The Wrong eMail Marketing Advice


These questions about email marketing should never be answered, “It doesn't matter.”
These are just a few of the things you'll need to know and decisions you'll have to make when you start your own enewsletter. The answers to these questions can have a significant impact on the success of your campaign. Don't let anyone tell you differently.

Comments

Post a Comment

Popular posts from this blog

3 Reasons Why Businesses Should Be Podcasting

Image
(guest post by Mike Tanner) To suggest that I’m a big fan of podcasts would be… a bit of an understatement. In addition to being the host of 3.5 podcasts (it’s a long story), I provide podcasting consulting, speak on podcasting panels and once had a dream that I was the host of a potato chip podcast called “Chip Off The Old Block” (That podcast should be coming out in the fall.) I started podcasting because I enjoyed it. But what I’ve discovered about podcasting as it relates to business has left me realizing that I made the absolute right decision when I decided to start broadcasting my thoughts on an audio medium. So here are three reasons why businesses should be podcasting. Passive Advertising I am a big fan of social media advertising. The targeting options available on major platforms are outstanding and things like analytics and retargeting make it a no-brainer to use social to promote your business, whether that’s through the use of paid ads or just a solid soc...
Keep reading »

17 Reasons to eMail Your Contacts Before Your Next Newsletter Goes Out

Image
NOTE! Don't jump directly to the list below. There's a caveat and it's an important one. While these are your reasons for emailing your list, you need to create value or point it out to readers. Frame all your messaging around the thought, "What's in it for my readers?" If you make it valuable to them, you'll feel the love in return. Here are 17 reasons to email your list, independent of your regular newsletter schedule: A new or improved product or service - highlight the benefits, not the features A demonstration of one way to use your product... and the fantastic results! A new article, video or audio file published online A customer success story - and how subscribers can enjoy the same success A customer question and your answer - useful information A cool tool you just tried  - how your contacts can benefit Comment on a common myth about your industry - why your subscribers need to know Announce a contest Request information (feed...
Keep reading »

Your 'Thank You for Signing Up' Page

Image
A redirect page is a webpage where someone ends up after filling in your subscription form. This is something you have control over and it's worth putting a little effort into. After all, someone has just said they trust you enough to sign up for your newsletter - it's a good time to dazzle them with more of your brilliance and give them some value right away . Here is a screenshot of Anita Kirkbride's redirect page. When someone subscribes to Twirp's newsletter, this is where they end up. Here's why this page is great: It clearly describes what the subscriber signed up for. There's a free giveaway, which was promised in the call to action. There's a link to get immediate value by going to Twirp's blog. Also those cute little Twirplings at the bottom of the screen jump up and down... which made me feel kind of happy to have subscribed. Is it time to take a fresh look at your own redirect page? What is the most important message you want t...
Keep reading »

Idea Challenged? Here are 3 Tools

Image
We can all get writer's block. I've found 3 tools that help me get past it. I may not use the exact suggestions that result, but the suggestions trigger more ideas and before long I'm off and writing. Hubspot's Blog Topic Generator Fill in the fields with terms (preferably nouns) that you'd like to write about, and you'll get a week's worth of relevant blog post titles in a matter of seconds! Imagination Prompt Generator A prompt appears and you can click the button to generate another. Keep going till you find one that speaks to you, then start writing. 420 Fables Freewrite. Choose a subject and write continuously for a set period of time. Disregard spelling, punctuation and grammar. 420 Fables gives you a time limit and a place to write. If what you freewrite is good, edit it into an article. Click to Tweet this Article
Keep reading »

Top 10 Strategic Benefits of an eNewsletter

Image
Is email marketing an untapped component of your marketing strategy? Here’s what an eNewsletter can do for you. It can... Enhance your reputation. Increase lead generation. Provide invaluable information about who is interested in what, so you can follow up with contacts in a more strategic way. Be a very cost-effective communication channel with your clients, customers, colleagues and prospects. Quickly identify obsolete contact information, so you know to re-connect to get an update. Leverage your other marketing efforts: website, social media, blog, etc. Provide immediate measurable results. Give your contacts the opportunity to easily and immediately interact with you. Provide a higher response rate because it is being sent to a receptive audience. Be more cost-efficient and environment-friendly than a printed newsletter - no printing or mailing costs.  Which of these benefits are important to you? Click to Tweet this Article
Keep reading »

