Strategies vs Objectives vs Tactics – knowing the difference can and will help change the equation. A common question that crops up all the time is “what the difference is between strategy, objectives  and tactics”. Understanding both the difference, and how these factors dovetail, is vital given that the answer will likely determine how marketing […]

How? Send welcome emails! So here’s the thing: Open rates for welcome emails are, on average, 50%. This means that, compared to standard email, they are 86% more effective. Why take advantage of this situation? Based on historic open rates, you know that your new customer is most receptive to reading and digesting your messaging at […]

Cyber threats to both the health care sector and average Americans have surged as hackers look to take advantage of the panic and chaos caused by the coronavirus crisis. Major agencies including the Department of Health and Human Services (HHS) and the World Health Organization (WHO) have been targeted by hackers in unsuccessful but ongoing […]

“It’s not what you say, it’s how you say it” is a statement that makes no sense right now. While “how you say it” will always be important, it is absolutely imperative that “what you say” is relevant, important and non frivolous at this time. Otherwise, you risk the recipient of your messaging ignoring and […]

“Niche marketing,” aka “Vertical Marketing,” aka “Program Marketing”. The strategy may be known by a number of names, but it’s really just “smart marketing” when you choose to market into a particular niche. Why? Unless you have a large budget and have the operational power of a large company, marketing your product or service to […]

Everyone who took ‘Marketing 101’ learned about the 4 “P’s” of marketing: Product Price Physical distribution Promotion But since you attended college, a fifth “P” has been added signifying “Positioning”…and it should take a leading place when developing your marketing strategy prior to working through price, physical distribution and promotion. After all, how can you […]

And then later, after conversion… A Welcome Series Send a series of welcome messages to new customers and you’ll see measurable sales increases when they up-sell and cross-sell themselves. eNewsletters and Holiday eCards An email newsletter is used to inform your audience about the latest news, tips, or updates about your product or company. They […]

Naturally, conversion will require the involvement of your salesforce and a combination of marketing and sales techniques. This article focuses on how making email your primary marketing tool will help you automate this task. Here are two examples: Inquiry Responders When you receive an online inquiry all you know is that it’s someone shopping for […]

So your marketing campaign was successful and leads have been generated. If you thought that was hard enough, now comes the really hard work entailed in converting your leads into customers. But here’s some good news…mapping out a well-segmented, dynamic email strategy with a focus on analyzing data to find patterns and insights that indicate […]

This is key to understanding the best marketing tactics you need to employ. When you look at your present customer profiles, where are your customers originating? As an example, are they coming from referral sources, is it an Adwords lead, are you using email lists to reach out, (of course, it is probably all of […]