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E-mail Marketing

E-mail marketing is often misunderstood and nearly always under-used or over-abused. Once a company has invested in generating leads with e-mail addresses it is vital to keep the communication channel open – after all they have given you authorisation to communicate with them via e-mail because they are interested in your company, products and services.

This form of marketing is not just for your own leads database – you can also buy in 3rd party contact data of people who are interested in or purchased related products or services. So, for example if you sold mops you may buy in a list from either a list broker or a manufacturer of people that have bought cleaning chemicals.

Some key points to consider are:

• Design of the e-mail marketing campaign – good structure, content (think copywriting), an offer, informative information, link to more details, ability to monitor click through and conversion rates etc;
• Targeting – make sure the content and/or offer is likely to be of interest to the people receiving it otherwise recipients may unsubscribe.