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Tag: email marketing efforts

  • Blend Email With Other Marketing Strategies!

    The concept

    Whether you choose to do your marketing online or offline one thing does not change: The concept that no single marketing strategy will be as effective as utilizing a blend of two or more marketing strategies. This does not mean that it is necessary to implement every known marketing strategy to promote your business; but rather, it implies that it’s worthwhile to market from a few different perspectives in order to help achieve business-related goals.

    In this article we will take a look at the viability, need and practicality of combining email marketing with other types of marketing to create a successful, multi-tiered marketing strategy and in addition, offer a few observations on managing more than one marketing strategy simultaneously in the hopes that they will prove useful to you in your Web marketing efforts.

    The adage

    There is an old adage which states that, “Two heads are better than one,” and this could certainly be applied to a multi-pronged approach to Web marketing; because although you may enjoy a great deal of success with your current email marketing efforts it does not mean you should refuse to try other types of Web marketing strategies such as, website creation, participation in industry-related message boards, placing banner ads on your website(s), orchestrating an affiliate marketing campaign and generating inbound links to .

    It is important to keep in mind that, while the possibility exists that not all of these strategies will be effective for your business, the liklihood that at least one other option which complements your email marketing will help you to achieve your business-related goals. But there is only one way to actually test the blend of marketing types, and that is to test each one in a methodical fashion simililar to the kind of “split testing” that proved to be so effective for many marketers a decade or so ago, and is still utilized by marketers to evaluate the effectiveness of their marketing strategies.

    The offline factor

    Alternately you even wish to combine your email marketing campaign with more traditional marketing strategies such as radio ads, television ads and the print media. Let’s face it, just because these types of advertising do not take place the Web does not mean they will be ineffective in helping you generate more business and profits.

    In fact advertising both online and offline can allow you to reach a larger audience to which you can target your advertising. This is especially true in view of the fact that you can reach Web users around the world, but reaching potential customers who do not utilize the Web for purchasing or researching products or services similar to the ones you offer can only be accomplished using offline marketing strategies.

    A powerful statement

    Popular marketing strategies to combine with email marketing include banner ads and message board participation, but these are all online activities and each one individually is fairly simple. However, in combination these simple activities can create a powerful statement, in the sense that when you send out emails offering useful information about your products or services, while simultaneously purchasing banner ad space on with content which may also be of interest to your potential customers, you can earn the respect and pique the interest of potential customers.

    Furthermore, let’s say you add a third marketing strategy like participation in industry-related message boards. When done right this could well be a powerful representation of your business, even if your potential customers are not currently in need of the products and services you offer; because seeing your business name so often will most likely have a branding effect that is credible and positive in their minds. And branding, which is essentially a process during which consumers see a company name so often that they are more likely to select a product from this company when they are in need of an item the company offers, will go a long way in boosting your reputation and customer base.

    The caveat emptor mindset

    Of course you must approach your experiment in blending marketing strategies with a “Caveat Emptor” mindset, because if you are planning to combine multiple forms of advertising, you should be aware that this might involve a degree of difficulty when evaluating the effectiveness of each marketing strategy.

    This difficulty is especially true when the marketing strategies are implemented simultaneously. When using only one type of marketing strategy, you can generally attribute increases in sales or traffic to changes in the marketing strategy. However, when more than one type of marketing strategy is in effect, determining which strategy is producing the most success can be quite difficult.

    Methodical work

    But remember, this experiment must be done in a careful and methodical manner. Meaning that the best way this situation can be handled is by not making changes to more than one marketing strategy at a time. By doing so you will be able to pinpoint which changes produce an increase in sales or traffic. The methodical approach can also help you to determine when changes to your marketing strategy have a detrimental effect on your sales and traffic. However, if you are having difficulty determining which marketing strategy is most effective you can consider asking customers to answer survey questions and provide information as to how they learned about the products or services your business offers.

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  • Subtlety in Email Marketing: Golden!

    Easily misconstrued

    Consistently, everyday users of the Web receive tons of emails telling them to buy certain products or visit particular websites; and while these emails arrive in the inboxes of unsuspecting Web users each and every day, most of them devote very little attention to such emails. The reason for such inattention is that emails which can be construed as, or simply are, blatant advertisements have often been viewed as spam and will continue to be viewed as spam until email marketers and the businesses that send them clean up their act.

