Overcoming FUD That Stops Your Prospects from Taking Action

Overcoming FUD That Stops Your Prospects from Taking Action

It’s human to fall into the FUD trap because this is how our brains are wired. And quite frankly, this nasty and negative election cycle is likely to exacerbate FUD even more, risking a decline in response rates this year. 

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Email Prospecting Analytics

Reinventing Direct, my blog at Target Marketing Magazine, features my thoughts today about email prospecting analytics. and what it takes using email marketing to rented lists to make money. The article was inspired by a call from the owner of a start-up company a few months ago. They were planning to send millions of emails to prospects and had the run the numbers in a way suggesting they would all be rich in 90 days.

It didn't quite turn out that way.

Once I showed them how they needed to determine long-term value and allowable marketing costs, the conversation changed. Learn more in today's blog at Target Marketing.

/Source

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

The Nuances of Promoting Your Video via Email and Landing Pages

Email best practices suggest some nuance from the norm when you’re offering a video to be viewed. And the same goes for a landing page. A few changes to both can make a difference in your success. In this educational video, first posted on the Target Marketing magazine blog we author titled Online Video Marketing Deep Dive, we discuss how to make email and landing pages more effective for online video viewing, and we share with you an example of a campaign using these best practices, along with the results it produced. In today’s edition, we review how your email and landing page can be presented when promoting a video, how a screen grab of a video with text in an email improves click-throughs, and a technique to maximize impact for your call-to-action when it appears on a landing page sequenced with your video call-to-action.

As a bonus, we share with you examples along with the results of a campaign using these best practices we’ve described (watch the video to find out how to get access to the case study examples for yourself).

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

Email Marketing Best Practice

Email Marketing Best Practice The Wall Street Journal had an interesting perspective, for the world to see, on email marketing.

The premise of this article is that retailers have worn out their welcome with sending too much email. On the surface, I'd agree. But the problem isn't so much that any one retailer sends too much email. It's that when combined, in a day it adds up to a big number for any of us individually.

For example, I have an aggressive email spam filter that catches from 80 to 140 spam emails every day. Every day!! With most of this sent during business hours, that averages one about every 5 minutes. It's ubsurd. And I've given up on trying to keep up. So they go into the spam filter and while I scan the list daily, rarely do I give any the permission to be delivered.

Email marketers need to circle around and reconsider email marketing best practice. If you have permission, you should ask how often your recipient wants to hear from you. There are some consumers who do want the daily (or multiple times daily) email. Fine. Put them in a separate database.

Some think a couple of times a week is good. Fine. Then create a Tuesday and Friday promotional calendar. Or once a week on Wednesdays. Maybe even once a month. When the customer can make those decisions with your best practices, then the email might have a better chance of leaping from the spam filter to the read box.

And while at it, the landing page needs to be spot on to the topic. Videos are working more and more.

Here's the full article if you're interested:

http://online.wsj.com/article/SB10001424052970204571404577253102978140364.html?mod=WSJ_hps_sections_business

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

2010 Post-Holiday Emails Analyzed for 2011-12 Planning

It’s time to plan for post-holiday email promotions, and this report examines the volume, word count, days of delivery and time of delivery of 2010-11 post-holiday emails with the word “Christmas” or “Holiday” in the subject line. Information for this analysis comes from the EmailCampaignArchive.com, powered by the Who’s Mailing What Archive, a Target Marketing Group (TMG) product (All About eMail is published by TMG). From Dec. 25, 2010 to Jan. 8, 2011 there were 378 post-Christmas and Holiday email promotions logged into the ECA, representing 5% of the volume of all email sent during these two weeks.

Insights for your post-Christmas and post-Holiday promotions include:

1. Word count averaged 283 for Post-Christmas and Holiday emails compared to 369 for all other email.

2. Delivery Day:  From Christmas Day and the week after saw the highest number of email promotions, although –post-Christmas and post-holiday emails continued through early January.

Date Number of Post-Christmas Email Promotions
Dec. 25 96
Dec. 26 85
Dec. 27 53
Dec. 28 38
Dec. 29 27
Dec. 30 22
Dec. 31 10
Jan. 1 5

3. Delivery Time:  Post-Christmas and Holiday emails tend to be sent in the mornings at a higher rate than all other marketers in the Dec. 25 to Jan. 8 period.

% of Post-Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Midnight to 4 am 9.0% 8.6%
4 am to 8 am 26.5% 19.4%
8 am to 12 Noon 35.7% 36.5%
12 Noon to 4 pm 21.2% 23.1%
4 pm to 8 pm 6.3% 9.7%
8 pm to Midnight 1.3% 2.7%

More analysis of email trends are available in All About eMail Creative and at EmailCampaignArchive.com.

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

2010 Holiday Emails Analyzed for 2011 Planning

In this report, we examine the volume, word count, day of delivery and time ofdelivery of 2010 email promotions with the word “Christmas” or “Holiday” in the subject line.

Full article here: http://www.emarketingandcommerce.com/article/email-campaign-archive-report-2010-holiday-emails-analyzed/1

From Dec. 1, 2010 to Dec. 31, 2010 there were 3,391 Christmas and Holiday email promotions logged into the ECA, representing 16% of the volume of all email sent.

In the heaviest promotion timeframe, in the week before and including Christmas Day, there were 1,025 email promotions in 2010.  The day with the highest email volume with “Christmas” in the subject line was Dec. 22. The day with the highest email volume with “Holiday” in the subject line was Dec. 9. Combining both “Christmas” and “Holiday” email promotions, the day with the highest email volume was Dec. 20.

Other items of interest and insights for Christmas and Holiday promotions include:

1. Word count averaged 388 for Christmas and Holiday emails compared to 366 for all other email.

2. Delivery Day:  Christmas and Holiday promotions are sent at about the same rate as all email. A comparison of Christmas and Holiday emails and all email marketers appears in the accompanying table.

 

% of Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Sunday 6.2% 6.8%
Monday 15.7% 16.5%
Tuesday 18.4% 17.5%
Wednesday 17.1% 17.6%
Thursday 18.8% 18.8%
Friday 15.6% 16.5%
Saturday 8.1% 6.3%

 

3. Delivery Time:  Christmas and Holiday emails tend to be sent in the mornings at a higher rate than all other marketers as illustrated in the accompanying table.

 

% of Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Midnight to 4 am 7.0% 7.9%
4 am to 8 am 18.8% 17.1%
8 am to 12 Noon 34.7% 33.6%
12 Noon to 4 pm 24.3% 25.0%
4 pm to 8 pm 11.1% 12.9%
8 pm to Midnight 4.1% 3.6%

 

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

Consumer Catalog Email Analysis

Email Campaign Archive Report: Featuring Consumer Catalog Promotions

By Gary Hennerberg

‘Tis the season for holiday email promotion planning. So this is an ideal time to look at consumer catalog email promotion history from the past twelve months. In this summary report, we examine the volume, word count, day of delivery and time of delivery of consumer catalog email promotions. Information for this analysis comes from the EmailCampaignArchive.com, powered by the Who’s Mailing What Archive, a Target Marketing Group (TMG) product (All About eMail is published by TMG).

In the twelve month period from Sep. 1, 2010 to Aug. 31, 2011 there were 41,669 consumer catalog email promotions logged into the ECA. This represents 20% of the total volume of all email sent. The average number of consumer catalog email promotions received each month was 3,472. This volume has been steady each month with the exception of December when 4,555 consumer catalog emails were logged into the ECA database.

Follow this link for the rest of the article:

http://www.emarketingandcommerce.com/article/email-campaign-archive-report-featuring-consumer-catalog-promotions/1?e=gary%40hennerberg.com#utm_source=all-about-email&utm_medium=enewsletter_continue_story3&utm_campaign=2011-09-23

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

Newsletter email marketing promotions analyzed

I have completed my analysis of what’s working in newsletter email promotions for www.TheListWarehouse.com. We analyzed 7,914 email promotions over a 12-month period from Aug. 1, 2010 through July 31, 2011.  The newsletter category represents about 4% of all email promotions on file. Data came from the EmailCampaignArchive.com database.  If you have a category that you’d like us to feature in a future issue of our newsletter, please contact me. Newsletter Publishing Categories

There are 3 newsletter categories represented in this analysis.  The highest volume of email promotions came from the General category with 5,460 promotions (69%), followed by Investment/Financial with 1,763 promotions (22%), and Bulk with 691 promotions (9%).

