11 Email Marketing Flaws That Kill Your Retail Campaign

Today I am here to talk about vital flaws we make when sending out an email retail campaign, 11 flaws in fact. This may be a lot to identify but we make flaws that we don’t even realise so as a marketer I would like to outline the flaw and give you all a solution that will increase open rates by a mile!
  1. No personalisation

It doesn’t have to be a “Moon pig” card or anything like that; it just has to be direct to the target market you are sending it to. Don’t settle for writing “Dear Mr/Mrs”, “Hello Team”.  Include the person’s name and use the right software to do so. I use Mailchimp which has a Personalised “To” Field. The website itself picks up peoples first and last names from email addresses in the email list selected and applies it to the email. If you are sending out a mass emails it excludes the names from going to other people in the recipients, it is easy and free to use!

 

  1. Cold emailing

When I first started out digital marketing I was collecting emails off of company websites and people’s LinkedIn accounts which isn’t the answer. Cold emailing has its benefits of getting a reply back but to really get the open rates and responses that are relevant to your retail business you should email people directly in your target market, geo target your email campaigns and email the potential customer if the email address is given to you. This will show your professional manner as well as increase open rate & CTR.

 

 

  1. Sent at the wrong time

Another trouble that occurs in an emailing campaign is that they get sent out at irrelevant times. No one would read an email about the best shoes of the year at 11:45pm. It is important to consider where your target market will be at the time you send the email, what they will be doing and whether this email will make them stop and read. Did you know that the best time to send a retail email is at 2pm on a Thursday? Who would of thought?

 

 

  1. Accuracy

I’m going to keep this plain and simple. To send out an effective email campaign you should grammar check the email for any spelling mistakes and to check if the content itself makes sense, you should definitely check for broken backlinks before sending as this will make your website ranking go down. It will not help readers if the links in the email content doesn’t work!

 

  1. Too much text in email

Personally, would you read an email with 6-8 paragraphs in it? The answer is no. If you want to catch the attention of people within your target market you need to definitely keep it short and sweet, not too direct and catch their eye with an interesting offer or fact. The following points also associate with email content.

 

  1. Salesy type email

I’m sorry to break it to you but if you write purely about sales and how your product/service can benefit them then the reader will get bored and bounced off the email. Readers want to see results, they would like to see examples of user examples and they would like to see something that makes them go wow! Sales emails do not cut it anymore, if you want to see results for yourself then definitely consider using worldwide tops, real life scenarios and always ending with a positive note. This can be a solution. Imagine if your shoe broke, where would you go or what would you do to fix it? Ideally, you would search up for new shoes on a browser and hope for the best. With email you can subscribe to any new offers given and possibly the gateway to new shoes! Use your words effectively when emailing your target market.

 

  1. Lack of visuals

From work experience, I have learned that visuals in email marketing mean everything. It is important to use appropriate images that catch the attention of readers; this could be anything from product showcasing, highlighting offers and pictures relevant to the text in the email. Visuals make the emails colourful and grab attention. 84% of marketers have said that visuals trigger the reader’s brain to check out your social media, they want to know what you’re about other than producing emails and content. Readers want to know the “secret sauce” you use for your business.

 

  1. Subject line isn’t enticing enough

As mentioned earlier, you should your keep your email short and sweet. However, you should also have an effective subject line. People will not even read your email if the subject line is not good. No one would read an email if the subject line was “New sale”. Vamp up your email subject lines by asking a question like “How do you plan to dress this Christmas?!”

 

Make the subject line something worth reading but makes sure it goes with what your content is talking about.

 

  1. NOT relatable

Make your emails relatable by adding a story with a happy ending in your content, everyone as well as you loves to see results. A happy ending. A solution. No one will read an email if the content is not something to relate to. They will just see it as a sales email and bounce off of it.

Include the happy endings, include personal responsibilities if it is relatable and definitely tell a story with it all.

Include a broken shoe; include how a negative became a positive by using your product/service.

 

  1. NO CLICK BAIT

If I’m honest, every point I’ve mentioned in my blog has come to this. No click bait. Once again, no one will read your email if this is not shown. The click bait can be anything from new product/service offers, clickable links and buzz words. It is a summary of the email content, the thing that really get people to stop and click. Writing enticing email content is expected when producing email marketing campaigns but click bait beats the content by a mile. The click bait makes your content worth a click. You can include paid advertising in your email as this shows a crisp look to your business and shows that your company has more than one threshold. Think about it.

