So you’ve made the plunge into email marketing. You’ve committed your time and effort, and perhaps the time and effort of a whole team, to design an email marketing strategy.
Your strategy is designed to support your company’s overall marketing efforts…and you want to ensure you focus on how to achieve the best results…by establishing a “Best Practices” procedure. Email marketing is measurable. You know, because the saying’s been around for years…”You can only manage what you can measure.” By tracking, analyzing, and optimizing your campaigns, you can steadily improve your results and increase your ROI. In today’s economy, there’s no better place to put your…reduced…advertising dollar. And no better place to make sure you establish and follow a “Best Practices” model. Continue reading
Email marketing isn’t right for everybody. Yes, you heard me right. If you’ve been sending emails and you’re not getting the response you’re looking for, maybe you need to rethink your strategy and eliminate email marketing.
First, let’s talk a little bit about why email marketing is considered as part of an overall marketing strategy. What are the absolute essentials to start an email campaign? Well, you must have the following: Continue reading
When you’re looking for a date, what are some of the first things you do? Do you, for example, visualize your “perfect” match, decide where you might find him, and then head out the door looking? Or…do you just kind of hope…that somehow…magically…he’ll just show up at your front door? Then, when you open it, he’ll say, “Hi, I’m SuperHeroBob, your perfect date.”
OK, probably not. You’re probably…somewhat…more realistic than that.
But what about your email campaign? Have you really thought about who your ideal target is? Not just who might be interested enough in your product or service to sign up to get your email, but who might be able and willing to take the action steps of buying and using what you have to offer? Continue reading
Creating the right email that welcomes in new subscribers is very important.
Sometimes I think of it as being like a first date. Someone knows a little bit about you, about what you do and who you are through your website or through an email from you that a friend forwarded to them.
But they don’t know you very well. So your first email directly to her is the part of the date where she gets Continue reading
We all want to make it more difficult than it is…or than it needs to be.
Email marketing is no different. It’s not rocket science. If there is a proven formula that works for successful email marketing…it’s “Keep it Simple.”
Getting the right subscribers, and finding out what product or information is the right information that will help them, that’s the more difficult part. When your mission is to find people who want and need your help…with whatever it is that you have the expertise and experience to help them with…you want to find them. Continue reading
There’s no crowd to appeal to, no typical shopper to write to, no choir to preach to.
Just one person. One email at a time. Connecting to that one person, speaking with her as though she sat directly across from you.
Offering “just-in-time” information…not loading her down with unwanted, undesired information about subjects in which she has no interest. Only pertinent, relevant, timely, and requested information that she’ll use. Information that, with your carefully persuasive input, will allow her to smile and say yes to your proposals more often.
What tools do you need? What are the points of conversation that your email will need to Continue reading
What is the dark side of email marketing?
Blacklisted…in other words…blackballed…by ISP’s (Internet Service Providers). Poor ratings from customers and email recipients. Poor choices on subject lines. Poor choices in graphics, images and content. Not considered a trustworthy marketer. No permission-based marketing plan. No protection…or poor protection…on your purchase page.
That’s ‘the dark side.’
So let’s talk abut what it takes to keep you away from the dark side. Continue reading
In a recent New York Times article, Texts without Context, writer Michiko Kakutani explores the effect that digital media is having on our culture. The author reviews a number of books that point to how “online collectivism, social networking and popular software designs are changing the way people think and process information.”
In essence, the premise is that bits of the volumes of information we receive via email, social networking, the Internet, and all our other sources, are dumped into our brain’s hopper, chopped into smaller bits, and quickly recycled through our perception filters, and then regurgitated by us back out into cyberspace. No fact checks. No credit to the actual authors of any of the information. Just a mashing of information bits to create our own new reality, which we share and spread. Continue reading
Cognitive dissonance is the theory that humans are uncomfortable holding two different thoughts or ideas that conflict with one another at the same time.
In Aesop’s fables, the fox thought the grapes looked tasty, but he could not reach them, despite jumping for them repeatedly. In order to rectify his conflicting ideas: “The grapes look tasty” with “I can’t have them”, he created a different idea…”Those grapes are sour, and if I had some, I would not eat them.” This allowed the fox to resolve the dissonance between his desire to have the grapes and his ability to have them.
In email marketing, it is important to understand how people resolve cognitive dissonance, as well as the overall consumer thinking and buying process, which goes something like this: Continue reading
Think of all the truly fine dining experiences you’ve had. Whether the experience occurred in Chicago’s Epic on River North, the panoramic view from the Nana Restaurant in Dallas, or the marina and skyline view from the Palisades in Seattle…all are sensual food and dining experiences culminated with dessert.
I admit it. Dessert is my favorite part of the meal…even though I seldom indulge. It has become a treat so rare that it is enjoyed even more.
Dessert…what’s on your menu for email marketing? Let’s take a look at your menu… Continue reading