Email marketing is a powerful tool for businesses as it allows direct communication with a targeted audience who have opted in to receive information. Companies are increasing their spending on email marketing, recognizing its cost-effectiveness compared to traditional advertising methods. Compliance with laws like the CAN-SPAM Act is essential to avoid penalties and ensure effective communication, while benefits include increased customer loyalty and precise targeting.

1. by: Lawrence Tam

2. The benefits of email
marketing cannot be understated.
Mess it up and you might as well torch
your email leads coming through your
capture pages and opt in forms.

3. Normally, a person who
subscribes to your list has found
your website or follows you on
social media, or is interested in a
promotion you are running.
They have trusted you with their
email address and have given
you permission to contact them
on a regular basis. That means
they like what you have to say
and want to hear more from you.

4. Think about that for
a moment.

5. They WANT to
hear from you. If
not, they wouldn’t
have asked for
MORE information
to be send to them
by email.

6. If you have a captive audience within
your target market who is giving you
permission to contact them on a regular
basis, wouldn’t you agree that email
marketing is one of the best ways to
market?
Absolutely!

7. Check out the below image courtesy of
FlipTop
It shows a rise in Content Marketing and Inbound
Marketing, with Permission Marketing declining.

8. Content Marketing Definition
by ContentMarketingInstitute.com:
Content marketing is a marketing technique
of creating and distributing valuable,
relevant and consistent content to attract
and acquire a clearly defined audience –
with the objective of driving profitable
customer action.

9. Check out the below image from
fusionmex.i-scoop.eu
Inbound Marketing

10. Check out the below image from Marketing-
Schools.org
Permission Marketing

11. Marketing firms and companies
choosing to pursue a
comprehensive email campaign
will increase spending to $2.468
billion by two years from now.
The nearly $1 billion dollar increase in this
method of marketing over a five year span
from 2011 to 2016 shows that email
marketing is an effective way of promoting
your business.

12. That is still way less than how much a company
traditionally spends on advertising.
This is one of the biggest
benefits of email
marketing.

13. No one says it better than Dan Forootan, President of EZ Publishing via
Streamsend.com:
Email marketing occurs when a company sends a commercial
message to a group of people by use of electronic email. Most
commonly through advertisements, requests for business, or sales or
donation solicitation, any email communication is considered email
marketing if it helps to build customer loyalty, trust in a product or
company or brand recognition.
What is Email
Marketing?

14. Basically, you use an email list management
system, or autoresponder, to collect email
addresses from people visiting your website,
blog, social media page, promotion or other
sources and send them email .

15. You want to connect with them by
sending them useful email that educates,
inspires, entertains, informs and finally,
promotes.
There are tons of benefits
of email marketing.

16. From Midwest Marketing Blog
1. According to the Harvard
Business review, U.S. companies
are spending $64 billion per year
on TV ads, $34 billion on print
ads, and $39 billion on Internet
advertising. But they are only
spending about $1.5 billion.
Composing an email (even a
fancy newsletter) is faster than
sending promotions off to the
printer.
Not only is it more cost-
effective, it is faster.

17. From Midwest Marketing Blog
2. An internet-based call to action campaign in an email
marketing message can drive more traffic by:
● Sending your readers to your website, blog or offer.
● Drive people to social media, which in turn sends
them to your website.
● Bounce traffic back and forth between social media
and your site with comments and likes.

18. From Midwest Marketing Blog
3. Though email marketing
provides companies, especially
small businesses, with tight
advertising budgets more
leverage, there is also more
room for creativity.
You also have the added
benefit of inserting links to
past and present blog posts or
promotions. People can
click right then and there.
That is impossible to do in
print or on the radio.

19. Benefits of Email
Marketing and What They
are NOT – It’s Not For Spam

20. Each separate email in violation of the CAN-SPAM Act is
subject to penalties of up to $16,000, so non-compliance can
be costly. But following the law isn’t complicated.
Here’s a rundown of CAN-SPAM’s main requirements:
This is the FTC
Compliance Guide and
Email Marketing is not
about “spamming”

21. Don’t use false or misleading header
information. Your “From,” “To,” “Reply-To,” and
routing information – including the originating
domain name and email address – must be accurate
and identify the person or business who initiated the
message.

22. Don’t use deceptive subject lines. The
subject line must accurately reflect the
content of the message.

23. Identify the message as an ad. The
law gives you a lot of leeway in how to do
this, but you must disclose clearly and
conspicuously that your message is an
advertisement.

