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Small businesses
are too small to build brands in the
traditional way - if you try, you'll never
get anywhere and you'll lose a lot of money.
The key for businesses looking to grow is
recognition of their company among a group
of key targets and being seen often enough
by them for them to consider picking up the
phone to you.
It can be an uphill battle - like most
companies who have been around a while,
we've had many of the same suppliers for
years. Our longest relationship with a
supplier started in 2003 and they are with
us to this day. I've got to be honest though
and if some of their competitors had pushed
themselves, stayed in touch and made some
great offers, I would have certainly
considered it and maybe switched allegiance.
We constantly market to existing and
potential customers and it brings us
loyalty, revenue and stability. What really
is the difference between contacting
customers once or twice and contacting them
every month? Let's find out. |
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Data selection
You'll work with your account
manager to select the records for
the email campaign for companies
most likely to buy from you.
Email design worth £99
Working with our team, you'll get a
full email design (sold
separately) worth £99
You
reach 10,000 potential customers by
email
5% of them might be in the market
right now for what you're selling -
in the right part of the buying
cycle. Many of
those won't respond to you because
they've never heard of you and
haven't built up any recognition of
you.
Results
You've introduced yourself to 10,000
potential new customers and should
have a good few enquiries from
people interested in finding out
more. |
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Data selection
You'll work with your account
manager to select the records for
the email campaign for companies
most likely to buy from you.
Email design worth £99
Working with our team, you'll get a
full email design (sold
separately) worth £99
You
reach 10,000 potential customers by
email
5% of them might be in the market
right now for what you're selling -
in the right part of the buying
cycle. Many of
those won't respond to you because
they've never heard of you and
haven't built up any recognition of
you.
Results
You've introduced yourself to 10,000
potential new customers and should
have a good few enquiries from
people interested in finding out
more. |
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Two more email
designs worth £99 each
Vary your
message to your audience
You've reached 10,000 potential
customers 3 times
15% of them
may have been in the right part of
the buying cycle since you started
communicating with them. They are
becoming familiar with your company
and you're probably seeing much more
website clickthrus each month from
recipients.
Results
Email responses will be climbing now
and more people will prefer to speak
to you by phone. You may have your
first few accounts with increasing
order values as customers grow to
trust you. |
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Results
A good time has passed now and while
you may get the odd call in months 2
and 3, you shouldn't really expect
much more. |
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Three more
email
designs worth £99 each
More
approaches with new and interesting
messages to a growing userbase.
You've reached 10,000 potential
customers 6 times
30% of
recipients may now have needed your
product or service and you've been
there each more trying to catch
their attention.
Results
Email responses will probably be
holding steady and you'll be
stimulating new orders from
customers you've got from this
campaign by being in touch. You're
now really starting to see results. |
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Results
Someone may stumble across your
email and respond to it during this
time but the likelihood of this is
not very high |
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Six more email
designs worth £99 each
For most
recipients, your email design and
offer range will be familiar and
they'll be expecting to hear from
you.
You've reached 10,000 potential
customers 12 times
60% of the
companies getting your emails may
have been in the market during this
year and you've been seen by them
every month with a different,
interesting and attractive email and
offer.
Results
You'll be getting steady
clickthroughs, calls and website
visits from recipients. With any
luck, you've got the proper
attention of 1,000 or more of the
10,000 companies and most of them
will have been in touch and bought
something from you. |
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Results
Absolutely nothing. All impact from
your original campaign disappeared a
long time ago. |
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You've been
seen 12 times by 10,000 recipients
Your email is
expected, your offer is known.
The
campaign cost you £250 a month
We sent
120,000 emails for you over the year
and each email (including design)
has cost you just 2.5p each.
Calls directly to you will increase
month by month
There may be the odd blip in that,
but as you get known, people feel
more comfortable just calling you.
Visits to your website will increase
month by month
As they get to know you, they get to
know your site and trust your
company. If you offer online
ordering, brilliant. |
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You've been
seen once only by 10,000 recipients
By month 7, your email will be a
forgotten memory.
The
campaign cost you £699
10,000 companies have received your
email and it has cost 6.99p per
email including design.
After the initial calls, silence
Success in marketing increases as
you market more to the same people
and the first email always gets the
fewest calls.
A
small number of visitors spending
less time on your site
There'll be interest and sometimes
more but you'll lack earned trust to
turn these visitors into revenue
generators. |
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On the next page, find out the
6 steps to making
email work for you - six
rules we've discovered really increases
campaigns since we started our service back
in 2002. |
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