The From Line

Sending, Managing & Monetizing Email

Make Your Acquisition Marketing Strategy Shine With These Effective Tips

Is your brand in desperate need of a strategy to engage its customers, cultivate a stronger brand-to-customer relationship, create a more talked about social buzz, and drive repeat sales and returning customers?

Acquisition marketing can help significantly in each of these areas, and can improve upon your overall online marketing efforts.

But if you're like the majority of sales-based companies trying to navigate their way through the sometimes intimidating waters of digital marketing, you've probably missed valuable opportunities to acquire new email and mobile subscribers. It's important to keep in mind that each one of these missed opportunities leads to one less conversation, and one less purchase.

To determine how effective your brands acquisition marketing is, ask yourself the following:

  • Are you asking for the customers email address at the exact point of sale, as soon as they land on your website, or not at all?
  • Does your website have an email opt-in form that is easy to locate and simple to fill out?
  • Most importantly, what are you doing with the analytical data you're collecting? 

Knowing exactly what you are doing with the data your brand is collecting allows you to push forward a more personalized, relevant customer experience. Choose to ignore data in your acquisition marketing efforts and you miss the biggest opportunity of all.

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Back to Basics: Email Composition “No-Brainers”


Business email in the corporate setting is generally formal, where million dollar words are common and industry jargon is a must. Marketing messages however, are most effective when they are kept simple. To avoid alienating your audience with useless “fluff”, follow these tips.

1. Get Rid of the Big Words
You’re composing a marketing message, not playing a game of scrabble. Longer, more obscure words will not win you extra points. Avoid using words that are more than two syllables. This rule of thumb helps ground the writer to basic speaking rules and establishes a smooth cadence. The goal is to compose a message that is effortless for the recipient to read and understand. Certainly the recipient is capable of understanding bigger words, but simplifying the message makes it both universally accessible and faster to digest.

2. Omit Technical Terms and Jargon
Read the email after it is written. Are there industry specific terms? Drill them down to more generalized terms. Consider the recipient and their knowledge base. A great amount of time will be saved if industry terms and jargon are avoided. The recipient will understand the message and valuable marketing dollars will not have been wasted on a missed meaning.

3. Get a Second Set of Eyes
Is there someone in the office who does not know as much about the industry jargon as the author? Perhaps there is an intern or someone from a different department who can read the email. The idea is for the author to step away from the document before it is sent and to have an unbiased reader give it a once over. The author is invested in the words and will likely skip over terms that are possibly confusing. A separate set of eyes can point out terms that need clarification and can give input and suggestions to make the message as inviting and easy to understand as possible. An unfarmiliar reader will bring a fresh interpretation that can predict how the message will be received by subscribers.

The idea isn't to "dumb down" the email, but rather to compose a message that is readable by a person who does not understand all the jargon of the industry. The email needs to be written for an intelligent audience who is interested in being educated about the industry. Keep it simple but don't talk down to your recipient.

 

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Capable Mobile Marketing Dependent Upon Understanding User Behavior

The era of the smart phone is fully ascendant in 2013. This year Deloitte estimates that the billionth such device will be activated. However, mobile marketing success going forward will be about much more than just numbers. Anticipating how user behavior will evolve will be absolutely crucial to a well-managed mobile marketing budget.

Linear No More

For example, consider the 'second screen' phenomenon. The old paradigm, first on laptops and then on mobile devices, was linear. That is, users would move through channels in succession. Linear consumer behavior is relatively easy to track as one moves from point A to point B to point C.

Now, a new behavior pattern is emerging. For example, more and more smartphone users are active while simultaneously watching TV. Key questions arise. To what degree will smartphone usage relate to the 'second screen,' the TV? Will TV viewing and smartphone activities be related or not?

Smartphones may become popular as a means for further interaction with a television program. Should such consumer behavior proliferate, mobile marketing can respond with a more cross-channel, holistic approach. In fact, in ideal scenarios, the impact on advertising may almost be counter-intuitive. That is, the successful advertisers that truly engage such cross-channel users may gain their attention in very relevant ways.

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Back to Basics: Get Results with Your Email Marketing Campaign

Email marketing is a primary factor in generating leads and initiating a call to action. But how can you make your campaign the best it can be?

Start with a Solid Email-Marketing List

A well cultivated and relevant list is the most valuable tool any email marketer can have. This means a list that has been carefully compiled, consisting of contacts of a true opted-in nature (not one that has been purchased) and genuinely want to hear from you. It is also important to keep your list up to date. Proper list cleansing and maintenance will ensure the best deliverability possible.

According to the September 2012 Business2Business post, “Get to Know Your Email Marketing List a Little Better,” the size of your marketing list is not nearly as important as the quality.

If you don’t take time to get to know the people in your list, you stand the risk of sending irrelevant, untimely, and potentially boring emails to the majority of your subscribers. This will result in poor engagement—sometimes referred to as email fatigue—and will lead to declining open rates and click-throughs, and ultimately poor sales.

Give Your Message the Creativity it Deserves

In order to produce a truly creative and targeted email, marketers must take into account several key components. The message’s subject line, body content and graphics all come into play.

The subject line should be engaging and include a strong call to action. After all, the first thing viewers will want to know is “what’s in it for me”. The first impression is invaluable. Marketers should make sure to tell subscribers what they want up front, what they will get in return, and then reinforce it several times throughout the email. By grabbing the subscriber’s attention from the start and layering their call to action several times, marketers will increase the strength of the first impression.

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Practice Permission Marketing and Earn Your Customer's Respect

 “Permission marketing” is one of the most important terms marketers encounter. However, despite its importance, many marketers struggle with its implementation. Marketers should not be discouraged though, success is possible. Still, it is not an element that should be overlooked; in fact, every marketer should aim to master it.

This marketing effort is unique because it understands and respects your customer's ability and right to ignore you and your correspondence. It is built on the knowledge that the best way to earn customer loyalty is to earn customer respect. You want your customers to always value your contact and in turn see that value build as your relationship grows

Permission Marketing means being completely upfront with a customer about what you want from them and what they can expect from you in return. An example of this marketing is the social media site that lets you establish an online presence on their platform in exchange for the ability to push relevant advertisements. LinkedIn has done a great job so far of mastering this balance. The key to maintaining a successful relationship is to only do exactly as promised and resist the urge to change the rules. Changing things behind your customers back in order to obtain more of their attention will only strain the relationship. Do not initially promise monthly contact, and then suddenly switch to daily correspondence. Managing this permission base will demand patience and study. You will decide how you interact with different types of customers based upon what they want to hear.

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The Email Monetization Playbook
Email Monetization Playbook
69 Must Scan Pages For Publishers!

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Email Monetization Playbook
69 Must Scan Pages For Publishers!