Many internet marketers no longer consider email marketing a hot topic, relying mainly on tweets, likes, and Google +1 buttons. Many e-commerce experts focused on fashionable tools that everyone has heard. They call email old-fashioned and unnecessary. But what about this, we ourselves adhered to the same point of view until recently.

Admittedly, this was a mistake. Voluntarily give up a perfectly working way to promote brands, goods, services - what could be more stupid?

So why is email marketing a hot topic? And how do we understand this?

Huge audience
E-mail is still one of the most popular messaging channels on the Internet. According to various data, 70-80% of Internet users check their email boxes more than six times a day. This confirms that "e-mail" remains the most reliable way to communicate with the audience.

People prefer email
Facebook and other social networks are a great way to find old friends and new acquaintances. Twitter microblogging service allows you to comment on the events in real time. And e-mail is still a traditional business discussion tool.

According to a study by ExactTarget, 77% of Internet users prefer to receive business messages via email. Your end users are accustomed to using social platforms for communication, and “e-mail” for the exchange of business messages. Do not force them to give up their habits for the sake of dubious experiments.

Email marketing brings results
The times of buying databases of e-mail addresses and mass mailings are long gone. However, email marketing remains an effective tool for increasing sales. According to researchers at MarketingSherpa, 66% of web users have ever made a purchase after receiving an advertising email. And 67% of companies that participated in the study increased the budget for email marketing in 2012.

Email supplements SMM and SEO campaigns
Using email greatly increases the effectiveness of small business marketing on the Internet. For example, the start of a new campaign in social networks becomes more successful if you send letters to your friends informing you that a new project has begun. The chances of a campaign’s success increase if you have many acquaintances who are interested in your initiatives.

Sending links to friends and acquaintances to interesting and useful materials on your site is an effective way to get natural external links. In addition, having a large list of email addresses of friends and potential customers, you can ask them to retweet or write a review about a particular product.

How to use email marketing to promote a business project
Create a database of email addresses
Surprisingly, many entrepreneurs do not have any list of addresses of their clients. Others rarely update such a list and do not monitor its relevance.

Start by creating two lists. Fill in the first e-mail addresses of existing customers, and in the second e-mails of potential consumers. It will not cause you difficulties.

Do not buy ready-made database of electronic mailboxes. All studies prove the inefficiency of sending emails to purchased addresses. Collect "electronic" your customers by selling them services or products. Stimulate site visitors to subscribe to the newsletter, while leaving a real email address.

Organize your newsletter
Use the easiest way to start an email marketing campaign - send out emails at least once a month. Your company is one of the best in its niche, right? Share with your existing and potential customers and partners useful information that has made you a leader.

Use one of the many free platforms for organizing newsletters. Install a subscription form on your website, choose memorable email templates.

Organize a special newsletter
Having coped with the monthly newsletters, proceed to the creation of several special mailings. This process is time consuming, but it is he who brings the maximum result.

Create and send letters to your customers to help them solve any problems related to your business. Send these letters exclusively to the subscribed recipients. This will allow you to work with a motivated audience.

The more useful and informative these letters are, the more customers will respond to them.

Evaluate the results
Evaluate the effectiveness of email marketing to understand how this tool works and what results it brings. Having organized information and special mailings, take care of fixing the leads that this channel generates.

Try izbaReaping problems typical for small businesses - many entrepreneurs often do not know how to collect and analyze data on the effectiveness of marketing activities. Contact external consultants if you do not have lead-fixing tools. Conclusion Email marketing has lost its popularity due to the development of alternative promotion methods, but it remains one of the most effective ways to reach out to your target audience. The effectiveness of mailing lists is confirmed by numerous studies, but not every entrepreneur maintains a database of email addresses of existing and potential customers. As with other methods of promoting business on the Internet, email marketing is not a universal weapon or a panacea. However, it should be one of the key elements of a small business promotion strategy. Try this tool to ensure its effectiveness. Evaluate the synergistic effect that email marketing brings along with other ways to attract consumers.