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Posts Tagged ‘Database Marketing’


Email Blast Sample

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If you got our email (see below), then you know that our in-house art department can create the most visually stunning email blasts that draw attention to your business and end in online conversions.  This email blast, which was created by our in-house art department, was used for self-promotion.  Notice the eye-capturing visuals, simple copy, and clear and direct message.

Marketing Solutions Company the Wave of the Future

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The New Jersey advertising agency of the future will have to adapt to the changing ways of the business world.  Instead of distinguishing themselves between specific disciplines, such as just a reputation management company, or just a database marketing company, or just a website development company, or just a mobile marketing company, New Jersey advertising agencies of the future will have to broaden their horizons. They will have to become full on all-solutions marketing companies. A recent post on a great blog called Actionable Insights by Covario explains in full detail why a simple advertising agency may be a thing of the past. In the future, a marketing solutions company will be the answer to a business’s problems.

You can read the full blog entry here.

Use Your Ad Dollars Wisely in a Growing Economy: Email Advertising and Direct Mail

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This time I will talk about email database marketing and direct mail.

Email database marketing has increased in the past few years, but there still are limitations. Double opt-ins these days are the norm. Yet still, most click-through rates still average less than 0.5%.

This means that you can leverage your ad budget using a form of traditional media, namely direct mail. There are great advantages to a targeted direct mail program. First, due to higher rates for paper and postage, a lot of the competition has gone away. Direct mail is also one of the best performers when it comes to ROI, especially if you have a great offer and a great database marketing list. A great database marketing list is essential, so you must assemble your list with all the care in the world. If this is done properly, your database marketing list will be your business’s most valuable asset.

Typical direct mail response rates range from 1% to 2% for general lists. But a mailing with a great offer to a targeted list in a specific industry can increase these rates many times over.

That’s the last bit of advice on getting the most money out of your marketing NJ dollars. Make sure that you test, measure, and track all of your ads so you can tell how many leads they generate, and how much your ROI is. Always know what you are buying.

Use Your Ad Dollars Wisely in a Growing Economy: Reputation Management by Being a Contrarian

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This time I will talk about running a reputation management campaign by being a contrarian.

These days it’s great to go against what everyone else is doing, such as being optimistic when everyone else is pessimistic, or starting a business when everyone else is getting laid off.

You can use your story to your advantage by including it in your pitch to any traditional media or your online press releases. This way, you have more of a chance of being mentioned, especially if your business is unique or operating in an interesting niche.

Great stories are always in demand by media outlets that are looking for points of view that oppose the general media narrative of the day. At this point, the narrative in the U.S. is doom and gloom, but if you are the bright point of light, you can enjoy reputation management rewards now and for years to come.

Next time, I will talk about email database marketing and direct mail.

Email Database Marketing is Becoming Difficult

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For many online marketing New Jersey advertising companies, traffic conversion rates are alot less than what they used to be. But simultaneously there are also some online marketing services that have experienced no significant drop in online conversions. This is because they have built exceptional subscriber loyalty over some years.

For many online marketing New Jersey advertising companies, the biggest problem is email database marketing deliverability. Email database marketing is being filtered so heavily today that often less than 20% of a large mailing list gets delivered.

However, there are a few ways you can improve your email deliverability. One such way is to run it through a spam checker before sending it out. The best email database marketing programs have built in systems that give you spam scores before sending your email out. So, for example, let’s your email scores higher than a 1 on a 5 point scale, you should probably revise your email.

Also, a business totally dependent upon email database marketing is not a very solid business. Businesses need a database that has not only names and email addresses, but physical mailing addresses as well. That way, if something apocalyptic ever happened in the world of email or the internet, they could just start using direct mail and still be in business.

Many ISP’s now monitor email delivery rates, bounce rates, and even open rates. They use readily available data, and if a given ISP or third party list host has a dismal record, they may block all emails from that source.  If ISPs are blocking sources that send out alot of emails that have very poor open rates, some online agencies may have to move to a different outlet.

For example, a business could start marketing through various social networking sites, such as Facebook, Twitter, or MySpace, and even build a larger email database. Businesses could use these social networking sites in much the same way that email is used. They can send direct communication messages with product/service offers, discounts, value deals, etc. They can also distribute online press releases through their social networks by greating interest groups or fan pages. Social networking sites are also a free and easy way to perform reputation management. And, since social networking sites are free to use, businesses will save money.

Email Advertising is the Preferred Form of Communication Among Consumers

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In a recent survey, email database marketing was shown to be the preferred method of communication. When asked to rank their preferred methods of receiving marketing messages from vendors, 62% of responding consumers said that email database marketing was their preferred channel of communication, followed by 23% for direct mail, and 13% for social media. The least preferred way to be contacted was telemarketing, with 80% putting it at the bottom of their lists.

The survey, conducted in Boston, MA, in October 2009, also showed that email database marketing communications frequently trigger purchases, with 75% of respondents indicating that they had bought products or services as a direct result of receiving an email marketing message from a vendor.

The most common items bought as a result of email database marketing were clothing and accessories (82%), followed by purchases from restaurants and coffee shops by 49% of respondents. Other popular items bought as a direct result of email database marketing campaigns include grocery items (40%) and personal electronics (38%).

The survey also asked consumers about their involvement in social media direct marketing.

Social media marketing was found to be significant, with 40% of respondents stating they receive correspondence from vendors on the social networking sites they use, such as Facebook and Twitter. Nearly one in five people (17%) had volunteered or requested that companies actively contact or update them via these social media platforms.

How to be Creative in an Uncreative Industry

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People argue that it’s difficult to be original when creating online marketing campaigns if you’re always required to tell the same old message. For grocery chains, that message is usually fair prices, selection, and convenience. However, the marketers behind these brands are frequently and regulary able to create online marketing initiatives that promote these in an innovative way.

