WinM@il-WinBlogger

Highlight of the Week - Trilix Group

I love contests.  I never win, but there's no "quit" in me, and I will keep trying 'til they close the entry box.

Which is why I love the email marketing strategy that includes a well-crafted, relevant and informative contest that is also fun and entertaining.

Trilix Marketing Group developed such a contest using a combination of You-Tube video, sports statistics, their web site, and of course a daily email campaign the weeks preceeding this year's Super Bowl.

The contest comes in with a daily drawing, followed by a grand prize after the Super Bowl Game is played.  And the fun part is the video - ads from previous Super Bowl Games that bring back memories and make me laugh.  What a great idea!

What a great way to keep in front of customers and highlight the agency's strengths.  I would bet they've added a few subscribers to their email list along the way, too.

Highlight of the Week - Educational Opportunities

A host of professional organizations, seminars and conferences have sprung up over the past few years.  Join the Email Experience Council (www.emailexperience.org), read articles at www.Clickz.com, and spend time in training at an upcoming conference: Email Evolution Conference, eTail 2008, Email Summit '08.  Or call me for a one-hour training session on a variety of topics in Internet marketing (866-Win-Mail).

Highlight of the Week - Younkers Gets It!

I don't know exactly when it happened, but the midwest regional retailer Younkers - owned by Saks Incorporated - has finally created an email that works! 

The shift to more effective design includes:

1. more links to choose from
2. more visual motivation to click those links
3. and greater access directly to parts of their web site that interest me.

Now, on the the next step: Personalization!  Perhaps they already have this in the works, but ideally Younkers would send me something more directed to my buying habits.  So many campaigns like this one are created with a one-size-fits-all mentality.  This is surprising - especially for the larger companies spending huge dollars on advertising - that marketing can't figure out the simple task of targeting via email.  This strategy is so available and so affordable that I am baffled it is not more often utilized.

This is not a new issue.  Back in 2005 JupiterResearch was writing about it - read their assessment here >>

Highlight of the Week - American Airlines

As watching videos on the computer becomes more and more common, the idea of adding video and/or audio to email campaigns is becoming more viable and attractive. 

I recently received an email from American Airlines, as I am one of their past customers, and the email is lively and enticing.  It addresses me by name, it reminds me how many rewards points I have, and then it invites me to "Catch the Show"  When I clicked that image, it lined me to a web page that was obviously designed specifically for this email, and it includes some video, some music, and some more choices for me to select.  ( See the related AA web page >> )

I was entice and a little entertained.

It worked!

Highlight of the Week - Google Video

Google not only sells their services through completely integrated marketing strategies, they also have a lot of fun!

See this >> http://mail.google.com/mail/help/gmail_video.html

It is a video assembled by their marketing team not doubt, and it is entirely composed from customer submissions.  These are happy Google users made even happier now, while they watch their own video clips at Google.com!

This is a nice reminder that marketing isn't all about survey stats and metrics - it can also be about fun!

Highlight of the Week - Branding

I have never been so excited about branding. 

This is because I spent 4 hours in a strategic planning session yesterday with the Iowa Society of Association Executives and we were coached through some very creative and thought-provoking material by Mike Wagner, author of "Own Your Own Brand" and owner of the White Rabbit Group.

The overall message was "branding is not about branding."  I love that!

So what is branding?  It is about ownership.  And branding is not just a logo and a color scheme, it is a unique identity that speaks without words.  It comes from within and is what makes one company's message more memorable, more identifiable than the hundreds of messages we filter through in a day.

Touching on marketing, Wagner reminded us that the modern media scene is no longer focused on one message to the masses.  "The mass market is dead."

Which means that successful companies and business owners are connecting with very targeted audiences through multiple channels with unique, timely and relevant messages.

This is exactly why email marketing is one of the most effective marketing tools available and essential to any and all businesses and organizations.  Email with permission to a targeted audience with a unique and relevant message that truly represents your brand, and watch this strategy jumpstart your plan for growth.  It is about relationships.  It is about fulfilling promises.  It is about reinforcing your brand.

For more on branding, see "Branding Redux | 3 New Rules."

Highlight of the Week - Cubs.com

The MLB and Cubs.com really know what fans want. 

Just think, how ideal to be a business that has such loyal and avid customers!

The web site knows what fans want, and they give it to us via news at the web site, contests, ticket ordering, video, mobile notices and downloads, and even pitch-by-pitch coverage via mobile phone! 

