Email Design – How to Increase Response
This spring maybe the perfect time to tuneup your current (control) e-mail design.
There are many elements to your design that you can test and improve with a new spring makeover. These include:
- The pre-header the top of the email above the logo
- Header and navigation contains header or unique selling proposition
- E-mail width between 600 and 700 pixels wide
- Call to action – always mention what action you want reader to take
- Color palette – a pleasing design with standard color palette
The pre-header – should include a small message and could consist of a table of contents. You could include a link that leads the reader to your Website where they can read the entire story.
The header and navigation could include your unique selling proposition and what sets you apart from the competition. Do not make the header too large since it could cut down on it’s effectivesness.
The e-mail width will determine if it can be displayed in variety of readers including used by your recipients. In the coming years with the use of the smartphone and other mobile devices to view your emails.
The call to action – always include clear and prominent, whether it’s clicking on a link or to view more about the offer. You could also include a link to Website telling the full story.
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The color palette – keep it basic and use no more than three fonts and three main colors.
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I’m personally writing you because I have a great new FREE report with tips and techniques that you can easily add to your current business.
My new report will suggest ways for you get targeted and more responsive lists without spending more on list selects. ( To get the Free report hit the Click Here button in the right hand corner)
I would be pleased to give you a very quick start course, big picture overview of my new report Boost Sales… Gain Market Share.. . With Focused List Selection, Tips and Tools for Finding the Perfect List.
The best list search can begin by cloning the most favorable characteristics of your current customer base as far as:
- How recently they purchased by credit card online from your Website or store.
- How frequently they shop with you, they’re loyalty and synergy, define and segment.
- Dollar amount they spend, rank by amount of money spent by credit card online.
Boost Your Sales With Lists
Define demographics as far as age, income and geography the preferences, and behavior of this group when purchasing future lists.
If your not able to segment and define your current customers. Than the next step is to test prospective lists.
- The best lists available for e-mail, telephone, or direct mail.
- Setting up mechanisms so that you can capture the response to your campaigns is critical
- FREE mailing list finder tool to optimize and match the best list to your offer
Boost E-mail Response With Social Media
According to a trade magazine marketing consultantcy group, direct marketers are using social media to boost their email marketing campaigns. For internal lists, segmentation can boost campaign results by 100% or better.
The Email Marketing Industry Census found that 37 percent of respondents use email to encourage the sharing of content on social networks, while 31 percent plan to do so.
The survey also revealed that 28 percent of respondents use video content in their emails.
Other findings from the report include the following:
- Fifty-six percent of companies are using opt-in or confirmed opt-in data for their acquisition emails, while 60 percent are using opt-in or confirmed opt-in data for their retention emails.
- Sixty-one percent of respondents said the quality of their databases is the biggest barrier to effective email marketing.
- The percentage of companies encountering problems reaching recipients’ inboxes increased from 51 percent last year to 54 percent this year.
- Fifty-four percent of respondents are now using a hosted email service versus 47 percent last year, 33 percent in 2008 and 37 percent in 2007.
Of those respondents who quantify ROI from email, 50 percent said they get more than 500 percent ROI from the channel.In defense of marketers, Eighty percent of respondents said they do basic segmentation and regular list cleansing. The practices respondents are most likely to do this year include advanced segmentation (42 percent), content personalization beyond name (37 percent) and behavioral targeting based on web activity (34 percent).
Seventeen percent of respondents said their email marketing is “fully integrated,” the same percentage as last year.
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How to Triple Your Direct Mail Response
How to improve your direct response marketing with customer analysis
Develop a strategy that determines who your best customers for retention and lifetime value purposes are.
The first step in the process is analysis and trying to determine your best customers.
You begin this process by looking at their history
Taking that data to predict which customers are most likely to buy your services when they walk through the door or Website.
From this you segment customers most likely to purchase.
From this analysis you are able to develop a mailing campaign and this will be good enough to get a significant return on investment.
Focus on the top 20%….
Since they provide 80% of your revenue.
How do you create a model that is focused on this segment of your database?
With an acquisition strategy…
You start by asking your best customer the right questions….
Like, why did they choose your particular product over the thousands of others on the Internet? You take this information and conduct studies to segment buying behavior of customers to understand how your customers go about buying the products that you sell.
You need to find out more by asking….
