E-MAIL IS E-SSENTIAL
Average “open rates” for E-newsletter is approximately 18%. Not great! But seeing the “Subject Line” alone is often enough to rattle the cage of a prospect or customer to slap their forehead and remind them, “I’ve been meaning to call Steve about a new project.” (Note – Our clients often experience greater than 40% “open rates” and several new business opportunities per rollout.)
The cost of E-newsletter outreach is still among the best deals in town.
Email campaigns must start with very essentials. First step in e-mail marketing is the creation of a HTML Email “template” that has the same “look and feel” of your website. HTML allows for attractive graphics and photos that download quickly and unobtrusively. Copywriting and graphic design services help entice the reader to “take action” such as make a purchase or sampling.
Using graphics that are connected to your website also allows for thorough tracking. Find out who opened your e-mail message and where they may have visited throughout your website as a result. In addition to these useful statistics, HTML enhances your image and makes your company “look” larger that you are.
WHO YOU GONNA E-MAIL?
The next step is “Who do we e-mail this to?” There are three sources to consider. The first is your existing prospects and clients. PR Works helps build your email database from previous business interactions.
The second source is prospect that is similar to your current clients. PR Works assists with the development and implementation of a strategy to get prospects to your website and to “opt in” for your e-zines. This often involves a contest, free offer, or survey.
Thirdly, PR WORKS will help evaluate and utilize legitimate “opt in” e-mail rental lists. Note, spam, the practice of sending unsolicited e-mail is strongly discouraged. Spam is considered both a bad business practice and a counterproductive marketing ploy.
PR WORKS also assists with the actual process of “broadcasting” your email – either from its in-house mechanism or through a third party source such as Constant Contact or Mail Chimp. Additionally, PR WORKS can maintain your e-mail list and clean it prior to each broadcast.