Keeping email in the sales tool box limits the benefits and keeps it from helping your company grow. Electronic mail is well known as a marketing tool that generates immediate cash flow. It works so well that many companies send daily updates that contribute a significant amount to their annual revenue. Some might say that this is the primary purpose for email marketing. Maybe they're right but I think it is a shame to waste opportunities
Email marketing campaigns are typically limited to the people who subscribed to the company's messages. Partnering with non-competitive organizations increases exposure to offers and helps grow your email address database faster. Finding potential partners is easier than one might think. The need to provide fresh content on a regular basis opens the door for partnership development. The key to doing it well is to find organizations that cater to people who match your customer demographics. Conduct extensive research before reaching out to potential partners.
Marketers are vacillating between "no big deal" and "panic mode" when they think of Gmail's interface that automatically sorts incoming emails. There are two questions that every emailer needs to ask: "What's our risk?" and "How do we prepare?"
It is 2013. Do you know where your emails are? Or, more importantly, do you know what they are doing? Take this mini quiz. If you don't have the right answers, then you need to revise your email marketing program
Effective win-back programs are the simplest way to increase revenue and profitability. Once the acquisition costs have been reclaimed, retained customers are the most profitable segment in a company's database. I often wonder why every business doesn't have an aggressive campaign in place
Mistakes are a part of the learning process. Every company will experience them at one time or another. Ideally, with good planning, they will be minor and won't happen often. With better planning, there is an action plan in place to quickly right the wrong. Knowing what to do before it needs to be done simplifies fixing the problem.
The quality of a customer service program determines the effectiveness of marketing. Enticing people to make additional purchases is much easier when they know that the experience will be pleasant. Service has long been considered a necessary expense of doing business. What if that view were changed to, "Service is an opportunity to solidify relationships and improve retention?"
The biggest challenge with email marketing is that it is so easy to be successful marketers don't reach for the next level. After all, when something isn't broken, why invest time and energy in making it better? Most marketers don't make the effort to optimize their strategy because "good enough" serves them well enough. For those who want more, optimizing emails delivers more than additional sales—it turns casual shoppers into long-term loyal customers by creating a better shopping experience.
The holiday season is known as the time that makes or breaks companies dependent on seasonal sales. Competition is fierce. Already short attention spans are overstimulated with marketing messages, family demands and increased workloads. Breaking through the chaos requires more than super discounts and great copy. People expect a great shopping experience
Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products "customers" doesn't do justice. "Raving fans" is a much better description. Billions of dollars are spent every year on customer relationship management in an effort to inspire loyalty. Reward programs are implemented and abandoned when the cost to maintain exceeds the return. Loyalty is hard to get and easy to lose.
The email channel is well known for being a low cost high performance marketing machine. Generating revenue requires little more than the ability to acquire opt-in permission and change content in a template. It's so easy that someone with no experience could create a successful email program. But the email marketing world is changing. Evolution has already begun. Companies have to adapt or lose the effectiveness of a channel that has served well as a cash flow king
Somewhere, in the world just on the other side of the rainbow, there is a magical day for sending emails. The messages sent to customers and prospects on that day get more responses and generate more revenue than any other email. There is only one problem for marketers—catching a leprechaun is easier than identifying that day
The income generated by your email marketing is directly related to the quality of your email address list. A list filled with highly targeted prospects and customers delivers solid response rates, clickthrough and revenue. Acquiring addresses for the people most likely to respond to your email marketing and sending relevant content should be top priorities for every company.
Emails are a series of components working together to motivate recipients to act. The subject line has always been a front-line player. Its ability to capture attention in a flash is critical to getting people to open the email for more information. The best subject lines are the ones that stop people before they can move along to the next message. This isn't an easy task because today's hectic lifestyles are filled with distractions. The only messages that get through are the ones that hit the target for an immediate need or are from trusted sources. The best messages combine trust and need
Every good direct marketer knows the top company asset is the customer database. Almost anyone with marketing experience can turn that data into revenue. I say "almost" because there is still a social media movement trying to prove that direct mail and email marketing is dying. It's doubtful that anyone in that group could create and execute an effective plan that delivers sales and profitability. But, for the rest of us, the people who understand that customer relationships are about the quality of service, a solid list is money in the bank