Category: Email Marketing

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email-marketingSmall businesses can see incredible benefits from relying on email marketing. This traditional online promotion technique is still alive and capable of helping you meet your goals on a limited budget.

There are certain things you need to do when starting and email marketing campaign, in order to increase the chance of reaching and engaging your target audience. Here are some rules of email marketing for small businesses.

Simplify the Subscription Process
People will subscribe if the process is user-friendly. There should be signup links on your homepage, your blog and your social media profiles. If people have to spend a lot of time searching for the link, they will never subscribe.

Welcome New Subscribers
A welcome email adds a nice touch and reminds people that they are now included in your mailing list. It can have a personalized message or a special offer that is available solely for new subscribers.

Choose the Right Format
Good newsletters are easy to scan when it comes to some email marketing campaigns. People can go through all of the headlines and the points you are trying to make, choosing to pay attention to the content that they like the most. The creative use of fonts and font sizes can direct the eye towards the most important parts of the email and help the audience navigate.

Brand Identity
Use design creatively. It should be functional and it should correspond to your brand identity. If you are trying to increase your popularity and boost loyalty through email marketing, this approach will be vitally important. Your corporate colors and your logo should appear in the beginning of the newsletter.

Your Content Plan
Email marketing is dependent on the creation of a solid content plan. Many small businesses overlook the importance of sharing something unique and something that makes going through the subscription process worth the effort. You could share special offers or information about upcoming campaigns exclusively through your newsletters.

Test Your Newsletter before Sending It
There are so many mail clients and the appearance of your newsletter will vary greatly across platforms. Test through as many popular mail clients, as you can. Make sure that the design looks equally attractive in all.

Mobile Audiences are Becoming More Important
Many people are going through marketing emails on mobile devices. Is your design suitable for viewing on a small screen? Choose responsive design that look good on all kinds of media.

Facilitate Email Sharing
Enable subscribers to forward the mail and facilitate social sharing. There could be a link to a web-based version of the newsletter, as well as social media links.

Always Look at Email Marketing Statistics
Look at the statistics and modify your campaign on the basis of the response that you get. The open rate and click through (CTR) rate are two of the important metrics. Identify patterns and try to understand which parts of your strategy succeed and which ones are failing miserably.

Stop Sending Marketing Emails for the Sake of Sending Them
You should be sending newsletters solely when you have something interesting to say. It is a nice idea to stick to a schedule but you should also be sensible about the value of each newsletter. Send something interesting, newsworthy and fun to read. Don’t waste the time of your subscribers and you will maximize the results of the campaign.

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why-your-businesses-should-embrace-email-marketingSo, does email marketing still work? YES! Email marketing is one of the best and most promising methods of getting your message out to the people who want and need to see it. The problem is that getting people to give up their email these days can seriously cut into your time and require a great deal of energy.

People are sick of getting email that they don’t want to the tune of several thousand a day. Add to that the new laws that are in play now as well as restrictions in other areas and you’ll get why so many people have given up the very thing that can make them the most money.

How Profitable is Email Marketing?

When done correctly, that old adage “the money is in the list.” is still true. Your email marketing can be as profitable in many cases as your sales website. The problem is that many people don’t do it correctly and when the don’t , the result is that your products don’t sell and your name is mud.

Email Marketing Rules.

The changes in online marketing are more than just minor. Regardless of what you’re doing, the rules by which you’re doing it have changed dramatically. The penalties for accomplishing things incorrectly can be rigid. In some cases they will amount to no more than a loss of your website, your livelihood and your money. In other cases they can rack up fines in the thousands of dollars and may actually cost you jail time and earn you a record.

One of the things which has changed is email marketing. Where once it was the powerhouse of the internet and the major saying was, the money is in the list, today that is only true if the list building and the email marketing are correctly and legally accomplished.

Email marketing laws have changed.

The Can Spam Act which was passed into law in the United States in order to proved the means for people to halt the email influx from marketers has some specifically requirements for email marketing and provides for specific penalties if these methods are not strictly adhered to.

In spite of the name, the Can SPam Act doesn’t just cover email that is sent it bulk. It also covers individual commercial messages–that is to say any message that offers information about a product or service. This means that you are going to have to be very careful with the email that you send out. The specific requirements are that the emails must not be false or misleading in the header, they must not use a subject line that is deceptive, you must offer your personal location and you must immediately identify your message as an advertisement.

Whats the Bottom Line?

