Monthly Archives: April 2015
2 Essential Steps to a Clean Mailing List
You send out your direct mail campaign, but you are not seeing the results you anticipated. Response rates are low and many mailings are getting bounced. What can you do to fix this problem? A good place to start is mailing list hygiene. Even the best mailing list gets outdated and dirty over time. Duplicate names and old, undeliverable addresses build up. People move to a new address or move out of your target demographic. Getting rid of inactive data can feel like you are letting go of something that could come in handy one day. However, just like spring-cleaning your home, a good mailing list clean up will pay off in efficiency and effectiveness. List hygiene processes will help you limit the number of undeliverable records and get rid of the addresses you don’t need. Here are two easy ways to save your direct mail campaign from wasted money and low response rates. Continue Reading…
Unopened Email Campaign Culprits
You spend time and energy creating a great email campaign to connect with your customers, but when you run the numbers, you are disappointed with the results. Why aren’t people opening your emails? If this sounds familiar, check out these possible culprits that could be tanking your email open rates.
Culprit 1: You are sending emails at the wrong time.
Most business emails are sent during business hours. However, depending on your email campaign, your audience and your content, varying your timing can lead to better open rates. For example, if your audience is mostly made up of people with a 9-5 office job, you may see better open rates in the mid-morning or late afternoon, when people are settling into their office,or taking an afternoon break. However, if your audience is primarily individuals who work outdoors and do not check their email as often, then the early morning or evening may be better. The best way to discover the prime time to send your emails is by testing. Testing your send times is very important for email marketing. Send out the same email at a few different times to different sample groups of your audience and see which open rate is the highest. Some of the different times you can send your emails are: early morning, mid-morning/noon, afternoon, and evening. Test your email a few times in order to see which of those times is most effective. Continue Reading…
8 Principles to Help You Avoid A CASL Catastrophe
Since the Canada Anti-Spam Law (CASL) went into effect on July 1, 2014, email marketers have been nervous to see what kinds of penalty might be imposed on those caught breaking the rules. Well, that time has finally come: Quebec-based company, Compu-Finder was fined $1.1 million last month. This has understandably raised concerns in the email marketing industry.
The Canadian Radio-television and Telecommunications Commission (CRTC) has stressed that they only intend to levy fines against the worst offenders, not companies that make small mistakes. So, what did Compu-Finder do to be given such a severe penalty? According to Yahoo! News Canada, the CRTC said it found Compu-Finder guilty of four violations. They also noted that Compu-Finder was responsible for 25% of the 250,000 spam complaints that CRTC received. The CRTC also fined a dating website called PlentyOfFish Media Inc. a few weeks ago. However, they were fined a much lower fee of $48,000 because the company moved quickly to bring itself into compliance with CASL. So, if you are wondering what you need to do to remain CASL compliant, keep the following 8 principles in mind. Continue Reading…
6 Deadly Direct Mail Pitfalls
Direct mail marketing is a great way to advertise and generate measurable sales results for your business. According to research by CMO Council, when direct mail is done correctly, it results in high ROI. However, there are many bad direct mail practices that need to be avoided in order to run a successful campaign. Use these 6 points as a checklist to help you develop and implement the most effective campaign, while avoiding deadly errors that can hurt your business.
1. Missing or Hard-to-Find CTA
Remember to give your reader an incentive to reach out to you. Your mailing piece doesn’t have to make a direct sale right at that moment. Your campaign just needs to entice the audience enough to interest them in reaching out to you. However, in order for this to happen, you need to tell them how to act. How can they accept your offer? What do they need to do to use your coupon? Include a phone number for them to call or a link to a website they can visit. Be sure to make the CTA visible and easy to find. Continue Reading…
7 Insightful Email Marketing Statistics [INFOGRAPHIC]
Freshen Up Your Email Marketing for Spring
Spring is here! While you take the time to reorganize your household and wardrobe, why not take the same approach to your email strategy? What better time is there to update and freshen up your email marketing? Here are a few spring tips to brighten up your email marketing.
Refresh Your List
Not everyone is a good fit for your product or service. Take this time to remove inactive contacts from your email list. Cleaning out your contact every once in a while may shorten your list, but it will boost email deliverability and engagement rates. Your list will be filled with solid prospects after some spring cleaning. Sort your email lists and segments into categories to determine which are worth keeping and which should go. According to research by Mail Chimp, segmented email campaigns have a 14.72% higher chance of opens than non-segmented campaigns. Continue Reading…
Build Loyalty with these 4 Email Campaign Ideas
When sending email campaigns to your customers and prospects, it is important to remember that there are more reasons to send an email than just pushing them to buy something. While newsletters and promotional emails may be moneymakers, it is important to include a variety of email campaigns in your marketing strategy. Sending different kinds of emails, such as welcome letters, shows your reader that you care about them and aren’t in it just for the money. This will help you build better relationships, as well as gain loyalty from your customers. Make your customers feel special and spice up your B2C relationships with these 4 non-sales emails.
1. Welcome Emails
As your first form of contact with a new subscriber, your welcome email is super important. This simple email is one of the most crucial emails that you can send. A report by Experian shows that welcome emails have the highest open rates of any marketing email. The welcome email sets the tone for every following email that you send to your subscriber. Continue Reading…
5 Best Practices for Writing Amazing Direct Marketing Copy
You have figured out who your main target audience is. You have your perfectly targeted mailing and/or email list ready. It’s time to put pen to paper, (or fingers to keyboard), and write your direct marketing copy. Whether it’s an email newsletter or a direct mail flyer, writing words that grab a reader’s attention can seem like a daunting task. It’s not impossible though! We’re here to guide you and help you get through this challenge. Below are 5 best practices to think about as you write for your marketing piece.
1. Decide Which Medium to Use
Direct marketing copy is not one-size-fits-all. The most effective copy takes its marketing medium into account. If you are focusing on email, then you will want to pay close attention to your subject line, as well as the text-to-images ratio in case images are blocked. If you are working on a message for your mobile advertisement, you have limited pixel space to work with, so keep your message short and to the point. Are you writing for a postcard? Don’t forget to account for text on the front and back of the direct marketing piece – and don’t forget to leave room for an address and postage. Continue Reading…