Phone 0488 406 050
Tropical Coast Web Design

Four Steps to Successful Email Marketing

While Social Media for small business continues to be a rave topic in marketing forums around the world, statistics indicate that, although annoying to some, email marketing is still one of the most powerful tools that a business can use to engage with its customers.

Succcessful Email MarketingYour Inbox is irrevocable proof of this – how many items of marketing did you receive this morning?

Although some will never be opened, the humble email can still be an effective way of reaching out to your customers. But, as with anything, there is a right way and a wrong way. Here’s our four top tips to help you create an effective (and legal*) email marketing strategy for your business:

Step 1: Grow your database

Before you start any email marketing campaign, you need legitimate* emails in your database to use. Gathering these addresses is quite easy if you have an established website. You can use the popular method of the pop-up window or simply have a newsletter subscription somewhere on your home page. MailChimp has plugins that work directly through the WordPress framework and integrate with their newsletter systems, saving the hassle of collecting email addresses and adding them manually to your campaigns.

Whatever method you use, remember to always declare why you are gathering the addresses and what can be expected in return (see value point below).

Step 2: Remember the Mobile Users

Due to the unstoppable growth of smart phones, more emails than ever before are being viewed on a mobile device. In fact, up to 75% of email opens* could be via mobile depending on your industry. To cater for this audience, ensure that your emails are mobile optimised – easy to read on a small screen, low on data usage and concise in their information.

* http://www.emailmonday.com/mobile-email-usage-statistics

Step 3: Be aware of the SPAM Act 2003

To keep your email marketing within the lines of the law, you must ensure that any emails you send comply with three main points – Consent, Identity and Unsubscribe.

Consent – The receiver of your emails must be made fully aware at the time they subscribe exactly what they will be receiving in return. Consent can also be in the form of an existing relationship with the receiver i.e. they are already a customer.

Identity – Marketing emails must identify who is sending the emails and their contact information.

Unsubscribe – Each email must include an Unsubscribe option so that consent can be retracted at any time.

Learn more: http://www.acma.gov.au/Industry/Marketers/Anti-Spam

Step 4: Offer Value

The secret behind any email campaign that wants to grow and be effective to offer subscribers VALUE in what they receive. Value can come in multitude of forms. You can reply with a free eBook, a newsletter filled with tricks and tips or keep them up to date with the latest industry news. If you are advertising products or services, butter up the receiving party with a discount voucher for their next purchase.

Everyone loves getting something for free and your subscribers are more likely to stick around.

Remember, what may work for one business may not necessarily work for yours. As with any marketing, try out all your ideas but be sure to MEASURE the response. Don’t spend hours of your precious small business time barking up the wrong tree only to find out that you aren’t getting a decent return from your efforts. Make a note of what works and what doesn’t, fine-tuning along the way. This approach will lead to an effective email strategy that will grow your business without eating away at your marketing budget or your valuable time.

What exactly is a Sales Funnel?

A Sales Funnel is essentially the journey that businesses lead prospective customers through when they purchase products or services.

Most small businesses probably have a sales funnel process without even realising it. The real power and benefits of the funnel come from documenting and tracking it’s various phases allowing business owners to effectively tailor their marketing efforts. This ensures conversion and advocacy at the end of the journey.

The Sales Funnel

The primary goal of any sales funnel must be to move prospects from one phase to the next until they are ready to purchase from your business and become paying customers.

Unfortunately, a sales funnel is not like a real-life funnel where everything that goes in comes out the other end. Wouldn’t that be nice? Every prospect who enters your business leaves as a customer, in which case, the shape would no longer be a funnel – it would be a cylinder!

But the real world is slightly different.

The sales process always begins with many potential customers and ends with fewer who actually make a purchase. The sales funnel tracks these potential customers from the very first time they hear about your business, right through to the moment they buy from you and even beyond.

It is important to note at this stage that you CAN design your sales funnel to suit your own needs. The sales process differs from business to business depending on your own individual business requirements so feel free to add levels and details as you need them – it is your business that will benefit from accurate tracking and changes during the sales journey.

A little research on the internet will show that some sales funnels have many levels however the sales funnel that I will be working with has been modified for my own requirements for two main reasons:

1. Simplicity
Why over complicate things from the beginning? My sales funnel is a work in progress and I can add to it over time if I find that I need to.

2. The Advocacy Phase
A lot of my work is attained via my existing clients and I want to explore that avenue of marketing in order to continue to grow it.

Over the next four blog posts, I will go through each of the phases in my modified sales funnel – Awareness, Consideration, Conversion and Advocacy.

Note: The content of each of the next four blogs comes from a workshop I delivered to the Cassowary Coast Business Women’s Network. If you or your organisation are interested in my services as a guest speaker for your business network, please get in touch via g.provians@rustymangodesign.com.au

Four Steps to a Successful Email Marketing Strategy

Four Steps to a Successful Email Marketing StrategyWhile Social Media for small business continues to be a rave topic in marketing forums around the world, statistics indicate that, although annoying to some, email marketing is still one of the most powerful tools that a business can use to engage with its customers. Your Inbox is irrevocable proof of this – how many items of marketing did you receive this morning?

