Four Types of Marketing For Small Businesses

As a small business owner, you most likely spend quite a large amount of time trying to discern new ways to gain customers. Marketing can be a fun or stressful business. They key is to understand the types of marketing.

Instead of sending your marketing budget in many different directions, you can choose a specific type and be consistent with it. You will quickly see that your marketing budget pays off much more quickly.

Here, you will find information on four of the main types of marketing. This way, you will be able to choose the marketing actions that will work best for your business. You will then be able to point your marketing budget in the right direction.

1. Blanket marketing is a type that is often used by larger business. Blanket marketing means that you spend money advertising to everyone. Many people choose to do blanket marketing by advertising in magazines or newspapers. You will not really have control of who sees your advertising, but you will have the potential to reach many people.

The downside to blanket marketing is that it can be quite expensive, and you could be wasting money marketing to people who may never become your customers at all. Blanket marketing is best for those who have plenty of funds available and who feel that they will be able to gain many customers from the plan.

2. Targeted marketing is a method in which you choose a certain demographic and only market to them. This could mean that you advertise to everyone in a certain area. Alternatively, you could advertise to everyone in a certain age range.

The great thing about targeted marketing is that you will have a much better chance at getting customers since you will be advertising to the types of people who would most likely become customers. The downside is that it will take a little legwork to determine who your target is and then find the right way to advertise to them.

3. Social media marketing could be called the new kid in town since it is relatively a young concept. With this marketing, you use any one of the many popular social media sites to advertise your company. You can also use a daily blog to garner business.

The downside to this type of marketing is that you will be sending your information out to many people who may not be interested at all. With blogs, you will have to take the time to keep the blog up to date. Otherwise, people may stop reading it.

4. The last type of marketing is not marketing at all. There are not upsides to this. It may seem like a way to save money, but when your business fails, you will actually lose a great deal of money. It is extremely important to find marketing funds within your budget.



Securing Brand New Qualified Prospects Requires Hard Work on Your Part, However There’s Help Available

Have you been finding you’re not generating the product sales you ought to be? Slower sales can seriously hurt a business, but the truth is can make changes which will lead to greater conversions. Above all, you need to figure out why sales have stunted. It might be a result of outside factors or possibly it could be problems inside the company, nevertheless the explanation needs to be identified. Workers may need to be employed or possibly terminated, the company could need to move to a different area or maybe your philosophy ought to be adjusted. After this has been done, it’s about time to turn the no into a yes. Test various techniques to covert customers to discover which ones work out fine not to mention which won’t. Experimenting is essential to figuring out the best way to switch a lead over to a completed sale. Incentivizing your team might be one way to accomplish this goal, because they may be more inspired to convert a prospective client into a spending customer. Be sure that your customer service is best in the marketplace too, as consumers now have numerous choices when it is time to spend their money. By going the added yardage, you’re actively working to make certain individuals invest their money with you. Following the same lines, you need to be sure that you are offering high quality products. They want value for their cash together with outstanding customer care. If you combine both, your company is certain to wind up being compensated by means of more sales. If you find you need help with any of these or possibly any element of cosmetic surgery marketing, pay a visit to cosmeticfunnels.com. With the aid of this website, you will discover you’ve got new customers in just 48 hours.

How To Approach A Pay Day Loan

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At times, the date we acquire our paycheck will not really line up with the crucial monthly bill arrives. 1 method to get dollars rapidly is really a cash advance, but these should be approached meticulously. Read through this article for helpful suggestions on utilizing a brief-phrase bank loan to your advantage.

Check with friends and relations that will help you with cash before applying to get a payday advance. Even if they are doing not provide you with the entire quantity you want, you can obtain a payday loan for any cheaper quantity. That could save you profit interest, so there is no need to pay the pay day loan business again the maximum amount of.

Usually do not use the services of a payday loan business except if you have worn out all of your other choices. Once you do sign up for the money, make sure you can have funds readily available to repay the money when it is due, or else you may end up spending extremely high attention and costs.

Will not create your pay day loan repayments late. They may record your delinquencies on the credit score bureau. This can adversely affect your credit score and then make it even more difficult to take out traditional loans. When there is question that one could reimburse it after it is due, tend not to use it. Discover yet another way to get the funds you want.

