Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Debra Ellis

The Integrated Email

By Debra Ellis

About Debra

Email marketing is the most effective way to increase sales, improve service, and keep customers coming back. Getting the most out of email campaigns requires an integrated strategy that crosses channels and motivates people to act. “The Integrated Email” provides realistic solutions and best practices for navigating the land mines of spam filters, short attention spans and increasing competition that marketers face today.

Debra Ellis is a seasoned direct marketer specializing in using integrated strategies to keep customers coming back and buying more. She is the author of several marketing guides and the Multichannel Magic blog.  She can be reached via email (below), on Twitter, Google+, LinkedIn and Facebook

 

Making Social Sell

Jeff Molander
3 Ways to Waste Time on LinkedIn, but Feel Good About It
Sep 19, 2014

Ever feel like beating down all those bad tips for LinkedIn that we've all had enough of? You know, the...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Color
Sep 18, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since these can all be...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketers Still Struggle With Lead Nurturing
Sep 18, 2014

I thought it was widely understood by now that staying in touch with a prospect who has shown some interest...



Reinventing Direct

Gary Hennerberg
Copywriting for the Left Brain/Right Brain
Sep 17, 2014

Writing copy for how the left brain and right brain processes information can make all the difference in your sales...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
Sep 15, 2014

The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with...



The Power Punch

Carolyn Goodman
Blogs: The Long and Short of It
Sep 12, 2014

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Getting Your Email Heard Above the Roar of the Holiday Crowd

 

The noise in the marketplace is almost deafening under normal conditions. It reaches a high point during the holiday season. Every marketing channel is filled with offers and one-off stunts designed to capture people's attention, if only for a nanosecond. Frenetic cries from marketers desperate to generate revenue overwhelm the senses of the customers and prospects they seek to engage. Enjoyable shopping experiences become a crazy event that people dread.

Good marketing messages get lost in the attempt to outshout the competition. The constant barrage of screaming marketers becomes white noise to recipients. They become adept at filtering out the extraneous information to only hear the messages they need. This ability is similar to athletes who hear their coaches over thousands of fans.

Getting your message heard above the roar of the holiday crowd requires a different approach. Instead of being the loudest voice, you have to be the voice your customers and prospects want to hear. This requires a marketing shift from one-off deals to providing the service that people want when they need it. The better the relationship between company and customers, the easier it is to connect with them in crowded channels. If your past marketing strategy included provided highly targeted messages your customers are already tuned into your messages. If not, here are a few things you can do now to be heard above the crowd:

  • Make everything as easy as possible. When it comes to making people happy, easy trumps exceptional. This is especially true during the holiday season when time is limited. Create emails that include everything needed to make a buying decision and minimize the number of click from the email link to check out.
  • Be available. Sometimes people have questions that are not addressed in the email, catalog or online. Put your telephone number on every piece of marketing materials, in every email and on every web page. It will increase your sales without significantly increasing your calls. If you offer click to chat service, include a link to it in your emails.
  • Preselect items to simplify the shopping process. Buying patterns change during holiday season because people shift from shopping for self to shopping for others. Review historical data for seasonal purchases and make appropriate recommendations for similar products or services.
  • Offer reassurance. The best delivery and return policies cannot influence purchase decisions if people don't know about them. Provide specific "order by to receive in time" dates during the shopping process. Send transactional emails that include expected delivery dates and shipping confirmation numbers with a link to the carrier. If there are any issues with the order, notify the buyer immediately.
  • Follow up on abandoned carts. Life gets a little crazy during the holidays. It's normal to see a bump in abandoned carts since people are ordering more and trying to be secretive about it. Browsers get closed quickly when others walk into the room. Double check your online and email reminders to make sure that they are working. If you don't have a reminder process in place, add one.
  • Show appreciation. After enough time has passed for the order to be delivered, send an email to verify receipt, thank the customer for the order, and offer assistance if needed. Doing this distinguishes you from the competition, encourages feedback and improves trust. Be sure to use a valid reply address. Test using an individual's email address versus a generic corporate one. People tend to respond to other people better.
  • Prepare for next year. Create and implement a strategy that is designed to keep people engaged and listening for your voice. The more they are tuned in to your marketing messages the less they will hear the competition.

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: