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No, it’s not your grandfather’s postcard anymore... but amazingly, e-mail works in virtually the same way. And it’s vital to meeting the challenge of moving your visitors from prospects to buyers. Once you’ve attracted some visitors to your site via search engine marketing, and converted them to potential prospects via a brand-relevant offer, you now have a group of leads to handle ...which of course is a good problem to have. After you’ve classified them and sent the hot leads over to Sales (and of course entered all of them into your CRM to facilitate teamwork and tracking), you’re left with the ones that will need 6-12 months or so of nurturing before they’ll be worthy of turning over to Sales for closing. For most B-to-B's, the principal means of doing this is by means of e-mail marketing. Like many things web-related, e-mail marketing is easy to do, but deceptively difficult – and time-consuming – to do well. It’s generally a good choice to leave the job to professionals – like those at eMagine – who do this day in and day out for clients in a variety of industries. No Substitute for Experience Prior to the Internet era, eMagine’s founders built a successful business that was totally driven by direct mail, in the process gaining a deep understanding of that marketing vehicle. While the innovation of electronic delivery may seem to have changed everything, many direct-mail principles in fact apply directly and precisely to e-mail marketing. Nuances of design, copy, subject lines, sending window (both time-of-day and day-of-week) can all have dramatic effects on your program’s results; the relationships are generally not self-evident, but are discoverable via thorough testing. eMagine’s knowledgeable staff is prepared to help your company with: - campaign planning
- creative design
- content/copy development
- email delivery management (hosting)
- A/B (“split”) testing
- metrics and evaluation
We can do it for you, or do it with you; but either way, we’ll make sure that you don’t miss any of the ingredients for success.
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