Email Marketing Campaigns & Database Management

Email Marketing has proven to be the most cost-effective and strategic way to reach your segmented audience. “Researchers estimate that US firms spent $400 million on email marketing in 2006”¹ and for good reason. Emails are the primary method of communication between the business and the consumer.

Behind every great email marketing campaign is a strategy, including segmentation; personalization, focused messages, and CAN-SPAM Compliance.² These days, it's not as easy loading a list in to your mail client and blasting out a thousand emails. Time of day, day of the week, B2B, B2C are all taken into account before the ‘Send' button can be pushed.

Email Marketing has more advantages than just exposing your product:

• Track ability – Track open rates, click thrus, forwards, and more.
• Cost Effectiveness – compared to traditional media like print pieces and billboards, emails are pennies on the dollar.
• Brand Recognition & Loyalty – Email allows you to build customer relationships and reseller loyalty, acquire new customers, provide sales support actions, cross sell and up sell.
• Education – Educate your readers on your product, its benefits, and what's new at your company.
• It's Easy – No print proofing, no zip code lists to buy, no problem. Once the email is sent – you just watch the stats roll in.

In December 2006, Datran Media ran its annual email marketing industry survey. Industry's leading marketers were asked to share their 2007 email marketing plans and the sample results gives interesting insight as to have the industry as a while would be using email in 2007.³

¹ DMA: "The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the U.S., 2006-2007 Edition", Direct Marketing Association, October 2006
² To comply with the Act's regulation of commercial e-mail, services typically: require users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses which may not have given valid permission.
³ DMA: "The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the U.S., 2006-2007 Edition", Direct Marketing Association, October 2006