- How to Sell to Market Research Buyers, Part 3
- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
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- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
There’s not a person reading this whose firm isn’t doing some sort of email marketing. And you should… even with all of the technological changes taking place in the world of marketing & sales, good ol’ email continues to be one of the most effective and cost-effective ways to generate leads and then nurture them over time.
But like anything else… it requires planning and discipline to do it right. To help make the most of your email marketing efforts, make sure you’re following these 7 critical guidelines…
1. Provide value… don’t sell. There are a few emails that I receive every day. Yes… every day! And you know what? I look forward to receiving them. Why? Because they provide content that’s interesting or useful to me. You need to be doing the same. Stop selling. Inform and educate, instead. Help solve your readers’ problems. Use email to position your firm as a thought-leader and showcase your expertise. THAT is what will lead to new business opportunities.
2. Get them to your website. I receive emails – from a couple of research firms – that seem to go on forever. I have to keep scrolling and scrolling and scrolling. For one, that’s just not a reader-friendly email. More importantly, though, if you embed a full article in an email – and even if it’s a good article – you’re not pushing them to your website… which you ALWAYS want to do. Use the email to ‘tease’ them about the article, then have a button that says, ‘To read the complete article, Click Here.’ On your site, they can finish the article, learn about what you do, access other resources, etc.
3. Measure what you do. Make sure you’re using a commercial email platform that does two things:
- Tracks all of the basic metrics – emails sent & received, opens, bounces, opt-outs and click-thrus
- Provides a list of WHO did what, for tracking and follow-up.
Monitoring metrics teaches you how well your email marketing is performing, what content topics interest readers and helps you to fine-tune the process with A/B testing (which kinds of subject lines work best, which day of the week gets the best results, which layout is most effective, etc.). The goal? Continuous improvement.
4. Don’t be spammy! If you haven’t done business with the people in your database, swapped business cards with them at some point or if they didn’t download one of your white papers… then they shouldn’t be there. Also, just because they connected with you on LinkedIn doesn’t mean they want to be on your email list. And please don’t ‘scrape’ online directories and drop emails in your database. Finally, if someone wants to opt-out, make it easy for them. Check out the CAN-SPAM rules if you’re not sure what to do.
5. Be consistent. Like I mentioned earlier, some emails I receive daily… some weekly and some monthly. It doesn’t matter what frequency you commit to… you have to stick to it. This means editorial calendars and a production schedule. By the way, your inability to stick to something easy – like a regular email schedule – might leave an impression with your clients that your project management skills aren’t very good… not what you want them thinking.
6. Integrate the look and feel. When a recipient receives one of your emails, there should be no doubt that it comes from your firm. The look and feel of the email should be very consistent with your website, blog and other marketing communications. This is not the time to try something new… in fact, it’s a great opportunity to reinforce your brand in the marketplace. As an example, below is the home page of the Harpeth Marketing website (left) and a recent email sample (right).
They don’t have to be exact duplicates… but there should be very strong consistency in the design and the tone of the writing.
7. Take care of your database. For email marketing success, taking care of your database means two things…
- Get rid of bad email addresses. The bounce-back list you receive after each email blast is a good resource for this. For each ‘hard bounce’ (a permanent error), remove that email address. Also, pay attention to your LinkedIn email notices about people changing jobs. Use that information to keep your email database up-to-date.
- Segment your list. I am amazed at the databases I see where everyone is just lumped in together… clients, prospects, vendors and even competitors. Take the time to segment them into the appropriate groups. You might even want to consider dividing the clients and prospects further – into the industries they’re in. You do all of this for two reasons – to make sure that only the people you want to receive your email receive it (i.e. no competitors) and to be able to target mailings (e.g. only to clients or only to those in the automotive industry) if you choose to.
Bottom line: Email marketing is going to be with us for the foreseeable future… so make it part of your arsenal and make sure to do it right by following the email marketing guidelines above. Your results will be worth the effort.
FREE DOWNLOAD: To download a free spreadsheet for tracking and reporting your email activities, Click Here (no email address required).