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
Read moreWhen 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
Read moreAfter an email marketing campaign is running consistently and generating results a natural evolution is to segment the email list into groups and cater communications to the segments. This is easier said than done. Deciding which segments should exist and what individuals belong in which category is not an undertaking to be taken lightly. Identifying and performing the administration of
Read moreA 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
Read moreThere 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
Read moreA 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
Read moreHappy 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
Read moreA 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
Read moreI’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
Read moreIt’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
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