Powerful email marketing can convert prospects to valuable customers and grow customer lifetime value. To be successful, email marketing is about consistently delivering relevant and compelling content to target prospects / customer segments with the intention of achieving specific marketing objectives. I use email marketing in over 20 different marketing strategies. These include:-
For most companies, email marketing is the most cost effective way of communicating with prospects and customers. One of my Wiltshire email marketing clients recently reduced mail costs by 80%.
Importantly, it is possible to deliver highly tailored content which can:
There are numerous email broadcast systems available. There are very low cost systems that do a great job like 1ShoppingCart which I have used for many years. I also have a more advanced email system which I use for clients who require very high delivery performance, superior tracking and reporting and also want to create bespoke landing pages and surveys.
If you have ever bought a product from Amazon or Apple you will undoubtedly have seen how they use email marketing as a major web marketing strategy. Five years ago, sophisticated email marketing was limited to a handful of big corporates with big budgets and extensive technical resources. This is no longer the case and it is brilliant that much of the email marketing that the big brands do can now also be carried out by smaller companies with more modest budgets.
When done well, it delivers a great web marketing ROI.
You need to commit time and some budget (but not a lot). Similar to PPC advertising, for most smaller companies, time is the biggest issue. It is possible to get campaigns delivered relatively quickly.
To get great results takes time and expertise to make sure:-
Many companies (big and small) find they don't have the time or expertise to do this themselves to a high enough standard and use a email marketing specialist.
Email marketing is a great way to convert prospects to valuable customers, grow customer lifetime value and significantly improve your marketing ROI.
Take a look at some of my other email marketing blogs:-
Remember...web marketing is about solving customers' problems profitably.
Published 10th December, 2008
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