Author Archives: Stacey Mathis

Website Design Issues Every Designer Experiences (Infographic)

Web designing is a challenging task. It takes a lot of creativity, ingenuity and brainstorming sessions to produce a suitable web design. Only a web designer understands the challenges fellow web designers routinely experience. Web designs that are admired and valued by clients achieve that position only after constant development and critical thinking. Websites syncing with multiple apps, along with a site’s ability to be responsive are just a few factors that keep web designers up at night. The following infographic explores some of the most common challenges

Web designing is a challenging task. It takes a lot of creativity, ingenuity and brainstorming sessions to produce a suitable web design. Only a web designer understands the challenges fellow web designers routinely experience. Web designs that are admired and valued by clients achieve that position only after constant development and critical thinking. Websites syncing with multiple apps, along with a site’s ability to be responsive are just a few factors that keep web designers up at night. The following infographic explores some of the most common challenges faced by many web designers.

 

7 Biggest Challenges Of Web Design
Courtesy of: Designmantic.com

SPEAKING PRESENTATION DESIGN WITH DAN NEWMARK

Presentation Design

Stacey Mathis Talks to Dan Newmark of Newmark Digital Presentations

Determination. Focus. Commitment. These are the driving forces of the New York-based presentation designer Dan Newmark – an entrepreneur par excellence, with over two decades of experience fulfilling requests both nationally and internationally.

In an interview with Dan, he reveals some highlights and challenges that come with managing a business in this digital market space. A graduate of the School of Visual Arts, with a BFA in film and video, Dan aspired to become a video editor. However, by the end of those few years he spent getting his education, technology had surged ahead. Video editing had switched from linear to non-linear editing the year of his graduation. Finding a job that aligned with his field of study was a huge challenge. But Dan refused to be defeated. His thirst for success drove him to take graphic design classes thinking he would specialize in print design. Not long after this effort, Dan was, yet again, facing another hurdle – the industry went digital!

Fortunately, however, he later found work doing web banner ads and digital presentations, namely Apple Keynote and Microsoft PowerPoint, and eventually parlayed this experience into his own business. I asked Dan to tell me a little bit about running a presentation design company and about some of the challenges he faces as a business owner in this field, particularly working with customers. Here are his responses:

Stacey: What are some of the biggest day-to-day challenges you experience as a design business owner?

Dan: One example of a challenge is when a customer gives me a presentation cobbled together from many disparate sources. But thankfully I am able to bring order to chaos without too much difficulty, because I have a deep understanding about masters, re-applying master formats, and deleting rogue masters that can cause great confusion when I hand back a completed product to a client to make their custom eleventh-hour edits.

“I turn a lot of boring words and graphs and tables into fun, easy to digest, stories, told in animated, engaging imagery.”
                                                                                          Dan Newmark

Stacey: Are you able to synthesize concepts easily, or is it a process of reduction from a more complex composition?

Dan: When clients come to me with complex concepts that they hope to convey in a more visual way, I am able to help them through targeted image searching, repurposing such images in Photoshop and Illustrator where needed, and then applying complex animation techniques to get the message across. Paired with
a passionate presenter explaining such concepts in spoken word rather than text, coupled with such imagery behind, the audience is much more engaged and committed to learning and understanding.

Stacey: How would you describe your style to someone who hasn’t seen your work before?

Dan: The most effective presentations, the ones that excite, intrigue, and engage viewers, are those that are more visual than text-driven. This is the Steve Jobs model of storytelling, and one that I endeavor to match when creating my stories for the screen. Key concepts can be much more readily learned and digested by an audience with colorful imagery and animation; they don’t want to be read to. They quickly become disengaged when a ton of verbiage is presented to them on screen. I always recommend to my clients to pare down text as much as possible (perhaps placing some of the larger tracts of text in the presenter notes or in a leave behind print deck) and instead allow their passion for their subject to come alive when they present, supported by imagery and tasteful animation.

Regarding animation, presentation softwares like Keynote and PowerPoint are far more robust than clients often are aware. And, given my background in animated web banners, I have also developed the ability to add such assets to presentations and then apply native software animations to these animated assets, creating levels of animation that look more like motion graphics. All while still maintaining a text-customizable presentation that is easier for clients to edit at will, unlike Flash or After Effects.

