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1 36 tips to maximize Marketing success

2 Introduction Permission-based communications have a higher return on investment than unsolicited , direct mail, or traditional advertising and therefore, has revolutionized the way we do business. Backed by measurable results, studies show that is the marketing tool of choice for businesses looking to attract, retain and grow loyal customer bases. Businesses all around the world use marketing to: Boost sales Generate leads Strengthen relationships Increase website traffic Build brand loyalty As the popularity of permission-based communications grows, so does the volume of in every consumer inbox. Are you doing everything you can to make sure that your s are the ones that get opened, read and responded to? Research by Jupiter Communications report response rates to average between 5% and 15%. This compares to banner advertising that averages below 1% and paper-based direct marketing at 1% to 2%. Stats and facts unveiled Marketing is on the rise. As a fast, easy and affordable way to communicate, nothing else compares. emarketer found that 147 million people in the U.S. used almost every day in According to the American Management Association, has overtaken the telephone as the preferred method of communication among North Americans. The DMA states that the ROI on marketing is 70% greater than any other direct-response marketing vehicle. While traditional direct mail typically costs between $1 and $2 per piece, campaigns can cost as little as pennies per piece. According to the DMA, B2C allocated 11% of total marketing budget to marketing versus B2B marketers who allocated 6.5% of their total marketing budget in Forrester Research found that campaigns sent using customer house lists achieve a 10% click-through rate. 2% of these click-throughs result in a purchase. gets results fast. You should expect to get 90% of your marketing results with 48 hours. You know your business best, but here are 36 tips to maximize permission-based marketing success. Campaigner powered by Protus 2

3 Know your audience You could have the best message in the world, but without the right audience it means nothing. 1. Start with a permission-based list by building your own. 2. In exchange for contact information, offer your customers something of value a newsletter, a free seminar, or more information about your products & services. 3. When gathering contact information, only gather the demographic information you really need asking for unnecessary information annoys people and may discourage them from signing up. 4. Be sure to always include a way for people to unsubscribe in all your campaigns. Unsolicited or spam can be damaging to the reputation of your business. 5. Manage your contact lists so you can respond quickly and efficiently to requests for more information or requests to unsubscribe. 6. Since addresses can change frequently, maintain the integrity of your list by carefully tracking the number of bounce-backs or undeliverable s after every campaign. 7. Be sure you have a clear and concise privacy policy that details how you will treat your customers personal contact information and include a link to your privacy policy in every you send out. 8. Respect the terms of your privacy policy and never breach your customers trust. Craft your message An interesting message that offers value to the reader is critical to the success of any campaign. 9. See what others are doing. Take a few minutes and sign up for newsletters from competitors choose a few on your favorite hobby or interest too. 10. Once you re receiving online newsletters from other companies, pay attention to what makes you open some and what makes you delete others without reading. 11. Before you craft the right message, develop a marketing strategy that addresses goals and objectives. 12. Use marketing to accomplish what does best increase revenue, generate leads, strengthen customer relationships, increase Website traffic and build brand awareness. 13. Get the length right. A good rule of thumb is the more frequently you send campaigns, the shorter they should be. People will happily open a short Tip of the Day, but almost no one wants to get something longer than that every single day. 14. Keep the message personal and casual. Think like a customer and write in a conversational tone people crave a little humanity behind the corporate mask. Campaigner powered by Protus 3

