Five Great Things about Email Marketing

30 January 2009 by Yvonne Conway  
Filed under Email marketing

I only decided to write this entry 10 minutes ago, as I was thinking about how much I liked the system here! It is a testament to how great email marketing is that I could blast through a 5 point list in such a short time, I normally dither for much longer over this type of thing…So for what they are worth here are my thoughts.

1 – It is cheaper than traditional direct mail when done properly!

With email marketing you can send information to your whole database with no more expense than your marketing team’s time. That means, there are no printing costs, no postage costs, no hours spent stuffing envelopes…it’s a marketer’s dream!

2 – It is a great way to quickly and regularly update your customers!

This is how it used to be, you were having a sale in-store in May, so in mid-March you approached your graphic designer to design a leaflet promoting the sale. He finished the design at the start of April and you passed it over to your printer who delivered the final product in the second or third week of April. Of course you then had to do the dreaded envelope stuffing and franking to get them out the door in time to ensure your customers got them before the sale started! (I got tired just writing that!)

With the introduction of email marketing to the mix, you already have your email template ready and waiting for you so no designer needed, you don’t have to wait for a printer to do your printing and you most definitley do not have to stuff any envelopes. You still have to write the copy, which yes can be a bit of a pain, but other than that you can do the whole thing one week before your sale starts and you get the same if not a better result for less time invested, less money invested and no nasty paper cuts.

3 – You can track what links interest people most and adapt your campaigns accordingly

The problem with traditional direct mail is that unless someone picks up the phone to call you, you have no idea if they have read your leaflet or what sections captured their interest. With email marketing, providing your system has stats as part of the package you can track what links people clicked on, what ones they did not and even if they passed it on to a friend to have a look too.

4 – It is so easy to tailor your message to specific individuals or customer segments and with no added cost

Yes, digital print enables us to nicely personalise our flyers and brochures to show our customer’s name and maybe the last product they bought or their service plan but its not all that cheap is it? With email marketing you can personalise every paragraph and sentence if you feel the need and it does not cost you a penny more. Experts everywhere are tooting targeted, personalised marketing as the only thing that will save you in these risky times but not everyone has the budget to do it on paper based marketing but perhaps without realising it they do on email!

5 – Your subscriber database is easily managed and updated – without much input from you.
(Providing you are using a good service!)

With a handy sign up form on your website coupled with a nice unsubscribe link in each of your email campaigns there is nothing for you to do. Your email database manages itself…enough said!

1 bad thing about Email Marketing

In the wrong hands it can be very dangerous!!!

Access to such a speedy communication tool has huge benefits but when you send an email with six spelling errors, 3 broken links as well as some unviewable images out to your whole client base just because you can do it quickly, you have just caused massive, potentially irreparable damage to your brand. Therefore I would suggest that before exploring the wonderful world of email marketing, you have suitable controls in place to avoid this kind of disaster.

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