The Power Of Email Marketing
Email marketing is considered to have had its day but the truth is somewhat different. Any good web marketing consultancy understands about the power of email and its ability to reach a large audience as long as it is used well.
The last point is the most important. Email, if handled correctly, is an incredible tool in any marketer’s armoury as it is low cost, easy to use and generates a high return on investment (ROI). Plus it is easy to measure as well.
This is particularly the case with customers who have chosen to subscribe to a newsletter or other promotional item via a website. Their loyalty is rewarded in the form of regular, targeted emails which contain information that is relevant to their individual interests and needs.
Customers are provided with a ‘sneak preview’ of new products or services which makes them feel special as well as a reward for their continuing custom. Do this with special offers or ‘one off deals’ as well.
Doing this over a period of time helps to build trust and loyalty and is ideal for cementing long term relationships. It is important to look after your customers and targeted email marketing is a good way of doing so.
There is a legal requirement to enable customers to unsubscribe from receiving product or marketing material at any time they want. The unsubscribe process must be quick and easy to do. Plus any email marketing has to comply with the Data Protection Act.
Keep track of the number of responses you receive and from which customers. But make sure you have enough capacity to deal with these responses, i.e. enough employees to handle the incoming emails or phone calls.
And, make sure you deliver on your promises. If your emails contain a set delivery time or promise a call-back within a set period of time then ensure that you do so.
Your email marketing campaign may require some fine tuning in order for it to target the right group of customers and increase its effectiveness. This forms part of your overall monitoring process.
The last point is the most important. Email, if handled correctly, is an incredible tool in any marketer’s armoury as it is low cost, easy to use and generates a high return on investment (ROI). Plus it is easy to measure as well.
Advantages of email >marketing
So why should you use email marketing? The biggest advantage is coverage: email has a substantial reach and can be sent to any corner of the globe and at any time of the day.This is particularly the case with customers who have chosen to subscribe to a newsletter or other promotional item via a website. Their loyalty is rewarded in the form of regular, targeted emails which contain information that is relevant to their individual interests and needs.
Customers are provided with a ‘sneak preview’ of new products or services which makes them feel special as well as a reward for their continuing custom. Do this with special offers or ‘one off deals’ as well.
Doing this over a period of time helps to build trust and loyalty and is ideal for cementing long term relationships. It is important to look after your customers and targeted email marketing is a good way of doing so.
Provide options to your customers
This means giving your customers the option to subscribe and unsubscribe at any time. People do not like being tied into anything which doesn’t enable them to opt out whenever they want so make sure you include this.There is a legal requirement to enable customers to unsubscribe from receiving product or marketing material at any time they want. The unsubscribe process must be quick and easy to do. Plus any email marketing has to comply with the Data Protection Act.
Monitor your email campaign
It is important to monitor your email marketing campaign to justify your return on investment (ROI). Firstly, you need to be clear about the types of customers you wish to target before measuring the response rates.Keep track of the number of responses you receive and from which customers. But make sure you have enough capacity to deal with these responses, i.e. enough employees to handle the incoming emails or phone calls.
And, make sure you deliver on your promises. If your emails contain a set delivery time or promise a call-back within a set period of time then ensure that you do so.
Your email marketing campaign may require some fine tuning in order for it to target the right group of customers and increase its effectiveness. This forms part of your overall monitoring process.