- What they watch or read before purchasing
- How they go about purchasing as far as the process
Than you focus your advertising based on the answers that your customers provide. You start by testing your copy that is segmented towards your high value customer (top 20%). Since this is where your return on investment is generated from.
The other factor that you should consider when you consider promoting to this group.
How did your acquire this customer through direct mail, email or Website capture? If you acquired through direct mail than this tells you that they respond well to direct mail and the probability purchasing again is high.
Customer lifetime value
This is retention and determined by the number of relationships that you have with the customer. How much revenue is this high valued customer able to produce over his lifetime in my database? You must score this customer as far as revenue generated and identify if the probability is high that they will purchase again.
Determine if they shop on the internet before purchasing online and develop new products to fit the needs of this customer.
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Hot Direct Marketing Mailing Lists
According to the International Housewares Association State of the industry report, US consumers spend nearly $75 billion on housewares products in 2008.
From statistics gathered from 2009 and 2010 the outlook seems even more optimistic…
The current economy has consumers staying home more and they are looking for ways to simplify their lives. The other added benefits is organizing their home and living healthier.
Most businesses in the housewares market are seeing business going up rather than down like most. The first business to recover the recession will be the housewares market.
Consumers stay home when the economy goes bad and many of the activities that use to be done outside the home are now done inside the home.
More coffee is being consumed in the house and consumers are baking more and meals are being prepared more than two years ago.
The Three Hot Segments within Housewares…
- Cook and bake-ware
- Kitchen tools and accessories
- Table top
Consumers don’t have as much money as before and everyone is staying home and doing things themselves. New trends of fixing up the house and bonding with the kids.
Direct response marketers are gaining greater share of sales online and through e-mail. Direct-to-consumer housewares sales continue to surpass niche players.
According to the International Housewares Association houewares products have gained market share rising from 23% in 2008 to 26% in 2009 closely followed by fragmented group of housewares including home improvements, craft and hobby.
Consumers must see the value…
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In housewares its important that marketers give consumers a high perceived value to their customers. The lower priced items will sell better than the higher prices ones.
Consumers don’t have the discretionary funds they use to have. With a great product, strong message and product demonstration should be part of your housewares campaign.
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List Selection – Pinpoint Your Target Market
List Selection to Pinpoint Your Target Audience
Selects are used, as the word implies, to “select” only the specific segment
of the list that most closely fits your target market.
For example, instead of mailing to a random 5,000 group of Information Technology subscribers, you could mail only to IT job titles or functions like Managers, Directors and Vice Presidents which selects are available varies by list.
Using list selection to target your market more effectively is an important skill and requires an understanding of how selects are derived combined with the art of creative compromise.
The narrower (smaller) or more specialized your target market, the more skill required to use selects to reach your audience. The more select the higher the response and the higher the list costs.
List Type Postal Email Business to Business, Business to Consumer prices per 1000 Response lists can be active magazine subscribers or compiled from vehicle registration through state departments.
List type and estimated pricing per thousand:
- B2B – Response $100-$250 $125-$400
- B2B – Compiled $60-$90 $100-$160
- B2C – Response $95-$170 $80-$300
- B2C – Compiled $40-$100 $85-$110
Selects, as stated above, vary from list to list, but some of the most common business list selects include:
• Job Title or Function – President, Vice President, Production Manager
• Industry – Standard Industrial classification, Retailing, Manufacturing, Government
• Number of Employees – How many work at a particular location
• Annual Sales Volume – In millions of dollars under 5,000,000 is small business
• Geographical Location – select by country, county, region, metro area or zip
• Purchase Influence – preferences
With consumer lists, some of the most common selects include:
• Geographical Location
• Interest or Activity
• Average Order Size
• Age
• Gender
• Marital Status
• Presence of Children
• Income
You can combine multiple selects with AND, OR, or OMIT. OMIT allows you to take all of a particular category EXCEPT the one(s) you specify. Of course, the more selects you add, the more the price increases.
What is more important, the more selects you combine, the more you reduce the number of names available for your campaign. And sometimes you can wind up with too few names to mail.
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So the goal is to choose the minimum number of selects that will sufficiently identify your target audience to ensure that the respondents will be good prospects for your product or service. That is where the art of compromise comes in.
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E-mail List Segmentation
Now small business can use the same strategies that larger companies use to segment their marketing database.
Small business can easily take advantage of simple list segmentation to optimize customer interactions based on past purchasing history.