24. Tell recipients where you’re located. Your
message must include your valid physical postal
address. This can be your current street address, a
post office box you’ve registered with the U.S. Postal
Service, or a private mailbox you’ve registered with a
commercial mail receiving agency established under
Postal Service regulations.

25. Tell recipients how to opt out of
receiving future email from you.
Your message must include a clear and conspicuous
explanation of how the recipient can opt out of getting email
from you in the future. Craft the notice in a way that’s easy
for an ordinary person to recognize, read, and understand.

26. Honor opt-out requests promptly.
Any opt-out mechanism you offer must be able to process opt-out
requests for at least 30 days after you send your message. You
can’t charge a fee, require the recipient to give you any personally
identifying information beyond an email address, or make the
recipient take any step other than sending a reply email or
visiting a single page on an Internet website as a condition for
honoring an opt-out request.

27. Monitor what others are doing on
your behalf.
The law makes clear that even if you hire
another company to handle your email
marketing, you can’t contract away your legal
responsibility to comply with the law.

28. I’ve seen a lot of newer marketing learning
adcopy mess up on #1. They see the spike in
opens but it is AGAINST the CAN-SPAM act
to have headlines like that.

29. One of the reasons I
use Aweber and
iContact is they FORCE
#3. This is important.
Many people starting
out use a free email
service which doesn’t
require you add a
physical address in
each email.

30. The newbie
indicator is #6,
many do NOT
have an
autoresponder
and can’t remove
people off the list
easily. That’s just
asking for your
account to be shut
down.

31. Long-Term Benefits
of Email Marketing

32. We have just gone over some of the
benefits of email marketing. With an
auto responder, email marketing
benefits increase, because you have a
system that allows you to use those
benefits of email marketing more
efficiently.

33. Beyond just cost-
effectiveness, there
are long-term
benefits over
traditional media
that can really help
your business.

34. 1. Can scale up promotions easily – Email
autoresponders (management lists) often archive
each email written. These can be shared on social
media, forwarded, or even found through search
engines.

35. 2. A nice way to inquire into what clients
want – As the world is constantly changing, your
business needs to focus on changing with it.
Mass mailing to your clients can provide your
company with instantaneous feedback (generally
within 48 hours) and the benefits of this email
marketing’s turnaround time will help you to make
quick changes to your marketing campaign, contest or
blog content or provide exclusive deals to your most
passionate customers.

36. 3. Email marketing
allows businesses
the benefit of staying
inside of your
client’s mind –
With email marketing, your
messages reach clients that
have already opted in for the
information they receive.
Deeper relationships with
clients lead to greater profits
for your business, as
statistics from Exact Target
show that 53% of online
users completed a purchase
as a direct result of an email
marketing campaign.

37. 4. Send extremely targeted messages –
Sometimes, your list can grow so large that you get
subsets of people. When that happens, it is best to
target those people. Sending targeted messages does
two things:
1. It connects with them even more, at their level.
2. It increases the likelihood of converting them to
customers.

38. 5. Good for the environment – The benefits of
email marketing, taken a step further as eco-marketing,
is the practice of improving the ecology and the
economy through sustainable, paperless and
interactive marketing techniques. If you are a green
business or serve a lot of green customers, they will be
happy to be reminded how kind electronic
correspondence is to the earth.

39. I’m not the biggest tree
hugger… but DANG…
that’s a LOT of freaking
trash in the landfills…
Emails are a better way
to communicate with
potential buyers, and
current customers.

40. 6. More direct
communication –
Who is the best
marketer a business
can have? The owner.
If you are a small
business it is easier
for you to directly
communicate with
your fans and
prospects. The more
involved you are, the
more likely your
company will find
success.

41. 7. Fast, Easy
Traffic and
Feedback – Posting
an email message to
a new blog post can
boost your traffic to
your blog.

42. 8. Easy to Track – Finally, you can track
your campaign effectively through your
autoresponder. You can track
● Traffic sources
● Which email drives more traffic
● How many people open your
messages
● What percentage open your
messages
● How many people leave your list
(unsubscribe) and why

43. All this data tells you how
well your email campaigns
are working. This
information is important if
you want to reach certain
goals and keep increasing
your fan base and
customers.

44. Benefits of email marketing
– Things to keep in mind

45. ● First of all, it is not a way
to spam people.
● It should not be used to
push products or services
excessively.
● It should be used to help
your client base,
prospects and fans.
● It should be updated
regularly.
● It should be used
sparingly.

46. With an ROI of
around 4300%,
according to the Direct
Marketing Association,
email marketing provides
the benefit of practically
paying for itself.

47. To see the full article on
email marketing and
learn more about
growing a business
using Email
by: Lawrence Tam