The Benefits of Email Marketing

Email marketing is possibly the most cost-efficient direct marketing process, enabling sellers a level of aiming of full chasing and analytics to appraise and tweak effects. By granting direct delivery of selling message to volunteer receivers, an email marketing campaign can assure business owners to deliver a solid high-margin revenue and ROI.

It also provides the possible action to examine new thoughts and tight track systems of measurement. As an effect, it remains an increasingly democratic frame of direct marketing among online business owners and business consultants.

The profits of email marketing are varied, and have assured it boost to one of the most typically used direct marketing channels by online business owners and business consultants. By 2012, as use of it continues to maturate, it is contrived that sales generated from it will reach $47 billion. Because of the aimed nature of this sort of marketing, especially with double opt-in contributors, dealing to e-mail aspects is almost as easy as marketing to buyers in a shop.

On the average, it acquires a medium of communications with a aspect before they spend any income. With email marketing, you’ve the chance to build up this immediate relationship effectively.

It is also crucial to mind that, you will have the chance to elaborate and test different campaign constituents to generate a closer relationship that renders even more in income for future. Working with online business advisors to complicate your email campaign and marketing plan, it’s achievable to constantly revise the formula upwards to present even more of a income on your campaign.

Using Social Marketing Management Techniques to Influence Brand Image

In a competitive world where news now travels extremely rapidly, maintaining a positive image of a brand is more important than ever – and much more difficult to do. This presents a challenge for all the aspects of social marketing – management, moderation and campaign direction.Digital media, fast communication and social networking have changed the landscape for advertising beyond all recognition. Even the most far-seeing science fiction writers did not imagine the explosive growth of the internet, and the ability of the public to comment upon current events and the behaviour of large corporations. Stories spread incredibly rapidly – a mere mention of a celebrity or topic currently in the news will trigger searches to find out what is going on. As always, bad news travels the fastest, and very few can resist the opportunity to have a good laugh at the expense of a corporation.Studies show that the number of people that trust advertising is falling every year, and each new brand problem or scandal worsens the situation. It will take some time for the British supermarkets to recover from the horse-meat scandal, although the country’s small local butchers are reaping the benefits.With trust in advertising becoming increasingly difficult, how can brands improve their image and build new markets? One answer is to open and maintain communication channels with current and potential customers. This is where an efficient social marketing management strategy is essential.The social presence of a company needs to be up to date, honest, identifiable and influential. This last parameter is the most important. The challenge for the social marketing management team can be summarised as ‘how can I influence a community where I have no control over what is posted?’ Ways to do this include:¬∑ Find and influence the right people¬∑ Moderate the conversation¬∑ Act quickly to solve problemsFind the InfluencersIn the offline world, becoming an approved supplier for a big organisation is one of the main ways to gain a large amount of business. That means gaining the approval of the person who influences the purchasing decisions. For brands marketing directly to consumers online, the same analogy applies – if someone influential likes and uses your product, there will be a high chance that others will follow suit. These ‘influencers’ are the people to target.Finding the influencers means not only locating the right people, but also being in the right places. Technorati’s latest survey of the social network landscape consulted about 6000 people who are regarded as ‘influencers’. The report shows that consumers see blogs as a very important part of their purchasing decisions, second only to the brand sites themselves. However Technorati also found that only ten per cent of the average digital marketing spending is allocated to social networks, with more than half of that used on a Facebook presence. So it appears from the report that marketing funding is not being directed to the influential blogosphere.There are also analytical methods of finding the influencers. For example, algorithms have been run on Twitter to track followers and re-tweets, especially when there is a hot topic of the day. Some interesting results have come to light from these studies, showing that many of the most popular people on Twitter are not always the most influential. While celebrities may have the highest number of followers, they may not actually be exerting the most influence.Moderate the ConversationMonitoring and moderating what is said about and to the brand remains the cornerstone of social marketing. Management of the conversation, responding to the public and appearing to be honest and approachable are all simple maxims that can make all the difference to how a brand is perceived.The detailed techniques of content moderation vary between the sites used. It is important to achieve a balance between managing the content and stifling the debate. At the least, open forums and sites should be protected against spammers, obscene postings and other forms of inappropriate content. Beyond that, it will be necessary to decide whether the site should be moderated pro-actively (all postings approved in advance) or reactively (postings only checked when flagged as inappropriate). This decision is also affected by the budget available.Act Quickly To Solve Problems – and continue to actRecent events provide a good example of how an apparently perfect campaign can suddenly hit controversy, for completely unforeseen reasons. The brand managers at Nike may be rueing the day that they chose the slogan ‘I am the bullet in the chamber’ for their campaign featuring Oscar Pistorius, the athlete accused of murdering his girlfriend with a gun. The advertisements were swiftly removed as the story broke, but they remain featured on news stories about their removal. In some ways these news stories give the advertisements more coverage than the campaign itself.This shows that removing inappropriate content is no longer sufficient, especially when it is virtually impossible to delete something from the internet once it is has been posted. In these situations, it is vitally important for a brand to make pro-active statements and to be honest about what is happening. This is the best approach to reassure customers that the company is not trying to cover up unfortunate events, and to retain a feeling of transparency and integrity.Some days after the event, Nike have now taken further action to suspend their sponsorship contract with Pistorius, but have also stated that they are monitoring the situation and believe that he should be afforded ‘due process’. It is not their role to examine and assess what has happened, and this statement shows that they understand that. The fact that they did not immediately suspend the contract also gives the feeling that they are thinking before reacting. This considered response shows them in a good light and may even bring in more business.While quick reaction is important, careful postings are even more important to avoid inflaming the situation. ‘Careless talk costs lives’ said the World War II slogan. This could be adapted now to read ‘careless posting costs sales’. While it may appear possible to remove unwanted postings or content, this is not always the case. As noted above, information now propagates so rapidly that any unfortunate comments could be taking on a life of their own in minutes or less.It can be seen that influencing the image of the brand is more of an art than a science, although there are many tools available to help. Frustratingly for marketers, it is true that the most successful marketing campaigns are driven by the consumers. The role of social marketing management is to help find the key to these successful campaigns, and then to manage them once they are up and running.

