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Top 5 Reasons to Include Email Marketing in Your Business Plan

June 20, 2011

Even though global IPO markets may now be showing a bit of an uptick, indicative of the trend of new company formations after the abysmal depths of 2007 to 2010, any entrepreneur who has been trying to raise capital for a new venture does not have to be told that money is tighter than ever and investors have taken risk aversion to new heights.

Venture Capitalists and financial institutions are extremely reticent to fund new enterprises unless they are confronted with bulletproof arguments as to the company’s success, leaving entrepreneurs scrambling for ammunition to prove that their business plan is the bomb.

One of the best ways to bolster any business plan is to dedicate a sizeable portion of the marketing section to describing how the company will thrive through the application of the most effective strategy, the one which provides the highest Return on Investment of all: email marketing. Here are five points you should make in your business plan in order to dazzle your investors with your email marketing prowess.

1. Return on Investment

The Direct Marketing Association has established that each dollar invested in email marketing can expect to generate a ROI of $43.52. A ROI of well over 4,000% not only is guaranteed to get any investor salivating at the lucrative possibilities, but will also establish your business plan as strategically superior and indicative of highly sophisticated business acumen.

2. Immediacy

More than half of all American Internet users check their email at least once a day. With the proliferation of mobile web-enabled devices, a considerable percentage of on-the-go users check their email literally dozens of times daily. There is no other medium which can provide such immediacy while ensuring that the customer can be accurately targeted at any time and any place.

3. Efficacy

The number of emails sent by reputable and ethical marketers has increased by more than 60% since 2007. You would be hard pressed to name a single major brand which does not share a profound commitment to email marketing as a cornerstone of their entire promotional plan. These thousands of leading corporations rely on email marketing because it works. Period. Demonstrating that you are adopting the same strategies as the big brands will reinforce your business plan’s strength, impact, and growth outlook.

4. Precise Targeting

Countless VCs have been burned by hotshot companies that blow millions for splashy ads on the Super Bowl and then don’t draw flies. Mass market appeal is no longer relevant or cost-effective in the online age where it has been replaced by the one-on-one conversation paradigm of email marketing. Instead of squandering your funding on reaching millions of people who would never consider buying your product or service, you can dedicate your efforts to specific, individual, concordant audience segments and personalize your message to suit their particular requirements and preferences.

5. Social Media Symbiosis

Email marketing has become so intertwined with social media that it is difficult now to specify where one ends and the other begins, as each is responsible for exactly half of the remarkable 72% of all traffic driven to landing pages. Even private Angel Investors who may not be overly Internet savvy have received the message loud and clear that social media is the way marketing is done in the 21st century. By integrating your social media strategy with the advanced audience strategies unique to email marketing, you prove to your potential investors that you’re covering all the bases.

Basing your marketing plan on email marketing is an invaluable strategy for success. Make email marketing the crux of your business plan and convince your investors that you’re in it to win it.

Tagged as: email marketing

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