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There's no longer any question if permission-based emarketing works. Ten years of research and testing have proven emarketing is the most cost-effective mass media channel any business can implement. It's faster, cheaper and more effective than nearly any other form of marketing or advertising. Some surveys suggest 30% of ecustomers made their first transaction through an online promotion
e•mar•ket•ing n. The use of email and the Internet to deliver permission-based communications that build relationships, increase sales and improve customer retention.
The key to the above definition is permission. While you may also rent or purchase lists to grow your business, building an in-house list, although it may take longer, will prove its value very quickly. The definition also mentions customer retention. By providing relevant, valuable information and updates based on your customers’ interests, email can help build a lasting relationship between your brand and the customer.
Emarketing can be seen as a tactical and inexpensive way to reach prospects and customers and quickly increase sales or drive traffic to the website. This is a valid but short sighted view. By building a sound emarketing strategy, you can achieve long-term success.
Whilst the ubiquity of email and Internet usage represents a huge opportunity, it also means that marketers must work hard to cut through the clutter. Brands must put more thought into emarketing communications – from building a list, creating a compelling offer, motivating behaviour, capturing interest and following-up.
Questions to ask yourself…
- What will emarketing contribute to your existing marketing efforts?
- How will your emarketing efforts tie together?
- Does emarketing replace or complement any other communication strategies?
- What is your current lead generation process?
- How will emarketing contribute to lead generation?
- Do you communicate with customers on a regular basis already?
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- Agent Provocateur
- Valentines Campaign 2007
