Mobile compatible marketing

Mobile compatible marketing -ABC guide

Mobile compatible marketing – ‘going mobile’ or being ‘mobile compatible’ is one of the most current topics in digital marketing. Customers often ask us to factor this in to our solutions and it is for all the right reasons.

This simple ABC gives you an overview of the main considerations that affect moving your communications into mobile territory

A – relevance

You should use the analytical information available to you to decide just how important mobile compatible marketing is. Often when we look at analytics for our clients, the results aren’t what our customers expect. This isn’t solely specific to the use of mobile either. It is surprising how many organisations still don’t use analytics to evaluate their online and digital marketing investments. It’s a free service and helps you make informed decisions about developing your online and email strategies.
Keep your choices in perspective.

B – design

The whole point of mobile compatible marketing is useability. Responsive websites and email work on the principle that on a smaller screen (than a desktop) they look different. This may mean bigger and fewer buttons, larger images and simplified navigation.
The general rule of thumb for us is – the rule of thumb. If a user has to use any more than their thumb to navigate your media, it has failed. If, however you can successfully navigate your media with the use of a single thumb, the design is ticking the first part of the ‘designed for mobile’ criteria. There are other considerations too, including colour choices, font sizes.
The primary focus is the rule of thumb.

C – investment

Going mobile doesn’t need to cost a fortune and you are able to adapt existing collateral relatively easy. Brand new collateral is even easier to achieve the cross over with many templates and themes being responsive out of the box. These form a strong set of foundations to edit and tweak to make them suit your needs exactly.
In terms of budgeting, you will need to allow additional resource for design and programming but its not something you need to do all at once. If you follow the advice in A and B you’ll find that your budget will stretch and accommodate a number of mobile optimised solutions without causing any major upsets.

In conclusion, moving to mobile compatible marketing is as easy as it is effective.

If you need help taking your collateral to mobile readiness, there’s plenty of help at hand.

By Ryan Mullins

Email marketing guide for novices

Email Marketing Guide

Email marketing is probably the most common form of marketing. Marketers in large companies, small companies and everything in between use email marketing. Email marketing crosses all sectors and is used for all sorts of communication. This Email marketing guide gives you an insight.

Why is email marketing so popular?

Which email platform should you choose?

In truth, you’ve likely already got a system in place. The first thing to do is make sure you’re utilising it to it’s full potential. The discipline of regular email marketing is something marketing teams must be well versed in. You should only consider changing what you’re already using if you’ve identified shortcomings. If you have, are they hindering results?

With so many variables what do you need to get right with email marketing? A point hotly debated by many, we at renew use an evidence-based approach as our standard.

Data

The number 1 critical factor with email marketing is data. The quality of your data determines the scope of your success. As such some sectors achieve great success, while others continue to struggle.

Subject line

Millions of emails don’t get past the subject line and go straight to the trash can. Your subject line is the first part of your email marketing that’s easy to test. It’s also easy to determine what works.

Responsiveness

Does your email marketing work on a mobile phone?

A huge proportion of email marketing is viewed on mobile. If you haven’t thought of your target audience and user, you risk the trash can. Why risk recipients unsubscribing by sending emails they can’t view on all devices.

Content

As with websites, is the content of your email focused on the recipient? First step is forget what you want to say and consider what the recipient wants to read. The more you bring content round in line with this, the greater your successes are likely to be.

Call to action

What should someone do upon reading your email? What action do you want them to take? What’s in it for the recipient? Your call to action needs to be obvious and direct. Make it easy for your recipients.

By using good data, a subject line that will grab the right kind of attention. A format that can be easily read, content that they’ll want and a clear call to action. The basic formula for successful email marketing.

At Renew Marketing, email marketing delivered for clients takes all this into account..

Our email marketing clients contact us because they want better results from their marketing.

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2 email marketing techniques that deliver better results

What are the best email marketing techniques to deliver results? The debate goes on as to how to gain maximum effectiveness from email marketing. There is evidence to show that email marketing works best in both pre-sales and after sales strategies. The key to the most effective email marketing is the timing and the content.

Today’s world is very much about service and content on demand. Personalisation is also high on the agenda for many marketing managers (although this may be misunderstood). I did read recently that subscribers and consumers have become very accustomed to personalisation and are starting to question the safety of their data.

So how do personalised email marketing strategies work most effectively?
How can you maximise engagement and return on investment without spooking your subscribers?

It’s no secret that most email systems will enable you to embed subscriber information into the body of the emails you wish to send out. The trick here is not to overuse client information. Use it once but then only use it when it’s relevant to the content of the message. So what are the real secrets?

What is the best timing for email marketing?

Most organisations use email marketing. The level of sophistication is where the most difference is found.

Ok, in order to get timing and content perfect, you need your subscribers to tell you what they want and when. The problem is with thousands of subscribers, this may seem like an impossible issue to resolve. Not so!

