Key Elements of Effective Email Marketing

Along with social media and mobile marketing, email continues to be a significant portion of an effective virtual marketing strategy, especially for a small business. However, email marketing can run the risk of irritating subscribers and potentially tarnishing a brand’s image. Here are some essential tactics to running an effective email marketing campaign:

Strategic Timing and Frequency

In order to run a successful email marketing campaign, it is critical that your message reaches your reader at the right time. Ideal timing and frequency varies depending on the type of business you are in. The goal is to find the timing where you are most likely to generate the greatest response. Our office was recently enticed into ordering lunch from a local café after receiving email notification of their specials, including an image of a mouthwatering grilled cheese, conveniently at noon.

Your frequency also has a significant impact of the effectiveness your campaign. Sending emails too often is an annoyance and sending email too infrequently will result in losing your audience’s attention. According to the DMA National Client Email Marketing Report, the ideal frequency for the retail industry is 2-3 times a month.

Segmenting

According to farotech.com, 80% of email marketers send the same content to all of their subscribers. This is a colossal mistake! Segmenting your lists and dividing your content is a great way to avoid spamming your contacts and to prevent the fatal UNSUBSCRIBE TO ALL. Make sure to send subscribers content that is relevant to their relationship with your business.

Effective Content

One of the most common reasons a customer will subscribe to a business’s emails is to feel that they are being delivered exclusive information. Providing a first look at a new product or special promotion shows that their participation is valuable and appreciated.  

Keep in mind; your readers are just as busy as you are! If you do not have time to read a lengthy newsletter, neither do they. Keep your content short and to the point. Always include links to your website as well as your social media. This provides your subscribers with the opportunity to interact with you instead of just having a one-way conversation.

Analyze Your Results

Any form of marketing needs to be evaluated in terms of response and results. Many email marketing programs give you the tools to calculate how successful your emails are. If not, Google Analytics is an amazing free platform to measure the effectiveness of your campaign. Some important elements to track are open rates, click-through, bounces, response, lead tracking and website traffic (Mail Chimp offers some benchmarks, per industry, here). If you are not getting the results you desire, make some adjustments. Something as simple as changing your timing could have a radical impact on your results.

Social Media Lessons from 2012

They say history is the best teacher so, in planning client social media campaigns for the 2013, we're taking a look back at 2012. Perhaps the biggest news of the year was Facebook crossing the one billion user mark (with an older demographic continuing to be the fastest growing). That widely documented  feat was perhaps the year's best symbol of the overall growth and--more importantly--continually evolving nature of social networking. Here, we outline a few of the key things that 2012 taught us about social media for business...

Pinterest climbs up the social media pyramid. Pinterest has experienced more growth than any other form of social media this past year. According to techspot.com, Pinterest’s mobile visitors increased by an incredible 4,225% in 2012. There are many factors that contribute to the successful growth of this site. Namely: Pinterest is a sizable contributor to ecommerce, allowing brands to easily connect with their target markets by showing--not telling. Pinterest is visually oriented, which is proving to be more popular with mobile social media users.

“A picture is worth a thousand words.” The greatest social media trend of 2012 is by far sharing visual content. Social media sites such as Instagram, Snapchat, and Pinterest have found tremendous success by allowing users to primarily share images instead of text. Social networkers no longer want to read about what you are doing, they want to see what you are doing. The popularity of visual social media also results from a change in how users browse the web. Social media users are accessing sites via mobile applications more than ever. Even luxury brands are using sharing images through these visual social media sites. Tiffany & Co. uses Instagram to post snapshots of new pieces, ad campaigns and pictures in shades of Tiffany Blue.

The 2012 Presidential Election takes social media by storm. The 2012 presidential candidates took their campaigns digital; posting content in real time and creating an ongoing conversation with voters. Both the Obama and Romney campaigns used Facebook and Twitter to directly connect with their supporters. According to the Huffington Post, Barack Obama’s victory post was the most liked photo on Facebook of all time, receiving over 4 million “likes”. It is safe to say that social media has become an essential piece in the communications strategy of any business.

Mobile applications triumph over websites. Smartphones have become an indispensable part of everyday life. Instant access to the internet at any time or place has opened the door for numerous mobile applications for social networks. According to Google Insight, 79% of smartphone users have used their mobile device for help with shopping and 35% of users have made a purchases with their mobile devices. As a result, social media sites will have to strive to create the most functional and efficient mobile applications. In the fourth quarter of this year, Barneys New York has launched a newly optimized mobile site. The site features more efficient ways for consumers to filter and search for products, as well as the same personalized check out options featured on the Barneys website. 

