The maxim is as old as business itself: work smarter, not harder.
The same could be applied to email marketing. Instead of randomly lobbing messages at customers and potential customers, send them targeted, actionable missives based on their behavior.
Marketing service Vero promises exactly that kind of "smarter" messaging--usually to the tune of at least $50 per month. But right now they're running a promotion with AppSumo: a full year of Vero email marketing for $49.
That rate entitles you to 30,000 emails per month, and you can try Vero free for 14 days before signing up.
So, how does this differ from other mass-mail services? By plugging a bit of code into your company site, Vero tracks what your customers do (and don't do), then helps you set up automated campaigns based on those actions.
For example, if a customer added something to their shopping cart but never checked out, Vero can automatically send a reminder. Likewise, you can send promotions based on a customer's gender or purchase history. And don't forget about repeat purchases: You can use Vero to follow up with customers at designated times to buy more of a consumable or a product that needs replacing every so often.
I also like AppSumo's recommendation for doing A/B testing with your emails, gauging the results from different delivery times, subject lines, and body copy.
It's worth checking out Vero's Email Remarketing Blog for other examples of how this kind of tracking-oriented marketing can bump up your bottom line.
Speaking of which, I'd say this is $49 extremely well spent. That's literally good for 360,000 marketing emails over the next 12 months, and if you get even a half-percent rate of return on that effort, that's 1,800 added sales or customers. For fifty bucks. What's not to like?
If you have any experience with Vero or similar email marketing tools, hit the comments and tell your fellow business-folk what works, what doesn't, and why.