Getting The Most From Attending A Trade Show - Elijah Logan Longview Texas

An Attendee Guide by Elijah Logan Longview Texas

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business. Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays. If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor. Another good timesaving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer. Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while «who gets what» is still fresh in your mind. Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

If You Invite Them They Will Come - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s undeniable that exhibitors who notify their potential customers of their presence at trade shows experience greater success. Not only is their booth crowded with pre-qualified buyers, exhibitors are able to build on previous sales efforts in an environment that is conducive to deal-making:
Neutral turf:That’s one of the most under-recognized benefits of a trade show space; that it’s neutral territory where both parties can speak and deal openly and comfortably.

An exciting atmosphere: Don’t squander the excitement of the trade show atmosphere by performing the introduction during the show. Make the introduction long before the show begins and let the electric atmosphere of the trade show floor lend itself to closing to the deal instead.
Face-to-face relationship building: While it’s definitely possible to make a sale using the «Send» key, it’s more likely that you’ll begin building a relationship with a hand shake. Meaningful professional relationships create success for those who nurture them. Referrals, repeat business or recommendations are all invaluable assets of maintaining and developing meaningful professional relationships. How better to kick one off than with a hand shake and a personal introduction?

Below are a few tips that can help you create your own effective invites:

Email: Do not put your subject line in ALL CAPS. It’s part of a long list of spam filter magnets.

Direct Mail: Sounds simple, but always address your invite to a specific person. It always helps to follow up by phone right before the show to remind them that you’ll be there and potentially set-up an appointment to speak during the show or at an ancillary event.

Social Media: Connect with your invitees prior to the show and post information about products or services you’ll be featuring in your booth. Your posts will continuously show up in their feed (which gives you top of the mind awareness) and you’ll create excitement about your booth and the show itself.

What’s the best trade-show invite you’ve ever received from an exhibitor or sent as an exhibitor? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Boost Trade Show Traffic Outside Exhibit Hall - Elijah Logan Longview Texas

To be competitive today, trade show exhibitors not only need to grab attention to their trade show displays inside the exhibit hall but also beyond the exhibit floor.

More and more, creative trade show exhibitors attract crowds to their trade show booth by using nearby venues as a springboard. Attracting attention at neighboring hotels where the trade show visitors are staying or public places where attendees frequent, is a good start. This goes for neighboring restaurants, bus routes, cabs and local night clubs as well.

Increasingly, instead of letting a custom or trade show diplay rental at the expo stand on its own, savvy marketers are adding value by identifying key places outside the trade show to tee up traffic to the trade show display arena.

Event Marketer Magazine spotted three brands that successfully made the tie-in connection to their trade show booth from sites outside the exposition hall.

The first was in Chicago. GE Healthcare launched their campaign, Healthcare Reimagined at the Radiological Society of North America trade show in Chicago in 2005. They were on the lookout for popular locations outside the trade show hall to enhance awareness of their trade show display presence. According to Sean Burke of GE Healthcare’s Diagnostic Imaging and Services, «We were looking for something different that would create word of mouth and buzz.»

The trade show had over 60,000 attendees staying in Chicago. GE came up with the concept of all-white-clad «molecule people» that roamed Chicago sites before and after show hours, in nearby hotels and on the RSNA bus routes, as well as at neighboring restaurants and night clubs.

Wearing branding for GE Healthcare, the all white molecule actors batted around giant inflatable molecule structures and used bubble machines to complete the look and feel of what they wanted to portray. They were able to visually and kinetically capture the health care aspect of GE Diagnostic Imaging. This played directly to the imagery created at their trade show exhibit.

The second was at a consumer oriented show in Washington DC. A month before the Auto Show, Chevrolet started its awareness campaign at sites around the capital city. They set up mini tailgating parties out of the backs of Chevy Silverado Hybrids at construction sites, George Washington University, Home Depot stores and commuter rail stations. Consumers got to drink coffee and play Xbox 360 games. Chevy representatives gave out cards to visitors they could redeem at the trade show for a chance to win a Silverado Hybrid.