    Let’s face it, most users of the Web have very little tolerance for spam; and for good reason, given that spam has been outlawed (See CAN-SPAM Act), and spammers have therefore developed the most sinister of reputations when compared to any other Web-based entities, except scammers (those who actually set out to engage in outright theft). Reactions to spam tend to range from simply ignoring the emails and having spammy email addresses blocked to reporting those emails to their Internet service providers for further investigation.

    We realize that many Web marketers have difficulty keeping their email marketing subtle, and therefore run the risk of being mistaken for spam; so in this article we will provide what we hope will be some useful information on how email marketing can be kept subtle so as to avoid it being viewed as spam. But more importantly, we want to provide enough thought-provoking points, aspects and norms associated with email marketing to help you formulate some of your own ideas that will ultimately keep you clear of suspicion in your own email marketing efforts.

    High quality content

    One of the most important criteria for ensuring that your email marketing is subtle and therefore not be viewed as spam, is to provide content which can be viewed as valuable or of high quality to subscribers and recipients of your emails. This may include insightful articles, interesting quizzes or other useful facts which members of your target audience are likely to find useful. When email recipients realize an email they received is offering them something worthwhile, such as knowledge or information about a particular niche subject, they are much more likely to spend some time reviewing the email since they will not likely consider it spam.

    In addition to using the creation of this copy to convince recipients that the email is not spam, the marketers and business owners can also take advantage of the copy by providing subtle advertising which may include product references in the articles or links to your website throughout the email.

    Keep ad & link density low

    While providing such links and product references it is important to avoid packing each paragraph with such instances of product references and links, which obviously defeats the purpose. Think in terms of keyword density and the avoidance of packing a website article with keywords to attract search engines, but end up having the reverse effect. Same applies to link density and readers.

    Avoiding language which makes outrageous claims can also help to keep advertising quite subtle, as using superlatives and describing the greatness of specific products will likely be viewed as blatant advertising. When this happens, it is unlikely that website owners, readers and subscribers will believe there is validity in anything contained within the emails because they will deem the entire email to be simply one big advertisement for your products or services.

    Using the third-party technique

    Another way to keep advertising subtle when running an email marketing campaign is to only send your email to those who are likely to be extremely interested in your products and services. This is important because when email recipients receive an email which does not reflect their interests at all, they are not likely to take the email serious and may view the email as a blatant and unwanted advertisement.

    However, when the email is only sent to those who share a common interest, the message seems more personalized, in which case the email recipients are not likely to view every product reference as a blatant advertisement and understand there is sometimes a need to mention products or services.

    Keep in mind that email marketing remains subtle when the content of a message is written as though it is not coming directly from the business owner. In other words, the copy may speak about products and services as though they are being offered by a third party. This technique makes the advertising seem more subtle because it does not appear to be coming directly from the Web marketer or business owner.

    This approach is one of the most effective in the sense that the sender does not give his/her recipients the impression that s/he is selling them something; and you know how people hate to be sold… anything. So it may be a good idea to learn the third-person technique, practice it, and use it in your email marketing campaigns.

    In conclusion…

    Finally I will leave you with the idea that you, the business owner, can help to ensure your email marketing effortsensure your email marketing efforts are not viewed as blatant advertisements (or spam) by keeping references to your own website to an absolute minimum. Most Web users often view links from one website to another strictly as an advertisement, and it is for this reason that most business owners who are marketing via an email campaign may find it worthwhile to keep links to a minimum and carefully weave these links into the most quite benign copy.

    The links should be provided as though they were only included to provide readers and subscribers with an opportunity to learn more about the products and not being included as a way to encourage them to purchase any products. It might also be worthwhile to consider hiring a writer with this type of experience and expertise to ensure that your copy conveys the desired message and has the desired effect on your email subscribers and other such recipients.

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  • Marketing Emails to Your Target Audience

    The target audience

    In theory, email marketing is no different from other types of marketing, especially since the basic principles of marketing apply to email marketing efforts as well. One of the most important of these principles is reaching a target audience, whether marketing is being done via radio, TV, local newspapers or email. The ability of marketers to reach their target audiences and convince them to make a purchase cannot be underestimated. This article will provide some insight into how Web marketers can effectively reach their target audience.

