With talk of carbon offsetting, recycling and environmentally friendly transport on the agenda, marketers may be wondering where direct mail fits into the green future.
The solution is email – a fast, integrated, measurable and very green way of reaching a target market. There is an increasing trend towards electronic marketing, with more and more businesses buying mailing lists for B2B email campaigns.
There are only a few Australian list owners with email capabilities, but it is they way of the future as far as marketing is concerned. So many organisations already conduct a huge amount of trade online, from Internet banking to shopping for office supplies, so it makes sense for direct mail to go the same way.
Email lists are measurable so you can see how many people view the message sent, how many clicked through to the website and even how many deleted the email before reading it. This information will help with your market research to tailor future marketing campaigns.
Using an email list is a very effective marketing tool because the campaign can be tailored to target specific groups for build branding, or a one-off campaign. An email list can be personalised to target businesses offering parenting products or services, or less specific with contacts supplied for an entire industry. Email lists can be used to send marketing messages individually for a personal approach, or for bulk delivery.
Like traditional mailing lists, email lists are quality controlled and still have very low rates of return, making the lists a cost-effective option. Businesses can also manage the data by actioning unsubscribe requests.