Archive for the ‘E-mail Marketing’ Category

3 Ways to Use Email Marketing to Re-Engage Your Current Customer

Leverage Your Email Marketing for better sales results.

If you nurture the relationships with customers you already have with email campaigns, it will benefit you in the end.

Once you’ve closed the deal with a customer, do you just move on to the next customer because you think the sales cycle is over? What about the opportunity for repeat sales, cross-selling and upselling? If you nurture the relationships with customers you already have, it will benefit you in the end. Why is it businesses spend 80% of their marketing dollars going after new customers rather than nurturing, retaining and maintaining the customers they already have?

One tool you have to help you stay in touch with your current customers is your email marketing program. In HubSpot’s free guide on How to Optimize Email Marketing for Conversions, you’ll learn how to increase engagement with your customers and increase ROI from email marketing. If you need a little help to get started, below are three tips to help you use email marketing to re-engage your current customers.

  1. Convince Customers to Stay Tuned with Thank You and Confirmation Emails – Once a client makes a purchase from you, you could leverage your Thank You and Confirmation emails to keep them engaged. So, in addition to order details and email opt-in confirmation, include an exclusive offer to one of your promotions or a link to a promotion on your social media profiles or offer a complimentary product or service your customer may like. What ever the offer is, the point is to keep them engaged by adding value, not by giving them a hard sale.
  2. Send a Product/Service Feedback Email – Leverage the power of email by following up with your customers to see how their purchase is working for them or to see if the level of service your company provided was excellent. This will make then feel like valued customers and the feedback you get will be valuable for you.
  3. Send Current Customers Exclusive Deals – Your current customers should be rewarded for their loyalty and they may be more willing to make other purchases if you send them exclusive deals. One of the reasons people subscribe to email is for exclusivity and the chance to get deals no one else has access to. Send them deals and coupons for additional purchases or send them a first look to a new product or service before anyone else gets a chance to see it. You can ask them for their feedback as well.

You’re goal should be to create lifelong, loyal customers that keep on purchasing from you because they trust you. This relationship will take a little while to blossom, so you have to be persistent with your email campaigns but not bothersome. Give your clients value, not just a sales pitch and you’ll be surprised how many referrals you get from happy customers.

If you think it’s time for your company to launch a memorable email campaign, get in touch with Hadfield Communications at www.hadfield.net. We’ll be glad to analyze your current email efforts and give you feed back on how to improve on what you already have.

5 Tips to Make Your Email Campaign More Effective

There’s so much information overload in everyone’s email box these days that it’s hard to see how email campaigns could still be successful. But a report by Epsilon shows that open rates increased quarter over quarter (5.9%) and year over year (12.6%), resulting in an overall open rate of 26.2%.

Chart showing email open rates

This graph by Epsilon shows how open rates continue to climb (click chart to enlarge).

In order to be successful with your email campaigns, there are two important factors you need to consider:

Make sure you have a good list – are the intended recipients getting your emails? There are third party email companies that will validate your email list as a part of their service. If your list is old and outdated, make sure you validate it or your efforts will be wasted.

 

Send emails to people that request them – often times marketers don’t want to spend the time and effort to create their own mailing list so they buy one from a third party vendor. This doesn’t guarantee that you’ll reach your target audience or people that are really interested in your product. A better practice and more efficient way of getting a list would be to send emails to people who have requested to receive emails from you. Build your list with good contacts and your results will be much better as you’ll be reaching the people that want to hear from you.

 

But once your target audience gets your email, how do you get them to open it? Below are 5 tips to help you increase the chances that the email will be opened:

1)   Make an effort to come up with a good “subject line”. Try to entice the reader to want to read more by having a good subject line. Make the subject relevant and interesting. Be witty and keep it pithy.

 

2)   The “from name” needs to be consistent. This is your company or brand name and it always needs to be the same. This is how you’re going to get recognition and your open rates should increase once the reader recognizes you. Your goal should be to earn their trust with good content and have them know who you are.

 

3)   The content has to be useful information – you should discuss topics that are important to those receiving your emails. Give your recipients useful information on things that they are interested in. Educate them on your product and send them content they can use.