A great way to choose your payday advance financial institution is usually to read various testimonials from clients who, have used that particular service well before. You will get first hand knowledge on how, the event performs. How different people sense about diverse lenders. In that way you make the best option achievable.

Because creditors have made it very easy to get a pay day loan, lots of people use them when they are not in the situation or crisis situation. This could result in individuals to come to be secure paying the high interest rates and when an emergency comes up, they can be in a unpleasant situation since they are previously overextended.

Some payday advance organizations are participants, or have ratings with Greater Company Bureau. Prior to signing any personal loan documents, speak to the greater Organization Bureau so you will discover if, any problems have been registered up against the organization. Following getting problems, perhaps you are more satisfied finding a diverse company to work with.

If you realise you happen to be typically inclined on online payday loans to acquire by, look at speaking to a debt consultant. Payday cash loans can be a characteristic of a more substantial financial debt problem, as well as to much better your daily life and the life of the loved ones it’s essential to find the scenario in check.

If an urgent has arrived, and also you was required to make use of the services of a payday loan company, make sure you pay off the pay day loans as soon as you may. A great deal of individuals get on their own in a worse fiscal combine by not repaying the financing on time. No only these financial loans have got a top twelve-monthly portion level. They likewise have high-priced extra fees that you simply will end up spending unless you pay back the loan punctually.

Before taking out that cash advance, make sure you do not have other selections available. Online payday loans may cost you plenty in fees, so almost every other choice could be a greater answer for your personal total finances. Look to your friends, household and even your lender and credit union to ascertain if you can find every other potential options you may make.

Never complete a payday loan software before do you know what prices you will be billed for your bank loan you are trying to get. Several payday loan businesses can tell you to fill out varieties before you know the amount, but that will simply make you liable for it even if you do not agree.

In no way fill out a payday loan app just before do you know what costs you will be incurred for your personal loan you are attempting to have. A lot of cash advance businesses will show you to submit types prior to know the amount, but that may simply make you liable for it even should you not agree.

Utilizing everything that you figured out these days, you need to truly feel considerably more confident about the upcoming. There is no need to concern yourself with making a bad choices later on anymore. Best of luck in figuring out what to do. You ought to have no economic concerns any further. Keep that in mind, simply because you have choices for your potential.

Online Payday Loans And Causing Them To Be Meet Your Needs

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Pay day loans are once you use money from a loan company, and they recover their funds. The fees are added,and attention immediately from your next salary. In simple terms, you spend additional to acquire your income very early. While this can be sometimes really hassle-free in many situations, neglecting to shell out them rear has significant implications. Keep reading to learn about whether or not, or not pay day loans are ideal for you.

A cash advance is really a bank loan that is due on your own following paycheck. You will need to bear in mind, that any money you get must be repaid on that exact date. If you are taking anymore than that to pay back, the money they will likely demand you a lot of charges.

If you ever request a supervisor with a pay day lender, make certain they are basically a manager. Pay day lenders, like other organizations, occasionally simply have one more colleague come more than as a refreshing face to clean spanning a scenario. Ask should they have the strength to write in the initial worker. Or even, they are either not really a supervisor, or supervisors there do not have very much potential. Straight looking for a supervisor, is generally a much better thought.

Understand what APR signifies prior to agreeing into a payday advance. APR, or annual percent level, is the volume of fascination the firm charges about the loan when you are having to pay it back again. Although pay day loans are fast and hassle-free, examine their APRs with all the APR charged with a lender or even your bank card firm. More than likely, the paycheck loan’s APR will probably be better. Request just what the pay day loan’s monthly interest is initial, prior to you making a choice to acquire money.

There are plenty of payday loan organizations accessible, that it could be considered a bit mind-boggling while you are trying to puzzle out who to work alongside. Read on the internet critiques well before making a choice. By doing this you already know whether or not, or not the company you are interested in is genuine, instead of in the market to deprive you.

Will not sit all around and wait for a examine once you have applied for a payday advance. The majority of cash advance organizations sends you your money into your bank checking account in a day or two through electronic digital downpayment. Once this receives transferred, you must rapidly resolve your fiscal emergency due to the fact payday loan conditions are very short.

