It's been nearly a year since you authorized a monthly enewsletter program.
I was pleased to see you take the leap of faith in commissioning this assignment. The initial thrust produced a PDF attachment (two versions) which you asked us to produce in order to show off your portfolio of manufacturing solutions. A nice start, perhaps, but just the beginning. Sending personal messages from Outlook Express is not email marketing. I think you may have forgotten the original thrust of this idea, which is the start of a new marketing program. The PDF attachment was never intended to take the place of a scheduled HTML newsletter.
That's why I am writing this gentle reminder. A lot has happened in the world of email marketing. We have hit a continuing pause, or point of procrastination, which you might want to reconsider in light of the proven effectiveness of permission based marketing.
Since your authorization was signed, the marketing world has literally exploded. It is now generally agreed this form of "seamless communications with customers" is perhaps the most effective marketing tool ever devised. In terms of ROI it outperforms everything else (by a considerable margin).
You know me to be truthful and deliberate. However, I hope you will now forgive me for blunt statement: it's high time to forge ahead with the anticipated email newsletter program. The difference between this consistently produced publication and a down and dirty PDF attachement, is literally beyond discription. There are many benefits for doing it. As a relationship marketer (the definition fits precisely) you're in a position to iron out some marketing problems... and create a unique communications asset for your managers and company.
The seamless customer communications aspect of email marketing is driving the excitement. This, coupled with efficiency has enabled change. In manufacturing it's often called CRM or Customer Relationship Management ("marketing automation" is another key phrase), but the heart of this digital revolution is permission marketing, and the heart of permission marketing is email.
Right now B2B marketing is moving away from hard-nosed sales efforts to a more efficient permission based approach. I believe your company will benefit by moving ahead with deliberate speed. Permission marketing, CRM, "marketing automation" is driving everything right now... for large companies, medium companies, and smaller firms. Literally a sea change in business communications is taking place.
We have the right tool, in the right place, at the right time. But we're sitting idle.
Are you not ready to go forward? It isn't too late to establish a strong permission based marketing system for your firm. But we need to act now.
The world is moving very quickly.
Sincerely yours,
Greg Johnson
Friday, March 30, 2007
Thursday, March 29, 2007
How Many Ways Can You Spell "E-Newsletter?"
What?
So, it's not so simple.
There are many ways to skin a cat. Many fish in the sea. And, you have many newsletters from print versions to the electronic variety called enewsletters.
Think of how many ways you might do them (or even spell the word, with or without a hyphen). A successful enewsletter can be informal, formal, long, short; humorous, colloquial, cut and dried, filled with coupons and offers, devoid of coupons and offers, friendly, superficial, detailed, in-depth, frequent, infrequent, published regularly or whenever you get to it.
The only requirement, to paraphrase the late Somerset Maugham, is the enewsletter must "interest" the reader. But wait. Your enewsletter will also benefit from a regular schedule, a solid reason for being, and a steady dedication to the reader's self interest.
So what does your enewsletter look like? Is it breezy and short... Or, full of detailed information? How many ways can you do it? Have you ironed out the big questions? Have you arrived at a style that will last?
If you are a serious marketer with a point of differentiation in your product or service, this final question will become important. Style matters to nearly the same degree as subsance. Without getting lost in that question, you don't want to be re-inventing the program with every issue.
So here's a baker's dozen for important points on how many ways to spell enewsletter:
1. Maintain an attitude of simplicity in how you structure the program (which doesn't have to mean "Keep It Simple Stupid" or KISS), because the simplicity may be a subtle thing that helps you organize and express sophisticated content in a reliably consistent manner. Think of simplicity of structure as having a lot to do with your publication strategy. Simpicity of structure will help you maintain your enewsletter and keep it fresh.
2. Seek to surprise your audience or customer with interesting content. There is no substitute for this. It's the linchpin for permission marketing (see point numer 4). Few people will sign up (or opt in) for boring, illiterate, insubstantial or non-existant content. It just won't happen. Okay, so maybe a few friends or family members might humour you, but no one else will. You can hire a writer, or an firm such as ours to help you with this, but you must have good, interesting content in order to succeed at permission marketing. If that seems frightening, then you should a take a breath and think about where the digital revolution is going and how you may need to change. Your company or product is boring? Then perhaps you need to consider what made you get into the business. You might be surprised what a good writer, a bit of original research and a few interviews, and a commitment to talk to your customers on a regular basis can do for your company.
