Companies that have experience with email marketing know how beneficial and cost effective this strategy can be. Direct mail can be extremely costly and ineffective. Even if email marketing does not work for your company it is still cheap and worth a try. Below is an overview of 5 key benefits attainable through email marketing that many skeptics fail to mention.
Repeat Sales
One of the first things you learn in marketing 101 is that attracting new customers is much more expensive than keeping old ones. To acquire new customers you have to plan for the cost of advertising and educating people about your product.
Staying in touch with your customers through email allows you to generate repeat sales which can be almost four times more profitable than initial purchases. Studies have shown that good email marketing campaigns can increase the amount of new purchases from your existing customers.
Branding and Promotion
Email marketing is an excellent way to create branding and also to promote your brand. When trying to market your product it is imperative to establish yourself as unique. Branding allows customers to recognize your company’s quality through your symbols or ideas. Using email marketing you can send coupons, newsletters and company updates to ensure they will not forget your brand.
Up Selling and Cross Selling
When you buy a pair of shoes at the store, what question does the attendant usually ask? From my experience it has always been “Would you like to buy a pair of socks or shoe cleanser?” This is the essence of cross selling. Email provides a great opportunity for you to cross sell your products and services. There is email marketing software available that makes it easy to create messages, called Auto-Responders, that will automatically follow up with product offers associated with the customer’s last purchase. For example, Motorola offers cases, headsets and batteries on their Web site as a way to generate more profit from customers.
It is no secret that the internet provides companies with new platforms that reshape basic advertising models. For a young business to emerge as a leader, first it will need to submerge itself within the new techniques in marketing.
About the Author: Kurt is the Public Relations Manager for Kinetica Media, an Internet marketing company that works to harness the power of websites, email and search marketing for businesses so they can get and keep more customers. Visit www.loyalemail.com to see how their proven online marketing services can increase your customer loyalty & overall sales.
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