E-mail and postal are probably the two best methods of reaching out to highly targeted prospects, but it’s a real challenge to generate response rates that are high enough to make a difference.
By making it easy for recipients to share your content via social sites such as Twitter and LinkedIN, you just might increase your readership, with the implicit stamp of approval that comes from a trusted third party recommendation. According to a recent study, e-mail with social sharing buttons enjoy click-through rates that are over 2.5 times that of those that do not.
As a result, I decided to do an informal survey of the marketing e-mails I subscribe to. Most are from prominent, well-respected companies in fields such as publishing, marketing automation, finance and software.
I’ll be candid. I am a recent convert to the whole web 2.0 thing.
Interactive features such as blogs and discussion groups have been around for a while, but I wasn’t in any hurry to embrace them for our business clients. (more…)
It certainly depends on the type of business they’re in, but in the brick and mortar world, some stores do become hangouts. These are the businesses that tend to take off while their competitors languish, simply because of the traffic, the enthusiasm of their customers and the referrals they generate.
Perhaps dry cleaners don’t become hangouts very often, but coffee shops and bookstores often do. Plumbing supply, auto parts and electrical supply stores also may become hangouts, if only among plumbers, electricians and hotrodders.
Once upon a time, life was simple. Depending on your business and your customers, you had several publications where you could advertise. Postal direct mail also offered a cost effective solution, and it was particularly effective for lead generation. Occasionally, someone would use a card deck or an insert, and that was considered pretty exotic. (more…)
If you are spending money for advertising, either traditional or on-line, there is a lesson to be learned from my recent experience with the mail order pharmacy from hell. (more…)