    If you are a Web marketer, you might agree that the simplest way to reach your target audience is to allow existing customers, as well as potential customers, to register with your program via a form on your website and decide whether or not they want to receive emails containing additional information and advertisements from your business. When those users register they should be required to enter their name and an email address, a requirement which will allow you to compile a list of email addresses from those potential customers who have expressed an interest in receiving additional information.

    Sending your email marketing materials to the members of this subscriber list – also known as an opt-in or a distribution list – is much more effective than sending out a mass emailing to recipients whose email addresses you purchased from another marketer or lead system company. The obvious reason for building your own list instead of buying one is because the group of email addresses you compiled all have an interest in the products or services you offer while there is no information on the other set of email addresses to indicate whether or not the members will even have an interest in the products or services you offer. The not-so-obvious reason is you could be accused of spam mail by using a list you did not create yourself.

    Adequate research

    Another tip for reaching your target audience is to do adequate research that will help you determine how to communicate with the members of your target audience. The result of this research may help you toi make certain modifications that will yield more positive results. For example, changing the language of your emails to suit the preferences of your target audience members, designing the layout and colors of emails making them more appealing to the target audience and tailoring the emails to include content which is of interest to the members of the target audience are all modifications you might make as a result of adequate research. This type of research can really pay off because it will make your emails significantly more effective.




    Still another tip for reaching your target audience when email marketing is to keep your message simple and your advertising message subtle. The importance of such subtlety as it relates to marketing emails is based on perception in the sense that your email must not be percieved as a blatant sales pitch, because this would lead many of your subscribers to an unwanted conclusion about your intent. Perhaps the most important thing you can do in your email marketing campaigns is to present your messages in a clear and concise manner which can be easily understood by the members of your target audience.

    Coupling product promotion subtlety with clarity of message will go a long way in helping you grow your list while establishing credibility. If you have any doubts your target audience will be able to understand your message, you can certainly leave information for the email recipients to contact you with their questions, because this interaction can prove to be extremely useful. Through these communications you can learn more about the needs of your target audience and how you can tailor your email marketing strategy to meet these needs.

    List member feedback

    Finally, it is important to solicit feedback from the members of your target audience so that you can always have the most up-to-date information on how to best meet their needs with your email marketing campaign. This should be done on a continual basis as the needs of your target audience may change over time; but when you solicit feedback from your target audience you must be sure to ask specific questions which require answers that can easily be interpreted. This is important because your ability to read and interpret these answers will greatly impact your ability to further refine your email marketing efforts in conforming to the expectations of your target audience members.

    As a token of our appreciation the free ebook titled, Storytelling Marketing can be yours if you have any interest in the art of storytelling. All you have to do is download it here, enjoy the reading and learn how storytelling can be a powerful ally in any business or marketing pursuit!

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  • An Effective Marketing Approach Via Email

    Aspects of email marketing

    Like any type of marketing, email marketing involves a great deal of time and effort to ensure that the marketing campaign is effective; because an ineffective marketing campaign of any kind is a waste of money and resources. Any individual or business that invests a lot of time, energy and money into an email marketing campaign which is not reaching members of a target audience and is not convincing recipients of the emails to make a purchase or visit a product website is really not worthwhile. In this article we will discuss the implementation of an effective email marketing strategy designed to ensure that your business, financial and personal goals are being met.

    One of the most important aspects of marketing effectively with email is to make sure that your email marketing efforts are reaching members of your target audience; and one way this can be done is by asking former customers, as well as potential customers, to join your subscriber list. Such a request on your part will help to establish that the majority of your subscriber list members have an actual interest in the products or services you offer. Such interest in your products/services is important because it will be more likely that you’ll generate sales when marketing to this type of an audience than it would be if you were marketing to a much larger audience which has no interest in your products.

    Another aspect of marketing effectively via email is to hire an experienced professional writer to draft the content for your emails, e-newsletters, email courses or other methods you are using to email your message to potential customers. Having your content written by a professional content writer can give you a significant edge over the competition if they are drafting their content themselves. And since the quality of your content is a direct reflection on your business, poorly written content that lacks substance will reflect poorly on your business.

