Customers looking to cut costs in the recession respond to offers in emails (Steve Swallow)
Gear Your Email Messages to What Resonates with People Now
Internet consultants should take advantage of the growing popularity of email marketing in order to achieve greater website promotion for their clients.
The advantages of using managed emarketing such as emailing details of special offers and discount vouchers to customers may work wonders for the brand image of a company.
Matt McNeill, chief executive officer of Sign-Up.to, said: “Email marketing is an excellent way of getting your message out when budgets are tight.”
In order to maximise the potential of this form of marketing, internet consultants should also consider launching a cross-media campaign that draws from the growing popularity of social media networks such as Twitter and Facebook.
These are goldmines when it comes to building a consumer base and will allow companies to build up a mailing list for future campaigns, Mr McNeill suggested.
His comments follow in the wake of recent research carried out by Sign-Up.to, which revealed that email campaigns had an overall 17.98 per cent of open rate in the UK. Furthermore, these also had a click-through rate of 3.56 per cent.
Business sectors which benefited the most from email marketing were the music industry, legal firms as well as restaurants.
Another piece of research conducted by Econsultancy found that four in ten consumers had opted to make a purchase online after being prompted by marketing emails. A further 27 per cent confirmed that they had bought an item offline owing to managed emarketing.
This report also highlighted the possible areas for improvement which could make email marketing even more effective. Companies need to keep in mind that 50 per cent of respondents who took the Econsultancy survey pointed out that marketing emails were crammed with irrelevant information and consequently lost their effectiveness. Other survey-takers pointed out that these emails lacked appeal as they did not give recipients a significant advantage over other shoppers.