Chapter 3
Direct-Response Online Marketing: Squeezing the Juice Out of the Low Hanging Fruit |
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That is exactly what one former family-practice physician, David Keller, learned in 2005.
He had spent years consulting for a health publisher that used snail mail to send out all of their products and marketing efforts.
But Dr. Keller believed that to really be able to help the buyers of their health products, they needed to be able to communicate with them more often, answer their questions more quickly, and do so in a manner that would not bankrupt the company.
In other words, they needed a way to contact their customers and prospective customers Better, Faster, and Cheaper.
E-mail seemed like the logical solution to Keller, so he started off with the names of the company’s existing customers, and gradually built an e-mail list through joint ventures and pay-per-click (PPC) advertising.
Before he knew it, he found that by communicating with people directly they were gathering information about the things customers were interested in that they would never have gotten elsewhere. And as the list grew, so did the company’s revenues.
Because of the negligible cost of e-mail, the company was able to send sales letters not every quarter or every month … but every week, or even every day. And instead of receiving complaints, as Keller initially feared, he found that people enjoyed hearing from them much more frequently!
Eventually, he left the health publisher and went out on his own, putting his online marketing efforts to work for himself. Today, he has a multimillion-dollar business that grows larger and larger each year ... as a result of e-mail marketing.
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