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Posts Tagged ‘E-mail’

Have You Nudged Someone Lately?

August 3rd, 2011

Maria Helm

As I was getting ready for work one morning about a year or so ago, I was listening to Good Morning America. They did a segment on the book “Nudge”, co-authored by Cass R. Sunstein and Richard Thaler. The book was written in hopes of making small, little behavior changes to help benefit those who have a hard time losing weight. The idea behind the book, according to Richard Thaler, is a nudge which he describes as any small feature of the environment that captures our attention and changes our behavior – tiny and painless cues that can influence people to make better choices

Now, how does nudging relate to marketing? Nothing is more frustrating than sending out a regular email campaign only to find out through your email provider report the number of high unopened emails and low click-throughs. This may be discouraging, but not to worry. Even if your subscribers don’t open your email, its presence in their inbox leads to a solid impact on brand awareness and sales. The act of influencing your audience through the understated impact of unopened emails is called nudging. Here’s how it works:

As the recipient scans her inbox, she decides what needs attention now, what can wait and what she’ll delete without reading.
Even if your recipient doesn’t open your email, seeing your brand name in the “From” line and your pitch in the “Subject” line can influence her buying decisions. So, write powerful subject lines that encourage recipients to take action.

What types of “nudges” will you make with your marketing campaigns?

Photo Credit: mindgraph

Posted in Marketing

Tags: E-mail, Marketing, Nudging, Pitch, Tips

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Achieving Success with Email Marketing Sign Ups

February 23rd, 2011

Maria Helm

In the less than 1% chance you hadn’t noticed, consumers and business clients alike have lost all tolerance for spam. Firewalls are going up everywhere. Software applications and ISP providers, now police junk mail. Families and businesses are installing filtering devices. Legal controls have also kicked in, such as the 2003 CAN-SPAM Act. But even when following the letter of the CAN-SPAM law, which restrains but doesn’t outlaw spam, e-mail marketers may still antagonize thousands of their potential customers by using unscrubbed, bulk e-mail lists.

To effectively harness e-mail marketing these days, you need to first secure the recipient’s prior consent, a nod of interest. You should be using only permission-based, “opt-in” lists.

There are many smart ways to motivate customers to sign up for your e-mail marketing newsletter or messages. These strategies can build the kind of lists that fuel results.

1. Identify the customer need — and then fill it. People will give up personal information only in exchange for something they value, whether that’s your must-read, in-the-know newsletter, unique entertainment, or dibs on buying the latest hot release. You need to research what your target customers consider valuable and compelling. And then deliver it. Be sure to make it clear that you indeed have what they want.

2. Target your messages.If you sell bicycles, you wouldn’t advertise in a cooking magazine, would you? So how come so many marketers send out bulk messages to bulk lists? It’s mostly because e-mail marketing is so cheap that mailings to thousands become tempting. Spend some time finding out which customers on your list are bicycle mavens and who also happens to love cooking. Then segment your lists and messages accordingly.

3. Make it easy to sign up. An invitation to join your e-mail list — along with the benefits it offers — should appear everywhere your marketing does. Put an opt-in form on the home page of your Web site. Every time a salesperson talks to a customer, ask for an e-mail address. Include the invite on direct mailers, at live events, and in all media advertising.

Posted in Marketing

Tags: Communications, E-mail, Email marketing sign up, Marketing, Opt-in, Small Business, Tips

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E-Mail Time Saver Tips

January 13th, 2011

Maria Helm

Not many would argue that e-mail management is a big time waster. It’s necessary to stay on top of it, though, or else it piles up and becomes overwhelming.

But what if there were far fewer e-emails to begin with?

There would be if it weren’t for the indiscriminate use of “Reply All.” E-mail volume would drop suddenly and significantly were offices to outlaw “Reply All” or at least use it sparingly. Here are two things you can do:

1. Adopt time-saving protocols, such as adding an I, A, or R to the subject line of every e-email sent out to indicate whether the e-mail requires an action, a reply, or purely informational.

2. Download a NoReplyAll Outlook add-in that eliminates Reply All and Forward options to email you send from Outlook.

Feel free to comment or add your e-mail time saver tips.

“Diamonds are forever. E-mail comes close.” June Kronholz

Photo Credit: dampeebe

Posted in Communication, Virtual Office

Tags: E-mail, productivity, Time, Tips

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A Quick Guide To E-mail Etiquette

November 18th, 2009

Maria Helm

email Electronic mail. Who doesn’t love it? It’s quick, efficient and –let’s be honest — allows us to be somewhat removed from the person on the other end. But that doesn’t mean you throw professional courtesy and etiquette out the window when using e-mail to communicate with those around you. In fact, you should pay close attention to your e-mail habits and determine that you are sending the right message with each click of the mouse. Read on for a few tips on how to keep your e-mail goofs to a minimum: