Tag: Email Marketing

Email Marketing Service Or In-House?

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Every so often I encounter a trainer, consultant, or professional coach that is not comfortable using an email marketing service platform like Constant Contact, Exact Target, Swiftpage, iContact. Vertical Response etc.  The most common reasons for this aversion is that the client doesn’t feel the price is warranted as they can do the same thing in-house with their database or they are uncomfortable with the security of their data on the email service servers.  While doing an email marketing campaign in-house is possible, there are requirements that can be burdensome to the unprepared.

The first requirement is meeting CAN-SPAM regulation.  Specifically the email needs to be clear who it’s coming from, include a physical address, and have an obvious way to unsubscribe.  These are not optional.  If you are building an in-house email marketing platform these things must be included or your emails will violate the CAN-SPAM law.

The second requirement is the email platform setup.  This is typically done through a database program.  Make sure that the email address that will send the email marketing communications is a valid account.  Few things are as alarming as replying to an email marketing message and getting a bounced reply.  The account should also be checked.  Even if your email states “do not respond to this email” someone on your list will and it’s a good idea to be responsive.

The final requirement is the one that is most overlooked.  A few years ago I met with a company that had been doing an in-house email marketing campaign.  I had a lot of trouble sending and receiving emails from them from a popular email service I was using.  Upon investigation it was a problem throughout their company because some ISPs had them blocked under a SPAM listing.  Their marketing emails weren’t SPAM, it was just an organic accumulation of complaints over the years that started getting their domain blocked.

Your in-house email campaign will be coming from your internal servers rather than an email service provider.  That means spam complaints count against your web domain.  If your in-house campaign gets bad feedback your domain can get blacklisted by ISPs.  In my eyes the single biggest benefit to a reputable email marketing service is that they have teams of people that do nothing except keep a good relationship with ISPs. An in-house email marketing campaign needs a strategy to contact large ISPs to ensure messages are not being blocked.  This can be a time consuming activity and one that many trainers, consultants, and professional coaches simply don’t have the resources to take on.

Carefully weigh whether you want to use an email marketing service provider.  If you decide there is something about the service that is unacceptable and go the in-house route, be prepared to do the extra leg work that email marketing services do for you.

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Online Marketing: Don’t Forget Your Clients

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When trainers, consultants, and professional coaches set up or maintain an online marketing campaign, prospects are typically the focus.  This makes sense as marketing to prospects is the most direct way of generating new business.  Unfortunately this focus often blinds trainers, consultants, and professional coaches to another, likely more valuable, group; their clients.  Including communications and exclusive offers to clients within an online marketing campaign is a good way to increase client loyalty and generate referral business.

Usually if clients are factored in to online communications it’s in the form of a client newsletter.  While a newsletter can be valuable, it’s just one channel of potential bonuses that can be offered to clients.  Some added options might be:

  • Client Portal on the Web – Do you have a client only section?  This could be a portal on the website or an exclusive group within your social media.
  • Client Offers – These offers could be free access to paid events, early access to whitepapers or reports, or discounts on materials.  Making the communication exclusive goes a long way toward making the offer credible.  For instance, sending a special email offer works, putting the offer on a public site or social media page doesn’t.
  • Online Supported Referrals – Referrals are a key factor for trainers, consultants, and professional coaches to generate new business.  Having an online referral form process in a client portal or sending a list of hot prospects you’d like to be introduced to can be a good prompt to getting clients in the mindset of providing introductions.

This is a small sampling but are pieces often overlooked by trainers, consultants, and professional coaches.  A client marketing plan can have two major benefits if done well.  It will produce warm prospects while strengthening the bond to your client base.

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Will Internet Marketing Sell My High Ticket Items?

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A question that trainers, consultants, and professional coaches ask is, “How will an online marketing campaign sell my services?  The typical price is x thousands of dollars.”  The simple answer is, “It won’t”.  At least not directly.  However, it is possible to break down the campaign into sections and make small sales/relationship builders that result in easier sales for the high ticket services.

When directly marketing a product or service, price plays a factor.  How often do you get an email asking you to buy a car?  Hopefully the answer is never because no one is going to spontaneously buy something that costs tens of thousands of dollars.  Even online car listings require interaction with a sales person on site to ensure a vehicle meets a buyers wants/needs.  Ads for particular events or vehicle models are prevalent.  That’s because the ads are designed to get a person interested in visiting a dealer so the sales force can take over the sales process.

Trainers, consultants, and professional coaches are no different.  Most of the services offered run into the tens of thousands of dollars and there is no layout/copy that’s going to convert prospects directly to clients.  This is due to price as well as complexity of the service being purchased.  Prospects usually need individualized information about the training, consulting, or coaching which is very difficult if not impossible to duplicate in a static communication.

