eMail marketing campaigns can be less costly, more targeted, and quicker to develop than direct mail.  eMail campaigns can often be run over the course of seven to 10 days, where it generally takes four to six weeks to execute a direct mail campaign.  It is also easier to inexpensively test various offers and quickly measure the results.  eMail allows a higher degree of tracking, allowing you to see if and when your message has been read.Like many of the other forms of customer communication, the keys to successful eMail marketing are in the following factors:

■ Quality of the eMail list:  eMail campaigns are most effective when targeted at recipients where more is known than just an eMail address. Existing customers are a good fit for eMail communications because the offers can be tailored based on their purchase history or stated preferences.

■ Measurement of the eMail:   Including desired customer behavior when opening the eMail, clicking on certain links and converting to a registration or purchase.

■ Appearence and proper use ofVendor branding :   Including the use of rich text or html-based eMails, which draw the recipient’s attention and use familiar branding that can drive read and response rates.

■ Frequency of communications:   While it is often tempting, organizations need to ensure that they do not overuse eMail and ensure that they explicitly offer customers an interaction channel to alter or discontinue eMail subscriptions.

eMail programs include:  concept design, HTML layout and graphics, eMail list rental & distribution costs, a VAR branded landing page for registration or information requests, and eMail fulfillment.   ProAmericas can help you plan, develop and implement your eMail campaign, and source external lists via list brokers. To determine how email Marketing will accomplish your goals, fill in our Tactical Planning Worksheet and one of our consultants will call you to disguss your needs.