E-Mail Marketing Mania

E-mail marketing is exactly what the name indicates: it is when one advertises ones product and communicates ones ideas by sending e-mails to prospective clients. The purpose is that of normal advertising: to acquire a larger client base and to enhance the relationship and strengthen loyalty between company and client. One will find that companies often attach conventional advertisement documents to e-mails in order to convey the business’ message. Millions of rands are spent every year on e-mail marketing, because in today’s technological society, it is one of the most effective methods of getting ones company known.

The main advantage of e-mail marketing is the large amount of people it can reach, because unlike poster or magazine advertising, e-mail adverts are directed towards individuals instead of random groups. It is also a much more economic way to make ones business known, because printing and spreading costs are drastically reduced.

However, e-mail marketing does not come without its share of disadvantages. More than 20% of advertising e-mails get rejected due to “spam” control on internet systems and one never has the guarantee that an e-mail message will reach the targeted customer. When a company, however, complies with its countries Internet policies and spam laws, this risk is reduced.

An easier way to get these e-mails to customers is by using permission-based marketing, where a customer has previously given consent to receive e-mails from a company and where the option of “opting out” of receiving e-mail advertisements is made possible to the customer. This leads to less e-mails being sent to spam boxes, because the system is notified that the customer wants to receive the messages.

When making use of e-mail marketing, a company has to comply with many legal requirements. This not only ensures proper marketing, but it increases reliability and trustworthiness of an organization. For example, if a company does not follow the Directive on Privacy and Electronic Communications or the CAN-SPAM Act of 2003, it could be fined or prohibited from using e-mails for marketing purposes. These directives, as well as the Coalition Against Unsolicited Commercial E-mail (CAUCE) protects customers by declaring their personal information out of bounds and limiting e-mail advertising.

Many companies make use of this service not only to obtain new customers, but to ensure current customer loyalty. Most companies will send notification, information and event invitations through e-mails to existing customers to keep them aware of the company’s presence and mission. Customers consent to these e-mails and thus the information successfully reaches the targeted customer. New automated e-mail marketing devices make it possible for a company to not have to manually send e-mails to each customer. This marketing method makes it easier for a company to communicate with existing and prospective clients and it creates a personal relationship with each customer, thus strengthening loyalty.

Postcard Marketing Tips: Boost Response Rates with a Stronger Message

Postcards can be an effective and affordable part of your marketing program. So don’t let a lack of writing experience stop you from using them. This article will give you the knowledge and confidence you need to write effective messages for your marketing postcards.

Before You Begin Writing

Before you write a single word of your message, you need to figure out your audience and your goal. These are critical steps, because later you’ll be using words to bridge the gap between your audience and your goal.

Start with your audience. Make a list of the things that might be important to them. Then narrow it down to what you think is the most important element. Use that item for your headline and all throughout your copy.

Professional Experience Not Required

Persuasive writing is more about human understanding than writing skill. The most successful copywriters didn’t get to where they are by being literary wizards. They got there by understanding what motivates people, and being able to write to those emotions.

The most effective marketing copy uses clear, simple language and avoids complexity altogether. Complex language just gets in the way of emotion.

Pick up any Sharper Image catalog and see what I mean. These catalogs sell extremely well for three reasons. They have neat products. They have great photos of those products. And they have straightforward descriptions that aim for the reader’s emotions.

One Idea Per Postcard

You won’t have a lot of space on your postcard, so don’t spread your message too thin. One fully developed topic is a hundred times better than five half-developed topics.

By focusing on one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could mention the primary benefits, give a testimonial or two, show some photos, make a strong offer and provide a call to action.

But you can’t do all that while covering several topics. So save the multi-topic approach for your brochures and website.

People request brochures, but they don’t request postcards. For that reason, they give postcards a lot less attention. A quick glance may be all you get. So keep your postcard focused and to the point — one idea per postcard.

Use Strong, Clear Headlines

Headlines can make or break a marketing postcard, depending on how they’re used. Remember, you want to capture your prospects’ attention based on their initial glance. A glance is all you get, so don’t waste it. Tell them right away what you’re offering and what it can do for them.

Sell the Next Step

Before you can begin writing your postcard message, you need to figure out the next step in your sales process. If your goal is to convince the reader that your product or service is superior to all others in its class, your postcard will probably come up short. That’s a lot to ask of an 8″ x 5″ piece of card stock.

People will learn about the quality of your product or service by experiencing it firsthand. They won’t learn it (or believe it) from a single postcard.

There is a sales path to be followed, and the marketing postcard is the first (or sometimes second) step along that path. That’s the job it should perform — moving the reader forward in the sales process.

For example:

* If you’re selling software, the postcard could point to a free 30-day trial available on a web page somewhere.

* If you’re selling your real estate services, the postcard could mention a free report about area schools.

* If you’re in the financial services industry, you could use postcards to invite people to a money-saving seminar.

Write Naturally

When creating your postcard marketing message, try to write in a natural tone that reflects the way you speak. That doesn’t mean your message should be full of slang, but that it should sound like one person talking to another (not like a professor lecturing a class).

Test, Rewrite, and Test Again

Eugene Schwartz, the author of Breakthrough Advertising, said it best: “There are no answers in direct mail except test answers.” Following the best practices of postcard marketing will put you on a base level of success. But to rise above that level, you have to test every aspect of your postcards – and that includes the message.

** You may republish this article on your website as long as the byline, author’s note and hyperlink are left intact. Please include the article in its entirety.

Learn How Direct Marketing Plans Can Expand Your Business

Direct marketing plans are the plans, ideas, and strategies that a company uses to get the information concerning their goods and services to the customer base they are trying to reach. There are many different methods of doing this action.

Direct marketing plans include brochures that promote something the company has for sale, emails, telemarketing strategies, sales and merchandise catalogs, trade shows, a direct sales force, and every other means of communicating what is available to the potential customer.

A big consideration that has to be made in direct marketing plans is the need to know what audience you are attempting to reach. You have to know the age range of the people you are trying to reach with the advertising campaign you are using. When you know the age range of the target audience you also want to determine whether the people will be considered to be in the average portion of the economic classes or if they will be more apt to be from the upper portion of the economic classes. You need to have a profile of what the typical person that will be interested in your product or service will be. Then you can begin to employ your direct marketing plans to their fullest potential.

Since the internet has grown so much in the past few years it has been reported that some of the ways that companies use to do their direct marketing plans have become less productive. Direct mailings where you send out mass flyers to all of the residents in a community or town were at one time a very effective means of reaching the potential customers. Since the internet has become so popular emails are more likely to reach the audience you are trying to reach than a mass mailing will.

At one time all stores printed catalogs that showed the items they had for sale and the prices of these items. More and more companies have stopped printing these catalogs and have begun to place them on the internet web sites they have instead. This action is cheaper and fewer people want to have the paper catalogs around since more people now shop online.

Once you have decided what the profile of the average person is that will be interested in what you have to offer you may also want to decide if the geographic location of the person will affect their interest in the item you have for sale. People in the southern portion of the United States would not be as likely to want to see advertisements about things like snow tires, snow mobiles, and winter gear. People in the northern portions of the United States do not need the amount of mosquito repellant that people in the southern states need, and in some states fire ants have never been heard of while in other states these pests are a real nuisance. So the demographics concerning the locations of the people you are sending the direct marketing plans to may matter a great deal in the long run.