Integrating email into
your marketing mix Nick James talks to Claire Nicholson
Claire Nicholson of More2 talks to Nick James about integrating email marketing with the rest of the mix.
NJ: Claire, can you talk us through a successful email strategy? CN: Let me tell you about one client that we’ve been working with since April 2005 which is PhotoBox, and take you through the customer journey of how we use email marketing to integrate with the marketing mix with really specific pointers as to what we’ve done successfully with that client.
Quite simply, for any business – whether you’re B2B or consumer – your
marketing efforts should clearly be focussed on three things. First thing is obviously finding prospects. Secondly it’s about keeping your customers – so retention – and thirdly,
it’s about waking up old customers.
NJ: So is the key to start building a huge database? CN: We tend to find a lot of our clients focus huge amount of money and time and attention on acquisition but it can be really hit and miss. And
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE 35
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