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Maximizing Results When Email Isn’t About Sales

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by Gretchen Scheiman mediapost.com

 

Email is very well known as a direct-response tool, and there is plenty of free advice available to help sellers maximize their results and measure them effectively. But what about tips for editorial emails designed with content instead of sales as the primary driver? Here are the top five things you should do to get the best results from your email content:

 

1. Know your goals. If you have content to send in an email, you’re being measured on something. It might be website visits, audience size, or click-throughs. Whatever it is, you need to understand the goal in terms of absolute numbers and growth. This will lead to metrics and measures that are right for your business.

 

2. Cross-promote your content. Your sports content could be driving interest in other sports, business, or general news content — if only you’d think to ask for a subscription. Most of us forget to do this. Start by looking at your existing subscribers who read more than one of your content emails, and see if there’s a pattern in what they choose to subscribe to. You’ll want your “recommended reading” to include one or two items that similar subscribers found engaging, one or two items that you think are closely related, and potentially one item that’s a complete wild card. Make it easy for subscribers to sign up for more content, and you’ll be surprised at the response.

 

3. Don’t give your content away. It’s tempting to put an entire article into an email and send it off, knowing that your subscribers will engage with that content while they read the article. But it’s not likely to help you meet your goals. Instead, tease your audience with the headline and first 25 – 50 words or the first paragraph of your article, and then provide a link to read the full article online. This is basic for some of us, but I’m always surprised by how many publishers still give away their content without asking for a measurable action in return. Content has value. Even if your subscribers aren’t paying for that value with real money, they should be exchanging something for the content you provide.

 

4. Consider display media. If you have a website, you probably have the ability to display ads in emails as well as on your site. Stop hardcoding the ads in your emails. Instead, serve them properly so you can maximize value.

 

5. Dynamically serve content. You might consider dynamically serving some pieces of your content. You can do this to cater to smaller segments without creating a ton of new content, or to test the value of some content and let a dynamic serving engine act on (and therefore immediately maximize) your results.  Either way, it’s an advanced way to continually test the value of your content. And yes, you should definitely be testing.

 

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237
Email: YourTeam@printguy.com

EM (Everything Marketing)

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This is Jack. Jack used to buy your products and services regularly, but when was the last time you saw him? Would you like to know why he stopped shopping at your location? Wouldn’t you like to know more about Jack?

EM (Everything Marketing) allows you to do just that! Using our software, we can help you track Jack and learn how to effectively attract him and all his friends.

 

With EM, you are able to:

- Create a customer database and learn more about Jack, Jill and any other customers.
- Track the ROI (Return On Investment) of every advertising campaign and learn if your advertising is costing you too much money!
- Effectively manage advertising campaigns by time, design and prospects.

 

EM is great at SAVING you money and producing BETTER results! Jack is giving away a FREE Samsung Galaxy Tab 2 with the introduction to EM. Visit www.wpcoffer.com for your chance to win!

 

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237
Email: YourTeam@printguy.com

Top 5 Things Campaign Managers Should Know About Email Deliverability

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by Anna Dispensa from http://mindfireinc.com/resources/blog/email-deliverability/ /

 

While email deliverability is an extremely complex topic, there are five things all campaign managers should know:

  1. Your results are only as good as your mail file. Garbage in, garbage out. The best lists are organically grown, opted-in house lists of individuals that wish to receive your messages.
  1. CAN-SPAM regulations govern your email blasts. You should be familiar with the requirements (including an opt-out method, a physical mailing address, and no misleading or deceptive information.)
  1. Unsubscribes are not bad. In fact, you should be grateful for them. Unsubscribes are the polite way of your email recipients letting you know that either your offer is not compelling enough, you are sending it to the wrong people, or both.

If this is not intuitive, consider the alternatives:

A: Your recipient complains and marks your email as spam. With many email providers, this not only prevents them from receiving more emails from you, it hurts your sending reputation which negatively affects future email blasts to other clients. Many times, you will not even know that your email was tagged as spam. Result: You continue to pay to market to someone that does not even know you are still sending them messages.