    Target audience appeal

    Effective email marketing should also be written in a manner which will appeal to your target audience; but this may be easier said than done, especially since the best results might only be obtained by conducting market research to determine demographic information for the kind of target audience you wish to attract. Research such as this may also determine preferences the target audience may have as a condition of receiving marketing information from you (or your company). Their preferences may pertain to: type of language used, format of emails, layout of emails and even aesthetic appearance of emails. So paying attention to these details can make your email marketing campaign significantly more effective.

    Finally, effective email marketing should be done in a way that it is not viewed as spam; but it can sometimes a difficult process to safeguard your emails from perceptions related to spam. In many cases an email marketing campaign will involve distributing mass emails but care should be taken in these efforts to avoid having these emails construed as spam. The importance of such efforts is based, in part, on the many Internet service providers that include spam filters in their software that apply algorithms to each email account they provide to users. These filters are designed to determine which messages are spam and which email messages are legitimate; and emails which are deemed to be spam often do not reach their intended recipients.

    Surviving the spam filters

    Emails which survive the spam filters and make it through the recipients’ inboxes may also be automatically deleted if Internet users percieve them to be spam based on their appearance and content. For this reason care should be taken to ensure that all marketing emails provide quality content, advertise only subtly and ideally are only sent to email recipients who have specifically requested information about your products or services. This will give you the best possible opportunity to reach your target audience and have a positive impression on them which, hopefully, will entice them to make a purchase or visit your website.

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  • When Email Marketing Efforts are Ineffective…


    Help with email marketing

    Most savvy business owners understand the importance of email marketing even if they lack the know-how to run an effective email marketing campaign. Simply put, these business owners realize the imperative to run email marketing campaigns to help them meet the needs and expectations of their target audiences, but they might not possess the skills, or have the time required to orchestrate an email marketing campaign that could yield truly effective results.

    Fortunately for these business owners, they don’t have to know a great deal about email marketing because there are many Internet-based marketing consultants who can assist them in planning and running an effective email marketing campaign. So in this article, we will provide a few tips for locating a capable consultant to assist business owners and companies of all sizes – including your business, if you lack the time or required skills – in the creation, administration and completion of an email marketing campaign.

    One of the most important criteria in any consultant you seek out and hire to assist you with your email marketing campaigns is experience, which must specifically pertain to results and degree of past success s/he can demonstrate (or document). This is important because one of the best indicators of how well a consultant will perform for you is how well s/he has performed in the past; meaning that if a consultant was able to help multiple past clients to attain their company goals through email marketing, that consultant will likely be able to assist you in achieving similar results.

    EMC hiring criteria

    Another important criterion which should be taken into consideration when hiring a consultant to assist you in your email marketing efforts is the opinions of that consultant’s past clients; so before making a commitment to work with a particular consultant you should request references from past clients, with the understanding and intent to contact each of the past clients provided and question them about their experiences with the consultant. Follow through at this stage is vital in order to to obtain accurate feedback, so you should not just site on these references, you must contact them and get their opinions about the consultant’s work.

    An important point to keep in mind is the fact that most consultants will likely only provide references whom s/he is confident will offer positive opinions of services s/he provided. That having been said, you can still learn a great deal about the consultant’s style, personality and techniques through the references you obtain. This is important because the consultant’s personality, as well as his/her skills and abilities are also as important as any other aspect of the of the Email Marketing Consultant (EMC) hiring process.

     

    Keep in mind that – like anything else in life, or any other relationship – there is the possibility that you do not get along with the consultant, or you may have difficulty communicating with him/her, a situation which could make it difficult to work with him/her altogether. On the other hand, if you are not providing the consultant with enough information, or offering feedback which could help him/her to adjust proven email marketing strategies to better meet your expectations it might be hard for you to meet your stated business goals. So a good working relationship (chemistry) with your chosen consultant will also be very important.

    Qualified, objective reviews

    While it is true that skills, knowledge and experience are all important characteristics of a good email marketing consultant, sometimes none of these factors matter if personality conflicts prevent you and the consultant from communicating adequately. Therefore your personal opinion of the consultant should always be carefully considered before making a hiring decision; and one way to influence your personal opinion is to contact the Better Business Bureau (BBB) to get objective independent reviews of the email marketing consultant you are considering hiring.

