Tag Archives: email marketing

I Like Email Marketing

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First thing every morning: spend a few minutes scrolling through email. Delete most, skim some, actually read a few. In rare cases, click on links. Repeat several times throughout the day. This may occur before or after checking social channels for new posts.

As Facebook and other social media continue to grow and evolve, email marketing may, for some, become an afterthought. We’ve had email since the 90s (80s for some), but you probably only began to embrace social during the past decade.

I would never devalue the importance of growing your community on Facebook and other social channels, but email continues to provide an effective, efficient and inexpensive way to reach your target. Social campaigns you judge successful can be enhanced with email backup.

Yes, it’s generally a small minority of email recipients who open marketing emails. Similarly, your less-engaging Facebook posts may only be seen a tiny portion of followers. And, whereas many of your partisans who choose to receive your emails may also be Facebook fans, you can’t presume that most are.

The engagement level you note on social posts can inform your content choices for your email. If you get tons of shares, likes and comments for a photo of, say, your Pumpkin Spice Bacon Peanut Butter Soft Taco, it’s safe to presume the folks on your email list might respond warmly as well.

In mass media advertising, many successful TV campaigns are supported with radio, print and online ads. Since TV is the most effective mass advertising medium, ads on other media are likely to get less attention. Social campaigns generate tons of buzz nowadays and email is old hat. (The movie You’ve Got Mail came out 16 years ago!) But in 2014, email still deserves your attention for all it can do.

 

(photo credit: https://www.flickr.com/photos/melenita/15444273446/, http://photopin.com, http://creativecommons.org/licenses/by/2.0/)

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Five Tips for Informal Public Speaking

A recent event in St. Louis featured 6 speakers (5 others and me) offering marketing tips to new business owners. We had an attentive crowd, a comfortable venue (not a classroom) and great coffee!

The format for presenters was simple: Spend 15 minutes on your particular area of expertise. Of course, you cannot completely cover big topics like social media, email marketing, branding, public relations or traditional advertising in 15 minutes. But you can hit some of the major points and share new ideas with the audience.

Based on the event, here are 5 tips that may help you in a similar situation.

  1. Speak often. One of our presenters told me afterward, “That was my first ever presentation.” She did not appear uncomfortable, but she did have difficulty condensing her topic into a 15-minute talk. I strongly encourage you to take every opportunity you can to stand up in front of an audience, even if it’s just a couple of minutes in front of your co-workers or career day at your kid’s school.
  2. Organize your thoughts in detail. You don’t want to write out your remarks word-for-word, but you should have good notes to refer to. You may want more than just simple bullet points.
  3. Rehearse what you’re going to say. Don’t over think it—we are talking about an informal event—but give some thought to timing, transitions and conclusions.
  4. Be careful to distinguish between personal opinion, conventional wisdom and empirical fact. Also, clarify any sweeping declarations. (Example: When you say LinkedIn is better for business than Facebook, you might want to point out that you mean for business-to-business, not business-to-consumer.)
  5. If an audience member has good input, go with it. During the remarks about traditional advertising, a USPS rep in our audience took a moment to talk about a new localized direct mail program. Hers was good information for fellow attendees.

The best way to get better at anything—writing, golfing, cooking, etc.—is to keep doing it. This idea certainly applies to public speaking.

When will you next be asked to speak before a group of people? It could be two years from now or it could be this week. When you are given the chance, go for it!

 

 

 

 

 

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