Archive for April, 2010

1. Two critical elements influencing email deliverability can be summarized by sender reputation and content relevance. An email sender’s reputation is developed over time by sending consistently to well-managed distribution lists. This is then further influenced by producing content that is highly targeted and relevant to your audience.
2. If your email marketing vendor supports Google Analytics tracking, convert your web links so you can track all the different pages of your website that a customer or prospects visits after they click thru from the email.
3. Before launching an email blast, make sure you test in different email browsers such as Outlook, Gmail, Yahoo, etc. Consider testing this tactic: a week or two after you send an email blast download the non-openers and send them a second email with a different subject line. Make sure, however, that you suppress the openers.
4. When writing an email blast, put a call-to-action button at both the top AND bottom of a piece, and make some of the text clickable throughout the body copy. That way whenever the recipient decides to click through and take the offer, they won’t have to scroll up or down to find a “submit” button. Make it ultra-easy to respond at any time throughout the email.
5. If your headline in an HTML email is a graphic and contains the offer, make sure you re-state the offer as the first line of text in the body copy. Some browsers strip out graphics in an HTML email, and if your offer is in the headline that gets stripped out because it’s part of the graphics, then the recipient will not immediately know what the offer is. They shouldn’t be expected to read the whole email before the offer is repeated again in the footer. In general, you should design HTML emails with more copy than images because many email browsers nowadays are automatically blocking images.
6. If you are B2B, keep in mind when creating email campaigns that many professionals use the preview pane. As a result, try to put your offer at the top of the email. You should also keep your subject line to 50 characters or less.
7. If you have the data to do so, consider segmenting your email file into the 4 time zones. This will enable you to accurately test and find out exactly what blast time produces the best results.

1. Based on our experience, PURLs work best for lead generation, not for directly selling something. We encourage you to test, however, because you might get different results based on your product or service.
2. Instead of using an existing domain for a PURL, register a brand new one. This enables you to get very creative and brand your campaign. Simply use Go Daddy’s bulk registration tool to type whatever domain ideas come to mind and then see which ones are available.
3. Make sure you optimize the response form on your PURL landing page. Only ask the questions that are 100% necessary. If there’s information you can get from them after they respond, then don’t include these questions on the form. The path from visiting the landing page to clicking the “submit” button should be as easy as possible.
4. Your PURL landing page should be very relevant with swapping out copy and images. If your PURL vendor can do it, customize the thank you page and thank you email as well. Doing so keeps the relevancy momentum going from start to finish which makes the campaign more effective.
5. Regarding your PURL landing page, aim for relevant, clean and simple. And don’t include distractions like external links unless you absolutely have to, and if you do, make them open up in a new window.
6. A PURL gives you valuable data: who visited the PURL and responded, who visited and didn’t respond and who didn’t visit at all. Make sure you’re using this information to the fullest by personalizing your follow up to these different segments.

1. Customers prefer the look of foil over paper by 16%. Increase your response rates by using silver or hologram labels.
2. Choice depresses response. People are already faced with the choice to respond to a direct mail piece or not, so to give them a choice of offer, a choice of premium or any other thing that makes them stop and think, they are that much more likely to set the piece aside to deal with it later and never get back to it.
3. You have 15 seconds as they are poised with their mail over the trash can to make an impression, so if they take the time to actually read your piece, you want them to immediately say “YES!”, not “I wonder which would be better?”. That being said, the one place where choice does help close a deal is to give the
4. recipient a choice of how to respond — via mail, phone, online, or even fax. Make it convenient for them to say YES and your response rate will improve!
5. Many clients come to us with existing corporate identity that is limited to one or two pantone colors contained in their logo. When designing 4/color work for these clients, it is helpful to “extend” the palette. Using their existing chips as the core for the primary palette, arrange additional chips which extend this primary palette to 4 – 6 colors. These should match the core colors in balance and intensity. Lastly, find swatches that compliment one another and envision this palette working within your design.
6. Some of the most attractive designs are built around a great photo or illustration. When selecting imagery, good designers will always read the copy. Images should support the copy and visually communicate the concept. Gratuitous imagery, while adding visual interest to a design, will usually “muddy” the communication if not tied in some way to the copy. The one exception to this would be the use of backgrounds to add depth and texture overall. Lastly, try to find different and interesting ways to crop photos/illustrations in a layout, i.e. get out of the “box”.
7. White space is your friend! Yes, it’s true… When your audience’s attention needs to be captured within seconds, there’s nothing like a message or image that’s crystal clear and easy to read. Try expanding a piece to multi-page rather than cramming everything into your design. Less visual noise = more visual power.
8. Create your own brand guidelines. Consistency and frequency is key to successful design and marketing. Start with a general set of rules that define even just the basics: color palette, font style and size and the type of imagery used. When used consistently over the long haul it becomes an extremely important and effective tool.
9. Be inspired. When you see something that is visually appealing – clip it, bookmark it, file it and remember it. Realize what made you stop when you first saw it…did it make you smile? Did it get you thinking? Don’t be afraid to use your emotions in your design tactics to create your own inspiring piece.

By Jacob Malewitz

Facebook is primed and ready to break open the social media market. Everyone is on Facebook, but how can you get leads, clicks, and buyers on the social network?

The good news is, the demographics for Facebook and your potential marketing audience are staggering. You need not be a genius to market to 350 milllion subscribers who visit the site often several times a day.

So what ways can you market with Facebook? This guide shows you how, with all free ways for Facebook marketing.

The Online Community and Facebook Marketing

First, the best way to implement Facebook marketing is to create a complete online experience. In order to create a brand, especially online, you need to create a user experience. They need to be entertained, shocked, overjoyed, and curious.

The Profile Page and Groups

Your profile page and the option to use groups are two dynamic, free Facebook marketing options. After all, you can do a lot with both. The group feature may be the best, as it reminds Facebook users to constantly come back for news and updates. With the profile, you give a first look to your company by new users; they can choose to come  back or never visit again, so make it rewarding with pictures and interesting info about your company. For groups, regular updates and specials on your products and services keep users coming back for more.

Marketplace  for Facebook Marketing

Facebook Marketplace is a another free way to engage and sell. While it used to be a place for college students to sell items like games or books, now it’s for smart businesses who offer special deals.

Networks

Networks narrow you down to industry, location, and many other ways to get users interested. This too is free, and all too often companies skip this. Many do go on Facebook looking to buy, either in their specific industry or in their neighborhood; with Facebook’s networks, you can sell to them.

Inbox and Email Marketing

The inbox allows an almost quasi email marketing plan to go into effect. You can send out mass emails to contacts, but not everyone you want. You can also send direct messages to anyone on Facebook. For B2B businesses, it’s even more powerful, as you don’t need to send huge masses of emails to sell one product. And for freelancers or contractors, it allows you to show interest in a company who may not be hiring full time employees.

These are just a few ways to market, for free, with Facebook. So what really is Facebook marketing? It’s the social media strategy to market your company, find new customers, and network with former customers.