Category: Marketing
Email Marketing: It’s All About the List
by Robin Embry on September 2, 2010 | no comments
in Corporate Communications, Email Marketing, Marketing
In our latest e-newsletter, Ashley discussed how to boost email marketing ROI and stressed the importance of not bombarding your readers’ inboxes with unnecessary messaging. This is so true…especially if you don’t have a quality list. Let’s face it, we’ve all huffed and puffed at emails that show up in our inbox uninvited.
Just this week we worked with one of our clients to straighten out an issue that was brought to our attention by our e-newsletter provider. They received a message from someone off our client’s email distribution list who was slightly disgruntled about receiving unwanted e-blasts.
We typically provide ideas on how to populate quality lists but the list in question was gathered using established methods created by the client, so we immediately worked together to determine how this happened to ensure it didn’t happen again.
During our research we discovered if you ask yourself the following two questions, you will increase your chances of maintaining a quality list.
1. How old is your email list?
I realize an email list grows over time which is why it’s good practice to date stamp all new sign ups/opt ins, etc. in your spreadsheet so you can keep up with how long people have been on your list. If it’s been more than 18 months, consider sending a message that asks if they want to continue receiving your emails.
2. What is the time between consent and first communication?
If someone agrees to accept your information/emails, you can’t expect them to remember you a year later. You should try to respond to that person immediately, but if that’s not possible try to send something within 6-8 weeks.
In addition to the questions above, I also recommend you become familiar with the CAN-SPAM act that provides businesses with a list of “can and can’t dos” in email marketing.
The Power of Hitting “Forward”
by Rosemary Plorin on August 19, 2010 | no comments
in Marketing, Social Media, Viral Marketing
I am not one to “forward.”
I approach the “forward” button in my email software in a manner similar to how I approached Kenny Niles (name changed to protect the innocent) in seventh grade: with a combination of shyness, modesty, uncertainty and nausea.
I’m not sure which of those human conditions affects me the most as my mouse hovers over the sacred “forward,” but it reminds me of grade school every time.
Will someone (anyone?) else think this message I’m about to forward is funny/interesting/poignant/useful?
Am I presumptuous to ask this close friend/family member/colleague to take a minute or two to watch this video/view this slideshow/read this fascinating story/link to this charity?
Do I really want to encourage other people to send me “forwards” by sending them “forwards?”
As a result of this self-doubt (and for a host of other less-paranoid reasons) I don’t often “forward.”
That said, I am a sucker for a good viral campaign – whether it’s planned (like Burger King’s subservient chicken – perhaps my all time favorite) or not (like the Heinz family wedding). I sent the Evian babies to half of my address book; I forwarded the Mayo clinic piano video to the other half. And because I don’t often “forward,” when I do pass one along, you know it’s good. My sister says she trusts my messages are “forward-worthy” even before she opens them.
Viral marketing – even social media, for that matter – is akin to multi-level sales programs.
One good, monumentously creative idea needs only a large handful of initial recipients to “seed” the viral propagation process; from there, every “forward” kicks a benefit back up the email chain to the originators. In fact, if you think about it (or even better, do the math), if each person in a “seed” group of 500 forwards an email to just two other people, your message reaches almost 32,000 recipients in just five rounds of “forwards” (or in the case of Old Spice, your sales message reaches about 4 million viewers in just under a month – without any paid advertising expense). Pepper in the power of Facebook or YouTube and your clever idea penetrates even further.
Granted, not every company on the internet is BlendTec, but if your company is on the internet – if you’re doing enewsletters and maybe Facebook or a company blog – don’t overlook or underestimate the power of leveraging your messages across those media. The potential can be exponential.
What’s the last thing you forwarded?
Ways to Improve Your Email Marketing Open Rates
by Ashley Webb on August 17, 2010 | 1 comment
in Marketing, Measurement, Newsletters and E-Newsletters
Have you invested the time and money on an email campaign that is delivering less than extraordinary results? Racking your brain on ways to improve the open rates of your latest email marketing masterpiece? Well rest assured! I’ve put together a short list of important points that could immensely impact your campaign results. Before hitting the irreversible Send, consider the following:
1. The Subject Line:
- Have your company’s name or your connection with the recipient visible in the subject line.
- Keep the subject line concise – no more than 8 to 10 words.
- Let the recipient know there is valuable information in the message – but don’t give away all the details.
- Make it timely.
- Conduct an experiment by creating two versions of the same message and change only the subject line. Split your audience into two groups and send one subject line to one group and one to the other and see how it affects your open rates.
2. The Design:
- According to MarketingSherpa’s research, more than half of email recipients use a horizontal preview pane; therefore it is important to have the most important information in the top four inches.
- The same survey found that recipients read more of an email’s text if graphics are included near the top – this could be a custom designed stationary or branded masthead.
- Use a font and colors that are easy on the eyes. Simple, intentional font and style choices can help grab and keep your readers’ attention.
3. Distribution:
- Mailings that go out between Tuesday and Thursday typically receive better open rates and results.
- Consider your recipients’ time zone. Avoid sending the email first thing in the morning or late in the evening.
- Always personalize your message.
- Within 8 – 10 days resend the message to recipients who did not open it the first time.
Have you seen a particularly effective email campaign that’s intrigued you lately?
Also, check out some of Jessica’s latest posts about effective email marketing campaigns.
Brands Successfully Reach Bloggers at BlogHer
by Jessica Turner on August 11, 2010 | 1 comment
in Branding, Marketing, blogs
Last week, I took a few days off of work to attend BlogHer in New York City. BlogHer is the nation’s largest blogging conference for women. It draws more than 2,500 attendees from across the country, as well as some of the world’s largest brands.
Before, during and after BlogHer, many brands have off-site, private events to cultivate relationships with bloggers. I had the opportunity to attend many of these events and was very impressed by the brands’ presentations and creativity. Here is a list of my top five favorite events and why they worked.
Hallmark’s Christmas in August Party: Hallmark held a Christmas party in a hotel penthouse suite that was totally transformed to look like a home decorated for the holidays. It had a Christmas tree, the mantle was decorated, a Santa, gifts, Hallmark cards and ornaments and more. Prior to the event, Hallmark sent its guests purple Christmas hats to bring and wear to the party. The relaxed, homey atmosphere caused many bloggers to stay at the party for an extended period of time, which was a fantastic opportunity for the brand representatives to interact with the guests.
At the event, Hallmark promised to send a package of the brand’s Christmas line. This was well-received because so much swag is given during BlogHer that much is left for the housekeeping staff. This ensured that everyone received the Hallmark products that the company wants to introduce to the bloggers.
Unilever’s Penthouse Party: Like Hallmark, Unilever transformed a penthouse suite to create an experience for the bloggers. The penthouse it reserved was multiple rooms, and every room created a brand experience for the bloggers. One room was like a dressing room and featured a celebrity stylist doing hair using Suave products. Another room was a relaxation suite where bloggers could decorate sandals, have water flavored like dove deodorant scents and receive reflexology and massages. Yet another room was like a large kitchen and dining room, with areas set up to showcase Ragu, Wishbone and PF Changs.
The party was spectacular because of the attention given to each brand. Attending the event truly was an experience – and experiences are what bloggers love and write about. After checking out each room (and getting a “passport” stamped in each), bloggers received a large swag bag filled with Unilever products.
Getting Gorgeous by Audrey McClelland and Vera Sweeney: Audrey and Vera are two popular fashion/entertainment bloggers who came together to create an experience for bloggers to interact with multiple brands. They transformed two hotel suites into two rooms filled with beauty, fashion and lifestyle brands. Remington had celebrity stylists doing hair, Hanes shared about its new bras, Tide demonstrated its new wrinkle release product, MiracleBody gave away jeans to every guest and more.
The event was fabulous because of the opportunity to interact with many brands on an intimate level and because the gifts guests received were items that would be used and talked about. Earrings, jeans, curling irons, etc. – not small items that would be tossed. I wore my jeans on day two of the conference – and talked about them to many people. I was also photographed in them and linked them on my blog. This is what brands want.
ShopAtHome.com Shopping Spree: ShopAtAHome.com is an online shopping portal featuring free catalogs, Free Coupons, Printable Grocery Coupons, Local Store Coupons and Cash Back shopping incentives at more than 3,000 leading online retailers. Prior to the conference, they gave bloggers the opportunity to enter a contest to win a shopping spree in the garment district in New York. 38 bloggers were selected and given $150 each to buy clothes at wholesale prices – a perfect tie-in to the types of deals people receive using ShopAtHome.com. In addition to the shopping spree, the ShopAtHome.com representatives gave each attendee a $25 gift certificate to use on their site. This was a smart way to motivate the bloggers to visit ShopAtHome.com after the conference. The experience was organized, fun, different than a party and well-planned.
The Today Show with Today’s Moms: The Today Show invited about 25 bloggers to come experience a morning at Today on the Thursday before the conference began. The bloggers were invited on the plaza and included in a shot, met several of the hosts, got lots of pictures, were taken in studio and filmed during a segment, saw the control room and had time to get to know one another. This event worked because it was not too big and because Today created a memorable experience for the bloggers.
Here are a few additional brands worth mentioning:
Liberty Mutual’s Responsibility Project: Liberty Mutual invited a group of about 40 bloggers to experience Ellis Island and the Statue of Liberty. During the bus ride to Ellis Island, the representatives showed a video about the Responsibility Project and shared its vision. Nothing over-the-top, but very thoughtful, well-planned and memorable.
Ebay Fashion: Ebay Fashion’s booth at the conference included samples of the great clothes and accessories you can find on the site. Their stylists helped guests try on some items and then a photographer did a mini fashion shoot. Very fun.
Tide: Tide invited bloggers to one of several small dinners they hosted at a fabulous New York restaurant. These dinners had less than 20 people at each and allowed Tide’s representatives to really cultivate relationships with the invited bloggers. Very impressive and unusual.
