Newsletter Signup

* Required

August 2014
M T W T F S S
« Jul    
 123
45678910
11121314151617
18192021222324
25262728293031
Directories

Don’t Email Customers about a Red Hot Sale Right after Their Houses Catch on Fire

Automatic email scheduling is an efficient tool — you can make sure your email blitzes run unimpeded and in a well-organized manner, just as planned, even when they aren’t being actively monitored. However, this doesn’t mean you shouldn’t keep a close eye on your automatic marketing strategies, particularly when an event of massive importance just transpired. Don’t be the company that sends an email declaring: “We’re flooded with discount merchandise!” after a typhoon that killed thousands.

Fortunately, huge national tragedies are quite rare — rare enough for you to take stock of your communications and make sure that they are appropriate. Failing to adjust your content in the wake of a major event might not actually insult your consumer base, but it will give the public the impression that your customer relations efforts are just sloppy.

Make sure you check your email campaigns right before they go out.

Even if your emailed newsletter is fairly innocuous, you will still want to double check to make sure you don’t accidentally reference some recent event that could cause some measure of backlash. For example, before the Boston bombing in 2013, if you had an email campaign for your New England customers referencing the marathon, you might have wanted to go ahead and stop it from being circulated.

This is also a good time to get a few opinions on using large disasters as an excuse to use your product. During the Hurricane Sandy disaster, The Gap suggested that East Coast residents use their time shut away during the storm to do some online shopping. That move caused quite a bit of criticism, since nearly 300 people lost their lives — approximately half of them while barricaded in their homes.

Don’t send marketing emails at all if you are unsure.

If your email marketing campaign is particularly irreverent and there has just been a sensitive event, you still might want to prevent it from running, even if it doesn’t make any specific references to the incident in question. Sending a blithe email during a time of national mourning never reflects well upon the sender, even if the subject has nothing to do with who or what is being mourned.

Don’t send automatic emails indiscriminately when your product or organization is in flux.

If a product you retail has undergone a major public relations issue, you want to reevaluate your position on using it to market your brand. For example, Tylenol had a major recall in 2010 after the Food and Drug Administration blasted Johnson & Johnson for failing to respond to years of complaints about an odor coming from the products. Sending an automatic email notice featuring a product that the public might fear could reflect poorly on you.

Once in a great while, a large organization experiences significant public relations problems. When the national story is about your company, you want to be exceptionally careful about what you communicate to your public. An automatic email that makes no mention of the issues surrounding your organization could send the wrong message. Tesco, a major supermarket chain in the United Kingdom, had a scandal break in the beginning of 2013 involving the adulteration of ground beef with horsemeat. An auto-tweet from Tesco two days later stated: “It’s sleepy time so we’re off to hit the hay!” Yep, very bad indeed.

Automatic email scheduling can be fraught with problems if you elect to set them and forget them, but they are wonderful tools when used properly.

Social Media and Email Marketing 5 Tips for Playing Nice

Why the unbridgeable chasm between email and social media marketing? Why is it impossible to imagine that they can coexist? Facebook sends emails, doesn’t it? The truth is, while there is a definite trend towards social media (and anyone who hasn’t noticed it probably still uses a rotary phone), email is far from dead

How to Sabotage Your Email Marketing Campaign in 5 Easy Steps

Success is a double-edged sword. We might have spent our lives working to achieve a certain status that we believe will make us happy, but occasionally we find that once we’ve scaled the accomplishment summit, it just wasn’t what we really wanted. What are we to do then? We begin by unraveling our intricate tapestry of achievement… Continue reading

For Email Marketing Campaigns that Pop, Try These 3 Layouts

A good promotional email can be like an enormous bed of Dutch tulips: beautiful to behold, heavily manicured and quite rare. How can we crack the code of enticing email layouts? Well, we can begin by thinking outside the box.

We’ve become so overloaded with email marketing that we tend to think that promotional emails… Continue reading

Top 3 Ways to Optimize Your Email Marketing Campaign

Email marketing is both an art and a craft. There isn’t any hard and fast formula for converting browsers to buyers; you just have to rely upon the ever-malleable power of persuasion. Unfortunately, some email marketing campaigns cross the bridge from persuasion over into desperation. When you break up with someone, do you really become amenable to a reconciliation if that person starts sending you pleading email after pleading email?… Continue reading

4 Steps to Writing a Must-Read Subject Line

Email subject lines can make or break an email marketing campaign.  After all, your subject line will always be seen, even if only fleetingly.  The message itself?  Not so much.  So, what are you waiting for?  Start gussying up your subject line strategy, buster!

The Succinct Subject Line

Sometimes, a one or two-word subject line stands out… Continue reading

How Creative Image Use Changes Your Campaign from Ho-Hum to Yes, Please!

We’ve become so acclimatized to email marketing that we – the public – are rarely impressed by merely adequate promotional emailing strategies anymore. We might open the emails that seem as though they’re presenting something useful, but we’ve long since stopped being dazzled. It’s like a long, satisfactory relationship where the spark died long ago.

But… Continue reading

Social Media 101 Basic Rules for Rookies

The problem with employing tools typically used by the young and hip is that you have to be young and hip to understand them. Oh, social media isn’t entirely beyond the capabilities of the old and stodgy, but it’s the tiny details that can sometimes make the difference between using the tool with élan and revealing yourself to be a clueless hick… Continue reading

6 Tiny Details that Can Make or Break Your Image Use in Email Marketing

image coming soonWhen it comes to email marketing, images and graphics are as important as textual content. An image-free email is basically just a boring form letter, and no one is going to read a dull corporate missive unless it’s telling us we’re entitled to free stuff.

So, how to optimize image use… Continue reading

5 Reasons You Must Test for Success

Nothing takes the fun out of a creative marketing campaign like rigorous and thorough testing, but it must be done if you want to yield consistent results. Also, you want to make sure you aren’t making any ridiculous and shameful errors that could possibly make you the subject of hilarious late-night talk show jibes. Here are some… Continue reading