Email Marketing What you need to know

Email Marketing - What you need to know.

 

This is a great info-graphic (What is Email Marketing, created by Arjan De Raaf, posted June 30, 2012) that has been passed around and pinned/re-pinned on Pinterest recently. Email marketing is a common tactic, though often done poorly.  


Used effectively, email marketing will keep your customers and prospect engaged and informed. Like all other forms of engagement, to be effective, it is most important to start you email marketing program with a strategy.  


Because of the transition from outbound (broadcast) to inbound (search) marketing, having an effective email program that utilizes opt-in permissions is a must, especially for small and medium size business.  The concern I hear most is the investment. We just discussed this at our local networking group and really, the investment in time to set up the program, segment your email lists, recognize what gaps exist and put a plan in place to effectively communicate with all the various groups is an investment in time that will constantly reward you down the road. 


The numbers in the info-graphic back up the need; 74% of commercial users, prefer email for their communication needs, 58% of consumers check email first thing in the morning (are these reflective of you, be honest, your the only one looking). According to the Direct Marketing Association (US), the return on investment for email marketing in 2011 was $40.56. This is far superior to most marketing efforts. To achieve these numbers, your email needs to be attractive and relevant. By relevancy, we mean that your email has meaning or value for your audience.  

The key is your plan. Understand who your audience is, what you are trying to achieve with your email program (lead generation, awareness, customer service, new product education, etc) and how do you want to make your email attractive (compel the reader to take action).  With your plan in place, your email audience will know what they are going to get from you and how easy it will be to engage.


Hope this helps. I've included some other resources that you might find of value. 

Gordon

Additional Resources:


Email Marketing Power - A blog I wrote for TDG Marketing Inc.

Email Recommended Best Practices - Industry Canada's Email Marketing Best Practices (Reduce Spam)

Creating a Good Email Marketing Strategy - Ed Henrich published in ClickZ

Email Marketing Services Comparison - Published by Top Ten Reviews - I've included this as a reference only and encourage you to do your own research to find the system that best suits your needs and desires. Please utilize your networks to find out experiences from your trusted sources.

Encouraging Creativity - Spencer and Pinterest

I work for a full service marketing and advertising firm located in Brantford, Ontario.  I also have a wonderful son, who within a few weeks will be turning 10.  Ever since Spencer's be able to walk, he's been included in my work endeavors.  He learned social responsibility and acceptance of others while I worked to raise funds for a local charity as the development officer.  He took part in volunteer activities, in fact for the last three years, he's had more fun setting up Easter Egg hunts for other children, than hunting himself.

Since returning to the pure marketing world, Spencer has become ever more interested in video production, web and graphic design.  When we were looking at adding a "Fun Friday" post to our social media efforts, Spence really wanted to pitch in.  


Spencer created the scenario and with a little guidance, decided on the topic for discussion.  As he's only 10 and we weren't sure if we'd be allowed to actually use the materials corporately, Spencer decided to use some of his stuffed animals as his actors (they work real inexpensively).  Unfortunately, for the viewing audience, he drafted me to be the other participant and after much coaxing (okay none really) Joan stepped in to act as our director and videographer.


The topic was the latest social media trend - Pinterest. Spencer had heard of it but really didn't know what it was all about.  He enlisted Pollie Bear as his interviewer and Pierre Panda to be his guest social media presenter.  Pollie's job was to get Pierre to share with the viewers, what the viewers needed to know about Pinterest and why they should get involved.  After seven takes, we had something that Spencer was happy with (besides his curfew was fast approaching for bedtime).  


We won't subject you to that, but instead would like to share a couple from our "blooper" file.  As a father, the best part was playing with the family, as a listener, the best part is Spencer's laugh - one of the world's greatest sounds.

This is blooper number 6 and we've entitled it "Fallen".

Blooper number 2 "Audience" 


Hope you enjoy and thanks for obliging. 


Gordon

10 Favourite Social Media Reads of 2011

Listed below are my favourite reads about Social Media from 2011 (The list is alphabetical by author) .  All of these authors have shaped the way I view and practice social media.  For the social media junkie on your Christmas list, any or all of these titles will be valuable additions to their collection.

Social media is evolving consistently; witness the new platforms for Twitter, Facebook, the launch of Google+, the evolution of Instagram and so much more and these titles will help you stay relatively up to date.  A couple of the titles  on this list focus not only on the mechanics of each of these tools, but how to select the best/right platform for your needs.  Whether you're a Fortune 500 company; a Mompreneur, a solo-practitioner or just a social animal connecting with your tribe, the advise, guidance and information in these volumes is worth the investment of time to read - in fact, like me you'll find yourself revisiting them often.

Enjoy.  Please share with me any that you feel I've missed and are must reads.

1.  Inbound Marketing, Get Found  ....  Halligan, Brian and Shah, Dharmesh

2. Duct Tape Marketing, .... Jantsch, John 

3. The Social Media Business Equation .... Orsburn, Eve Mayer

4. The Tao of Twitter ....  Schaefer, Mark W. 

5. Maximizing Linkedin .... Schaffer, Neal 

6. The New Relationship Marketing .... Smith, Mari 

7. Engage, Revised and Updated .... Solis, Brian

8. The End of Business as Usual .... Solis Brian

9. Social Media Analytics .... Sponder, Marshall

10. The Facebook Marketing Book .... Zarrella, Alison and Zarrella, Dan

Bonus Reads:  One that was published prior to this year but is a fundamental read and the other that as Chris Brogan stated in his recommendation; "Blanchard is demanding.  He won't allow you to flip through this book, nod your head, and leave.  If you're in, you're going to have to invest to get your rewards."  Chris Brogan, president of Human Business Works

1. Social Media ROI .... Blanchard, Olivier 

2. The New Rules of Marketing and PR .... Meerman Scott, David

Hope you enjoy them as much as I did.

To get these titles in Canada:
20% Off Kobo eBooks with code "June20off"

This offer is valid until December 31, 2011

My Virtual Mentors

As the Director of New Business Development for TDG Marketing Inc., www.tdgmarketing.com, one of the greatest challenges is keeping abreast of the ever evolving channels to help deliver powerful integrated marketing programs for our clients.


I've been fortunate to have found many great virtual and written mentors, leaders in Social Media marketing for business.  My top ten marketing guru's + 1 are (alphabetical order):


Andres Silva Arancibia (SmmMarketing Magazine) @andressilvaa


Ann Handley (co-author "Content Rules") @MarketingProfs


C.C. Chapman (co-author "Content Rules") @cc_chapman


Chris Brogan (co-author "Trusted Agents") @chrisbrogan


Dan Zarrella (author "The social media marketing book") @danzarrella


David Meerman Scott (author "The new rules of Marketing and PR") @dmscott


Eve Mayer Orsburn (author "Social media for the CEO") @LinkedInQueen


Laura Fitton (author "Twitter for Dummies") @pistachio 


Mari Smith (author "The new relationship marketing") @MariSmith


Neal Schaffer (author "Maximizing Linkedin for sales and social media marketing) @nealschaffer


Susan Gunelius (author "30 Minute social media marketing") @susangunelius


To all of these very generous leaders, I owe thanks.  This is not an exhaustive list but I wanted to share my appreciation for those that have helped to direct my activities, expand my knowledge and improve my efforts to help clients, colleagues, community members, and friends make an emotional connection with their key stakeholders.


More to come, thanks for reading
Gordon


To find out more about the above you'll find them all at www.twitter.com