Email Marketing

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

What the Best Email Newsletters Have in Common

Posted by Benjamin Porter

If a branded email newsletter is a big part of your content marketing strategy, the Awl published a great piece this week you’ll want to check out. “A Guide to Our Golden Age of Internet Newsletters,” written by Aleksander Chan, profiles the best, most entertaining and informative email newsletters.

“The email newsletter is the most special of all emails,” Chan writes. “At their best, they’re a miniature rush: This isn’t something I have to deal with. This is for me — to enjoy, to ignore, to save for later, and then to be completely done with.”

Chan cites Letters of Note, a weekly newsletter filled with vintage letters and postcards, as well as Now I Know, one which features “random knowledge that you didn’t even know you cared about.” Goodreads, McSweeney’s, Muck Rack Daily and Harper’s Weekly Review all made the list. While all of these are terrific reads, they couldn’t be any more different as far as style and actual content goes. Yet each of these noted newsletters contains that magical ingredient which makes for a superb newsletter: diverse content. Successful newsletters, whether they be from Amazon or the local church, need a variety of articles and tidbits to appeal to wider audiences.Don’t like the article about home decor? Here’s one about pet care! Bored with the new location remodel article? Read an interview with a stylist instead! Readers will subscribe if you come up with an assortment of articles they can enjoy and savor — and they’ll dump you as soon as they get newsletters filled with too many sales pushes or repeat articles.

Also, in the smartphone/tablet era, it’s important to keep the articles to a reasonable length. People will read the 3,500 in-depth New Yorker piece from the comfort of their own couch.We noticed each of the newsletters on the Awl’s list are all the delicious bite-size kind of thing you can enjoy anywhere. Email newsletters are ideal for retailers who sell lots of products, non-profits who need to profile their monthly achievements and any company generating a variety of news stories. 

What are some of your favorite email newsletters? Tell us in the comments section below.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Is the New Gmail Email Marketing Hell?

Posted by Brandsplat

Custom content creators whose online marketing plans include email marketing and digital newsletters rolled their eyes back in late May when Google announced new inbox tabs for Gmail. This organized inbox now features tabs for primary messages, social media-generated email alerts and promotions. Many worried the “promotions” tab was nothing more than a fancy-titled junk mailbox. We wondered if our fears about Google inbox limbo were true or if they actually ended  up being pretty helpful for email marketing.

Dela Quist of The Guardian believes we have nothing to be afraid of, given Google’s brilliant marketing moxie.

“Google gives people an email platform for free for a good reason — to tie people into its range of online products. This gives them access to valuable consumer data for its search and advertising business. It’s important to remember that Google wouldn’t make these changes if it thought it would damage its core business and if it didn’t think there are going to be additional business benefits,” Quist writes.

Quist also notes that the new inbox is simply replacing traditional banner ads and allowing marketers to get inside of Gmail inboxes instead.

But not everybody agrees that this is a good thing. Gap reportedly asked subscribers to move its messages into their primary inboxes. We happen to agree with AdAge’s Tim Peterson, who thinks these new inboxes could challenge brands to get more creative and less spammy when it comes to email marketing content.

“Message with relevance and maybe they’ll mark you with a ‘priority’ label or even let you into their primary inbox,” he writes. 

Amen, Tim. Great email newsletters and interesting content will get in front of the right eyes — and read — regardless of what box it ends up in. We also think that the “promotions” inbox could eventually turn into a jackpot for companies that market directly to deal hunters (like former Groupon addicts).

Readers, give it to us straight. Are you a fan of the Gmail redesign or has it left you wishing for your old AOL inbox? Holler at us in the comments section!

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Extra Cheese: How Pizza Plays the Email Marketing Game

Posted by Brandsplat

A solid email plan is something companies large and small want as part of their online marketing strategies. Why? Simply, email marketing is still an incredibly powerful way to reach consumers and followers. Thanks to mobile devices like tablets and smartphones, email is even more effective and sought after. Think we’re lying? Just order a pizza.

The big pizza companies like Papa John’s, Pizza Hut and Dominos have transformed how they do business thanks to the Internet. Not only do we order, pay for and track our pizzas online, pizza companies now have more information about their customers than ever before. Everything from where we live to how often we order to what kind of toppings we like are now the kind of thing we willingly hand over to the pizza place each time we order online.

