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eMail Marketing
So you got a great Web site. But how do you get people to visit
and, more important, revisit your site? Sure, you should register
it with several search engines. But a simple, inexpensive, and important
way to get people back to your site on a regular basis is eMail
Marketing. You can alert folks to your site's offerings, send update
bulletins about changes, or feature new products and services, political
updates, product recalls, policy changes—you name it. For
a brief moment in Internet time, e-mail marketing meant placing
an ad in an e-mail newsletter and waiting for the traffic. Not anymore.
E-mail can be used in every step of the marketing process, from
driving traffic and building brands, to customer service and marketing
special offers. Take a look at almost every commercial content
or e-commerce site on the Web, they all collect e-mail addresses
and send out e-newsletters.
The reason they do this is simple, e-mail is the Internet's killer
application. There are enough e-mailboxes in the world, for every
man, woman, and child in the world to have their own. According
to eMarketer, in 1998 there were 3.4 trillion e-mail messages
sent in the world. When the owners of those mailboxes are sent
a message, it appears right there in front of them. Quick turnaround
equals quick results. No driving Web traffic to site to get the
message, the message comes to them. E-mail is direct marketing
at its finest.
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