Posts tagged "email marketing"

The Case of the Killer Squid

November 17th, 2017 Posted by Uncategorized 0 comments on “The Case of the Killer Squid”

Most mistakes that we make in the normal course of business are not killers. And that’s a good thing of course. If most of the mistakes we made were killers, we wouldn’t be around to learn from them.

As a matter of fact, since most of our mistakes (squids) are not killers, our survival lulls us into a sense of complacency and acceptance. We make a mistake and we think, “well, the last mistake/series of mistakes didn’t hurt us all that much, so let’s just put this behind us as fast as we can and get on with the rest of our lives.”

That’s a dangerous mindset and one of the reasons why I wrote Killer Squids. Your complacency/accepting mindset of your mistakes can be fatal in the long term. As Bob Newhart would say, “Stop it!”

But some mistakes can kill you. Some mistakes are so big and so bad and the consequences so dire…there are Killer Squids.

I extended credit to a friend who was starting a business. Over the objections of my long-suffering wife, I allowed him to rack up bills of $20,000. When his house of cards came crashing down, we were stuck with big paper bills and labor costs. This was not a killer squid, but it could have been. The loss was great enough that it jeopardized our ability to stay in business.

My takeaways from this Squid?

  1. Listen to your wife.
  2. Don’t let friendship cloud your judgment when it comes to extending credit.
  3. Don’t extend too much credit to start-ups.
  4. Don’t let anyone go past a pre-determined amount of credit. Limit your potential losses.
  5. Have your credit policies in place before you encounter a problem.
  6. Know your policies and stick to them no matter what.

These are the lessons I learned (I hope).

This was not a Killer Squid, but it could have been. And there are mistakes that you can make that will kill your business, or your job.

I remember well a Killer Squid that took out a client of mine. Sad.

It was a big project for us; the client requested a bid for scanning and printing a 500 page book; the quantity was 2000. We won the bid and started scanning the pages. Early on in the scanning process, our production expert came to me and said, “hey Kevin, this project is not 500 pages…it’s 500 sheets, front and back. It’s actually 1000 pages.

Uh oh. Our client did not know the difference between pages and sheets. Of course when you are dealing with a 1,000 page book vs a 500 page book, the price is going to go up, a lot.

We quickly communicated the problem and a new quote back to our client, and then it went quiet. Real quiet. Crickets.

But the deadline was fast approaching, and still we heard nothing. We knew our price was good and we were prepared to proceed (not many other printers could knock this job out fast enough), and our client was in a bad situation. And so, our client authorized us to proceed.

We finished the project on time and on the newly approved budget, but our client lost her job. Painful. Killer Squid.

Takeaways?

  1. Double check your specifications.
  2. Understand the jargon of the industry.
  3. Slow down and think through ramifications of not understanding all the specs before you begin.

Want to avoid a devastating sales slowdown?

March 4th, 2016 Posted by Uncategorized 3 comments on “Want to avoid a devastating sales slowdown?”

SalesSlowdown

If your sales are experiencing a slowdown this time of year, try some of these low-cost tips to re-energize your pipeline NOW!

1. Contact inactive customers to see if you can re-engage them.

2. Improve and/or update your website to help generate more traffic and get more conversions from your site.

3. Implement/re-evaluate your email marketing. Email done right can provide one of your best returns on investment (ROI).

4. Improve Lead Generation with new Calls to Action.

5. Survey your site visitors and existing customers to find out what they need and want.

Now, more than ever you have to focus, improve, and maybe even change what you do to attain, retain and maintain customer relationships. These 5 suggestions can help you turn this quarter around.

What’s your marketing strategy?

December 4th, 2015 Posted by Uncategorized 0 comments on “What’s your marketing strategy?”


Consider a “little” bit of branding.

