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In this age of Facebook, Twitter, Groupon, and many other "ons", email marketing may seem old school, may seem a less modern way to reach people. However, email marketing is still vastly bigger than social media in terms of its impact, spending, and satisfaction. While not everybody is on Twitter, almost everybody has email. In addition, if you're a local business, the chances of every person walking into your store having an email address is far, far greater than those people having Twitter accounts as well.
Reaching those customers with email is far more effective. Email marketing is like any other marketing activity; you need to plan ahead to achieve success over time. Here are the key steps to plan an effective use of email. First, what do you want to achieve? How do you measure success and failure? Next, who do you want to reach, and how often? How will you track your results? Where will you get your email addresses? Also consider how you might tie in your email marketing with other marketing your business does.
For example, do you want to use email to drive people to your web site? Do you want to reuse content from your emails on your Facebook page, or do you want to keep your content separate? Write down your answers to these questions in a document and then come back later to see how you did. For example, you might come back every month, or certainly once a year, to compare your plan against your actual results. Planning ahead will make your email marketing efforts much more efficient and more effective. Next, we'll show how to create content for your email campaigns.
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