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10-steps to building a better email marketing campaign

Ask the right questions, get the right answers! Consider these 10 steps, to better maximize your email marketing efforts. It’s these very questions about your business, audience and content that will deliver email marketing results well above your expectations.

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MNB (www.mynewsletterbuilder.com) delivers extraordinary email marketing services for companies and individuals looking for more: more tools, more media, more templates, more accessible design capabilities, more professional account options, more management options, and more customer support.

Our industry amasses so much criticism related to unsolicited, ineffective, blase` emails that it warrants a discussion on what makes good (and better) email marketing.

We’re developing a comprehensive 10-step series on what you can do (all the time) to make certain your email marketing is performing well. This series is a soup-to-nuts, start-to-finish type of an assessment with a focus on small-to-medium sized businesses. It asks you relevant questions and expects reasonable responses.

There is lots of information to cover; you will find the basics here. Sign-up on our website to get the detailed process.

For now, lets jump right in.

Step 1 and 2 likely need to happen simultaneously as there is significant possibility that you had an egg before you had a chicken.

Step 1. Identify Your Audience

A simple step I take in establishing a business plan for any organization is identifying who your [potential] customer is. This relates directly to email marketing as you will want to market to each differently. Who do you think can be your customer? Who are your customers? What former customers do you think you can win back?

Essentially, you are looking for any viable group of individuals that comprise or demonstrate similar habits or behaviors. You can identify segments based on your products and services, demographics, purchasing habits, longevity as a customer, or customer status (current/former).

Step 2. Identify Your Content

What is your value proposition, and how do you present it accurately and succinctly to each of your audience segments? Some of this work was likely accomplished in Step 1, but go deeper here. Where is your expertise? What content can you create that will support and enthuse an audience. This is probably starting to read like building a business plan for your Intro to Business 101 class, right?

Step 3. Identify Key Performance Indicators (KPI)

How are you going to know if your email marketing campaign is successful? You need goals and a way to measure progress toward those goals. If your goal is sales, then you need a way to track a conversion from your email towards your sales. If your goal is awareness, you can simply use an open rate. If your goal is getting people to your website, tracking and evaluating your click-through-rate may be pertinent.

The key here is actually identifying a purpose to your campaign and identifying what metrics you can utilize. Later on, we will cover making changes to your campaign (based on the metrics) to better achieve your goals.

Step 4. Establish Frequency

There are two major considerations here: 1) what does your content warrant and 2) what will your subscribers bear. If you can generate interesting and compelling content weekly then you can send weekly – it is as easy as that. Pair that with a poll of your subscribers’ preference (on frequency), and consider setting up a weekly newsletter, a bi-weekly newsletter, and/or a monthly newsletter. Let them decide what they want, and then give them what they want. If you have a smart enough system, each of these can be automated… but I cover that later.

Another factor to this is watching the response rate from your readers. You can tailor your frequency to get the best open rates and click-through rates, but the real determination should be against your KPIs. You could start with two newsletters a month and move to either weekly or monthly depending on the response. Every business and every subscriber set is different; no generic answer fits every campaign.

Step 5. Build a Newsletter

I propose two rules for any newsletter: 1) keep it short and sweet and 2) apply the rule of three. Less is definitely more; email is not a viable format for long-form content. Your website is. Give the reader a solid call to action and get them to your site.

My rule (well, it is more like a guideline) of three states no more than three articles, three font sizes, three colors, three images, three of anything. When you move past that, you risk too much distraction, too much length, too many changes to get filtered. Quick note, I am not suggesting your images be black and white; the rule of three as related to colors means colors in the template (backgrounds and fonts).

Lastly, with Litmus and Hubspot’s latest “Science of Email 2014”, the best click-through-rates in marketing emails was earned with 250 words and one image. That should weigh heavily into how you plan your newsletter.

Step 6. Consider Automation

You now have your content in newsletters and are sending based on an intelligently selected frequency to your well segmented lists – this is a great start. You may now be wondering (as I think most in the email marketing business do), isn’t there something that will just do this for me? Oh yes there is.

We build automation tools not because we are lazy, but because we like to be lazy. It is the motivation that is important, right?

Regardless, every system has built-in tools to allow you to communicate more without having to work more. Automatically send welcome messages, drip-campaigns (auto-series), newsletters initiated and populated by an RSS URL, or responders based on subscriber activity. If you find yourself doing something over-and-over, ask how it can be automated.

Step 7. Collect More Audience

This step is fairly obvious as everyone I’ve dealt with understands that a newsletter sign-up form on their website is critical for collecting a bigger audience.

Do you also have a sign-up form on your Facebook page? A link on your LinkedIn page? A link in your email? Are you promoting referrals? Are you promoting your newsletter via your other marketing channels? Are you promoting your other marketing channels in your newsletter? Do you have a text-to-subscribe system?

Give people incentives to join, and give people what they want and need in a newsletter, and your list will grow. Differentiate yourself, make a real difference and your list can explode.

Step 8. Measure Results

Sending, collecting, sending, collecting – the process doesn’t really stop. After every send you should be evaluating your metrics and KPIs to see how you did. The important factor here is that you actually look at what you did,and tie that into the results.

