"Email is a Cool Vampire"
With all the Twilight/In True Blood craze it was an appropriate and quirky way to make you rethink something that has somewhat been forgotten.
E-mail isn’t sexy, but it can be effective and lets face it – e-mails are an integral part of your consumer’s life, so it is time to understand how to use it properly. So I thought I would interpret this for you into local relevance.
Their 3 key reasons for this were:
“1.You must invite them in – Though few would knowingly opt-in for a couple of fangs in the neck, email opt-ins provide a responsive audience for your message.”
Ok so what is a good example of this? I chatted to the experts from Digital Fire who are email marketing specialists. The first thing is of course to ensure that your database has opted in! They then recommend that the best approach is to be very clear about how you manage consumers’ expectations about the communication that you will be sending to them. Indicate how often you will be emailing them and exactly what. “An inbox is a personal space, so use wording that will create a sense of trust and a feeling of inclusion in an insiders club” (Digital Fire)
2. They are profitable – Let’s face it, Love Story + Vampires = $$$. For email the equation is Opt-in + Smart Messaging = $$$. Translation: Digital Fire successfully assisted a large E-commerce platform in South Africa to profile their database, and not only did sales increase, the client now experiences an average ROI of five times the invested amount each time they broadcast an E-mail.
3. Email will not die – Numbers of experts have predicted the death of email but nobody is holding a funeral yet. When used properly, email is a simple and consistent communication device that is almost unanimously used.”
Again, the key lies in using E-mail to build a clean, profiled database.
An example of an expertly managed and executed email campaign is one in which Digital Fire took a database of roughly 900 and, through effective viral E-mail campaigns, they grew the databse to over 17000 individuals.
To summarise, the key to a successful E-mail marketing campaign is to transparently manage consumer expectations and use E-mail in a non-invasive, trustworthy way. Create something viral that is relevant to your market. You won’t fail.
You can read the full article on http://www.convinceandconvert.com/email-marketing-advice/3-reasons-email-is-the-coolest-vampire-today/
