

So, what Email Marketing isn't?

1. Bulk- mailing/ mass mailing
2. Cold Calling
3. Quite popular- SPAMMING

Now, let us understand what Email Marketing is all about?

As marketers we all have heard the term STP ( Segmentation Targeting Positioning). In the current context it basically means tailoring your mails according to the defined demographics (age, gender, income, preferences, interest etc) and sending it only to the desired recipients.

Email Marketing is influential when it is used to:

1. Establish a Conversation
2. Build Loyalty ( not merely by giving discounts, offers to lure customers)
3. Nurture engaged readers into prospective clients, customers

In addition to the above factors, Email Marketing is apt when marketers opts for 'Permission Marketing' instead of mass mailing. Permission Marketing is when a user opts for your service, this generally happens through subscription, signing forms. For Example: I am a food blogger from India and wish to understand the food trends in Europe and sign up for a popular chef`s newsletter residing in Europe. This means I am authorizing the chef to send me mails. The advantage of this kind of communication is -this is pull marketing than push marketing and that impact stays for long. According to research, 60-80% leads are generated through Permission Marketing.

There are various factors which determine the success of an Email Marketing Campaign, I will share a detailed post for the same. As its been quite sometime I am thinking about this topic and will continue sharing my perspective. Here are quick tips for your Email Marketing Campaigns to be fruitful :

• Keep it simple and short
• Subject line play an important role for the chances of your mail to be read, make it interesting
• Personalize the mail
• Avoid clutter, jargon terms
• Keep the mail light
• There should be a right balance between the words and link ratio i.e. do not give too many links in your mail, by doing so your reader is off your mail maybe for few minutes or many a times forever

I hope next time you shoot the 'SEND' button the article acts as a helping aid.