Another online tool that can prove very effective for driving additional business is e-Mail Marketing. As with all of the other online marketing activities, e-Mail Marketing should be considered and integrated as part of an overall online/offline marketing plan to ensure it offers the best value.

Whilst plain text emails can be used, image rich HTML emails can be far more effective in attracting the recipients attention and ensuring that your message is communictaed clearly with effective calls to action.

There are several areas where e-Mail Marketing can prove effective:

• Prospect e-Mail Marketing - when quality e-Mail prospect lists are purchased for timely and relevant e-Mail messages to specifically targeted market segments, prospect e-Mail campaigns can be very effective. Unfortunately, anything less than this can effectively be perceived as spam and damage the reputation/brand of the business.
• Existing Client e-Mail Marketing - e-Mail Marketing to existing clients can be a very effective means of driving increased business and profitability through:
  • Cross Selling - targeting existing customers for one line of business with specific, timely and relevant messages for a related class of business e.g.
    • Motor insurance to existing Touring Caravan insurance policyholders
    • Travel Insurance to existing Holiday Home insurance policyholders
    • Van insurance to existing Tradesmen's Liability insurance policyholders
  • e-Bulletins - sending out regular updates and advice to existing customers helps to differentiate you from the competition, improve customer loyalty and consequently improve retention rates and profitability.

Any significant e-Mail campaign requires significant planning and implementation to ensure that the correct audience is targetd at the right time with the right message. It is also important to ensure that Data Protection Act requirements and FSA are fulfilled when sending out e-Mail campaigns to avoid falling foul of the regulatory bodies.

How Can e-Business Marketing Help 

e-Business Marketing offer a full e-Mail Marketing consultancy service including:

• HTML e-Mail design and development
• e-Mail campaign fulfilment
• Management and KPI reporting

Contact Us today to find out how you too can join the e-Revolution...