Posts Tagged ‘Readership’

Email Marketing: 8 Tips for a Successful Campaign

Sunday, February 28th, 2010

Although many shy away from email marketing, it is now one of the most effective ways to reach your target market. With a plethora of SPAM emails clogging inboxes globally, the challenge today is providing useful information that your clients/prospects really WANT to receive and understanding how to provide that information in such a way that it is not considered SPAM . While there is no universal solution, the following tips and tricks will help you boost your readership and keep readers coming back.

* Get on the White List- When building an email address database, make sure

that all subscribers know to add the incoming email address to their white list. This should be addressed on the eNewsletter’s Subscribe page. The white list is a setting within an email program that will allow the administrator to choose which emails are allowed in the Inbox.

* It is All About the Title- Are you using meaningful words in your email’s subject box? Words such as Sale, Deal, or Click Here might get you a first-class trip to the Junk folder. Create compelling titles that appeal to the interests of the recipients, including geographical locations, member organizations, and/or target-specific hot topics. This plays on the interests of the recipient and increases its chances of being opened.

* Personalize It- Even though you may create an email that may go out to thousands of people, add a personal touch. Include your name and contact information, text such as “Please contact me anytime,” or “I’d love to speak with you sometime, ” and multiple links to specific areas of your Web site that may interest them. These items make a mass email appear that it is written specifically for that recipient.

* Space Them Out- A monthly newsletter can be a great way to continuously touch base with your target market. However, sending email blasts too often can annoy recipients into putting you on the black list or just ignoring your messages altogether.

* Make it Count- Include relevant content in your newsletter. Meaningless, boring, ill thought out articles (especially ones with grammar, spelling, and spacing errors) will cause subscribers to lose interest in the publication. Sending quality content confirms that you are an expert in your field and will help build trust within your subscriber list. Once trust is established, eNewsletter patrons will become promising leads down the road. It does take time – sometimes as long as a year – to get payback from this mode of email marketing. Be patient, it’s worth it if you perservere. It’s all about building your reputation as a dependable expert in your field.

* Build Your List- Although buying a list of email addresses may seem like an easy way to get high readership, it can often be a waste of time and money. Depending on the quality of the list, those email addressees may not be interested in your area of expertise and most will disregard your messages. You can build a qualified prospect base by building a list of email addresses organically. Start by advertising your newsletter and its topics through Google. Starting a Google Adwords campaign is a great way to get sign-ups. Also, be sure to mention your newsletter in all marketing materials and press releases. Last but not least, include Subscribe boxes on every page of your site for easier sign-ups.

* Give it Away- It is easier to get someone’s attention when a prize is involved. Offering a free prize or entrance in a drawing is a proven way to build a successful email list faster.

* Test it- Don’t forget to run an internal test blast before the real thing. Always proof and test send your newsletters and email blasts. A broken link, poor formatting, or misspellings could discredit you and your organization.

Canadian Mortgages And Real Estate Markets “Fundamentally Different” North Of The U.S. Border

Thursday, February 4th, 2010

There is an acute interconnectedness between psychology and economics. Every now and then it is worth one’s while to step back and try to parse out what is merely “psychological economics” from the more “fundamental” economics of quantifiable numbers, indicators and trends. This is the position Canada’s Finance Minister, Jim Flaherty took in a speech he gave to assembled analysts and reporters on May 12, 2008, stressing “fundamental” differences he sees between the state of the Canadian mortgages and real estate markets and those in the United States.

Highlighting what he called “a steady drumbeat of negative media coverage on the state of the U.S. economy,” Mr. Flaherty wasted no time in trying to distinguish the psychological angst that Canadians are likely experiencing from the continuing hiss of news coverage that tracks the continuing deflation of the speculative housing bubble and the melt-down of the U.S. sub-prime mortgages marketsoth-of-the-border. Mr. Flaherty’s position, essentially, is that continuing media coverage on both sides of the Canada-U.S. border contributes unnecessarily to a psychological concern on the part of Canadians that is not justified by the economic fundamentals of Canada’s housing and mortgages market.

I think,” Mr. Flaherty said, “this spills over into Canadian readership and influence on Canadians.” No matter the political leanings of astute observers of the Canadian political or cultural milieu, they would likely concede that the Finance Minister is correct in assessing how deeply Canadians’ psychology is affected by what it sees and hears in the media about what is going on in the States. Canadians have learned to closely study events and trends in the U.S., with both an optimistic and wary eye cast over the world’s longest undefended – for now- border at the issues that are affecting our biggest trading partner and closest political friend.

”Often when you pick up a newspaper, economic forecasts are being adjusted downwards,” Mr. Flaherty observed (as reported by Les Whittington in the Business Section of the Toronto Star). “And certainly there’s been a psychological effect of the recession in the U.S. housing sector.”

But how much of this negative psychological effect that has seemingly slowed growth in the Canadian residential real estate sector has been caused by the angst we naturally feel as we watch our American cousins struggle as they plunge into recession, and how much is caused by looking at the fundamentals of our mortgages market, of our housing market? And there’s the rub. . . .

