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E-Mail
Marketing Report
E-mail
marketing is the most effective DR (Direct Response) marketing
tool, according to Rea-TMA Marketing Group, a partner in the
Government's UK On-Line for Business scheme. Response rates
are on average 5% to 15% for e-mail, compared with 1% to 3%
for printed direct mail, and at a fraction of the cost. For
a copy of the Report, please e-mail,
with your name, company and telephone number.
We can
assist you in all aspects of highly effective e-mail marketing
campaigns: planning, software development, copywriting, list
development, implementation and management. Top tips are:-
- Permission
e-mail:
unlike unsolicited Spam, permission e-mail marketing is
sent to prospects who have expressed an interest in your
products/ services through leads you can generate from editorial
PR, advertising and other methods - with the option for
recipients to 'opt-out' at any time.
- E-mail
format:
usually it's best to send Plain Text rather than HTML e-mails,
if you are selling a service, because it looks much less
like an 'advert'. The reader's colleagues and contacts will
probably use Plain Text format - so this is the context
which you want to create for your e-mail communication.
Illustrations in HTML may be essential for product sales.
- E-mail
content:
The e-mail should deliver information that is directly relevant
and of real value to the reader. This builds the value associated
with your business in the mind of the prospect. Also, by
sharing genuinely useful information you then build trust,
which is the essential precursor for the prospect to do
business with you
- E-mail
text copywriting:
The sales copy should be crisp and compelling, and written
in a professional style. The information should address
the prospect's wants and needs - not just your product/
service offering, which is communicated only as the solution
to the problem or need you identify. The e-mail should be
as long as the message you need to deliver. No longer or
shorter than this
- Timing:
ideally, issue marketing campaign e-mails every 3 - 6 weeks,
according to the volume of information you have to deliver,
chunked down into a series of articles under a range of
sub-headings if necessary. Content should be new and original,
to build interest in and understanding of your business
solutions.
- 'Call
to action':
you should provide readers with a reason to take action
and contact you - so they are not just passive recipients
of your e-mails. The 'call to action' could be to request
further information, a sample or offer, or for initial telephone
advice.
For
a copy of the Report, please e-mail,
with your name, company and telephone number
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