HOW NOT TO LOSE A POTENTIAL CUSTOMER
I was recently intrigued by a corporate email marketing campaign for Valentine’s Day. The message read:
Roses are red, violets are blue
Valentine’s Day is coming, so what will you do?
In the U.S. and Canada hotels have good deals
They’ll get you excited and bring on the “feels”
The options are endless, but how will you choose?
Give a gift certificate, there’s no way you’ll lose.
Now to clarify, what intrigued me was the marketing strategy behind this. It left me wondering if the company had given proper thought to it. Because you see, all marketing is not created equal.
In a time when consumers are getting countless emails daily, your first battle is getting the reader to open yours. There’s a lot of competition out there! If you got your email opened, give yourself a pat on the back and move on to the next challenge…getting your message read and even better, engaging your reader enough to click through to your website.
To increase your success rate, do not:
1. Omit your branding
2. Craft a message that doesn’t get straight to the point
3. Be cliche
What you should do is begin with your end goal in mind. Remember: it only takes one bad email for a reader to hit the unsubscribe button.
Recently a public relations vendor posted an article on its Facebook page about why outsourcing your PR might not be a clever idea. I’m sure I wasn’t the only PR person out there who was annoyed that a PR vendor was advocating not working with an agency, but it also left me wondering who is in charge of the company’s social media.
In a time when social media has taken over by way of 140 character snippets, I’ve heard a lot of discrepancy about the value of a press release. If you think it’s too old school, think again..but don’t take my word for it. Take it straight from the source: a travel editor with whom I’ve had the pleasure of working with for years. She uses press releases all the time. And she’s not the only one.
A HEART-STEALING BOSTON HOTEL Anyone who’s traveled with me knows how I tend to scrutinize a hotel. I’ll politely call it a side effect of working in the travel industry for almost 15 years. I notice things that other guests probably don’t…I pay attention to the...
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