Electronic mail is commonly referred to by almost all and sundry as: e-mail. Common to many but not to all. For the few who know how to use it, they do not know how to exploit it to their’s and their businesses’ advantage. The point of disconnect on this, for instance, is the fact that you really do not have to tell the CEO of Iridium Interactive that emailworks as a media strategy. The heavy load comes in when you have to induce the small start up business owners that it actually works.For a start-up business, this mode of technology can be a double edged sword – in a positive style. It can be used to market one’s product trends, services lines and business location(s). On the same breath, it can be a feedback mechanism from one’s clientele.

Conceptualized on modernity, emailing as a marketing platform is a skill and an attribute as it takes and incorporates the one’s know-how coupled with their creativity to achieve desired outcomes.

Based on common cyber oversights, my research led me to conclude that not everyone uses email beyond communication.

Keep it short, precise and to the point

Readers are heartless and would easily delete a message from whom they are not familiar with. Thus, the message needs to be clear and consistent from the subject line to the e-mail headline!

Strategically sell your foundational documents (brochure, newsletter etc.)

If you bombard someone with too much mail, they might strategically lock you. To get around this kind of situation, encourage your customers to sign up directly from your website, where they can quickly provide their information and choose exactly what kind of information they want to receive from you.

Create value in your emailing

It’s relatively easy to sell your products or services. It’s harder to offer a value to your subscribers whether they make a purchase or not. Give people a reason to subscribe and to remain subscribed, “Understand it’s not ‘free’ for people to be on your e-mail list; it costs their time and that is arguably the most valuable and irreplaceable resource you can have for your business.

Qualify the your email list

The importance of a targeted database with accurate information can never be over-emphasized. For instance, I live along the affluent streets of Muthaiga either in an apartment block or mansionette. If I get an e-mail offering me a K.Shs 100 discount off of any service, then it’s automatically a spam message. Marketing on email should be accurate and on target to a set/class of people at a given time.

Keep informed and timely correspondences

More often than not, a client seeks a service, product or solutions rather than historical background having already done a desktop review of the services that your services/products offer. Hence queries via email from your client have to be responded to quite fast and should be well informed. Sharing wrong or uninformed or outdated feedback to a client however timely can be self destructive.

“Do” : Allow users several ways to opt-out. “Don’t” : Neglect preferences

For your clients, more so the new clients, you give them a chance to tell you what they want by letting them choose and manage the types of messages they receive from you through the use of an e-mail preference center. This is a Web page you can create for your clients to sign up for your e-mail program to receive, your latest news, brochures or newsletter. Through this, you are in a position to advance your clientele experience by ensuring they only receive the kinds of e-mail they need and want.

This strategy further provides an opt-out option for your clients as a measure of protecting your brand. You don’t want your company e-mails to be linked with spams. Recognize and understand the importance of permission. It isn’t taken, it’s given.

Domain Name

In Kenya, 50% of online business is email initiated, driven and managed; however, way less than 50% can directly be linked to start up businesses. Through emails, you can share your brochure and not actually come out as too forward in your marketing. To this effect, it is prudent to ensure that the email you use has the domain of your product/service or company e.g. xxx@greatfashions.co.ke rather than xxxx@gmail/yahoo/hotmail.com. The domain factor depicts some sort of professionalism, structure and establishment.

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