If you are sending “e-blasts” to your customers or supporters – please, stop doing it now. This outdated style of email marketing has the same results as fax broadcasts of press releases; your message is ending up in your recipient’s trash.
While email marketing is still an effective way to communicate with an audience, the one-way communication style of the “e-blast” is over. Messaging your subscribers today means doing more than sending emails with commands like “buy, buy”, “click, click”, or, “register now!” If you want to communicate with your subscribers effectively, think “engagement”.
Engaging your subscribers means looping them into a two- or multi-way communication versus subjecting them to one-way communication. The fact is, social media have raised the overall expectations of e-communications to this level. The prevalence of social networks and their popularity in comparison to Websites suggests that subscribers are more drawn to engagement and the communication arena where they are able to give feedback and participate.
Here are examples of steps you can take to make these three popular email marketing asks more appealing:
1. Donate. You’ve stated your worthy cause and have asked for a generous donation. Make it engaging by inviting your subscriber to join a community of volunteers, attend a Meetup in their area or present an opportunity for your would-be donors to get up close and personal with a beneficiary or your organization’s leadership. Even if most of your subscribers don’t take up the invitation to engage, the fact that you present this opportunity will help to legitimize your fund-raising effort.
2. Register. You’ve stated the what, where, when and have asked your recipient to “REGISTER NOW!” Make it engaging by inviting your subscribers to also meet other registrants in your organization’s social network on Facebook or elsewhere. Email solicitation for event registration typically have the recipient asking “is this worth my time and money?”, “will I know anyone there?” or “who’s going?”. Creating a social network around your event is a great way to create buzz and a community that will engage your subscribers – and hopefully motive them to register.
3. Buy. You’ve included a nice big picture of your product with an attractive sale price – and a big “Buy Now!” button. Make it engaging by including the opportunity to share or “Like” the product on Facebook and other networks and allow subscribers to share their thoughts, enthusiasm or questions about your product in their network of friends and family. This simple step could help promote your product further than you imagined.
A popular concern for marketers considering a more engaging e-communication strategy is negative feedback. But the best approach to managing negative sentiment is to create the space for it and be a part of the conversation. So say goodbye one-way communication via e-blasts, and hello to engagement and higher conversion rates!
2010 was a great year for us – we thoroughly enjoyed sharing the many interactive marketing ideas we published on this Website and elsewhere. Many of our articles were based on questions that came from projects and friends, and we certainly hope you keep them coming. Here’s a rundown of our top social media and interactive marketing articles for 2010 (based on visits and pageviews).
- Social Networks: Free R&D for Small Business
- Email vs. Social Media – Should you follow Ben and Jerry’s?
- How Much Time Should Visitors Spend on Your Website?
- Three Steps to Better Open Rates
- When your Company Name is Your Top Keyword
- Best Billboard? Yahoo! Mail Homepage
- Is mobile phone jailbreaking good for business?
- Yahoo! tosses HotJobs to Monster – Search Fail?
- How to become a “trending topic” on Twitter
- Facebook closing Gift Shop – but not for entrepreneurs
When was the last time you read a press release? Unless you wrote it, your answer is most likely “never”. Five years ago press releases were necessary for industry analysts, stakeholders and journalists to get wind of what organizations were up to. Today, few writers are grabbing press releases from fax machines or Web sites to craft headline stories for print media.
In case you missed it, good old print media is just that – old and unprofitable. Newspapers are fast going online or trying to build a bridge between the print and online worlds. In the new world of publishing, a faxed press release is a waste of time and a useless way to distribute relevant information. Here are three tips to get your press release to impact your business as Continue reading “The Press Release is Dead”