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Why email is the perfect way to increase your sales

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by Laura McLoughlin

Every day we will send multiple emails and receive many more. We will check our smartphone regularly, sifting and sorting the messages we want to achieve or not. Email offers a direct and instant connection with your target market, which has the potential to create a lifelong relationship and future sales. Therefore, email is the perfect way to maximise sales, whether you are up-selling or cross-selling. Here we explain more about the ways to maximise the power of email for your marketing and why it is so important.

An essential cog in the wheel

No marketing method can be viewed in isolation in today’s hypermedia world. The best approach will cross channels, and the view of your business will be carefully crafted so that wherever they look, the customer will get the same message. However, email offers something more powerful. It can provide you with a link with your customer that personalizes all these different silos.


 

There are software packages available that allow you to send emails in response to your customer’s actions. For instance, if the customer puts something in the basket on your website but does not complete the transaction, you can send them an email that prompts them to make that final click. Equally, if a client calls your customer services, you can then send an email that requests feedback on the level of satisfaction with the interaction. It is even possible, with some advanced packages, to send out an email to the customer when they geographically close to your bricks and mortar store. 

Such an omnichannel approach is best facilitated through email because the messages arrive directly and instantly to the customer’s smartphone.

Powerfully personal

The omnichannel approach to marketing is a means of creating a personal relationship with a customer. In an ideal world, you would know the name of every customer, know something about their life and be able to respond to this with the perfect solution to a pain point. The elixir of a single customer view that helps a large organization act like the old corner shop of an earlier world can be achieved with email.

You can use email software to address your customer by name. The subject line of the email can offer a compelling summary of the solution you are offering, which will hopefully respond to the recognized needs of the demographic. Each email can include a call to action, which will prompt a click through to your website. Although you cannot directly ask about their Aunty Maisie and how she is recovering in hospital, you can make emails more bespoke than most other forms of marketing – especially if you use stories from your business, as communicating with a friend.



Strong returns on the investment

Putting together a powerful email journey does require a significant investment. You will need a specialist copywriter who can garner the appropriate emotion at precisely the right point in the journey. You will also want to organically grow your email address list, so your message is welcome in the inbox of your customers.

There are cheaper ways of using email marketing. You can send out mass emails to addresses you have bought. You will likely end up in the spam folder, and if you don’t, you could be viewed as an intrusion in the day of your prospects. Such is the level of sensitivity to online privacy today, you could do more damage to your company than any potential benefits.

However, asking permission to send emails and making the messages relevant to the life of the client – you could immediately solve a problem for a customer and garner gratitude for the ease of communication and continued connection. You are on the way to building that cherished sense of community, which could ultimately lead to word-of-mouth testimonials.

Powerful metrics and the chance to evolve

It is not just that email software packages can manage your email addresses and the sending of messages, it can also feedback analytics that can help you adapt. Significant marketing campaigns can take months to develop and then even more time to feel the impact on the choices you have made.  In contrast, emails will be received instantly. The client will react to this, usually within a day, and this reaction will be fed back into the software.

 

The analytics you receive are varied. You can see how many of the emails have been opened, how many have resulted in a click by the customer and then how many have achieved a sale. This is the minimum data you will receive but still it is a significant amount of data and will allow you to quickly work out if an email campaign is working or not. 

The fast feedback will permit you the chance to be agile. You can withdraw a campaign that is making no impression and try something different. You have the chance of responding in real-time to the constant feedback you are receiving from your customers.

The decision-makers inbox

Finally, though probably most crucially, you can get your message directly to the budget-holder. This direct contact with the decision-maker is essential if you’re a business-to-business organizations, as you can seek to communicate with the person who has a problem to solve. An email to a general contact address needs to be forwarded by an administrator who might not necessarily know who would care about the message. Therefore, with the right list of email addresses, you can communicate directly with the person that matters to you. 

