Welcome! BizAlert is the Weblog (or blog), for BizActions and BizConference. The objective is simple, to provide you informative articles on how to utilize our products more effectively. We'll also feature client success stories, samples of how our clients are using our products, and analysis of industry trends and best practices.
The "Hows" & "Whys" Behind E-mail Marketing
Whether you are new to e-mail marketing or are a seasoned professional, it is always important to review how and why e-mail marketing can become one of your most power marketing communications tools.
What is E-mail Marketing?
E-mail marketing is an easy, cost effective, and powerful interactive marketing tactic that allows you to send out personalized, relevant, and trackable communications to your customers and prospects.
Why E-mail Marketing?
By sending personalized and relevant e-mail campaigns to clients and prospects you'll drive your sales, grow your opt-in subscriber list, increase brand awareness, position your firm as an industry expert, all the while improving your overall return-on-investment (ROI). The size or type of firm doesn't matter, e-mail marketing is the most affordable way to attract interest in, build desire for, and generate sales of your products and services.
How Does E-mail Marketing Work?
E-mail marketing combines the best features of direct response tactics with technology to create a communications platform that enables levels of personalization and inclusion of relevant content no other marketing tool can achieve. At its core it allows you to deliver the right message, to the right person, at the right time.
When to Use E-mail Marketing?
Whenever you want to build brand loyalty and trust with your customers, grow your customer and e-mail database, create, improve your e-mail delivery rates, position your firm as an industry expert, boost your response rates, drive your sales at the end of a quarter, you name it. E-mail marketing can be used for just about anything you can think of.
Who is Using E-mail Marketing?
Everyone. From multi-national corporations to small businesses owners. Everyone is using e-mail marketing to take his or her businesses to the next level - and that includes your competition. If you are not proactively using e-mail as a primary component of your marketing "toolkit" then you are missing a huge opportunity.
Why You Should Outsource Your E-mail Marketing
We are often asked why a firm should hire us. They ask, "why can't we just do it in-house ourselves and save money?" In-house is always an option, but there are huge benefits to using an e-mail service provider to send and manage e-mail marketing campaigns.
E-mail Usage Reports
Most commercial -off-the-shelf (COTs) e-mail applications don't provide usage stats. Therefore you won't know who opened your e-mails or how many bounced and/or unsubscribed. That is not the case with E-mail Radar. For every campaign you send you'll have access to reports that:
- Are easy to understand.
- Are automatically updated in real time.
- Provide the ability to view them on your desktop with Dashboard.
- Are easy to share with other people.
- Save Time & Money
Do you really want to make more work for yourself and your staff if you don't have to? Of course not. Managing an in-house e-mail system means a ton of administrative work. Just a few of the tasks we automate for you include:
Subscribe and Unsubscribe requests: Every time you send an e-mail you'll have to deal with these by hand. It may only take a few minutes to deal with each request, but it is an unnecessary interruption. And consider what happens if you miss an unsubscribe and your firm gets blacklisted.
Handling bounced e-mails: With any campaign you can expect a bounce rate up to 12 percent. Depending on your list size this could be dozens, hundreds, or thousands of e-mails.
Taxing your mail servers: Do you have a dedicated server to handle your campaign? We do.
Improved Deliverability
Your e-mail campaigns have zero chance for success if your subscribers don't receive your messages. We have nearly a decade of experience ensuring e-mails are delivered at the highest rate possible. E-mail Radar was literally built from scratch with deliverability in mind.
Constant E-mail Radar Enhancements
Because we're a Web-based Application Service Provider (ASP), when we add new tools or additional features to E-mail Radar they are automatically included in your account. You have no software to download and upgrade and you never have to worry about having an out of date version of our product. And most important of all, we are constantly upgrading the functionality of our product. So what you are using today won't be what you're using next month.
Secure, Safe, and Reliable
Your data is secure and safe in our state-of-the-art data center. It is backed up nightly. You should have no fear that your valuable information will ever be compromised or lost.
Focus on Your Core Business, Not Technology
Our business is e-mail marketing. Let us focus on giving you the best e-mail marketing product possible while you focus your valuable time and effort on growing your core business.
