Tips to Make Your Email Marketing Effective

There’s no ignoring the impact of social media on the marketplace and what it can do for your business, but you can’t forget to consider one incredibly powerful medium: email typewritermarketing.

You may be thinking to yourself, “Really? E-mail marketing? That can help my business?” Don’t be too quick to dismiss e-mail! Email has nearly has nearly three times as many user accounts as Facebook and Twitter combined – 2.9 billion – and that was in 2012. Imagine how many potential customers you could reach just through e-mail marketing!

Email marketing campaign numbers have skyrocketed in recent years, and competition to stand out within the confines of an inbox is tougher than ever. Still, Act-On.com reported, “59% of B2B marketers say email is the most effective channel in generating revenue.”

Not to mention that 77% of online customers ages 15 and up claim that email is their preferred method of receiving promotions; that according to our recent blog post, Email Marketing: Simple and Cost Effective.

So, how can you improve your chances?

The trick is to design your e-mail in a way that will set you apart from the rest. You know you have great products and services to offer, show them what you’ve got! Here are a few tricks of the trade to keep in mind:

Make your email messages appropriate for your clients, and make them mobile ready.

With some 44% of email opens now via mobile devices,* fully 50% of email marketers (your competitors) surveyed say they are optimizing or planning to optimize email campaigns for mobile viewers.

2013 is going to be a content driven year, so you want your emails to stand out but you also want to avoid using some of the most overused email marketing words such as:

  • Leader/ Top– If you are not really in the top 5 (ok, top 10) of the nation’s leading distributors, don’t claim to be. Be sure to back up your claims with rankings or awards to make them credible.
  • Unique/ Innovative– Everyone claims to be unique, which goes directly against the definition of the word. Don’t claim to be unique or innovative, show them!
  • Best Price– Though a competitive price is important to your customers; your company should be more focused on quality. Customers will likely be able to tell when you are compromising quality for lower prices.
  • Free Gift– The phrase “free gift” is just redundant. Aren’t all gifts free?

Your word choice might be saying more about your company than you’re aware of. Just under 70% of email recipients report email as spam based solely on the subject line. While you may be trying to gain your customer’s attention by using exaggerated marketing terms, this may actually be working against you.

As with any online marketing campaign, it is vitally important to be able to track results. If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.

Don’t Just Send Emails for the Sake Of It.

Email marketing remains a popular tactic among B2B marketing professionals, partially because it is the most cost-effective.000_0080

There are plenty of e-mail marketing services available, like MailChimp, JangoMail, Infusionsoft,  Campaigner, Vertical Response and AWeber.  These services offer what you would expect:  a variety of templates to choose from, easy uploading of data, good metrics to track campaign responses, integration with customer relationship management (CRM) applications and affordable pricing.   But the most important feature that an e-mail service can provide is e-mail delivery.

That’s their job.  And it’s easy to tell if they’re doing the right job.  You can see from metric reports and out of office replies that your e-mails are reaching their recipients.  And as long as they’re doing this job then you shouldn’t complain.  You shouldn’t blame them if your e-mail campaigns don’t provide results.  Because if that’s the case then you’re not doing your job.
And what’s your job? Your job is to consistently send excellent e-mails to the right recipients. Some tips to help you do just that are:

Be sure to use a catchy title. The title is usually the only thing you can guarantee someone will read, so take the most of that advantage and make your subject lines as catchy and interesting as possible. Mix up your titles as well; if you only ever put a special offer in the title then people will get used to thinking that you always have special offers and will be less inclined to open them. Try using questions, facts, statistics, jokes or extracts from your blog, really anything that might provoke curiosity and get the reader to open the email. Just make sure the title is relevant and in keeping with the rest of the email!

Keep your messages short and to the point. People don’t usually want to spend all day reading emails. That means short and concise messages.  And information that is useful to the recipients.  If you’re a landscaper then your e-mails should be all about landscaping and gardening tips. If you’re an accountant then I want to see financial advice.   I don’t want to see sales messages.  I don’t want to see lots of splashy graphics.  And I definitely don’t want to open a Word attachment.  I’m going to spend about ten seconds max on your e-mail message so give me as much info as you think I can digest in that time. If you want to include more information then link it back to your blog. This way I can choose the level of information I get, and you know that those who click through are likely to be more interested in what you are offering.

Always provide value. Don’t just send emails for the sake of it. Make sure that if you are trying your best to get someone’s attention that it is worth them giving you their time. If people recognize that the mails you send them will be interesting and add value to their day then they’ll be glad to open them, on the other hand if your mail is useless spam then you’ll have so many unsubscribers that you’ll soon have no-one left to email! Try including industry news, special offers, links to useful resources, blog updates, competitions or surveys.

