Traditional methods of mass marketing (hard copy mail-outs, cold calling etc) have their place in today’s armory of weapons to attack the market, but they are generally expensive to deploy and have limited, if no feedback mechanism, making measurement of success very difficult.
One weapon you must consider is email marketing.
I don’t mean endless spam type campaigns, but targeted, focused email campaigns to prospects and customers which actually give a positive benefit to your target audience, like newsletters and technical bulletins, that include opt out and permission based marketing which will deliver value.
So what’s the first step?
You should have a list of customer emails which will be your first step down the email marketing path. Generally, you should start with something like a newsletter or similar communication to your clients, telling them what you intend to do and the frequency of communication with them and a tangible benefit to them – this could be just keeping them informed of industry news, new products and services you offer or special offers that they may be interested in.
Then you need a good email marketing tool. This is vital as it will either be an asset to your marketing strategy moving forward, or a millstone which will cause you so many problems in the future. At IRUN, we have scanned the marketplace for a great tool, with loads of features but a sensible cost break and we chose InTouch – in fact this email was delivered to you by this tool. What’s more important is that I know you have read this and what other items you have clicked on within this newsletter too!
This is the true heart of any emarketing system. If you don’t get the instant feedback, then it’s not going to deliver the results you need. This is especially important for campaigns to prospects or unknown buyers. You will have little or no relationship with these potential clients of the future, but need to know if what you are offering will attract them to start a relationship with you. It is proven that you will almost certainly need to contact these prospects (or even suspects) at least 4 times to get attention with up to 12 times to get a sale.
So what kind of information should you get back from an emarketing system?
Typical information from an emarketing dashboard The graphic above shows the dashboard from the InTouch emarketing tool. See below for an explaination.
1. Delivered – this will tell you how many emails were delivered
2. Bounced – this will tell you how many emails were incorrectly addressed and who
3. Opened – tells you how many were opened and by whom
4. Clicked – this tells you who clicked on what and when – also how many times the clicked
5. Unsubscribe – tells you who does not want to receive emails again
6. Complaints – tells you who complained to the ISP regarding your email
7. Inactive – tells you they were delivered but not opened
If you have anything less, then the package is not right for the job.
So to answer the initial question of why use emarketing?
Answer: Anybody who wishes to communicate effectively with at a very low cost point getting instant feedback with either an existing client, a prospect (somebody who has enquired but not committed to purchase) or to suspects (not known to the client by anything else other than an email address or other basic information).
As to cost comparisons, a traditional mailer will cost in the region of 30 – 50 pence per item delivered at the lowest end of the scale. With email marketing the cost is zero. Both media types will require thought, design and compelling copy or graphics and will cost similar amounts, however there is no cost of print or delivery with emarketing.
The next question is how to write that killer message that will get read…..that’s for next month.
For more information on emarketing or to see a demo of InTouch, please contact us.
