Everyone uses email. Whether it be for work, school, personal productivity, or other business endeavors, Email has helped bring the connected world together. Experts have shown that computer users like to receive emails. But what are the benefits of companies investing in email marketing? Experts, like Krishen Iyer, find ways to incorporate email marketing throughout their campaigns
Krishen Iyer is the founder and CEO of Managed Benefits Services. He specializes in providing lead generation services and consulting opportunities for health and dental insurance companies and agents. Operating out of Carlsbad, California, Iyer finds ways to incorporate his creative strategy into his client campaigns. Recently there has been a question as to whether or not email marketing is effective. Companies will often invest in programs like MailChimp to create newsletters and updates to send out to their subscribers. But do those emails even get opened? Are they effective in helping to generate sales? According to a recent report, email marketing is beneficial for many people and companies. Healthcare is likely the last industry one would expect to find benefit in, but a recent report suggests otherwise.
Research shows that dentists who incorporate email into a marketing strategy can find a high rate of response when the messages follow some essential rules. When an email arrives, it usually goes to one of two places: the inbox or the junk file. The Senior Director of Content & Marketing at Marketing Sherpa contends that customer-first marketing requires senders to understand what customers want. Consumers who subscribe to email demonstrate a willingness to receive communications for updates and promotions. The method enjoys a 65 percent favorability rating among females aged 65 and higher. It appeals to all age ranges and both genders. Only 8 percent of participants show a preference to receive no information. The oldest form of communication on the internet, email earns a higher rate of acceptability than social media with 20 percent favorability rating and text messages that have the preference of only 17 percent of viewers.
Email marketing agency executive Mitch Lapides of Fulcrum Tech reacts to the statistics without surprise. He holds that email does not necessarily have to make people choose to ignore it. Lapides contends that many people who send marketing messages do not use the medium effectively. He recommends that marketers focus on the return on investment (ROI) for an estimate of the value of an email campaign. Lapides insists that the process involves more than buying an email list and sending messages. He contends that the marketing method “is just not that straight-forward,” and he recommends using “permission-based” practices instead.
For his dental practice clients, Lapides offers some practical suggestions that put the effectiveness of emails into perspective. He cautions that emails end up in the junk folder when they fail to provide content that readers can regard as “anticipated, personal and relevant,” characteristics that classify permission marketing. Small businesses and dental offices that fail to use material that readers want to see often fail to get a positive ROI. He notes that email service providers can use algorithms to find out how recipients treat messages. The technology provides scientific proof of whether recipients open and read them or not. Lapides provides some very encouraging statistics that confirm the ROI of $44 for every dollar invested in email marketing in the U.S.
Realizing the Benefits
Current technology can determine open rates, a measure that shows how many readers view a specific email. It can also ascertain click-through rates that compare the number of readers who click on a link to those who only look at an email. A response that results in a purchase or a scheduled dental appointment provides a basis for learning what works in a message. Lapides acknowledges that dental offices cannot develop sophisticated email campaigns, but he does believe that a dental staff can discuss the pros and cons of the messages that the office sends.
A dental practice’s website often offers an excellent place to start examining some issues that may need improvement. Viewers who respond to content on the site provide evidence of topics that resonate. Potential patients may use a website to learn about a dental practice without making a phone call to schedule an appointment. The impersonal nature of the site may appeal to a new patient more than having to speak to a receptionist or scheduler.
It may provide an opportunity for a reluctant caller to request something like a white paper on brushing techniques. With the contact information in hand, the staff of a dental office can start to develop trust by sending a welcome email and following up with two more. Potential new patients may gain confidence and credibility through email content that practices can obtain through readily available information on its website. Current patients may appreciate tips on oral health or reminders about upcoming appointments. With emails that reveal a dental practice’s interest in a client’s welfare, the job of maintaining retention can occur seamlessly.
This proves that everyone in every industry can benefit from email marketing to some extent. Even in the most unlikely of cases, social media engagement, newsletters, recent news, and content creation are all effective ways to potentially increase revene and attract new customers.