Know whenever your payday advance is due. It is rather important that you will not speculate about this time, because should you be even some day late, you could possibly find yourself with huge penalties. Read each of the small print on your paperwork, and try everything you can to pay your loan back in the correct time frame.

Ensure you provide a payday advance firm together with the right information. Be sure you give them suitable evidence of earnings, like a shell out stub. Be sure to provide them with the correct contact number to get hold of you. Offering them a bad details, or not providing them the information they want, can lead to an extended wait around for your loan to endure.

A great way to opt for your payday advance loan provider is to read diverse critiques from buyers who, used that specific support prior to. You may get first hand expertise on how, the event works. How differing people truly feel about different creditors. By doing so you get the best decision probable.

When examining the offered regards to a payday loan provide, be sure to evaluate if you can find any penalties evaluated for prepayment from the personal loan stability. In this way, it can be easy to stay away from paying out unneeded curiosity in case the resources needed to reimburse the loan are, obtained sooner than actually expected.

While searching for a cash advance vender, look into whether or not they can be a immediate lender or perhaps indirect loan provider. Primary loan providers are loaning you their own personal capitol, while an indirect loan company is becoming a middleman. The services are most likely just as good, but an indirect financial institution has to get their reduce as well. This means you shell out a greater monthly interest.

When wanting to accomplish a payday advance just like any purchase, it is advisable to spend some time to look around. Various places have programs that vary on rates of interest, and suitable sorts of collateral.Try to look for a loan that really works beneficial for you.

If you make your decision a short-word financial loan, or possibly a pay day loan, is right for you, utilize in the near future. Make absolutely certain you remember each of the suggestions on this page. These tips provide you with a firm foundation for producing confident you protect yourself, to be able to receive the bank loan and easily pay it rear.

Video Marketing

Your Most Powerful SEO tool!

Currently, there are many forms of marketing online. If you’ve been around the Internet Marketing community for any length of time you have heard about almost all of them.

Probably, you have browsed around YouTube. Videos are a tremendous resource for all of us. There have been many times when I’ve needed to know how to do something and found the answer on a YouTube video.

It is said that video is the most compelling form of advertising on the internet today. The fact that a large percentage of people online are accessing video to gain information makes it a force to be reckoned with. You need to get on this wave if you want to make the really big bucks.

Not only that, but Google is ranking good videos in high positions when a video matches a search term for relevance.

As an affiliate marketer, you need to jump on board. The question is how do you begin. And, what makes a good video.

That’s what we’re talking about in this article.

The reason you want to make videos is to drive buyers to your website or affiliate product. You certainly can make a video about your basket weaving abilities for example, but it won’t do you any good unless you are selling the supplies or you have a basket weaving website.

Video is so compelling because it adds another dimension to your sales pitch. And, the more visually stimulating, the more the video will drive traffic for you.

You might think you don’t have the personality to create good videos. Before making that judgment about yourself, I recommend taking the time to really look at what other people are doing to create videos. It is possible to create videos without your face or even your voice being broadcast. It may not be the best way to do a video, but it is a place to begin if you are completely camera shy.

Screen capture is a type of video that does not require your face to be in the video. You are simply doing a kind of voice-over, while computer screen shots demonstrate whatever it is you are teaching. A product called Camtasia Studio allows you to create this kind of video.

When making a video, your title and video description are very important. These should contain high ranking keywords for whatever topic you are promoting. You can place your domain URL in the description area as well. These are all techniques that cause people to stop, watch and then take action.

When looking through YouTube for ideas, take note of the number of viewers a video has received to date. This gives you some idea of the popularity of a video. Those are the videos to analyze-the ones that have enough interest to pull viewers in.

Don’t recreate the wheel. If you see a video that is related to a topic you want to promote, analyze the techniques used. Notice which keywords are being used. You will feel comfortable with some and uncomfortable with others. Pick and choose the style and format(s) that you feel you could employ.

