The eternal debate of the most effective online selling strategy - email or website - is a question that has intrigued many. As someone who has navigated the learning curve, I am here to share my insights and experiences. My journey involves extensive classified advertising on the internet, including ezines, AOL, newsgroups, and numerous websites. I also employ targeted direct email, albeit selectively.
The digital marketing world seems to be obsessed with banner ads, click-through rates, CPM, and page impressions. But what about marketers like me who can't afford to spend thousands every month on banner ads on popular platforms like Yahoo? Don't get me wrong, banner ads are fantastic, and I rely on them to drive traffic to my site. However, a significant part of my marketing strategy revolves around simple, effective classifieds. It's affordable and it works.
Before I had a website, I used my email address in my classifieds until I discovered the convenience of autoresponders. Autoresponders made more sense as they reduced my workload and ensured that my prospects received my sales letters almost instantly, leading to increased profits.
When I finally established my presence on the World Wide Web, I had a URL to use in my classifieds. I promptly updated my ads to direct people to my new website, thinking that the allure of color, sound, and graphics would be more appealing. However, I learned a valuable lesson when my response rate dropped.
I realized that there are millions of people who use email but do not surf the web. Many simply do not care to surf the web, and a significant number do not have access to it. I quickly reintroduced my autoresponders into my ads. I decided to stick with only the autoresponders, assuming that the extra cost to add my website address was probably not worth it. I was wrong again.
I decided to experiment with my email newsletter. I modified my ads to include both my autoresponder address and my URL. The result was a perfect blend. My total inquiries (autoresponder plus page hits) increased by about 20% and remained consistent as long as my ad contained both contact methods. This led to increased prospects and profits.
Many might argue that this isn't a tough decision. However, if you look at the classified ads in almost any ezine on the net, you'll find that only about one out of every three of them includes both an autoresponder and a URL.
In conclusion, if you're not marketing with both autoresponders and a URL, you're missing out on potential revenue. Remember, as many have said before me, marketing is now, and always will be, a numbers game. The more numbers you reach, the more numbers you'll count!
Autoresponders and URLs are both essential tools in the world of digital marketing. Understanding how to use them effectively can significantly boost your online selling strategy.
