Reach Out and E-mail Someone
Setting up an e-mail marketing campaign
By Peter Kooiman •
Opinions expressed by Entrepreneur contributors are their own.
If your audience is large but your budget is small,permission-based e-mail is your best marketing option. "Themost cost-effective way to target a message to a desireddemographic is through permission-based e-mail," says BradyBrewer, group product manager for e-mail and wireless messagingservices at Seattle-based Avenue A, a digital marketing agency."The average cost per e-mail is around 1 cent, whiletraditional direct mail costs an average of $1 to $2 perpiece."
Before starting your campaign, you must decide whether to runoperations internally or outsource them to an agency. Outsourcinggenerally produces higher conversion rates and is a betterlong-term investment, according to a 2000 study by ForresterResearch. Companies like Digital Impact and FloNetwork manage your mailinglists and track the number of customers clicking and buying.
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