Email Marketing Case Study

5.5. Email Marketing

Companies that build relationships with their leads over time have the greatest success in turning leads into customers by staying top-of-mind until the lead is ready to buy.

Lead nurturing is the process of developing that relationship with the potential customer by sending targeted, relevant, and valuable messages to them in a timely manner. The end goal is to get those leads to “raise their hand” and self-select into further engaging with the business. Forrester Research found that companies that excel at lead nurturing can generate 50% more sales-ready leads at 33% lower cost-per-lead.

Email marketing have become an important tool for business in all stages and industries. It has enabled companies to cost-effectively

It is easy and inexpensive to test different aspects of the campaign on a segment of the list.

Email is more editorial than advertising, and it is powerful because it can support and even drive a sales process. Yet, like any medium, it has its challenges. B2C email marketing to cold lists has a terrible response rate. Social media is reducing people's reliance on email. Business people often receive hundreds of emails or more each day, so B2B marketers need to get past spam filters and give people a reason to read, with strong offer, valuable editorial content, appropriate design and a good fulfillment and measurement process.

While the companies can reach a wide audience with email, that does not mean they should. It is effective when they target so they can speak to specific needs. They should think of it as a one-to-one communication-personalized, relevant and

of subscribers Price for a thousand Cost Per Email Sent

1-10,000 US$ 12 US$ 0.012

10,000-50,000 US$10 US$ 0.01

50,000-250,000 US$8 US$ 0.008

5.5.1 Facts on email marketing

• Email marketing is the king of the marketing kingdom with an average return of and US$43 for every US$1 spent - Direct Marketing Association Statistical Fact Book

• Email marketing technology is used by 82% of B2B and B2C companies. – Ascend2

• There were nearly 11x more B2B organizations using marketing automation in 2014 than in 2011. – SiriusDecisions

• Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor

• You are 6x more likely to get a click-through from an email campaign than you are from a tweet. - Campaign Monitor

• Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey&Co.

• A message is five times more likely to be seen in email than via Facebook. – Radicati

5.5.2 How to do email marketing?

a. Choose a Web-based provider

b. Start gathering email addresses

c. Choose a template

d. Plan the topics & send schedule

e. Send an email campaign and track the