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I remember the time when I bought my first smartphone. I did so because I wanted to be able to access my email when I was on the road. Now, why do I come up today with this old story? I want to come back to some basics, which are easily forgotten in all this noise about mobile marketing. It pays to approach new things by building on the things that are already working.
Email is the mother of mobile internet services
Today more mobile devices are connected to the internet than old-fashioned PCs. And this is not a fad, more mobile devices come to the market with more capabilities etc. The networks become faster and cover more and more areas. But it is remarkable that Google develops a new offer Email to SMS while the mobile internet explodes. And Google is a main driver of the mobile internet development.
The reasoning behind this offer is simple: extending the reach. Normal mobile phone connections are now available almost all over the world, even in rural areas where you do not have land line phones. So Google makes email service available to people in these areas via SMS, extending the reach of Gmail hugely.
Different communication needs demand different messaging modes
Google people are smart. And obviously they did not forget the basic reason for all this online and mobile services: connecting people. There are simple phone calls. There are super fast chat services, even for voice and video communications. And they are fine, if you have the required hardware and infrastructure behind you, and the time and wish to be personally available.
But then there is also information you want to access on your own schedule, and possibly keep it for the record in a searchable data store to access it easily when needed. This applies to many formal communications, like invoices, receipts etc, and for information which is worth receiving and keeping, without allowing it to control your time. This is the job of email.
Email is a Medium for High Quality Information
This means email is the medium to send substantial information, which might be stored and searched later, but does not need immediate response. The recipient can access that information almost wherever he is, at a time of his choosing and then organize and prioritize it. If you keep this in mind and choose email as communications mode only if appropriate for the information at hand, you have a good chance to reach with your email not only your recipient’s inbox, but also your recipient’s mind.
How to create a sustainable email marketing system
I have published the book Email Marketing Essentials which explains in detail the technical aspects of setting up a email marketing system to promote your businesses, your products and your brand. If you are interested in using email successfully, have a look. It is available as PDF, as Kindle ebook for Amazon and in the epub ebook format suitable for Google and Apple devices as well as for most ebook readers. To find out more, click on the link below …
Click here to find more out about my book Email Marketing Essentials
“No marketing without email” is a bold statement. But if you think for a moment about it, it becomes obvious. Just think about the sales process of any product: The purchase confirmation is sent through email, and this is true of almost every form of payment.
Product delivery is often also done by email. This is obvious for any downloadable product or membership website. You will receive the information needed to access the product via email. But the role of email is much bigger. Think of the process booking a flight. The ticket will come through email. The flight schedule and any schedule changes will come through email. If you purchase the allowance to carry extra luggage, the confirmation comes through email.
Think about customer support: whenever you lodge a request through a customer support system, you will receive an email containing either the answer or information how to access the answer to your request.
Email Marketing also has a strong role in product promotion. The ebook Email Marketing Essentials shows you how to do it correctly. And this is important. Mistakes here can kill your business.
The Power of Email
There are several features of email making it so powerful. This combination is not available with any other medium, online or offline.
- Email offers instant one to one communication 24 hours a day
- The writer and the reader do not need to be active at the same time
- It is easy to keep old email messages, to organize them, archive them and to search them
- Email automation
Email Marketing Challenges
It is always important to handle powerful tools correctly. You have to know what you do and you need to use proper techniques. Just think about a knife. Our life would be unthinkable without knifes. But improperly used they can do great damage and even kill a person.
For the use of email in business the situation is very similar. You cannot have a business without having at least an email address. But if you use email improperly it can destroy your business completely and hurt even your personal life severely.
Email automation has two sides: many if not most emails are sent automatically. They are triggered by a related action, or at a predetermined time. Examples are order confirmations, reminders to a birthday or important deadline. Courses consisting of a series of emails are sent automatically. Autoresponder sequences designed to support the promotion of a product or service are also managed by automatic triggers and schedules.
But the other side of email automation is located at the side of the email recipient. When an email reaches the server of your email service provider, it is categorized by spam filters. Obvious spam or malicious email connected to viruses or fraud will be deleted before they reach your computer or mobile phone. Others will be forwarded to your email program, but then sorted out into a bulk or spam folder. This happens often to newsletters, purchase confirmations and promotional emails. Email in the bulk folder might be legitimate or not. The user is able to whitelist email addresses, so that they do not land in a spam folder and will be delivered to the inbox.
The next layer of email automation is controlled by the user. He can configure rules for email reaching his inbox. This is about marking email as important, copying or moving it to special folders where they are later easily available.
Email Marketing Challenges
As an email marketer you have three main hurdles to master:
- Your email need to be delivered to the recipient
- The recipient has to open and read the email
- The recipient has to act on your email
It is certainly not easy to overcome all three hurdles. The key is here to understand how human behavior and technical details of email programs interact and influence human behavior.
Email Marketing Essentials is an ebook full of actionable advice drawing on extensive testing and experience of several highly successful email marketers. It is a quick read, available in in Kindle and ePub format, plus as PDF for an easy printout.