Marketing professionals at UK rail firm East Coast and theatrical trade association the Society of London Theatre have attested to the results of recent research underlining the ability of email marketing to maximise businesses’ return on investment and engage customers who are increasingly carefully researching the best deals in a given sector.
“It is a versatile channel that can be used strategically for brand building and tactically to promote special offers and events,” notes Matthew Gordon from online marketing firm eBrains.
Sara Borland from East Coast points to the benefits of combining the email marketing channel with social networks, highlighting that a recent “one-way fares” campaign by the rail firm saw hundreds of travel customers share the offer on their Digg, Facebook and MySpace pages.
“Seventeen per cent of posted links garnered at least one open, and 33 per cent who opened a post then clicked. These are people we may never have reached otherwise,” she reveals.
Citing targeted email campaigns used for subscribers in different age groups, the Society of London Theatre’s Philippa Salvoni adds: “Using an age-centric subject line, we managed to double average open rates for subscribers in the 16-to-26 age group.”
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