The biggest problem in the creative process for email marketing and design may be the way you manage the creative process itself. For most people, the creative cycle takes far too long and crowds out other important processes. When producing email pieces for internet marketing, the success comes in how efficiently each can be turned around and followed up. Eliminating repetitive steps in the creative process, including re-testing and re-checking elements, can be done by investing some up-front time in designing basic mailer templates. 

More time is spent on design than on content

Sometimes people devote more time to the email marketing and design of a mailer than on the copy content of the information they need to convey. Even though getting the next email effort ready seems to be done in a mad rush, that rush is most often caused by spending too much time in the designing process. Delays in the creative process, caused by experimentation and reworking elements, crowd other time demanded by message specifics, assembly of elements, proper linking, and final execution. Rework wastes time. That time also takes away chances to review, optimize, and refine in the final steps. In short, life gets progressively more rushed and frantic in each following stage of the entire development process. Examining what parts of the creative process should be standardized helps. Little by little, time spent re-inventing the same old wheel can begin to go away.

Designing proven modules

Reusable modules can help you reduce the amount of time in design, assembly, and execution. That increases the time for optimizing and refinement. These two areas are often short-changed by the rush to keep to the schedule. Invest some time planning what the big picture needs to be for your overall mail campaign. One of the first things an email marketing and design agency could do for you is help you develop a “look” for your campaigns. There are reasons for this. A standardized header with consistent placement of elements and dynamic insertion of messages and/or graphics not only raises recognition but simplifies future layout development. Here are some items to consider in putting together templates and a pre-development plan.

1) Stabilize the Top Areas

Develop a logo/header module. Standardize the use of logos, banners, click points, and headlines for the opening part of the email. In that way, changing elements can be easily dropped in or dynamically fed.

2) Consider a leading copy block

Whether you call them teasers, eyebrow copy, pre-header copy, or something else, create a module for that. Include in that key click-throughs and options critical to keeping your reader engaged. Yes, this will move your banners and headers down a bit, but it can help in a couple of big ways. First, it gives a text-only pocket of information that will appear in ANY browser or mail client (even Outlook 2007) where you can place important links to landing pages, and what your company, products or services are all about. Second, it gives a place to guide the reader into the rest of the copy. Your message will still get across even if graphics are blocked. Internet readers are scanners, but this area is the most likely to be read thoroughly.

3) Provide all primary selling in the first screen

Sometimes referred to as “above the fold” which is a carryover from print media, the area of the first 600 pixels in width and breadth is the hottest real estate in your mailer. The reason is that it seems to be difficult for many readers to actually scroll down the mailer. This means you have one shot at impressing the reader with reasons to stay while providing your call to action, selling opportunities and click-through to where you want them to end up.

4) Include “quick engagement” opportunities

Early on in the copy, include links to social media contact points such as Facebook, Twitter and LinkedIn. You can even that that in the pre-header copy. These are important parts of providing your customers with all opportunities to stay engaged with your company.

5) Use standard best practices in creating layouts

For whatever reason, when Microsoft introduced Office 2007, they included significant changes to it that reached for new lows in email clients. Microsoft has created the newest, lowest common denominator for email clients. Outlook 2007 has a lot of users and you will have to deal with that. Think about what you want include in your email presentation as it may not work in this commonly used channel. Many ways of presenting that work in Outlook 2003 and other mail clients will not work in Outlook 2007.  Therefore, you must use Outlook 2007 as a benchmark in designing your emails.

6) Getting back lost time

Reclaiming early development and creative time for later use in optimizing and refining is something anyone can do with pre-planning and template development. It need not be one template; in fact, there should be a template for each purpose in your campaign. Build the templates in modular fashion and you will find it much easier to turn around the mailers as well as take a lot of stress and rush out of your life. Templates are worth the investment in time and expense and will produce great returns on future projects.

If you need help developing templates, and you are not sure what to do first, call someone who does it for a living. Thrive Marketing would be happy to help you with all your internet promotional and planning needs. Call us at our toll-free number, (866) 521-0827.

We Do Headlines!

