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Company Internet Marketing

July 4, 2007 | Comments Off on Company Internet Marketing

 

Direct Email Marketing

Direct Email Marketing vs. Traditional Marketing Lets face it. Email marketing is here to stay. Many people use email in their daily communications, many use it even more than a phone. Many companies use email to build and strengthen connection between them and their customers, to have good customer relationship. How effective is direct email marketing compared to traditional marketing? You will find out in this article.Advertising and marketing online and offline have at least one thing in common – you have to know your target audience. Market segmentation is very important because you dont want to loose your money sending your ads to someone who has no interest in it.

Cost/benefit

With direct email marketing , you can have 1-1 communication with your customers and prospects. With Group Mail product, award-winning email marketing, you can start creating your email marketing campaigns inexpensively. You will have ability to send HTML email newsletters in order to get better conversion rates and to include your graphics. Also, if you prefer hosted ASP services you can use services like Constant Contact , Vertical Response or some other quality service.

Using Opt-In Manager from Group Metrics package you will be able to get the necessary info from your subscribers and store it in your database. Importing data from existing applications or databases couldnt be easier. Group Mail can import practically any file type, text, CSV, binary, databases, and email address books. At present any database that supports ODBC or OLEDB (SQL Server, Oracle, MySQL, Access, FoxPro, Excel, etc.) can be imported directly into Group Mail using the free Database Importer plug-in. This is very important in order to create highly-personalized campaigns, and with the advanced IF THEN ELSE personalization you will have real 1-1 communication.

Using Group Mail for your Direct Email Marketing campaign you will be able to create unlimited lists with unlimited recipients in each and to make list segmentation. So this way you can send different emails to your prospects, clients, business partners, press or any other group about your company.

Traditional marketing is much more expensive than direct email marketing . If you want to start a direct mail campaign you will have costs for creating and printing your brochures and delivery expenses. Not to mention TV or print advertising. Beside that it is much more expensive, it takes much more time to create and implement any of the traditional marketing campaigns or offline advertising and response ratio is usually much lower than with using email marketing. If you use double opt-in practice for getting subscribers (we always recommend that practice), so that you require that people confirm their request to be on your list, it means that they are interested in what you have to say so they will be interested in your products, too.

Imagine that you want to announce your new software product, update, conference or webinar. You want to inform your business partners and clients because it is most likely that they will be interested in it. You have two choices: to use email to notify them or to use traditional techniques like sending letters or using a phone? What is better for you? You already know what is cheaper.

Tracking

The second advantage using direct email marketing compared to traditional marketing is tracking. Practically, you can find anything about your email marketing campaign with Group Metrics product. You will get detailed statistics about how many people have opened your emails, what is your click-thru rate, which articles or ads were the most popular in your email newsletter. You can get some of that data without services like Group Metrics but there is more hassle. For example, you can embed a 11 pixel in your email newsletter and you will count the open ratio. Also, you can use PhpAdsNew for tracking clicks on your links.

There are no such precise techniques for tracking in traditional marketing. Can you know precisely how many people have seen your last TV commercial? No! Can you know precisely how many people have seen your last radio commercial? No! It is the same like with advertising in print magazines. There are some techniques like using equipment like people meters or some surveys regarding popularity of certain programs in which your ad was broadcasted but it is not so accurate, at least not that accurate like email marketing tracking. In this case you will usually have to pay to some marketing agency that will make that research. Another option is to include a special phone number or web site in your offline campaigns but even then you wont know exactly how many people have seen your ad.

Getting feedback

Another advantage that you get using email marketing is in getting feedback. With products like free PollDaddy you have ability to easily create polls and to get feedback from your visitors, prospects and clients, whether you want to use it on your web site or email newsletter. Using polls in your email marketing campaigns, you will get feedback about your company or products very fast and inexpensively.

How about if you want to get feedbacks from people using traditional survey techniques? Depending about your survey size, you will have to hire people who will ask questions. Later, they will need to make survey analysis. You already know that this way your costs will be much higher and you will get the feedback much later than using email marketing.tags: , , , , ,


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