The term "Email Marketing" appeared straight away after the term "Email". This type of advertising is the most attractive because it helps to expand online sales and increase clients' loyalty due to its low cost price, large auditory coverage, online tracking methods and fast feedback effect.
What is the email marketing based on and how does it work?
Auditory coverage.
Simplified scheme
Judging by this scheme, the larger auditory you cover, the greater feedback effect will be.
Mistake #1
All I need is to cover a larger auditory. As the Sales/Lost correlation is constant, I can double the auditory and thus double Sales.
It's not that simple. You have forgotten about Targets. Ideally Target Group is homogeneous. Expanding the auditory without taking into consideration Target Group you will decrease the Sales/Lost correllation.
Example:
E.g. your advertising campaign is aimed at selling lingerie. If you do not take proper account of the female/male sex when doubling the auditory, Sales will depend on the male/female correlation in Targets, so the result can be twice less than you've expected.
So many shots and all are missed.
Of course you are not satisfied that 90% of effort gave no sales results. Most beginners in the Email Marketing can start expanding the coverage area, but then ROI (Return of investment) will be very low. It's appropriate for you.
You have forgotten about Leads - potential Sales!
You have forgotten about a people who appear after each advertising campaign. They do not purchase the product but show some interest in our offers. These people are much more numerous than active buyers. In marketing if you know who these people are, you get potential customers.
That's the mega-buck issue!
It's almost unreal to get to know this group in an ordinary shop. In shops you have Sales only. Using Email you can get to know your potential clients without much effort.
You should remember that bending some effort you can convert Leads into Sales with high probability. It's a noticeable result!
Converting Leads into Sales is one of the main Email Marketing strategic tasks.
Can you get more good results?
Can you winkle out more results from what you have? No doubt, YES!
You can say: "Wow! The second funnel with a narrower diameter the sales are more numerous. Why is it? The clue is in the term "client's loyalty".
Loyalty shows the client's attitude to you. Does he trust you or not? The more loyal he/she is, the more probable he won't choose your competitor, but you.
Increase of client's loyalty is another Email Marketing strategic task.
The advertising campaign in the second funnel is aimed at additional or repeated sales. Moreover, you already know the group coverage, so you can use more direct advertising than in the first funnel. So you will achieve better results.
Mistake #2
It's peanuts! I have tried this but in vain!
Such phrases say people who ordered a Nigerian mailing service sent to a million of emails, paid $29.95 and got three sales plus a charge of the anti-spam law infraction.
Email Marketing of any company should be based on a certain strategy. We are going to consider most successful strategies which really work and fulfill the above-described tasks.
[to be continued]
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 TweakMarketing
05.03.2007 13:07:36
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