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how to use e-mail as a reinforcement aid at different stages of the sales cycle
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A January 2010 report by Experian Marketing Services found that marketers that sent e-mail to Web site visitors who had abandoned shopping carts had 20 times the transaction rates and revenue per e-mail compared with standard bulk mailings. “The Remarketing Report” also found that those same marketers saw double the open rates and quadruple the click-through rates of most other e-mail campaigns. The lesson? Target people when they are ready to buy and they're much more likely to actually do so.
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“During the consideration stage, companies do well by focusing on two complementary goals,” he said. “First, they deliver content that helps establish themselves as the expert on the topic of interest. Second, they educate the consumer on the products or services the consumer inquired about.”
It's been said that the people who made the most money during the California Gold rush were the ones who sold picks and shovels, not panned for gold. That homily came to mind reading Brad Berens' blog entry about a new MediaMark study showing that e-mail is the #1 Internet activity by far. The fact that the most prosaic Internet application is still the most popular attests to a reality of technology evolution: the mass market is always five to 10 years behind the leading edge.
AOL released the results of its annual e-mail addicition survey. Among the findings:
*62% of people check work email on the weekends;
*19% choose vacation spots with access to email;
*59% check email from the bathroom
(I just don't get that last one)
More: 46% of email users said they're hooked on email (up from just 15% last year) and 51% check their email 4 or more times a day (up from 45% in 2007). New York, Houston and Chicago top the list of cites "most addicted" to email; 27% are so overwhelmed by their email that they've either declared "email bankruptcy," deleting all their email messages to start anew, or are seriously thinking about doing so. Twenty percent of users said they have over 300 emails in their inboxes.
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