Chevy wanted to drive traffic to the trade show display. It worked. The results were measurable and dramatic. Because the scan cards were handed out at dealers and at the tailgate parties, over 20,000 consumers visited the trade show booth or were able to scan their cards with Chevy reps in the convention main lobby. The scan cards brought in 1,900 dealer leads.

The third one was in Las Vegas. That city is a natural for all types of trade show display marketers every hour of the day. At the Specialty Equipment Market Association show in Las Vegas in 2005, Yahoo! wanted to draw attention to a custom auto web site among car enthusiasts. So they decided to customize two Mitsubishis inside their trade show display booth.

To complete their exposure they went outside to showcase their cars on the Las Vegas Strip. Yahoo! hit it big. Knowing that Las Vegas is always wide awake 24/7, they were able to shut down traffic on the Las Vegas Strip at 3 a.m. Even at that time, throngs of people watched their two custom Mitsubishis race down the strip. «We didn’t want to just do a booth and pass things out,» says Bennett Porter Yahoo!’s senior director-buzz marketing. Emulating Frank Sinatra, he continues, «We wanted to do it our way.»

The above are just a few of the examples of how you can use outlying venues to tie into your trade show display.

So let’s say your firm is in the electronics field and you want exposure for your upcoming trade show appearance in the San Francisco Bay Area. With the high tech industry so heavily concentrated in Silicon Valley, California, many of the high tech leaders live there.

There’s Yahoo’s headquarters in Sunnyvale, Apple Computer Inc. based in Cupertino, eBay based in San Jose, and Google headquartered in Mountain View, to name a few. You can focus on Silicon Valley executives and market to them within close access to Moscone Convention Center in San Francisco, Kaiser Convention Center in Oakland, and the Santa Clara and San Jose Conference Centers.

The hotels, restaurants, athletic clubs and other popular sites make them targets for high tech trade show tie in messages once the high tech trade show comes to town.

It’s smart to think outside the trade show exhibit hall box to compound your trade show exhibit investment — Elijah Logan Tx

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Getting The Most From Attending A Trade Show - Elijah Logan Longview Texas

An Attendee Guide by Elijah Logan Longview Texas

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business. Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays. If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor. Another good timesaving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer. Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while «who gets what» is still fresh in your mind. Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

Freebies Arent Free - How to Turn a Trade Show Expense into a Profit Center - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

Freebies. Promotional items. Tchotchkes. Whatever the handle, they’re a hotly contested subject in the trade show industry.

Freebies that are truly free to anyone walking the floor can cost exhibitors a lot of money and provide little return. That’s why, as trade show organizers and producers, we have a policy in place to discourage attendees from trick-or-treating. But for other trade shows and conferences that don’t have something similar in place, use the tips below to turn what can be a waste of money into a tool to gather more business cards and build your customer base:

Invest in giveaway items that have staying power (pens, jump drives or anything that’s particularly useful for your target customer base).

Don’t leave them at the front of your booth where they can be swiped by anyone. If the person grabbing twenty pens from your booth space isn’t a qualified prospect, you’re throwing money allocated to your trade show budget down the drain.

The next time an unqualified prospect takes handfuls of giveaways, visualize that amount as improvements to your display, more money towards entertaining customers or a larger trade show advertising budget.

«Good point. I moved them to the back of my booth. Now what?»
They’re already drawing attendees into your space where you can ask questions, identify their needs and qualify their purchasing authority. Continue to make those items work for you. If you have a potential customer in your booth, ask them to do something in order to receive a freebie; watch a product demo, fill out a short survey, anything that provides insight into how you can communicate with and develop that customer.

Do you have any giveaway items that are popular with a target customer base? Or additional ideas on how to use promotional items to gain an audience with a potential customer? Leave your suggestions in the comments.Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Freebies Arent Free - How to Turn a Trade Show Expense into a Profit Center - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

Freebies. Promotional items. Tchotchkes. Whatever the handle, they’re a hotly contested subject in the trade show industry.

Freebies that are truly free to anyone walking the floor can cost exhibitors a lot of money and provide little return. That’s why, as trade show organizers and producers, we have a policy in place to discourage attendees from trick-or-treating. But for other trade shows and conferences that don’t have something similar in place, use the tips below to turn what can be a waste of money into a tool to gather more business cards and build your customer base:

Invest in giveaway items that have staying power (pens, jump drives or anything that’s particularly useful for your target customer base).

