E-mail Applied: The Time is Right for E-mail Prospecting
Does the thought of e-mail prospecting send shivers up your spine? Have you deliberately stayed away from even thinking about a test? It’s time for you to rethink e-mail for lead and sales generation.
I want you to consider why you should add this technique to your marketing arsenal.
Why E-mail Prospecting?
Direct mail prospecting is a central part of your marketing plan. Catalogers carefully test and expand on lists that hold promise. And e-mail lists are showing more promise all the time. Their appeal lies in their ability to expand your online marketing efforts.
Your Web site now is an integrated part of your marketing efforts. The DMA reports that about 40 percent of sales are transacted online. If your catalog’s online performance is on par with these averages, you need to find ways to exploit this activity. E-mail prospecting will help you leverage your Web site investment, attract new traffic and drive new sales.
Direct marketing is all about testing and evaluating results. E-mail prospecting is relatively easy to test, is inexpensive, and you can be in the e-mail stream quickly.
It’s a classic risk/reward scenario. To me, the rewards far outweigh the risks because of the low cost involved and potential payoff.
Drilling Down on Lists
During the past year and a half, the quality of e-mail lists has improved remarkably.
The biggest pocket of opportunity is in response files now on the market. A lot of it was driven by the downturn publishers saw in revenue.
So to generate additional revenue, many publishers put their e-mail lists on the market. Additionally, many major e-lists are enhanced with direct marketing buying behavior as well as demographic and lifestyle indicators.
Require your broker to provide you with some history on who has successfully used an e-list. You may not know that a direct competitor used it, but you’ll feel more comfortable if you know that other major marketers are mailing it. And if possible, target your selects around recency. There are no surprises here — hotline names perform better.