Every business wants their web marketing strategy to yield dazzling results – millions of “shares;” video clips that go viral; content that is tweeted and retweeted for days and weeks; revenue streams that never, ever dry up. Well, it’s fine to dream, but even though it is certainly nice to create a piece of content in which the world develops a violent and lengthy interest, you’re just as likely to be left a lavish country estate from a distant aristocratic relative. In other words, don’t rely upon a single luck-based event to launch your business into multi-million dollar territory.
Don’t get us wrong – we don’t mean that you should abandon your marketing efforts or, for that matter, your dreams; we mean that all fantastic digital marketing triumphs occur from incremental strategies that are rigorously tested and conscientiously developed. Here are four tips that will help you to create a foundation for a truly noteworthy email marketing campaign.
1. Content optimization.
This certainly isn’t new; everyone from Matt Cutts to the lowliest social media intern will tell you that content is everything. Unfortunately, getting David Sedaris to guest-blog for you is more than a little improbable. So, what can you do to develop rich and interesting content?
Be persistent with new content generation. If you blog, micro-blog and post images regularly (not necessarily hourly, but enough so that your content doesn’t generate the sound of crickets), you will begin to encourage viewers and even enthusiasm. Unfortunately, this is all but impossible for business blogs. Why? Because whenever a blog speaks as a business entity, it speaks for the purpose of generating sales and remaining blandly acceptable to the vast majority of consumers. There is rarely anything unique; almost never anything controversial. So, if you’re a business looking to engage an audience, reach out to successful people within (or tangential to) your industry and conduct an interview for the purpose of posting on your site. This creates the unique perspective that sparks interest.
2. Perks for repeat customers.
Everyone wants to feel special. When a customer has shown loyalty to your business or brand, don’t you think that merits a little extra attention? Your answer will probably be an accurate reflection of how devoted your customers are to you.
Repeat customers are valuable customers. Make sure that you acknowledge their importance by offering them unique deals, sales and discounts, as well as first dibs on new products or services. When you give your subscribers a reason to be loyal, they will be.
3. Check your email service provider.
Your emails won’t engender discussion or enthusiasm if your subscribers don’t get them. When you decide on an email service provider, make sure you research the deliverability rate. If you suspect that your emails aren’t reaching their targets, you’ll want to test your service, pronto.
When researching ESPs for your email campaign, ask the following questions: Does your ESP provide a dedicated or static IP address for your bulk mailings? Does it throttle (stagger) outgoing messages? Are messages authenticated and protected against being consider spam by ISPs? Is there a “retry” feature?
4. Regular service or purchase updates.
If you give annual or semi-annual reminders for service updates or repurchases, you might find that your subscribers are quite receptive. If you had your oil changed six months ago and got an email reminder for your next service, wouldn’t you be more likely to schedule a service than if you were left with only your own memory?
The only real conversation you want your customers and subscribers to engage in is a conversation about how fantastic your service and products are. When you dedicate your email marketing strategy to optimizing customer experience, you give yourself the tools to create the best and most profitable kind of conversation possible.
Click Here! Add to Cart! Buy Now! Read More! Subscribe! Download! Try it free!
There are only so many phrases we can wedge into a call-to-action button, and frankly, these phrases are beginning to seem a bit trite and worn from overuse. Unfortunately, we are largely stuck with them, since radically different terms might only confuse the… Continue reading
Unfortunately, the breathtaking abundance of truly horrible email marketing strategies has caused a good many consumers to look askance at emails from businesses. It can be incredibly irritating to open up your personal email account and find an inbox filled to bursting with emails with the subject lines: “Buy Now! One-day only sale!” “Do you want home security?”… Continue reading
Just like peanut butter and jelly or bacon and eggs, combining social media and email marketing can lead to a whole that is greater than the sum of its parts. However, most of the information available to email marketers online would lead one to believe otherwise. The truth is, these two different marketing tactics can actually be complementary… Continue reading
If you’re like us, fall fashion gets you running for the boots and sweaters faster than soccer moms can careen their SUVs into the Starbucks drive-thru for a Pumpkin Spice Latte. It turns out that the same desire to festoon your front porch with fall-themed décor can add a much-needed dose of dynamism to your email marketing campaigns if you… Continue reading
Remember way back when we outlined the various reasons why you should consider using predesigned email templates? Well, not to confuse you or anything…
That’s right, while predesigned email templates have their excellent uses, there are certain circumstances where they might not be exactly ideal. We’re not contradicting ourselves at all; we’re just fair and… Continue reading
Most marketing experts feel that failing to have a social media account is almost as retrograde as taping flyers with phone number tabs to telephone poles as the primary marketing strategy. In other words, only the most backwards businesses don’t do Facebook.
But is Facebook the optimal solution, or would a Twitter account yield more… Continue reading
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… Continue reading
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
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