eNewsletters—Who In Your Company
Really Benefits
An eNewsletter is an important tool that can benefit companies on multiple
levels, from the marketing and sales departments up to the president's
suite. When properly done, an eNewsletter can increase communication,
stimulate leads, increase sales and boost your company's bottom line.
Influence of eNewsletters on Marketing
Many companies don't have the staff, time or money to regularly communicate
with potential and existing customers either face-to-face or by the telephone.
However, maintaining on-going communication is important because it can build
relationships that are essential for generating inquiries and leads.
Therein lies a major marketing benefit of eNewsletters: They enable companies
to contact their target market in a way that's consistent, affordable and helpful.
This level of contact can help your marketing department effectively brand
your organization, enhancing its positioning with customers and the marketplace.
By communicating with customers and prospects on a regular basis, your marketing
team can ensure your business remains in the forefront of their mind.
Just as important, eNewsletters offer educational value to your target audiences.
Subscribers interact with and learn about your company, products and services.
As they become more familiar with your company through the newsletter, they'll
become more susceptible to choosing you.
Besides the education component, eNewsletters have a positive effect on
marketing functions because of their branding ability. They afford a company
the opportunity to:
- Brand itself as an expert or leader in the marketplace.
- Position product information to make readers more receptive to subsequent
offers or solicitations.
- Lay a foundation for a consultative relationship.
Sales Impact of eNewsletters
Simply eNewsletters make it easier for salespeople to be successful. The
relationship and customer education generated through eNewsletters help propel
prospects along in the sales cycle. Then when a sales professional calls,
prospects will be more apt to listen to their message, making it possible
for orders to close more quickly and easily.
In fact, research shows that subscribers are more receptive to companies
that send them eNewsletters and other permission-based email. Approximately
90 percent of customers and prospects are satisfied with the company, according
to Internet marketing research firm eMarketer Inc. Ninety-one percent of
the subscribers are more likely to buy from the company and eighty-eight
percent are more likely to recommend it to others.
In addition to the educational value, eNewsletters can be used to gather
direct sales intelligence from target markets by encouraging interaction
and dialog. Hyperlinks and email addresses in eNewsletter can allow people
to instantly respond, indicating their interest and preferences. Sales staff
can evaluate click-through information to determine when subscribers may
be interested in purchasing services and then follow up with a timely, well-targeted
phone call.
Effect of eNewsletters on the president
Smart businesses understand the importance of building relationships, and
that it's cheaper to retain a customer than it is to find a new one.
Businesses offering eNewsletters report that eNewsletters have helped them
retain customers and significantly added to their bottom line.
In fact, more than 63 percent of companies that responded to a recent Direct
Marketing Association's survey, said marketing through eNewsletters
and other permission-based email marketing was one of the most effective
method for customer retention.
If properly developed, a successful eNewsletter can be a valuable communication,
sales and marketing tool that can benefit everyone within the company.
To learn more about how an effective eNewsletter can add to your company's
bottom line email Proven Systems or
call 970-223-6565.
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