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e-Newsletters and beyond...
A comprehensive marketing strategy.
by Kathleen Goodwin
The many benefits associated with e-mail marketing are becoming well known by today’s marketers including its improved economies of scale, short time to market, limitless targeting capabilities, high measurability and its ability to strengthen brand and build customer relationships. The unique two-way nature of its communication allows the seller to deliver an individual and personalized branding experience to each and every customer and prospect. E-mail newsletters (or e-newsletters) are the best way for brands to positively affect their identity. E-mail marketing should be used to inform every customer touch point from awareness building to information gathering from purchase, to fulfillment and even to post sales support.
Building Brand Identity
E-mail marketing and in particular e-newsletters are about building brand identity through relationship marketing. The greatest contribution of e-newsletters is that they can be used to create a database of existing customers and potential clients who have granted their permission for marketers to send them informative content including advertisements and other commercial messages via email. Permission based recipients are a powerful source for new brand growth – generating leads, retaining existing customers, cross-selling and up selling customers as well as building web site traffic.
Building Your Database
Database collection and management of that data are fast becoming the discipline that will have the greatest impact on how brands will be marketed in this century.
Perhaps, the most important benefit of database collection to marketers is its capacity to capture relevant information about who has the inclination to interact with their brand and how they want that interaction to occur.
In those instances where buyers are willing to provide information about themselves, effective e-mail marketing programs will allow marketers to spend their time harvesting pre-qualified leads - buyers who have already expressed some interest in the brand, product or service.
Using Your Database
Marketers can use this information to produce relevant and timely promotional campaigns that include news-flashes, new product and service announcements, promotional programs, transactions, alerts, event reminders and customer surveys.
If customer knowledge is king, then e-mail marketing enables marketers and enterprises to leverage customer, prospect and CRM databases to create and send highly targeted, customized campaigns that deliver maximized results. Therefore, e-newsletters should be the cornerstone of any marketer’s communication mix for today and into the foreseeable future. E-newsletters represent the most powerful tool for creating long-term relationships with brand customers
[PRINTER FRIENDLY VERSION]
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LETTERS
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Try e-Campaigner Today
Take advantage of the data you’ve collected with your permission-based e-newsletters and use the new e-Campaigner account to create customized HTML e-mail promotions to keep your customers and prospects informed.
Use the e-Campaigner plan to:
- Announce new product and services
- Promote special promotions and events
- Offer training alerts and service reminders
- Obtain customer feedback through customer surveys
The e-Campaigner enables you to take communications to the next level by combining full-color, trackable, HTML e-mail campaigns with the power of a companion micro-site (i.e. landing page) that is automatically published for you on the web for each new promotion. This unique feature allows companies to attract and retain more customers and prospects and to convert them into loyal customers.
No IT support needed. Upgrade today. Contact sales@imakenews.com.
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