Internet marketing:
Email marketing
Email marketing is fast emerging
as the most effective Internet promotional tool. It's fast, cost-effective,
and it allows marketing managers to execute Internet-based promotions
with unparalleled precision.
With email marketing, you can
deliver your message to the right target to generate high-quality
traffic to your web site. The best part: you only send your message
to the people who want to know more about your products and services.
No junk email, no spamming. As a result, this promotional tool
has generated higher-than-average response rates (15 percent
and even higher for some companies).
Such superior response rates
are due in part to two distinct characteristics of email marketing:
(1) recipients have elected to receive information about specific
product or service categories. This makes an audience more responsive
to the marketing messages it receives. When a member decides
s/he does not want to receive promotional email messages anymore,
s/he can simply opt-out or unsubscribe from the list. (2) Email
marketing is relatively new. Again, the novelty aspect has made
audiences more responsive to this form of marketing.
But the environment is changing
rapidly. As the excitement for this Internet tool builds, it
is rapidly reaching the status of main stream marketing tool.
This means recipients receive more messages every day; consequently,
response rates drop. While 5 to 15 percent response rates were
not unusual 24 months ago, today the average return is closer
to 3 and 4 percent.
Nonetheless, the fact remains
that email marketing still represents a cost-effective way to
reach your target market. By carefully planning and executing
your campaign, you can still achieve high return rates. As you
will see, paying attention to a few details can mean the difference
between a 5 and 15 percent return rate.
Find out what
works and doesn't work in email marketing. Get your copy of the
advancis® web marketing guide.
Outline:
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Email marketing |
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1.
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Overview
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2.
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Is email marketing
the right tool for your company?
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3.
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Where do I
start?
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4.
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Renting the
right lists
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5.
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Cost
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6.
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Writing a
compelling message
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7.
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Flawless campaign
execution
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