|  Email marketing done right can be very powerful... Email marketing can be a very powerful tool if used in the proper way. According to Gartner it takes 8-10 times more cost to acquire a new customer than it does to retain an existing customer. Say that very quickly and it might slip by you so lets read it again - According to Gartner it takes 8-10 times more cost to acquire a new customer than it does to retain an existing customer - we think that speaks for itself! Some research would argue with the 8-10 figure, but we do think its fair to say - getting a new customer is more expensive than looking after the ones you have (well, most of them anyway!)
So how can you reatin your customer? Being good at what you do is a crucial starting point - so let's assume you are good at what you do then communicating with your customer has to be the next most important thing. Email marketing - and now social media marketing - are key communication tools in your customer retention.
Email marketing should use proper email marketing software, use white listed servers, be targetted through segmented customer lists, reinforce your brand, be part of the overall marketing strategy, have objectives (such as open rates, click through rates and conversion rates) and lastly should provide you with quality analytics about the life of the email.
If you think you are using email marketing and the points above are not covered, then you are not using email marketing - you are doing something else, something that is probably doing more harm than good!
If you feel email marketing should be part of your overall marketing strategy contact Grow Sales Online for a FREE email marketing audit. |
Outlook is fine but ... Email marketing or "sending out a newsletter" is much more than Outlook. Email marketing done wrong can be very damaging to your comany. Have you ever got an email from someone and looked at the "To:" line and the "Cc:" line to see that in either of these lines is a long list of the names of the other people who also got this email? How does that make you feel? Now everyone else on that list knows your email address and that you just got this email from this particular company or person. We think you would agree that is not good!