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eLumination
Building strong business relationships through
Internet marketing
January 2008 |
Greetings!
Thanks to all of our survey responders who provided many excellent suggestions for making eLumination an even more valuable resource and business tool.
As a direct result of these suggestions, we have:
- Made eLumination easier to read by using darker and larger fonts
- Included lots of email marketing information in this issue
- Increased article length
- Increased publication frequency to bi-monthly
Hope this issue is as interesting to read as it was to write. As always, please let me know if we are on the right track by calling or emailing your thoughts and suggestions.
Warm regards, 
Barbara Langdon, President
603.493.1331
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Making the business case for email marketing
Thinking about starting an electronic newsletter or email marketing program but aren't quite sure what results you can expect? According to industry experts, a well designed and implemented email marketing program can:
§ Increase customer retention; a 5% increase in retention yields profit increases of 25% to 100%
§ Stimulate repeat business from existing clients who spend, on average, 67% more than new customers
§ Influence puchase decisions; according to 53% of consumers surveyed
§ Strengthen customer loyalty; acquiring a new customer can cost 5 times more than keeping a current one.
Visit our website for information on our newly revised email packages or call us to discuss any specific concerns or requirements you may have. |
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Hot Topics
Content is king in email marketing!
In an article called, "ABCs of Email Marketing," published in the last issue of eLumination, several letters of the alphabet addressed the importance of selecting email topics that appeal to your readers. For many clients, this is a major hurdle - they fear not being unable to identify interesting topics on an ongoing basis.
Fear no more! Life abounds with fascinating discussion topics; we just have to look for them. For example:
- Do customers repeatedly call you or customer support with the same questions? Answer these "frequently asked questions" in your email.
- Share information that helps your customers use your products and services more effectively.
- Research trends your customers are seeing in their businesses and address these top-of-mind issues in your next publication.
- Share customer success stories and case studies that depict interesting product usage; these are by far the most frequently "clicked" topics.
- Plan content several emails in advance and consider discussing major topics in an on-going series of articles.
A great way to get ideas is to see what other companies and professionals are doing. Check out our email portfolio to see what some Market Momentum clients are doing with their email programs.
Want to brainstorm? Give us a call... |
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Case study Connecting with customers through email marketing!
Avayon Technologies President, Jeff Babington, is committed to offering high quality consumer electronics products at affordable prices and providing outstanding customer service. Part of his support strategy is using his website to disseminate product information and software updates to his customers.
Because virtually all Avayon product sales are made through a network of retailers located in the U.S. and Canada, Jeff had no way to communicate directly with thousands of Avayon customers, to inform them of new software updates, for example.
So in October 2007, Jeff began working with Market Momentum on an email marketing program. The program Jeff and Barbara developed was comprised of two components - a bi-monthly ezine and periodic product promotions. The goal of the email program is to improve customer satisfaction and encourage repeat product sales from existing customers.
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