And a significant piece of this integrated marketing campaign is an email that follows all the rules.  It begins with my permission, it arrives in a timely manner, and it offers me relevant information and exciting opportunities exclusive to the email audience.

Just imagine - if your business knows your customers as well as the Cubs know their fans, how successful would your integrated marketing become?!

Know your customers.  IT BEGINS THERE.

Highlight of the Week - Email Statistics

Statistics support use of email
A poll of women business owners reported by the National Association of Women Business Owners showed that 81% of respondents either currently use or are considering the use of email marketing for their businesses.

Email marketing continues to be a key component of the marketing mix for businesses. 

Some may say the popularity of email is shrinking.  But the stats are in all around us, and the facts are just the opposite.  Let's be clear, the future of email is strong.  It's the function of email that is changing.

Email is shifting away from a dual-purpose mechanism.  As a social communication tool, email is primarily used by generations X and above.  However, as an article at News.com explains, the younger generation gravitates toward quicker and more customized communication tools with instant messaging, MySpace pages, and texting.  See "Kids say e-mail is, like, soooo dead" by Stefanie Olsen.

But LISTEN UP, young ones!  At work if you only read your email once a week you may be in for a shock.  Most jobs rely heavily on email for official notices, educational information, instructions and requests, and report submisions. 

Business-to-business email has solidified its place in our working world.    And while we are busy keeping up with the pace, a timely, relevant and useful email message from a key vendor or customer is often effective and appreciated.

Top quality email marketing campaigns follow the rules, pay attention to target audiences, key in on subscriber preferences, and prove effective time after time.

Highlight of the Week - To Kill A Mockingbird

I find comfort in repeating this lesson: It's the message, not the medium.

What is remembered is the message.  With all the hype about Mobile Marketing, YouTube, Email, Instant Messaging and now Twitter, it's important to remember the basics of communication.  Great ideas, words with depth and value, images full of life and meaning - these fundamentals build long-lasting messages regardless of the medium, new or old, high-tech or not.

We watched "To Kill A Mockingbird" the other night.  Whether you watch this classic on a video cassette, a DVD, streaming video, clips on YouTube, or even whether you read the original novel by Harper Lee, it's still a classic.  The message still resonates.  Atticus is the hero, but even heros can fail - as he did in his battle against racism. Boo Radley is the misunderstood villian who wins friends in the end.

In email messages that go out to business acquaintances, customers, organization members, or in any capacity, spend an extra minute to make that message meaningful.  Reword your idea for clarity, replace mundane phrases with something more creative and thoughtful.  In the end, you'll be better remembered.

http://www.youtube.com/watch?v=ZYQOWfMGA_k

Highlight of the Week - Grand Harbor's "alt" Tags

Are you using your image "alt" tag effectively?

I worry when I see terrific emails consisting of nothing but images.  If an email recipient reads emails withouth the images "turned on," then they won't see any of those bright blocks of color, cool fonts, and expressive photos.

For example, the Grand Harbor Resort sends me updates and specials.  They are full of fun, designed with lots of color and visuals.  And the back-end format of the email is simply one picture stacked on top of another. 

In case you are not familiar, the remedy for missing pictures is the "alt" tag.  For those with systems that do not automatically show images,there is a tool that programmers can use that will enable text to pop into the space where an image should be.  This is called an "alt" tag, and you can include your main point here. 

Amana Meat Shop

If you do allow pictures, you can check to see if an email is making proper use of "alt" tags by letting your mouse hover over a picture in an email, then a collection of words will pop up on top of that picture.  (Try this with the photo at right.)

Most "alt" tags will show up with simple phrases like, "Company Logo" or "On Sale Now."

What pops up behind the pictures in the email from the Grand Harbor Resort is this:

alt="These packages are based on 2 adults and 2 childrem. Additional charges per room may apply Fridays, Saturdays & (Grand Harbor) Holidays. Not valid with any other discount. Price does  not include taxes & gratuities. Not available for groups. Subject to availability. Valid 3-15-2007 through 5-31-07. Grand Harbor Resort & Waterpark is Managed by Platinum Hospitality Group. Located at 350 Bell Street; Dubuque, IA 52001. Phone is 563.690.4000 or toll free at 866.690.4006."

So why not!  It is their entire message, all included in the "alt" tag. 

I am impressed.