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Email Marketing - Newsletters, Announcements and Offers.

Want effective email campaigns? Make an offer!

Posted by Dale Berkebile on Tue, Oct 11, 2011

Want effective email campaigns? Make an offer!

This is the first email campaign we did for The Garden Continuum. It was to promote an offer of their recent ebook Demystify Your Landscape: How to Pick Plants.

This email was a hit! Typically doing an email campaign gives you a spike in traffic/leads but then peters out just a quick as the spike. This campaign however lasted for several days (to-date). For a client that hasn't had luck getting leads before this campaign, they were excited and a little scared with the quick burst of leads they got in 6 days.

Basically they went from 0 leads to 60 in less than a week.

The downside of a campaign like this is that you need to have a system in place to either nurture all these leads or a sales strategy and system in place to work all these leads. Without a process to handle these leads, they will become stale and defunct. So putting an email campaign out there with an offer like this is great, people went to the site and downloaded the eBook offer we created, but phase 2 is following up on all these leads. This was a good test email for the client and brought up a bunch of new questions for futre email offers, like:

  • How should we start qualifying all these leads into "A leads", "B leads" and "C leads"
  • What kind of a sales process or system do we need in place to start working all the "A" leads that we get?
  • How can we build a lead nurturing campaign to nurture the "B" leads?

So yes this brought up some issues that, if you did not currently have in place could cause problems, but this will be part of the learning process with your first email campaign. You need to put things out there and see what kind of interest there is. Then you need to see how many of your readers will take action and sign up for your offer.

Creating an offer is the thing that adds true value to any email campaign you may create. Each campaign should get progressively better and better. So try an email campaign and add an offer of some sort and see if you can see as good or better results. Good Luck!

Tags: Email Marketing

Email Newsletter Design by Brandwise.

Posted by Dale Berkebile on Thu, Dec 31, 2009

Simple Moments email newsletter design image

How can a photographer known only for wedding photography educate clients and prospects that they also do great portrait photography? This is one of the questions we asked Simple Moments Photography. They were not sure of the answer to this question so we offered this idea.

In 2008 Simple Moments Photography had Brandwise help them build an integrated marketing approach to start promoting their portrait photography services. Brandwise developed a marketing strategy that used direct mail, an email newsletter and made special offers on web based landing pages. We are going to just talk about the branded email template here.

In order to keep this campaign consistent we created a branded email template that allowed Simple Moments to send out regular marketing messages to their house email list.

This was a low cost way for Simple Moments to stay in touch with customers, prospects and friends and family. Simple Moments has kept up this marketing effort for several years now and it looks like this might be something they continue to use into the future.

As of today Simple Moments is getting an average of:

  • a 56% open rate
  • a 24% click through rate
  • and a 0.3% opt out rate on their email campaigns.

Tags: Brand Building, Email Marketing, Lead Nurturing

Brandwise email marketing.

Posted by Dale Berkebile on Mon, Jun 29, 2009

Brandwise eMail Marketing images

Brandwise has been using email marketing for 4 or 5 years for our own marketing efforts. In 2007 we partnered with Constant Contact and started offering our clients email marketing.

The great thing about email marketing is the cost is very reasonable. For a few hundred dollars a year you can get the word out to your prospects and clients. Ideally you would want to create a branded email program. Brandwise offers branded template designs for your company to quickly get up and running.

The other very cool item about email marketing is the fact that you can track all of the campaigns results. An example of the measurements are: 

  • How many people opened you emailer
  • When did they open it
  • How many times did they open (this helps show the level of interest)
  • How many addresses bounced (bad email address or spam blocker etc.)
  • How many people opt out of your email (this is good so you know you are only sending to qualified clients or prospects)
  • How many people clicked a web link in your email
  • Which links they clicked
  • Who went to which links
  • etc., etc.
As you can see this offers a lot more areas to track and measure your marketing results then some other forms of marketing does. If you would like to sign up for a new email marketing campaign try it out for free for 60 days (your list must be less then 100 names for the free trial).

Tags: Email Marketing, email newsletter, email announcement


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