eMail Marketing has an ROI


Unlike some of the other marketing initiatives we undertake, email marketing can have very specific measurable results.

Consider...
  • The marketing consultant who locked down a $5000 contract as a direct result of a call to action in her newsletter
  • The speaker who was asked to write a column for a national magazine in response to his newsletter
  • The advisor who launched a speaking career when a speakers bureau responded to her newsletter
  • The trainer who filled a workshop
  • The entrepreneurs who filled a conference
  • The therapist, the nail technician, the coach and the spa that each booked many appointments
  • The wine store, the shoe store and the health store that sold more products
  • The author who sold more books
  • The many sold out events!

Certainly the ROI of some email marketing campaigns can’t be measured as specifically as this. And there are lots of smaller benefits which accrue over time. If you're wondering how an enewsletter might benefit your business, contact me for a chat.

Comments

Post a Comment

Popular posts from this blog

Bragging Writes

Image
You'll see in this newsletter that success stories make great marketing content. There's positive emotion around a good story - we like to read them and share them. It's a bonus that they come in many different forms: testimonials, case studies, photos of happy customers or completed work, statistics, even video. Success stories can also be assembled in a lot of different ways. For example: written by you, or by your client spontaneous (such as on Twitter), or solicited about your products and services, or about your business itself (for example, a 10 year anniversary) short or long (useful for different purposes) numerical or graphic (such as statistics) Don't stop at collecting testimonials. There are many more ways to tell your story. originally published in Work Better, Not Harder March 30, 2016 Click to Tweet this Article
Keep reading »

Eliminating Waste and Ageism from My Writing

Image
In today's society... in today's busy world... our current technological society... and so on. I've written phrases like that more than once. And I've stopped because: 1. These phrases don't add any value to my writing. If I'm writing about the past, I'll say, "In the past..." or some such thing. Similarly if I'm writing about the future. Otherwise isn't the perception it's current? 2. Lots of people don't know a different society , don't remember a time before computers. Technology is hardly new. Anyone over 50 like me has actually been using it longer than anyone younger. Reserve space in your writing for words that really count, that add meaning to your writing. Eliminate what's left. Make sure every word works. Your readers will thank you for it and show you by coming back to read more. photo by Street matt / Flickr Click to Tweet this Article
Keep reading »

10 Signs this is Your First Newsletter

Image
photo by photosteve101 I'm such a newsletter critic. I think it makes me better at what I do - learning from others' good and bad examples. Here are the things that often stand out during my critiques: You didn't use a bulk email application. This is such a big mistake, it deserves its  own post  to list all the reasons why! You didn't include a  link to subscribe. If your newsletter is good, your readers will share it with their friends. Don’t make those friends have to hunt for your  sign-up form.  Not everyone is tenacious. You used a misleading  subject line. Perhaps you felt that you had to trick people into opening your newsletter. Don’t do this! Readers will feel like they've been duped if you don’t deliver on the promise in your subject line. I see  obvious errors. There are spelling errors and, oops, a hyperlink doesn't work. Always get another set of eyes to check your newsletter. Don’t forge...
Keep reading »

Make it Easy to Read Online

Image
A ‘read online’ link allows subscribers to click to view your campaign directly in their web browsers. There are two reasons that you want to include a ‘read online’ link in your newsletter. Most obviously, it’s helpful for subscribers who can't view the HTML version of your email or download images in their email programs. The ‘read online’ link provides a permanent url that you and your fans can use to share your newsletter, now and in the future. You can use this url to link back to your newsletter issue from your website and blog. This link is also a fallback option to social sharing links : readers can copy/paste the url to share on any social media platform regardless of what sharing buttons you include or don't. I receive a weekly newsletter from ColourLovers called Happy Huesday. It’s a wonderful newsletter filled with links to colourful, interesting articles. Every week I want to share it… and can’t. They don’t include social sharing buttons OR a rea...
Keep reading »

Colour of the Year for 2018 is No Shrinking Violet

Image
Purple is my favourite colour so I couldn't be happier about Pantone's latest announcement . Pantone says, "Inventive and imaginative, Ultra Violet lights the way to what is yet to come." Purple is an emotional colour and has always been considered a little tricky for marketing, tending toward the sentimental and feminine. I'm looking forward to finding ways to use it in my own marketing. How about you? Will you use more purple in 2018? Click to Tweet this Article
Keep reading »

