Imagine receiving only emails that appealed to your interests?
You wouldn't need to spend hours searching for information or
products, you could just subscribe to companies using this technology,
provide them a bit of information on your interests, and voila
- you'd receive timely, targeted emails about skiing, llama
farming, beer brewing, or whatever floats your boat. Because
of the value added to you, you'd be more likely to do business
with and stay with those companies.
Recent studies have shown, in fact, that personalization in
email can increase click-through rates drastically. The more
personalization used, the higher the click-through rate. It's
not surprising this is true. Actually the crux of permission-based
email marketing is that messages be not only anticipated, but
PERSONAL and RELEVANT as well. The higher the level of personalization,
the more valuable and relevant the content is to each individual
subscriber. Customers receiving value from you are more likely
to stay with you, buy more from you, and tell others about their
positive experiences.
Not for your business you say? Too difficult to produce the
database? Not so. Direct marketing begins with collecting simple
information on your customers' interests, or demographics and
applies to organizations of all size. Data can be easily captured
by customer actions or by asking them to fill out a small survey.
Just a few nuggets of information can go a long way. For example,
just knowing the income level or sex of your subscribers will
help you market more appropriately and achieve higher response
rates. Beginning to build your database now is just like planting
a sapling. It may be small now, but in the long run you'll be
happy you planted it when you did! |
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