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Member Blog – Marketing

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In today's world of informed consumers who wield the power of apps that can mass unsubscribe them from mailing lists, the days of the business card fishbowl are numbered. When you are competing with a hundred emails a day, nearly half of which might be spam, how do you get yours read? You don't do it by adding every person who has purchased from you or given you their business card to your mailing list.

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Email marketing is easy, right? Build a list, pick an offer, send an email campaign and sit back and wait for the sales. Sometimes that happens, but often the email campaign doesn’t deliver the results you were hoping for. What do you do then?

Before you decide email is a complete waste of time take a closer look and decide if you were really at the top of your game on these four crucial elements.

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Over the past several years of teaching online marketing skills to local business owners and entrepreneurs, one primary question has been asked over and over again: “How can I get more people to open my emails?” And while my immediate response, “If I had a concrete answer for you, I’d be a gazillionaire!” always gets some chuckles, I tell folks that there is a “Magic Sauce,” but it differs for every audience.

 

The three main ingredients of this Magic Sauce are as follows.

 

  • Know your audience. Have you segmented your list? Are you sending a marketing message about your newest widget to your suppliers? Do they care? Are they going to possibly be interested in buying your widget? Why would you even include them in this message? Think about the audience and if they aren’t your target market for this particular email campaign, don’t include them. Segmenting your list is a fairly easy task to undertake by using tags in your email system. Make it easy for yourself and your readers by sending targeted campaigns to the proper inboxes. 

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  • What is your subject line? Most folks are not too motivated to open an email with the subject line, “October Member Newsletter” or “October News You Can Use.” When I’ve got 30+ emails in my inbox every day, I’m compelled to open or delete it based on the subject line and the sender. Two of the most compelling subject lines that landed in my inbox (and they must have been great, because I got these several months ago!) were from the local grocery store, “What doesn’t KALE you makes you stronger,” followed a couple of weeks later by, “You never SAUSAGE a sight.” This was perfect in so many ways. First, it was funny. The play on words humored me. Second, I knew right away there was a sale on kale and sausage. If I were in the market for either of those products, I would be opening the email to get the details, and heading over to the store to make a purchase right away. Think about the subject lines you get in YOUR inbox, and use that for inspiration: what you might do, and what not to do. A word of caution: if you decide to use some type of humor, make sure it’s relevant to your message and inoffensive.
  • When to send? As little as two years ago, industry standards indicated that the best time to send a marketing email campaign was Tuesday, Wednesday, or Thursday between 10 am and 2 pm. Guess what? Now every marketer knows that, and suddenly (no surprise here), inboxes are flooded during those peak times. When using Constant Contact to send email campaigns, the system will actually suggest an ideal day and time to send your campaign, based on your particular industry data. If the campaign is not too time-sensitive, I suggest giving it a try! If it suggests 5:31 am on a Monday, give it a go! See what happens. One small business sent their very first email campaign on a Monday afternoon at 3:44. Her results were amazing! Her open rate was 40%, and her click through rate was 17%. The next morning, she made a significant sale to a recipient of that email (enough to pay for an entire year of Constant Contact service). All this to say, use the data in YOUR system. Nobody knows the behavior of your list as well as you do.

So there you have the three main ingredients of the Magic Sauce to getting your emails opened. The work doesn’t stop there, though. Next time: What Do I Write About?

  • email marketing tips

Did you know that…

  • 91% of consumers reported checking their email at least once a day. (ExactTarget)
  • 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)
  • For every $1 spent, $44.25 is the average return on email marketing investment. (Experian)

What this means is that using email to connect with, educate and engage your audience is a GREAT way to increase your revenue.

 

The statistics speak for themselves. Email campaigns need to be an ongoing part of your marketing mix.

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Great email marketing isn’t a mystery.

 

It’s easy to tell why some emails succeed and others get sent straight to the trash folder.

 

Emails that get opened, clicked, shared and saved to read again always contain these 5 crucial elements. Do yours?     

 

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Subject lines are vital in obtaining high open rates.  Here are some tips to help you.

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Plain text emails... they're so bland! If you wanted to read plain text, you'd go to the library, right? After all, we're using Constant Contact - a powerhouse tool for creating beautiful, vibrant, image-driven emails. Funny enough, that's not the case when it comes to Email Marketing...

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15070839-hand-cursor-clicks.jpgEvery email marketer could always use a few extra marketing tips, especially on how to double your click-through rates.  Happy 2015!  As we kick-off the new year, focus on optimizing your email marketing campaigns by using these Master Certified Email Optimizations by Conscious Commerce.  Over the past 11 years we have been working with Constant Contact to help our clients to grow

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Content Marketing TipsMany business owners are starting to understand the power and effectiveness of incorporating digital (email, social, video, podcasts, alike) as a core element within their marketing plan.

Though, through my travels as a regular speaker at conferences, with Chamber Networks and various professional associations (having spoken to over 7,000 business owners), I am constantly being asked about ideas surrounding content marketing.

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