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Archive for the ‘B2C Marketing’ Category
Online Retailers Profits Soar
Wednesday, September 8th, 2010
Good news for online retailers – there has been a significant growth in the amount of spend online over the last two months, with figures rising up to those seen pre-2007 before the full force of the financial crisis set in.
Over 5 billion pounds has been spent by UK shoppers online in July alone, an increase of 18pc from July 2009. As the high street retailers are losing out more and more to online sellers, it makes sense to invest in your online venture and ensure you get your cut of the action.
Despite all the excitement surrounding online activity, there are still a lot of companies who are missing important sales due to poor online marketing. Email marketing is one of the more popular routes for those who have a strong web presence due to the ability to include direct links to a website, and because it targets prospects who are already active online. Unfortunately, there are still a lot of improvements that businesses could make in order to gain the ultimate from their e-marketing efforts.
Here are some of the most popular mistakes that companies make:
1. Forgetting to personalise
Remember, whilst it may be obvious that you can’t write thousands of individual email messages every time you have a promotion or an offer, constantly reminding your customers that they’re just one of many isn’t wise. People like to feel special so, even when you’re sending a large email campaign, try and incorporate each individual’s name.
2. Not paying enough attention to subject lines
Companies get so wrapped up with an email’s design and content that the subject line is often seen as a last minute finishing touch. In reality, a subject line is what decides whether or not your email gets read. A bad subject line will make sure that your email, and your much loved design, never sees the light of day.
3. Forgetting to include text versions
There are a lot of recipients who can’t, or won’t, download pictures. You need to ensure that even without your carefully chosen images your message is still communicated clearly. If it won’t be, include a text only email too.
4. Not testing how an email displays in different ESPs
Not every email service provider displays emails in the same way. They each interpret HTML differently, leaving a good chance that your carefully designed email may be reduced to a huge mess and your response rates too. So always check how your email renders in all the major ESPs before you send your campaign.
Online shopping is the ultimate convenience and is favoured by buyers who are looking for a fast, hassle-free shopping experience. It is therefore unsurprising that sites which are difficult to navigate score lowest amongst prospective customers. The route from choosing a product right through to the final sale should be as clear as possible. Putting unnecessary obstacles in your customers’ path will only make them more likely to opt out of the sales process all together.
Research has also shown that poor customer service is a popular reason for why shoppers are dissuaded from certain online sites. It’s easy to nip down the high street to take back a purchase which is faulty, but it’s not always so easy to sort problems online. Including a phone number on your website, tracking customers orders online, and responding to email enquiries quickly can all help make the process that much easier for your clients.
And finally, remember that whilst it is online retailers who are overtaking the traditional brick and mortar, the companies pulling in the biggest profits are those taking advantage of both on and offline selling. Expanding your business to include a web based shop can really give your takings a boost. So, if you are a retailer who hasn’t gone online yet, maybe it’s time to put some roots down in cyber space.
Posted in B2C Marketing, Email-Marketing, Uncategorized
Smile… And the Whole Economy Smiles With You
Wednesday, September 8th, 2010
Yes, we all have those days where we just want to be miserable, and being continuously told to ‘smile’ by an annoying colleague certainly doesn’t help. But, much as we hate to admit it at the time, they may have a point.
Happiness is conducive to an effective working environment, both internally and externally. ‘A smile goes along way’ so the saying goes, and that applies to every step of the sales process. If you’re finding that clients can’t get away quick enough, it may be time to take a look in the mirror and start working on that grin.
Research has shown that smiling can have a positive effect on personal and business success. If a salesperson smiles at you, you are more likely to stay in a store longer and buy something. If you can’t decide on a purchase, a smile from a seller can reassure you and complete the sale. Even unconsciously, a smile can have a lasting impact on you. In an issue of MIND magazine, researchers at Duke University discovered that we remember a person’s face better if that person is smiling. Which is why no matter how much our feet hurt on the last day of an exhibition, you’ll always find the Whichlist.com team beaming.
Smiling and laughing is contagious. Whilst a moody person can bring you down, a smile from someone can instantly make you feel happier. And it’s hard not to like somebody that makes you feel good. Professor Sigal Barsade has done copious research into emotional contagion between people, insisting that people can infect others with their personal mood, sometimes without either party realising. (There is even some evidence to suggest that negative feelings may have played some part in bringing about the country’s current economic climate.) Knowing that your personal mood can be responsible for how others feel means it is not only crucial to smile at customers, but also important to give off positive vibes to the rest of your colleagues. A happy team is usually a more productive one.
