Email Direct Marketing
Before email direct marketing, people spent thousands of dollars on direct mail –postcards, flyers, and brochures that clutter your mailbox every day. With a response rate as little as 1%, businesses still paid high postage and printing costs to target potential customers. Today, you can send email direct marketing pieces for less than half the cost. Response rates can reach 15% or more, and can be monitored in real time.
Like direct mail, email direct marketing campaigns require foresight to be successful. Before you send your newsletter or e-zine, consider what message you want to convey. Email direct marketing can be retention-oriented, event-triggered, or a combination of both. Retention-oriented emails update subscribers of your business or services; an event-triggered email can inform them of trade shows or sale. But no matter what kind of email direct marketing you do, make sure the content is relevant to subscribers. Segmenting your subscriber list can make this task easier by targeting messages to a certain gender or demographic.
When you send email direct marketing pieces, remember the basics. With all the emails sent back and forth each day, grabbing attention may be the most important step in building a successful email direct marketing campaign. A catchy subject line can make all the difference. Once your email direct marketing captures attention, it should spark interest in your product or services. Desire leads to action, which leads to sales.
Develop email direct marketing campaigns with these concepts in mind, then sit back and watch the results. You’ll be surprised at the new heights email direct marketing can help your business reach.