4 15. People respond best to messages that are written by one particular individual at a company who they can get to know over time it is part of building relationships. 16. Personalize the From part of your and be clear who the is from. 17. Avoid using FREE in your subject line since it has been abused by spam marketers and arouses suspicion. 18. Be honest in your subject line and reflect what s inside. State a clear benefit that motivates the recipient to open the message. The messages that get opened will be those that seem relevant and offer value. 19. Choose a subject line that captures immediate interest and makes people want to read more. For example, avoid vague subject lines like Our September Newsletter. Instead, say something that engages your readers attention with an interesting topic or headline from the newsletter, such as Best Practices for Marketing or Inside: Exclusive Interview with Tiger Woods! 20. Use your subject line to encourage forwarding. The Association for Interactive Marketing (AIM) always adds Pls. Forward to the ends of their newsletter subject lines and they report it s more than doubled their circulation! 21. Personalize each message and watch response rates climb. At the very minimum, always include the recipient s name. 22. Customize your messages to appeal to customer interests and hobbies. Ask your customers what they want to hear about from you news about product improvements, special offers, new services, etc. Choose the right format Once you ve got a compelling message, you need to present it to your customers in the most effective way possible. 23. HTML and Rich media messages that include audio, video and animation generate high response rates, however it s still important to always have a plain text version for those recipients that prefer text or can only receive text. 24. Unless your newsletter is unusually long, recipients will probably try to read it on their screens. Your job is to make this as easy as possible for them. Since usability studies show most people won t look beyond the first screen if there s not something immediately interesting to them, always include a table of contents up-front so people can scroll quickly and easily to the section of their choice. 25. Use bullet points and lots of white space for plain text messages. 26. Minimize the use of ALL CAPS and italics as they are much harder to read on screen. 27. To make it easy for readers to scan your message, keep columns of copy narrow. 28. Test your messages through a number of accounts to ensure they look good through all mainstream clients. 29. Consider writing your message in the same format that will appear on your customers screens so you can preview exactly what they will see. For text-based s this means setting your word processor to a 10 point Courier type going 60 characters (five inches) across. Campaigner powered by Protus 4

5 Look for measurable results The ability to measure your marketing efforts is powerful. It allows you to thoroughly understand what works and what doesn t so that you can maximize the effectiveness of each and every campaign. 30. Gathering results through trackable links and having access to real-time reports will help you understand what works and what doesn t. 31. Test using different subject lines, copy, offers, creative designs and more. Use real-time results to see which get the best response rates. 32. Consider sending an A/B test to two sub-segments of your list to see which more successful. Refine, then send the more successful to your larger base for better results. 33. To fully understand the strengths and weaknesses of an campaign, look for an marketing solution that offers realtime reporting features that address more than just who opened your message. 34. To save valuable time, choose an marketing solution that automatically manages and tracks results so you don t have to manually sort and calculate through hundreds or thousands of responses. 35. If you need fast results, choose a solution that gets your message out quickly some can launch in as quickly as one hour! 36. Above all, take the time to understand as a marketing medium. Always analyze your results and think about innovative strategies to get new customers and keep existing customers. Campaigner powered by Protus 5

6 Conclusion communication has been proven to be a useful and efficient tool for businesses looking to attract, retain, and grow loyal customer bases. boosts sales, generates leads and most importantly, strengthens your relationship with your customers. With the enormous amount of people in the U.S. who use every day, it is impossible to deny that communications is on the rise. The 36 tips provided will aid you in doing everything you can to make sure your s are being opened, read and responded to. However, you can have the most interesting message in the world to , but without the right audience to send it to; it can fall short and mean nothing. It wouldn t make much sense to send an regarding retirement plans to a student who has never had a job. By gathering contact information from your customers and segmenting them based on this information, your will reach the right customer and your ROI will reflect this practice. The way you present your content to your customers is crucial in obtaining and keeping their attention. Measuring your communications will aid you in understanding what works and what doesn t and will assist you in developing future campaigns. It is necessary to understand that is a medium, and is an effective device to attract new customers and keep existing ones. Sometimes it is the only communication that you have with your customers, so it is imperative that your message is engaging and received by the right audience. You know your business best, and now you also know how to maximize the success of your communications. About Campaigner Campaigner is an industry-leading marketing service that makes it simple for small businesses and organizations new to marketing to create sophisticated one-to-one campaigns that result in profitable relationships with customers. Campaigner s proven marketing functionality includes list segmentation, personalized messaging, automation, and Salesforce integration. Campaigner improves marketing ROI and performance by helping small businesses create and send professional e-newsletters, grow opt-in lists, and improve permission-based marketing results. Campaigner includes automatic CAN-SPAM compliance and on demand online access for a low monthly fee. Campaigner resources Campaigner offers a variety of educational materials for the public. Find recent articles, tips, online product and educational webinars, customer case studies, and more. Additional information for Campaigner is available at Toll-free: International: Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPWP0209 Campaigner powered by Protus 6

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