We’ve heard a lot about email marketing lately – the things that work and what to avoid. Every once in a while, I like sharing a ‘real’ email I’ve received so you can evaluate its effectiveness yourself.
Subject Line: XYZ membership offer
We are waiving our $150 application fee for you.
Membership is $25/month with no contract and no obligation. You will get 50 free [items] with your membership.
We also have a $79/month package with an e-commerce website. This package includes your membership, a website and 50 free [items]. I put a link below for the customizable website included.
Please contact me with any questions.
Sr. Acct Exec., Membership Sales
What did you notice? Let’s evaluate:
- First off, the subject line is not enticing at all. The word, “offer” isn’t an effective one. According to a study by British marketing firm Adestra earlier this year, offer scores a 7.3% open rate variance versus the average, -18.6% click rate variance, -24.1% click to open rate variance, and a 22.3% unsubscribe rate variance versus the average. Continue reading
To my American readers, friends, and colleagues, I wish you a Happy Thanksgiving. May you be blessed with good health, good food, and laughter.
To all who read my blog, no matter where you live, I am truly grateful for your following.
Many small and medium-sized businesses have conducted promotional marketing campaigns on sites like Groupon and Living Social and in direct mail coupon value packs. You’d think these coupon deals would be bringing in new and repeat customers like crazy. But, are they? And, if not, why not?
First, let’s get some important data out of the way.
- Groupon’s overall merchant satisfaction was very strong in March 2012. Source: ForeSee Groupon Satisfaction Study – commissioned by Groupon
- Groupon brings customers in the door and 74% of merchants say that is the main reason they work with the company. Same study
- 80% of marketers have no plans to use daily deal sites, such as Groupon or LivingSocial in the near future. 2013 Social Media Marketing Industry Report
- About 40% of restaurateurs indicated that deal purchasers were new customers, and 35% of the deal customers returned to the restaurant without a further incentive. The number of operators who said they made money on the deal was about the same as those who lost money. Cornell Center for Hospitality Research Reports on Restaurant Daily Deals and Sustainability.
As you can see, results are mixed. Although this is unscientific, I’m going to take an educated guess as to why some advertisers have experienced lackluster results. Perhaps, it was a result of these marketing boo boos: Continue reading
It seems that every week there are new case studies and survey results about email subject lines. I’ll share the latest revelations provided by Econsultancy deputy editor, David Moth, including results from MailChimp, Adestra, and Mailer Mailer.
Please remember that you need to do your own testing and not take this information as the Holy Grail. As Moth says, “Obviously none of these rules are written in stone and it’s really up to marketers to test their own campaigns to find out what does and doesn’t work for their own customers, however this list does at least identify a few criteria to begin testing.”
Here are 10 things to know about email subject lines:
Using recipients’ names in the body of your emails is fine, but be careful when personalizing your subject lines. It may be deemed as overly familiar. On the other hand, using both first and last names in a subject is less common but has the largest positive impact on open rates especially for highly personalized campaigns. Continue reading
Here are seven good reasons:
1. They’re so easy to use. Business cards are the smallest form of advertising for your company or organization. Stash them in your pocket or purse in an attractive business card holder and you’ll look über professional when you whip them out.
2. They’re cheap to print. There are all kinds of business card offers online and offline. Some are cheaper than others to print. When you order cards, make sure that you’re comparing apples to apples in your specifications when you’re getting quotes. Some companies’ sizes are smaller or the stock is thinner. Our company charges $40 for 1000 cards on 14-pt white card stock, full color and bleed on both sides, and Aqueous coating. That comes out to 4¢/card! Now, that’s an inexpensive direct marketing tool. No stamps, no e-mail… you hand your business cards to people in person. Imagine that?! Continue reading