Email Copy
Email is everywhere and here to stay…
The ultimate mission is to open doors and get the appointment or make the sale as a lead generation tool. Many coaches and trainers will tell you that you should make your email message look like a personal letter as a way of standing out from the competition.
Here are three proven ways you can use that will make email seem more personal and more effective as a prospecting tool.
Write a email that you would like to receive. There is something special about receiving a nice email. Your goal is to write one the executive will remember. It doesn’t have to be full of issues that you can solve, it could be a letter of congratulations for an accomplishment that you heard about for example…
Congratulations on the opening of your new location. In today’s competitive market. it’s exciting to see such growth in your city, please think of me for any of your computer support.
You could also tease with an idea you’d like to share:
Congratulations on the success of your practice. I seen you advertisement in Advertising Age magazine and it looks great. I’m sure it will be very successful for you. Your advertisement caused me to go to your website to learn more. I think it could be effective in reaching the top 20% of your highest paying patients.
Integrate your approach
Emails are never easy to respond to as a voicemail, so follow-up with a phone call and than a letter. People respond differently based on their personal preference. Make it easy as possible for prospects to thank you for the nice email message you wrote and show appreciation by setting up an appointment.
Consider to send a fax Fax messages are not nearly as common as they we’re 10 years ago a nicely typed out fax message will get the attention of the decision maker and using a series of faxes will really stand out.
One cold call or email is never enough so always be testing a series of integrated messages that you can test to see which net the highest response level.
World Famous Direct Marketing Copy Writer
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Testing Your “Call To Action”
If you do not include a solid call to action, than your copy will be weak and the response to your offering will decline.
You need to tell your customers the next step they need to take. And just as important, without a call to action, your marketing materials fail to create a sense of urgency.
Without telling your audience exactly what you want then to do they are left with no direction and no urgency, you’ll probably receive little or no return on your investment.
Of course, if you have been using direct mail marketing even for a small time, you probably already know the importance of a solid call to action, but you may be wondering how, exactly, to write one that works.
Every call to action must be customized tested and perfected for a specific campaign, you must use your creativity and test several call to actions for every situation.
Keep in mind, though, that to reach “expert” level, you will need to test, test, and test some more before you find that perfect phrase that will generate the highest ROI for each marketing campaign.
The History of “Call To Action”
The first thing to remember when you write a call to action is the introductory verb you will use. The very first word of your call to action should be a action calling verb.
Keep the verb short and to the point, such as read, call, and click. As the video explains. Describe what you want them to do, and do so with confidence.
Give them a good reason for the person do something. Tell her how to accomplish whatever you’re telling her to do. “Call now, then display the phone number at the bottom of the screen. If your call to action is delivered email or Internat link customers to the appropriate page, or, even better, use a fancy call-to-action button. Depending on your market, customers might feel much more excited about clicking on a large, shiny, colorful button than a boring, everyday link.
Only give your customers one option to order with a limited time offer otherwise, they will most certainly talk themselves out of the purchase.
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Direct Marketing and Call To Action
Direct Mail Is Back
Have you been paying any attention to your mailbox lately?
The reason… direct mail marketing is back and doing well and this indicates that direct marketers are getting better responses than in the past. This is good news for the USPS and everyone knows that they really need some good news these days.
Regardless of the communication channel, the function and objective of direct response remains the same after all these years—a means of commerce allowing businesses and nonprofits to showcase their products, services and needs directly to customers around the globe.
What has changed is the methods used to generate direct response like CRM programs and relationship management methods. Direct response channels continue to evolve, whether they are outbound channels carrying a brand message or response devices for placing one’s order.
Direct response has grown to include envelopes and selfmailers, postage-paid mail, toll-free numbers, direct response radio and TV infomercials, as well as a host of new emerging digital technologies, including email, banner ads, search, digital targeting, webcasts and videos, PURLs, and QR and other 2D codes, with many more yet to come.
The New Normal
Unlike in other economic downturns, the most recent had become a marketer’s new normal. Starting in 2007, as the US entered its own economic turmoil, marketers were faced with paper cost increases, fuel surcharges and multiple postage rate hikes. Many marketers had become more cost conscious, and, as a result, many made drastic cuts and budget reallocations to new lower cost digital channels. This resulted in significant decreases in direct mail spending, as evidenced by lower mail volumes from 2007-2009.
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Lead Generator
Give your website visitors the opportunity to build a mutually satisfying relationship with multiple testimonials, case studies, and the like. You will grow your digital model by adding written and video testimonials, you significantly improve your lead generation efforts.
The information seekers
These people are looking for information Your website helps educate prospects by calling attention to their information hunger using a yellow call-to-action button that highlights the precise information that will feed there hunger.
Don’t forget the offer stupid! — one low risk, one no risk Providing a variety information seekers content in a variety of formats is also critical. For example, video content has proven to be an effective conversion enhancement mechanism.
Get your prospects involved!
