Today I received a GDPR email message from a LinkedIn connection – we are 1st degree connected. But because he’s in Europe, all his written electronic mass communications are now governed by GDPR – the European Union legislation General Data Protection Regulation.
The full email is reproduced below. Here is my analysis of why it’s such a nicely composed text. If you are in B2B marketing, I recommend taking a close look and deciding if this sort of annual review of your mailing list is appropriate.
Because we pay (mostly) for our email mass communications in a monthly fee calculated on the size of our mailing list, it’s worthwhile doing a “cull” to remove people who are either not reading your messages (since Gmail introduced the tabbed viewing this has increased for my list) or those who are no longer relevant to you or vice versa. It keeps your messaging tight and focused.
6 direct mail copywriting tips
The opener explains why – in large font. The subject line is “Why did we connect in the first place?” so I was intrigued to open it.
The addressee (me) is personalised.
The four points summarise Paul’s brand offering and gives me more reason to check out his current work.
Then he justifies continuing to mail me post-GDPR (not sure I buy this – but points for trying)
He gives permission to unsubscribe and suggests reasons why I should do this.
Lastly, in the footer he reminds me to update my LinkedIn contact preferences – a very nice touch
So here’s his article in which he explains what IDK means and here’s the list management options for future communications showing my selections.
I think this is clear and totally appropriate. Get in touch if you’d like me to review your mailing list strategies.
Email list marketing permission options
The Full Email Text
Rebecca, You are receiving this email because we are 1st. grade connected on LinkedIn.
“I did not have time to write a short note” sic. Mark Twain The words appeared in a letter [JRMT] 1871 June 15, Letter from Mark Twain to James Redpath, Elmira, New York
Was it because my profile caught you attention, or was it something in my Company page which appealed to you?
All good reasons and fine with me…, as these are my reasons too.
By connecting 1st grade you signed-in = pre GDPR opt-in – when accepting the connection request.
Your connection is as valuable to me as exchanging a business card containing all contact data during a life network event. A licence to contact… by phone, fax (I still remember), mobile phone (now WhatsApp), mail … This in order to set-up a business deal, meeting (now virtual) and social event… stay in contact.
And which is more, exchange or reach out for knowledge, an introduction, bring articles, whitepapers, books – all now with e- extension – which added to our success to each other’s attention and use. Shortcutting the learning curve, avoiding pitfalls, grow faster.
It is cumbersome to maintain contact with your network (it contains the verb …work) so here is how I do it: I am a giver – the golden rule in networking: give and not expect to be given – by sharing courtesy content, summits, introductions…. Proper GDPR set-up in place to safeguard and cherish our contact.
When your interest, position, business evolves, it is okay to: * Unsubscribe * or hit the * No longer interested *, * Unspecified * , * Other * (a reason appreciated) tab. No hard feelings!
But don’t throw * Did not sign up * back at me because you did – pre- GDPR – check your linked-in connection list.
It gets worse with * Inappropriate content *: how am I supposed to know things changed when you are not telling me, your once 1st linked-in chosen contact, what changed, what your interests are today… so Update your preference.
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.
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.
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.
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.
In the world of Digital Marketing, there is a constant need for innovation to stay ahead of competitors and create the next novel experience in order to sell to customers. We saw it first with the use of email marketing communications in the 90s which was a bandwagon – everyone jumped on board and our in-boxes got swamped with newsletter.
Nowadays there are a plethora of services available to the digitally savvy, but how effective are they, and are they likely to oust the tried and tested methods?
So our thesis is that email newsletter subscriptions are falling because we get too many of them. EdgeRank removes the free postings by businesses on Facebook and Twitter is too crowded.
BUT people want high quality content.
So how can we deliver content from our website without using a newsletter or social media?
To answer this question, let’s look at a relatively new service to enter the market, Push Notifications –and how they compare to our most powerful channel at present, the good old fashion email/newsletter subscriber list.
So before we go any further, what exactly are Push Notifications?
Push notifications are simply alerts that pop up on your computer or mobile, on demand when the publisher releases something of interest to you.
“Hmm well this sounds kind of invasive though…“
I hear you. Pop-ups generally are annoying and frustrating, however these alerts only appear when you opt in to the list. A cookie is placed in your browser and each time the publisher wants to send out a notification, every browser containing that specific cookie receives the alert, regardless of whether they are browsing the web or not. In some ways they are less invasive than the hassle of having to enter your contact details to download an eBook.