Once you appreciate the triggers that you can use to automate communication processes and database updates, the value of automation becomes more obvious. Let’s explain this in two parts; firstly, triggers and secondly, actions.

Email marketing techniques #1 – Automation

Triggers

Not only are there obvious triggers within your business such as a customer placing an order but there are a multitude of other triggers which you may not even be aware you can track and utilise. Sophisticated email systems (forget the free ones) have the capability to covertly track subtle interactions, and for that matter lack of interactions with your emails. You may be familiar with the standard information such as open rates and bounces but this takes that email marketing technique a step further. The smarter systems can monitor click throughs. As a report, this information may be useful BUT there’s a better way to use it.

Actions

The question now comes as to what SHOULD happen when a subscriber interacts with your information? Dependent on the trigger you may want a number of different actions. Whether you simply want the database to capture the subscriber’s preference information, you wish to send a follow up email, you’d like your sales team to be notified or even a whole new set of emails is triggered, all of this is possible.
How you set your actions need not be overly sophisticated , although it can be.

The client’s automation was set up to deliver instant notifications to the sales team. The notifications were pre-populated with the subscriber’s information, also detailing their specific interaction.

232 red hot leads were generated within the space of 2 hours for a total investment of less than £1000.

With an average sales value of £3000, a conversion rate of 1% would generate revenue of over £11,000.
These figures become even more attractive as you increase the broadcast volumes. If, for example, the subscriber database was increased to a number of 400,000, the set up and distribution costs would be less than £20,000 but the returns would be in the region of £104M.

In a recent email broadcast.
4000 contacts delivered an open rate of 29% (1160)
and a click through rate of 20% (232).

The real beauty of email is its low distribution cost and instantaneous nature. Scalable email communications need automation and with all the triggers available, delivering comprehensive automated email communication has never been more straight forward. The real key is knowing where email marketing will deliver you best value.
Conditional marketing is the use of preference information to determine the content presented to the subscriber.

Email marketing techniques #2 – Conditional content

This email marketing technique needs a little explanation. If, for example, a travel company’s database showed a subscriber to have a preference for city breaks, the system could use that information to populate the content of that particular subscribers message to be specific to city breaks.

Conversely, a subscriber showing preference toward long haul breaks could have their message content determined to suit them. To use this to best effect, you need to rely on automation and let your subscribers determine the information they want.
Conclusion

Email marketing techniques are used by many organisations but by using the above 2 secrets, the more advanced organisations are gaining business critical edge over their competitors. The examples used are very basic are purely illustrative of the types of functions an organisation may wish to emulate.
To really capitalise on these secrets, an organisation should embrace the technology and apply it in all relevant places.

Find out more about how you can take advantage of these email marketing techniques.

By Ryan Mullins

5 ways to use SMS in a car dealership

One of the good things about the motor trade is the amount of mobile numbers they’ve got on their databases. There are still many though who miss out on the advantages of having this information. SMS is an extremely powerful way to generate business. It’s easy, quick and very good value for money.

161 cars sold from 6000 text messages sent

Here are 5 ways to use SMS in a car dealership to generate extra revenue.

1. Use SMS in a car dealership for events

What better way to invite people to your event than send them a personal text? With automatic response you can use the reply to book their attendance and even send them additional information – All whilst your team get on with what they’re meant to be doing.

2. Use SMS in a car dealership for sales

Let your customers know that a new vehicle has arrived or that you’re offering a special deal. Use sms replies to interact with your customer before you’ve even spoken to them.

3. Use SMS in a car dealership for aftersales

MoT reminders and service reminders are 2 places that sms can be great for getting customers booked in. Using automated responses the customer could even book in by text. The ultimate in convenience.

4. Use SMS in a car dealership for servicing

A vehicle in the workshop needs some extra work and authority from the customer. Simply send them a text with the details and let them reply ‘yes’ to authorise the work. Could it be simpler? Easy, convenient and quick.

5. Use SMS in a car dealership for settlement requests

When a customer requests a settlement figure on their vehicle, the chances are that they’re in a showroom looking at a new vehicle. There’s the obvious customer service angle of sending the settlement figure to the customer by sms but there’s also an opportunity to send a text alert to the original sales person to give the customer a call.

Hopefully you’re already using sms to help your customer experience and deliver more sales.

Need more help?

As specialists in marketing and automation, we not only put all the creative together for our customers including writing text messages and producing supporting materials such as banners and email templates, we also handle the whole communication process and database administration with our rmcom system. rmcom is a software system already used by many motor groups in the UK and further afield, simply rebadged to us.

By Ryan Mullins

Top 5 considerations when thinking about marketing automation

When you’re considering marketing automation there are 5 points that need to sit at the top of your decision making priorities. Although marketing automation has clear benefits for many organisations, the key factors for its success are the same.

1. Data you can use for marketing automation

Organisations that have plenty of data are the ones that will benefit most from marketing automation. The reasons are quite simple, without data, it’s going to be an uphill challenge from the off. The kind of data we are talking about begins with basic contact details. Email, mobile and address details are core to communicating with people.

