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Email marketing in today’s economy must be an central part of a company’s marketing strategy. If you are not using email as a medium for business marketing and communications, you are simply not taking full advantage of the Internet to position your company as an expert and sell products and services.

Most online sales strategies focus heavily on customer acquisition. Customer acquisition is not cheap, though, which means a smart marketer will work hard to develop repeat business from an existing client base. While SEO and PPC advertising is a great tool to find new leads, permission-based bulk email software, when used responsibly and ethically, excels at:

1. Converting them to sales
2. Solidifying a relationship that will produce repeat sales

Some modern email marketing techniques are:

• Autoresponders (Drip Email Marketing)
• Newsletters (Broadcast Email Marketing)
• RSS Feed Updates (blog update subscriptions, etc.)

Auto-responders

Email auto-responders are an incredibly powerful tool in your email marketing arsenal. If you have never set up a “drip campaign,” you should do so immediately. It is one marketing tool that you can truly “set it and forget it.”

The downfall of any marketing technique is if it requires too much human involvement in order to work. In a perfect world, you should try to set up a system that runs itself. With an auto-responder, you can do just that. Here’s how it can work:

1. A user signs up on your website (or you add them after a phone conversation)
2. They instantly get an email with a free report or instant download of some sort. For the real estate field, it could be something as simple as “Why I’ll buy your home if I don’t sell it in 15 days.” You want to create a helpful resources that readers will want to enough that they will be willing to sign up to receive it by email.
3. They automatically get a follow-up email an hour, a day, or a week later. You can even refer to “the email I sent last week” because your drip system automatically schedules the delivery of each message in the sequence.
4. You can send more followup e-mails automatically at key time periods that you choose. You can say “Three weeks ago, I sent you a free report entitled….”

Broadcast Email Marketing

Broadcast emails are distinguished from drip campaigns because they are sent as a broadcast message to the entire list at the same time. Email newsletter marketing is a great way to establish your credentials as a knowledgeable expert in your field, or simply send out product announcements and press releases. You choose the material you want in the newsletter. The key is to gear it toward the interests of your users as closely as possible.

An email newsletter marketing system should allow for email scheduling as well. With this feature, you can write announcements in advance and have them repeat annually, such as “It’s December 1st, have you done your Christmas shopping yet?”

RSS Email Updates

RSS Feed subscriptions are a great feature for marketing blogs. Browsers like Firefox make subscribing to a website feed easy, but the savvy email marketer knows that most people don’t read their bookmarked feeds – but people do read their email. So if a subscriber is interested enough in your blog content to subscribe to your RSS feed by email, you are much more likely to keep her reading your blog than if she just bookmarked it in her web browser.