3. Design, graphics, typography, and color will help you outperform your competitors. Research has shown this conclusively with testing. HTML graphics based emails outpull text based emails. This happens over and over despite what people say about annoying ads, pop up windows, and download time to their email preview panes. Graphics make a big difference. You will need to understand preview panes, and where to put the most important message components.
4. Permission based marketing is everything. Your customer, or audience is paying for it on their ISP account. You must have permission to send. The sole reason is the value you're providing in the messages you're sending: the timely offers, the insider news they will be getting, etc. The reason YOU like it so much is that it's so much cheaper and efficient than all that printing and postage you were formerly having to pay for. Now, it's their quarter and they rule. You can't just send stuff, or do a Blast email to thousands of addresses. You will be following a new set of rules.
5. But don't forget to do some selling. It's okay once you have established good will, and the trust in you as a provider of valuable content. People realize the email newsletter has an objective or purpose. As long as you put their needs first, you'll have no problem with them coming on board for your brand. Just remember to put marketing before sales, and everything else should work out just fine.
6. Delivery is huge. Remember, this is a arena where technology is the medium. Personalization, subject lines, spam filters, working with lists, managing bounces, subscribes, unsubscribes, and feedback. This is where the right kind of technical support is so crucial.
So, it's not so simple.
There are many ways to skin a cat. Many fish in the sea. And, you have many newsletters from print versions to the electronic variety called enewsletters.
Think of how many ways you might do them (or even spell the word, with or without a hyphen). A successful enewsletter can be informal, formal, long, short; humorous, colloquial, cut and dried, filled with coupons and offers, devoid of coupons and offers, friendly, superficial, detailed, in-depth, frequent, infrequent, published regularly or whenever you get to it.
The only requirement, to paraphrase the late Somerset Maugham, is the enewsletter must "interest" the reader. But wait. Your enewsletter will also benefit from a regular schedule, a solid reason for being, and a steady dedication to the reader's self interest.
So what does your enewsletter look like? Is it breezy and short... Or, full of detailed information? How many ways can you do it? Have you ironed out the big questions? Have you arrived at a style that will last?
If you are a serious marketer with a point of differentiation in your product or service, this final question will become important. Style matters to nearly the same degree as subsance. Without getting lost in that question, you don't want to be re-inventing the program with every issue.
So here's a baker's dozen for important points on how many ways to spell enewsletter:
1. Maintain an attitude of simplicity in how you structure the program (which doesn't have to mean "Keep It Simple Stupid" or KISS), because the simplicity may be a subtle thing that helps you organize and express sophisticated content in a reliably consistent manner. Think of simplicity of structure as having a lot to do with your publication strategy. Simpicity of structure will help you maintain your enewsletter and keep it fresh.
2. Seek to surprise your audience or customer with interesting content. There is no substitute for this. It's the linchpin for permission marketing (see point numer 4). Few people will sign up (or opt in) for boring, illiterate, insubstantial or non-existant content. It just won't happen. Okay, so maybe a few friends or family members might humour you, but no one else will. You can hire a writer, or an firm such as ours to help you with this, but you must have good, interesting content in order to succeed at permission marketing. If that seems frightening, then you should a take a breath and think about where the digital revolution is going and how you may need to change. Your company or product is boring? Then perhaps you need to consider what made you get into the business. You might be surprised what a good writer, a bit of original research and a few interviews, and a commitment to talk to your customers on a regular basis can do for your company.
3. Design, graphics, typography, and color will help you outperform your competitors. Research has shown this conclusively with testing. HTML graphics based emails outpull text based emails. This happens over and over despite what people say about annoying ads, pop up windows, and download time to their email preview panes. Graphics make a big difference. You will need to understand preview panes, and where to put the most important message components.