A Different Kind of Feedback

Image
Most of us would agree that feedback is generally a desirable thing and necessary for continuous improvement. Yet there seems to be a whole area of performance that gets ignored due to little or no feedback: internet marketing. If you are ignoring your feedback (in the form of statistics), you’re missing two important things: Without a baseline to measure ongoing performance against, how will you know if you’re getting better or worse? Without feedback about your performance and information about people’s interests, how will you know what to do to improve? Below are some suggestions to help you get the feedback you need. They can all be applied to an enewsletter campaign but certainly have broader applications. Tracking codes Online bulk email applications will have this built in. You can also use services like Bit.ly and other URL shorteners. Within the application you will be able to view overall statistics and trends. Plus you’ll get more useful things, like how m...
Keep reading »

10 Reasons to Love Being a Small Business Owner

Image
photo:  Michael Lokner There’s nothing like a vivid reminder of your past life to cause you to take stock of your current situation and do a little comparison. That happened to me recently after having a catch up phone chat with someone I worked with 15 years ago. Marcia and I were talking about an industry, a work culture, and processes that now seem so foreign to me, yet at one time were so imperative. At that point in my life, I certainly never envisioned the lifestyle I enjoy now. I absolutely love being a small business owner and working with other similar people. Here are some of the perks that I especially appreciate about being a small business owner: Not having to wear pantyhose My garden is 25 steps from my desk I can go into the office at midnight if I feel like it Getting the whole team behind decisions is easy, when the team is two! Team building is easy, too I can work all day with my cat in my lap I don’t need a briefcase to take work home I can ...
Keep reading »

Re-opt-in: a Messy Word for a Messy Process

Image
It's a word that didn't exist a few years ago... and maybe still doesn't? For those of you still on the fence about whether to ask your current mailing list to re-opt-in before July 1st, here is some information copied exactly from the Government of Canada website: Under section 66, consent to send commercial electronic messages (CEMs) is implied for a period of 36 months beginning July 1, 2014, where there is an existing business or non-business relationship that includes the communication of CEMs. Note however, that this three-year period of implied consent will end if the recipient indicates that they no longer consent to receiving CEMs. During the transitional period, the definitions of existing business and non-business relationships are not subject to the limitation periods that would otherwise be applicable under section 10 of CASL. Businesses and people may take advantage of this transitional period to seek express consent for the continued sending of CEMs. You...
Keep reading »

eMail Marketing: Informational vs. Promotional

Image
I often become frustrated when reading email marketing advice online. Many times I've thought, “I wouldn't recommend THAT to my clients.” Of course, while there may be a few best practices, if you want to stand out, you can’t do the same thing as everyone else. I used to think there was a clear division between promotional and informational marketing – specific strategies that applied to one or the other. While that is certainly true, the line is somewhat blurred. After all, our inboxes are full of things we call newsletters, advertisements, announcements... and spam . What we call these things often reflects how we feel about them. I've defined a successful newsletter as being useful or interesting, or both . I admit to a negative attitude about blatant advertising, yet I’m happy to find out about a networking event, or see the latest shoe styles. Those are products I’m interested in hearing about. And THAT is what will make your email campaign effective: finding rea...
Keep reading »

6 Lessons Learned from Prepping for the Social Media Day Halifax Conference

Image
photo credit @onceadaley on Instagram If you attended Social Media Day Halifax 2018  on Friday, I sure hope you enjoyed yourself and learned lots. I know I did! And not all my learning was from the presenters and sessions. Here are a few examples from the event organizing side of things. 1. It doesn't matter how many lists you make or how prepared you are, tech will give you a tummy ache at some point. Anything last minute that needs tech, also needs a backup plan. (Big thanks to my sister for helping me print conference nametags at 11pm the night before!) Note: If you buy labels or cardstock items at a Staples store, don't expect that their Copy & Print shop will print them for you. 2. Test things that can be tested. And not just tech things. When a vendor's website says one item goes with another, that doesn't mean it's so. For example, 4"x3" nametags do not fit into 4"x3" nametag holders. 3. Automate as much as humanly poss...
Keep reading »