Breaking Down The Multi-Headed Monster-Email Marketing

This is part 2 of a 6 part series.

Something we all do in the modern business world is email. It is a staple to getting things done. Are you using email marketing as a tool in your marketing mix? If not, you are missing a high-return opportunity. Email is something you already do every day and, if done correctly, can be one of the most effective forms of marketing you undertake.
So, why get into email marketing?

1. You already know how to do it.  You email clients and prospects constantly. Being able to create email content should be relatively simple.

2. It compliments other marketing initiatives.  For those people who may not visit your web site regularly,  see your printed advertising, or be in constant contact, email is the most cost efficient and effective way to stay in touch.

3. It’s a new and recurring revenue stream.  Your email marketing will be organic and change over time. You can offer different content, a new offer, or have a design tweak to make the email more effective. It will improve your relationship with customers and prospects and inject new and recurring sales.

4. It does work.  Based on data from EmailStatCenter email is proven to return your investment.

1. Cost Effective.  Once the initial cost of setting up an email publishing system is done (design and programming) the cost of publishing is much cheaper than anything printed.
2. Feedback Is Immediate.  Once you publish you will begin to see feedback data with most data coming back in 24-48 hours.
3. It’s Relevant and Personable.  Not only can you segment your market and target specific groups of people, you can personalize the message with a “Dear Joe” greeting AND deliver different content to “Joe” than everyone else on the list.
4. It’s Measurable.  You can review actionable data from every email you send. You can see how many people opened the email and what links were popular by seeing what links are being clicked.

5. Email Marketing can take different forms:

1. Quick Announcements.  For when you have something quick to share. Think of it as a postcard email. A simple note or piece of information works well in this format.
2. Email Newsletters.  These should build upon relationships you have with existing clients and other business relationships. The focus should be on providing relevant content to your readers. Often the content doesn’t necessarily relate to your products or services, but rather highlights information, knowledge, or expertise you have. For example a grocer may send out an email newsletter that shares recipes and the benefits of organic produce. See my DesignDetails email newsletter as an example.
3. Catalog Emails.   As the name implies this is an email highlighting content from a catalog of offerings that are typically in print or online. The purpose of this type of email is to encourage readers to purchase.
4. Press Releases.  If you have a list of media contacts you can certainly share the latest company information in an email press release format and can be a great way to attract coverage.

Conclusions

Know that one email marketing solution may not do everything you need. You may need more than one type of email solution to get the job done. The one item I cannot stress enough is that email newsletters are measurable. You get concrete data on:

• successful deliveries
• unsuccessful deliveries (email addresses that are not working)
• number of people who opened your email
• number of people who clicked on any links in your email

…and many other parameters. For the cost, email marketing cannot be beat as a form of marketing communication.

Let me know if you have any questions.  Happy to help!