And don’t keep your smile just for face to face meetings; it can have a significant impact on your phone manner too. A smile doesn’t have to be seen, it can be heard through the tone of your voice. Try it on your next phone call and you may be surprised how much difference it can make to the way the other person responds.
Posted in B2B Marketing, B2C Marketing, Business Lists, Consumer Lists, Email-Marketing, Mailing Lists, Uncategorized
Corporate Calendars – Make a Date with Your Customers
Wednesday, August 4th, 2010
Today I’ve been thinking about calendars; promotional calendars to be precise. Yes, it may only be August, but if Selfridges can open a Christmas shop, I can start contemplating New Year gifts.
Promotional gifts are a great way to reward your customers for their loyalty, and to get your company some free advertising. There are hundreds of gifts to choose from, ranging from pens through to key rings, mugs and even personalised books. However, I’m currently favouring the calendar as the gift of choice.
The key to a great promotional gift is something that will be of use to your clients, will be displayed in a prime location in their office and has maximum staying power. One of the benefits of a calendar is that they have universal appeal, they provide a useful service, particularly in a busy office, and you know they’ll be kept all year. (Just in time for you to send out another one.) And, unlike smaller items like pens or mugs, they rarely get lost or broken.
You can choose from desktop calendars or large wall planners – there is a shape and size to fit every company’s style and budget. And, due to the large surface area of the calendar, there is plenty of space to do some serious brand promotion. A clearly displayed logo on every page will be enough to ensure that your clients remember your name all year. If you’re using a different image for each month, there’s the option of using photos of your product, or your sales team, or anything that is personal to your company and will help to develop the relationship between you and your recipient.
Whatever item you choose to put out there bearing your company’s name, it is a representative of your organisation. It’s crucial that the values of your company are reflected in it. If you’re a company concerned with environmental health, it makes sense to produce a calendar made from recycled paper. The quality of your gift is also vital. Whilst budget is an important factor, sending out a cheap looking product won’t do your brand any favours – it certainly won’t build an impression of professionalism or value.
It is important to remember who your key customers are and tailor the tone and style of your calendar to them. If you’re sending to high-flying corporate types with designer indulgences, a toilet humour theme is perhaps not for them.
We all know that marketing isn’t about constantly reaching out to new prospects; it’s about developing relationships and maintaining them too. No, a calendar can’t do that all by itself, but it is a step in the right direction. So, maybe that’s something Whichlist.com will send out this year. All I’ve got to do is decide which month I want to be!
Posted in B2B Marketing, B2C Marketing, Business Lists, Consumer Lists, Email-Marketing, Mailing Lists
Vouchers… Your Secret Weapon?
Thursday, July 29th, 2010
The black cloud may have lifted, but there’s a long way to go before the economic balance is restored. So, it’s no surprise that some companies are using vouchers and special offers to entice customers to their website or venue.
Popular websites such as Moneysavingexpert.com, Vouchercodes.co.uk, and the many others floating around in cyber space, seem to have bred over the last few years. Nowadays, it’s the norm to choose which restaurant you go to based on the vouchers available. There is almost a guilt attached to paying full price for anything when there are so many offers on the market all ready for the taking. However, whilst bagging a bargain is great for the consumer, how great is it for your business?
Vouchers, discounts, special offers – they all have the power to increase foot fall and bring a new range of clientele to your books. There is an opportunity for businesses, by offering savings, to reach consumers who wouldn’t normally have access to their products or services – bringing longer term benefits in addition to short term profits. The trial may be all that a consumer needs to be persuaded that the quality of what they receive, or their enjoyment of it, is worthy of the higher price tag. In this instance, the consumer may continue to buy from the company even when the offer has expired.
Research recently undertaken by online agency fast.MAP on behalf of Promotional Marketing magazine supports this idea, showing how discounts can entice people over from competitors’ brands. A whopping 76% of the people asked, said that they’d try an alternative to their usual brand if they were given a coupon of 40p or more on a purchase of £2. 28% of these went on to say that after being tempted to use another brand they have remained loyal to this brand because they preferred it.
It is common sense to take heed of the population’s financial situation and respond to it. After all, Pizza Express has been running a two for one offer throughout the recession and it seems to have been a great success. However, it is important to acknowledge the possible consequences of such long term offers. What happens when they finally come to an end? Will the regular customers continue to eat at full price, or will they simply drift away? After all, who wants to pay full price for something you’ve been having for half price for over two years?
