Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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114 BUSINESS-TO-BUSINESS INTERNET MARKETING A common e-mail newsletter technique is to publish article summaries in newsletter form and then post the full articles on a Web site. The newsletter summaries then link the reader directly to the article pages. One such marketing newsletter, ClickZ (www.clickz.com), part of the Internet.com network, is a combination e-mail newsletter and Web site. ClickZ provides online marketing information and uses e-mail notifications to its subscribers with links to each of its articles, which are then published as HTML pages. Advertisers sponsor several of the recurring columns. ClickZ cleverly ties in the column to the sponsor by utilizing the advertiser’s logo and corporate color to brand the information. ClickZ publishes articles, hosts online discussion forums, offers marketing guides, and sponsors live conferences about online and e-mail marketing. Most e-mail newsletters are designed to drive traffic, but they can be revenue generators in and of themselves. Many of the larger-circulation e-mail newsletters are also important vehicles for Internet-based advertising. Some e-mail newsletter publishers accept paid advertising messages and append them to the newsletter text. The advertiser is often positioned as a sponsor of the newsletter and can embed a live link to a Web site in the promotional message. Most e-mail programs accept Web links, so this can be a very effective way of driving a target prospect directly to a specific URL. Advertising in e-mail text newsletters may not be fancy, but industry sources say it is very effective. My direct and e-marketing agency has extensively tested e-mail newsletter ads against outbound e-mail and banner ads. The newsletter ads have consistently outpulled both opt-in e-mail and banner ads for qualified lead generation. I have seen numerous industry reports supporting this. E-mail newsletter advertising is such a significant business that now Internet advertising networks and service providers are working them into their offerings. There is a logical reason why advertising in e-mail newsletters works. Newsletter subscribers are looking for high-value content, and they have requested the newsletter. Chances are the subscribers are reading each issue closely. Text-based ads are generally placed within the body of the newsletter. Although they are separated from the text itself, the reader can’t miss them. If the ads embed Web page links, all the reader has to do is click to go to the advertiser’s Web page. It’s simple, effective direct marketing…and it works. Before we leave the subject of newsletters, it’s worth mentioning that customer e-mail newsletters can be quite effective in developing ongoing relationships. In the Winter 2001 issue of The DMA In-
Generating and Qualifying Leads with E-mail 115 sider, published by the Direct Marketing Association, it was reported that Hewlett-Packard employed e-mail newsletters to reach three different customer audiences, each with targeted messages. HP integrated Call Me Now buttons within the newsletter and achieved a 12% click-through rate. What’s more, they’ve achieved a clickthrough rate of from 25 to 40% when e-mails have been forwarded to colleagues of the recipients. By the way, I consider e-mail marketing newsletters among my top sources for information about Internet marketing. I’ve listed several of my favorites in Appendix A. E-mail and Online Surveys Surveys that ask the opinions of customers or prospects, allowing them to respond by copying and answering the survey questions, can be as effective as surveys conducted via mail, phone, and fax—maybe more so. E-mail surveys are easier to respond to and less intrusive than phone surveys, so they may ultimately prove to generate a higher level of response. E-mail surveys can also contain a link that takes respondents to a Web response page to facilitate response. This is an increasingly popular way to execute online surveys, because a form-based survey is much easier to answer. Customer surveys that use traditional media such as direct mail and the telephone are known to generate response rates as high as 15% or more, and online surveys are achieving results just as impressive. Several services allow do-it-yourself online survey creation. Zoomerang (www.zoomerang.com) is one service that allows small companies and individuals to create and send online surveys for free. Created by Web researcher MarketTools, Zoomerang uses professionally designed templates that make it easy to create and customize surveys on anything from customer satisfaction to new product testing to event planning. My company used Zoomerang to create an online survey about online seminars. We sent an e-mail to a house e-mail list of customers and prospects and asked them to complete the survey by clicking on a link to the survey page. We offered to send the survey results to all respondents, and we also offered a drawing for several e-gift certificates. We asked 15 questions about the use of online seminars by these companies. We got a 23% response and some very valuable insight that guided us in the way we structure and sell our services. Online surveys can do the same for you if they are used appropriately.
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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