Email marketing is a powerful revenue generation tool, and an unrivalled relationship marketing channel. But that is only a part of the potential that email marketing holds for your organisation.
As well as your customers there are at least 5 other groups you can be using email marketing to communicate with: Employees; Recruitment; Referrals; Influencers; Suppliers (and don’t forget Shareholders either!)
You may not have direct contact or responsibility for working with each of the markets but someone in your organisation does and email should be part of the communications strategy with those contacts in each group. Work with and help your colleagues across different functions and departments to use email to increase organisation effectiveness, efficiency and profit.
Can you help reduce costs throughout the business?
1. Within your current emails can you drive customers and prospects to online help centres and user forums?
2. Could you include links to online answers to the most frequently asked questions dealt with by your customer care teams and build an automated, triggered program of emails so your prospects and customers get this information when they need it most?
3. Triggered emails can be set up t provide offers of training, customer information and support that can radically reduce the cost of ‘manually’ servicing customers.
4. And what about ‘reactivation emails’ for B2B leads who have gone cold. Triggered emails can ensure long term leads are kept warm, and reactivated with special offers once they reach a certain age.
5. Don’t forget, triggered emails can be used to up-sell and cross-sell customers too – based on their transactional behavior. In fact, triggered campaigns can be used to engage with your customers on the basis of any data you have on them, from a renewal date, to a birthday.
Finance and payments
Speak to your finance department to see how you can work with them to use email more effectively.
6. For example, can you encourage online payment or payment by direct debit through email communications (with incentives or penalties to drive action)?
Could your emails be better targeted towards those most likely to spend?
7. By working with your finance department, you can undertake some basic data mining to identify who are your best customers – who’s spent the most with your business, and what kind of customers these are.
After all – someone who’s only spent £50 with you in the past 6 months isn’t likely to buy your new £500 product, but someone who regularly spends £150 is a much hotter prospect. Once you’ve identified these key groups of customers, use dynamic content in your marketing emails to change the product and offers your contacts see.
Don’t neglect your fellow colleagues
8. Internal newsletters are often a neglected channel of communication. but they should be instrumental in your organisation’s culture, informing and educating employees on new initiatives, internal cost saving opportunities, under utilised resources recruitment referral opportunities (a sure fire way to reduce the cost of engaging recruitment agencies.
9. Your HR department can use email very effectively for running employee satisfaction surveys and distributing details of internal vacancies.
10. Would your sales team benefit from their very own email newsletter? Filled with the latest promotional offers you’re sending, new product news and development, latest wins and competitor information? A better informed sales team should be a more motivated and productive sales team.
Keeping other stakeholders informed
11. Remember other key stakeholders who need to be kept in your communication loop, for the benefit of your organisation: partners, resellers, shareholders,
These suggestions are by no means a definitive list of the opportunities email marketing offers your organisation as a whole – in fact they’re just the beginning- take a step back and start looking at how else email can help your business.