Cost to Benefit Realities for Drip eMail Marketing may be Attractive for Smaller Businesses

It may make sense for truly small businesses to implement drip email marketing campaigns to try to resuscitate dead leads.

Email campaigns for small businesses usually amount to a sales pitch directed to specific recipients. But the process of sifting through contacts to find leads with genuine interest in products and services, which is what drip email marketing is all about, should be as productive for very small businesses as it is for their larger counterparts.

What is the cost of developing a set of 24 email messages, usually with less than 100 words per message? Even at $1.00 per word, a one-time fixed expense of $2400.00 can buy a very small business a six month campaign of timed emails on a specific product or service. This type of campaign can certainly be applied to an unlimited number of contacts.

If we expand on this idea, for a small business with 5 core products, then the cost of developing a drip email marketing campaign for each product amounts to $9200.00. If the average price of a product is $100.00, then the total cost of all of the campaigns is entirely recouped with 92 sales.

There is no limit to the number of contacts who can be scheduled to receive the emails. As long as products are not changed, the same investment can pay for itself over and over again. Human intervention is only required to review the results of campaigns and to make adjustments to improve performance. Autoresponders can be used with complete success to send out emails to contact lists on specific dates.

A cost per click online advertising campaign does not represent a fixed expense for a very small business and cannot be reused without additional expense. A significant amount of management time is required to optimize CPC campaigns, especially when advertisers need to use display networks.

The success of neither a drip email marketing campaign, nor for a CPC search engine advertising effort can be guaranteed by anyone. But the cost of drip email marketing campaigns may be within the reach of established very small businesses.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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