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Making the Email Marketing Campaign Decision
David J Dunworth CEO TeXT-Icon Mobile Marketing Communications
Think about it; does it make sense to run an email campaign? That depends. First of all, there is the creation, the scheduling and the tracking of the data received as a result of it. If you read my recent article on your first email marketing campaign, you already know how easy it can be. Now, more than ever, at least since the very early stages of the web and email, it can become extremely profitable.
Since the company Groupon started in 2008, as well as other daily deal web site firms, has proven that email marketing can be a billion dollar growth industry. That billion with a B is not the industry total, it’s just what Groupon has taken in revenues on an annual basis.
Once you have the concept, the rest is do and repeat; do and repeat. When a potential customer (or current customer) opts-to accept your daily, weekly or occasional emails, you have accomplished the most difficult aspect of an overall campaign. I don’t mean to minimize the creative process, the process and procedure of the administration or the back office data crunching, but identifying a potential customer it tops. One of my mentors, Mr. Robert Dedman used to say, “The Customer is King (Queen)!
Expect some fallout if the process and procedure is not performed without a strategic and tactical plan to accommodate the increase in your customer base. One of the negatives of the Groupon daily deal (if you market a great deal) is that you can become overrun with customers, trying to take you up on the offer. If you don’t have your act together you’ alienate more people than you please. Imagine this: a retailer runs an email campaign offering two for one dinners at a local restaurant, with the stipulation that diners book their reservations the same day as the campaign is sent out. Suddenly your hostess station is bombarded by a thousand calls an hour, with most of the calls going unanswered. Did you remember to hire a call center to handle the onslaught of inbound calls? Or, what about 120 people an hour show up for their dinner reservation, overwhelming the servers and kitchen staff. You will have performed Seppuku.
Groupon reports that approximately 95 percent of merchants are amenable to running another campaign. However, those firms that didn’t have such a good time should have placed some well-defined rules or restrictions regarding redeeming the Groupon offer. The inexperienced retailers or service providers need to understand the pros and cons of not doing so. One of them is that Groupon takes fifty percent of the revenues generated from the campaign.
Groupon offers a Do-It-Yourself version of their phenomenon service, but there is speculation that allowing merchants to control the entire deal, offers will wither down to meaningless offerings.
There are certainly other ways of performing successful email marketing campaigns, couponing and other communications. My upcoming article on Target Email Marketing for Novices will provide insights and How-To tips for those just getting started.
Make the decision.
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