Marketing Blog

What's eMail Marketing?

Date: Thu, Sep 25th, 2008 3:52:29 pm

Survey conducted by MORI Marketing Trend Survey for The Chartered Institute of Marketing found by contrast, spend increased on online marketing by 3.6% and is rising.

So we decided to do a feature on eMail Marketing to help wet your appetite. You may well ask.

What are email campaigns?

Email campaigns provide custom email offers and newsletter designs. Then list management provides the email addresses to dispatch the campaign. These are usually a mixture of existing emails from your database and new targeted prospects or bought in lists. Finally, campaign sending, scheduled at a time that's convenient for your customers and prospects. In addition to this, provision of an online report to measure the effectiveness of your email campaign is a real must.

What are the benefits of email marketing?

 1. Email Is Popular: Email is consistently rated as the most popular and most used application on the internet. Indeed, some people only use email and do not browse the internet at all! Email is the preferred primary means of business communication (ahead of telephone and postal mail). There are over 450 million email boxes worldwide, with the number rapidly increasing.

Email marketing is a $9.4 billion business in 2006.
(Source: Forrester Research, and Jupiter Communications)

2. Save Time and Money: No printing, no postage, no mail house charges. Traditional direct mail costs between £2 and £3 per recipient and can take over a month to complete. With email, the cost can be reduced to pennies per recipient and completed in days. It takes far less time to create and send an email compared to a traditional direct mail campaign. Overall, the return on investment of opt-in email is 40 times greater than direct mail.

3. Increased Sales: It's not unusual for email campaigns to get 5%-15% response rates. The response rate of opt-in email is 50 times greater than banner ads and 5 times greater than direct mail.

4. Instant Results: Immediately after sending out your email campaign you can start seeing responses and orders. And you can time your campaigns to arrive on the best day of the week or month for maximum response. Instead of waiting weeks for responses and test results, you'll have them in hours. 80% of responses to an email campaign will occur within 3 days (traditional direct mail takes weeks).

5. Measurable Results: Email campaigns are fully trackable. You can easily test which message generates the best response and alter your campaign accordingly.

6. Quicker To Create: In addition, you can even make money from your newsletter itself by selling ad space or by using a paid subscription model.

7. Personalisation and Targeting: Email allows your message to be personalised. Instead of "Dear Customer" you can address the recipient as "Dear Rachel" and send offers targeted to their preferences.

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