PR Pro Uses E-mail Marketing to Reach Affluent Customers By Dee Moustakas What medium enables you to market all your clients –– from a wine boutique and restaurants to a jewelry store and luxury auto dealer –– in one document for Your browser may not support display of this image.pennies per contact? As Tracey Norvell, owner of Arts Society –– a firm that provides editorial marketing, public relations, advertising and event planning –– discovered, eflyers and ezines are just the ticket. “After a salesperson from Equilibrix pitched one of my clients on the advantages of e-mail marketing, she asked me to look over the materials. I immediately saw the potential for a community lifestyle ezine representing all my clients.” Stay connected… E-mail marketing is much more affordable (less than 3¢ per contact), very visual and an excellent way, along with blogs and tweets, to maintain a dialog with customers. Periodic eflyers are a smart way to remind clients about specials, service and events. Restaurants might advertise weekly and include coupons, while a car franchise might opt for a monthly schedule. (Even though people don’t buy cars often, they need service; plus they have friends, family and co-workers who may Your browser may not support display of this image.be in the market.) But you can’t keep in touch if your database isn’t accurate or if people don’t open your e-mails. Here are four essentials for successful e-mail marketing campaigns: Accurate database –– a simple sign-in sheet, drawings, sales events are all ways to collect contact information. Dynamic subject line –– the best way to ensure people open your e-mail. Permission –– when a customer agrees to receive eflyers it means you’re communicating with them in a way they want to be communicated with, ensuring a high “open” rate. Opt-out –– giving people the ability to unsubscribe puts them in control and saves you money if they decide they no longer want to receive your messages. Why Equilibrix? “When salespeople from other e-mail marketing firms tried to take the account away from Equilibrix, I showed them the products, our per-contact cost and the 25 percent “open” rate we experienced,” says Ms. Norvell. “Typically they simply shut their briefcases and left. “The people at Equilibrix are responsive and easy to deal with. Because I’m in the business, I supply content and art direction. They take my input and put it in html format and send it out. “I credit our success to the whole package: design, content, frequency, offering something of value and including a little bit of lifestyle.”
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