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Email marketing can help you achieve a range of online marketing objectives, ranging from tangible revenue increases through new and repeat sales, to other benefits such as improved branding.

We estimate that UK businesses spent £178m on email marketing during 2006 – a 20% increase on the previous year.

Five reasons why you need an email marketing strategy:

  1. Email can help you achieve your business goals
    Want more customers? More leads? More sales? E-commerce is booming and a well-planned email marketing campaign can generate high response rates, allow you to get the word out about offers and discounts, and create opportunities to cross-sell and up-sell.

    The measurability of the medium means that those benefits can be demonstrated in tangible terms.

  2. Keeping customers in the loop = happier customers
    Providing relevant information via email can help you score points with customers, or lessen the impact of problems elsewhere in your business.

    Think about updates about special offers from supermarkets, or communicating unplanned changes to flight schedules from airlines. Through web analytics, data from email campaigns can also be used to better gauge the needs of individual customers.

  3. It’s more cost-effective anyway
    Email is much cheaper, more measurable and can be better targeted than traditional direct marketing. Sending out the right messages at the right time can also help you retain customers – retention is much cheaper than acquisition.

    That said, email marketers still have a lot to learn from their offline DM counterparts. If you already have skills in DM then apply this know-how to email (eg frequency, timing follow ups, etc).

  4. Customer intelligence
    Email marketing is highly measurable and each campaign gives you the chance to analyse customer feedback to see which offers and products individual customers are interested in.
  5. Improved overall online marketing
    Data gleaned from email campaigns can help you improve the effectiveness of your other online marketing activities. Email marketing is also a good chance to develop and update your in-house customer database.

For more, see our Email Marketing Business Case,which provides you with a framework for an internal presentation and / or argument for an Email Marketing budget. Note that there are five other internet business cases to check out, to help you persuade the boss...

Graham Charlton

Published 21 May, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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