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Creating a Proactive E-mail Marketing Program
By: Justin Pinkus
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    Table of Contents:
  • Creating a Proactive E-mail Marketing Program
  • Advantages
  • Tips
  • More Tips and Conclusion

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    Creating a Proactive E-mail Marketing Program - Tips

    (Page 3 of 4 )

    It is the proactive nature of an e-mail marketing program that is extremely beneficial to a business. Therefore, the strongest idea behind an e-mail marketing program is to ensure that its proactive nature is enhanced. In order to be able to create a pro-active e-mail marketing program, there are certain points that must be remembered to achieve success.

    Database - The root of a good proactive e-mail program is the database of e-mail IDs from which the e-mail will be sent. Collecting these addresses is essential; unless you know where to send the mail, it is unlikely that you will send the mail. There are several methods by which an address data base can be developed. Some of these strategies are:

    • Including a "join my e-mail list" tab on every page of your website.

    • Asking for the website visitor's e-mail ID on contact.

    • Offer special attractions for those who do provide their e-mail address.

    • Enter into a partnership with another concern that may not be selling the same product, but shares a client database with you, as in the case of a dental surgeon and a toothpaste manufacturer.

    • At no time should you select a generic e-mail list, since it means that your competition is using it too, and therefore you are not likely to receive much notice.

    Establish communication - Once you have the database of e-mail addresses organized, the next step is to establish communication with the prospects. Do not launch into a heavy sales pitch immediately. Instead, try a soft launch approach. The basic idea of a successful proactive e-mail marketing strategy is to establish a relationship with your prospects. If the prospects treat your e-mails as spam, then your e-mail strategy is headed for disaster. So always begin by offering prospects a deal that will get their attention, and then work on keeping it.

    Remove dead connections - E-mail marketing programs that are not successful often find that their problem lies in pursuing dead connections. Therefore, it is imperative that the e-mail address database be cleared and cleaned periodically, so that inactive subscribers can be deleted from the database. Often businesses find that they have been sending out e-mails to subscribers who simply delete them. Deleting these subscribers from the address database ensures that the exact figures of active connections are available and an e-mail marketing strategy can be developed in accordance with that.

    Consistency - Maintaining a consistent schedule of sending out regular e-mails to your clients will help you immensely in creating a proactive e-mail marketing strategy. Not only does it help in organizing your written material in time, but it also encourages the prospect to expect information from your end. This expectation helps immensely in grabbing the target's attention. This consistency should also be maintained in the e-mail id that you use to send the material. Changing the e-mail id frequently will confuse the reader and also require a change in the spam section of the target's e-mail, which may repel the prospect.

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