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Without an email list there is no email campaign. Find ways to solicit the email addresses of your customers at each touch point. Include a line asking for email whenever you ask for customer information such as on business reply cards, direct mail and in telemarketing efforts. You should place opt-ins in prominent spots on your web site. The more your customers and prospects voluntarily give you their emails, the better since these are people who have told you that they want to hear from you.
While traditional marketing is generally a one way communication, email holds the capacity to start a dialog with your customers. Brainstorm ways to start that conversation and solicit feedback. Quizzes and surveys can tease out the motivations and impressions of your customers. Track which members of your list follow your links to promotions in other media. This is crucial information that will shape your traditional marketing methods.
Often, consumers research an item on line and then purchase it from a local retailer. You can harness this dynamic to track your efforts in other media. Try distributing discount codes and coupons through your email list and track how often and where they are redeemed. This can help provide valuable market research about which approaches work and which segments respond to which approaches. Use email to help you allocate your precious marketing resources toward efforts that garner the most results.
One of the big advantages of email is that it allows an incredible amount of customization. Use this potential to call attention to specific offers based on a consumer's profile and preferences. Direct people to specific offers in your print catalog or web site. Customization allows you to more sharply focus various pieces of your campaign to different segments of your list. You can also use email to increase brand loyalty by targeting customers throughout the purchase cycle.
An important thing to remember when determining how to fit email into your marketing campaigns is to make sure that it is fully integrated as a vital component of the campaign. It shouldn't be an afterthought or just an add on to your other methods. It should have the same look, feel and tone as your print and other marketing. Really consider when an email should hit in relation to a print or television ad. Should you use it as a heads up to a special few about an upcoming promotion? Should it be a follow up once a campaign has launched? Planned well, email can greatly enhance your marketing efforts.
When used as one of many available marketing tools, email can significantly augment your campaigns. Use your email list to create more targeted versions of your marketing efforts. Customization helps personalize and focus your message to different market segments. Make sure email is thoughtfully incorporated into your marketing campaign and not just an afterthought and it can be a crucial asset to your efforts.
Category: Email MarketingPart of Marketing Mix was written by:Author:Justin BryceAdded: Sun, 08 Apr 2007 01:44:04 -0400 This Article Has Been Read 288 times View all Justin Bryce's articlesAbout the Author: Justin Bryce has been a contributing author for this website and is an acknowledged expert in the field of Marketing Emails. He can be found on the Internet at this website: http://www.emailsthatsell.com |
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