Is it E-mail or SPAM? By Carol McDonell Anyone with an e-mailbox knows list or an offer that the customer incentives such as discounts at the cash e-mail you can easily test your message that the big retailers have been doesn’t need or want. register to encourage them to opt-in. by sending it to a random sample of bombarding us with more and more E-mails to strangers offering things At the same time, you must provide customers. Unlike direct mail, you can messages. Some of those messages they don’t want are spam. We all assurances that their information will quickly and easily make changes to the are welcomed, and some immediately know how we feel about marketers be secure. offer if needed. deleted as annoying spam. Have the who spam us. So how can the small Now that you have created a big retailers discovered something that business owner use e-mail for mailing list from your database of the small business owner can also use marketing and not be accused of information about your customers, you to increase sales? E-mail has been spamming? To answer that question, can also use the information to create Business Sense found to have a response rate of 48 let’s look again at the two most the offer. By knowing your customers, hours to one week versus 6-8 weeks important keys to an effective e-mail you can send e-mails that are relevant, for a similar direct mail piece. It costs campaign, the list and the offer. personal, and anticipated. For on average a half-cent per contact The most important thing to example, if you own a pet store, a compared to 50 cents for direct mail, remember when sending e-mail is never piece of information you should have and it has a response rate of 10 send it to anyone who has not given is what kind of pets your customers percent compared to less than 1 permission. When you give customers own. You can send an e-mail about a percent for direct mail. As a small the opportunity to provide their e-mail sale on dog food only to the dog business owner, you probably have a address, they are giving you permission owners. You know the customer’s limited marketing budget and want the to contact them. In web marketing name and can easily personalize the E-mail marketing is a very cost- most bang for your marketing buck. terms, they are opting-in. E-mail message further by saying “Dear Joe.” effective way to reach your customers Perhaps e-mail marketing can work for marketing is best used for marketing This message is relevant to the dog and increase sales. Your local SBDC you. to existing customers, or someone owner and personalized. In the future, has consultants who can help you Like direct mail, the two most who is already in the market for what Joe will anticipate your messages implement your e-mail marketing important components of an effective you offer. Therefore, the best list for because he knows you only send him campaign. e-mail campaign are the mailing list and sending your messages is the one you information he can use. Joe does not the offer. Many businesses spend a lot build yourself from your customer consider your message spam because of time and money on the creative database. Begin to collect names, he had previously given you aspect of the e-mail while neglecting addresses, e-mail addresses, and any permission to contact him. However, Carol McDonell is a business these two components. While a other information that will help you things can change, so always provide consultant in the Athens office of the pleasing appearance that is compatible tailor your offer to the specific a means for the customer to opt-out Georgia SBDC Network. To find with the rest of your marketing in terms customer. You should collect customer on every message. your local SBDC, call the state office of image, look, and message is information online and offline. Many Before sending your e-mail, ask at 706-542-2762 or locate it on the important, it will not make up for a bad businesses provide customers an objective outsider to review it. With web at www.sbdc.uga.edu.
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