In the world of marketing there are two ways to drive a greater return on investment (ROI) from your marketing dollars; reduce the cost of touching your clients or increasing the rate of response from your touches. Utilizing email to communicate relevant offers can be a great way to accomplish both.
Touching your existing clients and known prospects with an offer via email costs much less than direct mail and has been shown to drive significant results when done correctly. If you do not have email addresses for your client and prospect communities, there are many ways to organically grow your database. We provide a number of services that can help you collect your client’s information. We will work closely with you to create a strategy based upon your existing client interaction and available budget.
In many cases you can quickly build your database by creating a relevant offer that requires the user to provide an email address via a micro site. Relevant offers could include drawings for significant prizes or free items from your product line. In the case of Business to Business marketing, you will want to make sure only qualified prospects respond to your offer. To insure this, something of value that the prospect can use in their business is more preferable over significant prizes.
Once you have an active database in place you will want to begin relaying important information in addition to promoting special offers and services. Studies have shown that the best ongoing offer conversions are attained by companies who send emails on a weekly or bi-weekly basis. It has also been shown to facilitate a greater conversion rate if the email contains useful information along with your offer.