I see some exciting ways for stations to generate new revenue in the coming year. On a local level broadcasters can begin to get a share of the dollars going to local business directories and …
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1. It’s Very Targeted – Like direct mail, your email marketing campaign can be incredibly targeted. The best email marketing uses a list built by you – not rented or bought. Moreover, when you build the list yourself, you can collect the information you want.
2. It’s Flexible – Unlike direct mail, the cost per email doesn’t rise if you decide to add in some more information – there are no print or postage costs to concern yourself with. Because of that you can test an endless list of variables, from simple text only emails to HTML emails with all the bells and whistles. You can also use email for a variety of information – from event notifications to new product launches to promoting new content on your website.
3. It’s Cost-Effective – It’s tempting to say that email is free but to do it well there are some costs worth considering, namely; building your list, developing email templates and your bulk email service. Even with those costs however, email is still likely the most inexpensive marketing you’re likely to try this year.
4. It’s Automated – More than any other advertising medium, email marketing can be automated.
5. It’s Personal – Modern technology allows you to personalise your email communications to a degree that’s simply not possible in any other medium. You can include names, product recommendations and info about previous purchases. You can send emails at set times – like a week after someone buys from you, a month after they register on your website or even a quick email on their birthday – all automated and all completely customized.
6. It’s Permission Based – Good email marketing is always permission based. Anything else is spam. That may sound like a drawback, but if you are willing to invest some time in building up a permission-based opt-in list then the rewards can be exceptional. People who have genuinely asked to receive information by email are more likely to respond, are more likely to pass it on to friends and family and are, most importantly, most likely to buy.
As a small business owner you are overwhelmed with the amount of things you need to accomplish each day. Depending on the type of business you’re in you’re probably either more or less tuned into …
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