Five Simple E-mail Marketing Tips
E-mails campaigns are a great way to build brand awareness and client and prospect relationships. Plus, if you include promotional content in the correct manner (don't oversell 24/7), they will also increase leads and therefore revenue. Here are five simple e-mail marketing tips you can use to make sure your e-mails have a greater chance of getting opened, read, and acted upon.
1. Create Relevant Subject Lines
Most people check their in-boxes multiple times throughout the day. And far too often there is just too much e-mail and too little time to response, much less open and read all of the messages. That's why it's vital for your e-mails to have a Subject Line that makes people want to open and read the message.
People are looking for any excuse to delete your e-mail-don't give it to them. Using a Subject Line Like "A Special Announcement From BizConference" is a waste. This Subject Line does nothing to explain to your subscribers what to expect if they take some of their limited time to open the e-mail. Instead, use a Subject Line that engages your reader's attention and sets a specific expectation of what benefit they'll receive if they open the message.
2. Use HTML With Text Backup
While text-only e-mails were a common practice just a few years ago, times have changed, and most people do prefer to receive their e-mails in an HTML format. For the handful of recipients that cannot read e-mail in an HTML format, a text-based backup is highly recommended.
3. Length and Frequency of Your E-mail
The more frequent your e-mail communications, the shorter they should be. People will usually not have a problem opening a short e-mail they can scan in a few second; but almost no one wants to paragraph after paragraph on a weekly basis. Also, never, never write longer copy just for the sake of it. If you can say it in a paragraph, then do it.
4. Make it Easy on the Eyes
Well designed, or visually appealing e-mails are not only opened more often, people spend more time reading them.
5. Tone & Attitude
Many firms with their paper-based communications tend to take a very formal approach. And of course, being professional is vital in business communications. But e-mail marketing is different. The best e-mail professionals, no matter what industry they are in-from consumer-focused sites to serious business-to-business firms-all say the same thing: make the tone of your e-mails personal and casual. Let's face it; people crave a little humanity and interaction to break up their high-paced, stressful days.
They like-even respect-a little more personal style of communication that sounds as if it is written by a human and not a robot. Now we know, depending on your corporate environment, that it may be hard to get used to writing in a casual tone. It can feel risky, even scary at first. But chances are it will work far better than old-fashioned "corporate-speak." And of course you can test to see if we're wrong (we're not).
Conclusion
We often hear, "I don't know what a well-designed e-mail looks like." Well we often say, "you'll know it when you see it." But of course, that isn't the best response (even if accurate). So always remember your best resource is your own in-box. In the next couple days take a few hours and sign-up to receive e-mails from a number of different types of firms (never forget your competition). Create a folder in your mail application and as they arrive, save them for future review.
Then spend some time looking at all the messages. Find ideas you can use. See what makes you open e-mail (or delete them unread). What are some creative Subject Lines? How do they format their text? What tone do they use in the copy, and how do they use landing pages? You'll be surprised by all the new ideas you'll end up generating.
Come to our BizActions 2007 Annual Conference "A User's Forum" on November 12-13 in Old Town Alexandria, VA (just outside of Washington, DC), to get hot tips, advice, one-on-one time with your Customer Support Rep, and more. It will be an informative day and a half of training that you won't want to miss!
In these advanced educational workshops, we will be focusing on helping the main users of BizActions to become more efficient, creative and up-to-date in the usage of your e-Newsletter. This, in turn, will make your newsletter a more effective business development and marketing tool for your firm.
Among the topics we will be covering is Content. How can you make your e-Newsletter more appealing, attractive and most importantly, read by your clients and prospects? How can you spotlight your firm as a proactive leader in your niche field? Our own Executive Editor will present an informative and helpful session on how to do that and more.
Other sessions will cover technology updates, business development tips, marketing trends and innovations, improving system usage with your CSR, and a look at where BizActions is going and how enhancements can help your firm.
(Click here to view full PDF schedule of events)
To register now, click here, or call Kathy Bowman at 1-866-240-8477 x704, or contact your Customer Support Representative.
Have You Lost Your Marketing Direction?