 

  1. No current customer feedback

All businesses can lose their selves when there so many new customers on the books, but what about the current ones? It is essential to always remarket to current customers, check how they’re doing and keep them in the know. Current customers will want to know about new deals, retail news and anything that can benefit them through the use of your product/service. Don’t side-track and focus on receiving current customer feedback before considering something new. This feedback can help you in the long run and help you vamp up your business through the use of PPC, Email marketing and Social Media marketing.

 

Conclusion

Overall, I think you should outline the selling points in your business and use them to create effective email marketing campaigns. You should use these points as a guide to improve your email content and rock the world of email marketing!

 

 

Written by Jessie Prentice


How To Use LinkedIn For Business

LinkedIn is the most ‘professional’ of the major social networking websites, used by over 135 million business professionals worldwide. Since it is largely focused on B2B connections, LinkedIn should be a big part of your social media marketing strategy. If it isn’t there’s no need to worry anymore as we’ll take you through a simple but highly effective way of ‘How to use LinkedIn for business’

Get your profile ‘Out There’

If you want to know ‘How to use LinkedIn for business’ follow our step by step guide on how to leverage LinkedIn to the highest possible capacity;

  • Status Updates: One of the best ways to use ‘LinkedIn for business’ is to keep your connections informed about your latest going on’ is by posting ‘status updates.’ Status updates are quick statements that you feel your connections will find interesting. In addition, they can include links to related content on your Website or third-party Websites such as http://coretiummedia.com/ .If you want to appear active in the LinkedIn community, post useful and easy to respond to status updates on a regular basis.
  • Blog Posts: LinkedIn allows you to easily sync your blog posts to your personal profile. For example as soon as you post a blog on your website , your LinkedIn profile will be automatically updated with your posts’ title  and link to the full post on your Website.
  • Events: Are you speaking at an event or sponsoring a training session? If so you can post a LinkedIn Event, this will therefore help promote and generate interest in your event.
  • Tweets:  Another great way to use ‘LinkedIn for business’ is if you are a frequent user of Twitter, make sure you integrate your LinkedIn status updates with your Tweets. This will keep your connections and followers informed.
  • Presentations: If you an avid user of PowerPoint you can post all the relevant PowerPoint presentations to Slide Share (http://www.slideshare.net/) or Google Docs (https://www.google.co.uk/slides/about/) , once this is done you can display these presentations on your LinkedIn profile.
  •  Portfolio: If you have a creative portfolio you want to display, post your portfolio of work to enhance your network. Once posted, LinkedIn allows you to showcase your work on your profile.
  • Polls: LinkedIn polls is a great way of gathering market research, it allows you to collect specific data from your connections and the professional audience on LinkedIn. For example you can ask your current connections if they like your latest free eBook, all they’ll have to do is click on the link (http://coretiummedia.com/) and check it out if they haven’t already done so. Once read they can then take part in the poll.

 

Make The Most Of LinkedIn’ Community Features

LinkedIn for business

In addition to your profile, the following is a great way on how you should use ‘LinkedIn for business. LinkedIn provides a number of community features that will allow you to communicate and potentially even collaborate with other LinkedIn users, for example:

  • Groups: LinkedIn Groups is a great way to use ‘LinkedIn for business’ as it helps you stay informed and keep in touch with people that have common interests with you. LinkedIn groups are a great way to grow your network, for example; by you adding value to a group on LinkedIn (Commenting, sharing posts etc.) On the other hand you can also create your own LinkedIn groups or join any number of groups that focus on the area that interests you.
  • Company Pages: Company Pages are a great research tool that you can use to find companies to potentially do business with or alternatively you could research competitors. In addition, if you haven’t already created a company page you should! As this will allow you to showcase your expertise and what separate’s from your competitors. On a company page you can do several things, such as:  Publish your company’s description, headquarters address and website address.

 

Use LinkedIn As A Business Branding Tool

The following strategies will help you understand that LinkedIn can be a valuable business tool and that it will help you grow your business.

  • Brand Your LinkedIn Address:When you create a LinkedIn profile, it will create a random LinkedIn web address that will appear as a collection of odd letters. However this can be changed as LinkedIn lets you customise this address to create a branded LinkedIn address with your name. For example, https://www.linkedin.com/in/coretium-media-b6b62b6a?trk=hp-identity-photo
  • Become An Established Industry Expert: To achieve this title we recommend that your profile is as active as it can be, for example: Answer all questions that you’re asked, comment on peoples posts and always take part/comment in groups. This will allow you to become a recognised expert in your field
  • Generate Qualified Leads: One of the best ways to use ‘LinkedIn for business’ is to do the following. You can use LinkedIn to generate potential sales prospects for your company; this is done by you searching for a specific group of people i.e. business owners who live in London and works in the Architectural industry. Follow the link to see the results of the search!. Once connected with the relevant people you can then move onto sending them a personalised message that entails you offering your services to them. Let’s hope for a response!

