Wholesale Email Marketing Strategy

You are a cosmetics wholesaler dealing in variety of personal care items for women. You do not have a store since you do not sell to retail customers but have an office where retailers can visit to pick up goods or sign contracts. Your advantage lies in the extremely low rates you are able to offer due to your business model of mass sales with low margins. However, your biggest disadvantage is that you are located in a relatively small town where the number of cosmetic retailers is not too many and hence you find it hard to grow your business year on year.

This strategy will help you realize new markets for your product and help you grow your bottom line exponentially.

Who is your customer?

Typically your current customer profile is the small or mid-sized retailer who deals in cosmetic and personal care items either exclusively or as a part of a supplementary convenience store business. Since you are located in a small town, it is unlikely that there will be an organic growth in demand for your line of products. Therefore you must look beyond physical boundaries by finding online retailers of your products.

What is the best thing you can do for that customer?

Running an online business is far more cost effective than setting up a conventional store. However, the online entrepreneur is often inexperienced in matters such as logistics. To make it easier for them, you can offer a drop ship service directly to the end consumer from your wholesale facility, at a slightly extra cost. Also highlight your high margins in all your marketing literature.

How are you going to do it?

Design a seamless backend process on your website which allows smaller online retailers to become “members” of your site. They can then choose from your inventory of products and market them in their own way, through their own websites. Ensure that the backend is robust and well defined with regard to order taking and delivery as well.

Create a database of all your existing customers as well as online retailers dealing in your range of products. Invite them to sign up for your weekly newsletter in order to receive tips and news from the wholesale drop shipping industry. The newsletter should also run regular sections on special discounts on selected products of the week, etc.

Don’t forget to say thank you

Every registrant for the newsletter gets a thank you email that also has a few basic survey questions:

What is the average number of sales made per month?

What is the average monthly turnover for the past 12 months?

What categories of products sell the most on their website?

What do they perceive to be the biggest obstacle to the growth of their business?

When to communicate with your members

Periodical newsletters (weekly / monthly / fortnightly) will help retain your spot as top of mind wholesaler within your industry. Ensure that your newsletter content is interesting and informative. If you are offering any special products or prices before festive seasons like Christmas, you must include notices about these at least a month in advance.

How do you measure success?

Conduct quarterly surveys of your existing customer database to judge their level of satisfaction on various B2B and B2C service parameters. Incentivize survey completion with an entry to a lucky draw that can win entrants a lucrative prize.

Build Build Build, Measure new as well as lapsed retail partners on a monthly basis and compare numbers and turnover with like periods across the past few years. The more people that sign up for your drop ship service, the more business you’ll be doing!

Is Email Marketing Still Relevant?

The recent introduction of the general data protection regulation (GDPR) has had a direct impact on marketing practices, including email marketing. Is email marketing still one of the most effective marketing tools for your business?

The answer is yes, email marketing is still one of the most effective tools for driving sales in your business, but as with most forms of marketing, it rarely stands still.

Ensure You’re Compliant

Personal privacy is a major concern today when it comes to email marketing. So is the way you use the data you collect. Read over your current privacy policy and terms of service for your website to ensure you are up to date.

Mobile-Friendly Emails

Your email should be readable on any device that your subscriber decides to read it on. You can check out how your emails and website look on free tools such as mobiletest.me and responsinator.com to view your content on a range of simulated screens.

Email Rendering

There’s a similar problem with the way emails appear in different email services. Check the overall look of your emails at Yahoo! mail, Gmail, Hotmail etc to be sure it doesn’t look wrong.

Coding Issues

Some marketers prefer HTML coded emails, while others opt for plain text. Any HTML coding mistakes could ruin the look and feel of the email, or even prevent some or all of it from being seen. Check your code at a site like Dirty Markup and clean any errors.

Check and Test

Be sure to carefully check any email before you send it. Look for typing errors and ensure that the link clicks through to the correct page. Make sure that things like the date and time of an event are correct. People are very busy and don’t have time for you to send two or three emails on the same subject, trying to correct basic errors you should have found in the first place.

Send High-Quality Information, Not Just Sales Info

Be certain all your emails are relevant and interesting to your target audience. Do more than just try to sell them stuff, and odds are they will continue being on your list, look forward to your emails and open them, and even forward the emails to other people.

Make It Easy For People To Unsubscribe

If your subscriber makes a decision that they don’t want to get any more emails from you, make it possible for them to easily unsubscribe. If you make it difficult, they will start to begrudge your emails and will certainly never buy from you. They may also report you as spam, which will cause you complications in the future.

Email Marketing – How To Increase Its Effectiveness

Email marketing is one of the most effective marketing tactics utilized by current internet business owners. It involves more than creating simple sales messages and with a little bit of creativity can become a powerful and even fun marketing tool.

