Email Marketing

If you love high ROI, start with Email marketing

There are a num­ber of pro­duc­tive items in dig­i­tal mar­ket­ing tool­box to con­nect with your prospects and cus­tomers such as social media, search mar­ket­ing, affil­i­ate pro­grams, mobile, video. These tools pro­vide strong returns and deserve your con­sid­er­a­tion to be part of your mar­ket­ing mix.

Exam­ple of SnapRe­tail email

But a typ­i­cal­ly over­looked dig­i­tal mar­ket­ing pro­gram that deliv­ers the most cost effec­tive results con­tin­ues to be email mar­ket­ing. This is par­tic­u­lar­ly true when com­pa­nies use their own “house lists.”

Let me give you an exam­ple. While I was VP of Mar­ket­ing for 8 years OneCoast (the largest B2B sales and mar­ket­ing com­pa­ny in the gift/home indus­try), we cre­at­ed a very suc­cess­ful, high­ly pro­duc­tive email mar­ket­ing pro­gram that:

  • Emailed high­ly per­son­al­ized con­tent to recip­i­ents through the use of CRM tar­get-mar­ket­ing
  • Sent emails “from” hun­dreds of reps to their spe­cif­ic cus­tomers (recip­i­ents more often open and click on emails when they know the sender on the “from” line)
  • Deliv­ered very strong met­rics  which include opens, clicks and con­ver­sions that were well-above indus­try aver­ages
  • Was very cost effec­tive. Costs per lead and per sale were very low and low­er than any oth­er mar­ket­ing pro­gram.

In fact, the whole­sale email mar­ket­ing pro­gram was so suc­cess­ful at OneCoast that a soft­ware-only com­pa­ny named SnapRe­tail was spun off  to pro­vide ‘best-in-class’ mar­ket­ing (par­tic­u­lar­ly email mar­ket­ing) to retail­ers. Jere­my Hirsch was employ­ee #2 at SnapRe­tail.

In sum, email mar­ket­ing should be at the top of your list as a way to effec­tive­ly com­mu­ni­cate with your cus­tomers and prospects.

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