Emails – Back bone of today’s business

Email has changed the face of business communications over recent years and has earned the label of
the leader of the Internet Applications. The use of email marketing has had a similar and profound impact
for companies looking to promote their products and services.
It has been especially an effective tool for small and medium sized businesses (SMEs). Without the
small marketing budgets SMEs nevertheless have requirements for a cost effective, successful and
analytical method of communication with their customers. Email marketing offers not only this but can be used in every element of the marketing process and providing customer service or technical support.
But how does email marketing offer such facilities to small business and, indeed, organizations of all sizes?

1. Successful
First and foremost, email marketing is productive and result oriented! A well-designed campaign using a
properly managed mailing list will get very high response rates.
Though there are many elements that contribute to response rates, statistics say that email marketing has a response rate about 5 times higher than direct mail.. Added to this, the quick response methods allow a
much faster turnaround of questions and objections thus digging the path of sales closure very fast
and effectively.
Effectively, whatever your goal, email marketing delivers in a way that few, if any, direct marketing methods can match.

2. Targeted
Email marketing provides the means of customized, personalized and targeted approach to individuals.
Using targeted HTML emails gives you the opportunity to quickly and accurately tailor the message to
directly respond to each prospect’s own needs and choices. More personalized a message is more effective
it will be.
In many respects, a well run email campaign makes the concept of “one to one marketing” available to
you sitting at your own place where as direct mailers fail to do so.

3. Economic and Cost Effective
Email marketing eliminates the significant time and expense at large. Yet with graphic html emails, you are
able to create the same imagery and create the same responses with the added benefit of having followed
up information instantly available via your website.
Perhaps just as importantly, with the correct maintenance of an email list, the cost benefits increase and gets closer relationship established with the recipients.

4. Trackable
When using email marketing, you can track the results of your campaign in real time thus providing you
with instant feedback on its success. The experiences taken from the campaign can then be applied to f
uture campaigns with a high degree of accuracy.

5. Measurable
Together, this information is invaluable when planning future campaigns or being able to precisely calculate
the costs and sales generated by any email marketing activity that you undertake. Hopefully, the ROI
(Return on Investment) you achieve will be as good as the campaigns run by companies which have
received ROI rates 40 times higher than those achieved with direct mail!

6. Testable
To achieve the best possible response rates, it is common practice to send any intended piece of
marketing material to sample groups to test its effectiveness before starting the main campaign.
With traditional direct marketing, this process can be time consuming and costly.
However, with email marketing, this process is fast and effective with results available almost immediately.

7. Flexible & Adaptable
Email marketing is adaptable enough to support your business in many different ways and can help to achieve a variety of different goals.
* Increase the number of visitors to your website
* Attract new clients, leads or registrations
* Build stronger relationships with existing clients
* Provide improved levels of company, product or service information
* Sales promotions / vouchers
* Account statements
* Company Newsletters
* Press Releases
* Product Announcements
Email marketing is in itself an excellent method of communicating and an essential part of an integrated
online marketing strategy. So next time you plan of a marketing campaign do remember that what
email marketing can do for you.

All the best,
Andrew Clacy

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