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September 2014
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It’s Not You, It’s Me – 4 Reasons out of Your Control Why People Don’t Click on Emails

You might have implemented every best practice with regard to your email marketing strategy, but you still have a smattering of customers who just aren’t responding the way you think they should. First of all: congratulations! Most of your leads have been hooked! Secondly, relax; there could be any number of reasons you don’t have 100 percent return on your efforts. Here are four reasons you legitimately may not entice every single customer, every single time.

They just don’t want the product.

Sometimes a sales representative just has to learn when to let go. If a customer researched “antique bocce ball sets” and purchased one as a gift for a distant relative, it is very likely that the customer won’t be needing another similar product any time in the near future. Hence, your email notifications about outdoor entertainment accessories will probably go unopened.

A small percentage of customers will just disappear with no warning. It’s troubling, yes, but you will get the occasional customer who might have needed a chimney cleaning service on a semi-regular basis, but who recently moved into a small apartment. Or the customer who used to come to your gourmet gelato parlor, but who has been diagnosed with type 2 diabetes. You might have just hired the ex-boyfriend/girlfriend of a customer, causing a former regular to avoid your restaurant like the plague. The sporadic customer who has dropped off of your active client list shouldn’t necessarily be chased relentlessly — sometimes people just move on.

They’ve just used your product/bought your service.

If a customer just had his car serviced, or recently ate at your restaurant, then he or she might not have an urgent need for your product. This doesn’t mean that he or she won’t click on your link in the near future; it just might not be for a little while.

The email address belongs to no one.

Some clients automatically use spam email addresses for newsletters, or just to continue reading content when subscriptions are required. The good news is: your content was interesting and/or useful enough to engage a viewer for a single visit, so a potential customer who has a real need for your product or service will probably be engaged.

Your prospective customers/clients despise email communications of all kinds, and there is nothing your excellent strategy can do to sway their opinions.

Yes, they exist — people who automatically delete marketing emails (or possibly route them to the “junk” folder — Heaven forbid) regardless of what they might offer. We might want to shake them out of their stubbornness, but all you can do is optimize your email marketing strategy and hope one day he or she will experience a Road to Damascus moment with regard to emails, open yours and click on the abundant links.

It is important to remember that your email marketing strategy, although excellent for the time being, might not continue to bear fruit until the end of time. Even the best campaigns have to be refreshed from time to time, and while you shouldn’t despair if you have a few hold outs, you should continue to monitor your successes and failures. Don’t worry over factors you can’t control; work on those your can.

5 Reasons to Use Pre-made Email Marketing Templates

The concept of “predesigned” anything can fill many marketing departments with apprehension.  After all, every marketing expert scoffs at the prospect of using free stock photos (that picture of smiling, beautiful and diverse young professionals?  They don’t work for you — they’re on at least 100 different websites!  Ha, Ha!), and free Web design templates (what — no Web support?… Continue reading

If You Build It, They Will Come – 4 Important Roles Landing Pages Play in Email Marketing

Without a well constructed landing page, email marketing is just about as useful as delivering your brand message by carrier pigeon. The entire point of email marketing is the conversion of leads, and if your landing page is sub-par, your efforts will have been utterly wasted. After all — your email is meant to direct consumers to your… Continue reading

Are Your Email Campaigns Too Graphic?

If your email marketing strategies are graphic in the sense of being illicit, then you can rest assured that they will be nestled snugly in your recipient’s junk mail folder. However, if your email campaigns are graphic in the sense of containing a huge number of images (however G-rated), they can still be funneled into the spam folder… Continue reading

Myth – Any Facebook Presence Is Better than No Facebook Presence

In the second decade of the 21st century, it seems as though not having a Facebook page is as unheard of as travelling by wagon train. Most businesses, in an effort to appear relevant and enhance their search engine rankings, feel the need to maintain multiple social media channels regardless of how well those channels serve their overall… Continue reading

SEO in Email Marketing – No We Didn’t Confuse Our Marketing Methodology

To some poor, ignorant souls, email campaigns might seem like the last shriek on the marketing retreat. After all – haven’t we generally accepted that social media engagement, video uploads, and systematic new content creation are the pillars of search engine optimization and overall online marketing? Well, perhaps, but email marketing has a solid place in the promotional… Continue reading

Why Click the Cow When You Can Get the Milk for Free?

As any best-selling relationship guidebook will tell you, explicitly detailing every single goal with regard to your ideal connection on the very first date is generally a bad idea; immediately assuming a partnership and a future with marriage, children and a mortgage will send any potential paramour running for the restaurant door. People like to be charmed, and… Continue reading

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… Continue reading

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