Email Marketing

Email marketing is not primarily about instant gratification. It can contain an offer geared to eliciting an immediate response - no other medium can do this as effectively.

Yet, a clever email marketing campaign will seek to build a relationship with your customers and prospects for the longer term. Yes folks, the Internet can make an impact on one of the most valuable business metrics of all - customer lifetime value.

Evidence suggests that email marketing is very effective at reinforcing the awareness of your brand in peoples memories over longer time periods. Repetition is the key.

Research has shown that a successful email will probably be about 80% general industry or business information, and 20% about your company. People like quality content that is informative, ask yourself, what would you find valuable?

People definitely don't like to hear how wonderful you think you are, your problems or your opinions. Human beings care deeply about themselves, their own problems and their own opinions.

In today’s environment, your customers have more options than ever. You need a way to cost effectively deliver relevant and professional marketing promotions to convert more prospects into customers. You also need a way to measure the effectiveness of each campaign as you drive more customers to your website and dealership.

Finding email addresses to match your contact information while email marketing is one of the most cost effective mediums for communicating to your customers and prospects–many organizations struggle to effectively collect their customers’ email addresses.

In a business environment where prospects have more options than ever, you need a way to cost effectively deliver relevant and professional marketing promotions to convert more prospects into customers.

For an effective return on investment, every step of the email marketing campaign are planned. Preliminary testing are done by identifying the best subject lines, the most powerful text.

Daily correspondence - While the web is an awesome tool for communicating information, email can be just as useful and effective (even more effective for lead generation and sales). One way to take advantage of the daily use of email is to simply correspond with clients and customers, checking in on them and reminding them that you are there when they need you.

General announcements to your personal contacts and clients - It doesn’t take long to build up a collection of email addresses in Outlook or whatever email client you use for your personal and business contacts. Grouping these contacts into email lists and sending out general announcements to appropriate groups about happenings at your company is something that just should be done.

Email newsletters - Email newsletters (like this one!) are a great way of keeping your company in the minds of the people with whom you do business. Hopefully the newsletters are also interesting and helpful to subscribers. The only cost to offering email newsletters is that of producing them. The time investment for producing a newsletter is considerable. Newsletters can be valuable resources for your clients and customers, and it’s a great way to utilize email.

Using email for active lead generation and sales - While most companies have failed to recognize and utilize the internet in the area of customer service, these uses do not create leads or generate sales. Email however can be an active, lead generating tool that finds and directs new customers and clients to your company and use email as a customer service and relationship tool. The experience of using email regularly will help to form good practices and perspectives in email marketing. Once there is a general comfort level in using email, using it as a lead generation and sales tool can be powerful.

The strategic advantages of email versus print are numerous and include but are not limited to: