Email marketing is an affordable way to stretch a tight marketing
budget - and whose isn’t these days? Unlike direct mail,
there is virtually no production, materials or postage expense.
In addition, there are self-service solutions available that
let you eliminate agency creative costs as well. Email marketing
is 20 times more cost effective than direct mail, and can
cost as little as fractions of a penny per email.
Email marketing enables you to proactively communicate with
your existing customers and prospects instead of passively
waiting for them to return to your Web site or storefront.
You can easily target your emails by source, interest, or
email communications sent to your prospect and customer lists,
can single-handedly improve the ROI of all of your lead generation
and customer retention programs.
Email marketing has two great advantages over other marketing
vehicles. First, with the self-service tools available, anyone
can create and send compelling email newsletters, promotions,
announcements or more in hours or days. No agency or production
time is required to create and send professional communications.
Second, email marketing generates an immediate response. The
call to action is clear: “Click here to take advantage
of this offer”, or “to learn more about this service”,
or to “attend this event”. Initial campaign response
generally occurs within 48 hours of the time the email campaign
Unlike other marketing vehicles, results from email campaigns
are easily measured. Results are reported in terms of “opens”,
which report how many people saw your offer or newsletters,
Click Through Rates (CTRs), which measure how many people
actually clicked on the links in your email, and in a many
cases, who actually clicked on those links.
There are Web-based email marketing products for small and
medium businesses. Most include professional HTML templates,
list segmentation and targeting capabilities, as well as,
automatic tracking and reporting. So, you are free to concentrate
on your unique message while the rest is done for you.
time to put email marketing to work for your business! To
get started, check out the Email Marketing Hints & Tips
Archives for tips on everything from creating a subject line,
to testing and measuring your success.