Obviously, the naysayers don’t understand how to use e-mail effectively to build their brand and small business. Without question, there are many instances in which e-mail is incredibly ineffective. For instance, if you send out mass e-mails to an untargeted list, your efforts will undoubtedly be in vain.

However, it’s essential to understand that e-mail is, first and foremost, a tool for developing and strengthening one-on-one relationships with prospects and existing clients and customers.

Here are a number of key factors to keep in mind when using e-mail as a marketing tool:

1. Build Your Own List

If you are interested in the highest open and click-through rates, then you need to begin building your own e-mail list. The simplest way to accomplish this is to put up a form on your website that collects the names and e-mails of your most interested prospects.

In addition, you should offer something of value in exchange for your prospect’s personal information (ezine, special report, audio series, etc.). Obviously, individuals who have given you permission to send them information via e-mails are going to be a much more targeted and interested prospect.

2. Offer Value

For your e-mail marketing efforts to produce fantastic results, you must provide valuable and relevant information to your subscribers. If, on the other hand, you insist on sending constant “sales messages” you’ll quickly find your database dwindling into obscurity.

It’s important that you put into effect the 80/20 marketing rule. Simply stated, 80 percent of your e-mails should offer informational tools, resources and content. Only 20 percent of your e-mails should sell your products and services.

3. Segment Your List

Many small business owners make the mistake of sending out the same e-mails to everyone on their lists. Although your e-mails may contain valuable and interesting information, you need to ensure you understand your list and segment them according to a recent behavior or action.

For instance, if one of your prospects makes a purchase, they should be placed into an e-mail list that is reserved for your current customers and clients. Since this segment of your subscribers has already made a purchase, you will be able to up-sell them, cross-sell them and down-sell them more effectively than a “cold prospect.”

4. Don’t Ignore CAN-SPAM

As a small business owner, you simply can’t ignore the current spam laws. In fact, if you do, your ISP will quickly become blacklisted and it will be very difficult for your e-mails to get through to your subscribers.

At the very minimum, make sure to post your privacy policy, list your company’s address and make it obvious how they can opt-out of your list. In addition, whenever one of your subscribers does opt-out, you must remove their name within 10 days of the request.

5. Be Consistent

Don’t make the mistake of communicating too infrequently with your list. If you only send out a monthly ezine, your prospects will most likely forget about you between each issue. In addition, you’ll find more of your subscribers complaining that they never signed up for your information.

A good rule of thumb is to e-mail your list at least once a week and up to three times a week. Of course, you will need to test how often your prospects want to hear from you and remain dedicated to providing relevant information at least 80 percent of the time.

Obviously, e-mail marketing is not dead. In fact, it can be a highly effective marketing tool if used appropriately. It’s important to understand that an e-mail marketing campaign that produces the best results is based on a permission-based list, offers valuable information, segments subscribers, follows the CAN-SPAM laws and remains consistent.

If you follow these rules, you will effectively build your small business quickly and efficiently.

Here are a few points to keep in mind when writing copy for your marketing materials:

1. Decide on your overall message

What is the one point you want to convey? Your marketing will always be more effective if you don’t flip-flop between different messages.

2. Keep your message simple and to the point

It’s important you understand it’s always in your best interest to be clear and concise. Keep your writing style simple and easy to understand and your prospects will thank you.

3. Understand your audience

Who are you talking to? If you want your prospects to connect to your marketing message, then it’s essential that you talk directly to them. Are they men? Women? Small business owners? The more specific you can be about your target market, the more successful your advertising campaign will be.

4. Choose each word wisely

Words can be very powerful tools in your marketing toolbox. Choose each word with care to ensure it delivers the desired impact.
5. State exactly what you mean.

Too many marketers hem and haw and aren’t crystal clear in their intentions. Remember, it is always better to be clear than clever.

6. Make promises

Promise your prospects they will receive a desired result by using your products or services. However, it’s important you under-promise and keep expectations low, otherwise your prospects will be naturally skeptical.

7. Ask questions

Ask the tough questions your prospects struggle with. But, make sure only your service can provide the answer.

8. Make a deal

Let your prospective clients and customers know you can create a relationship that benefits both of you:

• If you give me five minutes, I promise to make it worth your while
• Simply e-mail your address and you will receive our free e-book

9. Talk directly to your prospect

Always write your ad copy as if you are having a one-on-one conversation with your prospect. Use the word “you” throughout your copy and use it often.

