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Email Marketing - Part of Marketing Mix |
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The advances in technology over the last twenty years have drastically changed the marketing mix. These days almost everyone has an email account and many companies have successfully channeled this as yet another opportunity for reaching their customers. |
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| Author: Justin Bryce |
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In order to reach your customers via email, you need to collect their addresses. Every time you interact with your customers you have a chance to get it. Insert a request for email in your telemarketing script. Ask at point of sale. In your direct mail and business reply cards add a line for email address. Take every opportunity to get your customers to voluntarily sign up for your email list. This is the most important list you can have these are people that want to hear from you!
While traditional marketing is generally a one way communication, email holds the capacity to start a dialog with your customers. Brainstorm ways to start that conversation and solicit feedback. Quizzes and surveys can tease out the motivations and impressions of your customers. Track which members of your list follow your links to promotions in other media. This is crucial information that will shape your traditional marketing methods.
These days many customers purchase items from their local retail store after researching it on line. With some creativity you can use this dynamic to track the success of your marketing efforts in other media. Distribute discount codes and printable coupons through email and track the rate at which they are redeemed and where. This is a valuable method of determining the success of different approaches. It can also tell you which market segments responded to which approach. This kind of knowledge lets you allocate your marketing efforts in areas with the most potential.
Whereas your overall strategy may be more generalized, email allows for a high level of customization in your marketing efforts. You can use this customization capability to highlight specific offers. For example, using your customer’s profiles, you can point out specific offers in catalogs or on your web site. Use the customization possibilities to more sharply focus different aspects of your campaign on specific market segments. Use each marketing channel to target an individual throughout the customer cycle in order to bolster brand loyalty.
If you are going to use email for marketing, it is crucial that you fully incorporate it into your overall marketing campaign. It should have the same look and feel as your other marketing efforts and should play a specific role. If email is handled by another department or just added on, then you run the risk of looking sloppy and confusing your customers. Determine the timing of email messages related to the larger campaign. Should it hit simultaneously with your print and television ads? Perhaps you can use it as a sneak peek for more loyal customers. Maybe it can be a wrap up to a successful campaign. If planned well, the email component of your marketing efforts can become a crucial piece.
Email can add a dynamic element to your marketing efforts. It can bring parts of your campaign into sharper focus for different segments of the market. This kind of targeting is possible because of the superior customization inherent in email. Just make sure that you thoroughly integrate it into the larger effort and is not just an afterthought. Those who have subscribed to your list want to hear from you, take advantage of this fact to track your efforts in other areas.
About Author
This article is written by Justin Bryce, founder of Emails That Sell. Justin Bryce has used Online Email Marketing that helped him earn $3,457 with just one email. Now, he's giving access to his Email Marketing training system. http://www.emailsthatsell.com
Article Source:
http://www.1888articles.com/author-justin-bryce-4846.html
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