Social media and business 101: Personal is never truly personal

Perhaps, as a Gen Y-er, I can chalk it up to having been technologically spoiled since the age of sixteen. From my earliest memories, technology was always at my disposal, assisting me in areas where I never really needed to develop the skills that countless generations before me relied on (To put it in perspective, I only passed my driving test thanks to a rear-view monitor). Thanks to technology: I know when the roads are closed; how the next 15 miles of traffic will impact my travels; when storms are coming, when a dollar exits my bank account, and the moment my or a client’s name appears online.

Within the last month, though, I’ve encountered more than one situation that reminded me that technology is wonderful but, when it comes to business, is only as good as gut instinct.

I will preface my first example by saying that I (in case I haven’t made it obvious) pride myself on my professionalism. A bold statement, yes, but one that I’ve lived by all my life. I’m notoriously over-dressed, over-prepared, over-packed, and over-resourceful. Most people keep a first aid kit in their glove compartment. I, however, keep an emergency bow-tie, just in case of a formal emergency (yes, they do happen). Having said that, you can probably assume that Halloween wouldn’t be one of my favorite holidays. Just because I don’t personally like appearing in costume, doesn’t mean I’m not entertained by them, in fact—quite the opposite applies. Unfortunately for me, though, the entertainment factor of a tongue-in-cheek costume (and resulting photo of me with the person in said costume) did not make for a well-received addition to my personal Facebook page.

 'So what’s the fuss about? It was your personal page, and its not like it was YOU?'

Personal? More like semi-private. Upon further examination of the post, I realized that people I wasn’t even friends with had seen and liked it, despite my privacy settings. How? Because they subscribe to my public updates. Further, while I--like many in a small business setting--attempt to keep personal and professional separate on Facebook, the lines always blur. In discussing this matter with Carrie, she framed this example perfectly: “Josh: you are NOT a nameless, faceless cog in some big corporate machine; You are a high level employee at a small firm with national presence.” Quite possibly the best argumentative point I’ve ever heard.

Underscoring the lesson of this very personal experience are recent high-profile examples of the damage that can be caused by professionals thinking emails, tweets and status updates are "personal"; or, worse, professionals not thinking about the bigger picture when posting something online. Take, for example, Hurricane Sandy. While this superstorm paralyzed the northeast, taking not only homes and businesses--but also lives... companies like Gap Inc. took it as an opportunity to tweet to encourage online shopping with the 'spare time' the storm afforded its victims.  Needless to say, the backlash was tremendous.

So what if you are a cog in a major corporate machine? Does this make you exempt from following the rules of social media etiquette? Absolutely not. In fact, the stakes are higher. While in a smaller company, a good working rapport with your superior means that he/she will, in most cases, understand that your social media post was made in good humor and work with you to correct it. However, if a tweet or post could even have a whiff of being in poor taste, chances are, it is, and could result in the termination of your employment.

The moral of the story? Know your audience, and never forget that your social audience--regardless of your so-called safeguards--also consists of your coworkers, superiors, and clients. Remember: words are the new 'sticks and stones'; 'everything you say, share, post or photograph can and will be held against you'.

The prosecution rests, your Honor.

Lessons in PR: Communication isn't simple

Communication. Pretty simple word. But pretty tricky business. Ever tried to communicate to a family member, friend or significant other how they hurt your feelings in a tense situation, only to have it backfire? Okay, now that 99% of you are nodding, I’ll get on to my point…

Everyone, it seems lately, thinks they are “PR experts”. But public relations isn’t about having a lot of friends or throwing fun parties. It is about expert communication, especially with the press (and, in this age, on social media). I find myself, almost daily, cringing at PR faux pas—from basic to potentially fatal.

While hiring a professional to represent your brand is the best way to avoid this sort of deadly foot-in-mouth syndrome, I understand that this is often cost-prohibitive. If that’s the case for your company, there are some basic PR/communication rules that I drill into my staff and interns daily, and that I happily share. From me to you: lessons learned thanks to my 10+ years’ experience interviewing thousands of designers, politicians and retailers as journalist; 3+ years as a publicist giving press interviews and representing brands on social media… but, mostly, thanks to my relentless journalism professors at the University of Connecticut.

