Think Tank

Are you big enough for Email Marketing?

August 26th, 2015 by hutdogs

“How many people do I need on my list before I should start email marketing?”

EmailListSizeThis is a question we hear frequently. It is probably a question that is rooted more in apprehension and uncertainty of reaching out and telling your story, rather than one of metrics and statistical probabilities.

How many people you need on your list may not be as many as you may think. A high quality list will generally trump a mass quantity when it comes to action.  And action is the bottom line in any marketing campaign.

Know your audience and what’s important to them.

Real World Example: A specialty dive company sent an email campaign to only 16 people. It generated over $15,000 in leads!

Why did this seemingly small list work?

  1. The ‘sweet 16’ happened to be travel and booking agents
  2. ‘The email campaign focused on how they can benefit by booking dive trips for their clients. A win, win.
  3. He pushed “SEND”.

Define the action you want people to take and then send an email. Start with your current customers. It can be that simple. Whether your list is 20 or 20,000, offer them something of value and reach out to them on a regular basis.

After you send your campaigns measure and review their actions:

  • Did they open the email?
  • Did they download the coupon?
  • Did they come in to the store?
  • Did they visit your web site?
  • Did they join your Social Media/
  • Did they attend your event?
  • Did they________?

So how many people do you need on your list to stay top of mind?

Maybe a better question is; what can we offer our list today?


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Generally speaking… can you be specific?

July 23rd, 2015 by hutdogs

Your business may offer a wide variety of services or products to a generalized category of people, but your message needs to be focused.  You may understand what it is you offer, but will your audience? Will your team?

You may serve a wide audience with many different interests but you need to target in your campaigns.

You may have broad overall goals for your business, but you need to specify the goal of each campaign.

Here are 10 questions to help you focus your campaign, content and your message;

  1. What is the goal of this campaign?
  2. What’s in it for your audience?
  3. Why should they care?
  4. What specifically are you promoting at this point in time?
  5. What is the call to action? – NOTE: A single call to action will be more effective than having several in your campaign.
  6. Who should receive this information? – Everyone, or would communication with a segmented list be more effective?
  7. Are there any time lines or dead lines to consider?
  8. When does this information need to be delivered?
  9. How should it be delivered – Email Marketing, Social Media, Traditional Media, via your Sales team, etc?
  10. Where do you want to direct your audience? – Come in to the store, visit your web site, join your email list, visit your social media etc.

Defining your message, audience and specific goal is crucial for each of your marketing campaigns. It will not only help your audience understand your message but it will also help those who are working with you to create the campaigns.

With clear and specific direction your team will have a better idea how to build the campaign and visualize what it is you want to do. Clarity will help your team understand what you are delivering. Specifics will help your team target the best audience. Targeting will clarify the purpose of your marketing.

Generally speaking, being specific will help create the content of your campaign.