The best way to garner additional support from the boss for emarketing is to ensure every email campaign supports a business initiative. Rather than treating email as a stand alone effort, use it to connect with customers and clients in a manner that is consistent with all other marketing efforts.
Let’s say you work for a retail store that is planning a sale event. The main marketing tools will be advertising in print media and using in-store signage.

• Design an email that meshes with your print ad. Incorporate the theme or tagline you plan to use in-store and in print.
• Add a link to your website for a featured item and you can track click thru’s and sales conversion.
• Not able to sell online? Ask viewers to “click here for more information” and receive email requests from them.
• Or prominently feature your phone number and a call to action that encourages “Call Now”
• Offer a coupon for in-store use that is available only online.
• Deliver your email to subscribers one day ahead of scheduled print ads. Give subscribers the advantage of advance notice not available to non-subscribers.
• Offer free delivery, again available only to subscribers.
• Redeliver as the event winds down, emphasizing “Act Now” and a different featured item.

Every tactic is trackable, allowing you to trace the results of your email campaign. The next time you ask for additional marketing dollars for email you’ll be able to show the impact email makes on sales.

This entry was posted on Monday, November 19th, 2007 at 3:35 pm and is filed under Marketing Insights. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.