E-mail marketing is one of the most powerful marketing tools available today. It offers the opportunity to stay in touch with existing clients, providing them with advice and keeping them informed of the latest company news.

Through an effective e-mail marketing campaign, your company can:
1. Reinforce its corporate image
2. Build customer loyalty
3. Create repeat business
4. Showcase its ability to grow and lead the industry
5. Provide meaningful information, such as cost-cutting ideas or strategies for success

Communication is a critical part of any relationship. With e-mail marketing, your company can solidify existing relationships and initiate new ones. It can convert your one-time visitors or buyers into repeat business and long-term customers.
All this can be accomplished at a much lower cost than any other means of marketing.

Case study: Tandet, a well-known, large transportation company has been producing quarterly e-newsletters for employees and clients for many years.

Here are just a few examples of how Tandet used e-mail marketing effectively:

This article captures the reader’s attention and establishes credibility.
Tandet informs their target audience about the merger of NationaLease with AmeriQuest. The merger formed the largest transportation network in North America. In this headline news, Tandet provides valuable information, and advises how this move may impact the industry.

This news flash showed the human dimension of a Tandet employee.
An article profiled one of the female drivers who happened to be a singer. She formed her own band, recently released two singles, and is working on her first CD. The article described not only how valuable she was as an employee but also described her talent as a singer.

Providing useful safety information shows that the company cares.
In the safety tip section, there is a driving tip: “Know that trucks have four large blind spots - in the front, back and to the left and right. Don’t hang out in the ‘no-zones’”.

❑ This news flash shows the company capacity for growth and innovation and strengthens their image as an industry leader.
A rechnological improvement highlighted in this segment described that the company acquired a new type of truck equipped with a special trailer. These trucks can meet the challenge of hauling heavy loads up steep inclines.

E-marketing is effective in these ways:
• It is easy, affordable, direct, actionable and highly effective.
• By adding e-mail marketing to your company’s marketing mix, you can spend less time, money and resources than with traditional marketing vehicles (e.g. direct mail or print advertising).
• You can communicate more quickly, by the click of a button, the message is distributed to thousands of people. This means your time-sensitive information is disseminated in minutes, not days or weeks.
• You can see the results of your efforts instantly by tracking – who clicked on what news item, how many people opened the link to further information on the Web site and how many responded to the news requiring more information.
• There is virtually no production, materials or postage expense.

With e-mail marketing, you can easily and affordably create more communications that are valued by your customers, and you can make those communications support and enhance your brand in a way that substantially differentiates your company from the competition.