So the strategy for engaging prospects changes to some smaller offer.  This is typically done through small items like books, materials, or events.  Prices range from free to thousands of dollars for these items.  Typically the more it costs/the more complex it is, the more resistance there will be from prospects.

The effectiveness of these offers typically mirrors how engaged an audience is.  Someone that’ already engaged in an informative email, social media, blog, etc. campaign will pre-assign credibility to your offers and is more likely to take advantage if it meets a need.  Prospects that are new or blindly communicated to, will put little credence to an offer and will be strongly resistant to even minimal pricing/complexity.

Don’t take this formula as a suggestion to compete on price. That is usually a losing battle online as someone is almost always willing to go cheaper.  What it does mean is that expectations should be set based on the offer being made.

Here are two examples of offers that should have different expectations/processes for engaging a prospect:

  • Purchase our $20 book – This is a small investment proposition. It’s reasonable to expect that prospects will purchase the book with no personal interaction from an individual with your firm.  The engagement funnel allows for people to make direct purchases of the book from an online marketing campaign.  This pool of prospects can then be followed up with by the sales team to gauge whether they are a valid candidate for higher ticket services.
  • Attend a 2-Day event for $1500 – This is a higher investment proposition.  It’s unreasonable to expect any but the most engaged prospects to purchase based off of a single promotional communication.  It’s more likely that the online marketing will introduce the idea and the sales team can use that as leverage for getting people to sign up for the event.  Metrics and data from the online campaign can be used to form a contact list based on people that have some interaction with the initial communication.

The exception to this is the amount of time/effort/money invested in promoting an offer.  National speaking events rely on pure marketing (online and otherwise) to fill massive venues but they also invest significant time (typically 4-6 months lead time) and a large budget to promote the event.  In many cases, large speaking events are an inverse model for offers made by smaller training, consulting, and professional coaching firms in that they spend a lot up front for an event in hopes of selling large amounts of materials to attendees.

This strategy is an unreasonable investment in time and money for many trainers, consultants, and professional coaches.  In these cases, setting reasonable expectations allows for an effective action plan to be put in place.  Rather than relying on a marketing juggernaut, offers can be tailored to fit the amount of personal interaction outside of marketing that needs to take place to sell prospects.

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Email Marketing and Social Media Aren’t in Conflict

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There seems to be a perceived conflict between email marketing and social media.  The conflict is usually summed up as social media taking the place of email.  The truth is that the two are intertwined and not at odds with one another.  Well done online marketing integrates the two to communicate to diverse audiences in the way they want to receive the message.

This post was spawned from a recent site review with a client.  Upon seeing that their site was netting record hits and realizing that social media networks were ranked 3, 5, and 6 for traffic sources my client thought he wanted to scale back on email marketing frequency.

So my client and I weighed the probable effect of that.  The first issue is that half the content fed to social media was featured in the email campaign so content management would be a wrinkle to scaling back.  The second major issue was how it could affect the success of the site.  Guess what the primary source of traffic was?  You guessed it, email marketing clicks.  In fact the clicks from that email campaign were 9 times as much as all the social networks combined.

Social media, email, and your website should be intertwined.  The goal is not for one to replace another, they all serve a unique role.  Maybe years down the a unified system that integrates all our web presences will exist.  For now it’s our responsibility to ensure each online marketing channel support the other.

Email marketing communications should include links to social network profiles.  Social networks should provide a sign up process to join the email marketing lists.  Both should point to your website and your website should have corresponding referring links.  In other words each channel supports the other.

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Email Marketing: What to Do About a Mistake

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A social media post or a webpage can be immediately updated or removed if a mistake is present. Email, however, presents a unique challenge when an error is sent out.  If an email platform has a retract feature, the results are typically spotty at best.  This means that once an email is sent, there’s really no going back.  When a mistake happens it’s usually a scramble to rectify the situation.  A quick analysis and assigning an action plan is critical for an appropriate timely response.

The first step to dealing with an email marketing error is to stay calm.  Analysis of the error is needed to assign an appropriate response.  When boiled down there are essentially three options when an error occurs:

  1. Ignore It – This is a viable option.  Just don’t make it a default option.  If the error is minor like a misspelled word or grammar error it’s probably best to let it go.  Yes, a few sticklers on your email list might respond but by and large it’s not going to have an impact on your ongoing campaigns. If it’s a small mistake that’s likely to go unnoticed then it’s not worth hitting your lists inbox again.
  2. Targeted resend – If an error affects a subset of your list then a correction needs to be sent only to the affected recipients.  This is often the case if a link is broken or referencing the wrong page.  It can also be the case if you have lists broken into versions (like html layout and text layout).  If you can isolate a group or list then do so.  No sense sending an update to everyone about a broken link.  Rather send the update to the recipients that clicked the link.
  3. Resend – This is the final and most drastic action.  If there is a major problem or the wrong content goes to the wrong audience then a resend is necessary.  Basically if the body of the email contains a significant problem, then everyone who received it will need a replacement.  The resend should be done quickly and include a note in the body or the subject line explaining that this is a corrected version of the flawed email.