B: Your recipient deletes or ignores your email. Your email may reach the inbox, but if it is not being read, why bother? Result: You continue to pay to market to someone that does not read your messages. If they become frustrated with the frequency or irrelevancy of your messages, it can lower your brand value.

  1. Good emails are old school. This means that inline styles and tables should be used rather than the CSS web designers prefer today.
    1. Email deliverability is an art, not a science. There are many factors involved in ensuring your emails are delivered to the inbox, and none of the top email service providers are sharing their secret sauce.

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237
Email: YourTeam@printguy.com

Mobile Apps, Social Sites Are Key Search Tools For Local Business

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mediapost.com by LAURIE SULLIVAN

Tablets and smartphones continue to influence local search and consumer buying habits, but social networks, mobile apps and daily deals have become the go-to source for finding information about nearby businesses, according to a new survey. Some 49% of mobile and tablet users use apps for local business searches, and 64% of tablet owners search for local stores on the device at least weekly, with 86% making a purchase from their most recent search. In addition, 61% of smartphone users conduct local searches from the device, according to the Localeze and 15miles Fifth Annual Local Search Usage Study conducted by comScore. Local search has always been fragmented across search engines, but it has become “uber” fragmented because of the many more devices and applications, said David Dague, vice president of marketing at Localeze.

The name, address and phone number — the anchor identity for the business — must be consistent across search engines because they share information. If it’s not consistent, the search engine receiving the information from the other cannot match information and ads, Dague explains. Think of the business listings as an extension of a print and online campaign.

Consistency matters. The study proves that local businesses need to pay more attention to the information in local profiles, not only on search engines and mapping apps, but social networks and sites like Pinterest, Facebook, Google+ and Twitter. In fact, the study reveals a 67% increase in social network local business searches since 2010. About 35% of those who primarily use social networking sites for local search do so daily, while 45% of social local business users submit reviews online for local business, according to observed behavior of 1 million consumers who agreed to have their online searches tracked anonymously in December. Search marketers have continually stressed the importance of updating business profiles on

Google, Bing and Yahoo map programs, along with social sites. Ironically, 61% of online searchers consider local search results more relevant versus 10% for paid-search ads. Fifty-eight percent trust local search results more, vs. 9% for paid ads. The highest percent goes to social networks, with 63% more likely to use the information about the local business when available. When it comes to local businesses connecting with local residents, daily deals appeal to consumers. For coupons offering local products or services, 60% of survey respondents use daily deals, 88% named Groupon and 86% named Living Social as preferred services, and 86% said they have or plan to purchase future deals.

 

Mobile sites help expand the audience you are able to reach. Looking for help with setting up your business on more of a mobile network? Wheeler’s can help! Contact us today!

Wheeler’s Printing & Copying
Address: 1685 Windsor Ave
Phone: (519) 254-5237
Email: YourTeam@printguy.com

7 Terrific Twitter Tips To Use Today

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From http://smallbiztrends.com by Lisa Barone

Sometimes we want advice for the right now of life. We want stuff we can do today and immediately see results from, not have to wait three weeks to see if it’s taking effect. With that in mind, below are seven things you can do on Twitter today to make a difference and help grow your audience and following. Its bite-sized action chunks for your Wednesday.

Got a spoon?

1. Schedule your tweeting: For most of us, checking Twitter is part of our routine. We do it first thing in the morning, after lunch and maybe again for a few minutes in the afternoon. And this is why scheduling your tweets when you know your audience is there and waiting is such a good idea. “Scheduling” your tweets may simply mean picking which times of the day you’ll be around for conversation and making an appointment with yourself or it may mean using a tool like HootSuite to help you automatically tweet instead of doing it manually. Either way, what’s important is that you’re engaging with your fans when they’re waiting to be engaged with.

2. Find some cool followers: Why not make some new friends today? Use a tool like FollowerWonk, take ten minutes, and find five new people to follow. These can be people who are in your area, share a common passion, or who you see tweeting about your competitors. Follow them and say hello. Say nothing about what you do or the products you sell and just start a conversation like a regular person. Sounds crazy, right? It’s really not. That’s how relationships form.

