Emails selling private jets, Lasik eye surgery, financing, professional training, software and more, have worked their way into the inboxes of Tribute Media employees in the past year. Some of this is decent marketing--in the sense that it all applies to us (although the private jets may just be wishful thinking)--but what isn’t decent about these emails is that we did opt-in to receive these messages.
Inbound Marketing Blog
Years ago when I was in high school, I worked for a landscaper. He was brilliant. The properties he took care of were always immaculate.
The one problem was that he never took care of his own yard. His sprinklers didn’t work. His grass was more dirt than vegetation. It was awful.
He’d get home at the end of the day and his own yard was the last thing he wanted to think about.
When it comes to managing our own businesses, it’s no different. And, for Tribute Media, we’ve found that it’s hard for us to market ourselves as effectively as we market for our clients.
Unlike personal emails, company emails (more specifically, those sent for marketing or sales reasons) are not guaranteed access into recipients' inboxes. There are a plethora of reasons for this, which we’ll go into more detail about in this blog, but the important thing to keep in mind through all of this is: you are a guest in someone’s inbox. Don’t abuse it.
Email can be created in a variety of ways, but the key to a successful email includes (and is largely dependent on) deliverability. If you can’t get your email into someone’s inbox, the rest of it doesn’t really matter anyway.
Why You Aren’t Getting Into Email Inboxes
To get into an email inbox, you must understand what could keep you out. There are rules to email sends, and if you don’t abide by them, you’ll find your emails in junk or SPAM folders, or you’ll actually have recipients mark you as SPAM (and believe us when we say, you don’t want that).
It’s no secret that emails have become a major tool in marketers’ arsenals. According to research, marketers sent out more than 800 billion emails in 2013 alone.
But many question the validity of it:
- Does email marketing actually accomplish anything?
- Do people actually pay attention to the stuff piling up in their inboxes?
- And if they do, do those emails persuade their readers to take action?
These are fair questions to ask. And the simple answer is: yes, email marketing works, as long as you follow email marketing best practices. And it works very, very well.
Digital marketing is constantly changing, but what hasn’t changed is its relevance. For a small company with a business-to-business focus, the digital transformation can seem daunting.
So is it truly worth it to become established on the Internet? Absolutely. Sales are no longer driven by in person, human interaction. Rather, they are driven by being found, seen and heard through the Internet. Below are directions on getting noticed on the web.
- Categorize posts
- Gather attention
- Drive conversions
- Harness the power of popular topics on social media sites
Sometimes, business people think of their website as an ornament or an accessory. Everyone else seems to have one, so they decide to get one too.
They build the website—or they hire someone like us to build it—and once they have gone through it with a fine-tooth comb and analyzed all the minute details to make sure it is absolutely perfect, they take it "live." The average length of one of these website build projects is about 12-16 weeks, though sometimes it can last much, much longer.
After the site languishes on the internet for a year or two or five, these business owners might decide to update it. So they start from scratch (trends and user behaviors change a lot in half a decade). They throw away the old and start the whole 12-16 week process over. The new site goes live again and and sits for another stretch of time. And then the process starts all over again.
As you may have sensed already, there are some major problems with this approach to web design. Here are some things you should know about your website and what it means for your business.
Email marketing isn’t rocket science, but it also isn’t elementary addition. If you’re feeling lost and don’t know where to begin, we’ve got you covered.
The first thing you want to do is segment your contact lists. Initially, this will take quite a bit of time. However, once you set guidelines for segmenting, it becomes an automated process for future email sends.
Segmentation is one of the key elements to sending the right email to the right persona at the right time. This is not a step you want to skip.
Who’s Afraid of Web Marketing?
When the subject of web marketing comes up, some people might get that glazed-over, deer-in-the-headlights look in their eyes. And when terms like “search engine optimization” or “conversion rate optimization” start getting tossed around, those same people might start feeling like the apes freaking out over the monolith in 2001: A Space Odyssey.
The basic concepts of web marketing really aren’t that hard to grasp, though. In fact, it’s pretty easy to take old-school marketing approaches and ideas and apply them to the process of building your online presence. Let’s take a look at the similarities between web marketing and traditional marketing.