E-Mail Marketing

Why e-mail marketing?

A recent report by a well recognized marketing group indicates that annual spending on localized email marketing by small businesses in the US will exceed $2.2 billion by 2005.

Here are some reasons why you should consider developing an email program - often referred to as the Internets' "killer app". For more thoughts and an example of the use of email please refer to one our newsletters with the subject using email to communicate your message.

Consider, what is the first thing you do when you get online? Turn on your browser or check your email? Most of us check our email.

Here are some reasons to market using email:

• Build relationships. The best way to develop and keep any relationship whether it is business or personal is frequent and quality contact and communication. An online newsletter can be one of the vehicles to aid in this process. How often should you be in touch? No specific rules here, as it depends on the nature of your business and the need to keep in touch with your customers and prospects. Depending on the nature of the business once a month may be too much, however, certainly at least every three months. Why not a complete newsletter 3 to 6 times a year and shorter more specific and targeted messages in between.
• Inform customers and prospects of your services. Your newsletter should have interesting content about your area of expertise and product offering. At the same time you can include information about your specific services and products. Maybe you have a special on that you have posted to your website. Include an announcement in your newsletter with a link to the page on your website where your offering is described.
• Establish your reputation as a leader in your field. Brief articles describing the technology behind your product or your knowledge about a certain legal, business or accounting service will aid in establishing you as an expert in your field. This will help persuade persons to do business with you or maybe keep clients that may be drifting away.
• Email drives sales. A recent study by DoubleClick revealed that 88 percent of the persons surveyed said they made purchases as a result of receiving information via email. Remember, the customer does not have to buy online to make online selling successful. They may just learn about the product or be reminded of it and then purchase in a traditional fashion.
• Email is cost effective! Think about it - there are no paper or postage costs. According to Century Communications, 2001 and AdRelevance, 2001, the below average costs per message are as follows:
  
  • Direct email: $0.20
  • Telemarketing: $1.00 to $3.00
  • Direct mail: $0.75 to $2.00
• Email is a great complement to your current marketing mix. We strongly believe that the Net should complement your existing marketing mix not supplant it. Email and online newsletters need to be an adjunct to any media which helps quickly reinforce messages, seminar dates, trade show information to name a few.
• Lastly, email is read. Usually! If it is done correctly there is a great chance that an email is opened. After that it depends how well you have constructed your appeal.

There are many "tricks of the trade" to carry out successful email marketing. Done correctly it works. Call us at 877.478.0687 or email us.