Email marketing is crucial to building a sales pipeline -- a reserve of current and potential clients with whom you can regularly communicate.
As a business owner, if you’re presenting value to those on your email list -- information that helps them in some specific way and is related to your business -- you build trust with them over time.
This keeps you and your expertise top-of-mind for those on your email list, so when they’re ready to make a purchase of the types of products and/or services you provide you’ll likely be the first person/business they think to buy from.
One way to build an email list is to have a landing page that invites your target audience to provide their email address to you (giving you permission to communicate with them and market to them), usually in exchange for some value you can provide -- at this stage that value is likely useful information or expertise.
Staying in touch with those who sign up on your landing page will allow you to nurture a relationship and trust with them over time via email.
Here’s an example of a landing page that I came across for a real estate company: http://hotwaterdownhomes.com. In this case the value to someone signing up on this email list is to be informed and updated on available homes for sales in this particular community. If you’re in the market to buy a house in this community the offer to continually be updated about area listings may be enough value for you to submit your name and email address.
posted by Nick Venturella