Okanagan marketing

15 Tips For Effective Email Marketing & Distributing

Transition-Marketing-ServicesEmail Marketing.

Email marketing comes with a bad reputation. We have all been on the receiving end of spam. Unsolicited emails can range from a minor nuisance to an outright danger to your hardware’s integrity. Proper email marketing however, is a useful tool in the world of marketing and communications. Note that we do not endorse the use of spam lists or sending unsolicited emails. Rather these tips should be used for recipients with whom you have cultivated a relationship with or who have chosen to sign on to your distribution list.

Increasing Your Open Rate.

The first thing one needs to understand are the steps to an effective email campaign. Whether you are sending out sales notices, newsletters or thank you notes, none of it will matter if it does not a. reach the recipient and b. get opened by the recipient. Those are the first two challenges one needs to consider and learn to overcome. In this post we will discuss the means to ensuring you first make it through those spam filters and second, get read.

15 Email Marketing Tips.

1. The Subject Line Matters.

This is important for two reasons:

  1. The content of your subject line will determine how the spam filter reacts.
  2. The subject line will determine whether people are intrigued enough to open the email.

Consider your subject line carefully. It needs to avoid specific trigger words in order to get through the spam filters, but it also needs to be relevant and interesting enough to warrant the recipient opening the email.

  1. Unless it is dealing specifically with a topic you have already discussed with the recipient, it should be short. No more than 3-5 words.
  2. Don’t be afraid to be creative, but be clear and be concise.
  3. Don’t use the subject line as a sales pitch.
  4. Be relevant. The subject line needs to have relevancy to the recipient.
  5. Avoid spam trigger words.

The subject line is your battering ram. It is the first breach into the fortified walls of your recipient. It will determine if you land in the inbox and it will determine what happens from there. This is the first thing anyone sees when the email hits their mail slot. It has to be good. Think of it this way: it won’t matter how great the offer is in your email contents if no one opens it to read them.

2. Timing Your Email.

Believe it or not, there is actually a science to sending out email blasts. Timing can be everything. Remember that your open rate is crucial, it determines your overall success. Here are a few things to consider:

  • Promptness of email opens:
    1. 23.63% of all emails are opened within the first hour of receipt.
    2. 9.52% within the 2nd hour.
    3. 6.33% in the third hour
    4. 4.8% in the fourth.

It is most important then that you time your email to be opened immediately. (Source: socialmediaguerilla.com)

  • Number of messages sent by time of day:
    1. 5.9% of emails arrive between 12am – 6am.
    2. 38.7% arrive between 6am – 12pm.
    3. 25.8% arrive between 12pm – 6pm.
    4. 29.6% arrive between 6pm and 12am.

Most emails land in the inbox in the morning. Therefore it is less likely yours will be opened at that time. People are getting started, they are digging through the email pile and will disregard the less important ones. (Source: socialmediaguerilla.com)

  • Best click & open times:
    1. Top hours for “clicks”: 8:00 am, 9:00 am, 3:00 pm, 8:00 pm.
    2. Top hours for “opens”: 8:00 am, 9:00 am, 3:00 pm, 4:00 pm.
  • Best days for sending:
    1. More emails are sent during the week than on weekends.
    2. Tuesday and Thursday being the highest volume days.

Changing which day you send your emails may improve your open and click rates. (Source: mailchimp.com)

Timing is indeed everything. Try sending out your blasts at different times. See for yourself which works best. Remember that every opened email could result in a sale.

3. Use Your Name & an Authentic Email Address. 

Would you open a random email from an unrecognized email address?  People are suspicious for good reason, so use your name and business and suggest your recipient add your company to their email to help you avoid an awkward visit to the junk folder.

4. Build a Reputation. Transition-Marketing-Services

Earn your recipients trust. If you are embarking on a sustained emailing campaign, such as a monthly newsletter, this trust will be crucial. As you begin to email recipients more frequently you will find yourself developing a reputation for either good content or bad. Keep the content of your emails on target relevant and interesting. Don’t send out emails for the sake of emailing. Don’t waste people’s time. Once your recipients have opened a few of your emails and benefited from them, your reputation will grow and the opens will happen more easily.

