We’re all used to receiving emails and spotting what we consider to be spam. So much so, that something as simple as a spelling mistake in a subject line can deter us from even opening an email. However quite often we ignore emails that are from genuine marketing firms simply through fear of fake or bulk emails cramming our inboxes without our consent.
This article explores the differences between genuine and legitimate email marketing campaigns and Spam, and seeks to highlight the benefits of professional email marketing campaigns in generating business and effectively promoting a brand.
The Differences
Spam, by legal definition is a slang term describing unsolicited commercial advertisements sent by e-mail over the Internet; also known as junk e-mail or phishing scams. The biggest difference between this and professional email broadcasting is that spammers get their addresses and send email without the recipient agreeing to it. These spuriously acquired addresses can come from many different sources such as, discussion boards, website information and illegally purchased lists, etc.
The professional and responsible email broadcaster’s contacts however are made up of a database of customers who have actually, and actively, agreed to receive advertising material; whether this is through allowing third party information to be sent to them, or by actually registering on a website. The best marketing firms always know where there data has come from and base all their business methods and contacts around such “permission marketing”. They then use this data in a targeted manner so that only the most interested people receive a particular company’s broadcast. To see an example of a good Privacy Policy, click here http://www.yardstickmedia.com/privacy-policy.htm. Also those companies who aspire to follow “best practice”, including Yardstick Media Limited, limit the frequency emails are sent to any individual address and how soon after the initial send a ‘re-mail’ should be done. This way the proper email broadcasters, such as Yardstick, separate themselves and, perhaps more importantly, their clients from terms such as ‘bulk email’ or ‘spammer’.
It is important to remember that the main purpose of an email campaign is the establishment or maintenance of a positive relationship existing or potential customers, not to just to send as many emails as possible to hopefully generate some leads. In order to yield the maximum of high quality sales leads effective email broadcasting should always be targeted and personalised to an individual, so that only the relevant people receive the relevant information.
The Benefits
Email marketing as a tool for lead generation
Modern business in the twenty first century has moved on a very long way from having its representatives knocking on doors collecting complement slips and cold calling or canvasing business or individuals only to get rejection after rejection. In order to make sure businesses maximise the return on their valuable contacts lists they have to work smarter not necessarily harder. Firstly, in today’s fast moving and increasingly Internet driven environments, email marketing can seek out people who are actually interested in relevant information about your company. This way your database of contacts can be directly targeted to maximise your chances of securing those increasingly valuable sales leads. Secondly the latest studies and surveys show that emails and social media sites are the most looked at things on the internet. If you have an email with social media call-to-action inside the content then statistics show that you’re much more likely to generate new and additional business. Thirdly an effective, targeted and properly run email campaign can help a business retain its existing customers, ensuring they do not forget you, or worse, think you have forgotten them. Done properly, email marketing increases the personalisation of the online buying market.
Range of use
As well as being an efficient and cost effective delivery mechanism, there are also a wide variety of things you can achieve with an email campaign other advertising methods don’t or can’t deliver. One benefit for example of the email campaign is that it provides a means of refining, honing and even expanding your existing customer contacts database. Sending an email which contains a “double opt in”, is a means whereby you can refine your address list, distilling it down so that you have only those customers who are definitely interested, thereby possibly reducing your advertising costs in future while increasing the potency of your returns; another benefit of the email campaign could be a survey, a way of eliciting a response to check the validity of the email addresses you are using while at the same time finding out what your market really wants and needs; or the campaign could be specifically designed to raise awareness of your brand, company or a particular product.. Whatever the need, email broadcasting can address the requirements you have in a way no other marketing media can.
Efficiency
As we all know timing in marketing, as in so many other areas of life, is everything. An email broadcasting campaign is one of the most efficient and immediate ways to get a response from your customers. It is, also one of the fastest types of outreach to set up and can therefore be tremendously responsive to changing market conditions. Rather than spending months preparing a magazine or poster campaign, or spending millions on a TV advert, a simple HTML email can often be a cheaper, more targeted and more responsive way of delivering a personalised quality marketing message. Here at Yardstick we can turn around and broadcast a campaign within 72 hours of receiving the job, providing an efficient and thorough service. The 72 hour turnaround time obviously includes all our testing and modification expertise, meaning your campaign is not only relevant but it also stands the maximum chance of reaching its intended recipients. Taking advantage of the right timing can often be a key determinant of success. Yardstick has the ability to initiate the broadcast on specific days and at times set by you, because we know that having campaigns go on set days can be a make or break for your broadcast. Yardstick are also keen to make sure this advantage comes at a realistic and reasonable price.
Second Chances
Whatever the marketing strategy, it’s rare when it goes right first time. A German Field Marshal, Helmuth von Moltke , said at the outbreak of WWI “No battle plan ever survives first contact with the enemy” Therefore here at Yardstick, we always make sure that, each separate HTML template and subject line goes through a rigorous series of testing covering; deliverability probabilities, separate and specific to each ISP; rendering; and spam scores. In this way, we do our best to make sure campaigns are as near perfect as they can be before they are sent to the client, giving them more chance of surviving that “first contact”. In addition, after the initial send has gone, the best broadcasting companies will provide you with meaningful feedback and statistics detailing how many emails were actually delivered, how many were opened and what was the click through rate (CTR). Yardstick however goes even further and will share with you its recommendations for the future and the outline the options for a re-mail or follow up should one be necessary. The right email marketing business partner should always be working to ensure that your company does not get blacklisted, preserving your valuable reputation, so that every campaign that you send will reach as many recipients as possible.
The Rewards
As good, glossy, slick and attractive as our marketing is, its only measure of effectiveness is the amount of business and sales it returns to the bottom line. Email marketing is no different and it is important not to lose sight of the marketing fundamentals that have been proved over the years. Is it cost effective to send out a million emails, just because you can, in hope of a typically low response rate or should you be making sure that your copy and creative is landing in the inbox of relevant, interested potential buyers? Email marketing can, if done properly offer the best of both these worlds. It has opened up the possibility of reaching a huge, nowadays global, audience who have “opted in” as possible customers. In order to fully enjoy the benefits of this rich new medium it is important to make sure that you chose a partner who can maximise its potential.
At Yardstick Media we believe, that when it comes to email marketing, Deliverability is key. We are dedicated to making sure that your email advertising actually reaches the inbox of your targets and that we protect your reputation by effectively and properly managing your valuable data lists. It is only by making sure that you select the right email broadcaster as your partner that you can ensure your campaign is a success. Whatever the aim of your email marketing campaign here at Yardstick we provide a thorough, efficient and above all professional service from an experienced, passionate and dedicated team. Our work is guaranteed to help you achieve your goals in an efficient manner and to meet your objectives head on.
If you want to know more about what the Yardstick Media service includes, visit the website: http://www.yardstickmedia.com/email-marketing.htm or call us today on 0190 836 3430 and find out how responsible, effective email marketing can increase your business today.
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