E-mail is an excellent marketing tool for many reasons. Cost and speed being two to the major reasons, yet on the down side it can be thought to be obtrusive to the recipienent if they don’t want it.
We all need to be careful to send our prospects emails that they want. You can encourage prospects to give you their email addresses in exchange of something such as a free white paper to download. Another way is to use telemarketing into prospects and follow up with different opt-in offers. Then y…
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Added by Howard Larson on April 3, 2009 at 10:30am —
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In a time like we are going though now, how can you make an email campaign work even without an expensive CRM program.
I would start by going slowly at first, building a foundation, focusing on who you and your company is. As you progress, you can ask subscribers what is important to them. Working with the structure and content, making it more and more relevant to your clients, prospects and subscribers.
If all you have to work with is an email list, start by sending a welcoming message out, s…
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Added by Howard Larson on April 1, 2009 at 12:08pm —
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In an economic downturn like we now have, if you can add customization to your marketing attck you will improve your effectiveness.
According to Forrester Research 77% of consumers say they find personalized product recommendations valuable when shopping. If you are able to tailoring individual e-mails with product recommendations based on a customer’s past shopping experience and history, it will allow retailers to increase their chances of making browsers into buyers. That is a hard enough ta…
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Added by Howard Larson on March 27, 2009 at 11:07am —
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There is one asset you have that should be kept in perfect shape no matter what happens to the economy and that is your customer and prospect data.
Having accurate current, correct and precise data is the key drive for maximum ROI. Poor data translates into bad decisions which can impact your entire organization in a negative way. Think about it, wrong customers getting the wrong message or campaign that is irrelevant to them, leading to dissatisfied customers not buying.
Always be looking ove…
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Added by Howard Larson on March 20, 2009 at 9:48am —
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Retailers should e-mail me content based on what they know about me
37% Disagree
63% Agree
Actions consumers take on receiving e-mail from retailers
88% Download or print coupons
79% Click link in e-mail to learn more
75% Purchase product online
69% Research stores that carry product
67% Purchase product offline
60% Try new product for the first time
55% Share coupon/forward e-mail
33% Type/copy URL directly
Source: Epsilon mid-October survey of 746 consumers who r…
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Added by Howard Larson on March 19, 2009 at 9:36am —
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72% E-Mail Marketing
44% Search Marketing
35% Advertising
Larson note: Well this is what the big guys, the marketing pros are going. How about you.
In a quick review of the Larson Marketing Plan for 2009 we see ourselves putting together a more comprehensive Web Site and thus a better SEO plan. We see ourselves going deeper and harder into out blog initiative. We see a continuing presence in Social Media Marketing (because that is where our customers are). We see continued presence in u…
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Added by Howard Larson on February 6, 2009 at 11:22am —
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What is the best way to measure the success
(or not) of your email marketing campaign?
Some companies measure the success by opens and clicks. Others
(like me) measure the success solely based on sales volume, revenue and new clients or 1st time customers.
But, is there a grey area in between? The marketing department could measure the success of “prequalified or interested leads from an e-mail campaign. If marketing uses behavior tracking and lead scoring together with their mar…
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Added by Howard Larson on January 23, 2009 at 11:31am —
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Clean your e-mail list
Keeping a clean list is a challenge for all businesses, especially small business owners who have the time to do it themselves or have a person to handle it. Make 2009 the year to start by scrubbing your list or bad addresses before sending out your first campaign of the year. You'll improve your e-mail marketing performance, your reputation and deliverability rates. The first step is make sure your unsubscribe requests are up-to-date.
Look at what wor…
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Added by Howard Larson on January 8, 2009 at 12:18pm —
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E-mail vs. Direct Mail. That is the question.
It is very easy to make a nice looking electronic email ad and zap it out to an email list of thousands and thousands of people with the click of a mouse. Simple, appealing and Lazy!
If you look at the back end and see the open rates and the click though rates you will find a channel that is declining.
