How To Turn Email into a River of Revenues

What would you say about a marketing device that returned over $43 for every dollar you spent on it?

Too good to be true, right?

Wrong.

That device is none other than the commercial (HTML-coded) email, a tool that far outstrips all others when it comes to pure return on investment (ROI). So, how on earth does an email garner such grand results?

To understand this, you must realize an effective commercial email is a well conceived, superbly timed, and, above all, expertly designed piece of marketing that is focused on accomplishing one thing: Getting a customer to take action.

Just how good can an email get? According to the Direct Marketing Association’s 2009 study, commercial email returned $43.62 for every dollar spent last year. Compare that to an ROI of $21.85 for Internet search advertising, $15.22 for direct mail and $7.32 for catalogs.

The Perils of Poor Design

“Fantastic!” you say. “Let’s crank out an email right now and blast it to our list. After all, emails are easy and anybody can do them.”

Not so fast. While it’s true that millions of emails are exchanged daily, only a tiny fraction are well enough designed to grab a customer’s attention and get them to make that all important click that results in a purchase.

To begin with, there are essentially two types of commercial emails, ones that mostly depend on text to get results and those that are more visually or image driven (much like a magazine ad). Many of the very best commercial emails contain a balance of both. Whatever the approach, it must be chosen because it has the best chance of making an impact with your audience.

It is important to know quality design is NOT just about a snazzy picture, cute turn of phrase or a colorful graphic (though these might be part of a well-designed email). Rather, good design depends just as much on advance planning and strategy and careful selection of elements to achieve the desired end.

Remember, the competition – and clutter – is fiercer than ever.

Take your own email inbox, for example. Most of what you receive is either deleted immediately or quickly scanned and disposed of. The level of email fatigue and cynicism is high, but that’s because most commercial email solicitations are inadequately thought out, poorly timed and lack quality design.

No wonder people (that’s us, folks!) are so quick to trash emails.

Don’t Waste Your Opportunity!

But there is good news. Most commercial emails arrive with the consent of the customer. At some point, he or she has asked to receive email updates or solicitations from you. This gives you a vital opportunity to impress them.

However, if your email is sloppily designed, annoyed customers will quickly unsubscribe from your list. Don’t waste your chance to enjoy an ROI of $43 to $1 or more simply because you decided to do it yourself.

Instead, hire a capable designer who understands that the following are essential to a successful commercial email: copy that is well formatted and brief (keeping in mind that email readers are in a hurry); a reminder that the customer granted permission to receive email from you; an easy-to-find unsubscribe link; focused content that focuses on one or two ideas rather than many; careful timing; a call to action (a compelling offer that screams: “take action now!”); solid HTML coding; strong copy and headlines; compelling images (but not too many); and, of course, a catchy subject line that demands the email be opened.

Again, remember the subject line is crucial to getting an email opened but after that it’s good design that will determine whether the end-user/customer decides to read on and take you up on your offer.

Good Design Turns Clicks into Profits

Finally, never forget that an effective email is a marketing tool that can deliver convenience and value to your customers while realizing significant dividends for you. If $43 to $1 sounds good to you, the key to success is a creative and expertly designed piece that cuts through the clutter, cements customer loyalty and burnishes your brand.

written by Scott Wigton

Cultivating Your ‘Green’ Marketing Thumb | Part II

Want to Stay in the Black? Try Going Green

Consumer Preferences Steadily Shift To Earth Friendly Businesses

Until recently, most American businesses had just one motive: to make a profit, preferably a big one. If that meant wasteful manufacturing processes, superfluous packaging and other practices that led to deforestation, toxic waste, and excessive greenhouse gas emissions, then so be it. Consumers didn’t seem to care as long as they got the product or service they needed.

That business paradigm, however, is changing quickly. And if you haven’t felt its effects yet, you soon will.

That’s because as concern for the environment and sustainable living continues to grow, consumers are showing significant changes in attitudes and buying preferences. Businesses would be well advised to adapt their practices swiftly or risk being left behind.

The Right Thing to Do?
In other words, GOING GREEN, is going to become central to a business’s profitability in the coming years. Why? Customers are starting to demand it. Recent polling shows 80% of American adults expect that businesses should be mindful of their environmental impact in the products and services they offer.

Forty-four percent surveyed believe damage to the environment caused by business practices is a very important issue and 18% think it’s extremely important. In all likelihood, for a growing number of your customers, living green and buying green is now the RIGHT thing to do.

Obviously, simply offering your product or service isn’t going to be good enough anymore, especially if you’re perceived as being indifferent to, or worse, as harming the environment and collective societal health in the process.  If your business isn’t as green as it could or should be in just a few years time, then even the most vigorous “only profit matters” mentality isn’t going to save you.

Rewards Growing for Greenies
On the other hand, the rewards for making your business greener and more sustainable will be increasing. The market for green products and services is estimated now at $209 billion. That figure will only continue to grow as environmentally astute consumers seek out businesses that share their values. By gradually becoming a greener business, you eventually will sell more products, add more value and enhance your reputation over competitors who reject a more sustainable approach to doing business.

