Email Marketing : Alive and Well
You can relax now. All this buzz about blogging. Blah-blah-blah-blah- blogging. Will she never shut up about the many great virtues of blogging? Probably not, but today I will give you all a break and tell you what you’ve been longing to hear for a while now: email marketing is still alive. Yes, it’s true, alive and well, and yes, converting leads to customers. I’ve felt this for a long while now, but with all the buzz about social media being the place to be, no wait, blogging, no wait, video marketing, no, wait once more —you get the picture, we seem to have thrown poor worn down email marketing under the bus, along with the VHS tapes. Its’ efficacy continues to be debated – I recently had the conversation with one of my Master Mind partners, so Kim this blog is for you! You can all take a deep sigh of relief now because if btobonline confirms what I’ve suspected, what with all of their crazy pie graphs and statistics, then we know it’s for real. I feel like I’m sounding facetious here, but honestly I’m not.
Not that email marketing isn’t without it’s pitfalls. But lets address them so that we can get past them: The Big 3 Pitfalls to a successful email campaign are:
Pitfall #1
Using a bad list and therefore preaching to the choir. I know I’ve said it before but it’s worth repeating here: If your current email list consists of your camp friends, your parents best friends, your orthodontist and your bank, you need to clean up your list. Not that Dr. Rubenstein won’t forward your email if you make it clear that he is to do so at the bottom, but lets be real here. Preaching to the choir is just that: a choir. What you need is a list of ‘Opt-in Permission Giving Interested in What You’ve Got to Say Because it Speaks to Them Personally’ potential clients, or at the very least folks who will gladly forward or “share” your email with potential clients, rather than your brother who is sick of these things already. Take him off your list please! If I can, as much as it broke my heart, you can too. So to re-cap: make sure you have an easy to find opt-in box on your website so that folks can sign up for your emails.
Pitfall #2
Not being clear on what you’d like your readers to do, once they’re done reading your brilliant information. All too often we forget that very important call to action. Do you want them to pick up the phone and call you, or ‘reply back if interested’? To share this on the social networks you’ve strategically placed in your signature as a live link? (You did place a live link for them to be able to easily tweet/like/share, didn’t you?)
Pitfall #3
Not targeting your email to a target audience. You can’t be everything to everyone. In email marketing especially, it’s very important to pick your target audience and compile content that will address it as a whole. Irrelevant content will be deemed as irrelevant and you know what comes next…..Mr. Delete, that’s who. Your email must speak to who you are targeting, right up front, and address a need. If you have several targets, it’s very easy these days to create email distribution lists that allow you to customize your content for each list. Make sure you’re doing that. More about that below.
Those are the biggest pitfalls, and as you can see, all are easily overcome with a little strategy. The benefits of emailing your blog, message, offer or newsletter so far outweigh the pitfalls it’s silly not to do it. Here are some of the biggest benefits. Let me know if you can come up with some more:
- Most businesses and your clients, unless they are 13 years of age or under are on their email all the time. Don’t let your high schooler or college kid fool you- even though they’re tweeting and Facebook chatting and texting all night and all day, even they are also on their email. They have to be, because us old fogies, their superiors-teachers, coaches, parents, tutors, department heads, etc. are all emailing them…not tweeting them. Your biggest audience is opening up their inboxes an average of 16 times per day, as per Btobonline (see report above)
- Email carries authority and an allure. As compared to the social sites, email still has a sense of urgency about it; we’re compelled to open it, right? Just as we’re compelled to look at road kill even though it’s disgusting.
- Email is cheap, and often free. Most of the big email distribution companies such as Constant Contact and Mail Chimp are free up until a certain amount of contacts. Aweber is not, but they’re fairly cheap, and they have great customer care where you actually get a live person on the phone when you run into a snag, rather than a “forum” to join and wait 2 days for someone to respond…or not. If you’re just starting out or a template look is not important, most servers now let you compile and “distribute” your lists as an option right from your out box, and many allow you to schedule them ahead of time.
- It’s not scary! We all email, we’re comfortable and for many of a “certain generation” it’s doable, and it sure beats tooting. I mean tweeting.