Don’t leave them at the front of your booth where they can be swiped by anyone. If the person grabbing twenty pens from your booth space isn’t a qualified prospect, you’re throwing money allocated to your trade show budget down the drain.

The next time an unqualified prospect takes handfuls of giveaways, visualize that amount as improvements to your display, more money towards entertaining customers or a larger trade show advertising budget.

«Good point. I moved them to the back of my booth. Now what?»
They’re already drawing attendees into your space where you can ask questions, identify their needs and qualify their purchasing authority. Continue to make those items work for you. If you have a potential customer in your booth, ask them to do something in order to receive a freebie; watch a product demo, fill out a short survey, anything that provides insight into how you can communicate with and develop that customer.

Do you have any giveaway items that are popular with a target customer base? Or additional ideas on how to use promotional items to gain an audience with a potential customer? Leave your suggestions in the comments.Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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When to Set Trade Show Objectives and Who Should be Doing it - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s well established how to best set trade show objectives and why it’s important, but who should be doing it? And when? That depends on how compartmentalized the sales and marketing departments are within your organization.

If marketing and sales are clearly defined departments, align them by fostering communication between the two before and after each trade show.

Hugh MacFarlane of MathMarketing conducted a study that revealed that businesses whose sales and marketing departments are aligned close 38% more business than their non-aligned counterparts. Sometimes achieving alignment means overcoming a cultural rift that can develop between these two groups. That divide is usually based in a disagreement on just which department is the driving force behind customer acquisition.

Bridging this gap is important, especially when it comes to setting trade show objectives and goals. Including a sales liaison in exhibit planning meetings or surveying booth staff upon their return from trade shows are just a couple ways to foster communication that will ensure you’re establishing realistic goals. To see more ways to overcome this divide and how it applies to other areas in your business, check out Harvard Business Review’s End the War Between Sales and Marketing.

If your company does not have a formally established a marketing department, set your objectives when you coordinate your company’s annual trade show schedule.

For most small to medium-sized companies, managers and members of the sales team come up with promotional ideas and are most likely responsible for the planning and execution of the organization’s participation in trade shows. When this is the case, it can be tough to establish a trade show objective when you’re the individual responsible for meeting sales goals and coordinating the company’s participation in eight to ten trade shows a year.

If you wear several hats within your company, just keep your trade show hat on a little longer at the beginning of the year. The benefits of setting your trade show objectives at the same time you’re coordinating your company’s trade show schedule are:

Maximizing your trade show investment: The SMART method of goal-setting gives you a solid way to track and measure success, identify and refine best practices and ditch the elements that don’t contribute to revenue generation.

Ensuring you’ve purchased the right amount of booth space: If your objective in participating in a 2,000+ booth trade show is to gain exposure, you may not accomplish that with a standard 10′ x 10′ space. Conversely, if your goal is to build a database, reserve a 10′ x 10′ space and concentrate on creating a powerhouse contest or giveaway.
Establishing early-on what your booth space should accomplish in each show will ensure you never spend money on wasted space.

Cutting costs: Most trade shows partner with general service contractors who offer early-bird discounts on things like furnishings, carpet and other booth amenities. Getting organized early means taking advantage of these discounts in addition to knowing exactly which proprietary items you’ll need in the booth. This will help eliminate last-minute shipping, printing and production expenses.

Although some objectives may change slightly by the time the show actually takes place, it’s easier to make adjustments to your goal than to attempt to formulate it weeks before the show in the midst of show-related deadlines.

Other things to consider when setting your trade show objectives and goals are the format of the trade show, the focus of the show (largely educational vs. sales-oriented) and where that focus positions attendees in the purchasing process.
In the meantime, it’s your turn! Have you experienced trade show success that’s a result of setting goals? Share your story in the comments. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

Who is Elijah Logan?
Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Drive More Customers to Your Booth Through Better Email-Invite Open Rates - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

A customer/ potential customer email list is a valuable resource when it comes to promoting your presence at a trade show. But with most decision-makers receiving up to 400 emails a day, how do you ensure your message stands out enough to be opened and read?