4. Permission based marketing is everything. Your customer, or audience is paying for it on their ISP account. You must have permission to send. The sole reason is the value you're providing in the messages you're sending: the timely offers, the insider news they will be getting, etc. The reason YOU like it so much is that it's so much cheaper and efficient than all that printing and postage you were formerly having to pay for. Now, it's their quarter and they rule. You can't just send stuff, or do a Blast email to thousands of addresses. You will be following a new set of rules.
5. But don't forget to do some selling. It's okay once you have established good will, and the trust in you as a provider of valuable content. People realize the email newsletter has an objective or purpose. As long as you put their needs first, you'll have no problem with them coming on board for your brand. Just remember to put marketing before sales, and everything else should work out just fine.
6. Delivery is huge. Remember, this is a arena where technology is the medium. Personalization, subject lines, spam filters, working with lists, managing bounces, subscribes, unsubscribes, and feedback. This is where the right kind of technical support is so crucial.
Wednesday, March 21, 2007
Where For Art Thou New Creative?
Are you seeking new email solutions that can take you beyond delivery, list management and the burden of testing a hundred email filters?
Are you yearning for a little creativity to make your message more effective and engaging?
Yes, email marketing is technical. The mechanics and technology of the medium can inhibit our ability to see holistically, with fresh eyes. There's more than technique and applied science going on here. With so many challenges in optimizing for email clients, using spam filters, email audits, managing ISP black lists, opt-in lists, testing parameters, original offers, and key performance indicators, it is easy to lose your life in the passing days, evenings and weekends (if you don't watch out).
It's not surprising the marketing world feels the pressure to eliminate reduncancy, reduce costs and gain greater efficiency. It makes you want to stop creating the new wheels and submit to the tried and true in remaking the old wheels, or in using a retred when it's just too exhausting.
It's much like other forms of marketing in this regard. Originality requires sacrifice. You must pay the price for it. But the sheer weight of creation amid the pressures to 'get it done' takes some getting used to. And, the sparkle of something new may get lost or forgotten. The investment required for a new solution, may become truncated, or simply cut off all together.
As Bill McCloskey has said (Email Insider, Delivering on the Promise, August 9, 2006), "Generic images. Text chosen not for its impact, but for its ability to slip through spam filters. Copy with all of the subtlety of the ads in the back pages of comic books. Where is the email that impacts my life, makes me laugh out loud, furthers the brand equity I have with the product or service?"
He's right of course.
Where for art thou new creative?
Are you yearning for a little creativity to make your message more effective and engaging?
Yes, email marketing is technical. The mechanics and technology of the medium can inhibit our ability to see holistically, with fresh eyes. There's more than technique and applied science going on here. With so many challenges in optimizing for email clients, using spam filters, email audits, managing ISP black lists, opt-in lists, testing parameters, original offers, and key performance indicators, it is easy to lose your life in the passing days, evenings and weekends (if you don't watch out).
It's not surprising the marketing world feels the pressure to eliminate reduncancy, reduce costs and gain greater efficiency. It makes you want to stop creating the new wheels and submit to the tried and true in remaking the old wheels, or in using a retred when it's just too exhausting.
It's much like other forms of marketing in this regard. Originality requires sacrifice. You must pay the price for it. But the sheer weight of creation amid the pressures to 'get it done' takes some getting used to. And, the sparkle of something new may get lost or forgotten. The investment required for a new solution, may become truncated, or simply cut off all together.
As Bill McCloskey has said (Email Insider, Delivering on the Promise, August 9, 2006), "Generic images. Text chosen not for its impact, but for its ability to slip through spam filters. Copy with all of the subtlety of the ads in the back pages of comic books. Where is the email that impacts my life, makes me laugh out loud, furthers the brand equity I have with the product or service?"
He's right of course.
Where for art thou new creative?
Tuesday, March 20, 2007
The Long and The Short of It
Here's a debate: long copy vs short. Which pulls better?
Direct marketers have maintained for many years the efficacy of long copy: "The more you tell the more you sell."
But this advice doesn't sit well with image conscious (re. branding or awareness) marketers: "Please keep it short and sweet," they'll say.
