Are your Marketing Messages/Campaigns Hitting the Target??
Have you ever been asked if you need Baseball equipment… before being asked if you even play the game?
I was at a restaurant recently when the waiter asked if I would be interested in a chocolate fudge brownie with ice cream. Now we’re talking, right? Well…although this sounds delectable, my intolerance to lactose would far outweigh any short-term happiness from this dessert. If this waiter were a friend of mine, I might even be a little offended or assume it’s a joke.
I say this because I have been on the waiter’s side before, eager to share something of value with a prospect or customer. But if I skip asking important questions, I run the risk of wasting everybody’s time and offending others. So, how does this apply to marketing, and specifically email marketing?
** 1. ** We need to determine our primary target market and focus our resources there. It doesn’t take a fancy statistic to know email is growing rapidly and email marketing is a viable option, but I will include one anyway. Did you know that email ad revenue reached $156 million in 2012 (Interactive Advertising Bureau via Salesforce.com)?
**2. **Now that we know our target audience, how will we effectively deliver the message so that it is received? We know that people are very busy, and we only have a few seconds to grab a prospects attention. An effective strategy is to keep subject lines short and sweet. Subject lines of fewer than 10 characters long had an open rate of 58% (Adestra July 2012 Report).
**3. **Part of knowing your Target Market is knowing how they think and how they access their email. 64% of decision makers read their email via mobile devices (TopRankBlog). With this in mind, email marketing strategies must include appropriate text versions as well as HTML versions.
- When marketing your company/services, one must remember that listening, asking questions, and getting to know our target market is far more importantthan simply offering a chocolate fudge brownie with ice-cream. Your prospect may prefer these:
Check out the recipe at :YUM