Drive results with email marketing; Don’t drive away customers!

Email marketing can be the easiest, most cost efficient way to reach large segments of your target market and leave quality impressions about new product and/or service offerings, company announcements or special deals. However, it is important to follow some basic guidelines when communicating with your audience in mass. Merritt Colaizzi with SmartBlog on Social Media outlines some tips to get the most out of your email marketing.

• Keep it short. Your message should fit in one preview pane. If your viewer has to scroll down or across to view the rest of the message, you will likely lose their attention and, thus, business.
• Have only one “ask.” Don’t confuse your audience with too many messages. Target your email marketing message to one “ask.” For example, “Sign up for our newsletter,” “Click here for instant discounts,” “Learn more about product A.”
• Offer several “calls to action.” This shouldn’t be confused with an “ask.” A “call to action” is a line explaining to the viewer how they can respond to your message. It is important that you give them several opportunities to act. And, be sure not to bury your “call to action” at the bottom of the email. Sprinkle them throughout the email for full effect!
• Include graphic elements. It is important to make your email message visually pleasing. Viewers get lost with too many words. Tailor your message so you can tell your story with a good mix of images and text.

Looking to initiate an effective email campaign but don't know where to start? ProMoter Inc. can help! Contact us at (502)562-1969 or promoter@promoterinc.com

Business Cards are Not an All-Access Pass

Contrary to popular (or at least common) belief, networking events, conferences, expos, etc. are not a business card collecting free-for-all aimed at building your marketing distribution list and boosting your online network.

In order to not turn connections – and potential clients – off, build a relationship first before you add them to your mass marketing distribution list. Or, upon taking their business card, simply ask if they would like to be added to your monthly newsletter list and be sure to give them several solid reasons as to why your newsletter would be of benefit to them.

Why should you be concerned about this? Obviously, you don’t want to annoy the people who you would like to turn into clients with unwanted emails. But, more importantly, do this and your email marketing efforts could garner spam complaints creating a big headache for you in the future.

Has Direct Mail Lost Its Edge to Email?

Direct mail seems passé in today’s email driven marketing world. Why spend diminishing marketing budgets on design fees, printing and postage costs when you can zip an email campaign off in minutes? Be wary of the desire to concentrate your marketing campaigns online. While email and other forms of social media have made it easier and more cost efficient to connect with your consumer, direct mail may be your best bet to reach your consumer with a fresh, trusted message.

According to a nationwide survey commissioned by Promo magazine, young professionals (18-to 34-years-old) prefer mail nearly two-to-one. The reason? Privacy. This group’s over exposure to email and the Internet has likely fostered a discriminating view toward online solicitations – chiefly via emails, which are often perceived as a nuisance and deleted.

Furthermore, according to the Marketing Design Group, direct mail is often more effective at enticing the deeper consideration required to convince your consumers that this investment will pay off. If you are launching a new product, soliciting your services or requesting any other big time or money decision from your consumer, direct mail is the way to go.

With increasing postage costs and mailing restrictions, be sensible as to when a direct mail marketing piece is needed. Making a company announcement or offering a discount on services? Stick with an email. However, if you are asking your consumer to spend big dollars on your services or to buy a new product, direct mail is the preferred marketing tactic. Although new technologies and social mediums are creating a whole new dialogue in marketing, direct mail has not lost its influence with the consumer.

Are you looking to create a cost effective yet efficient integrated marketing campaign? ProMoter Inc. can help develop valuable direct mail pieces as well as attractive emails. Contact us at 502-562-1969 or visit us online at www.ProMoterInc.com.