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Businesses Waste Email Marketing Opportunities 29 April 2008

Most entrepreneurs and even businesses are wasting the powerful opportunities that the email channel presents, despite the growing popularity of email marketing, according to enterprise marketing platform provider Alterian.

To date its free online interactive assessment (www.alterian.com/quiz) has received more than 700 responses from marketers, agencies and marketing-service. The tool takes an in-depth look at how marketers personalise, automate, segment, track and report on email campaigns.

The results so far demonstrate that many marketers have an opportunity to greatly improve the returns of their email marketing investment.

Especially as Alterian’s fifth annual marketing survey – a comprehensive analysis of spending and investment priorities for the industry based on responses from almost 900 marketers, agencies, marketing services providers and systems integrators – reveals that 81 per cent of participants plan to increase marketing spend on email efforts over the next 12 months. 

Forrester Research also reports similar trends: “In the coming year, we expect email marketers to make a priority of improving email sophistication by investing in analytics, customising message frequency, and using email data to inform other marketing efforts,” commented Forrester Research Analyst Julie Katz, in the report titled How To Move Email Marketing Forward In 2008, February 2008.

So what are your plans for email marketing? How can you improve its effectiveness? Have you tested any new approaches recently? I’d LOVE to hear from you!

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Which Media is Right to Reach Your Target Market? 16 April 2008

That’s probably one of the most often-asked questions my clients put to me…

Well, the answer is, it depends on your ‘ideal customer‘. (If you haven’t a clue what that means or who that is, then my Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead will help you hone in on what is potentially one of the most important elements of running your business.)

In a nutshell, you need to know your target buyers like the back of your hand before you can target them appropriately. Until then, you are pretty much wasting your time, expense and effort trying to reach them.

OK, for the point of this post, let’s say you know exactly who your ideal client is. By now, you should know that a) targeting has suddenly become much easier, and b) you know where they ‘hang out’, which publications they read, and so on.

Assuming you decide to advertise in a given publication that they read, make a note of whether any of your competitors are advertising regularly there. If so, that’s a good sign…

Now, phone up the advertising department for that publication and tell them that you are thinking of placing an ad, and that you’re currently researching the results of ads in the same industry (ie, those of your competitors). 

You will be surprised as to how honest they’ll be with you.

If it all sounds good, arrange a multi-run ad deal – ie, where you place a similar-sized ad in that publication for a number of issues (ideally, seven, but at least three if you can push to that). Make sure you include some kind of code for tracking purposes, and then measure the response you get. If it’s good, repeat the ad – it is obviously extremely well targeted. If for some reason it bombs, consider your ad’s copywriting and/or offer. Could either be improved upon?

The key to ANY advertising and marketing is to test, track, tweak and test again and again until you get the response you want. I covered more on this in a recent issue of my newsletter Communiqué for Success

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Britain Tops the E-Commerce Charts 8 April 2008

Britain is way ahead in the European shopping stakes. A whopping £5 billion (approx 6.31 billion euros) in online sales ahead of its closest European competitor, in fact.

The figures come from a recent study conducted by data supplier Mintel, which also reports that last year Brits racked up £12.8 billion (16.16 billion euros) worth of online sales. In contrast, the Italians and the Spanish favoured brick-and-mortar shopping, spending just 1.1 and one billion euros respectively. Germany fared well with a total of 13 billion euros (£10.3 billion) worth of sales.

And the UK online market shows no real signs of slowing down. It has shown a healthy 75% growth over the last two years alone. What’s more, UK online sales are expected to increase by as much as 200% over the next four years to hit £44.36 billion (56 billion euros). says Mintel.

Do you sell your products or services online? If not, why not? there’s a burgeoning market out there…

You can double, triple or even quadruple your sales when you learn the dynamics of selling online and how to easily apply it your business. 

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Reader Q&A: How Do I Grow My List? 4 April 2008

A reader asks: “I’m having trouble attracting people to my website, more specifically opt-in members for my list. Can you help?”  

Answer: There are a myriad ways of achieving your goals. Here are a some to get you going:

  1.  Make sure your website is targeted for your ideal customer, using language and ‘triggers’ that will appeal accordingly.
  2. Optimise your web pages, especially your home page, using SEO (search engine optimisation) techniques to drive more search engines to your site, and help your visibility among the search results.
  3. Start a blog, and link back to your website. Search engines love fresh content, and writing regular blog posts is an excellent way of keeping them happy. 😉 
  4. Make sure your newsletter sign-up box appears not only on your web pages, but also your blog.
  5. Make it worthwhile subscribing to your ezine –– just because it’s free is no longer a valid reason.
  6. Write articles and submit them to online article directories. Make sure your ‘author bio’ or resource box features a live hyperlink to your newsletter, and offer a gift to subscribe.
  7. Use Google Adwords to get qualified traffic. Make sure the landing page is suitably targeted.

Hopefully, this little lot should be enough to get you started and keep you busy for a while! Good luck, and let us know how you get on…

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