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Trade Show Lead Generation

By Darrell Zahorsky

About.com

From the daily onslaught of email spams and newsletters filling inboxes, you would think that email marketing is losing its punch. Email marketing is not dead, but a thriving medium for business today.

Recently, I developed an email newsletter marketing campaign for a company. The results exceeded the expectations of everyone involved. This campaign employed an email newsletter subscription with an offline "magic box". This box was intended to collect and warm the leads for the sales force. Instead of warming the leads, the campaign closed the sale without contact from the sales rep and increased sales over 30%.

Business today is finding email marketing with newsletters attractive for several reasons:

1. The cost of sending a direct mail piece by postal service runs over a dollar, email marketing can cost pennies.

2. A 1% response rate from direct mail is considered terrific. An email marketing campaign can have a 5 to 10% response rate.

3. According to DoubleClick's Email Consumer Study, over 78% of online shoppers have purchased because of permission-based emails and 59% of email recipients have bought in a retail store as a result of a merchant email.

4. The benefits of email marketing range from increased sales and lead generation to stronger brand awareness and improved customer relationships.