Stacey: What do you do to keep up with the graphic trends?

Dan: The advantage of being self-employed and working for a wide variety of clients, rather than dedication to just one, is that I am able to observe and learn from many different creative minds from many different industries and disciplines. Having worked for virtually every industry from marketing and advertising to pharmaceutical and financial, I have had the opportunity to stretch presentation software to its limits and beyond. Into Keynote and PowerPoint presentations I have integrated multimedia assets, Photoshop animation, motion paths, and hyperlink interactivity for kiosks and virtual website presentation experiences.
Stacey: Who or what has influenced your work the most?
Dan: I would say that my initial forays into print/page layout and animated web banners informs my presentation design and animation aesthetic. In the early days of presentation, the flat, one-dimensional look, created by admins rather than by artists, was the norm. The bar has certainly been raised quite high since those days, and my desire to integrate my page layout and animated web banner design into presentations has served me very well in this regard.
Stacey: What have been your most significant and satisfying projects to date?
Dan: My favorite projects have been interactive hyperlink kiosk presentations; presentations converted to web video format, complete with all original animation and audio & video; and presentations featuring animated gif/Photoshop animation, which together with native software animation, emulate motion graphics effects.

Stacey: What service do you provide that clients should be asking for more often?

Dan: Among the numerous services I offer, one that I feel clients could greatly benefit from, but ask for not nearly often enough, is the conversion of presentations to web video format. A lot of clients believe that only static frames can be converted to video viewable on the web (youtube or a homepage of a website.). Keynote and PowerPoint both provide poor support in exporting to effective multimedia presentations to web-based video, complete with all original animation, audio and video. But I have developed a technique to effectively and completely capture such presentations as video for the web. Presentations delivered this way can be viewed at any time and on any system without worrying about being on a Mac or Windows platform, possessing the correct version of the software, the right fonts, or the system resources required to properly render graphics. I have created very effective videos of presentations for those few clients that have availed themselves of this service.

Stacey: What do you do to attract clients to your company?

Dan: I am very active on Linkedin, and I also encourage satisfied clients to offer referrals to colleagues.

Presentation Design

For more on Dan Newmark, visit his Linkedin page.


Stacey Mathis is a NY-based copywriting agency owner specializing in crafting customer-focused copy and content for businesses and nonprofit organizations. She has more than 10 years’ experience in this marketing space. Find her on Twitter.

Copywriters v. Writers: The Do-It-Yourself Marketing Mistake That’s Costing You Customers

Copywriters v. Writers
“Mirror the reader to himself and then show him afterward how your product fits his needs.”Raymond Rubicam

Beauty may have the ability to contort itself to accommodate the viewer, but value through the eyes of your customers can’t be so easily undermined. If you’re writing your own marketing copy, or relying on the writing skills of a staff member who isn’t an expert, you’re missing out on valuable opportunities to connect with customers.

For many small businesses, the “fake it til’ you make it” sentiment has become a rite of passage, a way to maintain their markings in a temperamental economic market. It seems harmless enough, but ask yourself: Would you put your health or the health of your family in the hands of a doctor who had medical knowledge, yet lacked formal training? The same principle applies to marketing your business.

copywriters v. writers

Psychology behind copywriting

To the common viewer, copy is just a series of words strung together on a page. However, this mindset adoption is what separates the average writer from a professional copywriter. The goal of copywriting is simple: tap then latch. In other words, tap into the reader’s emotions and get them to latch onto your brand by crafting your product’s narrative around their emotional reservoir.

Have you ever found yourself purchasing a certain car or outfit and imagining how others would perceive you? If so, you have your emotions to blame, which accounts for the majority of purchasing decisions and sharing of information. According to Jonah Berger, author of a study published in Psychological Science, a journal of the Association for Psychological Science, our social interactions are driven partly by emotional arousal.

