Email Marketing

Get High Quality Facebook Fans via Email Marketing

Tue, 23 Oct 2012 10:31:00 -0400

Brands and organizations have come to realize that having a large number of Facebook fans isn’t necessarily an indication of the real reach they have with respect to engagement with their products. Since becoming a fan on Facebook doesn’t require a person to actually buy a product or support the brand across channels, there may be thousands of hits without this really reflecting in the sales of a product or in other forms of investment in a business.

One way to get higher quality fans is through the use of email marketing, where people who have subscribed to an organization’s newsletters and other mail are also invited to become Facebook fans and to participate in social networks. This practice significantly increases the number of Facebook fans who interact with the brand at other levels. Email lists usually contain valuable customer data that needs to be effectively tapped into and converted into Facebook fans. In most cases, a brand's Facebook fan base doesn't include a high percentage email subscribers, who are really the ones with the better potential to support that brand.This is why information on a brand’s presence on social networks like Facebook should be reinforced through multiple channels, and especially through marketing emails. This can be most effective when the email linking recipients to a Facebook page promises some kind of reward for participation. One barrier to successfully pulling this off lies in Facebook no longer offering the custom landing pages option. Though it can still be done, it is now a more complex process.

An email sent by Belk Department Stores aptly illustrates how email marketing can be effectively employed to get more high quality fans. Within three days of sending out its email, its Facebook page received 16,708 fans. Since then, Belk has increased its Facebook fans to over 480,000 people; pretty impressive!

There are various features that make an email effective at garnering desirable participation on social networks. An email should not merely provide information, but should invite the recipient to actively participate in some concrete and explicitly stated way. Participation (for instance, by becoming a fan on Facebook) should entail a reward. The option to become a Facebook fan or to participate through other social networks should be offered through various channels. While the main promotion should take centre stage, other options should still be included. Also, the reward offered on participation should be available only within a fixed time frame. A good email should also contain hyperlinks allowing recipients to shop for products, which could either be a product image or a plain web link. An email should provide recipients with the alternative of unsubscribing and controlling their privacy settings and other preferences. Finally, the email should have a perfect balance of text and visuals in order to direct recipients to the Facebook page.

While the Belk email marketing campaign did get them a large number of fans, the number of coupons claimed was 34,465, more than double the number of fans. This was largely because the custom landing pages option is no longer available, so that even people who visit the page without liking it can still receive a coupon. Also, when fans and sales increase, an email marketing campaign can be considered successful even when these two variables aren’t interdependent. The email had to contain very precise directions to the coupon on the Facebook page since custom landing pages had been eliminated. Though the coupon was at the bottom of the page, a large number of people who visited the site still managed to locate it, though the number might have been higher if it were otherwise. However, other tabs more immediately visible might have been taken off for a while and replaced with an announcement of the offer instead.

There are various strategies that marketers should follow when designing emails for a marketing campaign that directs recipients to a Facebook page. Since the tools and functionalities offered on Facebook are limited, marketers need to figure out how best to use Facebook’s advertising resources together with email marketing to optimize responses from potential fans and customers.

The email itself should contain all the features of an effective marketing email described above. It should also contain clear directions on how to access the coupon on the Facebook page, given the recipients can’t directly get there by clicking on a link in the email. Also, marketers should make it a point to place at least some information concerning the reward above the fold on the Facebook Page, so people visiting the page don’t have to look for it. The time frame within which the offer can be claimed should be mentioned in the email as well as on the Facebook page so hurrying visitors to avail of the offer. Various strategies to increase participation should be employed, and marketers should monitor how well each of these strategies is working. Arriving at how effective a particular campaign is can sometimes be a challenge, given the quantity of data available and the difficulty in tracing increases in sales to a particular variable or strategy. Responses on a Facebook page are harder to assess than an email marketing campaign. Thus it is important to evolve effective benchmarks for measuring Facebook activity as well.

The aim of any marketing activity should be to get people to cross channels and actively participate in various networks. Increase in activity on a Facebook page should ideally reflect greater support for your business in terms of increased sales or increased monetary involvement and word of mouth, etc.

On the Subject of Subject Lines

Thu, 11 Oct 2012 10:00:00 -0400

Subject lines can be curious things. They perhaps present no mystery if the email in question is from a relative or friend. There, the function of the little space large enough for seven or eight words is straightforward enough; a quick greeting before the email is opened, perhaps an exclamation mark or emoticon.