Putting Theories into Practice
One supporter of the forward-leaning marketing philosophies that Lapides and Peter Roesler recommend is Krishen Iyer who puts these ideas into practice for a living. As the founder of Managed Benefits Services, his Southern California-based firm focuses on serving the health and dental insurance markets. He implements innovative policies that distinguish the firm for originality. His company provides essential support for enterprises and includes lead management, marketing services and consulting. The predecessor company formerly known as Quick Link Marketing, he connected firms that needed marketing solutions with lead generation companies. He prepared for his challenging career of founding and directing companies with an extensive educational background. At San Diego State University, Krishen Iyer earned a Bachelor of Arts in Public Administration and Urban Development. His efforts to clean up local communities reflect his academic training, and relief work in Haiti demonstrates his desire to contribute to the welfare of society. His sponsorship of a child overseas allows him to express his philanthropy through a personal and meaningful manner. He studied at Grossmont College as well, and he holds certification as an insurance agent and is also the owner of Iyer Real Estate Co
His entrepreneurial acumen distinguishes him in the business community with the leadership he demonstrates in technical development, client relations, and digital marketing. Krishen Iyer enhances knowledge of his favorite areas of interest by reading Warren Buffet, Peter Lynch, Benjamin Graham and other authors who write on space travel and finance. The recent development of a multilayer platform at his Managed Benefits Services company creates a transformative effect on the delivery of results to clients.
He has invested time and effort to accomplish the platform’s development. An enthusiastic supporter of innovation and creativity, he looks to a future in which Managed Benefits Services continues to experience growth and exceptional productivity that maximizes potential. As an entrepreneur and a natural leader, he shares his knowledge in the competitive insurance business with others who want to “break into” the insurance space through consulting. It offers an opportunity to others while adding a new dimension to his company and helping other businesses as well. He appreciates the ability to “vigorously pursue” his uniquely entrepreneurial endeavor while remaining committed to improving any of its elements when opportunities arise.
Using Data to Achieve a Marketing Purpose
Research-backed statistics may help convince businesses to use emails to reach customers, according to Peter Roesler, the president at Web Marketing Pros. Even though email may have received criticisms over the years for the quality of some of its clients and their choice of message content, he contends that email deserves revisiting as a marketing tool. His recommendations may help persuade marketers to try again.
Component of a Marketing Strategy
The versatility of emails makes them a worthwhile element of an integrated marketing campaign. While business owners have a complicated array of advertising options that includes the traditional forms of television, print, and radio as well as the internet, the most straightforward approach may produce the best results. Emails may contain highly complex messages or simple and uncomplicated ones that can vary according to the skill of the artist or writer who creates them. The personalization that they convey by using the name of the addressee in the message presents a level of persuasiveness that other methods cannot match. Many U.S. online retailers develop “personalized product recommendations” that have an immediate appeal to viewers. Almost a third create a personalized welcome message. As a component of an integrated approach to marketing, emails can work compatibly with other marketing tactics.
While the price of goods or services may not provide a determining factor in making a purchase, it seems to influence it for most small businesses. Roesler points to the low expense as “one of the best reasons to use email marketing.” Its ease and effectiveness allow business owners to expand the power of budgeted dollars with messages that may cost only a few cents each.
The expense of direct mail, radio, and TV advertising puts them well out of the reach of small-business owners who respect the constraints that budgets place on expenditures. About 85 percent of retailers in the United States choose email as a highly productive “customer acquisition tactic.”
In addition, these advertising strategies are inauthentic and old. People are much more likely to trust a google search over a radio ad. The lure of the newest technology can misdirect the attention of a business owner who wants to get the best results from an advertising budget, but the old tactic of email provides one of the best approaches to marketing. While most owners may not choose to do the work of messaging to existing or potential customers, many web-marketing professionals offer the service.
Appeal of Coupons
The frequent presence of coupon shoppers in grocery stores may tend to indicate the acceptance of the hassle of clipping, carrying, sorting and presenting pieces of paper at the checkout counter. Roesler points to a study by Deloitte that found most consumers (65 percent) use email coupons for grocery shopping online. Almost as many (64 percent) print email coupons to take to brick and mortar stores.
The activity provides significant benefits for buyers and sellers. Consumers do it to save money, but retailers get a boost in revenue from e-coupons. Big brands recognize the tactic as one that increases revenue, and about 36 percent of national businesses use email to market promotions of their product line.
