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Ready to get serious about using email?

Contributing Solution Provider

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"As the article title suggests, when you get serious about creating a good email campaign, email will work if you do it right. When you get sincere, you’ll find email really is a good communication channel."

 

 

What makes email so good?

Here is a list of a few questions you will need to answer before sending that first promotional email.

  • What contacts are receiving the message?
  • Prospects? Customers? Who's the target profile?
  • Is it a recently purchased list?
  • Or is it a specific segment in your CRM or database?

Yes, there are many questions that must be answered way before the email delivery date. Some of your customers may respond to direct mail, others through social media, or a website landing page and yes, your email.

Almost everyone has an email address or two. Email has had its ups and downs. Have you recently used an email campaign?  If you answered no, it’s a good idea to get rid of the dust and cobwebs on your email program today. Let’s get started.

Hint: Using email with other channels, such as direct mail, your web site and social media channels, is the norm of today’s marketing and advertising programs, and campaigns.

If you don’t want to go solo, there are many email service companies, to help you get your feet wet and set a course to succeed. But, if you are reading this on Constant Contact, I am a little biased when it comes to using email.

Like to share.

I started using Constant Contact in the early part of the last decade. They have always been helpful.

In 2008 I was able to become a solution provider for Constant Contact. The one big reason I still work with them, is their sharing of content to help all of us learn more how to use email as an advertising tool to enable small businesses growth.

I write a blog post for them twice a month, sharing my personal email experiences and helping others with direct marketing strategies and advertising information.

Stop by their website. If you’re in the market for an email provider, check out what they have to offer. Here are few headlines of Constant Contact content of information they share.

  • Grow Your Business
  • Small Business Email Marketing Trends to Watch for in 2018
  • How to Create a Successful Email Marketing Plan in Minutes
  • Email best Practices

Email was made for B2B lead generating programs.

Let’s say your boss approaches you for a customer retention campaign. Adding a channel or two with email you can tell him, “we should expect a better than average return.”

Next, the manager of sales wants to know what you think about using email in our lead generation program. You say, “the offer and how precise the email was segmented, is a key point to your sales goal attainment.

Do you know what is cool? If the email drives them to a landing page on our website for additional offers, it is now easy to look at the data provided by the email provider, and determine what we did was right or wrong.”

The data from the email provider, such as analysis of click’s and requests from the contacts, enable more developed, concise messages as you move forward in the campaign.”

Always be testing.   

Even a slight change may mean better results or worse yet, poor results. There are many communication channels in the traditional and social media grouping that can have an impact on the customers in your database. Nothing in your marketing and advertising communication options should be set in stone.

Keep talking to your customers and respond to their needs. Listening and testing is one of the greatest skills to hone with your marketing and advertising communications.

Thanks for the visit!

Mike Deuerling, aka:Marketing Doc

answerme@dmcm.net 800.251.3608

 

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© 2007-2018 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling. 

 

 

MarketingDoc

I have owned and operated a variety of businesses during my thirty plus years as an entrepreneur. Being a SMB, I have engaged with others to learn and understand how each one was operated. I have had an inquisitive mind my whole life. I have an associate degree in science, completed an apprentice program in carpentry, studied design at another college and received a four year degree in Marketing, and added a few post graduate classes as well. SMB's have used direct marketing and mail as their main channel of communications for many years. Now the swing of the pendulum of marketing has led many to the latest trends in digital marketing. Data drives all forms of marketing communication. However, raw data must be analyzed, segmented, profiled, measured and tested to make the data useful to marketing. Great direct marketing mail processing is like peeling an onion. There are many layers you unfold to get your desired results. The process is easy to understand, and once you learn it, you’ll see what the phrase, “a labor of love” really means. If you have a goal to learn more about your customers from each communication, you will see positive results stemming from each subsequent mailing. The people who complain the loudest about their results when using direct marketing mail is usually those that did not follow the process. Not following the process is like the baker who missed using the correct amount of yeast in a recipe for bread. She wasted a lot of dough. Learning and having the techniques and fundamentals of direct marketing is a valuable skill to have today. Direct marketing mail helps a SMB focus more on results while listening and learning what their customers want. What makes me different? I’m motivated to help every one of my customers use the right tools to meet their goals. In the present digital age, marketing coupled with technology is a skill set now in high demand. I have always embraced the use of technology with marketing.