 

4)   Frequency is key – if you send emails too often, your recipient will get annoyed and opt out of receiving your emails. If you don’t send them often enough, you risk them not recognizing you. You’re going to have to find a happy medium and see what works best for you.

 

5)   Make sure your email campaign is mobile device friendly – more and more people are opening their email on the go throughout the day on their mobile devices. Marketers however are not taking advantage of this by optimizing their email content for mobile devices. Email design and readability is an important factor that needs to be a part of your email campaign. Keep paragraphs short and call to actions clear.

 

As mobile and tablet usage begins to outpace desktop usage, it’s important for marketers to understand their consumers’ behavior and preferences and create effective cross channel campaigns that will be more successful at acquiring more customers.

 

If you think it’s time for your company to launch an email marketing campaign, get in touch with Hadfield Communications at www.hadfield.net. We’ll be glad to analyze your current email campaign efforts and give you feed back on how to improve on what you already have.

Are Email Blasts Effective?

Have you started using email marketing tools to reach your customers? “According to the Direct Marketing Association, every dollar spent on email marketing generates $43.62 in revenue” as an average. Email marketing can be an effective and economical way to reach your audience if done in the right way. You can boost your communications with your customers, talk to them in a targeted manner, get more referrals easily, track who reads and responds to your emails and more.

Email marketing should be targeted.

You should only send emails to people that have given you permission to receive emails from you.

A proper email marketing campaign is targeted to the people who want to hear from you and it’s not a random email blast to see what sticks. In other words, spam. Email marketing should be part of a comprehensive marketing strategy and should only be executed if you have the permission of your contacts or subscribers. In other words, they have opted to provide you their email address in order for you to communicate with them. If you don’t have a properly developed list of contacts who have agreed to hear from you and you blast out unsolicited emails, then you are just wasting your time and efforts because your email will go right in the trash.

Email marketing has many benefits. When you send out an email blast, assuming you’re using an established marketing system, you have access to many reports and analytics that tell you if your campaign is reaching your target and is successful. They have analytics that show how many people opened the email, at what time they opened it, how many times they opened it, which links they clicked, if it was forwarded to someone, etc. You can also see if they marked your email as spam or unsubscribed from your mailing list. This kind of feedback is exactly what you need to see how successful your campaign was and how to adjust the next campaign you send out. With a traditional mailing campaign, it’s hard to know how many people actually respond to the offer because you’re sending direct mailers to a targeted group of people hoping the design of the piece and the offer are enough to get them to open it and respond. So really, there’s no way of knowing how effective the mailer was. But, don’t get me wrong, there is a place for printed mailing campaigns and they have been proven to work, so I’m not saying not to use direct mail.

There’s also an economical aspect to sending out email campaigns. With a traditional direct mail campaign, there are costs attached that email campaigns don’t have such as mailing costs and printing costs. You still have design cost on both campaigns and you still have to consider branding the email to stay within your design guidelines.

Email marketing is a great tactic but it should be used as a supplement to other marketing initiatives. A great way to grow your marketing list is if you are running an ad campaign or social medial campaign, you can incorporate an opt-in option as a source to for people to hear from you.

If you think it’s time for your company to get started with more Email Marketing, get in touch with Hadfield Communications at www.hadfield.net. We’ll be glad to analyze your current efforts and give you feed back on how to make your Email Campaigns more visible.

Communicate in Color — Consider the Culture

In a world of visual media, one of the most important first impressions you can make is with your use of color. Whether you’re looking at ads, logos, web sites or a product label or package, the impact of color on your perceptions can influence your emotions, attitudes, and ultimately the actions you might take in result. Furthermore, these perceptions can vary widely based on cultural differences around the world. For this reason, in creation of visual materials and images it is important to consider the impact that color might have in regards to the audience you will be targeting.

Psychoanalyst Carl Jung said “…colors are the mother tongue of the subconscious.” Studies have shown the importance of visual impact and the use of color in particular, on consumers and their purchasing choices. For instance, the Seoul International Color Expo conducted a poll in which 92.6% put most importance on visual factors when making purchases, and 84.7% felt that color accounts for more than half of that visual impact.