1. Fact check. Think you know how to spell the proper name of an organization or person? 98% of the time, you’re probably right. You do. The problem is the other 2% of the time. If I spelled a proper name wrong on a college journalism project, my journalism professors would make me write it correctly, by hand, 500 times. Actually, it may have been less than 500; but having spent a couple nights sitting in the dorm lounge writing a name over and over until my hand ached: I still double check the names of even clients I’ve worked with for years.
2. Listen. As a reporter, I learned the most in interviews when the interviewee suddenly went off on a tangent in response to an innocent question… often revealing more than I ever imagined asking. This is a basic of any business communication: listen carefully to the question before opening your mouth. Example: I once served on a non-profit board and, when I hadn’t received end-of-year financial reports, I asked the executive director for them. The executive director’s reply was shockingly angry and defensive. How dare I accuse her of misappropriation of funds? Well, actually, that hadn’t crossed my mind. But once she threw it out there, told me to call her lawyer, and told everyone within earshot that I’d made such an accusation; it definitely crossed my mind (and everyone else’s). Enough said.
3. Condense. Short is, indeed, sweet. Say what you have to say. Then wait an hour and go back to edit. In PR, wordiness has always been a cardinal sin. Today, it’s deadly for a publicist or any business person. Who among us isn’t suffering from information overload? Case in point: The average attention span of someone opening an email? 8 seconds. The average attention span of a goldfish? 9 seconds. Need I say more?

The Social Side of Fashion Week

Another Mercedes-Benz Fashion Week has come and gone. We all now know the must have trends for Spring/Summer 2013. We also now know that social media shows no sign of slowing it’s influence on the fashion and luxury industries. Social media has transformed Fashion Week from an elite, industry-insiders-only event, to one with a global audience of consumers. This transformation allows brand customers and fans to feel that they are more a part of the event, and allows them to have a voice in the fashion world. A voice that brands must be prepared to hear.

The lessons learned from Fashion Week apply to any luxury or designer brand – small or large. First, the importance of video in social marketing. For example, more than 30 shows are streamed live on YouTube Live Runway, and designer participation in live streaming runway shows increased 17% this season. Video streams from an event like a runway show have long provided a great way to engage potential customers but, as social marketing gets more sophisticated, Fashion Week designers upped the ante this season.

For example, Michael Kors didn't just live stream his show on the site Live Michael Kors, but was tweeting and posting photos right before his show. His live stream, meanwhile included a task bar, where viewers could tweet from the live stream directly to Michael Kors. Lacoste, meanwhile, pursued long-term engagement with interested consumers by integrating the live stream with Facebook. To view the stream of their live runway show, viewers had to first like Lacoste’s Facebook. The brand also posted back-stage photos during the show and created a "Lacostagram," which had images of the runway show posting on Instagram. Further, on Lacostagram, Lacoste encouraged viewers to tag and tweet their own photos using the hashtag #LacosteSS13.

The results of these strategies? Aside from great exposure during their events, Lacoste and Michael Kors have both grown their social audience and have long-term connections via Facebook, Twitter and Instragram, with those who watched their runway shows. While not every luxury company has the status or budge to show at Fashion Week like these brands, social media allows a breadth of opportunities (many affordable) to implement the same concept – long-term engagement with your target audience. So, how are you using social media to allow your consumer to feel more involved with your brand?

Social Media: User Data and Business Insight

The most recent social media statistics show that social networking platforms are not only dominating web use and social interaction but—more importantly—increasing numbers of users are in that luxury-goods sweet spot: women who are either affluent or aspirational. 

A wise coffee company once said, “America Runs on Dunkin”. We disagree: America runs on technology. And, especially, women with disposable income run on technology. To illustrate, let’s look at each of the top platforms individually.

Facebook

Facebook, of course, continues to be the most dominant social media site on the web.

·      According to the cnn.com, as of March 2012 Facebook has exceeded over 900 million active users.

·      Of all these Facebook users, 31% check in every day.

·      A majority of Facebook users earn more than $50,000 per year:

o   47% make between $50,000-99,999

o   11% make over $100,000

Readwriteweb.com says that Facebook has “two basic social needs: the need to belong and the need for self-presentation.” With that in mind, it’s up to the individual how they can make that page more personal.

·      This is why many people on the site will “Like” pages from their favorite shopping store to their favorite actor/actress.

According to Wildfire’s Why Social Marketing Will Deliver A Positive ROI for Your Brand (click to download file) these are the “3 phases of social media.”

·      Users become fans

·      Fans engage with the brand through their News Feed

·      They become familiar with the brand they are more likely to connect by buying a product or advocating for it.

o   Washington University did a study on brand familiarity and stated, “when consumers are exposed to an ad for an unfamiliar brand, they are more likely to have a goal of learning about and forming an accurate impression of the brand.”

Twitter

Twitter continues to grow and, today, has about 200 million active users. Who are those users?

·      53% women (according to Palatnikfactor.com)

·      The majority of users are Caucasian, between the ages of 18-34.

