Raz Chorev, Marketer, Australia,

Raz Chorev talks Email Newsletters

Raz is CMO of Orange Sky CMOs in Sydney, Australia.  We caught up recently and got his insights into the latest in email newsletters for business marketing.

Raz Chorev, Marketer, Australia,

Raz Chorev

You’ve been doing email newsletters for years. How frequently do you change something major e.g. layout, frequency, type of article?

Every couple of years: content, structure and design.

When you assess the analytics on a newsletter, what are the top 3 metrics you use?

Open rate, engagement rate, and unsubscribes. This keeps me focused on people opening the email, reading / engaging with it, and not getting pissed off or bored with it.

Do you have a view on whether B2B brands should re-use blog content in newsletters?

Content can be repurposed, based on the audience. not the sender. You can use blog posts, videos, images, tweets, quotes – anything to engage your audience and add value to them as they read.

What’s one tip for the future in newsletters?

Talk to your audience, like as a person, like in a conversation. See what I’ve just done here? Don’t talk AT them. Try talking WITH them – and they’ll respond.

What’s your favourite AdTech for newsletters?

I’m not fussed either way. they are all pretty similar. it’s your content which is the most important, not one fancy feature over another.

Connect with Raz via LinkedIn or Orange Sky outsourced CMOs.

Kiwibank, this is how I’d re-write your email

Kiwibank email text confuses

Kiwibank email text confuses

And I made a fool of myself on LinkedIn by explaining how I totally mis-understood Mark Wilkshire’s message.

Re-write to clarify the message

Here is how I would re-write the email in order to prevent others doing what I did.  [Aside: surely I’m not the most stupid customer Kiwibank has…please, humour me!]

Dear Rebecca

You have a Notice Saver bank account with Kiwibank.  The interest payments for this account come from our PIE Unit Trust.  The money you save in your account is invested in the fund and profits are paid back to you in the form of interest.

As an investor in this fund, we are obliged to share its recent financial performance with you. You can view an electronic copy of the financial statements for the year ended 30th June 2017 on our website via this link.  

[insert rest of the statutory text here].

Lots of love, Mark Wilkshire, Kiwibank

Why is this clearer?

I think this text improves the context for receiving the message.  It explains an investment I didn’t know I had and how the investment performance is relevant to my personal situation (bank interest).

Personally, I wouldn’t try to push out messages about other investments in this message.  Make it simply about this one thing, and how to contact us.

The full truth about what I did on Kiwibank

And, I would anticipate possible confusion among customers by enabling self-help tools on the website to be advance programmed to have answers to questions relating to this investment.

My “Kiwibot” experience below reveals more about the lack of customer orientation and more about the regulatory communication box-ticking which probably sits behind this email misunderstanding.

Kiwibank Bot does not answer questions

Kiwibank Bot does not answer questions

 

 

Why the HELL NOT?

emails on a laptop screen

What not to do in an email campaign

Once you send an email, it’s impossible to recall it back. Once you send an email with a mistake, you can kiss your reputation goodbye.

In the case of MTV bringing their popular television show, MTV Unplugged, to New Zealand, their advertising strategy left a lot to be desired.

MTV vs. Millennials

Earlier this year, in June, when MTV announced that they were doing an Unplugged series in New Zealand, Millennials across the nation rejoiced.

For those that don’t know, MTV Unplugged is a television show which features artists performing stripped back versions of their hit songs. The show has been featuring artists since 1989, so you can imagine the excitement when MTV NZ announced this news on Facebook.

The artist they’d chosen to feature in the first ever episode of MTV Unplugged NZ was Maala, a singer-songwriter of electric-pop music. Tickets were free but limited. To enter, you had to submit your details and await an email.

Email #1

email-1

In the excitement of winning tickets, it’s understandable that we could forgive the use of Times New Roman and just the overall lacklustre layout in this email sent en masse to all winners.

On closer inspection, there are a few more things wrong with this.

Email received 07th July, which is a Friday. Instructions are to RSVP by Monday 10th July to confirm tickets.

What is wrong with this? Firstly, for those that entered with their work emails, or don’t check emails on the weekend, it’s likely that this email would go unread by many until recipients were back into the work groove on Monday.

Secondly, three days can be considered a bit short notice to make plans.

Thirdly, Wednesday 12th August, 2017, doesn’t exist! It did in the year 2015, but unfortunately, time travel isn’t an option just yet.

