Marketing to Current Customers Over Email
Email marketing has been a tremendous leap forward for business owners, providing a means by which existing customers and potential customers can be contacted on a wholesale level. Allowing tracking and measuring of responses, email marketing has made it possible to market to the same prospects time and time again for no marginal cost. It also helps to increase the chances of converting brand new prospects and maximizing the efficiency of your lead generation spend. No matter what your line of business is, email marketing can be a great tool in helping to boost your marketing efficiency and helping to retain existing customers within your sales funnel.
One of the biggest expenses any business has is driving leads. Leads are the lifeblood of any business – without them, there are no sales, and without sales, there is no money. Finding a new customer is an expensive thing to do, and there’s never any guarantee that you’re going to find new business. Existing customers are cheap leads because you’ve already paid to acquire them. The second time you sell to an existing customer, you’re halving your acquisition cost and improving your profit margins on every subsequent sale. And there’s no easier or more cost-effective way to do that than by email marketing.
The Effect of Spam on Business
Spam, or junk email, is one of the largest frustrations for Internet users. For businesses, this frustration adds up to a significant amount of dollars spent trying to prevent it. Reports estimate that spam costs U.S. businesses more than $132 billion in lost productivity in the last year, which equates to over $1000 per employee. According to FastCompany.com, 89% of the 107 trillion emails sent in 2010 were spam. Of those 89%, most were sent for pharmaceutical promotions – as virtually anyone with an email inbox can attest to.
