Buckaroo BVGN - October 2010

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October 2010 - Volume 8, Issue 9

How to Eat an Elephant in Six Easy Steps

By Deborah L. Daily

Planning an email campaign is not quite as tough as eating an elephant, but when you’re standing in the middle of the jungle with nothing more than a pocket knife, it can seem pert near impossible.

So just like we eat an elephant, one bite at a time, we do the same when planning an email campaign. Swallow the elephant whole and you’ll choke. Taken in bites, the task becomes more manageable.

Here is the best way to digest your elephant – planning an email campaign – in 6 simple steps.

Step 1: Determine how long you want the email to be.

How to Eat an Elephant in Six Easy Steps

With this you need to decide if you want to include full articles in the email or just teaser paragraphs with links to your website. If shorter is better, then linking to your website is the best way to go. Keep in mind what your target audience prefers. This is something you may want to test.

Step 2: Decide how often you want to send an email broadcast.

This step will be important because if you send email too frequently, your subscribers may decide to opt out of your list. However, if you send email too infrequently you run the risk of subscribers forgetting they ever signed up. In general, it is better to send too few emails than to send too many. The answer really lies with the quality of the content of the email. If the content is valued by the subscriber, then they will not complain about frequent emails.

Step 3: Determine the best time to send email.

This will depend upon your subscribers and will require some testing and time to determine. However, at Buckaroo, we’ve determined email for business seems to get the best open rates on Tuesday through Thursday, between 10 AM and 2 PM. But, this can vary with different types of subscribers.

Step 4: Generating an email list.

This involves setting up opt-in forms on your website and/or if you are a retail establishment you can have customers sign up for your list at your place of business. To get the best results you need to offer an incentive in exchange for the customers’ email. This can take the form of free reports, white papers or coupons. The important note here is to make sure your list is permission-based. Garbage in equals garbage out. It’s not quantity that counts – it is quality.

Step 5: Avoid email being filtered.

A key point you will want to remember here is that there is no way to guarantee that all of your email can avoid being filtered. The best approach is to avoid using common spam words such as “free” and avoid using “ALL CAPS.”

Step 6: Writing quality content.

This is a very important step. You always want to give your audience valuable and quality content. With this elephant, content is king. If readers do not find valuable content in your email, they may opt-out or just hit the delete button. Either way you lose an opportunity to communicate and build ongoing relationships with your customers.

Now you’ve started to digest the elephant. Heartburn? Need help? Email marketing is an art. Implemented and executed effectively, it can be a tremendous tool for lead generation. Want to learn more? Call Buckaroo! Eating elephants for us is second nature!

Vote for Your Favorite Twitter Bird!

Did you know the original Twitter bird was purchased from a British illustrator on iStock Photo for $7? Almost as good as the purchase of the Nike Swoosh for $35!

The Twitter bird’s name is “Ollie.” Ollie is not actually a part of the official Twitter logo. The official Twitter logo only consists of the word. The bird was just added as a decorative element.

However, the bird has become more recognizable than the actual Twitter logo itself. So have fun, pick your favorite twitter bird!

twitterMania! Vote for Your Favorite Twitter Bird.

Who is Buckaroo!

Buckaroo Marketing | New Media is a full service marketing company specializing in helping growing organizations achieve their marketing communications and revenue goals.

Know where you want to end up, but not sure how to get there? Buckaroo uses a proprietary process to learn the relevant facts about you, your audience, your goals, and your strengths and weaknesses. From there, we can provide a number of options that will meet your needs, allowing you to determine how you want to move forward.

Established in 1999, Buckaroo has worked with companies of all sizes, in a wide variety of industries. Today, we’re experts in the whole range of traditional and emerging marketing tools, so no matter what you want to accomplish, we can help you get there quickly, easily, and affordably.

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