knowledge email marketing Getting started
Make sure you call the right shots
You don’t need to be a technical whizz to run your own email marketing campaign. Debbie Ward gives a beginner’s guide on how to get started – with more advanced tips to follow next week
E 28
mail marketing is an effective way to make sure you’re top-of-mind with your clients and to entice new people to book with you. In this two-part feature we’ll be looking at how to start out and how to progress your campaign. This week, the basics...
Building a database
Before you start thinking about what to put in your first emailshot, you need to have people to send it to. Most agents have their own database of clients and this is a good starting point.
Click With Technology (CWT), which has an email marketing product called ClickMail, recommends agents without a bursting contact book start asking for email addresses on their website and in their shop. “You’ve got to do the basics. People think it’s easy to buy a list but if you’re using details of people who took the effort to contact you, you’re using something much stronger,” says online marketing manager Prad Ray. Making sure people have opted into the
29.10.2010
list you create, or buy, is important as this is a legal requirement. If you get a reputation for spamming, your website could be black- listed from search engines.
Finally, be realistic about the returns you’ll gain, advises CSI Media, supplier of email marketing product eShoutz. “Of a database of 100,000 people the response rate could be below 10% for a bad database but then upwards of 30% for a good database,” says business development director Richard Nash.
Choosing an email marketing tool Barrhead Travel was one of the first agencies to embrace email marketing. “Initially, it was all sent from a staff member's PC at the weekend. It was blind copied and it would take two days to send everything out,” says web manager Alastair Murdoch. Thankfully, technology has improved and the agency now uses a combination of in-house and bought systems.
As DIY mass emailing is time-consuming and may not look so professional, most
ttglive.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68