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Email Marketing |
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Email Marketing |
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DEVELOPMENT DISTRIBUTION CONTACT
STRATEGY TRACKING ASSET
MAINTENANCE ASSET
MANAGEMENT
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CONTACT STRATEGY
The contact strategy of an email campaign begins
with the “concept’ and ‘purpose’, but it should not stop
there. Certain preparation can be made before and after to enhance the
response rate. Preceding
Marketing
Before an email goes out there is an opportunity
for ‘preceding’ marketing. This can take the form of direct
marketing with flyers, letters and postcards going out to build
awareness that the email will follow.
The direct marketing might even include an introduction to the
“subject line”, encouraging recipients to open an email that will
follow. Telemarketing and faxes might also be used to notify
recipients and heighten expectations. The company web site might also
be used to announce the email, at the same time expanding the
audience. A good example
of this is a special newsletter, giving a preview online, or an
announcement that survey results are being distributed. Aside from a
website, other marketing channels like radio or cable TV might also be
appropriate. In fact, a preceding email might be sent to gain an
audience with a definite interest. Follow-up
Contact
After an email goes out, it may be effective to plan a
follow-up contact in the form of a telephone call, fax, or another
email. If a second email is sent, it might take the form of an
attachment that was forgotten, or “late breaking news”. The best
follow-up programs are automated, but this will require coordination
with the webmaster or web development team. If a recipient doesn’t
buy, an automated email could follow, offering a special incentive to
buy. Along similar lines,
if the recipient clicks on a link and buys, they could be sent an
automated follow-up email that offers a complementary product or
service.
Next Section - TRACKING
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Copyright 2003 - Brent J. Dreyer, at bdreyer@iMarketingStrategy.com |