Direct Mail Strategies in 2 Punches

How many of us receive direct mail postcards or mail? I received one the other day on weight loss and I’m in no need to lose any weight. It was a decent piece and I kept it to for my swipe file. Nevertheless, you may get these direct mail pieces and pay attention to them or toss them out.

In my life, I’ve only responded to perhaps one or two of those things because I kind of didn’t trust some unless it was a well known local or big business.

The people I responded to offered me a service using an old, time tested, marketing method in two simple punches:

Punch 1: Generate a lead – Got me to call their 800 number, fill out a form online, or email them.

Knock Out Punch 2: Provided the requested information – They provided me via phone or Internet the information I was looking for and they clearly delivered on it.

What is the great deal about this one two punch system?

It is way easier and cheaper to create a lead (interested customer) than it is to try to sell some in one punch. In boxing the idea is to knock the other guy to the mat or at least out last him before the bell rings right?

So that would require taking small punches or jabs at him and eventually wearing him down rather than swing barbarically, wasting time and energy. The same philosophy is to be made in business when marketing or advertising.

With direct mail strategies, you do not want to the prospect to give up their money initially. You want them to wear down, which is equivalent to getting them comfortable with you, then you knock them out with a great offer.

A great way to do this is with the use of postcards. They are relatively contemptible and you can promote them to a targeted audience of prospects and customers to generate leads (inquiries of your products or services). After this you’d simply follow up with them and turn them into sales. This is called a conversion.

One of the most important things this does in addition is it helps create a list of people who are interested (slightly or heavily) in what you have to offer. You can continue to follow up with that person that didn’t complete the sale, with future offers until they finally buy.

You’ve seen that process where you sign up with something and didn’t buy but they kept sending offers once in a while and finally you saw something you wanted and purchased. That is direct mail or direct marketing at its finest.

It’s vital to get the information of the people who respond to your direct mail piece and follow up with them. This will help you increase future sales with very little effort. It should be your company policy to always follow up with your list or leads of interested customers.

The Most Successful Use of Postcards:

Your postcard is only to engage interest in the mind of your prospect in order for them to take an action in contact you. The purpose is to get their information and not money. The postcard only wants to get contact information of interested people.

The first punch is to get interest, the second punch is to get them to a response, by calling, signing up, or emailing.

You should have three (3) parts in your postcard message:

  • A clear statement of the biggest benefit of your product or service (in long distance phone service a cost savings would be a great benefit)
  • A good reason for them to contact you NOW (limited time offer)
  • A simple, easy way for them to respond (an 800 number or website for example)

Keep it brief, I mean it is on a postcard for crying out loud. Shorter messages produce more leads than longer ones.

Here is an example I’ve done:

What 99% of Teachers Don’t Know and Will Never Find Out About How to Explode Their Students Subject Interest

Call 800-777-1212 for Your Copy of Our Free Report:

Offer ends 9-5-09 (Print a date less than 3 weeks from your mailing date to create some urgency).

Of course you mail this to teachers and you have a free report ready for them! Many will respond simply to find out what they don’t know. And since they responded you have their info to sell to them in the future with an offer that fits them best.

This method works and is sure to produce a large number of inquiries if sent to your proper targeted market. This 2 Punch Marketing System Works. Use the tips you have read here to create your next postcard’s message and just watch what happens.

You will generate a bunch of leads from people who are truly interested in your products and services.

Due Daniels