This is another one for the email marketer who wants to try-it-once-and-see-if-it works. Don’t waste your money.
Like traditional marketing, you need a budget for an ongoing campaign, not for a once-off ad. eMarketing should be consistent and relevant, a process, not an event. Its success relates to the old sales truism… people buy from people they know. And people buy when they’re ready to buy. Not when you’re ready to sell. Like the billboard on the motorway it’s a focused what’s-in-it-for-me message, often seen at speed. And like the billboard on the motorway it should be there every month. It establishes an ongoing relationship with your target group by creating a consistent, relevant awareness of your brand. It says, when you are ready to buy.. here I am.