Like most businesses, yours is probably using email to some degree to communicate with current and prospective customers. After all, it’s one of the most inexpensive communication channels available. It’s also extremely convenient for your audience. With the popularity of smartphones, email gives people the flexibility to read your message at work or even while at their kid’s basketball game.
But if you’re not using email as a means to connect with and win new customers, you may be missing out.
Why use email for customer acquisition?
We already mentioned the convenience and low cost of email marketing. It’s also extremely effective. According to the Direct Marketing Association, 66 percent of consumers have made a purchase as a result of a marketing message received via email.1 Even if you aren’t making an immediate sale, email can help your business increase awareness and stay top-of-mind with its audience. Email marketing also provides some of the best return on investment (ROI) rates available. The Direct Mail Association found that returns generated from email marketing were nearly 29:1—beating out ROIs for direct mail and telemarketing.2
As an added bonus, email is incredibly simple to test and analyze—most email services offer tracking reports so you can see click-throughs, open rates, and more. This makes it easy for you to justify costs as well as to review and refine your message to increase response rates.
Ready to hit “send” yet?
It’s very nearly that simple. But there are a few things you need to have before you begin:
- An email design – A professionally designed email can help grab the reader’s attention and boost credibility. Don’t have a graphic designer at your disposal? Many companies offer pre-designed templates or custom design services. You may also find that a company offering full-service email marketing to be your most cost- and time-efficient option. Finally, be sure to test the HTML vs. text email designs—you may find that one style resonates better with your audience.
- A list of email addresses – Ensuring you have a strong, targeted email list of prospects to use in your campaign will greatly improve your results. Keep in mind that most online email services are built for retention emails to your current database. If you are targeting prospective customers, you’ll need a service that is structured for acquisition email marketing. Have a list that is outdated or incomplete? Several data providers can append emails to your customer file, and may also offer email address lists. It’s important to find one that regularly checks and verifies its information and adheres to CAN-SPAM guidelines.
- A way to send and track your email – You have quite a few email services to choose from. However, some popular services won’t let you send a high volume of emails at once—or charge extra to do so. Do a little homework to ensure you get the service you need at a price you’re willing to pay. And don’t forget to choose a provider that offers detailed tracking reports so you can measure your results.
It’s time to have a blast!
Now that you understand how email marketing can boost customer acquisition—and you know what you need to get started—get ready to launch. I think you’ll find that your investment in this tried-and-true marketing method will be a great bet for a full house of customers.
Sources:
1 http://thedma.org/advance/data-driven-marketing-ideas/saturday-stat-series/
2 http://printinthemix.com/Fastfacts/Show/575
