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Get Email Marketing Tips from a Party

Took picture June 18, 2006 of a party hat I pu...

Image via Wikipedia

What email marketing tips can you get from a party?

Both require planning, a good host (your business). interesting conversation, and happy people (customers). Sometimes, they even both have themes.

Without the proper planning, the party (or the email) will be a bust.

Here’s how to make sure your party (email newsletter) is a great one.

Send invitations and request RSVPs

If you have a party, you send out invitations. People then respond (and accept or decline). You don’t just grab people off the street and pull them in. Same thing with email marketing.

You invite people, and you wait for them to accept (you don’t just start sending them emails because you met them at a breakfast meeting).

Why are you having the party?

When you send out the invitations, you try to tell people why you’re having the party, and why they’ll enjoy it.

Offer them an invitation (your signup form), describe how great the party will be (your ebook, or your webinar), and then ask them to accept (opt-in and confirm).

You also give them information about the party and tell them what to expect when they get there. Is it a birthday?  Do they have to bring gifts (pay), when is the party (how often will they get your email, or what time is the webinar), and why would they want to come (it’s their best friend’s birthday).

Make sure they confirm (opt-in and register) that they’re coming, and give them directions (how to sign up, what messages they will receive).

Greet your guests

Once that party gets under way, a good host greets each guest at the door. Likewise, send a welcome message to your new subscribers. Thank them for coming (signing up) and tell them a bit more about your party (the kinds of information they can expect to get from you). Show them around, point out the buffet and the bar. Give them a few links to relevant information on your site.

Stop by and chat

At a party, you mingle and make sure everyone’s having a good time. Check with your readers occasionally. Ask them for feedback with a survey. Or solicit ideas or comments (I add a PS telling my readers they can just hit reply to reach me).

Some guests leave early

Occasionally, a guest will decide your party is not for them.  If someone unsubsribes, let them go. It’s not legal in the US.   If too many people unsubscribe, take a look at  your newsletter and find out why.

Party favors

At a party, you might give out silly hats or serve food and cake.  Offer your newsletter readers goodies (just for signing up).  For example, they might be the first to get a crack at a new (paid) service.  Or, send the occasional, random free gift (an ebook, for example).

Invite your guests back

If you want to have another party (or start another newsletter), repeat the process. Invite your guests to the new party first (rather than automatically adding them to the guest list).

 

7 Bad Clients and How to Spot Them

hurricane flag

Whether you’re a brand-new freelancer, or an established veteran, there are going to be times when you come across a bad client.  They may seem like mild-mannered Dr. Jekyls at first, but then they turn into slathering, dangerous Mr. Hydes.  Here’s a field guide to bad clients (and how to spot the red flags).

1. The Schnorrer (sponger).  The schnorrer loves freebies, and is always trying to get more.  They’ll take a few minutes of your time here, another few there.  It seems innocuous, but pretty soon those few minutes start to add up.

Tell the client you’re implementing a minimum fee structure.  Bill in fifteen or thirty minute increments (if you charge hourly), and invoice the client monthly.

If they want free samples (especially suspiciously detailed free samples: a 500-word blog post with 15 ways students can save on summer travel in Ontario), politely decline and point them to relevant examples of work you’ve already done for other clients.

2. The Waffler: They take up lots of time, want endless meetings, but can never quite bring themselves to sign on the dotted line. If you can’t get them to make a commitment, try the “reluctant rock star close.”  Tell them you want to work with them, but your schedule is getting tight, and want to make sure you can give them the attention and time they deserve  If they’re not ready, that’s OK, but it will mean you can’t turn everything around as quickly. (thanks to Peter Bowerman for this idea).

3. The Cheapskate: Close cousin to the schnorrer, they’ll offer to “buy you coffee” or take you to breakfast in return for “picking your brain.” This can be tricky if it’s a friend. Offer to share a limited amount of time with them. Do it over the phone if possible, and be very clear about what you can and cannot do for free (or for coffee).

If you get the same questions repeatedly, set up pre-written answers, or point people to resources on your blog or an FAQ page.

4. The Guilt-Tripper: (often non-profits) they’ll try to make you feel guilty about turning them down, insist you cut your rates, or even demand that you work for free. If it’s a cause you love, and you have some extra time, or are just starting out, then sure, work for free or cut your rates.

If not, politely and firmly point out that you devote X time to non-profit and have reached your limit, or cannot take on any additional pro bono projects.

