Email marketing is one of the most cost effective communications mediums when used properly to add value and build relationships with your recipients. Here are the five steps to follow in building an effective email marketing program:

One: Define your business objective

You need to be absolutely clear about what you want to achieve.

Two: Build your email list

Put a plan in place to start growing your list.

Three: Prepare your message

Plan ahead and spend most ofyour effort on the message you want to get to the recipient and whataction will result from it.  Follow the AIDA guide;attract the Attention of the reader, generate their Interest, create aDesire for the reader to act and provide them with a call to Action.

Four: Test and test again

Test for open rates with different email subject lines andtest click thru rates for different call to actions.  Once you have theemail that best performs send it to your target list.

Five: Measure and track your results

Use your email marketing analysis tools to measure the resultsof your effort versus the objectives you have set for the emailmarketing campaign.

Share with us your views on how you have used email marketing to promote your business - what works and what does not work.

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