Economics, like psychology, for all its vaunted formulae, trends and tracking methodologies, is a social science – and the collective cultural psychology of Canadians affects the Canadian mortgages and housing markets perhaps more than any other sector of the economy. Our homes are near and dear to us. This is why Mr. Flaherty was at pains to stress the more quantifiable “fundamentals” of Canada’s housing and real estate markets. In doing so, he stressed the differences that he sees as distinguishin us and our situation from them and their housing woes:

- Canada has, according to Mr. Flaherty, “the strongest economic fundamental of all of the major industrialized countries” in the G7 – with near record-low unemployment, very moderate consumer-price inflation, and balanced budgets more-or-less consistently being brought forward by federal and provincial governments alike.

- Canada has so far shown great resilience and buoyancy in the face of the collapse of the U.S. housing market brought on by the sub-prime mortgage meltdown, a Canadian dollar that is more-or-less at par with the U.S. dollar for the first time since the then-first oil shocks of the mid-1970s, and stiffer-than-ever manufacturing competition from overseas. (It helps tremendously that Canada has vast oil and gas resources that sustain our energy sector.)

- Moreover banks, financial institutions and Canadian mortgage brokers have been better able to weather what quickly became a global credit crunch in no large measure due to Canada’s more conservative, risk-adverse institutional and regulatory framework.

That’s Mr. Flaherty’s essential argument for why Canadian investors, homeowners and prospective homebuyers should maintain their continuing confidence in Canadian mortgages and real estate markets. Whether the Finance Minister’s assessment of “market fundamentals” versus “market psychology” is correct is perhaps the heart of the question as to how well Canadians will weather the choppy seas being churned up by the financial storms they see blowing on their southern border, and it is this question that compelled Mr. Flaherty’s speech to the gathered media,

As a former lawyer, I know that it rarely if ever possible to prove any truth beyond all doubt. Only time will tell, as the adage goes. But in law school, my most respected and “Paper-Chase-ish” professor noted, “You can always tell the truth, because it has the ring of truth to it.” Mr. Flaherty’s analysis of key fundamental differences between the Canadian and U.S. housing and mortgages markets rings true.

The bells that Canadians can now hear clanging are more likely those on the buoys that are rising and falling with the sea change in economic fundamentals south-of-the-border. Canadians investigating their home purchasing or home refinancing options need not unnecessarily interpret what they hear and see as alarm bells, however – although that may be Canadians’ fundamental “psychological” propensity, given the close cultural and emotional ties Canadians have to their U.S. cousins.

Bernard Chambers

For information on Canadian mortgages, and your home purchasing and home refinancing options visit www.canadianmortgagesinc.ca to consult with a trusted Canadian mortgage broker who can provide you with reliable mortgage advice and the mortgage product that is right for you.

Creative Marketing Ideas Utilize Powerful Automated Web Tools

Wednesday, December 23rd, 2009

The right marketing strategies can bring in huge amounts of traffic to your website, but use the wrong ones, and you’ll merely have a trickle of traffic from time to time. Online success hinges upon your ability to be able to draw in traffic, so it’s time that you learn about automated web tools that you can use to bring more traffic to your websites.

Today, you have a lot of different marketing strategies to consider. However, use the ones that are going to bring you the most success possible. Let’s take a close look at the various ideas out there and determine which strategies are going to give you the results you want.

There are both paid and unpaid marketing strategies out there. With paid methods, these are a great choice if you want quick results and can spend some money on them. The free methods are slower and will require a bit more creativity, but they are, of course, free.

One excellent marketing idea is to use Pay Per Click marketing to drive more traffic to your site. Pay Per Click marketing is basically a type of ad that is placed on search engines and it comes up when people do a search with the keywords that are used in your ad. The greatest benefit of Pay Per Click, is that this is an advertising or marketing method that you’ll only have to pay for when someone clicks on the ad.

When it comes to creative marketing ideas, another great option to try is article marketing. While it is possible to write your own articles and submit them to directories, for the best results, you may want to consider using a paid service that uses automated web tools to take your articles and create hundreds of unique articles from them, then submitting them to various article directories across the web.

Article marketing is a very good marketing option because it has many benefits in addition to those offered by other methods. Your web presence will increase and you’ll attract and develop a readership. This, in turn, will establish you as an expert. Another benefit is that these articles are links to your website and this, in turn, will increase your search engine ranking. In many cases, it will push your search engine rankings to the top 10 listings, which is very important.

Blogging is another option you can use for creative marketing ideas. This, too, is free but will take some time. This method allows you to get more personal with those you want to market to. Many marketers find blogs to be an excellent marketing tool that gets them good results.

You can see that there are many creative marketing ideas you can use for your website. It’s crucial that you get traffic to your website in order to ensure your success. Take some time to consider the options you have, and then begin to implement strategies to make your site the most successful it can be.