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Content and Copy

Think Email Marketing Is Dead? Think Again.

email-marketing-dead-300x300For some time now, those of us who care to listen have been repeatedly told the story about the demise of email marketing. Each year, they say, email becomes less and less useful as a way of engaging and (more to the point) selling product or services. And, truth be told, it is almost certainly true that email doesn’t produce the results that it did when it was the only game in town. Think about it: once television became firmly established as the medium of choice in the late 1950’s radio advertisements surely suffered but have you listened to your local FM radio station lately? Do you notice that they still run commercials? Do you think they do it for old times’ sake or do you think that maybe, just maybe they’re making money from it?

I think we all know the answers to the questions I just posed and the case is the same with email marketing today. Sure, you need to refine  your social marketing methods, your SEO tactics and maybe even ad copy for Bing and Google PLAs but to abandon email altogether would be like cutting off your nose to spite your face (as my mother used to say). In fact, according to one source, 44% 0f people made at least one purchase based upon a promotional email last year alone. 44% may not be 100% but if I told you that there was a 44% chance you would die if you went to work today I bet you would play hooky because those are still pretty good odds.

Now that I’ve made the case for email here are three ways you can use it to effectively drum up sales and increase audience interaction.

1. Send Coupons or Discounts. Send retail customers coupons for your product or services that actually add value. One of the best techniques I have found to increase conversion is to use the scarcity tactic like the recent sale I’m running for July 4th.

2. Contests. Run a photo contest, vote contest or photo caption contest to both promote your website and collect great user-generated content.

3. How-to Guides. Have a product that solves a problem for the DIY consumer? Create a how-to and share it via email.

Obviously there are dozens of other ways to use email marketing but these three techniques should heelp you get back in the saddle again and restore your confidence in email’s value.

 

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About Michael Rickicki

I am a freelance writer, translator, social media manager and co-owner of a mid-sized automotive accessories manufacturer and retailer in Brooklyn.

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