Benefits of hiring a professional copywriter

In 2015, online sales were $335 billion and are expected to reach $523 billion in the next five years. Here are 3 ways a professional copywriter can turn your website into a 24/7 selling machine.

copywriters v. writers

1. Higher website rankings on search engines. Landing on the first page of Google search results is the primary objective of every small business, and rightfully so. More than ninety percent of Google traffic never makes it past the first page, according to a June 2013 study conducted by Chitika Insights, an online advertising network. As a business owner, your time should be monopolized by making money, not deciphering keywords and building backlinks.

copywriters v. writers

2. Write from the outside in. When you’re attached at the hip to your business, it’s easy to glaze over the big picture: connecting with customers. People don’t care about how great your product is if they can’t understand how it can benefit them. A professional copywriter can provide an outsider’s perspective on your product and create marketing messages best suited to reach your target audience.

copywriters v. writers

3. First-hand knowledge of what works. A professional copywriter knows what sells and what dulls interest. This alleviates wasted time and energy in developing your online content. A copywriter who is well-versed in appealing to various audiences can also advise the most effective marketing strategy for your product.

Hiring a copywriter to market your business is optional, but then again, so is business growth and success. Saving a few extra bucks in lieu of hiring an outside expert may seem like the best course of action, but at what cost to your business?

Let us know if you have any questions. Just drop a note in the comments section below. And while you’re at it, share your favorite copywriting tip or observation. We’d love to hear from you!

Game-Changing Tips for Black-Owned Businesses That Sell Natural Hair Care Products for African American Women

 

sell natural hair care productsThe natural hair care product brand can be said to have revolutionized the hair industry. The black hair care industry has undergone quite a transformation as more and more black consumers are embracing their natural self. Research indicates that black women feel more liberated and confident when they wear their hair in its natural state. This is because it gives them a tremendous sense of pride to be able to display their natural beauty. This incentive has everyone and their mother signing on to sell natural hair care products.

sell natural hair care products

Black women spend a lot of money on beauty when compared to other ethnicities. The natural hair trend increased the sales of styling products such as styling moisturizers, curl cream, pomades etc. In 2015, the sale of styling products was estimated to be a whopping $946 million. Of that amount, black hair care sales dominated 35 percent of the market[1]. Hair is an important part of the female black culture. As such, it is not alarming that so much money is spent on it. Studies show that black women spend nine times more than the general population on hair. When it comes to achieving the perfect look for their natural tresses, black women are willing to shell out top dollars.

sell natural hair care products

Navigating the Black Hair Care Market

With the growing popularity of the African American hair care industry, many new brands and products have saturated the market. As such, new businesses experience tremendous growing pains trying to break into the hair care market. Owning and operating a small, handmade manufacturing business is extremely challenging, and being an African American can present more challenges in this particular industry. Challenges such as getting your product into beauty supply stores that are dominated by Asian owners who often know nothing about black hair care. And then such issues are complicated by the fact that African-American hair has many different textures and require different treatments and hair care regimens. Additionally, due to the popularity and market domination of the African American natural hair industry, a lot of older and larger companies known for their Caucasian hair products have come out with a natural hair care product line. But it is very common to find that these products are not truly made for the African American hair texture and often contain ingredients that are damaging to the natural tresses of black women. However, because of brand loyalty and brand familiarity, it is extremely difficult to compete with big companies who have financial and distribution muscle.

How are small businesses able to stand out and get their natural hair care products noticed by African American women?

sell natural hair care products

Connect with Your Customers in Order to Sell Natural Hair Care Products

One of the key strengths black women entrepreneurs have in successfully competing with other hair care products is that they are able to speak directly, and often personally, about the effectiveness of the products they sell. Ask your satisfied customers to share testimonials and reviews about their experience with your hair care product. If you can video record it, do so. Perhaps you have your own testimonial you’d like to tell. Stories are powerful, including brand stories.

More Help with Reviews:

5 Secrets to Use Storytelling for Brand Marketing Success

Use Customer Reviews to Put Your Business “On the Map”

sell natural hair care products

Social Media is Queen

For those entering the natural hair care market, social media is a critical component in introducing products to consumers and driving sales. Find bloggers and YouTube vloggers to review your product. This puts your product in front of millions of viewers and gives you tremendous exposure. Women constantly share best hair care practices and product reviews.

You can also capitalize the natural hair care market by paying attention to social media traffic. That is, regularly check the networks to see what your target audience is discussing, their likes and/or dislikes, what problems they are experiencing with their hair and then be a reliable resource that provides them help with tips etc.

Learn the mechanics of how to maximize your social media accounts to increase the likelihood of viewers sharing your content.

