Email

The Top 7 Reasons Why Customers & Prospects Aren’t Responding to Your Email Marketing

April 20, 2009

When email marketing was in its infancy, it provided instant gratification to marketers. Shortly after you pushed the send button, orders started appearing in shopping carts. It was too cool. The cost was significantly less than mailing a catalog or postcard and the response was much higher. Things have changed.

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Email Marketing: Building Relationships One Send at a Time

March 27, 2009

STOP! Before you reach for the low hanging fruit with another discount or free shipping, did you know that you might be trading tomorrow’s lifetime value for today’s sales?

One of the privileges of being a consultant is that you get to see the results from a variety of clients. If one client benefits from reducing the number of discount emails, it’s an anomaly. When most clients that try it, benefit, it’s a best practice.

It is a hard recommendation to sell when people are in the habit of churning out sale emails. It usually involves a little begging on my part. “Just test it. That’s all I ask. Please? Pretty please?” are words I’ve been known to say. Some clients require more persuading than others (you know who you are!), but I digress.

Continuously sending discount emails trains your customers to wait for a better price, reduces your return, and doesn’t improve your relationship

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Eliminate the fine print. Increase sales.

January 21, 2009

People hate fine print. It reeks of trickery and underhandness. So, why do two thirds of the promotional emails I receive have half a page or more of Arial 7.5 light gray print?

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An Open Letter to Email Marketers

January 15, 2009

Please unsubscribe me from your newsletters. While I am still interested in your products, we apparently had a misunderstanding about your emails. I thought that I was signing up to receive information about your products and services and an occasional sale email.

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Are Your Emails Alienating Your Customers?

May 9, 2008

Email is an easy way to stay connected with your customers. It is so easy that it has become the most abused marketing tool of our time. Marketing teams have discovered that they can send an email offering a discount or free shipping and immediately get results. So, they do it. Again, and again, and again, and…well you get the picture.

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