Many e-mail service providers offer list segmentation tools that allow more targeted e-mail campaigns. Part of the problem is that many small businesses fail to follow-through with the task of creating list segments that will get the highest targeted e-mail campaigns.
Small business can leverage some simple segmenting options by using recent customer purchases, frequency of customer purchases and the dollar amount of customer purchases, the RFM method.
With the e-mail marketing metrics you are allowed to use even more marketing data to work with when testing simple marketing segments.
You can divide your database into 9 separate groups and the first three for recent purchasers that clicked or opened an email 6-12 months, 3-6 months and 0-3 months ago.
Than three for frequency that people have purchased or clicked on 1-3 times, 3-6 times and 6-12 times. Finally the following for monetary purchase. Define low-medium and high spending individuals.
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After that you take cross sections from each group for examples Segment 1, could be purchases in the last 0-3 months, frequency 6-12 times and monetary is high value. Segment 2, recent purchase from 3-6 months, frequency 3-6 times and monetary value medium and finally Segment 3, is recent purchase 6-12 months, frequency 1-3 times and monetary value is low.
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Your Hidden Assets – Email Retention
Many direct marketers discovered…
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How to Buy the Best List
When Using selects to find the best lists
for your business you are only looking for a specific segment of the lists that closely fits your market.
For example if you are information technology certified education provider instead of mailing to the entire list of Information Technology subscribers you would instead mail to titles like Information Technology Managers, Directors and Vice-Presidents.
Using these selects to pinpoint your target audience is an important skill and it requires and understanding of how selects are derived. the narrower or more specialized your target market, the more skill required to use the selects to reach your audience.
Business Lists selects include:
- Job Title or Function
- Industry
- Number of Employees
- Geographical Location
- Purchase Influence
Consumer Lists:
- Geographical Location
- Interest or Activity
- Average Order Size
- Age
- Gender
- Martial Status
- Children
- Income
The more selects you add, the more the price increases on the other hand the more selects you combine the more you reduce the number of names available for your campaign. This reduces your lists counts and you may not have enough for minimum order requirements.
Set Goals
To choose a minimum number of selects that will identify your target audience to ensure respondents will be good prospects for your goods or services.
Examples could be Information Technology certification teacher that certifies Information Technology managers to upgrade their skill set by attending a two-day seminar for IT certification within 10 miles from their place to work. You would then select lists with a Standard Industrial Classification of Information Technology with a title of Managers, Directors or Vice Presidents working at major fortune 500 companies within 10 miles of UCLA campus in LA.
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Timothy Little – Marketing Consultant with over 15 years of successful direct mail and database marketing experience!
Service Description
* We will customize and write a strategic marketing plan based on your competitive edge and Unique Selling Proposition
* The Free marketing audit is focused on your hidden assets can be done by phone or fact to face.
* The marketing audit will save you between $10,000 – 100,000 in advertising costs
* We will help you to discover your assets and grow your business in several ways Guaranteed.
* Develop selling skills to increase sales
Marketing plan development with a focus on your unique selling proposition including market needs, demographics, analysis, strategy, break-even analysis and marketing budget. I have innovative database techniques to increase response rates with testing and analysis.
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Email address: Tim G. Little
References and Project Portfolio will be Provided on Request
Webcast Marketing – Lead Generation
Virtual Events are becoming essential for event marketers
since the economy was the driver to escalate virtual. Marketers are looking to expand their ROI. The Internet is having a huge impact on every type of business including direct marketing but no where is that more evident than in the events marketing area.
The latest trends are expanding the length of each event. The reason for this trend is because of the economy and the need for event planners to extend the reach (the prospects) a long with producing quality leads.
Making these seminars available 365 days per year on Website, there for attendees can attend during a time that fits better for them. The shows are constantly available and attendees can nurture relationships and create evangelists for their products or services.
Constantly updating the virtual environment and providing new material on a regular basis is the marketing pull. The new information gives people a reason to keep coming back to your Website.
They can come back and spend some time on your site to get the message. This will build the retention of your customers and increase the lifetime value since the selling cycle is continual.
You need to have lots of new content and do some webcasts roudtables going on so there will always be something going on.
Measuring the lead results
You learn more about the attendees and what their doing as far as interests and goes beyond address information and e-mail. The fact is that users spend much more time engaged with the company they are online. The tracking you can do is well beyond anything you can do at a live event. With views of video, document downloads, and you can even go much deeper into the logs.
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FREE eBook “Boost Sales With Lists”
