|Philosophy of business |
| THE WAY WE SEE THINGS |
|We are a service business. You can expect us to give you the very best of our knowledge and combine that with responsive personal service.|
Email is incredibly popular. It's one of the key reasons people and businesses go online. They can correspond with friends, colleagues, other businesses, and organisations anywhere in the world. It's a wonderful way to keep in touch. The challenge for business is to penetrate this circle of intimacy and create a relationship where you are not an unwelcome unknown, but a welcome correspondent and informant.
|We see six issues as central to the use of email: |
- Building relationships
- Maximising response
|1. Why permission?|
|If you are coming from traditional direct marketing you might be wondering "What is all the fuss about?". By and large, direct marketing through the letterbox has been open slather. What's different about email?|
- History. The internet started as a non-commercial zone. While it has been commercialised, some of the "netiquette" that grew up has continued. One aspect is a very strong privacy ethic - "Don't invade my space unless I invite you in."
- People don't like email from people they don't know.
- "Opt-in" or "permisssion" email works. People opt in because they are interested in what you have to offer. The highest response rates of all commercial email are gained by company lists that are in-house and opt-in.
- Seth Godin, author of the book "Permission Marketing", says, "Permission marketing works because it cuts through the clutter. It is anti-clutter. It respects the user's most precious commodity."
- If it's important to allow people to opt in, it's just as important to give them the opportunity to opt out or "unsubscribe" whenever they want to.
|2. Why privacy ?|
|While customers may give you permission to email them, unless they are totally fixated on your product or service, they don't want to hear from you too often. How often is too often? It will vary from case to case. That's why you need to develop an email strategy. We know a case where an organisation was sending its members over 100 emails in a month. What do you think was happening to most of those emails ? Right - they were deleted without even being opened. The issue of frequency of contact needs to be managed, along with others like content and tone. A professional email service like eResponse can help you discover what the issues are for your company or organisation.
|4. Why personalisation ?|
|The ability to personalise comes from database management. The email inbox is no place to be writing "Dear Customer" or "Dear user/owner etc". Customers expect you to know who they are. Personalisation is your way of saying to the customer, "Yes, you are important and I recognise that by addressing you by your name." eResponse has developed deep personalisation which we call P-2-P or Person to Person. This is much more than a simple mail merge function which puts the right name at the top of the message. We can personalise practically any part of an email.
|5. Building relationships|
|A sea change has happened in marketing and interactive email is part of it. Marketing used to be based on mass communication. While attempts were made to target, it was a scatter-gun approach. And it was very expensive and very wasteful. Companies began to realise just how much it was costing them to convert each new customer.
|Computer technology and databases gave business a new way to identify customers and their individual worth. The emphasis moved to retaining customers, particularly your best customers, as well as seeking new customers. Companies realised that by developing relationships with their customers, rather than lumping them all together, they would earn their loyalty, grow their business, and protect the investment that had been made in gaining them as customers.|
|The Internet added a new factor. Now people could search for information on the products and services they wanted, rather than have it pushed at them through mass marketing. Companies could create individual interactive relationships with new clients or prospects. One-to-one marketing was born. |
|Whether you call it one-to-one or Customer Relationship Management (CRM), email is the critical communications medium for building relationships with customers. Email enables you to create a dialogue with your customers which tells them, "We value you as a client!"
|Email can also also play a key role in your customisation of products or services. As you come to understand more about individual customers you can meet their needs better by customising what you offer them and the terms you offer. Email is the ideal personalised medium for developing customisation.
|6. Maximising response|
|All the evidence points to increased response rates from graphical (HTML) email. It shouldn't be surprising that the addition of colour, pictures (even multimedia) will increase response over text-based email. eResponse is dedicated to making this new interactive medium work for you.
Contact us If you like the way eResponse looks at things contact us by email.