Make sure your subject line is succinct and clear about what’s contained in the email:
Come See [Insert Company Name] in [BOOTH#] at the 20xx Expo

[Insert New Product/ Service/ Location] to [Launch/ Premier] at the 20xx Expo

Don’t write it in all CAPS; most recipients see all CAPS and think SPAM

Ensure that your company name is prevalent and visible in the «From» area; this will help your recipients recognize and remember you. It will also make it less likely for your company to receive SPAM complaints.
Make sure your email content is clear, concise, informative and to-the-point
Once you’ve come up with some good subject lines, figure which ones work best by engaging in A/B testing:

Take a predetermined number of email addresses and break them into List A and List B. Pick a small round number, like 50 addresses for each list for a total sample size of 100 recipients.
Use a different subject line for each email.
Send both emails and after a certain amount of time (an hour or maybe an hour and a half, stop the email blast.
Look to see which email is receiving more opens. Take the most successful subject line and send it to the remainder of your list.
Once the blast is completed and your analytics are in, change your subject line and send the blast again, minus the opens. Repeat this process until you’ve seen an acceptable open rate for that message.
Sounds spammy, doesn’t it? As long as you’re removing the email addresses of the contacts that have opened your message with each new send, you’re in the clear. Remember: contacts that have not opened your email have no idea they’re receiving the same content because they’ve never laid eyes on your original message.

Looking for more information on what an acceptable open rate is for your industry/ email list size? Or need recommendations on which email marketing service would work best for your company? Check us out on Twitter (@EliLoganTx) Be sure to check out the blog at ElijahLogan.com, and connect.

Before You Take On Email Marketing - Elijah Logan Longview Texas

By Elijah Logan Longview Texas

Email marketing is one of the best ways to promote businesses online. Millions of online marketers are using email marketing in order to promote their products and services. This is very easy considering that you can send a vast number of email to millions of individuals all the same time. This kind of marketing approach is also convenient because you can work on your approach from anywhere and anytime. In this type of marketing strategy, all that you need are list of email addresses that you can email. More conveniently, you can choose to direct your email to certain number of people who are interested in one subject than the other. You can create or draft a good sales letter and have people visited your website where they can get to purchase or encourage them to purchase something.
The problem with email marketing, however, is that business owners or operators make certain mistakes when promoting their product or services. It’s the same with other types of marketing strategies. But with email marketing, the flaws can easily lead your potential customers to an incorrect route. Instead of being able to digest the information you share with them, they could be led to other sites they don’t care about. Or worse, they’d get dead links. These are two things that irk any website visitor. So you would want to only give them the best email marketing moves that would make them consider your business a reliable source of information and good things. The effectiveness of email marketing will only become right if your customers become interested enough to stay and browse within your website.
Most people do not want to be treated as if they were sent a generic sales letter. Some business owners take the time to actually write sales letters that have target specific themes and send them to a specific number of individuals. This kind of email marketing however, usually takes a long time. In order to compensate some business owners also send bulk emails to potential customers. In order to make your email marketing strategy effective however, you should start with learning how to reach out to your clients both ways.
There are at least two kinds of email marketing. You will basically need to utilize both ways in order to ensure that you get the best results in your efforts. First, there’s transactional email marketing. This is a target specific strategy that focuses on short term goals. It is designed to hit low hanging prospects. This transactional email marketing is often used as a promotional tool for product launch and announcements. In short, transactional email is to acquire new customers. It is also a good way to retain old customers by providing new promotions to products and services. Transactional email marketing makes use of content that is focused on reaching as many customers as possible.
The other type is called relationship email marketing where it’s focused on quality and two-way relationship. Relationship email marketing is oftentimes based on managing and interacting with customers. You will notice this kind of email marketing since it allows interacting and customizing through customer relationship management. This means you can expect small responses from customers and provide them answers while subtly promoting your website. This is more likely to be very effective but it painstakingly long. Relationship email marketing allows the business to concentrate and learn what the customer needs and requires.
Depending on the kind of business that you have, you can utilize both email marketing strategies to ensure better results with your efforts.

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