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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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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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Customer Retention in an Uncertain Market 3 March 2008

The latest edition of ‘Communiqué for Success’ is now available for public viewing (subscribers get advanced notice when it’s hot off the press). It answers such questions as:

• How can you retain customers in an uncertain market?

• What is happening to CfS – and what does it mean for you?

• How can you win the attention of the growing digital marketplace?

• What is the number one secret to effective marketing?

• How can you successfully market online?

• Where can you get free online hosting? 

All the answers (and more) are ready to be revealed.

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Word count for this issue: 2,613
Approximate time to read: About 12.5 minutes    Scanning Time: About 45 seconds
Suggested props: Organic Hot Chocolate or NoCaf
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You can see the current and most of the past newsletters by going to www.mediaminister.co.uk and clicking on the “FREE stuff” link on the top menu.

You’ll also find direct links to my other sites.And it’s all freeeeeeeeeeeee (for now).

Enjoy!Tracey

PS – The direct link to the latest newsletter is —http://www.mediaminister.co.uk/cfs/19February2008.htm

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8 Tips to Improve Ezine Copy 26 February 2008

  1. As your ezine is free, do not give away your best content (save that for your paid-for service).
  2. Offer the editor’s personal commentary/angle on news of the industry you cover.
  3. Have the editor develop a voice — people respond to people, not organisations.
  4. Use transparency. Show your editorial process (where you’ve been, whom you’ve spoken with, etc). In other words, show, don’t tell.
  5. Return to core themes. Champion your reader’s concerns. Work their deeper emotions. Find solutions.
  6. Show a personal side. Disarm your reader and develop a relationship by throwing in personal information (“While I was riding my bike this weekend, it struck me that…”).
  7. Differentiate yourself in the market. Use this regular contact with readers to develop special ideas and opinions that give you a chance to develop a niche or unique selling proposition.
  8. Use your ezine as a testing facility for new products. Ask for feedback. Offer teaser versions of new products and see what kind of response you get.

Source: Nic Laight, Fleet Street Publications / SEPA

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Online Marketing: Why Colour Matters 15 February 2008

Subscription marketing expert Don Nicholas says colour certainly matters in online marketing.

Don says that when a publisher did an A/B split test of two versions of his landing page, one fared substantially better than the other. The only difference was that one had an order button that said “Order Now” in navy blue type on a dark orange (ochre) background, while the other version had black font on a red background.

The navy/ochre order button generated 27% more orders than the red button – more proof as to how seemingly small changes can make a big difference to the bottom line.

Why such a big difference, though? Well, most people regard the colour red as ‘hot’ and attention-seeking. But in certain online and offline marketing elements it can work against you. This is because red also means “Stop!”

Says Don: “Is that really what you want the reader to do when he gets to a button that says ‘order now’?”

Source: NEPA Presentation on Landing Pages  

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Web Traffic Tips: Be Collectable 7 February 2008

Allow your visitors to collect things from your website. As well as helping to encourage repeat visits, research shows that the more your visitors get to know you or become familiar with your site, the closer they get to doing business with you.

Try things like a series of ebooks, teleseminars or articles. Or add a newsfeed to your site. 

People like to collect things. It makes them feel good because every time they collect a new item, they are fulfilling their goal. 


Source: ProfitsUp.net
 

 

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