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Rediscovering Email Marketing

By Pilar Torres Wahlberg

Republish: EasyPublish™ Published: 02Aug2010 Word count: 422 Viewed: 287 time(s) Get Free Content For Your Site

Many complain that the World Wide Web is filled with spam. You can literally search through hundreds of pages without finding anything useful. People are simply tired of this and they are looking for new ways to get quality content without the frustration. Email marketing is becoming the answer to this problem. It delivers timely, relevant, and usually accurate information to the consumer's inbox whenever they become available. It definitely provides a win-win solution to both companies and its customers alike.

Email marketing is a cost-effective way to directly interact with your customers in a trust-based relationship. It is truly advantageous but you need to be careful not to abuse this privilege. Make it a point to deliver regular content and offers you your subscribers without overwhelming them with information. For example, instead of sending emails every day, space it out and send these messages on a weekly basis.

Always focus on keeping your subscribers subscribed. When they get disappointed with your company for any reason, you lose a valuable lead and a potential referrer. Email marketing is considered to be the best form of communication with select customers. And unlike direct mail campaigns, it can offer a lot of insights into the behaviour of the recipients. Every element can be analysed on demand. The click through rate, open rate, and response rate are all monitored.

The depth of information available allows for the return on your investment to be accurately calculated and maximised. It is also estimated that 80% of recipients will take some form of action within 48hours. They can open it, delete it, or make a purchase during that time. So even if your offer expires in 3 days, you can be sure that the majority will be keen to take advantage of it.

Retailers today, in particular, are keen to take advantage of email marketing. They are starting to shift their focus from customer acquisition to customer retention. Advertising spending may be down in traditional channels but 96% of retailers who have previously used email marketing are even investing more money into this initiative.

There are several ingredients into the success of this kind of campaign. The most crucial element is the list. If the subscribers are not properly targeted, the result can be hit or miss. It is likely to be the latter. The best lists are those that are well-targeted and generated by the company itself. After a responsive list has been built, it is all a matter of giving the right offer and designing a compelling newsletter.

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