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The 10 Best Kept Email Marketing Secrets
11 Oct

The 10 Best Kept Email Marketing Secrets

One of the biggest mistakes most business owners make is not placing enough emphasis on email marketing. I would venture to guess that the primary reason people are reticent to dive into an email marketing campaign is the “spam” stigma attached to it. I’m not going to talk about spam in this post; we’ve gone over it extensively in posts past. I am going to give you some best-kept email marketing secrets, however, because you really do need to include emailing in your marketing repertoire. Customers prefer email to any other channel when it comes to giving you permission to market to them.

Sign-up Logistics

Ah! But that is the key. You need to have your customers’ permission to send them email-marketing material, so make sure you get it – easily. It doesn’t matter if you have an online business, a brick-and-mortar store, or both, you need to ensure your email mailing list sign-up process is a piece of cake; otherwise your customers aren’t going to bother. Have a mailing list sign-up sheet with plenty of pens at your store checkouts, and train your staff to ask customers if they’d like to receive “special deals” via email – see how I just enticed your customer to sign up? Special deals! Make sure your website also offers easy access to sign up for your emailing list; a non-intrusive pop-up sign-up form is a good idea.

Your Sign-up Form

So, let’s talk about this non-intrusive sign-up form for just a second. One thing I’ve been preaching from blog post number one is to keep things basic – a little goes a long way, and this is true with your electronic email sign-up form, too. Save your sales pitch for your emails; don’t clutter your sign-up form with a bunch of mumbo-jumbo your customer doesn’t need to read to simply sign up for your emailing list. Keep it simple by asking for your customer’s name – only insist upon the first name, many people don’t like to include their last name – email address, and include links to your social networking pages so your customer can sign up for those at the same time.

Get Excited About Them Signing Up

I’ve written a blog post on this but it bears repeating. If your customers sign up for your emailing list and you don’t send them a new subscriber thank you email within 24 hours, you’ve just lost their interest… and it’s just plain rude. The power of common courtesy has not fallen by the wayside, contrary to popular belief, and you need to thank your customers for their interest in your business. While you’re at it, give them a bonus in your thank you email to get them shopping right away.

Once They’ve Signed Up… Think Mobile!

I’ve given a few secret tips to get your customer’s to sign up for your email marketing campaigns and now that they’ve signed up you need to think mobile. Recent studies confirm that most people read their emails on their mobile devices; I know I have my nose in front of mine 24/7, much to my wife’s dismay. So, when you begin formatting your marketing emails, you need to keep mobile devices in mind. A couple of things to help you out are to keep your email margins left aligned and use links instead of buttons. Both show up better on smartphones and tablets.

Get Personal

While you’re personalizing your emails to your customer’s devices, personalize the actual emails too. Take a moment to learn more about your customers and what they purchase from you, and then make certain your marketing campaign addresses that… directly… to them. For example, if you’re running a pet supply business, you definitely do not want to send dog supply coupons to cat owners and vice versa. Customize your marketing emails to each customer and you’ll get better results.

Make Certain Your Emails Get Opened

Picture this, in today’s world of cyber-insecurity you get an email in your inbox that doesn’t identify who it’s from. It just says “do-not-reply@CompanyName.com.” What would you do with that email if it hit your inbox (changes are it’ll be spammed)? You’d delete it without opening it. I would too. This is why you need to get personal in the sender’s address also. If your customers know you by name, have your name as the sender’s name, i.e., JohnDoe@CompanyName.com. If they are assigned to specific sales reps, have their name. Whatever you do, have a name! Otherwise, your marketing email won’t be opened at all.

Time Your Solicitations

Don’t overlook the importance of timing in your email marketing campaigns. Sit down with your employees and hash out some ideas as to the best time to send out your emails; talk to your customers, too, and ask them how often they really want to hear from you. Keep in mind your business. If you own a restaurant, for example, sometimes the best time to send a marketing email is in the afternoon, because your customer just might be at work listening to his or her growling stomach and thinking about dinner. You send them a coupon and, voila! Dinner plans are set!

Keep Track!

I know I’ve said this a million times but email marketing campaigns are no different from any other marketing campaign, and you need to track their success. Make sure you set up your marketing campaigns to track click-through, printed coupons, and resulting sales progress. That way, you can find out which email campaigns are working the best and run your future campaigns based on their logistics. If you see the afternoon emailed dinner special coupon is bringing tons of customers through your door, keep it up! That’s the point of email marketing.

Be Unique in Getting New Email Signees

The Internet is an amazing tool, and we are all learning the numerous ways to use it to build businesses, so here’s a suggestion: Use this Internet to build your emailing list by hosting free webinars about your business. It really doesn’t matter what you do. You can still host a webinar to teach people about you, why you went into your own business, and why they should become your customers. Send an email to your current list encouraging them to attend and to forward the email to their family and friends to attend. Advertise your webinar on your website and using local advertising resources. Get people to sign up for your email list by teaching them about your business.

