Email marketing is the universal element which returns the investment 40 times over
Everything starts with a good plan – also an online marketing strategy; a plan that maps coherently between the company’s focus areas; a plan that is based on the company’s overall strategy, and in a strategic and tactical way shows the way to achieving the main focus areas.
The actual online marketing plan
It is important to make the plan tangible. Otherwise, it remains a plan for the sake of the plan. Therefore, the plan must include a day, week and month calendar, which outlines the work areas for the department’s employees.
The monthly calendar is, of course, more general than the week and day calendar. On the other hand, it also contains concrete activities that should only be carried out on a monthly basis.
New customers or resale
Most companies use more resources to acquire new customers. In the online world, the main part of the budget goes to search engine advertising, banners and other similar types of advertising activities.
If you know this situation from your own company, you should recalculate the entire model and try to set a price for a recurring customer. When does your business earn money from the customer? Is it at first trade, second or never?
Certainly never if one needs to use paid channels every time in order for a customer to make a purchase.
This is where loyalty-creating activities come into the picture, and email marketing is the most effective and cost effective solution. 15 years of online sales has taught me all this, says Kim Østergaard, who founded marketingplatform.com.
American surveys show that newsletters give a revenue 40 times higher than the investment, way more than other online marketing activities. The closest competitor, search engine optimization, gives back the money 22 times.
Creating resale
Loyal customers are what will make your business survive on the market. Without them, you will steer directly towards the abyss, unless your business model is completely unique.
Loyalty is built by continuously giving more than customers expect, as well as by constantly ensuring consistency between needs and frequency. This is where email marketing is an unmatched solution. With a price that is actually a budget price and a segmentation option down to individual and level of action.
Email marketing can increase the frequency of your resale, and by communicating by using segments and dialogue, it can also increase customer loyalty.
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