5. Keep It Short.

Your email does not need to be your entire sales catalog. Short emails can be the most effective. Interestingly enough it can be the most difficult to whittle down your emails content. It may require time and possibly a lot of it. Pick a single point and focus on it. Whether it is a sale, a new product etc. If you find yourself off topic, erase and start over.

6. A.P. Style Writing. 

Familiarize yourself with the principles of A.P. style writing (Associated Press). A.P. Style is defined in purpose as:

The content of newspapers and other mass media is typically the result of many different writers and editors working together. AP style provides consistent guidelines for such publications in terms of grammar, spelling, punctuation and language usage. Some guiding principles behind AP style are:

  • Consistency
  • Clarity
  • Accuracy
  • Brevity

AP style also aims to avoid stereotypes and unintentionally offensive language. (Source)

Transition-Marketing-Services7. Do Not Send Out Spam.

First off what is spam? Spam mail is not just for male enhancement companies and Nigerian princes. Spam is any form of unsolicited email sent to unknown recipients who did not ask for it. You would think this would obvious, but even reputable companies can be tempted to spam. Do not send out spam emails.

8. Be Consistent.

Depending on the purpose of your email campaign, consistency can be key. If you are developing a newsletter campaign the stick to it. Weekly, monthly, quarterly or annually, whatever frequency you choose, stick to it. When developing the campaign, be realistic about how much you have to say and how often you want to say it. Set yourself a schedule and then stick to it. If the schedule dictates once a month, schedule your time properly to allow for it.

9. Non-Formal.

It is ok to be semi-formal and it is ok to have fun with your emails. Keep the tone professional and keep it clean but don’t shy away from having a little fun. Recipients are receiving countless formal emails a day, having a little fun on occasion can be ok. Don’t be afraid to show your human side. Be creative, by humorous, just don’t be boring. The more relational you come across, the more likely they are to follow-up with you. Be courteous and be clean though.

10. Be Fresh. Transition-Marketing-Services

Avoid old news or worn out ideas. Avoid repeating previous content – it is ok to reference it – but do not replicate it. This could (and should) put pressure on you from time to time to send your email out sooner. If yours is the first email in the inbox with new, important or timely information, you will reap the reward of being read. If you are reiterating similar info to previous emails, re-write it. Cast a new light on it, present it in a different away.

11. Engaging Content.

Daily I received about 60 – 70 emails. Most of those are formal and stuffed full of information. By the 3:30 in the afternoon I am beginning to open emails, size them up and then either mark them as unread to be dealt with the next day or dumping them after the first sentence. Try to incorporate content that will draw the viewer in. Keep that in mind when developing your emails Subject and content, and when scheduling it for send off.

12. Begin At The Beginning. 

Create your distribution list from scratch. People do not take kindly to unsolicited emails. Build trust. Ask them for permission.

  1. Provide opt-in opportunities.
  2. Offer different delivery options.
  3. Promise privacy.
  4. Provide a means for them to discontinue from the email.
  5. Provide links to connect on your website and social media profiles.
  6. Mention it when visiting them or on the phone and ask if they are interested.

13. Avoid Spam Trigger Words.

There are specific words that trigger spam filters. Familiarize yourself with them and avoid them.

