The Net Success Blog
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With paid advertising now a popular traffic generation and traction strategy for all businesses large and small, there is the obvious strong tendency for such advertisers to focus purely on click through rates, bid amounts and ad copy, and not approach their paid advertising strategy from a more holistic perspective.
Too often advertisers throw money at paid advertising whether it be pay per click (ppc), cost per mille (cpm) or media buys, without paying enough attention at the overall conversion improvements across the whole sales funnel.
In part 1 and 2 of we looked at two key components of email marketing success. Providing both genuine value to the subscriber as well as engaging and interacting with these subscribers to ensure that your target market recognises your business as an asset to their daily lives. In this part we look at two other key pillars to email marketing success:
- Cross Promotion
Trust is an interesting concept and its development online in an intangible setting makes it even more of a point of differentiation in the minds of customers between those businesses that successfully do it and those that don’t.
Building The Customer Relationship Through Email Marketing Part 2 In Part 1 of this series we looked at becoming a value based expert in the development of a sustainable, cost effective and automated email marketing campaign. In this part we will look at the 2nd key strategic components of email marketing success:
- Engagement and Interaction
With research indicating that it takes between 5-6 contacts online before a purchase, lead or similar end outcome, as well as research suggesting that it is roughly 6 times more expensive to attract a new customer than it is to retain an existing one, there is a significant demand placed on ensuring that strong, personal relationships are built between company and customer.
Among other strategies, Email marketing presents itself as an ideal tool to provide the development of a relationship with not only present but potential future customer’s in a sustainable, cost effective and automated fashion.
However without adequate planning, direction and strategy an email marketing campaign is nothing more than a sorry excuse for your customer’s to practice hitting the delete button, or even worse tagging it as spam.