E-MAIL TIPS,
TACTICS AND TRENDS
How to leverage the power of e-mail marketing
By Henry DeVries
There is no more cost-effective way to
reach the individual customers than with e-mail. While a
response rate of 2 percent might be considered good for direct
mail, many e-mail marketing campaigns are reporting response
rates of up to 40 percent.
With e-mail marketing you can benefit
from a level of selling that is unavailable in the direct
mail world. The key is the opt-in approach, in which prospects
give their permission for you to contact them with offers.
Here are 10 ways to leverage the power
of e-mail
- Build a permissible e-mail list
of prospects who would like to receive more information
about your product or service.
- Diligently collect e-mail addresses
during all your lead-gathering efforts, including trade
shows and telemarketing.
- Embed links to a merchandising Web
site in your e-mails, giving you an instantaneous fulfillment
package online.
- Avoid e-mail clutter by customizing.
By extracting specific information from your customer database,
you have the ability to construct personalized messages
for each reader.
- Test, test, test your e-mails. You
can test headlines, offers and lists in a fraction of the
time is takes to test traditional direct mail.
- Research the best resources for e-marketing
outsourcing support.
- Reinforce customer purchase behavior
by communicating after the sale via e-mail.
- Cross-sell and up-sell customers through
the use of database information and targeted e-mails.
- Conduct market research using your
e-mail audience of prospects.
- Remember the golden rule of marketing:
communicate to prospects in the way they want to be communicated
to. For best results, combine e-mail with traditional direct
mail.
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Copyright© New Client Marketing Institute
2000 – 2003. You may reprint this article in any publication
or Web site as long as you credit Henry DeVries as the author
and include his Web site address, www.henrydevries.com.
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