- Emailing converts. Again, see btobonline
The bottom line is that as much as we’d like to believe that when we write our blog or post an amazing offer on our website, the Gates of Heaven will open up, the angels will sing, and the world will be a better place because of our fab new content. Truth is, until we’ve really marketed that content via many channels on a continuous and consistent schedule-to the social networks, social news sites, the search engines, the bookmarking sites, commented on others sites, linked to authority sites, etc., we need emailing as an avenue as well to spread our word. It remains an excellent and easy- probably the easiest- way to get your word out, and can be a very effective piece of your marketing plan.
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How Can You Utilize Email Services to Manage Your Online Reputation?
As a professional that conducts any type of business online, the reputation you build is crucial to how you are perceived by your audience. The comforting part in all this is that whether it is good or bad is totally up to you. Now there are quite a few methods for keeping up with one’s image, but one tool you may not have thought about for this purpose is email marketing. This article will explain how you can use email services to manage your online reputation.
Control Your Content
The web is the largest hub for content there is. It is everywhere, and can be created in a number of ways. Content can be generated by you or others who have something to say about you. When user generation comes into play, your online reputation is instantly put on the line. You want to control as much of your content as possible, because the more you own, the better you will be at managing your reputation. Email services are perfectly suited for the task at hand. Whether it is a monthly newsletter, weekly tips, or daily deals, using such a tool right can give you a handle of most of the content you push through the internet.
Embrace Criticism
Even if your reputation is in fairly good shape, there still may be a need to perform a little maintenance from time to time. A perfect instance would be the moment you or your organization comes under criticism. There is nothing wrong with having a mixed reaction. After all, an overwhelming number of positive reviews could look suspicious to some. However, you don’t want the negative reviews to get out of hand, so addressing them is always a smart move. Email marketing gives you the platform needed to take control of the situation as it allows you to directly communicate with your audience. Regardless of what is being said, you can make sure they know the real deal by engaging them in an intimate, one-to-one setting free of outside interference.
Address Complaints
No matter what you do, you will find that making everyone happy is impossible. Members of your audience are bound to complain about something, but when it comes to what you’re doing online, their complaints are likely tied to areas you can make changes to. Publicly announcing these changes is an effective way to combat whatever damage those complaints may have had on your reputation. You can use email services to let customers know you have addressed the slow response times, malfunctioning links, or other problems that left them uneasy. Dealing with such issues is key in managing your reputation as a whole.
Ignoring your online reputation is probably the worst thing you can do, especially if you know that it has been taking a beating. Your presence is forever embedded in the digital space so don’t just expect it to go away. Luckily, email services exist to help you manage your reputation and keep it in good shape.
About the Author: Francis Santos is a writer and blogger for Benchmark Email and also the executive editor for Geek Peeks.
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From Zero To Hero: 10 Ways to Grow Your Email List
We’ve been talking the last couple weeks about email marketing for your business, and so far we’ve covered a lot of ground and hopefully got you thinking seriously about integrating email into your marketing mix.
So far we’ve gone over:
The 5 Reasons your email marketing is not working
10 Reasons Your Business Should Be Using Email Marketing
How to Use Email to Effectively Grow Your Business
Today we’ll be covering how to take your email list from zero to hero so you actually have someone to use these marketing tactics on.
It’s In The List
The money is in the list. You’ll hear that saying a lot in the world of online affiliate marketing, the more people on the list the more people they have to buy their stuff.
The same is true with any email list, whether it be for an online biz or offline “bricks and mortar”. The more people on your list – more opportunity, especially if you’re taking the time to establish a trusted relationship with those on it.
So the goal should be to grow a list, and grow a big one.
5 Ways to Grow Your Email List Online
These strategies will work well on your small business website, or if your entire business is online.
1) Make it Visible
I have to see your sign up box in order to opt-in.
2) Demonstrate Relevance
What am I signing up for, and why do I care? Explain this if you can, right on your sign up form. Better yet have a section on your website that says “10 Reason You Should Get Our Newsletter” and then go into details on what they will receive by being on your list.
