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Going Tankless!

We all use email, maybe less than texting, but it has wide business application for promoting goods and services and keeping in touch with clients. They should be short and sweet, but memorable. Writing them is a gift. They are very much like Facebook posts in that regard and all the same rules apply to website content. Keep it meaningful and laden with keywords.  The message line should be an enticement, not a put off. And don’t besiege your prospects with too many. The point is to retain interest in those who frequent your website looking to purchase your products or services. Getting the addresses from visitors is a precious enterprise. A quality list is a prized commodity.

Now what to do with this special asset. First, you have to create a campaign with clear features and benefits. You must remind people of why they came to you in the first place. You don’t need to over describe what is already available. Let’s say you are marketing a new line of tankless water heaters for https://tanklesscenter.net. If someone is in the hunt for one, they likely know it is because it is a space-saving, energy-saving device. They probably have researched price and hit on your product.

I would come up with a catchy opener like “Go Tankless!” I would be clever and tell a story about an old faulty unit and how the new model came to the rescue. People read stuff that is fun. They don’t care about installation instructions in an email. They want to remember why they like your system more than others. Quoting happy customers is therefore a great way to do it. And a picture says a thousand words. Videos never hurt. Be creative with your content and watch your sales soar.

The Purpose of Email Marketing

The reason you send out marketing messages or newsletters is to widen your customer base and increase sales. Traditional marketing campaigns can be time consuming and costly. Email campaigns, on the other hand, can often be done quickly and cheaply, with minimal use of resources. However, there is always the potential that your message ends up in the junk folder, never to be seen or read. So how do you get people to add your address to their safe list and send them messages they actually want?

From my research and experience, I’ve found that customers want two basic things: they want to feel like they matter to your business and they want deals. If you can provide those things in a newsletter, then you’re going to have a successful campaign.

Many sites will offer a coupon code sent directly to someone’s email if they sign up for a newsletter. This is a great way to get in the door so to speak. It’s a win for you because you’re going to make a sale and a win for the customer, because they were looking on your site with the intent to browse or buy and you’ve just given them an added incentive.

But you can’t only reward first time shoppers, you need to keep people coming back to your site. Even if you can’t constantly send them discount codes, other perks can be just as appealing. People like free shipping, or upgraded shipping, advance sale notices, or exclusive shopping days. Even if they don’t buy anything, you can find out which links they are clicking on and develop new strategies accordingly.

If you’re not selling something, but instead are promoting someone or something – like a band or a political candidate – getting newsletters and occasional news can generate interest and momentum. You can give people early access to ticketed events or be the first to know about new releases or appearances. You can also send press releases on important topics while they’re happening – try doing that with direct mail! You can increase your visibility while giving people the information and access that they are interested in.

I also recommend emailing surveys to your subscriber lists. Whether you want to know what they think of a purchase, how easy your site is to navigate, or the topics they care about, you’re getting valuable information that can easily be fed into data tracking software so that you can evaluate it and respond accordingly. You can do informal polls and follow up on orders, you can ask about the quality of appearances and venues, and anything else it might be good to know from the people that matter to you.

There are so many ways that an email marketing company can help you if you want to do more online marketing! Let me know if you have any questions or want more details about how things work in a future post.

Email Etiquette in Marketing Campaigns

Although email has been around long enough now that most people are comfortable sending a variety of message types, there are some etiquette rules that can help you as you conduct business electronically. You want to come across as strong and trustworthy, and provide a value to your subscribers.

First things first: common sense dictates that you bcc people on email lists. You don’t want to accidentally be giving out customer email addresses to others. That is both an invasion of privacy and could also allow your competitors to poach clients – all they would have to do is subscribe to your mailing list! Another big problem here would be that some people will decide to reply, either with a question or comment, and they may accidentally reply to all, sending out a mass mailing. It happens enough by accident in the office, you don’t need it happening to your customers too.

Second, if the email address you use for mailings is not an account that is read, be sure to put that in the message. Direct your readers to the appropriate method of addressing concerns: include an email address that people can write to for customer service, and include a phone number with an address and hours of operation. If you use social media, also add links there. You want to show that you are reachable when they need you, and decreasing their frustration by giving them contact information is simple and an easy way to avoid frustration on your customers’ end.

