Welcome to our latest fortnightly eBulletin, posted here on Tuesday, 22 July 2014. In this issue:
- 6 tips to avoid the spam filters (infographic)
- 6 steps for writing simple copy (about anything)
- Can't do automated emails? Here are '3 easy wins' from the CampaignMaster blog
- On The Marketability Grapevine on Facebook
- Tip of the Week - SEO is simple
6 tips to avoid the spam filters (infographic)
Email marketing good practice is changing all the time, right? Well, yes and no. Yes it's essential that we monitor our metrics and keep an eye on industry trends. But no, many of the core principles stay the same. Here's Adestra's 6 tips to avoid the spam filters:
Our Email Marketing Workshop is the place to be for much more like this, and lends itself brilliantly to in-company tailored days too.
6 steps for writing simple copy (about anything)
It's dead easy to say 'less is more', but so very hard to apply in reality. Thanks to Copyblogger for lots of their customary good advice, liberally sprinkled with quotes, in support of these 6 steps:
"You should always be suspicious of complicated things. You should be even more suspicious of people who make simple things complicated." Perry Marshall (American online marketing strategist)
Inspirational stuff to give you not only the confidence to cut your own copy, but also the arguments for why it's the right thing to do when colleagues disagree.
Read 6 Steps for Writing Simple Copy at Copyblogger.
Can't do automated emails? Here are '3 easy wins' from the CampaignMaster blog
Automated = event-triggered, ie: an automatic response to an action taken by a customer online. Automated emailings are currently a hot topic; there's no shortage of fancy ideas and software to help you do it, but most organisations (and not just publishers) are currently doing very little. Here are three to get you started:
1. The 'thank you email'. Triggered when someone downloads a white paper, or a sample chapter or article (or any other interaction on your website). Those customers may already be getting something in their inbox, but if it's a bald acknowledgement then you're missing a simple marketing trick. This is a great opportunity to write an excellent, customer-friendly email at a time when recipients are predisposed to be receptive. And you can include mention of other things they may be interested in. Just ensure the content won't date and your email is good to go whenever it's triggered.
2. The RSS round-up. Can you pull your latest blog content into your enewsletter automatically under a suitable heading? CampaignMaster, Mailchimp and Adestra definitely offer this: talk to your ESP to find out more.
3. A 'welcome series' of emails. This is a staged send to new customers and can be used to introduce them to the benefits and functionality of what they've just signed up to. The example given is a Waitrose supermarket reward card campaign, which delivers information about the scheme, a reminder of how to use the card, and details of offers and events. The principle is 100% applicable to any online subscription or resource, from electronic journal platform to online language resource.
If you recognise the potential here, find out what automated responders you're currently sending and get re-writing!
Quick wins and automation are definitely themes on our Impressive Marketing Plans on a Small Budget workshop. Runs in Oxford on 11 September.
On The Marketability Grapevine on Facebook
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Tip of the Week - SEO is simple
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