Archive for the 'Lead Generation' Category

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Business Bootcamp Graduate Leverages Internet Strategies

On the last night of every Exponential Business Building Bootcamp there is a session on Internet Strategies where participants can ask any question to increase their online traffic, sales and/or conversions. The Internet Marketing Strategies we teach are proven and tested for real brick and mortar businesses – not the spam like ‘link building’ and other affiliate marketing strategies associated with get rich quick schemes.

This November, in Melbourne, we’re staging the last Exponential Internet Marketing Bootcamp. We’re not abandoning Internet Marketing Strategies, we’re just going to restrict access to our Platinum Program Members. As I’ve mentioned before, there are too many Internet Marketing Spruikers out there selling empty dreams at multi-speaker salesfest events. We don’t want to be associated with that genre. We’re focused on producing GUARANTEED RESULTS for our clients.

Today’s post is an example from Ray Keefe of Successful Endeavours. At this year’s Exponential Business Building Bootcamp, I explained how to blog to optimise Search Engine Optimisation for new lead generation as well as improving your Google Keyword Ranking. Ray, as a multi-award winner, knows that you need to take action to create results.

His latest blog post, called Squash Lessons For Engineering is an ideal example of how to do it. It’s a derivative of my Squash Lessons For Marketing and another case study in how to grow your business exponentially leveraging my 1 Percent Improvement Doctrine. Too many people chase the pot of gold at the end of the rainbow when all the success, wealth, health and happiness is right there, within their reach – if only they knew what to do and how to do it… That’s why you should seriously consider attending one of our events – our programs now include a RESULTS BASED GUARANTEE.

Google Searches Are Getting Longer

Ray Keefe of Successful Endeavours came across new data that shows Google searches are getting longer and more specific. Attached are a few pointers on how you can adapt.

The data reveals that the percentage of clicks based on search term length is changing. Clicks made through searches over eight words grew by 8.3%, with searches over seven words growing by 5.3%.

In contrast, clicks made through searches using one word fell by 1.1%, with clicks made by searches over two words falling by 1.5%. Searches using three words remained flat.

The data isn’t surprising as the growth of the Internet as a business tool results in more users searching for more specific data, such as brands and product names.

Google reports that 20% of searches are absolutely brand new, meaning they have never been typed into the search engine before. Users are having to think about being more specific to get through jargon and get to what they really want.

This is important for you, as you must think about what keywords you can use in order to show up in as many searches as possible when your target market is looking to acquire your product or service.

One of the biggest trends ignored by small businesses is search-by-location. You must start to use keywords relating to your  location, as users are more and more searching for specific brands and products by suburb.

Not enough small businesses think about ranking for their suburb name, which is an extremely easy thing to rank for and people will use it in very specific searches. This is necessary even though Google is getting better with that sort of thing, with both maps as well as business listings.

At eight words, which is pretty high, think about the things people would be searching for and the combinations they would prefer…

That means you must consider what you think users will be searching for and that means not just what you think should be an appropriate keyword.

For example, Qantas probably use the keywords cheap flights, but they aren’t targeting cheap air fares. Similarly, you might want to use the words “cheap accommodation” but also consider most people won’t type that into Google, chances are they’ll type in “cheap hotels” or “cheap motel”.

As I’ve explained in previous blog posts, you must not get obsessed with adding as many keywords as possible, but instead should add the right types of keywords.

Google Adword strategies are beyond the scope of this blog post, I just wanted to highlight that BECAUSE searches are getting longer, you need to keep that in mind…

You can thank Ray Keefe of Successful Endeavours for the initial source of information – by going to his site and having a look around – that’ll help his SEO!

What’s In A Domain Name?

Most companies automatically choose their company name as their domain name. While that’s a wise move, it’s often a BIG mistake to stop there. In fact you could be losing as much as 75% of your leads because of it – keep reading if you want to avoid making this Internet Marketing Mistake!

Testing multiple domain names and picking the one that performs best (for example, in Google AdWords ads) is a very profitable strategy. Continue reading ‘What’s In A Domain Name?’

Social Media Ripples

This is such a cool and powerful concept I keep it for my clients. Sorry. I can’t give you everything for FREE, after all that wouldn’t be fair to my clients. Stuff like this, when you really understand what it means is the difference between drowning in the tsunami of leads going to your competitors versus riding the wave of success all the way into success beach.

Social Media Ripple Effect Explained

Social Media Ripple Effect Explained

A blog like this is a great, even ideal way to INTRODUCE concepts and whet your appetite… If you want to know about stuff no one else will tell you and cut through the C _ _ P that the Internet hype specialists are infamous for – consider our programs and events.

