Why aren’t my customers opening my emails?

Davey Marketing Email MarketingI had a conversation with someone this week about email open rates and a concern that, even though his recipients had signed up for information, they didn’t seem to be actually opening the message, let alone responding or engaging with him.

According to recent research, an average email account receives about 65 emails a day so it’s inevitable that a lot of those messages are instantly trashed, without even a second glance.  So it’s a dilemma lots of businesses face if their emails are constantly being unread and ignored; how do you make sure your emails don’t end up in the trash can?

Simple answer: make sure your emails are relevant to each recipient – this way they are more likely to open and digest the information – they might not respond immediately, but at least the seed is sown.

Taking the following simple steps will ensure a better chance of getting responses and eventually results.

Clean up your data (regularly)

Your database is the most valuable part of any marketing.  Make sure your information is up to date and you have a clear idea of who are existing customers and prospects.

Keep a record of the products/services they are interested in and which emails they have responded to in the past; assuming your opt-ins have an interest in what you’re ‘selling’, or at least have some affinity with the industry you operate in, this should be easy to evaluate.

Divide and conquer

Once you start consistently evaluating your data, you can send your recipients relevant information by segmenting your database into different categories.

For instance, if you’re a wine retailer and have a section of customers who only ever buy white wines, it would be obvious to target them with information about white wine.  This way you would be communicating with them personally, providing them with relevant messages.

Don’t be tempted to send the same email to each list in the hope that those who only drink red will start loving white because they couldn’t possibly live without this amazing offer!

And if they’ve just bought a case of Australian Chardonnay, don’t send them an email containing the same offer the following week; the last thing they want is an endless stream of useless emails, which will inevitably lead to them opting out altogether.

To put it into context, think about the last time you went into Boots and bought some shampoo.  Did you notice the next set of loyalty vouchers you received were for money off the same brand of shampoo, valid for 6 or so weeks? Where are you likely to buy your shampoo when you next run out?

This is smart targeted marketing!

So, spend your energy dissecting and evaluating your data on a regular basis, especially after you’ve sent out an email campaign.  This will allow you to devise a series of future emails with relevant targeted messages which will help to increase your open rates and give you a better chance of converting a sale.

Christine Davey
@DaveyMarketing

If you’d like some help on devising and sending your email marketing campaigns, Tweet me or call me on 01273 772033 today.

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The importance of colour in marketing

ProductImage.aspxThe Pantone Matching System (PMS) was created by American company Pantone Inc. who each year predicts a ‘colour of the year’ from its range of vast colour guides.  These guides contain a series of related swatches, widely adopted by graphic designers and printing houses throughout the industry.

This year, their prediction is Emerald 17-5641, described as “Lively. Radiant. Lush. . .  a colour of elegance and beauty that enhances our sense of well-being, balance and beauty.”

Colour plays a big part in how we are portrayed by sending a specific message to the people who view them, never more so than when designing not only your marketing materials, but also the brand itself.

Whether you’re seeking to stimulate people’s appetites by using the colour red or creating a sense of trust with a shade of blue, there is no doubt that colour has a significant effect on us all subconsciously.

Check out this fascinating infographic, created by WebpageFX, which shows the overall importance of colour to consumers and presents some common colour associations.

Davey Marketing The Pychology of Colour

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your branding and marketing, Tweet me or call me on 01273 772033 today.

Going freelance: are you ready to take the plunge?

Davey Marketing KeyboardI read an article today on Marketing Donut, reporting on a whitepaper, The Future of Work which suggests that by 2015, physically working in an office day in and day out, will become a thing of the past.
Back in the nineties, when I was working in the world of advertising, it was generally frowned upon if you even suggested ‘working from home’ as an alternative cost-effective option to the dreary daily commute to the office.  In the eyes of cynical management, it was just a euphemism for ‘skiving’.

Of course this was in the days before  mobile devices, which nowadays enables workers to be ‘switched-on’ 24/7, resulting in people spending more time working than sleeping!

The study suggests that in the future, businesses will become more fluid, employing fewer full-time workers and opting to import freelance talent as and when they need it.

But even today, making the decision to give up a comfortable corporate job for the uncertainty of freelancing, is still a daunting prospect for some.

But you don’t have to be fearful, just prepared and determined, making sure you have a clear plan before taking the plunge:

What?
Think about exactly what products/services you are providing? Have a clear idea of your specialist skills and what the anticipated demand is likely to be.

Why?
Why do you do what you do; what drives you everyday to continue doing what you do?
Knowing your ‘why’ will set you apart from your competition and help you to grow and secure jobs.

Who?
Think about who your ‘customers’ could be; what are their needs, what motivates them to buy your products/services.
Identifying exactly who your target customers are by separating them into different groups will give you a clear focus on how to communicate with them to secure work.

How?
How are you going to reach your customers with appealing information about your products/services?
Think about the different ways they receive information and decide which will be the most likely cost-effective channel to communicate with them.

It will take time to build a good reputation in your field of work, but according to this study, by 2015 40% of us will no longer be working in an office, adapting instead to becoming mobile workers.

So, does becoming a freelancer sound like an appealing antidote to office life?

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your marketing planning, Tweet me or call me on 01273 772033 today.

Social Media Networks. . . the new kids on the block

Davey Marketing Social Media MarketingWe’re all now pretty familiar with the more established social networks such as Facebook and Twitter and getting to grips with their importance when developing marketing campaigns and connecting with our customers.

But, did you know that there are more than 200 active social networking sites out there?

Early contenders like Classmates.com was launched way back in 1995 followed by Friends Reunited, in 2000 and LinkedIn in 2003. Flikr and Facebook came snapping at their heels in 2004 and Twitter in 2006.

Whilst we’re all becoming slaves to social giants Facebook and Twitter, maybe we need to come up for air and see what else is out there, specifically those being tipped as the ones to watch.

For whatever reason, the following 3 sites are being heralded as the next Social Media networks to keep an eye on.

Whisper
An iPhone app promising anonymity, Whisper is a place where users can post secrets (known as whispers) that appear in the form of an online postcard.

According to US online business forum, Business Insider, more than one million people have uploaded around 8 million whispers. Gaining steam among college students on campuses in America and a recent $3M worth of funding, could this be destined as the next big thing?

Medium
Being heralded by its founders as an extension of Twitter, Medium is quite simply a blogging site promising “A place where you can find and share knowledge, ideas and stories – specifically, ones that need more than 140 characters and are not just for your friends.”

Created by Evan Williams and Biz Stone, the guys who started Twitter and Blogger, you’d assume Medium has a fairly good chance of being the next big Social Media contender.

Sina Weibo
With twice the number of users, Sina Weibo is China’s version of Twitter and has been embraced by large brands such as Pizza Hut and some Western celebs like Tom Cruise, who apparently has more than 4.2 million followers.

According to Mashable, 22 percent of China’s internet population are signed up and there’s now a US version; only decipherable if you understand Mandarin Chinese!

I’m sure it’s going to be a while before any of these networks overtake the likes of Facebook and Twitter, but I’m sure we’ll all be whispering and Weibing to our customers in the not too distant future!

Christine Davey
@DaveyMarketing

If you’d like some help and advice to increase your effectiveness through online marketing, Tweet me or call me on 01273 772033 today.