More Help with Social Media:

5 Ways to Grow Your Business with Facebook

The Complete Guide to Building a Successful YouTube Channel

4 Tips to Improve Your YouTube Marketing

Pinterest Marketing: Your Complete Guide to Pinterest Success

Twitter Marketing: How Smart Marketers Are Succeeding

Copyblogger’s 11 Essential Ingredients Every Blog Post Needs [Infographic]

Find a Niche

The best way to ensure that you are producing worthwhile content is to establish yourself in a niche, e.g., dreadlocks, bi-racial curls, braids, twists, washing, growing, maintenance. By way of another example, one of the recent areas of growth in the natural hair care market has been that of “transitioning” products. This involves targeting women who are growing their hair out of their chemically relaxed styles.

More Help with Niche Marketing:

Niche Marketing: 7 Ways to Get It Right
Niche Marketing Best Practices: Achieving Targeted Profitability

As long as African-American women are buying different products according to what works for them, the natural hair industry will continue to thrive in many different areas and marketing opportunities from African American merchants will abound.


 

black-owned businessesStacey Mathis Copywriting/Consulting’s writers (SMCC) craft customer-focused content and copy to engage your ideal customer. To book one of their writers for a project targeting the African-American market (B2B or B2C), call (800) 862-0361.

Web Designers Can Use Content Marketing to Drive Profits

 

use content marketing to drive profits

 

“Language is everything . . . The right words, in the right order, at the right time, can do wonders,” according to Kissmetrics in their article, “13 Critically Important Lessons from Over 50 Growth Hackers.” While it has been two decades since Bill Gates first touted the importance of content, online marketers have finally gotten the message and placed the value, along with $1.8 million dollars, where it belongs – content marketing. Businesses worldwide are beginning to appreciate its power and use content marketing to drive profits.

“Writing is easy. All you have to do is cross out the wrong words.” – Mark Twain

According to a recent survey conducted by the Content Marketing Institute in partnership with MarketingProfs, business-to-consumer (B2C) marketers will allocate 32% of their total marketing budget towards content marketing this year, up from 25% in 2015. A HubShout survey revealed that more than half of small to mid-size digital marketing agencies expect content marketing to be one of the three most highly requested services in 2016.

What does this mean for web design and development firms? For one, it could narrow the already shrinking playing field. With the development of user-friendly, content management systems and pre-designed templates, the need for ongoing website maintenance has diminished. By adding copywriting and content writing services to their offerings, web design and development firms can not only increase revenue, but also solidify current standings with clients who require turnkey marketing solutions.

Read below for some of the benefits of this win-win collaboration.

use content marketing to drive profits

Leverage a Fresh Perspective.

Designers are visual and think in terms in symmetry, lines and color palettes. Copywriters, on the other hand, are only concerned with one thing: using words to ultimately sell more products and services. Creating engaging content requires consistency and a surplus of creativity. Having a diverse assortment of copywriters ensures your clients’ social media and blog content never goes stale. Writers with specialized knowledge in industries such as financial services, technology, or healthcare help web design and development firms broaden their customer base and attract clients in various industries.use content marketing to drive profits

Increase Customer Retention.

For most web design and development firms, the “cheaper to keep them” argument can make or break their profitability.  A 5% increase in customer retention rate raises revenue by more than 25%, according to research performed by Fred Reichheld of Bain & Company.  Acquiring new customers can be costly, not to mention, time-consuming.  Unlike web design that can be tweaked at the client’s discretion, content is an ongoing need, which requires continuous client interaction.use content marketing to drive profits

Accelerate Growth with Faster Turnaround.

How many times have you designed a website only to find the project has stalled due to missing copy? Having writing services at your disposal alleviates the back- and-forth dance that often occurs between the copywriter and web design team. This, in turn, speeds up the process and allows more time to work on other projects.

Content marketing is here to stay and has the marketing dollars to prove it. While differences in creativity have seemingly pitted designers and copywriters against each other, both must coexist in unison to increase profits.  By offering copywriting and content services, web design and development companies stand to gain a hefty slice of the multi-million dollar content marketing pie.

 

 

 

Marketing on Linkedin.com: 15 Tips for Compelling Company Updates on LinkedIn

marketing on linkedin.com

 

I stumbled upon a wonderful little slide presentation “15 Tips for Compelling Company Updates on LinkedIn” during my travels on Linkedin.com and wanted to share it with my readers. Take a look:

Got more ideas? Comment below.