There is only one way for a buyer to respond to an e-ad, click it. If you have shopping carts on your web sites look at the ones left abandoned. Wh…
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Added by Howard Larson on December 23, 2008 at 10:09am —
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34% Proximity
29% TV Holiday Ads
41% Friends Suggestion
70% Coupons received
33% Go to the same stores as usual
66% Flyers/Ads Mailed out
Larson note: Mail mail mail!!! Post or E-mail, get your coupons in their hands. USPS or E-blast get your ad out and in their faces. If you’re a follower of this blog there are lots of ideas scattered in the different posts.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Ma…
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Added by Howard Larson on December 10, 2008 at 3:30pm —
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I have run Direct Marketing / Wave mailing / E-mail programs in tandem for over 6 years now. Each has there own special place in my arsenal of techniques to getting, gaining and keeping customers.
Direct mail can create quite an impact, with some audiences and in some parts of a marketing attack. In an earlier blog in the last 2 weeks I went over the numbers on emailing, if you looked them over you might have seen that they are indeed very cost effective, if used right. This can be even more im…
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Added by Howard Larson on December 5, 2008 at 11:50am —
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The new study by the EEC found that retailers are putting more focus on list hygiene. 38% of retailers surveyed are asking subscribers to confirm their e-mail address by re-entering it when opting in. This is up from 27% last year. In addition, 5% of retailers are now using a confirmed (double) opt-in process, up from 3% last year, which improves list quality and assures that consumers know for what they are opting in.
The new study examined the opt-in practices of 120 of the top online retaile…
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Added by Howard Larson on December 2, 2008 at 11:01am —
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You can cut down on the rate at which recipients delete or report your e-mails as spam by using a company name, the name of a familiar associate or product name in the ‘from' field. Good design starts before a recipient even opens an e-mail message. Recent studies show 35% of e-mail users open messages because of what's contained in the subject line, while 69% of e-mail recipients report e-mail as spam based on the subject line. You need to get this right, or your campaign might as well not happ…
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Added by Howard Larson on December 1, 2008 at 4:59pm —
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Yesterday newsletters, today e-mail advertisements.
If you have ever dabbled in direct mail marketing attacks you can easily apply the same basic principles to an e-mail marketing attack but the time-line results will be that much shorter and less expensive. Then of course e-mail is fast. Production time is minimal, receiving time is instant and response to your message will either be in 24 hours or less or it’s not coming.
All these things are important in a down-turned economy. By being able…
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Added by Howard Larson on November 26, 2008 at 11:49am —
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Think about it, your customers are driving themselves nuts thinking out how to give meaningful presents to all their friends and family. Your job as a seller of goods and services is to help them do just that to help them look like heroes. So today lets look at the possibility of an email campaign and how that can add value to your customers lives during this stressful gift giving time.
First you can look at past buying trends and behaviors to develop your offers. Segment and use dynamic conten…
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Added by Howard Larson on November 5, 2008 at 10:23am —
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Here are the marketing channels the major interactive marketers are using and planning to use as well as us here at Larson’s. Where do you stack up?
E-mail: less than 1 year- 6% / Greater than 1 year – 90% / not using but plan to – 4% / will not use – 1% / Larson’s – long time user (over 9 years)
Search: less than1 year- 14% / Greater than 1 year – 71% / not using but plan to – 9% / Will not use – 6% / Larson’s – Planning stages
Video: less than1 year-20% / Greater than 1…
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Added by Howard Larson on September 17, 2008 at 2:42pm —
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So the question was posed to me: How did I start a B2B social Media Marketing Campaign and how in the world can you measure something so illusive?
The whole goal in B2B Social Media and a marketing campaign is to learn and understand and utilize Web 2.0 technologies and to build excitement about a business, your business!
You can use B2B SM to build an audience, a following of ideas and thoughts that will be interested in what you do at your company or what you sell. That being said, B2B SM is…
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Added by Howard Larson on September 16, 2008 at 3:03pm —
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Need More E-Mail Opt-ins?
