Buckaroo BVGN - January 2007

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FREE eNewsletter Volume 5, Issue 1

January 2007

Back to eMail Basics

What is eMail Marketing?

Email marketing is the use of email in marketing communications. In the broadest sense, it can be every email you send to a client, potential customer or publication; however, emails can generally be divided into the following categories:

•		Direct promotion – designed to acquire new customers or encourage existing customers to buy;
•		Relationship driven – designed to increase customer loyalty and trust;
•		Education – provide information to customers or prospects about products, services, latest industry trends etcetera; and
•		Advertising – placing your message in other publications to enhance branding and awareness.

Why do eMail Marketing?

Why should you consider implementing an email marketing campaign? Bottom line – it works.
Here are the facts...

•		Email returned a whopping $57.25 for every dollar spent on it in 2005, the DMA (Direct Marketing Association) reported in its Power of Direct economic impact study released in October 2006). In contrast, print catalogs generated $7.09 and non-email Internet marketing produced $22.52 (see "Email Tops in ROI").
•		47% of marketers surveyed by MarketingSherpa in the first quarter of 2006 said that their top performing online marketing tactic in 2005 was "email marketing to house lists." Email marketing to house lists was second only to paid search performance (52%). This marked the first time in three years that paid search surpassed email marketing to house lists (see Study Report).
•		JupiterResearch, a division of Jupitermedia Corporation, forecasts that email marketing spending will grow from $885 million in 2005 to $1.1 billion by 2010, and the volume of spam messages per consumer will decrease by 13% a year during this same period (see Jupitermedia Corporation Press Release).
•		JupiterResearch finds that email delivery rates have stabilized at an average of 88% and are expected to surpass 90% over the next few years (see Jupitermedia Corporation Press Release).
•		In a November 2006 survey of B-to-B marketers, email came in second only to website development in terms of online marketing budget priorities (read the Outlook 2007 Report from BtoB).
•		In the same 2006 survey, B-to-B marketers' primary goals for email marketing in 2007 will be customer acquisition (62.3%), followed by brand awareness (19.5%) and customer retention (11.0%). Other goals (7.3%) include new market growth, product penetration, research and positioning the company as a thought leader (read the Outlook 2007 Report from BtoB).

In 2005, EMAIL returned a whopping $57.25
for every dollar spent on it. In
contrast, print catalogs generated $7.09
and non-email Internet marketing
produced $22.52.

Why does eMail Marketing work?

Permission based Email marketing is target specific and data driven. It can be measured. You can track recipients who have opened or not opened email and track where they go. Email marketing is a huge success in supporting sales. Can you or your sales staff see every customer once a quarter? Unless your customer base is extremely small, it’s doubtful. Email marketing can build relationships, loyalty and trust. You can inform and educate about various products and services. Have you ever missed a potential project with an existing customer because they didn’t realize you provided that specific service? In addition, email marketing potentially reduces printing costs, mailing costs, and waste depending on your overall marketing objectives.

Keys to a Successful eMail Marketing Campaign

Like any tool, email marketing must be managed properly in order to bear fruit. Garbage in equals garbage out – just like other database development techniques. The most successful strategies utilize a permission based, in-house list, built over time. Getting back to and understanding the basics of email marketing are critical: build a list of people who want to hear from you, create an informative and beneficial message, and ensure deliverability.

Put the Power of eMail Marketing to Work for You!

For more information or a free proposal with detailed pricing on email marketing click here or contact Buckaroo Technology Group by calling us toll free at 877.344.0290 or 317.845.0830.

Final Thought...

"Winning doesn't always mean being first. Winning means you're doing better than you've ever done before."

Bonnie Blair (1964 - )
Olympic Speed Skater
U.S. History‘s Most Decorated Winter Athlete

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Buckaroo Technology Group Incorporated
7987 Wolford Court, Suite 200
Fishers, IN 46038