Third: people are suspicious of spam and phishing attacks. These sorts of email attacks are getting more sophisticated as time goes on, so you have to be clear that you are on the up-and-up. Make sure you use correct grammar and there are no spelling mistakes. Many of these scams are coming from overseas, and misspellings or awkwardly worded messages can be a red flag to recipients. If you include links in your message, be sure that they lead directly back to your site, with clear links that make sense. Never ask for personal information in a message, either! Adding your company logo and contact information also usually helps, but spammers have caught on to that and sometimes do this as well.

Fourth: always have an option to unsubscribe. Sometimes people are going to decide they don’t want mailings anymore. They do not want to have to hunt down the link to stop getting them. It’s up to you if you want to have a survey – or at least one question – to find out why they want to stop getting messages. I find these helpful because if you have a huge portion of people saying the same thing, you can change tactics. It helps if you know that you need to improve the emails’ content or change the frequency of your messages. Giving people the option to change their frequency instead of dropping off your mailing list entirely often works, too. Maybe they only want to know about annual sales, or maybe they just want a coupon on their birthday. Again, having this as an option will often keep people on your lists.

Another important thing when you trying to get people to sign up for messages from you is to be upfront and provide value. Let people know even before they sign up what types of messages to expect and what they’ll be receiving. They will be more likely to sign up if they feel it will be useful to them. Also be clear about whether you sell email lists. I don’t recommend selling lists because the majority of people do not like it.

Well, that is a basic rundown of what you should do, but if you hire a company like mine to do the mailings, you’ll get even better advice! Ta-ta for now!

How a Company Was Born

I worked in marketing for a big firm for a long time. I designed flyers and mailings, posters, and marketing materials. I liked my job and I liked the people that I worked with. I never thought I would own my own company. That was never really a dream of mine. I don’t think I ever really thought too hard about whether or not I wanted to be a big boss type person. I just wanted to have a job that I liked, making enough money to buy a few nice things and go on a decent vacation every year.

And that was my job, for the most part, until it stopped feeling worth it. I even remember the exact day – I was at work near the copy machine and I happened to see a huge amount of one of my mailings sitting there, still with the plastic binding around them. I asked my boss what was up, and she told me that they had gotten held up at the printers and by the time we got them, the event was over. Of course the printer was going to comp us for the screwup, but my marketing campaign had been ruined. Nobody told me because I wasn’t the one who dealt with the printer, that was someone else’s job. I was one step removed from the people and products we were promoting, and I didn’t do the actual selling – I just read the numbers off of sales reports so that I could see how successful campaigns were. I felt let down and I felt like my work was meaningless. It was a feeling I could not shake, so I decided I needed a change.

I had a pretty good nest egg set up by then because the truth is that I am good at what I do. I don’t want a bigger house and I have enough set aside for retirement, so I decided to form my own company. I wanted to provide something that was faster and more versatile than traditional marketing. And personally, I needed something that worked with newer technology and reached a younger, more savvy audience – I wanted to feel more relevant and have more information regarding feedback on campaigns. Email Attraction was born out of my condo, just me and a computer and some really good connections. Now I have fifteen employees, including a sales force, data analyzers, and an IT team, working for me. I’ve had to rent bigger office space twice as we’ve grown. That might not sound like a big deal to you, but it is to me. I handpicked my team and I love every one of them. They are great at what they do and make coming in to work even better.

Being the boss is better than I thought it would be. I like making the decisions, although I do ask for and consider opinions of my staff. I hired them for a reason, after all. We try to stay one step ahead of our competitors while anticipating our clients’ needs. So far it has all been worth it!

Writing Emails People Want to Read

People get tons of emails every day. They don’t read a whole lot of them. Stuff from unknown senders, junk mail, and all kinds of stuff get sent straight to the recycle bin or junk mail folder. In order to avoid that same fate, marketing emails need to be short, clear, and worth your customers’ time. Here are some tried-and-true techniques to help your messages get attention and actually read.

