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E-mail marketing in this economy has to be a major strategic role in a company’s marketing efforts. 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. Getting new customers is not cheap, howeever, meansing a smart marketer needs to work hard to cultivate repeat business from an existing customers. 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

E-mail drip campaigns are a great tool to keep in your email marketing toolkit. 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 will get a followup e-mail – automatically – an hour later, a day later, or a week later. You can even reference an email you sent “yesterday,” even though you wrote it last year, because your autoresponder system schedules the messages for you.
4. You can send more followup e-mails automatically at key time periods that you choose. You can say “A month ago, I emailed you a free guide 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 make it fit the interests of your users as perfectly 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. While popular browsers like Firefox make subscribing to a blog feed simple, a smart e-mail marketer knows that most people don’t read their bookmarked feeds – but people do read their emails. So if a reader is interested enough in your website content to sign up for your RSS feed by email, you’re much more likely to keep him reading your blog than if he had only bookmarked it in his browser.

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