email opt-in Archives - Demand Creation Services Inc.

Creating effective Email Marketing content, as part of your Content Marketing strategy

March 26, 2012 by Mike Rusheleau • Outbound Marketing, Telemarketing Tags: avoid a problem, calls to action, Content Marketing, email marketing, email opt-in, email opt-out, gain a benefit, interruption marketing, Outbound Marketing, search engine optimization, SEO, SMO, Social Media Optimization •

Email Marketing Part III

First and foremost you need to understand why you’re developing and sharing your content. One of the main principles behind Content Marketing is that the information you’re sharing should be helpful to the reader, rather than being a sales pitch. Using the sales approach will ensure that your next email doesn’t get opened, or worse, leads your reader to opt-out of your email list.

This new approach creates trust, credibility, and positions your company as an authority in a specific area of expertise. Traditionally email marketing has been considered part of “interruption” marketing or outbound marketing. However if your readers are opted-in to receive emails from you, good content marketing can eliminate sales resistance, while providing a means for you to subtly introduce the benefits of a particular product or service you offer.

While your content should be presented in an engaging and persuasive way, it’s not necessarily about entertaining the reader — focus on presenting useful information in such a way as to motive the user to take a specific action, hopefully one that converts them from a prospect into a customer. Reaching out and touching your readers regularly will builds a relevant relationship that will provide you with multiple opportunities for conversion, rather than the “all or nothing” sales pitch.

What’s the best day to send out an Email Marketing Campaign?

January 23, 2012 by Mike Rusheleau • Digital Marketing, Outbound Marketing Tags: call to action, database segmentation, demographics, email content, email deployment, email inboxes, email marketing, email opt-in, email performance, email subject, emarketing •

Email Marketing Part I

This is part one of a 3 part series dealing with some of the nuances of email marketing. The first issue I’d like to tackle is the “When”. Right up front I’ll say that there is no universal best day or time, however there are some best practices.

Historically for B2B, Tuesday through Thursday is when most emails are delivered. This is because holidays, summer hours and busy weekend schedules were believed to put a dent in open performance for emails sent Friday through Monday – scaring many marketers away from mailing on non-peak days and leading to three days of crowded inboxes.

Some try to send late at night so as to be at the top of the inbox the following morning, but this can backfire as many people simply delete non-work related emails as soon as they begin their day, so as to focus on the messages they need to sort through.