There is a real risk of devaluing your product/service if you aren’t careful with your use of offers. Will reaching new clientele be at the expense of losing your existing one? What if people become immune to your offer, do you then reduce it further? It takes a careful balancing act to reap the benefits of your offer, without paying the price.
We’re told that the best things in life are free. That’s all well and good for the consumer, but not so much for the struggling business owner who needs to make a profit. The key to maintaining the value of your product is to ensure that any discount you give is earned. If your customers don’t have to do anything to get their voucher, they won’t value it. Whether it’s asking them to subscribe to your newsletter, or giving discounts to people who spend over a certain amount of money, there are ways to make sure you protect your brand’s reputation.
Don’t overlook the positives of using offers and vouchers to draw customers in. A coherent strategy needs to be put in place to monitor their effectiveness and long term consequences, but that doesn’t undermine their potential in the work place. Research commissioned by Valassis, a leading coupon service provider, at the end of 2009, shows that there has been a 28% increase in the number of consumers looking for a promotional offer in the last twelve months alone.
Posted in B2B Marketing, B2C Marketing, Business Lists, Consumer Lists, Email-Marketing, Mailing Lists, Uncategorized
Successful E-Marketing for Small Businesses – the check list to get you started
Wednesday, July 21st, 2010
Many small companies have limited resources and minimal staff. This often leaves only a few people to do the day to day running of the company (cashier, receptionist, salesperson), and one individual to take responsibility for the larger aspects such as marketing, PR, finance, brand development, etc. It is difficult for one person to excel in all of these areas, and usually they’re left to get by on what they know, with no time for exploration into the avenues that they don’t.
This short blog post is to offer companies a quick how-to guide to effective e-marketing – an area which has great potential to help smaller companies if used properly. As one of the fastest and most affordable marketing routes, email marketing can be a welcome alternative to more traditional methods. However, good results rely on a number of factors – the basics of which I have tried to cover below.
Check List.
An email campaign requires three vital things.
1. A well designed email with a clear message.
2. A method of broadcasting.
3. A responsive email list.
And one that you may wish to consider:
4. A landing page.
A. An Email Design.
• Should be consistent with the look and feel of your brand.
• Be designed as both an html and a text version for those recipients who can’t or won’t download images.
• Be tested in a variety of email providers to ensure it displays correctly in all of them.
• Be easy to read and communicate your message effectively.
• Include a clear call to action. (A form to fill in, a link to click or a phone number to call etc…)
And remember, ALWAYS include an unsubscribe link.
It is good practice to give your recipients the chance to opt out of your emails. Some people try to get around this by hiding their unsubscribe links or putting them in such a tiny font that anybody looking on anything smaller than a cinema screen has no chance of seeing it at all. This is pointless. If a person doesn’t want to be contacted by you, chances are they’re never going to be a customer, so why spend time or money communicating to them? If that’s not a good enough reason, remember that the harder you make it for someone to opt out, the more annoyed they will become – usually culminating in a jolly good ticking off for you, and a serious case of bad word of mouth for the company.
B. A Method Of Broadcasting
You really don’t want to spend time and effort putting together the perfect campaign, only to find that your emails never make it to the inbox. If you have your own broadcasting system in-house, great, if not a professional broadcaster can provide you with a clear route through to your selected recipients. A server’s reputation is fundamental in generating good delivery rates. A trustworthy broadcaster will have developed good relationships with the recipient ISP’s which will be reflected in the number of emails that hit the inbox. Don’t be tempted to send large mailings through Outlook. This is not what the system was intended for, and not only will it require a lot of effort, (you can only send a small number of emails at a time), it could significantly damage your delivery rate too.
Additionally, a professional email broadcasting system will usually track your emails and provide you with a post-campaign report, giving you valuable insight into your recipients’ behaviour. How many emails were opened? Who clicked on the links? Crucial information when it comes to creating future campaigns.
C. A Responsive Email List.
Whether this is your own customer list, or a list that you have bought from a reputable supplier, ensure that the emails you send are specifically tailored to them. The more you know about the people you are marketing to, the more you can tailor your campaign to their needs – making it less likely that they will unsubscribe, and more likely that they will buy.
D. A Landing Page.
Evidence shows that landing pages, on average, boost response rates. In order for them to drive maximum conversions, it is important to:
• Reflect the same tone, design and message in both the email and the landing page, to create a seamless transaction for your recipients and alert them immediately to the fact that they’ve ‘landed’ in the right place.