Did changing your subject line to have a compelling deadline increase your open rate?

Did having only one call-to-action inside the newsletter increase your click-through rate?

Did offering an additional 5% on the discount earn you more purchases? This one, in particular, is a good one to watch as sometimes the obvious answer isn’t the best one. You may offer an additional 5% discount, but if you aren’t increasing your sales, why take the hit in revenue?

Last quick point here, real testing needs to happen over time. Seldom are the results apparent or obvious with a single change in a single newsletter. Most times, you evaluate over time and over a few sends.

Step 9. Revamp

The most important lesson in all of this is learning how to change what you did to improve your results. This is not solely related to metrics, but your entire campaign. Change things up and be different. Look at what your competition is doing. Sometimes you will benefit from doing something similar, and sometimes you will benefit from doing something completely different.

The ultimate take-away: you need not fear when you change your approach and the results are lower; learn from that and change again.

Step 10. Repeat

I dare say ad-nauseum, but the key to a healthy email marketing campaign is repeated contact, repeated changes, repeated offerings, repeat customers. Run through this 10-step process and execute for three or six months. Then revamp and repeat. Keeping your email marketing static (like a two year old website) is going to cause significant attrition in your list, reduction in response rates and engagement, and tedium for a work environment.

Fin

I appreciate you reading all of the way down here. If you want to get more in-depth with each of these, my company is writing up individual articles on each step. We spread the writing love around to a few folks to give you a variety of perspectives. We ask you to reflect on the articles and offer homework assignments. You can sign-up for (what we call) the How-To Primer here.

References:

http://www.mynewsletterbuilder.com

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10-steps to building a better #EmailMarketing campaign http://t.co/6k5paLNeCF

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RT @redpilltimes: 10-steps to building a better #EmailMarketing campaign http://t.co/6k5paLNeCF

Tony
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Tony

Thank you– very helpful 

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10-steps to building a better email marketing campaign http://t.co/hkpXJc5U7s

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“Transphobic” Swedish Professor May Lose Job After Noting Biological Differences Between Sexes

A university professor in Sweden is under investigation after he said that there are fundamental differences between men and women which are “biologically founded”

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Via Zerohedge


A university professor in Sweden is under investigation for “anti-feminism” and “transphobia” after he said that there are fundamental differences between men and women which are “biologically founded” and that genders cannot be regarded as “social constructs alone,” reports Academic Rights Watch.

For his transgression, Germund Hesslow – a professor of neuroscience at Lund University – who holds dual PhDs in philosophy and neurophysiology, may lose his job – telling RT that a “full investigation” has been ordered, and that there “have been discussions about trying to stop the lecture or get rid of me, or have someone else give the lecture or not give the lecture at all.”

“If you answer such a question you are under severe time pressure, you have to be extremely brief — and I used wording which I think was completely innocuous, and that apparently the student didn’t,” Hesslow said.

Hesslow was ordered to attend a meeting by Christer Larsson, chairman of the program board for medical education, after a female student complained that Hesslow had a “personal anti-feminist agenda.” He was asked to distance himself from two specific comments; that gay women have a “male sexual orientation” and that the sexual orientation of transsexuals is “a matter of definition.”

The student’s complaint reads in part (translated):

I have also heard from senior lecturers that Germund Hesslow at the last lecture expressed himself transfobically. In response to a question of transexuallism, he said something like “sex change is a fly”. Secondly, it is outrageous because there may be students during the lecture who are themselves exposed to transfobin, but also because it may affect how later students in their professional lives meet transgender people. Transpersonals already have a high level of overrepresentation in suicide statistics and there are already major shortcomings in the treatment of transgender in care, should not it be countered? How does this kind of statement coincide with the university’s equal treatment plan? What has this statement given for consequences? What has been done for this to not be repeated? –Academic Rights Watch

After being admonished, Hesslow refused to distance himself from his comments, saying that he had “done enough” already and didn’t have to explain and defend his choice of words.

At some point, one must ask for a sense of proportion among those involved. If it were to become acceptable for students to record lectures in order to find compromising formulations and then involve faculty staff with meetings and long letters, we should let go of the medical education altogether,” Hesslow said in a written reply to Larsson.

He also rejected the accusation that he had a political agenda – stating that his only agenda was to let scientific factnot new social conventions, dictate how he teaches his courses.

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Kavanaugh Accuser’s Classmate Backs Off Claims She Heard About Alleged Assault

“That it happened or not, I have no idea,” Cristina King Miranda told NPR’s Nina Totenberg. “I can’t say that it did or didn’t.”

The Duran

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Authored by Amber Athey via The Daily Caller:


A classmate of Dr. Christine Blasey Ford is backing off of claims that she knew anything about an alleged sexual assault committed by Supreme Court nominee Brett Kavanaugh.

Cristina King Miranda, who attended high school with Ford, wrote on Facebook this week that she heard school rumors about an incident involving Kavanaugh and Ford back in the 1980s. Miranda later deleted the post and said she did not want to talk to the media about her claims.