Email #2

email-2massive-facepalm-gif

Well, that’s embarrassing! We can either assume that this little big mistake missed the multiple rounds of test emails, or that the marketing team skipped testing completely. At least they finally realised that serif fonts weren’t the best way to convey their messages.

A few things to take note:

  • Not a good first impression about MTV NZ (or the teams behind it)!
  • This email was sent Friday 7th July, promoting an event that’s only five days away.
  • They called the wrong date a “typo”, as though someone has misspelt “July”. Close enough.

Email #3

Do you think they got the hint that a single weekend wasn’t enough to wait for RSVPs? Or perhaps people found they couldn’t make it on Wednesday, 12th August, 2015?

Either way, they extended the RSVP date until the morning before the event. They also jumped back on board the serif train and still haven’t learnt that the way to communicate with digital natives is either through gifs, cat videos, or really, anything with a picture and a splash of colour.

This is a prime example of what not to do

So, MTV Unplugged hit New Zealand’s shores with quite a splash, and probably not in the best way. They also sent me an email confirming my tickets three times. Did this mean I had two tickets or six? Very confusing.

All in all, it’s a great example of how badly a brand’s reputation can be hurt by a few simple rookie mistakes. The whole event felt rushed, and while it progressed somewhat smoothly on the day, we can all learn that emails are still very important!

how to get subscribers to my email newsletter

How to Get Subscribers to My Email Newsletter?

I just started a curated newsletter about personal finance for millennials. Each issue includes 10 curated articles from various sources about investing, budgeting, paying off loans, and etc. I do not have any subscribers yet.

Well done – getting started.

Focus on Your Marketing Assets

Let’s help you work out the key answers you need:  Start with answering these questions.

  1. Do you have a website?
  2. On your website how do you invite subscription?
  3. Have you got social profiles?
  4. On your social profiles, how do you invite subscriptions?

So you’ve guessed, you need to get people to visit a place on the web which you own (website / social profiles) and then invite them to join your newsletter. Consider what ‘offer’ you can make which is attractive to them in addition to getting the articles. Sumo.com has a good WordPress plugin for subscriptions. Also check out Push Notifications as many sites prefer this as subscribers won’t share their email address. I wrote this article about Notifications

Things for you to GrowthHack test

Once you have started the newsletter and finding subscribers, you need to work on continuously improving your offer and the means for people to join it.  Growth hacking is the process of improvement and measurement.

  1. Is 10 articles too few / too may / just right?
  2. What offer can you make to subscribers?
  3. How are you monetising your newsletter?
  4. Which brands can you collaborate with to grow your list with theirs in a joint venture arrangement?
  5. What are your key metrics and ideal customer profile?

Now grow your profile

Get known by answering questions in public which relate to your issue (Financial services) and your audience (millennials).  By showing off your knowledge and linking back to your website or social profile, you can encourage people to remember your brand and respond – starting discussions, which further allow you to show off your expertise.

  1. Good places to start are Reddit and Quora search for questions on your topics of interest e.g. student loans.  Also find niche financial services websites and discussion forums
  2. And also use Google Alerts to search and email you links to places where your key words are being added to the internet
  3. Bookmark websites where these show up regularly.  Approach them and ask if you can write a guest article with a link-back to your website

Good luck and keep up the good work.

This answer was originally posted on Clarity.fm

How to Market Your Consulting Services Effectively

Consultants offer all types of services from HR placement to IT, but when compared to other businesses such as selling cars or real estate, marketing a consultancy is much harder to drum up new business. Most of the time, your potential clients are not even aware that they need your services.

You must, therefore, come up with a consistent approach to marketing if you want your business to get traction.  Diligence and persistence pay off when selling services.  

So, if you are new to this line of work and need clients, here are a few ideas on how to market your consulting services effectively.

1. Send Direct Mail

Direct mail is an effective marketing tool since it accurately targets the right audience. To get started, first make a list of prospective clients. Next, send them a brochure, flier, or sales letter detailing the services you offer.

However, remember to address each recipient by name both on the envelope and in the sales letter. By personalizing a sales message, you increase your chances of getting a favorable reception. In the letter, describe the benefits of your services before listing your contacts. Finally, include an attention grabber such as “limited time offer” on the envelope.

Also, make sure that you play up your area of expertise. If you have an online masters in communication management and you’re intending to become a communications consultant, make sure that your qualifications like the master in communications is front and center on any of your sales material, especially your blog.