With women’s commutes longer than ever, here’s how to do them the right way by @_lauramclo

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by Laura McLoughlin | Featured Contributor 

In the modern era of trains, planes and automobiles, we are now better equipped than ever to travel for the means of work, which means we typically go further. We’ve actually seen a 75% increase over the last decade in daily 2 hour commute times, with the rise being said to affect women most of all. While some of us avail of remote work arrangements or freelance opportunities from home, long commutes are an unfortunate reality for most of us.

Your commute can often be a bit of a slog in the early morning and rush hour evening, but when this often lengthy journey takes up as much time as it does, we shouldn’t be wishing it away, but seizing it – and making it our own.

Of course, if you enjoy your time jamming to the radio, bumper to bumper, on the motorway – keep doing that. A little bit of joy is an ideal start and end to any hectic work day. However, if you spend yourself gritting your teeth and thinking about what you would rather do with your time watching traffic, read on and discover how you can better utilise your commute.

Take public transport

In the UK, the average commuter takes 27 days a year getting to and from work. Sounds like a lot of time, right? I’d agree, and in my opinion, this kind of time is poorly spent staring out of a windscreen and willing the traffic in front of you to disappear.

Public transport, while often inefficient and not always the most luxurious, is an excellent way for you to quit wasting the guts of a month every year and start using it for good. Even if all you did was catch a half hour nap, or read a chapter of a new book, you will feel better and more accomplished than if you had decided to take your own car.

Plus, you can feel better about reducing your carbon footprint and doing your bit for the environment (you’re welcome, Earth).

Clock in for your alternative project

You might think that the best thing for you to do on your commute is to check up on your emails and make a start to your day via the internet. However, using your commute this way has been proven to stress you out, so unless it’s essential, don’t jump straight into work. Instead, take this time to invest in the side projects you have been neglecting.

Maybe you have always wanted to start a blog but never felt you had the time to give it the attention it deserves, or have been wanting to properly upload and edit your latest photographs, but keep getting distracted. Maybe it’s as simple as taking the time to think about the content you want to upload on your up and coming Instagram page, rather than letting it fade into social media obscurity. Regardless of the nature of your project, consider your commute the time of the day when you can be locked in with it for whatever length your commute is, without the distraction of friends, family and household chores.

Disconnect

There are few opportunities in life when we can disconnect from the internet, away from the lures of social media and clickbait, and your commute can be a great way to really get away – at least for a little while. Social media, while a great tool for keeping in contact with long-distance friends and people we don’t get to see everyday, has been proven again and again to be a killer of productivity. Productivity expert and author Carson Tate even went as far as to say that for every minute that an employer thinks their employee is distracted by social media, they are actually losing 25 minutes of work time.

Find your commuting focus by turning off your WiFi or putting your device on airplane mode. This works even better if your mode of transport doesn’t have WiFi, or a connection which is so weak, it’s hardly worth connecting to.



Re-energise before climbing aboard

If you’ve got a 40 minute commute and a plan of action of how you want to do, but if you are running on empty as you start your day breakfast-less or in the state of pre-dinner hunger, you’ll find your concentration levels slipping from the moment you sit down. It can be a pleasant change to spend your commute sleeping or chilling out, but if you want to make the most of it and get some real work done, top up your energy levels with a quick snack, tea or coffee.

Caffeine is known as ‘nature’s stimulant’, so obviously this is a go-to for many people wanting to get focused quick, but other foods can get your juices flowing too. Blueberries, dark chocolate, and nuts are all said to positively affect your concentration, allowing to stay alert for your entire journey.

Commutes can be hard when they’re long, and even harder if you don’t know how to handle them. Watching minutes tick by as miles inch on can be frustrating for even the most patient of people, but the trick isn’t to fight with the time you have, but to see it as the gift that it is and use it to the best of your ability.

5 ways to be more creative with your marketing by @_lauramclo

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by Laura McLoughlin | Featured Contributor 

Marketing, despite its technical reputation, is largely a creative pursuit. SEO and web optimisation aside, it’s about framing your brand and business in the right way – hooking onto current conversation and making them both relevant and favourable.

