Have you ever created a direct mail campaign that just fell flat?
In my experience, it’s difficult to not only compile a great list of current street addresses; it’s also difficult to monitor the success of the direct mail campaign itself. Snail mail does have a time and place but, if you are pouring money into printing and postage costs and getting no ROI (Return on Investment), then it may be time to change-up your marketing efforts.
If you aren't using Email marketing, it's time
Email marketing is a great tool to get your message in front of your customers, fast. It's measurable (hallelujah) and it creates a more loyal fan base. Don't you love getting deals and latest news from your favorite companies in your inbox? With email marketing, you can see results instantly and it's a great way to get your information in front of the right people.
To get started, you will first have to choose an email marketing software. There are plenty of choices with multiple price points, so do some research and find out which is best for your company. Keep in mind the number of subscribers you have or will have, and budget the stats. Make sure that your emails not only look great but also provide monitoring software to track your click-through-rates and more.
Once this is in place, you will need to start building a list of email addresses to send your eNewsletters and email blasts to. Building your target audience can be as simple as having a registration form on your website. Your customers are already on your website, so why not point them in the direction of a form where you can gather more information about them? Set-up multiple CTAs (call to actions) throughout your site to drive traffic to a form to sign-up for your newsletters.
It won't take long to generate enough email addresses to send your email blasts to. It's that easy!
According to the DMA (Direct Marketing Association) the average ROI for every $1 spent on email marketing is $40.56! This is a huge return, making e-mail marketing, one of the most successful inbound marketing tactics in 2013.
Below is the reporting for the Byte Productions lastest eNewsletter. This eNewsletter had a high click-thorough rate (CTR) due to the fact that we were promoting the launch of our new website. We included a link to our new site, and drove traffic to it.
The reporting gives us even more information about who viewed the eNewsletter; how many fowards, bounces and unsubscribes as well.
See the byteMailer in action:
Wineries of Old Mission uses this add-on to allow site visitors to view past email newsletters.
There is also a feature to allow visitors to sign up (opt-in) to the email newsletter.
Still not convinced? Check out this free Ebook from our friends at HubSpot: An Introduction to Email Marketing