Access to Information
As a courtesy or a marketing tool, emails help inform existing customers of shopping opportunities that can save them money, and potential customers may benefit as well. An outcome that can benefit both the sender and the receiver, access to information provides a connection that can establish trust. Customers often go online to find email marketing campaigns from the stores and brands that they prefer, a practice that they seem to enjoy that goes beyond their use of coupons.
Roesler cites a Neilson report that 28 percent of online shoppers in the United States obtain information through subscriptions to “store or product emails,” and many show a willingness to request product updates that offer rewards. An email marketing campaign can deliver content, and an embedded video created an increase of 40 percent in a study that Roesler mentions. He recommends staying in touch with customers with messages that they want to open, read and click on for more information.
Understanding the Managed Benefits Platform
The great enthusiasm that Krishen Iyer brings to his new platform recognizes its dynamic campaign templates for capture pages and marketing tools. The capture pages provide a system of direct development to produce a high click-through rate, and they have an exceptionally high level of aesthetic appeal. Under his leadership, the marketers at Managed Benefits Services use strategies that they develop in-house to maximize lead values. The concept rests in part on finding the “best possible match” between a lead and a potential buyer.
Iyer has a business concept that bases its approach on a multilayer marketing platform that allows “multiple marketing streams” to emerge from new organic traffic as well as old entries. With specific benefits to clients, the system can compare user information and perform some unique functions. In its function as a filter, it can eliminate low-quality traffic, and it can use sophisticated scoring and scientific methods to verify the information. The process can rate leads in real time.
Krishen Iyer plans for the site to include the ability to identify “cost per acquisition needs” and other factors that customers require. He lauds the platform’s ability to identify traffic needs as well as demographics and quality requirements “better than ever.” His plan for the system includes making it easy for customers to filter these essential components that demonstrate his company’s competitive cost. The use of the platform in-house with strategies to capture pages that use pay-per-click and social media predicts the success that marketing publishers can anticipate.
Following a Motivated Entrepreneur
A determination to succeed has characterized the highly motivated efforts of Krishen Iyer. As his company’s founder, he has the motivation that compels the goals that he has set. New and innovative ideas attract his support, and he maintains awareness of original concepts when they confront the challenges of an increasing client base. Krishen Iyer keenly feels the responsibility for developing the principles of his company’s mission as he possesses a deep understanding of its potential over the long term and the intermediate steps to achieve it.
Krishen Iyer’s knowledge of the ramifications of the responsibility that he holds motivates him to “create and implement” strategies that support the company’s goals to live up to its full potential without ever falling short. He acknowledges that lead traffic, consulting and management may “sound boring” to someone who does not need them, but he finds them thrilling and rewarding. The opportunity to consult on structuring contracts and efficient ways to market verticals to optimize their business opportunities inspire him to provide high energy leadership with entrepreneurial skill.
Setting an Example
Krishen Iyer’s varied interests compete for his time and attention, but he manages to handle all business matters and to give back to community improvements and projects. Krishen Iyer’s optimistic view of opportunity lets him disregard ventures that may not have had success as others measure it. He acknowledges that he has had some failures, but he regards them as opportunities to “overcome a challenge.” Young entrepreneurs can learn from an approach that values every experience as something valuable for the future.
Krishen Iyer’s generosity and willingness to help others may surprise some competitors, but he lives by a philosophy of sharing. His business relies on technological innovation, and he regards it as a path to “making connections.” His former company, Name My Premium and his current company, Managed Benefits Services implement practices that distinguish the most successful companies. This dedication is what gave Name My Premium it’s stop on the 2015 Inc 5000 list.
They focus on the creation of products and services that foster “valuable connections” that link parties together. Iyer shares descriptions of the business functions that his company uses and lets others learn from them. At MBS, his company connects lead-generation firms with companies that need specific solutions for marketing applications. Krishen Iyer acknowledges that the practice benefits both parties, and he believes that it can apply to many other industries. His company uses many software programs and web services that he appreciates, but he admits to a preference for data analytics software that produces the precision that his company needs for its approach. His advice to young entrepreneurs extends to books that he recommends. While it may seem unusual to suggest Stephen King’s “On Writing: A Memoir of the Craft,” he finds practical advice there that he believes can apply to an entrepreneur’s efforts.