Using Email for Targeted Direct Marketing
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You don’t have to be a brain surgeon to figure out the reasons why email has become so popular. Email promises fast delivery of messages and is available 365 days, 24 hours per day. It makes for a very desirable and convenient commodity. People crave instantaneous results and convenience. It is also cost effective and enables users to send the same message to more than one person at the same time.
The perfect breeding ground for effective direct marketing, don’t you think?
Email is by far one of the most used forms of communication, particularly within the working population. According to research, at least 30% of all corporate e-mail traffic is sent to customers and outside parties. Email to liaise and delegate, not forgetting the odd chat or too. Email is used to contact clients, to liaise with colleagues. An e-mail campaign allows a customer to reply to your offer by simply clicking a few links in your e-mail. It’s a great way to reach your target market and potential customers.
Many mailing list brokers specialize in what is known as “targeted lists”, they allow you to select from dozens or even hundreds of fields of information to create detailed demographic and lifestyle filters that match the characteristics of your client base. Since a typical compiled list database features tens of millions of consumers and businesses collected from various public sources such as telephone directories, credit bureaus, and annual reports, these “selects” will let you narrow your search to a more specific audience.
So, how else can email marketing benefit your marketing efforts?
Email versus Traditional media
By targeting a specific subset of business mailing lists, you can use focused marketing strategies based on an advanced understanding of who your potential customers are. While the list might not be as lengthy as one with fewer specifications, it will feature the businesses that match up exactly with the type of customer you want to reach. While traditional advertising can be helpful by introducing your company's offerings to a wide audience, tracking actual results can be difficult. Email on the other hand can help you track your performance. As for copy; email is much longer in size, and enables one to place as many photographs and product details as desired. A print advertisement is limited in size and width and printing in color is more expensive. Email is developed in color which makes it more cost-effective.
Clear Contact Information
Your company's logo, location, address, map can all be put on an email with all relevant details, in bold and easy to view/find. A print ad may take up more space for the product features, leaving miniscule space for the contact information.
Always in reach
Users are able to click on your link and visit your website for more information at a time that is most convenient for them.
Long life expectancy
It is said that the holding power of a magazine is approximately 1-2 hours. Once read, it is thrown into the trash can, or in a pile, and will be read every once in a while. Whereas an email is more often kept in the Inbox or filed away in a folder, which is can be referred to months down the line.
Tracking your progress
Once an email is opened, it can be tracked. You can analyze the links clicked by the reader; which pages, products users have viewed, and how much time they spent browsing your website.
Building relationships
An email can invite the user to leave their contact details for exciting promotional offers, and future discounts, private sales when new shipments arrive. This is the first step to building relationships with prospective clients and generates good quality leads.
Keep in touch
Once you’ve received visitors email addresses, contact users periodically. By constantly suggesting users buy additional products or simply giving discounts/points you maintain and build your relationship with your target market. Apparently, three quarters of users receive personal e-mails to their business e-mail addresses. It has been discovered that most users, only have access to the web and their email accounts at their place of work. Needless to say, these users spend most of their time at work and, in most instances feel that they deserve the odd break from time to time, whether it be chatting to a fellow colleague, or surfing the net for kitchen knives.
Your email campaign can be their much needed break, depending on how entertaining it is, of course. If not, users might compare your campaign to that of a persistent door-to-door salesman. Be wary, but take the opportunity to speak to your desired target market directly. Needles to say, Email marketing has become the new form of lucrative Guerilla Marketing. Jump on the band wagon and enjoy the ride…
