Email Marketing
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How to Boost Your Business with Email Marketing
“Email marketing offers one of the most cost-effective ways to market to consumers. Startup costs are so small that any company can integrate a smartly designed campaign into its marketing program in short time.
With a few well-established rules of engagement, chances are it will make a reasonable return on investment very quickly. In some cases, the results, like the Internet itself, are immediate.
What’s more, e-mail isn’t just a way to get your brand in front of people. It’s an opportunity to establish engagement and dialog with customers.” Mike Ferranti, E-Commerce Times
3 easy Steps
Offer Your Customers Loyal Rewards—We provide you with multiple ways to capture your clients email information through enrollment tickets, business cards and online registration. Using enrollement tickets simply ask your cusotmers, “If they would like free gift certificates for a future visit” After they say, “YES!” (and most will), simply hand them an Enrollment Ticket and pen and say, “Great! Just fill this out and we’ll send them to you!” You should enjoy high customer participation. And why not? You’re helping them save money… and they’ll love you for it!
Once a week or once a month or whenever convenient mail us your completed tickets and business cards (if you are in our area we can pick them up). We’ll add the names to your database. We can always add the names to the database or teach you, anyone can learn it is a simple process. We also make it easy for your customers to sign up for your offers on your website. We can also use an existing customer email list if you have one.
PROMOTE & PROFIT! Whenever you want more business, simply put together a special offer you’d like to send, set an expiration date and we’ll turn it into a professionally designed, powerfully worded Gift Certificate email and can send it to your entire list within minutes. Every email has your business name in the subject line along with your business address, phone number. Again we can always do this or teach you!
Rules of Email Marketing
Rule No. 1: The e-mail must be anticipated.
Why waste time and effort sending e-mails to recipients who don’t need what you sell, don’t want your products and know nothing about you? We recommend sticking with “opt-in” e-mail lists to optimize results. Don’t have an address list of hot prospects primed to buy? Not to worry. This can be accomplished in a number of different ways.
You can entice individuals to visit your Web site with special offers to those who opt-in. Banner ads can also drive people who have an interest in your offers. Of course, marketing materials of any kind should include your Web site. Once there, make it easy for people to act, driving your sales.
• Rule No. 2: The e-mail must be relevant.
We recommend that our clients use information they gain about their customers selectively to keep them informed. If you are a jeweler, for example, and one of your customers purchased an anniversary ring for his wife in 2005, your messaging can remind this customer of the approaching date and also provide selective information about new jewelry designs and styles that would be perfect for the up-and-coming anniversary.
This puts the sender in the position of providing information that is needed and wanted. It’s time-sensitive and it provides new product information based upon past behavior.
• Rule No. 3: The e-mail must offer value.
Research shows that consumers act on offers of value more than anything else. Having a sale on widgets? Customers who bought widgets in the past are the perfect customers to buy widgets when they go on sale. The most successful e-mail marketing programs track this data and use it intelligently. I often ask company owners to think like their customers and answer the question: “Is my e-mail address worth parting with?” In this day and age, it’s the equivalent of asking for a phone number that’s privately listed.
By Mike Ferranti
E-Commerce Times
SMS (text messaging) marketing
Twenty-three percent (58 million) of all U.S. mobile subscribers say they’ve been exposed to advertising on their phones in the past 30 days, according to a new report out today from The Nielsen Company. Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad in some way. – The Nielsen Company
As wireless text messaging (SMS) has grown into a mainstream communication tool for consumers, reaching them via SMS marketing has become increasingly important strategy for businesses. Whether between two people planning to meet up or a broadcast message to thousands of users, more and more customers are becoming converts every day, and savvy marketers realize text messaging is a great way to quickly communicate with their audience.
Google AdWords Campaign
Google’s Profiteering
Most web users are familiar with Google’s “sponsored listings” or paid advertisements sitting alongside standard search results. Called AdWords Campaigns, the “pay per click” model means advertisers only pay for the visitors who actually click on and visit the advertiser’s page from Google’s link. But in that very model, Google has managed to sneak in extra profits at the expense of small business.
We create AdWords Campaigns for clients by targeting ads by search phrase and market demographics. After first drawing a potential customer to a client’s website, we then attempt to funnel visitors to take predefined actions. Were any items purchased? Did the customer click on a map showing our client’s location? Perhaps they submitted a contact form requesting additional information. Tracking the movement of these potential clients provides a way to measure our success.
The setup of these campaigns requires quite a bit of knowledge from not only a market analysis perspective, but also from a programming perspective. Today, after the market segment was created by another staff member, I volunteered to handle the programming portion. Basically, this consists of attaching a little bit of JavaScript code onto an action we want to measure. When a potential customer finds and follows our ad from Google, and then takes a targeted action, the inserted code alerts our Google campaign with the “conversion” result.
When finished, I set out to check my results. I learned that Google, the king of kings on Internet search offering a slew of cutting edge services, chose not to offer programmers a simple method to test against code errors. Why? My guess centers around profiteering.
Google offers two test methods:
“Wait and See Approach”
Wait until a customer finds your website via your advertisement.
Once at your website, hope the new visitor takes the desired action.
Login to Google’s manager and see if the “conversion” took place.
If not, make code changes, and wait again.
“Pay to Test Approach”
Perform a search that displays your ad.
Click on the link that costs you the click fee.
Take the course of action being tested.
Login to Google’s manager to see if the “conversion” took place.
If properly coded, you can learn what the test cost you.
If the conversion doesn’t happen, you’ll need to test and pay the click fee again.
Google has poured significant resources into streamlining the advertising process. They have also been amply repaid for their efforts as confirmed by their skyrocketing stock price. With all the tools Google offers to build a campaign, it seems that the inability to test your programming was a deliberate move to add profits to their overflowing coffers.
I remember the pre-2000 days when the tech world became mistrustful of MicroSoft’s dominance and profits. When profiteering exists at the expense of lay people, it simply accelerates the inevitable. People will grow to hate Google, too.