Newsletter Average Word Count

Investment/Financial newsletters had an average word count of 937 in the 2nd quarter of 2011. That compares to 540 for all categories, clearly indicating that investment/financial newsletters rely on long copy.  For General newsletters the word count was 460, and for Bulk newsletters is was 504.

Newsletter Email Promotion Volume by Month

Newsletter email promotions are for the most part sent year-round. October of 2010 had the highest volume at 742, and July 2011 the lowest at 467.   We’re entering the high season of newsletter email promotions (August, September, and October), with over 700 received per month.

KEY INSIGHT:

September and October are heavy months for newsletter email promotions, but November is light. Early November testing is suggested, followed by early January.

Email Delivery by Day

The newsletter category day of email delivery differs somewhat from that of all email marketers.  Early in the week is more popular for newsletter promotions, with Wednesday as the day of highest deployments.  Thursday and Friday are lighter for newsletter promotions compared to all email categories.

KEY INSIGHT:

We recommend that you test Monday versus Thursday or Friday deployments. Monday is intuitively a natural day for newsletter promotions to be sent, but we recommend comparing those results to the end of the week.

Time of Day

Newsletter promotions are deployed at a much higher rate during business hours than all other email (from 8 am to 5 pm).  Over 76% of newsletter email is sent during the business day.

KEY INSIGHT

For newsletter publishers, we recommend testing earlier in the morning before most competition for other newsletter publisher, and that of all email marketers, in the 7 am to 8 am hour.

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.

Fundraising email marketing promotions analyzed

I have analyzed 22,749 fundraising email promotions over a 12-month period from July 1, 2010 through June 30, 2011.  Data came from the EmailCampaignArchive.com (ECA)database. Fundraising Categories

There are 15 fundraising categories represented in this analysis. The highest volume of email promotions came from the Social Action (Causes) category with 6,336 promotions (28%), followed by Politics with 2,510 promotions (11%), and Culture with 2,269 promotions (10%).  The pie chart lists the categories and illustrates the percentage of volume within the fundraising category.

Fundraising Average Word Count

In the 2nd quarter of 2011 the average word count of fundraising emails was 540.  For all email, the average was 370.  Clearly, fundraising, with a 46% higher word count, relies on long copy in email promotions.

Fundraising Email Promotion Volume by Month

Fundraising email promotions have some seasonal distribution.  The highest month of fundraising emails were received in December, most likely as end-of-year appeals.  October and September were also above average.  January took a significant dip in email volume.

KEY INSIGHT:

December and October are heavy months for email promotions, but November is light.  While November certainly isn’t December for the urgency of year-end appeals, November could be a month that merits greater testing to avoid, and get ahead of, competition.

Email Delivery by Day

The fundraising category day of email delivery differs somewhat from that of all email marketers.  Thursday sees a much higher percentage of fundraising email promotions and all email.  And weekends see a significant reduction in the percentage of fundraising email promotion as compared to all other categories.

KEY INSIGHT:

I recommend that you test either Wednesday or Friday to get a one-day separation from your competition since Thursday is the most popular day for fundraisers to deploy messages. Another possibility is that with weekend deployments so much lower than all email that weekends may be another time for fundraising email promotions to be deployed.

Time of Day

There is another notable difference between fundraisers and all other email marketers when it comes to time of day for email delivery.  Fundraising email marketers send email at a higher rate between 12 noon and 4 pm than all other emails (35% vs. 25%).  Evenings, from 4 pm to 8 pm also see a greater proportion of fundraising email promotions.

KEY INSIGHT

For fundraisers, I recommend testing earlier in the morning before most competition for other fundraisers, and that of all email marketers, in the 7 am to 8 am hour.

The full newsletter, complete with graphs and charts, can be found here:

http://thelistwarehouse1.businesscatalyst.com/LiteratureRetrieve.aspx?ID=101400

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.