| It is a fair assumption that you will already have a | | | | see and, perhaps more importantly, when they see it. |
| website and are considering whether the extra | | | | A website has to cater for all potential customers: |
| bother of email marketing is for you. However, the | | | | first timers as well as regulars so some of the |
| two forms of digital presence are worlds apart. | | | | presentation is wasted whichever group they belong |
| The website is passive. You wait for people to come | | | | to. Worse still, you might put off the visitor by |
| to you, rather like a shop. Search engine optimisation | | | | patronising or confusing them with too little |
| attracts passing custom and encourages them | | | | information. It is, without a doubt a difficult call. |
| through the door. You then hope your products will | | | | But with email marketing you can target each |
| be what they want at a price they are willing to pay. | | | | recipient with precision. You know your customer and |
| The main problem is that visitors move on with no | | | | can make assumptions on what they might want to |
| guarantee they will return. They will, in all probability, | | | | buy. Vitally, you will also be aware what will be the |
| view other websites and see what they have on | | | | most appropriate way of dealing with them. You will |
| offer before coming to a decision. There is no | | | | treat a first customer differently to the way you |
| pressure, no time constraints, nothing other than their | | | | would a regular or one who has not purchased |
| immediate needs to make them buy. | | | | anything for some time. |
| Email marketing is different in kind. It is much more | | | | Websites can contain much more information than an |
| active as you go to the customer with a specific | | | | email. So if your customers might wish to view |
| offer, one which, if you have researched effectively, | | | | multiple web pages before making a purchase then a |
| they will struggle to match. | | | | hotlink leading to a specially prepared website, a |
| This is not the only difference. With email marketing | | | | microsite, can be used. |
| you are in control. You decide what information they | | | | |