When you intend to communicate with color, take into consideration these suggestions about the meanings and perceptions associated with various colors as perceived in the Western culture and around the world:

RED — is powerful, passionate, exciting and energetic. As it is the color of blood, it can mean life and love, or conversely, danger and death. The stimulating characteristics of red make it a preferred choice in the marketing of beauty products and food. In China, red is a symbol of celebration and good luck, and in India it is the color of purity accepted as the traditional wedding color. In Japan red is the color of life, while in South Africa it is the color of mourning.

ORANGE — is cheerful and energetic, meaning warmth and balance. As a more neutral step away from red, it has similar energy without the negative connotations, except that it sometimes might give an impression of cheapness. Orange is used to market energy drinks, fast food and children’s item. In Ireland orange has a Protestant religious significance, and in the Netherlands is recognized as the color for royalty.

YELLOW — is generally considered a happy, joyous color, that of the sun and summer, though it also means caution. In advertising, yellow is a somewhat mixed blessing. While it is very eye-catching and optimistic, it can also be taxing to the eye and the mind. Sometimes symbolizing rejuvenation, yellow is often used to market beauty products, fast foods and children’s products. In Asia, yellow is a sacred, imperial color, in India the color for merchants, and in Japan it means courage, while it is the color of mourning in Egypt.

GREEN — is most widely recognized as symbolic of nature and the environment, and means good luck, prosperity and vitality, but also has connotations of envy and greed. Green would often seem to be a good choice for marketing use, though studies prove that not to hold true in France, where it does not seem to be effective in packaging, or in China where it can imply betrayal or exorcism.

BLUE — is perhaps the best universal color choice, signifying truth, serenity, comfort dependability and authority. At the same time, it might be the worst choice for food-related endeavors as it acts as an appetite suppressant, possibly due to the rarity of the color to be found in nature. There are some negative connotations as well, with the coolness of the color implying cold, distance or sadness. In China, blue means immortality, in the Middle East is symbolizes protection, in Judaism it means holiness, and in Hinduism it is the color of Krishna.

PURPLE — is widely accepted as a noble color of royalty, spirituality and luxury, excellent for representing the higher-end, top quality goods and services. Purple is also recognized universally to stand for Catholicism, while in Thailand it is the color of mourning worn by widows.

PINK — is generally known to be the most feminine color, signifying romance, friendship and affection, making it a good choice for use with anything for girls or babies, also for women and sometimes for candies or sweets. Although it can have a calming effect, it also seems to have an element of irritation in regards to most men. In exception to that is Japan, where pink is popular with both genders. In Korea, pink is the color of trust.

BROWN — means earth, home, comfort and stability. It can stimulate the appetite, which would make it a good choice for use in the food industry, however in India it is the color of mourning, and in Colombia it is known to discourage sales.

WHITE — in Western tradition means purity, reverence, simplicity and innocence, and is the most widely accepted color for weddings. This does not hold true in Eastern cultures however, particularly in Japan and China where white is the color of death and mourning, and in India where it means unhappiness.

BLACK — is powerful, sophisticated and elegant, while also meaning death or evil. In Thailand and in Judaism, black means bad luck, unhappiness and evil, while in China it is the color associated with young boys.

The use of color can have a marked impact on the messages you communicate visually though marketing materials of all kinds, so be sure to know your audience, and the effect that the colors you choose may have. Hadfield Communications, Inc. has more than 16 years of experience in marketing and promotions. Contact us to help you communicate in color!

More Holiday Marketing — Never Forget the Fourth!

Another holiday is already upon us, and in the tradition of the American Dream, the Fourth of July is surely a great one for promoting and growing your business. Of course Independence Day celebrations can clearly be expected to generate sales in the food and beverage industries, but many other areas of business will benefit as well, and all can certainly take action and observe the holiday to positive effect for the bottom line!

