by Cynthia Fedor | January 10th, 2012
Direct mail isn’t what it used to be—boring and impersonal. Thanks to digital printing capabilities, new marketing technologies like QR codes, and an integrated multi-channel approach, direct mail today can be interactive and meaningful. As a result, marketers are recognizing this medium as a critical part of lead-generation campaigns.
Here are three ways savvy marketers are using direct mail to build, qualify and nurture leads while saving time and money.
Spreading the Word Offline to Get People Online
Businesses are quickly starting to realize that social media marketing is not a passing trend but a valuable way to find prospects and nurture leads. Participating in conversations with consumers online is now a necessity for influencing the public’s perception of brand and their purchasing behavior.
With this in mind, how do marketers capture the attention of new prospects that aren’t already online and get them to join the conversation? They use targeted direct mail to drive new leads to websites and social networking profiles. Read More »
by Michele Shubert | December 15th, 2011
The world of email marketing is one of constant change. As spammers find ways to circumvent spam filters, the filters become smarter and more sophisticated. And email marketers who want their messages to make it to recipients’ inboxes have to stay up-to-date and make constant adjustments to their email marketing program.
There’s an email in my inbox from a company name I recognize. It’s from a large company, a national brand, one I have not given permission to email me. Studying marketing messages we receive from other companies and analyzing our personal reactions to them can help us learn and improve our own email marketing practices.
Let’s take a look at the email.
Here’s the subject line: “Connect 2012 – 5 Reasons to Connect.” Not super enticing, but there’s a smidgeon of interest. It’s from a Fortune 500 company, so I’m inclined to open it. But since I never signed up to receive emails from this sender, there’s hesitation. It’s probably spam. Spammers are smart like that.
Tip: Even though your recipients know who you are, if you send to them without their permission, they may think you’re a spammer. Read More »
by Cynthia Fedor | December 9th, 2011
Any communication from a business, including emails, is an extension of brand. The tone set by email design represents part of the brand’s story. It conveys a great deal about an email’s sender and the email’s purpose before any content is read by the recipient. Additionally, design affects how email platforms filter, categorize and display messages. Therefore, understanding design in these terms will help marketers improve deliverability and ROI.
Here are some best practices to follow for effective email design.
Understanding the objective of an email
Understanding the main purpose and goal of an email communication is critical to developing effective email design. The design strategy will change based upon the objective and intended goal. For example, newsletters should have a different design and layout than a sales email or brand-building email. This is because recipients look for visual cues to guide them through the email’s content and to determine how it should be read.
The main goal of an email message is also important to understand prior to developing design because it helps designate where to place different elements such as call-to-action buttons, links, phone numbers and images within the email.
Anatomy of an email
Email design is not solely confined within the main body of a message. Good design starts before a recipient even opens and views the content contained within an email message. Following are the five parts on an email as viewed by the recipient:
THE ‘FROM’ NAME
The ‘From’ of an email tells the recipient about the sender. Typically, it’s also the first field recipients see when viewing all the emails collected in their inbox. Having a clear and recognizable name will prevent an email from being immediately deleted by the recipient. The Email Sender and Provider Coalition (ESPC), reports that 73% of opted-in recipients delete email or report it as spam based on the information in the ‘From’ field. So, by using a company name, the name of a familiar associate or product name in the ‘From’ field, marketers may cut down on the rate at which recipients delete or report emails as spam. Read More »
by Cynthia Fedor | December 9th, 2011
During the holiday season, as many turn their focus toward spending time with family and friends, a lot of professionals tend to check out and let their marketing efforts wane. Sure, everybody deserves a much needed break from all the hard work they’ve been doing throughout the year; but successful marketers know that this is the perfect opportunity to get a jump start on business for 2012. They take advantage of the fact that many choose to hibernate rather than stay visible and available in the month of December.
Here are some ideas that can help you maintain productivity and stay visible in your local market during the holiday season.
Engage with audiences on community social sites: Even though you’ve got your footie pajamas on and you’re enjoying the warmth of your fireplace from the comfort of your couch, you can still participate in conversations happening online. Blogging, commenting on local news articles, and staying active on social networks will keep you in front of your audience during the holidays.
Volunteer or sponsor local charitable organizations and events: ‘Tis the season for helping others in your community. Doing so will not only give you a warm and fuzzy feeling inside, but reaching out to those in need builds a great foundation for networking and generating more business in 2012. For sponsoring events—like a food, blanket, or gift drive—local charitable organizations may provide some marketing value in kind such as: including your logo on their website and/or on promotional materials relating to an event; allowing you to send a mailer to their donor base; linking to your website via press releases; and so on.
Dial up past clients, helpful colleagues, and new prospects: Think back starting from the beginning of 2011 and make a list of clients, colleagues, mentors, and new connections that have contributed to the success of your business. Set aside a couple of hours to call and personally connect with them. They’ll appreciate your time and you’ll make a positive lasting impression that could lead to referrals and increased business in the new year. Read More »
by Cynthia Fedor | November 29th, 2011
Business cards are useful for sharing contact information; however, days of the rolodex are gone. Customers may not keep business cards around for long or consolidate them in a spot that makes it easy to access the information printed on them when needed. This doesn’t mean that they’re going away anytime soon. For several reasons, printed business cards are here to stay.
By getting creative with substrate and by including different information, you can keep business cards within your customers’ reach and your business in front of their eyes. Printing business cards on magnetic paper is one classic option.
Here are 4 fresh ways to use magnetic business cards:
Strengthen customer loyalty and encourage repeat business
Include a coupon code on your magnetic business card that loyal customers can use throughout the year. Easy access to even a small discount on goods and services can motivate repeat and just-in-time purchases. This tactic is ideal for take-out/food delivery franchises, salons or hair care providers, carpet cleaning services and other service-based businesses.
Read More »