1. !!!2. $$$

3. 100% free

4. Act now!


6. All natural

7. As seen on

8. Attention

9. Bad credit

10. Bargain

11. Best price

12. Billion

13. Certified

14. Cost

15. Dear friend

16. Decision

17. Discount

18. Double your income

19. E.x.t.r.a. Punctuation

20. Eliminate debt

21. Extra income

22. Fast cash

23. Fees

24. Financial freedom

25. FREE

51. Guarantee

52. Hot

53. Increase

54. Join millions

55. Lose weight

56. Lowest price

57. Make money fast

58. Marketing

59. Million dollars

60. Money

61. Money making

62. No medical exams

63. No purchase necessary

64. Online pharmacy

65. Opportunity

66. Partners

67. Performance

68. Rates

69. Satisfaction guaranteed

70. Search engine listings

71. Selling

72. Success

73. T e x t w i t h g a p s

74. Trial

75. Visit our website

26. #1

27. 4U

28. 50% off

29. Accept credit cards

30. Additional income

31. Affordable

32. All new

33. Apply now

34. Apply online

35. Be your own boss

36. Buy direct

37. Call free

38. Cancel at anytime

39. Cash bonus

40. Cheap

41. Click here

42. Congratulations

43. Direct email

44. Direct marketing

45. Don’t hesitate!

46. Drastically reduced

47. Earn $

48. Full refund

49. Get it now

50. Gift certificate

76. Great offer

77. Home based

78. Incredible deal

79. Information you requested

80. Insurance

81. Investment

82. Limited time offer

83. Message contains

84. No age restrictions

85. No experience

86. No gimmicks

87. No hidden costs

88. No questions asked

89. Offer

90. Online degree

91. Online marketing

92. Order Now

93. Passwords

94. Please read

95. Risk free

96. Save $

97. Serious cash

98. Special promotion

99. Urgent

100. Web traffic

14. First Impression

Do not make the mistake of assuming you are interesting. You have three seconds to make enough of an impression to last an entire emails length. Remember the rule of the “firm handshake” you may only have one chance to make this impression, so do it right the first time (you may not get a second handshake).

15. Format Your Email to be Readable.

Don’t make people “click-to-download”. Keep it short, focus on your one point, remove clutter and make it readable. If this sounds a little labour intensive, it is because it can be. There are many template sites and examples to be found online with a simple Google search. Coming up with even just one good subject line can be tough and is not always guaranteed to spark the rest of the emails contents. Doing it right requires massive creativity, passion and inspiration. It also requires focus.


If you find yourself forcing it or are running out of time and rushing it, then you are likely better off to not do it at all. Your emails content will showcase you and your business image, for good or for evil. Make sure you are doing it right. For many companies that lack employees with either the time or the skill set it can make more sense to hire a copy-writer or a marketing firm. Get past the viewing pane. Get opened and be read. No one said this was going to be easy, but it can pay off big. Transition-Marketing-Services Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Selling A Book By Its Cover

A Book By Any Other Cover…

They say you cannot tell a book by its cover but do not ever doubt that you can sell a book by its cover.

You cannot judge a book by its cover. Evidently you can sell pile of them though.

You cannot judge a book by its cover. Evidently you can sell a pile of them though.

This screen shot depicts the overall sales of Jane Austen’s Pride and Prejudice based on five different cover designs and spanning 20 years. This provides a clear look at the power behind design, marketing and understanding the current market.

Sales for this literary classic hit a small peak of sorts in 1995, but overall remained fairly low until 2009 when it surged in popularity netting more than double the sales in a single year.

Why? What happened in 2009?

The Great Pride & Prejudice Surge Of 2009

The Pride & Prejudice film was released in 2005. Which means that this probably did not factor largely in to the 2009 releases success. If anything one would have expected a surge in sales to occur within the next year.

Instead we see that four years later, in 2009, demand for this novel more than doubled within twelve months. What was it about 2009?

Every market surge has a history. There may be many contributing factors to a sudden sales onslaught but one can always trace the reasons. This can often be a complicated process and one may wind up with many dead ends before coming to a reliable conclusion as to the cause, but there is always a cause.

In the case this surge in 2009 it is not so complicated. Have a look at the cover that sold so well.  The cover couldn’t be the sole reason could it? Design doesn’t make that much of a difference right?

Wrong. It is all in the design. The 2009 release happened to coincide with another novel series which just happened to be gaining steam at the time. Perhaps you have heard of it. It involved an angst ridden teenage girl and her love affair with a vampire and a werewolf.

The Twilight Saga had recently become a huge hit. It had been hitting the theaters and was discussed everywhere.  Low and behold if we look at the cover design of the re-release of the Twilight series what do we see?