7 Things Every Physician Needs to Know About Marketing Automation

Physicians and Marketing Automation

 

It’s not uncommon for doctors to be too busy to spend time attracting new patients. Even writing and sending email blasts can be too time consuming for many physicians. That’s where marketing automation comes in. Here’s what you should know before you decide to explore this digital marketing option.

1. Reach Patients of All Ages with Automation

No matter who your target audience is, you can rest assured they’re online. In fact, the Pew Research Center recently reported that 73 percent of Americans go online on a daily basis, and 21 percent say they are online almost constantly. Even if your patient panel includes baby boomers, 24 percent of Americans ages 65 and up go online multiple times each day, making marketing automation worthwhile.

 

2. Automation Is More Personal Than You Might Think

It’s tempting to assume that automating a task removes any sort of personal touch your patients might appreciate. Marketing automation allows for a lot more personalization than you think. And it’s not limited to just using each recipient’s first name on emails. In fact, many marketing automation programs can keep track of what people look up on your website, and then send emails with related information to that visitor. Sending relevant content can result in 18x more revenue than general content, so this is a big benefit of automated marketing.

 

3. Automate Your Emails to Get You More Patients Without More Effort

If you don’t have the time to constantly market your services as a physician, you might find that your practice won’t grow very much. In fact, the average doctor’s office gets about 30 new patients per month. But by just automating your marketing efforts, you can increase that by 5x.

4. Marketing Automation Using Quality Content Builds Trust

With marketing automation, it’s not all about the hard sell. Instead, it’s all about sending content that current and potential patients can use. Once your recipients read the helpful content they get from your practice, their trust in your medical expertise builds. They begin to rely on the emails you send because they contain information that can improve their health, unlike emails that merely focus on selling.

What physcians need to know about marketing automation

“51% say they’d feel more valued as a patient via digital health communications” (Source: TeleVox)

5. Marketing Automation Can Help You Take Better Care of Current Patients

Marketing automation is not just a great way to acquire new business. It’s also a helpful tool for managing the patients you already have. For instance, you can send emails to patients to remind them of appointments or give them information that will help them manage their medical conditions. This results in happier, healthier patients who feel that their doctor truly cares about their well-being, even outside of appointments.

 

“Email is a valued channel across nearly all message types, from patient care (49%) and health tips (68%) to seasonal reminders and payment reminders (56%)” (Source: TeleVox)

 

6. Track Important Metrics with Marketing Automation

Many programs can tell you more than just how many people have clicked on your website. They can also tell you how many made an appointment, whether they came back after the initial visit, which services they got, and other helpful metrics.

 

7. Send Mobile-Friendly Emails

As you choose a marketing automation program for your practice, make sure the emails it sends are mobile-friendly. This means they should have clickable links, concise copy, and a clear call-to-action. After all, about 53 percent of emails are opened on a smartphone or tablet, and that number is growing.

mobile-friendly doctor website

Have you tried marketing automation for your practice? If so, how has it worked for you?

Image: Flickr (jfcherry)

Brand Strategy Tips for Doctors Marketing to Millennials

doctors marketing to millennials

 

“Millennials are rapidly becoming a force in the healthcare landscape, and healthcare marketers must ramp up quickly to get and keep the attention of this large and very important target demographic.” Tiffany Vogel (Hartinc.com) Based on  a research by Center for Marketing Research at the University of Massachusetts Dartmouth

With a purchasing power of approximately $2.45 trillion, millennials are the most sought-after target audience among healthcare marketers.  As well they should; millennials are becoming the new top consumers of healthcare. But when dealing with this demographic, you must understand one thing: You’re not just a doctor anymore.  You’re an experience.

Doctors Marketing to Millennials – A Whole New Frontier

From the moment a young adult patient places a call to or emails your office and communicates with the staff member you have on “the front lines,” or from the moment they step foot into your office to the moment they are on their way out, and even when you are not on their minds and all is well with them medically, YOUR JOB is to make this patient FEEL GOOD.  It’s what this patient expects.  Part of feeling good to this crowd includes listening to them, asking for their thoughts and giving credence to their observations.

“56% of Millennials moved their business from at least one company in the past year due to poor customer service.”

