This is a guest post by Anand Srinivasan.
Have you ever thought why businesses pay hefty rents to own a shop space in the main city center and not on the outskirts? Pretty obvious, right? The most likely spenders come to visit these shopping places around the city center and very unlikely to travel to the suburbs to shop.
A similar logic is in hand when it comes to email marketing. It is not about how many you sell to, but the right customer that matters. In other words, you can make more profits out of a 100 member database if they are truly targeted than you can from a 1000 member generic database.
One of the most popular ways to populate databases for email marketing has been offering freebies in return for the customer’s email address. It is one of the most easiest and most efficient ways. But there is a logical flaw here – people who provide their details to the database are those who are going crazy for a freebie offer. Can they make rightful targets if you are selling a product later on?
The answer to this is yes and no. It depends on what you are actually offering. Let us take an example. Let’s suppose your target visitors are bloggers who come to your site for blogging tips. And you are selling them ebooks related to PPC advertising through email marketing.
You may always offer a free ebook on blogging tips to populate your database. But will this database provide the returns? Alternately, let us suppose you offer a free ebook on ‘cheap ways to advertise your website’. The members who subscribe to the ebook are likely to be those who want to spend money to advertise and they are looking for cheap opportunities. These are also members who could be convinced into purchasing a book about PPC advertising.
The end result of your email marketing campaign is hence so well dependent on the start. Choose the right bait to attract customers for your returns to be the highest.
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