Marketing is different. Next time you check your email, do a quick scan of the subject lines of marketing emails. Whatever the quality of the message itself, the function is less clear: clumsy, half-finished sentences; spelling and grammatical errors; inflated promises which you rightly dismiss as bunk without even thinking about it. With Internet marketing so slick and gleaming in other areas, this is puzzling.

Laura Wilson, Manager at HostPapa Connect, is one of a growing number of email marketers who have noticed this underused and underdeveloped little niche. She understands that the subject line can be “a powerful branding tool if done right.”(Email Insider.) But she is equally aware how rarely this happens, how often “the subject line is often the last thing we do after working so hard at crafting the right email.” Crucially, she sees what so many seem to miss; that “while [the subject line] may be the last thing we do, it’s the first thing our subscribers see.”

So where are today’s email marketers going wrong when composing their subject lines? Well, even a brief scan of a typical inbox reveals gaffes aplenty. There’s a fair sprinkling of spelling mistakes, for example, each one a fatal chink in that message’s armor; subject lines containing just one will leave that particular email dead in the water. As consumers, we tend to set the bar high for any written communication of a commercial nature; a spelling or grammatical error is seen as representative of incompetence elsewhere.

Another stratagem any company would do well to avoid is the Inflated Claim Subject Line; we are so wearily familiar with being told we’ve won something, or that a vast fortune is within our grasp, that we mouse-click such messages into oblivion via sheer wrist muscle memory. And companies that use our first names in a presumptuous attempt to imply an already established relationship come across as insincere and phony.

Conclusion: with a few exceptions, commercial subject lines today are flawed specimens.

This is set to change, as marketers like Wilson and other similarly astute email marketers lead the way and other companies begin to recognize the marketing potential of the subject line, and to appreciate its function as the linchpin upon which their carefully crafted emails depends. What sort of changes might we see?

It seems likely that sheer natural selection will weed out those email marketers who doggedly stick to the sort of outmoded techniques referred to above. But perhaps the most intriguing will be the maturation of an art currently in its infancy: the ability to take a paragraph and par it down, strip it of each redundant syllable and digit until just that single line remains, language at its most condensed – and to do this whilst still conveying the necessary information in a way that leaves the customer wanting to know more.

Sounds radical? Perhaps, but there are precedents; language has adapted before to fit new technology-based communication. Texting, for example (isn’t it strange to think texting was once a mere gimmick?), gave us predicative language; that strange, almost vowel-less pidgin text. An earlier and perhaps lesser known example is the communication by initials only employed by PC online gamers; here, the restriction was not the space available, as with the subject line, but rather the time the gamer had in which to type between frantic onscreen battles. Thus “GG” and “BG” were rapidly pecked out by the online warrior in place of “Good game” and “Bad game” (more complex messages were decipherable only to the initiated).

Besides, the art of the hyper-condensed subject line is emerging already. Here is a neat little pitch (a real one, actually), suggesting the marketing folks are taking a fresh interest in the subject line:

“Problem Solved.”

Why is this so good? Well, to start with the obvious, there is the brevity, giving the writer a confident, organized poise. Combine that brevity with a statement so simple, and you have a message that will register in the mind before the reader actually decides to read it.

Now consider the message. Or, to be precise, the messages, for there are indeed two: the reader is told there has been a problem. The reader is further told that this problem has been solved. Worry followed by reassurance; although suspecting the message is ultimately a sales pitch, the reader is instinctively well-disposed to the sender, whether they like it or not. This general bonhomie is strengthened by the fact that the message isn’t asking for anything; this is a “Problem Solved”, remember, not a “problem requiring your attention and probably your money”. Of course, the reader is no fool, but these reactions happen in an instant – the same instant it took to read the subject line - and in any case are largely subconscious. All the reader is aware of is a vague sense of trust and geniality toward the message and its sender – and some curiosity about the exact nature of the problem. This reader is about to open the message. Mission accomplished.

5 Tips on Running a Fool Proof Email Marketing Campaign

Fri, 31 Aug 2012 11:00:00 -0400

Fearing that email will soon give in completely to social media platforms, videos, and other methods of passing information, email marketers are chomping at the bit to refresh, reinvent, or even reiterate their email strategies. Even with Facebook and LinkedIn having their own branded messaging systems, businesses can still enjoy using their corporate email or domain-based webmail services to directly market their brands or send out company messages to create a stir among colleagues.

