Four Steps to Email Success: Category, Content, Monitor & Adjust
About two weeks ago, I had a chance to compare the effectiveness of email vs social media. I proved to myself once again, email done correctly is a powerful addition to your marketing mix. Email vs Social Media The test? I am working on a presentation for BlogIndiana which includes the results of a survey. I have been promoting the survey on social media for several weeks and had about 90 responses. Then I sent an email through LinkedIN to a list of 500 business owners. The email was short and personal, and the subject line was very specific: Can you help me get ready for...
read moreAll Star Email
We have been using email as part of our marketing for more than eight years. It all started when a friend sent me an email using Constant Contact. I liked the look and feel of the email, and signed up for the free trial. Within a few days I was hooked. The interface has come a long way over the years, and professional looking emails are a snap without any knowledge of HTML. The comprehensive analytics have helped me continuously improve my campaigns and newsletters. When I started sending my email newsletter, few small businesses were using the tool so open rates were high...
read moreTwo E-mails Are Better Than One
As the small business owners we work with look for new ways to drive repeat traffic to their website and convert prospects to clients we often suggest a “drip campaign.” What is a drip campaign? Drip campaigns, are targeted email campaigns which are delivered or “dripped” to prospects at regular intervals. The daily, weekly, or monthly campaigns deliver relevant content to a select group of individuals who have “opted in” to the program. Requiring that your receive permission to send the email insures your audience will be receptive to the messages...
read moreKeeping Email Relevant
With all the emphasis on social media, it is easy to assume we have moved well past email, but that is not the case. For certain types of communication to your customers and prospects, email is still an incredibly effective tool! If you are sending “company newsletters” with long articles, and multiple offers so there is something for everyone, you are probably missing the mark. On the other hand if you are segmenting your lists and delivering simple focused messages email can still be a valuable way to stay connected. Here are just a few examples: An optometrist we...
read moreDon’t Torture Your Prospects
About a month ago, I wrote this blog post for the Marketing Technology Blog. I had a number of interesting comments about the article, so I thought I would republish it here. Don’t Let Your Drip Campaign Become Chinese Water Torture An effective technique to move Random Strangers to Raving Fans is to use a “drip campaign”. To begin your campaign, identify a select group of people who fit a particular demographic, or better yet, share a common interest and send them messages. Email, voice mail, direct mail, or face to face are all viable methods to send the message.. To...
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