eMarketing | Email Cont'd | Toronto
Email is still the primary tool for online communication. In North America, Email accounts for over 85% of communication. It’s also the most used online marketing tactic; as such, Email is an important piece of the marketing puzzle for your marketing efforts. What makes email such an effective tool is that it’s not something you read, it’s something you do.
Email is inexpensive, immediate, measureable, personalized, data rich, quick time to market and 80% of household has at least one email account.
Email can provide benefits for both customer retention and customer acquisition. When looking at customer retention, email marketing leads to both direct sales and indirect sales. By selling, cross selling and up selling, email marketing increases brand interaction and increased loyalty Email marketing is a great tool for Market research and product testing. As with any other marketing activity, setting up a plan and ensuring a good valuable offer is critical to ensuring a successful result.
Interestingly enough, not all email generates an immediate response. Doubleclick has provided research that notes 66% of purchases are the result of email from a retainer or online merchant. 27% actually purchased during the same session, but MORE purchased at a later time. Further, 12% clicked through for more information and purchased offline.
List of Do’s … Share good offers, Target messages, Offer Exclusive offers, Personal content
List of Don’ts … Don’t share your list, don’t send too many messages, don’t send irrelevant messages, don’t hard sell, don’t ignore unsubscribes.
Building your list
One of the most difficult processes is building your list. We recommend that you consider both offline and online acquisition techniques. Ensuring that you build a list with current customers and prospects, as well as refer a friend is critical to building a valid list.
Here are a few recommended techniques. Offline acquisition techniques are instore coupons, telemarketing, warranty cards, direct mail and contests. There are a number of online acquisition techniques as well, website sign up, advertising ads, contests, third party lists and events.
Using an online email setup process that includes a simple sign up process, a confirmation and a link to a landing page that allows your new contact to update the profile, provide additional information as well as contact us help and the ability to clearly unsubscribe. We recommend that all these techniques be included at the bottom of all email communications.
As with all your online communications, the language is simple and friendly. Offer samples, special offers, incentives, White Papers, and give them some accesses. Let them see what you have to offer. Keep in mind the message should be clear, concise and singular in the offer. Newsletters can be used in several forms: production information, customer interests that align with your offer and even centered around your firm’s level of expertise. Promotional offers are usually very successful, and as such, product updates, upgrades can be very successful.
Unsubscribes are a natural part of email marketing, as people update their profiles on a regular basis. When asked, 55% respond that they unsubscribe occasionally. Once you have an email address and permission to contact, it’s imperative that you keep your content relevant, make good offers, respect their privacy, and keep the messages somewhat infrequent. JBMi will assist you in this area.
Keep your email contacts engaged
We consider the following as critical. Make your offer valid, make infrequent offers (once a month), and make it interactive. We believe email marketing is about respecting your list and your customers. A clear call to action, a clear offer, personalization, ‘forward to a friend’ component, links to social marketing, customer support; all need to be part of your email. Keep in mind you should be absolutely clear how this email assists your customer, and has a clear objective.
What’s your offer? Is it valid? There are a number of issues and messaging your customers may feel are valid: insider information, valuable information, new product releases, white papers, seminars, webinars, contests, catalogues, membership privileges, gift certificates, loyalty points, coupons, limited time offers, free trial, and discounts. Let’s keep in mind that the communication must be compelling, interesting, and must be designed to stimulate a response.
marketing is similar to social marketing in a few areas. At JBMi we believe that the most significant areas that impact success is the offer, the content, the language, ensuring you have consistent creative, personalization, and a good list that has been respected since inception. After all, we all want to be respected, both offline and online.
Our staff is knowledgeable in the planning, strategy, creative and development of email programs. JBMi uses high quality ESP’s and follows all email protocols. Our goal is to deliver your message and build your brand online.
JBM Interactive is a digital agency in Toronto, Ontario, Canada and our goal is to provide marketing expertise, knowledge and assistance that assist companies in making the change and transition to emarketing, internet marketing and online advertising. JBM Interactive utilizes Google, Google Search, Google Adsense, Google Adwords, Google Analytics, Email Marketing, Social Media, Website Development and Social Sharing technologies in an effort to build companies online presence and online ranking in organic and paid search.