3) Give an Incentive
Give something away for free to entice sign-ups. A free report, discount on a product, access to a trial of your service, etc. The most bang for your buck here it to giveaway something that demonstrates you expertise, and proves your product/service rocks. Not only will they sign up to get the freebie, but if it rocks they’ll going to tell people about it. Word of mouth at it’s best – building your list and your immediate business.
4) Get Creative
If you can, use a creative medium to draw people to your sign up area. Right now video is hot, and a great way to get subscribers. Make the video yourself, of yourself, introducing what you do and what people will get for signing up to your list.
Video works well for two reasons 1) High perceived value 2)Builds trust as they can see you as a real live person
5) Include Your Privacy Policy
This can be as easy as stating “I hate spam and you won’t get any from me”…people are leery of giving their email address away to just anybody. Set their mind at ease for more sign-ups.
5 Ways to Grow Your Email List Offline
Have a brick and mortar storefront, or do most of your business offline – you should still be building your list. These strategies should help, and you’ll notice they don’t differ too much from the “online” world.
1) Make it Visible
Have a register or checkout area in your store – have a sign-up sheet by your register. Wrapping up with a client, ask them if they want to be a part of your mailing list. Since you will be getting subscribers face to face, be sure to focus on #2 below.
2) Explain Relevance
Tell them why they want to be on your list. How often they’ll hear from you, and what kinds of information you share.
3) Give an Incentive / Exclusivity
Freebies work well offline too. Sample products, coupon, or offer for free service is usually enough to get them onboard. Also, make sure you stress that you’ll be giving exclusive deals to your newsletter/subscribers only.
4) Get Creative
Every interaction with a customer or potential customer is an opportunity to get them on your list. Think about all the different opportunities you have to interact, and get creative with the how’s and why’s to get them signed up.
5) Include Your Privacy Policy
A must. Let them know you don’t spam, and that they’ll only hear from you on relevant matters. Also, be sure to stress you do not sell or rent your email list – for some reason this is more of a concern when someone signs up to a list offline as opposed to online.
Time to Get Married
There you have 5 strategies to get your email list growing both online and offline – now marry the two. Anyone who’s been with me long knows how strongly I believe all small businesses should have an online presence, so grow your list using both online and offline tactics even if you’re a brick and mortar.
Work exclusively online with your business? I bet you go to networking functions, or interact with somebody in the offline world who you can sell the benefits of you list too.
Work your list building from both sides of the fence and watch it grow faster than you thought possible.
Up Next
Well, email marketing summer school is about over. Up next we’ll put all this information together and have you using everything you’ve learned to start growing your small business using email. I think you’ll be pleased with the results.
See you soon…class dismissed.
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Using Email Effectively to Grow Your Small Business
Welcome to day two of Email Marketing Summer School, where the goal of our class is to have you using email effectively to market and promote your business.
We’ve already covered why many email marketers are not effective, and given you the Top 10 Benefits of using email as part of your marketing campaign.
Today You’ll Learn
Today we’ll look at some of the numbers behind email marketing that validate it as a powerhouse in the world of marketing.
We’ll look at the factors that make email marketing so effective. And lastly go over a couple tips you can start using in your emails today to make them resonate with your list.
It Works!
Email marketing has the potential to convert readers into customers as well as any other form of marketing. The main benefits come from the ability to reach a much larger audience (who have asked you to send them information), in less time, for less money, and have instant feedback on the results. Pretty sweet huh?
I think there is a misconception that email marketing isn’t very effective because of all the spam email we receive. We think that spam = email marketing. It’s not, it’s spam, and you won’t be doing it.
When done correctly, with a proper plan and intentions email really does work, consider this:
A Look at the Numbers
- According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $48.34 for every dollar spent on it in 2007. The expected figure for 2008 is $45.06, and the prediction for 2009 is $43.52. As such, it outperforms all the other direct marketing channels examined, such as print catalogs.
- The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March 2009 revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO
- Shop.org’s State of Retailing Online 2009 survey of retailers found that "E-mail is the most mentioned successful tactic overall".