An Arizona internet marketing firm can make a lot of difference to the effectiveness of your web message to your Arizona audience.  With creativity, combined with knowledgeable purpose, an Arizona internet marketing firm such as ThriveMarketing can show you ways to convey your message more effectively and lead your potential customers to a sale.  Of first and foremost importance to your message, the use of effective headlines is one area that can change the effectiveness of your website investment.

Headlines must reflect and make interesting the story

The old story of “Dog Bites Man” is that a headline like that will not attract attention; however, the headline, “Man Bites Dog” will.  The reason?  It is unusual and interesting.  It doesn’t matter what services or goods you are providing and promoting, effective headlines are one of the most important parts of your written message.  Without an effective headline, the chance a potential customer will proceed into your message is greatly diminished.

Internet headlines have more structure

Headlines on the internet take multiple forms.  Think of your headline not only as the first prominent line of copy on your landing page, but also the meta description tag, the meta title tag, and the subheads that introduce the body copy in your web page.  Even the subject line of your email is a headline opportunity, You only have about 50 characters to make your first impression.  (The headline on this article, by the way, was 49 characters.)  Why only 50?  That is roughly the maximum number of characters in a subject line and it is also the attention limit of a webpage headline.  That can make subject lines and headlines a challenging to write.  You need to make the best impression you can, including the most interesting invitation to your copy as you can, and do it in about a half a line of copy.

On websites, you get 3 headline opportunities

Three places you can take advantage of the power of strong headlines.  First, the webpage the header (H1) is the most important.  Not only is it the first thing the reader’s eye falls on, it is specifically searched for by the search engines in classifying the site as the one most favored to show first in the search results.  Not only is this your big chance to invite the reader into your site for further influence and persuasion, but it is a huge Search Engine Optimization opportunity that many forget. To be effective, the header should be short and to the point, probably not more than about six to eight words.  If your objective is to introduce your reader to the fact that you write headlines, for example, then perhaps your most direct headline would be: “We Do Headlines!”

The Forgotten Headline Opportunity

Second is the often forgotten metatitle.  What ever is written in the HTML metatitle is what will appear in the browser tab or border.  Your message in the metatitle can only be about eight words and should lead with your search keyword(s).  What message do you want in this prominent message space?  Not only is this a billboard to the reader, it, too, is searched for by the search engines when deciding what to list first.  The metatitle increases the search word density of your website. It is surprising how many web builders and web page writers forget this important spot as a promotional message or headline.  The metatitle should be written with the relevant keyword(s) and the closer to the beginning of the title as this gives the keyword the greatest density on the webpage.  The metatile should not be the same for all pages of your site and the keyword should not be repeated more than twice.

Your First Contact with your Customer

Third, the HTML meta description is a great opportunity for first selling efforts.  Again, this spot is often forgotten because it never appears on the web page; it appears as the description presented by the search engine.  Even more importantly, it is also examined by the search engines in determining best sites to list first in the search results.  You have a maximum of just 155 characters, including spaces, to compose the message your potential customers will see in the search listing under your company’s link. Google, and other search engines, will cut off anything over the maximum number of characters (155).  Try to limit your meta description to not more than 25 to 30 words in no more than two sentences.

Email Subject lines are headline opportunities, too!

The point of promotional email is clickthrough.  If you do not get clickthrough, you do not win a conversion (sale).  The maximum limit of a subject line is 50 characters.  You have only that long to move your reader to open the email.  Then, it is up to the content of the email to prompt a clickthrough.  This is a multistep process and your first step has to be a strong one.   

5 Tips to More Effective Headlines

If you would like some intellectual practice on sharpening your skills in identifying what makes effective headlines, pay more attention to what you read in newspaper headlines, on billboards and even on matchbook covers.  People in advertising will tell you that some of the most challenging copywriting is that done on matchbook covers, billboards and in newspaper headlines.  It will not take you very long to begin to recognize what makes an effective headline and what does not.

• First, meet your primary objective; in other words, put your meat upon the table, first!  What is the objective of your website or email?  Can you write it into 50 characters?  Is your objective to get people to buy something the simply must have?  Analyze your website and see what triggers the greatest number of conversions.  That is the item on which you want to focus.