Are you working from a marketing plan, or making it up as you go? For many firms, marketing is merely a number of ad hoc activities without an overall strategy. Not only is coordination lacking, but there's little (if any) follow-up. On the other hand, the last thing your firm needs is an elaborate plan that sits on a shelf and gathers dust. Far better to have a marketing outline that's easy to understand and implement. Try using these three tactics as a basis for your strategic outline:
1. Establish your message
We've asked the staff of many firms, "Why would a prospect want to do business with your firm?" The answers are usually interchangeable among firms.
Brainstorm with your associates to develop a message that truly differentiates your firm. To attract a new client, you must be able to provide something above and beyond what everyone else is saying.
What if you conclude that your firm offers nothing totally different? Focus on what your firm does best.
For existing clients, identify services that you would like more of them to use. Then develop your message around the reasons why.
2. Establish a universe of potential clients
Ask yourself: What are the characteristics of the perfect client? Also, do you offer any special expertise that is appropriate for a specific group? Start building a list of these targets and continually add to it.
3. Establish a list of activities
Here are some suggestions:
- A formalized referral program from current clients.
- Targeting specific clients for add-on sales.
- Periodic seminars on services you want to promote.
- A targeted, trickle-contact education campaign using direct mail or e-mail (the BizActions e-Newsletter System is an excellent example).
- A telemarketing campaign.
- A structured sales call program for all principals.
- Individuals at professional service firms are almost always busy. However, marketing and sales require consistent, ongoing activity.
To ensure that your firm continuously develops new business, follow these guidelines:
- Identify activities for each month for the next year.
- Implement mechanisms to verify that assigned tasks are done.
- Hold yourself and others accountable for their assignments.
If you follow these straightforward tips you'll be well on your way to ensuring you don't lose your marketing direction.
How do you get the training and information that will elevate your business to a higher level of profitability, growth and success? It's right at your fingertips with BizActions. The 2007 BizActions Business Development Conference and Users Forum is dedicated to giving you fresh ideas and detailed knowledge to help you use it!
Our email marketing pros will present valuable information, answer all your questions and provide hands-on instruction in every facet of the operation of BizActions Business Development System.
Tips, Tools, and Technology
We surveyed past years attendees and we heard a common suggestion: More practical advice.
So at the Bizactions 2007 Annual Conference we are rolling up our sleeves to give you essential information and tips on better overall usage of your e-Newsletter. With the constantly evolving technology behind BizActions, even if you've attended past meetings, you can benefit from the presentations and hands-on experience of this year's conference featuring our BizActions staff experts and company executives (and you know how much fun we'll have too!).
Here's taste of what we will offer you:
(Click here to view full PDF schedule of events)
TECHNOLOGY: Learn about all the latest system updates, enhancements and deliverability improvements. Get the answers you're looking for!
CUSTOMER SERVICE: Part I will cover e-mail Radar and new Dashboard usage. Part II will include topics that will help with better system utilization and feature a Q & A segment where you can work side by side with your CSR. Get answers in a real time, hands-on situation with computer workstations.
MARKETING: Explore the newest methods & tactics in online marketing innovations and the effectiveness of your BizActions e-Newsletter.
CONTENT: Learn how to write articles like a pro. We'll show you how to showcase your firm in the best way possible for better click-through rates.
BUSINESS DEVELOPMENT: This discussion will spotlight how to use strategies specially formulated to get results from your marketing endeavors.
FUTURE OF BIZACTIONS AND Q & A: Join our CEO for a look at highlights and enhancements of 2007 and our vision for the coming year. Tell us your ideas; how we can improve; what new features we might consider.
We'll listen and then we'll get to work making BizActions the Best Business Development Tool possible to help you:
1. Increase your firm's ROI
2. Enhance and improve ease of use and deliverability
3. Elevate your firm to a level higher than your competition
Mark your calendar now and reserve a spot to attend this valuable and informative seminar and find out how to maximize the potential of BizActions for your firm. Click here to register now.
Take Your Firm into the 21st Century
As an attendee of the Enterprise Network Worldwide Annual Symposium ‘07, let BizActions help direct your marketing and business development flight plan!
