Strike While the Iron is Hot!

Marketers are aware that e-mail campaigns can now be processed and delivered fast and inexpensively. Many consumers respond to the tangible aspects of direct mail and mailings are still profitable ways of doing business, so print is still part of the mix.

Initially, many looked at e-mail campaigns as a replacement for direct mail, however, for the moment direct mail is still the main way that top marketers lead your marketing campaigns. E-mail marketing is a great compliment and a great testing vehicle, as well; it’s very effective from a cost standpoint and is an excellent way to build community and relationships.

E-mail savings and benefits are real;

• Response cycle is fast
• No printing costs
• No postage costs
• Time to market is fast
• Accountability and RIO measurement

However, there are concerns, as many have found that opting out seems to be a fast and easy way to remove the clutter of e-mail marketing.

Here are the top reasons that people opt out of your e-mail programs;

• No longer interested
• Emailing too often
• No time to read
• Subject line not informative
• Html formatting poor
• No personalization

The takeaway on this is clear; it’s nice to build a list and email marketing is a great way to engage your customers & prospects, however, there is a real danger of losing them as quickly as they were attained. Make sure your digital agency is guiding your correctly, the least expensive option is not always the best method of delivery. Direct mail has a role, and it’s imperative that you keep your message relevant, timely; in that way your e-mail marketing will be the most effective.

Strike while the iron is hot, keep them engaged and keep your message relevant, or you risk losing e-mail marketing as an option.

Michael Bickerton, Raven5 Ltd, April 2010

 

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