What Is E-Mail Marketing?By: Harry Hoover
E-mail - today's preferred business communication tool - provides you a simple, powerful, affordable way to develop, manage and maintain relationships as well as sell products and services. Let's briefly examine how permission-based e-mail marketing positively affects:
Build Brand Awareness
E-mail builds brand awareness by promoting the name, the look, feel and image of your company. Users now prefer HTML e-mail to text e-mail. HTML e-mail gives you the ability to include logos and other corporate images to reinforce your existing brand.
Increase Market Intelligence
Permission-based e-mail allows you easily to survey your current customer base to solicit feedback on your website, customer service, products and services.
With this baseline survey in hand, you can gauge how attitudes and awareness are changing over time. And with the capabilities of e-mail programs like www.nTarget.com, you can segment the results to see differences between established and more recent customers. Results such as these help you tweak and tune marketing and public relations efforts.
Drive Website Traffic
Your website can be one of your primary tools for customer acquisition and retention. People must visit the site in order for you to capture them as clients or up-sell them on other services. E-mail marketing programs can bring new visitors to the site and established customers back again.
An e-mail newsletter containing worthwhile content, or a promotional offer with a high-perceived value can be used as incentives to convince prospects to provide their e-mail addresses. Once you have their addresses, you can initiate dialogue that results in acquiring and retaining the right kinds of customers. Profitable customers.
In our opinion, building loyalty is the most important feature of an e-mail program. Permission-based communication allows you to build customer loyalty, and customer loyalty kicks off a series of positive events including:
© Copyright 2002 Harry Hoover
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