According to research conducted by the Direct Marketing
Association, commercial e-mail returned a staggering $43.62 for every dollar
spent on it in 2009, outperforming all other direct marketing channels
examined, such as print catalogs and direct mail (Source: DirectMag.com*).
And while the rumor that email marketing is about to be
replaced by social media continues to float around, all evidence points to the
contrary. As Gail Goodman points out in this excellent article “Email Marketing Still Works“, email marketing isn’t
just still relevant it actually remains “the most powerful tool in your
relationship-building toolbox”. Why? Goodman points to these three reasons:
1. Permission-Based Marketing is a “Vote of Confidence” – Permission-based marketing (defined
by renowned marketing expert Seth Godin here as “the privilege –not the right– of delivering anticipated, personal and
relevant messages to people who actually want to get them“) has re-defined
how users manage their Inbox. So what gets delivered is what they actually want
2. Email Reaches Across Demographic Boundaries – Email is the primary form of communication in the office and, as such,
remains a powerful tool for connecting with executives and the “Generation Y”
3. Social Media Complements Email
– Rather than compete with email, social media complements email marketing. Not
only is email the primary vehicle for delivering countless numbers of Facebook,
Twitter and LinkedIn personal messages, social networks actually drive
permission-based marketing relationships – since followers and fans have
already expressed their “vote of confidence”.
but not least, email marketing is a cost effective way for generating ROI.
At a typical cost of only
a few cents per message, email is a bargain compared to traditional direct mail
at $1 or more per piece. In addition, response rates on email marketing are
strong, ranging from 5 to 35% depending on the industry and format. Response
rates for traditional mail averages in the 1 to 3% range.
So whether you are a freelancer wishing to engage with
prospects and clients through an e-newsletter, or an established small business
looking to execute a full blown marketing campaign, email still remains one of
the most affordable, scalable, and most effective ways for small businesses to
connect with their target market, drive sales, build relationships and support
alternate sales channels.
Here are a few pointers for leveraging email marketing to
engage and build relationships with your customers.
Start with a Plan – Start with a basic
outline of your goals and objectives for email marketing, (why you are doing it
and what you expect to achieve) together with your budget. Assess what it is
you want to communicate and determine whether you genuinely have enough to say
or have a relevant offer.
Research Email Marketing Software – There are many Web-based
email marketing software tools that specialize in helping small businesses with
all aspects of their email marketing strategy and execution – including
assistance with email template design, list management, email broadcast and
tracking services. Pricing models vary, but most structure their fees based on
the amount of subscribers you have (the size of your list) and the number of
emails you plan on sending each month (in today’s competitive market this
number is increasingly unlimited). Some
even offer free services for lists under a certain size limit, but cap the
amount of emails you can send in a given month. Email Marketing Options is a Web site that offers a quick comparison of the top providers of email marketing software.
Build your Email Marketing
List – There
are many ways to build a list. You can buy or rent lists from a third party
email list broker, I, however, am a firm believer in permission marketing and
creating your own list. There are many ways of doing this – adding a “sign up
for updates” button on your Website, email signatures, and so on. Read this “60-Second Guide to
Developing a Permission Marketing Strategy” from SCORE which walks you through
what it takes to leverage email marketing as the basis of a sound
permission-based relationship with your prospects and customers.
Online Marketing Laws -From the CAN-SPAM Act to unsubscribe
responsibilities, there are several laws that you need to be aware of. Email marketing software can help you comply,
but if you are new to email marketing take the time to familiarize yourself
with these laws. Business.gov offers
some practical guidance in this Online Advertising Law Guide. My earlier
post, “The CAN-SPAM Act and Beyond: Improving Email Compliance, Deliverability, and Readability“, also
outlines a few simple steps that you can take to comply with the CAN-SPAM Act.
Write your Content – A good starting point is
to create a template, something simple on paper that forces you to think about
what you have to say and how you want to present it. For e-newsletters quickly readable
content is key – such as special offers, tips and tools from in-house experts,
links to your Website and blog, and so on. For more information read these tips for creating an email newsletter from the Small Business
Track and Monitor – Email marketing software
can provide invaluable data about open rates, unsubscribes, etc. The trick is to use this data to your
advantage by tweaking your message or mailing schedule to see what types of
content, subject lines, or times of day generate the best response rates. Another way to gauge feedback is to add a
quick survey or poll to your email body copy, again something that most email marketing software can help you
Good luck! Email marketing can be a very rewarding marketing
tool for many businesses. As Gail Goodman so eloquently puts it: “When someone clicks on your e-mail, they are
in your world, even if for a moment. In internet time, that moment is golden“.
Small Business Marketing Guide – From Business.gov, this
online portal contains marketing planning and market research tips, tools, and
advice for small business owners.
Starting an Online Business – This Business.gov guide provides
resources to help you plan, create, and start an online business.