Know you customer by past purchase history, gender and niche. They are getting to know their visitors and their customers to provide a very personal website experience. But you don’t need to have access to the kind of customer data those big players have to deliver a personalized homepage experience.
Arm yourself with personal information about your website visitors, offers and lead nurturing content can be better personalized. You can also offer content targeted to specific roles, vertical markets, or product applications. Adding profiles that customize the visitor experience and provide personalized content delivery based on the stages of the buying cycle are they tire kickers or do they need it now? Will have a significant impact on your visitor-to-lead conversion process as visitors begin to feel that you know them, understand their needs, and as such are the best-equipped company to help them.
Be Social
If your site isn’t social sharing-friendly, you are missing out on a lot of additional traffic and a lot of potential leads.
Viral sharing modules…to all aspects of your interactive marketing program, including home pages, landing pages, email campaigns, and blog posts. This includes not just the modules that allow visitors to share your content, but to also become your fans and followers on your social media accounts.
Recent data shows that there are more people using smartphones to access your website than personal computers. In the next two years, Mobithinking reports that 1 billion people globally will access the internet on a mobile device. ”
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Direct Mail Control
One of the greatest features of direct mail marketing is your ability to control and improve every aspect of the direct response medium.
As the creator, you are in total control and when starting out If you use direct mail, one of your biggest challenges is beating the control in a A/B split test. Your testing your control package, this is the direct mail piece that has been used in the past that has pulled for you. Now you are testing a new version of the control to increase the response rate.
When trying to improve your control package you may use random formats, offers or creative approaches, and the package that nets the most response becomes the new control package. The first step when launching any new direct mail marketing campaigns is to first write a plan on what problem your trying to resolve or what goals are you trying to achieve.
If your trying to cross sell or up-sell to your current customer base be clear in writing your objective and target segment and what response you hope to break-even on.
Analysis
Look at the control and the history of it’s performance, has the response rate decreased steadily each year when you mail it at the same time? Have you tested different offers, is your copy compelling and does it ask for a call to action? Remember to define success is it break-even in costs, or breaking records in new subscribers, members or customers.
Then look at the numbers — response rates, conversions, ROI, cost per customer, etc. Arrange tests chronologically or by response. Do you see a pattern? What has worked and what has not? Why?
Try to define why the old control doesn’t perform as well and what tweaks did you make in the test that made it out perform your control. The acquisition package is getting a good response and has beat out all contenders, but the ROI could be better. The package must be made more cost efficient while maintaining the current response and conversion rate.
Analyze your new control or think you can do better, go back to creating for a while. When the deadline gets close or when you stop generating useful ideas, move on. Try to figure out exactly which change you made that improved the response level of the control This is the one you will develop.”
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Email Marketing Still Best Choice
As for its effectiveness marketers prefer emails in acquiring customers and nurturing prospects, these approaches are completely different and include frequency as well as opt-in best practices—or lack of when acquiring new customers.
A new BtoB study based on an online survey of 332 b2b marketers in December and January. It found that customer acquisition, cited by 32% of respondents, and lead nurturing (27%) are the two primary goals of email programs.
The survey found marketers approach the frequency of their email blasts in different ways. Many marketers worry about mailing to their customer base too often.
Email is still the best marketing choice, but just like with direct mail it’s about quality versus quantity.
When you have new products coming out, but I’m not going to spam people with ineffective emails.Marketers feel they face significant challenges in growing opt-in contact lists. The survey revealed that opt-in practices are far from ideal and may sometimes threaten the viability of entire campaigns.
More than half of all marketers said they build their email lists with opt-ins, many send out unsolicited emails with no prior opt-in approval at all, and the few who use rented or sponsored lists said they thier that the recipients have opted in.
Such customer behaviors as registering for a webinar or downloading a white paper are the most common actions that prompt an automatic follow-up email.
Auto response when customers purchase an item or service from you linked to whatever is going on with our site,” said Rachel Rodenborg, marketing manager at Insite Software. “If someone searches for us or our products and winds up on one of our landing pages, we’ll generate an automated response.”
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Email Marketing – Obama Machine 2012
The GOP email marketing campaigns are varied in approaches.
Romney’s campaign approach is classic email marketing in comparison to Santorum’s messages are more personal notes and breaking news stories.
The GOP doesn’t have a prayer next to the Obama presidential marketing machine.
This is why
The Obama campaign is now emailing it’s 751st email that began back in March of 2008 that was titled “What Happened Today”
Since last year, I requested to be put on the Obama e-mail list. I have saved all Obama organization communications and I know that anyone that knows anything about campaign direct marketing knows that the Obama has one of the most successful outreach to voters by any politician in american history.
Kick-Ass Database Marketing
Since 2007, the Obama campaign has built a 3.1 million supporters and raised more than $700 million, surpassing what all other candidates from both major parties combined.
