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.
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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:
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