Showing posts tagged with: email marketing
One of my email seminar students recently asked: “I feel like the only emails my company ever sends are sales messages: like we’re always asking people to buy, buy, buy. Should we supplement these with other types of email and if so, what?” Don’t feel bad, lack of variety in email marketing is a common dilemma for many marketers. Businesses newer to email or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list. Here are just a few of the many greetings and message types you should include in your email program:
It’s no secret that in the United States at least, we’re obsessed with size. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse. Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades. Yet in an age of awareness about how unfettered human expansion has negatively impacted the environment, times are changing. Sustainability and austerity are in, conspicuous consumption is out. There’s a clear quality over quantity movement underfoot and already visible in social media. I for one say it’s high time this shift made its way fully into email marketing.
If yours is a services business, B-to-B firm or solo-entrepreneurship, this time of year it can certainly seem like all the marketing focus is on retailers. Yet just because retail eclipses other industries during the holidays doesn’t mean non-retailers can’t take a few lessons from retail marketers and employ similar strategies in their own communications, especially email. In the spirit of the season, here are three email marketing lessons non-retail businesses can swipe and deploy from holiday retail marketers. Here’s hoping they enlighten your email for 2011!
Vary frequency and cadence seasonallyRetailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December. It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase your
If you’re just tuning into this series, Part 1 explored the difference between broadcast and triggered-email, explained the role of trigger-based email, and defined the fundamental characteristics that make it so powerful. Part 2 took a deep dive into the first two of four must-have triggered-email campaigns no email marketing program should be without: welcome and re-marketing campaigns. Here in Part 3, we’ll wrap things up with a look at the last two of four essential triggered-email campaigns: up-sell/cross-sell and reactivation campaigns.
The Up-Sell/Cross-Sell: Are You Leaving Money on the Table?Too many marketers think about email campaigns as singular blasts rather than as a progression of offers and information interwoven into a conversation – a conversation designed to maximize customer lifetime value. There are plenty of great tips for building ongoing engagement and loyalty with your list members here. Still, if you’re thinking in terms of “one and done” campaigns, it’s time to develop an up-sell/cross-sell trigger program. Here are three types of up-sell/cross-sell triggered email campaigns to implement during or after the conversion process.
If you’re not using your blog sidebar to request email addresses and other communication touch points from your readers you’re missing out on one of the best and most trustworthy avenues for building your list - essential to increasing engagement, loyalty and sales. Here are the three top blog sidebar elements every marketer using email should never be without: