E M A I L M A R K E T I N G
Experts agree and evidence shows that profitability is all
about creating loyal customers and driving repeat business.
And since it is roughly six to twelve times less expensive to sell to an
existing customer than it is to acquire a new one, the value of customer
loyalty and repeat business is just too compelling to ignore.
A 5% increase in retention yields profit increases of 25 to 100 percent. Repeat customers spend, on average, 67 percent more than new customers. Source: Bain and Company
It’s All About Communication
How do you get repeat business and earn customer loyalty? Take a lesson from small businesses that long ago grasped the dynamics and importance of building customer relationships through communication. They nurture their customers over time by learning and remembering individual preferences and interests. They acquire this customer information directly from customers through personal interaction. And they keep in touch with customers on a regular basis, ensuring their business remains “top of mind.” What’s more, statistics show that it takes six to seven contacts before you can turn a prospect into a customer. All that contact can be expensive and time consuming. That’s where email marketing becomes a critical part of your marketing efforts.
Email Turns Prospects and Visitors into Loyal Customers
Email marketing enables you to proactively communicate with your existing customers, prospects, or members instead of passively waiting for them to return to your website, visit your store or office, or call you on the phone. With email marketing you can solidify existing relationships, initiate new ones, and convert your one-time visitors, buyers, and members into repeat business and long-term customers or contributors. Perhaps you paid for search engine placement, sponsored a newsletter, rented an opt-in list, placed a banner ad or two, distributed a flyer, or sent a postcard. Through email marketing you can pay off your investment in those expensive and time-consuming marketing efforts and improve the return on investment (ROI) of every dollar you spend to obtain new business and develop profitable customer relationships.
Why is Email Marketing the Answer?
Email marketing is one of the most powerful marketing tools available today.
It is easy, affordable, direct, actionable, and highly effective. When you add
email to your marketing mix, you spend less time, money, and resources than with traditional marketing vehicles (e.g., direct mail or print advertising).
And, with email marketing, you can communicate more quickly, which means your time-sensitive information is disseminated in minutes, not days or weeks. In addition, you can see the results of your efforts instantly.
Email marketing is at its most effective when it’s used to build communications aimed at your existing customer list or permission-based “house list” as a means of customer retention.
Statistics show that it takes six to seven contacts before you can turn a prospect into a customer. All that contact can be expensive and time consuming. That’s where email marketing becomes a critical part of
your marketing efforts.
Communicate More Information, More Often
Email marketing is an affordable way to stretch a tight marketing budget.
It can cost as little as fractions of a penny per email! With a response rate five times greater than direct mail and 25 times the response rate of banner ads, email marketing is the most effective way to increase sales, drive traffic, and develop loyalty.
Unlike direct mail, there is virtually no production, materials, or postage expense. So, with email marketing, you can easily and affordably create more communications that are valued by your customer, and you can make those communications support and enhance your brand in a way that substantially differentiates your company from the competition. Your communications can include newsletters, preferred customer promotions, sale notifications, new service announcements, event invitations, greetings, and more.
Email marketing is one of the most powerful marketing tools available today. It is easy, affordable, direct, actionable, and highly effective.
Foster Long-lasting Relationships
Email is an easy and inexpensive way of establishing early and long-lasting relationships with your prospects and customers. And the benefits of these relationships are far reaching. When you inform and educate prospects and customers, they begin to perceive you as capable of addressing their needs.
Good email marketing wins over consumers:
• Well-executed permission email marketing campaigns can have
a positive impact on consumers’ attitudes toward companies.
• 67% of US consumers said they liked companies that, in their opinion, did a good job with permission email marketing.
• 58% of consumers said they opened those companies’ emails, while 53% said that such emails affected their personal buying decisions.
With a response rate five times greater than direct mail and 25 times the response rate of banner ads, email marketing is the most effective way to increase sales, drive traffic, and develop loyalty.
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