Use Your E-Newsletter Analytics
by Jessica Turner on July 13, 2010 | no comments
in Marketing, Measurement, Newsletters and E-Newsletters
Many companies have email newsletters down pat. They know that communicating through email on a regular basis is a cost-effective way to connect with their target audience.
However, few companies take email newsletters to the next level by analyzing the open and click-through rates.
Recently, I was impressed by this email I received from Red Envelope.
Every Thursday the company does a special, one-day sale.
An item that was on sale interested me and I clicked through, but opt-ed not to purchase the item.
The next day I received this email.
Clearly, they had taken the email addresses of the people who had opened the email, cross-referenced it against the accounts that had purchased from the site and sent out an appropriate follow-up.
Brilliant.
Next time your company sends an email blast, look at the analytics with a fresh perspective.
Who clicked on the links? What does this say about them? What are they interested in? How can you better target these people?
The answers may lead to new leads and bigger sales.
What can you company do to better maximize your email newsletter data?
Dr. Scholl’s Ad Is Off On the Right Foot
by Jan Morrison on June 22, 2010 | no comments
in Advertising, Branding, Marketing
As I’ve mentioned before, I love a good advertisement. I appreciate good ads because they are so hard to create. When I pursued an advertising specialty at my journalism school, I learned very quickly that I was not cut out for the graphic design side of the business. I am a writer, which is the other reason why I love a good ad so much. I admire the skill and vision of those who have the creative talent to produce attractive, effective, visual messages.
My most recent favorite advertisement is a print ad for Dr. Scholl’s For Her Open Shoe Insoles. The ad is so simple. It is printed on heavy cardstock to withstand the weight of one real life shoe insert that is stuck to the paper. It is not a replica. It is an actual shoe insert for a right shoe. The cardstock contains this terse copy:
Thin.
Cushiony.
Virtually invisible.
Try one. We bet you’ll buy two.
This ad is effective because it meets the most basic criteria for advertising:
- holds your attention,
- reinforces the brand,
- motivates you to action or influences your mindset.
The last criteria is key. In fact, one heel-wearer in our office (not me because I don ballet flats 24/7) tested out the insert before I even told her my plan for this post. She wore a pair of heels all day with one shoe insert in her right shoe. She felt the difference by the end of the day.
Such a simple, effective concept motivated her to try one. Now she plans to buy two.
Want an easy way to gain new customers?
by Jessica Turner on June 8, 2010 | 1 comment
in Advertising, Marketing, Newsletters and E-Newsletters
Try Groupon, a website that offers city-specific deals daily.
Businesses pay no up-front cost to Groupon – instead Groupon takes a percentage (usually 50%) of the deal. And with tens of thousands of people receiving emails from Groupon every day, the exposure is huge! (Nashville’s Groupon has more than 80,000 subscribers).
Last week we put Groupon to the test for our client, Matt McGee, DDS, PC and it was a huge success.
He offered a $99 teeth-whitening deal, regularly priced at $300 and almost 250 people purchased the deal.
That means:
250 people will come to Dr. McGee’s office for the whitening treatment.
250 people will experience Dr. McGee’s friendly and experienced staff.
250 people will likely become ambassadors for professional teeth whitening and Dr. McGee.
And many of those 250 people may consider having Dr. McGee become their regular dentist.
While Dr. McGee is doing the whitening treatment for a one-time steep discount, the long-term financial gain could be huge.
To help promote Dr. McGee’s Groupon, we utilized:
- Facebook – Dr. McGee’s fan page as well as personal pages
- Blogs – Four popular local bloggers blogged about the deal
Dr. McGee also staffed his office to handle the influx of calls about the deal and to book appointments.
The initiative was a huge success.
If your business has a product or service to offer, and you are looking to gain new customers, check out Groupon. It may be just the deal you have been looking for.
Advertising in the Dominican Republic
by Jessica Turner on May 12, 2010 | no comments
in Advertising, Marketing
Last week I had the opportunity to travel to the Dominican Republic with World Vision (a humanitarian organization) and blog about my experiences daily.
During the week, we traveled in a three hour radius around the capitol city of Santo Domingo. Throughout the country, I was struck by all the political advertising. Posters were everywhere – even in what appeared to be the middle of nowhere.
People’s homes were papered with posters.
Cars were covered with advertising.
Almost all billboards were for political leaders.
I have never seen anything like it, and as a marketing professional, I had to learn more.
When I asked our trip leader why so many political posters decorated the communities she said, “because the people here believe so strongly that the political leaders will help them and better their communities. So they put the posters up, but really, change never happens.”
Her candidness about the situation really saddened me.
In the United States we have cars and trucks that advertise messages. We have billboards. People put out lawn signs in front of their homes.
But there is diversity in the messaging.
Not seeing that diversity was shocking.
Have you ever traveled to another country and noticed a difference in the advertising? How were things different than in the United States?
To read more about my trip to the Dominican Republic, click here.