|
|||||||
| Tools of the Trade: Part 1 – Email Marketing... What is it and Why You Should Use it |
 |
 |
| Written by Jackie Rosselli | |||
| Monday, 14 December 2009 10:45 | |||
 Introduction: From time to time, readers write in with story ideas. As would be expected, many requests are "pitches" – companies looking for publicity on some new product or service, but a good percentage comes from readers looking for the basics, or "tools of the trade," information on the instruments used to attract and retain customers.This series is a result of the latter request, and reflects the dual purpose of this publication. Our business is uniforms, and as such, we eagerly seek and present news about a company's latest offerings, for it is information that readers – and their customers – need in order to run a more profitable business. But we know you depend on us for more than company news. It is also our job to write interesting and relevant stories that inform, teach and educate, and that is what we'll attempt to do over the next several months. Parts 1 and 2 will cover email marketing, laying out the basics and defining its role in today's efforts to reach customers. In Part 2, appearing in Made to Measure, you'll learn how to craft strong, customer-centric messages, and read first-hand accounts from others on what works – and what doesn't – when using this very important communications device. Finally, in Parts 3 and 4, we'll move from modern day tactics to the tried and true by taking a closer look at cold calling and customer service, giving tips, best practices, and fresh advice on these two industry standards. Email Marketing 101 Any conversation about email marketing should start at the beginning; namely, defining what the term means. Simply put, email marketing is a form of direct marketing which uses electronic mail to covey messages or information about a company, its products or its services. The actual written copy can range from a one page letter or announcement to an elaborate newsletter, complete with images, surveys and links to articles or your website. Email marketing is not meant to replace print advertising or other traditional means of marketing, but is intended to compliment and build upon existing promotional activities. More than a straight ad, top performing email campaigns are all about relevancy – you are sending the information to customers or prospects because you are providing value. How do you create such campaigns? You'll have to read Part 2 for specifics. Used properly, email is one of the most cost-effective tools to communicate with customers – sending a marketing letter via email requires less paper and staff hours than sending the same communication via traditional mail. And while letters are often thrown in the trash, there's a good chance that an email will be forwarded, or go viral, spreading your message much further than initially imagined. There are other benefits as well. They're easy to produce, and require no major investment in cutting edge technology. You can write and send the entire campaign yourself, or you can enlist the help of a professional email management company to deliver the mail. The latter enables you to track everything from how many emails were opened to clicks on individual links, meaning you can hone your techniques and improve performance. Tracking of course, means gathering information, and the more information you get on a customer or prospect, the better you're able to personalize the message to a company's specific interests. Or, you can segment your list, and put contacts into smaller, more focused categories. (More on the plusses in Part 2). The Numbers With so many channels out there, why do businesses engage in email marketing? First, it's where the action is these days. People spend an increasing amount of their day online, and if you want to reach them, email marketing is an excellent tactic. Secondly, it works, and the numbers back this up. Consider the following: According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $44.08. It outperforms all the other direct marketing channels examined, such as print catalogs. Additionally, a November 2009 survey found that email marketing was likely to see a spending increase greater than any other form of online marketing, with the exception of website development. Senior US executives revealed that email marketing was the channel most likely to see an increase in the marketing budget. And if you think only the big guys are conducting email campaigns, think again: 46% of North American small businesses use email marketing, according to Hurwitz & Associates, with another 36% planning to do so in 2010. Why should you use email marketing? Hearing from you again and again with good content reminds readers of your value, especially if they take your advice and find it works for them. When/How to Send: Don't be Branded a Spammer As mentioned earlier, Part 2 will cover just what "good content" means. But there's a more important decision before you ever write a word of copy: How often should you send your messages? And when should you send them? Frequency is one of the hardest decisions a company has to make, for it can affect success. Sending too often annoys customers; not sending frequently enough doesn't get you the attention you deserve. Is there a steadfast rule on the subject? Not really. Most agree that sending daily or even weekly emails constitutes spam, but there are exceptions to this, such as seasonal or trade show promotional news. As for when to send, the most successful campaigns are delivered on a Tuesday, the best day for clicks and opens, according to the data. A best practice would be to send when you genuinely have something of value to distribute, or else you run the risk of being branded a spammer. Another is to get permission, or give the receiver the opportunity to "opt in" to your emails. It isn't enough to assume the reader wants your email because he is a customer, or to believe your piece is being read because the unsubscribe rate is low – if the recipient hasn't clicked on any links in several months, chances are he views the message as spam. Besides the obvious - no one likes spam - being branded a spammer damages your credibility and hurts your response rates, but there are ways to avoid this. Let your customers know they've been added to the distribution list, and have prospects proactively check a subscribe box, rather than pre-checking the box yourself. In well executed email campaigns, size is less important than building a good quality relationship with people who want to hear from you. It is those relationships, after all, that will sustain and grow your business now, and years from now. Next - Part 2: Creating Value and Credibility... Effective Subject Lines, Writing Good Copy, Choosing a Provider and Advice from Users – read it in the upcoming issue of Made to Measure Magazine
|
|||
| Last Updated on Monday, 14 December 2009 10:59 |
|
|
| Uniform Style Watch |
|
| UniformMarket Company News |
|
| Uniform eCommerce Expert |
|
 |
Anthony's Scrubs |
 |
Working Force Outfitters |
 |
On Trend Uniforms |
 |
Lonestar Uniforms |
 |
Medhooo |
2012 UNIVATOR Award entry form
Has your company created an incredible fabric technology or revitalized a restaurant with a fresh, new uniform program? Have you developed ingenious business processes to help your own corporation handle the challenges of this tough economy? Did you dream up an environmentally friendly way to eliminate product waste? UniformMarket News wants to hear your story and consider you for a 2012 UNIVATOR Award.
The UNIVATOR Awards celebrate innovation in the North American uniform, image apparel, medical goods, footwear and equipment markets. For eight years, the UNIVATOR Awards have been shining a light on amazing advancements that keep this industry moving forward. They acknowledge companies, both large and small, that are forging unique paths to success.
Read more...Winners came from all market segments – law enforcement, public safety, corporate and chef apparel, and medical apparel. Many have been cited in previous years; several have not.
Read more...
