A new study by the DMA, the Direct Marketing Association, suggests that 80% of SME decision makers prefer initial marketing contact by email instead of face-to-face meetings, direct mail, SMS or the telephone. Econsultancy (2010) also highlighted the growing interest and support of digital marketing after tracking the increase in use over the past 3 years. Although the effectiveness of digital marketing may be obvious to those in our industry, some businesses are still dragging their heels when it comes to embracing the online marketing tools.

Leading digital agency Zeta understands that the pace of digital marketing can be breath-taking. Tools such as Facebook, Twitter and LinkedIn were quickly adopted by the business world, and have since proved themselves invaluable.

A belief that one of the most effective tools within digital marketing is the email campaign puts Zeta at the top of the game.

The first rule is to never lose sight of the fact that each campaign is all about the recipient. Stating the obvious? The point has often been forgotten now we have the ability to mass mail so many people so easily. Smaller highly targeted campaigns will achieve a higher return than a ‘one size fits all’ send out.

The second rule is to be aware of ever developing technology, for example 8o% of people now read their emails on mobile devices. Making sure your email campaign is compatible with mobile devices will allow you to reach people in a way that suits them.

The third rule is to understand that consumers expect a two-way interface; they demand to be treated as real people. Their preferences, business priorities and potential aspirations need to be recognized. Tailoring the campaign correctly to not only reach a multitude of people but also appeal to each and every one of them is a skill.

Roger Allen, MD of Zeta said, ‘Email marketing and social networking can be one of the most effective tools at any growing business’s disposal. When used correctly and designed with the consumer in mind they can reach the best people quickly and effectively’.

He added ‘here at Zeta we have had many years’ experience learning about what consumers want and how they want to be treated. We also understand the importance of using different channels to approach different audiences, be that Facebook, Twitter or email’.

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