EbaseMarketing is a revolutionary approach to marketing that has been developed by Hamilton House Mailings (HHM) over the past eight years. For the first five years we tested it exclusively as a method of promoting our own businesses. In the past three years we’ve been testing it with a small number of other companies. Now we’re offering it on the open market.
It is very simple, and can be used to market almost any product or service.
Better still, it can deliver your message to each potential customer for as little as 3p each.
Part 1: EBaseMarketing – how it works
a) First, you need to collect together the email addresses of your customers and potential customers.
b) Second, these addresses are loaded into a bulk email program which allows the messages to be administered and transmitted very easily.
c) Finally you email these individuals every week with interesting information and thoughts, plus occasionally offers related to your product. But here’s the twist: you must not try and cut down on the “interesting information” in order to put in more emails that focus on selling. The “interesting information” emails are the key to the whole enterprise.
Part 2: Why does it work so effectively?
a) We all like to receive well-informed “inside” information that is relevant and helpful to our work, and when we receive it we build a bond with the people who send it to us. When looking for a product or service we turn to the source of the “inside information” first of all.
b) Most firms lose customers because they don’t stay in touch with them regularly enough. EBaseMarketing overcomes that problem, and helps you recruit your competitors’ customers, rather than allowing your competitors to steal your customers.
c) EBaseMarketing is very low cost. While a direct mail shot to 2000 customers and enquirers might cost you around £900, this promotion can be undertaken via EBaseMarketing for just £75 – that’s 3p per customer.
Part 3: If it’s that good, why don’t more firms do it?
a) There are a few technicalities to deal with (although we have the know-how and software and can overcome them quickly).
b) Some firms believe (without trying the system) that people won’t read the emails. Others argue that customers will be annoyed by getting the regular mailings. But all the evidence from eight years of research shows otherwise. Indeed just recently we did a mailing for one of our clients and 970 out of 1500 recipients of the email not only read the email but also clicked on a link at the foot of the email to reach a web page which contained more information.
c) We’ve spent most of our research period finding out exactly how best to write the “interesting information” in such a way that it generates sales. Some firms have tried to short-circuit this part of the project and have failed to hold the interest of their readers.
Part 4: How to get started
a) If you have a database we can help export it into our transmission program. If you don’t, we can help you put one together very quickly.
b) Where HHM is doing the email transmission we’ll give you as much free advice as you want on how to write the “interesting information” emails. Additionally if we are transmitting for you regularly, we will write four complete news and information pieces for you free of charge. After that we can continue to write for you for an extra fee, or you can write the pieces yourself.
c) Transmitting the emails. Normally we charge £75 to transmit a message to up to 2000 addresses. This price includes importing the database and giving advice on the text to use. Where extra work is needed, or where we do this for a one-off mailing, there may be additional costs, but we’ll always give you the exact cost prior to any work taking place.
If you would like to explore what I believe is the most cost effective method of marketing that I have seen in the past ten years, just call me or my colleagues on 01536 399 000.
Tony Attwood