• Second, identify what your key focus is and convey that first; using the header and subheads, construct a path for your readers to follow—from persuasion to sale.  If you do not think that attention spans have not shrunk, try engaging a teenager in a lengthy, thoughtful conversation!  The way our culture has evolved, your audience demands you to “get to the point” and do it quickly.  If you can figure out a faster, shorter way of saying what you want to say, that is your new edit.

• Third, wherever you can, personalize; speak as if you are talking directly to your reader.  What do you want to say to him or her in a couple of seconds?

• Fourth, construct sentences in active voice; nothing gets more tedious and uninteresting to read through than passive voice.  The difference in passive and active voices is the difference between: “It has been decided . . .” and “We decided . . .”  or “It is necessary to buy our product” and “Buy our product.” The subject of the sentence should be what is doing the action.

• Fifth, lead your reader to your service or sale, but do not mislead; it is fine to say things that are attention getting, but if it is unbelievable or untrue, you have lost your reader.

A skilled and creative Arizona intenet marketing firm such as ThriveMarketing can prepare your message so it is more enticing to your audience.  We also know how to influence your website’s rankings so your audience is more likely to see your message first.  Headlines are not the only thing we do; we have many other ways we can help you make your website shine and your business Thrive!

Getting your marketing to keep its best foot forward

There’s no question about it—the economy is tough.  However, as we discussed in last month’s article, a business can still thrive in downtimes.  In fact, ThriveMarketing can help you double your sales with some creative marketing automation and some inside knowledge that can make your website a more effective selling tool.  You can be more efficient at what you do.  Here we are, one month later and, you maybe missed a month of improved sales.

Since most Americans like us are not in line for a billion-dollar government handout, we must push ahead and keep ourselves in the winners’ circle when it comes to making money in a downturned economy.  Now, more than ever, it is important not to miss an opportunity due to lack of follow-up on a sales contact.

Automating your follow-up

Are you being as efficient with your prospect follow-up as you should be?  Much of the time, the more you try and make your business grow, the less time you have to enjoy life which is why you wanted to be your own boss, right?  We can help.  Many of the repetitive tasks that eat up your time can be automated.

Not only does that provide you with more time for growth and leisure pleasure, it also provides you with more income per hours spent.

One customer in recent months who used the automated marketing systems reported that they MORE than doubled their sales units within three months and unit value was up of over 16% due to up-selling in the website shopping cart.

Tweaking your website to work harder for you

After setting some of the most time-consuming tasks on automated marketing systems, a review of their site revealed it was not working as hard as it should be.  That’s true with all of us who are going as fast as we can—something has to be a lower priority.  Often it is the website.  Here are a few things that we would expect the website to be doing, automatically, that were not happening in this case.

• Capture leads from the website
• Segment the leads
• Promote products with follow-up marketing sequences
• Us a referral system to sell more products
• Upsell products on the website.

Is your website doing these things for you?  If you are not sure whether your website could work harder for you, give ThriveMarketing a chance to go through it with you to be sure.

If you had any doubts about the reality of really being able to prosper in a downturned economy, this is proof that not only is it possible to work smarter and improve your return, but if you plan it right and use the right tools, it is almost assured.

With more selling time, improve your presentation

Here’s a thought for improving your presentation to your leads when you make an initial contact.  Have you ever thought about writing a short commercial for yourself?  Actually, this is a practice with résumé development.  Not only is it an excellent and succinct way to present yourself, it forces you to organize your thoughts around what you do, what you represent, and who you are to your client.

First, develop a short statement about your strengths and attributes.  Second, you should be able to memorize it and be able to say it (without sounding memorized) in about thirty seconds. The real beauty of it is that you will be able to use it both as an introduction and response to the question of “Tell me a little bit about yourself.”

Add your half-minute commercial to your brochures and introductory selling material.  However, developing a concise and articulate statement is a great way to begin gathering your thoughts around who you are and why you are qualified.

