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Email Marketing Strategy & Planning - Copyright © 1997-2007 Doctor Net Ltd
Having been involved in email marketingprovision for over 5 years, I have noticed a trendwhen speaking to potential customers. This trendconcerns those people who understand thebenefits of email marketing and would like tostart running campaigns for their company, yet
don’t feel they have enough material to send
regular campaigns or how to use email to helpsupport your customer acquisition and retention.This is a worry for many people. It isunderstandable, if you are paying for somethingthen you want to make sure you are using it. Anymarketing channel needs to be utilised to itsmaximum and email is no different. The fact thatit is cheaper and faster than sending direct mail
is irrelevant if you don’t
know what to send.We have written this white paper to show youthe numerous campaigns you can run, no matterwhat size your database is or how often you feelyou have newsworthy information or offers.Before doing this though, we need to look atputting a sensible email marketing plan in place.A simple plan will ensure your emails areconsistent and hitting the right spot with yourrecipients. Without a plan, your campaigns cansuffer as you may be sending them tooinfrequently or worse still, not at all.
Developing a plan
As with other marketing channels, there are twomain reasons people use email marketing;1.
building a strongrelationship with customers2.
generating newbusinessIt is important to cover both of the above angleswithin your marketing plan.
It is often quoted that it’s far more costly to
acquire a new customer than keep an existingone so you must ensure that retention is high onyour thoughts when planning email campaigns.To grow as a company though, acquisition is justas important and your plan must cover strategiesin generating new business via email.
Developing a plan & setting objectivesfor Retention
You can determine the strength of your
etention strategy by asking yourexisting customers whether they wouldrecommend your company or not.Your relationship with existing customers is avery valuable asset and looking after them isvital. When planned correctly, email marketingis an excellent tool to help with customerretention.When developing your plan for retention, it isimportant to know what outcome you want fromyour marketing efforts. This can be hierarchal.For example, when we carry out email marketingcampaigns to existing customers we have anoverall objective, followed by smaller objectives