The New Direct Mail – Email Marketing

Email marketing is a form of direct mailing using electronic mail as a means to communicate information or offerings to a specific audience (Wikipedia).  Generally used in the following ways:

  • Sending emails to current or potential customers to enhance the relationship, keep them informed, notify them of certain offerings (events, products, services, etc.)
  • Sending information for the purpose of acquiring new customers or convincing current customers to purchase something

In 2006, US based firms spent approximately $400 million on email marketing.  The number has increased significantly since and email marketing is becoming one of the most popular interactive sales and marketing tools.

What are the advantages of email marketing as an integration of the overall Internet marketing campaign:

  • Reaching a broad audience at relatively low cost
  • Less expensive than direct mail or printed newsletters (also think GREEN)
  • Exact ROI can be tracked
  • Short delivery time
  • Detailed analytics
  • Used to effectively generate repeat business and retarget customers
  • Over half of Internet users check or send email on any given day
  • Automated email communication is very effective to generate repeat site visits
  • Again, think GREEN

According to data from Marketing Sherpa, in 2009, 29% of B2B marketers plan to increase spending for email marketing.  The companies that use email marketing responsibly throughout the recession will be the ones that use creativity, personalization, segmentation, testing, and pristine list management.  Keep all this in mind and budget accordingly for 2009!

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