5. The Illusionist: It will be the next [Facebook, Twitter]! We’ll pay you in stock! It may be; but it probably isn’t. Don’t do it.

6. The Nickel and Dimers: They question every expense, and every minute you spend working on their project. Get around this by charging a flat project rate, rather than by the hour.

Explain in your contract exactly how many revisions are included, and which expenses will be billed. If they want extra revisions, quote them a fee, ask for a paypal payment and set a start/end date.

(I’ll sometimes do a tweak for free, as a favor: I tell clients that a tweak is changing your shoes; a revision is changing your shoes and putting on a different jacket).

7. The Discounter: related to the nickel and dimer, they want a price cut on everything. If they can’t afford the full package, offer a streamlined version, with fewer revisions or a reduced workload, such as 15 blog posts instead of 25.

Have you had bad experiences with clients? What happened and how did you handle it?
Is there anything you wish you’d done differently?

Has this gotten worse with the economic downturn?

image: NOAA

Marketing Lessons Learned From Netflix

DVD-Video bottom-side

Image via Wikipedia

I’ve been a happy customer of Netflix for quite some time. Being able to watch whatever I want whenever I want, and binging on my favorite shows is great; I feel as if I have my own movie theatre/TV station.

But yesterday, Netflix had an uncharacteristic epic marketing failure. Their subscribers are in an uproar (and rightly so).

New pricing failure

You see,  Netflix just announced a new pricing plan, which essentially increases the cost of the service by 60% (with no new benefits of any kind). They want to separate streaming and DVD viewing into two separate services, with separate fees.

Either you pay more, you give up streaming (convenient, but limited selection), or you give up DVDs by mail (slow, but much larger selection).

Almost worse, the name they chose for the streaming service is… .unfortunate.

Netfilx is a great company, but in this case they’ve failed basic marketing 101

Marketing 101

  • If you increase prices, give more value; especially if the increase is this large.
  • Tell your customers first – then send a press release.
  • Don’t end your blogger (?!) blog post by reminding people they can cancel at any time.  Yep, that’s what I’m going to do, because you just told me you don’t care at all about my business.
  • If you’ve got bad news, don’t pretend it’s good news (or, don’t pee on my leg and tell me it’s raining).
  • Soften the blow to your loyal customers by grandfathering them in, or giving them something extra (a better plan at the higher price?)
  • Remember that your loyal customers got you where you are today (don’t get them mad -5000 comments on the blog so far and 32,194 on Facebook).
  • Don’t drink your own Kool-aid – this kind of decision may look good to brokers and bean counters – but the customers pay the bills (no subscribers, no income)

What do you think?  What could Netflix have done better? Do you have Netflix?  Will you keep it?

Update:  Just saw this post by Derek Halpern of Social Triggers on the right way to raise prices.

How to Increase Your Email Click Through Rate by 85%

Magnify Glass and Money

Image by Images_of_Money via Flickr

Want to increase your email click through rate?  Marketing Experiments recently held a webinar with lots of great tips on how to focus your emails, get more email clicks, and boost conversions.

They did some testing and found something astonishing.

The best email not only beat the control, it clobbered it.

And, it’s a simple technique that you can easily use yourself.

A test email that beat the control by 85%!

Why did this email do so well?  The test included an excerpt from a free ebook.  The control had a standard headline and bullet points.

The book excerpt included a call to action inviting people to click – and keep reading. It followed a logical progression of thought and created its own mini marketing funnel: open the email, read the text, click the link, and then go to the website to download the rest of the book. The only way to get the rest of the book (and learn the rest of the tips) was to click through.

Distractions can kill your clicks

Another way to increase your email clicks is to remove distractions and keep focused. Lots of pictures, links, words, and video competing for attention can be overwhelming. Your readers won’t know where to look first.  They may give up and go elsewhere.

Participants in the test submitted sample marketing emails for ‘live’ review.  Many were following the “throw everything at it and see what sticks” approach to marketing. They had multiple, large headlines competing for attention.  Others had no headline at all!

Some of the emails highlighted many different products on one page, but all the images led to a single page with still more products, rather than the specific item you clicked on.

If there are product images (like bicycles or cameras), then take them straight to that product page, with smaller links to related items if they want to look at something else.

The goal isn’t to spew everything you know, or that a customer might want to know, about your product.  The goal is to get clicks to the landing page or your article.

(You can watch the whole webinar here.)

What do you think?  Would you be interested in seeing something similar here?