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Viral Email Marketing - Retain Existing & Gain New Customers!
E-mail marketing is one of the most effective ways to keep in touch with customers. It is generally cost-effective, and if done properly, can help build brand awareness and loyalty. At a typical cost of only a few Rupees per message, it's a bargain compared to traditional direct/snail mail at Rs. 20 or more per piece by local courier service. In addition, response rates on e-mail marketing are fast and strong, ranging from five to 35% depending on the industry and format. Response rates for traditional mail averages in the 1-3% range. One of the benefits of email marketing is the demographic information that customers provide when signing up for your email newsletter. Discovering who your customers really are – age, gender, profession, location and special interests, for example – can help you target your products and services to their needs. Points to consider when creating your email newsletter: HTML vs. Plain Text: Response rates for HTML newsletters are generally far higher than plain text, and graphics and colors tend to make the publications look far more professional. The downside is that HTML email is slower to download, and some email providers may screen out HTML email. Provide Incentive to Subscribe: Advertise the benefits of receiving your newsletter to get customers to sign up for your newsletter, such as helpful tips, informative content or early notification of special offers or campaigns. Don't Just Sell (B2C): Many studies suggest that email newsletters are read far more carefully when they offer information that is useful to the customers' lives rather than merely selling products and services. Helpful tips, engaging content and humor are often expected to accompany email newsletters. Limit Questions: As each demographic question you ask may reduce the number of customers signing up, it's best to limit the amount of information you solicit or give customers the option of skipping the questionnaire.
Email newsletters are an excellent means of promoting the products and services you offer. Adding two simple tools to your email newsletter can significantly increase your readership. In addition to website promotion, email newsletters are an efficient means of retaining current clients by reaching out and touching them on a regular basis. They can also be very effective in gaining new clients. By providing pertinent, high-quality information in your newsletter, readers are more likely to forward your email to interested friends and relatives. This phenomenon, called "viral marketing," is a add-on benefit of email newsletters. To enjoy viral marketing, always include a link in your newsletter that allows visitors to "Send / Forward to a Friend." The HTML code for this is usually free through your newsletter service provider. As your distribution list grows and your newsletter gets passed along, the odds of striking a chord with a potential customer dramatically increases.
To capture new clients as your email gets circulated, also include a "Subscribe to Newsletter" link within the email. In other words, make it enticing and easy for new newsletter viewers to sign up for future issues. Viral marketing offers the possibility of geometric growth in the number of your newsletter subscribers as new clients also pass your emails along to their friends and relatives. To make it work for you, just remember to concentrate on providing attention-grabbing, useful information and make your newsletter simple to forward to new prospects who can easily subscribe themselves. The Verdict: Email is a very powerful marketing tool. In spite of spammers abusing the medium, email can still be used and is still valued by users for timely, rich and enticing information and advertisements. We can help you find the right tools and the right tips for your email marketing efforts.
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