Common E-Mail Communication Objectives
Marketing Mix Email marketing should compliment existing initiatives. You have already spent resources: learning about your market, customers and competition. You have developed your marketing message, choosing mediums and setting goals and marketing budget. Email marketing done properly is a powerful addition to the marketing department’s arsenal of tools. What tools are presently used in your marketing strategy? Television Radio Prints Publications Direct mail What corporate messages and guidelines will your Email initiatives support?
Digital Mediums: Website and Email Support Existing Marketing Initiatives: In combination a website and email campaigns are powerful tools to help implement a thought out e-marketing strategy that supports and enhances existing traditional marketing initiatives.
A winning combination: Website + Email Strategy Targeted email newsletters and bulletins Viral campaign that helped sign up 8,000 + donations
new memberships and record
10 different databases online in 48 hour with call centre integration
Sophisticated voter tracking and profiling
Any Email marketing initiative is built around goals that will result in a value relationship with target audiences
Advantages of email marketing
Easy and Cheap – Mass Email marketing is an easy method and it is as simple as emailing your friends. Unlike other advertising methods, you do not have to spend huge money on preparing pamphlets, logos and producing advertising campaigns. All you need is email addresses of a group of people and prepare a nice draft that throws sufficient light on your business, service or product. Also, drop a link of your website along with it and your job is done.
Wide Reachability - Email Marketing ensures that you reach a wider group of customers and audience. Moreover, you do not even need to know every one of them personally. You can take email addresses from social networking sites, yellow pages or other public sources.
Builds Direct Relationships - Bulk Email marketing helps building direct relationship with the end users, that is, your clients. If they read about your product or service in a newspaper, they might not pay any attention to it. However, if you deliver the message into their mailbox with emphasis on right things, there are less chances of being ignored.
24-hour marketing strategy - Your customers may or may not be online but you can mail them at any time and be assured that your message is lying safe in their inbox.
Common E-Mail Communication Objectives
Enhance relationships & loyalty Maintain contact with web site visitors Promote internal communication Acquisition versus retention programs Build brand awareness Establish image of expertise Drive immediate sales: Increase revenue by up-selling to existing customers/clients and prospects Support sales cycle: Post-order targeted Business e-mail marketing
Reaching target audience through email list
Build in–house opt-in list Capture web site visitors Ask already made contacts for authorization Use database to collect demographic & behavioral information Establish a privacy policy Re-confirm subscription requests Offer easy unsubscribe option Survey recipients to enhance relevancy of messages
E-Mail Programs to Implement
Disseminate announcements & press releases Conduct surveys Corporate newsletters & archiving Product updates & announcements Discussion groups for committee members Internal workgroups Event & service reminders Sales promotional offers Order transaction confirmations Account status business e-mail marketing services
E-Mail Metrics
Open-up rates Bounces versus real deliveries Click-through rates Track web site click-stream after clicking from send bulk e-mail View tracking results online in real time Analyze results in statistical programs Evaluate results and adjust communication efforts
Concluding Recommendations Integrate e-mail into your integrated communication plan E-Mail is best used for retention and other customer permission-based communications Consider double opt-in and build your permission-based lists Respect recipients’ privacy to earn their trust Personalize messages to provide relevant information and increase response rates Evaluate options and opt for time-tested solutions
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