Are you using email to communicate your message?
By D. Graham Tweedy, DGT Internet Marketing
In recent feature articles we have been exploring marketing
concepts focusing on search engines and directories and how
this environment has changed and how we must adapt our techniques
to accommodate these changes.
In this issue of our newsletter we are focusing on email
and how we can use it to promote our products and services.
What better idea than to take your current printed newsletter
and put it online. Maybe you do not have a newsletter that
you send out regularly. Should you? It is a great way to communicate
Here are some reasons to publish.
- 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
- 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.
But you say I do not have the time or the
talent or . . . Let's discuss in our next newsletter.
A postscript that we must add as it
is current and illustrative of the use of email.
The following is not an example of the use
of an online newsletter but it is an example of the use of
email promotion and it is timely and an outstanding example
of how it can work.
The Venetian is one of only three five-star
hotels in Las Vegas. The slow economy had been hurting its
bookings even before September 11, and the tragedy that took
place that day further worsened business. Upper management
needed to fill as many rooms as possible -- and do it as quickly
as possible. So the hotel turned to email marketing, which
it had used successfully in the past. The hotel created a
snazzy email message, complete with photographs, a video,
and a customer-service call button. We call this rich media
email. The response was overwhelming. Now of course the offer
was also significant announcing considerable discounts on
The result. The conversion rate was a whopping
23 percent compared to a typical email conversion rate of
1 to 5 percent. Of course, rich media doesn't work for everyone
nor is it essential. Your audience may prefer text, for instance.
But in any case the promotion does illustrate that the use
of email in a timely way, with a message that is important
to the audience, can be very successful.
Taken from an article in ClickZ Today by
Heidi Anderson, November 8, 2001