Targeted Email Advertising

Targeted email advertising is one of the most common ways to advertise a website, and reaches those people who have shown some interest by visiting the site of a business without actually buying the product. Just as a salesman on the car lot might talk with a potential customer many times before a sale is actually consummated, targeted emails may be sent several times before a sale is completed. The theory behind this means of advertisement is, if someone was interested enough to visit the site, it's fair to presume they might be interested in buying whatever the site is selling, so sending follow-up emails is not a form of harassment. Most of those emails also have a place to click to take the recipient's name off the mailing list, so for those persons who do not want to get them, they will be discontinued.

Another form of publicity that is aimed toward a particular audience is targeted banner advertising. There are firms that will install pop-in banners at certain related websites that contain a link to the advertiser's web page. There are strict rules of content included with this form of publicity that prohibit anything inappropriate for a general audience. This operates on the same principal as the targeted email advertising, in that the people receiving the ads have shown an interest in the product or class of product, so the chances of making sales is increased.

Other types of audio and visual ads (newspapers, radio, TV) now include email and website addresses for customers to inquire about the products that are the subject of the ads. This has the same effect as the targeted banner advertising, in that it leads potential customers to where they can get more information and place orders. This is particularly useful when a seller wants to reach potential customers outside of his usual advertising sphere. Someone in another state, or even another country, can reach the supplier through the Internet more readily than with postal correspondence, and with less expense than via telephone. For the small to mid-size business that doesn't have an 800 number, this is particularly valuable.

Advertising has come a long way from posters, flyers, and signs of the pre-electronic age. While those tools are still effective, they aren't enough for most of today's businesses. With increased population comes increased competition, and a need to meet that competition with innovative use of the best means available. Targeted email advertising is one of those means. When a potential buyer receives the email, he doesn't have to respond to it any more than he would have to go out and buy something in response to a sign by the side of the road or a TV ad. However, statistics show that about two percent of the people reached will respond positively. When there are hundreds, or even thousands of people reached every day, the effort will pay off.

The companies that set up the email or targeted banner advertising do so for a fee, of course. The business owner will need to research the companies offering these services to determine which fees and services best fit his circumstances. Before making any such investment, the cost and potential returns need to be carefully considered, along with the history of the company. If the Better Business Bureau has on record a great many complaints against the company one is considering, it might be wise to look farther. Also, the terms of the contract should be read carefully, before signing up, to be sure there are not provisions from the initial information. Surprises are fun at a birthday party, but they are not wanted in a business contract.

No matter what other types of publicity are used, word-of-mouth is still a very effective way to get information, about a product, out to the general public. This means the business owner must be sure that the product he is selling meets the customer's expectations, and that keeping the customer happy by accepting returns when necessary, making repairs, or whatever is appropriate for the product, is paramount. Unsatisfied customers amount to bad publicity, which no business wants. Fortunately for most businesses, this isn't a problem. For those few who do not meet the accepted standards of business practice, no amount of targeted email advertising is going to make a lasting difference. Truth, which is belief in Christ, is mentioned in many places in scripture, and is central to a Christian's beliefs and life choices. "For the truth's sake, which dwelleth in us, and shall be with us forever." (2 John 1:2)

Electronic advertising is not different from conventional advertising in many respects. In order to reach a wider market, a publicity firm will be hired, attractive ads will be placed in strategic places that let people know how your product is superior to the competition's. Targeted email advertising and targeted banner advertising are just a little faster and more far reaching, which is every seller's dream.

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