The Power of Email Marketing

Email might seem like an antiquated practice, however current data is revealing that it is actually almost 40 times more powerful than Twitter and Facebook combined in terms of acquiring new customers. The simple truth is that not everyone uses every social media outlet. Some prefer Pinterest while others are diehard Instagram fanatics. The one thing they all have in common is email. There is no way to function on the internet without a valid email address, keeping it a steady and reliable marketing target.

mobile-phone-791644_1280The Facts

  • Of all US consumers, 91% use email on a daily basis.
  • Emails get more customers to buy products three times more than social media.
  • The order value of purchases gotten though emails averages out to be 17% higher than through social media.
  • Since 2009, email has been growing as a way to acquire new customers, hitting 7% in 2013.

The Secret

Using email to bolster your sales isn’t as easy as mass spamming, though. With today’s technology, you should be using email as a legitimate way to begin creating personalized messages. If you have an email database, and you should, you know what people buy, when they buy it and how much they typically spend. Begin putting in parameters for your automated emails that send targeted sales to those most likely to take advantage of it.

Businesses miss the mark with email marketing when they don’t have access to the metrics of an email campaign.  There are more metrics than just “open rate” to look at when analyzing an email you’ve sent.

What was clicked on, who clicked on it, what time they clicked on it, what device they used and how often they looked at your email are basic metrics you need to review. Then, also review how often it was shared on social media and on which channels (your email program should have all that) along with any bounced emails or unsubcribes or even spam reports.   Refrain from being romanced by the “open rate” that is one metric and it’s absolutely not the best one to measure since an email can be tracked as “open” when all that happened was that it was “touched” when someone swiped past your email to get to one they really want to read.

Email campaigns are rich with metrics and data on your customer’s behaviors and preferences. No other media platform lets you do this. Take advantage of it to keep your business growth heading upwards.

Planning a Successful Event Campaign

15 Best Practices for Running a Successful Event Campaign

Events are a great way to deepen relationships with current customers and can help you attract new customers as well.

When done right, events are also one of the best ways to get people to take the next step from interacting with you on Facebook or reading your newsletters, to actually visiting your store, restaurant, or office.

But successful events don’t just happen overnight.

To create a successful event campaign, you need to come up with a strategy that incorporates your different marketing channels — like email, social media, mobile and web — so that you can promote your event, reach the right audience, and drive meaningful business results.

That’s why we created this guide.

This guide will walk you through the necessary steps to plan a successful event campaign that will attract new customers and help you do more business.

Get Your Copy!

Author Bio:

Ryan Pinkham is interested in helping small businesses and non-profits recognize their full-potential through marketing and social media. He wants to hear your story and learn the creative and innovative ways that you’re marketing your business. He’s worked in small businesses his entire life and now is excited to work with them!

Email Marketing Tip

Today I reviewed someone’s email that they sent out to their contact list and they were curious because they feel like they weren’t getting any response to their email. What I saw was that they had a picture–a JPEG, actually posted in their email, and that’s all there is to it! There was nothing else with it other than of course a subject line and the picture.

Email

Well I explained to them that first of all, Gmail’s default is that we don’t see pictures. So it won’t display the picture, unless they click on a link that allow photos to show up in the email. So know that about 65% of the people got your email, but they probably didn’t see the message since it is in a photo format. What they saw is a big “X”, and unless they have a really strong relationship with you or know you, the chances of them clicking on the little link “This is display images” is small to none.

But let’s say that they saw the photo. And you have a bunch of information there that cater to different customers. Another problem for you as a marketer is that you will not have a way to gauge which of your audience is more interested in what information, or item because they were all just in one photo. What you can do to increase your email marketing is to get rid of that one picture. Or, don’t just put a photo in there and expect marketing returns. You have to give your audience something in writing that they can click on to, or gather more details about what you are sharing.

Another tip, make sure to make it mobile friendly. Most people read their emails on a smartphone, and if you want your message to get across, you have to make sure that your message is easy to access and readable. Test out your email before sending it out, both on your desktop and smartphone, to ensure that they receive a nice copy. If you are targeting in your local area, and you have issues of slow mobile internet connections, make sure that your photo isn’t too big so it doesn’t take long to load on smartphones.

Take a look at your email and if you’re thinking about doing a picture email, stop right now, don’t take a picture, don’t change a PDF to a picture, stop right now, instead, pick a part of a text and put it into an email. Or mix it both of them well, with just the right balance of words and photo to give your customers more for their time. As you make such simple changes, you will soon notice responses from your email marketing.

Author Bio:

Justin - Digital Assets Manager and CraftsmanJustin Duron is Digital Assets Manager | Craftsman for Know, Like + Ignite.   Justin manages and monitors the reports, data, insights and gives us a look at what’s actually working and not just the “bright shiny” vanity numbers! 

List to Last: Why Your Email Marketing List Matters

Real estate agents say – “list to last” because when you list a home for sale you have the opportunity to earn money when that home is sold by you or a fellow real estate agent.

As a business professional, the care, nurturing and development of “your list” determines how long you last as a professional or expert in your field. Grow and develop that great list and your great connections on that list will be your avid brand advocates, supporters, mentors, referral sources, trusted vendors, great clients and friends.  Your email marketing list is the lifeblood of your business. Don’t be fooled by those who say that email is dead or last year’s marketing tool – it is the foundation of all your social content and is a viable tool, still.

Know, Like and IgniteWhat do you do to develop and care for your list? How do you stay in contact? How up-to-date is the information on your list? Have you opened your list and found 20 different versions of the same person with email addresses from each past employer or different phone numbers? How, or have you, stayed in relationship with that person?

When a relationship (this goes for business and personal ones) ceases to be mutually beneficial to both people involved, somebody leaves. Are you ready to “fall out” of relationship with someone just because you got too busy, forgot to stay in touch or just didn’t have good contact information to stay in touch?

What have you done to take care of the people on your list? Remember, each name on your list represents a person and a relationship. [tweet this]

As a small business owner your list is vital.

If you’re a restaurant, you need your list of patrons to make sure you have meaningful and timely conversation with them.  Without knowing how to contact your current customers, how will you know:

  1. Who’s having a birthday?
  2. Who would appreciate a coupon for Grandparent’s Day, Mother’s Day or even for Veteran’s Day?
  3. Which customers have a favorite dish and provide them a special invite when you’re serving or showcasing that dish?
  4. How will you provide them an exclusive sneak peek of new dishes, desserts or even wines?
  5. How will they be able to enjoy the benefits of being in your exclusive “in the know first” list?

If you’re a Realtor, how will you know:

  1. Important milestones in your current customers or even vendors’ lives?
  2. How will you let people know of upcoming open houses?
  3. How will you know what other family members they have who might be in the market for a new home or who might be selling their home?
  4. How will you update your current clients on the updates in the market?
  5. Or, how will you update a local business on the challenges and how you can help in recruiting and moving new employees here?

Watch our video, How to Build a Responsive Email List for advice on adding new emails to your list, and growing an engaged audience for your business or organization.

Maria Elena Duron, Marketing Coach

About the Author:

Maria Elena Duron is a Marketing Coach and Strategist with Know, Like, + Ignite and @mariaduron on Twitter. Would you like practical tips to create and curate content and experiences worthy of being passed person-to-person? –Get exclusive access.