Sep 2, 2003 Volume 3 Issue 12
How to Market with E-Mail
This E-zine, and all since the series began, have come to you through the services of L-Soft.
If even once you've read to the end of the last article, you've seen their logo, with a link to the web site.
Gabriela "Gaby" Linares, Vice President of Marketing, has been a wonderful business friend to me. Every so often I ask her to share a thought or more - here is her latest.
Today's businesses are looking for economical ways to stretch their marketing dollars. Many companies have already turned to more cost-effective methods to reach their customers, such as e-mail marketing. Although a relatively new marketing channel, Forrester Research reported that more than $6.8 billion will be invested in e-mail marketing resources by 2006. As e-mail marketing grows in popularity, marketers are discovering innovative ways to take advantage of its usefulness. Below are actual case studies of how three clever companies have integrated e-mail into their communication efforts:
Inform IT, a subsidiary of Pearson Education (NTSE: PSO) built a strong online community by integrating e-mail marketing into its communications platform. The company, which prides itself on being an online technology information resource, delivers more than 20 e-mail newsletters about topics ranging from programming to networking, to its online community members. Subscribers trust Inform IT because they know they can depend on the company for up-to-date technology news.
Consulting firm InterImage used e-mail to send announcements and updates to a relevant and targeted audience when it was hired by the U.S. Department of Commerce's Minority Business Development agency to develop an effective method to market the agency's annual conference. InterImage administered five mailings to 137,000 opt-in recipients with the goal of increasing awareness for the MBDA event. After the initial mailing, the agency received 45,000 unique hits to its Web site (it had 233 the day before the mailing) and is experiencing higher registration rates than in past years.
Telephone Company Bell Canada strengthened relations with existing customers by sending order confirmations and billing notifications through e-mail when the company launched its Bill Viewing service. Monthly e-mails that included a link to billing information were sent to customers who had subscribed to the service. The billing notifications succeeded in making billing information more accessible to customers and serving as an effective marketing tool for Bell Canada when the company began including links within the e-mails to special promotional offers and other incentives. Within three years of Bill Viewing's launch, the e-mail list's subscriber base rose to 300,000.
As more companies integrate e-mail into their communications platforms in unique and effective ways, an increasing number of business opportunities arise. In today's corporate world, e-mail is a cost efficient marketing medium that saves time and money. Properly executed, opt-in e-mail marketing campaigns can capture and retain customer interest for a fraction of the cost other channels require. With sophisticated e-mail software, you can personalize messages with customer demographics and preferences. Responses can then be measured, allowing you to quickly evaluate and make adjustments to maximize campaign success rates. To find out how your company can benefit from e-mail, write to: firstname.lastname@example.org, or go to http://www.lsoft.com.
(Portions of this article were excerpted from L-Soft's White Paper, "Successful E-Mail Marketing Practices." To view the entire white paper, click here.)
Kids will say the darnest things.
Some of them are even true. Here is a collection. EnJoy!
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database marketing business, a direct marketing firm, a publishing organization, a DM association - and several others. And I'm ready to bring it to your group. (Visit It IS What's Next!)
When you have a need for a 40-60 minute program, I'll give you this different, interesting, meaningful, warm and true action presentation. If you want a half-day interactive seminar, that can happen, too. For your club. Your company. Your organization. Your association. Your school or University. Any group you have. At any place. At any time. For any reason.
It IS What’s Next! is available to you as a Keynote Address. As a special program. As an opening or closing presentation. As a different / unique session.
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out this leading information resource from the financial world offers a collection of marketing & sales ideas. Still, no matter your business, you will find good material here. Offered by 80+ experts (including me!) ... visit ProducersWEB.com
This is Labor Day Week in both Canada and the United States. A day to honor work.
Anonymous does it this way;
"Idleness: a state that can be enjoyed only
"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.
More Speaking of Speaking
Thursday evening, September 26 Ray kicks off an annual event for the Los Angeles Direct Marketing Association.
His opening night topic for this 9-week school is 40-30-20-10 ... Blast Off with Direct Marketing into the 21st Century.
In November Ray will be back in Central Europe, teaching DM to those formerly behind the Iron Curtain. Watch this space for details.
... and one more Idea
An eon ago Burt Dubin came into my life. And has stayed. We continue to swap ideas.
One area of common ground is we're both speakers. And, Burt is a "teacher" ... working with professionals helping them grow to masters - as well as new comers just breaking in to the speaker business.
To learn more about what Burt might offer you, visit his exclusive resource and most interesting web site. Plus, you may wish to opt-in for his FREE E-zine. It's easy - surf to www.SpeakingBizSuccess.com and take a tour. Or send an E-mail to email@example.com.
Magic Marketing Minutes
1 Times 7
The most important part of any Direct Mail package is the list. The audience. The people you send your message to. This is the first of three consecutive Magic Marketing Minutes in which we'll talk about your audience:
1. The list of your current customers, your house list, will always out pull any other list.
2. A response oriented list will out pull a compiled list. A response list is a list of people you know have responded to some other offer. A compiled list is just that - compiled from a directory or some other activity. Response oriented people always out pull those from a compiled source.
3. People over the age of 35 are more likely to be mail-order buyers. Both business and consumer.
4. Rural areas will usually out pull urban areas. Why? Because they don't have as many retail sources...they're more likely to do much of their buying through mail and phone.
5. Geography does matter. You will get different responses from different postal codes, different States or Provinces, different regions of the country. Geography does matter.
6. Those who have bought multiple times in the past will be more likely to buy again in the future. Those who are very infrequent buyers are less likely to buy.
7. Season does matter. All things have a season. Sometimes we make more of season than it really is. In most cases the difference between the best and the worse season is less than 20%. Don't forget there is a season...but don't stop your Direct Mail just because of that.
7 things for you to think about as you select your Direct Mail mailing list.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.