They are geared to every day people who want to get better results – one day at a time, one click at a time. Without having to learn PHP, HTML or other obtuse coding languages.

What we teach is all about getting better results with the least amount of effort and lowest cost. In plain English. Our Internet products and programs start at $27 and $97/month respectively – to meet any budget and level of ambition from newbies to experts. Go to our Internet Mastery site and take a look around – you’ll read testimonials of people just like you who took their Next Best Step and have the results to show for it.

Isn’t it time you took YOUR Next Best Step?

Video Marketing Tip For Professionals

One of my mottos is that life’s too short to be too serious. The world I attach to this way of thinking is what I call Antimimeticisomorphism. Having FUN doing out-of-the-ordinary things that create extra-ordinary results with the least amount of effort and lowest cost. Click on the hyperlink to find out more… But today’s YouTube video is something that rings true for most of us – not looking forward to going to the dentist… Watch the video and I’ll get to how a dentist can use this to grow his practice.

This video’s fun to watch even though you always kind of know what’s coming. It takes something most people don’t enjoy and makes light of it.

The exponential leverage is achieved by…

Continue reading ‘Video Marketing Tip For Professionals’

Conversion Clinic: Tip #2 How To Write Copy That People Will Read

In a previous Conversion Clinic blog post, I introduced the concept of how to tell stories with a funny video. Today, I want to address some more copywriting tips that help you convert visitors into paying clients.

Conversion Clinic Tip #1: Feed your reader with bite-size chunks

That means use: Short words. Short sentences. Short paragraphs.

Short words

Short words are anchored in childhood, before our intellectual development takes place. So they speak directly to our emotions. George Bush knew this well – speaking to the lowest common denominator of society with unparalleled success – Democrat John Kerry at the other end of the spectrum spoke with such sophisticated language that even seasoned political pundits needed a thesaurus to decipher his cryptic messages!

In his book, Words that Work, Frank Luntz explains this with exceptional humour and revealing honesty – in fact it’s one of my ‘must read’ books on my Linked In Reading List for anyone writing copy.

Of course being exponential, you might want to come up with words like antimimeticisomorphism, but that’s a discussion for another day!

Short sentences

A sentence is like a puzzle. It must be decoded by the reader. Aren’t long sentences more difficult to decode than short ones?

Sure. The long ones require you to think just to figure them out. They add needless overhead, narrowing the mental bandwidth available for your sales message. And they run counter to the pleasure principle, because thinking for most people, hurts.

Read this next long sentence and you’ll see what I mean …

A sentence is like a puzzle that must be decoded, with long sentences being more difficult to decode than short ones, adding needless overhead, narrowing the mental bandwidth available for the message, and running counter to the pleasure principle, because thinking for most people, hurts.

Do you see how much more involving and pleasurable it is reading short sentences?

Of course being Exponential, you actually might want to have long sentences, such as this one… (Take a deep breath!)

Apply Marc’s 3X3 Multiple Momentum Mailing Matrix™ to exponentialise e-mail campaigns, using Dr Dussault’s Demographic Descriptors™ to compress your Pathways To Profits™ to define your Next Best Step™ to fill in Marc’s Marketing Milestone Matrix™ within the Business Building Blueprint™ that encapsulates the Exponential Potential™ that lies hidden in all businesses which can be uncovered by Reversing For Results™ systematically to replicate and repeat successful results with Management By Metrics™ principles that combine offline and online strategies to create the Internet Double Whammy™ effect that is exemplified in the Massive Momentum Monthly Mailing™ that comes to your doorstep every month or the Dr’s Daily Distinctions™ that are delivered to your inbox every day or the Wizard’s Website Wisdom™ that are like steroids for your website that will explode your Marc-Ka-Ching™ capabilities when you a Kreate a Kwintillion Kaleidiscopic Kombinations™with your Marc-Ka-Ching Kube™ even if you don’t use Virtual Real Estate™ Strategies that pay you while they create a never-ending flow of new suspects and prospects into your sales funnel!

Short Paragraphs

Now paragraphs are another thing altogether. Each paragraph is a decision point. Your reader is asking himself, “Do I really want to tackle this one?” “Do I want to keep reading?”

How does he or she decide?

By the look of it of course …

Short paragraphs are inviting. They hold out the promise of instant gratification. Long ones are intimidating. They look like work. And who wants more work?