- In Datran Media’s 2009 Annual Marketing & Media Survey, 80.4% of industry executives said the email channel performed strongly for their company. This was the top result.
- A February/March 2008 retailer survey by shop.org revealed that email marketing has the second lowest cost per order (CPO) of any online marketing tactic. The CPO of $6.85 compares favorably with, for example, paid search’s CPO of $19.33.
To me those numbers seem pretty impressive.
Why Is Email So Effective?
By nature we are social creatures. Just look at the explosion of social networking sites over the past couple years. However, one of the most social things we still do on the internet is email.
We love getting and sending email to friends and family. Sharing information, forwarding jokes, and checking in with people we care about. We look forward to emails from people we know, we like the connection.
If done right, your email marketing will be one of the emails people on your list look forward too.
As far to the other end of the spectrum you can get from spam is where you’ll be operating. You’ll be making your email personal, and compelling. Informational, and looked forward too.
You’ll be building a relationship with those on your list, and that is the essence of why email marketing is so effective. As we discussed in the last class, you’ll be gaining their trust, building authority, and become a part of their inner circle.
Tips to Build the Relationship Through Email
When you email your customers and potential customers, those people who have signed up for your list to get more information from you, keep these tips in mind to build the relationship from day one:
You Don’t Sell – The Relationship Sells
Don’t treat your email list like a cash cow out there to do nothing but buy from you. Sure you can send a "BUY MY STUFF" email to 10,000 people and if 1% buy you just made 100 sales. But wouldn’t you rather build a relationship with your audience such that your list of 500 people buy from you every time?
80/20 Information to Selling
80% of your emails to your list should be informational, helpful, or authority building. The other 20% you can directly sell. Remember point number 1, you’re building trust and relationships…if every email is a sales pitch, that doesn’t seem very friendly!
Make Your Emails Personal
Write for an audience of one. Keep your emails sounding informal, and personal, much like you’d write to a friend. Everything should be spelled correctly, and keep in mind you are representing your business, but you don’t need to use the queens English.
Which sounds better?
You could do this:
"Matthew-
If I could have a moment of your time I think I’ve found a widget that will revolutionize the widget as we know it. I feel this widget will provide you with immense value, and suggest you consider purchasing this widget immediately as part of our special offer. Act fast, this offer will not last long, and you don’t want to miss this opportunity. Please come by our store for an instant 20% off!
Sincerely,
Widget GuyYour Widget Specialist for Life"
Or you could try:
"Hey Matt
Thought I’d pass this along since I know it’s something you’re interested in. I just found a pretty cool widget – does all the stuff those other widgets do, but a whole bunch more too.
Anyway, if you get a chance stop by the store and check it out, I’ll be around to answer any questions. If you decide you can’t live without it I’ll throw in 20% off so your wife doesn’t kill you for buying another one of these things!
See you soon."
See the difference? One is "selling you", the other is "helping you" by passing along some cool information. Keep it personal, you’ll be way ahead of the game.
Email Marketing is Not Drive-By Selling
This isn’t a quick hit kind of proposition. You’re emails are not intended to produce one major rush of sales.
To fully leverage email, you should be building something over time with your list.
You should get more “in house” traffic to your physical locations, some sales via the emails themselves, referrals, and much repeat business if you are approaching this from the right perspective – long term outlook.
In Summary
If you’re still with us I think you’re convinced that there may be something to this email marketing thing, and that it bears no resemblance to spam. The numbers are there to make it worth your while to explore as a marketing option, and if you keep our four tips in mind when you are sending out your emails – you’ll be building the foundation to an email marketing campaign that pays big dividends.
Homework
Brainstorm 10 topics you could email to your list that would be:
- Informational
- Helpful
- Trust building
- Authority building
No selling, no exceptions.
If you don’t have a list yet to email, don’t worry – you will by the time this course is over.
In Upcoming Sessions
In upcoming classes we’ll discuss how you can get your email campaign set up, get to building your email list, and then put it all together in a way that you can get out there and start using email to grow your business.
I know it sounds like a lot, but don’t worry – it’s summer school – and we’ll be going through all this at a nice leisurely pace.
