If there is
one certainty about the uncertain world of the Internet, people use e-mail.
A recent study noted that 98% percent of online users use e-mail. Millions
of messages are transmitted over networks all over the world. One of the
ways you can capitalize on this vast mountain of potential is to master
the skills of e-mail marketing.
marketing is interaction, speed, depth, and communication. No other
medium has the power of allowing businesses to communicate with existing
and potential customers like e-mail. It has the ability to produce interaction
with people in all facets of life from business to school to home. It
enables messages to be sent businesses to business, consumer to business,
and so on. Thus, e-mail produces a quick pathway of feedback in helping
marketers translate data into measurable and meaningful information.
Lastly, soon a day will come when people will not ask, do you have an
e-mail address? But rather, which e-mail address should I send it to?
marketing Is Not
beginning, it was common for businesses to send unsolicited commercial
e-mail, known as spam. Thousands of lists were created from unsuspecting
individuals at Internet newsgroups and sold for profit.
spam is like anything else -- 98% of people use it wisely and generally
have good intentions. It is the 2% that see it as pathway of gold and
use it unyielding. Spam isn’t going away anytime soon because many still
feel that people want to be sent information even though they do not
ask for it. Although, if your ultimate goal is to be a legitimate and
credible business, it will serve your best interest to avoid it.
E-mail marketing strategies
It is possible
to send unsolicited e-mails to the Internet community without causing
irritation or objections. It can be carefully done through using opt-in
e-mail marketing. There are many direct marketing groups that specialize
in sending e-mail solicitations to people who showed interest in a particular
subject or service.
the most popular opt-in list providers is PostMasterDirect.com
Generally expect to pay between 20 to 30 cents per name. Also, most
companies require a minimum order of names.
the best ways you can solidify a business relationship is sending a
thank you letter or any additional information to a customer who purchased
something or requested information. The difference in effectiveness
between in-house lists and outsource lists is non-comparable. Experts
say that people who have already shown an interest in a particular area
are more likely to appreciate periodic follow-up material. Unlike bought
lists, the messages sent to people may cause little action for the money
you spent.For example, a customer at one time may like a particular
gadget, but at any time lose interest. Thus any e-mail or message sent
to them will be non-effective, or even worse cause irritation.
When you send follow up or information e-mails, it will help you to
follow these simple rules:
lines are extremely important because they are the gatekeepers of the
message you are sending. The goal of your subject line is to compel
your audience to take action and open it. It isn’t worth it to deceive
your customers. (Every customer -- even current customers -- should
be treated like they are potential customers. You will lose plenty of
customers without helping them do it.) They will only resent it and
your company will only look bad in the process. The key is to be simple
and give your “potential” customers reason to click and read it.
should be polished and provide the exact information your customers
want. This isn’t a time to attract negative attention to your business.
Just like the old saying, no news is good news. If people respond to
your e-mails because of poor punctuation, you would have fared better
not to even send it.
your offer or news so that your audience can easily understand the message.
Also, always include your contact information.
stay disciplined and consistent with your e-mails, you will be able
to track your lead generation and, more importantly, your conversion
started the viral marketing concept. They implemented a tag at the bottom
of every e-mail sent offering a free e-mail account. Experts say this
type of marketing is best utilized when quantity is the desired result
-- not quality. This is a great example of creativity that you can use
to implement new ideas into your e-mail marketing strategies.
e-mails include audio, video, or animation features. The greatest benefit
to utilizing this new technology is it increases interactivity between
advertisers and the audience. Also, it increases the ability to extend
the marketing message. According to Brady Brewer with Avenue.com, rich
media is “more likely to have pass-along value, thereby extending the
reach of the marketer’s message.”
many statistics show the effectiveness of this medium, with its 7 percent
click-through ratio, it is still in its infancy because of the cost.
According to Jupiter Communications the per-customer acquisition cost
of marketers when using rich media e-mail ranges from $70 to $100.
costs for implementing rich media fluctuate depending on the company’s
goals. Furthermore, cost is decreasing on the whole. The media type
and the complexity of the message being represented will affect the
bulk of fees. The main thing to keep in mind is that the creative content
needs to be valuable to the user and reflect the quality of the brand.
the most effective pathways to a successful e-mail marketing campaign
is to be consistent among all your media messages. According to Jupiter’s
research, businesses can increase the value of their e-mail marketing
to consumers by integration across media channels and data. They also
advised that companies maintain consistency across all media. The tone
and message of the email should be parallel with the look and feel of
print, banner and broadcast campaigns. A survey by Jupiter showed that
49 percent of online consumers surveyed said that if they had seen an
ad or commercial for the company or product recently, they were more
likely to respond to an e-mail marketing message.
Marketing Report says that e-mail advertising will grow from 3% of total
web advertising dollars in 1999 to 15% in 2003.
- The e-mail
marketing industry will soar to a $4.8 billion industry by 2004, according
to a report by Forrester Research.
- The commercial
e-mail market will soar to an estimated $7.3 billion in 2005, cannibalizing
direct mail revenues by 13 percent, according to research by Jupiter
estimates that commercial e-mail spending will grow from $164 million
in 1999 to $7.3 billion in 2005.
to Jupiter, the average number of commercial e-mail messages that US
online consumers receive per year will increase from 40 in 1999 to more
than 1,600 in 2005; non-marketing and personal correspondence will more
than double from approximately 1,750 in 1999 to almost 4,000 in 2005.
$603 million was spent on direct marketing through the Internet in 1998.
This number will climb to $5.3 billion by 2003, reports The Direct Marketing
marketing in many ways resembles a double-edged sword. On one side you
have the ability to create a sharp-edged marketing campaign to promote
your business cost effectively. On the other, you can ruin your business
image and branding by not following rules of professionalism e-mail
numerous reasons why it is effective to use e-marketing strategies through
e-mail. First of all, not only do you have an opportunity to promote
specific products and services, but it’s also important to expand non-commerce
communications as well.
as customers fill out forms, purchase items, or make information requests,
they should be instantly acknowledged with a “thank you.”
all communication -- including in your e-mail marketing campaign --
should represent your company as an expert and a leader in the industry.
Rick Bruno, vice president of IMT Strategies' interactive marketing
strategies group said, “Compared to click-through rates on banners,
which are still clustered under 2 percent, e-mail click-through rates
show a wide variance of effectiveness based on best practices.”
Develop and maintain your e-mail marketing advantage by communicating
with your “potential” customers. Engage your audience with creativity
and focus on their needs. As you mold your objectives, maintain a consistent
message, and track your efforts, you will attain high levels of success
built on the cemented foundations of customer relations.