Most small business owners believe that email marketing is a simple process: you simply type up an email and send it off.  A few years ago (before the onset of spam and CAN-SPAM laws), that may have been the case. However, in today’s business environment, the email landscape has drastically changed.

In order to develop an email campaign that builds loyal subscribers and eventually turns those subscribers into customers, there are a few key points to keep in mind:

1.      Permission is NOT an option. It’s essential that every single person on your email list has opted-in via a form on your website. Today, sending unsolicited emails will only hurt your company’s reputation. In addition, as tempting as it may be to purchase a list of one million prospects from a lead broker, you run the risk of creating angry prospects who can’t wait to report you and your company as spam.  Therefore, build your list through permission, not spam.

2.      Focus on quality over quantity. Too many small business owners believe that a large list is the key to success. However, the truth is that a targeted list is the key to success. It’s better to have 500 targeted prospects, than 5,000 untargeted leads.

3.      Segment your list for better results. It’s important that you take time to segment your list in order to send appropriate emails to appropriate leads. If you have prospects whom have made a purchase from you, segment them and send them emails that keep them happy and loyal customers (coupons, special offers, customer appreciation promotions).

4.      Deliver value. As you build your list, you want to ensure that every time you send an email, it delivers valuable information to your subscribers. This is the key to building loyal subscribers who look forward to hearing from you. Avoid aggressive sales pitches and pushy behavior – it’s the quickest way to lose valuable prospects.

5.      Call to action. Although it’s important that you deliver valuable and educational information to your prospects, it’s also important that each and every email asks your prospects to act. You may want them to call a 1-800 number, you may want them to register for a webinar or you may want them to take a look at your newest product. It doesn’t matter what action you want them to take, just so long as you ask them to take some form of action.

Email is a very powerful option if used correctly. Therefore, take the time to implement proven email strategies to ensure the overall success of your marketing efforts.

Every so often, email marketing gets a bad rap; perhaps it’s small business owners getting all whipped about social media marketing as the “next great marketing platform” and thinking that email marketing is dead.

But, one thing is certain. Email marketing works. However, like any marketing platform, it has rules and regulations that must be followed for optimal success.

One of the most basic premises underlying a successful email campaign is a strategy dubbed by marketing extraordinaire, Seth Godin, called “Permission Marketing.”  In a nutshell, you can ONLY email folks who have given you absolute permission to email them. Basically, if your prospects haven’t opted into a form on your website, you shouldn’t be emailing them.

So, in today’s strict email environment, how can you entice prospects to sign up for you list?

Here are a few ways to find new subscribers and build a powerful list of hot prospects:

1. Ask your current customers, family and friends to sign up for your newsletter. That’s right; you never know where your next customer will come from.

2. Insert a “Sign Up For Our Ezine” box on your homepage and a link to your ezine archives.

3. Promote your ezine on social networks such as Facebook, Twitter, LinkedIn and your blog.

4. Include a “teaser” to sign up for your ezine on your business card. (Never forget to use your business card as a 24-7 marketing tool.)

5. Hold a contest for your employees, customers and clients to see who can bring in the most sign-ups. (There’s nothing like a contest to bring on a healthy and hearty competition.)

6. Offer a free report, downloadable ebook, audio, webinar or other valuable offer in exchange for your prospect’s name and email address.

7. Allow your prospects, customers and clients to select their preferences in order to receive laser-targeted emails from you.

Obviously, an email list filled with prospects that have given you explicit permission to contact them is the only way to exist in today’s competitive small business environment. So, make a point to entice your prospects  to give you that coveted permission.

There’s a rumor circulating the internet that email is dead. The rumor mongers say that with stronger spam laws and shorter customer attention spans your emails are simply not working anymore.

Obviously, the naysayers don’t understand how to use email effectively in order to build their brand and small business. Without question, there are many instances in which email is incredibly ineffective. For instance, if you send out mass emails to an untargeted list, your efforts will undoubtedly be in vain.

However, it’s essential to understand that email is, first and foremost, a tool for developing and strengthening one-on-one relationships with prospects and existing clients and customers.

Here are a number of key factors to keep in mind when using email as a marketing tool:

1. Build Your Own List. If you are interested in the highest open and click-through rate, then you need to begin building your own email list. The simplest way to accomplish this is to put up a form on your website that collects the names and emails of your most interested prospects.

In addition, you should offer something of value in exchange for your prospect’s personal information (ezine, special report, audio series, etc.). Obviously, individuals who have given you permission to send them information via emails are going to be a much more targeted and interested prospect.

2. Offer Value. In order for your email marketing efforts to produce fantastic results, you must provide valuable and relevant information to your subscribers. If, on the other hand, you insist on sending constant “sales messages” you’ll quickly find your database dwindling away into obscurity.

It’s important that you put into effect the 80/20 marketing rule. Simply stated, 80% of your emails should offer informational tools, resources and content. Only 20% of your emails should sell your products and services.

3. Segment Your List. Many small business owners make the mistake of sending out the same emails to everyone on their lists. Although your emails may contain valuable and interesting information, you need to ensure that you understand your list and segment them according to a recent behavior or action.

For instance, if one of your prospects makes a purchase, they should be placed into an email list that is reserved for your current customers and clients. Since this segment of your subscribers has already made a purchase, you will be able to upsell them, cross-sell them and downsell them more effectively than a “cold prospect.”

4. Don’t Ignore CAN-SPAM. As a small business owner, you simply can’t ignore the current spam laws. In fact, if you do, your ISP will quickly become blacklisted and it will be very difficult for your emails to get through to your subscribers.

At the very minimum, make sure to post your privacy policy, list your company’s address and make it obvious how they can opt-out of your list. In addition, whenever one of your subscribers does opt-out, you must remove their name within ten days of the request.

5. Be Consistent. Don’t make the mistake of communicating too infrequently with your list. If you only send out a monthly ezine, your prospects will most likely forget about you and small business between each issue. In addition, you’ll find more of your subscribers complaining that they never signed up for your information.

A good rule of thumb is to email your list at least once a week and up to three times a week. Of course, you will need to test how often your prospects want to hear from you and remain dedicated to providing relevant information at least 80% of the time.

Obviously, email marketing is not dead. In fact, it can be a highly effective marketing tool if used appropriately. It’s important to understand that an email marketing campaign that produces the best results is based on a permission-based list, offers valuable information, segments subscribers, follows the CAN-SPAM laws and remains consistent.

If you follow these rules, you will effectively build your small business quickly and efficiently.