E-mail marketing is one of the most cost-effective ways of reaching your prospective customers. Preparation is the key to making this a success and an effective campaign begins with your data collection. The most important part of building a database is obtaining consent to e-mail your prospective customers. This process should be integrated into all forms of communication be it your website, sales team and admin office. Ask for an e-mail address and what they are interested in either verbally or on a form. Everyone who wishes to receive information should then be placed into a central database which can be used for marketing.
Your prospective customers maybe at different buying stages or interested in different things. Make sure you place your opt-ins into target groups. For example within education you may create a prospective student group and parent group. Within the sales platform you may have a key accounts group and a prospects group; either way dividing your data allows you to market to them differently and more effectively.
Personalising your e-mail messages also improves the quality of your message, so make sure that you get their first and last names. If you have already generated a database of e-mail addresses from prospective customers who enquired about your organisation, but have not given their consent to be emailed. Create a one-time e-mail campaign asking them to confirm their subscription. Your website is a great way of
collecting data so make sure there is a prominent call to action on every page
of your website, which takes visitors to a sign-up page for your organisations
Don’t forget to say hello!
The new marketing environment has created a new customer, one thats less loyal, experimental and demanding. When a prospective customer comes into your
system make sure a priority welcome e-mail is sent back welcoming them to your
organisation. Make this e-mail visually appealing and insert important links to
webpages on your site, as well as contact information. This content can be
personalised by what the individual told you upon sign up. I would say that one contact per month is appropriate any more than that can cause them to feel over
contacted. It’s important to remember that your content should be new and
exciting. It should contain some key selling messages but be predominately
informational; a call to action should also be placed within your e-mail
template. The rest of your e-mail campaign could be based around topics such as special announcements/offers, the organisation in the news and using video in your
e-mails to share unique aspects of your organisation
So what’s the ROI?
There are a number of online businesses who specialise in creating professional HTML e-mail campaigns. These allow you to set up tracking so that you can find out how many users and which ones opened an e-mail, clicked on a link about a certain topic and filled out a form. This can help you to define your exact ROI in real-time and get up-to-the-minute results showing how your promotions are performing.