Exposure to advertising for grocery stores is not limited to in-store flyers and newspaper ads anymore. Advertising efforts have been shifted to the Internet, where sites have become rich content portals and grocery chains have plenty more to offer than pricing specials. All this comes with good reason; an August study from comScore, Inc. and dunnhumbyUSA — a consulting company specializing in retail sales — found that Internet marketing is as effective at increasing retail sales as is television. According to the survey, Internet marketing increases retail sales by 9%, which is compared to an average increase of 8% for television advertising. This makes an online marketing service a worthwhile investment for grocery stores.

A consumer’s online interaction with a grocery brand now plays out in a mixture of brand and local store websites, e-mail database marketing, mobile marketing, and banner ad campaigns. Grocery chains such as Albertsons, Wegmans, and Safeway have already successfully shifted to the online arena. Albertonshas robust e-newsletters and online recipes; Wegmans has a section on their website with videos that offer meal and lifestyle ideas; Safeway has a blog where shoppers can read tips for fall cleaning, eating nuts as a healthy snack, and accessing the latest supermarket coupons through Facebook.

Safeway owned chains Tom Thumb and Randall’s, along with Remke Markets and Kroger, all expanded their mobile marketing communications in 2009. Banner ads are also a popular choice for promoting stores’ weekly circulars, with many regional chains advertising their local sales on food-oriented sites like Cooks.com and Cooking.com. These banners are simple with a strong call-to-action and a link that allows shoppers to view specials by location.

Grocery stores are proving that there are ways to go beyond the usual advertising messages inherent to the grocery retail industry. For example, Whole Foods emphasized its wide selection of organic products by shirking a more traditional prize and giving its millionth follower on Twitter a million grains of quinoa.

These grocery giants are demonstrating that the tired and old advertising messages you’re obligated to deliver — whether it’s low prices or some other characteristic of your product — don’t necessarily have to hold you back. Their narrow margins may be the incentive you need to expand your marketing campaign and produce online marketing initiatives as creative as those from the grocery aisle.

Tips on Running an Email Database Marketing Campaign

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Successful email database marketing campaigns require constant improvment upon themselves in order to meet the demands and expectations of customers.  There are a couple of things you can do to maximize your ROI.

First of all, make sure you use a valid email return address.  The point of this type of internet marketing is to start a dialogue and end up with a loyal long-term customer.  As a result, your customers need to be able to respond to your emails so a long term relationship can be built.

Second of all, you need analytics to track your results.  This way you can measure exactly what you are doing right and what you are doing wrong.  You should track bounced emails, open rates, click through rates, and online conversions rates.

Third of all, you shouldn’t overload your customers with too many emails or too much information. Your customers can’t spend all of their valuable time on your emails, so keep them short and simple.

Next, you must abide by CAN-SPAM laws that require your customers to agree to receive your emails. If you don’t adhere to a strict opt-in policy, you may be fined, and your deliverability rates will suffer.

Then, make sure you keep your database interested by staying relative and on-topic. Your database expects quality content, or they wouldn’t have signed up to receive your emails in the first place.

Finally, use a proper email marketing tool that will make your database marketing campaign scalable. There are many tools out there, so you must determine which one fits your needs. Many online marketing services run email marketing campaigns as well, so you should probably do some research and weigh the benefits of doing it yourself versus the benefits of hiring an online agency.

Reaching Balance is Essential for your Email Database Marketing Campaign

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Email database marketing is the most effective and cost-efficient medium available for your internet marketing campaign.  Emails enable you to develop a long-term dialogue and relationship with your customer.  However, if you abuse your email marketing campaign, you can also harm your relationship with your customer. So you must strike a delicate balance.

In order to reach that balance, you should combine informative content with promotional content. You should create the need for your product/service by providing relevant information. Then you can start the sales process by providing promotional content.  For example, car repair businesses can explain the importance of maintenance, the benefits of repairing instead of replacing, or even the symptoms of required maintenance before offering their services.

Because of this delicate balance that is required, careful planning is a necessity for your email database marketing campaing. A successful campaign is constantly improving itself in order to meet customer expectations.  In my next post, I will give you some tips on how to run a successful email database marketing campaign.

Finding the Best Online Marketing Company

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Finding an online marketing company with good SEM experts is a lot like shopping for a car.  You definitely don’t buy the first car that you see.  You shop around, look for the best deal, the best prices, and the best product.  Well, you should go through that same process for hiring the best online agency as well.

First of all, you should find out whether the online agency actually does search engine optimization, or if they just claim to do so but do something else in reality.  I know that some SEO NJ firms claim to perform SEO services, but instead they just buy the sponsored links at the top of the search results page.  Anyone can do that, you don’t need an SEO consultation firm to do that for you.  The whole point of SEO is improving organic search results, that is to say, all the search results that come underneath the sponsored links.  Improving organic search results has nothing to do with buying sponsored links from Google or Yahoo.

Secondly, you’ll want to find out if the online agency only offers SEO services, or if they also offer all other types of online marketing services.  The other types of online marketing are SEM – search engine marketing (that’s where the buying of sponsored links comes in), email  or database marketing, website design, website development, and pay-per-click (PPC, sometimes referred to as CPC, or cost-per-click).  The best online agencies even do their own website hosting.  A great internet marketing campaign will utilize all aspects of internet marketing, not just one.

Your website will probably be the most important and powerful marketing tool that you’ll have, so make sure that your online agency is on the same page as you when it comes to long term success.  And as when dealing with any salesperson, pay attention to how your questions are being answered (are they actually answering your questions or just beating around the bush), ask for references, and most of all, trust your gut (human intuition exists for a reason).