Email Marketing Blog

Datran Media recently released their second annual survey of over 2,000 online marketers, regarding their insight into the best online promotional methods.

Over 82% said they were planning to increase their use of email marketing in 2008. ROI from email marketing was anticipated to be much higher than other promotional avenues by 55% of respondents. When compared with other media buys, email came in on top, over display, search, print and other media channels.

Interestingly, email serves a double purpose, as seen by survey respondents, who leveraged email as a sales tool as well as utilizing it as a media channel.

Email was used to send newsletters by 80% of the respondents. In addition to using email as a sales tool, it was also used to reactivate dormant customers, enhance customer relationships and increase brand awareness.

An important note is that over 81% send TARGETED email campaigns, with less than 19% sending untargeted campaigns. The majority of targeting was based on actions or demographics / location.

Debbi Bressler
Email Marketing Specialist
Get Response

Over the weekend I was watching the playoff games, and saw a commercial by Prudential that I thought was a brilliant concept and a good lesson in branding.

If you look around at the many marketers online, you’ll notice they have branded themselves as the Audio Guru, Postcard Guru, Email Guru, Squidoo Guru, etc. They’d like you to believe that they are THE “go to” guy or gal with regard to this subject.

One of the easiest ways to own a niche is to be the first one to label it as your own.

Such is the case with Prudential and their new marketing campaign. I think it’s brilliant on several levels:

1.They are taking advantage of the millions of soon-to-be or already-retired baby boomers. If you look back in history, this crowd has huge influence and money.

2.They are “calling” the retirement needs of this group as their own. They’ve trademarked “The Retirement Red Zone” as the five years before and after retirement.

3.They’ve further branded themselves with a website and advertising which will further position Prudential as the experts for anyone in or entering “the red zone”.

Note: They’ve put a pop-up survey on their website to track advertising effectiveness in driving traffic. If your promotions are both on and offline, this is a great way to find out what is bringing visitors to your site.

The beauty of this is that I can promise you that Prudential is not the only company providing investment advice to those about to enter or just entering retirement. But, they were the first to call it out and NAME THE NICHE and now stand a very good chance of owning it!

Can you imagine how many millions of people will identify themselves as being in the red zone … and contact Prudential.

Brilliant marketing! Now….how can you use it in YOUR business?

Debbi Bressler
Email Marketing Specialist
GetResponse

There was a discussion recently at one of the marketing forums, after a marketer had a number of readers unsubscribe from his list because he sent them a holiday message. No sales message, no bait and switch - just a “Happy Holidays”.

Can you see both sides of this? On the marketer’s side, (s)he cares about the subscribers and uses this as an opportunity to tell them so. To be crystal clear that it is heartfelt, there are no sales links or messages of any kind.

On the other hand, the reader subscribes to 50 newsletters. Every marketer decides to send a holiday greeting. The reader is busy enough at this time of year, without having to open countless emails that essentially say the same thing. Eventually, they get tired of opening them and, if yours is delivered after they reach that point, they may unsubscribe.

So, how can you solve this?

One of the better solutions is to include some type of freebie in your email. Whether it be an ebook on setting goals, some holiday recipes, or a product / service that ties in with your niche, this gift provides an additional reason as to why you sent your mail besides just saying “thinking of you”. Heck, you could even send along a list of cool, holiday sites that you found, which they might enjoy.

No sales pages - no opt-ins.

Just warm holiday wishes and “I wanted to send this along as my gift to you”.

What do YOU think? Comment below and give me your ideas.

Debbi Bressler
Email Marketing Specialist
GetResponse

Nothing frustrates me more than receiving emails from people who make it next to impossible to opt-out of their campaigns.

This is NOT rocket science people!

There should be a link at the bottom of every campaign email, allowing your readers to click it and - poof! - disappear.

Don’t make your readers jump through hoops. Why force them to reply to your email - with special notations in the subject line - in order to get off your list?

They shouldn’t have to go to your website, where they must provide information they’ve long forgotten in order to fade away into the sunset.

Word does get around about the impossibility of removing yourself from some marketers’ lists. It becomes a running joke…especially if they quote their list numbers on their web site or in emails.

If your email opt-out process resembles the Roach Motel (ie. “Readers Opt In…But They Can Never Opt Out”), please fix it….

….TODAY!

Debbi Bressler
Email Marketing Specialist
Get Response

On Saturday, I will be celebrating my birthday. What does that have to do with email marketing? Plenty!

I’m now on the “mature” side of life :). And what may have worked years ago doesn’t necessarily work today.

The kiss of death online - with things changing at the speed of light - is to appear old and dated. As the years go by, you can’t afford to let yourself go or your business could soon be gone.

Reminds me of a commercial where a mom is talking to her kids and their friends and says, “Let’s get jiggy with it”. They all shake their heads before informing mom that “Nobody says jiggy anymore!”

So….take a moment to make sure your autoresponder messages aren’t jiggy.

Many people write a series of autoresponder messages, load them into their GetResponse system, and leave it at that. They’re still sending emails to their list warning them about the millennium bug that will take place when the clock strikes 12:00 pm on December 31, 1999!

Just like going through your closets once a year and throwing out what no longer works for you, you need to go through your autoresponder messages and check the following:

- Is the language still current? This is especially important if you have slang in your emails.

- Are the programs you are promoting in your emails still the best? Or even still around?

- Do your emails include references to dates or news events that will pinpoint how old your messages are?

- Do the links in your emails still work?

- Does your copy refer to Version 1 of a product that is now on Version 4?

- If you quote pricing in your messages, does this reflect current pricing?

This is a perfect time of year to give your messages an overhaul. Why not put them on your to-do list today?!

Debbi Bressler
Email Marketing Specialist
GetResponse