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Showing posts from April, 2019

Email Marketing 101

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Starting an email newsletter isn't especially difficult if you have a propensity for apps and design. You could start tonight and send tomorrow if you really want to. BUT developing and implementing an email marketing strategy that will serve your business - and your readers - well for the long term requires thought, research and decision-making before touching an app.

This month while preparing to teach a 10-week course on email marketing, I've been updating presentations first created 10 years ago. It's been eye-opening to realize how much has changed. Email remains one of the most effective ways to communicate with our target markets. The tools have become more user-friendly but the strategy part has become more complex. It's no longer as easy as it once was to get the attention of new contacts via email - there's a lot more competition in the inbox.

Over the past month or so I've focused on email marketing strategy. Even if you're not getting started, …

Email Marketing Best Practices: It Depends...

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You've finally decided to start doing some email marketing for your small business. There are lots of things you know you need to consider and lots of things you don't know about yet. But you're game and, having finally made the decision, you hop online to do a little research. Because, of course, we can find all the answers to life's mysteries on Google.

You'll quickly find this challenging for two reasons.
There's both good advice and bad advice. Some of the advice online comes from people who are writing from experience but a lot doesn't. Some of it has simply been researched online and rehashed. I could go on and on about the myth of double opt-in.Even if you are learning from experienced marketers, there's always the caveat - 'it depends'. I find myself saying that often when teaching because - really - there is no magic bullet or secret formula. You need to know what it depends on. There are some email marketing best practices that would a…

Proofing Checklist for Error-free Newsletters

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Having prepared and sent over a thousand different newsletters, this is what I know to be true: mistakes happen. There are so many opportunities for error that I still cringe inwardly when I click 'publish'.

This checklist gives you an easy way to remember all of the things to check before you click 'publish': Proofing Checklist for Error-free Newsletters

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"Why Didn't I Start an Email List Sooner?"

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If you're a small business owner without an email list, at some point your future self is going to think, "Why didn't I start an email list sooner?"

It takes years to build an engaged email audience. If you're successful (and of course, you want to be), at some point you'll have something exciting to tell all your customers and colleagues - past, present and future - and no easy way to do it.

All the reasons to start email marketing can be boiled down to this: an email campaign gives you an audience for your news and information. If you do it well, conversations (and "conversions") will result.

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23 Things to Put in Your Small Business Newsletter

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All the experts know that email is still king. If you're starting an enewsletter for your small business, figuring out what content you want to put in it might be one of your first challenges. Here's a quick rundown of a variety of different content sections you might include... but don't use them all at once!
Articles by you, including blog postsArticles by others, or links to articles by othersQuizzes, surveysHow-to’s, tips and tricks, useful tools, resourcesFAQs - Did you know…? – fast facts, interesting tidbitsBook reviews, other types of reviewsInterviewsCase studies, client showcaseWhat’s new…? – of local/industry interestTestimonial(s)Product spotlightsStaff/team spotlightsQuotesCurrent and future promotions and salesPromotions for others (with caution)Events Content that might stay the same each issue (but don't ignore it):
Website linkSocial media linksContact info and linksGoogle map (link)Photo of you/staff/teamHours of operationAffiliate/sponsor links
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