Online 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!

5. ALL CAPITALS

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.

Summary.

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.

Online Marketing: Why Social Media is Good, But Not Enough

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Are all of your eggs in one basket?

In the past three years there has been a whirlwind of marketing activity surrounding social media. Marketing Agencies across the globe have been embracing it, Brands have been utilizing it to create “Brand Advocates”, and small businesses everywhere have been flocking to it.

Social Media has to some degree turned marketing on its head and yet while many of the same core principles remain, Social Media, as any other marketing tool, has its own peculiarities and specifics.

It is an excellent tool for brands and businesses of all make, model and size and we have vouched for it innumerable times on this blog alone.

Social Media, however, it is not the end all be all and it is not a stand-alone method for your business. Every business needs to marketed in a manner that is specific to their industry and their customer base. This is especially true for SMALL BUSINESS.

This type of marketing has a couple of different faces and a names, but for sake of simplicity we will refer to it here as “NICHE MARKETING

Work Smarter not Harder

Work Smarter not Harder

Anyone operating a small business can tell you that profit margins can be tight and as such, marketing budgets can be even tighter. The small business owner must market smarter, not harder. They cannot afford to waste even nickles on anything that won’t generate sales leads and potential.

“The small business owner must market smarter, not harder”

Niche Marketing.

Niche Marketing is not simple, but it is also not as complicated as many fear. What it really boils down to is knowing who to market to. What is interesting is that many times the audience you should be targeting is not necessarily the one you would first assume.

Here is an example from our own personal experience at Transition Marketing last year.

“A Surprising Local Demographic”

We sat down with a real estate agent locally to asses their situation. They were doing well, but were ready to make the next big leap in market share. Living in the Okanagan, there is a large amount of vacation property available. Many would assume between that and local young families, that the dominant target market would be obvious.

It turned out that in the specific region we were dealing with, the most untapped market was in fact a split between older retiring citizens (65+) and elderly population looking to downsize.

Now of course. one does not necessarily want to rely solely on Social Media to chase down a target market such as this. Greater success was made using the medium most accessible to them – printed advertising. Newspapers, buy & sells, coffee shop readers and so on. Quaint, archaic perhaps, but effective and by utilizing this relatively inexpensive medium, we were able to address an often overlooked demographic to great success.

Niche Marketing is all about specific, focused efforts to reach a specific audience. To do so, one cannot rely on “blanket strategies” or “mass marketing“. Likewise Social Media is an excellent tool, but it cannot stand-alone. It is a resource best used in conjunction with other efforts. This may include more traditional avenues such as print, radio and video, or networking events such as trades and sales shows.

There is one area that all Niche Marketing has in common. One that in this day and age cannot be overlooked… a website.

A website is a necessity, not a suggestion.

Fishing for leads is great... if you have a place to land them. That is where a website comes in.

Fishing for leads is great… if you have a place to land them. That is where a website comes in.

It is the 21st century, the year 2013 and businesses that want to success need to recognize the importance of an online presence.

Online searches are the primary means of locating businesses, products and services and online searches while on the move (mobile) are quickly becoming the norm.

Consider these recent statistics:

    • By 2015, mobile internet usage is projected to overtake desktop usage. (Microsoft Tag)
    • Mobile traffic increased to over 16% of overall web traffic. Mobile web traffic increased 27% in 2012. (Marketingland)
    • Mobile data traffic globally in 2011 was 8 times greater than in 2010. (Econsultancy)
    • At time of report, there were 6.8 billion people on the planet. 5.1 billion of them owned a cell phone. (Search Engine Watch)
    • 70% of all mobile searches result in action within 1 hour (Social Media Today)

    • Use of mobile search has grown by 500% over the past two years.(Econsultancy)

    • Average smart phone usage almost tripled in 2011. (Econsultancy)

    • 50% of all local searches are performed on mobile devices. (Microsoft tag)

If your business does not have a website, how many sales leads are you missing out on? Search engines do index some social media material, but these search results do not come close to touching what the indexing and results that a good website will provide. Here is an example:

I am on a lovely vacation to the south Okanagan Valley with my family. The Okanagan is considered a bit of a tourist hot-spot and many of the local Okanagan businesses benefit from the summer tourism surge.

I have a little spending money and I am looking to sit down and enjoy a nice meal locally with my family. After that I think I will take in some of the local entertainment and maybe do a little shopping.

But where do I go? I suppose I could use a Yellow Pages directory… if PayPhones were still a thing. Let’s face it, I have my smart phone so I am going to just pop in a Google search and see what comes up.

Will it be your business?

Social media has been proven to increase SEO (Search Engine Results) for websites. By using a combination of Social Media WITH a website, you are increasing you websites opportunity to be viewed and (if you are using Social Media properly) you are also engaging your customer base.

Social Media is in itself not a stand-alone marketing strategy. It is a tool to be used in conjunction with more foundational marketing. Its use in online marketing is only truly effective if you have a website.

“Fishing for leads is great… if you have a place to land them. That is where a website comes in.”

If marketing is fishing than consider Social Media to be the fishing line and your website to be the boat. Social Media can reel in leads, but where will you direct them for further information?

Websites are a home base. A place where customers (should) be able to get everything they need to take action immediately. Whether they get there by search engine, referral, social media engagement or other… the website is where they need to land.

Okanagan Small Business Marketing

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.

How To Pin Your Own Photos On Pinterest (Manual Pinning)

So you want to pin a website to Pinterest, but when you try to do so, no photo is available? or perhaps the photo available is  a low quality thumbnail, or irrelevant to the content on the site (yes, believe it or not, that STILL happens).

Did you know you can upload your own photo when pinning? Well you can! It is actually surprisingly simple.

1. First, Log On To Pinterest:

Your first step is to log on to Pinterest! If that was not obvious you may want to rethink what you are doing.

2. Second, Click The “ADD+” Option At The Top Right Hand Of The Screen:

Second step is to click the Add+ option at the top right hand portion of the header menu.

3. Third, Choose To “Upload a Pin” From The Three Options:

Third, from the menu that pops up, choose to “Upload a Pin”.

4. Fourth, Click “Choose File”:

Fourth step, you will be offered the option to “Choose File” – do so.

5. Fifth, Choose The Image File (JPG, PNG Etc.) You Wish To Us As Your Pin:

Fifth step, choose the image you want to use as your pin.

6. Sixth, Enter Your Pin’s Information:

Sixth step, enter all of the information for your pin. (Hint: include keywords and your web URL)

7. Seventh, From The Pin Display Screen Choose To “Edit” Your Pin:

Step seven, you will be brought to the Pin display screen. From here choose to “Edit” the pin.

8. Eighth, In The Second Text Box Labelled “Link”, Type or Paste The Desired URL For Your Pin:

Step eight, in the second text block, enter the link or URL of the webpage you want represented by the photo.

9. Ninth, Click “Save Pin”

Congratulations, you have just manually pinned your first Pin on Pinterest. Quite simple really, this is a great way to share content, and maximize the visual impact of your boards. Now get out there and Pin the love!

 

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.