With so many potential customers having access to email, it is impossible for creative marketers to ignore. Email communications are now part of most big companies' marketing plans, and they fall into two very general categories:
1. Responsive emails - Responding to customer enquiries or feedback, suppliers and shareholders.
2. Targeted emails - Tailor-made marketing emails sent to a pre-defined set of recipients. Also known as e-shots.
Responsive emails can be generated individually by customer service representatives, or by autobots, software that automatically responds to a query. They promote good customer service because the customer gets an email response by return, whilst their query is followed up or their order acted upon.
Targeted emails or e-shots are a very effective way of communicating with existing or potential customers. Using your database of existing customers, you can email information about forthcoming products or events, ask for feedback, offer product trials, discounts and free gifts. Adding a code to your e-shot campaign will enable you to measure response to each communication so that you can tailor future e-shots. E-shots are cheaper and faster than traditional mailshots, and customers are more likely to respond to them.
Remember that email marketing is just like any other marketing: don't send out junk emails and avoid buying huge lists of email addresses that have been marketed as "customers just waiting to buy your product." You could be inadvertently spamming people, and that can get you into trouble.
Finally, consistency, spelling, grammar and corporate branding are just as important in an email as they are in printed marketing material. Take the same level of care over the creation of your emails as you would over your traditional content - email users are no less likely to notice errors and inconsistencies than your usual market, and it's quicker to delete an email than it is to throw away your mailshot.
If you are looking to reach your target audience through some high-quality e-shot campaigns then get in contact with the Web Marketing Group on 01423 529300 or email info@wmg.uk.com