Although some will never be opened, the humble email can still be an effective way of reaching out to your customers. But, as with anything, there is a right way and a wrong way. Here’s our four top tips to help you create an effective (and legal*) email marketing strategy for your business:

Grow your database 

Before you start any email marketing campaign, you need legitimate* emails in your database to use. Gathering these addresses is quite easy if you have an established website. You can use the popular method of the pop-up window or simply have a newsletter subscription somewhere on your home page. MailChimp has plugins that work directly through the WordPress framework and integrate with their newsletter systems, saving the hassle of collecting email addresses and adding them manually to your campaigns.

Whatever method you use, remember to always declare why you are gathering the addresses and what can be expected in return (see value point below).

Remember the Mobile Users

Due to the unstoppable growth of smart phones, more emails than ever before are being viewed on a mobile device. In fact, up to 75% of email opens* could be via mobile depending on your industry. To cater for this audience, ensure that your emails are mobile optimised – easy to read on a small screen, low on data usage and concise in their information.

http://www.emailmonday.com/mobile-email-usage-statistics

Four Steps to a Successful Email Marketing StrategyBe aware of the SPAM Act 2003

To keep your email marketing within the lines of the law, you must ensure that any emails you send comply with three main points  – Consent, Identity and Unsubscribe.

Consent – The receiver of your emails must be made fully aware at the time they subscribe exactly what they will be receiving in return. Consent can also be in the form of an existing relationship with the receiver i.e. they are already a customer.

Identity – Marketing emails must identify who is sending the emails and their contact information.

Unsubscribe – Each email must include an Unsubscribe option so that consent can be retracted at any time.

Learn more: http://www.acma.gov.au/Industry/Marketers/Anti-Spam

Offer Value

The  secret behind any email campaign that wants to grow and be effective to offer subscribers VALUE in what they receive. Value can come in multitude of forms. You can reply with a free eBook, a newsletter filled with tricks and tips or keep them up to date with the latest industry news. If you are advertising products or services, butter up the receiving party with a discount voucher for their next purchase.

Everyone loves getting something for free and your subscribers are more likely to stick around.

Remember, what may work for one business may not necessarily work for yours. As with any marketing, try out all your ideas but be sure to MEASURE the response. Don’t spend hours of your precious small business time barking up the wrong tree only to find out that you aren’t getting a decent return from your efforts. Make a note of what works and what doesn’t, fine-tuning along the way. This approach will lead to an effective email strategy that will grow your business without eating away at your marketing budget or your valuable time.

 

Key Learnings from my Four Favourite Business Books

One of the main problems with reading a constant stream of business books is that each comes multitude of different ideas and strategies.

Obviously, it is impossible to take every idea and implement them into your business – no small business owner has the time or capacity to do so.

Key Learnings from my Four Favourite Business Books

Instead, I have experimented with various strategies over time to see what will work for me (and what doesn’t). Through this experimentation, I’ve found that each of my favourite books has a key learning that I use in my everyday business life. In this blog, I’ll share those learnings with you…

 

“The Compound Effect” by Darren Hardy

The main premise of Hardy’s book is common sense when you stop and think about it. Each day, we constantly make small, inconspicuous decisions that shape the outcomes that we achieve in our lives. By making incremental changes to these decisions, we can achieve any goal that we set for ourselves – in health, family or business.

For example, if we consciously plan to add one extra social media marketing post into our daily business routine, we will reap the benefits down the track as our online footprint will be much larger than it is today – all because of the compounding effect of that small change we made.

“18 Minutes” by Peter Bregman

The key take-away point that I found in “18 Minutes” is to devote a small amount of time each day ensuring that the focus of your daily tasks is aligned with your overall objectives.

The “18 minutes” is used when you devote:

  • Five minutes at the start of business to clarify that all planned work is aligned with your overall objectives.
  • One minute at the start of each business hour double-checking that focus is adhered to.
  • Five minutes at the close of business determining the following day’s outline and plan.

“The E-Myth Revisited” by Michael E. Gerber

Gerber, through an engaging narrative style, encourages his readers to establish their businesses in a franchise-style – just like McDonalds – regardless of their size or employee numbers. He believes that through the creation and use of Operations Manuals, a business can provide quality and consistent service at all times, regardless of the employee delivering that service.

One thing that makes this book stand out to me is the multitude of real-life examples that Gerber uses throughout to illustrate his ideas and teachings. The book is very easy to read (almost in one sitting) and it makes you want to “spring into action” after you close the final page.

“Getting Things Done” by David Allen

Known as GTD, the process outlined in this book is almost gospel to some people. Once implemented, GTD helps shape the way you organise and complete tasks, anywhere in your life. It is so popular in fact that several software apps have been specifically designed to cater for devotees of the GTD method.

However, the GTD process wasn’t the main take-away for me. I was engaged by the phrase – “Your mind is for having ideas – not storing them”. Every day, so many things pass through our brains, it is impossible to mentally store each one away for further contemplation or action later. Rather than lose any ideas, I now keep a constant supply of Post-It notes close by and record anything and everything. The notes are then stuck to my computer screen for later processing.

In conclusion, please remember that these books have far more to offer than just the learnings that I have outlined above and I heartily encourage all small business owners to read each book. Take notes as you do – on post-it notes of course.

If you do come away with something totally different from one of the above books, let me know by leaving a comment at the bottom of this Blog…

Tropical Coast Web Design