Promoting a company's products or services by email
can be a powerful form of direct marketing. It is fast, time efficient and cheap. You can also
tailor your message to specific types of clients more
cost-effectively than using marketing channels.
However, it can also be seen as SPAM and can be annoying, disruptive and damaging for business. The days of buying a million UK email addresses for a mass broadcast are over. The return has dropped form 0.025% to 0.002%.
A cheaper and more effective use of email marketing is
for clients to supply Benedict with a list of email addresses that are current (ie recent potential sales / enquiries). This list forms the beginning of an email broadcast that is carried out monthly.
The process is often even less client involved. As Benedict receives a copy of all enquires, to assist in SEO and ROI reports, it is a simple matter of collecting the email addresses and then sending out an incentive email for enquirers to re contact.
As these email recipients have been in contact with the client recently, it is not deemed as intrusive. Reponse rates are approximately 8%.
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