Class dismissed…
Photo Credit: Mzelle Biscotte
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10 Reasons Your Business Should Be Using Email Marketing
Welcome to day one of Email Marketing Summer School. Over the next few days we’ll be taking an in depth look at email marketing, and discussing how you can begin using email to more effectively market and grow your business.
Today won’t be like the first day in most classes, going over the (boring) basics, we’re going to cut right to the good stuff and tell you why you should be integrating email marketing into your overall marketing campaign.
After reading the following list, we’ll let you decide if this is compelling enough to get you started, and stick with the rest of our “class”.
10 Reasons Your Business Should be Using Email Marketing
1. To Build Trust
Since you’ll be sending informational, focused, email communication, you will begin building trust with those on your list.
They will come to know you as a valuable source of information, and with that trust, they will actually start listening to what you have to say.
This is the most crucial step in the email marketing process. If you have an email list that trust you, you’ve won the battle, and we’ll talk more about how you build trust in an upcoming blog post.
2. To Become Familiar
Email by nature is a *friendly* form of communication. We feel the best about emails from friends and trusted sources. We look forward to these emails, and by using an email list to market your business you will be one of those people we look forward to getting email from. If you do it right, you will become familiar to those on your list, and your emails will be opened, read, and acted upon.
Better yet, you will become the “top of the mind” supplier of what you sell for those on your list. The more familiar you are to your list, the more likely they will be to think of you when they need to product or service you offer. Why buy from a stranger when they can buy from a friend?
3. To Get Repeat Business
When used correctly email marketing is a great way to get repeat business. You’ll be communicating with your list consistently, and providing opportunity for those on your list to buy from you time and again.
You’ll also be building an email list of current customers, allowing them to not only buy from you the first time in person, but possibly again via an email offer.
4. To Make More Sales
Isn’t that the goal of all marketing – more sales? If you do it right, your email list generate more sales for your business. By doing a combination of everything on this Top 10 list, your email marketing will be a lean, mean, sales getting machine!
5. To Build Your Authority
Many of the emails you send will be informational by nature, and through sharing of information you’ll be building your own credibility and authority as an expert on your subject. Guess who people buy from? That’s right, the experts.
6. To Save Money
It cost next to nothing to set up and maintain a powerful email campaign. You’ll pay $50-100/month for email list management software. After that, the cost of your time to get it set up and write/send emails are your only sunk cost. Compare it against any other form of marketing I think you’ll find it’s very hard to get more for less.
7. To Create an Opt-In Market
The people on your list have asked you to send them information – It doesn’t get better than this! Most marketing goes out to the crowd and you hope your message resonates with enough of them you make sales. If you have an email list you’re marketing efforts are automatically targeted to a population of people who WANT what you are offering.
8. To Save Time
It doesn’t take much time to send a few friendly emails a month to your list. When it comes to calculating a return on your time investment, email marketing is going to be tough to beat with other forms of more traditional ad generation.
9. To Expand Your Reach
If I see a great commercial on TV the only way I can share it is by retelling the concept to my friends, or hoping they’ve seen it. With email, that’s not the case. Your message can be passed on and shared with the click of a button. This essentially expands your reach beyond those on your list, to potentially everyone on the receivers "list" as well.
10. To Create Multiple Buying Opportunities
When a customer walks into a store, the place of business only has that one chance to sell them something. Once they walk out, you just have to hope they come back giving you another chance to sell.
Email marketing gives your customers multiple opportunities to buy from you. You’ll be reminding them how great your products and services are on a regular basis, pulling them back.
In Summary
I think it’s easy to see the benefit in building and using an email list as part of your marketing activities. If you’re not currently using email to market your products and services, I think you’re leaving a lot on the table.
Hopefully you’ll hang with us through Summer School, and some of the tips and techniques we talk about over the next few days help you grow and expand your business.
Class dismissed…
Photo Credit: b?tz?
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Email Marketing for Business – Summer School
Email marketing can be an extremely powerful and effective way to grow your business.
It’s effective, and doesn’t have to be *spammy* in any way, shape, or form. In fact the best email marketing will be a welcome addition to the receivers in box, not just another junk email.
