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E-Mail Marketing is Smart Marketing E-mail marketing is one of the most powerful marketing tools available for today's small, medium and large organizations and businesses. Communication Breeds Contentment A critical part of any relationship is communication, whether it be personal, business-to-consumer, business-to-business, or in today's politically charged arena, politician-to-constituent. Such communication nurtures the relationship through personal interaction. With e-mail marketing you can solidify existing relationships, initiate new ones and convert one-time visitors, buyers and members into repeat business and long-term customers or contributors. Keeping in regular touch with your clients and constituents helps them stay informed and ensures that your business or organization is understood, well remembered and appreciated. Cost-Effective Marketing E-mail marketing is easy, affordable, direct, actionable and highly effective. When you add e-mail to your marketing mix, you spend less time, money and resources than with traditional means, such as direct mail or print advertising. In fact, with a response rate five times greater than direct mail and 25 times the response rate of banner ads, e-mail marketing is the most effective way to increase sales, drive traffic and develop loyalty. And, unlike direct mail, there is virtually no production, materials or postage expense. So, with e-mail marketing, you can easily and affordably create more communications that are valued by your customer. According to DoubleClick, a leader in online advertising: - Well-executed permission e-mail marketing campaigns can have a positive impact on consumers' attitudes towards companies. - 67% of US consumers said they liked companies that, in their opinion, did a good job with permission e-mail marketing. - 58% of consumers said they opened those companies' e-mails, while 53% said that such e-mails affected their personal buying decisions. You can communicate more quickly which means your time-sensitive information is disseminated in minutes, not days or weeks and you can see the results of your efforts instantly. E-mail marketing is an affordable way to stretch a tight marketing budget. It can cost as little as fractions of a penny per e-mail. Studies show that both senders, and recipients increasingly prefer e-mail marketing. Again, according to DoubleClick, permission based e-mail is the preferred method of communication for consumers. - 75% rated it as their preference - 25% preferred postal mail - 0% chose telemarketing. Coping With Spam: Opt-In Lists Today's increased focus on combatting e-mail spam means focusing on the concept of permission-based e-mails. "Confirmed opt-in" or "double opt-in" e-mailing is to date the most rigorous method of obtaining permission to send e-mail campaigns, compared with the traditional "Single opt-in" method. Here's what they are all about: Single Opt-In is the most widely accepted and routinely used method of obtaining e-mail addresses and permission. A single opt-in list is created by inviting visitors and customers to subscribe to your e-mail list. When you use a signup call on your site, a message goes out to the subscriber acknowledging the subscription. This message should reiterate what the subscriber has signed up for, and provide an immediate way for the subscriber to edit her interests or opt-out. Confirmed Opt-In (double opt-in), a more stringent method of obtaining permission to send e-mail campaigns, adds an additional step to the opt-in process. It requires the subscriber to respond to a confirmation e-mail, either by clicking on a confirmation link, or by replying to the e-mail to confirm their subscription. Only those subscribers who take this additional step are added to your list. ISPs and corporations are now doing everything they can to stem the tide of spam flowing into their users' e-mail inboxes. Without a foolproof solution to turn to, some ISPs now require confirmed opt-in for e-mail delivery. They do this because the subscription tracking capabilities associated with confirmed opt-in can help them differentiate legitimate commercial e-mail from spam and protect their customers from receiving spam. Advantages of Confirmed Opt-in Confirmed opt-in ensures that those who are receiving your e-mail want to receive it; it can protect you against spam accusations; and it allows for e-mail delivery to ISPs who require confirmed opt-in for e-mail delivery. The confirmed opt-in method prevents: - E-mail address collection without permission - Accidental subscription due to e-mail address mistakes - Subscriptions made by an unauthorized third party Easily Measure Results The benefits derived from most types of marketing and advertising are very difficult to measure. With e-mail marketing, however, you can easily measure the number of e-mails sent, e-mails opened, bounce backs, unsubscribes and click-through rates. You can also tell who opened your e-mail, which links in your e-mail motivated the most clicks and, even more specifically, who clicked on each link. All of this useful information can help you send highly targeted campaigns to the individuals most likely to respond to your message. Hints on Choosing a Company for Your E-Mail Marketing 1. I would suggest choosing a company that has been in business many years. The reason: If they are suggesting they have millions of e-mail addresses, they would have had to have been around for a good many years in order to have acquired all those addresses. You can check to see how long an Internet E-Mail Marketing company has been around by visiting http://www.networksolutions.com. Once there, click on the "WhoIs" button; put in the company's domain name and you will see a column of information on the company, including the date it was created. 2. Have third-party verification of their e-mail list. 3. Have the company recommended by a reliable and trusted source. I only recommend CyberSoup Marketing for your Internet needs. Filed January 2007 |
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