With the internet and technology evolving so rapidly, digital marketing techniques and terminology have evolved as well. Today, terms such as “digital marketing,” “online marketing” and “internet marketing” are used interchangeably so often that it can be difficult to remember what the differences between them are. At the end of the day, CEO and co-founder of Smart Insights, Dave Chaffey, points out that the differences between these terms and their definitions don’t really matter. In his article “Definitions of Digital marketing vs Internet marketing vs Online marketing,” Chaffey explains that it is not so much the difference in definition that is important, but in the responsibilities you assign to the terms, and how effective those responsibilities are in assisting your company in its endeavors to build clientele.
I know a few of you just thought, “I cannot run my business like that”. So work with this. Instead of sending endless sale item emails, send just one “give” email a month. And what if you sent a really cool story of what someone has done with your products once a month? If you send weekly emails, just adding those two emails into the mix every month now means you’re on 1 to 1 schedule. Will your sales go down if you do this? Maybe a little. Will your engagement go up over time if you execute this well? Like a rocket ship.
Use it to promote up-sells/cross-sells. You can even set up an autoresponder sequence for someone after they purchase and get repeat customers. Depending on the products you sell, you could offer an upsell, or cross sell related products. For example, if someone buys a digital camera, you can offer to add a lens, a tripod, and other accessories to their order before it ships. Or, if you sell products that people buy frequently (like food or disposable items, like diapers), you can automatically send them offers for new items when you know they’re about due for another order.
It’s important to note how a number of growing trends revolve around content of value – not promotional content. Things like personalization and subscriber lifetime value, bite-sized content that’s easy to digest, stronger narratives and storytelling, richer experiences… that’s all key to crafting highly engaging emails that will grow your open and engagement rates.
We just started using MailChimp because it seems to be the only one that offers a free account for small or new users. The problem is that there are so many steps for a potential subscriber to go through with both double opt-in and recaptcha, that we are getting at best complaints to worst, plain nasty comments posted on our Facebook page. We don’t know how many would be subscribers we lost because of this.
For subscribers who may have been on your list for a longer period of time, a small incentive or discount will often get them talking. Marketers should capitalize on word-of-mouth marketing by incorporating email sign-up on viral components, such as features that allow site visitors to forward products, services, wish lists, information online, notifications and more to their friends.
You could use your Hotmail, Gmail or Yahoo accounts, but if you need something professional and fool-proof and want to avoid being labeled a spammer, it’s a far better idea to use an email blast program provided by a professional email marketing company such as Benchmark Email. Benchmark’s partnerships with elite consortiums like The Email Sender & Provider Coalition (EPSC) and leading delivery experts like Return Path give you the best chance of reaching a prospect’s inbox, which is a major challenge in email blast marketing. Benchmark Email even has built-in data merging features, which allow you to import contact information from different databases so you don’t need to re-enter long email lists. Besides this, you can also customize your mails in easy-to-use HTML editors before sending them to your customers and prospects.
Transactional emails are usually triggered based on a customer's action with a company. To be qualified as transactional or relationship messages, these communications' primary purpose must be "to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender" along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services, This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
But affiliates can be very guarded when it comes to their mailing list, we can’t blame them because we jealously protect our own email list too. When it comes to asking someone to promote you over their highly valuable email list you have to make sure that you’re offering them and their audience something that’s worth their time. Which is why we we strove to make sure our lead magnets were as valuable as possible so that their audience wouldn’t see this cross-promotion as spam, but something that’s worth their time.
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
Unlike online content, direct mail cannot be ignored. A catalog sits in someone’s inbox, earning attention whether the person buys a product because of the content or throws the mailer in the trash. “It’s worth it to put the time and energy in because you get to sell one-on-one to the prospect with very few distractions,” Simpson says. “That’s why I love direct mail.”
“Most direct mail pieces deserve the moniker of “junk mail.” To make sure yours stands out from the crowd, you must deliver some kind of real value that transcends your brand message. There are so many creative things you can do that are cheap: Deliver curated content, use creative techniques (such as punch-outs or folds) to make something that consumers can use or write witty copy. Be boldly creative!” ~ Brittany Hodak, ZinePak
Find things that encourage people to engage. By tracking the statistics on each of your emails, you'll be able to develop concise reports about what works and what doesn't for your target audience. Take note of the specific days and times for your highest open and conversion rates. Test different tones and subject lines and see what causes your audience to read the blast. Stick to the things that your consumer tends to favor or enjoy and avoid repeating aspects of emails that do poorly according to the stats.