Archive for the ‘Mobile and email Marketing’ Category

Effective Email Marketing

email Marketing

email Marketing

Email is a brilliant marketing tool. Useful for product and service oriented businesses alike, email marketing is “green”, cost-effective, and easy to implement. In addition, email is the primary form of business communication (as opposed to social media).

Email marketing is also very effective, netting almost $45 ROI per every dollar spent.

However, it is also very easy to get wrong.

The average consumer receives 110 marketing emails per week in his inbox (so, not counting spam or messages that end up in the spam folder).

Out of those emails, the average consumer will only open approximately 33 of them and will only actually “click-through” on three offers.

In order to make your email marketing stand out and up to the challenge, keep these seven simple tricks in mind.

Service

Email marketing is not expensive and it does require many resources to implement. As such, use it to add valuable services rather than push a sale. A good example of this is when banks send balance alerts or when travel websites send fare alerts to consumers.

 Customize

Customize your content as much as possible to the recipient. Spend time looking at research on your demographic and studying trends and preferences. Different programs even offer the ability to isolate specific recipients on the basis of their IP location – allowing a national or international company to send messages tailored to locations, such as making sure that the email ad that announces 20% off sub-zero coats only reaches those consumers that live in areas that experience that type of weather.

Control

As much as possible, let the recipient have the reigns on what he receives. When consumers can customize their own content, you can be sure that they will receive information that appeals to them, that information will be read, and you can gain valuable insight on what your consumers are looking for.

Value

Email marketing can add value and it needs to if you want your message to stand out and be effective. For instance, consider offering tips on how a product can be used instead of simply including a button to “click for more information”.

Transparency

Never try to conceal or disguise your identity or your purpose. Email recipients are twice as likely to open an email from a name they recognize than from one they do not. Regarding your purpose, the important part is to be specific. You should never have an subject line that reads “refinance today”; instead, it should read “interest rates are now under 4% for qualified buyers”.

Brevity

Keep it short and sweet. Your email ad should be smaller than 55k and viewable on a small screen in its entirety. The ad should have value and substance, not your whole product line. Offer links but keep it brief.

Engage

By using “click here” buttons or including surveys and other interactive elements, you have the opportunity to engage your consumer dynamically. This makes it more convenient for the customer to act on your message. If you neglect to include this, you force your customer to enter your website address or perform a search, which could lead them to a competitor.

Making Social Media Count

Social Media

Social Media

Social media is a great tool for a business, but only if used correctly.

Social media puts your message into the hands of the consumers; they can post bad reviews, trash your product, and advise their friends to never come to your establishment.

Consumers can list what’s great that you offer and what could use some redesign. They can also provide rave reviews that result in your sales going up exponentially.

Quite simply, that is a lot of power to put in the hands of a consumer – use it wisely.

There are three key elements that you should keep in mind.

Relationships

Many businesses make the mistake of trying to use social media as a platform for sales pitches. If you do this, at best you will be ignored; at worse, trashed for trying a cheap ploy to make a sale. Either way, you are wasting a great tool for your business. Instead, focus on making connections with people and developing professional relationships.

When you post acknowledgements, such as a consultant posting “Congrats to XYZ Company for getting the ABC project” or a restaurant posting about an event it is hosting, you promote your product or service while making a personal connection. Those types of posting draw to mind questions to the reader, such as “How did XYZ Company get the ABC project?” The answer is, of course, through the work of the consultant. In the same token, why is the event being hosted by the restaurant? Maybe it was a prize won in a monthly promotion or it could be because the restaurant has a belly dancer the first Monday of every month. In this manner, your business is promoted subliminally while a relationship is built with your clientele.

Additionally, these examples demonstrate how a professional posting would read. You want to establish a professional relationship with your customers, not a social one. By and large, they do not care about your personal life – remember that.

Exposure

Having an active presence in social media also affords your business exposure. If your business is involved in social media, it makes it easier for someone to post a comment. While people can do this with or without your business having an online presence, if you are involved in social media, you can respond to the comment, start a conversation, or develop a poll for the issue.

Local

Lastly, social media for your business should have a local element. You can connect and build professional relationships with other businesses in your area, be they complimentary products/services, businesses with the same demographic, or businesses with similar offerings. The connections you make can serve to create a micro-network with the other businesses. Not only will it serve to increase awareness of your business, but it can also lead to promotional events and other mutually beneficial opportunities.

By and large, social media is free to individuals and businesses to use. It can be tempting to read whatever article about how Facebook saved this business or Twitter revitalized that business. You may be so inspired that you start a Facebook page or Twitter account for your business and start posting and promoting your business right away, but think again. Social media for business is light years away from the way you use your social account. If you try to approach social media like you do your friends, you will likely be unsuccessful. Additionally, if you try to make social media into a sales vehicle, it will simply not work. Remember, when you use social media, you are putting a great deal of power in your consumers; while the rewards can be great, so can failure. To make sure this des not happen to your business, make sure that you are using social media properly.