In This Chapter
Discovering the benefits of e-mail marketing
Combining e-mail with other media types
Understanding E-Mail Service Providers
Walking into a business where the first dollar of profit is framed victoriously on the wall always reminds me how important the first customer is to any small business. Your first customer represents validation of your business idea and proof that your products and services are valuable enough to cause someone to part with his money in order to obtain them.
The first dollar of profit is certainly cause for celebration. However, you need a plan to deliver ongoing communications to build a steady influx of customers — or your framed dollar of profit will start feeling lonely.
In this chapter, I show you the benefits of using e-mail in combination with other marketing media to communicate with customers and prospects, and I show you how to take advantage of e-mail marketing services to help you manage your strategy.
E-mail might seem like a cost-effective way to deliver your marketing messages. For the most part, it is, because you can send personalized, targeted, and interest-specific messages to a large number of people. The value of e-mail marketing doesn't end with the cost, however. E-mail marketing has certain advantages over other forms of direct marketing for your business and for the people who request and receive your e-mails.