It is a fair assumption that you will already have a website and are considering whether the extra bother of email marketing is for you. However, the two forms of digital presence are worlds apart.

The website is passive. You wait for people to come to you, rather like a shop. Search engine optimisation attracts passing custom and encourages them through the door. You then hope your products will be what they want at a price they are willing to pay.

The main problem is that visitors move on with no guarantee they will return. They will, in all probability, view other websites and see what they have on offer before coming to a decision. There is no pressure, no time constraints, nothing other than their immediate needs to make them buy.

Email marketing is different in kind. It is much more active as you go to the customer with a specific offer, one which, if you have researched effectively, they will struggle to match.

This is not the only difference. With email marketing you are in control. You decide what information they see and, perhaps more importantly, when they see it.

A website has to cater for all potential customers: first timers as well as regulars so some of the presentation is wasted whichever group they belong to. Worse still, you might put off the visitor by patronising or confusing them with too little information. It is, without a doubt a difficult call.

But with email marketing you can target each recipient with precision. You know your customer and can make assumptions on what they might want to buy. Vitally, you will also be aware what will be the most appropriate way of dealing with them. You will treat a first customer differently to the way you would a regular or one who has not purchased anything for some time.

Websites can contain much more information than an email. So if your customers might wish to view multiple web pages before making a purchase then a hotlink leading to a specially prepared website, a microsite, can be used.

Oliver Penn is a freelance author who has the vast knowledge in email marketing list and email campaign. For more information on email marketing she suggests you to visit: http://www.wizemail.co.uk
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