In light of all of the things that are different about email marketing, one of the best things that you can do for yourself if you’re still interested in reaping the rewards that email marketing can offer is to get thee hence and find a campaign manager and a marketing company to give you a hand with all of those things.

While email marketing is hugely profitable, if it’s done incorrectly–and make no mistake, many companies will do it incorrectly, it reflects badly on you in a big way. Just because the tools are out there to let you maintain a list and to send out regular emails to your list members doesn’t mean that you’re doing it correctly and it doesn’t mean that you’re an email marketer.

If you wouldn’t try DIY surgery, why would you try to send out your own marketing campaign when the good name of your business could depend on it?

Hire a Professional!

Professional campaign managers and email marketers have a few things that the rest of us don’t. Professional sales campaign writers who are going to create text for you that pays off in a big way and a great deal of experience in the best way to set up a campaign to make money for your company while saving time in the process.

If your email campaign is correctly accomplished the result could be amazing and the rewards infinite. When done incorrectly, the results could be a big fine and a big headache. The next time you’re considering an email campaign, consider an expert to handle it for you.

 

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Better Email MarketingWhether you are already involved in an promotion via e-mail marketing or are simply considering the possibility of launching a promotion via e-mail it is worth noting that marketing via e-mail is not always effective. This means that sometimes despite your best initiatives, your e-mail marketing campaigns will either not produce the level of ROI you anticipated or may not produce any results at all. This failing to convert may be due to a variety of reasons. Some of these reasons may be a lack of attention on behalf of your target audience, failing to effectively communicate your promotion or even inadequate planning of your email campaign.  This article will take a look at some circumstances in which email marketing is not effective and will provide some advice for moving forward in a more effective way.

First we will consider why a lack of attention from your target audience can result in a failed marketing promotion via e-mail. Before making an investment of time, energy and money into a new email marketing campaign, it is beneficial to hire a professional to do some research on market trends for your industry. This analysis should provide useful feedback such as demographics for your target audience and details on the probability these prospective viewers may have on responding to the promotion or marketing campaign. The overall probability or expected response rate should help you to determine whether or not to pursue the new email marketing campaign you had in mind. If general market trends indicate that your target audience are not likely to purchase the goods or services you provide via email, making an investment in a new email marketing campaign is not effective or beneficial. You should choose to use your marketing budget where it will have the most impact.

Another aspect of promotion via e-mail which can cause your email marketing to fail is the inability to effectively execute your email marketing plan. This is important because even the most well formulated email marketing campaigns can flounder if you are not able to effectively execute when it is time to do so. For example, you may plan to use e-newsletters as a critical part of your new email marketing communication but if these e-newsletters do not appear to be professionally designed and written, frequently arrive late and/or do not provide useful details, your target audience is not likely to want to purchase your products or services now or in the future based on their impression of the e-newsletters. In each aspect of your email marketing, you should strive to ensure the information is informative, relevant, and engaging.

Finally, inadequate preparation can cause a new email marketing promotion to be unsuccessful. For example, if you were to send out your email blast with the expectation of selling a lot of products, your business should be prepared to process those orders and deliver on the expectations of your customers. Not having enough stock on hand after you send out a promotional message can be a critical mistake because prospective clients may be upset if they have to wait for the items. This is just one example of inadequate preparation which can cause problems.

Better email marketing in 2013 will come with good planning & strategy, research, and execution.

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email marketingSo, you have your email marketing strategy all planned out and ready to go. You feel that your email design and content are perfect and will bring in all sorts of business, right?  If you don’t want to experience the painful feeling of alienating those leads you fought so hard to get, think over these key factors before hitting the send button!

Make it Simple!
When you have a lead that is about to convert you need to make sure it is as simple as can be for them to grab the offer they are acting on. They likely just spent time filling out your landing page contact form, so the least we marketers need to do is make it as straight forward and simple as possible.  One factor to think about while doing this is to make everything glaringly obvious to the user.  This will ensure your new lead will have a good first impression of your company and be able to get to your deal as soon as possible.

Don’t Fill Up Their Inbox
So now you have their email address, that means you should cloud up their inbox all day every day…right? They gave you their address, didn’t they?  Isn’t that what they want?  NO!  Developing the correct email frequency can be some what difficult.  If you do it too much they will un-subscribe, if you do it too little they will forget about you.  This is where knowing your audience comes in handy.  Getting to know your audience can help you time your email frequency, the right time of day when they might be free to really read your email, rather than just skimming over it.  You want to create timely emails with valuable information.  It is one thing to send out an email once or twice a day during the week, but have if you have completely irrelevant information to provide, no one wins.  Keep it consistent and keep it informative.  If you aren’t getting responses from your email marketing take that as a sign to try something different. Testing different designs and content can bring you more success.