It’s human nature not to want to start something we may not want to finish. The same goes for paragraphs. It’s also human nature to want to remain consistent with our commitments. We don’t want to stop something we started. The same goes for paragraphs.

Of course you can throw that out the window and great MASSIVE paragraphs just to be antimimeticisomorphic, but the point is to do that as the EXCEPTION, not the rule.

So there you have it – the long and short of it.

Yes, the pun was intended! We recently taught participants at the recent Professional Mastery event – Unleash The Speaker Within, how to use puns, quotes and metaphors so they could become corporate rockstars… You would have been on the floor laughing your head off if you had been there – it was the most electrifying performances we’ve ever witnessed – totally engaging and captivating, but that’s a discussion for the Professional Mastery Blog!

YouTube hits 1 Billion Views/day

This is BIG news – YouTube announced it has reached the 1 billion views/day. WOW! But what does that mean for you and your business? My videos and channel have been viewed by more than a quarter million people – because embedded videos don’t accumulate clicks anymore, it’s probably close to half a million views. I have more than 80 videos uploaded to YouTube, viewed by HUNDREDS of people a day.

YouTube Video Marketing

If you don’t want to get left behind, seriously consider attending our next Exponential Internet Marketing Bootcamp in Melbourne. I will reveal all the tips, tricks and techniques you need to leverage the Internet so you become one of the 5% who make more than the other 95% combined. Heck, if I can just get you to make more than you spend, you’d agree that would be worth the cost of admission…

This blog has GREAT free tips, but let’s face it – I can’t and don’t reveal all in these blog posts.

Come spend 3 days with me and other like-minded entrepreneurs – it’s a 3-day investment that will pay you for a lifetime. When I attended my first Bootcamp in 1996, it cost me $10,000 with travel, tuition and accomodation. In the next 10 years, I guesstimate that I made over $2.5 Million in additional sales, putting an extra $100,000/year in my pocket.

An investment of 3 days did that – and it also led to me retiring from the rat race in 2005 at the age of 42.

I know in hindsight it’s 20-20, but I want to give you 20-20 FORESIGHT…

The edge to out-perform your competitors  AND STILL HAVE THE LIFESTYLE you want to be living.

I am living proof.

This week I am competing in the 2009 World Masters Games in Sydney – in squash.

My exploits are on one of my 10 blogs… The Mindset Of A Champion Blog.

Yes and yes.

I am a world-ranked squash player (top 20 in the men’s 45-49 category) and I have 10 blogs.

10 blogs – that I write or edit, publishing on average one blog post/day on 10 different topics…

AND I have time to play squash.

Want this lifestyle?

One word.

Internet.

The Internet is the ONLY truly exponential business tool. If you don’t master it within the next 2-3 years, you’ll be obsolete. You still have a chance to get to the front and lead, but that opportunity is slipping by every day one of your competitors learns and does more than you do…

Don’t get left behind – learn the most up-to-date strategies that work, that bring more people to your site and into your store or convert to online buyers attend our 3-day Exponential Internet Marketing Bootcamp in Melbourne at the end of November.

Twitter is for old people, work experience whiz-kid tells bankers

Andrew Powell from Montreal Canada sent me this article about a kid in the UK. What a global world we live in! This article busts wide open the myth that Twitter is popular with kids amongst others… Read on for an eye-opening challenge to popular held beliefs in this social networking phenomenon…

The world according to Matthew Robson aged 15 and a half

Radio With online sites streaming music for free they do not bother, as services such as last.fm do this advert free and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses

Newspapers No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV

Internet Facebook is the most common, with nearly everyone with an internet connection registered. On the other hand, teenagers do not use Twitter

Music They are very reluctant to pay for it (most having never bought a CD) Teenagers from higher income families use iPods and those from lower income families use mobile phones

Directories Real directories contain listings for builders and florists, which are services teenagers do not require. They can get the information free on the internet

Viral/Outdoor Marketing “Most teenagers enjoy and support viral marketing… Teenagers see adverts on websites (pop-ups, banner ads) as extremely annoying and pointless…they are portrayed in such a negative light that no one follows them.”

Cinema Teenagers visit the cinema more often when they are in the lower end of teendom but as they approach 15 they go to the cinema a lot less. This is because of the pricing; at 15 they have to pay the adult price. Also it is possible to buy a pirated DVD of the film at the time of release, and these cost much less than a cinema ticket

Mobile phones The general view is that Sony Ericsson phones are superior, because of their long list of features, built-in Walkman capacity and value.