To fully wrap your mind around email marketing, imagine how you react to various print ads that your snail mail carrier brings. Or even better, imagine what you would want to read in your postal box every morning or afternoon. The general consensus will tell you that funny, useable, or humanitarian fliers or mailings tend to do well and, if this is the case, you’ve partaken in lesson one of email marketing which will be highlighted below. With some proper formalities and correct approaches in place, you can still create significant and marketable pieces for your business without fear of being spam labeled.

Play Peek-a-boo with Competitors

The best first step would be subscribing to your competition’s list and gather a few of their emails to print out. Shoot for printing out their sales-pitchy pieces because if they’re popular, you can definitely benefit from their formats. Stay active for a month or two and follow the steps they take with an eerie closeness. Gather as many of their sequential emails and study the order they came in, even if you have to number them. Study them, read them out loud and do it again. Become your competition’s emails. Even log the frequency they’re received in case a pattern of repetition can be detected and followed later on.

Compare

Perhaps you’ve been actively marketing similar services or products to no avail; this is perfect, actually. Because if you choose your competition correctly, they will be an industry leader or really close to it with emails that have been refined with years of practice. Compare your finished pieces to theirs; compare your sequential sending habits to theirs; see how their verbiage compares to your own. Now that you’ve completed this phase, it’s time to crush your competition completely.

Write from Within

Email servers have been optimized to handle spam scans of your subject, body, and all links within your email transmission. Because so many scams and illegitimate emails containing overly suggestive sales pitches find their way to trash cans way too often, you must write email messages that speak from the heart of the consumer. Yes, you must write as if you are receiving the email message. There has to be 100% customer empathy instilled in your message body to coincide with lightly suggestive ‘hints’ as to where to go for more information. Do not lie or misrepresent your intents because, again, you will find your message deleted faster than it arrived. Take these quick tips with you when writing your message body to assure readability and highest possible click-thru ratios:

Introduce yourself and how the advertised product or service changed you. Clarity is vital.
Describe the item without using ‘free, free money’ or other phrases of promise. Stick to facts.
List key features that stick out which would assist the livelihood of the recipient.
Close your email, again, reminding the recipient how things really turned around for you after being introduced to the stated item or service. Always end with thanks, blessings, or general good will towards your recipient.
Offer clear contact details so your recipient can call, email, or write you for further information. Having access to live people soothes the questioning soul.

Read Your Email to Yourself

Once completed with email transmission, read it out loud. Read it to your family, friends, and household pets. Get a general idea of how it sounds coming out of your mouth. Gather input from those who are listening on how your message can be clearly conveyed without sounding too pushy. Once you have made the suggested changes, read it again until your audience is completely satisfied with what they hear. This step is vital because your recipient may do the same; you want to come across punctual, yet not strident.

Subject Line Creation

Now that you’ve completed the body and read it out loud, your subject line is 100% top-gun material. The vitality of this short yet sweet sentence goes without saying, considering inboxes will see this first. Take these tips in writing quick, punctual, and eye-catching subject lines that aren’t prone to spam folders:

Phrases of extreme opportunity will nail spam folders without fail: In other words, using ‘free money’, ‘you won the lottery’, and anything related to sex, gambling, or Federal organizations not initiated by our government will hit your spam filters, unless your recipient asked for these emails previously. Spam filters are growing ever intelligent to spam reports and reasons the mailing was reported. Avoid using these phrases, in other words.
Wrap up your message body into a small package: If your writing was succinct, you’ll definitely have little problem constructing your subject line out of your body that is hard-hitting and hits home with your reader.
Keep product name out of body: When your initial messages have been socially accepted and your following grows, you can send out special savings later. This is to ‘break bread’ with new recipients; therefore, you need to be warm, friendly, and not pushy right off the bat.

From these tips you’ll figure out the best approach for your business directives. Since this will be your initial emailing to targeted people or even friends, you need to be introductive and avoid obvious altruistic angles.

Email Can Last Forever

Your overall approach, the items or words you send to recipients and relationships you maintain after the fact will dictate whether your emailing efforts will pan out for your company or individual labors. Even with social media having their own internal emailing systems, failures can happen that get friends lists drastically reduced, get your profile reported, or even deleted.

