E-mail Marketing: Communicating Effectively
#6 Target the end user.
Particularly for business-to-business catalogers, the purchasing decision-makers do not always directly use the products whose buying they oversee. Through opt-in e-mail, b-to-b marketers can reach beyond purchasing managers and develop relationships with the end users of their products. Boise Cascade Office Products has found that through opt-in e-mail marketing, it has been able for the first time to market directly to the desktop of its customers: the administrative assistants and office managers who buy and use office products.
As the holidays approach, consumer catalogs must capture both gift buyers and gift receivers. When mailing out gift items, include your Web address as the primary place to go for refunds and exchanges. This not only encourages potential new customers to experience shopping online, but also allows you to acquire new customer profiles and e-mail addresses.
E-mail marketing is currently the best option for catalogers to achieve one-to-one marketing relationships with customers. But the stakes are rising and catalogers need to be more and more strategic in order to continue reaping the rewards. By following these tips, you can further increase the return on your e-mail investment.
Jim Williams is a vice president and general manager of e-mail services at ClickAction. ClickAction ERM (E-mail Relationship Management) has more than 50 clients including L.L. Bean, Park Seed and Jos. A. Bank. He can be reached at firstname.lastname@example.org.