You might ask, which pulls better? But there may never be a definitive answer that will please everyone. It's very contextual. I have seen clients go crazy at the idea of too much "verbiage" (the very use of the word giving you a clue to their feelings). Others cannot refrain from adding more to each paragraph until a fortress of compounding words has emerged. In both cases we must work to open them up. The right solution is likely to be a bit different than what the client may be thinking.
So, here's the long and short of it: always use the right words and the right length. No more, or less.
The right words must express themselves completely, in the right way. If it's a one step selling process (classic direct mail), you need the reader to make a decision. Every bit of language must act to overcome any resistance the reader may have, and the offer must be so appealing that the prospect wants to act (once convinced of the value and suitability of the provider). This kind of direct marketing takes some very good copy and copy length to achieve results.
Then you have the marketer who seeks to build impressions and brand preferance over time. Awareness advertising does not seek (in the same way at least) an immediate sale. The famous appeal by Nike for example, "Just Do It," is all the copy that fits. The right words were very short indeed.
What's right for your campaign, message or direct response effort? What will reflect the quinessential uniqueness of your brand? Are you intending to launch an email marketing campaign, with a commitment to regular publishing and website integration? Or, are you planning a more traditional use of advertising in order to build awareness, visibility and brand equity?
All of the above goals are quite legitimate and worthy. It is important not to confuse methods and goals. Keep it straight. Know what you want and how you are going to achieve what you are setting out to do. Understand your customer and the context in which they will encounter your message. If you do these things you won't have to worry so much about long copy or short copy.
The right copy will emerge in these conditions, if you let the right people and the right thinking prevail.
Direct marketers have maintained for many years the efficacy of long copy: "The more you tell the more you sell."
But this advice doesn't sit well with image conscious (re. branding or awareness) marketers: "Please keep it short and sweet," they'll say.
You might ask, which pulls better? But there may never be a definitive answer that will please everyone. It's very contextual. I have seen clients go crazy at the idea of too much "verbiage" (the very use of the word giving you a clue to their feelings). Others cannot refrain from adding more to each paragraph until a fortress of compounding words has emerged. In both cases we must work to open them up. The right solution is likely to be a bit different than what the client may be thinking.
So, here's the long and short of it: always use the right words and the right length. No more, or less.
The right words must express themselves completely, in the right way. If it's a one step selling process (classic direct mail), you need the reader to make a decision. Every bit of language must act to overcome any resistance the reader may have, and the offer must be so appealing that the prospect wants to act (once convinced of the value and suitability of the provider). This kind of direct marketing takes some very good copy and copy length to achieve results.
Then you have the marketer who seeks to build impressions and brand preferance over time. Awareness advertising does not seek (in the same way at least) an immediate sale. The famous appeal by Nike for example, "Just Do It," is all the copy that fits. The right words were very short indeed.
What's right for your campaign, message or direct response effort? What will reflect the quinessential uniqueness of your brand? Are you intending to launch an email marketing campaign, with a commitment to regular publishing and website integration? Or, are you planning a more traditional use of advertising in order to build awareness, visibility and brand equity?
All of the above goals are quite legitimate and worthy. It is important not to confuse methods and goals. Keep it straight. Know what you want and how you are going to achieve what you are setting out to do. Understand your customer and the context in which they will encounter your message. If you do these things you won't have to worry so much about long copy or short copy.
The right copy will emerge in these conditions, if you let the right people and the right thinking prevail.
The Wham! Bam! Thank You! Email Marketing Glut
It's one thing to say there's too much email coming into your inbox, yet quite another to ask are you sending too much.
Why is that? Because email is digital marketing and digital marketing is email. The two are one and the same, when you get right down to it. There's really no end of people who want useful content, something to buy if priced right, something to admire, an interesting story, news about new products (or current products), reviews, tips, ideas.
Busy as it may be, cluttered beyond belief, over burdened to the point of denial, there happens to be an insatiable appetite for content well done, no matter how much much traffic in the channel.
