8 minutes. That’s the time I have left to write this before it becomes tomorrow. But I intend on getting this post done today.
8 seconds. This, as it happens, the name of a company who offer a very novel e-mail marketing tool. They split your e-mail marketing into a number of groups, let’s say four. Input your database of e-mail names, and the cunning software will simultaneously e-mail all four out, tracking the response. When it works out which one gets the best response, in terms of how many times it is opened, and how frequent the click through is to your site, it will pick that as the "winner", and send that winning mail to the remainder of the recipients.
It needs to be seen in action to demonstrate how powerful it is. Find out more about them here:
www.8seconds.net.
On top of that, the company is run by genuinely nice people.
Ben
Posted in: E-mail Marketing
Below your e-mail signature, put in a link to your newest promotion, a hot selling item, your blog, a brief endorsement or testimonial. Keep it short. Keep it unobtrusive. But do it.
Ben
Posted in: E-mail Marketing
This is something you can sort out right now, it’s simple, and it’s free. Put your website URL in your e-mail signature. It’s so easy to overlook! Hmm. A very short post. But then it’s really that simple.
Go do it!
Ben
Posted in: E-mail Marketing
If you’re selling something online, especially a service, is it a good idea to put your prices on your website? Surely it makes sense to skip over the information – after all, that way people have to get in touch to find out don’t they? And once they’ve made that first call, it’s all the more easy to entice them in. Isn’t it?
No.
Hiding information drives people away. Even if you’re still getting a decent number of leads and sales from your site, not showing basic information about the cost of your service or product will put people off. People are strapped for time. If you make it harder for them to get to the information they want, they’ll go somewhere else.
Ben
Posted in: Marketing
I received some spam today. It said:
"Your first aid certificate expires next month, would you to book a course to renew it?"
Three years ago I did a first aid course, and got a "3 year" certificate. I filled in a form to get my printed certificate sent to me, and must have given them my e-mail address. I’m pretty sure I did not opt-in to any communications, I never do. I’m pretty sure I didn’t forget to opt out either, as I have hawk-eyes for finding those little boxes.
So they have, without my permission, sent me spam.
And it’s brilliant. Why? Because they’ve resisted the temptation to sell me junk for three years – and have only gotten in contact at the exact moment I’m likely to buy again. On top of that, they’ve helpfully reminded me that my first aid certificate is about to expire. I’d quite like to do something about that.
And because it’s sitting in my inbox, I know exactly where I’ll go.
Ben
Posted in: E-mail Marketing
Permission marketing is not enough.
(Actually, it might help to explain briefly what permission marketing is, before I go and dismiss it. Permission Marketing is getting your prospective customers to sign up to your advertising voluntarily. Seth Godin has written an excellent book on it).
Permission marketing is an excellent idea, but it’s not enough. If I give you permission to advertise to me (which I will do, if I think I’m excited about the products the company makes), please, please, please offer me something relevant that I can use.
I enjoy networking events. I like listening to people give passionate talks about subjects that interest me. I’m a willing punter for these types of event. This morning though, I’ve had to unsubscribe from some permission marketing for just this type of "product".
Why? Were they spamming me? No, their e-mails were infrequent. Were they selling junk? No, the events looked really interesting? Well, then why on earth have I unsubscribed?
Because as excellent as their programs seem, as interesting the events, and as reasonably priced as they are, they are trying to sell me on an epic product that can only be comsumed in California. I’m in England.
Trying to sell a product to people who can’t possibly take advantage of your fantastic offer does more harm than good. Don’t dangle something awesome in front of those that can’t possibly have it. They’ll become annoyed that they can’t take advantage of your offer. I know I have.
Ben
Posted in: E-mail Marketing