Always include a call to Action! If you want people to do something, you have to ask them. Make your calls to action easy to understand and easy to do: Phone this number, click this link, complete this questionnaire.

Each marketing email that you send should have a measurable call to action. Really good e-mails have lots of reasons to click.  Some times a reader must continue the article by clicking on a link to the company’s blog.  Or maybe he or she’s given the opportunity to request more information, download a ebook, follow your company’s Blog or like your FaceBook page.  Clicks are good.

More advanced e-mail marketing services, like some of the ones I mentioned above, often give their customers the ability to track the activities, via cookies, of those who click on links in their e-mails so that every time they visit the company’s website it’s known what page their visiting and what interest they have.  More importantly, actions provide better metrics and better reporting on the results of your campaigns.  You have to read these reports.

If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.

Why Make Email Marketing a Part of Your Online Marketing Strategy

Email updates and newsletters aren’t a new idea. But, in today’s highly digital consumer landscape, email marketing is often recognized for it’s ability to create loyal customers, boost Cool Mountain Townrevenue and support long-term growth. When companies use email advertising strategies effectively, they can develop stronger relationships with clients.

As an integrated part of an Inbound Marketing approach, email marketing is used to reach out to your prospect list, promote your latest content offers and attract those prospects to your website to download.

Along with social media platforms like Facebook, LinkedIn and Twitter, email marketing is an opportunity to provide prospects with valuable content and turn those prospects into leads.

In terms for effectiveness of Email Marketing, the numbers speak for themselves:
According to Direct Marketing Association, email marketing had an average ROI of $40.56 in 2011.

Email is the preferred method of commercial communication by 74% of all adults online
(Merkle “View From the Digital Inbox 2011).

eConsultancy’s sixth annual Email Marketing Census, 2012, found that the vast majority of companies (70%) rate email as ‘excellent’ or ‘good’ for ROI.

On average, each U.S. Internet user engages with 11.8 brands via email, more than Facebook (9.4 brands) and Twitter (7.9 brands), according to ExactTarget “Subscribers, Fans & Followers: The Social Profile” 2010.

At least 64% of U.S. Internet users want marketers to target them – to demonstrate a knowledge of the types of products or services the recipients like in their email marketing messages. (e-Dialog “Manifesto for E-mail Marketers: Consumer Demand Relevance” 2010)

The companies that are winning the email marketing game are the ones who are not sending the same message to everyone. Know who your customers are and deliver emails based on their interests and habits. They will get a better response, and allow you to send more emails effectively.

As with any online marketing campaign, it is vitally important to be able to track results.  If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.

Email Marketing Tips for 2013

Looking ahead to 2013, we now have mobile and social media to both play a major role in the success of your email marketing. Is their really any doubt as to the importance of utilizing email markeitng as part of your online marketing strategy?000_0083
If, SEO drives traffic, then email drives conversions. “While 43% of marketers say that organic search drives the greatest volume of traffic to their websites, only 29% say that traffic converts at the highest rate. On the other hand, though just 22% cite email as their largest web traffic generator, 25% say those visits convert at the highest rate.” according to  (MarketingSherpa)

Here are tips for your email marketing for success in 2013:

Build your list every single day.You can expect to lose about 1/3 of your subscribed email addresses every year. This attrition is due to a number of factors including: address changes, unsubscribes and just plain undeliverable. So, focus on building your list daily.

Be sure and design emails for mobile. Studies show that 78% of U.S. email users will access their emails via mobile by 2017.

Combine your emails with social media.
This is a great tip to begin implementing right away, social media connects us like never before, as well as increasing engagement, it also spreads your message out to others, so take advantage of it and add social share buttons in your emails.

Attention to subject lines is vitally important.
Think about it for a moment, all the best content in the world means nothing if your subscribers don’t open your emails.
So give them a little eye candy in the subject line to entice them to open your awesome email message.

Frequency, How To Keep Their Attention without chasing them away?
Unbounce reported that 54% of email subscribers will unsubscribe from a mailing list because they’re getting too many emails. But how much is too much?
There’s not an easy answer to this question. It depends on how you present it to your subscribers.
Some options you have:

Decide on a number and stick to it. Wheather it’s once a week, twice a week, once a month, whatever you feel comfortable with. Just make it clear in your sign up process you plan to email subscribers that often.

Allow subscribers to pick their frequency via your web form. Have them opt in to a list that gets daily emails, weekly emails or monthly emails.
Invite subscribers to join a new list later. If you want to start off with once a week emails for everyone, you could decide to increase later and invite current subscribers to opt-in to the new list with more frequent emails.

