There. I’ve said it. In print…for the whole world to see. Email marketers have a mission…sales. The funny thing is, though, we’re no different than anyone else. And I do mean anyone.
Salesmen. Saleswomen. Salespersons. That’s what we all are and what we do. Doesn’t matter who you think you are. We’re all selling something out there. We’re looking for the like-minded person who wants to know what we have to say or offer that might change or improve their lives. Continue reading
If you’ve got a subscriber list, built either from in-house data, or through an autoresponder, you should have access to the Web analytics or statistical metrics on how well an email campaign is working.
Are you getting ready for an upcoming launch? Or, you are getting ready to send invitations to a seminar or some type of program? Perhaps you’re preparing an inventory reduction sale.
Whatever business objective you are initiating, now is the time to set up your campaign for a second opportunity by segmenting your list into these categories: Continue reading
Satisfied customers can be the best and most cost-effective marketing tool available.
Let’s say you’re an online business only, and everything you offer, service and products, is sold through the Internet. You have subscribers who have signed up to get your emails, and you’ve faithfully been sending them valuable information. You regularly promote your products, and make sure you’re giving your subscribers enough information at the right time and in the right way that they’re taking action. Continue reading
First, let’s start with “What is an autoresponder?” According to Wikipedia, “An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex.”
For the online marketer, this is like having an assistant in your office, who’s taking care of business whether you’re in the office or not. Here’s what an autoresponder doesn’t do…it doesn’t write emails for you.
What it does do…it sets up a sequence of prewritten emails…that you (or someone else) have composed. Most autoresponders will add, automatically, the names of your subscribers, to your list. It will send your prewritten emails in a time frame that you designate to people that have given you permission to send them emails. Continue reading
Winter’s nearly over. Spring is on its way in.
If you’re a gardener, you know the time for planting is rapidly approaching, and you’re ready…even anxious…to get started.
Email marketing is a like gardening. In order to reap a harvest, you have to plant seeds. Seeds of excitement, seeds of expectation, seeds of great things to come.
Let’s pull out your 2010 seed packets and take a look. Do you have: Continue reading
This is the first thing you want to happen…do I have your attention?
Three dots in your sentence leave a sense of incompleteness, and cause the reader to look for more.
The subject line is the most important part of your email message. This is your attention grabber. Having three dots, called an ellipsis point, in your subject line makes the reader feel compelled to open the email to find out what else there is that they need to know. A recent subject line on an email I got from Frank Kern, who is an exceptional online marketer, read “Good news…very good news.” How could I not open that? Continue reading
You could know more about your topic than anyone else. You could be the best writer in the world. You may have taken classes and attended seminars where you listened to the tips and tricks of the greatest experts.
With all of that, you could be a brilliant, gifted… failure.
Yes. You could understand all the rules for writing good copy, and have followed A-I-D-A (Attention, Interest, Desire, Action) requirements to the letter. You could use all the best design and layout techniques in the world and still fail to “reach” your audience.
If you don’t know your audience, and how to communicate with them…in their world; their language…you could “know all” and still fall flat on your face. Continue reading
Eye candy is a reference to something that is easy to look at. Email marketing experts frequently create eye candy through the use of a tool called the heat map. This tool tracks eye movement when someone is looking at an email, landing page, or website.
A heat map is a thermographic representation in various colors that shows you which parts of the email…or other document… is getting the most attention. Designs and layouts can be adjusted based on heat map results so the content you want focus on, gets eye attention.
There are a number of companies that specialize in analyzing emails, websites and landing pages using heat maps. If you’re looking for a reference to see what a heat map is, and how they work, check out www.listrak.com, www.clickdensity.com, and www.eyetools.com. They are all companies that specialize in this area, along with a number of others. Continue reading
Like choosing your own style…contemporary…country…modern…or mixed, pick a design for your email marketing that describes you…immediately and continuously…to your reader.
Your emails are your business image. They need a consistent and professional business image that matches what you’re marketing. Your brand identity tells your readers what they’re getting is from a trustworthy and familiar source. Continue reading
Gift-giving, according to studies done by psychologists, anthropologists, economists and marketers, is an important part of human interaction. Gifts help define relationships and strengthen bonds.
Studies indicate the act of gift giving shows care and thoughtfulness. The act of gift-giving goes back as far as recorded human history.
Giving gifts, or incentives, is frequently used as a marketing tool by online marketers to entice prospective customers to examine more closely the product or service offered.
Most prospects, once they have accepted the gift, will, in fact, make a purchase. This is because the subconscious ‘law of recipricity’ says that once someone has accepted a gift, they are likely to feel the need to give one in return. Continue reading