In fact, earlier today I had a conversation with a colleague who has not yet fully embraced online marketing. I shared how I use my own email newsletter to build a relationship over time with those specific people in my target audience whom I connect with and invite to my email list.
The idea is that you build trust and credibility with each message you send out, when those messages are relevant to the people you send your eNewsletter to.
In other words, if I'm targeting dog owners for a pet grooming service I offer, I want to invite dog owners to sign up on my email list. Then each week or month I'll send useful tips to help those dog owners learn valuable ways to care for their beloved canine companion.
That information would be useful to dog owners who truly care about their pet's well being. Thus, they'll want to read the emails I send because over time they'll come to expect and value the information I share.
Once that trust is in place I can make periodic offers to my email list for products I sell that could fulfill some of their at-home grooming needs or entice them to bring their pet into my grooming studio to have their dog professionally groomed.
The idea with email marketing is that you're building and nurturing a community. That community becomes a source of business leads and referrals (as those on your email list may forward your messages to dog owning friends of theirs).
Want to get started on your own email marketing? Check out the EmailVictory.com. They offer an Email Marketing Made Easy Newsletter that you can sign up for to receive helpful, easy-to-implement email marketing tips.