It’s digital marketing 101. When you want to reach customers who have already purchased from you, you send an email. When you want to reach new customers, you advertise.
But, what if you could enhance the power of your email marketing campaigns by using your email database to target your customers in social media?
Thanks to custom audience targeting (available in both Facebook and Twitter), you can.
As of early August, 145 million people in the U.S. owned smartphones, according to a comScore report from August 2013. Add to that the fact that email was the top activity of U.S. adults on their smartphones – based on a new study – and you’ve got an opportunity to reach customers anytime, anywhere. Some businesses are using this to their advantage, crafting emails that ignite action. Others, however, are provoking customers to take only one action: Clicking “delete.” Here are four common mistakes that turn marketing into junk mail.
No. 4: Making a tpyo in a subject line. If you wrote the email copy, get a colleague to proof it. Then send out a test blast to a different team member internally. We all make mistakes, but we can also all take the steps necessary to minimize them.
No. 3: Writing an email subject line that’s so lengthy, it gets cut o… When your email subject lines are too long, they get truncated in the preview, which can be a total disconnect for your reader. While every email program is different, aim for less than 60 characters, including spaces, to ensure that your email subject displays properly in your recipients’ inboxes.
No. 2: Sending your email creative as a high-resolution image. Although photos are a great way to illustrate your message, if your entire email is one large image, you could run the risk of it not loading properly. That means your customers will see a red “X” where your beautifully designed email creative once appeared.
No. 1: Burying the call-to-action. If you want the reader to take action after reading your email, you have to tell them what you want them to do. And telling them mid-way through the third paragraph of a long-winded eblast won’t cut it. Keep your message short and concise, with a clear directive at the end. In addition, use design elements, like a “Register Now” or “Subscribe” button, to help guide users toward the appropriate action.
What’s the worst email snafu you’ve ever made? Share it with us on Facebook.
According to a recent report conducted by Pitney Bowes, in their SMB Owners Report May 2011, 68% of respondents are choosing email marketing as a new advertising tactic and 54% say they are choosing social media. In fact, 76% of small businesses responded by saying the ideal marketing mix is a combination of traditional media and digital communications. One of the main reasons for the shift is the inexpensive entry to market through these digital channels.
Small businesses are always looking for inexpensive, yet effective ways to market their products and services. Usually, they can not compete with the large national chains or mega brands that can afford to saturate the market with huge marketing campaigns. It is critical for small business to get creative and find less expensive ways to get their message to the public. Factor in a shaky economy that has not rebounded like many expected by the middle of 2011 and it is more important than ever for small businesses to leverage digital channels to promote their business. It can be significantly less expensive to develop a mass email campaign compared to dropping a physical mailer or flyer to the same number of recipients. With technology today you can create robust graphics and aesthetically pleasing emails at little to no cost.
Social Media channels like Facebook and Twitter are another inexpensive way to reach a massive audience. It is free to set up the channels themselves, and while I do not pretend to think they can be managed effectively for free (I would recommend a social media expert managing any small business’ social media presence) it is still much less expensive than traditional forms of media. Facebook has approximately 700 million users now and you can target by age, location, and interests when marketing to those millions of people. Twitter is an excellent tool for customer loyalty programs and can really help small businesses increase their customer base through “digital” word of mouth advertising. If you have a Twitter account and you haven’t tweeted out a coupon deal or special discount to all your Twitter followers, you are missing a great opportunity to make a strong move in creating new business.
The numbers don’t lie and the statistics are eye opening. Small businesses are using digital communications to supplement (and sometimes replace) their traditional advertising programs in larger numbers. The reasons are simple…digital media is now a proven advertising platform and inexpensive compared to traditional media.