·      Twitter users are financially comfortable:

o   37% earn between $50,000-99,999

o   10% earn over $100,000

Pinterest

With 10.4 million users, Pinterest is Twitter’s closest competitor in terms of use and activity.

·      Pinterest users range from the ages 25-54

·      80% majority of users are women.

·      Annual income of Pinterest users:

o   46% make between $50,000-99,999

o   7% make over $100,000

Why is Pinterest so popular? Because pictures are worth more than 140 words, apparently.

Foursquare

Foursquare is location-based outreach; and targeted to local businesses. Foursquare.com says that it “makes the real world easier to use. We build tools that help you keep up with friends, discover what’s nearby, save money and unlock deals.” This application allows people to check-in to a business while those who are connected can see where the individual has checked in.

Who are the users for Foursquare?

·      There are 20 million users worldwide.

·      Rooster.com says that foursquare consists of the majority of 63% females

·      36% users are between the ages of 35-49.

So, armed with all this data, we ask: how are you utilizing social media to harness its marketing potential? 

Happy Birthday to us: reflections on our first three years

Mia, celebrating in 2009

At sunset on a beautiful late spring evening in 2009, I was walking on the beach in Weekapaug, R.I. where I lived, mindlessly tossing a ball to my black Lab, Mia. It felt like every other day, but it was a very different kind of day. For weeks, I’d been debating, rejecting, then reconsidering the idea of starting my own agency. After more than a decade in the cushiony security of the corporate world in New York, I was—frankly—terrified at the thought of starting a small business during the worst recession in recent history, in a state I barely knew, and focusing on an area that most people were laughing off as a joke (social media). Did I have the guts and determination?

And then, alone on that beach with my dog, I found the inspiration. From whom? From Mia. I threw her ball for the umpteenth time and there she was, running as hard as she could to, this time, outrun it. She didn’t. But she brought it back, dropped it at my feet and—panting heavily; eyes, nose and everything else covered in sand—wagged her tail happily, ready to keep working at it. Her determination at that moment changed my life and launched Miamore Communications. (As I write this and think back, it’s kind of funny how very much the first couple years of starting a business with no entrepreneurial experience is like chasing a ball that moves faster than you.)

It’s crazy how fast three years can pass. Miamore Communications has had great successes and its fair share of failures. But what amazes me most is how much things have changed since I founded this company. I vividly recall a grueling two-hour meeting in 2009 with the executives of a huge jewelry brand. My task was to explain why they needed to integrate social media into their public relations and marketing strategy. The owner beat me up quite a bit with his skepticism but, to his merit, believed—albeit grudgingly—that social media might be important and hired us. Today, his company has perhaps the largest fine jewelry brand presence on Facebook.

While my roots are firmly in fashion and jewelry, I decided early on that Miamore Communications would diversify into the general luxury and lifestyle categories; and that we would do everything we could to support those categories in our local community. We dedicated thousands of unpaid hours to support the successful launch of what was then a nonprofit group creating New England’s first business-oriented industry fashion week that supported local designers. For the past year, we’ve sponsored the nonprofit that presents the Rhode Island International Film Festival—the only Oscar-qualifying film festival this side of Tribeca, and the launchpad for independent film makers from around the world. We’ve loved every minute of it.

I’m happy to brag that, on the PR side, we’ve achieved client placements in every major (and minor) media outlet in Rhode Island and the Boston metro area; every jewelry-industry publication and website; major New York City regional press; and some heavy hitters on the national scene—including Oprah, Martha Stewart Weddings, People, and Redbook.

The double-edged sword of running a boutique marketing agency is the constant flux. We’ve worked passionately for small art galleries,start-up fashion designers, boutique travel companies, non-profit organizations and international brands; and absolutely thrive on both the challenge of working for various clients at once, and the variety that brings to every single day. But, having the people behind the clients we love come in and out of our day-to-day lives is an adjustment that I’m still getting used to.

I’ve read that surviving the first three years is one of the biggest hurdles to success for small businesses. I’m happy to finally be here. And I wouldn’t be without having been blessed with some of the most amazing interns, staff, partners and contractors. Todd, Steven, Cassie, Doug, Sam, Ryan, Amanda, Tessa, Nick, Bianca, Alysandra, Martha. From my first intern, Lauren, who was the only one who believed in Miamore as much as I did back in 2009; to Josh, Miamore’s account executive who is approaching his one-year anniversary and who—as crazy as things (or I) get around here—is forever passionate about our mission, our future, and our clients.

It’s amazing what can come from a walk on the beach, a rubber ball, and a passionately determined Black Lab. Mia’s at my feet as I type this. I think she deserves a belly rub.