Posts Tagged Communication

Designing For Mobile Users

Don’t Forget Your Mobile Users – or Why I Still Have Bangs

Mobile User ExperienceIf you are driving customers to your online presence to make a purchase, pay a bill or just to learn more about your product/service, don’t forget that many of these people will be viewing on their mobile devices.
At Strahm we view our messages on every device available to us. How does it look on an iPhone, android, tablet? Do all the images appear? Do links work? If there is personalization, is it correct? Does it take forever to load?
You can ask for more information from your respondent, but keep it very short and very simple. They won’t stay on your page to fill out form after form.
An example is a website I would love to browse – they have great content that I’m just dying to read – but as I navigate to every page, I get a pop up requesting that I sign up for their newsletter.
Although I already receive their newsletter, I don’t mind that their request appears as soon as I hit their home page. The annoyance is as I click through to articles I want to read, I get the same message over and over. And I close their page and go somewhere else for my daily dose of fashion advice.
I have tried access on my tablet, phone, through the link in their newsletter and twitter. Each format had the same result of the never ending pop up. (It’s so bad that I sent them a tweet. I do really want advice how to grow out my bangs.)
What are the takeaways?
• Design with mobile users in mind
• View on every device you can get your hands on
• Make adjustments as needed and view again
• Test, test, test download time, links, etc.
• Keep it as simple and easy-to-use as possible.

Leave a comment

Direct Marketing Program

My Direct Marketing Program Was a Success! Now What?

 

We talk a lot about developing a strong direct mail program – everything from list  development,      Direct Marketingtargeted messaging and calls to action. But what happens next?

Your marketing program was successful – people are redeeming coupons, visiting your store, signing up for your service. Are you capturing more data about them to use for future campaigns?

First, determine what you want to know. You can get pretty deep here, but below are a few data points you may want to consider.

  • Name?
  • Address?
  • Email address?
  • Product or service purchased?
  • Geographical area?
  • What and how did they respond to your marketing – email, in-store purchase, etc?

Try to keep your requests for more information simple. No one wants to answer 20 questions. It can come off as intrusive and really, the easier you make it, the better.

Look at it this way, I can go to ABC’s website to purchase a widget but I have to fill out a bunch of forms. Or I can go to Amazon and buy with one click. Even if Amazon charges me a little more for the widget, the ease of use has won me over.

You can see where we’re going with this. You can use this “beefed up” data to more effectively target your market, just don’t be creepy about it.

,

Leave a comment

10 Tips | Email Marketing

10 Email Marketing Tipsemail-marketingTips

      1. Provide Multiple Channels of Communication

Make sure you are reaching your audience wherever they are. Place a sign up form or guest book at a convenient location within your business. Add a button to your website and Facebook page to join your mailing list.  You could even use a QR code which allows a customer to join a list by scanning the code – add this to a business card, flyer or point-of-sale sign. Your customers are connected through multiple social media channels, make it easy for them to connect with you.

      2. Take the Pressure Off

Don’t require customers to give you too much information. Especially if they are joining using a mobile device, ask them for only the information you truly need. If you need a geographic location, perhaps ask only for a zip code instead of a street address or phone number. While an email address is really all you need, additional information will aid you in more targeted marketing. Just don’t expect a consumer to give you their life story in data; be respectful of their time and effort in connecting with you.

      3. Subject Lines of Email Messages: Be Clear and to the Point

The very best subject lines-the ones that get opened the most every time-are the ones that tell exactly what’s in the email. A good subject line should be as brief as possible (maybe 50 characters, including spaces), accurately reflect what is inside and motivate the recipient to open the message. If this were in your email box, would you be likely to open it?

     4. Keep Your Writing Simple

While good writing does matter, email does allow you to speak in a more casual voice – just like any other social media. Your customers are people too, write like a human and drop all the sales jargon and techno babble. You can be funny and loose and still get your message across.