The good news is that people are more willing to fork over an email address if they think they are getting exclusive offers or valuable discounts. Use the “fear of missing out” to your advantage. Promise people something to make mailings worth their while. Gone are the days of expensive and glossy seasonal catalogs, and not everyone has time to check your website frequently. But sending people messages can bring traffic to your site on a regular basis. The trick is to send them often enough that they stay a regular customer but not so often it annoys them.

If you don’t have a good subject line, your message won’t be read no matter what, so be sure you have a good one. A subject line needs to both explain why you’re messaging your customers and to let them know there’s something in it for them. “Your gift for being a great customer!” “Exclusive sneak peek at our new collection” or “We miss you, please come back!” will definitely get a customer’s attention. Even if it is only a few percent off or free shipping, you’ve lured them in and back onto your site. If you send out 100 of these messages a week and 10 of those people buy something, that’s ten people you would not have made a sale from. It’s a form letter sent automatically, so how much work are you actually doing?

Next, avoid crazy fonts, lots of colored text, and large, high-quality images. People usually read messages on the go so easy-to-read text and smaller images are the way to go. Black text on a white background is still the easiest to read for most people. Stick with it. You don’t need to overwhelm your customers with everything at once – the goal is to entice them to the website. One or two popular product images should do the trick, at a small enough size that it will easily display on a data-using cellphone. Company logos are fine images to include, but again – make sure it is a small enough file size that it loads quickly and clearly.

Finally, have a clear and consistent message. Keep the text short and to the point. Make sure there are no spelling errors or grammatical problems. Select images that go with your message and are properly labeled. Ensure that any products highlighted in the message are easy to locate on your website. Verify that the links work correctly. If people can’t understand your message or find the products you want them to buy, they are going to give up rather quickly.

The goal is to increase traffic to your website and convince people to buy something or to use your services. A smart email campaign will help you do that, and following these tips will ensure that you do it right!

Email Marketing vs Traditional Mailings

Hurray for email! It makes reaching customers easier and cheaper, yet there are some companies that don’t yet have a great website or newsletter. What are you people waiting for?!? Email marketing campaigns are a great thing for your business, and I’m not just saying that because it is what I do for a living. Don’t believe me? Here are some reasons to join the 21st century and focus on electronic mailings:

  1. They are so much cheaper. You cut the cost of printing a catalog or mailing, for one. And postage rates keep going up, to the point where it can get pretty expensive to reach your customers. Now, if you make your living by direct marketing, I am not suggesting you stop altogether. I love getting full-color catalogs in the mail. You can just cut back on the amount of direct mail pieces you send by supplementing with electronic marketing, and you’ll keep a nice chunk of your expenses in your pocket.
  2. A good marketing company will have information for you that you cannot get from mailings. We can tell you which emails bounced without you having to worry about those little return cards or having your hard work go simply to “or resident” who does not care about your products. They simply get taken off the list and you can move on. We can even let you know how many people opened your messages!
  3. We know what your customers interact with. If you send clickable images or links in your messages, we can let you know which items customers were interested in and how many clicked on each link. You’ll be able to tailor messages to what your customers want and make your messages more successful. You can’t do that with direct mail!
  4. You can target messages to fit different groups, or even individual people quickly and easily. You don’t have to shell out money to create more than one version of a catalog. If you’ve got clients that regularly buy the latest trend, you can send those people “first look” messages. If you ask people to provide their birthdate, you can send a birthday message along with a discount code or other perk. What used to be time consuming and costly is now super easy to manage.
  5. They’re efficient. Draft one message and you’re set. Create several different templates and you’re covered for an entire campaign. You can schedule when the messages go out and then it is done automatically, no additional work required from you. No worries about printing delays or delivery mishaps. You press the send button and your intended audience receives the message. It’s that easy. Got a great last minute idea for a sale? No problem. Email lead time is so short, you can send messages out anytime, quickly and easily.
  6. Finally, there’s one other reason: the environment. It’s much easier and more practical not to cut down trees to use for a mailing that may or may not end up in the recycling bin. Sending something electronically requires no trees or other materials whatsoever. You cut down on waste on your end and on the consumer’s, too.

I hope that if you haven’t already, I have increased your interest in email marketing. Reach out to me if you have additional questions! I’d love to help.