Communicating brilliantly
You've Got Marketing - Email Marketing
Like all forms of marketing communication, email isn't for everyone. But, most companies will find that email marketing is effective and cost efficient - both Business-to-Business (B-to-B) and Business-to-Consumer (B-to-C).
Perhaps the best aspect of email marketing is the ability it gives you to clearly see the details of it's disposition. Tracking capabilities of email marketing are highly refined, and a well-designed mailing will tell you who opened the message, who read which article, who clicked through, and who shared it with someone else. The amount of information you can glean from a mailing is truly astounding.
One of the most effective uses of email marketing is applying it as a tool to communicate with those who are either current or past customers - people with whom you already have a relationship. They are more likely to open and read your email, and more likely to find the content valuable.
Here are a few tips for creating email marketing messages that work:
Tell, don't sell
"Hard sell" messages are rarely, if ever, effective in email marketing. You'll get the best response by providing information that's useful to each recipient, and reinforcing your own product and service offerings through the information provided in the message.
Find the information that's universally useful
Understand the recipients on your list well enough to focus on information that's useful to all of them. If you have a new product, for example, introduce it by talking about a common problem it solves. Make the message as universal as possible.
Continue your message on your website
Email marketing is highly trackable, and creating a "clickthrough" opportunity increases the amount of information you can gather from each opened email. Grab hold of peoples interest by leading them to your website for more information.
IdeaBank Marketing has a great deal of expertise in creating a compelling and well-designed email marketing campaign. We'd be happy to show you more of the advantages you'll get from using this very effective communications medium.
