|
|
Getting Smart with Email Marketing Welcome to the latest edition of the Inside Edge--your monthly report on Internet trends and advancements that can turn your business into a more profitable e-Business! After you read this month's edition, contact your local WSI Consultant to find out how to put this valuable information to work for your business right away. Thanks for reading! Email Marketing - Effective Reach, Low Costs As our marketplace continues to evolve due to changes in the economy, technology, government legislation and increased competition, small businesses are turning to the Internet to increase revenues and attract new customers while decreasing operating expenses. Today, email marketing is quickly becoming one of the most cost-effective marketing tools available for small businesses. So, why email marketing? Throughout the world, telemarketing is
being gradually voted out as a marketing channel with the
introduction of 'Do Not Call' legislation. In comparison, direct
marketing is more expensive than online marketing, while mass media
advertising is expensive and quite difficult to measure for
effectiveness through customer conversion. Email marketing on the
other hand is growing rapidly across all industries, is relatively
less expensive when compared to other marketing methods and all
aspects are measurable. In a survey by MarketingProfs in November
2005, 40% of marketers stated that email earns the highest ROI,
followed by search engine marketing at 28% and direct mail at 18%.
"40% of marketers stated that email earns the highest ROI, followed by search engine marketing at 28% and direct mail at 18%" Source: Marketing Profs The Bottom Line: Email marketing continues to offer a better balance of lower costs and higher response rates than most marketing media. The challenge is to maximize its effectiveness through improved content and enhanced measurement techniques. The two fundamental principles of email are: driving direct response and cultivating ongoing relationships. Customer retention is the prime objective for most email marketers, while customer acquisition continues to play a smaller yet significant role. Surprisingly, many companies that engage in email marketing treat it almost as an afterthought and don’t bother to track the performance of their campaign. This is confimed by a recent survey of email marketers conducted by MarketingSherpa which revealed, 24% don’t track open rates, 31% don’t track click-through rates, and 52% don’t bother to determine the conversion rates of those clicks. In addition, a recent survey by CMO magazine stated that 26% of US marketing executives have no formal marketing measurement system in place. Your WSI Consultant can provide you with practical advice and affordable email marketing solutions which provide enhanced measurement tools to track the performance of your email marketing campaigns. "26% of US marketing executives have no formal marketing measurement system in place" Source: CMO With lower costs than most other forms of marketing, email can be a great leveller for small businesses competing against larger enterprises, in part because small businesses have increased opportunities to establish real relationships with their customers. Many consumers are likely to give permission to a small business to receive their marketing messages as long as the company makes it clear that they will never share the individual’s personal information with any other organization. As a small business owner how are you leveraging email marketing to grow your business? Contact your WSI Consultant today to learn more about our affordable email marketing solutions and proven Internet Marketing strategies which will help you effectively communicate and measure the success of your e-business.
Provided below is a brief overview of standard and advanced email marketing measurements to help you better measure the ROI of your email marketing campaigns.
WSI, headquartered in Toronto, Canada, is ranked the #1 Internet Services Business in the world. With systems that have been developed, utilized and proven by over 1500 Consultants in 87 countries worldwide, WSI delivers thousands of affordable Internet related services and technologies that enhance the profitability of and deliver maximum return on investment for businesses annually.
|
|
