Email Isn't Dead! Permission Based Marketing Works

Lately, lots of marketers have been refocusing on email marketing as a way to better sell, keep, serve, and save customers. Though proponents of social media have declared email dead, businesses like Groupon, LivingSocial, and SniqueAway have proved them wrong. So why does email do wonders where other channels can fail?

It's all about permission-based marketing.

That's right. While all channels can be (and should be) permission-based, e-mail is by far the easiest to optimize this way and generates the best results.

How does this work?
photo © 2010 Keith Ramsey | more info (via: Wylio)

On a basic level, you should only be sending your email blasts to people who've agreed to receive them.

But it goes deeper than that.

If you sell more than one type of product, don't you want to know which of your customers are most interested? If you sell products for babies, why do you want to promote these to people without babies? Why do you want to sell garden supplies to people who don't have gardens? Why do you want to sell windshield wipers to people without cars?

You don't. (No, you really don't.)

This is where permission-based marketing comes in. Here's how it works:

Ask your customers which kinds of messages they want from you - what are they interested in and what do you they want to hear about? You can work with your e-mail vendor on this, or you can use one of several online survey tools to ask them. Then, simply send them what they want.

Why is this good?

• It helps you determine the level of interest for each of your product categories.
• You're of more value to your customers because you're only delivering content of interest.
• You're respecting your customer by letting them hear from you only as often or as rarely as they want.
• When you launch a new product, you'll have a much better idea of how many people will want it.

 Need help figuring out who wants what, where and when? Let me know.

Three Things you can do Today to Drive Sales

It's Monday morning.

You're tired. That second cup of coffee hasn't quite kicked in yet.

You're looking at last week's numbers, and they aren't good. You need to do something today to get those numbers up.

So now what?

photo © 2009 Cliff | more info (via: Wylio)
Should you put a guy on the street with one of those big arrow signs leading to your store? Hire an Elvis impersonator? Get some of those car show models?

All of those are creative ideas, but here are three ideas that will really get things going:

1. Identify a small group of loyal customers.

Create a sale just for them. Call or e-mail them and say thank you. Extend this offer to them. It doesn't have to be much. You can even use a discount you're already doing. What's important is 1) you're thanking them, and 2) you're asking for a sale.

2. Identify the product or service that's selling best right now.

Send our an e-blast promoting that product. If you've got brick-and-mortar locations, put it in the front window. If you're a service, rather than product, business, put that service front-and-center on your web page, your blog, your twitter feed, your LinkedIn page, and anyplace else you can think of.

3. If you have a Facebook page, do a Facebook-only sale.

This is another great way to thank your fans. It also provides value to people for being your Facebook fan. Third, it's a great way to get more fans on Facebook - be sure to put a note on your e-blast and your web site that says "Follow us on Facebook for Facebook only sales." If you don't have a Facebook page, and you're a business-to-consumer (B-to-C) operation, consider starting one today.

So, what are you waiting for?

Get started driving sales now and start your week off right. Need help? Let me know.

Sometimes, the Best Answer is "More!"

My neighbor recently wrote and published a book about better leadership for people in charge of Boy Scout Troops. He's sold half his first print run (hooray!), but he still has half to go. He asked me for some marketing advice. Here's what I asked him...

photo © 2010 Jorel Pi | more info (via: Wylio)

Where is your book for sale?
It's selling on Amazon and he's set up a web site where folks can buy it too. So far, so good.

Is it visible to search engines?
Yes - it's one of the top few results if people search on "scout leadership." Even better.

How are you promoting it?
On his Facebook profile, which is also good. I suggested he look into a Facebook ad. He can set up the ad to target people who have "Boy Scouts" as an interest, and target by age range and geography if he wants, too.

What about the press?
He's been interviewed about the book, and the person who interviewed him recorded it as a podcast, which is fantastic. In fact, many of his sales are coming from people who listened to the podcast.

