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Posts Tagged ‘email’

Social Media and Email Marketing Will Duel to the Death

Saturday, May 16th, 2009 by Reid Williams

First, let me say that your business should be using both social media and email newsletters as part of your integrated digital marketing plan.

Deciding which one you lean on more heavily, to which one you apply greater resources and expectations, that depends on your target audience.

Both of them, as marketing channels or as basic means of communication in the Internet age, will be around a long time.

But it will be interesting to see if one outlives the other. (more…)

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Posted in WELD, Work | 3 Comments »

Would You Trade 3 Minutes of Your Day for This?

Thursday, May 14th, 2009 by Reid Williams

Forget that your email marketing is an exchange, not just a nudge toward a transaction, and it will doom any effort at digital marketing.

For e-newsletters to work, they better be a fair trade.

Take a hypothetical subscriber, for example. I will opt in to your email messaging if I believe there’s value in it for me. Every time I see your business in my inbox, the subject line should remind me why I continue to subscribe. (more…)

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Posted in WELD, Web, Work | No Comments »

Get Your Email Marketing Out of the Middle

Monday, May 11th, 2009 by Reid Williams

There’s a spectrum of email marketing quality and performance that factors in the content, the design, the the distribution plan and other variables. Some businesses do e-newsletters well, and some fall on the poor end of the spectrum.

But by and large, most organizations fall somewhere in the middle, and I have to wonder if that isn’t the worst place to be.

Wouldn’t it be better to be anything other than mediocre?

I look at it this way:

If I have great email marketing, it’s because

  • The e-newsletter has useful, engaging content
  • The design is clean, complements content, and makes navigation toward my goal natural
  • Multiple, segmented newsletters are sent out on a regular schedule
  • Analytics are used to assess multivariate tests on content, design, product details and offerings, the sales funnel process, etc.
  • The email list is managed constantly

The really bad email marketing does none of this; if there’s no e-newsletter going out, none of the other variables matter and the impact is null. (more…)

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Posted in WELD, Work | No Comments »