So you shouldn't worry about the Email Glut. Unless you just don't 'get it' with regard to content. Then you may end up having more than your fair share of trouble. After all is said and done, you need to think about what you're sending. The message must have value, or the permission to send won't survive. You'll end up struggling endlessly with delivery. Blacklists shall loom large.
Now, that's not to say that a certain sector isn't going a bit overboard with excess. The frenzy for seemless contact with customers is nearly insatiable inside the retail market. Per David Baker, "especially in the trigger happy retail and entertainment spaces..."
Borders Rewards seems to have it down quite well. Once or twice a month for books that you might like. Very nice. But other marketers can't seem to get enough of the Blast. It's like an addiction for them. Just hit the button and... wham! Fifty thousand emails...
Is that how it is for you?
Do you have a digital voice that's unique to your brand (the oranization's unique personality), or do you have a commodity message that mirrors all of the other "stuff?" A me-too message full of "content" that anyone could be sending (and is sending all too often).
If you can't answer this question affirming the uniqueness of your online message, you may be at risk. Of course, you may focus on great coupons or discounts with each email. Is yours a deal that's too good to pass up? Then it's not so important to find that originality of voice. Your customer is not really expecting it. Just give us the good deal. Yes, that works just fine.
But what if your business is built upon a carefully crafted propositon? Something different? A brand apart?
Then it may be time to make original use of the three most important ingredients of email marketing...
Content. Content. Content.
Why is that? Because email is digital marketing and digital marketing is email. The two are one and the same, when you get right down to it. There's really no end of people who want useful content, something to buy if priced right, something to admire, an interesting story, news about new products (or current products), reviews, tips, ideas.
Busy as it may be, cluttered beyond belief, over burdened to the point of denial, there happens to be an insatiable appetite for content well done, no matter how much much traffic in the channel.
So you shouldn't worry about the Email Glut. Unless you just don't 'get it' with regard to content. Then you may end up having more than your fair share of trouble. After all is said and done, you need to think about what you're sending. The message must have value, or the permission to send won't survive. You'll end up struggling endlessly with delivery. Blacklists shall loom large.
Now, that's not to say that a certain sector isn't going a bit overboard with excess. The frenzy for seemless contact with customers is nearly insatiable inside the retail market. Per David Baker, "especially in the trigger happy retail and entertainment spaces..."
Borders Rewards seems to have it down quite well. Once or twice a month for books that you might like. Very nice. But other marketers can't seem to get enough of the Blast. It's like an addiction for them. Just hit the button and... wham! Fifty thousand emails...
Is that how it is for you?
Do you have a digital voice that's unique to your brand (the oranization's unique personality), or do you have a commodity message that mirrors all of the other "stuff?" A me-too message full of "content" that anyone could be sending (and is sending all too often).
If you can't answer this question affirming the uniqueness of your online message, you may be at risk. Of course, you may focus on great coupons or discounts with each email. Is yours a deal that's too good to pass up? Then it's not so important to find that originality of voice. Your customer is not really expecting it. Just give us the good deal. Yes, that works just fine.
But what if your business is built upon a carefully crafted propositon? Something different? A brand apart?
Then it may be time to make original use of the three most important ingredients of email marketing...
Content. Content. Content.
Monday, March 19, 2007
Email Frequency Overload?
In "The Inside Line on Email Marketing" dated Monday, July 10, 2006 by David Baker (How Much Email is Too Much?) he laments the sheer weight of daily email as "out of control." Additonally, he raises the question: "how much email is too much?"
My own inbox presents a daily challenge. How to weight the good from the bad is not so difficult. I've found it relatively easy to sort the spam. Yet, it is difficult to read the opt-in emails I have requested, and give them their daily due dilligence. These messages quickly build up. I have little time to even scan them adequately. Yet, it's not surprising that I value them and want to see them continue, even when I can't give them the time they deserve.
Email marketing popularity is reaching a critical mass. Our clients enjoy discussing the channel while they consider their move into email marketing. They like the idea of the quick hits, rapid response and instant data... and the savings over what they once spent of mailings and printing. But, I think their also waiting. Is it all so safe? Will it continue as the mainstay, the very backbone of digital marketng? And, how much is too much?
