Primii pasi in Email Marketing
O sa spuneti ca subiectul este unul de baza, dar in urma cu o saptamana, Chad White (retailemailblog.com), a lansat pe twitter “Why does the email industry spend so much time on the basics? Because the basics of email marketing are complicated.” (via @RetailEmailBlog).
In .com au aparut foarte multe articole despre email marketing. In 90% din cazuri, autorii trateaza subiecte precum metode si practici de baza de comunicare prin email, fie pe termen scurt sau lung. Prin urmare, este absolut natural ca aceste subiecte sa revina sub diferite forme.
De ce 90%?
In primul rand, pentru aprox. 90% dintre marketeri, focusul este raportat la dezvoltarea bazei de date intr-o perioada foarte scurta de timp. Trist, dar adevarat. Formularul de abonare este, si va ramane, singura resursa reala de colectare subscriberi (cititori) pentru newsletterul tau.
In al doilea rand, ceea ce nu stii este ca la baza avem setari si metode care aduc valoare adaugata newsletterului. Cum ar fi: autentificarea mesajelor prin semnaturi digitale, dezvoltarea unei liste reale sau monitorizari la nivel de IP si domeniu. Problemele apar atunci cand le ignori.
Feedback…
In urma postului lui Chad White de pe twitter.com, am reactionat cu tweet-ul “Because the people are focused on increase website traffic and sending annoying spam messages… uof” (@AlexVolocaru).
La aprox. 30 min., m-am gandit sa obtin si un feedback. Unde? Pe twitter. Nu cred ca are rost sa va vorbesc despre ce este twitter, cum se utilizeaza, ce beneficii sunt… etc. A mai vorbit despre asta Alex Visa prin articolul “Tot despre Twitter“, Ciprian Stavar cu “Twitter – despre acest copil fantasctic al blogului“, Krumel cu postul “Snobism romanesc pe twitter“, si multi altii.
Pentru a obtine un feedback direct, m-am gandit sa segmentez mesajul pe 6 prieteni. In aprox. 1 ora, am primit si reply la “Why does the e’ industry spend so much time on the basics?”.
“Clients I’ve worked with yrs I still have to repeat the basics over and over, big challenge is getting them to drop hard sell. Basics are dismissed by so many…I’m in a constant fight wth clients about oversending, HTML vs img, why not to hard sell…” – Anna Yeaman (@stylecampaign).
“Because so many marketers fail at the basics” – Loren McDonald (@LorenMcDonald).
“Because most marketers don’t even get the basics yet” – Tamara Gielen (@tamaragielen).
“As long as most people still at bottom of learning curve, that’s where the conversation will focus. Can’t run before walking.” – Mark Brownlow (@MarkatEMR).
“Because people still DON’T get it!” – Rob Long (@RobOwen).
Cine sunt ‘cei 6 prieteni’?
Anna Yeaman – Email marketing, blogger & product photographer (stylecampaign.com).
Loren McDonald – Speaker/columnist on email marketing, lead automation, engagement marketing and VP, Industry Relations at Silverpop (silverpop.com).
Tamara Gielen – Independent email marketing consultant (tamaragielen.com).
Mark Brownlow – Owner of the Email Marketing Reports website which provides advice and resources on the topic (email-marketing-reports.com).
Rob Long – Email marketing consultant (coastalcontacts.com).
In email marketing totul este raportat la reputatie. Daca nu ai reputatie, nu esti eficient. Daca nu esti eficient, iti pierzi timpul cu newsletterul. Ceea ce nu stii este ca reputatia o castigi in timp. Fie ca iti place sau nu.