For more details, you can access the original article at: http://www.timesonline.co.uk/tol/news/uk/article6703399.ece

.com.au or .com?

How country specific domain names effect SEO and Google AdWords performance

Many people ask me what implications “domain name class” have on SEO and Pay Per Click (e.g. Google AdWords) rankings and results.

“Domain name class” is another word for “Top Level Domain”, or the extension on the end of your domain name (e.g. .com, .net, .com.au).  In particular, you should know the implications that country code top level domains (or ccTLD for short) can have on your search engine marketing efforts.

ccTLDs and Organic Search Engine Optimisation

Should your “main” website URL be a .com.au if you’re primarily targeting Australia?

Continue reading ‘.com.au or .com?’

Tweet like a professional

Today’s post is almost short enough to be a tweet in fact it’s a Twitter page that one of our exponential copywriters, Farhad Khurshed has – it’s REALLY, REALLY nice… Click on the hyperlink to check it out. Now I have to upgrade mine! Well done Farhad for raising the bar!

SEO Tip, Fluff Your Pillows, Not Your Words

This is one of my pet peeves, along with the misuse of apostrophes. Fluff your pillows all you want, but stop fluffing your words. You are losing priceless SEO (Search Engine Optimisation) value AND losing countless suspects and prospects that would otherwise jump into your boat. Get prospects to convert into paying clients with better articulation and choice of words.

Please excuse the expression but the following statements  SUCK. There I said it. I feel better now.

Continue reading ‘SEO Tip, Fluff Your Pillows, Not Your Words’

Internet Marketing Is Getting Harder

If you’re stuggling to make a go of the Internet, you’re not alone. It’s been said that the top 5% make more than the other 95% COMBINED. That’s because they have what I call 20/20 foresight. I teach our Internet Mastery clients how to make the trend your friend, to catch the best wave and ride it INTO the beach like a pro.

That being said, it’s getting tougher out there in the virtual world of the Internet. Tactics that used to work no longer produce positive ROI.

Click through rates, opt-ins are dropping like a boat anchor to the bottom of the ocean.

I have been updating my clients about these trends and changes to make sure they don’t become victims of shifts that are taking place right now.

This blog has great information, but because it’s free, you’re not getting the most up-to-date tips and techniques that I reserve for my paying clients.

But you know that – I just need to remind you from time to time to consider stepping up and getting ‘with the program’.

We have programs from the Silver Membership at an affordable $97 per month to the top-end Platinum Program where I actually GUARANTEE RESULTS.

Imagine having 20/20 foresight and knowing what’s out there before anyone else…

I alerted my clients to Twitter in early 2007 – it took almost 2 years before the masses caught on…

Take a look at our programs and let’s start helping you win the Internet game – after all the 5% of us who do make money on the Internet get paid VERY WELL for our out-standing efforts!

:-)

Viral Marketing Case Study: Free Hot Pies!!!

This is not a joke – FREE HOT PIES at Coles… Check out the coupon below. This is an example of a BRILLIANT Marketing Campaign that will go viral – if you love FREE HOT PIES. You know viral marketing is mainstream when the big boys get in on it! Thanks to Tracie Dickson of Run M Ragged, Geelong’s Favorite indoor Play Center and Cafe for this great gift – ENJOY YOUR FREE HOT PIES!

Viral Marketing Case Study

Viral Marketing Case Study

Did You Drink Your Link Juice This Morning?

Search Engine Optimisation (SEO), getting free organic traffic to your website or blog is all about what Internet Marketers call having link juice. Have you had your link juice this morning?

By now, you already know how powerful links can be when it comes to your search engine optimization (SEO) efforts. Simply put, a link is a shortcut to quickly get you from one website to another. If you can harness the power of the link, you can make your website or blog a force to be reckoned with. That means higher search engine rankings, more traffic to your site, and, eventually, more customers and more money in your pocket.

Ka-Ching!

Link Juice Defined

So you ask, what is link juice? In short, it’s the key to your popularity with the search engines. The more you have, the higher you can rank in the search engines’ results.

To understand link juice, you first need to understand another SEO term: Link Popularity. Continue reading ‘Did You Drink Your Link Juice This Morning?’

5 MORE Ways To Increase Your Internet Sales

In my previous post “5 Ways To Increase Your Internet Sales” I started a list that I thought might be worth continuing… That is if you’re still committed to the 1 Percent Improvement Doctrine which is all about doing the LITTLE THINGS that make a BIG DIFFERENCE.

