Is Email Really the Killer Application?
Absolutely…if employed properly. But a successful eMail campaign involves more than simply inserting an ad and forwarding it to a list of addresses. The main reason that eMail is such a hot marketing tool is that it allows companies to offer highly targeted information and build relationships with individual customers. Permission and personalization are the buzzwords around eMail marketing. Consumers want to feel that a company can be trusted and is catering to their specific needs, and one-to-one, personalized eMail marketing is the ideal means to this end.
CAN THE SPAM
Historically, businesses have made the mistake of bombarding customers with unwanted eMail sales pitches, gimmicks and irrelevant information. Today, “spam” or unsolicited commercial eMail is the nemesis of eMail marketing. According to a recent IMT Strategies study, 77% of eMail users delete spam without reading it1 and ISP blocking technologies now allow customers to block spam from entering their inboxes. Sending even a single unsolicited eMail could translate into lost customers and result in eMail traffic being blocked by ISPs before it can reach the recipient.
So what do you do? You make certain you have your customers’ permission to send them messages and then ensure that they are receiving information that is relevant to their needs. How do you know what their needs are? Ask them. Only 15% users would be unwilling to provide personal information to Web marketers if that information improved their online service experience, according to a study by the Personalization Consortium, while 51% said they would share personal information in exchange for better service. 2 However, 56% of adults say they’re “very concerned” about a loss of privacy.3 So, make sure you have a visible privacy policy so that your customers trust you with their personal information.
EMPOWERING CUSTOMERS WITH OPT-INS
The opt-in allows customers to request information. This way, customers have some control over their in-boxes. There are many opportunities to secure permission to send customers information: web site sign-ups for eMail newsletters and updates, incentives to subscribe to newsletters during sales, opt-in check boxes at trade shows, within advertisements, packaging, documentation, and even invoices.
Empowering consumers to choose what kind of information they receive will lead to higher clickthroughs, since consumers are more likely to respond to information they specifically requested.
PERSONALIZATION
This issue of personalization revolves around three key concepts:
Information
Gather information regarding customer habits and interests. Ask the customer directly and utilize demographics and transaction patterns to develop core value sets about the customer.
Customer Interests
Give customers what they want and only what they what—and only when they want it. Determine via direct response or captured data what kind of products customers might purchase or what type of information is most appealing to them.
Delivery
Learn how best to contact customers and what type of information they’re capable of receiving. Find out how often they want to receive this information and always allow them to change their profile at any time.4
1 Sep. 26, 2001 eMarketer “With E-Mail, Permission is Key” http://www.emarketer.com/estatnews/estats/eMail_marketing/20010921_imt.html
2 April 5, 2000 Personalization Consortium “Personalization and Privacy Survey” http://www.personalization.org/surveyresults.html
3 Oct. 9, 2000 Harris Interactive “Privacy Fears Still Plague E-Commerce” http://www.digitrends.net/ebna/index_11406.html
4 Oct 16, 2000 Digitrends “The Magic Formula for eMail Marketing” http://www.digitrends.net/marketing/13640_11784.html
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Did You Know?
A piece of targeted, HTML-enhanced email costs less than a postage stamp, yet delivers results many times greater than that of offline direct mail. Direct marketing cost-per-piece comparison: $.01-$.25 per email versus $1.00-$2.00 for traditional mail.
Source: Jupiter Communications
Approximately 30% of online consumers said they would like to receive permission-based email once a week. A Forrester Research study pointed out the type of information consumers would like to receive via email in order of importance:
· Coupons and gift certificates
· Opportunities to give free samples
· Special offers and sales announcements
· Order status
· Product updates
· Event reminders
· Service reminders
Source: Forrester Research
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Sites of the Month
Opt-In News
The permission-based email industry trade publication. Offers articles, reviews, interviews and a directory of other relevant online resources.
Email Results.com
Permission email marketing resources for advertisers. Includes weekly tips and links to a number of interesting articles.
E-zinez.com
Want to start your own email publication? This site includes valuable and practical information and tips (from formatting to finding subscribers) for delivering a successful ezine.
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Tip of the Month
Employ permission-based email marketing techniques to build loyal customer relationships and increase sales. Here are some permission email marketing pointers:
· Email filters block the word "Free." Don’t use it.
· Clearly define what you're giving customers.
· Make sure that's what they get.
· Don't send something a person didn't request.
· Scrupulously observe privacy concerns.
· Don't use permission email to sell.
· Use it to drive customers to your site.
Please feel free to send submissions, suggestions or questions
for future issues to: newsletter@eMage-eMarketing.com
Copyright © 2000 eMage eMarketing
