Captain BUZ's Blog
Perspectives about small business start-up, growth and success.
Taking advantage of eMail Marketing?
August 5th, 2008
Ellen from North Dakota writes:
Dear Captain BUZ:
I know marketing is very important to my business, particularly when the economy gets shaky, but how can I take advantage of email marketing when I don't know where to begin?
Dear Ellen:
eMail marketing is all about leveraging technology to make friends. In fact, let's use the word "FRIENDS" to introduce 7 easy ways to launch a productive eMail marketing strategy:
1. First and foremost, the letter "F" means FOCUS
This means that you will want to know exactly who your audience is when framing your eMail marketing strategy. There are different eMail formats for different audiences. For example, you may announce a promotional event, distribute an eNewsletter to existing or prospective customers, and send a press release to media representatives to build public relations. The point is, to know who you want your eMail message to reach and why.
2. For the letter "R" we stress REFINE your campaign
This means that you want to be sure to refine your list AND your messaging over time to be sure that it is working. In terms of your list, you may find that having more than one type of list may be useful, such as customers, prospects, media, suppliers, investors, board members, etc. Your message is likely to be different for each group and will change over time to keep it interesting and compelling.
3. "I" means INVESTIGATE
To ensure that your campaign is effective, it is very important that you track, analyze and refine your eMail Marketing campaign on an ongoing basis. There are established reporting & analytic tools available from outsourced eMail Marketing service providers, such as Bronto, which help to ensure that your eMail messages are being received and that you are in compliance with anti-spam practices.
4. "E" is for ENERGIZE
Marketing in any form is all about energizing your audience and this holds particularly true with eMail marketing where you can include links, toll-free numbers and eMail addresses so that people can immediately respond once they are energized! A good rule of thumb is to create messaging that achieves 3 things:
- Gets Attention; e.g., strong title, compelling introduction
- Builds Urgency; e.g., sale ends xx/xx/xx, solve problem today, address need now
- Motivates Action; Call 1-800, visit www., buy now, cover story
5. "N" for NARROWCASTING
eMail marketing is a form of 1-to-1 marketing meaning that you are communicating to one person at a time. This 1-on-1 relationship is very important to understand because you want to be sure that you are speaking to that person's interests, needs and wants. In this regard, narrowcasting means that your message must speak to that specific target audience or niche market based on their particular values, preferences, or demographic attributes.
6. "D" is for DELIVER
As with all aspects of your business, be sure to deliver on what it is that you promise in your eMail marketing messages. While eMail can be cost-effective and cheaper than the price of a stamp, people take their eMail seriously. If you send eMails to people who have not "opted in," you may be reported as SPAM. If your messaging does not speak to your audiences needs, they may unsubscribe.
7. "S" is for SELL
One of the main objectives for launching an eMail Marketing strategy is to increase sales and so whether you are eMailing to the media, your Board, or customers, be clear that every message sent says something positive about your business. Make each message count.
The good news is that there are service providers out there who specialize in eMail Marketing. For example, Bronto offers proactive client support and educational resources regarding eMail marketing best practices, standards and tactics for success.
Wishing you productive progress ahead!
Sincerely,
Captain BUZ
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November 05 2008
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