However, Miranda spoke to NPR on Thursday and clarified that she has no information about an alleged assault.

“That it happened or not, I have no idea,” Cristina King Miranda told NPR’s Nina Totenberg. “I can’t say that it did or didn’t.”

Miranda’s new statement directly contradicts her Facebook post, in which she wrote, “The incident DID happen, many of us heard about it in school.”

“In my post, I was empowered and I was sure it probably did [happen],” Miranda told NPR this morning. “I had no idea that I would now have to go to the specifics and defend it before 50 cable channels and have my face spread all over MSNBC news and Twitter.”

Miranda said the Senate Judiciary Committee reached out to her after her post but that she would not testify if asked.

Dr. Ford previously said she had not told anyone about the incident until a therapist meeting in 2012. Ford also said the incident happened during the summer, contradicting Miranda’s assertion that she heard rumors about it in school.

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Pat Buchanan: “The Late Hit” On Judge Kavanaugh

Wha exactly is professor Ford’s case against Judge Kavanaugh?

Patrick J. Buchanan

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Authored by Patrick Buchanan via Buchanan.org:


Upon the memory and truthfulness of Christine Blasey Ford hangs the Supreme Court nomination of Judge Brett Kavanaugh, his reputation and possibly his career on the nation’s second-highest court.

And much more. If Kavanaugh is voted down or forced to withdraw, the Republican Party and conservative movement could lose their last best hope for recapturing the high court for constitutionalism.

No new nominee could be vetted and approved in six weeks. And the November election could bring in a Democratic Senate, an insuperable obstacle to the elevation of a new strict constructionist like Kavanaugh.

The stakes are thus historic and huge.

And what is professor Ford’s case against Judge Kavanaugh?

When she was 15 in the summer of ’82, she went to a beer party with four boys in Montgomery County, Maryland, in a home where the parents were away.

She says she was dragged into a bedroom by Brett Kavanaugh, a 17-year-old at Georgetown Prep, who jumped her, groped her, tried to tear off her clothes and cupped her mouth with his hand to stop her screams.

Only when Kavanaugh’s friend Mark Judge, laughing “maniacally,” piled on and they all tumbled off the bed, did she escape and lock herself in a bathroom as the “stumbling drunks” went downstairs. She fled the house and told no one of the alleged rape attempt.

Not until 30 years later in 2012 did Ford, now a clinical psychologist in California, relate, in a couples therapy session with her husband, what happened. She says she named Kavanaugh as her assailant, but the therapist’s notes of the session make no mention of Kavanaugh.

During the assault, says Ford, she was traumatized. “I thought he might inadvertently kill me.”

Here the story grows vague. She does not remember who drove her to the party. She does not say how much she drank. She does not remember whose house it was. She does not recall who, if anyone, drove her home. She does not recall what day it was.

She did not tell her parents, Ford says, as she did not want them to know she had been drinking. She did not tell any friend or family member of this traumatic event that has so adversely affected her life.

Said Kavanaugh in response, “I categorically and unequivocally deny this allegation. I did not do this back in high school or at any time.”

Mark Judge says it never happened.

Given the seriousness of the charges, Ford must be heard out. But she also needs to be cross-examined and have her story and character probed as Kavanaugh’s has been by FBI investigators as an attorney for the Ken Starr impeachment investigation of Bill Clinton, a White House aide to George Bush, a U.S. appellate judge and a Supreme Court nominee.

During the many investigations of Kavanaugh’s background, nothing was unearthed to suggest something like this was in character.

Some 65 women who grew up in the Chevy Chase and Bethesda area and knew Kavanaugh in his high school days have come out and spoken highly of his treatment of girls and women.

Moreover, the way in which all of this arose, at five minutes to midnight in the long confirmation process, suggests that this is political hardball, if not dirt ball.

When Ford, a Democrat, sent a letter detailing her accusations against Kavanaugh to her California congresswoman, Anna Eshoo, Ford insisted that her name not be revealed as the accuser.

She seemingly sought to damage or destroy the judge’s career behind a cloak of anonymity. Eshoo sent the letter on to Sen. Diane Feinstein, who held it for two months.

Excising Ford’s name, Feinstein then sent it to the FBI, who sent it to the White House, who sent it on to the Senate to be included in the background material on the judge.

Thus, Ford’s explosive charge, along with her name, did not surface until this weekend.

What is being done here stinks. It is a transparently late hit, a kill shot to assassinate a nominee who, before the weekend, was all but certain to be confirmed and whose elevation to the Supreme Court is a result of victories in free elections by President Trump and the Republican Party.

Palpable here is the desperation of the left to derail Kavanaugh, lest his elevation to the high court imperil their agenda and the social revolution that the Warren Court and its progeny have been able to impose upon the nation.

If Kavanaugh is elevated, the judicial dictatorship of decades past, going back to the salad days of Earl Warren, William Brennan, Hugo Black and “Wild Bill” Douglas, will have reached its end. A new era will have begun.

That is what is at stake.

The Republican Senate should continue with its calendar to confirm Kavanaugh before Oct. 1, while giving Ford some way to be heard, and then Kavanaugh the right to refute. Then let the senators decide.

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