Email – A New Take on an Old Classic

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As retailers and marketers look for cost-effective, results-oriented marketing strategies during the current recession, email has reemerged as a viable marketing tool. A recent article in Advertising Age hailed email a “Direct-Marketing Rock Star,” and according to Shop.org, a leading digital retail authority, “few cuts are being made to email budgets, while areas including paid search, affiliate marketing and social marketing are coming under scrutiny.” Why the return to this old standard?

For companies focused on customer retention or attracting new business, email is one of the most cost-effective forms of marketing, allowing specific messaging to reach targeted audiences with reliable tracking—all incredible benefits to marketing teams in tough financial times. The results of our own email campaigns confirm those claims, and we have the numbers to back them up.

In the fall of 2008, Koloa Landing at Poipu Beach enlisted our team to increase awareness and drive fresh leads for their luxury resort and residences on one of Kauai's most famous beaches. The developers had exhausted their “friends & family” list and their existing programs were averaging 20 leads per month.

We created three emails over a 6-week period: one to their existing prospects, one to our list and one promoting a special event for high-end buyers in the Napa Valley. In the end, we generated more than 350 leads during one of the toughest markets in recent history. Replies and information requests poured in, the callback list quickly filled with prospects and the newly energized sales team went to work converting leads to sales.

What can email marketing do for your business? Contact us to find out.

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