Using Postcards and Email Marketing to Build Sales

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Vertical Response is one of many companies that provide semi-automated email marketing packages. They are a bit unique in that they offer stand alone or combined programs using postcard mailers and email campaigns. They have created a series of informative summaries that track and explain email marketing activity by industry. The retail area breaks down response results by list sizes ranging from mailings of 100 addresses up to 100,000. They also provide education on how these marketing techniques can be employed. Here are some ideas.

Promote seasonal lines and in-store events

Advertise sales, discounts and special offers

Personalize mailings

Use newsletters to update customers on new items and industry trends

Track response to mailings

Consider using a weekly email as a compliment to a monthly or seasonal postcard campaign. The cost is calculated per recipient and the response (Read ROI) is trackable. Using a variety of marketing methods, print ads, community involvement, mailers and email in a coordinated fashion can develop repeat business in your existing customer base.

Also, don't forget to shop around. There are many, many email marketing systems available. The web based ones offer flexibility, point and click message composition and pay as you go programs. Avoid email software that you have to host and maintain on your own server or at your ISP. Don't go only for the lowest price. See how easy or difficult it is to contact the company, what support they provde and what their experience is with retailers with operations similar to yours.

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