Is your e-mail a conversation…is it memorable…does it engage your prospects and customers and help them understand what’s different and especially valuable to them about your company?
When you’re having a conversation with a friend, there’s usually an exchange. You listen, and you each talk when you have something new to add.
E-mails are marketing conversations. And your customers will be your friends…if you’re willing to put a little effort into building the relationship. I like what Seth Godin says about this strategy: ” …a crazy alternative that seems to work: do the most you can do instead of the least. Radically over-deliver. Turns out that this is a cheap and effective marketing technique.”
E-mail marketing is a valuable and relatively new method of connecting with customers. E-mails are a marketing marvel when the connection is a two-way switch, where information is exchanged, and the goal is to lead prospects and customers to their own personal discoveries of how your product brings them value. Continue reading
“Whoever knows he is deep, strives for clarity, whoever would like to appear deep to the crowd, strives for obscurity. For the crowd considers anything deep if only it cannot see to the bottom; the crowd is so timid and afraid of going into the water.” Friedrich Nietzsche
To connect to those who open and read your e-mails, avoid strategies that might obscure your intentions. Before you start your e-mail content, give careful consideration to how your readers might perceive your message.
Why are you sending them a message? What do you want them to do when they get it? Are you asking them to help you achieve your objectives?
Your prospects and customers need to know why you’re sending the e-mail and what you’re asking them to do. It helps them to know what your expectations are if the message is clear. Continue reading
It’s getting really close to Valentine’s Day, and a great time to share some love.
Whether you’re just starting to build a relationship with a new customer or prospect, or with a customer that’s been with you for a long time, Valentine’s Day is a wonderful opportunity to add value to the relationship.
I’m not talking about long-stem roses, diamonds, pets or cars…although your significant other might consider that a “value-add” to your relationship.
I’m suggesting that it might be a really good time to send a message that’s just…pure…”love.” Continue reading
Remember when you started your e-mail campaign?
You had a mission — provide the best service and value possible to the maximum number of people spending the least amount of advertising dollars.
You thought you did everything right. You used graphics and catchy headlines and sent daily e-mails for the count-down to the end of the sale.
You got a lot of sales. That told you that you were doing it right. So you did it again.
“If it ain’t broke, don’t fix it.” An old axiom that works well in most circumstances.
If, however, either, you are still selling the same product to someone who has already purchased, or it appears that you are selling that same product, this person will probably wonder why you aren’t paying attention! Continue reading
“There must be no stinting in generosity to people. If you feed them repeatedly, they will follow you with affection.” Six Strategies, from the Ways of Warriors, Codes of Kings; Lessons in Leadership from the Chinese Classics translated by Thomas Cleary.
The secret to a well-executed e-mail campaign closely aligns.
When preparing to launch an e-mail campaign, there are several things you and your team can brainstorm to make sure your launch is successful. Questions to have answered before you’re off the launchpad:
- What will we offer…feed…our e-mail recipients that is of value to them?
- Why would someone want to get our e-mail…have dinner with us on a regular basis?
- How will we make sure they don’t opt out…that we maintain their loyalty and affection? What’s for dessert?
- What are our e-mail marketing goals? Are they clearly defined and do they tie in with our company objectives?
- Can we execute as we say when we say? Do we have the right resources and are they in place now? Continue reading
There are two types of lists that e-mail marketers are…or need to be…well aware of.
First, there’s the list you don’t want to be on. It’s the black list.
ISP’s (Internet service providers) use different methods and techniques to deliver e-mails that people want, and to block e-mails that people don’t want. One of the primary techniques used is the reputation of the IP address of the sender, linked with the reputation of the ESP (e-mail service provider).
However, having an unknown…or little-known IP address…can be enough to keep your e-mail from getting through. This can happen even if your ESP (e-mail service provider) is well-known and has a blue ribbon reputation. And…if you decide to switch your e-mail service provider, your combined IP/ESP rating will begin again in order to re-establish your ranking with the ISP. Continue reading
Push or pull…that is the question. Whether ’tis better to push your prospects and leads, or pull them, through the sales process.
And the answer is…pull. Human nature causes us to resist the pushing process. Maybe it was the school yard bully who shoved us around, or that we saw pushing our best friend into a corner.
Whatever the reason is, we don’t mind so much being pulled, especially when we know we’re being pulled gently toward something mysterious, alluring, or with the promise of reward.
Actually, as you pull your prospects and customers through the process, you’ll be showing them. Showing them the benefits …in an engaging, energetic way that hooks them emotionally. Continue reading
Not every e-mail needs to be a sales pitch. In fact, if every e-mail you send is a sales pitch, pretty soon your e-mails will be deleted without being opened, and you’ll find yourself with a shorter e-mail list every day as recipients scramble to unsubscribe.
People who communicate with you through e-mail, whether friends or business associates, want to keep in touch. If they’ve signed up through your website, they’re agreeing to let you communicate with them, to share information of interest to them…in exchange for the possibility of developing a relationship…a business relationship between friends.
Every time you communicate with someone, whether it’s via your e-mail, website, direct marketing or any other medium, remember that you are always answering the question “What’s in it for me?” Every e-mail you send doesn’t need to be…shouldn’t be…a sales pitch. Yes, I know, I already said that but it bears repeating. Part of answering “What’s in it for me?” is just building a bond of trust and good will so people want to come to you to do business, because they know, and believe, there’s always something in it for them. They want to give back. Continue reading
What does 2010 look like for you? Can you use your e-mail to enhance your business?
Are you going to do what you did…in 2009, 2008, 2007?
You’ve probably heard the saying…”if you always do what you always did, you’ll always get what you always got.”
2010 promises to be a challenging year. A grand opportunity to do something different…IF you want to get a different…and better…result. Your e-mail efforts can spiral your results. Continue reading
Getting others to advertise for you on the Internet has the same effect as word-of-mouth advertising does on the street.
It’s a good thing…as long as you are as good as your word…in your marketplace.
Viral marketing is word-of-mouth advertising in e-mail. It is the art of getting your e-mail recipients to pass the e-mail on to others. Seven out of ten consumers consider their friends as their best source of advice on new products, and will trust the information shared by them. Most people today have 15 to 20 friends and/or associates they regularly communicate with, and share e-mails with. You don’t have to be a math expert to see how far and how quickly your e-mail can spread if each recipient shares it with just a few of their friends! Continue reading