Archive for the ‘Email marketing’ Category

Taking Advantage of a Blizzard or Holiday

February 17, 2011

Want a good tip that can last all year long? Be on the lookout for opportunistic times to market your business. They’re all around us. Sometimes they are as simple as a holiday (even an artificial one like Valentine’s day) or they can present themselves as a a nasty snowstorm or other natural disaster.

To see how a couple of businesses have done just this, look no further than these blog posts:

A salon in the Philadelphia area offered discounts to fill appointments on snowy days in late January. Read about it in this post on the MarketingSherpa blog.

And my new favorite company, MOO.com did a great job of marketing “Love Cheques” for Valentines day. They motivated me to buy some and they were a big hit with my valentine. You can customize these cheques in any way you would like and MOO will print them to your specification. MOO caught my attention with this offer in a newsletter they sent me and they also talk about them in this recent blog post.

So put on your thinking cap and get creative. Those opportunities are all around us.

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Email Marketing Design Tips

August 13, 2009

A very quick post to point you to some practical advice from Donna Glick of Constant Contact on designing your email campaign. Check it out here.

Making it Work: Email Marketing

July 14, 2009

Now that I am immersed in the world of email marketing I look at the topic with a fresh set of eyes. It’s fascinating to think about what makes “it” (it being email marketing) work and what doesn’t.

You have one ultimate goal when doing email marketing and that is to get people to read your emails. eMarketer published an interesting article in early July on email marketing open and click-thru rates. The article got me thinking and I wanted to share some of these ideas here.

eMarketer reports that emails sent to small and medium sized lists perform better than those sent to lists with more than 1,000 people. I’m thinking this is, in part, because you can have a better understanding of what people on a smaller list will want to read about. The smaller, more homogenous lists will have a clearer set of topics of common interest.

The Up Side
The article also provides insightful data on open rates by vertical industry. Guess what industry has the highest open rates? Religious and spiritual organizations. Having recently worked in the financial services market, I am somewhat surprised to also see Banking/finance at the top of the “open rate” list. Maybe the religious folk are praying for financial recovery…. who knows?

Also performing well on the vertical industry open rate list are restaurants and the travel industry. The travel industry doesn’t surprise me based on how many emails I get from United, Delta and others. Restaurants do give me a slight pause. In my neighborhood I can’t say restaurants seem like big users of email marketing (although they should be.)

The Flip Side
By comparison I also had great intrigue in those vertical industries who have abysmal open rates. I am surprised (and a bit dismayed) that consultants like the Wilson Marketing Group have very low open rates, especially those that have small (fewer than 100 people) on their list. Yikes! How can that be when we have such great expertise to share?

As a take-away, it’s worth thinking about these email marketing topics. Be sure to consider the size of your email list. How well do you know them and what they want to read? The more you know them, the better you’ll do at creating content to keep them opening future emails. Also, realize that open rates vary by vertical industry. As you’re designing your campaign think about which vertical industries the people on your list belong to and how likely they will be to open your email.