The benefit of having a form of marketing that is both direct and tailored to a specific audience is that you will automatically begin to generate more business.
Remember- you are not sending spam that will annoy people and be deleted straight away. You are in effect taking on the role of a personal shopper in that you are recognising certain clients would benefit from a product or service that you are able to provide. People like to feel recognised and so will appreciate this personal touch.
The main advantage of tailoring your message to a specific audience is cost. Email marketing is an extremely cost-effective way of promoting your product or service and ultimately your business.
After setting up a campaign you can send your emails to specific clients on your contact list, which immediately stops you paying for unwanted or wasted emails as no email duplication will occur. It also means you won’t have to worry about sending an email to a client by mistake, which may cause friction in the relationship or even see your client going to one of your competitors.
The types of businesses already using email marketing campaigns are those with large contact lists, numerous promotions and those interested in keeping their clients or customers. Some businesses using email marketing campaigns are The Royal Bank of Scotland, Samsung, and Sony. However, it is not just large international businesses that should consider using this direct form of marketing. Many independent businesses should use email marketing:
- It is delivered immediately.
- You know if it has been received.
- It is far cheaper than printing letters and posting envelopes.
- And, of course, it immediately raises the profile of your business- you could be the only business in your field using such a campaign. Think what this says about your competitors!
Remember, one of the most significant features of email marketing is people can unsubscribe if they want to.