• Let your recipient know exactly what you want them to do next by giving a strong call to action. Your recipient has already clicked on a link to arrive here, now you want them to fulfil your main objective, to buy, sign up for a newsletter, etc.
• Unlike your generic webpages, the message or offer in your campaign is more pronounced. It is tailored specifically to pushing your offer and driving your recipient further along in the sales process.
Hopefully this will give a few of you out there a few pointers to get started. Of course, if it sounds like a lot of work, you can always let us do the work for you. Either way, I wish you all the success with your email marketing.
Posted in B2B Marketing, B2C Marketing, Email-Marketing
Marketing Lessons from a Toddler
Monday, June 7th, 2010
I recently read a news story about a two year old girl who had caught a 20lb fish with her Barbie fishing rod. Amidst a whole hoard of professional fishermen and expensive equipment, the toddler with her toy rod and worm for bait, reeled in the catch of the weekend – a 30 inch Muskie. I’d like to bet that nobody had marked her out as competition or considered a Barbie rod a vital piece of equipment, and yet the result was clear. A perfect example as to why you should always keep an open mind.
Whilst logic can be relied on to determine many things, there are some things that will ultimately defy it – and never more so than with human behaviour. Analysing facts and figures can help to some extent, but ultimately there is no way to know what somebody is going to do or how somebody is going to respond without testing. It’s a crucial lesson to learn regarding your company’s marketing.
It’s easy to get stuck in a rut when it comes to marketing. There are a million tasks to do every day and it can be difficult to find time to overhaul your current marketing strategy – particularly when it is working fine. However, why should we be content with ‘fine’, when with a little bit of time and effort that ‘fine’ could be turned into ‘remarkable’?
As technology advances and your customers change, it’s crucial to ensure that your marketing is still relevant. If you’ve never branched out to email marketing, how do you know that it won’t make a positive impact on your sales? Without ever experimenting with different direct mail inserts, or promoting your products through SMS, how can you be sure that it won’t produce better response rates? Keeping an open mind about potential marketing opportunities is vital if you want your company to continue to progress. After all, you never know what might happen. Perhaps you’ll make a great catch too.
Posted in B2B Marketing, B2C Marketing, Business Lists, Consumer Lists, Email-Marketing, Mailing Lists, Uncategorized
Improve Your Marketing this Father’s Day
Friday, May 28th, 2010
Don’t forget Father’s Day this June 20th. Once associated with socks and slippers, the 2010 dad now expects something a little more special. They want experiences (Formula 1 test drive, anyone?), spa treatments (yes, metro-sexuality is still alive and kicking) and high tech gadgets. It may be bad for the children’s pocket money (or mum’s purse), but it’s good for business.
There are millions of dads in the UK, and with a large proportion of them with more than one child, it looks like a huge sum of money will be exchanging hands this June. So, what better time to focus your marketing and ensure you get your share of the sales?
Start sending out Father’s day reminders to new and existing customers and offer gift suggestions. Including an email link to your most popular gifts or sending a brochure out can be effective. Most people are busy and will welcome your gift ideas. The easier you make it for them to find a gift, the more likely that they will buy.
Do You Sell Online?
If your product is available online, consider offering free delivery throughout June. Small things like this can make the difference between making a sale, and losing one.
Offer next day delivery. Life dictates that there will always be a proportion of people that leave their gift buying till the last minute. If you’re the only supplier who can guarantee they’ll receive their purchase on time, you’ll be the one they buy from.
People live all over the world these days, and so it’s more time and cost effective to have presents delivered direct to the intended recipient. Therefore, a gift wrapping service is not only a great way to maximise profit, but it is also a great selling point.
Increase the Average Spend Per Person
It can be relatively easy to increase the average order value of customers, but so many companies fail to do so. Unlike attracting new orders, which takes time and money in marketing, offering extras such as gift wrapping, multi-buy discounts and customised packages takes hardly any extra time and yet can significantly increase profits.
If someone purchases a theatre ticket, why not encourage them to buy a half price children’s ticket as an extra? Or offer a slightly more expensive package which includes an interval drink and a signed programme. Hotels could offer a Father’s Day package which includes a two night stay, late check out and room service all for a special price. Or if you sell toiletries, pull together a selection of men’s grooming products and create a specially wrapped gift package. This will look more special than a carrier bag full of individual toiletries and people will be willing to pay more for that.
