Direct E-Mail Marketing Made Easy – Opt-In E-Mail Marketing

Every day, over 70% of all the users on the internet are checking their e-mails. For the newer generations, e-mails have completely taken over the actual paper mailing. There are many ways to communicate via the web and many companies tried to revolutionize e-mail as well. Google, for example, came up with Google Wave, which is an amazing program to help communicate with bigger groups. But with all these new ways to communicate, not one can achieve what an e-mail can (yet).

E-mail marketing was one of the first ways people would market on the internet. It is a form of direct marketing, intended to bring in new customers or keep relationships with current customers healthy. But as the internet changed, so did E-mail advertising. Now, advertising with e-mails can be very risky and ineffective, especially with the chance that you’re e-mail would drop straight into the spam folder.

Today, the most effective and powerful way for a business to market e-mails is the opt-in e-mail advertising method. This approach involves a business-customer agreement that the client or potential customer is will to receive these e-mails. This method is very powerful to create and maintain relationships, without making your company look like a spamming, cheap company.

The main way of generating this relationship, is by capturing interested website visitors’ e-mail. Best would be is to find out what product or service interests them the most and then keep them updated constantly to hopefully convert them into a client/customer.

Capturing an e-mail is one thing, but there are many other important things rules to follow to successfully e-mail advertise.

The E-mail newsletter:

The e-mail newsletter has to match the company design. It has to be professional, dynamic and allow many options for the reader to choose from. Whether it’s a visit the website link, follow us on Facebook or Twitter button, or a big buy now button, it has to have some type of lead generator.

The newsletter content:

Make sure to provide unique and topic related newsletters. Offer several ways to take action and keep the content short and sweet. This and a great looking design will definitely avoid an unsubscribing situation.

E-mail marketing is vital for any company. Having a great e-mail newsletter to talk about your specials or news is a powerful way to brand and market your company.

Unraveling the Mystery of Marketing

Marketing. Sales. PR. Promotions. Online marketing. Guerilla tactics. Direct response TV. What does it all mean and how do you know which is for you? Never fear, the product launch maven is here to reveal the truth and help you navigate this new process of getting your product into the right hands. Talk about the right hands — that, in a nutshell, is what marketing is. But before I go into details, let’s start from the beginning and back up to a 10,000 feet view and you can see this in context.

Every company, or creator of a product/service, consists of 3 parts: the product itself, the operations and the marketing. The product or service includes everything it takes to have a tangible thing/service; this may include the research and development, the creation of the prototype, sourcing of materials, manufacturing, packaging and inventory systems. Operations are all of the systems and people it takes to make a business run. At the moment, those “people” are probably only you and perhaps a few outside vendors or independent contractors. Included in the operations of a company are the systems that in the viewpoint of Ray Croc (creator of McDonald’s and the master of replication) are 100% repeatable and anyone, with instruction, can re-create. And, speaking of Ray Croc, he’s one cat you should read about; I recommend Grinding it Out: The Making of McDonald’s by Ray Kroc. Did you know that McDonald’s isn’t a restaurant, but one of the most brilliantly executed operational marvels of our lifetime? Aside from reading about him, I had the good fortune of learning this from my uncle who was his VP of Marketing back in the 50′s when McDonald’s was just getting started in Ohio. He has some incredible stories about their early days that I’ll share with you another time. Operations are systems for your company developed to stand alone without you. If the operations manual for your company was handed over in exchange for a nice fat check when you’re ready to exit, it would be a turnkey business for someone else to run and grow. Marketing is anything you do to get that product into the hands of not only someone who wants and needs your product, but will happily and easily pay you for it. So, therefore, what marketing modalities every company chooses will be different.

So, follow the logic here (and by the way, it is backwards), if the marketing is based on who your paying customer is, who are they? Do you have some good guesses about where they are? What makes them tick? Do you know why they want, or better yet, do they need your product? There are many questions to ask yourself about your customer, much of which will be conjecture in the beginning, but as soon as you have up to three customers, two of whom are similar, you’ve got a line to go on.

Here’s a big secret: as you are developing your product, begin developing a picture and list of attributes of your customer. And, do not take one step further, or spend another dime, until you are exceedingly clear on this. I cannot tell you how many entrepreneurs I meet who have a great solution for some problem they’ve experienced and are so incredibly enamored with it, they don’t care what anyone thinks (except waxing poetic about why it’s so incredible). Guess what? That’s not a business; that’s a vanity project; and an expensive one. If you are truly interested in making a scalable product/service that becomes your retirement, the only thing you should care about is your customer and why they will want to pay you for something. So, if your customer thinks that the shoe laces on your new sneaker should be green instead of blue, or the design needs to change, you better darned well do it. Why? Because they are your customer and you have no business without customers.

