Know-How Exchange : E-Marketing

aahnia,

我们选择使用电子通讯客户意识, customer retension, and promotions/sales. It works, and it is cheaper then calling each of your clients or sending direct mail. Everyone on our clients' opt-in lists want to hear from our clients though. A well planned campaign can produce above average results.

Hope that helps.

As ROI Hunter says, it works when there's an opt-in. The key is to produce a newletter that is actually valuable, otherwise few people will opt in.

Michael

Yes it does work, especially in the areas of customer retention and the process of moving a prospect towards becoming a customer. Where a product has a long enquiry to order cycle, the newsletter provides an invaluable reminder that you are still around.

要点,已经表达了(在different words) are consent and content.

Consent to send the newsletter and content that is relevant to the recipient – for instance personalisation of name and company and the subject matter, if possible.

Our clients do this by running them from a Maximizer CRM system. The email newsletter contains merge fields from the body of data in the database. Links in the newsletter can trigger events via KnowledgeSync to give the customer or prospect further value via the CRM system. We can even automatically tell if a newsletter has been viewed or not without resorting to third party monitoring.

Apart from the closer and more personal liaison we achieve with customers, we can also build up an impressive set of metrics which tell us or our clients a lot about customer / prospect behaviour.

Those of our clients who have started to send out news letters or “Extracomms” (as Maximizer calls them!) quickly start to receive the benefits – even a customer decision to forward a newsletter to a friend in the business can be automatically logged at our end, so that we can either invite them to sign up (A bit spooky) or when they come onto the website via a new subscriber link, their details are already available to us, to automatically create a record on the database. (It would even more spooky for some people, if we went the whole hog and had their details already completed on a the subscription form that they see, simply by receiving an email from a given address, but its just about possible!)

Steve Alker
Unimax Solutions