Just because you have a giant, diverse email list doesn’t mean that you’re guaranteed email marketing success. The success comes when you re-evaluate emails that get to people and what they do with them, and emails that don’t get to their recipients and why.
The biggest issue with emails is bounce, but not all bounces are the same. For starters, there are soft bounces. These are generally related to technical issues— maybe the email server is not working, an inbox is full or a message is way too big. You might also be rejected as spam or blacklisted by the intended recipient.
But then there’s a hard bounce, which is different in its rejection. You may have sent a note to a nonexistent email address, or you might be completely blocked.
Let’s say your email gets to its intended recipients. If they don’t even look at the email, then it’s almost the same as if your email didn’t get to them at all. Part of what affects open rate is the industry in which you’re focused on. Some professions are simply more focused on opening those messages. And then some people will open their email if you use compelling information about who the email is from and what the subject is. You should also research the very best time to send out your emails, and make sure that you test, test, test— then test some more.
Want to know more about emails and opens and bounces? Use the information in this graphic.
Every Time a client calls scared from a sales pitch from some goober company I’ve never even heard of I feel two things: First, I feel angry that a company would resort to this type of tactic to generate business. Then I feel grateful for the relationship I have with my client. Because they trust me enough to call and talk about their unsettling experience.
Not everyone is my client though, and not everyone has a marketing person they can trust to sort through the crap and tell it straight. In an effort to thwart the goobers I’m calling the game so you can too.
Content strategy? Sounds complicated. What in the world is that anyways?
Those are just a few of the thoughts I had in my head when I first heard the term content strategy. So what is it exactly? Everyone has different definitions, but the best one I have found is:
A content strategy is the high-level vision guiding future content development to deliver against a specific business objective.
Ok, what the heck does that mean? I interpret it as taking a specific objective or goal for your business, and planning your content, social media and email marketing to help you achieve that goal. Hopefully that makes a little more sense. We’ll discuss it more throughout, so let’s get to it. Read More >
Social media is not going away anytime soon. It can be a huge benefit for companies to use in their marketing mix. Jon Loomer says it best, “the million dollar question asked by many marketers relates to how to increase Facebook Likes. But the key problem should be attacking how you get relevant Facebook Fans. It’s about quality, not quantity!”
Use the marketing assets your organization already has to build your Facebook audience:
Meanwhile utilize the man great features Facebook offers to promote your page to gain more followers inviting friends, coworkers and acquaintances to follow your page. Last but not least consider promoting your page using a paid advertisement. See our infographic for more details and resources.
Email marketing can reach many donors in a cost effective manner. To get started you’ll need to create your list. Then continue building and nurturing your list over time. Measure your email marketing, learning the likes and dislikes of your audience and give them more of what they like to keep them interested and engaged with your organization.
If you’re already engaged with email marketing consider leveraging your email list to build your social media following. Ask your subscribers to like you then you can reach out to them via multiple mediums.
While email is a proven and effective medium without tracking and tweaking you could just be annoying your subscribers and lowering their interest in your organization. HubSpot agrees, “while email has managed to stand the test of time, many marketers have failed to update their strategies since its inception.”
So many small businesses monitor by hours in the day, living by the clock. If you have a full day of work 5 days a week you’re doing great and your bank account will reward you for your labors.
Then suddenly your business requires more hours than you have to give in a day. And you start wondering – when do I know when I need to hire a new person? How many leads do I actually have to generate to afford my new person? Is my marketing working? What’s my return on investment? And that’s when things get tricky.
With all the data available now it’s hard to know what numbers mean what. What to pay attention to and what to ignore. Ultimately you can gather all the numbers you want but if you don’t review them they are actually less valuable than living entirely by the clock.
The numbers can be overwhelming at first so get started by defining a goal for what you want your marketing to do. Then determine what metrics will help you determine if it’s working. To keep it simple think of your measurement metrics in three buckets. Read More >
“I don’t have the time.” Seems that phrase is a small business owner’s mantra. Despite the time crunch, some owners find time to do the marketing tasks needed to sustain and grow their business while others don’t. What’s their secret? Read More >
The most cost effective newsletter is an email newsletter. No postage, no printing, what could be better? What is an email newsletter you may ask? Well, it is regularly scheduled, sent out to a list of subscribers, and its contents vary. Some businesses produce unique newsletters with original content while others do not. Some companies may borrow content from other websites to share with their subscribers. Let’s take a look at the different types of email newsletters:
Email newsletters can be published in many shapes and forms. The type of newsletter all depends on your business and the content you plan to display, as well as the preferences of your subscribers.
Just to be clear, when I say subscribers, I actually mean subscribers. People have to physically sign up for your email newsletters in order to receive them. Because if they don’t and you send an email to them anyway, you are spamming!
Events can be great marketing tools. The power of a face to face interaction is hard to match. The trick is getting bottoms in the seats in a cost effective manner. Snail mail invitations aren’t the only way to promote an event in 2016. Promote your event online:
Every marketing company will try to be the first to tell you what you need. You need a website (duh). You need SEO. You need social media. You need mobile analytics. You need video marketing. You need this. You need that. You NEED everything under the whole gosh darn sun.
While we agree that you need a website (I mean, that’s kind of our specialty), we also agree that your commercial construction company needs email marketing. Email is the marketing category generating the highest return on investment (ROI) for marketers. For every $1 spent, email marketing generates $38 in ROI. It also gives marketers the broadest reach of all the channels available to them.
Marketing today involves doing more with less. Marketers need to connect with their audience in a highly personalized way, while staying on budget. The marketers that do this will be successful in delivering ROI and revenue back to the business.
So, why is email marketing the most powerful to the modern marketer in commercial construction? Read More >