Why Email is the Top Marketing Tool

Although email marketing might not get the praise that the latest social media platform does, it can have a far wider reach than all the social networks combined.  Email generates a significantly higher click-through rate and total return on investment.

If your business or nonprofit isn't emailing your clients, prospects, and donors regularly, you're missing out on an important marketing opportunity. Email is inexpensive, yet effective, simple to execute and ideal for small business marketing. With user-friendly tools like Constant Contact, you can easily develop newsletters, promotions, coupons, invitations, announcements and more.  

Here are some stats to confirm the importance of email in your marketing:

• Email gets delivered 90+% of the time

• For every $1 spent on email, there's a $44.25 average return on investment 

• 91% of US adults like to receive promotional emails from companies they do business with. 

(sources: Direct Marketing Association, Marketing Sherpa)

The core of your business is about developing relationships with your clients and prospects.  By emailing quality content or emails with a purpose, you can manage and nurture those relationships and build your business too. 

Start working on your email campaigns today!  Or contact me at 203.377.9980 for help in creating and distributing your emails to maximize results.  

Is Your Contact Information Easy to Find?

Have you ever gotten really frustrated when you're looking for contact information for a vendor, client or a local business online and can't find it?  Don't risk losing valuable business by making it difficult for people to communicate with you: include your contact information in as many places as possible! 

In addition to your business card and brochures, here's a list of online places to include your contact info to ensure that you'll be found:

1) Web Site

Your phone number should be readily available on every page of your website, especially your homepage, in addition to your contact page. Be sure all of your contact details (phone, email, location/address) are on your 'Contact Us' page.  If you use a contact form, also include your email address as an optional way to connect.

2) Google My Business

Register your business with Google so you're easily found when someone does a search.  Be sure to complete your entire listing so all of your business information can be distributed across all Google products (Google+, Google Search, Google Maps, etc.)

3) Social Media Sites

Every social media site is different but check each one of yours(Twitter, Facebook, Pinterest, etc.) and be sure your contact information is complete and easy to find.

4) e-Newsletters

Your email newsletter probably contains lots of useful information and links but does it include your contact info to allow clients and prospects to easily reach out to you?

5) Email Signature

Create an email signature that contains your company name, office and mobile phone numbers, social media links as well as your mailing address.

You can't post your contact info in too many places. Make sure it's everywhere so people don't have to hunt you down!  What other places online should you include your contact details? Comment below.

Quick Tips for Creating E-Newsletters That Get Read

If you're looking for an affordable communications tool to help you attract new business while keeping in touch with your existing clients, consider an e-newsletter.  A balanced, informative newsletter should support your business' goals, be engaging to the reader, provide useful content and include limited promotions or ads.

Here are some tips to help you create a newsletter that gets read and even shared!

1. Compelling Subject Lines

Give your readers a good reason to open your newsletter. Use the limited space in the subject line effectively by asking a question, stating a key benefit or emphasizing an urgent matter such as a limited time offer.  Avoid using spam trigger words (Free, Discount, etc.), all CAPS and overly promotional phrases.  The best newsletter subject lines grab the reader and get them excited about what's inside.

2. Content Worth Reading

Know your audience and what's relevant and important to them. Useful content is the heart of a strong newsletter. When writing your newsletter, share your expertise in informational articles, offer tips or answer customer questions.  In addition to a feature story, include a message from the CEO, other company leaders or information from relevant departments.  

Update readers with industry news, customer stories or quotes. Coupons, giveaways or contests can work for certain businesses and audiences. Cartoons or jokes can add levity and fun to any type of newsletter.

Your strongest story should take the prime, lead spot in your newsletter.  This top news spot should always be educational, informative and never a commercial.  Overall your newsletter should provide lots of content with little advertising.

3. Simple, Clean Design and Easy-to-Read Layout

If you're newsletter is poorly designed, it's almost a sure thing that readers will be less likely to read it. Brand your newsletter with your logo, consistent colors and meaningful graphics. Consider marrying your newsletter's design with that of your company's web site or landing pages.  Your newsletter should have an original masthead or title that's published in a fixed position in each edition. 

Don't forget to make your newsletter easy to read. Use short paragraphs and sentences, headlines, subheadings and good accent images.  Make use of the white space and avoid too much dense text.

4. Include Ways to Unsubscribe

Most readers expect to find the ability to unsubscribe in the footer of every email.  In accordance with the CAN-SPAM Act (email regulations), your newsletter must include a way for your users to unsubscribe from your list either by sending a reply email or by clicking to an unsubscribe page. Overlook these requirements and risk incurring CAN-SPAM violations and hefty fines for your company.

5. Use an Email Service Provider

For more professional looking emails and better results, use an email service provider (Constant Contact, iContact and Aweber to name a few) for your e-newsletter creation and distribution.  An email service provider will allow you to manage and segment your lists and identify bad email addresses or bounces.  Comprehensive tracking and reports are available in order to evaluate who opened your newsletter and which links were clicked. Social sharing capabilities and higher overall deliverability are just a few more benefits. 

To comply with the CAN-SPAM act's legal requirements, an email service provider will automatically provide your mailing address and an unsubscribe option in every email.

7.  Integrate with Social Media

To expand your readership, your newsletter should always invite readers to connect with your business on social media. Include links to all your social networks in the footer or in a special section of each edition. Also include social sharing buttons at the top of your newsletter so readers can easily post your e-news on their networks. 

8. Test and Measure

Experiment with your e-newsletter. Test variables such as your subject line or whether your audience prefers to read your newsletter on a Wednesday or a Saturday.  Measure which versions have a better open rate in order to improve the effectiveness of your e-newsletter.