The power of e-mail marketing
As many of you know, Studio-e sent out its first official e-mail newsletter yesterday. (If you didn’t receive it, sign up for it now.) Thus far, the results have been extremely positive.
For example, in just 24 hours, the number of people who entered our drawing by commenting on our blog doubled, and our Twitter followers increased by 30 percent. Granted, those numbers were fairly small to begin with, but as we’ve already established, we’re not after numbers. We want to build relationships and better serve our client base.
At .eduGuru, Karlyn Morissette’s recent blog post was well timed, particularly for us. In “Step away from the computer: When NOT to send a marketing email,” she outlines the things to consider before hitting the send button:
- Is there something for your users to do?
- Would you send the same message in a print mailing?
- Would you respond to the message if you were on the receiving end?
She also points out that “Email needs a long-term vision.” If you are going to market via e-mail, as most institutions already do, your e-mail newsletter or campaign has to be part of a larger marketing plan.
What do you hope to achieve with your e-mail newsletter? Just as with your website and other social networking sites, you should have clear goals in mind from the outset. Your e-mail marketing efforts should also be on brand — your e-mail template should include recognizable and similar elements as those on your website, blog, Twitter or Facebook pages. And, of course, you have to consider how often you intend to send an e-mail, and what effect that might have on your audience. Once a week? Once a month? What day of the week do you intend to send it? These things matter.
One of the benefits of e-mail marketing is that you’re better able to gauge results and audience response (thanks to e-mail marketing and communications services). What do people respond to? What do they ignore?
studio-e wants to know: How have you managed to integrate e-mail marketing with other types of marketing? And what have your most effective e-mails entailed?