How can I start an email marketing campaign?

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The first thing any company would need, before considering an email marketing campaign, is subscribers. Without an audience, there really is no point considering email marketing so take some time to build a high quality contact list. For some companies this may be easier than you first imagined. If you are selling a product or a service and part of the sales process is collecting information about your customers ie their email address and you have been given permission by the customer to send them information via email, you already have a captive audience. Considering they have previously used your company assuming they have experienced good service levels, the likelihood that they will come back to you is very high. All you need to now do is develop an email marketing strategy to send these subscribers interesting, engaging content on a regular basis to ensure that they will return to your website for future purchases. Should you not have a subscriber list to begin with you would need to decide which is the best method, for you, to build a high quality list. Some of the most effective methods to do this are as follows:

Add a subscription form to your website offering some form of an incentive for the prospective subscribers to sign up (discount voucher for next purchase or free e-book)
Attend networking events and/or trade shows to increase your company exposure and collect details from potential customers
For those companies running e-commerce websites it is always important to offer your purchasers the opportunity to continually receive email marketing during the registration or checkout process.

Please remember that it is key during any data collection process that you obtain the permission of the subscriber to send them future email campaigns. By doing this you will ensure that you list is of high quality and you will experience lower bounce and unsubscribe rates.

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