To find out if Push Notifications were a worthy substitute or indeed even a necessary supplement to our tried and tested marketing methods, we asked ourselves the following questions:
Are consumers growing weary of newsletters and email marketing?
I recently unsubscribed from at least 5 different brands’ emails because of the constant bombardment of marketing material. If others are finding themselves doing the same, does that pose a risk to the future of email marketing communications? And if so, are Push Notifications a smarter way to engage?
Are people still interested in content?
The old adage that ‘content is king’ may have held weight in the past, but do customers actually want to receive endless articles and information related to products they might purchase? With every brand under the sun fighting for your attention as a consumer, how much is too much?
My answer is yes. Emphatically. Good content gets liked, shared and commented upon.
Will people actually engage with these invasive interruptions?
My initial thoughts are yes, if used sparingly. Too much of anything can be bad. I feel the key to making the most out of Push Notifications is moderation. Subscribers aren’t going to respond well to being pestered several times a day while they browse the web. But they may be interested in what’s been going on if it is restricted to once a week, for example. Similar to SMS notifications, users must interact with the push notification in order to view it or close it. Compare this with email, where readers can simply delete, filter, file or ignore without having to open the message at all. Push notifications by-pass this barrier to opening email by displaying the message title straight away.
You have to respond one way or another!
Would Push subscribers never have joined the email list anyway?
Perhaps. Even if there is no clear preference for one over the other, having both allows your brand to capture your audience’s attention in a medium that works for them. Without having to provide an email address, we may never know who has opted in to Push Notifications, which makes communicating outside of Push challenging unless we can cross-match against other subscriber actions.
With email and push running simultaneously, which one performs better?
We ran Push Notifications for the second half of February on a client website.Our provider of choice was OneSignal – a service that promises to remain free forever! An interesting claim, but what’s the REAL cost? I suspect Edward Snowden would fall off his стул (chair) in frustration – let’s save it for another day.
Results from Push Notifications test
At the beginning of February, we had 5,334 email subscribers. At the end of the month, that figure had risen to 5,426 – a gain of 92 subscribers.
Push Notifications began on February 15th. Two weeks later we had 63 push subscribers.
Our Push Notifications were promoting the same material as our emails, so which one performed better?
https://creativeagencysecrets.com/wp-content/uploads/2017/03/webpushnotifications.jpg330520Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2017-03-02 17:06:532017-03-30 15:10:41Push Notifications: Is this the death of email newsletters?
Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.
Some direct mail is poorly conceived and so does not achieve its potential.
[WARNING – this is not always true].
Printed direct mail promoting a printer
I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.
Direct Mail campaign structure
Using a mailing list of marketing agencies, three print pieces of DM were posted out.
The copy promoted “digital by nature” and a new world of digital printing.
Each card had a number to show where it came in the sequence
Each one showed different paper colours front and back
Each card had the print specifications for the front and back detailed which was cute
All print was beautifully executed
The 3rd card showed how to set up artwork to work with digital White Toner
The 4th card showed how to set up artwork to work with digital Clear Toner
I did not receive the first card so the campaign opener was lost
My agency does not buy print or do graphic design, we are not a good prospect for this service
https://creativeagencysecrets.com/wp-content/uploads/2017/02/IMG_6999.jpg20161512Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-02-02 10:00:002019-04-23 10:53:57Preparatory work for direct mail lowers costs
What’s a typical response rate for highly personalised B2B direct mail? What provider would you work with? I’ve heard of Enthusem and Pebblepost.
It’s a well designed card with their logo, name or website on it.
Logo for Enthusem
Your response rate for B2B direct mail depends on a couple of things
What you’re selling and whether the recipient has heard of you or has the need right now for your product/service.
If you are already known, you can get response rates over 10%, particularly if you are trusted.
One way to improve your “response rate” is to do a follow up by telephone to check they got the message and to elicit a reply verbally.
You will get the best results by working with someone experienced in Direct Response Mailings. This is a skilled position – do not expect high % returns without expertise in creating the mailing asset. If you’re inexperienced buying direct mail services, I suggest meeting a few agencies for a “Chemistry” meeting where they will show you their work and ask you about your business needs. This will educate you about the process and likely outcomes.
