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Reach Out and E-mail Someone

Setting up an e-mail marketing campaign

This story appears in the July 2001 issue of HomeOfficeMag.com.

If your audience is large but your budget is small, permission-based e-mail is your best marketing option. "The most cost-effective way to target a message to a desired demographic is through permission-based e-mail," says Brady Brewer, group product manager for e-mail and wireless messaging services at Seattle-based Avenue A, a digital marketing agency. "The average cost per e-mail is around 1 cent, while traditional direct mail costs an average of $1 to $2 per piece."

Before starting your campaign, you must decide whether to run operations internally or outsource them to an agency. Outsourcing generally produces higher conversion rates and is a better long-term investment, according to a 2000 study by Forrester Research. Companies like Digital Impact and FloNetwork manage your mailing lists and track the number of customers clicking and buying.

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