How to Use E-Mail for Data Driven Marketing - dummies

How to Use E-Mail for Data Driven Marketing

By David Semmelroth

The single biggest advantage of communicating using data driving marketing with your customers via e-mail is that it is inexpensive. In fact it is dirt cheap. You will frequently need to pare back snail mail campaigns because your budget won’t allow you to mail every customer that you would like to talk to. This just doesn’t happen with e-mail campaigns.

E-mail is also fast — practically instantaneous. This allows you to get time-sensitive messages out while they are still relevant. E-mail can also be scheduled and automated. This makes e-mail a very attractive way for you to distribute regularly published newsletters.

Another significant benefit of using e-mail to communicate is that you can track it in great detail. Say you send out an e-mail containing a link to your website. You can tell if and even when the e-mail was opened. You can tell whether the viewer then clicked on the link to your website. None of this information is even remotely possible to get for a snail mail campaign.

Given the ease and low cost of e-mail, it can be tempting to overuse it. Your customer has graciously allowed you to communicate with them via e-mail. Don’t abuse the privilege. Over communication is the quickest way to lose the privilege.

It’s extremely easy for your customers to start deleting your e-mails. If that’s too much work, it’s even easier for them to relegate everything from you to their spam folder. You don’t want this to happen. Obviously, you lose contact with your customer, but you have another potential problem: You don’t want to become known as a spammer.

Depending on how many of your customers flag your e-mails as spam, you could end up in hot water with your e-mail service provider. Your provider could ultimately drop you to avoid damage to their reputation or even potential legal problems.