October 2015 - AMF Direct LLC

Email Marketing Pros and Cons

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Email MarketingIf you need to manage an inbox as part of your professional duties, then there are some days when it feels like that’s all you do. We all have emails that get deleted without ever being read. Because this is so common, email marketing efforts are often set aside. Our prospects are doing the same thing we are with emails, right?

Sometimes the risk of including email marketing into an integrated campaign is very much worth the reward that may be received. Both the advantages and the disadvantages must be considered.

The Advantages of Email Marketing
It expands the brand awareness. Even if the only thing a prospect sees in the business name and the email subject line, an organization has just enhanced your brand saturation rates. This helps them to remember the initial value proposition you offered them.

It offers an organization the chance to prove their expertise. Eventually a value proposition must become real value. Email marketing helps to provide evidence of that real value.

Good content shares itself. When a prospect discovers something profound from an email, there’s a good chance they will share it. Why? Because they get to offer others value because of their contact with an integrated marketing effort.

The Disadvantages of Email Marketing
There is a chance it may never been seen. Spam filters are very powerful today. Even if an email is on a prospect’s safe list, it could still get filtered out if they don’t open up an email every now and then.

It can be difficult to provide a personal experience. Email marketing must approach an entire list of prospects. This often means the email feels like it was created by an automated messaging machine. Avoid this and the results can create compelling action. 

Only one subject material can be offered at a time. There is a temptation to include everything being offered within an email on the chance it gets opened. Content that is subject specific and 250 words or less tends to create the best results.

Email marketing is an easy way to approach prospects with an enhanced level of expertise. It creates real value, but only if there is an effort to create compelling action. Implement these key points and the quality of leads that get generated will improve.

Direct Response Marketing

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Direct Response Marketing PostcardsAmong the many types of marketing techniques used, direct response marketing is not commonly used, yet it is recognized as a very effective form of marketing. It urges the viewer to respond immediately to the ad. Unlike other ads, ads that fall under direct response marketing do not restrict themselves with just gaining recognition and building a reputation, but get to the sole purpose as fast as possible. That is, they encourage the user to buy their product.

These ads have a “call to action” approach which makes the user want to pick up the phone, or go online, and directly call the advertiser in order to buy their product. Just as the name suggests, direct response marketing makes the buyer directly respond to the ad. It is a very simple concept, but it is not commonly preferred by advertisers.

Features of Direct Response Marketing

Direct Response marketing ads are more illustrative and stress about the brand name and the product. Further, they are also very repetitive about the features of their products. Towards the end, they give out a contact number or email to which the buyer can respond to, in order to know about buying the product. These ads provide a detailed description of their product, which is normally not the case with other ads. Including repetition and detailed descriptions, these ads are slightly longer than regular ads. In print and through media, these ads give a discounted price for a few days and urge the viewers to buy the product before the offer ends.

How to Plan a Successful Direct Response Ad Campaign

  • Be honest- You do not want to convince your customers into believing something that is not what your product is about. Building trust will prove beneficial when there are several other products under your brand name that are waiting to be sold.
  • Be clear and crisp- Convey the purpose of your products clearly. Give all the required details that your customer needs to know.
  • Freebies- Who doesn’t love free gifts? Add a free gift to your product and make sure you mention the price of the free gift. People like knowing the value of a product they are receiving freely.
  • Rope in existing users- Honest reviews about your product by existing users is something that will add to the buying quotient.

In addition to these, a successful ad campaign also needs to be something that is catchy and will run in the minds of viewers even long after they have seen the ad. So get creative and unique with your ideas and exhibit them through your ads.

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