The cc$bbs like marketing strategy
22 January 2010 - 16:01
The cc$bbs or to e-newsletter is own tool of the email marketing that consists of a publication distributed regularly via electronic mail to people who previously have subscribed to this one.
The publication of a cc$bbs, generally, concentrates in a subject of interest for the subscriber, and usually takes the form of an article (for example, an article on advice to realize something), the news (for example, the opening of the new premises or the approach of an event), a newness (for example, the launching of a new product or promotion), or a promotion (for example, coupons that can later be printed and be exchanged).
Generally, the alternative of subscription to a bulletin, appears in the page Web of a business (or that this is based on Internet or it is a physical business), and, also, the bulletin usually presents/displays the alternative of which the subscriber can annul his subscription at any time.
The cc$bbs is considered as an effective strategy of marketing because it allows to maintain contact us with the people who have subscribed to the bulletin and, that way, to create interest in them by our business, product or service; to promote our mark, products or services; or to try its loyalty (in case already they have been our clients).
Others of the advantages of the use of the cc$bbs are the possibility of arriving at low cost at a great number of people of immediate form and, as well as the possibility of being able to measure the results of different decisions or action that we realize, for example, the accomplishment of an advertizing campaign.
Therefore, the cc$bbs is a strategy that always we must consider, or that our business is based on Internet, or it is a purely physical business.
We see some considerations that we must consider in case we decide to use the strategy of the cc$bbs:
- the publication of the bulletin must be to regulate, if we cannot to do it, is preferable not to offer it.
- as far as the publication frequency, we do not have to publish so followed (since we can crush the subscriber and perhaps it cannot consider that we are making Spam), but we must either let pass long time between both publication (since the subscriber can end up forgetting us). The recommendable thing is to publish once maximum to the week, and minimum once a month.
- the subject and the holder of the bulletin must be clear and attractive.
- the content must be based on a clear and comprehensible language for the reader.
- we do not have to abuse publications based on publicity.
- in order to avoid that Spam is considered, the subscribers always must have the option of annulling their subscription at any time, of a way fast and easy. This option must be specified clearly in each publication of the bulletin.
- whenever it is possible to us we must try to personalize our bulletin, for example, putting the name of the person to which e will be sent, even, to try not to send the same promotions to all, but promotions that adapt each client, according to their particular tastes or preferences.
Labels: Concepts, Strategies of marketing, Marketing, Businesses in Internet
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