Implementing Email into Your Direct Marketing Campaign
If you own a small business or run marketing campaigns for a major corporation, it’s critical that you are always reviewing your practices and techniques in search of ways you can improve. One of the areas that could perhaps use improvement is your “Direct Marketing.” Implementing a successful direct marketing campaign could help grow your business significantly.
What Is Direct Marketing?
Direct marketing is an advertising method that prompts users to act when prompted by the marketer. Unlike with other advertising techniques, there is no intermediary in a direct marketing campaign. For instance, if you were to advertise on television, the network would be the middleman. Without the network’s cooperation, you would not be able to promote. You need the network as much as the network needs you.
Direct marketing eliminates the middleman, allowing companies to reach potential customers directly. There are multiple types of direct marketing available, all of which could be beneficial to your company. Examples include telemarketing, point of sale, and postal mail. However, over the past few years, one direct marketing technique has stood above the rest: email marketing.
Email marketing is a technique that involves sending designated recipients a standalone advertisement. The recipients often come from email lists that Gemstone Data can provide. Gemstone Data guarantees that their email lists are up-to-date and accurate. So, instead of buying an ad that a consumer sees in passing, companies can instead dedicate their marketing budget and funds to buy consumer emails, drastically improving the chances of reaching potential new customers.
Emails sent during a direct marketing campaign are typically HTML, text, or rich media-based. The emails tend to look more like a web-based advertisement as opposed to an email you send to a colleague or family member, which is done to catch the consumer’s attention.
Isn’t Email Marketing Just Spam?
There’s a common misconception that direct email marketing campaigns are mostly spam. This could not be further from the truth! Spam emails are massive blasts with no segmented targeting of any kind. Direct email marketing, on the other hand, is highly-targeted, designed to reach an individual consumer and encourage them to act.
A perfect example of this is the fact that direct email marketing campaigns often rely on consumer segmentation techniques. This can help ensure that the message in the email is designed for the group to which it’s sent. Companies can segment their consumer email lists any which way they’d like, including attributes such as geographic location, age, income, buying habits, and interests.
For instance, consider a clothing company that seeks to send a December email to its prospects. Instead of sending one mass email, they can use direct email marketing services to personalize the message. A woman living in Boston, Massachusetts, where it is frigid cold, may receive a different message than a man living in Phoenix, Arizona, where it is much warmer.
Also, consider the fact that consumers often want to hear from the brands that they love. One study found that more than 60 percent of consumers say that enjoy receiving a promotional email on a weekly basis. Nearly 40 percent of those surveyed indicated that they would not mind if they received more than one promotional email per week.
The Benefits of Direct Email Marketing
If you’re looking to improve your marketing campaigns, direct email marketing could be incredibly beneficial. First and foremost is the fact that companies can personalize their advertisements and tailor them to an individual. Instead of initiating a broad advertising campaign that may not connect with many consumers, companies can send highly-personalized messages that allow them to develop a closer connection with their prospects.
Additionally, direct email marketing campaigns allow companies to optimize their marketing budget. If you have a particularly tight budget or are looking to stretch your funds, you may find that a direct email marketing campaign is most worth your while.
Studies have found that for every dollar a company invests into email marketing, the expected average rate of return is $38. According to Campaign Monitor, this figure could even be as high as $44. Another study from DMA found that 75 percent of email revenue is generated by segmented, targeted and triggered campaigns.
Email could also be a critical component in helping to reach and connect with new potential customers. For example, consider the fact that Radicati’s 2016 Email Statistics report says that by 2020, more than 3 billion people will use email and that by 2019, there will be more than 245 billion emails sent every day! Additionally, more than 80 percent of marketing professionals say that email marketing is a crucial element that drives customer acquisition and retention.
A direct email marketing campaign could also allow companies to increase sales with existing clients. That’s because direct emails allow you the chance to maintain and nurture existing relationships with customers. Keeping in touch with your former or existing clients could allow you to generate new sales.
Gemstone Data Can Help
If you’re looking for assistance with your business’ email marketing services, be sure to contact Gemstone Data today. Gemstone Data has more than 15 years of experience helping businesses with their marketing efforts. Gemstone Data can help companies both small and large by offering services such as:
- Direct Mail Lists
- Telemarketing Lists
- Email Marketing
Over the years, Gemstone Data has used objective, measurable data to track the success of our email marketing services. Companies should consider purchasing email lists from or even allow Gemstone Data to manage their entire email marketing campaign. This could prove to be incredibly beneficial and an investment in your company that is well worth making.
Gemstone seeks to be your one-stop-shop for all of your direct marketing needs. Be sure to contact us today to learn more about how our email lists and marketing campaigns can help you connect with more new potential customers. The sooner you reach out, the better chances you have of increasing your revenue streams and growing your brand.
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