This is key.
We now know a that a primary motivator for sales is this podcast, so we need to find ways to get this content to more people. He's got a link to it on his web site. I suggested he add it to Facebook too, and ask others to link to it, which brings me to my next point....

What about the blogosphere?
There are blogs about everything, including Boy Scout leadership. My neighbor has had some positive reviews from bloggers, which is also great. He needs to reach out to more of them and ask them to review his book and link to the podcast. I also advised him to offer to guest blog for these folks - bloggers are always looking for content and a guest blogger can provide a blocked or busy writer with a much-needed break.

So, what's the lesson here?
My neighbor has been doing a great job marketing his book through multiple channels, and to sell the second half of his print run, he needs to just do more of the same - more interviews, more blogs, more links. My advice to him - just do more.

What about you?
Which of your marketing channels seems to bring in the most sales? Is most of your sales traffic from a radio ad? A coupon? Your blog? Your Facebook page? Whatever channel leads to the most sales is the one you want to try and drive more traffic to.

Not so sure what's working or how to measure it? I can help. Drop me a line.

Setting Your Price Without Screwing Yourself

How much should you charge?

This is a hugely important question. How much you charge for your product or service affects everything - how much you profit, how much you're able to pay your employees and vendors, how much you can spend on supplies, marketing, and everything else.

So how do you decide?

First, it's time for some competitive analysis. Once you determine who your major competitors are, do a thorough check of all of their pricing. What do they charge online? Is it different if you call or go into a store?

What does their pricing really include? What should your pricing include?

photo © 2008 Paul Falardeau | more info (via: Wylio)


Some of your competitors probably charge a little more and include some extras. Some charge a little less and use a more a-la-carte plan. These extras should make for happier customers with more loyalty to your brand. This is what's behind L.L. Bean's recent decision to include free shipping on every order. Watch out, though -  if you include too many extras, you can't stay in business.

By the same token, price yourself too cheap, and you just can't generate the cashflow to stay solvent (like former apparel retailer Steve and  Barry's).

So now what?

Say you do  decide to go the L.L. Bean route and include free shipping on every order. Can you really do this? If you're not sure, ask your financial analyst (or hire a financial analyst - it's worth it) to do a full rundown on how much including shipping in every order would really cost you. If you find you can't afford to include shipping on every order, are there certain orders where it's better to include free shipping?

Like maybe for first-time customers, or customers referred by other customers? Or your most loyal customers? Or customers who spend a certain amount? Or even customers ordering your clearance items?

You can do (or have someone do) a financial analysis on each of these scenarios, according to your current order pattern. Then, you'll see what each might cost you.

What about pricing on everything else?

Run the numbers. What can you afford to charge? You'll want to leave room in your regular pricing for a sale, should you need to discount items later to move them. If you're charging far more or far less than the average price, you should have a good idea as to why. Is your product better than others like it and that's why it costs more? Is it handmade? Made in the USA? Environmentally friendly?

When you charge less, customers want to know what that is too.

Oh yes they do. I promise. So why are you charging less? Do you negotiate the best prices from your suppliers? Use super-efficient manufacturing methods? Buy from a variety of vendors so you're always getting the best price? Concentrate on really low overhead?

Finally, always be willing to change.

If your current pricing strategy isn't working, change it. You might find you're not charging enough for some things and too much for others. Keep analyzing and testing until you get to where it works.

Does the thought of a pricing strategy give you the shakes? Let me know, I can help.

Three Ways to Find Out what Your Customers Want

Actually, the best way to find out what your customers want is to simply ask them.

That's right - just ask them. Stop hiding behind generic e-mail addresses,  automated receptionists, and your PO Box.

Get out there! Here's three easy ways to get customer feedback now.

Click to rate this clock from
Uncommon Goods.
http://tinyurl.com/3ny2feo

Try a little Twitter. Twitter is a great way to ask questions. Red or blue? Cherry or grape? This one or that one? Your followers will provide instant feedback.