Mistakes happen.  Of course reviewing for errors beforehand is the best course of action but every person running an email marketing campaign will have an error go out sooner or later.  The difference between it having a lasting effect and being a barely noticeable issue depends on what the error is and how efficiently the mistake is corrected.

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Set eMarketing Goals Now

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Happy new year.  Like most business goals, now is the time to review your metrics and set goals.  And it can’t be a resolution that’s forgotten after January.  eMarketing is not a “set it and forget it” activity.  It’s an ongoing process of trial, error, and improvement.

Look over your email, social media, and website metrics and set target goals for the end of 2012.  Then break those target goals into quarters.  Finally break the first quarter into a monthly set.  In this way you can make a monthly plan that covers the year.  Each month should be assigned one enhancement that you believe will improve results.

After you set this plan you only need to track results.  Then at the end of the year you’ll have numbers that support or inform your plan of action.  So next year’s plan can be a bit more precise.  Over a few years time your eMarketing plan will be pinpoint accurate with reliable projections on what to expect.

But it all starts by setting goals now . . .

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Should I Include the Price?

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A question that pops up is whether a price should be advertised right off the bat or on a second level that people have to navigate to.  The answer to this depends on space limitations, price appeal, and communication vehicle. But as a guiding rule pricing should be included unless it’s a complex product, service, or offer where pricing is not easily outlined.

For something simple like a banner ad or a social media update a price likely shouldn’t be included unless it’s a selling point.  The reason for this is purely functional, there’s not enough room to focus on anything but incentives to click.  However the landing page should display pricing clearly if possible so that users aren’t frustrated in finding it.

For website pages or detailed communications the answer is yes, unless it’s a complex product or service where pricing models would be unreasonably complex.  It’s frustrating for users to see a straightforward offer or product and not see pricing.  Furthermore it becomes a headache for the site owner because they will be flooded with, “how much does x cost,” questions.

Basically the answer is to include a price as soon as it’s feasible.  If you are offering something simple and have a defined price it’s best to include it early.  Your audience is going to want to see pricing so it’s better to be direct rather than make additional steps that can appear like it’s trying to be concealed.

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Online and Email Marketing: There’s No Magic Bullet

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I’m often asked, “What should I change in my approach?”, or “What best practice should I adopt to improve performance?” I always struggle to answer these questions for 3 reasons.

The first is that it’s usually asked before I have a chance to understand the online and email marketing campaigns. The second reason is because the answer is always different for different people/companies. The third is that there is often an assumption that one thing will revolutionize the online and/or email marketing which usually is not the case.

The first 2 reasons are just circumstances of reality. But the third is a pitfall that leads to frustrations when expectations are unreasonably high. Sure, there are some common mistakes that can be easily corrected, but generally great online and email marketing campaigns evolve from a series of small improvements. It’s rarely a quick change that causes a major improvement.

Even when we read/hear/experience stories of drastic improvement, it’s rare that these major benefits are retained immediately. Rather there is a drop off that stabilizes as the change is integrated into ongoing efforts.

Email and online marketing is a marathon, not s sprint. Don’t look for a magic bullet that will dramatically improve performance but rather focus on continually making small improvements. If your effort is consistent over time you’ll see that your online and email marketing campaigns have become best-in-class without even noticing the change.

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Open Rates to Expect from Your Email List

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It’s a common question, “What’s a good open rate for my emails?”  While every email campaign is a little different and campaign goals can skew these numbers open rate often come down to one variable, email list building practices.

Double Opt-Ins are the most intensive way of building a list.  People have to opt-in and then confirm that opt-in via email.  Lists built in this way have a focused audience and usually subscriber fatigue or email address expiration causes non-opens.  Double opt-ins often have a high open rate, anywhere from 40% – 60%.

For email lists that are built on an opt-in basis open rates are usually around 18% to 20%.  Opt in is usually done online but offline additions can also be added from sign ups at events or gathered by the business development team.

Purchased or found lists often have the lowest open rates, typically 8 – 10%.  These are lists where the email marketer buys, rents, or finds addresses and the recipients have not specifically requested their particular communication.

So as a general rule that’s a breakdown on what to expect from open rates.  Open rate success often directly correlates to the quality of the list it’s being sent to.

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