Email Marketing

Aside from talking in person, email is the least expensive way we can communicate with others. It's not surprising that marketers realized the benefits of email early on. Unfortunately, scammers and spammers also seized the opportunity to make contact with people at very little cost, and they haven't let up since.

The prevalence of spam, along with Internet users' dedication to avoiding it, has prompted some critics to conclude that email marketing is dead. But tell that to affiliates with large lists and equally large incomes, and they will laugh. They'll tell you that as long as you play by the rules, email provides an unparalleled opportunity to stay in contact with your target market.

What are these rules? Here's a summary.

Gain your audience's trust. These days, people do not take giving up their email address lightly. Those, who have read your website or blog and found it useful and forthright, are most likely to sign up for your mailing list. Some of your subscribers will be people who just happened by your opt-in page, but the majority are usually people who are already familiar with what you do and know you're on the up-and-up.

Don't waste your subscribers' time. Instead of just sending out emails to keep your name out there, provide them with something of value. It could be helpful tips, product recommendations or links to relevant news items. Whatever it is, put yourself in the reader's shoes. If you wouldn't be interested, neither would they. And disinterested subscribers quickly become former subscribers.

Keep it fairly short. Marketers often feel obligated to send out a long email with several articles. But few people are willing to wade through a long email any more, even if it's on a subject they're passionate about. A short note or a single article is much better received. If you have more than that to say to your readers, direct them to your website.

Avoid making every email a hard sell. Your objective is to make money, but if you pursue it too aggressively, you'll turn your readers off. There's nothing wrong with openly promoting products, just don't do it every time you hit the "Send" button.

Take steps to avoid spam filters. Try to make sure that email subjects and content do not appear spammy, and remind subscribers to whitelist your email address.

Honor all unsubscribed requests. Sending out unwanted emails isn't going to change anyone's mind. If anything, it will make them more determined not to listen to anything you have to say. And it will also give you a bad reputation, making others who hear reports of unsolicited email wary of signing up for your list.