Email may seem a bit old-fashioned but, for now, email marketing is still around and very effective. According to experts at CopyBlogger and Constant Contact, the return on investment is amazingly cost effective. With an ROI of around 4,300%, email practically pays for itself and saves a tree or two. Email is a direct line of conversation with your consumers so use it wisely instead of the annoying sales pitches of the last generation of email newsletters. Here are some smart ideas to get you started on the right path of email marketing.
- Have a Strategy – Instead of randomly sending out an email that will be one of millions in a readers “inbox” have a plan. Decide on the frequency of the emails whether it is weekly or monthly. Plan a newsletter that has interesting content and a call to action, possibly with a coupon or coupon to get consumers to act.
- Use Visuals – We are a society that likes images and graphics. Avoid lengthy content and rather choose visuals that can catch the attention of the reader. Keep in mind that the images, logos and color palette should be in line with your brand. An interactive element such as a video or survey can keep readers on your newsletters longer.
- Don’t Forget a Call to Action and Contact Info – Many readers scan emails and look for the bottom line so don’t forget your call to action and methods for readers to easily contact you. Calls to action action should include words such as: shop, buy, click here, look, find out more etc.
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Conveniently scheduled on Saturday, please choose the session that works best for you.
Email marketing may not be the shiny new toy that marketing departments are always looking for to engage loyal customers and hook new ones, but it certainly is not dead, as some businesses claim. In fact, by the end of 2016, it’s predicted that there will be 4.6 billion email accounts. That is a huge audience that should not be ignored. Yes, we are all tired of our constantly filled email inboxes, but for many companies email marketing can be a secret weapon that drives most successful marketing campaigns today. With that in mind, we have compiled some of the best practices that should be followed when launching a new email campaign for your use.
- Go Mobile – It is not overstating it to say that everyone uses their mobile devices such as laptops, smartphones and tablets to check and respond to emails. If your emails are not using responsive design and, therefore, are not mobile friendly then your business is missing out on a potentially large audience. Kissmetrics estimates that your company can double your click-through-rate just by changing to a responsive design.
- Be Personable – Your email should open with a personalized greeting to lift your open rates. For example, Marketing Sherpa did a recent study that found that personalization increased open rates by 29.3 percent overall. Transaction rates and revenue per email was also much higher due to personalizing the greeting, subject line and topic.
- Call to Action – Most marketers would agree that the call to action is the most important part of an email message. Therefore, the call to action should be clear, concise, and given ample visual attention. Therefore, it is best to keep the call to action above the fold.
- Offer Promotions – Most customers like an incentive to read an email or newsletter. By offering incentives, your business can engage customers and increase revenue. For example, offer an incentive with each email such as, “20% off if you mention this email or print this coupon for extension to our sale.”
- Branding with your Logo –
“To err is human, to really foul things up you need a computer.” Paul R. Ehrlich
This old adage is so true and examples of it can be found daily in the business world. This is no more true than in the perfect example of messing up an email marketing campaign. Email marketing itself has become so much more complex since it’s inception. We have come such a long way from the days of AOL’s “You’ve got mail.” Now there are Tweets, Posts, Pins and a whole assortment of information assaulting consumers on a daily basis. So, let’s look at some fairly common mistakes businesses make when conducting an email marketing campaign.
Mistakes with the “Recipient Lists” – There are numerous “rookie” mistakes that can be made when dealing with your receiving list. These include:
Make sure you have permission to send email to the people on your list. Did they enroll on your list online or in the office? How did you get their name? Make sure you properly acquired the name.
Make a policy of not purchasing a list from a third party. No one likes to get spammed or have unneeded email in their already crowded inbox.
Reconfirm email list. People change emails quickly once one has been spammed enough. After six months email is considered stale if the recipient has not heard from you.
Content Mistakes –
Proofread all emails being sent to ensure there are no silly typos or glaring grammatical errors.
Create content that will be relevant, interesting, and useful to your subscriber base.
Be very careful with subject lines and leads. It only takes a few second for readers to decide if they are going to continue reading or not.
Don’t use pushy sales copy or gimmicky catchphrases. Be human and use a voice that is true to your brand.
Analysis Mistakes –
Using companies such as Constant Contact or MailChimp give you the benefit of measuring your results. Don’t forget to analyze what worked and what didn’t.
Before you send a campaign to your entire list, make sure that you look at it in preview mode. This is possible on the two programs mentioned above.
Use testing practices to see if you can improve your open rates, click rates, and, perhaps most importantly, conversions.