Surveys indicate that many consumers already are willing to pay a premium for greener products. Yet even large discounters such as Wal-Mart are getting on board with green practices. In its relentless efforts to cut costs, Wal-Mart has insisted on a more efficient, sustainable supply chain, thus reducing energy and transportation costs. Aveda, which makes a range of hair and skin care products, has gone to greener packaging (using recyclables) and biodegradable materials, and incorporates organic ingredients into its product lines.

So what can you do to begin the process of greening up your business?

1. Commit your business to sustainability
   Get educated on the issues and opportunities. If you’re starting a business, design it from the beginning with sustainable elements and products in mind. When it’s time for a renovation, introduce sustainable elements and practices. Use recycled materials, increase natural and low energy lighting as well as low VOC paints and carpets and solar power if possible. Reduce your waste, water consumption and overall energy use. If you operate vehicles, introduce hybrids or alternative energy units (compressed natural gas) to your fleet. All these things will increase your credibility with customers. Not only that, you may actually cut costs by adopting greener practices.
2. Offer greener products and services
   Look for a “green need” in the marketplace and fill it. Make sure your offerings are truly green, made with environmentally friendly materials and packaged in like manner. But make sure your products work and are competitive with alternatives. You may have to educate your customers about the value of your sustainable products and services. If you’re charging a higher price, the customer must feel that it’s worth it. Also, do some local market research and see who’s on board and who’s missing the boat when it comes to sustainability.
3. Get the word out
   Once you’ve introduced greener products, services and business practices, tell your customers and your community about it. Highlight your sustainability on a WEBSITE, create a blog, issue press releases, get involved with or even sponsor “green” community events. It’s important to show that you are not only offering quality products and services that customers value, but that you are being environmentally responsible and helping solve a problem that affects us all.

Written by Scott Wigton



Cultivating Your ‘Green’ Marketing Thumb

As the Globe Goes ‘Green’ Opportunities Grow Bigger

More and more, we’re told, our future will be a green one, replete with green cars, green homes, green manufacturing, green products and green jobs.

Why? Our livelihoods — not to mention our survival — may depend upon it. With alarm bells ringing on about melting ice caps, homeless polar bears, rising temperatures, rising seas, droughts and disasters unless we change our wasteful ways, it’s clear there’s plenty of momentum for the creation of a wide range of green products.

The question then becomes: How do you market them?

Expanding today’s $209 billion “green” market, represents a tremendous opportunity, yet also a frustrating conundrum. Experts are still debating the most effective marketing strategies for green products. How, exactly, do you turn growing environmental concern and awareness among consumers into sales, especially given that many green products carry inherent price premiums?

The obvious assumption is that green products are seen by many as a benefit, but in what way? Do people purchase green products strictly for altruistic reasons or for more self-interested reasons because “buying green” aligns with their values, saves them money (at least over the long term) or confers upon them an “elite” status.

Self Interest and Environmental Vanity

It’s instructive to look at some examples. In the early 1990s when the green movement first got going, manufacturers brought the now famous compact fluorescent light bulbs (CFLs) to market, touting them as “earth friendly.” Consumers, however, snubbed the expensive products until they were repackaged and re-launched as a longer life bulb that would save money over the long term versus compared to standard incandescent bulbs.
The outcome for the first chlorofluorocarbon (CFC) free refrigerator, marketed by Whirlpool, also challenged assumptions that consumers would choose an environmentally friendly product on this merit alone. As it turned out, this award winning, first-in-class refrigerator fizzled because people didn’t feel like paying the extra $150 premium in spite of its environmental benefit.

But some marketers have learned that vanity often is a bigger motivator than altruism (or even long-term savings) when it comes to green products. Say what you will about the Toyota Prius — its, um, distinctive styling, and premium price for a midsize car, but one thing is certain. It’s been a mean, super-selling “green” machine. Since its introduction in North America in late 2000, nearly one million have been sold. Hundreds of thousands more have been sold on the worldwide market.

And while that amounts to a drop in the bucket of overall auto sales, it’s one very significant drop, making the Prius the world’s first green vehicle to achieve real marketplace success. Designed to be environmentally friendly and get excellent fuel economy, this gas-electric hybrid demonstrates a key green marketing concept: It has identified its core audience and delivered on its promises. Perhaps most importantly, it has empowered its market — people who feel so deeply about “living green” and being seen as “green” that they are willing to pony up the extra cash to do so. In fact, a July 2007 New York Times article using data from CNW Marketing Research found that 57% of Prius purchasers bought their vehicles because it “makes a statement about me.” Interestingly, just 36% cited improved fuel economy as the reason for their purchase.

Basic Principles of Green Marketing

While “Green Marketing” continues to be defined, there is little doubt it offers tremendous potential in coming years. Purveyors of green products would be wise to apply the following three marketing principles.

1. First, a business offering or manufacturing green products ought to be as “green” as possible, founding its credentials upon its own commitment to actual green practices. Are you selling recyclable materials and you don’t recycle?
2. Second, a company must educate its customers about why their product matters and position it so that customers understand that it performs as well or better than non-green alternatives.
3. Finally, customers must be empowered by green products, giving them the clear feeling that they are affirming their principles and participating in an action that helps to “save” the environment.

Green products may be good in and of themselves, but unless they’re marketed properly, they’re not going to make a far reaching impact. And that’s not good news for polar bears, or people or the bottom line.

Written by Scott Wigton