E-Mail Marketing

Stay in Touch and Stay in their Frontal Lobe

a critical component of a successful e-marketing campaign...

Most people would agree that you can't educate someone on all the benefits your company offers in one 60-second commercial. Yet time and time again, business owners do one mailing, one email or one ad. They get little or no response so they assume that advertising doesn't work.

Actually, direct advertising is very effective. The problem is, most businesses don't do it right, often enough.

You want to communicate often, at least 7 times a year; and show genuine value in order to attract the kind of leads you are looking for. Regular communications have the following benefits:

• You educate people incrementally.  You just can't say everything you have to say in one 30-second interaction, which is about how much time your prospect will spend reading your letter, email or ad.
• Reach people when they are ready to buy.  You are much more likely to do this using repeat communications.
• Increase awareness of your brand.  People feel like they know you and become more comfortable with you. Multiple contacts builds your brand just like the big companies.
• You build trust.  In contacting people multiple times, you communicate that you are a reliable, solvent company that is going to stay in business. People feel more comfortable engaging with solid companies. 

Staying in touch is also a great way to stimulate referrals from your partners and clients. Yet many companies don't do this because it is difficult to execute.

BrightWay has a system that leverages technology so you can write your communications up front and schedule them for automated delivery. This means you can stay in touch while being free to focus on business and closing sales!

E-mail is one of the most effective marketing mediums – not only inter terms of cost, but in terms of deliverability, provided your e-mail campaigns are well-designed and well-executed.

But e-mail marketing is not as simple as it seems.

There is a lot more to a well constructed campaign than meets the eye.  First there is the technology to deal with; selection, setup, data load, list building and incorporating lead collection forms into your website. 

Then you have the particulars of the campaign itself; the sender, subject line, content, length, images, preview pane, frequency, time of day, permissions, ESP rules and regulations, whitelists, blacklists, opt-in, opt-out, landing pages, list segmentation, reporting and more…all of these play a critical role in the success or failure of an e-mail campaign.  Even experienced marketers must continually stay abreast of e-mail best practices because this medium is constantly evolving.

Don’t put your e-mail campaign in the hands of an amateur or your IT department.  It is the domain of a marketer and BrightWay has the method and services to create e-campaigns that drive leads for your business.  Contact us today to learn more about the various e-mail marketing programs we offer. Sorry – no SPAM.

 

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