There are many different ways to approach email marketing and each niche will have its own way of effectively utilizing this technique. Some ideas to keep in mind that you may find interesting:

1. Try to keep your email lists as targeted as possible. Lists that reach a specific group of people will generally have higher response rates. This allows you to really aim your emails at the specific interests and concerns of those particular users.

2. Build your own email list by creating a free email newsletter. By offering free advice, products, or services you can get potential customers to opt-in to your email list. This way you can reach interested customers over time and refresh their memory about your products or services.

3. Generate consistent long term sales by regularly providing relevant newsletters to your opt-in users. Providing your potential customers with useful materials will build trust and lower your unsubscribe rate.

4. Use a reliable and inexpensive auto responder service that will consolidate all of your email lists. Using a service like aweber.com you can create unlimited auto responders and have potential customers opt-in to your email lists from any where. (website, blog, etc.) You can create the opt-in forms and have scheduled messages sent automatically or manually to all of your members.

5. Generate more sales and credibility through offering useful series of emails that can be sent by your auto responder over several different emails. Keep the series of emails related, promoting a relevant product or service.

6. Encourage your recipients to forward the emails to their friends, relatives, and colleagues. This will increase the amount of exposure and improve the reach of your email marketing broadcast.

These are just a few ideas to consider when developing your own email marketing campaign. Email marketing is extremely affordable and is a powerful tool consistently generating long term sales and contact with potential customers.

e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

What is e-Marketing?

e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt – that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90’s.

The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).

There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

e-Marketing Strategy

The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing – the well-known 4 P’s (Product – Price – Promotion – Positioning) that form the classic Marketing mix. Add the extra 3 P’s (People – Processes – Proof) and you got the whole extended Marketing mix.

Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P’s) is built around the concept of “transactional” and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P’s) and upon each other.

1. Personalization

The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

For example, a cookie strategically placed on the website visitor’s computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer’s experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

2. Privacy

Privacy is an element of the mix very much connected to the previous one – personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

3. Customer Service

Customer service is one of the necessary and required activities among the support functions needed in transactional situations.

We will connect the apparition of the customer service processes to the inclusion of the “time” parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.

For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P’s, hence its moderating character.

4. Community

We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a “community” and we will soon see why it is of absolute importance to participate, to be part of a community.

The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.

The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) – therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

5. Site

We have seen and agreed that e-Marketing interactions take place on a digital media – the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place – a digital location for digital interactions.

Such a location is what we call a “site”, which is the most widespread name for it. It is now the time to mention that the “website” is merely a form of a “site” and should not be mistaken or seen as synonyms. The “site” can take other forms too, such as a Palm Pilot or any other handheld device, for example.

This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing – it is then a moderating function.

6. Security

The “security” function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

What we need to keep in mind as marketers are the following two issues on security:

– security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

– security of data collected and stored, about our customers and visitors.

A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company’s IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

This function counts on the marketer’s ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.

To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

Benefits of Using an Email Obtainer Service

One of the most challenging aspects of opening a new business, or growing your existing company, is figuring out how you are going to target new consumers. Whether you are searching for consumers, prospective employees or clients, finding individuals online is not an easy task. Even though all the information is out there, figuring out what service to use to obtain said information is the challenge. One service businesses may want to consider using is an email obtainer service, where you can find any email without much effort. The service is efficient and easy to use.

With such a service, you can find any email and reach out to anyone you may have encountered in the past. For instance, let us say that you met someone at a recent business conference. You may have caught their name, but you forgot to exchange contact information with them. How would you go about finding such a person? Unless you know where they worked, and the employee’s email address is listed on the company website, you would be out of luck. Yes, you can fish around among your contacts to see if anyone knows the person, but that endeavor could take a while.

The most productive way to approach the situation is to use an email obtainer service. It is free, and it only takes you a few seconds to find the person you are searching for. Whether you are searching for an individual based on their company name, LinkedIn profile, first name, last name or some other identifiable information, the email obtainer service will help you figure out their email address. There are hundreds of millions of email addresses included in these databases, with more being added daily. There is no email address that you cannot track down eventually!

The great thing about such a service is that it has a wide variety of applications. Say you are working in human resources, and you are hoping to check up on some potential hires. Maybe they wrote down their names when you conducted a few spot interviews during a conference on an expo. However, you did not get a chance to jot down their email addresses or phone numbers. Now you want to get in touch with these individuals, to let them know they can go ahead with a second interview for the job. Thanks to the email obtainer service, finding them should not take more than a few minutes.

The service is not even limited to businesses. Maybe you have a long-lost friend that you went to high school with, and it has now been 15 or 20 years since you last made contact. Even though a lot of people now use Facebook or other social media sites, maybe your friend is not on Facebook. Finding them through the email finder service is a great idea, as you only need to enter their full name to come up with a list of potential email addresses. Finding people takes on a whole new meaning with such a service!