3. Know your audience: It’s important to know who your target audience is on Twitter so you can be sure to share information/content that they’re interested in. If your audience is known for being an expert on a particular subject, then you don’t want to tweet beginner tutorials or too many How Tos at them. Or, conversely, if they’re just learning how to speak a new language, you don’t want to go too far over their head about conversational Spanish. By taking the time to create a developed user profile for your audience, it can help you tweet information that is relevant to their interests and wants.

4. Share news: Are you subscribed to any blogs or RSS feeds to help you stay up to date on important information related to your niche? If yes, share one piece of content today that really made you think, made you angry, or made you want to take some sort of action. If you’re not already subscribed, use a feed reader like Google Reader to help you stay up to date on your favorite blogs and always have something tweet-worthy to share with your audience.

5. Solve a problem: After lunch take another few minutes and perform some Twitter searches. Search for things like[keyword phrase + problem] or [help + keyword] to find people talking about a problem that your business can solve. Once you find the tweets, share a relevant link or a resource with them that may help with them with their problem. Or, if you don’t have an answer yourself, retweet their message and see if anyone else in your network can help.

6. Tweet tips: Boost your credibility among your followings by tweeting tips today related to your industry. Share tools, resource sites, helpful followers, ideas, strategies or anything else you think will be helpful to someone in your niche.

7. Tweet your goods more than once: One fatal mistake many SMBs make is that they tweet their content the moment they publish it…and then they never tweet it again. If you’ve just created something awesome, don’t be afraid to tweet it 2-3 times over the course of the day to help get as many eyeballs on it as possible. Most people don’t stay glued to their Twitter stream the entire day, they’re only checking in.

Those are seven things anyone can do right now, today, to make a difference in their tweeting strategy and increase engagement. So…what are you waiting for?

 

Wheeler’s Printing and Copying
1685 Windsor Ave
(519) 254 – 5237
YourTeam@printguy.com

Tips on Interactive Marketing Using SMS Text Messages

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From http://couponimpact.com/blog/

In this article, we’ll cover information and tips on interactive marketing using SMS text messages to help those businesses and organizations that are looking for a new and more effective way to market to their customers.

If you are looking to expand or grow your business through an effective means of marketing to reach out to your customers and build your clientele list, you might want to consider using a text message marketing campaign to do so. There are a lot of reasons to use mass text messaging to reach out to existing and potential customers as a way to spread the word about new promotions, discounts and other events and happenings. To effectively use text marketing, it is pretty easy. However, keeping in mind these tips on interactive marketing using SMS text messages is a great way to get started with this new and innovative method of marketing. Keep reading to learn more about how you can use text marketing to effectively build your company or business.

To get the most out of your mobile marketing campaign, you need to know how to use it properly to get the biggest return on your marketing investment. First, let’s get a clear understanding of how an interactive text marketing campaign using SMS messaging works and how you can make it work for your business. To start, you will need to establish a list of opted-in contacts (individuals that have agreed to receive text messages). From there, you can create your message within the allotted number of characters and send your contacts information about promotions, discounts, upcoming events for your company, appointment reminds and more. There are tons of possibilities when it comes to using your text marketing service. However, there are a couple of ways you can use the service more effectively to see a bigger return from your customers.

 

First, know your audience. You will likely already know the type of customer or text message recipient that has signed-up for your service since it must be done on an opt-in basis in order to stay compliant with the Mobile Marketing Association. If you are able to appropriate your text marketing messages so they are eye-catching, short and easy to remember, as well as directed to the type of customer you are looking to attract to your business, you are likely to see this marketing method as more effective. Because text messaging can be a very personalized method of communication, don’t be afraid to make your messages seem very personalized. As soon as you’re text marketing campaign appears to be like SPAM, your message will get immediately trashed and the recipient will not even remember what it said. Make sure you are writing the message in a fun way they will want to read and remember what it says.

Next, choose your keyword for SMS wisely. This is the word your text marketing participants will be using to opt-in to your text marketing service. For example, if you run a pizza parlor and you want to offer customers 10 percent off on their next pizza to get them to opt-in to your text marketing campaign, you can choose something like Pizza or Pepperoni as your keyword. This is a keyword that relates directly to your business and it also easy to remember when your customers are interested in opting-in to receive text marketing messages from you. Also, along these same lines remember that it is important to keep it short. Because those character spaces are valuable parts of your message, make sure your keyword is short, simple, catchy and easy to remember.

