Good Return on Investment
Compared to other proactive marketing platforms, email is the most cost effective. According to the Direct Marketing Association (DMA) the return is about £30 for every £ spent. Various pricing tools based on send volumes, click/open rates or a variation/hybrid are on offer from leading agencies.
Ease of Implementing
Email technology is straightforward and familiar. Small campaigns can easily be managed in-house. To reach further, specialists in the area like Web-Clubs can help you with email design, sending strategy and target lists. Linking to your website, or better still, a dedicated landing page is easy.
Being digital, it’s easy to measure. The basic measures are Open Rate, how many opened the email and Click Through Rate, the number clicking from the email to a website or landing page. Hidden codes can be placed into the email campaign for tracking purposes. This compares favorably to other proactive tools such as direct mail and media/press advertising.
Speed of Implementation
Campaigns can be out to a target audience in hours, making it a very useful tool to take action if there’s a sudden downturn in business.
Whatever marketing tool you use, the better you target, the better the return. Compared to other proactive tools, targeting is much easier. The proviso being that you have a suitable database and well maintained. Web-Clubs for example maintain datasets of our members within our various specialist interest clubs.