Email messages are a cost-effective and timely way to communicate with current customers and attract new ones. However, and as you probably experience yourself, customers can become sick of junk email messages clogging their inboxes with useless information.

The first trick of email marketing is often to convince visitors to part with their email addresses and people are very protective of their inboxes now. Most aren?t willing to give you their address without a few benefits, as well as assurances that you won?t misuse the information. When collecting email addresses at your website make them feel comfortable by clearly stating your privacy policy. Include a link to your website?s privacy policy on every page as people want reassurance that you won?t sell, rent, or give away their email address.

All of your email should be opt-in which means that customers either specifically request or agree to receive emails from you and give them the option to unsubscribe.

There are three different kinds of business emails:

1. Messages People Need

This is a small but important issue. Some examples of the kind of information that people really need:

• Customer service and/or market information: It?s a lot cheaper to use email for this than it is to pay for printing, posting and faxing.
• Order acknowledgements: Send an email confirming that an order or an enquiry has been received and is in process. If you have an expected ship date, note that too.
• Renewal notices: Alert the customer if they?ve purchased a service or subscription from you that?s about to expire.

Sending out information your clients actually need and you?ll generate a lot of customer goodwill. Those ?warm feelings? will make people more amenable to your other email messages.

2. Messages People Want

If you?re providing information customers haven?t specifically requested you have to convince recipients that they want it. Make it worth their while to spend a few seconds reading the message as targeted email is the key to maintaining customer goodwill. When the recipient gives you their email address, make sure they understand that they will receive future mailings from you. Offer products and services they?ve previously expressed an interest in, purchased before, or may be interested in based on their previous purchases. Otherwise, people will view your messages as spam and they'll be right!

3. Messages People Hate

Spam. I shudder to mention those messages that offer low-cost life insurance, herbal supplements or restoratives for lost manhood! We hate these messages because they?re obviously not targeted. They?re from strangers and businesses we have no interest in, and may even find quite repulsive. Always give visitors the choice to unsubscribe from future mailings and remove them when they ask. Too much unwanted email from you and visitors may just send future messages directly to their trash bins.

Email Is Just One Promotion Method

Even though email messages can be a great way to deliver targeted traffic to your website and increase your online business, it?s just one of the many promotion options you have available. People can find your website by clicking on your website address in email messages, or seeing it on your stationery, business cards or TV/radio/print ads.

Good targeted email messages - sent to willing recipients - will get you new and repeat customers. Spam email earns you the wrath of your hapless victims and, in line with government legislation, you can be fined!

Understanding the difference can keep your customers happy and help grow your business.