So, let’s focus on marketing. What exactly is it? How does it work? What are its many faces? It starts with the “marketing umbrella,” under which there are many different ways to get your product into the hands of the customer who will pay you for it. Here is a list of some of the different varieties of marketing:

Sales / distribution *
Advertising
PR
Promotions
Guerrilla tactics
Online marketing
Social networking
Sampling
Trade shows
Word of mouth
Email marketing
E-marketing
Direct response TV
Direct mail
Special events
Viral marketing
Networking
Professional associations
Awards and recognition
Referral programs
Network marketing
Pay Per Click
Search Engine Optimization

And, the list goes on.

So, how do you know which method will work best for your product? Should you employ one or perhaps several of them together? This is a question that only you can answer based on who your customer is and where you think they gather in numbers. It may be that your target customer is someone who hangs out at the Moose Lodge. So guess what? Sampling your product there is a good idea. You may have an online business that sells a product that is desired by those who ride the bus every day. So, your marketing should probably be on buses and on bus benches. Just because you have an online business, by the way, does not necessarily mean that you only market online. You certainly want to ensure that you are directing traffic to your website, but it better be from those bus riders. Maybe they are online buying bus tickets. See how that works? You just think backwards and it becomes quite easy. It’s not rocket science; but it’s incredibly practical.

A few words about *sales. Like all the other modalities I mentioned above, sales is also a method used to get a product into the hands of someone who wants to buy it, but it’s the one marketing aspect in this list that is 100% necessary, no matter who your customer is. As for the rest of the list, you have choices about which to use. You have no business without sales.

When you start a company, the marketing is an integral part of the launch. The best way to approach it is to create a marketing mix. Use an Excel sheet to list all the marketing methods you might use to find your customer. Choose the ones that you can afford first and build from there.

Achievements in Advertising – Optimize and Track Ad Response With a Direct Response Tool

College enrollment is expected to continue setting new records throughout the current economic environment as people look to change careers or further their educations and start their own businesses.

With over six thousand institutions of higher education in the United States, there is no question how tough the competition is in reaching potential students and enrolling them in your institution. So, what is the best way to reach these individuals, and what will make them respond to your advertising?

For the Texas Barber Colleges and Hairstyling Schools the answer was advertising with a memorable direct-response tool, 1-800-NEW-CAREER. The school had a goal to increase leads and enrollment by 10% in 2008. They also wanted a sure-fire way to track the response to their advertising campaigns. The Director of Marketing and Admissions, Esty Merlo, decided to try listing a vanity 800 number in his ad campaigns, with the thought that the “word” phone number would be easier for people to remember.

After activating the vanity phone number, Texas Barber Colleges and Hairstyling Schools saw a 23% growth in leads from 2007 to 2008. According to Merlo, “The results have been phenomenal. We’ve doubled the goals we set for ourselves once we made the move to using multiple vanity numbers and a call center.”

To get results like Texas Barber Colleges and Hairstyling Schools, just follow the advertising tips below:

1. Use a Phone Number as the Direct-Response Tool in Your Ads
Recent research shows that survey respondents have a 45 percent higher recall rate of vanity phone numbers like 1-800-NEW-CAREER than they do of Web addresses. By offering a phone number along with your URL, you are providing people with a one-on-one experience, giving prospective students a direct route to your admission specialists. Getting a prospective student to call and speak with an admissions representative brings you one step closer to enrollment

2. Feature an Easy-to-Remember Direct-Response Tool in all Marketing Materials
A phone number will not be much help if folks cannot remember it. Get a vanity 800 number, like Esty Merlo did. A vanity 800 number that relates to your school’s student mission, like 1-800-NEW-JOBS or 1-800-NEW-CAREER, will assist in reinforcing your brand image, deliver a consistent message, and give people the ability to contact you immediately. Another benefit of a vanity number comes out when someone who hears or sees your ad with a memorable phone number, but is not ready right now to go back to school. But, if they find themselves three months down the road in pursuit of a career change, they will remember your vanity 800 number from the advertising campaign and call you before they call another school in your area. You’ll stand out from competing schools.

3. Prominent Placement of the Direct-Response Tool
Don’t bury the contact method in your ads. Feature your phone number prominently in all of your advertising and marketing materials. For example, mention it at least three times in a radio ad, make it the focal point of a print ad, and display the number on screen throughout a television ad. Make sure it is easily heard and understood, clearly visible, and easy to read, and your ads will pull higher response rates than ever before.

4. Test and Track Your Advertising Campaigns
Finally, when developing a new ad campaign, create two separate ads using the same creative elements, just switch up a toll-free phone number for a vanity 800 number in one of the ads. Track the response you get from each ad. You’ll see that vanity 800 numbers will generate 30 to 60 percent better response rates than numeric phone numbers.

Mr. Merlo shares that his advertising efforts with the vanity 800 numbers are really paying off. “In this economy, more and more people are thinking about a new career and making changes to become their own boss. Our advertising is reaching more of those people, drawing in more leads, and our enrollment levels are increasing every month.”

When using a phone number as a direct-response tool there is no question that true vanity 800 phone numbers are easier to remember and produce higher response rates. Just ask Esty Merlo.

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