Have you ever hesitated before registering for a website or giving out your email address because you fear the barrage that is sure to follow? Have you ever created a separate email to use just for such occasions? Have you ever tried to ignore the constant stream of emails before finally giving up and clicking “unsubscribe”?
Having experienced all of the above, I used to believe email marketing was pointless. Marketers send an email (or twenty) and they’re ignored; what’s the benefit? Then one day I was persuaded to yield my email address to a local kitchen store and shortly began receiving their newsletters. Despite my cynicism, I soon found myself opening them every time, reading all the way through, making a note to attend an event, and even forwarding them to a friend.
How can you achieve this devoted readership magic all the time?
1) Audience. Not everyone is going to be your customer all of the time. I like cooking, and a kitchen store’s newsletter is going to appeal to me.
2) Quantity. A daily email from Groupon makes sense as new deals are added every day. For my favorite kitchen store, a monthly newsletter is far more appropriate. It’s important to analyze what works best for your brand and your audience.
3) Content. You have to reward your audience for opening your email, for giving that moment of their life to you.
In this interview, one of the creators of best-selling game Cards Against Humanity says email is annoying and should be sent as infrequently as possible. If it’s a rare treat to hear from you, people will open your emails with more enthusiasm. Average open rates are about 20%, depending on the market. Cards Against Humanity is rewarded for their less-is-more approach with a staggering open rate of 60-75% for each email sent.
If you decide email marketing may actually have a place in your brand’s life, remember that the right solution will depend on your industry and business model. Keep in mind quantity, quality, and audience and if you need any help, we’re always here.
For those of you who may not know, Pi(e) Day is the celebration of the mathematical digit pi, 3.14, and the delicious dessert, pie, which is observed on March 14th. Bouvier Kelly celebrated in style by ordering some pies from A Sweet Success Bakery here in Greensboro. Not only were all of the pies delicious, it also supported a wonderful local organization.
A Sweet Success Bakery is a part of Sanctuary House, a non-profit that provides psychosocial rehabilitation services to over 200 people in Greensboro who live with mental illness. Sanctuary House opened in 2002 and is one of 12 clubhouses in North Carolina that are a part of the Fountain House Clubhouse system. The bakery gives House members opportunities to develop pre-vocational skills that are transferable to other employers and create employment opportunities. All proceeds from the bakery are donated back to the house.
Check out www.sanctuaryhousegso.com for more information. We highly recommend A Sweet Success for any future parties. They make cakes, cookies, muffins, cheesecake, brownies and more.
Bouvier Kelly, one of the Triad’s leading marketing and digital outreach agencies, has won the 2013 Bulldog Digital Social Award. The award is presented by Bulldog Reporter and honors communications campaigns that exemplify the ability to achieve extraordinary visibility and influence opinion, as well as, creativity, command of media and technology, and tenacity.
Among hundreds of entries, Bouvier Kelly received the award for creation and execution of the “Get Back Up” campaign for Swedish orthotic manufacturer’s, Allard USA. The message encouraged people to address mobility issues due to foot paralysis, or foot drop. At the heart of the campaign, runner Beth Deloria criss-crossed the country and completed 48 races in 24 months, despite foot drop. The robust social media campaign elevated the message by giving Beth the opportunity to connect one-on-one with other sufferers throughout her entire journey.
The campaign has increased awareness and education of foot drop and Allard’s state-of-the-art ToeOFF® brace for the treatment of foot drop among patients, their families and the medical professionals who treat foot drop, and Beth Deloria has become known as a national marathoner and foot drop advocate. Visit Allard USA’s social media pages at:
We are seeking a highly motivated person to develop and manage agency accounts. Our ideal candidate is a dynamic, motivated and organized individual with excellent written and presentation skills. Knowledge and experience in current and future social media practices is desired. Responsibilities include managing existing accounts as assigned, developing new accounts, and executing digital communications plans, including social media. You should enjoy working with a group of creative, funny and dedicated people.
Please send resume and info to Suzanne Neal.
1. Make absolutely sure you know what your customers want.
There is so much competition in every marketplace, that one misstep can cause havoc to your bottom line. Budget resources for qualitative and/or quantitative research. Spend some personal time behind the scenes to make sure you are delivering the product and service that your customers need and want.
2. Protect your “golden egg” at all costs.
There is always a temptation to expand by moving resources from a product line that seems to be in good shape and taking care of itself to one that is not. Don’t do it unless you can ensure that your flagship cannot be sabotaged by yours or competitors’ efforts.
3. Make sure your products and services are easy to buy.
Nothing is more discouraging for a customer than wanting to know more or order a product and not being able to access the information or purchase it. It does not make you popular, and we all know that being liked by your customers is the key to loyalty. While you are building demand, make sure you make filling it easy and relationship-building.
4. Have a social media strategy.
Don’t get trapped by a sense of urgency to be in social media because it’s there and everyone else does it. Social media, like any other marketing tactic, must deliver a return on investment. Investigate where your audience is, research how they are talking about your products and services, and determine how you will get a pay back for engaging them in social media.
5. Keep your Chief Marketing Communications Officer in the Management Suite.
In the oversaturated communications world we live in, you cannot afford not to take communications into account with all your stakeholders, internal and external, as you make any major plans. More and more companies are elevating Marketing Communications to the C-suite for that reason. I don’t know of any company that should not have a CMO.
Planning and forecasting is fun and exhilarating. Enjoy the process and look forward to increased success in 2014. And in case you get stuck, you’ve got friends here at Bouvier Kelly ready and waiting to help you.
A proctologist, Bert & Ernie, a ballerina, one of the village people, a pair of cowgirls, a butterfly, a bmx stunt man, and Death himself walk in a bar.
That sounds like that start of a really bad joke, but really it’s just Halloween at Bouvier Kelly. We hope that you have a wonderful day full of tricks and treats. (Click here to see the Bouvier Kelly team in motion).
Happy Halloween from Boooooooooooouvier Kelly!