1. Bottom Line Impact
Simply put, email newsletters are less costly than other more traditional methods of customer communication. Measured in standard cost metrics (i.e. Cost Per Lead, Cost Per Sale, etc.), the adoption of an email marketing strategy can improve results significantly. It has been shown that email provides the highest ROI at 40%, followed by search (28%) and direct mail at 18% .
2. Personal Relationship Builder
Like the phone, email is a personal medium. We are protective of inboxes for a reason. It’s our space. So when you are invited in, or invited back, you are now communicating on a much more personal level than any newspaper ad or direct mail letter could. If you don’t abuse it, and provide relevant, interesting, or timely information, you are in closer contact with your customers and prospects, and that is always a good thing.
3. Measured Response & Feedback Loop
The online medium, unlike other forms of communication, enables you to track and identify customer interests. Email also provides an efficient direct response and follow-up mechanism. Tracking customer tendencies enables companies to silently compile research information they would otherwise have to solicit or purchase. Such information gathering can pinpoint which topics, messages and offers resonate best with your target audience, providing a foundation to further hone in on the sales process, even on a customer by customer basis. With finite sales resources, any such productivity short cuts are profitability boosters.
{ 1 comment }
AMEN!
Email newsletters are a terrific tool. They can certainly be abused, but you will also know that when you do because you will see you unsubscribe rate going up sharply. The ROI is terrific and it a very efficient way to stay in touch with your customers.