What we’ve learned about email marketing

23/11/2007 by Tony Attwood.

So where have we got to on email marketing?

The lists are there, choices and options are available, which just leaves response rates. In terms of selling to past customers email should not be too much of a problem. You collect the customer’s email address at the time of sale, you give the customer the chance of saying “no I don’t want any emails thank you,” and those that are left can be mailed.

The only question that arises is, what to say to these people. Certainly if you can get the message right you have a wonderful way of promoting your products to established buyers at no cost. It is a doddle. The only thing that can go wrong is that your “voice” comes across in the wrong manner, you appear to be too pushy, too strident, or just irrelevant, and so the customer fades away.

But what of cold email – messages to people who have never bought from you? Good lists are available, as I noted above – they will cost you from around 7p to 15p an address (anything cheaper might not be as up to date as you would wish). And yet it is hard to find many people who are making a good profit out of selling in this way.

It can be done – but as with emailing past customers, it is vital to get the tone of voice right. Certainly SHOUTING BY PUTTING IN LOTS OF CAPITALS, and telling people that they must buy now is a good way to turn most British readers off. Almost everyone has seen the spam ads that float around in hyperspace, and almost everyone knows that there are scams galore out there. So a reasoned, calm voice both reassures and stands out as different.

In fact everything comes down to the text of the email and there are two approaches that I have found to work. One focuses on the benefits of the product or service, and then comes in with the sales details at the end. The other takes a longer-term view, and supplies the reader with a newsletter on topics of interest – rather like this email. Hamilton House now runs seven such email news services, and again we are gradually building up knowledge on how this can be done.

Certainly in one field of opt-in newsletters we have started to achieve sales levels which are far in excess of anything we achieve with direct mail – and at a lower price (although it is necessary to consider the cost of gathering information for the newsletter, even though the transmission is zero.)

If you would like to discuss any of this, do give me a ring on 01536 399 000, or email Tony@hamilton-house.com

Hamilton House Mailings plc reg number 2444392 VAT 354907535GB. Phone 01536 399 000.

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