Email marketing as a category is more than often associated with Bulkmail and not the daily emails we and our staff send to customers, prospects, suppliers and partners everyday.
Often overlooked by companies in their marketing budgets and channel selection, everyday email as a sub-category of Email Marketing does not only offer superior value and benefits if compared to bulkmail, in fact it out performs all other channels in key performance areas.
If there has ever been a medium, which every marketer has dreamed about having, everyday email is that medium. Not only does every company own and control this medium, it also ticks all the boxes required to achieve marketing success and a superior ROI.
As a marketing medium everyday business email is far superior to bulkmail, but each of them has important and complimentary roles to play in every company.
Everyday email as the medium businesses uses for intelligent and targeted 1-on-1 marketing when talking to their most valuable asset (existing customer and prospects) and bulkmail to ensure you stay in touch with everyone on a regular basis.
|Sweet Spot||Strongest branding and response rates|
|Timing||Real Time Delivery|
|Agility||Unequalled agility – it’s what companies and their staff do in any case everyday (effortless and hassle free)|
|Measurability||Absolute measurability – who, what, when and at what time|
|Ability to control traffic flow||Total control over channel & delivery|
|Traffic Volume||Traffic (volume) high – 85% + of all business communications done by email + nearly 100% delivery (open rate)|
|Traffic Quality||Quality unsurpassed – Real time, Message personal and targeted, Recipient specific, relevant, intrusive and trusted|
|Cost||In fact free, companies own channel|
|ROI||Outstanding, in fact superior to every other channel if optimally utilized|
|Business Email||Bulk Email|
|Open Rate||90 – 100%||15 – 25%|
|Brand Impressions||90 – 100%||15 – 25%|
|Dynamic Advertising||Real Time||Monthly Push|
|Lead Generation||Real Time & Immediate||Monthly Pull|
Only limited by number of emails send by company
Delivery and open rate dependant on
content, subject line, recipient interest, spam filters,
only pay low monthly or annual license fee for use of technology that enables medium
Pay per email even if not opened
|Message||Personal and targeted.
Effortless and at no cost, what staff does in any case everyday
|Generic trying to please everyone. Need to be created every month at extra cost|
|Versatility||Limitless Applications – From extreme brand to extreme products
– Advertising campaigns
– News & PR
– Corporate ID
– Case Studies & Testimonials
– Lead Generation
– List Building
– Cross and upsell
|Measurability||Nearly 100% measurable
-Brand and Campaign Impressions
-Click Thru rates
|Can only measure the 15-25% opened|
|Targeting||Exact ( Acute)
Can apply and schedule targeted marketing message and/or banner to
– individual senders & recipients
– date and timeslots
|Pay and Spray
Time intensive and costly to ensure acute targeting and recipient specific messaging
|Profitability||Immediately increase profitability and
Secure measurable ROI of every email sender in organization
|Specialized service, requires time, effort and cost to secure good ROI over time|