E-mail marketing can be done without the costs of design printing, and postage associated with traditional direct mail. It's almost free of charge!
It can be used to send notices of new products, or upgrades to existing ones. It can keep your customers informed of news and events in your company, and around the industry. If it's offering brief, valuable content, most of your contacts won't object to receiving it - although of course if they do, you must take them off your mailings. But, with a few subtly embedded links to key pages in your Web site, it can be a great traffic generator.
Your own database of your customers, prospects and other contacts is the best place to start - and take every opportunity to nurture that. Ask visitors to your Web site to sign up for your newsletter, product alerts, or other materials. If you buy any lists, be very careful that they're bona fide and you won't be accused of spamming recipients.
And whatever you do, answer your e-mail! Lack of e-mail response is always one of the biggest customer service complaints around e-business.
So, consistently mine your customer list. Send them targeted, relevant e-mails, and grow your business relationships electronically!
Let's say it again - the Internet isn't going away. Today's challenge lies in understanding how to use it to maximise your market reach, optimise the efficiency of your operations, and achieve the best overall return on your online business investment.
