Posts Tagged "marketing support"

The Best of Both – Cross Channel Marketing

Allegra Michael Grant

 

 

 

In this discussion, our goal is to build and sustain communications with customers/clients through the use of direct mail and email, two very effective marketing channels. For this, we have a two pronged approach. First, you now know that direct mail is the most acceptable initial contact method, but did you also know that when they receive direct mail, 43% of recipients prefer to respond on line? That’s the second prong. So why not give them the chance to do so? Why not obtain their email address with their permission?

Now, why would ME give a company their email address? Well, for self-interest of course. When ME provides a company with an email address it expects to receive something back. Something exclusive. Something unique. Something very few other people will ever get.  They don’t want just some newsletter. They want membership to a special club that’s all about ME. They want to know things before anyone else. They want special pricing. They want the moon, the stars and the platinum card of special treatment. Give them that and they will stay. Ignore them and they will leave. It’s not ME it’s you.

Your direct mail piece should offer them a special place if they provide their email. So, if you have a promotion, then ask them to sign up for an additional discount and more exclusive information as it comes available. One way to obtain this information is through the use of a PURL (personalized URL) campaign or even a GURL (general). This directs them to a custom landing page where they can sign up for all that special attention you promised.  You could also direct them to your web site, but you had better have a very obvious sign up page for them and the site better look good. Either way, try to obtain information on what they would like and then make sure you pay attention. Remember you have to know all about ME and when you communicate, talk about things ME likes. If you don’t then they will leave. In fact 41% of them will leave if you send irrelevant messages. Content is King. Boring just doesn’t cut it in a relationship. It’s not ME it’s you.

If you are wondering if there is some information to back this up, well here’s something from recent ExactTarget studies of email subscribers:

  • 93% of online consumers are subscribers
  • 81% of these subscribe because of a promotion
  • 88% of online consumers check their emails daily
  • 58% of online consumers check their emails first and then 11% check their Facebook (!?)

The kicker – 66% of respondents have made purchases as a result of email marketing (April 12, 2012)

Here’s another interesting one for all you Facebook fans – Millennials are twice as likely to subscribe to Email (56%) for deals as they are to search for deals on Facebook (28%).

Yes, even that very mobile tip of the iceberg group of society, the Millennials prefer to use emails when searching for deals. It’s not ME it’s you.

By the way, for all you retailers out there, did you know that 77% of consumers would like to receive confirmation, thank you and retail receipts via email? Ever been in an Apple store? Did you get a paper or an email receipt?  Imagine, people want to give you their email address so that you can send them their receipts. For the most part, these are people you do not even know. They are customers. How can we make them clients? Now, also image that you ask them if they want to subscribe to your email communications for future exclusive benefits. One more time, it’s not ME it’s you – well it’s up to you anyway if you want to keep the relationship going.

One more parting thought. Do you know the third most common activity amoung smart phone users? It’s Email. Yes, Email strikes again.  Every day first they talk (87%), then they text (77%), then they email (66%).

So, the link is unbroken. From Mail to Mobile.  Email is the thread.

 

Next week:  Mobilizing for Marketing

 

Email marketing: Becoming better at it

Allegra Michael Grant

 

 

 

 
So, why write about, “Becoming Better at Email Marketing”? Isn’t email marketing dying the proverbial slow death? Isn’t it falling under the wheels of those racing chariots called Facebook, Twitter, SMS Texts, LinkedIn, Pinterest or whatever other communications channel that will be launched next month and worth a billion dollars two years from now? Well not really.

Current surveys of consumers’ communications preferences by companies such as ExactTarget illustrate that every day

  • 91% use email
  • 57% use Facebook
  • 57% use SMS Text

Since 2008, personal communications via email has declined from 66% to 45%. It has been moving to social media channels. However, permission based email marketing communications has increased from 72% to 77%. In other words, 77% of people prefer to receive product information via permission based email marketing instead of social media channels. This cuts across all age groups from 15 years to 65 years of age. The preference for permission based email marketing is so far ahead of other methods of marketing that it is almost a one horse race.

More good news – 66% of respondents have made purchases as a result of email marketing messages and 63% use email to share content with their friends and family. Sharing of content on Facebook was 33%. That’s 30% less than email marketing.

Here’s some suggestions from MarketingProfs, Silverpop and Target Marketing that will improve your email marketing:

  1. Ask for permission to send information via emails (permission based email subscribers) and make it easy to opt out with one click.
  2. Make the content relevant to the recipient. In 50 characters or less tell what’s in it for them and what they should do.
  3. Deliver the emails to arrive at the times in my previous article.
  4. Do not send email “blasts” or the internet service providers (ISPs) will start to block your messages. Narrow your focus to the right people.
  5. Send a loyalty offer to subscribers who most often open your emails.
  6. Avoid spam trigger words like “Free”, “risk-free”, “guaranteed” and “!!!”
  7. Keep the offer text above the “fold” area (top 200 to 259 pixels). This is prime real estate area for the 3 to 5 seconds they focus on your message.
  8. Use one-line pre-header text to outline the offer. These are ideal for mobile devices.
  9. Use a clear call-to-action button and clickable URL link above the “fold”.
  10. Aim for 450 to 500 pixel width for both desktop and mobile users.

 

Next week: More Email Marketing Tips