Understanding the Value of Email Marketing in Kenya

2. Understanding the Value of Email Marketing

• E-mail can be used for a variety of purposes: acquisition, basic branding and proactive customer management.
• Companies can use e-mail for customer management (grooming, cross-sell, and up-sell).
• Companies can also use e-mail marketing as part of the integrated marketing communication mix

Customer Relationship Management

• Handle Service Issues. If say for example you run a service company, you can offer support via email, you can write down frequently asked questions and give to your support team to be emailing your clients. This eases the cost of training and its fast for reference, both for your customer and for your staff. A knowledgebase of templates is vital for your business to run smoothly

• Announce new products: there is nothing as easy as an email broadcast to your existing client database to launch new products. The information on email is easy to archive, easy to share and easy to manage. I.e. a customer can receive a mail and keep it until they are comfortable to read it.

• Special Offers: Depending on your industry, there is always a time that you want to clear your old stocks for reasons ranging from damaged goods, exit of fashion, or preparation of launching new and competitive products. Email is a fast way of communicating and you will always get the response instantly.

Integrated campaigns

Conventional advertising offers scanty information where you can affirm in details later via email marketing. How many times do you need to see a billboard before you decode the meaning of the ad? Many times, right. What about a T.V. Ad they airtime is minimal to contain all your marketing information; the ad will always refer you to press and posters. With email marketing you can send your campaign via email to give more details to what people are watching on TV.

Customer acquisition

Have you ever sent an email to your friends, may be it was a joke or an announcement, and then days later you received same message from another person with addresses on c.c. that you don’t even recognize? This show the nature of email marketing, a sparky email can go Fwd. Fwd. Fwd. and reach as many recipients as possible as long as it remains “buzz worthy”. This report for example will move from one recipient to another across the internet, while I intended it for readers in Kenya, the materials and basic principles are applicable anywhere in the world. This behavior of email moving from one recipient to another is what led the Hotmail guys before they sold it to Microsoft to refer to it as “Viral Marketing” Where viral means it’s contagious and a virus will move from the host and have a multiplication factor to infect as many recipients as possible. You could therefore send an email to a 100 clients in your email list but will end up being shared to as many people, even when you don’t want to.

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