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The Importance of Viral Email Marketingby Samo YanezicIn a way, viral email marketing is similar to a story that takes on a life of its own and becomes more mythic than thought possible. Yes, thanks to email marketing, this age-old concept has been expanded to the realm of marketing and promotions. As a result, the ability to deliver a marketing message to a significantly large audience becomes possible. Best of all, it can be done at a fraction of the cost of traditional marketing strategies. How is this achieved? It is not as complicated as some would initially assume. First, it is important to understand what exactly the simple concept of viral email marketing actual entails. Basically, it is similar to word of mouth marketing with email technology replacing the spoken word. A marketing slogan or ad campaign is sent via e-mail and the various recipients will forward the email to their friends and contacts. More and more people become aware of your product or service and, hopefully, many of them will become customers. The most obvious benefit here is cost. There is virtually no overhead involved with a viral email marketing campaign and the size of the audience you could reach is virtually limitless. Of course, in order for such a strategy to be successful, the email message needs to be one that people will want to send out. That means the very text and tone of the message needs to promote such an option. Here is a sample way this can be achieved: The owner of a health and fitness distributor is offering a new supplement to the market. This supplement is known for its anti-aging properties. So, in an email, the tone of the content states something to the effect of “This product has restored my youthful appearance. I thought I would spread the word about it.” There is an obvious psychological component to this message. It infers that the product is so good it should be heralded to as many people as possible. As a result, those who receive the email will be further inclined to send it to others. If they do this then the email message takes a life of its own. Yes, this is the simple concept is at the core of viral marketing. But, does the lack of complexity in this strategy undermine it? No, in fact, simplicity is the main positive attribute of the concept. Far too often, people assume that some “over the top” complicated marketing strategy is needed in order to be successful. This is just not the case. The clear and concise strategy of viral email marketing will generally trump verbose marketing claims. That is why the old school model of marketing is rapidly losing its popularity in an ever-changing information age. Viral email marketing also has the added benefit of being more personal than other marketing strategies. Namely, it does not revolve around anti-septic advertisements. Instead, it relies on a style closer to greeting cards. This makes the message of viral email marketing more welcome and, as a result, more effective. And you do want to employ an effective marketing strategy, do you not?
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