2. Make Cold Calls

Simply put, cold calling is making calls to prospective clients who do not expect to hear from you. Although many people resent cold calls, they are still worth giving a shot, especially when you are starting out. So, expect a lot of rejections. For every prospect who says yes, hundreds may say no.

3. Advertise

Traditional advertising, which is expensive, may be out of your reach when you first start out as a consultant. So, focus on advertising in trade magazines and journals as well as in consultant’s directories. Also, use another (mostly) free, and often overlooked, advertising tool – the Yellow Pages.  Other local Marketing tips include free directory listings.

Once you install a business phone line, your business name and phone number are automatically listed in the book. You can opt to leave it at that, for, after all, it is free advertising, but to look more professional, consider paying for a larger ad. It also makes your business more conspicuous.

4. Newsletters

Newsletters are another effective way of drumming up new business. They work by presenting relevant information about your trade to prospective clients. In addition, they remind your former clients that you still exist.

A typical newsletter includes helpful tips, your opinions on a particular subject, and any news of importance to your work.  Remember to include local marketing news and information – most of your early clients are likely to be in your city or region – so let them know what’s going on locally where you could meet them to say hi. Here are more local marketing tips which you can action immediately.

5. Referrals

This is probably the easiest marketing tool at your disposal. After you complete an assignment, send clients a note to thank them for their business, and to ask for the names of associates who might be interested in your services.

Overall, a consultancy advisory business is unique because prospective clients rarely know that they need your help. To stand out in the marketplace, use as many marketing methods as possible and deliver them consistently every month.  

We use our 8 Step New Business Development process and each has a category – this blog post is related to Step 4 – Profile Raising.  Click the link to read more free advisory articles on how to raise the profile of your business.Symbol for profile raising as part of new business development

Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email [email protected] with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

 

 

Audience Industries New Zealand Tour

Audience Industries New Zealand Tour

Announcing the Audience Industries New Zealand Tour

Creative Agency Secrets is proud to be collaborating with Audience Industries for the second year running! Together with founders Dan Morris and Rachel Martin we’ll be running an 8 date tour, making stops in Auckland, Dunedin and Wellington, learning how to drive online business success.

Learn how to grow revenue with your best tool: YOUR website!

Find out how to build new revenue streams and grow audience engagement with your website with the leading edge of best practice with these two leading practitioners. Here’s a taste of what’s in store for you when you attend Audience Industries:

  • Audience engagement with community marketing
  • Persuasion and action techniques
  • How to tell a story (that people WANT to read)
  • Using data dashboards to improve conversions
  • The copywriting words that create engagement
  • How to use custom sidebars to optimise your adverts
  • A YouTube strategy to keep viewers on your videos

Get past using buzz phrases and marketing hype! You’ll learn practical solutions that you can use immediately.

Want to find out more?

Read all 4 curriculum options in detail!

We know these techniques work, and you will learn the practical solutions directly from expert, knowledgeable technicians. Don’t believe us? Look at just a couple of the testimonials we captured from last year’s attendees:

Rachel and Dan have a really lovely style and they have ‘been there and done that’ so they are talking from experience.  They’re constantly tweaking their own approach and there is an emphasis on practical application. I found them very generous with their information. No holding back.

They were genuinely concerned about the group getting the information and being able to use it.  They wanted everyone to succeed and it’s unusual to find that in presenters.

They want the whole sector to grow.  Very personable, nice and the information was extremely useful and It was easy into put into practice.  

Jayne Richardson, @jreltd, Auckland attendee 2015

Book your ticket now

  • Auckland – April 29th – Escape Velocity Curriculum
  • Auckland – May 1st – Sequoia Curriculum
  • Dunedin, May 3rd half day – Sequoia Curriculum
  • Dunedin May 4th half day – Circles Curriculum
  • Wellington – May 5th – Sequoia Curriculum
  • Wellington May 6th – Circles Curriculum
  • Auckland – May 9th – Circles Curriculum
  • Auckland – May 10th – Clusters Curriculum

Get details on the detailed curriculum of what you will learn at each event.

We’re offering single-day tickets, or get a SPECIAL for two dates in one city.

Don’t miss out on the Audience Industries New Zealand Tour! Dan and Rachel will teach you the tools so you will become the CEO of your website.

