Narrowly defined objectives are far more useful than broad-based objectives for making decisions about delivering specific e-mail content. After you define broad-based objectives (as describe in the Developing Objectives in E-mail Marketing), the next step is to restate them in more meaningful ways and match them with specific tasks. You can narrow your broad-based objective by taking six steps: 1. Figure out your ultimate goal. 2. Decide who your customers are. 3. Consider how .
The media you use to deliver your marketingmessages, such as mobile devices, Web sites, television ads, or postcards, are useless unless you combine them with actions that lead to specific objectives. If you don’t believe, grab a stack of your business cards, set them on your desk, and then wait . . . a long time. Business cards — by themselves — can’t do anything. You need to give them life by handing .
Spam-blocking and filtering technology have improved a lot over the past few years, but everyone who uses e-mail still deals with spam on one level or another. The main difference between the spam of today and the spam of the past is the fact that consumers increasingly apply the word to unwanted e-mails whether or not those e-mails technically are spam. Consumers are always skeptical of e-mails unless they know and trust the sender, .
The following sections include tips for keeping up with consumer trends and the practices of the most reputable EMPs and ISPs. Using full disclosure during e-mail address collection The CAN-SPAM Act encourages you to have affirmative consent with your e-mail list subscribers to send them a commercial e-mail, but the most professional practice is to use an extra measure of disclosure when asking for permission. Here are some ways for you to take affirmative .
Design elements, such as images and colors, are important parts of every e-mail message because they can reinforce the words that you use or cause your words to feel different to the reader. A text-only e-mail not only fails to reinforce and enhance the value proposition, but it’s also difficult to scan and read. Even simple design elements can have a significant impact on the look and feel of an e-mail message. The formatted .
Making more money than you spend is at the foundation of every business opportunity. Before you get too caught up running your business, I hope you took the time to make a few calculations to determine whether your approach to marketing your business seemed capable of making a profit. Although it is sure that many successful businesses start with little more than basic math, one very important calculation rarely finds its way into a .
The days where you could send a single e-mail and blind-copy hundreds of other people are long gone. Spam filters, firewalls, junk folders, and consumer distrust are all reasons to turn to professionals for help with your e-mail strategy. E-Mail Marketing Providers (EMPs) are companies that provide one or more of the following commercial e-mail services: Improved e-mail deliverability Database and list management E-mail template design Social media integration Mobile device formatting The e-mail .
Your e-mail content should match how consumers tend to interact with the media you use so that your audience can easily internalize and take action on your message. Consider the following comparison between using e-mail to deliver a message and using a billboard to deliver a message. Imagine planning to put up a billboard next to the highway where people drive by at 65 miles per hour. You aren’t likely to get good results .
When you’re excited about your business, thinking of almost everyone as a potential prospect is easy. You might indeed identify a large audience that needs your products or services, but plenty of people won’t buy from you for one reason or another. At the same time, pockets of opportunity for communicating your messages might exist that you haven’t thought of. You can make your e-mail messages more effective by targeting prospects and customers who .
Convincing consumers to part with their money to obtain your products or services usually involves communicating one of two basic messages: Your products or services are unique and unfamiliar to consumers. Your challenge is to educate consumers who are likely to need your products or services so they will buy from you. Your products or services are easily identifiable and widely available. Your challenge is to convince consumers that your business is the best choice .