Email appending and marketing cost effectiveness.
At a time when businesses are still trying to reduce costs, anything that appears unnecessary can easily be cut from the marketing budget. This isn’t always the best move; all too often an area that may not be considered as core activity could actually save you money. By way of example, appending email addresses can reduce marketing costs which in turn can reduce your overall spend on marketing.
Why use email marketing?
Many businesses still send marketing literature to clients and prospects through the post. This is a slower and more expensive method than using email marketing. Sending direct mail via email means you don’t need to take into account the cost of printing.
Email marketing can have better response rates than traditional direct mail. It can also offer faster response times, as prospects can get in touch as soon as they open the email. If the addresses are correct on your marketing list, the literature will get to the correct person, rather than running the risk of a receptionist or ‘gate keeper’ opening the post and filing it away.
Sending your marketing information by email is also considerably cheaper than using the postal service. If you take an average piece of direct mail, it will cost £1 to send through the post and this doesn’t even take into account the cost of printing the material. On the other hand, sending the literature via email will cost an average of 1p per piece. This is a substantial saving – appending email addresses can reduce marketing costs by as much as 99%
If you plan to start using email, you will need to determine whether you have the correct addresses for your full list of contacts. This doesn’t mean that the existing list is useless or that you will need to start from scratch. However, calling all the contacts yourself to confirm their email addresses can be extremely time consuming and thus costly. This is where email appending can help.
How cost effective is email appending?
When you consider the long term outlook for your business, using an email appending service is almost invariably worthwhile. You will need to look at the overall costs of using email appending and sending marketing literature online compared with the on-going price of printing direct mail pieces and sending them through the post.
Every email address that you require appending it will cost an average of 40p. This is a one-off cost and you can then use the address as many times as you require, spreading the cost of appending over numerous subsequent communications. Email appending enables you to build and continuously improve your marketing contact database. In turn, this will improve response rates and increase sales.
If you have a marketing list that requires appending, it is usually possible to find addresses for around 55% of the contacts.When you consider all the associated costs, this is a far more cost effective measure than traditional approaches.