These interactions are reflections of your brand identity. Your brand is the most important asset of your practice.  Simply put, your brand is the essence of who you are as a practitioner and what your practice is all about. It’s the element that separates you from the other doctors in your field.

In today’s competitive, high expectation, consumer-dictated landscape, even in your absence, younger adult patients measure your brand by the value you add to the quality of their lives.

doctors marketing to millennials

Your journey to develop a meaningful and sustainable medical brand (whether it’s to bring in new patients or simply keep the ones you have) begins by accepting the reality that you have to embrace change.  On a consistent basis you’ll need to:

  • provide for convenient patient engagement
  • manage your online reputation
  • optimize their web browsing experience
  • leverage relevant content marketing to create awareness

Provide for Convenient Patient Engagement

“52% of patients want access to EMR data related to physician notes. This means, patient engagement seems to be the buzz word of 2015, and for good reason. Patients want access to information about their health, and they may go elsewhere if their current provider isn’t giving them everything they are looking for.”

More healthcare consumers go online for care, led, of course, by the instant gratification generation – Millennials.  Communicating with physicians by email, texting and video has doubled over the past couple of years.  Moreover, patients aged 18-24 prefer to schedule appointment using an online calendar as opposed to calling the doctor on the phone at all.

“Those between ages 18 and 34 are the most likely to be interested in telehealth (74 percent).” Becker’s Hospital Review

Manage Your Online Reputation

“54 percent of millennials look online before choosing a doctor.” Sixty percent of patients aged 18 to 24 let their friends know when they are not satisfied with a doctor’s care. Millennials are twice as likely as any other generation to have participated in online communities, including online reviews for healthcare providers. They are inclined to trust reviews they find online. A disgruntled patient can do a great deal of damage to your reputation. If you’ve found unsavory review or believe this, in some way, may be an issue that could taint your brand, it may help to hire an online reputation management company to assist with repairing your standing in the medical community.

doctors marketing to millennials

 

Optimize Their Web Browsing Experience

After they’ve read all the reviews they can find on you – on their mobile device – your website is usually the place millennials go next.  It is imperative that you have a highly responsive, mobile-friendly website.  A responsive design adjusts your website for mobile devices which results in easier reading, navigation and browsing, minimizing the need to resize, pan and scroll. Responsive websites dramatically improve the patient’s browsing experience and can significantly increases the patient’s satisfaction and retention.

Within three seconds, a visitor in this demographic, i.e., a potential paying patient, decides to either stay on your site or click to your competitor’s site.

Type your URL here to test if your website is mobile-friendly. 

content marketing for doctors

 

Accenture Consulting reports a significant unmet desire among patients (healthcare consumers) in interacting electronically with healthcare providers. They are not looking for sophisticated functions, or extreme “bells and whistles,” but simple ways to safely, effectively, communicate with their providers on mobile platforms.

Leverage Relevant Content Marketing to Create Awareness

Millennial patients depend more heavily on online information to select providers.  They are extremely picky when it comes to online content.  However, healthcare professionals can capitalize on this by creating great content and making sure it gets found by this generation; they’ll market it for you.  Your content will be shared on their favorite social media platforms.  If it contains the right anchor texts, and you make it SEO friendly, it could enhance your practice’s social media presence and improve search results. This improves your practice’s brand awareness.

Content marketing is one of the most powerful tools available for doing business and connecting with targeted consumers. It builds authority, establishes trust and enhances brand awareness.

Work/life balance is key for millennials. They tend to focus more on the present than the future. They will be more receptive to informative, research-heavy content that helps them on a day-to-day basis.

As Corey Gale, the Director of Marketing at Micros said: “Millennials aren’t the enemy of retail,” or of any other business sector.  But they are “massive critics of” any and all “inefficient, stupid, disjointed experiences.”

This list is by no means exhaustive, but it certainly will serve as a solid start to developing a meaningful and sustainable medical brand for doctors marketing to millennials .


Your turn

What brand strategy tips does your office use to appeal to millennial patients?

Has your strategy worked for you?

Leave us your thoughts and questions in the comments section below. We look forward to hearing from you.

Stacey Mathis

Stacey Mathis Copywriting

Email Drip Campaign – The Ideal Solution for Lead Generation Struggles

Email Drip Campaign

 

 

“72 percent of U.S. adults say they prefer companies to communicate with them via email;

91 percent say they’d like to receive promotional emails from companies they do business with;

73 percent of companies agree email marketing is a core part of their business efforts;

25 percent rate email as their top channel in terms of return on investment.”  