It doesn’t matter if you like Obama, if you are in any type of business, consumer or business to business and you do not watch how the Obama machine communicates with it’s constituency and prospects by email than you have a lot to learn about the great communicator.
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SMS Marketing
SMS is the Best Mobile Marketing Channel
With 87% of population of the US population owning a cell phone more companies and organizations use the medium to reach out for prospecting and communication with current customers.
SMS is the most effective channel for direct marketers because of its simplicity, expense and response levels. Virtually all phones are SMS capable, the channel can be reached by 5 billion subscribers worldwide.
Consumers worldwide will send more than 7 trillion SMS messages in 2011 and this creates a huge opportunity for marketers. It is estimated that 500 messages will be sent out by the average consumer. Ninty-five percent of cell phone users have SMS built into their agreement compared to 40% of all email solicitations and 90% of all test messages are read within three minutes of delivery.
Companies are using short code mobile marketing because it delivers personal, and actionable content to a target group that has opted to receive the message. Short code is 5 or 6 digit carrier-approved number that mobile phone subscribers use to send SMS messages.
This interaction helps both consumers and companies for establishing a relationship that is two-way. Short code campaigns are growing in popularity because of their simplicity and outreach. Many event marketers test short code in marketing campaigns to test different response rates.
TV commercials that direct viewers to a Web site to register for a contest and giving viewers the option to test messages in short code. Short code direct marketing campaigns have generated a triple response rate over other channels and short code will generate a much greater response of total entries when tested.
Campaign Mix
Mixing SMS with direct mail, TV, email and web will give your marketing a larger push and will create a bigger response since your covering all channels that your target market is most likely to be involed in.
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Where’s The ROI In Social Media?
Does Social Media Produce ROI?
If your business is going to put the time, effort, and attention into social media marketing, it would be nice to think we’d actually get some sales out of it.
In other words, we want a return on our investment.
Everyone is looking for how to improve the ROI of their social media marketing.
Social media marketing is never going to produce an ROI. No marketing will.
What’s the point of even doing marketing if there’s not a return on the investment?
Organizations create entire processes around the idea of measuring this performance index, all so that marketing professionals can “justify” their activity.
The truth is, marketing will never produce an ROI.
Marketing will never produce an ROI because ROI = A positive gain from investment – costs.
A pure definition of ROI is simple to quantify.
The problem for marketing professionals is that marketing activity is not an investment.
An investment is an asset that you purchase and place on your financial statements. Like an office building or a computer system. It’s something you could sell later if you didn’t need it any more.
Marketing is an expense, and goes on the Profit & Loss statement.
Unless your organization is cheating on its balance sheet every marketing effort you pursue is an expense in time, money, and resources … it’s not an accounting asset.
But the bigger question is why do so many people use the term ROI and marketing together? The answer to this question provides insight into how an organization views the role of marketing.
What is the ROI of email?
Quick, calculate the ROI of using email within your organization. Not email marketing, but just the emails you send back and forth to get things done.
If you are like most, you don’t know. You probably don’t care.
But the absence of email in your organization would lead to more harm than good. Its “gain” is not so much a measurement of return but an implicit cost of being in business.
Unfortunately, this is not the same view shared by people who use the term ROI when they’re talking about marketing.
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NEW USPS Mobile App
WASHINGTON — The U.S. Postal Service has launched a new mobile application for iPhone users that allows them to use the device’s camera to scan barcodes on shipping labels for quick, easy and convenient tracking of their packages and other mail.
The application stores the label numbers so customers can easily recheck the status of their shipments. The scanner function is available on iPhone 3GS, iPhone 4 and iPad 2.
“Whenever and wherever they are, customers can check the delivery status of their shipments by simply scanning the barcodes on their shipping label receipts,” said Kelly Sigmon, vice president, Channel Access. “Millions of Americans are making mobile devices a part of their daily lives, and we’re providing solutions that meet their needs.”
Users also can use the new app to schedule a free next-day carrier pickup of their packages. “After scheduling a next-day pickup, customers will get an email confirmation when the request is made, when the package is picked up, and when the pickup request is modified or canceled,” said Sigmon.
Since launching in Oct. 2009, the Postal Service iPhone application has been repeatedly ranked as a top-10 free business application. The latest version has a new home screen with icons directing customers to available services. In addition to tracking packages and scheduling free package pickups, customers also can order free expedited shipping supplies and view retail and online prices.
When ordering free expedited shipping supplies from their iPhones, customers can choose from Express Mail and Priority Mail boxes and envelopes, select quantities desired and save a record of the transactions.
For added convenience, the new mobile app allows customers to access to their saved contact lists on their iPhone or iPad device.These new features build on services already available through the Postal Service’s online mobile technology, including the ability to locate nearby Post Offices and find a ZIP Code. Postal Service mobile apps also are available for BlackBerry and Android. More than 3 million people each month use Postal Service mobile apps. Go to usps.com/mobile to learn more about these mobile solutions.
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