Pizza Hut, for example, takes this information a step further and uses email marketing to offer special deals to frequent customers while enticing them with tasty email subject lines like “A Secret Deal Just For You!” Pizza Hut wisely tags each email deal with an expiration date so subscribers feel inspired to place an order. Papa John’s also offers goodies for regular customers. Papa Points is the company’s rewards program and things like free pizzas or wings are customers’ for the taking, if they accumulate enough points, of course. Making it easy for customers to keep track of their points, Papa John’s sends emails every time customers have earned free stuff. As if this wasn’t enough, all of the big pizza companies have smartphone apps that make getting that big cheesy pizza to customers’ doors even easier than it already is.

What makes email marketing work for pizza companies is the same thing that can make it work for your company: convenience. Most of us check our email on our phones. And for avid deal hunters or online shoppers, this is doubly true. Email marketing is an easy way for us to offer discounts, show off new merchandise and talk about the latest happenings directly with our subscribers. The key, which the big pizza companies have certainly figured out, is to offer them a reason to open that email. Either a great deal, a funny subject line or an intriguing idea — some reason for them to keep reading your emails. Think of the kind of branded emails you read and are excited to open. Are they newsletters? Are they filled with discounts? Are they more like magazines? Do they feature a behind-the-scenes look at a favorite business? Figure out your favorite and create email marketing campaigns that you and your followers will both want to read.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Email Newsletters: Less is More

Posted by Brandsplat

Email newsletters, thanks largely in part to smartphones and popular subscription services like Constant Contact, have come back bigger than ever. Every brand wants an email newsletter of its own to play a vital part in its content marketing strategy. Yet our collective enthusiasm for email newsletters can be cause for excess. Packed with too much information and sent several times a week, email newsletter overkill is on the rise. Here are a few ways you can avoid it:

Save Some for the Next Issue: Problem numero uno with overdone email marketing begins with too many articles. Marketers tend to have a “more is more” attitude with nearly everything, but with email marketing, “less is more” is a better rule of thumb. Consider that when opening emails of your own, you want the sender, whether it be Barnes & Noble or your mother, to get to the point. With too many articles and blurbs in your newsletter, you run the risk of boring your reader and causing them to unsubscribe. We all just want easy-to-read newsletters that are informative and short. Pick out your ten best blogs, new product photos and videos and leave it at that.

Images in Focus: Snazzy, sharply-designed newsletters are sure to stand out in the inbox, and great images play a huge role. But don’t load your newsletter with images just because you can. Remember, depending on what email server your followers use, lots of images can make newsletters annoyingly hard to open. Instead, edit your images like you would your text — stick with the logos and great graphics that make sense for that particular issue and leave the rest.

Make it Worth Their While: Lastly, make your newsletter stand out by offering something you don’t offer on social media or on your website. Studies have shown that the most popular email newsletters are the ones that give readers something extra. Coupons, freebies, interviews and exclusive videos are just a few things to include to make your newsletter special and worth opening again and again.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

The Role of Email Marketing in the Wake of Social Media Dominance

Posted by Brandsplat

Title of the Post Goes Here

This is a Guest Blog post by Emma-Julie Fox. To submit a guest blog post to Brandsplat, click here.

With the popularity of social media and its prominence in SEO today, one wonders if email marketing is still useful when social media seems to be a one-stop shop for PR, marketing, SEO and traffic generation.

People also have a general aversion to spam lurking within their email, and the abundance of it is frightening. Besides, who still reads email when they can get in touch with their friends through social media sites? Actually… a lot of people!

The fact that people need to have email addresses for work, means that a majority of paying consumers are very accessible via email. In fact as per a 2010 study, 94% of online users access and use e-mail! A more recent 2013 report suggests that 55% of marketing professionals agree that e-mail marketing is one of the most effective marketing tools.

It is agreed that social media has its own statistics to boast of, but when it comes to B2B marketing, most marketers swear by the quality of leads they get through e-mail marketing! As per a Software Advice Survey, 40% of B2B marketers said they got high quality leads through e-mail marketing.

Email Marketing – How does it work?

Before email marketing can begin, a website needs to acquire email addresses from potential clients or customers. How they get them is up to the website. Some would offer visitors the chance to receive monthly newsletters. Others offer a free E-book to download, but only if the visitors fill out a form and give their email address.

The website or the business behind it will then design an email that’s basically also an advertisement for the website. These emails usually contain graphics, images, calls to action, all combined to make an attractive package.

E-mails can also include attachments, like the promised newsletter or limited-offer discount coupons. Whatever it is that’s contained in the email, it is there to invite people to click on the links provided and visit the main website.