Lastly, another important tip on interactive marketing with text messaging to remember is to publicize the fact that you have text marketing available and want to use it to reach out to your customers. Let your customers know that you have a text marketing campaign that they can opt-in to in order to receive discounts on awesome products and services, promotion and event information and more!

You can do this by putting up flyers in your store, posters, radio ads, commercials on TV, banner ads on the web and even do a blurb about it on your own website online. Let your customers know about your short code and how they can use that code, along with your keyword to opt-in to your text marketing service. These are all effective ways you can build your business using an interactive method of marketing like SMS messaging.

What I’d do if I owned a men’s wear store. (A pretend story for all retail businesses)

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My name is Frank, and I own FWJ Men’s Store located at 6th and Broadway. We’ve been in business for 11 years now, and I need marketing help.

Year’s ago, I knew that my store had to be different from the existing competition. I should zero in on a niche and strive to become the leading purveyor of that type of men’s wear in town.

Suppose for example, I specialized in unique dressy-casual wear. Shirts, pants, and outer wear that you won’t find at big department stores or discount retailers. My clientele over the years has come to appreciate my smaller store’s selection of exclusive lines of clothing, the personalized service we give, and the fact that as you enter my store, you are greeted by first name.

But, I’ve noticed a number of my regulars haven’t been coming in as often. Whereas Jack came in once a quarter to check out new arrivals, I haven’t seen him lately, and now that I think of it, I don’t know when he was in last because I have no process in place to easily record visits by customer name. I shake my head and realize I should have given Jack a quick phone call just to say hi and tell him some of the new styles that have arrived. I’d send him an email to do just this, but I don’t have his or any customer’s emails on record. In fact I don’t really have any data about Jack or others that I get business from, except first name and home address.

 

I’d like to:

- start a process to gather more complete information about the Jacks that come in. Data like email address and how they prefer to be communicated to, (by mail, email or other).

- knowing their birthdays would be handy because I want to start sending out birthday cards with special discounts to customers that come in and purchase anytime during their birthday week.

- I want my customers to become advocates for my shop – telling all their family and friends what a super place this is to see and purchase unique men’s clothing.

- it would be nice to know where else in town my clients shop for clothing. Places that may be considered similar to my store, and why my customers shop there, and not with me exclusively.

- it would be nice to even update my data by filling in the last names to those customers that I only know by first name, like Jack, he’s been shopping here for at least 9 years and after all this time I’m now too embarrassed to ask him what his last name is.

- it would be beneficial to re-start business with Jack or George or Sam or any customer I haven’t seen for awhile and keep better track of the frequency of their visits so time doesn’t lapse too long between their visits without some form of communication from me personally that they are missed.

I just don’t know where to begin.

Enter Wheeler’s…. Our Multi Channel Cross Media Marketing tools can help with all this store owner’s goals—and more. After meeting with Frank the store owner, we’ll custom design Integrated Campaigns that will use all or some of the following; personalized websites for the customer to enter information and be told of the latest fashions arriving complete with pictures, email campaigns with or without a direct mail component to announce sales or the arrival of new merchandise, unique and very personalized birthday cards (and any other greeting card themes such as Christmas cards), Social Media Marketing for the store owner may be utilized to develop a BUZZ about FWJ Men’s Store, we can help coordinate videos that can be uploaded to FWJ ‘s very own YouTube Channel and we may suggest establishing opportunities for the customer to share their birthday discounts with family & friends who may not currently shop at the store. Perhaps the customer prefers to get text messages of new arrivals—we can set this up too for the store owner.

Whether it’s a men’s or ladies store, or any other retail type of operation, Wheeler’s can help.

