Article by Lawrence Reaves
Have you ever tried an email campaign? Pretty frustrating, isn’t it? You pay for the list of potential customers, and you send out your message, and you don’t hear much back. Do you know the reason for that? If you don’t, we’ll explain it here: it’s so inexpensive to conduct an email campaign that anybody can do it. And since it’s pretty easy to fool a small percentage of the people who receive any given email, that means that the rip off element, that is to say the scam artists, have become adept at using email for their schemes.
There must be a way around this. In fact, there is. You have to keep in mind that in this day and age you have to use the entirety of what is available in terms of marketing tools, which is to say, printed marketing materials along with email and other tools of the internet. Your goal is to establish credibility, and when you are dealing with email, the real goal is overcoming a lack of credibility. It’s gotten so bad that people automatically assume bad things about emails from unknown parties, and the unknown parties have to work hard to establish their creds.
We recommend that you not try to sell with an email alone. We recommend that you try to gain interest, but as soon as possible you pull people over to your website using a link. Which is not to say that your email should not have a professional look. Your email should in fact look just as good as your site – same color scheme, same fonts and headings. That helps to build credibility. And then when you pull people over to your site, you ought to be able to fully establish credibility at that point. If your business has the sorts of security tools such as McAfee which protect against hackers, it might be a good idea to note that on the page design in the email.
One thing you can do to continue to build that credibility is to have informational brochures on your site – topics of interest to a wide number of people. These brochures can be available for download. We also recommend that you continue to build credibility by having brochures, flyers, catalogs, and other sorts of printed materials that can be requested online and sent out to interested customers.
On the internet, credibility is king. Scam artists do not take the trouble that legitimate businesses take in terms of showing that they are real businesses with real products. The advantage that you have is that you do have these things, and getting your marketing materials into the hands of potential customers is an incredibly important step you can take in building those relationships with new customers.
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