Put your face on Facebook.  Facebook is one of the most efficient and cost-effective ways to connect with your customers, especially if you're a consumer brand. You can easily post surveys, questions, videos, links, and anything you want customers to see and comment on. If your customers are other businesses, you can do the same on LinkedIn.

Make your e-blasts interactive. Do you send a weekly or monthly email blast to your customer list? You probably tell them all about your new products and your latest sales. Here's another opportunity to ask them what they want - can they vote on what products you carry? Rate your newest items? Recommend something you should sell?

Who's doing this now?

If you want to see this in action, there are two brands who really excel in this space (not the only ones, just the first ones I thought of). The first is retro indie brand ModCloth, with their Be the Buyer program, and the other is green artisan brand Uncommon Goods, where you can simply vote on product to similar effect.

How do you get customer feedback and engagement? Share in the comments. 

Need help? Let me know.

Profiting from Off-Label Uses for Your Product

Are there off-label uses for your products?

You know, like the use of hormone injections for weight loss or coffee to relieve headaches?

Now is a great time to think about other ways your own customers might be using your product.

Tito has some great alternative uses for your extra tuna.
Photo: J. Ibraheem

Do your socks make great potholders?

Are people reheating their leftover pizza with your waffle irons?

Are they using your spreadsheet software to plan their weddings?

Or using your kitty litter to prevent odors in the fridge?

There are huge opportunities to sell, keep, save, and serve your customers if you can figure out other purposes for your products:

Sell – people might not need your product for its primary use, but they badly need a solution for one of its alternative uses. Are you letting them know about other uses in your promotions?

Keep and Save – your current customers might no longer have the problem your product was originally meant to solve. No worries- they can still use it. Just make sure to let them know how.

Serve – Customers who love your product for its original use will be delighted to find out it’s so versatile. Make sure to let them know how useful it is!

Not sure how your product is being used by your customers?

Ask them! On your blog, your Facebook page, your Twitter feed, in your stores, in your e-blasts, on your web site. Your customers are your best source of information. Ask them all kinds of questions, and ask frequently!

Not sure if your product can protect your hands, reheat pizza, prevent fridge odors, or help with wedding plans? Send me a note and I’ll be happy to help.

How are people using your product off-label? Please share.

Kicking Your Customer in the Pants

That's right -  The customer always has a choice not to buy anything at all. To close their browser (or leave your store) without buying any shoes, pie, restaurant coupons, or concert tickets. To just leave empty-handed.


Store with things you need today.
Rhodes, Greece
Photo: L. Ibraheem

This is called customer inertia, and we all dread it.

Last week, in my post about competitive analysis, I mentioned that your biggest competition is the customer's choice not to buy anything at all. I received a few questions about this concept, so let's examine it:

How do you break customer inertia and get your customer to buy something right away? We can't literally kick your customer in the pants - that would be wrong (oh well). But here are a few things you can do to speed things up:

1. Talk about your product in a way that's relevant. How is your product relevant to your customers' needs today? Don't make people figure this out, tell them!



2.  Make the decision easy. Simplify how customers find your product on your web site and in your store. Make buying easy - can you cut down the number of clicks? Provide an incentive like free shipping for a minimum purchase amount? Also make it easy to find customer reviews, industry reviews and coverage, and anything else your customer might need to decide now.



 3. Make your content sharable. Can you customer send a link to a spouse or other person who might have input on the decision? Make this easy and fast.


4. Give the customer a compelling reason to act now - like a limited time special. Don't forget to ask them to opt in for an e-mail reminder so they are notified before the sale's over, and about future promotions. Also consider some kind of offer for people who don't complete their online purchases.


5. Retail store? Greet customers and ask them what they are looking for when they visit you. Then help them find it. Sometimes the customer only has a hazy idea of what they need (like an outfit for a job interview or something pretty for spring) and sometimes they know exactly what they need (a blue sweater, some black pants). Either way, find them what they need and you've got a loyal customer on your hands.


What are you doing to give your customers a kick in the pants? I'd love to hear it.