Question

Topic: E-Marketing

Where Do You Go To Learn About E-mail Marketing 101 When You're New To The E-mail Marketing Game?

Posted by Anonymous on 7/26/2004 at 3:05 PM ET 125 Points
Many people in my industry (the print communications industry) say we need to have of blend of direct mail print communications and e-mail marketing communications to get our message out to prospects and customers. We don't know where to start formulating an e-mail marketing campaign. What are the typical costs of a startup campaign and the on-going costs going to be? Because of the huge mass of SPAM going out every day, how receptive are our prospects and customers going to be to an e-mail marketing communication? Where do we go to see what types of "plans" are available to a small company versus a large company?
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RESPONSES

  • Posted by Pepper Blue on 7/26/2004 at 7:28 PM Accepted
    Hi Dick,

    A blend can be good and the synergies can be very effective, depending on your objectives, amount of marketing dollars and time.

    Direct print mail is good for getting your name in front of prospects and then using the medium to drive them to:

    1) A website to sign up for your email marketing, usually in the form of an enewsletter, although announcements, coupons etc. are also useful.

    2) A storefront where you want to capture their information to add to your permission-based subscription list and then you send them email marketing as above.

    Email marketing is good for strengthening and deepening existing permission-based relationships, it is not good for prospecting, although it is effective for developing prospects who have given you permission and want to receive your email marketing.

    Typical startup costs depend on what route you take:

    1) In-house
    2) Outsource

    Ongoing will be less expensive than the startup.

    If your subscribers have given you permission and you are delivering email marketing that has real value to them then they will be very receptive.

    If you don't have their explicit permission and/or your email marketing delivers zero value to them, then they won't be receptive.

    There is a plethora of "plans" available. Go to Google and type in "Email marketing" and then not only look at the results but look at the ads to the right.

    Sorry, my answers might seem abbreviated but this is not a question than can be sufficiently answered in the time and space allowed here, at least not by me, so please click on my name to contact me if you would like to discuss this in more detail, I'd like to help you sort through this so you can make the best decision for your company.

  • Posted by Inbox_Interactive on 8/3/2004 at 1:10 PM Accepted
    At first, I was going to provide a shameless plug for the book written by our company's founder and creative director (Kim MacPherson's "Permission-Based E-Mail Marketing That Works!") and direct you to the book's Web site (https://www.emailmarketing101.com), but that would be just plain wrong, wouldn't it? :)

    Seriously, though, I did look for your e-mail address to tell you that I will be happy to send you a copy for free, but I could not find how to contact you. If you will contact me outside this forum and provide your mailing address, I will send you a copy (original poster only, please).

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