Email Marketing Blog

If you thought email was dead, here is just one more indication that it is alive, thriving, and possibly SURPASSING other methods of advertising!

TravelWeekly recently released research conducted by Response One that suggests email marketing to be the most effective way to get past customers to visit a website.

Email beat TV and newspaper advertising, as well as pay-per-click and bill inserts.

Response One suggests a marketing mix of email, TV advertising, online, and direct mail to keep in touch with customers.

An interesting note was that social media sites did little to reach the majority of consumers, and were on a par with unsolicited email. Although they found it to be more effective in the 18-24 age range, “today’s budgets cannot be weighted towards social networks.”

Some important points you can take from the above:

1. Test, test, test. Determine the most cost effective marketing mix for your company. It may not be the same. (In fact, in this example, they tested past customers. The figures may be quite different for prospects who have not yet purchased.)

2. Understand the demographics of your audience. In this example, social networking was only found more effective with 18-24 year-olds. If your web site has a different age range, you might lose your shirt if you expended most of your resources in this area.

3. If you don’t already, think about incorporating offline opt-in techniques with your list. There may be certain situations where an offline marketing method will work best within your total marketing mix.

(In my next post, I’ll give you one idea on how to get easily get those physical addresses.)

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email marketing

This entry was posted on Tuesday, May 20th, 2008 at 10:25 pm and is filed under email marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.