Lead Generation Solutions
eMail Marketing Case Studies
- Promotional Company Uses eMail Marketing to Win New Business
- Insurance Agency Uses eMail Marketing to Sell New Services
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The Benefits of eMail Marketing
Email marketing is a powerful tool for acquiring new customers as well as retaining existing customers. Instead of waiting for customers to find your website through random searches, email marketing lets you reach your target audience with customized messaging to keep them informed about your products and services. The benefits of email marketing range from being one of the most cost-effective forms of marketing, to an excellent method for customer retention. Email promotions and offers generate immediate action such as downloads, inquiries, registrations, and drive your prospects to your website for more details and/or make a purchase.
Affordable
Statistics show that it takes six to seven contacts before you can turn a prospect into a customer. But all that contact can be expensive and time consuming. That's where e-mail marketing comes in. Communicating via e-mail is an affordable way to stretch a tight marketing budget, costing as little as fractions of a penny per e-mail. This enables you to communicate more information, more often. Your communications can include newsletters, preferred customer promotions, sale notifications, new service announcements, event invitations, and much, much more. And with a better response rate than direct mail, e-mail marketing is the most effective way to increase your visibility and ultimately drive sales.
Excellent ROI
According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009, outperforming all the other direct marketing channels examined, such as print catalogs. The expected figure for 2010 is $42.08. The same research reported non-e-mail Internet marketing delivered only $19.94 for every dollar spent. And, according to The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March 2009, email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO
Customer Retention
Since it's roughly six to 12 times less expensive to sell to an existing customer than it is to acquire a new one, the value of your existing customers is too compelling to ignore. Email marketing is an excellent low-cost customer retention tool. Informative email newsletters and other emails build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty. Ongoing email campaigns can instantly put your brand in the forefront of your customer’s minds and make sure that as soon as a new purchase decision arises, your offering is the first thing they think of.
Targeted / Personalized content
One of the most significant features of email marketing is its ability to target customers. Email marketing services offer feedback that lets you to know exactly how recipients interact with your email. Knowing who opens your emails and what links they follow is extremely beneficial in helping you improve your approach and customize or revise your content based upon the way people interact with your emails. All of this useful information can help you send highly targeted campaigns to the individuals most likely to respond to your offer, thus improving your results going forward. You no longer are limited with having to provide all customers and prospects with the same content.
Immediate, Measurable Results
The benefits derived from most types of marketing and advertising are very difficult to measure. With e-mail marketing, however, it is easy to determine how effective your campaign has been with real-time reports that outline the number of sent emails, opened emails, who opened, who clicked and which links they clicked on. Based on this information, you are able to automatically create pre-qualified call lists with prospects you know are already interested in your products and services. You can even generate direct mail lists to have postcards sent to the recipients who did not open your email.
In addition, conversion rates are better with email marketing than traditional advertising. After an email is opened, it doesn't take long for your prospects to take immediate action. It takes only a few clicks to complete a purchase, while other forms of marketing media require people to mail in a form, make a phone call or go to a shop.
In a tough economy when budgets are tight, the challenge is implementing cost-effective marketing strategies that can be easily measured. E-mail marketing is a proven powerful tool for lead generation that can help your business grow with a minimal investment of time and money.