Used Correctly , E-mail Works
Used Correctly , E-mail Works
But, check out these stats from a recent "Multichannel Merchant" article. "According to a recent study by the Direct Marketing Association, e-mail marketing delivers the highest return on investment of all media available to marketers. The study also projects that e-mail driven sales in the U.S. will show a compound annual growth rate of 14.9% between 2006 and 2011."
However, (and this is a big "however"), if e-mail is done wrong, it can actually harm the relationship you may have built with your customer/lead.
"Sales & marketing expert Patrick Valtin, president of M2-Tec USA and founder of one of the largest consulting companies in Europe called U-Man Belgium, claims e-mail marketing is highly profitable if done correctly. The main mistake is trying to convert a prospect when embarking on e-mail marketing, he says. The direction one should take instead is trying to attract a qualified prospect."
Mr. Valtin feels that a core group to market via the e-mail channel are those older leads who at one point expressed an interest in your service, but who have not yet converted (become your customer). "Sleeping customers" (a customer who may have bought once but hasn't yet become your loyal devotee) are another great group to communicate with e-mail.
In addition to advising e-mail marketers to 'attract' verses sell in an e-mail campaign, the article offers some other helpful tips:
"Three common mistakes in e-mail marketing are:
* Trying to sell through the marketing e-mail. You have to cut the gradient to attract and then convert. The question is: what will motivate them to join your list?
* Making the subject line too ambiguous; using trite phrases that are actually considered spam. What you have to watch, Valtin also warns, is "too hot or too juicy is looked upon as spam by search engine spiders."
* Not being consistent with "from" address line. From very beginning, the from line should be consistent. Even here there is a need to have instant recognition."
But, while e-mail can be an excellent direct marketing channel, just remember that when we do it wrong, we're doing more harm than good. "When you screw up on e-mail marketing lines with prospects or customers, you get cut off and most likely don't get another chance. It's too easy to junk your e-mail address and be shut off from further communication."
Lesson learned. Keep e-mail in your tool-box. But use it correctly and remember to bring value to your customer/prospect with each campaign.
Used Correctly Email Works - To learn more about this author, visit Nancy Arter's Website.
Like this article? Share it with your friends
Every day I receive hundreds of e-mail at my primary, business address. Then, there's more in my Yahoo and, yikes, even more lurking in various junk/spam folders. That's why, even though I'm in this business (I actually help clients deploy e-mail campaigns), I still have a hard time in understanding how ANY e-mail campaign has a chance in hell of being successful.
But, check out these stats from a recent "Multichannel Merchant" article. "According to a recent study by the Direct Marketing Association, e-mail marketing delivers the highest return on investment of all media available to marketers. The study also projects that e-mail driven sales in the U.S. will show a compound annual growth rate of 14.9% between 2006 and 2011."
However, (and this is a big "however"), if e-mail is done wrong, it can actually harm the relationship you may have built with your customer/lead.
"Sales & marketing expert Patrick Valtin, president of M2-Tec USA and founder of one of the largest consulting companies in Europe called U-Man Belgium, claims e-mail marketing is highly profitable if done correctly. The main mistake is trying to convert a prospect when embarking on e-mail marketing, he says. The direction one should take instead is trying to attract a qualified prospect."
Mr. Valtin feels that a core group to market via the e-mail channel are those older leads who at one point expressed an interest in your service, but who have not yet converted (become your customer). "Sleeping customers" (a customer who may have bought once but hasn't yet become your loyal devotee) are another great group to communicate with e-mail.
In addition to advising e-mail marketers to 'attract' verses sell in an e-mail campaign, the article offers some other helpful tips:
"Three common mistakes in e-mail marketing are:
* Trying to sell through the marketing e-mail. You have to cut the gradient to attract and then convert. The question is: what will motivate them to join your list?
* Making the subject line too ambiguous; using trite phrases that are actually considered spam. What you have to watch, Valtin also warns, is "too hot or too juicy is looked upon as spam by search engine spiders."
* Not being consistent with "from" address line. From very beginning, the from line should be consistent. Even here there is a need to have instant recognition."
But, while e-mail can be an excellent direct marketing channel, just remember that when we do it wrong, we're doing more harm than good. "When you screw up on e-mail marketing lines with prospects or customers, you get cut off and most likely don't get another chance. It's too easy to junk your e-mail address and be shut off from further communication."
Lesson learned. Keep e-mail in your tool-box. But use it correctly and remember to bring value to your customer/prospect with each campaign.
Used Correctly Email Works - To learn more about this author, visit Nancy Arter's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Nancy's articles
 |
|
RRW Consulting Direct Marketing Blog - Here is our daily take on all things related to direct marketing. Whether it is the latest CRM tool, the newest approach for targeting and segmentation, or just interesting industry news, RRW reports on it here!
|
|
 |
 | |
|
| |
 | |||||||
|
Referred by: http://www.internet-search-marketing.com
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Entrepreneurship Or Job? Networking Online Maximize Trade Shows Authentic Leadership New Year Revolutions |
|
 | ||
 |
The Top 10 Guy Kawasaki Posts
Best Posts for Entrepreneurs | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