But the thing about creativity is that it can be fickle. One week, you’re hitting lightning strike after lightning strike, and the next, you’re numb – if there are any ideas out there, then they’re out of your reach.

It could be that you have spent too long with your subject, and it just feels like you’ve run out of ways to spin a particular product or service, or that your business just isn’t that exciting. It can be fun to spitball ideas for perfume and car companies, afterall, but what if you’re trying to attract customers to…insurance policies? Stairlifts, or towbars? That’s when you’ll really have to stretch your creative muscles to find something to get people talking about you.

If you feel like whatever creativity you once had is now just a bland lump of grey, never fear. Be assured by the fact that all creatives go through periods of drought, and lightning will strike again.

In the mean time, you might have a look at these five tips on how to kickstart your creativity and start thinking outside the box for your next marketing campaign.

1. Partner with other brands

If your own brand is feeling a little stale, why not link up with another company? The combination of your branding and stories could make for an interesting campaign, and force you to think beyond the limitations you had normally set yourself.

For example, you might have an idea for a social media campaign that would fit perfectly with what your brand is trying to communicate, but your social following is poor and you’re worried it’ll not gain the traction it deserves. This is the perfect opportunity to find a likeminded company with a larger or more focused following to raise both of your profiles and create something special.

We might take Cancer Research UK’s summer campaign with youth media outlet Pretty52 as an example. The #ownyourtone message, a call for better sun care and avoiding dangerous tanning methods, works so much better when communicated through the voice of a fun, young brand, and they can tap into the younger generation, too.

2. Get help from somebody else

If you’ve run out of ideas for content, consider bringing aboard someone who is just as knowledgeable and enthusiastic about your industry or message as you are.

For example, wedding media brand Wedding Journal Online sought the advice of real-life wedding planners to build their guide to wedding planning careers. Both Wedding Journal Online and this variety of full-time wedding planners are experts in weddings, but occupy different spheres and so are able to benefit from the sharing of information and experiences.

You might be a dog walker who calls upon a veterinarian to contribute to a blog about canine health, or a vegan cafe, who asks a personal trainer for a great protein-rich recipe, but regardless of who you call upon, make sure they are on board with who you are and what your company stands for.

3. Support another cause

If you’re a commercial business, this might be a great opportunity to stop talking about yourself and start a conversation about a worthy cause. Not only does research show that 88 per cent of customers say they are more likely to buy from a company that supports and engages in activities to improve society, but this can be a way to really give back.

For example, in 2016, Patagonia, the outdoor clothing brand, donated the entirety of its Black Friday sales to environmental nonprofits. Customers were so impressed with the initiative that they received five times the sales they anticipated – a hearty $10 million to a predicted 2.

However, it’s important to make sure your charitable support is in line with your current messaging and values, or else the whole campaign could come across as either confusing or shallow.

Patagonia is an outdoor clothing brand and so it makes sense for them to support environmental efforts. KFC, unfortunately, got their charitable campaign all wrong in 2010. The fast food company came under fire for selling fried chicken in pink buckets as a way to raise awareness about breast cancer, which was a confusing link at best. The campaign provoked anger amongst the public and the US’s Center for Media and Democracy called the campaign “pinkwashing”.

4. Spin current content

Are you out there searching for something new, when your current content would do just as well?

This isn’t a suggestion to slap a new headline on an old blog, but rather to dig deeper into research and surveys you may have conducted in the past, or data you may have gathered without quite knowing what you would do with it.

For example, My Own Stationery had previously conducted research into best HR practices for welcoming new employees. Taking that information, they created a brand new infographic, for readers to digest their tips more quickly and easily. Even more serious businesses can turn top tips or info into graphics, such as Stanley Security, who compiled a list of safety tips they already advise business owners on into a handy infographic.

