January 22, 2010 at 5:22 PM Colin Comments on Email Article tagged Email Marketing, permission, tradeshows Print Article Email Marketing: Cost-effective lead generation
I was interested to read a report “The Forrester Wave™: Email Marketing Service Providers, Q4 2009” that came across my desk the other day. I am a big believer in permission marketing and the use of direct email. This probably shouldn’t be a surprise given the corporate tagline at Ugroup Marketing is Measurably Better. Direct email is inherently measurable. Unsubscribe is the ultimate response of your irrelevance to the email recipient.
As one might expect, given the economic downturn, companies increased their direct email marketing last year. When asked “How has the current economic situation altered your email program?”, the top responses included:
- 48% were trying to make their communication more relevant
- 35% identified the need to have direct email “pick up the slack” for other programs
- 34% suggested they are emailing more frequently
Necessity is the mother of invention, and as much as direct email was a viable marketing channel prior to the economic downturn, I suspect that many organizations will retain it and much of the cut advertising spend, as well as tradeshow budgets of 2009, has disappeared forever.
Reader Comments (5)
Direct email marketing in your business is a smart move in your overall marketing strategy. In fact, if you are not using email as a marketing strategy you are missing out on an an untold and untapped fortune! It’s so powerful that email marketing should be at the top of your list of priorities in your sales strategy. Used alone, a direct email campaign to your targeted, double opt in clients can increase your bottom line by 10%! Used in conjunction with other marketing efforts there would be an even greater result in that percentage.
Remember, when using these techniques, always keep your reader in mind. Don’t send email for the sake of sending email. You will have a high rate of unsubscribers if you do that.
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