 

Do you agree with these steps on how to use LinkedIn for business?

 


7 Proven Ways To Transform Your Dying Online Business!

1. Email marketing
No matter what business you are in you need to put a lot of your energy into collecting email addresses of prospects. What you should be doing with your email subscribers is to keep them up to date with interesting content and great offers.
Overtime you will see that your subscribers will start to anticipate your emails and your open rates will start to increase. This will make it much easier for you to sell to them as they already know like and trust you.
2. Search Engine Marketing/ PPC
This includes spending some money but is a very good way of getting targeted traffic to your offer or website. It works by displaying your advertisement on major search engines like Google and Bing. So if someone was to search for motorcycle helmets in London and your ad is related to that search query, then your advertisement is very likely to show up.
These prospects are already searching for what you provide or sell so they will be very responsive.
3. Search Engine Optimization (SEO)
This involves getting your website to rank high in major search engines (google, Bing etc.) by producing content that is valuable to your target audience. The good thing about this is that its free however, SEO has become increasingly difficult over the years which will make it harder to get ranked for your desired search term.
4. Public relations
This is an age old method which means getting your company featured on relevant blogs, TV channels and radio appearance. You need to give something of value to your audience so they will remember you. That is the whole point of public relations!
5. Existing platforms
You need to hone in on where your target market is hanging out. Depending on whom your target audience is they will typically be hanging out on one of the following social media channels, Twitter, Facebook, Youtube or Instagram. There are others but I would say these are the big four.
Once you have figured out where they are keep chugging content at them and eventually they will notice you.
6. Affiliate marketing
If you are selling online one thing you may want to consider is letting other people promote your products. These people are called affiliates. When they sell your product you would pay them a small commission. You don’t have to offer a massive amount of commission but it should be enough so that affiliates would want to promote your product or service. Generally 10% works very well.
7. Content marketing
You’ve heard me talk about content a lot throughout this article so it is obviously very important. The truth is everything comes down to content. For example, if you are publishing an article on your website that is content, if you are creating an ad for Google adwords or Bing that is content, if you are publishing a video via YouTube that is content. I hope you can see my point here. If you can create engaging and valuable content through all the channels mentioned you are already way above the competition already.


Part 15 Viral Marketing: Make It Easy For Readers To Email The Page To A Friend

Have you noticed the number of websites that include a button that

lets you tell others about the site you are visiting? They are becoming

more popular, because site owners have learned that if you want your

visitors to do something for you, you have to make it as easy as

possible.

 

If you want viewers if your site to tell others, it does not get

much simpler than giving them a button to click.

 

The nice thing is, if you design and set up your own site, it is quick and

easy to add the button. The hardest part is deciding where you want

the button located. If you do not do any site design, it is a small cost

to have a designer do it for you.

 

The button runs a small bit of code called a “tell-a-friend” script. When

your viewer clicks the button it opens up a small window that allows

them to enter their friends email address and a short message so they

can tell others about your site.

 

The power of this script goes back to what I discussed back at the

beginning of this book; people will listen to what their friends and

family say.

 

There is a level of trust there that you can not come close

to, at least not initially. That kind of trust is built over time.


Part 14 Viral Marketing: Make it easy for visitors to refer others

Have you noticed the number of websites that include a button that

lets you tell others about the site you are visiting? They are becoming

more popular, because site owners have learned that if you want your

visitors to do something for you, you have to make it as easy as

possible.

 

If you want viewers if your site to tell others, it does not get

much simpler than giving them a button to click.

 

The nice thing is, if you design and set up your own site, it is quick and

easy to add the button. The hardest part is deciding where you want

the button located. If you do not do any site design, it is a small cost

to have a designer do it for you.

 

The button runs a small bit of code called a “tell-a-friend” script. When

your viewer clicks the button it opens up a small window that allows

them to enter their friends email address and a short message so they

can tell others about your site.

 

The power of this script goes back to what I discussed back at the

beginning of this book; people will listen to what their friends and

family say. There is a level of trust there that you can not come close

to, at least not initially. That kind of trust is built over time.