Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 5: Using E-mail for Customer Retention
Chapter at a Glance
Overview
This chapter describes using e-mail for the retention of customers and visitors to a site who have subscribed to a newsletter.
Chapter objectives
By the end of this chapter you will be able to:
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decide on an approach to develop an integrated e-mail retention campaign
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take the key decisions to develop an effective e-newsletter.
Chapter structure
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Introduction
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Planning retention
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E-newsletters
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Virtual communities and discussion lists
Introduction
Much that is written about e-mail marketing focuses on acquisition. However, much of the actual marketing activity and expenditure is focused on retention. Forrester research has forecast that spending on e-mail marketing services and technology will reach A1 billion in Europe by 2004. Of this expenditure, they estimate that well over 80% will be on retention campaigns. Why is this the case? One reason is fear: owing to concerns about customer privacy, many businesses are not prepared to purchase opt-in lists. Rather, they would prefer to build their own house list using the approach described in Chapter 5. Another reason is the return on investment. We have seen in earlier chapters that the costs of customer acquisition are usually measured in tens or even hundreds of pounds. However, the cost of getting an existing customer to purchase again is much lower. The cost per order for an e-mail campaign can be in single figures. However, it is not only the removal of acquisition costs that makes retention strategies favourable: the cost of sales...
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