The Easy Way to Nurture Your Leads
It’s been a busy day today. I have to admit, it was hard for me to make time for this article. However, this newsletter is one of my most important marketing tools. I know, as a marketer, it’s critical for me to nurture the leads I get. These leads may not be ready to buy from me right now, but if I can stay in touch with them on a regular basis, then when they are ready to buy, I’ll be front of mind. Luckily, I have a secret weapon that makes creating this newsletter breathtakingly easy. It’s my editorial calendar. Magazine editors have been using editorial...
read moreLatest Email Marketing Trends
I love knowing what other marketers are doing. Why reinvent the wheel, right? Email marketing, in particular, always seems a little murky to me, so I try to stay on top of what’s going on in the market. On its surface, the concept of email marketing is simple – create an email and send it out, cheaply and quickly, and watch the leads roll in. But in practice, it’s anything but easy. The email marketing provider Lyris has some excellent white papers on the subject, and I’d like to share with you some of their top email marketing trends you need to know. 1. Catch and...
read moreAn Email Marketing Strategy to Build Relationships
Relationships. That’s the name of the marketing game these days. We all know that customers are more likely to buy from suppliers with whom they have a relationship. But how do you build and nurture that relationship? I’d like to share with you an example of REI’s email marketing strategy to build a relationship with me, their customer. If you’re not familiar with REI, they’re a retailer and established authority for outdoor recreational equipment. They’ve got all the gear you never knew you needed for just about any outdoor sport. And if you have a question or need...
read moreCAN-SPAM: Are You Obeying the Law?
You’d never intentionally spam anyone. But that may not matter. According to Marketing Sherpa’s 2008 Email Marketing Benchmark Guide, 21% of business professionals surveyed said they use the “spam” button to unsubscribe from lists – regardless of whether they opted in to the list in the first place. And 39% said they use the “spam” button often or very often. So how do you avoid getting reported as a spammer? What does the law say? In December of 2003, Congress established the Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM). This law...
read moreGive Your Newsletter More Focus
Do you have a newsletter? If you don’t, you should. I can’t think of any industry, any company, that wouldn’t see some measure of increased lead generation and customer retention with a well-written newsletter. The trouble is, there’s a lot of lousy newsletters out there. Several things differentiate the great newsletters from the mediocre, but they all boil down to one key point the writers of the best newsletters already know: to produce a newsletter that generates results, you must compellingly present information the customer actually wants to read. This...
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