Recently I came across a question on LinkedIn: “Why Does Email Marketing Sometimes Fail?” To be fair, the question is an honest request for feedback, not an assertion. Email is a proven communications method when used well, however there are those moments when senders see a pronounced reduction in email’s effectiveness, and must decide whether to re-evaluate their strategy.
It’s a dirty little secret in marketing: Every tactic eventually falls short. We see it when a great television campaign just stops being interesting, and when a Facebook page rises to 100,000 Likes and then suddenly stops growing. Dancing Santa banners must have been hilarious at one time, but are now the online equivalent of carnival barkers.
Email is more of a journeyman tactic. It’s always there. It’s reliable. It’s expected, and it drives immediate visits. But it rarely makes a big splash or gets talked about (unless the sender made a mistake). It’s hard to ‘re-launch’ a brand using email. It just reflects what the brand is doing in other avenues.
Read More “Why Your Email Marketing Strategy Stopped Working – And How To Fix It”
Improve your relationship with your audience by showing them you are aware of the connections you have already established with them. Send very timely, targeted and relevant emails to your recipients whether they’ve just made a purchase or they’ve been a long-time customer.
Sound overwhelming? These types of campaigns are referred to as Lifecycle Marketing and are built around the simple concept of trigger-based events. Events that trigger an email marketing campaign can be anything from a new signup to a purchase on your website.
Lifecycle emails are an ideal way to show subscribers that you’re aware of the connections you’ve established with them. Best of all they work; in fact, they work really well. Gartner reports that marketers can expect a 600% lift in performance over outbound campaigns by leveraging event-triggered marketing tactics.
Read More “Lift Performance by 600%: Lifecycle Campaigns Simplified”
What matters most to your customers?
If you want to know how to increase your business, just ask your customers. Asking for customer feedback is one of the most important elements of doing business. Developing lasting customer relationships and customer loyalty requires an understanding of their needs and the reasons behind their buying decisions.
Survey your customers and ask them what they expect from you, what features of your product or service they most enjoy, what they think about your customer service, and what you could improve.
Listen to your customers, discover their pain points, and bring innovative solutions to market to address their issues and challenges. Paying attention to what your customers are saying can give you better insights to what matters most to them and gives you multiple ways to engage with them and build stronger relationships.
Read More “Grow Your Business by Getting to Know Your Customers”
Do you ever wonder what are the best days and times to send email?
If you do, you’re not alone.
I can’t tell you when and how often to send messages to your customers or subscribers — there is no “best” time or day to send email. However, I can tell you that if you capture the right data, you won’t need one.
Read More “When Should You Send Email Campaigns?”
When folks set out to do an email newsletter, they sometimes get so excited about sending the thing out as quickly as possible before it’s even made that they often trip on their own feet in the process of trying to do so. This usually involves some semblance of a design, the acquiring of pretty, pretty pictures and the slapping together of some equally pretty, pretty text. Sadly, this often leads to shoddy implementation and the disorganized execution of something that may quite possibly leave a long-lasting and negative impression on its recipients. That said, at the onset of such a project, be sure to take a deep breath and spend a not insignificant amount of time coming up with a plan. You can hover over that Send button with that twitchy mouse finger of yours all you want but you shouldn’t click just yet.
Why? Because what you send out to your readership should be great. Right?
Read More “Email Newsletters: Start With A Plan”
Ever have a BGO?
It means “Blinding Glimpse of the Obvious”. It’s a term popularized in the 1980s, but it’s still around today. Sometimes, something freakishly obvious to everyone just needs to be pointed out. Well, here’s one:
The online environment is the media of choice for information consumers.
There, I said it. And what’s more, it’s not going back.
Read More “Email: The Backbone of Marketing”
Use the five buyer decision stages to optimize your message.
We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.
But what about dynamic info, that changes over time? For instance, when are people ready to buy?
Read More “B2B Email Marketing: It’s All in the Timing”
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