What is e-mail marketing?
E-mail direct marketing is a promotional campaign
intended to sell a product or service, for example an e-mail announcement
about special ticket prices or latest products.
Why market via e-mail?
Traditional direct marketing is expensive, and
typically returns a 1-3% response rate. It's also fairly difficult
to track results. E-mail direct marketing is cheaper and targeted
e-mail messages often deliver responses (in terms of click-through
links) of 5-15%. Internet technology makes it possible to monitor
on-line responses to your e-mail in real-time.
What is e-mail list management?
E-mail management can be defined as the handling of outgoing e-mail
for business or other organizational needs.
It is NOT about the desktop program (called an "e-mail client")
that you use to send e-mail to co-workers and friends.
Why can't I use my desktop program?
E-mail clients are very good at mailing the people in your personal
address book or routing mail you receive to different folders. They
are not, however, intended for more intensive or complicated tasks.
For example, what if you want to send an e-mail message
to 25,000 different people. In order to accomplish these tasks,
you need an email management program that can:
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Process large amounts of outgoing
email |
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Store thousands of addresses |
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Allow users to change their
addresses easily |
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Automatically handle any errors
that occur from incorrect e-mail addresses |
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Provide advanced statistics |
How do I manage a campaign?
EmailMan enables list members to subscribe and unsubscribe
from the list very easily (again, in order to maintain excellent
customer relations and to avoid appearing like spam).
Insert hotlinks or other dynamic elements into each
e-mail message that facilitate action: purchasing advance tickets,
signing up for a frequent flyer account, etc.
Watch membership activity carefully. In particular,
look for connections between unsubscribes and mailing frequency;
sending direct marketing messages too frequently can cause a
decline in membership.
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