Americans celebrate the Fourth of July in many ways, including barbeques, pool parties, lake or beach excursions, tailgates, festivals and fireworks displays. All of these can require purchases ranging from food and drink to clothing, accessories, decorations, yard and garden goods, furniture, tools and electronics just to name a few. Your business might do well to advertise special holiday sale prices, or you could stage an event to attract consumers, using the holiday theme as an exciting departure from the ordinary.

A few methods you can work with to get the word out about your special holiday sales or events might include printed materials for direct mail or on-site promotion, web site presentation or banner advertisements and email campaign blasts.

Hadfield Communications, Inc. has more than 16 years of experience in marketing and promotions, so we can help you turn this Independence Day into a true celebration for your business. Contact us to make the most of your holiday marketing options.

Feature Father’s Day for Effective Marketing Efforts

Americans have been celebrating Father’s Day for more than 100 years now, and as with other holidays, it creates excellent opportunity to generate business and benefit your company, in addition to honoring our dads and all that they do. Now also observed in many countries around the world on the 3rd Sunday in June the U.S. can claim it’s initiation thanks to a Washington state daughter who wanted to honor her father, a Civil War veteran and widower who raised six children on his own.

According to the U.S. Census Bureau, there are 70.1 million fathers across the nation, and Father’s Day is the 4th highest holiday for greeting card sales. Quite obviously, the greeting card business and others whose demographic is the adult male population, can, and do step up their business and marketing efforts accordingly. Creative Outlet (http://creativeoutlet.com/blog/2011/06/use-these-fathers-day-facts-to-inspire-your-advertising.shtml) says that some of these traditional categories include electronics, sporting goods and home improvement items or appliances. However there is even more opportunity presented by Father’s Day for all kinds of other businesses than might be generally recognized. Also according to Creative Outlet the largest percentage of gift purchases for last year would be dining out at almost 40%. Gift card sales were second highest at just over 31%, and books or CDs third at more than 23%. All of these make excellent gifts for fathers with any preferences or interests, not only the golfing, fishing and woodworking clichés!

These statistics clearly point to the special holiday marketing opportunities for restaurants and for book and music sales, but with the popularity of gift cards on the rise, the field is opened up to almost any kind of business or service. Don’t overlook the benefits of directing your marketing efforts towards Father’s Day celebrants, as not only are fathers recognized on this special day, but also are husbands, grandfathers, sons, brothers, uncles and even just “someone special”.

Although traditional gifts for fathers will certainly do well in June, completely unrelated businesses can get in on the observance to advantage. For instance, charities and non-profits might suggest donations in the name of the recipient, grocers might offer holiday specials for grilling at home instead of the more costly dining out option, and web sites might provide Father’s Day related fun facts, games, trivia or even free e-cards for Dad. For example, you can find free e-cards at SOS Children’s Villages or consider a donation in your dad’s name. These types of solutions can increase traffic to your web site and thereby help to promote your business.

Hadfield Communications, Inc. is proud to honor all fathers this year — including those who are friends and family, employees, clients, vendors, business associates and prospective clients. We invite you to contact us for more information about how you can provide special holiday-directed marketing to benefit your own clients and to better your own business.

E-mailing without opt-in? Be careful

 

Opt-in permission is the holy grail for e-mail marketers. Once you have it, it becomes easier to connect with a prospect who has, in theory, raised his or her hand and asked to hear more. Doing anything else, according to conventional wisdom, would be foolhardy, if not dangerous. But at a growing number of companies, e-mail marketing executives are being pushed to try different tactics, which is resulting in some prospects receiving unsolicited e-mails.

Doing the Right Thing

Those marketers that decide to go the non-opt-in way should be very careful about their approach said Karen Trivonovic, senior director of strategic services for e-mail service provider StrongMail Systems. Don’t e-mail everyone at a particular company, and never send to general e-mail boxes, such as sales@companyname.com or info@companyname.com. You should also consider putting frequency and duration best practices into place, she said.

“Send an e-mail for four weeks, but if there’s no open or click behavior, you should supress them,” she said. “The preferred best practice is sending a single e-mail expressing what your value proposition is, why [the prospect] should want to receive e-mails and a link asking them to opt-in.”

From July 12, 2010 BtoB Magazine, written by Karen J. Bannan

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