75% of the marketing I do for my event management company is over email. I know first hand it works - If done right. Which is why I’ve decided to put together a little summer school course for you all
Email Marketing For Business 101
Over the next few days we’ll talk about the benefits of email marketing, discuss why it works, get you building an email list, and knowing you’ll be excited to get going – I’ll show you exactly how to use it.
If you’re already using email marketing, this series should reinforce the good habits effective email marketing demonstrates, and act as a good refresher course.
Prerequisite
Before we can move on though, there is a prerequisite to the class.
5 Reason’s Your Email Marketing Isn’t Working
Read the above article as it will be a primer into what we’re not going to do.
Email Marketing Approach
During the upcoming series, I want you to keep in mind that your email marketing will:
1) Be creating a relationship
2) Giving your readers something interesting to read, a reason to keep reading
3) Have a clear call to action
4) Be spell checked and grammar checked before hitting the send button
5) Emails will be on topic with why people signed on to your list
Class Schedule
- 10 Benefits to Email Marketing
- Why Email Marketing is so Effective (If done right)
- Getting Setup
- How To Build Your Email List
- Email Marketing Capstone – Putting it all together
See You Soon
Grab your notebooks and sharpen your pencils. It should be a fun few days, and by the end of it you’ll be on your way to using email marketing to effectively grow your small business.
And don’t worry, we won’t be going at break neck speed through this material, it’s summer school – appropriate for a leisurely approach!
Class is in session…
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5 Reasons Why Your Email Marketing Is Not Working
As Smallbizbee.com has grown over the past 10 months, so has the number of emails in my inbox.
A good number of those emails are forms of marketing, and almost all of them miss the mark with me.
Email marketing can be an extremely powerful and effective way to reach your customers – if done correctly.
Reasons Your Email Marketing Isn’t Working
Now, while I’m not claiming to be an email marketing expert, I can tell you why those who have marketed to me have nothing to show for their efforts. Here are the top five mistakes I see them making
1. No Relationship Built
Email marketing works best when the person recieving the email feels like they know you, trust you, and you have a relationship built with them to some degree
We read email from people we know, and skim or delete email from people we don’t. Simple as that.
Business is built around relationships, with relationships come trust, and with trust comes sales. For some reason email marketers, and business using email to communicate with their target market forget this.
2. No “Pull”
There has to be a reason to keep reading, a pull for the reader to continue.
Unless you are sending me an email at the exact moment I am looking to buy what you’re selling, just saying “Hey you – buy my stuff”, isn’t going to work. There’s no pull.
The worst offenders will not only be lacking a pull, but will go on for 1000 words without one, essentially repeating over and over again why I should buy their stuff.
Give me a reason to keep reading, tell me a story, give me value, show me how you’ll solve my problems, keep me interested in what you have to say.
3. Unclear Call to Action
Okay, I’m still reading but have no idea what you want me to do. Maybe you don’t want me to do anything, possibly this is only an informational, trust building email, and that’s okay. But, if you want me to “buy your stuff”, there better be a clear signal as to what you want me to do next, or I will take the easiest route possible and do nothing.
4. Poorly Written
It doesn’t have to be Hemingway, but it does have to be spelled correctly and use decent grammar. I cannot count how many times I’ve received a poorly written, mistake filled email where the person was asking me to buy their $299 info product. Why would I spend $299 on an info product that will be as poorly written/designed/produced as your email?
5. Low Correlation
For email marketing to work their needs to be a high correlation between why I signed up to receive information from you, and what you send me.
If I’m on your “Wine of the Month” newsletter list, your emails to me should be mostly, more or less, related to wine. If I signed up for your “Become a Better Blogger” emails, don’t try to sell me on Hawaii vacations. I may be interested, but when I signed up with you I had no intention of buying a Hawaii vacation. Keep it on point, and relevant to see the most success.
Conclusion
You don’t have much time in an email to grab the reader, and any of the above mistakes will have them clicking the delete button without thinking twice. Use this as a checklist the next time your business begins an email marketing campaign. If done correctly it will be a very efficient and cost effective way to reach your target market.
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