Email Marketing: Your Direct Sales Pitch

Imagine having a customer base full of people who have specifically expressed an interest in your business. They like your product, they like your company and they already have a one-to-one relationship with you. Sounds like the ideal situation for your marketing team. So where do you find such a business dream? Simple – your email address list. And it’s the perfect environment for some effective email marketing.

What is email marketing?

Email marketing can be broken down into three basic forms:

  • Using emails to send direct promotional information to customers who have already expressed an interest in your products or company. Providing a ‘sign up to our newsletter’ function on your website can also encourage new customers to find out more about you and persuade existing customers to buy again
  • Sending emails designed to encourage customer loyalty by interacting directly with them and strengthening your relationship with each individual customer
  • Using emails sent by other people to place your marketing messages or advertisements

Why is email marketing so popular?

First off, email marketing is low cost. Apart from your sending costs, email marketing gives you the chance to promote your company and services to an already interested client base. The only cost is a little time in constructing good emails and the sending costs.
It also lets you deliver your message direct to people who want to read it. In this aspect, email marketing is the most efficient form of direct marketing you can use.

How does it help to bring in the sales?

Because you are directing your e-mail campaign at individuals who have already expressed an interest (by signing up to be contacted) you can regard them as ‘warm leads’. If you structure your emails properly and effectively, these are customers who will need little persuasion to take the next step. So a good call to action, ‘tempters’ such as free offers or discounts solely for email recipients will be more likely to generate a positive response.
Email marketing can be regarded as direct marketing to a targeted audience that is already linked in with your product. But before you rattle off a killer email, there is one important thing to bear in mind if you want your campaign to be effective.


The biggest mistake businesses make in email marketing campaigns is to send out sales emails to recipients that have not expressed an interest. This is a bad move on several counts, primarily because unless your email has been requested it will be regarded as spam and could damage your reputation with a potential client. The best approach is to allow people the option of signing up for your emails. This gives you your ‘warm lead’ base and allows you to tailor each e-mail to attract your clients into reaching your ultimate goal – namely a sale.
Using email marketing is one of the most cost-effective forms of marketing in today’s modern business environment. If you are keen to take advantage of this method of direct sales but are unsure how to start, talk to an agency who will be able to give you the help and guidance you need to launch an effective e-mail campaign.

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