Communication is important when it comes to frequency. Keep in mind the more subscribers know and the more control they have over that decision, the less likely it is they’ll unsubscribe.

As with any online marketing campaign, it is vitally important to be able to track results.  If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.

When it comes to Measurable Online Marketing, Email Marketing Beats Social Media.

A single email newsletter is more “valuable,” than every post that goes to Twitter, Facebook, and Google+, because email is more trackable. This is why you hear the expression “build your list.” In short, it’s extremely trackable.white beach
Many retailers debate the efficacy of social-media marketing on Facebook and Twitter, but they have no doubts about the power of a decades-old technology to drive sales. The killer app is called email.

The number of Black Friday and Cyber Monday shoppers making purchases after clicking through from social networks such as Facebook, Twitter, LinkedIn and YouTube declined by at least 26 percent this year from 2011, even as online sales soared, IBM Digital Analytics Benchmark said last month. So-called social sales contributed less than 0.5 percent of online revenue both days.

According to the Direct Marketing Association, Email provided $39.40 in sales per dollar of advertising this year, followed by $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks.

Email marketing is a big deal.  If email marketing is not something you’re currently doing, then start, and consider the following tips:

You must design for mobile – The number of people receiving and opening emails on their smartphones is growing. You don’t have to be a marketing genius to see that there is a trend here worth paying attention to. You should design for mobile, knowing that if it’s easily read on a phone, it’s just as easily read on a larger screen. This means using shorter subject lines, less text, and a slimmer layout.

More important than ever is that you deliver value – Email marketing is not going away, but keep in mind that consumers today are more savvy about all things technology than they used to be, and they won’t hesitate to unsubscribe or complain about your emails.

So as long as you’re sending, make sure you’re sending something worth receiving. You won;t hear people complain when what they’re receiving is useful. Special offers catered to their needs, valuable content they want to read, and friendly reminders are all welcome emails.

And since people are checking email from anywhere, and are used to doing it more frequently, there is room to send out more emails next year than you did this year.

Segmentation of your lists – Use email more, and deliver more value, by segmentation of your email lists. With more data available, send custom messages based on user preferences.

The companies that are winning the email marketing game are the ones who are not sending the same message to everyone. Know who your customers are and deliver emails based on their interests and habits. They will get a better response, and allow you to send more emails effectively.

As with any online marketing campaign, it is vitally important to be able to track results.  If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.

Email, social media, and mobile should Rank at the Top of your Marketing Priorities for 2013

With smart phone penetration breaking the 50% barrier in the U.S., having email delivered to their phones and nearly half of all Facebook users accessing their accounts via mobile devices, it is clear that email, social media and mobile will increase in importance as a marketing channel.

The strong ties between email marketing and social media are reason to increase marketing in using email to drive growth in their social media channels, such as corporate Facebook and Twitter.

More than half of businesses see Facebook as the most valued social media channel for marketers, as well as Twitter and YouTube. Depending on the type of product/service offered by the business, Instagram, LinkedIn. Google+ and Pinterest may also be valuable channels for marketers.

As with any marketing campaign, it is vitally important to be able to track results, the following short video shows how you can track deliver-ability using AWeber.

Get your email marketing stated today using AWeber.

Incorporate Email with Your Social Media Marketing Strategy.

Yes, despite all the advancements in computing technology, 30 year old Email!
Email is thirty years old, and it’s arguably bigger than ever, the number of emails sent per day continues to increase, and there are way more accounts than even Facebook has.
Not only can you use email marketing to help add all those important “likes” on your Facebook page, but you may need email to close the business deal.

According to Pooky Shares “Facebook is the leading source of referred social media traffic to websites, at 26%”.
We all understand the importance of leveraging your Facebook page by getting a lot of Likes, is going to affect the bottom line of your Business. But have you considered promoting likes on your facebook page by using email markeitng?
Yes your profile image is important, as is relevant content essential to your Facebook Marketing strategy and  building a strong community with engaging content will also be encouraging for them to like your page and spread the word about your business.
You can also by ads on Facebook to promote your page and/or use email marketing as mentioned before.
And when that prospect with an immediate need for your product or service finds you don’t be surprised if they don’t prefer getting the details via email.

In a piece about email’s 30th anniversary Jeff Rohrs of ExactTarget’s said, “In fact, an overwhelming 77 percent of all consumers surveyed prefer to receive promotional messages from companies via email compared to five percent who prefer text messages and four percent who prefer Facebook. Email is also one of the most utilized apps on every smartphone — right up there with the phone, text messaging and the browser itself.”

I believe it is best use websites, Blogs, social media marketing, and Email marketing to cross promote your message to grow your business. Need help with your complete online marketing strategy? Help is just a click away.