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Every online business owner strives to satisfy customers on a regular basis. This is because satisfied customers are likely to return and purchase again in the future. In addition, they will recommend the merchant to other potential clients. Email marketing plays an important role in increasing one's customer base and keeping clients interested in the services or goods being offered. All clients should be encouraged to subscribe to the merchant's mailing list. Also called an opt-in list, a mailing list is simply a list of website visitors who agreed to receive newsletters, catalogs and other promotional materials from the website owner. Such correspondence is designed to keep the clients updated regarding the services and products offered on the site. Reducing Advertising Costs When using the email venue, the merchant can eliminate high advertising costs. When a list of subscribers who have opted in is generated, the Internet marketer can be relatively sure that what he or she is sending to the list is being received and read by the subscribers rather than deleted as spam. When clients receive regular e-mails about the merchant's goods and services, it will prevent them from visiting the site once and forgetting about it in the future. There is also a good chance that they will eventually pass the website on to their friends and family. This is particularly true if the Internet marketer offers specials and discounts from time to time. Keeping the Correspondence Interesting One way for Internet marketers to ensure that people do not become bored with their newsletters and promotional materials is to keep them interesting and fun. They should not contain overt sales pitches that customers may find tacky, but a little creativity should be used in the text. This way, those who opted in will not become disinterested and unsubscribe. The marketers should also ensure that he or she posts quality articles on the site that contain meaningful information for the readers. Those who do not feel as if they can write professional, error-free articles will be pleased to find that experienced authors are available who can complete this task for a fee. The merchant should also consider writing or having a professional author write an e-book containing information related to his or her business or website. The e-book should be shared with other websites and with whom anyone the Internet marketer feels will benefit from its contents. Additional Tips Placing e-coupons in one's newsletters will also encourage customers to make a purchase. However, it is important to attach a control number to the coupon so that it cannot be used multiple times by the same customer. When clients realize that coupons are available, it will result in additional interest in the email correspondence they receive from the merchant. Finally, it is important not to overwhelm subscribers with promotional materials, as this will work against the merchant's email marketing efforts. Ultimately, if subscribers receive information that they find meaningful and beneficial, the Internet marketer has accomplished his or her goal.
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