Skip to main content

e-Marketing 3

Why bother with social media? Specialize in email marketing, business to business, using mailing lists.

email campaigns are:

Cost effective, immediate, flexible, interactive, measurable and environmentally friendly.

Targetted emails are welcome whereas Spam is a nuisance so it’s important to research your mailing list, discover what the recipients are interested in, either hobbies or products, and narrow down the list so the campaign is more likely to hit interested people – and not be deleted before reading. Some companies opt to supplement email campaigns with occasional high quality postal mailings, ie brochures- their promotional material sending a tangible message of quality and style.

This is a sophisticated method. The measurable element includes basic statistics such as how many emails were sent and at what time, then quantifies how many of those were delivered, bounced back, opened, read, how many were ‘clicked through’ to the company website or unsubscribed. Conversion is hard to quantify (so don’t promote this to possible e-Marketing clients) but reports can show how many browsers then went on to buy from the website, and how much they spent, calculating an average spend, or how many looked and left.

Known percentage rates inform whether each campaign is successful so the approach can be varied, ie trying a different time of day, writing a more attention-grabbing, irresistible header, making buying easy when the website is accessed. Analysis of each campaign is essential. Less than 10% failure is fine, 15-30% view rate is good, above 30% view rate is very good.

Foisting your products onto people is not only irritating - speculative emails are illegal unless they are business-to-business. The consumer will choose to look for your type of product and the web is a shop window. If your website persuades browsers to sign up for emails or newsletters then you’re fine to contact them until they unsubscribe. It’s important to put the recipient in control.

Note – avoid sending out a campaign after Christmas and big spending (utility bills in Jan too) or at the end of the month, but try soon after pay day.
Labels:

Comments

Post a Comment

Popular posts from this blog

GLORIOUS 39. Dir Stephen Poliakoff. 2009

Glorious 39 strips away illusions. Poliakoff presents the apparent idyll of an English aristocratic family headed by genteel patriarch Lord Keyes (Bill Nighy). He presides over a country estate in Norfolk and his elegant townhouse in London – a world of golden light, romantic ruins, servants, house parties and happy children. But this is 1939, a mere 21 years since the Great War, the war to end all wars, in which millions died, Britain was crippled with war debt, and the English country house system which he so values was almost annihilated. There are many references to the ancientness of his family and tradition, but now, few male servants remained alive or unmaimed to work the English landscape or to be in service to the old families. Fearing domestic and political upheaval, appeasers such as Keyes sought to prevent Churchill leading the country and taking Britan to war, and to buy off Hitler to preserve British cultural and national identity. Nighty is excellent, contro...
Post a Comment
Read more

Running ‘till your nipples bleed

An email from a friend of mine arrives; she complains that, at work, she is routinely subjected to gruesome accounts of female colleagues’ intimate medical procedures and gynaecological problems. I am all commiseration because I, too, have had years of listening to workplace chats about periods, childbirth and sex lives. Oh please. Later, I wander off for a walk in the early evening sunshine and it is so silent and so beautiful that I flop down on the grass and lay awhile gazing out over the rolling fields, and the mouth of the river, and fall into a reverie. Two men pass by. A few minutes later sounds of women’s talk float nearer and, by the time the two females of the species draw level with me, I have risen up from my deliciously recumbent position in the meadow, alert and tense, something like a meerkat. “I do feel for her. Going down that IVF route is such an emotional roller coaster. I was never prepared for how terrible it was going to be.” I remain frozen in my meerkat position...
Post a Comment
Read more

MAN ON WIRE. Dir James Marsh. 2008

Enthralling documentary about young Frenchman Philippe Petit, whose breathtaking audacity gets Enthralling documentary about young Frenchman Philippe Petit, whose breathtaking audacity gets him arrested for the ‘artistic crime of the century.’ Man on Wire has a strong theme of destiny throughout. Magician and unicyclist, the teenage Philippe sees a magazine article about the building of the twin towers of the World Trace Center in New York. At that moment his life’s purpose is clear. Everything he does is focused upon this one aim: to wire walk between the two buildings, half a mile above ground level. As bold and daring as a bank raid, the team manages to get onto the top floor of the Twin Towers, ready for the attempt. Film maker James Marsh uses archive footage, photographs, interviews, recreations and graphics to conjure up a dizzying, exhilarating film. Refreshingly dismissive of rules, Philippe has no time or patience for limits and restrictions. Driven by his pa...
Post a Comment
Read more