By Tom Warthen – President, ProSite Web Design LLC – www.websitedesignersdc.com

Businesses are relying more than ever on a solid email marketing campaign to be the backbone of their online efforts. In fact, a recent survey showed that small and medium-sized businesses devote the largest share of their marketing budgets to email1.

Email is fast, effective, and extremely low-cost… all you need is a good list of contacts and the right kind of messaging to get started. To really unlock the power of email marketing, however, you have to know what you’re trying to achieve. Here are five goals for your newsletter campaigns:

1. Awareness

Email marketing helps you to maintain “top of mind awareness.” So, even if the customer doesn’t bother reading or responding to your message right away, they will be more likely to think of you or refer you to a friend the next time there is a need.

2. Interest

With the right article, headline, or offer, you can get customers thinking about your products and solutions. That gives you the unique opportunity to create interest where none existed before. Even if that doesn’t result in an immediate sale, it can begin a process that ends with the decision to open an account or buy from you.

3. Credibility

The more information and insight you give to your readers, the more you increase your own credibility. People like doing business with experts, and with businesses that they perceive as being on the leading edge of their industries. Consistently producing insightful email content is a great way to foster your position as a thought leader.

4. Instant sales

Smart email marketers always give readers a reason to take action immediately. Whether it’s a strong call to action, a limited time offer, or a discount code for online ordering, you can use your newsletter as a tool to instantly increase sales. Over time, this can give you a new source of cash flow to count on, and help you open new accounts with prospects.

5. Retention

Although this goal is often overlooked, it’s just as important as the others. It’s important that your messages have the right length, tone, and frequency if you’re going to keep people interested and prevent them from clicking the “unsubscribe” button – and cutting off future email newsletter sales opportunities in the process.

Of course, the best email marketing campaigns target all five of these goals, working towards them for maximum effectiveness and efficiency. Once you get them all working together, the results can strongly enhance your overall online marketing efforts.

Need help putting together a quality email campaign? Call or email us today, and let us show you how easy it is to get started.


Tom Warthen is the President of ProSite Web Design LLC and has been helping businesses looking for a high return on their online marketing investment since the early days of the Internet in the 1990s.

Learn more about how ProSite Web Design can apply their formula for online marketing success to your company to power your business, consistently attract clients, and accelerate your profits – visit http://www.websitedesignersdc.com and contact ProSite Web Design today.

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1. Amy Gesenhues. “Survey: Small & Midsize Businesses Are Spending The Majority Of Their Marketing Budgets On Email” 2 Apr 2013. Web. Marketing Land. 6 May 2014. http://marketingland.com/email-marketing-takes-highest-share-of-marketing-budgets-38386

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