Email Marketing - As A Communication Tool

Written by Jack Wogan Monday, 25 April 2011 09:45

Direct and personalized communication with current clients and gaining brand recognition from the future prospects are the main reasons to start using email marketing. This type of promotions helps increasing the clients' retention rate and also propelling sales.
Lower costs compared to other communication channels, higher reply speed and one of the most efficient direct marketing methods are the reasons for which companies draw on email marketing. This is an up-to-date tendency, given the financial crisis which have severely diminished the marketing budgets of the companies and has put some pressure of the "return of investment" value of the marketing campaigns.

Direct and personalized communication with current clients and gaining brand recognition from the future prospects are the main reasons to start using email marketing. This type of promotions helps increasing the clients' retention rate and also propelling sales.
Lower costs compared to other communication channels, higher reply speed and one of the most efficient direct marketing methods are the reasons for which companies draw on email marketing. This is an up-to-date tendency, given the financial crisis which have severely diminished the marketing budgets of the companies and has put some pressure of the "return of investment" value of the marketing campaigns.

The main objective of email marketing is that, together with the delivered information, a useful message is also incorporated. The more adapted to the targeted person the message is, the closer the sender gets to its client. The email marketing objectives rely on loyalty, keeping the clients posted and increasing sales. The companies providing email marketing services intensified their actions, but the majority of the companies is still counting on broadcasting and rely less on a coherent communication program of segmenting and targeting.

In order to gain people's trust and draw people's attention to your email marketing campaign, your message must follow the rule of 80-20, that is: 80% minimum of the information must be of great interest for the person receiving your message, and 20% maximum should refer to the promotion of the product or service itself. The message can be wrapped up in different packages: from a newsletter, white paper, and case study to tips & tricks or weekly intelligence. The important thing for the receiver is to understand that your product will provide him with a certain benefit that he lacked so far.

Although this business type of messages is usually a bit stiffer and uses an official tone, the international tendency is towards a rather friendly and empathic tone. Periodical newsletters are used in order to establish long-term relationships between the company and clients, the employees or the suppliers. The periodical messages are always sent to the company data bases, while the "one-time sent" messages are legally sent to rented data bases. The messages which are sent only once need to work as time-sensitive communication tools.

To put it in a nutshell, the customer nowadays has a long list of options and a short memory. Keeping in touch with your customer is one of the best ways to remind him that you are still on, an active player on the market and enjoy being able to cooperate with him. Newsletters, promotions and ads will refresh your clients' memory and, in turn, the clients will appreciate the relevant and customized information they receive from you. It is all about building up clients' loyalty, and email marketing makes it simpler than it has ever been.