August 3, 2016

7 tips for getting email marketing right

Filed under: Marketing & Promotion — Tags: , , , , , , — lidia @ 10:00 am

7 ways to do email marketing the right way

I’m amazed by the amount of spam I receive, specifically email lists I’m added to without my permission by someone who I don’t know. (I use a different email address on my website contact form so I can easily identity when this happens. I know, sneaky…) Today, I got another one of these emails and said to myself: something must be done!

Email marketing is a great way to reach qualified prospects—the key here being the word qualified. Adding people indiscriminately to your mailing list in the hopes of making your list bigger can backfire: your messages will get marked as spam, eventually leading to your account getting closed down.

So, what’s the right way to approach email marketing? Focusing on quality, not quantity is my approach. My list is small but very targeted, so every email newsletter I send results in a reconnection, conversation or new project.

7 tips for getting email marketing right

  1. Keep a clean list: Every now and then, go through and delete contacts on your list who are no longer prospects or have outdated email addresses
  2. Be very careful when adding names: Only add people who have specifically given permission to be added to your list (see #4 & 5 below) or with whom you have worked in the past.
  3. Write for your audience: Make sure your email content is tailored to your list or they may unsubscribe
  4. Have an opt-in freebie on your website: Create a freebie (report, eBook, tipsheet, etc.) for prospects to download in exchange for their email address
  5. Send a cold email: If there is someone you really want to connect with, send them a friendly introductory email with a request to join your list (make sure they will find it useful, see #3)
  6. Give them an out: Make sure your messages always include an easy way to opt-out or unsubscribe
  7. Focus on quality, not quantity: Yes, a huge mailing list sounds tempting, but it only takes one successful connection to generate results, so focus on adding good, qualified prospects rather than increasing your numbers

Are you breaking any of the “rules?” By focusing on quality not quantity, you will quickly see the benefit of having a well-managed email list.

Need help developing your next email marketing campaign? I can help with design and strategy, as well as managing your campaign. Let’s chat!

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July 21, 2016

July 22, 2015

6 tips for an engaging organization newsletter

Filed under: Marketing & Promotion — Tags: , , , , — lidia @ 10:00 am

6 tips for an engaging organization newsletter

One of my favorite ways to keep in touch is through my newsletter. Every time I send one, I inevitably hear back from a client or prospect that has been “reminded” of me.

Would you like to have this same effect with your organization’s newsletter? Read on for my tips for a more engaging newsletter.

  1. Write for your target audience: The first thing to consider when writing a newsletter is: what do your members or supporters want to hear about? What are their questions, pain points or interests?
  2. Keep it short: The days of long newsletters are gone. There’s more inbox clutter nowadays, so you have to keep your message short and to the point.
  3. Create a simple and flexible email template: I highly recommend using one of the online email newsletter services (I personally use and love MailChimp). This allows you to create a template that can be easily adapted for each issue.
  4. Develop a basic editorial calendar: Having a schedule for your newsletter not only helps you stay on-track, but your readers will begin to expect to hear from you (out of sight really does become out of mind!) It can be a simple as an Excel file with monthly send dates and newsletter topics. Hint: make things ever easier and plan topics a few months in advance. See an example editorial calendar.
  5. Keep a file of topic ideas: One of the biggest blogging complaints I hear is: I have nothing to write about. Once you’ve considered your target audience (see #1), the ideas should start to come easier. Now, create a file where you can store all these great ideas (I use the app Evernote).
  6. Send it consistently: Readers tend to engage more with a newsletter that is familiar to them rather than one that is infrequent. I send mine monthly, however depending on your organization (say, if you host weekly events) you may need a more frequent schedule.

So there you have it… you’re on your way to a more engaging newsletter.

Have you put any of these tips in practice? Let me know, I would love to know how it works out for you!

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December 14, 2010

‘Tis the season for giving

Filed under: Community Outreach,Local (Chicago) — Tags: , , , — lidia @ 8:29 am

"Hope" gift box from GothamChick on Etsy

With charitable giving taking a hit in the current economy, local and national organizations need all the help they can get. This is a great time of year to reflect on your good fortune and share what you can with others.

I have several friends and clients at local nonprofit organizations, so they are first on my list for giving. Over the years, I’ve seen how these organizations help the community so I willingly do my part to help out.

Ideas for holiday giving

  • Your local food pantry
  • An organization that supports a cause close to your heart or family
  • American Red Cross or other aid organization
  • Organizations that provide housing or care to the homeless
  • An organization that connects with your personal interests. Love music? Support your local music conservatory.

GuideStar.org is a good place to start your research: search by name, location or type of nonprofit organization.

Donating without writing a check

You don’t have to limit yourself to cash donations. Here in Chicago, there is an organization called Leave it for Love that takes unused gifts and “re-gifts” them to a local charity. During this time of year, you can also usually find organizations (or retail stores) that collect donations of coats, eyeglasses or shoes and donate them appropriately.

Do you have other ideas for giving during the holidays? Leave them in the comments!

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