Take Your Time
When a lead is in the final stages of conversion, take your time to follow up.  This will not hurt you in any way, this will actually help you!  By doing this you are building up anticipation and giving your lead more time to think about what is about to happen.  Add links to your conversion that allow them to share on social media sites what they bought, or even let them share their email for other sales opportunities with their own email contacts – the possibilities are endless!  Once you are ready to follow up, be overly nice and even somewhat cheesy if you want. You want to make them feel special and live up to all their expectations.

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email marketing strategiesWhile many marketers do not realize it, every day email marketing is tested against social media marketing.  Social media marketers tout the method as being far more personal, much less intrusive, and all around better than email.  Still, most businesses from in-home to Fortune 500 corporations still invest in email.  Email marketing still remains to be the most effective way to communicate and drive traffic to the website, converting visitors into paying customers.  Email marketers use automation techniques and several other strategies to compete with social media.  It is the in-depth email marketing strategies that keep the competition fierce when going up against one another, and with these strategies, email marketing will continue to keep the revenue coming in.

Acquisition

To keep email on top as a marketer you must master acquisition.  This requires building an email list of recipients that really want to receive your message.  It is important to look deep into your client list and weed out the weak in order to reach that target consumer.  The best way to go about creating this list is building awareness through the various online opportunities.  For example, using social networking outlets to promote availability of select email content on Facebook or Twitter can create strong interaction with your brand and help develop your contact list.  Also, search engine marketing campaigns can be used by referencing availability to email subscriptions on landing pages.  This creates a steady flow of experience for users and maximizes opportunities for acquisition.  Any success for an acquisition campaign comes from making the offer appealing to your audience.  One tried and true way to make the offer appealing is to offer a discount coupon after successfully signing up for the email list.  It is important to examine your audience and their needs when offering these coupons; your offer has to measure up to them giving you their private contact information.  These are some general tips when it comes to mastering acquisition and will help your email marketing strategies build strong potential.

Automation

There are two types of automated email: triggered and sequential.  Triggered emails are sent when a user takes a specific action.  Sequential emails are sent to customers on a predetermined schedule, the user signs up to receive an email and within the next week they receive their weekly email. Triggered emails are beneficial to retailers, because when a product is purchased that triggers the system to send an email.  It is important for retailers that are using triggered automation to keep their emails up to date to ensure the value of that email to their customer.  Sequential emails relate more to publishers and service providers.  By promoting weekly updates through email, publishers and services providers can keep their audience up to date and in tune with your organization.  Automation does not only benefit your audience but can benefit your staff.  Using up-to-date automation systems, your staff can receive messages that keep track of data.  For example: if the user got the email, if they went to the site, and if that email lead them to a purchase.  These are valuable tools when developing email marketing strategies and by examining the statistics coming in, you gain the ability to target problems and see where success is leading to hone in on conversions.

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calls to actionGreat calls to action in your email marketing campaigns definitely do not just happen on their own. For starters, you need to clearly identify what you have to offer, how you want to communicate that to your target audience, and plan to send it out at the right time.

So how do you create great calls to action for your email marketing that customers simply can not resist clicking on? Here are a handful of suggestions which are sure to bring up your email campaign’s ROI:

Write clear subject lines with a dual purpose. Right off the bat, every email marketing subject line needs to work double time to accomplish certain tasks: telling your readers what they will get when they open the email; enticing them with an irresistible offer; and doing those things in a conversational, relatable tone.

Time Sensitivity – You need to create a sense of urgency. Ask yourself why someone who receives your email should open it immediately. If you do not provide a compelling reason, he or she will either not open it & forget to go back and look at it or it will get deleted straight away without a second thought. An urgent message using action-oriented words have proven to be even more successful than the typical “free” offers that email marketers tend to use.

Stay focused. When it comes to your offer, be very clear in your design and content. You want to be very directive and give one path to action on your offer. Steer clear of things that can distract your reader such as unnecessary sidebars, unrelated content, outbound links, or additional discounts. Put your well crafted calls to action high up on the page, centered in your reader’s main screen area.

The bottom line is that your readers need a bit of a push to take action. It won’t be a single factor which will create a successful call to action and it does require some testing to see what works. When you get it just right, your readers wouldn’t even consider not taking action.


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