5. Let your audience help you

Have you considered user-generated content? Sometimes your customers can surprise you with the quality of their content, which could include personal stories, pictures, jokes, competition entries or surveys.

For example, Quinnstheprinters.com has a sizeable following of graphic designers on their Facebook page, so when it came to digging up new research about the education of graphic designers in the UK, the printing company knew just who to ask. The survey was quickly completed by over 600 of Quinnstheprinters.com’s Facebook followers who identified as full-time designers, without any incentive.

Similarly, you can tap into your audience by hosting a competition which would ask them to send you their photos, which you can later share like Shoeboxed did with their Messy Desk contest.

Being a professional creative can be pretty draining, but the good thing creativity is that it doesn’t run out. There will always be more ideas and new lightning strikes, even if it takes a few exercises or basic prompts to get them going again.

 

How to build your client list by @_lauramclo

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by Laura McLoughlin | Featured Contributor 

You may assume that all entrepreneurs are run off their feet, juggling meetings, managing staff and squeezing in just enough time to take a snap of their all-vegan lunch choice. However, the reality for many freelancers and business owners, whether they are starting out or are reasonably seasoned, is that there will be quiet periods – a loss of a client, a missed connection, a project put on hold.

And when you and your alone are in control of your pay check (and perhaps even others’), those quiet periods can be a little worrying. What did you do wrong? Are you just not as good as you thought you were, or did you make the leap too soon? 

Take comfort in the fact that every entrepreneur feels like this at some point, and instead of stressing, focus your energy into building your client list back up and winning work. 

Network

Networking is one of those vague phrases which can be both terrifying and confusing, and yet it is mentioned again and again as the one of the best ways to meet new people and land new jobs. So, does that mean you need to sign up to every industry event and ‘meet up’ hosted in your city for the next month, and collect hundreds of emails and business cards from the strangers you meet there?

Well, if you want to, maybe, but to start off, you might think about making the most of the connections you already have.

Start with your own circle, emailing and messaging family and friends about your new venture, and ask them to pass on your details to anyone they think may want to work with you or be in need of your services. It can be surprising just who knows who even within these personal connections.

Similarly, take to your personal social media and write a post about your career change. You might even ask your followers to share your post or include a hashtag or two to help your news travel further. Naturally, you should update all of your social media profiles to reflect what you do now.

You might go further then, and contact those you have worked with before, or even trusted fellow freelancers. Explain to them what you’re doing now, and give examples of work you have done in the past, or even your portfolio if you have one. Be specific about about what kind of clients you are hoping to find, whether that means picking an industry or type of business, such as SMEs or startups. Ideally, they’ll be able to point you in the right direction, whether that means hiring you themselves or suggesting you to someone else.

Create content

Everyone and anyone today has a blog, and for good reason. Having your own URL to pop into social media profiles and hand out on business cards, allows anyone that comes into contact with you online or in real life to access a wealth of info about you and have a look at work you’ve already done.

Better yet, it also allows you to showcase your expertise by publishing your own content. An example of this, is NZ marketer Leanne Ross who runs highly commended blog A Cup of Lee and blogs about all things PR. She shares her experiences in the field, whether it’s 10 weeks in a digital agency, or her favourite industry reads of the year, showcasing her talents for both writing and marketing.

Try to publish content regularly – perhaps an article once every week or two weeks – and remember to post it on social media.

Be careful about the kind of content you publish, of course. You want it to be well-written, thoughtful and demonstrate just why someone would want you to hire you or your services. It should not be a hard sell, or a thinly veiled piece of advertising for yourself. Overly promotional articles can turn off possible clients, but genuine, helpful articles only speak of a high value professional.

Use job boards and apps

Online job boards like People Per Hour and Upwork have drawn criticisms from many freelancers, for driving down prices for work, and so may not be ideal for an experienced freelancer. For beginners, however, or those planning on going into a new industry or field, it may be the perfect method to get you some entry-level work and build up your name and experience. The testimonials and connections from these starter projects may be the ideal stepping stone to your next gig.

