As retailers and marketers look for cost-effective and results-oriented marketing strategies during the current recession, e-mail has emerged as a viable tool that is becoming the “rock star” of direct marketing.
According to Shop.org, “the number of companies focused on retention has nearly doubled in the past year — experts say few cuts are being made to e-mail budgets, while areas including paid search, affiliate marketing and social marketing are coming under scrutiny.” While it is becoming more popular because of its cost-effectiveness and ability to reach targeted audiences through demographic segmentation while providing reliable tracking, e-mail is by no means a new tactic.
In the fall of 2008, Koloa Landing at Poipu Beach enlisted IF marketing & advertising to create an email campaign to increase awareness and drive fresh leads for their luxury resort and residences on one of Kauai’s most famous beaches. The developers had already exhausted their “friends & family” list and their existing marketing programs were averaging around 20 leads per month.
We sent three emails over a 6 week period: one to their list of prospects, one to ours and one promoting a special event for high-end buyers in the Napa Valley. When the dust finally settled, we generated more than 350 leads during one of the toughest markets in recent history for a luxury home product starting in the $900s. Replies and information requests poured in, the callback list quickly filled with fresh prospects, and the newly energized sales team went to work converting leads to sales.