Because modern postal pigeons are slightly spoiled
History, ladies and gentlemen, history!
One of the most effective marketing methods nowadays is e-mail. This is the result of several transformations that the world of marketing has gone through. People have been trying to crack the mysteries of advertising, and while some attempts were user-friendly, others were, sadly, not so.
One of history’s earliest marketing prodigies was the biblical Samson. One of his marketing channels of choice included the usage of three hundred foxes with burning torches attached to their tails. The panicked foxes were sent to the Philistines, burning their fields. Every marketing fox was a direct message with a precise address. The marketing message was sharp and clear. And slightly crispy.
The marketing industry has undergone many changes since the days of Samson, and has acquired new and effective tools while adjusting itself to the world’s technological advancements. These days, one cannot discuss marketing without mentioning digital marketing, and you can’t mention digital marketing without talking about e-mail marketing.
E-mail marketing – Mailing List
The essence of e-mail marketing can be found in the creation of the mailing list. E-mails can be sent to new customers, or customers of old with whom we wish to strengthen our relationship, making them return for further purchases and increasing their loyalty to our organization. E-mail marketing can also be used to expand the customer base.
Sounds simple? Sadly, reality is often much more complicated than that. This method has its pros and cons, like any other marketing method, and you need to be aware of them all before you decide that e-mail marketing is your method of choice.
- Simplicity – you don’t need to operate dozens of pigeons. Sending an e-mail to your mailing list can include hundreds and thousands of people. It’s simple, it’s fast, and it’s extremely low cost. This method saves the money of purchasing thousands of envelopes, printing thousands of flyers, and thousands of paper cuts on your tongue. A single click of the mouse will send your marketing message to thousands of potential customers within a mere few seconds.
- Return on Investment – This is a tangible and measurable way. You can easily see how many emails were sent and what the receivers did about them, and calculate your return on the investment. You can also see how effective your message is, and how its effectiveness changes pending on the time of the day, the month, or the year.
- Flexibility – This method allows maximum flexibility in adjusting the marketing message and marketing content to your target audience when taking their characteristics, interests, and purchase histories into consideration. This flexibility makes our marketing efforts much effective, and creates a sense of closeness between you and your customers. An elegant marketing message can make your customer to think that “these guys really know me and I’m important to them” feeling. This emotion is the ultimate selling tool.
- Technical failures – e-mailing your full mailing list is not an assurance that your e-mail would actually arrive to all its recipients. E-mail addresses are often out of date, automatically marked as spam, immediately deleted, email storages are full or blocked, and e-mails go unread.
- Cold marketing – Despite the mentioned pros, this is a method that is very impersonal to quite a few customers. Although you can personally customize the customer’s name in your mail and adjust the marketing content to suit their specific profiles, some email users are too experienced to know that this is still a generic message which is sent to multiple people, and doesn’t quite give them personal attention.
- Spam and sensitivity – Most people are sensitive to spam or promotional e-mails which they did not specifically request to receive. Instead of create added value and get potential customers interested in what we’ve got to offer, the users might develop negative feelings towards the products and the organization, and miss the opportunity to make a purchase.
To summarize, e-mail marketing is important, despite its pros and cons .Remember the following when choosing to use this marketing method.
- Added Value – Make sure the e-mails you send carry added-value with them. An e-mail whose sole purpose is making a sale usually fails to pass through the users’ filters.
- Don’t force it – Make sure the people you e-mail actually signed up their agreements.
- Frequency – It’s a good idea to send your e-mails at regular intervals with proper spacing in between. Don’t send your mailing list a new e-mail every 25 minutes. It’s also not a good idea to send promotional e-mails over the weekend.
- Good, but not enough – Make sure e-mail marketing is part for your marketing, but not your only form of marketing.