1 Marketing Quickstart Guide
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3 is an incredibly powerful online marketing tool. Everyone understands , it feels personal and has the ability to build trust and preference. It also offers the highest return on investment of any type of marketing. In fact according to the Direct Marketing Association s Power of Direct economic-impact study, commercial returned $43.62 for every dollar spent in Now that s impressive. It s also one hundred times more cost effective than sending letters. Which to an extent has been it s downfall, as it s low cost has lead to abuse through the sending large amounts of unsolicited commercial (spam to you and me). We all hate spam. Don t we? When it s done right, marketing allows you to build relationships, connecting you with your audience in a way that is un intrusive, allowing your audience to read and respond at their leisure. To do it right you need to gain permission to contact people allowing them to subscribe to your list by opting-in on your website. They also need to be able to unsubscribe at any time. The challenge is to deliver the information that your audience wants, and build your relationship with them over time.
4 Frequency and reach. gives you frequency, the ability to steadily build trust with your subscribers and smart marketers know that it s frequency that has has the greatest influence on success. In his book Permission Marketing Seth Godin uses an analogy of seeds and water to demonstrate the importance of frequency in your campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds? By focusing on the quality of the content you generate and the s you send the size and reach of your list will naturally grow over time. Feedback and targeting. You ll also get detailed feedback as to what works and what doesn t. Measuring open rates and click through rates can help you to identify the things that resonate with your audience. Helping you to focus on generating more of the content that gets the results you want. makes segmentation and targeting straight forward, giving you the ability to send messages tailored to individual interests and the unique requirements of your leads.
5 Different types of s. There are a number of different types of commercial s that are used in different situations, each one has their use and most people know what to expect from each. Newsletters. Great for general relationship building, reliable regular communication on relevant and interesting topics. Your audience would expect to receive this type of either weekly, fortnightly or monthly. It s useful for promoting news and events in a timely way. If you over send this type of , people can feel bombarded and unsubscribe, equally if you don t keep in touch regularly enough - people will forget that they signed up and consider your spam. If you haven t ed your list for a long time, consider sending a reengagement to remind your subscribers who you are and giving them the option of unsubscribing before you start your ing them again.. Announcement s. Used ad hoc for time critical communications, to tie in with a seasonal event, publicise an offer or to take advantage of wider industry news, as it happens.
6 Transactional s. Communications that support a purchase or sign-up process for a service are good examples of this type of . Nurture or Autoresponder s. Autoresponders are actually a sequence of s that are sent over time, usually in response to a lead s action on a website such as signing up for a free trial; or completing a landing page signifying a level of qualification that deserves a targeted campaign. For example you might have a high volume of subscribers for your newsletter, but when a subscriber requests a product trial you would want to nurture them in a more specific way. Given that there are so many reasons why you might send s to your audience, it s important to have an idea of what you are aiming to achieve with each that you send. Measuring success. As with most aspects of internet marketing there is a degree of measurement that can help you to understand how well your individual campaigns have performed. Here are some of the marketing metrics and what they tell you about the success of your campaign.
7 Open rates. How many people who received your actually opened it. Click rates. How many people that opened your actually clicked on a link. Forwards. How many people used the send to a friend function to forward your . Unsubscribes. How many people chose to unsubscribe from your . Conversion rate. How many people who clicked though from your went on to convert on your website. Being effective. Every has to compete for attention and what might seem interesting to your business might not be for your audience. Make every you send count by adding value. Make sure you re thinking about what you can add to your relationship, if you can break down the s you send into smaller and more focused groups that relate to segments of your audience - do it! Increased relevancy will improve your engagement and reduce the amount of people that unsubscribe. If you can t see why the you want to send would help or inform don t send it.
8 Staying focused. Being clear about why you are sending each and what you want your audience to do when they receive it will help to ensure that you make any call to action clear and integral to the design. Orchestrating the process. Creating and sending s that your contacts, leads and customers love is a fundamental part of online marketing. Then using the platform and dialogue you have created to gently nurture, educate and reward is how you make the permission you generate pay, by turning friends into customers.
9 Ready to give it try? We built Jumplead to pull together online marketing techniques into a smart, easy to use system to drive success. Why not give it a test drive.