Pros of Email Marketing

Often, reports bring forth that email marketing is just next to search engine marketing in terms of generating revenue. Email marketing is the internet counterpart of traditional direct marketing which used to overwhelm post boxes almost everyday with bunches of sale coupons, merchandising pamphlets, and sale slips.

There are certain advantages of email marketing in comparison to traditional direct marketing. They are discussed as follows:

1. An exact return on investment can be tracked with respect to email marketing. Often such return has proven to be pretty high if it has been done properly. On the contrary, probability of successful reaching of postal mails exactly to the customers addressed is always lower; the cost of tracking successful mail sending to customers is higher than that of sending emails; hence calculation of return on investment is difficult and happens to be lower than that of sending emails.

2. There is always a scope for customers to choose whether they want email promotions or not. For that, the customers are offered to register with advertiser and subscribe to merchandise promotions. Thus, the number of unsolicited mails in customers’ inbox can be reduced. On contrary, traditional business promotional mails have never offered customers’ with flexibility of choosing to be informed or not.

3. Email promotions have greater possibilities of success than traditional direct marketing through postal mails as more than half of Internet users check or send email on a typical day. Thus, they get sufficient time to ponder over the promotion and decide about their purchases and also disseminate the information about the marketing email while socializing. But, most of the consumers open mailboxes at the end of the day. Therefore they get scant time for considering merchandises, deciding purchases or disseminating the informing of the merchandising mail to others.

That is why businesses prefer email marketing over traditional direct marketing using postal system. Such preference helped email marketing to thrive.

Direct Mail Strategy – Brand Identity Guru

1. Know your purpose: What do you want your direct mailer to accomplish? Do you want to be remembered? Do you want to educate prospects about benefits? Recently, Brand Identity Guru was hired to expand a clients direct mail efforts, so we created a direct mail piece to showcase our clients related capabilities. Now direct mail accounts for nearly 30% of our clients new business.

2. Research your market: Explore the companies on your mailing list so you can refer to their needs. Find out the top two issues and pain points that the company faces.

3. Be relevant: Your direct mailer should resemble something your client might use or buy.

4. Plan a campaign: The best direct mailers complement your PR, Advertising, Marketing Strategy and Sales efforts. Ultimately, each piece should build a cohesive, identifiable whole.

5. Attend to details: Find out the name of that purchasing agent or marketing contact and spell it right, proofread your words and double check visual placement. Even an award winning direct mailer is useless unless you send it to the right person at the right time.

6. Keep em’ coming: Send a series of direct mailers regularly based on your clients needs. To find out what those are, simply ask clients how often they’d like to hear from you. Generally, December is already crowded with mailings, so BIG suggests waiting until February. Bulk mailers are good monthly and targeted mailers quarterly.

7. Follow up: If you don’t follow up, all your efforts could slam to a halt. Initiate a dialogue with clients by making phone calls within a week or two after your mailing, especially if a client requests it. And of course, don’t waste time dialing hundreds of phone numbers, but know that it’s worth the effort for smaller mailings.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Email Or Direct Mail Marketing? Which is Best For Dentist List Marketing?

Email marketing provides the quickest and easiest way to market to your dentist list. If you are concerned about the environment, and want to be green, then email marketing is one way to preserve precious natural resources. But email marketing alone may not be enough to get you the results that you deserve.

Email and direct mail marketing can be a powerful combination of marketing weapons. Email can be delivered quickly and frequently. This is important because it can take 20 or more marketing contacts before a purchase decision is made. A follow-up direct mail piece delivered less frequently can add credibility and sustainability to your marketing message.

Maybe you don’t have a dentist list to market to or maybe your list needs updating. If this is the case, you might consider buying or building a new dentist list.

Buying versus renting

Marketing list providers will either sell you an email marketing list or rent you a list. When you rent the list, you send your marketing message to the list provider and they will email to your list for you. This can be a convenient option if you don’t have time, systems or expertise to do your own mailing.

When you buy an email marketing dentist list, you will actually own and take possession of the list. When you buy an dentist list, you can mail to the list as often as you like. Owning your list also allows you to test your marketing message. Send out test email blasts to smaller segments of your list to see which message pulls the best results.

However, when you own your list you may still need the assistance of a third-party email service. There are several available and, often times, the marketing list provider may provide this service for a fee.

You may think that buying dentist list is cost prohibitive. Many marketers find that the lifetime value of just a few new customers can easily pay for the cost of buying a dentist list. Still, you have options.

Most States have dental licensing boards that have lists of practicing dentists in every county for your state. The lists include the dentist’s name, street and email addresses, phone, and fax numbers. The lists may be free in some states, while others charge a fee.

The lists provided may not be formatted for an email marketing campaign, and you would have to do this yourself-however, software programs are available to purchase that will help with re-formatting the data. You can then create mailing labels for a direct mail marketing campaign. Most word processing program would be sufficient in generating mailing labels.