For a brief moment in Internet time, e-mail marketing meant placing an ad in an e-mail newsletter and waiting for the traffic. Not anymore.
For a brief moment in Internet time, email marketing meant placing an ad in an email newsletter and waiting for the traffic. Not anymore.
E-mail can be used in every step of the marketing process, from driving traffic and building brands, to customer service and marketing special offers. Take a look at almost every commercial content or e-commerce site on the Web, they all collect email addresses and send out e-newsletters. Even the site for M&M’s candies has a newsletter.
The reason they do this is simple, email is the Internet’s killer application. There are enough emailboxes in the world for every man, woman, and child in North America to have their own. According to eMarketer, in 1998 there were 3.4 trillion email messages sent in the world. That’s 9.4 billion messages every day in the US alone. When the owners of those mailboxes are sent a message, it appears right there in front of them. Quick turnaround equals quick results. No driving Web traffic to site to get the message, the message comes to them. E-mail is direct marketing at its finest.
Need another reason? E-mail is dirt cheap. Some numbers to crunch:
Just like the M&M site, whether you are in the content or e-commerce business, your site needs to have a newsletter. Use it to promote new features, updates, new product offerings. Beyond the basic information-sharing function of a newsletter lies its branding effect. Every day, week, month, or whatever the frequency of the newsletter, that visitor that once made the trip to your Web site gets a reminder delivered right to his or her Inbox that you are still there.
|Opt-In Providers |
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT