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A good email marketing campaign can help you:

  • Increase Your Sales Conversion
  • Generate Repeat Sales
  • Up-sell and Cross-sell Products and Services
  • Gain Valuable Feedback from your Visitors
  • Drive Web Users to Make Offline Purchases

1. Increase Your Sales Conversion

Regardless of how good your product or service is, in reality most visitors to your site won’t convert into sales on their first visit.

In fact, research indicates that it takes the average shopper up to nine visits before they’ll make a buying decision. In other words, every effective sales process requires an element of repetition.

Think about the times when you’ve picked up a new product at the supermarket after seeing it advertised on TV a dozen times. Or a time where you’ve visited a new local restaurant after driving past it every day on your way to work.

That’s repetition in action, but unlike a ‘bricks-and-mortar’ retail store, there is no ‘drive-by’ traffic on the Internet. In many cases when someone clicks on the little ‘exit’ button in the top right hand corner of the screen… they’re gone forever.

On top of that, there are numerous ways someone can get distracted while visiting your website. For example, let’s say you run a website selling baby prams.

A mother is surfing through your site and finds a product she likes – but before she gets a chance to add the item to her shopping basket ….

  • The phone rings
  • The baby starts crying
  • She accidentally closes off the web browser
  • She receives an email that requires attention
  • A delivery man rings the door bell

Regardless of the reason – if she leaves the site there’s a 90% chance you have lost the sale… unless you have managed to capture her email address.

If you have got her email address, you get a second chance. You can email her with:

  • Your monthly newsletter
  • Your free report on ‘How to Choose the Perfect Pram’
  • Information about new models

The bottom line is, capturing an email address gives you a ‘Plan B’ and allows you to follow-up with someone after they have left your website.

2. Generate Repeat Sales

Getting new customers is hard work – it’s also really expensive.

In fact, it can be up to eight to ten times more expensive to acquire a new customer than to sell to an existing one. To acquire new customers, you have to factor in the cost of advertising, educating and selling to them.

Therefore, a big chunk of the initial sale is simply recouping the costs you’ve outlaid to get the customer in the first place.

And while new sales are great, we can’t emphasize strongly enough the value of repeat sales. Too often, businesses focus only on the initial sale and forget about the lifetime value of a customer.

Keeping in touch with customers on a regular basis via email allows you to generate repeat sales which can be up to four times more profitable than the initial purchase.

A good email marketing campaign will increase the frequency of repeat purchases from your existing customers.

3. Up-sell and Cross-sell Products & Services

“Would you like fries with that?”

McDonalds makes billions of dollars every year from this basic up-sell.

When appropriate, email provides a great opportunity for you to up-sell and cross-sell your products and services.

For example, if you run a website that sells tennis gear, someone purchasing a new tennis racket might also be interested in tennis balls and other accessories.

By using simple email marketing software, it’s easy to create a series of email messages (called ‘Auto-Responders’) that will automatically follow-up with offers on tennis balls, tennis shoes, tennis clothes and so on.

If you’re selling a service, like dry cleaning, once a customer has made an initial purchase you can use email to follow up with related services, like ironing business shirts and stain removal.

This basic technique by itself can easily add an extra 30% to your average order value and is used by almost all major companies online.

Amazon.com uses up-selling and cross-selling extensively on their site. If you buy a book about ‘home renovations’, they’ll follow up with a list of other books on the same topic. Dell Computers offers printers and other accessories as up-sells to people purchasing computer systems.

4. Gain Valuable Feedback from Your Visitors

Customer feedback is an invaluable tool for any business. This feedback allows you to determine:

  • What products and services to provide
  • Who to target
  • What the market is willing to pay

Email in particular provides your customers with a unique opportunity to give honest feedback. Unlike face-to-face interaction where people can be shy about voicing their true feelings, email allows them to get right to the point.

By using email as a feedback tool you can adapt to what the market wants and improve your business.

5. Drive Web Users to Make Offline Purchases

Surprisingly, email marketing is often a catalyst for web users to go and make a purchase offline. When surveyed, 59% of email users said that they have made a purchase offline after receiving an email promotion.

Why? Sometimes a user will find something they want online but they need it straight away and can’t afford to wait for delivery. Other times, the product might need to be demonstrated (like a treadmill) and they want to see, touch and feel the item.

If you run a conventional offline business you can use email marketing to drive foot traffic through your door.

Colourmedia has vast experience in creating and delivering successful email campaigns for their clients. Contact us now on 01228 91 20 20 for more.

Although search engine optimization (SEO) feels like it has been around forever for those new to marketing world, it’s actually a fairly new concept to the majority of those in the workforce. More or less, SEO has. For this reason, some might still be skeptical of SEO. After all, you don’t see immediate results when working on an SEO campaign, and it’s hard to get out of the “we’re doing fine without it” mentality. This can make it extremely difficult for a new employee to convince their boss that SEO is worth learning and using. Is it worth it to even try and convince these skeptics?

YES. One hundred times yes. Even if your company is doing well in terms of sales, SEO will still yield many benefits. Unless you do not want your company to grow, every company should have some sort of SEO strategy. So how to you convince your boss about this importance? Consider a few of these tips to get him/her to bite:

What to Say if you want to Convince Your Boss The Company Needs SEO

1. SEO simply means improving our website for our readers; the search engine perks will follow.

In general, a boss will understand the importance of having a website that is functional for users. If you can put the idea in these terms, you’re much more likely to get an answer. SEO truly is about improving your website for users because it relies so heavily on unique content.

2. Our competitors are likely using SEO strategies.

This is a good time to bring up the fact that it takes months (and sometimes up to one year) to see SEO results. In other words, although your boss might not feel the effects now, they soon will when competitors start seeing results.  Any boss can relate to competition, and no boss wants the competition to have any advantages. Depending upon when you have this conversation, your company’s competitors may already be seeing results, so this is something you can show your boss for some extra ammunition.

3. It is more cost effective and yields better results than pay per click (PPC) marketing.

It’s true that SEO is less expensive than PPC marketing and has better results. So why wouldn’t everyone be doing this? Everyone IS doing it. It’s a slower process and more inconsistent than PPC, but let your boss know that it offers huge long-term effects (something PPC can’t do).

4. Search engine marketing is the future of marketing.

There is absolutely nothing wrong with traditional forms of advertisings. You can tell your boss that you are not saying that he/she needs to stop any current marketing methods, just make room for SEO because more and more people are going to ditch the TV and newspaper and start moving to the computer. It’s happening already with the popularity of Hulu (a place to watch TV online) and online newspapers.

5. You won’t need to do anything. I can take care of SEO on my own.

Many business owners are afraid of SEO because they don’t know the amount of work it entails or how to get started. If you can jumpstart the SEO efforts on your own, this will go a long way for both your company and your boss. Once your boss sees the effects of SEO, he/she will be more likely to want to get involved. It’s going to take a long time to see results, though, so make sure your boss knows this before making any promises.

The best thing you can do is educate your boss on the many benefits. In most cases, any absence of SEO is simply a result of not understand how it works and subsequently not knowing how to make it happen. Most bosses would be open to the idea if they knew it existed, so it’s your job to make it know!