Next-Gen Email Marketing Pocket Guide: 10 tips to optimize your email marketing.

email-marketing 2 Email Marketing seems to be easy but is actually a tricky and difficult tactic to implement fully effectively and successfully. It is a powerful tool but also a risky one that could damage your brand if used inappropriately.

In order to overcome the annoyance of spam, Email has become the most personal medium of marketing communication and advertising.

Email marketing can be used for multiple purpose and media: campaigns, newsletters, product launch, promotion or discount, invitation to an event, marketing collateral or technical paper, Press Release or Announcement, Customer or Partner success story, Industry Analysts studies, awards, contests, surveys, just to name a few.

Email marketing can be a very effective and profitable tool to: improve your brand, raise product awareness, engage contacts, build relationship, generate leads and to increase any type of business, as long as you use the best practices.

Email-Marketing-Services At MarCom-NeXt we focus on Next Generation Marketing, including Next Gen email marketing , and Therefore, here is a short summary of best practices and tips to help you optimise the results of your email marketing campaigns:

1- Strategy: define and document your strategy, goals and objectives

2- The List:

a- create and maintain a high quality list or database, possibly use a Customer Relationship Management (CRM) software; the more information, the better the list, the better the click-to-open rate, it is a simple as that.

b- Segment the list: No email blasting to the entire list, the more targeted message to the most relevant segment of your list, the better the click rate, this is The Key.

3- Permission: Make sure to send emails only to contacts who have been authorising you to do so, via opt-in or opt-out , subscribe or unsubscribe process.

email marketing integrated campaign 4- Integrated, multi-steps campaigns: Integrate your email marketing with your others marketing tactics – web site, advertising, SEM, events, etc- and build multi-step campaigns, not just a one shout email. And more specifically link your email campaign to your Social Media activities.

5- Content:

a-The Subject line is very important and has a huge impact on the click-to-open rate.

b- Personalised address: Address the recipient with its name, so it does look to much as mass marketing, and recipient feels respect and relationship.

c- Ensure the clarity and relevance of the message, make sure it is useful to the targeted audience.

d- Tone: set a positive, dynamic, inspiring tone, aligned with your brand or product, and use the KISSS rule “Keep it Simple, Short and Sexy”

e- I will not go into details of the classic tips as misspelling, acronyms, signs, triggers/spam words to avoid, abuse of capitals letters, colors etc as it is of course basic but also important.

f- Use the same font and size throughout all the email.

g- Include links to your web site, your blog and to your Social media accounts (Twitter, LinkedIn, Facebook…).

h- Include Multi-Media, Audio, Video, Flash, Interactive, Game… to make the message more attractive, entertaining and memorable.

i- Ensure links, logos, image etc display properly.

j- Propose to forward the email to friends and colleagues (and measure forward-to-click rates).

k- In the end, it must include a clear Call-to-Action.

l- Provide the contact information (email address) of someone to contact as return email address.

m- Include an opt-in / opt-out or subscribe/unsubscribe option.

n- Have the email signed by someone real, possibly an executive.

o- Email and html versions should be exactly the same.

p- Use a plain text editor like NotePad or EText Editor for PC, or TextEdit or TextMate ffor Mac, do not use tools like Word, FrontPage, DreamWaver etc.

q- Get the message tested and checked by several people before sending.

6- Consistency: keep a regular and consistent flow of email communication, without becoming annoying or overwhelming, but just enough to keep attention, be informative, be relevant, be helpful. Periodicity can be monthly, weekly or daily, depending on your audience.

7- Delivery: Optimize the delivery process of your email, eventually hire a professional email service provider as they have specialised tools for that.

8- Timing: do not send on week-end, holidays, not even a Friday, timing is everything

9- Follow-up: Create, document, implement and automate as much as possible a follow-up process, we call it –eNurtering, the quality of your follow-up is critical to your success.

email marketing profit 10- Results Tracking: Define metrics and track and analyse results, possible using analytics tool. Build reports, document lessons learned and share the value.

If well planned, integrated and executed, email marketing is a simple, easy, affordable, quick marketing tactic which will provide a Great Return On Marketing Investment (ROMI).

So now Go for it ! email me…


Do you speak Social Media ?

Do you know what OED and NOAD stand for ?