 

Be Innovative with How You Get Testimonials

Be Innovative with How You Get Testimonials

When you’re new, or growing, and need social proof to prove your worth to the world

So, you’re starting out your business and you know you’ve got a good thing going. But something you don’t have yet from your clients: their endorsement of you and your brand or your product. Sure, they’ve told you they liked working with you and, of course, that made you feel good on the inside. But, with the interwebs, you need to have hard proof that says someone used your services and liked it enough to write it down in a social internet space. Like Google Reviews. Or Facebook. Or even just in an email and with your clients’ blessing. Okay, so, how do you do it?

Be Innovative with How You Get Testimonials

As I’m sure you’ve guessed by now, or deduced from the title of this blog post, we’re talking about testimonials. Or reviews. Either or, they can be one in the same, if they contain ratings and words as friendly companions in whatever social app you’re using. There are multiple ways to get those testimonials so that, when a new possible client happens to Google you, lo and behold, they see other people like you and have used you and have provided their friendly feedback. Well, we rolled out with a fun and ‘give-back sort’ of way to request from our clients and those that have worked with us in the past. I think you’ll like it.

Be Innovative with How You Get Testimonials

Before the holidays, our Chief in Command, Rebecca, came across a non-profit organization called StarJam. Briefly, I just want to let you know that what they do is amazing. Through music and performing arts, StarJam lifts kids with disabilities up, helps them to learn new skills, and gives them confidence. Just take a look at the photos they have on their website, every time I do I just want to be a part of that! Anyway, back to the story. Rebecca wanted Creative Agency Secrets to be able to give to StarJam. We also, you guessed it, wanted to get testimonials. Testimonials in one hand, giving to a good cause in the other… hmm. There’s got to be a good way to put these two together.

And SMASH!

It’s the holidays, right? We can send out a good will email to our clients! WE will donate money in your name to StarJam if you can write a few words on Google about your time with Creative Agency Secrets. So, we reached out to StarJam to get their permission, find out if they felt comfortable with our plan, requested a few images to use and then started crafting an email.

Be Innovative with How You Get Testimonials

Key items we made sure to have in our email

  1. Make your headline engaging
  2. Make your text interesting to read
  3. Tell the reader what you’re doing or what you’re asking them to do

Be Innovative with How You Get Testimonials4. Hyperlink to wherever they need to go or whatever you’re referring to

5. Use images

The main thing we wanted to make sure to do was inform our followers HOW to submit a review. Some people don’t have Gmail. I know, crazy world, but we had to come up with a foolproof way to say ‘This is easy! Here, we’ll show you’.

Be Innovative with How You Get TestimonialsVoila! We created this easy to read image with everything needed to tell our audience how to do what we were asking them to do.

Then what? Well, we could wait around with baited breath. But, by this time, it was Christmas and we decided we’d come back to it in the New Year with fresh eyes and suntans.

And when we did… no reviews! We could have been sad and wallowed a bit but that’s now how you get good reviews. So we sent a follow-up email. Sort of a, “Hey, we know you were busy over the holidays, but…” reminder. Good idea, right? Of course.

But when you’ve asked the same way twice and you still get no response

You try another tactic. This time, we called, or in some cases walked over to, those who had worked with us in the past to ask them, oh so kindly, to provide us with a review while we donated to a good cause in their name. Sometimes it just takes the glimmer in your eye, the inflection in your voice, or just good ole human contact to make the connection you need.

And now we’re on the MAP!

Be Innovative with How You Get Testimonials

Tips to those using Google reviews!

  1. For one, you need 5 reviews to be able to see your star rating.
  2. For two… even if you have 5 star ratings for all 5 of your Google reviews… somehow you still only rate 4.8 stars

Number two will remain a bit of a mystery.

I hope this helps any startup businesses out there looking to get on the map as well with testimonials and reviews. As they say, right now, the BEST way to get business is by word of mouth. And online rating systems like Google, Facebook, and others are the next best things with the worldwide web!

FAIL Ontraport subscribes complainers

Following up on my post, here’s the latest…. I get an email from Ontraport promoting their WordPress plugin.

I definitely did not subscribe to this.  If you read the earlier post, you’ll see I was complaining about their service as I suspect they support spammers.

So I click through to unsubscribe from this newsletter and see that they’ve subscribed me to their weekly newsletter BECAUSE I clicked on their Spam / Abuse complaint website link.

Do not do business with these guys.

Ontraport confirms Abuse website sign up

Ontraport confirms Abuse website sign up