A Lesson in Great E-mail Marketing Using Social Media, Videos



Dog lovers would love a promotion by Orvis. Actually, you don’t have to own a dog to appreciate the digital marketing by the firm.

Orvis is a nationwide high-end purveyor of men’s and women’s clothing, products for the home and travel, and of course you can buy gifts for your dog. That includes supportive memory foam beds.

Nearly 160 years in business and with dozens of retail locations, the company’s marketing has changed with the times since its founding in 1856. It has a noteworthy 100 percent guarantee on purchases.

So, at the start of summer, what a pleasure it was to receive an image marketing piece from Orvis entitled, “Dogs in Our Lives.” Pictured closeup were two black labs relaxing on a beach.

The Orvis advertisement had all the elements, including:

  • Picturesque scenery
  • Emotionally stimulating content
  • Link to a related dog video
  • Contact information
  • Invitation to live chat
  • An op-out link
  • Privacy statement
  • Option to view in mobile
  • Social media links for sharing

The next day, Orvis sent an e-mail highlighting a sale of “50 percent or more.” Brilliant.

But for many other companies, the social media links are frequently omitted from marketing e-mails. For a few years, I’ve informed readers and clients that e-mail marketing goes better with social media.

Here’s the first Orvis piece:

View online. | View mobile. Add orvis@email.orvis.com to your address book.

Dogs in Our Lives
They wake us, greet us, protect us, and ultimately carve a place in our hearts and our history. On reflection, our lives are often referenced in parts defined by the all-too-short lives of our dogs.
go to: orvisnews.com/conservation to learn more
Connect with Orvis Orvis

Please do not reply to this e-mail. If you need help or have a question, try our Live Chat (6am – 12am midnight ET), or send us an e-mail at customerservice@orvis.com

Unsubscribe from Orvis emails here

Orvis respects your right to privacy. Please view our Online Privacy Policy

The Orvis Company, Manchester, Vermont
Customer Service: 1711 Blue Hills Drive, Roanoke VA 24012
24-hours a day, 7 days a week 888-235-9763

From the Coach’s Corner, see these related articles:

Marketing – Have You Considered the Potential of e-Newsletters? — There are several benefits if you include e-Newsletters in your marketing mix. The most salient is that they’re a great way to achieve top-of-mind awareness with your customers. Further, as a form of content marketing, they’re a favorite of B2B marketers. Why? You can control your message and be a leader in your marketplace by cutting the through the marketing clutter with your very own advertising medium.

Latest Trends in E-mail Marketing — Three published reports show the developments in e-mail marketing. Website Magazinereported the most popular e-mail venues, e-mailing’s value, and tips for Q4 e-mail marketing. A study by Litmus indicates the development of three trends in e-mail marketing.

Want to Start an E-mail Marketing Campaign? 6 Tips for Small Business — There’s a reason why many companies launch e-mail campaigns. They realize sufficient returns on their investments. So, it’s a popular topic here at The Biz Coach. I’ve written about the latest trends in e-mail marketing, and why e-mail marketing goes better with social media. If you’re just getting started, it’s best to keep it simple. In other words, take baby steps until you’re no longer a novice.

E-mail Marketing Goes Better with Social Media, Study — A common sense conclusion from a marketing study, but it’s surprising when you consider the source. Small businesses are more successful in an e-mail marketing campaign if they combine it with social media.

Rock in Your Marketing Messages with 5 Writing Tips — In this digital age of consumer overload, words are powerful – if they’re used strategically. The challenge is to help your prospective customers quickly understand your message. Of course, they hear and see thousands of messages everyday: Road signs; store signage; radio and TV commercials; conversations at work, home and with friends in-person or the telephone; social media; e-mails; as well as ads and articles in newspapers and on the Internet.

“If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn’t have to advertise them.”

-Will Rogers

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

E-mail Marketing Goes Better with Social Media, Study

A common sense conclusion from a marketing study, but it’s surprising when you consider the source.

Small businesses are more successful in an e-mail marketing campaign if they combine it with social media.

E-mail marketing firm Constant Contact made the revelation following its 2011 study.

ID-100181870 cooldesign

Key findings

Constant Contact says companies using the two-pronged approach net a 14 percent increase in their e-mail list vis-à-vis 9 percent for just e-mail by itself.

Businesses that combined the two strategies experience 53 percent larger e-mail lists.

More importantly, the click-through rates are higher, says the company, which has 450,ooo customers.

“Small businesses are always asking us, ‘Email marketing or social media marketing? Which is the best use of my time and resources?’ In fact, it’s not either/or; it’s both. Use email to communicate with your current customers and social media to reach new customers,” said Rick Jensen, chief sales and marketing officer for Constant Contact.

“The average click-through rate for those using both email and social media marketing was 59.3 basis points higher than for those using email only,” he said.

A guarantee

When Mr. Jensen released the results of the study, he offered a guarantee.

“We’ve created a playbook to help our customers get started and be successful with email and social – fast. We already know our email marketing provides superior results, and we’re so confident that this combination will deliver even more success that we’re guaranteeing results,” he said.

The study’s results make sense. An integrated approach should make it easier to engage customers.

While this article probably makes me appear as a cheerleader for Constant Contact, no worries, as I’ve never done business with the firm. The guarantee is intriguing.

On average, in my experience, buying decisions are made after the customer receives five positive messages. Social media helps a company branding.  It sets the stage.

It seems logical that an e-mail campaign would be more effective if complemented by social media – once the five message threshold is achieved.

What’s more, an e-mail piece with a social media toolbar makes it easy for readers to share your information with their followers. Go for it!

From the Coach’s Corner, here’s more on digital-age marketing:

The Key to Internet Dominance: Think Integration. — Whether you’re a new or established business, it wasn’t that long ago that a strong Internet presence meant having a great Web site with a top ranking. Partially, that’s still true but the competitive marketplace continues to rapidly change daily, which means the No. 1 objective should be a vibrant, integrated presence.

14 Steps to Profit from Online Customer Reviews — For competitiveness and profits, businesses can’t afford to ignore the potential of online reviews. They’re a factor in revolutionizing commerce. Reviews are important because they influence prospective customers to buy from you. They’re also beneficial in improving your Internet presence because search-engine crawlers consider them to be relevant.

How Mobile Strategies Are Most Effective with Cross-Channel Marketing — Businesses are increasingly using mobile apps to sell products, but the most successful know how best. They use cross-channel marketing tools.

Trending Essentials to Win Millennials’ Brand Loyalty — How do Millennial consumers – ages 18 to 33 — view brands? What’s necessary win their brand loyalty? The answers to these questions are important because Millennials have $600 billion to spend. If you win them over now — depending on your goods, services and industry — you might also create customers for decades to come.

Insights into How Twitter Users Can Forge Opinion — If you want to influence public opinion on Twitter, the trick is to get your message out early. Once your message is stabilized on the social medium, it’s too difficult for your competitors to overcome your lead according to research released in 2014. 

“Many a small thing has been made large by the right kind of advertising.”
Mark Twain

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

Image courtesy of cooldesign at www.freedigitalphotos.net

Seattle business consultant Terry Corbell provides high-performance management services and strategies.