BizActions is a leader in the production of e-Newsletters and related electronic communications that build a solid foundation of persuasive business development activities for many types of professional firms. Explore what several ENW Members have already experienced with the power of our innovative approach. As the leader of mission control, you can accelerate your business goals with BizActions suite of business development tools:
- Launch a course to enhance brand recognition and communications.
- Explore the opportunities to improve on cross selling.
- Map out a strategy to increase lead generation.
Discover the benefits of navigating through the vast spectrum of e-marketing. With BizActions suite of e-marketing business development tools, we can help you chart a successful course for your firm!
PS. We hope you'll visit us at the BizActions booth and let us show you why so many Enterprise Network Members are our clients. You'll be able to see our latest enhancements, services, and programs. For more info click here or contact Laurie Friedman 866-240-8477, ext 504
Online Banner Ads Do Work!
One of the most often questions we receive from client is, "do banner ads in my newsletter really do anything?" Well yes they do. A recent study in the Journal of Consumer Research suggests that although individuals might not click on many of the the banner ads, we do subliminally register the products advertised there. What's ever more interesting, the subliminal impression we gather is positive almost 100 percent of the time:
To test this, they asked students to read a multi-page essay under the assumption that they'd be answering questions on the essay's content. Instead, the students were ultimately quizzed about a fictitious brand of camera, Pretec, that had appeared in banner ads on the pages that contained the essay. Different pools of students were exposed to Pretec ads zero, five, or 20 times.
Afterwards, when asked about their negative feelings towards the brand, the number of exposures made absolutely no difference. In contrast, those students asked about their positive feelings towards the brand saw those feelings increase in a linear fashion based on the number of exposures. In fact, the authors noted that the positive vibes still appeared to be going up after 20 exposures, leading them to wonder where this effect might start leveling off.
This is not the first, nor the last study to find these type of results. Although in focus groups and surveys individuals will almost always say ads don't affect them, that is just not the case. And as this study highlights that can be cause they're not even aware of the influence ads actually have on them.
4 Easy Tips to Improve Your Next Presentation
Solid presentation skills are learned over time. That means if you want to dazzle your clients and prospects with your slide show or have them cheering after your speech you need to practice. Unfortunately since formal presentations for many business executives are an infrequent occurrence, you can't become a master overnight. Below are a few tips we've learned over the years that can immediately help improve your next presentation.
Tip #1: Be Ready for Questions
Polished professional speakers prepare for common questions in advance, so they have a short and focused response. But if you don't have the experience or a question throws you off balance, you can maintain composure by rephrasing the question back to the audience members to give you more time to think on your feet.
Tip #2: Pause; Don't Trip
When you are nervous, everything becomes magnified. During a presentation forgetting what you intended to say or losing your flow of speech can be terrifying. When this happens remember to stop and take a deep breath. This pause feels incredibly unnatural, but it is usually barely noticed by the audience.
Pausing is far superior to tripping over your words and throwing out incoherent sentences. Most people end up speaking too fast when they feel nervous, so intentionally slowing down and taking time to pause can prevent tripping over your words which is a lot more noticeable.
Tip #3: Write Your Headings, Not Your Entire Speech
If you have to talk for over five or ten minutes, it can be difficult and incredibly time-consuming to prepare every single word of your speech and memorize it. Many professional speakers instead choose to just write major topic headings so they understand the structure, order, and the flow.
When you practice your presentation (which should always be done), note the places where you trip up. For these sections write out few sentences or bullet points you can refer back to during your presentation. The easy parts of your speech will continue to flow and you can be thoroughly prepared to handle the harder parts.
Tip #4: Don't Distract With PowerPoint
PowerPoint slides are the standard for most business presentations. But remember that as a speaker you want the focus to be on you. Slides should enhance your presentation, not we the primary focal point. If your audience can get all the information they want from your slides why are they going to listen to you?
If you watch any presentations done by hugely successful speaker and marketer Seth Godin, you quickly notice how many of his slides are nothing more than a single image or word. These slides enhance the message he is trying to convey but they don't steal the spotlight or distract the audience.
Oh, and one final tip, smile. To a large extent your audience will take on your tone and manner and if they feel you are having fun they'll be much more likely to enjoy and recall what you have to say.
