Posts Tagged ‘campaign’

Is Email Marketing Effective?

November 22, 2008

November 19, 2008

 Is Email Marketing Effective?”

Email marketing can be effective when used properly.  There is no guarantee of success with any marketing campaign. However, with such a low cost many are resorting to email as a marketing tool, but the abuse of such tool has put the effectiveness of email marketing into a debated area.  Here we will look at some useful tips, tricks and suggestions with regards to email marketing.

An article at wiliam.com examines how to make email marketing campaigns more effective while examining a survey done with 302 different web merchants.  The email marketing industry standards state that in order for an email marketing campaign to be considered effective it must have a delivery rate of 80% to 85% and an open rate of 35%. Out of the 302 merchants that were surveyed, only 59.3% had acceptable email delivery rates. The article suggests in order to combate the problem of low delivery rates, that maintaining and updating email lists is crucial. William.com also suggests that low open rates and click through rates can be attributed to poor content and subject lines. The last thing the article suggests is that in order to insure action is taken by the recipient that the email sent out be specific as possible and targeted to specific groups, and that the more relevant the content is to the user the more likely they will take action.

  •          Avoid emailing during Holidays, many people take a holiday away from emails during the holidays, so therefore emails during this time are not very effective
  •         Learn from Spammers, as spammers can teach you a lot about email marketing and what not to do, and so that you can avoid leaving a spam-like impression with recipients
  •       Figure out what the best time frequency of emailing will work for you and aim to stick to that frequency. For example, you may find that sending out one email on the 15th of every month will work for you. Consistency is always good.
  •       Include an easy to use un-subscription link in your email, as unhappy subscribers are worse than no subscribers. 

The article actually lists over 30 different tips and suggestions but those were the ones that seem most useful. While perusing the internet for information and research regarding effective email, the most predominant tip that was stated was to make considerable efforts to avoid making your email look like spam.  An article written by Eric J. Adams, at creativepro.com also examines how one could make email marketing campaigns effective and does so while examining the results of a consumer based survey.  More than 70% of consumers feel that they receive too many emails, with an average of 110 per week. Two-thirds of the consumers surveyed admitted that most the emails they receive don’t offer anything that interests them. Adams states that this type of consumer perception can lead to a serious disrespect and disregard for emails.  He states his 9 best practices that he believes are worth incorporating into any email campaign. In no particular order he advices to: think service, not marketing, customize, offer user control, demonstrate value not information, use subject and addresses honestly, keep messages short and sweet, engage consumers, experiment and finally benchmark performances.

It is quite possible that if the use of email as a marketing tool does not adjust to consumers current perception of receiving emails from marketers that soon the general populous will completely disregard emails from anyone but friends or family. If all marketers were to take on the “avoid leaving a spam-like impression” approach then it is possible that the face of email marketing will be saved and that email marketing will be looked upon positively by recipients. It is strongly suggested that anyone considering an email campaign, do some external research and take into consideration all the tips and suggestions that are available, and try to make use of the ones that best fit their campaign.

 

 

 

More often than not people are bombarded with countless emails in their inbox a day. Marketers want to reach their target audience and not have their email disregarded as “junk”. Typically people will open emails, when they find it interests them, they have time, and they have some knowledge of the sender’s request.  An interesting article at about.com highlights some useful email tips, tricks and secrets, that are meant to enhance the power of email. Below you will find a summarization of the tips that were found to be most beneficial.

Viral Marketing Word of Mouth

October 16, 2008

October 16, 2008

“Viral Marketing (Word-of-Mouth)”

Viral Marketing is any marketing technique that induces web site users to pass on a marketing message to other site or users, creating a potential growth or “buzz” about your message. In other words, it is letting the users of the Internet do your marketing for you.  Marketing guru Seth Goldin defines viral marketing as “getting people to talk about you and your product”. Viral marketing can be the cheapest most successful form of marketing. Here, we will explore some of the basic principles of viral marketing, examples of effective viral campaigns, and some of the pitfalls or challenges of viral marketing. 

Some viral marketing campaigns will be more effective than others. In addition, some target markets will eat up viral marketing better than other demographics, such as young adults and teenagers.  Wilsonweb.com  has a great article about the 6 basic viral marketing principles. Below you will find a summation of those 6 principles and the key points to be aware of.