Brainstorming by Email

Image
Long ago and far away, when I worked for a multinational, sometimes I brainstormed with my team by email. I was working in Georgetown ON and had staff in Toronto, Regina and Abbotsford. Email was fairly new back then, and a welcome alternative to scheduling group conference calls across the time zones. I could start with a discussion question sent to the customer service reps, asking them to add comments and send onto the production planners. The planners would give their input and send it on to the warehouse staff. Eventually, I'd get back an email that loosely mapped out a process. I've never used email so productively since. Now, I don't have staff but I still have a team. And I'm usually brainstorming ideas, not processes. Here's the funny thing, I can sit by myself and scratch notes on paper... and get overwhelmed with ideas. So I start writing an email to my cohorts explaining and asking for feedback. And through that process, I often find clarity - wit...
Keep reading »

A Marketing Strategy Gone Wrong

Image
The first thing I said when he answered the phone was, "Josh, I really feel sorry for you today!" Josh is a pleasant fellow who answered the phone last Thursday when I called the Centre for Arts and Technology in Halifax. I was just a little upset. I was pretty sure that mine wasn't the first call of this sort that he had received, and it wouldn't be the last. It started when I received 17 identical promotional emails to 17 imaginary Daley Progress employees from the Centre for Arts and Technology back on April 17th. ( Click here to get the back story on our imaginary staff.) That's the footer of an email addressed to mikehopkins@daleyprogress.com. (There is no Mike Hopkins.) At the time I replied and asked for all email addresses ending in my domain name to be deleted from their mailing list. Of course, I also took the time to preach a little about the dangers of buying mailing lists. I was disappointed that a reputable organization had been duped . ...
Keep reading »

When are you Reading This?

Image
One question I get asked a lot is, “When is the best time to send my newsletter?” If the person asking has an hour or so, we might chat about how it can depend on a lot of things about their business, strategy and target market. Then I might tell them about the overall industry statistics . But really, do you pick Tuesday because it’s half a percent better than Monday? That will only make a difference if you have thousands of subscribers. Consider your own email habits. How do you vet that backlog of emails you find on Monday morning? Keep in mind that, if you aren't part of your target market, your habits will vary from your subscribers’ habits. Don't project your own judgments onto your readership. Ideally, you want your newsletter to arrive when your subscriber is using their email. And when they read is often dictated by where they read - at home, at work, or out and about. So, the answer is simple: figure out when your subscribers are using their email and s...
Keep reading »

Social-Media-Friendly Blogging

Image
You've just finished editing (and proofing!) your latest blog post. You pause for a mental happy dance, then you click Publish. Ahh. And now the rest of the work starts. Because, of course, you need to let people know about this new useful and interesting article you've just laboured over. You'll want to share your new article out on your social media feeds multiple times, especially when it's new, and then tapering off over the coming months. And to be efficient about it, you'll want to schedule all of those posts now. So let's start writing the text for those social media posts. What will tease people into clicking and reading? (I'm not talking about lying; teasing is good marketing.) You can write your teaser from scratch. But the fastest thing is to do is to copy text snippets directly from your blog post. That is usually what I do for my own posts. And it's often when I realize I could have done a better writing job. I could have writ...
Keep reading »

Don't Leave Them Wanting More

Image
Whenever you or I read something that we like, often a “What’s next?” comes to mind. I’m frequently cautioning about using calls to action strategically and not having so many that they become distracting. The other end of the spectrum would be not having a call to action at all. When someone is done reading your newsletter, make sure to give them something that answers the “What’s next?” question. Our planning worksheet can help you prioritize your calls-to-action. Click to Tweet this Article
Keep reading »