Email Marketing?

Why am I talking about email marketing in a blog about resident lists? Because it is becoming more and more relevant as marketers move to embrace integrated or multi-channel marketing. This new marketing revolution allows marketers to reach their target audience through a variety of channels, each of which supports the other. The various channels available could include direct mail, email marketing, paid Internet marketing , and social media networks like Facebook or LinkedIn.

I am watching this new revolution unfold for one of our clients who mails a coupon publication monthly using the resident list. For several months now they have been mailing as usual, but supplementing their direct mail with two email marketing campaigns during the month. The email campaigns target demographically appropriate prospects within the zip codes that encompass their advertiser’s businesses. So far, the results are meeting their expectations as they watch traffic on their web site jump substantially following each email broadcast. Once on the web site visitors are able to download coupons that are available through the printed publication as well. Integrating these two channels, direct mail and email, is allowing this client to broaden their reach and response and improve resulting coupon redemptions at their advertiser’s businesses.

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