The VPM Blog

Email Marketing Do's and Don'ts

Posted by Don Crow on Mar 9, 2016 8:00:00 AM

Email Marketing is a subject I've struggled with over the past six years. Maybe that's why my number was drawn when it came time to assign blog topics this month. Maybe, in some digital karma world, this is a meant-to-be type article.

You see, on the one hand I get far too many emails so I'm always looking for reasons to unsubscribe or otherwise get out of lists instead of on one. Pundits have called for the death of email for even longer, and while it hasn't quite happened, you sense we're on the verge of finally replacing it with __________.

And then, on the other hand, email marketing is such a huge piece of any successful inbound marketing effort it would be hard to imagine a world without it (email). When we meet with clients and review their SMART Goals, one of the things we always look at are their email campaigns. Whether they measure the wrong things, aren't measuring anything at all, or measuring the right things but with the wrong approach, we typically find that although email has been around since 1978, people are still struggling to make it work

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Topics: Email Marketing

7 Ways You're Doing Your Email Newsletter Wrong

Posted by Kelvin Mastin on Aug 24, 2015 9:56:45 AM

You may think that email marketing is a lost form for connecting with your customers, but an email newsletter is still a poweful digital tool. They are meant to inform your subscribers on new products, special promotions and recent updates. Now, if you're making any of the seven email newlsetter mistakes below, then you may need to make some changes.

 

 

1. You have random people on your email list

It may seem like a good idea to send your newsletters to as many people as possible, but ultimately it just isn't. When you start sending out emails to those people who've never opted into your list, open rates and click-through-rates will decline. No one likes to be spammed with emails by a company they've never heard of and may never have a need for. 

Instead, you should build your email list with people who actually want to see your content. Buying email addresses is generally not a good idea, but if you do you should first send an email asking if the recipient wants to opt in. That way you can shave off any addresses that don't want your content. 

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Topics: Email Marketing

Start Your Black Friday & Cyber Monday Marketing Today

Posted by VPM Guest Blogger on Oct 11, 2014 8:00:00 AM

Is your academic and higher education marketing team ready for the holiday shopping season? It may seem like a strange question, but there is a lot that any marketer can learn from the methods utilized by retail marketers to prepare for Black Friday and Cyber Monday. The Pew Research Internet Project reports that 74 percent of adults with access to the Internet used social media networking in January of 2014, which is a fact that is not ignored by savvy retailers. Here are three of the lessons that higher education marketers can learn from the world of retail marketers.

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Topics: higher education, Email Marketing, Brand Marketing, Social Media

The Dos and Don'ts of Email Marketing

Posted by Addi Rogers on Mar 6, 2014 2:55:42 AM

We all get those annoying emails from businesses. They hit our inboxes and we delete them without a second thought. If you work for a small business, it is important to know the dos and don’ts of email marketing. It can be a great tool for your company if you use it in the right way.

Before getting into the dos and don'ts, here’s a cool infographic on how using emails as a marketing tool can be really effective.

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Topics: Email Marketing

Email Marketing: Friend or Foe?

Posted by Katie FitzGerald on Oct 11, 2013 4:19:10 AM

The amount of times consumers willingly hand out their email to stores and companies is astronomical and makes many businesses wonder why their business is not a direct reflection of hundreds of email addresses they receive. One would think that the two would be in direct correlation, but this is rarely the case.

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Topics: Email Marketing

Gravedigger: How big a box for email?

Posted by Don Crow on Aug 30, 2010 4:00:10 AM

Nielson has published research and eMarketer reports social media is now tops for grabbing our "digital" attention. Social media and blogs jumped in the ranking by 43% over last year. Great news! Well, for the digital marketing world all is not great. Email for example, fell to 3rd place on the list, garnering just over 30% behind "games" and ahead of "portals."

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Topics: Email Marketing