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Email marketing has become a favored method of reaching consumers among
U.S. businesses. In a survey by the Direct Marketing Association,
two-thirds of companies say their sales increased because of
email marketing, and sixty-three percent credit email as the most
effective way to retain customers.
The popularity of email with Internet
users coupled with email's cost-effectiveness as a marketing vehicle
makes it an important customer acquisition and retention tool.
Email marketing realizes its true potential when companies complete
tracking and measurement (response rates) after each campaign, so you
can refine where appropriate and take instant steps to correct or
enhance campaigns.
Email marketing campaigns can be more
effective by following these four basic rules:
1. Target Your
Message and Your Audience
Put your messages in front of people who are most likely to have an
interest in your product or service. Know who your product or service
will benefit and where these people can be found.
2. Offer Value
If you are marketing to prospects, make an offer they can't resist (and
make it easy to buy). When marketing to current clients, make sure
to up-sell or cross-sell them with other products or services.
This helps to increase revenue through 1:1 marketing and increases
customer satisfaction and loyalty.
3. Use Repetition
An integral part of successful marketing is your visibility in front of
potential buyers. Put your message in front of your prospects and
customers repeatedly, but not so much that it becomes annoying.
Also, make sure to provide them with an opt-out and follow through by
removing them from your database immediately if they elect to not
receive future promotions from you.
4. Track Your
Marketing Results
How well is your email marketing campaign working? Are there
trends that tell you another message, promotion, or price might be in
your best interest? Make sure to track responses so that you can
analyze the success of your promotions.
We will work closely
with you on these key elements of a successful campaign:
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your list (the most important component of
email marketing — whether it is an in-house list or a purchased list)
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the offer
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the creative (concept, copy, and design)
A Figure of Speech, Inc. has completed
email campaigns ranging from 25 recipients to over 25,000 recipients
(per campaign). Let us work with you on
a campaign that will have a positive ROI while allowing you to increase
market share and revenue.
Please contact us for more
information or to set up an introductory appointment where we can
discuss email marketing strategies and show you our portfolio in person.
*Brett Krkosska in his article on How to
Marketing Your Business with Email
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