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Systematic
Marketing

One question we keep getting asked is “how do I stop our newsletter being thrown into the junk mail box?”. If you are involved with email marketing, and I include newsletters in that, then this is obviously an important consideration. Avoiding the waste basket has been the goal of direct marketeers since direct mail started and the advice for email marketing to a large extent is very similar.

The easiest way to avoid the junk mail box is to get the recipient to mark your emails as safe/not junk. A lot of this centres around showing the recipient you know them, what they are interested in and in return you are interested in what they have to say.

1. Be personal: first of all address the recipient as an individual. Try to make sure that you know whether they like to be addressed by their first name or more formally. Do they know someone in your organisation? If so, can you send the email from them? Are they members of your friends scheme? Then send it from the membership manager – it just reinforces the relationship.

2. Divide and Conquer: What do you know about your recipients? Do have any purchase history? Have they told you what they like? Do you know what links they have taken previously? You probably have a vast amount of information available so use it to segment your lists and send them information they would be interested in. Do you have a group of large value contributors? Then give them special treatment. Are there people who are just not interested? Then don’t email them and try to find out why they aren’t interested – quality not quantity counts.

3. Communicate: don’t just instruct – “our next performance is on ….”, “new products in the shop…” – encourage your recipients to communicate. Ask for their feedback, direct them to places where some feedback has been published already, direct them to your facebook page and twitter account. Let them converse with you in the medium they are most comfortable with.

4. Test, Monitor and Analyse: Email marketing should not be fire and forget. Keep looking at you stats. What do people click on? Which articles have no interest? What is the best time of day to send your newsletter? Which layout works best?

5. Get the technical stuff right: Deliverability and legalities. using a trusted mail server and using a verified sending address is a great help in getting your email to the intended recipient. Make sure that you include a simple way for a recipient to unsubscribe in every email; treat you email as any other communication from your organisation and include your physical address; Don’t mislead in your subject line.

If you want to get started then take a look at Masque Mail, our low cost emailing solution or get in touch.

Social media is finding it’s feet. As I have mentioned in previous blogs it takes a long time, years, for something to establish its own identity and not just be a fancier (and maybe more useful) copy of something that has gone before. Social media is perhaps the start of the web moving into it’s own personality.

The growth of social media has been as unexpected as it has been fast. Each day the scope changes as more and  more people move the platform into areas others haven’t even considered.

From a marketeer’s point view this is both exciting and frightening – more opportunities, but a very different way of approaching the concept of marketing.

From the consumers’ perspective (or those on line at least) all this interactivity has become a new adjunct to, if not a new way, of life. It is now so much easier to keep in contact with friends and family, share news, photos and film. To keep up to date with what is going on in areas of interest – as it happens, no longer waiting for the newsletter or even email newsletter – is that a change or what? The email newsletter was a step forward but it is already looking antiquated.

And all this for free? Surely not.