As the old saying goes, time is money. Companies are looking for ways to trim their budgets and reach a more targeted audience with less. Here are four quick ways to use the information you have in your customer database to your advantage:
- Make a list – many marketers have data in several different locations; consolidate this information and store it in one location that is easily accessible. Also, be sure to rid your list of addresses that have bounced in the past campaigns; practicing good list hygiene can lead to a higher open rate.
- Become one with your IT personnel – Don’t consider the IT staff your enemy; marketers need them to grow business opportunities.
- Identify basic, but relevant customer data points – find information that will allow you to reach your target market with information that is of significance to them. Such as customer IDs, purchase history, sales data, and order values.
- Conduct a test drive with e-mail – E-mail marketing continues to grow and drives the most ROI versus any other online-marketing channel. Like a scientist testing his or her hypothesis, use a control group and test group to test what works and what doesn’t. For the test group, use a data-driven campaign. For the control group, use standard messaging. For example, the test group is selected email addresses that are relevant for the targeted campaign, while the control group is randomly selected email addresses.
Test and Learn – Send out the pilot e-mail and track the results using web analytics. Use the information to build a more integrated approach for future campaigns.
Don’t expect high numbers right off the bat. Remember: “Slow and steady wins the race!”
cary, north carolina
BusinessWeek and ZoomProspector recently released a study which named the best city in each state for small business startups. Our very own Cary was named the winner in North Carolina and the proprietor of our downtown neighbor, Ashworth Drugs, was quoted. Read the full article for the selection criteria and more on the other cities named best for entrepreneurs.
Cary has 3.39 startups per 1,000 people and 36 small businesses per 1,000 people.
Is the team here at Strategic Guru surprised? Not a chance. As a strategic marketing agency that works with many of these very startups, we understand why Cary and the Triangle metro area is a great place to start a new venture. Proximity to Research Triangle Park, Raleigh, and several highly regarded universities (UNC, NC State and Duke among others) provides Cary startups an educated workforce and a deep talent pool.
Thinking of starting your own business? Need smart thinking on marketing strategy consulting, lead generation, or internet marketing strategy? Talk to the Guru.
I was reading this post over on Marketing Pilgrim and I thought it was worth sharing.
From a talk given at SMX West (Search Marketing Expo 2009) ’15 Stupid Things You Can do to Your Website’ is a quick sketch of some key things to keep in mind when launching a new website or revamping an existing one.
Here are a couple of points I liked:
2. Using bad keywords—ones that are too competitive or no one is searching for. Michael suggested picking mid-range keywords and work your way up.
13. Mass email using BCC and not using email services. Using an email service provider is highly recommended for sending to large lists of recipients.
14. Below the fold calls to action. Ensure calls to action are above the fold and in order to check how the page appears on different screen sizes undertake browser testing.
The point on keywords is well-taken. It’s important to review your keywords frequently and track their results with an analytics program such as Google Analytics. What words emerge from your initial research as achieveable may not drive traffic to your site through organic search.
As marketing budgets tighten among companies of all sizes, folks are looking at low-cost tactics that are trackable and measurable. Because your company is known to customers and you have determined which recipients have opted-in to your list, e-mail design and messaging is the most critical element of this a campaign’s success.
Here are two points to consider when crafting an email campaign:
1. “Less is more” for an effective e-mail. An email with a shorter copy and fewer graphics work best. A clean presentation helps potential customers see your message clearly and eliminates unwanted confusion.
2. Bring in customers with a call to action. Clearly marked calls to action are important so that the customer knows the who, what, why, and where of your e-mail communication. An email with a weak or missing call to action is as ineffective as simply not sending a message at all.
Stay tuned for more email marketing tips in March.