Email Marketing: Who, What, When, Where, and Why?

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The dawn of the digital has keep marketing experts well... busy to put it lightly. New methods of communicating seem to arrive everyday, and sometimes its a struggle just to keep up, but since its beginnings, Email has been one of the worlds favorite ways to keep in touch. It is available virtually all over the globe, and most people have instant inbox access on their cell phones. Because it is a quick, easy, and cheap way to broadcast a message to an audience, email has become a virtual Pandora's box for marketers, filling up inbox's and clogging spam filters everywhere. With all of the ads, spam, and general "bad emailers" recipients have gotten good at using opt outs, spam filters, and bounce backs leaving marketers and business owners all but banished from electronic mailboxes everywhere. Consumers are on guard against the over-communicators, unsolicited, and poorly planned, but that doesn't mean that marketers should abandon the hopes of reasonable response rates on marketing emails, it just means that marketers need to be clever and more effective in planning. 

The 5 W's of Effective Email Planning

Just like when writing a paper in school, it is important to consider Who, What, When, Where, and Why to send an email campaign. To "Batch and Blast" or "load and Send" email campaigns simply doesn't work any more, email marketers need to strategize and keep in mind the goals of the company's overall marketing strategy and then utilize email marketing as a means to achieve them.

We found it. Marketing's Missing Link.

The recent evolution of communication in the marketing world has created two very distinct "schools" of modern marketing, the new school techie, obsessed with social media, the internet, text messages, etc. and the traditionalist, still hanging on to print ads and radio commercials like a life raft in a sea of emails and tweets. 

While nay-Sayers scoff at the good old fashioned traditional tactic of sending customers and prospects communications via the sweet old post man, marketing agencies, and directors alike are noticing that response rates on parcels, packages, and letters have not only held strong in the digital age, but in some industries, even increased. So believe it or not, it looks like direct mail is here to stay. 

We just couldn't resist showing off a bit....

Here at Synergy, we love what we do and couldn't help showing off all of the exciting things we have been working on .... just a little bit.
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Synergy Direct Response is a full service direct response agency, focusing on creating and maximizing the success of effective direct mail marketing. Our extensive client portfolio is divided into five divisions, managed by experts in their respective fields: Corporate accounts, non-profit, financial services, automotive, and boutique business.

Since 1989 we have mailed over 500 million pieces of mail for our diverse clientele such as: Red Cross, Di-tech, Blockbusters, Hoag Hospital, E-Loan, Fletcher Jones Mercedes, La Costa Resort and Spa, and Direct TV.

  

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Are YOU sending Direct mail into the Black Abyss?

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It is time for Tracking!

With all the excitement of creating and deploying a direct marketing campaign, back end analysis too often falls by the wayside and is forgotten about. And while the incoming business and respondents to the initial campaign are valuable, tracking and analyzing the response to a direct marketing campaign provides priceless feedback and insight for that the marketer can use to optimize not only the current promotion, but also future campaigns and marketing efforts. 

3 Simple steps to Campaign Optimization

There is a basic "formula" to successfully testing and evaluating a campaign:

1. Establish elements to be tested, and prioritize the how they will be tested, as well as how the result will be measured. Consider what constitutes success and failure of each element.
2. Construct appropriate methods of tracking and measuring the results.
3. Continually evaluate the findings, and implement new strategies for future marketing efforts based on the results of previous campaigns.