More About Email Marketing

On this page are brief outlines on many aspects of email marketing. Full information is available to TrioMail customers, enabling them to find out how to maximise this effective form of marketing.

What Is Email Marketing?

Email marketing is an easy, effective and affordable way to keep your audience coming back!

Email marketing helps to keep customers and prospects coming back. Use attractive, professional-looking email messages to stay in regular touch and build strong customer relationships. It's better and more effective than regular email. Email marketing will enable you to:

• Boost customer communication
• Talk to them with targeting
• Get more referrals, more easily
• Get immediate response and action
• Track who reads and responds
• Save on paper and postage

What Can You Do With Email?

Email marketing offers many opportunities. There has been much abuse of it as a marketing medium with many of us getting spammed with messages we do not want. The key is to communicate with relevant information to people who have given you their permission to do so. You can use email marketing for: -

• Email Newsletters. Keep in touch with your customers on a regular and scheduled basis
• Promotions. Send product or service promotions to your own in-house or web opt-in lists
• Event Announcements. An event-driven communication is informative like a newsletter, but is shorter and timely as opposed to regularly scheduled
• Company or Business Announcements. This is news to share such as a press release, job openings, an addition to your management team or new partnerships.

Retain Customers With Email

You may have probably wondered about your own communications strategy and how often you are doing it

How many times during the year or quarter or month does a customer use you and your products or services? Use that as a guide to determining how often to communicate to your audience. Have this number as a minimum and then build from there.

Success and profitability is all about creating loyal customers. It has been stated in a US study that it is roughly 6 - 12 times cheaper to sell to an existing customer than it is to get a new one and that a 5% increase in customer retention yields profit increases of 25 to 100 percent.

Repeat customers are said to spend, on average, 67 percent more than new customers. Even if that data is different for NZ conditions, the value of customer loyalty and repeat business is just too compelling to ignore.

Good email marketing wins over and helps retain customers. The advantage it has over other forms of marketing is that it you can easily measure the number of emails sent, emails opened, bounce backs, and unsubscribes, as well as your click-throughs to links on your website or elsewhere.

You can see who opened your email, which links in your email motivated the most clicks and, even more specifically, who clicked on each link. This useful information can help you send highly targeted campaigns to the individuals most likely to respond to your offer, thus improving your results.