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 Email is the most cost-effective marketing tool available today on a cost-per-contact basis, and one that your company can use to build strong business relationships. Importantly, emails can now be composed using HTML (Hypertext Markup Language) -- the same programming tags used by developers to build websites. Thus it is now possible to deliver emails to your customers with the same visual appeal and functional sophistication as any website. Click on one of the links in the left column below ("Benefits") to learn about some of the key business benefits of email marketing. Or click on one of the links in the right column below for specific ideas on how different businesses can use one popular email format -- email newsletters -- to achieve these business benefits. Benefits Cultivate Loyalty Research shows that it can cost more than 5 times as much to acquire a new customer (or client, or member, or donor, or patient) as it does to keep an existing one (Source: eMarketer CRM Report, April 2001). HTML email helps you nurture strong and long-lasting relationships with your customers by delivering useful and relevant content and offers to them on a regular basis in a visually attractive and interactive format. Secure Feedback/Track Interests Surveys and other interactive forms embedded in an HTML email can be used to collect feedback from customers about their opinions and interests. Such features will enhance your market intelligence, show customers that you care about their opinions, and facilitate an ongoing dialogue between you and your customers on subjects of mutual interest. Plus you can glean additional insight into your customers' interests by tracking response rates to particular emails and links (e.g., see which subscribers read which articles in an email newsletter; which links in an email promotional offer were clicked by which recipients). Highlight Value Remind customers on a regular basis what makes your organization different and unique. What is your value proposition? Are you an expert in your field? Are you supporting valuable research activities for a worthy cause? Regular email communications such as an email newsletter is a great way to remind customers on a regular basis about the value you deliver and what your organization stands for. Expand Distribution/Increase Site Traffic Because it is so easy for recipients to forward your emails to like-minded friends and colleagues, your name and message will secure distribution far beyond the initial mailing list. Additionally, because most people check their email on a daily basis, inserting links back to your website in an email is an ideal way to draw attention to important content and offers discussed on your website. In short, think of email as a "mobile" mini-website and roving "virtual" salesperson spreading your brand and message far and wide -- and attracting more and more customers all along the way! Email Newsletter Ideas Here are some examples of how different businesses can use an email newsletter as a marketing tool: 1. Professional Service Firm (e.g., law firm, medical practice)
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