Notice attention-grabbing headlines. People get curious about unusual headlines. If you can use your keywords and make the headline catchy, you are on the right track. Do a keyword search in the Google Keyword Tool. Do several keyword searches using different keywords. For example, if your subject is how to cure acne. You could do a search on “cure acne” and another one on “teenage skin problems” and another one on “social stigma of teenage acne”, etc. Each search would represent a separate video and keyword list for your campaign.

Go to YouTube and click on “this month” and see what is hot right now. Try to get a feel for why a particular video has such high viewer volume and popularity.

So, take one of the highly viewed titles and use that in a title for your product with a tag on the end with your information name. That will link you to a high number of viewers searching those keyword terms. Create a title that is similar. That will increase your clicks and video viewers because you are tagging on to some words that are currently being heavily searched.

It’s all about popularity, or numbers.

Go to You Tube and type in your subject and sort by view count. The videos with the high viewer count are the ones to study. Makes notes about how you could improve upon what is already being done.

Have your primary keyword appear early and often. Put them in the title, the description file name, and video tags. Create multiple videos and optimize each one for each keyword list.

Save your video file using your main keyword phrase. You can use hyphens in your domain name because no one will need to remember the domain name. They will be clicking on it to go to your site. And make it simple and straight forward, so that your subject is obvious and clearly recognized. An example might be acne-cures.com or acne-answers.com.

Look at the videos that YouTube shows you when you log in. These are the most popular videos at the current moment. More studying.

People want to watch rather than read because it is simply easier and more entertaining. However, your video needs to give real information. “How to” videos are the best because they teach something that has value. Many people make chatty video about their ideas. Your ideas are not relevant to the viewer unless they impart useful information. An example might be someone wanting to talk about eye makeup. Discussing the importance of makeup and looking glamorous is less compelling that showing the viewer how to properly apply beautiful eye makeup. So, the old adage “show, don’t tell” still applies.

Making the actual video is much easier than you might imagine.

If you do not want to have your face on camera, try Camtasia Studio. It allows you to make screen shot videos.

I use a simple Logitech Webcam for my videos. It was inexpensive and gives me adequate results. Many professional online video producers prefer video cameras. They are superior in some ways. If you need to move around while you are being video taped, then you absolutely need a camera. The Logitech Webcam that I use is stationary, so I can only do a stationary video.

However, the advantage of the stationary webcam is that I can make my videos all by myself. With a video camera, you need a tripod for stationary videos, or you need someone to be your “cameraperson” if you plan to move around.

You can begin with a low budget and as you earn more money, move up to more expensive equipment.

I hesitated for months before plunging into making videos. Once I took the first step, I was able to dive in. My first step was purchasing the Webcam and making numerous bad videos. They were unplanned and unscripted.

I am a firm believer in developing campaigns. They are like mini business plans for various projects. Decide on a product you want to promote. I like using Clickbank because I find good products and it is just an easy way to make money. Then develop your campaign on paper. It might include AdWords ads, articles, and several videos. Everything you do will be focused on your keyword lists. Find your article titles and your video titles from your keyword lists.



Viral Marketing

If you’re not utilizing the power of viral marketing, you may be missing out on a very effective new tool. This form of Internet-based marketing relies on the use of blogs, seemingly amateur Web sites like YouTube, and grassroots media campaigns to generate widespread word of mouth interest and “buzz” for a new product or service. A typical viral marketing campaign aims at generating media coverage via unusual, stories, funny video clips, interactive advertising games, images, and text. These are then passed from user to user at an extremely rapid, exponential (“viral”) pace, often reaching hundreds of thousands or millions of people for far less cost than would be possible using traditional marketing tools.

Due to its ability to generate extremely a high, rapid response rate for a relatively low cost compared to traditional marketing methods such as direct mail, viral marketing is a very popular and powerful medium. The following quick guide will help you create your company’s viral marketing campaign.

Give away products or services

In the world of viral marketing, it’s usually a good idea to give away something for nothing. Most successful viral marketing campaigns provide a free product or service to attract attention. Giveaways could include a complimentary brochure or software program with limited functionality, or a free button or pin. A discount on a service or product may generate interest, but “free” typically accomplishes the task faster and draws more people.