Getting your brand out there with signage, business cards, letterhead, a website, brochures, etc., is foundational to your marketing strategy. Branding doesn’t always have to involve big items. Small daily interactions can help reinforce your brand and positioning. Here are 4 places you can do a “little” bit of branding:

Packaging and/or Packing Slips – Amazon.com and Zappos.com are two large companies who are doing it right, when it comes to packaging. Branded boxes and tape bring instant consumer awareness to what has been delivered. If you regularly ship a product, consider branding your boxes.

Email Signatures – With every email you send, you can bring your brand to life with a small twist to your signature. Not only can you add your logo, but also your title and links to your social media profiles as well. Make it easy for people to interact with you. Here’s my signature; I get positive comments on it quite a bit. 

Wi-Fi Name and Password – If you regularly have customers use your Wi-Fi, why not have a little fun with it? Name your network something fun and relevant to your business and have the password be the feeling you hope they get from your business. A restaurant password could be “yummy,” for example.

Bills and Receipts – No one likes to get bills, so why not include a little humor or inspiration next to the logo on your bill/invoice? Both paper and email receipts offer a tiny moment that may be remembered long after a product’s been paid for.
Think about the potential, everyday moments that could be tweaked to surprise and entertain your customers. Work hard at creating a stronger brand connection. You don’t always need to spend big. Instead, spend smart by finding small branding moments that matter. We can help you with a “little” branding. Contact me at Kevin@waxfamilyprinting.com.

Want to know how to write a great email?

September 11th, 2015 Posted by Uncategorized 0 comments on “Want to know how to write a great email?”

email compose

Your audience is busy. Stand out from the other five hundred emails they’ve received this morning by deleting most of what you’ve written. A shorter message stands out.

When you write a long email, your chances of being read, understood, and remembered are much lower. People are receiving far more junk email than ever before. Some folks have even declared “email bankruptcy” and deleted all of their old emails at once without reading them! So it’s important that you be as concise as possible.

Fewer words on a bold white background grab the attention of the reader and your message resonates. Longer messages hit the trash can without ever making an impact. Here’s my secret formula to writing a good email:

1. Write your email

2. Delete most of it

3. Send

Kevin's Sig

Invest a dollar; Make forty dollars!

August 14th, 2015 Posted by Uncategorized 0 comments on “Invest a dollar; Make forty dollars!”

Origami duck and ducklings made out of US dollar banknotes, close-up

According to Adobe Systems, the return on investment (ROI) for email marketing can be nearly $40 for every $1 spent. The big news from a just-released report is that the importance of email marketing continues to grow despite the growth and popularity of social media and mobile applications.

The 2015 State of Marketing report from Salesforce Marketing Cloud indicates that 60% of marketers said email is a critical enabler of products and services and 20% said it was the primary revenue source for their company.

What marketers tend to forget is that the customer journey begins with great contact data.

  • 33% of customers surveyed said that email is the best method for building brand loyalty
  • 30% of email contacts change accounts each year
  • Poor sender reputation can affect the deliverability of your messages
  • Gartner predicts that by 2016 industries will have to compete primarily on customer experience.

Contact us today to learn more about how we can help you with your email marketing efforts.

Kevin's Sig

Email marketing by the #’s

July 10th, 2015 Posted by Uncategorized 0 comments on “Email marketing by the #’s”

 

 

Email marketing

Email marketing is an effective and popular way to reach customers, if they get read. These tips can help keep your subscribers engaged:

  • The best time to send emails is in the morning between 9am – noon.
  • Targeted emails’ open and click rates see a 14% improvement relative to general emails.
  • 52% of people use their cell phones for sending and receiving email. Make sure your emails are mobile friendly.
  • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more.
  • 33% of email recipients open email based on subject line alone and subject lines with fewer than 10 characters had an open rate of 58%.
  • 7 in 10 people say they used a coupon or discount from a marketing email in the prior week.

Quality communication with your prospects and customers can get you closer to that sweet spot of people actually looking forward to and reading your messages. Try testing subject lines and different offers in your email to see what is most effective with your clients.

Kevin's Sig