1.    Give away valuable products or service

Free” is the most powerful word in a marketer’s vocabulary.  Most viral marketing programs give away valuable products or services to attract attention, i.e. free e-mail, free info, free “cool” buttons, and free software and so on.  Offering something for free may not profit today, but if it generates interest and a buzz, then it will profit soon and for the rest of your life. “Patience, my friends!  Free attracts eyeballs”

 

2.    Provide for effortless transfer to others

Viral marketing is only effective if it easy to spread around (hence, the word viral). The medium that carries your marketing message must be easy to transfer and replicate. For example at the bottom of your website you can have “recommend this site to a friend” buttons or other useful widgets.

 

3.    Scales easily from small to very large

In order for your message to spread like wildfire the transmission method must be rapidly scalable form small to very large. In other words, you must plan ahead of time and be prepared for small to large amounts of user traffic.

 

4.    Exploits common motivations and behaviors

Clever viral marketing plans take advantage of common human motivations. Greed drives people. So does the hunger to be popular, loved and understood. The resulting urge to communicate produces millions of websites and billions of e-mail messages. Design a strategy that builds on these common human motivations.

 

5.    Utilizes existing communication networks

Most people are social, with the exception of nerdy undergrad students. Social science tells us that the typical person has a network of 8 to 12 people of friends, family and associates. A person’s broader network may consist of hundreds or thousands of people. A waitress, for example, may communicate with hundreds of customers in a given week. Network marketers have long understood the power of human networks. People develop a network of relationships on the Internet too. The goal is to exploit such networks, and to place messages in existing communications between people, so that your message can multiply rapidly.

 

6.    Takes advantage of others’ resources

The most creative viral marketing plans use others resources to get the word out.  This can be done by placing your logos, or links on others websites. It is getting someone else’s web page to relay your marketing message. Therefore, someone else’s resources are depleted rather than your own.

 

In order to conceptualize some of these 6 principles let us now explore some successful examples of viral marketing campaigns. Various articles were found that explored some successful viral marketing campaigns that all differed in nature, purpose and scope. However it is important to note that precise duplication of viral marketing tactics or campaigns will fail. Why? Well the reason these ideas worked was because they were innovative, which means they are already taken, however, they can be taken as a point of influence or inspiration.

 

One article by Tamar Weingberg at techipedia.comexamines how the band “Weezer” used viral marketing to create an instant buzz about their video. Weezer gathered people from a handful of successful Youtube videos and put them in their music video. It was simple for them really all they did was take a bunch of already popular people and combined them into their video at the most memorable parts, the video has had 4 million views so far.  Weinberg states the takeaways are simple “look at who you’re targeting, review what they find interesting, and be inventive”.  Another successful viral campaign was launched out and executed by musical recording artist “Crooked I”. This artist put out a free track every single week, mostly through affiliate sites such as hiphopdx. This campaign worked for him, the tactic kept him as a featured artist on major hip-hop sites and the topic of discussion on many related hip-hop forums. Dan Zarella is a social & viral marketing scientist in his article , he lists what he believes are some of the most effective examples of viral marketing to date. He mentions the Bob Dylan Facebook Application, where users were allowed to make their own version of Dylan’s Subterranean Homesick Blues video. He states that this is an viral marketing campaign example consisting entirely of “brand” interaction for the purpose of entertainment.  

 

Justin Bolden’s blog at Audiblehype.com, examines some of the challenges, and pitfalls of viral marketing. Bolden suggests that imitating something that has already been done won’t work, and he refers to Seth Godin’s remark about how people will drive by 1 million white cows but will stop and stare at a cow that is purple. The same Bolden admits, applies to the viral marketing world, where people are constantly looking for something new, exciting and emotionally stimulating to be entertained with. So viral marketing if done effectively can be a great benefit for anyone person attempting to sell something or get a message across to a large number of people. Marketingterms.com states that the success of this type of marketing depends on a high pass-along rate from person to person. If a large percentage of recipients pass it along to a large number of people, the overall growth snowballs very quickly. It the pass-along numbers get too low, the overall growth quickly fizzles.