1. Make it a Sweet 16!

    Here are seven tips to enhance your digital messaging.

    I - Leverage the information you know to create a personalized conversation with the consumers you message. The more relevant you are, the more effective your messaging will be. If you know their name, use it. If you know how they have interacted, leverage that information.

    II - Segmentation is vital – you have to manage your list.  Create a multi-dimensional database – score your consumers and put them into deciles, mine their interactions to create offer categories, and keep testing all your assumptions. Merge the information from your email file into your other CRM sources, including social media.

    III - If the consumer you serve interacts with you, you will always arrive in the in-box. If they start ignoring your messages, you will drift into spam & eventually drop off the radar.  An email delivered to spam reeks of unprofessionalism; that is if the consumer is to even notice that you showed up in their junk mail folder.

    IV - Most organizations have a simple directive – convert direct mail consumers into digital, cut down the cost of acquiring new consumers, and speed up your interaction with those you serve. Digital, especially email offers you a precise means to accomplish all of this. Keep working on growing your reach – it helps with the ROI.

    V - Your consumer walks around with their mobile phone – make it easy for them to interact with your content. Being responsive and adaptive is expected. If you drive the consumer to a landing page, make sure that the landing page is also mobile friendly.

    VI - Keep talking to those you serve – find out what they like and what they would like you to improve. Yes, testing is important but in the perfect world you need to create an insiders club – a group of consumers who can tell you how you are doing. So many brands put out surveys but do very little to improve their campaigns based on what consumers say.

    VII - Anticipate your consumers’ need by serving them what they may be looking for. Anticipating the next transaction saves your consumer time, displays your expertise, and also builds a better relationship between the consumer and your brand.

    May you find many consumers and hope you can serve the consumer you seek very well. Wishing you all the very best for 2016.

    Add a comment

  2. Collecting email addresses continues to be an ongoing challenge for marketers. One reason is that the consumer thinks that when you ask for their email address, that they will get a barrage of unwanted emails from you. Thus, it is important to give the customer valuable reasons as to why they should give you their email address.

    Your website is usually the first place you look to collect email addresses. Tell the subscriber exactly why they should sign up for email and what message they should expect. Give them three to five reasons and show them a copy of your past newsletters.

    A second place is your front line customer service staff. If you were to ask your front-line people why a consumer should provide their e-mail – you will be surprised by the amount of different answers you get. You should make sure that Customer Service knows why a consumer should provide an email address, both for the consumer’s benefit and for the benefit of the company.

    If you're not already giving customers the value reasons why they should sign up, what can you do? Write down ten good reasons why people should subscribe to your newsletter; then post it on your website, list it for your front line staff and share it with your co-workers.

    Try to give your consumers something of true value in exchange for their email address. Maybe provide a sneak preview of a new product, a member’s only sale, valuable information, or a discount coupon that can be used immediately. Convince your co-workers and front line staff of the importance of e-mail address collection, perhaps even creating an incentive for the employee collecting the most addresses in a month.

    If you can show your customers the value they gain from signing up for your email, and then deliver that value, you'll find those objections of giving up the email address easily handled. 

    Oh, and if you haven’t started posting testimonials about your program on your social media site you may be passing up on a good opportunity.

    Add a comment

  3. 1 - Choose an effective color that matches your brand. Have less contrast and use no more than three colors.

    2 - Give people a place to go next. Make it easy for them to find things. Keep the confusion out and give people simple options.

    3 - Focus on site navigation and the search box is king. People know how to 'google' stuff.

    4 - Be consistent with font face and size.

    5 - List your content in short paragraphs that are broken up, if you want to offer more in the text, let them click through or offer a download.

    6 - Make it easy for people to get in touch with you. List the contact information clearly.

    7 - Make your load times faster. Don't give the user an opportunity to tab away while your page loads.

    8 - Make your site search friendly with meta - tags - you need to identify the information. Search engines will find it faster.

    9 - Be careful about using frames / cascading style sheets - you loose impact. Many search engines don't list pages with frames

    10 - Does your mobile site work, it is the least you can do. Be sure to test your site from mobile devices. Just because HTML 5.0 renders okay, it doesn't mean that you want to push excessive content on the consumer.

    11 - Keep your content refreshed as you tie in social media into your site. Let your 'social feedback' update your site. Give people reason to visit your site often to see the changes.

    Add a comment