E-Mail Marketing

E-Mail has increasingly become the medium to interact with prospects and involve them into the business topic of choice.

Prospects may allow organisations on their websites and other Marketing material to send them electronic information (so-called Opt-In). In the next step of the E-Mail Marketing programme, the organisation should try to involve the prospects into a long-term interaction, to teach them about its offerings and to answer their questions.

When the prospect decides that the time is right, (s)he will purchase or ask for according information. Due to the increasing E-Mail overload on the prospects' side including spam, it is crucial to make E-Mail targeted and relevant for the prospect. There are still great opportunities with E-Mail Marketing - it only takes the right strategy, process and technology.

E-Mail Newsletters are a good way to interact with prospects. The only challenge is that nearly every vendor has one in place - which leads to more newsletters than anybody can actually read. This makes it necessary to provide content that is relevant to the target audience, such as high value market information, hints that help solving the issues they may have and the like. Then it takes the right technology to make it through the spam filters and to be be recognised as the company that the prospect has asked to send him/her their newsletter.

Another option is to run adverts in third part newsletter that are already relevant to the target audience. This saves a lot of hassle with data issues. Possibly you want to run a mix: your own newsletter for people who already know you - and adverts in a third party newsletter reaching people in your target segment who don't know your company yet.

Usually, you can define a landing page on your website where prospects should go to when they click on your advert. This does not have to be your home page; it makes sense to guide your incoming visitors to a dedicated page from where you route them step by step to your goal page: which one, depends on your business goals.

E-Mail Marketing programmes should be embedded in the other relevant Marketing activities to be even more effective. If you ask your prospects to opt-in to calling them, you may e.g. have telemarketing agents ask your prospects on the phone what they can do further to answer their questions or support them with information.For more detail get in touch now at: info[at]jmoellerconsulting.com or +44 (0)20 799 32 415