Dan Newman, Entrepreneur.com     


 

An email drip campaign is a strategy in marketing where pre-written messages are sent to customers or prospects from time to time through the use of emails. This method is different from other database marketing since the messages are timed to follow a pre-determined course, and the “dripping” of the messages follows a series that is aligned with a recipient’s behavior and status. These two aspects of email drip marketing make this a very effective form of marketing with tangible results.  Try this form of marketing today, and watch the tables turn.

For a basic understanding of email drip campaigns, when a customer or a prospect joins your email list, they could receive email number one, a welcome email immediately after they sign up; they will receive the second email on the third day, and the third email will be sent to them on the fifth day, and so on.

Create an Effective Email Drip Campaign

 

What is the secret behind having a very effective email drip campaign? What is the secret to having a campaign that will have tangible results?’ It is as simple as follows:

  1. Be clear about your email drip campaign objective?

Before you start, figure out your main aim in having the campaign. This will help you to understand what should be included in the email drip campaign. Figure out the actual action that you expect from your customers or prospects. Make sure that the content of your campaign is as enticing as possible to tease the customers or prospects.

email drip marketing goals

  1. Have your content lined up

One of the problems marketers run into with their email drip campaigns is not being able to come up with enough interesting content ideas in a timely way.  Once you determine what subjects are useful to your audience, create and finalize all the well-written and informative content that will go into your email campaign before your launch.  This saves time and reduces your stress which can diminish the quality of the content you produce.

  1. Segment your email drip campaign

Email segmentation can increase open and click-through rates. Not all customers are alike. Once the email campaign grows, it is important to segment the campaign according to the needs of the customers. If you create emails with the same broad message to two or three different types of customer (e.g., single stay-at-home moms vs. “working moms” with nannies), your message is not going to be as effective as it would be if you were to send a targeted email that speaks to each type of mom’s specific problems and needs.

email marketing segmentation pie chart with people

  1. Set timing and frequency

After you are clear on what you want to achieve and you have the email ready, it is important to set the timing and frequency in which your clients should receive your mail. Make sure that the timing and the frequency is suitable to the behavior and status of your customers and prospects.  Your frequency may vary depending on the purpose of the campaign.  For new leads, you initially may want to reach out to them on a weekly basis or daily basis and then slow that rate down.   However, when you need to motivate customers to sign up for an event or to take some action by a specific date, it may be more effective for you to start out with less frequent contacts, but then increase the email frequency as the date approaches.

  1. Find a way to measure your success

Depending on your analytics capabilities, your email metrics could include: delivery rate, bounce rate, click-through rate (CTR), conversion rate, leads, forward rate, unsubscribe rate, time on site and engagement over time.  You just want to make sure your measurements loop back to the purpose (the “why”) of your email marketing drip campaign.  There are a number of email marketing services that make can simplify and streamline this process for growing businesses.

measure email campaign success

Benefits of Using Email Drip Campaigns

 

Email drip campaigns are the best possible marketing practices to generate new business and to convert leads into sales.  These campaigns save time because when using them, marketers spend less time closing leads.  It increases the contact without necessarily having to increase the amount of time you invest in the campaign.  In addition, the strategy is automated, so emails are sent to customers and prospects in a set pattern.  And the strategy allows you to increase the conversion rate of your marketing campaigns because you can stay in contact with your prospects throughout the cycle of your sales.

Salesforce/Pardot has put together an infographic (below) to showcase just a piece of what you can do with drip campaigns. Review several popular types of drip campaigns, hone your skills with best practices.  Take a look so you can get a deeper look at drip marketing and see for yourself what a drip campaign can do:

The Basics of Drip Campaigns [INFOGRAPHIC] - An Infographic from Pardot

Embedded from Pardot

Email marketing is popular because it’s quick to get started, inexpensive and relatively easy to do.  Do it right, and it can generate quite a profit.

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Try this form of marketing today and say ‘good-bye’ to your lead generation struggles.  If you are interested in starting or improving your own email marketing campaign, give us a call at (800) 862-0361 or email us at Stacey@staceythewiter.com.

Visit me on Twitter @staceythewriter