Email as a marketing instrument

Even before the World Wide Web came onto the scene, email was the most widely used application on the Internet. To use email for marketing purposes is an obvious choice. An increasing number of advertising companies are realising that email marketing is an extremely efficient means of acquiring and retaining customers - especially if realised in a professional way.

What makes email marketing unique
Email marketing provides several benefits that other forms of direct marketing cannot match. The concrete advantages are:

• At just a few pence, broadcasting emails costs just a fraction of the postage charges for letters.
  
• Response rates are considerably higher than those achieved through the traditional direct marketing approach. A 10% click rate in a newsletter is about the norm - but rates of 20% or even 30% can be achieved.
  
• Measurability and analysis is unrivalled: you can measure how many emails reach recipients, how many are opened and read, and how many - and which - links in the newsletter are clicked. With minimal efforts to a website or an online shop, it can be established the level of sales - to the nearest pence - that have been generated through an email campaign.
  
• With no printing required, preparation times are cut, drastically reducing the overall length of campaign preparation. Because emails reach the recipients within seconds, you are provided with the first results just minutes after broadcasting.

Various opportunities with email marketing
Two forms of advertising have proven to be the most effective methods of email marketing: regular broadcasting of a newsletter, and broadcasting of stand-alone emails.

• The majority of large companies have added an email newsletter to their marketing mix. This is the digital version of the well-known customer magazine. The newsletter is particularly suited to customer retention and loyalty. Since, however, a subscription is usually possible for non-customers, it is equally suited to acquiring new buyers.
  We can provide support for your newsletters with our products optivo® broadmail (professional email broadcasting) and optivo® coreg (acquisition of newsletter subscribers).
  
• Stand-alone emails are newsletter containing promotional content that are broadcast to interested users. The recipients are not the company's own subscribers, but rather rented addresses provided by third-party suppliers (so-called list broker - especially large websites and portals). By using stand-alone emails you can reach millions of users in a very short period of time at little cost. This form of advertising is therefore particularly suited to generating new customers and quick sales.
  
  When carrying out stand-alone campaigns, we can support you with optivo® listexpress.
  

A more detailed overview of our products can be found here.