Articles
by Stacey Ackerman, M.A.
E-mail marketing is quickly replacing direct mail as the preferred method of communication. Here are the reasons why:
It's cost effective. An electronic newsletter can cost 1/4 less than a printed one. Plus, it takes six or seven impressions to turn a prospect into a customer. Electronic marketing makes it affordable to create ongoing campaigns.
It works. E-mail marketing has a response rate five times greater than direct mail and 25 percent greater than banner ads.* (Source: Constant Contact, hints-tips/vol 9/issue6)
It's proactive. There's no more waiting for your customers or prospects to visit your Web site. You can proactively target your customers, figuring out their desires even before they do!
It's quick. You no longer have to spend weeks waiting for proofs and printing. eMarketing is instant - just like your customers' needs.
It's targeted. With eMarketing, you have the ability to segment your messages based on your customers' preferences, yielding in much higher response rates. Plus, permission-based subscribers are asking to receive your messages. According to Constant Contact, 75 percent of consumers rated e-mail as their preferred communication method, with only 25 percent preferring postal mail and 0 percent choosing telemarketing (Source: Constant Contact, hints-tips/vol 9/issue6).
It builds loyalty. Remember the saying, "Out of sight, out of mind." Well, that's exactly what happens when your customers don't hear from you for awhile. Keep fostering those relationships and inviting people to come back for more. After all, it is six to twelve times less expensive to sell to an existing customer than it is to acquire a new one. Plus, repeat customers spend an average of 67 percent more than new customers (source: Bain and Company).
It takes action. Effective eMarketing campaigns foster a call to action, letting your customers know what to do next. It is also a great way to drive traffic to your Web site for more information.
It establishes credibility. For service professionals, building credibility is one of the most effective ways to get people to desire your services. Well-written articles position you as an expert in your field. Plus, via e-mail they can be sent in a timely manner.
It's measurable. While many marketing purchases may leave you wondering where your money went, eMarketing is trackable and measurable. You'll instantly know who is reading your messages, when, how often and if they've clicked to your Web site.
Practical, affordable marketing that works.
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