    5. Give a Clear Call-To-Action

The body of the email should include a clear call to action.  Make sure your message contains relevant content and has a compelling reason to act.  Include links and make sure they are tracked so that you can continue to market to people who have shown interest in the past.

    6. Be Mobile Aware

No that some of your customers will access your email via a mobile device. Make sure you know how your email is delivered and displayed on various different mobile devices. Targeting by location is a great tool for mobile marketing.

     7. Send the Right Message to the Right Person

Make sure your list is kept up to date and clean. It is irritating to receive a message with someone else’s name, location or buying history. Customers only interested in one product or part of your business may not be interested in hearing every message you send. Maintaining separate lists by customer interest or preference helps you tailor email messages and campaigns.

    8. Use Surveys to Gather Data Quickly

If you need more customer data to properly segment lists, use a survey as a quick way to get people’s opinions or interests. For customers, it’s visual, it’s interesting, and it takes just a second to answer. Once you’ve got a good pool of responses, you can create new lists based on your results.

    9. Test: Don’t Spray and Pray

Spray and pray emails will never perform as well as tailored emails to particular customer segments.” Segmentation allows you to create targeted email campaigns based on behavioral information or other contact data you know about each recipient. Surveys also help to determine the right tactic for each customer group. This can be done through A/B testing, which tracks the performance of two or more entirely different versions of an email message. Try a soft-sell message to your active subscribers and offer a significant discount to those that are less active or haven’t clicked lately.

   10. Enrich the Contact Data

As you gain more data – and more insight – about your customers, update to manage customer segmentation. Utilize purchase history, click through rates, and additional data gathered through previous marketing campaigns.  Test new messages, new formats and even new segmentations as you improve on your data list.

, , , , ,

Leave a comment

How To Improve Your Email Deliverability

Improve Your Email Deliverability With These Few Tips

Every month you strive to come up with relevant and timely information to include in your email newsletter or basic marketing campaign. Make sure more of your messages are reaching contacts by following these simple steps.emailinbox

  1. Understand Email Filters: Try not to use language that might look like spam content. This would include your subject line as well as body copy.
    • Spam like words include free, guarantee, credit card, sex, etc.
    • Do not use all capital letters
    • Do not use a lot of punctuation – avoid !!!, $$$ and other symbols
    • Include your complete physical address as required by law
    • Always tie your subject line to your email content. If it’s a newsletter, say so in the subject line.
  2. Encourage readers or customers to put your address in their address book, trusted sender list or approved sender list. Make it easy for them to do this by keeping your “From Address” short, easy to remember and easy to type.
  3. Review your bounce reports carefully.
    • Consider removing any addresses that appear on your bounce report repeatedly. There may be a problem with the address. If they are a known customer, pick up the phone and confirm their address for your records.
    • Check for typos in email addresses
    • Bounces marked as Undeliverable can often times be an email server temporarily unavailable, overloaded or not located. Unless this occurs multiple times, you may not want to delete this address from your list.
    • Full mailboxes mean that your email will not be delivered until the recipient makes room for them by cleaning out their mailbox. Sometimes your email won’t be delivered at all after a certain number of attempts.
  4. Because the unsubscribe feature has been used by spammers to verify addresses, be alert to requests to unsubscribe and respond quickly to permanently remove those email addresses from your list.

Use these tips next time you’re ready to send out that newsletter or other email communication and you will be on your way to a clean, productive email list!

, , , , , , , ,

Leave a comment

Using Effective Marketing to Increase Customer Touch Points

Using Effective Marketing to Increase Customer Touch Points

effectivemarketingHow often do you “reach out and touch” your customers?

On average, it now takes nine touch points of communication to build a sales relationship. Most sales people give up after three.

The best way to lose a customer is to lose touch with him or her. Some data indicates that 60% of customer loss is due to lack of communication.

Every prospect and customer should hear from your company at least every 90 days. Savvy marketers reduce this cycle to every 30 days.

Sales force effectiveness increases by as much as 40% when supported by an effective marketing campaign.