As long as it works, we say. As long as it helps you engage, and helps the customer engage in interesting and useful content, then frequency should be a secondary concern. As Mr. Baker suggests, too many repeated messages can numb the customer or even fatigue the list. Yet this may not be so real, if you're sending a high quality mesage with appropriate emphasis (i.e. some repetition on main themes, but keep it reasonable).
We all know what that means.
My own inbox presents a daily challenge. How to weight the good from the bad is not so difficult. I've found it relatively easy to sort the spam. Yet, it is difficult to read the opt-in emails I have requested, and give them their daily due dilligence. These messages quickly build up. I have little time to even scan them adequately. Yet, it's not surprising that I value them and want to see them continue, even when I can't give them the time they deserve.
Email marketing popularity is reaching a critical mass. Our clients enjoy discussing the channel while they consider their move into email marketing. They like the idea of the quick hits, rapid response and instant data... and the savings over what they once spent of mailings and printing. But, I think their also waiting. Is it all so safe? Will it continue as the mainstay, the very backbone of digital marketng? And, how much is too much?
As long as it works, we say. As long as it helps you engage, and helps the customer engage in interesting and useful content, then frequency should be a secondary concern. As Mr. Baker suggests, too many repeated messages can numb the customer or even fatigue the list. Yet this may not be so real, if you're sending a high quality mesage with appropriate emphasis (i.e. some repetition on main themes, but keep it reasonable).
We all know what that means.
Tuesday, March 6, 2007
What Made The Fruitstand Sell?
A short post before I go home tonight. It's been along day. Sump pumps in the morning, my car to the repair garage this afternoon. Websites under construction, in varied states of readiness.
I'm too am ready... to go home. Connect my son's iPod with the iMac (the upgrade to system 10.3 has not gone smoothly). So I'm ready to head for the door. Then all of a sudden I think, "Hey, the Blog!"
So here I sit, thinking of Fruitstands, a.k.a. the fruitstand theory of marketing. Had a thought to add concerning this ancient and venerable theory (something akin to a marketing darwinism). But it ain't quite so just yet. My brain pan is a little bit heavy.
The theory is simple enough: that many business owners think of marketing as they once thought of the lemonade stand they had when they were kids (the lemonade theory?). You set up the stand, place your merchandise on it, set your price and wait for business. Why it's known as a fruitstand theory I can't say. Unless people think of fruitstands as a more grown up substitue for the simple koolaid or lemonade kart. Perhaps fruitstands were an eary model of immigrant success. They were very simple: Sort 'em, stack 'em and price 'em, and you are on your way. (e.g. Dominick of grocery fame started out with a hot dog cart near Wrigley Field).
What I love most is how simple, logical and true to life. So many of our client seem to have the beloved fruitstand in mind when they start out (and some think of it quite foundly as representing their currentl vision).
I don't want to trash it for anyone. Simple is good.
I'm too am ready... to go home. Connect my son's iPod with the iMac (the upgrade to system 10.3 has not gone smoothly). So I'm ready to head for the door. Then all of a sudden I think, "Hey, the Blog!"
So here I sit, thinking of Fruitstands, a.k.a. the fruitstand theory of marketing. Had a thought to add concerning this ancient and venerable theory (something akin to a marketing darwinism). But it ain't quite so just yet. My brain pan is a little bit heavy.
The theory is simple enough: that many business owners think of marketing as they once thought of the lemonade stand they had when they were kids (the lemonade theory?). You set up the stand, place your merchandise on it, set your price and wait for business. Why it's known as a fruitstand theory I can't say. Unless people think of fruitstands as a more grown up substitue for the simple koolaid or lemonade kart. Perhaps fruitstands were an eary model of immigrant success. They were very simple: Sort 'em, stack 'em and price 'em, and you are on your way. (e.g. Dominick of grocery fame started out with a hot dog cart near Wrigley Field).
What I love most is how simple, logical and true to life. So many of our client seem to have the beloved fruitstand in mind when they start out (and some think of it quite foundly as representing their currentl vision).
I don't want to trash it for anyone. Simple is good.