Targeting Customers and Consumers Online.

One of the simplest and least expensive ways of targeting consumers is to employ Email Marketing. While it does not cost anything to send an email other than time, this strategy does have plenty of challenges that have to be overcome. Like any social interaction, there are rules of etiquette to follow, especially if the sender is the end beneficiary of the message. With a little knowledge, email marketing can be a remarkably effective too.

Extra information about Email Marketing


The most important point is that cold messaging has a low response rate. If the potential customer did not sign up for the service and has no prior interest, then acceptance is unlikely. Repeat messages will be annoying to a person if they use the email frequently, and repeat messages will soon be sent to a spam folder or marked as harassment. If a business is brick-and-mortar and use a specific face and name, then spamming creates a negative impression.


The people who use spam as a marketing technique are not rude or unintelligent. They are marketing specific products to a broad market and understand that only a small percentage of people will click through. The products being sold tend to be discreet and not tied to a particular name or business with PR needs. Often the products are morally gray and too questionable to sell on Amazon or other public outlets.


The average person is highly suspicious of spam, and many services turn out to be cons. Adult dating services, for example, end up requiring many micro payments and might feature fake profiles or else adult women who are strippers or prostitutes. Fewer women than are interested in anonymous sex, so adult dating sites tend to be traps for men. Other products might be less than advertised.


Because spam is associated with questionable products and embarrassing services, it is best to avoid this method as much as possible. It is not enough to obtain emails from a marketing database. Messages have to be in some way wanted. If a customer does not sign up for a letter or advertising regimen, then it is unwanted even if they are interested in the topic. An unfamiliar message simply points out that information is being shared, and it feels very intrusive. Much user data is shared every day, but users hate to be reminded of the fact.


In order to use email marketing in an inviting way, the marketer needs permission. This means obtaining the email directly, which in turn depends on a host website or paper form. Modern marketing is less direct advertising and more like a coordinated campaign. Cards and pamphlets invite people to websites where they can sign up for a letter. Emails, in turn, invite people to websites that feature more material.


Emails can be simple letters or else a formatted presentation with embedded HTML or other visual web language. The latter is more striking and creates more incentive to click through, but someone must design these letters. This costs time and money, but it does break blocks of information into an easily navigated format. Pictures and large headings can grab attention and more readily prompt a response.


Plain letters take time to read and no one part might be quickly perceived. It is possible to use large letters and embedded pictures without any programming skill, but it lacks the quality of a mini web page. An unsophisticated letter is sufficient for a nonprofit function or small business, but more elaborate displays are often needed to sell more expensive products or services. A professional presentation is essential to creating a professional image. It is established businesses that make such an effort, and it helps create the impression of legitimacy.