Email. Though it sometimes feels like the short leash that keeps us tied to our computers, smartphones or tablets, it is still one of the most effective ways we communicate in business today. It’s also a very useful marketing tool when well deployed.

Let’s look at some different ways you can use e-mail.

E-newsletters

We’ve talked before about the power that comes from the “give it away” marketing tactic. Share a little of what you have or know. Give your prospects a taste and hope that they’ll be hungry for more. An e-newsletter is an effective way to gain trust from your audience by proving you know what you’re talking about.

When done well and with the right intent, e-newsletters provide content that your target market wants. You’re giving your audience something they need to enhance their life or grow their business, and in return they give you their attention and, over time, their trust.

Event invites

Whether it’s your event or an event that you know would appeal to your core audience, invite them. Email is an easy and convenient tool for this task. It will save you time and money and comes with some built-in advantages. Depending on how you send the email, you’ll be able to track opens and clicks and follow up.

It’s also an easy way to lead your audience to actually register or RSVP online. With a single click, you can get them right where you need them to be.

Product or service announcements

The goal of an email announcing a new product or service is to reconnect or get introduced. If you’re smart, an announcement email also can generate more leads. Keep the email short and sweet. Craft a message that focuses on your audience and their needs.

Your call to action should offer access to valuable content on your website. Do you have a product video or how-to information on your site? In your announcement email, offer access to a white paper that proves the need for your updated solution (e.g., “Ten Ways to Add Years to Your Furnace”). Place the content behind a simple landing page with a form that captures information (contact, company name, etc., if you don’t already have it) to generate leads.

Offer emails

Offer emails are all about sales. You might be creating an email special bundle or offering discount pricing on products or services. Some companies don’t discount but instead offer bonus incentives. All of that is well and good, but to reduce the risk of unsubscribes, the offer should still be of value to the recipient.

As you’re writing the copy for these types of emails, be mindful to avoid words like “free” and “buy now,” which are triggers for the spam filters.

Use these sorts of emails with care. Too many will trigger your audience’s ire, and too few will not help you hit your sales goals.

Email can be a potent weapon in your marketing arsenal. Just remember – you are in someone’s inbox by invitation. So behave accordingly.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached by email at Drew@MclellanMarketing.com. © 2011 Drew McLellan