Word of Mouth that is Viral
In addition to being very affordable by stretching your marketing dollar, e-mail marketing facilitates repeat sales and word of mouth referrals. We all have done it, read an email and then forward it to a friend for discussion. That is a form of word-of-mouth advertising. The same is true for e-newsletters. Done right, e-mail marketing helps with customer retention as well as customer acquisition. E-mail becomes even more important since it allows you to forge a connection with customers, and that can make the difference between a one-timer and a repeat customer.
Make it about them, not you
Doing it right means that your email correspondence must be all about your customer and not you and your business. Of course you can and should use e-mail to announce a sale or some other special, but to be truly successful, the savvy e-mail marketer will use e-mail to connect with their customers. Don’t use e-mail or e-newsletters to always ask for an order, instead, use it to help your customers. If you own a restaurant, for example, send out a recipe or a coupon. The important thing is that you use your e-mail to stay in contact with your customers.
Get Permission and use it wisely
This leads to another important point, namely, that not only must you get permission, but you must work hard to keep it. When someone opts-in for your e-newsletter or otherwise gives you their e-mail address do not send them daily e-mails about every topic under the sun, and it is also not permission to wait a year. Use the permission you are given wisely.
Why Email Marketing: just look at the facts!
E-mail marketing is a critical part of every direct mail and marketing plan. Whether you’re looking to send an email newsletter, a high-impact email promotion, an email event invitation, an online survey, or build your email list, we can help you get it done.
- Every business should be collecting email addresses from every visitor they drive to their website or find at an event.
- Ongoing, relevant communications can keep your prospects and customers coming back and provide great conversion opportunities.
- Email communications are the best way for small businesses to keep in touch with their customers – easily and affordably!
E-mail marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – having time and money!
- 75% of businesses have email lists
- 13% of total marketing budget is spent on email
When asked what consumers Would like email to replace:
- 54% replace telemarketing
- 45% replace in-person sales calls
- 40% direct mail
Source: Association for Interactive Marketing, DoubleClick
When asked e-mail usage in daily Business activities, 85% said they use e-mail to communicate with customers, 80% said they communicate with partners and business associates via e-mail, and 67% e-mail potential buyers. Source: Interland
In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively.
|Customer Retention Methods|
|Direct mail costs are response rates are from the Direct Marketing Association.
Source: Forrester Research, Inc.
|Cost Per Thousand||Click-Through Rate||Conversion Rate||Cost Per Sale|
|E-mail to in-house list||$5||$15||3.7%||$1|
|Direct Mail to in-house list||$761||n/a||3.9||$20|
Compare the costs for 12 newsletters for 10,000 clients per year for e-mail vs Direct Mail Marketing:
|Annual fee: $900
|Total: $70,600||Total: $2,400|
Email Marketing Services: E-mail Template Design, Online Surveys, Email Advertising, E-Newsletter Creation and Management, Permissions based Email List Procurement, Email Services, Customer Email Capture and Direct Mail Campaigns.