When you build a website, you wait for your potential customers to come to you. When they visit, you can then provide them with the information they want as well as tempt them with some special offers so that they’ll make a purchase. But email marketing is a more proactive approach. Instead of waiting for customers to come to you, you go to them and initiate contact.
There are 3 basic steps to email marketing:
Getting their permission
When you send emails to potential customers even though they haven’t given you their express permission, this is called spamming. Not only is it against the law, it’s also ineffective because it does nothing except to annoy your potential customers. This is why buying lists of email addresses from others is essentially counterproductive.
You can, however, use your website to get the email addresses of your visitors and get their permission to send them emails. Essentially, you offer them something for the email address. You can ask them for their email address in exchange for membership status or for freebies you offer, such as a free ebook.