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Communication Archives

spam-email-marketing

Over the past decade, research has continued to prove the benefits of e-mail marketing for business: low costs, high conversion rates and detailed tracking are all notable features. But e-mail marketing is becoming much more than just a tool for spammers and e-businesses. Consumers are becoming increasingly savvy on the differences between spam and permission-based emails, and more and more of them are accepting permission-based e-mail marketing as a positive replacement for direct mail.

The best news is that the majority of people who receive permission-based e-mails open, on average, 78% of them.

Jupiter Research reports effective email marketing campaigns can produce nine times the revenues and 18 times the profits of broadcast mailings. But crafting an effective business email is both an art and a science. Here is a list of factors, potential problems and effective solutions to keep in mind:

1. Spam! Spam! Spam! I don’t need any Viagra!
The average consumer receives more than 300 emails a week, 62% of which are spam. No wonder there’s such hostility towards the industry. But spam filters, bulk folders and “report spam” features are helping consumers become more at ease about the perils of spam. While 89% of users cited spam as a major concern in 2003, that number dropped to 85% in 2004, proportionally to an increase in the use of spam-fighting tools.

So as a permission-based business email marketer, what can you do? One tip is to remind your subscribers to add you to their “safe senders” list. The second, and most important, tactic is to make sure your email marketing service provider has a good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers’ inboxes, not their junk mail folders. When choosing an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of Can-Spam.

2. Images and formatting: Why do my emails look broken?
Broken email campaigns are an increasing concern among email marketers, especially since several companies and web-based email providers now block graphics as a measure to combat spam. In fact, according to ClickZ, 40% of email marketing messages delivered to inboxes are “broken.”

This was actually something that came up during Eliteweb’s beta-testing phases, as we had a client in the Canadian Government whose recipients were mostly using highly secure email programs. The solution we came up has now become one of our key competitive advantages.

What Eliteweb does is it publishes every single email marketing campaign sent to a secure location on the web (a location only original recipients of the email can access, thanks to encrypted technology that automatically authenticates the user). The technology also ensures you can track your users’ behaviors, even if they are reading your email campaign at the secure web location.

3. Personalization and relevant content: In a business e-mail, one size does not fit all.
In a recent study by DoubleClick, email users were 72% more likely to respond to a business e-mail if its content was based on the interests they had specified. That number points out the absolute importance of allowing users to choose their own interest groups and have control over which business e-mails they receive. The most popular interest categories, according to the study, are coupons and household goods.

But your coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to open a business email is the name in the “from” field. So it’s a good idea to make sure your company name is clearly stated there. Another major factor is the “subject” line. Users cite discount offers and interesting news as the most compelling subject lines, followed by new product announcements and free shipping offers.

4. Click-through and conversion: Show me the money!
So the user has opened your email and read the content. Great. But where’s the sale? There’s good news here. For one, consumers are increasingly likely to make purchases as a direct result of a business email campaign. One-third of users in the DoubleClick study had purchased something by clicking a link on an email. Another 42% clicked on an email link for more information, then purchased the product at a later time. Second, online couponing is booming: 73% of consumers have redeemed an online coupon for an online purchase, and 59% have redeemed an online coupon offline.

In terms of industries, the top performers are travel, hardware/software, electronics, apparel, food, home furnishings, gifts/flowers and sporting goods. All companies sending business emails in those categories said between 71% and 80% of recipients have purchased their products because of an email campaign.

There’s no need to fret if your company doesn’t fit in to one of those industries. The overall landscape for email marketing conversions is looking brighter every day. The average click-to-purchase rate has increased nearly 30% since 2004 and the average orders-per-email-delivered rate has increased more than 18% since last year.

5. Stats tracking: who are my real consumers?
E-mail marketing is an increasingly popular tool in effective CRM, and it’s about time more businesses recognize that. First off, if your provider’s email services for business do not include detailed, real-time tracking, you’re getting a raw deal. Real-time tracking is now an industry standard, and it’s highly valuable, as it allows you to see the exact moment a user opens your campaign, clicks on your link and makes that purchase. Studying your users can help you improve your communications efforts, so each campaign performs better than the last (several email service providers also let you compare the performance of your campaigns).

But many marketers are still in the dark. According to a recent WebTrends research, only 5% of marketers are very confident in the measurement of their online marketing efforts, while 26% admit they’re “flying blind.” WebTrends says the low confidence comes from a lack of knowledge when it comes to measurement, which means there’s still a lot of work to be done.

In email marketing, a blind shot won’t take you very far. But if you aim properly by following these essential rules of play, you should soon be reaping the same major results as so many online and offline businesses.

Get an IDEA for what GOOD email marketing is like by opting into my list at http://growrich.manifestyourdreams.biz

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God Bless Your Success,

Alpha Bizelli Marketing & PR, Inc. - Passion Over Hype

How To Effectively Market With Video On The Web

video-marketing

Online video publishing has indeed taken the Internet by storm in recent years, making the use of video for marketing, promotion, news and PR online a true key strategic component and a key business differentiator for internet marketers who want to communicate effectively about their product profile and benefits within the shortest possible of time.

Internet is full of information and the average attention span of a web user today is measured in seconds. When web users search for their information at a search engine, they will get thousands of search results; when they visit your website, they may only spend a few seconds and little efforts to scan through what you are selling or proposing and decide whether your content, style, look and approach are a good fit for what they were actually looking for. These first few seconds are crucial and if you can delivery clear and targeted message by offering a fast, highly visual way to get their further attention and engage their interest, you have done bingo.

Does this mean that you just need to simply put up 10-min video tutorial on your website or just slamming some video contents up on your web pages, you will instantly sell more products or services? If this is your way of marketing with video on the web and hoping to get high conversion rate of traffic-to-sales, you will more toward getting disappointments than good news.

In order to make your video to effectively market your products/services online and convey your product/service key traits and characteristics within a very short amount of time in a unique, memorable way. These are a few rules of thumb to follow:

1. Get Your Video Seen

If you want your video to be your effective marketing tool, it must be able to see by as many web users as possible. Hence, don’t just keep and tight your video inside your web site borders. Let your video content be free and distributed to the majors video sharing websites such as YouTube and Hulu so that not only others can watch and talk about it, but they can easily download it, redistribute it, if not even publish it directly on their own sites.

2. Small File & Load Fast

Statistics show that average web users spend their time waiting for a page to load is about 7 seconds. Web pages that take longer than 7 seconds to load, their visitors normally are on the verge of clicking away and visit other website. Hence, you need to make sure your video file is small enough, ideally less than 1 megabyte and load almost in real time to keep the interest your visitors. AVI is the most common video format, the file size can easily exist 10 megabytes for a short 2-3 minutes video; hence if you share your video in this format, you most probably will get “click away & from you visitors because of long loading time of your video file. Hence, you must get a video format conversion tool to convert your video to a more internet friendly format such as SWF format.

3. Let Them Know It’s A Video, A Short Video

If the web users do not know that it is a video, they won’t click it and play it; hence your video will not get watched. So, you must let the web users know that the box is a video; the best way is to make it look like a video / VCR-like by having a play and stop button where the web users can click to play the video and stop it whenever they want to stop it.

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Please share this blog article with a friend, family member or colleague by using the share buttons on this post. If you have something to say, be sure to leave a comment.
God Bless Your Success,

Alpha Bizelli Marketing & PR, Inc. - Passion Over Hype
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