EightBlack.

Most corporates are scared to communicate via email.

Its safer to produce TV, radio, book print ads or flood the internet with banners.

But here’s the thing - email marketing (despite everything you read about SPAM) still works.

We’ve got a client who’s been in business for 38 years. If ever there was an organisation entrenched in a way of doing things, its them.

One of the Directors is frightened of email.

Their email database is relatively small - it should be a lot larger given the amount of customers they have through their doors every month and every year.

My opinion is that you should be communicating via email 3 times a month minimum.

Another client, Webjet has virtually built their business on the back of email.

Here’s the trick to it.

There is no trick.

It’s a numbers game.

The secret is to build a good quality list, let your list know what you stand for and talk to them frequently. In Webjet’s case, we talk to the “base” 6-8 times per month. Just one of those emails is a HTML version. Everything else is text.

Our opt-out rate is below 10% and it has stayed this way for 18 months.

People have become familiar with Webjet’s format. They may not read every email or take action, but they are being regularly informed about whats happening in the travel sector, what deals are available and where they can go to get more information.

Webjet also keep innovating with new product because their CEO knows that to survive in the cut throat world of online travel that he has to keep his foot on the pedal.

The numbers say it all - from $20 million in revenues 3 years ago, to $170 million this year and growing.

Webjet get email. This other client does not.

Is that our fault - you bet.

Dont be afraid to talk with your list if you have one. And more than once a year. My opinion is that if you only email or comminicate with your customer base once a month, then you are guilty of SPAM, because what sort of relationship do you really have with them?

Here’s some key things to follow:

1. Your website must have an opt-in box and it must be prevalent. We will not build a website unless the client agrees to this.
2. Tell people about your privacy policy
3. Tell them how you are going to communicate to them
4. Use a commercial email broadcast system like this one. Dont ever use a system that charges you to send “per email”. Once the list grows, this model will kill you
5. Split test your email marketing - that is, send one group one email and the balance of the list, another.
6. Track the numbers - CTR (click thru rates) Open rates, Undeliverables etc
7. Dont worry about opt-outs - it just happens. Worry about it if the number is more than 20%.
8. Talk to the list frequently - whatever you think is a high number probably wont be. It’s feasible to talk to your list once a day if you have the content (and a reason).
9. Your email database is one of the most important assets you can have. Never rent, sell or share the data with anyone, no matter how appealing. Building the quality and size of the list should be your number one priority and this should keep you awake at night.

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This entry was posted on Thursday, September 14th, 2006 at 8:15 am and is filed under News. 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.