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New
media — the Internet — can
be effectively used to push or pull your message to potential customers.
It is finding its place as a marketing tool with a variety of businesses,
because a remarkable number of people now use the Internet regularly.
For example, research from DDB Chicago shows that 75% of mothers
with children under the age of nine use the Internet as their main source
of information. These kinds of percentages have led many companies
to realize that their e-database is a valuable asset that is well worth
the time and effort it takes to develop and protect.
The value of a well-maintained e-database becomes even more evident
when analyzing the results, reported on MediaDailyNews, of a recent targeted
campaign for an auto dealer on DallasNews.com that generated a 7.7% response
rate, 2200% better than the national average response rate of 0.33%. The
campaign, which reached people who had shown an online interest in the automotive
section in the last 30 days, generated 44% of the total calls to the auto
dealer during a period when several other media promotions were running at
the same time.
Obviously, it´s smart to keep your in-house e-database up-to-date.
A targeted e-mail or ad campaign to your own well-tended list can
give you the most control you´ll
ever have over a marketing campaign. When you develop a relationship with
a customer or potential customer for whom you have an e-mail address, a
physical address and a past history, you have a powerful contact. Here are
some tips
on effectively reaching your audience.
“As with any marketing communication tactic, you want to be sure the message
is read,” said Brian Miller, partner in the integrated marketing firm
of MillerWhite. “Like direct mail, an e-mail campaign’s biggest
hurdle is getting opened. Readers delete much of their e-mail based on what’s
in the ‘TO’ and ‘FROM’ lines. You only have about two
seconds to get your e-mail opened.”
That
being the case, e-mailers would be wise to optimize space by using the “SUBJECT” line
to be descriptive or promote the benefit of opening the e-mail, and the “FROM” information
to get their name across.
You know from your own experience that Internet readers generally don´t
read e-mails, they just scan them, so you would do well to keep your message
short,
clear and to the point. Bulleted lists or short paragraphs will be much better
read than long sentences with lots of commas.
Be quick and clear with your call to action. Don´t make the reader hunt
for the link to respond to your offer, but scatter links prominently throughout
the text and graphics. Credibility and patience are paper-thin with online
readers. You are always just a click away from the trash.
Nothing but face-to-face contact comes as close to one-to-one
marketing as the Internet. Because the Internet gives your audience the ability
to respond
to your message, you can set up a personal dialogue with a potential customer
as soon as you enter his/her inbox. Give them content, graphics and subject
lines that honor them and the relationship that you wish to develop with
them. There are two simple but very important rules that guide the use
of the Internet for marketing campaigns:
1. While the purpose of your e-mail is to ultimately win sales, it´s important to structure your communication so it will be of value to your potential customers. Give them something of interest, something they need to solve a problem. They´ll reward you with their attention, and maybe with a sale.
2. Never forget that the permission to contact your customers by e-mail is theirs, not yours. It can be withdrawn at any time. Show by the language you use that you appreciate and respect the privilege.
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