Make it Easy to Pass along Your Message

Like actual viruses, a viral marketing message spreads fast when it’s easy to transmit.

The medium that carries your marketing message must be easy to transfer and replicate.

Use e-mail, a special Web link, or graphic, or provide a free software download. Viral marketing works because it’s so simple and inexpensive, so use a digital format to make copying easy. Also, viral marketing is most effective when the message is short and direct.

Make Sure Your Mail Servers Are Ready

If you’re using e-mail as the core of your viral marketing strategy, you must ensure that your mail servers have enough capacity to handle exponentially larger amounts of traffic.

So it’s a good idea to plan ahead for easy and rapid addition of mail servers. This will put you in a good position to manage the campaign. You must build scalability into your viral model.

Utilize Existing Communication Networks

Most people are social and develop a close circle of friends, family, and associates. A person’s broader network may consist of hundreds or thousands of people, depending upon his or her job or social status. People on the Internet develop networks of relationships, consisting of circles of people with whom they regularly communicate. So it’s important to leverage such things as popular Web sites that draw large volumes of traffic or permission-based e-mail lists that potentially can reach millions of people simultaneously.

Concluding Thoughts

I hope that you enjoyed this article and that it will help you supercharge your marketing effort, leading to increased sales. Thanks for reading!



Home Business Wanted, But Not Network Marketing

People who want to start a Home Business are looking for more control of their life, and to achieve financial freedom, as millions people are doing. There is too much uncertainty in our lives today, and the only way to change this is to become our own boss. It’s never too late!!

There are many ways to make money from home. However, they are not all equal. Depending on your background, and skill level, picking the right home business for you will determine how successful you’ll be. Success comes from learning and sharing. There are several successful business people who are willing to help you, like Mike Klingler, Julie Salgado, Debra Morrison, Lisa Diane, and me. You just need to learn how to find them.

So you want to make money from home, but Network Marketing doesn’t appeal to you. You’re not interested in talking to a lot of people, and going to meetings. You don’t want to learn how to become a great Leader, and recruit people into your business. So what can you do to make money from home?

There are several ways to build a Home Business, but it all takes some form of marketing, except the type where you are handling rebates for a company, processing insurance, or other forms of clerical work. But these are more like a job, since you don’t build any residual income, and when you don’t work there is no income.

There are Affiliate Programs where you promote other peoples products through your website, which requires you to advertise on the internet, and other media. Even though an Affiliate Program is the easiest to get into, with no risk, you still need to learn how to market, and draw people to your website. You don’t need to recruit others, but you’ll want to have others join your program, so you earn a referral fee. You can get marketing training from Mike Klingler’s Renegade University program.

So how can a person make money from Home, if they don’t want to be a Network Marketer? The Internet offers great opportunities…

1) You can write a book about a subject you have some knowledge of, and a passion for, such as Landscaping, Cooking, Pet Care, and other topics. But you need to be sure you are writing about a subject people need, not want. You need to research the Internet to see what’s being promoted, so you’ll be able to sell your eBook. That takes time, so you won’t be generating any income for awhile.

So while you are working on your book, you’ll want to join an Affiliate Program to generate an income, and gain experience.

2) Look for an Affiliate program that has a step by step training program, where you are promoting eBooks, and CDs that Network Marketers, and other Home business owners need. I think Michael Cheney Affiliate Millions has one of the better programs. He takes you step by step, so you can make money right away. And has a great support program to help you if you have any problems. You can also use ClickBank. Below you’ll find the link to the site.

3) If you want to work towards becoming a millionaire you want a program offered by a multimillionaire who knows how, and will show you how to become a millionaire, such as Lisa Diane’s Millionaires Training Course. The website link is available at the bottom of this article.

You have read and heard the HYPE on becoming a millionaire, with this program, or that one, and want to know the TRUE STORY…

Well the story is there are a lot of people making one million dollars a year, or more on the Internet, and in Network Marketing. But there are more making less than $500 per month, which is fine if you just want some extra money each month. That would call it a hobby, not a serious business.

What’s the difference? Well it starts with selecting the opportunity that’s right for you, not just the right opportunity. There are a lot of opportunities, but which one is right for you is an important question. It starts with what you want to accomplish, and then understanding the business you select. You should join one that will be there all the way to help you reach your goal.