10. Flatter your prospect

Sometimes it’s appropriate to flatter your prospect and make them feel good (even great) about themselves.

• We would like you to become a member of our elite team
• As a discriminating buyer…

11. Use power words

There are a number of words in the advertising world that ensure your prospect will pay attention to what you are saying: free, you, cancel at any time. Use these words everywhere in your ad copy.

12. Include a call to action

Make sure you always tell your prospect exactly what you want them to do.

• Supply you with their e-mail address.
• Call a 1-800 number
• Download a free e-book
• Purchase your product or service

The next time you are struggling to sell your products or services, take a look at your ad copy – that could be the culprit.

Here are a few points to keep in mind when writing copy for your marketing materials:

1. Decide on your overall message.

What is the one point you want to convey? Your marketing will always be more effective if you don’t flip-flop between different messages.

2. Keep your message simple and to the point.

It’s important you understand it’s always in your best interest to be clear and concise. Keep your writing style simple and easy to understand and your prospects will thank you.

3. Understand your audience.

Who are you talking to? If you want your prospects to connect to your marketing message, then it’s essential that you talk directly to them. Are they men? Women? Small business owners? The more specific you can be about your target market, the more successful your advertising campaign will be.

4. Choose each word wisely.

Words can be very powerful tools in your marketing toolbox. Choose each word with care to ensure it delivers the desired impact.

5. State exactly what you mean.

Too many marketers hem and haw and aren’t crystal clear in their intentions. Remember, it is always better to be clear than clever.

6. Make promises.

Promise your prospects they will receive a desired result by using your products or services. However, it’s important you under-promise and keep expectations low, otherwise your prospects will be naturally skeptical.

7. Ask questions.

Ask the tough questions your prospects struggle with. But, make sure only your service can provide the answer.

8. Make a deal.

Let your prospective clients and customers know you can create a relationship that benefits both of you:

• If you give me five minutes, I promise to make it worth your while
• Simply e-mail your address and you will receive our free e-book

9. Talk directly to your prospect.

Always write your ad copy as if you are having a one-on-one conversation with your prospect. Use the word “you” throughout your copy and use it often.

10. Flatter your prospect.

Sometimes it’s appropriate to flatter your prospect and make them feel good (even great) about themselves.

• We would like you to become a member of our elite team
• As a discriminating buyer…

11. Use power words.

There are a number of words in the advertising world that ensure your prospect will pay attention to what you are saying: free, you, cancel at any time. Use these words everywhere in your ad copy.

12. Include a call to action.

Make sure you always tell your prospect exactly what you want them to do.

• Supply you with their e-mail address
• Call a 1-800 number
• Download a free e-book
• Purchase your product or service

The next time you are struggling to sell your products or services, take a look at your ad copy – that could be the culprit.

If you truly think about what you want to eventually accomplish through your blogging efforts, you’ll soon be rewarded with a loyal audience who connects with you and repays you with an abundance of links and comments.

Here are 7 tips to help your small business blog succeed:

1) Write for Your Readers

Determine what your reader wants to read as opposed to what you think that they want to read. If you’re in doubt, ask them through a poll or survey.

2) Learn, Learn, and Learn

Since successful blogs are all about educating their audiences, you need to keep educating yourself. Keep up on reading, attending workshops and, of course, reading blogs in your own industry.

3) Give Away Your Knowledge

Don’t be stingy with your knowledge, tips and advice; there’s no reason to keep your ideas under lock and key. Successful bloggers give away everything that they know.

4) Research

Read what other bloggers in your industry are writing about, check out your competition and stay current in your field. In the ultra-competitive world of small business, you can never, ever rest on your laurels.

5) Get Organized

Create a blogging calendar that guides you as you plan upcoming posts and topics; put together a list of possible blogging topics; develop a blogging schedule that works for you. Then stick to your calendar no matter what.

6) Offer Up Guest Posts

Once you’re on a roll, you should begin researching blogs in your particular industry that accept guest blog posts. Then, get to know the bloggers, interact with them on their blog and eventually offer to write a guest post for them.

7) Create Massive Exposure

Make sure to spread the word about your blog in as many places as possible: Twitter, Facebook, LinkedIn, Google+, press releases, videos, podcasts, speaking, etc.

Decide exactly what you want to accomplish through your small business blog, and then apply the above tips. Remember, blogging isn’t an overnight marketing strategy; it takes time to grow a loyal audience.

But, if you hang in there and don’t give up, your efforts will be rewarded through more traffic, better leads and, eventually, more sales for your small business.