Email has a secret

There’s a secret about e-mail marketing campaigns that many people unaware of. For many e-mail campaigns are just the latest newfangled gimmick from marketing companies trying to get their hands on your ever restricted budgets.

But far from being just another method of siphoning you’re ever dwindling profits away, e-mail marketing has a trick up its sleeve, for it allows you to directly answer the eternal question, “ how effective is my marketing?”.

Lord Leverhulme (of Unilever, Persil, PG Tips and just about every other product in your larder fame), once famously said “Half the money I spend on advertising is wasted, the problem is I do not know which half”,

e-mail marketing allows you to find out exactly what is and isn’t working.

How does it do it?

What you might not realise is that when someone sends you an e-mail, sophisticated tools can tell the sender when you open the e-mail and how long you spent reading it, more importantly the same tools can tell whether you “clicked through” from the newsletter on to the sender’s webpage, how long you spent on that webpage, where you went next and so on.

The upshot of this is that if you send out 1000 e-mails (and remember there is no postage to pay on sending e-mails (yet!), you get to know which of your 1000 recipients deleted the e-mail without even bothering to open it, who read it, more importantly who “clicked” on the relevant links within the e-mail. In other words who showed some interest in your offering!

Take a moment to think of the value of this data ( or metrics as the marketing people call it). You just found out that of the 1000 e-mails you sent, 650 people read it, 275 people clicked on the link, and of those 275, 125 spend quite a bit of time browsing around your website. So you know exactly what they looked at and subsequently which of your products or services they are interested in.

This information can be fed back into your next campaign, so for example if your E-mail campaign, highlighted the excellence of your design and technical services and also the speed of response guaranteed by your maintenance department, you’ll get to know which of these aspects any particular customer was interested in. Further campaigns could be directed to highlight those values, maybe it would even be time to pick up the phone and speak to the client directly knowing precisely what their areas of interest were.

Similar refinements could highlight your expertise in certain industry sectors, Schools and public sector, industrial, commercial or domestic. By highlighting these areas in your e-mail campaign and observing the responses you can get to know which areas are of interest to any particular client.

And of course it need not cost the earth. Save money on marketing

Try something different today - call us and we will set up an e-mail campaign for you with prices from £349!

07774 924500

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