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How Email Marketing can keep your company in the public eye
A motorcycle racing company offers races throughout the year. They have a race about twice a month, each time at a different track. This company depends on getting the word out to all its prospective clients. It cost money to rent a track and set up a race. Their success depends on getting full participation for their events.
Being a savvy Web company, they maintain a Web database of all people that:
1. Have signed up on their site
2. Have ever ridden in an event
Over years of being in business, this Web database has built up to around 10,000 participants.
About twice a month they do an email blast to everyone in the database. They write their newsletter in plain text and keep it to the point. They talk about upcoming events - where they are, what they cost, and what's involved in signing up.
This simple act - writing essentially a memo and sending it to 10,000 interested people - keeps their name coming up and keeps racing in the minds of their constituents. This isn't hard, taking maybe an hour from start to finish. It isn't expensive either, since it doesn't cost anything at all.
There are naysayers when it comes to an email newsletter. Yes, you lose a lot to spam filters. Yes, a few people will opt out. But on balance, there is no cheaper or more effective way to market a product or service. Used judiciously, email newsletters are one of the most effective marketing tools around. |
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