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Email Marketing EMAIL MARKETING OVERVIEW
“Out
of sight, out of mind.” In business, this saying can be applied to
the task of acquiring and retaining customers. For this reason, many companies
want new ways to increase the quality and quantity of personalized interactions
with customers and prospects.
One cost-effective but
often overlooked tool is the e-Newsletter. The Internet enables these
recurring, personalized interactions to replace —or reinforce
—expensive, time-intensive marketing like sales calls or direct mail
pieces.
Durkan Consulting Group will implement an
e-Newsletter delivery system that fits your company's needs, and one that is
customized to compliment your existing sales processes. Using our
e-Newsletter delivery system, you can grow your business, increase your sales
and help keep your sales and marketing efforts focused.
Durkan
Consulting Group can assist you with every aspect of implementation including
copy and design creation, address gathering and list management, campaign
execution, and more.
E-NEWSLETTER FEATURES
The following
are just a few of the features of our e-Newsletter:
Easy Integration: Content seems to be the largest
challenge to starting e-Newsletters, you can implement our e-Newsletter
delivery system to work seamlessly with your existing website content by using
a teaser format. Teaser Format: Short paragraphs generate enough interest for the reader to click on links
directed to your website. There the reader can view the full story and
browse the remainder of your website. Teaser format enables the tracking of
reader’s click-through behavior in your
website. Content Management: A process can be put into place
so that new content can be easily uploaded to your website. Your business gains
a reputation for being the expert in your industry when readers are sent
valuable information. Address capture: Works
with numerous contact management and email list management
systems. Easy-to-use interface: Wizard-like interface requires minimal learning curve so your sales force can
execute an e-Newsletter campaign without extensive software training. Since our
e-Newsletter delivery system is straight-forward, your sales & marketing
staff will be more likely to use this
tool. Personalization: It is possible to personalize
messages in the salutation and in the subject line. Additionally, the
e-Newsletter can be individualized according to the sales representative who is
sending it which can increase the relationship-building potential of each
mailing. Graphical HTML: A sophisticated HTML format is custom
developed just for your business complete with your logo, contact information,
a direct website link, additional links to your website content and
eye-catching graphics. Tracking
metrics: Several metrics are tracked including click-through
rates, unsubscribe rates and webs
ite traffic, which allow you to identify the interest levels and needs of
readers. “Opt-out” list management: The recipient
is given an uncomplicated way to opt-out of future messages.
E-NEWSLETTER BENEFITS
The following
are just a few of the benefits of e-Newsletters:
Quick lead generation: Email has quick output and
quick response for lead generat ion. Our e-Newsletter de liver y system is an
automated, but personalized action that builds multiple one-to-one business
relationships simultaneously. High response rate:
Overall responses may be higher because relevant, value-added information is
sent which assures a more receptive audience. Well-written articles can
prompt a telephone call for a
consultation. Cost effective: Email is
extremely cost effective on a per contact
basis. Lower production costs: There are no expensive
design, production, paper or postage costs – only an initial
implementation fee and a monthly subscription
charge. Name recognition: e-Newsletters are effective tools
for increasing visibility and building name recognition. Prospects may become
more willing to accept phone calls and respond to other subsequent offers that
they receive in the mail or at
tradeshows/conferences. Other media
reinforcement: Email can supplement other marketing/media tools to
reinforce a message, product announcement, seminar dates or participation in
upcoming trade shows or conferences. Customer dialogue:
Continually reinforce your position in the marketplace as an industry leader
when you offer knowledge-building content to your reader such as
“how-to” articles, step-by-step guides, and top5-lists. These types
of e-Newsletters have a high “pass along” rate so your customers
become new business advocates. -
Branding: Repeated
messages create brand awareness and establish you as the
expert. Trackable: Email is also a trackable medium.
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