Why do companies engage in email marketing? Easy. Email marketing is the digital marketing channel with the highest ROI, and it’s not close. While email marketing does work, you still need to know what you are doing to be successful. In their article “ 17 Reason You’re an Email Marketing Rookie,” SparkPost covers 17 misunderstandings and myths of email marketing and why you should avoid them. This is an excellent read, here are a few of the highlights I pulled out.
1. Everyone wants to hear from us. No really, everyone!
I’m sorry to tell you this, but not everyone wants to hear your marketing message. The shotgun approach of sending your message to every possible recipient is not only costly, but ineffective. It can also lead to your emails being marked as spam, and that hurts your future ability to market via email. Targeting the right customer profile is critical to a successful email campaign.
3. Responsive design? What’s that?
Responsive design means that your email is dynamic in its ability to adjust the content to fit the size of the screen it’s viewed on. Without a responsive design, email creatives can look distorted or too small on mobile. The email becomes difficult to view and distracts from your marketing message. If your email creative doesn’t use responsive design, then it won’t look good on all devices. If it doesn’t look good and the design gets in the way of your message, then your campaign will not be effective. Contact our creative team at American Name Services for help on making your email creatives responsive.
10. Segmentation? We use a segment of one: everyone gets every email.
No. Stop. Again, you need to target your message to the right customer profile. Different products and services appeal to different demographics. Know your customer first, then tailor specific marketing messages to each of the specifics segments of your database. If you need assistance building a customer profile, American Name Services can help.
These are just a few of the highlights, head to SparkPost and read the other 14 ways you can avoid being an email marketing rookie, some of them could even save your business. For help with your next email campaign, contact us at American Name Services. We provide consulting, creative services, and can even manage your email sends. Let us help your business increase its ROI from email marketing.
This article review was written by David Brian Fiso, Digital Marketer and Creative Designer at American Name Services.
Is direct mail still relevant?
I went to college and earned my degree in marketing over the last few years. With the digital age booming as it is, a lot of focus was placed on teaching digital marketing practices. My degree included classes like digital marketing, web analytics, and social media marketing. In fact, the focus was so heavily centered on digital marketing that I never really considered direct mail as something marketers still use. “Snail Mail” (as it is dis-affectionately called) is obviously an outdated, inefficient, and dying breed of marketing right? Wrong. Chris Hamblin in his article, Not Dead Yet looks at studies completed on the topic.
“Even more compelling results from the study showed that the overall response rate for direct mail was 600% higher than that of all digital channels combined.”
From the research cited in Chris’ article, we learn the truth about direct mail. The truth is that it’s not dead yet. While we can’t say that it will never be dead, boasting a 600% higher response rate than the sum of all digital channels shows us that it is more relevant than ever. Digital channels will continue to grow and improve. Technology is getting better, faster, and smarter. Online ads are now able to target customers based on their online behavior and can even tailor the message to individuals. The best marketing strategy, however, will always include new and growing trends along with a focus on what is proven to work and be successful.
Chris also discusses other factors and data that clearly shows that direct mail is not dead. Along with the response rate, it also boasts competitive ROI and cost per acquisition compared to digital options. From the data in the study, it is clear that Direct mail should absolutely be a part of your marketing toolkit. In considering your multi-channel marketing approach, be sure to consider direct mail with other channels like email and social media.
Do you need help?
Do you feel like you don’t have the skills and knowledge to get started with direct mail? Don’t worry. American Name Services has you covered. Contact us today and we will help you add this very valuable marketing tool to your next campaign. Visit our website or call us at 1-800-434-1851.
This article review was written by David Fiso, digital marketing strategist and creative designer at American Name Services
Have you thought about direct marketing for your business? Whether it be direct mail, email, or telemarketing; direct marketing has continued to show success through its positive response rates. There is great worth found in direct marketing and even greater worth when seeking out new leads by renting third party marketing lists. When you rent a list for usage, it expands your reach, helping you find new leads with similar attributes to your target audience.
What is a List Broker?
Finding the right marketing list can be very difficult and confusing without a knowledge of the industry. List Brokers exist for this very reason! List brokers have extensive experience in the data industry. They have full access to the marketing lists available on the market and know how to find targeted lists through specific search criteria. List brokers help with many aspects of data acquisition and integration and will be a huge asset for you in your next direct marketing campaign. Below are more services a list broker can do for you:
- Help find new lists
- Help test mailing lists against others
- Negotiate best prices with the list owner
- Recommend other media (email/social media) to test alongside your direct mail campaign
- Help evaluate response rates, revenue, and other results
- Manage all invoicing for rented lists
- AND MUCH MORE!
Why Should I Hire a List Broker?
The most important thing to understand about list brokers is that they don’t cost you a thing. List brokers are paid on commission from the rented lists’ owner. The only thing that you pay is for the list rental itself. This means that brokers will do everything in their power to give you the best results and price on all marketing lists. Everything they do is in your best interest; you could say that they are your partner, or even your advocate for all of your direct marketing needs. So why not hire a free direct marketing consultant?
Marketing Specialist – American Name Services
Hire a FREE direct marketing consultant today with American Name Services!
Mailing Lists – the 5 Questions You MUST Ask!
Joy Gendusa gives some great information in an article titled “5 Questions You MUST Ask Before Buying a Mailing List”. The first points given are the most important to understand: mailing lists can be hard to understand and finding the right one for your business can be difficult. With these things in mind it is important not to rush into a list at first glance. There are five questions to answer, according to this article, that will help you separate the good mailing lists from the bad. Answering these questions will also save you time and money in your marketing efforts.
Ask these questions:
- What is the Guaranteed % of Deliver-ability?
- How Often is the List Updated?
- Is it a One Time Use or Unlimited Use?
- Is it Run Through the National Change of Address (NCOA)?
- How is the Information Compiled?
If Big Data and mailing lists are still difficult to understand, don’t stress! There are professionals out there that help companies choose lists that fit their target demographic and ensure list quality. American Name Services is one of those companies, and has been helping businesses for over 20 years! If you need help with a direct mail campaign and finding names within your target demographic visit us at our website http://americannameservices.com/ or call us at 1-800-434-1851.
Review by Tyson Knowles, Marketing Specialist with American Name Services