  1. Figure out Twitter – and start testing one useful Twitter a day
  2. Put up a new blog post – and make sure you use a service like Pingomatic.com to get your blog out to the proper places – I explained this to our Platinum Members recently at Internet Technical Mastery. It’s easy to do within WordPress…
  3. Surprise one of your customers today and do an endorsement of them to your entire database.
  4. Send out a press release or announcement to your local papers about a newsworthy tidbit you can share
  5. Share some good news with those on your database (they are sick and tired of bad news … it’s everywhere!)

If you have other ideas, please add them as a comment right here and make sure you include your URL so that a backlink is created back to your website or blog. The BETTER the suggestions, the MORE people will click through to your site…!

But then again you knew that – if not, you’re a prime candidate for our Internet Mastery Silver Membership!

5 Ways To Increase Your Internet Sales

You already know about my 1 Percent Improvement Doctrine, but the question is what can you do TODAY to IMPROVE by 1%? If you could do just one of the following things each day, imagine what would happen to your results?

  1. Write a new short blog post about something you saw through Google Alerts
  2. Post a useful comment on a forum or blog that your perfect customers commonly frequent
  3. Send a Top 10 list or helpful article to your clients and prospects
  4. Distribute just one article to the e-zine banks and directories for them to post (for free) all over the Internet for you
  5. Get a Flip cam and create a short 60-second video with a tip your clients and prospects would find useful (making sure your website is mentioned in the video) – and post it on YouTube

I’ve said it before – this is NOT rocket science. It’s the methodical, disciplined people who constantly and CONSISTENTLY out-perform their peers – leveraging the 1 percent improvement doctrine through the SHEER TENACITY of compounding.

1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1% 1% X 1% X 1%…

Internet Technical Mastery Event Day 2 On Today In Melbourne

As you know from yesterday’s post, I am in Melbourne at Internet Technical Mastery - A Platinum Program event that is not open to the public… It’s where I reveal the most powerful Internet tips, tricks and techniques like the one I will partially share with you right now.

It’s called www.UserTesting.com you can scroll down to read my testimonial. It’s REAL people giving you REAL feedback on your site or blog.

But here’s the thing…

What feedback do you take and which one do you leave behind?

I’ve done about 10 of them so far – and about 25% of the suggestions would KILL my sales if I did what the reviewer was telling me to change. OWCH!

So how do you decipher what to take and what to leave?

That’s where I come in. At events like Internet Technical Mastery and our upcoming Exponential Internet and Business Building Bootcamp, I explain EXACTLY how to leverage a tool like this so it helps you get that breakthrough you need to be the ONE out of TWENTY who makes money on the Internet…

www.UserTesting.com is a fantastic service YOU MUST USE.

It’s just that if you want to be exponential, you need to know what to change and what NOT TO TOUCH!

Otherwise, every time you have someone new testing it, you’ll keep changing it back and forth, spinning your wheels and not getting anywhere.

www.UserTesting.com is a powerful tool – just like a chainsaw. You need to know HOW to use it to get the outcome you want.

I recommend it to all my clients as an absolute MUST, no two ways about it.

You simply cannot afford not to do it.

BUT, as I said you have to be careful not to UNDO what’s working and there are simple ways to make sure that doesn’t happen and how that can be safely and methodically tested. Come to our Bootcamp or join one of our Membership Programs and I’ll make sure you avoid the mistakes most people make and do what the top 5% Internet Marketers are doing to make more than the other 95% combined.

This blog gives great value for FREE – imagine what I can teach you when you pay for the privilege of being in the room?!?! That is what successful know – the investment pays for itself 10 times over.

To put things in perspective – I took 3 ideas from ONE User Testing Review that increased my conversions by 12% that equates to more than $10,000 of ADDITIONAL NEW SALES of ONE product.

With another site, I incorporated 7 subtle changes that have already increased back-end sales by 8.5% and reduced unsubscribes by 13.4% in the first week of testing.

The challenge you have (we all have) is once again what to change and not change and WHY!

Understanding the WHY means that you can do 10, 20 or even 30 User Testing Reviews and know what to ignore and what to focus on.

How would you like to know the drop-dead-easy strategy I use to get EXPONENTIAL RESULTS INSTANTLY that most people would not think of?

Ask me at the next event and I’ll tell you! This ONE tactic means I get 200, 300% or even 500% more out of EACH User Testing Review than what others are doing!

Yeah I know – that’s a tease – a tease to get you to come to my Bootcamp where for 36 hours you’ll be flooded with tips like this… Want to focus ONLY on the Internet, attend the one-day Internet Millionaire Marketing Event.

