For marketers with a limited budget, email marketing can look quite attractive. Email is inexpensive to produce, and specialized equipment is not required. However, you run the risk of not conveying the same level of professionalism that you express in your print media if you don’t have the necessary experience and expertise. It might be worth your while to hire an email marking specialist to ensure that your message is conveyed clearly and delivered properly to your prospects.
A big difference between print messages and email messages is how they are viewed. Print media is viewed however you print it, so you are in control of its appearance. On the other hand, email messages can be viewed on a computer monitor, a tablet computer, or on a smart phone, so the message can appear very different depending on the device that its being read on. An email marketing specialist can design the appearance of an email message to ensure that it is effective in any form.
A specialist can also assist you in developing a personalization strategy for your email marketing. Your email messages can contain specific graphics, information, and offers that are based on the demographics and other information associated with each customer. Recipients are more likely to open email from companies that they trust who provide them with value. Research from GI Insight shows that 53% of the British public feel that almost all the emails they receive from companies and organizations is not relevant to them.
Finally, an email marketing specialist can help you ensure that your email marketing campaign is delivered on time and reduce the probability that yours messages are marked as spam by Internet service providers. They can also help you keep your database accurate and clean by reporting non-deliverable email addresses and opt-outs.
4 comments ↓
Great Point. Thanks for the info.
Sure. I totally agree. Carefully written auto responders are a big direct marketing tool only second to traditional marketing of TV and Radio. Another powerful fact: Email can be made unique to each individual user depending on site analytics about a particular customer.
Yes good point Stella. Email can be very personalized…combine this with personalized direct mail via variable data printing and you’ve got the recipe for what could be a very effective campaign.
Email marketing can be a very effective tool for increasing sales. If the email is unsolicited then it must be sent to the right target audience to ensure high open and response rates. Email is very effective when used on internal CRM databases as the recipient knows and trusts the sender. Use the information you have to create a more personal message to get a better return on investment.
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