Imagine a prospect walks into your place of business and offers you a card. “I’m not ready to buy, but I’d be happy to receive more information about special offers, new products, or other news. Here’s my contact information,” the prospect says. Would you refuse to take the card? It’s not a trick question. Every [...]
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Nine Reasons to Invest in an Email Service Provider
We hear from many small business people who want to save a few bucks on their email marketing program and do it without a paid service. They say, “I can do the same thing you offer by creating and sending emails through my desktop email software. I create the email; paste the email addresses in [...]
Pity the Foolish Marketer Who Commits to Just One Lover
While eating breakfast this morning, I was browsing through my online news reader on my computer when I came across the following headline: “Among Affluent Americans, Print Media Is Tops; Death of Traditional Outlets Has Been Greatly Exaggerated” Print is number one!? That’s enough to make an online marketer choke on his Cocoa Puffs. Then, [...]
Design Tip: Be Careful About Using Graphics for “Read More” Links
A few months ago, I wrote a post recommending against image-only emails because many email clients hide images by default. Today, I received an email that reminded me the hidden image problem can bite you even if your email is almost entirely text. The email had several short excerpts of articles on the organization’s web [...]
A “Go-Giver’s” Guide to Content Strategy
Guest Blog Post by Dixie Gillaspie I used to do this little mental two step every time I sat down to craft a newsletter: One Step Forward – I have some awesome information to share (write article) Two Step Forward – I have an announcement about a new event, service, product or other offering (write [...]
Twenty-Five Percent Open Rate? Don’t Worry. Be Happy.
I have a distraught client. He called me a few days ago to report that only 26% of his 500 recipients were opening his emails and that fewer than 5% were clicking any of the links. “It’s not worth it,” he said. I replied by asking how much his email program cost. Counting software fees [...]
Video Quick Tip: Link-Tracking to Find True Prospects
Imagine walking into a networking event with 1,000 people in the room. All of a sudden, the sea parts. And on one side of the room, you see 500 people who have absolutely no interest in what you sell and what you do. On the other side of the room are true prospects who have [...]
Video Reveals the Dos and Don’ts of Email Marketing
What is the biggest mistake that email marketers can make? How can segmenting and follow-up help you achieve your business goals? What is “Brussels Sprouts Marketing?” and why should you NOT do it? MarketVolt’s Tom Ruwitch answers this and many other questions in this short video. Ron Ameln from St. Louis Small Business Monthly interviews [...]
Develop Content that Reflects the Benefits Your Business Delivers
I have a new client who wants to launch an email marketing campaign. When I asked what business he is in, he said, “We sell telephone equipment and services.” I offered a gentle correction. “Your business is to help clients operate with greater efficiency and less hassle by deploying smart telecommunications solutions.” What business are [...]
Your Lists Are Assets, But Only If…
If you want to sell your business, one of the questions your suitor will undoubtedly ask is: What is the size and quality of your “list?” The buyer is not asking about your grocery list here, they want to know if you have a “house list” of existing customers and prospects that you are actively [...]