People who make one million a year or more, within two years are not new to Internet or Network Marketing. They have a track record of success, and have been big money earners in their current or past business. They know what to do to duplicate their success.

So whether you are a seasoned Internet or Network Marketer, you need to learn the method that will bring you the same result as the millionaires.



3 Truths About Niche Marketing & Finding Hot Niches

The reason your online earnings have not been exactly earth shattering could well be that the niche marketing strategy you are using is missing the mark.

In other words the “hot niches” you have been targeting may have either lost their popularity or have too much competition to make it worthwhile for you.

Let’s face it, working in a hot niche like web hosting, for example, is without doubt hot, but the competition is so great that to make anything like decent money from it would take a mammoth marketing effort which could be beyond the capabilities of the home online entrepreneur.

So What Are the 3 Truths to Successful Niche Marketing?

The following are the key elements to finding and profiting from lesser known niches.

1. Positioning your business is key to its success.

This means that trying to provide a service or product to cater to everyone’s needs will render your business’ marketing strategy weak and ineffective because it is not targeting a niche market.

The strategy of throwing enough mud against the wall & hoping that some of it will stick is not a sustainable strategy to bring in a constant income stream. So your business needs to be positioned to target a specific niche.

2. Hot Niches that have not been well researched will not necessarily be profitable.

What may seem like a hot niche may not be the right niche for you and your business.

Some niches which are hot today may be only lukewarm tomorrow and not worth spending any time marketing – flogging a dead horse ain’t gonna make it run.

Furthermore even it remains hot it may be too hot for your online marketing capacity and too competitive for you too benefit from. A niche needs to be well researched to ensure that it has the required long term demand as well as not being too competitive.

3. Become an expert in your niche market

If you are something of an expert in your niche, you will be able to leverage that to make your business stand out from the competition as an authority on the subject be it photography or body building.

So finally, by basing your business on these niche marketing strategies, you will ensure that you are well placed to capitalize and grab your piece of the billion dollar internet marketing pie.



Tips On The Best Way To Make Your Organization More Efficient

One important thing that may really take away from the profits of a organization will likely be the productivity. A company must always work towards strengthening their own production and making the organization a lot more efficient. Along with other benefits, this could help minimize waste material and also help bring in much more income for the company. One of the ways for a manufacturer to accomplish this is to spend money on scientific molding training for their staff.

The scientific molding seminars supply quite a few advantages, however one of the key targets is to make certain every one of the employees have an understanding of the entire procedure, not just their job, and exactly how everything comes together in order to produce the final product. When a person understands the complete process, they fully understand just how their job has an effect on other positions and also exactly how various other positions can affect their own. What this means is they’re going to realize just what they are able to do to work closely along with the various other staff to be able to ensure everything proceeds efficiently.

By simply ensuring everyone is able to collaborate, there is going to be less waste materials and it’ll take a shorter period for something to be created. The staff can all work together in order to make sure everything will be working with each other the way it must and that each phase is actually very carefully taken into consideration in order to create the final product. This also has the benefit of improving worker associations and making it less difficult for everyone to successfully work collectively.

In the event that you handle a manufacturing business, scientific molding classes are certainly something to take into consideration. They provide a variety of advantages, yet most likely the biggest will be making the entire company efficient and decreasing waste materials so the company can make a larger profit.

Email Marketing B2B

B2B Email Marketing

According to the Royal Mail the recent price hike in postage is largely due to falling postal volumes, and of course the higher the price goes the more we switch away from the traditional letter! Even at its current level postage charges are very reasonable and compare favourably with other countries but if you are sending our large numbers of invoices, sales leaflets or catalogues the costs soon add up.

There are alternatives to Royal Mail, companies such as TNT and UKMail have offered a service for the business user for a number of years and with sufficient volumes saving of up to 30% are achievable. Royal Mail offers a range of packages including the excellent Door-to-Door service, great value if you want to target postcode zones, rather than named individuals. But the most commonly used alternative is of course email.

When and how you use email will depend on whether you are targeting existing customers/clients or looking for new ones.

