Written by Pat Wootton, PromptProofing.com
According to the Direct Marketing Association, email marketing campaigns produce an average return of more than $50 for each dollar spent.
According to the Direct Marketing Association, email marketing campaigns produce an average return of more than $50 for each dollar spent. Given that email marketing is pretty cost effective anyway, this statistic does make it seem a no-brainer.
Certainly, we at Prompt Proofing have noticed that, whenever we send out a mass email, it generates new orders. These orders come from our existing customers, since they are the ones who have agreed to receive email from us. If people have not used your services, or purchased one of your products, for a while, you may well have fallen off their radar. An email serves to refresh their memory - next time they need something that you can provide, they will think of you - always assuming, naturally, that they were happy with your service the first time!
Email marketing is not a 'one-size-fits-all' answer to your marketing needs. A generic email aimed at just about everyone will likely resonate with no one. Spend a little time analyzing your clients' needs and buying patterns; identify your high-value clients so that you can target similar people. Adjust your email marketing to fit the specific needs of your different clients and personalize it as far as is feasible. A campaign that appeals to a software manufacturer will not necessarily work for a chiropractor or an accountancy business.
Remember that email marketing is all about building relationships with your clients. The purpose of email marketing is not to promote and sell but to inform, advise and offer solutions while establishing a rapport with your customers, actual or potential. People are far more likely to buy from someone they trust and feel that they have a relationship with. They will also appreciate that you have taken the trouble to know a little about them and are not just sending out mass emails in the hope that one in a 100 will hit a target.
Check back next Friday for another Prompt Proofing blog post!
Pat Wootton is originally from England and is a former high school English teacher. Having spent many years in the Caribbean, where she raised her family, she now lives in Vancouver, BC. In addition, she has taught English as a Second Language (ESL) for several years after earning a diploma in Teaching English to Speakers of Other Languages (TESOL) from the University of British Columbia. She now owns and runs Prompt Proofing, a copy editing and writing service that caters to both individuals and businesses.