There are so many ways to maximise your profit this Father’s Day. But remember, what ever you’re offering, make sure everybody knows about it.
Posted in B2C Marketing, Consumer Lists, Email-Marketing
Royal Mail Updates
Tuesday, May 18th, 2010
The Royal Mail has announced that their Mailsort Database 2009 will be replaced by their new product, Mailsort Database 2010. The new database will be available to download from www.mailsorttechnical.com from the 21st June 2010. All users of Mailsort® mailmedia® and Pressstream® will need to download this version before 20th September 2010 in order to continue receiving the benefits which are offered by the pre-sort products.
Users of the Walksort® service will also be asked to download a newer version which will be available from 23rd Augsust 2010, and must be used from 20th September 2010.
Posted in B2B Marketing, B2C Marketing, Mailing Lists
Direct Mail Beats 2013 Target
Tuesday, April 27th, 2010
Great news – the direct marketing industry has drastically cut down the amount of waste caused by direct mail campaigns. Definitely a reason to celebrate!
In 2003 Defra [Department for Environment, Food and Rural Affairs] introduced recycling targets to help the direct marketing industry reduce the amount of waste they produced. Aided by the Royal Mail and DMA (UK), who have implemented a variety of new industry initiatives, this has already resulted in an astonishing 79% drop in the amount of direct mail entering landfill.
After meeting the set target in 2009, a new report by the Royal Mail shows that the 2013 target has also been beaten. The voluntary target which was set for 2009 required that 55% of direct marketing material be recycled, increasing to 70% in 2013. The industry is currently seeing 76.5% percent of all direct marketing material being recycled – far ahead of expectation.
So how has this been achieved?
Over the past decade, there has been a definite increase in the awareness of environmental damage and measures have been put in place to encourage households to recycle regularly. This of course has helped contribute to the industry’s success. In the past seven years, there has also been an increase in the number of people signing up to the MPS, cutting down on the size of direct mail distributions.
However, the direct marketing industry has taken an active role in reducing the amount of waste which they produce.
The industry has highlighted the importance of accurate targeting in direct mail campaigns. Many data suppliers are encouraging clients to purchase lists which target a smaller cross section of the market, but one which matches their specific customer profile. In this way, the amount of direct mail distribution is reduced and the response rate unaffected, or improved. The Royal Mail’s Sustainable Mail service supports this move, rewarding mailers for better targeted, sustainably produced and easy to recycle direct mail with lower prices.
A combination of new guidelines, introduced to measure the impact of direct mail on the environment, an expansion of best practices by the DMA (UK) and a continued dedication to promoting recycling, has resulted in direct mail now responsible for a mere 0.4 percent of non-recycled household waste. Long may the progress continue…
Posted in B2B Marketing, B2C Marketing, Mailing Lists
Is It Ever Okay to Use Symbols in Your Email Subject Line?
Thursday, April 1st, 2010
Sometimes it seems that lowering your delivery rate is the route to greater success…
We’ve all heard the rules a million times before: don’t use spam words such as ‘FREE’ or ‘BULK’, don’t write entire words in capitals, be careful of including symbols such as ‘!’ or ‘£’. Those pesky spam filters are on the war path and we have quickly learnt the ways and means needed to get our precious emails out of the spam file and into the inbox.
But, is there ever a time when these rules don’t apply?
Let’s face it, if your email has so much as a whiff of ‘spam’ about it, it’s likely to be whisked off and left to rot at the bottom of someone’s spam folder. So, why risk it?
The problem is, both the delivery rate and the open rate of your campaign are important. This can cause a conflict of interest – after all, what if the very headline that is likely to increase your open rate is also the one that will set off the spam filters? And which one should take precedence?
Research has shown that specific subject lines produce, on average, a higher click through rate than those that are more generic. People tend to respond to clarity, so ‘£20 off ticket prices’ is likely to achieve better results than a subject line which simply promises ‘money off’. But the real question is – will the first subject line increase the open rate enough to warrant any decrease that may be had in the delivery rate due to the use of symbols?
The only way to find the answer is through testing, as various factors will affect the results such as the target market, subject line, and product. However, it’s worth finding out. Delivery rate is the first figure that most people look at in their campaign report, yet in isolation it means nothing. The number of people that receive your email is only important in relation to the improved open rate that usually comes as a result. Therefore, if there’s a chance of increasing your open rate, it definitely warrants some investigation.
Posted in B2B Marketing, B2C Marketing, Business Lists, Consumer Lists, Email-Marketing
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