The advantage of email marketing is clearly the ability to distribute information to a wide range of specific, potential customers at a relatively low cost.

Program Features

  • Database connectivity
  • Targeted Mailings
  • Delivery Scheduling
  • Real-time Campaign Visibility
  • Closed-loop Reporting
  • Campaign Analysis


Email Marketing & List Building

People unfamiliar with email marketing often wonder what all the fuss is about. Didn't spam kill email as a marketing vehicle? And if spam didn't kill it, what about web feeds, instant messaging and all the other clever ways we can communicate online? Isn't email outmoded?

Email marketing works for a variety of reasons...

  • It allows targeting
  • It is data driven
  • It drives direct sales
  • It builds relationships, loyalty and trust
  • It supports sales through other channels

Modern email marketing services and solutions support database integration, segmentation and various other tricks and techniques for improving the targeting of outgoing messages. Advanced methods generate on-the-fly emails customized down to an individual recipient basis.

And every email campaign you send out generates a heap of actionable data you can use to refine your approach and messages.

Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc. Informative email newsletters and other emails send people to offline stores and events, prepare the way for catalogs, build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty.

Building a high-quality, robust and responsive mailing list is hard work. It takes more than just slapping a few hundred or thousand email addresses into your database and then blasting out offers. If that was all you had to do, everybody would have one.

Truth is, acquiring addresses is just part of the process. You must also recognize that you have a relationship with the person behind each of your addresses. When you manage that relationship well, that address will become a more valuable part of your list, strengthening it in the process.

Email-list building is a lot like dating and marriage. If you start off wrong, you could kill any chance for a rewarding relationship between you and the subscribers. On the other hand, if you prove yourself worthy to your list, you could look forward to many happy years together.

Effective email list-building has three key components:

  1. Where and how you acquire the addresses
  2. How you welcome each new subscriber
  3. How you manage the relationship after the opt-in

Each component needs to be managed correctly in order to increase both the subscriber's value to your business and your email program and your value to your subscriber.

Advantages to Email Marketing

  • The advantage of a mailing list is clearly the ability to distribute information to a wide range of specific, potential customers at a relatively low cost.
  • Compared to other media investments such as direct mail or printed newsletters, it is less expensive.
    An exact Return on investment can be tracked ("track to basket") and has proven to be high when done properly.
  • Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.
  • It is instant, as opposed to a mailed advertisement, an email arrives in a few seconds or minutes.
  • It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
  • It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc. These can be used to measure open rates, positive or negative responses, correlate sales with marketing.
  • Advertisers generate repeat business affordably and automatically
  • Advertisers can reach substantial numbers of email subscribers who have opted in (consented) to receive email communications on subjects of interest to them
  • Over half of Internet users check or send email on a typical day.
  • Green - email marketing is paper-free

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