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Email Marketing Systems to Help Boost Exposure and Profits...System #6 - A 3-Step Process To Turn a One Time Follow Up Into a Responsive Sub-List.
It is impossible to see any sort of success online without some form of email marketing. It's one thing to have a sizable list, but you also need to understand how to use it effectively. Actually the more lists you have the better off you are. BUT...
Marketing for the online generation
Ten reasons why online surveys are the future of marketing Customers are tough cookies. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get under their skin. Online surveys reinvent the traditional format...
Pay-per-Click Marketing Copy: Tactics to Avoid
The marketing message you send will influence who clicks on your PPC ad and why they click. Your goal in writing ad copy should be to put yourself in the mind of the searcher and present an ad that will give them the information they need to make an...
Small Business Marketing: Overtaking Your Competitors
Few businesses keep tabs on competitors, yet such knowledge can give you a distinctive competitive edge. Building a file on them, looking at everything from the customer’s viewpoint and asking suppliers and employees what they know about them can be...
The Difference Between General Marketing and Direct Marketing
General Marketing is often referred to as 'Brand Marketing'; it's a marketing effort intended to increase awareness of the company and the services or products that company offers. A Budweiser commercial with the stomping Clydesdales is Brand...
 
Times Square vs. chocolate e-mail marketing

Times Square is a marketeer's ego wall. With more billboards than there is coffee at an AA meeting, Times Square is the Internet's ground zero for spray-and-pray marketing. Definition of spray and pray: (1) in near panic, spray fresh VC funding on big image advertising; (2) pray in several languages that the right people come to your site; (3) tell VCs your dog ate their money.

Because our VCs would never believe the dog story, we decided to spend our marketing dollars on other, less glamorous, measures. I'd like to tell the story of one particular campaign, because it yielded a 36% click-through, added tons of people to our permission database, and exposed a qualified group of people to our brand.

1000 pounds of chocolate
It all started with the bare essentials of an e-mail campaign: a targeted opt-in e-mail list, an intriguing subject line, a personalized message, and 1000 pounds of chocolate. Okay, let me explain the chocolate. We knew we had to come up with a compelling offer that would elicit response and enhance our brand, so we co-marketed with a well-known chocolatier to give away wrapped boxes of truffles.

We blasted the mass e-mail out with the subject line, "mmmm…c h o c o l a t e !" When users opened the e-mail, they were told they could give chocolates to a special someone simply by registering on our site. In Pavlovian reaction, respondents flooded the site and over 20% of those who visited converted into opt-in registrants. Though it took only a minute, the registration process involved answering several demographic questions; giving us your gift recipient's name and e-mail; and filling in five e-mails of people you think would be interested in giving chocolate to a friend.

After the registrant hit "submit," the five people they recommended were instantly e-mailed with a personalized invitation to come to


our site and give a gift of chocolates. The gift recipient got an e-mail notifying them they had been gifted by their friend - with the giver's personal message embedded in the e-mail -- and to claim the gift on our site. Over 80% of the recipients visited the site and claimed their gift. We made sure these people also filled out some demographic information. Within a week, the person received a wrapped box of truffles and a gift card telling them who we were.

Love fest
The result was a love fest. The gift giver looked like a spontaneous Santa Claus. The recipients were excited because they received an unexpected goodie from a friend. Lastly, our company got more mileage out of the campaign than a '76 Datsun in Tijuana. First, a vast majority of the registrants opted in to our e-mail list, so we ended up with a big database of potential customers to whom we could send relevant and tailored marketing messages. (Ten percent of the number of people we originally e-mailed ended up on our opt-in list.) Second, we gained a detailed snapshot into our prospective customer, as thousands of people told us everything from income to dressing style. Lastly, the nature of the gift and the spirit of the campaign reflected well on our brand.

All told, it cost us less than $3 to acquire an opt-in user about whom we have several data points. By comparison, it can cost more than $7 to execute the same campaign through a big affiliate network (the "per form" deal).
With the venture community growing increasingly critical of the viability of B2C business models, a humble e-mail marketing campaign with a twist might make more sense than a Times Square billboard.

About the Author

Jesse Stein is VP of Marketing at smartcasual.com, a New York based e-retailer of brand-name business casual apparel. Reach him at jesse@smartcasual.com.


 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
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USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
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Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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