Keep an Open Mind

Whatever you do to increase the success of your email marketing campaigns, keep your mind open. Yes, there are some hard-fast rules to email marketing, and if you break them, you might have to answer to the federal government! But, this doesn’t mean that everything about email marketing is cut and dry. Things that don’t work for other businesses might just work for you. And your customers might not mind if you break some commonly understood email-marketing dos and don’ts. Maybe your customers want their email font in hot pink, who knows? Okay… maybe not hot pink. But, my point is to use different approaches, test them, ask your customers for feedback, and then stick with what works. That’s the best kept email marketing secret of all!

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4 Direct Mail Marketing Best Practices to Follow
10 Oct

4 Direct Mail Marketing Best Practices to Follow

With the steady increase of technology and digital marketing, the popularity of direct mail marketing seems to be decreasing, or you would think it is. However, direct mail is just as effective, if not more, than ever. Direct mail can be a very powerful marketing tool if executed correctly. According to a USPS study, direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients. In today’s blog post, we will go over direct mail marketing best practices and show you how and to work it and rock it.

“The whole is greater than the sum of its parts.”

It usually takes more than one mailing to get spectacular results. Prepare to send multiple waves of mailers and do A/B testing. Don’t  forget to integrate direct mail into your overall marketing efforts for the full marketing effect. Direct mail marketing ties in with so many other marketing channels. It can be used to generate traffic to a particular location whether it’s a brick and mortar store, a company website, social media account, email, events, and so much more.

Personalization is Crucial

Personalized direct mail campaigns improve relevancy and response rates. Personalization can enhance the viewer’s inclination to read your direct mail piece by creating a sense of familiarity. Names are very powerful things. People are conditioned to respond to their name, so even if they didn’t intend to look at your mail piece, there’s a high chance that their name will catch their eye. This technique drives a more personal connection from the get-go.

Provide Different Ways to Respond

Make sure to provide your recipients multiple ways to respond to your direct mail piece to accommodate their varied preferences. This means postage postcards, phone numbers, URLs that take recipients to a specific landing page, QR code, and coupons that be use in person and online.

Make Your CTA Clear

You’re sending your direct marketing campaign because you want a response, so make sure your CTA is prominent and easy to understand. Let your prospects know about your brand, products, and services; let them know why they need it; but don’t stop there –  tell them how to get it. Make it easy for people to respond to your CTA. Once you have told your audience what you want them to do, make it easy for them to do it.

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13 Mar

HOW EMAIL MARKETERS CAN BEST ADDRESS TABBED INBOXES

When Gmail introduced multiple tabs for user inboxes, email marketers shared their anxieties about how the change would effect their marketing campaigns. Would recipients fail to see promotional emails because the messages would not arrive in their main boxes? Would online conversions decline now that consumers had the option to avoid emails from brands altogether? While these concerns are indeed legitimate, marketers should not toss their business email lists quite yet. Consumers are still looking for promotional emails and there are ways to keep campaigns from fizzling out. Here is what email marketers need to know about the tabbed inbox and how best to handle it.

How recipients responded initially
There is no doubt that tabbed inboxes have changed the way that consumers find and open promotional emails from businesses. Just as email marketers feared, fewer and fewer of their messages made it to primary inboxes after Google implemented the tabbed system with a dedicated ‘promotions’ box, according to a study from Return Path. Of the commercial messages tracked in the report, 90 percent went directly to the promotions box while only 0.3 percent found their way into the Primary tab. Nine percent of these emails landed in the social inbox and the remaining 0.7 percent were delivered to other, customized tabs.

Gmail was undoubtedly successful in its efforts to channel commercial emails into tabs other than the primary inbox, but what did this mean for marketing efforts? At first, strategists actively resisted the change with “move-me” campaigns encouraging consumers to move their promotional messages back to the Primary tab. Return Path noted that these efforts were largely ignored, failing to make an impact on Google and quickly forgotten. Of the 65,507 emails sent with the purpose of being sent to the Primary inbox, only 61 actually made it there. At less than 0.1 percent, it was clear that consumers had made the choice to accept this change – marketers would simply have to adjust accordingly.

Where does this leave marketers?
While the primary inbox was effectively rendered a no-fly zone for commercial messages, this shift actually benefited email marketing campaigns in a way that many strategists did not expect. Return Path explained that consumers are now clicking on their promotions tab with the sole intention of looking for offers from their favorite brands. This kind of deliberate search puts recipients in a more receptive position in which they are actively seeking the benefits of marketing campaigns rather than trying to avoid them in their normal inboxes. In addition, the rate of This is Spam (TIS) reports dropped significantly in the Promotions tab as only 0.12 percent of those emails resulted in a complaint. Primary inbox messages saw TIS reports at a rate of 0.26 percent while the Social tab had the most with 0.87 percent.

Spam filters were also less discerning when it came to the Promotional inbox, according to Return Path. An impressive 93 percent of commercial messages managed to avoid the spam folder on their way to recipients while only 77 percent of messages headed for the Primary inbox made it to their destinations. This means that email marketers are actually more likely to reach their intended audiences with the help of the Promotional inbox as it allows more emails to make it through unscathed. Of course, campaigns will meet more competition when they arrive, which is why Business Day reminded strategists to keep messages engaging, interesting and relevant to user preferences. Social media should also play a major role in beefing up email marketing lists.

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