Email Marketing Is Impression Marketing
Summary: Impression Marketing is a bit like Search Engine Optimization (SEO). In both cases you do a lot of hard work with very little in the way of results. In both cases these two marketing functions take a long-range view knowing there will come a time when the hard work will pay off. There is no such thing as 100% response to email marketing – even if you were giving your merchandise away (with free shipping). You have to understand that not even your most loyal customers are going to fully review every email-marketing item you send. Those that do read the email from your business may not be at a place where they need your product or service at the tie you send it.
So what is the point in continuing to send email marketing items if there is only a relatively small chance of response? The primary reason for email marketing is what I like to call ‘Impression Marketing’. The email you send may hit a few people at the right time and a purchase is taken care of. However, in most cases the end user is left with another impression of your business (even if they don’t actually open the email). Since this is true you should always make sure the subject line includes the name of your business first followed by a compelling title for the email message. Because we all receive a variety of spam messages the use of your business name gives the email added weight in the eyes of the recipient.
They may not read it, but they are likely to be less hostile to email from someone they have done business with before. Besides it gets your name before the customers again. Impression Marketing is a bit like Search Engine Optimization (SEO). In both cases you do a lot of hard work with very little in the way of immediate results. In both cases these two marketing functions take a long-range view knowing there will come a time when the hard work will pay off. Impression Marketing takes your efforts and brings results much later than you expect. While that may sound bad, it also brings results that are often far greater than your effort. This can be seen in the planting of a corn seed. The single seed grows into a stalk that can produce more than one ear of corn. The net result is a yield of hundreds of kernels of corn in exchange for the one kernel planted.
Again, the corn doesn’t produce a stock and fully developed ears overnight, but it does provide a great return – given time. The same is true for Impression Marketing. When you give it time and consistently maintain that long-range view the use of SEO and email marketing begin to make sense. You may not see the traffic you hope for immediately, but you may be able to view your stats in the future and see that looking long range is a great way to prepare for your future.