Direct mail as part of an ongoing campaign can reinforce your brand again and again. Mail is effective for creating and building brand awareness.

Use strong, targeted messages when “talking” to your customers. How will your product or service help them? Customers are looking for one of two things – reducing or eliminating their pain or increasing their pleasure. It’s a simple as that.

Use a variety of methods for communicatingtouchpoints

  • Direct mail – especially personalized, interactive pieces
  • Email or PURL campaigns
  • Open Houses
  • Phone Calls!  When was the last time you just said hello?
  • Surveys

So how are you going to step out and communicate with your customers and prospects?

, , , , , , , , , , , , , ,

Leave a comment

10 Email Marketing Tips

10 Email Marketing Tipsemail-marketingTips

      1.      Provide Multiple Channels of Communication

Make sure you are reaching your audience wherever they are.  Place a sign up form or guest book at a convenient location within your business.  Add a button to your website and Facebook page to join your mailing list.  You could even use a QR code which allows a customer to join a list by scanning the code – add this to a business card, flyer or point-of-sale sign.  Your customers are connected through multiple social media channels, make it easy for them to connect with you.

      2.      Take the Pressure Off

Don’t require customers to give you too much information.  Especially if they are joining using a mobile device, ask them for only the information you truly need.  If you need a geographic location, perhaps ask only for a zip code instead of a street address or phone number.  While an email address is really all you need, additional information will aid you in more targeted marketing.  Just don’t expect a consumer to give you their life story in data; be respectful of their time and effort in connecting with you.

      3.       Subject Lines of Email Messages: Be Clear and to the Point

The very best subject lines-the ones that get opened the most every time-are the ones that tell exactly what’s in the email. A good subject line should be as brief as possible (maybe 50 characters, including spaces), accurately reflect what is inside and motivate the recipient to open the message. If this were in your email box, would you be likely to open it?

     4.        Keep Your Writing Simple

While good writing does matter, email does allow you to speak in a more casual voice – just like any other social media.  Your customers are people too, write like a human and drop all the sales jargon and techno babble. You can be funny and loose and still get your message across.

    5.         Give a Clear Call-To-Action

The body of the email should include a clear call to action.  Make sure your message contains relevant content and has a compelling reason to act.  Include links and make sure they are tracked so that you can continue to market to people who have shown interest in the past.

    6.         Be Mobile Aware

No that some of your customers will access your email via a mobile device.  Make sure you know how your email is delivered and displayed on various different mobile devices.  Targeting by location is a great tool for mobile marketing.

     7.         Send the Right Message to the Right Person

Make sure your list is kept up to date and clean.  It is irritating to receive a message with someone else’s name, location or buying history.  Customers only interested in one product or part of your business may not be interested in hearing every message you send.  Maintaining separate lists by customer interest or preference helps you tailor email messages and campaigns.

    8.         Use Surveys to Gather Data Quickly

If you need more customer data to properly segment lists, use a survey as a quick way to get people’s opinions or interests. For customers, it’s visual, it’s interesting, and it takes just a second to answer.  Once you’ve got a good pool of responses, you can create new lists based on your results.

    9.         Test: Don’t Spray and Pray

Spray and pray emails will never perform as well as tailored emails to particular customer segments.” Segmentation allows you to create targeted email campaigns based on behavioral information or other contact data you know about each recipient. Surveys also help to determine the right tactic for each customer group. This can be done through A/B testing, which tracks the performance of two or more entirely different versions of an email message. Try a soft-sell message to your active subscribers and offer a significant discount to those that are less active or haven’t clicked lately.

   10.         Enrich the Contact Data

As you gain more data – and more insight – about your customers, update to manage customer segmentation.  Utilize purchase history, click through rates, and additional data gathered through previous marketing campaigns.  Test new messages, new formats and even new segmentations as you improve on your data list.

, , , , , , , , ,

Leave a comment

%d bloggers like this: