E-mailer, the under-appreciated marketing tool!
When people hear of Digital Marketing and all the jargon that goes with it, most simply conclude that it is all too complicated. So they either shun DM or worse still, get someone down the marketing hierarchy with some knowledge of digital, to 'do something'. They then proceed to do what has to be done in the 'real' world to achieve targets and sales, while completely ignoring whatever is being done in the digital space!
It doesn't have to be so. It would be much wiser to unbundle digital marketing and start with a very familiar medium, email. Email marketing, as everyone knows, is just an extension of direct marketing and costs much less. With direct marketing one had to print colour leaflets and mail them, both of which cost a lot. Then there were the follow-up costs which also involved both and greatly increased the cost of servicing a customer. With e-mailers, one gets all the opportunities of direct marketing without the big costs of printing and mailing.
I can hear you saying, this is pretty obvious. However, a look at how e-mailers are currently being used by marketers would suggest otherwise!
Most e-mailers are non-responsive; they do not open in a reader-friendly way in every device. An e-mailer designed for just a laptop would be practically unreadable on a smartphone. It will also look pretty unattractive and hence lose its whole purpose. Just imagine a full-page newspaper ad squeezed into 1/8 page size. Why would anyone even bother to read it! And yet, an overwhelming majority of all mails are opened, statistics suggest, from the smartphone.
It isn't just the non-responsive part; even the content, images and graphics are often indifferent, rarely following the marketing strategy. As an example, let's take a bank. Banks routinely collect mail ids from their customers and routinely badger them with mails. Here are a few typical mails: "Pre-approved loans on your credit card"; "You are approved for a credit card upgrade"; "Special discounts on purchases when you use your credit card". Rarely do you get a cross-promo selling any of the bank's core products.
Now imagine getting mails like these:
- "Since you have maintained an average monthly balance of Rs.1,00,000 over a year, how about transferring Rs.50,000 to our FD and earning more"
- "Since you have banked with us for over 5 years, you qualify to get our thanksgiving extra interest of 0.5% on your FD."
- "How Jaya started a very profitable business from home with our bank's help."
- "How a 'bike loan' from our bank is helping Bittu score better in college!"
Email marketing can be fun, involving and effective. And with little effort, you'll be into Digital Marketing too!
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