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While email generated $164mm in spending in 1999, it is forecasted to grow to more than $7 billion
in 2005 according to Jupiter Communications.
Unsolicited email is still taboo, but opt-in or permission-based email is rapidly
becoming the norm. Organizations are using email communications to acquire new audience(s),
to offer promotions and services, to increase sales, and most importantly, to develop and nurture
an ongoing dialogue and relationship with customers, members, distributors, etc.
The advantage of email is its flexibility. Never before have organizations had the ability to quickly,
easily, and inexpensively tailor messages to individuals or audience groups -- such as special
discounts for frequent purchases, birthday greetings, how-to information, and more.
In addition, results are almost immediate -- 90 percent of all responses typically occir within
the first 48 hours of a communication.
Email can be used for:
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Research |
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Awareness |
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Branding |
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Lead Generation |
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Customer Acquisition |
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Customer Management and Communication |
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Up-Sell & Cross-sell |
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Retention & Loyalty |
Opt-in / Permission Email
Opt-in / permission email marketing is becoming a significant part of interactive marketing.
It provides a highly effective, one-to-one way to reach a desired audience(s) through in a very
efficient method. The more control afforded to consumers, the greater the likelihood they will be
willing to share additional information over time.
Best practices also dictate close attention to the frequency with which email is sent. Balance the
importance of each emailing against the potential of being a nuisance. Is it newsworthy enough to
merit a new communication?
Many organizations do not analyze the effectiveness of a campaign and do not segment responses
by various groups. In short, they have yet to move beyond generic broadcast messages.
With the upcoming avalanche of email, how the individual feels about an organization
(relationship that has been established) will play a critical role in determining whether
a message is read or ignored.
Permission email marketing is an audience visit:
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be a good guest |
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keep your "visit" short and "light-weight" |
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stay away from inappropriate questions |
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offer a nice gift |
The success of an email campaign is by no means automatic, however. As with any marketing
campaign, companies must develop good prospecting lists and customer files.
But the unique features of email marketing -- consumer sensitivity toward unsolicited
communications, the potential for high levels of customization, and the ability to track
and analyze responses -- demand a level of understanding and knowledge of customers.
Most organizations will need to reorient their operations to be customer-focused
rather than organized around product lines or traditional areas of responsibility.
The best lists are those an organization develops itself. Not only is it cheaper, but the
response rates are also significantly higher when marketing to existing customers -- particularly
if they have asked to receive future communications.
Email provides an unparalleled opportunity to expand the way customers/members view the organization
and, by extension, to increase contextual selling of related items.
As with any marketing campaign, good prospecting lists and customer files must be developed.
Although the focus of emailings differs considerably, all are usually moving toward a common goal:
creating relationships with customers that will extend beyond any single sale.
Although email marketing (notifying customers of sales, sending new product announcements, and the
like) has been fairly generic thus far, an organization can lay the groundwork for a much more
customized type of communication, segmenting customers / members by gender, purchasing habits, and more.
Through a series of tests, an organization can experiment with various forms of personalization.
From something as minor as including a customer's / member's name at the top of a emailing to making
product / service recommendations based on particular buying habits. With each test, you need to
determine if customers more satisfied. If the answer is yes, then continue on to provide yet
another level of customization.
Although highly customized communications are what email marketers strive for and what many customers
appreciate, not every customer / member will be delighted by this approach.
Therefore efforts should be made to develop a system that enables customers / members to control many
aspects of their communication, including the type and frequency of promotions, their preferred method
of communication, and whether they are interested in product offers. The more control afforded to
consumers, the greater the likelihood they'll be willing to share additional information over time.
For information about achieving a high response rate and conversion rate.
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