    The BBB can provide you with a great deal of information regarding the past performance of most email marketing consultants who have been in business for a number of years and does not have any unresolved complaints with the BBB. This additional research will be a good indication the consultant performs adequately and treats clients fairly. Conversely a consultant with a number of unresolved complaints against him/her is not likely to be a good choice.

    Drawing conclusions

    Similarly a consultant who has a number of independent reviews raving about the quality of services s/he has provided to past clients will likely be a good choice to assist you in your email marketing efforts, while a consultant who has a number of poor reviews on the Internet is not really a good candidate for the job. Obviousdly you can draw your own conclusions based on reviews of the consultant’s historic profile; but if past clients were not happy with the services s/he provided, you will likely also not be happy with these services.

    As a token of our appreciation the free ebook titled, Storytelling Marketing can be yours if you have any interest in the art of storytelling. All you have to do is download it here, enjoy the reading and learn how storytelling can be a powerful ally in any business or marketing pursuit!

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  • To Evaluate Your Email Marketing Business

    The EM business model

    To say that email marketing can be a very effective method by which to reach target audiences around the world is most certainly an understatement, since the email marketing business model, when appropriately implemented, has been proven to do just that. However, not everyone who attempts to use email marketing as an additional income stream to augment their brand will acheive success. Reason? Failure to implement the email marketing plan! In other words, an individual’s email marketing efforts may not result in him / her reaching full potential unless s/he invests the time, energy and money needed to evaluat his / her email marketing strategy.

    During this evaluation process you, as a motivated email marketer, must be able to determine whether or not your email marketing efforts are helping you to reach your goals during a particular email marketing campaign, as well as after that campaign has completed. Likewise, during the same evaluation process you can also determine if the email marketing is having an adverse affect on your business. That having been said, we will discuss a few of the reasons why evaluating your email marketing is as important as any other aspect of this Web-based business model, and will likely result in the kind of success many email marketers envision when they start out.

    Ineffective email marketing

    Consider an email marketing campaign which is not effective because it does not reach members of the intended target audience. This ineffectiveness can be attributed to an opt-in/subscriber list which does not consist of subscribers who expressed a high interest in the particular product, service or topic originally offered or discussed on the marketer’s website. Such failure and ineffectiveness result when business owners neglect to ensure that their email subscriber lists include recipients who are extremely interested in the products or services they offer.

    Another group of business owners that often get less than optimum results from their email marketing efforts are those who take shortcuts by purchasing large email lists, since the recipients of their marketing emails are simply not interested in the products or services being offered. In this scenario the email marketing is likely to generate very few sales or website visits; but a reevaluation of the email distribution list to include recipients who are interested in their products or services will likely result in significantly more sales and website visits.

    Let’s now consider a situation in which email marketing is being construed as spam by the recipients. In this scenario, if the email marketer has taken precautions to ensure that emails are reaching members of the marketer’s target audience, but emails still seem to be over-the-top sales pitches, the members of that particular subscriber list may view those emails as spam and not take the advertisements seriously. If this occurs, then members of your email distribution list may be more likely to seek out a competitor when they are in need of products or services, rather than making a purchase from you.

    The nature of evaluation

    Evaluating your email marketing efforts can be formal or informal in nature; but if you have specific business goals in mind you might want to consider using whether or not you are on the way to meet this goal as an indication of the effectiveness of your email marketing efforts. If you’re interested in reading about more detailed and proven email marketing strategies, techniques and success stories, take a look at this email marketing trend setters website.

    Alternatively, you can evaluate your email marketing efforts by soliciting customer feedback, by asking customers for their opinions about the email marketing campaign and whether or not they were compelled to make a purchase because of the content, the advertisements or some other element. Based on this information you should have a good indication of whether or not your email marketing is effective. If it is not effective you should consider making changes to create more interest in your products, services or brand.

    Regular evaluation

    Changes you make should reflect the feedback you receive in order to ensure that you are not making changes which will create even less interest from the members of your target audience. To say that evaluating your email marketing strategy on a regular basis is important is a tremendous understatement. Regularly evaluating your email marketing is not only important, it is critical to the success of your business. Failure to evaluate your email marketing strategies can have adverse effects ranging from not producing results to causing you to lose customers to your competitors.