There are more catch-all websites, such as those already mentioned, or those which are industry-specific, such as those for pharmacists, personal trainers, and babysitters, which may help you find more focused work, or clients who truly appreciate your craft.

Co-working spaces

You won’t meet anyone new in your home office, so why not spend a day or two a week in a co-working space in town?

Being surrounded by other busy professionals and entrepreneurs is not only good for your motivation and alleviating the loneliness of freelance life, but gives you the opportunity to meet potential clients (or those who might introduce you to a potential client). 

Just try searching for your nearest co-work space online and pop in for a visit.

Of course, there is no definite science to meeting new people and making connections. The very best you can do is put yourself on their maps, and you certainly have the tools to be able to do that. Shirk the Shrinking Violet blooming inside you, and go into each introduction with poise, positivity and the unwavering confidence in both yourself and what you’re doing. You’ll be sure to see that inbox and schedule fill up again.

Network with bloggers the right way by @_lauramclo

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by Laura McLoughlin | Featured Contributor 

If you are doing marketing for your business, you will no doubt have considered influencer marketing. This entails partnering with a blogger, vlogger or some other kind of digital star to create content to promote your business in a way which benefits both parties. The problems with this come in when well-intentioned business owners and marketing professionals go about contacting bloggers all the wrong ways.

To help you skip this painful learning process, and get you on the right track for harmonious blogger relations, I’ve collected my top tips for any time you are outreaching to a blogger you would like to work with.

Engage with them.

Get to know your influencers, especially if you are in a relatively small, niche market. You should take the time to follow them on social media, and like their posts from time to read. Read their articles, congratulate them on their milestones, respond to them when they are searching for comments or help. Not only will you have blossoming friendships within the industry, but you will better know a blogger’s interests when it comes to contacting them about working with you and your company.

Understand that they are people. Busy people.

Don’t follow up with them six times a day. Don’t follow up six times, in general.

Many bloggers maintain their websites in their downtime, and have to find a way to balance it with a full-time job. Therefore, if you have sent an email to a blogger, give them sufficient time to respond to you, and only follow up multiple times if you think there is a chance that there has been a technical error or they could have genuinely missed your emails.  Emails sent around Christmas, holiday time, and other busy periods can easily be snowed under, after all, but if after your initial pitch and one or two gentle follow ups you still haven’t heard back, draw a line under it.

Treat them professionally.

You would never walk into a meeting and say hello to “XXX” and then proceed to deliver a presentation on a topic of zero relevance to your listeners, so don’t subject bloggers to it over email.

Call them by name, and take the time to actually research what they do. This research should not just be a quick scan of the site to tick a box, but rather to work out if they are part of a specific niche, such as LGBT weddings within the topic of wedding blogging or vegan living within the topic of food blogging, or have a particular style. You may find your press release really doesn’t suit a light music blog with a taste for the silly, and that it would find a better home with a more somber reviews website.

And when everything is said and done, thank them.

Respect their boundaries.

If they don’t accept guest posts or contributions, don’t push them. If they don’t link to companies and brands as a rule, accept that. Nothing turns off a blogger faster than a pushy PR person, so respect where they draw their lines and respond to their refusal politely.

If a blogger does want to work with you, great! But that doesn’t mean that all the fences are down. You still need to allow a blogger to have creative control over their blog and content, and only intervene if you feel that what they are doing is not fit for purpose. They know their audience best, after all, and will know the right way to communicate to them why your company or campaign is important.

The main thing to remember when conducting influencer marketing is that the influencers you’re emailing and messaging on social media are people – smart people. Digitally savvy and business minded, successful bloggers have set themselves apart from the rest of us normal folk who can just about set up a WordPress account. They are a one-man-army and deserve to be called by name and spoken to as you would any professional under a big brand name.

As long as you keep that in mind, you shouldn’t have any problems.