E-mail Tips, Tactics and Trends

How to leverage the power of e-mail marketing

By Henry DeVries

There is no more cost-effective way to reach the individual customers than with e-mail. While a response rate of 2 percent might be considered good for direct mail, many e-mail marketing campaigns are reporting response rates of up to 40 percent.

With e-mail marketing you can benefit from a level of selling that is unavailable in the direct mail world. The key is the opt-in approach, in which prospects give their permission for you to contact them with offers.

Here are 10 ways to leverage the power of e-mail:

  1. Build a permissible e-mail list of prospects who would like to receive more information about your product or service.
  2. Diligently collect e-mail addresses during all your lead-gathering efforts, including trade shows and telemarketing.
  3. Embed links to a merchandising Web site in your e-mails, giving you an instantaneous fulfillment package online.
  4. Avoid e-mail clutter by customizing. By extracting specific information from your customer database, you have the ability to construct personalized messages for each reader.
  5. Test, test, test your e-mails. You can test headlines, offers and lists in a fraction of the time is takes to test traditional direct mail.
  6. Research the best resources for e-marketing outsourcing support.
  7. Reinforce customer purchase behavior by communicating after the sale via e-mail.
  8. Cross-sell and up-sell customers through the use of database information and targeted e-mails.
  9. Conduct market research using your e-mail audience of prospects.
  10. Remember the golden rule of marketing: communicate to prospects in the way they want to be communicated to. For best results, combine e-mail with traditional direct mail.

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About Henry DeVries

Best-selling author and “marketing with a book” expert Henry DeVries is an authority on typing and talking: how to maximize revenues by writing books and making speeches. He speaks to thousands of business leaders, professionals, and consultants each year, teaching them successful tactics that shine a spotlight on their company, cause, or career. Along with his best-selling books — Self-Marketing Secrets, Client Seduction, Pain Killer Marketing, and How to Close a Deal Like Warren Buffett — the buzz-building tools of Henry DeVries have been used to dramatically increase revenues and leverage marketing budgets for two decades. He speaks to thousands of professionals and consultants each year, teaching them scientifically proven tactics that bring them new clients.

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