Successful e-mail marketing
Email is probably the most effective medium for communicating with your customers and prospects, and is available at a fraction of direct mail cost, therefore allowing you to communicate frequently, keeping your brand in front of the readers' eyes.
Many businesses have found that offering a company newsletter, providing relevant and interesting information, is an excellent way of both promoting customer retention and encouraging new sales. While others have found that using email for promotions and offers has made a significant impact on their bottom line.
But to make your email marketing campaign work, you need more than just a list of email addresses and a good idea. To be truly successful requires strategy, planning and great creative.
In its definition, email marketing refers to the use of text, HTML or 'rich' media messages, from your business to your customers, with the objective of achieving your marketing goals.
These could include:Sales,education, information, communication and advertising. And one of the most common forms of this new media marketing is the e-newsletter, to which customers can freely subscribe or unsubscribe (opt-in or permission based e-newsletters) While this opt-in form of marketing is a powerful tool, creating a successful campaign is not simple. Bear in mind that users are inundated with messages, so blatant advertising and self-promotion can still be perceived as spam, and is often treated in the same way...with the trusty Delete key.
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Benefits of email marketing Email marketing is highly effective and has many benefits over other forms of marketing:
Popular - Email is now a part of daily office routine, and is now more popular than Internet usage.
Push Strategy - Email represents what is called 'Push Marketing' rather than the 'Pull Marketing" of the more traditional promotion techniques. Email is hard to resist as it simply shows up in the users in-box. Unlike web-sites which require someone to actually come to your site, with email, you can take your site to them.
Cuts Costs - Email costs very little to produce and send when compared with traditional direct marketing. The cost can be as little as pennies per person, which means that compared to print promotions or media advertising it is difficult to fins a less expensive form of marketing.
Short Time To Market - Email achieves results quickly. It is thought that email messages are responded to within 48 hours, while traditional direct mail responses are about 6 - 8 weeks. This gives you a better chance of adjusting your campaign for a better result.
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