Thursday, August 28, 2014

Four Ways to Treat Your Email Subscribers Like Friends

Four Ways to Treat Your Email Subscribers Like Friends
According to the 60 Second Marketer blog, email marketing is powerful because it delivers your message to a subscriber's inner sanctum—alongside party evites from friends and photos from recent family trips. Because of this, they argue, "You need to develop a relationship with the consumer as well. Otherwise you are just an intruder in a house where you don't belong." 

Here are a few tips for making subscribers think of you as a friend whose messages belong in their inboxes: 

Be personable. A friend knows how to spell your name correctly; remembers your birthday; takes note of your likes and dislikes; and speaks to you in an informal, conversational voice. There's no reason why your email program can't exhibit all of these traits as well.

Be consistent. We all have that friend who alternates between bombarding us with messages and disappearing for weeks or months at a time. It gets old in a hurry. So be the friend who stays in touch consistently, and never comes on too strong.

Be concise. "You don't want to be that friend who takes 20 minutes to tell a 2-minute story," the 60 Second Marketer team notes.

Be sensitive. Friends recognize when "now" isn't a good time to talk—and it's important to remember that when timing your email campaigns. Mornings might be an ideal time to catch a stay-at-home mother; Friday evening, conversely, might be a terrible time to reach a B2B customer who keeps a regular office schedule.

Conclusion: Be a pal. Thinking of your subscribers as your friends is an effective way to gauge the appropriateness of your email program's different initiatives—and not wear out your welcome.

If you would like to discuss your 2014-2015 email plans and maybe looking for new ideas,  please give me a call at 440-519-1500 or e-mail me at

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.
Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”.  Always make it a good one!  From X2Media I would like to thank you for your time.

John E. Hornyak
X2Media, LLC

Three Tips for Social Media ROI

Three Tips for Social Media ROI

In the latest issue of Editorial Emergency's newsletter, Lisa Jenkins—vice president of client services at The Marketing Distillery—explains how her online agency implements business-savvy social media strategies. "We do all this with a very strong emphasis on metrics, analytics and return on investment—because social-media marketing in the absence of results is called 'fun,'" she notes.
And here's some of her advice for social media programs that produce the bottom-line numbers you want to see:
Have a personality. You can churn out offer after offer, or accumulate fans and followers by the thousands, but this won't deliver the results you want if you don't engage your audience. "I always say I'd rather have 100 people who are super-engaged with the brand than 5,000 who can take it or leave it," she notes.

Encourage interaction. Create engagement by putting an interactive spin on certain content. Instead of sending out a dead-end tweet that says Hey, look at this, for instance, you can request feedback and include an incentive: Look at this and tell us what you think and you'll be entered to win a copy of this.

Use the Law of Thirds. With a healthy mix of social media content, you'll get your message across without seeming heavy-handed. "A third of the content you're pushing out can be promotional," says Jenkins. "Another third should be specific to your industry, your community, the world you operate in. The final third should be interactive."

Conclusion: If you want to profit from your social media program, you have to treat it as seriously as any other marketing element.

Four Reasons Haters Are Good for Your Company

Four Reasons Haters Are Good for Your Company

Your company will always have haters—unhappy customers who go out of their way to trash your product, service or customer service at every opportunity. "They often find their way onto social media, thanks to the low barrier of entry and promise that any invisible comment can find its way onto the highly visible first page of Google results," writes Rohit Bhargava at the Influential Marketing Blog. But they're actually good for your business. Here's why:

They highlight points of vulnerability. Look past the vitriol and ask yourself: Do the haters have a point? While they're reacting in an unconstructive way, a genuine grievance might drive their rage. Addressing that flaw only strengthens your company.

Their minds can be changed. Most of your haters won't harbor deep-seated animosity. Perhaps they felt slighted by customer service, or misled by a salesperson. "If you can find a way to fix that experience and make it right," he notes, "that same person can be transformed into your biggest advocate."

They validate your social media efforts. Let's say you've spent a lot of time building relationships at Facebook and Twitter. If a disgruntled customer starts hating on your brand, there's a good chance loyal customers will rise to your defense. Observers will see the complaints—but they'll also see the rebuttals.

They keep people talking about your brand. Bhargava says he doesn't believe that any publicity is good publicity. But if you find a way to take control of the conversation, you'll wind up with positive publicity you wouldn't otherwise have.

Conclusion: Welcome your company's haters—and use their agitation to fuel positive change.