Is Broadcast E-mail DOA? –Farquharson/Tedesco
1) Stick with E-mail. But Make the Most of It
We've told you the bad and the ugly about e-mail marketing. Now, the good:
• ROI. A recent DMA study reported that e-mail, on average, achieved a ROI more than four times higher than direct mail. The reason is simple: e-mail campaign costs are almost always lower—usually much lower—than direct mail. This is painful for your ink-in-the-blood authors to report, but it's pointless to stick our heads in the sand and ignore the benefits of other channels.
• It's still the most-trafficked virtual channel. There are 3.146 billion e-mail addresses in the world.
That said, most broadcast e-mails don't get opened, a bunch get skimmed, and only a lucky few get read and clicked through. Here are a few tips to help yours end up in the latter pile.
• Keep it Simple—Keep your message singular and focused. Using video to get your message across? Make it 90 seconds or less. Text? Make it two paragraphs, or four bullet points, and include an image to draw attention.
• Include Video—Plain and simple: video drives click-through results.
• Use A/B Testing—With A/B testing, you can continually fine-tune your e-mail campaign based on what elements—subject lines, graphics, send times, etc.—work best.
• Cross Sell and Up Sell—One thing we haven't mentioned yet: e-mail campaigns usually perform much better when targeting people who have already bought from you. News flash! E-mail works when pre-existing business relationships are involved.
2) Drive Client Engagement with Content Marketing
Content marketing means creating and sharing valuable content with prospects and customers, with the goals of building trust, engagement and eventually getting an order.
Content marketing can take many forms:
• "Tip-of-the-week" blog posts or videos
• Video tutorials
• Newsletters (e-mail or print)
• White papers
• Case studies
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at firstname.lastname@example.org or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.