Any science fiction fans reading this article might get the inkling that there is a slight resemblance in the title of my article to the title of an awesome 1951 science fiction classic, “The day the earth stood still.” If you guessed the film, give yourself a pat on the back and go get a cookie from the jar!
The is the first in a series of articles that I’m going to be writing that delves into things business owners should be doing to generate revenue and quite possible keep them from from going extinct.
Google: “Tyrannosaurus Rex.” Cumbersome extinct creature, with short stocky hands and no business sense.
How the mighty have fallen. Aka: the e-mail campaign.
A common question clients ask us on a near daily basis: -Is the e-mail campaign a thing of the past? Should we bother with it? And is it still relevant?
Although the power of the e-mail has significantly decreased in recent years, I believe that it would be foolhardy to totally remove it from our marketing arsenal. Remember an e-mail is an address, contact information and subsequently an opportunity to wedge your size 43 boot in the consumer’s door. The challenge now remains on how to squeeze the rest of your body through the door, sit in their living room and sell your stuff.
The no nonsense guide to creating an e-mail campaign with pizzazz:
If you’re going to bombard folks with once in a life time opportunities, sales trickery and the classic pitch. – Must buy while stocks last! If that’s the “bag you’re into.” Then be prepared for your brand new shiny e-mail to end up in that great big recycling bin in the sky. You’re going to have to do better than that if you want to catch the consumer’s attention.
If you long for people to open your mail remember that you’ve got to compete with approximately 50-80 other emails that the average person gets hurled at them on a daily basis. The only way to do this is by the “indirect sales pitch” CONTENT. Give them interesting content, that will be of real value to your targeted audience. Try to be original. “Man kisses fish, you will not believe what happened next! – click here to see” is not being original, Its being cheesy.
The to do list
- Create your own content. Make sure it’s well though out. Don’t copy paste someone else’s.
- Include free download link (An e-book, pdf file, infographic)
- Have links to your social media and website.
- You cannot directly stream video within an e-mail but you can link to it on your website.
- Share buttons to social media or e-mail if the use wants to share it.
- Do not post too often
- You can make it a series of e-mails on a particular subject. E.G. A how to build a submarine in three episodes.
- Create a crisp and clear email design that will enable the reader to automatically understand what it’s about. (Average attention span of a computer user is 3 seconds)
- Don’t be repetitive
Using the right tools.
Don’t try to make ice-cream with a cement mixer.
The biggest mistake people make is that they tend to store all their contact information exclusively in Outlook or a similar app. There is very little you can do in the way of tracking the e-mail campaign, and you will also be limited to drab e-mail layouts. It’s also difficult to separate, group and grade the information.
I’ve been using a product called Mailchimp for the past few years and have found it to be extremely effective. (www.mailchimp.com)
Some cool features of mailchimp.
You can create stunning and attractive email templates. You are only limited by your imagination.
You can track who opened the email and what they clicked with the e-mail
Online live statistics click rates, top countries clicked, top users clicked, number of times a user clicked, e-commerce conversion rate. And the list is endless!
You can create as many mailing lists as you like. VIP customers, Customers via region, etc.
Mailchimp is basically free. A small fee applies to certain advanced features or for anyone wanting to send more than 20,000 E-mails at one time. ( Value for money I think!)