The emails are sent by bulk and sent to every email address gathered. Needless to say, that email list needs to be large enough to justify the entire email marketing effort.

The goals of email marketing, among others, are:

  1. To make consumers become aware of their products and services.
  2. Make the business and the website a thought leader.
  3. Do PR.
  4. Generate traffic.
  5. Gain conversions.

Email Marketing’s Place in SEO Today

Email marketing is very helpful for businesses that sell merchandise and services. You’ll find, for example, that many websites selling general merchandise like clothes, furniture, gadgets, and services like SEO and virtual assistance invest time and resources for email marketing.

They are very straightforward with their message and there’s no deception. If they are selling something or offering a promo, they state it immediately in their email. In fact, as per a 2012 Blue Kangaroo survey, 7 in 10 people admitted that they had used a discount coupon offered through a marketing email!

There’s little worry that these emails will be flagged as spam because the recipients have been given the choice of whether or not to receive them. They have, in effect, asked for these emails, and the fact that they did sign up is a concrete demonstration of their interest in whatever the website is offering.

Unless a website steals the recipient’s email address, the marketing emails should be welcomed. This is one of the best things about email marketing.

Skipping Steps in the Conversion Funnel

For the consumers’ part, email marketing is useful because it lets them skip several levels of the conversion funnel and go directly to the final stage of purchase. They are presented with product information, service description, and business background. If they are interested in what’s being pitched, all they have to do is click on the link and continue with the actual purchase.

Normally, online shoppers would go to search engines and look for websites that sell items they are interested in buying. Many would go directly to online market websites like Ebay, Amazon and CafePress. Since there are many online sellers on social media sites, consumers also look for sellers there.

By contrast, email marketing presents the merchandise to the consumers and saves them the time and effort of scouting for suppliers. They don’t have to look anywhere else, and that’s very convenient.

This is an advantage that marketing officers should be able to convey to website visitors. By showing how much they can benefit from signing up for regular emails, a website can encourage consumers to volunteer for it. (It won’t hurt to hint that surprises and discount offers are in store for email subscribers.) If you can achieve that, your website’s email marketing can be very successful in fulfilling its goals.

About the author: Emma-Julie Fox writes for Pitstop Media Inc, a top rated Vancouver SEO company that provides services to businesses across North America. If you would like to invite the author to guest post on your blog please contact www.pitstopmedia.com.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Quick Tips for Fabulous Email Marketing

Posted by Brandsplat

Email is still a vital component of every content marketing plan. Some would even argue that as more and more people rely on tablets and smartphones for email, email marketing is beginning to become more relevant. Fine. But where do newbies start with email marketing? And how do mere mortals achieve email amazingness? Fear not, marketing mavens! We’ve come up with a list of easy-to-remember and even easier-to-implement email marketing tips that any size business can rock out.

1. Get Friendly: The No. 1 question small businesses ask when starting an email marketing campaign is, “Who do I email?” Sounds kind of silly, but the concerns of who are we marketing to and where do we get these mysterious emails are legit ones. We always suggest starting with your company’s database of frequent customers and your personal contacts.These folks, presumably, already get emails from you and therefore are a terrific place to start. Friends and loved ones aren’t just less likely to delete your emails, but they’ll also usually give you honest feedback.

2. Post Exit Signs: You want people to be engaged with your email marketing, but the last thing you want is to make them angry. So play by the rules and clearly post a unsubscribe option. As Cara Aley writes, “Nothing says spam like a lack of ability to remove oneself from an email list. Make sure that every email you send has a clear option for removal for your readers; it’s a part of the CAN-SPAM law, and you could be fined $16,000 for not abiding by it.”

3. Deliver the Goods: If your email list isn’t growing, could it perhaps be because your emails stink? We’re sick of digital clutter, and now we are all quick to react to companies who email us with boring spammy content on a daily basis. Instead, challenge you and your marketing team to come up with emails and email newsletter content folks will actually want to read. Consider adding value and really creative content to your subscribers’ in boxes and watch your list grow like a weed.

4. Get Real People: If you have an office or a brick-and-mortar retail shop, don’t forget to gather emails in person! Being able to explain how awesome your emails are to your customers face-to-face is truly priceless and an opportunity that should not be missed.

5. Creativity Wins: ModCloth, Fab.com, Amazon, Starbucks and Epicurious all create the kind of email newsletter we stop and read. Why? Because they all look great and are incredibly creative. Use your favorite email newsletters as inspirations and take them to your marketing team and designers before you start.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+