84% of consumers enjoy receiving information and/or offers via email from companies with whom they register and, according to Entrepreneur.com, 70% of new business comes from referral. 67% of internet users do research ONLINE before spending money... even though more than 50% of them will then do business with a local, brick & mortar location. SO... what does all this MEAN> That marketing to your existing database is CRUCIAL.
However, in today’s environment where people are very protective over their email accounts, lead-generation via email communication is a delicate subject. prospecting emails where the recipient has no prior relationship with the sender are often seen as spam and can potentially leave a negative impression on the prospective customer if not done the right way.
eMail marketing must be done strategically, as lead-generation emails have the ability to grow a company’s client base and generate a substantial amount of new revenue. the DMA (Direct Marketing Assoc) reported that sales resulting from lead-generation emails in 2007 averaged $12.1 billion and expects that amount to grow to $26.6 billion by 2013.
Here are some key considerations for optimizing email marketing messages for the purpose of prospecting.
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