Email marketing is finicky, tricky, and even requires several tests before mass campaigns are introduced to your business repertoire. Hone your writing skills, keep your lists targeted to related niches and avoid pushing the pencil too quickly; consumers wish to hear more about your legitimacy before buying into your company due to numerous scams floating around.

Why Email Marketing is Still Relevant

Tue, 17 Jul 2012 10:31:00 -0400

Not so long ago, designing and setting up a website was akin to performing surgery. It was tedious, technical, and solely the domain of experts. Ongoing website maintenance was practically a full-time job, fraught with frustration. There was no way every business or individual could manage a site.

How times have changed! Websites are now a dime a dozen. Almost anyone can have a website for minimal investment. It’s exciting, but it also means competition is high! A successful website has seconds to catch the attention of visitors, deliver on promise, and keep them interested. Seconds chances are rare.

That’s where we can help. Running a successful website is your aim, and helping you is our goal. Before you launch your new website, take time to consider these 5 crucial points.

Have a vision

Don’t jump in blind! Many website owners forget the first and most crucial step in the design process: A vision for the website. Before you start designing pages, you must take the time to carefully and strategically plan ahead.

To help define your vision, ask yourself some key questions:

● What is the purpose of your website?

● What type of website do you want? (Blog, information center, ecommerce site… )

● Why will people come to your site? What benefits are you offering?

There is nothing more frustrating than visiting a website in search of valuable information and then being asked to buy irrelevant products. Likewise, someone looking for a specific product or service wants to be able to purchase it quickly and easily, and not have to sift through oodles of pages. Define what you do, and do it well. Have a vision for future expansion – but don’t get carried away in the early days.

Don’t jump in blind! Many website owners forget the first and most crucial step in the design process: A vision for the website. Before you start designing pages, you must take the time to carefully and strategically plan ahead.

To help define your vision, ask yourself some key questions:

● What is the purpose of your website?

● What type of website do you want? (Blog, information center, ecommerce site… )

● Why will people come to your site? What benefits are you offering?

There is nothing more frustrating than visiting a website in search of valuable information and then being asked to buy irrelevant products. Likewise, someone looking for a specific product or service wants to be able to purchase it quickly and easily, and not have to sift through oodles of pages. Define what you do, and do it well. Have a vision for future expansion – but don’t get carried away in the early days.
Plan your website content
Proper due diligence will differentiate a successful website from a weak one. A good website is not just about putting up beautiful pages; the content needs to be relevant, succinct, and perfectly in tune with your vision. Capture the visitor’s attention with strong headlines and titles. Let the visitor know exactly what your site is about with just a glance. Regularly consult your mission statement to be sure you stay on topic. Remember: everything has to be designed and written in order to attract, impress, and retain visitors.
Define your target audience
Who is your ideal site visitor? Put yourself in the shoes of that person and think about what you would be looking for. Why would you visit this site? Why is it worth your time? Remember, you may need to present information in different ways for different age groups, professions, or level of expertise. Your website must meet the wants and needs of your target audience – it’s the only way to retain visitors.
Set realistic goals – and find the tools you need to meet them

You’ve already established your overall vision, now you need to establish short- and long-term goals. If you are a small business looking to expand into new markets, for example, be sure your website is a natural extension of that business. Consider how you will promote your site and the features you might need to do so (marketing tools, newsletter signup, coupons, polls…).

Or perhaps you’re trying to establish a new online community. In that case, you might need to incorporate tools such as comments, forum posts, and social sharing. Knowing what you hope to achieve will allow you to select the features, widgets, and add-ons that will help you get there.
Determine how you will engage your audience
You need to give your audience what they want – not just once, but on an ongoing basis. If your visitors are going to come to your website for great content or information, give them just that! Offer white papers, articles, and regular blog posts – even downloadable presentations or documents. Providing an easy way to comment or discuss will keep visitors interested. If your visitors want to shop, you will need engaging material such as product descriptions, technical features, images, and possibly side-by-side product comparisons. Product reviews and social sharing widgets are crucial for getting the word out about your website

The bottom line: You only have one chance to make a first impression on the visitors who will make or break your website. Forethought and vision goes a long way and will only help you in the end. Know your site before you even start – and be open to evolution!