Despite the many alternatives we have in reaching out to our target customers online, email marketing proved to remain a steadfast scheme that allows marketers like us to leverage our online businesses. Email marketing gives us the opportunity not only to sell but more importantly to establish a long term relationship with our target market. I am no hypocrite for I admit that sales and conversion mean a lot to me. But more than just that, being able to establish rapport and long term relationship with customers and potential customers are equally important.

I'm grateful that Email marketing has not lost its spark despite the emergence of other options like social networks.

Email marketing was a bit overshadowed by the popularity of social networking sites. And yet, it remained to be one very essential aspect of internet marketing. People may have talked less about email marketing but it doesn't mean that it has been relegated.

Let me discuss with you some email marketing best practices and the benefits that come with it.

Regularly send free email newsletters

People love to receive free email newsletters especially when they have a dire need for information or have high interest in a particular topic. Regularly sending updates and free information through mail is very important.

Send updates or highlights of your website

There must be at least one mail that especially highlights topics from your site. You can feature your most commented posts for the week or for the month. Or you can also feature popular issues tackled in the forum.

This style will surely bring more people deeper into your website.

Send product reviews

If you do affiliate promotions, this is a great opportunity to introduce the product to your subscribers and make sales. However, avoid the hard selling part. Instead, write a product review to emphasize benefits and the downsides(if there are) of this product. This way they don't only get to read a sales pitch but instead get valuable information despite the fact that you are selling something to them.

Personalize your approach

People reading your mails must feel that they are part of something. Speak to them as if they are part of your community i.e. use WE more than I. Make time to write them personal notes, too. You can do this in the welcome note that you send right after they opt in. And from time to time, do check out on them without having to promote or sell something. Like in Christmas, simply send them a greeting that wishes them and their families well

I really like the flexibility of email marketing. There are several approaches and styles that we can employ to further spice up communication with our target market and eventually lead to more traffic and sales.

How about you, what are your best email marketing practices?