E-mail marketing is
one of the most effective ways to
keep in touch with customers. It is
generally cost-effective, and if
done properly, can help build brand
awareness and loyalty. At a typical
cost of only a few cents per
message, it's a bargain compared to
traditional direct mail at $1 or
more per piece. In addition,
response rates on e-mail marketing
are strong, ranging from five to 35%
depending on the industry and
format. Response rates for
traditional mail averages in the
1-3% range.
One of the benefits of email
marketing is the demographic
information that customers provide
when signing up for your email
newsletter. Discovering who your
customers really are – age, gender,
income and special interests, for
example – can help you target your
products and services to their
needs. Points to consider when
creating your email newsletter:
* HTML vs. Plain Text: Response
rates for HTML newsletters are
generally far higher than plain
text, and graphics and colors tend
to make the publications look far
more professional. The downside is
that HTML email is slower to
download, and some email providers
may screen out HTML email.
* Provide incentive to subscribe:
Advertise the benefits of receiving
your newsletter to get customers to
sign up for your newsletter, such as
helpful tips, informative content or
early notification of special offers
or campaigns.
* Don't just sell: Many studies
suggest that email newsletters are
read far more carefully when they
offer information that is useful to
the customers' lives rather than
merely selling products and
services. Helpful tips, engaging
content and humor are often expected
to accompany email newsletters.
* Limit questions: As each
demographic question you ask may
reduce the number of customers
signing up, it's best to limit the
amount of information you solicit or
give customers the option of
skipping the questionnaire.
Establishing a Web Presence
Even if you choose not to sell your
goods or services online, a business
web site can be a virtual marketing
brochure that you can update on
demand with little or no cost. Your
presence on the Internet can be a
useful marketing tool by providing
richer pre-sale information or
post-sale support and service. This
might temporarily differentiate your
product or service from your
competitors'. E-marketing has
lessened the disadvantage that small
businesses have faced for years when
competing with larger businesses.
E-Commerce has redefined the
marketplace, altered business
strategies, and allowed global
competition between local
businesses. The term “electronic
commerce” has evolved from meaning
simply electronic shopping to
representing all aspects of business
and market processes enabled by the
Internet and other digital
technologies. SBA is preparing to
help this new generation of
Internet-enabled or eSmall
Businesses.
Today's business emphasis is on
e-commerce - rapid electronic
interactions enabled by the Internet
and other connected computer and
telephone networks. Rapidly business
transactions and unparallelled
access to information is changing
consumer behavior and expectations.
The U.S. Small Business
Administration (SBA) is reshaping
its programs to better serve small
businesses that taking advantage of
the Internet and other emerging
technologies.
Many small businesses assume that
the Internet has little value to
them because they feel that their
product or service cannot be easily
sold online. But inexpensive
information processing and
electronic media can help most small
businesses provide better, faster
customer service and communication.
by SBA.gov on Friday,
June 17, 2005
