Creating a Global E-mail Campaign (914 words)
Although often you only get five lines of teaser copy in various placements within the newsletter, a compelling message to the right audience can generate a 1 percent to 2 percent click-through rate, a standard online measure of success.
With solo or stand-alone e-mails, you have the opportunity to present your exclusive message directly to the consumer. Just as if you were renting a postal mailing list, you can select on demographics, geodemographics and interests.
Unlike an ad in an e-newsletter (where you may get only a few lines of copy), solo e-mails give you more room to present a compelling message to your prospective customers. This can increase your click-through rates from 3 percent to 12 percent depending on the product and offer. The higher the click-through rate the better chance of converting to an order.
Timing and Costs
E-mail is faster and more cost-effective than direct mail. A simple, international, two-color mail campaign may cost you more than $600/M, while an e-mail campaign can cost as little as $250/M. A direct mail campaign will take four months to execute, while an e-mail campaign may take as little as a month. The result is a greater return on your investment, as you quickly focus more dollars on acquiring customers.
The cost of placing an ad in an international newsletter will vary according to country, content and owner. Local European publications charge as little as $30/M for a wide circulation and as much as $120/M for a small, targeted, difficult-to-find audience.
Although international e-mail costs can be greater than in the United States, you often can reach a very affluent, well-educated, English-speaking audience that has proven difficult and expensive to locate using traditional direct mail.
Formats and Testing
E-mail comes in two formats: text and HTML, which can benefit from the addition of Rich Media such as streaming video. The advantages of these formats can be resolved by testing. Generally, a combination of text and HTML is favorable for a multinational offer, as most e-mail service providers use format-sensing and will deliver HTML or default to text where necessary. Understand the user base of the country you are targeting. Many overseas consumers pay Internet fees by the minute, and they tend to download e-mail to read off-line.