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
How hard…or how easy…is it to sign up to receive your e-mail updates, newsletter, or the RSS feed for your blog?
Is your sign-up request easy-to-see, located in the top right hand area of your blog, sales page, or newsletter?
Does it have prominent colored arrows…or some other device that calls attention to the opportunity to get interesting, valuable, and FREE information? Information that you have persuasively demonstrated will improve their life in some way?
Does your sign-up process ask simply for their first name and e-mail address? Something really simple and quick to get them started. Continue reading
One of my favorite quotes on timing is from someone named Stacey Charter…”Life is all about timing…the unreachable becomes reachable, the unavailable becomes available, the unattainable…attainable. Have the patience, wait it out. It’s all about timing.”
It rings true.
Similarly, successful e-mail marketing is all about timing, and timing your e-mails with an appropriate sequence and message will help you “reach the unreachable; make the unavailable…available, and the unattainable…attainable” in delivering your message in a way designed to affect the maximum response.
In the period your e-mail campaign encompasses, your messages should sequence the following: Continue reading
I will always advise and encourage marketers to use selling tactics responsibly and ethically.
I will also always advise and encourage marketers not to overlook selling tactics that work… tactics that help move the reader from being a prospect to being a purchaser.
As an ethical, responsible marketer, you know that your product or service will benefit people. And you want to provide a benefit to as many people as you can, as quickly as you can. You’re passionate about it. You believe in it.
And you really want to feel good about moving the prospect to a purchase quickly. So if you’re feeling guilty about the idea of using marketing “tactics”…don’t!
Here are a few tactics to put in your tool kit: Continue reading