Trust that this is no easy task and that it will take some thought, some note taking and several rounds of editing before you get it the way you want it.  Have another person read it and provide feedback on whether it suits you or not.  If you think this is an easy exercise, watch how tongue-tied you get when you start talking about yourself, but it is well worth the effort.

Yes, the economy is the pits again this year.  Things are not going to look much better for a long time so give us a call and let us help you accomplish your goals.  The more things change, the more they stay the same.  Quoting the Lords of Kobol (Battlestar Gallactica) “Everything that happens, has happened before and will happen again.”  So, don’t be surprised when it does.  Just be better prepared.

• Are you your own best salesman?
• Do you often find that all the other little matters of business operations get in the way of both sales and sales follow-up?

While you are trying to grow your business, you depend on a sales staff to broaden your base of clients. However, your best sales person – you – can’t really take on any more. Perhaps your focus is on sales calls when it should be on marketing programs. The increased revenue you seek might well come to you through other marketing channels.

Good marketing is more than just good sales

The fuel that keeps the company engine running is sales. The typical owner of a sales-based company would agree that the sales department is where the real fun is. Sales is also the core activity in marketing, but sales is not the only activity.

Where even the best salesmanship falls short

The problem with sales is the time and effort it takes to follow-up. In order to grow the business, which takes increases in sales, you need more productivity from the sales people. With new sales contacts being the priority, there seems never to be enough time for other follow-up. That fact that business has grown by even one sale means that the company and its staff is stretched – even a little – with each new sale completed. Business owners wear so many hats. While they wear them, they must search out new clients. Further, while doing that, they put out the fires caused by friction in other projects. There has to be more to the sales activity than just person-to-person sales.

More sales people isn’t always necessary for more selling

Sales activity is people intensive. In order to increase sales (assuming your selling staff is already efficient and hard-working) a company would have to hire more sales people to make those additional person-to-person contacts.

The traditional sales process begins with generating leads.

Following that, sales people need to educate the prospective client about the products or services. Third comes the closing. Odds are that in any given 1000 leads, 100 prospects will arise that your sales staff can take to the next step: educate. From those 100, maybe ten new customers will develop.

What of the other 90-out-of-100 prospects?

If they were interested at first contact and became a prospect, they were likely still interested after the first contact. What happens to them? Often, it is about timing, but after the first contact, and before the follow-up, it is anybody’s game. A good share of them just waits to buy, as they are not in that big of a hurry. Maybe they come back to you but more likely they end up buying from someone else. The point is, if you don’t follow-up your contacts in those nine times out of ten, someone else will make the sale.

In addition to those ninety, sometimes prospects just come to you through word of mouth reference or a through a cold call. The time to educate the new prospect is devoted by a sales person but the follow-up is often not followed-up. Someone once said that you could make a million dollars in follow-up. The way to overcome the shortfall is through marketing automation.

Automated marketing tools to follow-up, educate, and cultivate

One of the great tools of marketing in the twenty-first century is the use of automation for sales follow-up. Automation can relieve your sales people of the follow-up, which, unfortunately, often doesn’t get done anyway. Through automation, you can carry-out the necessary follow-up on the remaining ninety prospects, cultivating them through other marketing and communication channels, and converting a few more each time you use it to live, paying customers.

New users of new tools need skilled help

This web-based software helps you double your sales by automating your marketing, sales, and customer relationships.

Using Automated Follow-up Technology, we can help you fix follow-up failure and:

• Convert more leads
• Get repeat sales
• Grow your business

Ready to see it in action?

Sign up for a live demo to experience first hand the power of Automated Follow-up Marketing.

About ThriveMarketing

We measure our success by your success. Through creative marketing strategies, we help our clients generate more leads, build more profits, shorten sales cycles and strengthen brands. Marketing doesn’t have to be expensive. It just has to be effective. Not to mention right for you. We work with all types of marketing budgets and have become experts at working with what you have – with one goal in mind: to produce results. For more information, please visit www.ThriveMarketing.net or call 1.866.521.0827.

ThriveMarketing is a proud recipient of multiple American Marketing Association Spectrum Awards and is ranked in the Top 25 Web Design Firms by The Phoenix Business Journal.