Well now look at that. Something familiar about those colours and the overall feel isn’t there? What an odd coincidence…

Make no mistake. This was 100% intentional and from a marketing and sales standpoint, it was brilliant. The brains behind the 2009 publication of Pride & Prejudice knew their market. They knew the consumer zeitgeist. They knew what people were reading and they moved on it.

Does Pride & Prejudice share any similarities with Twilight? Well the lead character is a girl and Mr. Darcy is a bit of a wolf… but otherwise to lump these two into the same category would likely cause Mrs Austen to roll in her grave. Yet the design of the book managed to subtly do just that. The four books published in the Twilight series used three key colours and several basic design elements. This is obvious when comparing the four of them side by side as we do in the image above.

The demographic that Twilight was marketed to had, had their eyes trained – trained to look for this specific colour combination and style, thus any other book with similar traits would automatically grab their eye. What is more, the design team behind the 2009 version of Pride and Prejudice increased its book size to match the size which Twilight was published in. The result was a book that looked, for all intents and purposes, like it belonged to the Twilight series – one that could sit beside them and not look out-of-place.

Customers would be looking through the shelves of books and their eyes would automatically flicker what they knew and recognized. Perhaps some of them even thought this was a fifth edition to the series.

This is the essence and foundation behind branding and that is exactly what went on. Stephanie Meyer’s Twilight series was branded with a very obvious aesthetic look. 2009’s Pride and Prejudice printing simply hopped on that band wagon and rode its coattails to success.

Design & Sales.

All too often there appears to be an underlying disrespect for solid design work. Few people – especially in the small business market place – realize the increase in sales that good design will get them. Instead the see the price tag that comes along with it and they balk at it. They cut corners, call in favours, hire rookies or try to do it themselves with all the “free online tools”. The result is shoddy and unprofessional design.

Graphic and Web design needs to be rooted in technical and artistic ability as well and an understanding of what is working in the industry today.

As we see in the example above, knowing the market and understanding design trends play a huge role in design success.

It is simple and it is truth. Good graphic design increases sales. Good design is worth the price. 


Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Facebook Ad’s For Small Business

Facebook Ads: Not really worth the money.

Facebook Ads: Not really worth the money.

Chances are if you are a small business owner, you have taken your business to Facebook… and why not? It is free, it is online and it has over 1.11 billion registered users (more than the population of Canada).

And chances are, if you are on Facebook with your business, you have either used, or contemplated using the “Facebook Ads” tool, their built-in targeted advertising tool. The question is, how effective was this advertising option. The tools are simple to use, they can be set to target specific ages, demographics and geographic regions and you only pay for the # of “Likes” you get. Seems like a good deal right?

We recently came across some startling information about the Facebook Ads option. Information that may change the way you look at it as a resource. Veritasium recently published this short, engaging and highly informative video that takes a close and scrutinizing look at Facebook Ads and the legitimacy of what they claim to do.

We at Transition Marketing have run similar tests on the Facebook Advertising options and come to similar if not identical conclusions. Facebook Ad’s are probably not the best fit for small business owners. Why? YOU MUST View Veritasium‘s video:

As you can see, it is not necessarily that Facebook is intentionally “screwing” its users. Rather it is that the system behind Facebook Ads is broken and Facebook seems to either be oblivious, or blatantly ignoring the issues at hand. The crime here is that they are publicizing their ads as a profitable option for businesses on Facebook and many of these businesses are small time owners like you and I who cannot afford to waste even a single advertising dollar.

We actually really like Mark Zuckerberg, his companies advertising options just aren't very good.

We actually really like Mark Zuckerberg, his companies advertising options just aren’t very good.

The way we see it? Facebook Ads are presently a dead-end proposition – specifically for small business owners who net zero profit from the audience they tend to gain. If you are a small business on Facebook and are looking to increase your audience, don’t risk what advertising budget you have. We recommend alternative tools and options:

Facebook Contests: Run monthly or even weekly contests that include draws once you reach a certain # of “Likes”. For instance, draw for your next prize at 200 “Likes” This encourages your current audience to get others on board in order to facilitate the next draw. (Be sure to familiarize yourself with the Facebook Terms & Conditions for contests).
In Store Advertising: Make sure the customers coming through your actual place of business know that you are on Facebook. Post it up on your signage, have a decal on you window and put a link on your website. You want to engage consumers at every turn so help them find you.
Encourage “Shares”: In a recent post we described how asking your audience to “Like” and “Share” your posts is a perfectly acceptable thing to do. When you post something on your page do not be afraid to ask your audience to spread the word.