Lastly, both the services you suggest seem good, I’ve not used them. But a competent Direct Marketing Agency (like Creative Agency Secrets) will do a similar job of customised direct mail pieces as these businesses. Which may be much cheaper. It depends on how big your database is as to which is a good / cheap option.
https://creativeagencysecrets.com/wp-content/uploads/2016/11/enthusem-website.png10022054Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-11-21 08:00:592016-11-18 14:57:22What's a typical response rate for personalised B2B direct mail?
Google alerts are an extremely useful resource for promoting your business online. First of all, if you aren’t using Google Alerts to track your business, you’re missing a seriously useful hack. They are particularly handy for staying up to date with relevant and timely information regarding your business, so you can react immediately to any publicity or news as soon as it happens.
But that’s not all Google Alerts are good for…
Google Alerts can also be used via RSS as a news aggregator on your website or blog! This is particularly useful for showing your visitors you know what is happening around you as well as demonstrating a position of authority with regards to your particular topic. Displaying the latest, relevant news results provides a great reason for your fans to continue returning to your site. Tailored, niche content is much easier to digest when it is a subject aligned with your own browsing interests. It may even help increase the likelihood of your visitors purchasing from you!
The best part about this is it can be totally automated, so you don’t have to spend time curating material. But make sure you have tested and refined your alert keywords in order to get the best results. Or, be sure to check the results from time to time in order to filter out anything that doesn’t fit with your brand.
We will be putting together a guide explaining how to get Google Alerts displaying as an RSS feed on your website shortly…
The next application for Google Alerts is a little more intricate: With a bit of research and a thorough understanding of your target market, you can even use Google Alerts to find new business!
Example: How to use Google Alerts to Generate Leads
Our client provides storage equipment solutions to the global rowing community. Although they can retro-fit single pieces of equipment inside an existing boathouse, their biggest projects come from clubs and organisations who have or are building brand new facilities. These new facilities obviously require a complete fit out of storage equipment and therefore, are our client’s ideal market. So how do you know when a new facility is built and looking for storage equipment? Timing is everything – if you find them too late, they may have already sourced a supplier and you’ll have missed the boat. Google Alerts provides the answer!
By setting up alerts with keywords such as “new rowing boathouse”, “rowing building new boathouse” and “new rowing club” for example, you get a nice summary of boathouse developments happening around the world.
Of course you have to continue your research beyond the alert itself to determine the lead’s value. Sometimes, results are completely irrelevant, and sometimes they are duplicates of material you have already covered. However, on the whole, they are incredibly useful at identifying future projects, as they are often newsworthy topics in their local area.
The next step is to track all your leads in a spreadsheet. Information such as who to contact and where they are located is particularly important. Additional research on the lead’s website often provides the necessary information to point you in the right direction.
In our client’s case, we were interested in contacting the architects of the boathouse, so that we could get involved with the club and their design process, as early as possible.
We have experienced great success building up a database of quality leads for our client in recent months. It is then up to our client to continue the dialogue with the prospective club and come to an arrangement. We have had a great deal of success converting these previously unknown prospects into happy customers, and have done so without investing hugely in advertising, outbound mailing campaigns or other conventional outbound marketing activities!
We have been able to minimise the time taken to research new sources of business through alerts and have increased the prevalence of new business, while making it easy to filter out results of no value. And as it updates you each time a new boathouse is being developed, you don’t waste time searching for them manually. A weekly check of your alerts inbox provides you with enough
Regardless of your industry or business, there’s bound to be a positive application to use Google Alerts for. Whether it is direct lead generation, building a database of bloggers and journalists to share content between, or even researching a network of businesses whose interests align neatly with your own, the uses for it go on and on.
https://creativeagencysecrets.com/wp-content/uploads/2016/08/google-alerts.jpg341845Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2016-08-11 10:00:402019-04-23 10:54:10How to Use Google Alerts to Drive Business
Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.
What’s your common denominator?
Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.
Get to know your audience better with Audience Industries Circles
Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.
Here’s what’s in store for you if you sign up for Circles:
Module 1: Learn what your audience has in common with you
Module 2: Be the brand/business that your audience trusts
Module 3: Find out what your audience wants and needs
Module 4: Break down the elements of compelling stories and apply them to YOUR story
Module 5: Understand what makes your audience take actions on your site and use the information for good
Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
Module 7: What you should know before you optimize your ads
Sound like something your business needs?
We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:
It’s not just the Circles curriculum that’s coming to town.
If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tourfrom Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.