Marketing for Marketers

What Email Marketers Can Learn from E.T.

The world was captivated by the 80’s hit ET; the story of a boy who forms a symbiotic relationship with a visitor from another world. Sound familiar? As marketers, how can we capture some of that movie magic and turn your prospects and customers from an ET (email terrestrial) into an EC (engaged customer)?

The First Encounter
Your visitor arrives; through the galaxy of search, past the constellation of social and the WOM nebula to land on your website. The visitor looks around, is this the planet they were searching for? He has some trepidation about your intentions and offerings; spook him and he may take off in one click. To maximize the possibility of communication, or ensure return visits, make sure that your “welcome to our planet” sign-up proposition is prominently displayed and quickly communicates the value of getting to know you better.

The Personal and Human Touch
Although they might look a bit strange at first. Your new friend is more than just an email address. Once you get to know them better, these ‘email terrestrials’ are more human than you might think. So be sure you get to know them in order to effectively communicate with them. The sign-up process can capture the essential information needed. But as time goes by, you can ask for further preferences and use behavioral data to go from a general messaging to ones that are more relevant and targeted.

Using Special Effects
Special effects can give your messages the pop needed in today’s crowded inbox. Email marketing special effects might include discounts, incentives, extremely personalized messages and mixing it up with great design. But they should support the story. A solid story trumps special effects every time. Without a (brand) story to tell, special effects just seem silly. You might as well be watching the Syfy movie of the week.  So make sure your messaging is has a heart and wow your audience with great effects.

Bad Guys and Bikes That Fly on Their Own
In the movie our friend ET was protected from the evil “task force”. While most of us will not be hiding customers in our closet, there is always the possibility that they will walk into the hands of the competition. So make sure you monitor your foes and have everything in place to be there when the subscriber is ready to fly, such as cart abandonment, sales cycle, and other triggered emails.

Creating a Blockbuster
With a great story and timely personalized communications, you can make your prospects feel at home, begin to build a relationship, and reduce opt-outs. Turning the ETs (Email terrestrials) into ECs (engaged customers) and maybe even make $ 792 million at the box office.

The Disconnect Between Marketers and Customers

Courtesy of Jim Gilbert.

How to: Generate Quality Leads for Your Marketing Company

Introducing mFormer, a next generation marketing directory and referral service. Built off of years of industry experience, a rock-solid SEO foundation, and a flare for social media mFormer was created with one goal in mind; to align direct marketing and online advertising buyers with qualified suppliers, like you.

With your busy schedule in mind, we’ve made the acquisition of new customers quick and painless:

1) Visit www.mformer.com
2) Select your most appropriate categories
3) Submit your FREE basic listings.

If you’re responsible for demand generation at your organization (or know someone who is) I strongly encourage you to list your companies now.

Need more exposure such as Featured Listings, Email Sponsorships, or Pay-for-performance Sales Leads? Click here to learn more.

How Marketers Should Plan For Recovery

The end is near (and that’s a good thing)!

Congratulations! Your business is surviving the recession. You made the necessary adjustments, weeded out under-performers, shed unprofitable customers, deleted poor-selling products  and concentrated your marketing dollars on media that you could prove delivered a strong  ROI. 

Now, you are waiting for the recovery, the chance to again have some fun and make some money. Here are John Quelch’s, of Harvard Business Publishing, seven top recommendations for marketers looking to plan ahead. Read more…

Email Marketing Slip Up

It looks like someone at Direct Magazine hit the send button…on the wrong draft. Slip up aside, at least their advertisers will get a two-fer. 

Oops

Proof: Increased Marketing Spending Reaps Results in Tough Times

As marketing and advertising professionals we tell our clients to keep (or increase) spending during tough times. This mantra certainly works for marketers, but does it work for the advertiser as well?

If your market positioning and message is relevant it certainly does. Need to show proof-of-concept? Click here to see how this huge brand is doing it in this economic recession/depression.

How to Write Email Subject Lines

Here’s a great video on how Perry Belcher gets 30-40% open rates using this tricky technique.

Is Gary Vaynerchuk Over the Top?

I normally get annoyed by inspirational/motivational speakers, even the modern flavor, but I must admit I like this guy. What’s your take?