There are many other tools for increasing your audience on Social Media. It is our professional opinion however that the Facebook Ads tool requires a great deal of further tweaking before it becomes the tool that small businesses turn to.

What about you? What have your experiences been with Facebook Ads? Good? Bad? Ugly? Comment here and share your story!

Okanagan Small Business Marketing

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Awesome Print Advertising By MIO

This is fabulous print advertising my MIO.

It looks like a regular minimalist print ad. But it prompts the audience to be do something and interact with it for a fairly cool little response. Get the page wet and you get a secret message.

Unique? Yes
Memorable? Yes
Engaging? Yes
Effective? Yes

Important to note is that we came across this little gem online and posted by another user. What that means is that people out there did indeed interact with the ad.

The “secret” message also goes one step forward by prompting the viewer to engage the brand via Social Media.

Nicely done.

Branding: Your Prices Must Support Your Image.

Your brand is defined by the quality and price of the services and products you sell.

Your brand is defined by the quality and price of the services and products you sell.

Always remember that your brand is built on the quality of the products and services you sell. Your prices must support your brand image.

If you wish to possess a brand image like Apple or Abercrombie & Fitch then your products/services & brand philosophy need to reflect that. It may require sourcing high-end items and pricing said items in such a way as to project a “top-end”, “elitist” and “luxury” image.

Likewise, if you wish to possess a more middle ground and “common man” brand image like Canadian Tire or Askews Grocers then you may need to make the products/services more accessible.

Now then the image above: $8.99 Wedding Ring sets? Anyone care to wager a guess on this high quality establishment?

If you guessed Walmart, you win the prize!

One The One Side Of The Spectrum.

Disclaimer: I shop at Walmart on occasion for certain items, so the next few sentences should be taken with a grain of salt.

Walmart has to some, become the corporate personification of Red-Neck-America or ‘Murica if you prefer. Cheap, mass produced goods for the lazy jogging pants clad being in all of us. Some websites even sport a “People of Walmart” section that features images of some of the “classiest” individuals found in their stores.

Of course we know that there is more to Walmart then this and not everyone who shops there allows their rear end to hang out of their pants, yet this is a very real part of the image they have garnered.

They have developed a brand image (right or wrong) for delivering goods at one of the cheapest prices available. That is their image and along with it comes the “People of Walmart” image. Where cheap goods are, cheap people go (and yes I am included in that crowd also, although I do not own a pair of jogging pants).

And On The Other Side Of The Spectrum.

Pricing determines a significant portion of your brand image. Are the products at Abercrombie & Fitch truly worth what they are priced at? No. Not at all. The huge markup on those products helps to pay for their expensive models, marketing and advertising, but more than anything, it helps keep their brand image as “Elite”. If not everyone can afford their products, then those who can, are given the opportunity to boast. That is the A&F brand image and their prices support that.

Remember when Abercrombie & Fitch CEO Mike Jeffries made the statement that he would rather see his burnt then on the backs of less than attractive people? The interview went viral several years after it actually happened and ignited a firestorm on social media.

Other statements by A&F CEO and his managers include:

  • “Abercrombie and Fitch doesn’t want to create the image that just anybody, poor people, can wear their clothing. Only people of a certain stature are able to purchase and wear the company name.” – Unnamed District Manager
  • “I don’t want our core customers to see people who aren’t as hot as them wearing our clothing.” – CEO Mike Jefferies
  • “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong” – CEO Mike Jefferies

While completely arrogant (and a massive faux pas in our estimate) these statements indicate quite clearly what A&F’s brand image is. Elite. They made that obvious and their prices support it.

Pricing & Your Brand.

What do your prices say about your brand image? Do they support what you are trying to build? Why or why not? How do you change that?


Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.