The Pros…

Fast – emails can be fast to put together and fast to send out, we’ve worked on projects requiring a 24 hour turn around, something you could never do with traditional mailshots, even when 1st class meant next day, nationwide and ‘Postie’ delivered twice a day.

Cheap (or should I say low cost) If your email is going to work properly, ie get to the right person, be read and then acted upon it has to be properly designed. Someone has to build and manage your database, handle those unsubscribes and deal with irate customer complaints about Spam (more on this later).

If you’re using a third party to send your emails they will charge you for this service. Some offer a free service for small volumes, but if you want any of the really valuable data, such as delivery and open rates, you will have to pay.

The Cons…

Having said emails are ‘fast’, all too often this translates into ‘wrong’ – I’ve lost count of the number of emails I’ve received with typos, bad grammar, missing images and links. When traditional mailshots are printed there are often several people in the approvals process and more doing the fulfilment – extra pairs of eyes that would pick up the problems before they leave the building.

Because it is seen as a low cost activity responsibility for emails is also often relegated to the most junior person in the office and that can be a recipe for disaster.

If you send out emails at some point you will be accused of Spamming. Expect anything from an irate phone call to, in the worst case scenario, having your ISP pull the plug on you (it happens).

So how do we use email effectively to communicate with other businesses?

Lists

Make sure your list is accurate and up to date. If you are using it purely for communicating B2B you don’t have to have a ‘double opt-in’ list, merely have the correct details. A good list will reduce the amount of time spent dealing with non-deliverables and the likelihood you will be identified as a potential Spammer by the receiving organisation.

It is not against the rules to purchase an email list and there are some good high quality lists to be had from reputable suppliers (as well as dreadful ones from dodgy outfits) however some ISPs specifically prohibit the use of purchased lists because of quality issues. A good example is 1and1.com.

It is worth mentioning here that most of the UK rules for email marketing (as covered by the Privacy and Electronics Communications (EC Directive) Regulations 2003 – commonly known as PECR) do not apply to B2B communications. But, and it’s a big but, many of the organisations in the delivery chain are not UK companies, they don’t understand the distinction between B2B and B2C, or choose to ignore it. In addition there are organisations like Spam Haus, self-appointed guardians of electronic communications that are trying to stop any and all unsolicited emails irrespective of what the law actually says.

As a general rule of thumb you won’t go wrong if you only send to business email addresses (avoid Hotmail or Gmail accounts) and wherever possible make sure what you are promoting is relevant to that business.

Design

This begins with the subject line – needs to be short and snappy and relevant to the content

Content

The default setting on most email systems is ‘disable images’ so your email should contain plain text version of the content and ideally a link to URL where they can see the email in full in case the recipient can’t enable images. Similarly you should avoid including images or attaching them to your email – because of the size, these have the effect of slowing down the whole process and increasing the chance they will be rejected by the recipient, better to have them hosted.

Keep the email short and to the point – if you need to have lots of information and/or images provide a link from within the email. If you’re sending something like a newsletter only include the briefest detail, perhaps an image and the first sentence or two from each article. Space is at a premium on email windows so put all the important stuff at the top!

Video is a very effective way of engaging with the recipient. A still image from the video, clearly marked as such, will encourage people to read your email and click through to the film. Studies suggest a four-times higher open rate when video is involved.

PECR rules require a clear and easy way to request to be unsubscribed from mailing lists. You must also clearly identify the name of the organisation sending the email, a website and company registration number, if you have one.

Call to Action

How many emails go out with no clear call to action, ie phone this number, email or click here. If you are directing them to a website make sure the link is correct and they go through to a relevant page.

Often difficulties or delays in making changes to a website can slow down the whole project. Consider using a mini/micro website as landing pages or social media.

Handling Complaints

As I said earlier, if you send emails you will sooner, or later, have to deal with complaints, so best be prepared with a simple procedure to register and if necessary escalate issues. You should have a copy of this available to send to the complainant along with your data protection policy.

From experience we have found it counter-productive to argue with complainants about what does, or does not constitute Spam. If they are upset simple apologise and remove them from the list and be careful to make sure they are on an exclusion list for future campaigns.