Love is in the ... no, I won't say it! Valentines, Shmalentines! Although it is my wedding anniversary tomorrow, so ...
Robin Houghton
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From the Eggblogg... |
| How to achieve standout in direct mail? |
OK, so I get a bit harsh about what was actually a very creative mailshot. Must have been a bad day at the office.
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Things we've read... |
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10 retailers that don't sell online |
From Habitat to Morrisons, they're missing out on billions of pounds worth of sales, according to eConsultancy:
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From Twits to Tweeple: Why I Embraced Twitter and You Should Too
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Jennifer Laycock offers the definitive guide to Twitter. This is the first instalment of a 3-part article to get you tweeting along in no time. Go on, you know you want to!
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What's the point of email marketing?
I had an interesting discussion round the table with a prospective client last week. (I say 'round the table' because there were 12 of them and one of me - more than I was expecting at a first meeting, but it certainly made things lively.) The service being considered was email marketing, and someone said they believed that every emailshot must sell something: if it doesn't generate sales, it has failed.
But is email purely a sales tool? Consider an emailshot sent out with the sole purpose of getting people to attend an event, or buy something in a sale. Zero response? Fair enough, it didn't work.
Then again, how about a newsletter type email, perhaps something like this... it contains sales content, and there are plenty of calls to action, but there are other things too - a tip, a link to a recipe, not to mention an article by the owner's dog.
The point is, regular email communication with customers over time builds rapport, establishes the personality of the business and keeps the name 'top of mind' with recipients. There's also no reason why it shouldn't contain user generated content. These are qualities that make it a fantastic marketing tool.
This kind of thinking sits well with today's social media mindset. 'Offer resources and fun, not sales pitches' say the folks at SocialNewsWatch.com on the subject of social media networking for businesses.
After all, people buy not necessarily what they need, but always what they want and usually from people they like!
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