If you have a website and a desire to make money, you should be engaging in targeted email marketing — it’s that simple. Every single major corporation in the country (and most of the medium-sized ones) engage in targeted email marketing on one level or another. You can tell using one simple trick: if they ask for your email address — at all — they’re using targeted email marketing.
So what is targeted email marketing? Simple – it’s collecting email addresses of people that you know are interested in what you’re selling, and then emailing them stuff that makes them more inclined to buy your stuff. If you’re a giant corporation like Wal*Mart, you send them your weekly coupons or something. If you’re a small business, you can send out coupons, but you’re likely to be even more successful by sending out emails about your latest new product or service.
The trick is to build the list. It’s a numbers game — if 0.5% of people respond to your email, and you have 200 people on your list, that’s one reply. If you have 20,000 people on your list, that’s one hundred replies. Having a large list of people that you can send emails out to efficiently means that you make more money off of each email you send out.
There are two ways to obtain a list: you can purchase one or you can build one. For many major companies that have a broad spectrum of products (like Wal*Mart), it’s easier to purchase a list of a hundred million email addresses, because almost everyone can find something in their store that they want to buy. For business with a very narrow product stream — say, Lea & Perrins — it’s smarter to build a list, because of a hundred million email addresses on Wal*Mart’s list, maybe only one million actually use Worcestershire sauce on a regular basis, so they’re not getting their money’s worth.
For the vast majority of small businesses, then, building your own list is the right path to take. Find something that you can offer your clients. Build a webpage where you can give it to them for free in exchange for their email address. Get an SEO company to do some small business SEO for that page. If you use an opt-in system, you have their permission to market to them until they opt out — which for most people is never. Time to bring the profits!