Email Marketing – One of the most cost effective communication channels

Having a good email database and knowing what you can do with it can greatly increase your bottom line and may be one of the cheapest marketing channels you can use, when you know how to do this effectively.

One of the most cost effecive mediums to use with a good ecrm is a email marketing campaign, if you work with a good email platform provider. The objective of this type of campaign can be two-fold, one to acquire new email addresses or two, cross-sell or retain your existing customer base.

Squeeze, from the Batchelors beverage company recent email campaign achieved response rate results of up to 60%. The main objective of this campaign was to obtain email addresses to use for future Ecrm marketing campaigns. An incentive of a holiday was incorporated in this promotion.

An offer or competition can increase the response rate dramatically. You have only a few seconds to hold your audiences attention before they press delete.

Simple ways to start building your base:

1) Direct Mail:
With any DM campaign you are sending to your existing or potential customer base, provide a competition or reason for your customers to release their email addresses to you.

2. Telemarketing:
Get someone inhouse to call around your existing base, or potential leads to obtain their email addresses

3 A url link to sign up to your website for newsletters or discounts should be placed on all collateral and advertising pieces. Competitions are always successful ways to easily obtain these addresses.

Gaining your customers email addresses will:

• Provides a cost effective channel to speak directly to your customers
• Can work successfully along DM campaigns to increase recall and awareness
• Increases the ROI of your markeing investments
• Tracking mechanisms can allow you to evaluate this campaign the minute the email is sent

Email Marketing is one of the most cost effective marketing tools when used right, and with the right database.