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Have you heard of Direct Mail on Steroids! Well I have heard this name more than once given to permission-based email marketing campaigns. It's after all a Direct Mail campaign that's done online via email as against slow mail that takes forever to analyze and measure. The first response to permission email is usually a click-through followed hopefully by the recipient taking action toward your goal of having them purchase your product or service or having them build a relationship with your company.

You can reach your recipients through an email blast (online direct mail ad) or an e-newsletter. By measuring the response or lack of helps you understand your readers' and customers behavior. This will reveal how successful the campaign is.

Direct Mail

Today's environment calls for quicker than usual return on investment (ROI) in order to survive in the market arena. E-marketing gives you the opportunity to understand who's buying or interested in your product or service, who's not, and why….and all this in record time. This information, allows you to build long-term customer relationships and brand loyalty.

Identifying Customer Behavior

E-marketing allows you to gather a lot of data especially if your e-marketing includes e-newsletters. You will be able to determine which customers read your information and why, giving you a chance to identify your loyal customers and most likely prospects. You will be in a better position to understand what drives your customers to purchase.

You'll be able to determine:

• How long your subscribers and readers spend on the newsletter?
• What holds their interest and what they consider close to SPAM?
• Did they even open the newsletter?
• Did they pass it on to another reader?
• Did they bookmark the newsletter?
• Did they take any action such as going onto the corporate site or better yet purchase your product?

By analyzing the data gathered you'll be able to implement effective communication and sales strategies while building brand awareness.

Let us know how your campaign goes. Send me an email at gibsons@sojoinc.com