Marketing Mistake: Less Is More

Today’s exercise is the comparison of two YouTube videos. I’ll ask you to watch BOTH before you click on the Read More button that reveals WHAT the exponential difference is. This will take you 15 minutes, but it’s going to be well worth it. It’s an exercise that (1) You want to do in its entirety. If you cheat, the LESSON WILL BE LOST. (2) You want to set aside UNINTERRUPTED TIME to do this.

Here is the first video. Watch it from start to finish.

Here is the second video, watch it from start to finish.

Now, ONLY CLICK if you’ve watched BOTH versions. Continue reading ‘Marketing Mistake: Less Is More’

E-mail Tip Of The Month – Transactional E-mail

This is another one of the sources of 1 percent improvement that you can schedule to make on an on-going basis. I recently did this and increased the back-end sales for one product line by 36% in less than one month. I reduced my refunds by 1 less per week = $2,000 in SAVED SALES per year…

Don’t Neglect Your Transactional and Event-Triggered Messages

Because transactional, event-triggered and other service-based messages are typically the purview of IT departments, many marketers neglect to incorporate these business-critical messages into their email marketing programs. Of course, you need to carefully evaluate each transactional message and determine the appropriate strategy based on consumer expectations, preferences and CAN-SPAM regulations, but at the very least, you can make sure that the template and content properly reflect your brand.

If you don’t have access to deliverability metrics for your transactional email, you should add that to your list as well. Transactional emails that go undelivered for any reason can damage your brand and ruin a sale. Ideally, you should have a centralized view into all email being sent to your email recipients.

While Jupiter Research finds that the average retailer can generate an additional $2.9 million by adding cross- and up-sell promotions to transactional emails, that’s just one lucrative application. Adding relevant information or easy access to customer service support can go a long way to creating a satisfied customer.

Getting started with a marketing program for transactional email doesn’t have to be difficult, and the following tips will show you how:

Inventory Your Transactional Messages

The first you need to do is inventory all of your current and planned transactional messages. When evaluating your various types of customer email communications keep in mind that transactional messages take on many different forms. While confirmation emails for website registrations and product purchases are the most obvious, don’t forget to include warranty information, periodic account balance notifications, product updates and other terms-of-service communications.

Recently, I subscribed to a list and the FORMAT of the e-mails I was getting was so bad, my impression of the author was shaken with typographic and grammatical errors in the STANDARD message sections…

Create Objectives for Leveraging Each Type of Message

After identifying all of your transactional emails, the next step is to determine what kind of marketing messages are best suited for each communication. Adding cross- and up-sell product promotions to purchase confirmation emails is a good start, but there are many other messages that can drive customer retention and engagement with your brand. These include relevant resources, such as whitepapers and consumer guides, or even information on local weather or events. In some cases, you may just want to reinforce a positive perception of the brand itself. Just be sure your messages are relevant to the transactional message and your audience.

For ONE of my products, I did exactly that – DOUBLING my sales and increasing my unsubscribes by less than 0.6 percent. Then as I tracked the opt-outs – something weird happened – they went back down and to LESS than they were previously! People as it turns out WANTED more solutions… NOT fewer options!

Develop Dynamic Email Templates and Integration

In order to ensure that you’re adding relevant content, you need to design a dynamic email template with business rules that pull the relevant information from various internal and external databases. Integration with these systems will enable you to send a customized, real-time message that demonstrates your understanding and respect for the customer relationship.

I have to admit this is not easy – but at least KNOWING it can be done gives you inspiration for the future – when you do get to this level of sophistication, you are a totally streamlined online money-making machine!

Set up Tracking and Initiate Testing

The last step, and one of the most important, is to set up all of the proper email tracking and reporting mechanisms that will enable you to adjust your marketing programs based on real-time delivery and open and click data. Ideally, your email marketing system should offer a centralized view of all your transactional and non-transactional marketing streams. Of course, you don’t want to deploy something as critical as transactional email without proper testing. When setting up a testing program, make sure that you evaluate every aspect of the email – including design, integration, deliverability, tracking and reporting.

This is the easiest thing to do because most systems do it for you – all you need to make sure you do is set them up and then LOOK AT THE REPORTS!

Traffic Building Tip

There are several reasons why you want to have a blog. You can review the recent posts on AustralianBlogs.com.au to find out what they are. With that being said, quite a few people have been excited about my blog posts, asking how to use them to their advantage. Here’s how:

Traffic Building Tip

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