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Brooklyn's Progress
March 2002 By Nancy Labriola Technology is growing at a rapid pace and changing the face of marketing. E-mail marketing has pleasantly surprised us all with its low costs and ability to measure accurate return on investment (ROI). Email marketing has followed the pattern of the Internet. At first, we had this great new technology but were not really sure how to use it. We all toyed around with it and experimented but weren’t sure as to what would come of it. As we have moved to the next generation of the web, we have learned how to use it to add value to our businesses. E-mail marketing is approaching that next generation and we are now comfortable with the technology but need to figure out how we can leverage it to generate results. A common use of e-mail has been to prospect for new customers. But as we are learning, it is much more effective to retain and increase volume from current customers. Ideally customers will not just move over to a competitor when a better deal comes along. Once obtained, the goal is to retain and build loyal relationships. E-mail marketing has played a big part in just that. E-mail is a great way to touch customers with promotions, newsletters, time sensitive information, product updates, events, as well as invitations and greetings. This past holiday season, Keyware Internet helped the Brooklyn Chamber of Commerce design and send out an e-Holiday Greeting Card. The design consisted of a Flash Animation that contained a walking snowman and falling snowflakes. The animation was customized with the Chambers’ logo and holiday message and each e-mail was personalized by first name. The campaign was sent through KeyResponse, the company’s email marketing tool. The campaign was a big success, receiving a 20.75 percent click through rate from unique responders. The average return on an e-mail campaign can run about 10 to 12 percent for an opt-in campaign (Yankee Group). The results were fantastic and the campaign proved to be a great way to touch all of the Chamber members who had submitted e-mail addresses. To see the flash animation, go to the web address below. http://www.ibrooklyn.com/holiday/2001/bcc_card2001.html E-mail marketing is cost effective, easy to use and provides great reporting for measuring ROI. E-mail is a great way to compliment your existing direct mail efforts. If you are not using e-mail marketing today, you are missing out on some great leads! Nancy Labriola is product manager, KeyResponse for Keyware Internet. Keyware Internet is offering free setup and 10 percent discounts on all KeyResponse e-mail marketing campaigns. To view an online demo of KeyResponse, go to: http://demo.keywareinternet.com/keyresponse/screenshots.asp For more information on KeyResponse or other Internet Business Solutions, call Nancy Labriola at (781) 788-9666 ext. 507 or email: nlabriola@keyware.com. Make sure to mention iBrooklyn.com. |
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