The New Oxford American DictionaryThey are great institutions: they stand for Oxford English Dictionary, and New Oxford American Dictionary.

Editors define OED as: “The Oxford English Dictionary is the accepted authority on the evolution of the English language over the last millennium. It is an unsurpassed guide to the meaning, history, and pronunciation of over half a million words, both present and past. It traces the usage of words through 2.5 million quotations from a wide range of international English language sources, from classic literature and specialist periodicals to film scripts and cookery books.”

Therefore we can consider OED and OAD  are recognized as the best guardians and witnesses of the evolution of the English/American Languages which somewhere is just the translation in words of the evolution of our society and way of life.

We all know that email, and even more text messaging and instant messaging has been changing not only the way we communicate but also  the way we write (specially the way our kids write!), but I just want to catch your attention on another impact of new technologies on our language.

If you have any doubt of the importance, impact and adoption by the public, as well as by corporate community, of Social Media and Social Networking, here is a fact which may help open your eyes and convince you.

The new words added in OED  2009  release, now part of common language, relevant to Social Media / Social Network  included:

  • Hashtag – noun: a # [hash] sign added to a word or phrase that enables Twitter users to search for tweets (postings on the Twitter site) that contain similarly tagged items and view thematic sets.
  • Tweetup – noun: a meeting or other gathering organised by means of posts on the social networking service Twitter. [from tweet + up on the pattern of MEETUP]
  • Unfriend/defriend – verb: to remove from one’s ‘friends’ list (e.g. on a social networking website)
  • Tag cloud – noun: a visual depiction of the word content of a website, or of user-generated tags attached to online content, typically using colour and font size to represent the prominence or frequency of the words or tags depicted.

And a few more related to our Techie Digital World:

  • Freemium – noun: a business model in which some basic services are provided for free, with the aim of enticing users to pay for additional, premium features or content
  • Slashdot effect – noun: action to slow down or crash a small website due to a huge increase in traffic when the website is linked to another, much more popular one.
  • Minute mentoring – noun: a system of advising aspiring professionals based on the format of speed-dating.
  • Paywall – noun: a way of blocking access to a part of a website which is only available to paying subscribers
  • And a few more in March 2010: Data center / data centre, Server farm, USB Drive, Ring tone…

And, oh, by the way, sign of the times, the new edition for these two dictionaries are available as iPhone apps !

So do you speak fluently Social Media ?

And if so, guess which words will be the additions to the next release?

#2- Is my digital Avatar changing who I am ?


What does Your Avatar looks like ?


 With our “profiles” being created across the internet on social media and social networking and sharing web sites, such as Facebook, Plaxo, LinkedIn, twitter, flicker, MySpace, Bebo, Windows Live/MSN, Picasa, YouTube, SecondLife (and thousands other, in 2D or 3D) and containing so much of our personal information about what we think, what we do, what we like and don’t like, who we are or who we want to look like, we are creating a digital twin of ourselves, an “Avatar”, and our human identity is evolving.       

If you are reading this blog, it means you probably already have a digital identity, and the more information we put about ourselves, about our identity, our family and friends relationships, our day-to-day life activities, our professional endeavours, photos of our “moments”, we are duplicating our memories and really giving birth to a digital persona, getting more accurate by the day.       

Many people don’t even really give to that digital persona the kind of privacy they use for themselves in real life, others are just getting aware of the risk involved and are starting to enforce the privacy settings available on these social networks.       

Interesting enough, your “friends” also contribute to the avatar by tagging you in photos, videos, and  by commenting on yourself or your thoughts, which give an additional light, about how others perceive you, and may sometimes reveal more about you than you would like.       

These avatars are more and more commonly used by vendors and research firms to do some marketing research and surveys, to target, market, sell or buy some stuff, to investigate before hiring someone etc…       

However the most interesting fact is the impact the avatar can have on some of its creators, as it can take a life on its own, diverging from what its creator really is, or just giving a different profile by accentuating some of its characteristics, and as a reverse psychology may end up changing the way he is and who he is.       

As a result, digital identities can transform the way we communicate, the way we socialize, the way we project ourselves, it is certainly already changing our society and may be event in the end the way we act and who we are.       

So, What does Your avatar look like, and is Your Avatar changing who You are ?