So call us today – PH: (519) 254 – 5237

EM: YourTeam@printguy.com

 

Personalize, Personalize, Personalize

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Personalized URLs Power the Conversation … and, Most Importantly, Pay Off
by Heather Fletcher, contributing writer, Inside Direct Mail

For companies that had their heads in the clouds when it came time to upgrade their computers, Hewlett-Packard, Intel and JDA Software Group thought it was time for some skywriting. The technology firms sent out personalized direct mail pieces that featured a man with his arms spread upward, experiencing an epiphany due to these fluffy words forming above his head: “Joe Smith, The Moment Has Arrived.”

After determining customers’ upgrade schedules, personalized direct mail and e-mail, complete with Personalized URLs, led recipients to personalized landing pages. There, recipients learned all about how hardware from Palo Alto, California-based HP and Santa Clara, California-based Intel would support software from Scottsdale, Arizona-based JDA Software Group. The $50,000 campaign’s yield: a 9.2 percent response rate and $13 million in sales.

Results like these are causing many marketers to consider direct mail-to-landing page campaigns, and some to drill down further and provide Personalized URLs. Marketers say the direct mail captures prospects’ attention, and the landing page holds it by providing more details. Then the personalization, minimally, provides leads and, optimally, creates relationships.

Personalized URL’s were essential for the conversations that started in fall 2007 with prospects who were considering buying $500,000 to $1.5 million software suites. Customers revealed more information about themselves each time they visited their Personalized URL, which allowed HP, Intel and JDA to reciprocate and nurture them throughout the sales cycle so when customers were ready to buy, they bought the software suite the trio was offering.

“Being relevant and consistent is what separates this project from the many projects I have done in the past,” says Daniel Johnson, strategic relationship manager for Intel. “Sending specific [information] to specific people does make a huge difference. … This type of project takes good program management and it is a bit more time-intensive to set up, but the results are worth it.”

Johnson says the campaign took a month to get off the ground, then six to nine months to show results. It reached out to 2,200 people who could view case studies, videos and product information relevant to them based on their job functions — manager, director or finance officer.

With so many advertising channels out there, why not customize these campaigns to specific people? The more you know about your clientele base, the more solutions you can provide your customers. Wheeler’s uses software that allows you to design, manage, create, and organize everything marketing. Contact us today!

 

PH: (519) 254 – 5237

EM: YourTeam@printguy.com

Chances are, you don’t know Jack…

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But you should. Your future business may depend on his purchases of your products and services. Do you know anything about what Jack likes, what attracts him, what advertising channels he actually pays attention to?

What about Jill? Do you know her career? Do you know her age, her spending habits, or the reason why she shopped at your store but has never returned?

Getting better acquainted with Jack and Jill, and other potential customers can be very expensive, yet knowing more about them can help increase your business drastically. You can also save money on advertising by learning which channels work best at attracting your target market.

For these reasons, Wheeler’s Printing and Copying created TMS (Trackable Marketing Systems). With TMS, you will be able to, with our assistance, find out information on exactly what Jack and Jill prefer when shopping at your store. Plus, TMS is your affordable option to track information on your customers to help create more relevant and targeted advertising campaigns, which can bring you more leads that can convert to sales easier and quicker.

 

You don’t know Jack or Jill yet, but that’s why Wheelers’ TMS is here to help you learn everything about them. Email us today at YourTeam@printguy.com to start your TMS program!

What is the difference between Cross-Media and Multi-Channel Marketing?

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Often these two terms are used as the same but they are far from it.

For example, Multi-Channel Marketing refers to using multiple channels of marketing for a single marketing campaign. So to advertise a monthly sale coming up, you would use direct mail, brochures, an email blast and social media. Therefor we have used 4 different channels for this marketing campaign. Leading marketers are using between 3-6 channels or touches per marketing campaign to make sure their message is being received. How many channels do you typically use?

Cross-Media Marketing, while using different channels, prompts a user to respond using a different media then they were contacted with. So this could be a direct mail piece or brochure that asks the recipient to respond by logging onto a specific micro-site built for the campaign – or maybe to text a code to receive special offers. Maybe it is a social media post about visiting the brick and mortar storefront to receive a discount at the company’s annual open house.

Now the real magic starts when you combine the two into a marketing campaign. Contact me today and let me show you the true benefit of such a campaign. Getting a 2x-5x improved response and beyond can be a reality. rick@printguy.com

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