Posts Tagged Email Marketing

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.

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Direct Mail In Your Marketing Strategy

What is your marketing strategy?

marketing-sign Are you using all the tools available to you?

In this day of increasing social media, email marketing and a strong online presence, have you pushed more traditional marketing – such as direct mail – to the wayside?

Perhaps you should reconsider.  Direct mail continues to be a bargain and should have a place in any small business marketing plan.

While email marketing is a great way to keep in touch with customers and prospects, there is a downside. According to the Direct Marketing Association (DMA), only about 19% of targeted customers open them and this includes opt-in house lists.

The CMO Council reports that 35% of marketers are using direct mail to encourage sales, while 29% use it to drive traffic online. 14% of marketers use direct mail to support offers or other content.

Here are some tips for creating a successful direct mail campaign:

  1. Segment lists and create targeted messages.  Try breaking down your list by current customers, inactive customers and prospects. Tailor a message specific to each group. You could also mail to vertical markets such as local businesses with over 250 employees, household demographics such as head of household over 35 years old.  The possibilities are endless.  Any reputable list vendor should be able to help you define and refine your lists.Mail_Box1
  2. Use direct mail strategically.  Focus on very specific messages to targeted markets or mailing lists and mail less often. Receiving a postcard or flyer from you once every three months may be more efficient than a flyer every week. After a period, the recipient may just toss it away if they see it too often.
  3. Use compelling content.  Your message should be succinct and have a clear call to action. Whenever possible, your message should be specific to that individual or target market.
  4. Consider giveaways. Pens, Post-It Notes, magnets, personalized note pads are just a few inexpensive items you could include. A three dimensional mailpiece sticks out and who doesn’t love a freebie?
  5. Use other forms of marketing along with direct mail. Don’t give up on email marketing, blogging, LinkedIn or Facebook. They are all great companions to direct mail, helping you to define your product or service and how it will be of benefit to your audience. They all should have a place in your marketing plan.
  6. Measure response rates. Keep track of what messages, lists, or methods generated the best responses for you. Refine future efforts based on past performance.

Response rates for direct mail have remained steady for the past four years. Especially for small businesses trying to connect with a local market, postcards, flyers and newsletters can be quite effective.

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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.

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