In the years we have created strategic marketing communications plans, email campaigns continue to be the best value.
• Reach hundreds or thousands of customers/prospects at pennies each.
• Deliver measurable click-backs for sales follow up.
• Build awareness of your company and brand position.
• Regular email deployments increase the chances that your products/services are at center stage when customers need them.
Choices to Meet Your Needs
Publication/Organization Email Sponsorships – This is the easiest and lowest cost email option. You choose the media outlet that covers your market, provide copy and photo and they do the rest. Options could include sponsorship of their newsletters, product roundups, webinars and events.
The value the offer are segmented and managed opt-in lists and, of course, the brand value of the media outlet. Typically, these outlets provide open rates and click-through reports. Some will provide comprehensive information about the individuals who clicked a link. Costs – $1500 to $3000 a pop.
Brew Your Own Email Campaigns – You create the email content, develop email list and manage the campaigns.
Content. Depending on your needs and resources, you can develop newsletters, special offers, new product/service announcements, tradeshow attendance, application/selection tips, etc. – or a mix of these formats.
Lists. You can create segment lists based on customer demographics. Use your company’s email list, or augment it with rental lists. If you choose to rent a list, the provider will send your email. They are very protective of their lists. Cost – $500 to $1000 per thousand.
Management. Your email must have an opt-out mechanism to comply with U.S. and Canadian laws. Most email distribution companies makes complying with these laws easy while providing comprehensive email reporting: sent, opened, bounced, clicks, opt-outs, etc. Cost – pennies per email.
Email must be personal. The entire email must appeal to the personal needs of the recipient. No corporate-speak. Focus on the benefits you offer: lower cost, easy integration, less maintenance, longer service life, etc.
Subject Line. This is the most important element of your email. It is the deciding factor whether the email is opened or trashed. Think about the emails you open. What made you open them?
From. Again, email must be personal. The From line must be from a personal email address, not Sales or Customer Service.
Brief. The job of the email is to create interest, not a mechanism to explain how to build a watch. You can add links within the email to provide additional information on your website or landing page.
Simple. Use action words and use “you” a lot. Keep copy light and use bullet points. Do not use your jargon or acronyms. Your mother should understand the message.
Format. Less is more. Don’t clutter up the email the cutesy graphics. One dramatic graphic is all you need.
Call for Action(s). Offer the recipient an easy way to learn more: visit website, personal online presentation, coupon, email, etc.
Commitment. Probably the biggest drawback of email marketing is commitment, especially with brew your own campaigns. Overtime, excitement wanes and other projects get priority. To keep the ball rolling, communicate the results on a regular basis. Develop an editorial calendar that includes topics and responsibilities. Make it fun. Add a contest, ask for the best or worst war stories.
Learn from Doing
Review and compare open, click and opt-out rates. They will give you an indication of what works, and what doesn’t. Test subject lines and bid-for-action offers. Keep tweaking. We have seen open rates up to 50% and click rates of 20% or more.
Hope this information will help you create a successful return-on-investment for your marketing dollars. While email may not the only tool in your marketing tool belt, is can be valuable item to communicate to customers and sales channels.
If you have ant questions about email marketing, or need professional support, please do not hesitate to contact us.
Risk comes from not knowing what you’re doing.