2. Processes that would benefit from marketing automation

Sales processes and buying patterns need to be mapped out comprehensively to gain the most advantage from automation. By mapping processes it not only makes it simpler for setting up your marketing automation, it also helps identifying where there are weaknesses or opportunities to improve and streamline sales processes. You’ll also need to be considerate of the areas where your sales and marketing processes interface with other business systems as these areas can affect the ease of implementation.

3. Commitment to marketing automation

Before you make the decision to go forward with marketing automation, you need to evaluate your level of commitment. There’s plenty of evidence that marketing automation works but overnight success is unlikely. The setting up process can be time and labour intensive so it’s important to be realistic about the time and budget you’re prepared to commit to setting up and evaluating your marketing automation project.

4. Metrics you can apply to marketing automation

How you measure the success of marketing automation is a principle consideration from the outset. It’s important to be very clear and concise about what your marketing automation investment needs to achieve to make it worthwhile. For many, the metrics are sales related, for others, retention is a principle factor. Whatever it is that your business needs, scoping your success metrics are vital to the longevity of your plans.

5. Budget you’ll invest in marketing automation

Moving to marketing automation from campaign driven communication is a major change in the way you operate. Although you can stage budgets, your overall budget needs to be considerably more than your normal campaign type spends. It is possible to gain quick wins and start to benefit from your investment early but you’ll need to be realistic about the size and scope of your marketing automation project and the subsequent budget needs of such an undertaking.

Summary

Marketing automation is not a quick or simple task. The benefits are increases in sales, reductions in administration, improvements in retention and much more. Before you set about implementation of marketing automation in your business, you should speak with a professional who will be able to assess the ease, cost and benefits to you.

By Ryan Mullins

How Email Marketing Automation can streamline your sales process

What is email marketing automation?

Email marketing automation is a valuable marketing tool which enables you to build customer relationships. By automating your email campaigns you can build a profile of your prospects and customers so that you only contact them with information they are likely to be interested in. This is based on their previous interactions, meaning you don’t overload people with information that is of no interest to them.

An example of a simple Email Automation Campaign

A car dealer sends out an introduction email to its database detailing their latest offers on their new models. Our email automation software (rmcom) will automatically record which link each email record clicks on. Based on this information, a second email will automatically be sent giving more information on the model of the car/s they (have previously clicked on) are interested in.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]Number of email accounts in the world = 3.2 billion
91% of email users check their account daily[/typography]

Read on to discover the many benefits of Email Automation and how it can help your business increase sales.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Develop Prospects[/typography]

Email is a tried and tested way of engaging prospects and existing customers alike. With automated email campaigns you filter your marketing campaigns so that you only send relevant messages to your prospects. The more you can relate to people with engaging relevant information, the more likely they are to interact with you and ultimately become a customer.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Timing is everything[/typography]

You can programme rmcom to automatically contact records at timely intervals. This can be based around key buying dates (contract renewal dates) or you can send emails one day, one week or one month after a previous email has been opened- Anything is possible!

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Personalised Communication[/typography]

One of the most basic functions of rmcom is that you can personalise your email campaigns effortlessly.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]A personalised subject line can increase your open rates by over 35%[/typography]

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Unopened email still gets your brand gets promoted[/typography]

Every time emails are sent you increase your brand awareness, just by appearing in their inbox. Remember 93% of emails are checked daily, so even if your email is not opened the odds are high that your company name has been seen just by landing in their inbox.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Every communication will (eventually) be read[/typography]

If your email isn’t read within a specified time scale, rmcom can be programmed so that your communication will automatically re-send, again and again until it is opened.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Work your hot sales leads[/typography]

By automating your email campaigns, you free up your sales team’s time to focus on the hot sales leads your campaigns produce.
Every time someone interacts with your email a notification can be sent to your sales team so that they can follow this up….in real time if required!

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Ongoing Promotion of your Business[/typography]

Email automation continuously keeps in contact with your customers. The more frequently your name appears in someone’s inbox, the more likely they are to recognise your company name, remember it, and buy from you when the time is right.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Reach customers on mobile[/typography]
People check emails on their smart phones. Reaching your customer on their mobile gets your email read, clicked-through and converted. We can also set up campaigns to reach your customers via SMS campaigns.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]You will increase your website traffic through email automation.[/typography]

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Drive traffic to your website and record it[/typography]

Email gets people who are interested in your brand to click-through to your website. rmcom will record the pages they click through to and even what time of day they are likely to read your email. All this makes targeted marketing campaigns much easier and extremley cost effective.

Get in touch with Renew Marketing if you would like to understand more about how rmcom can streamline your sales process and generate additional sales using email marketing automation.

By Lorraine Mullins

Sales Performance: 5 Ways to reduce sales costs & improve performance

Where can you cut the costs of sales and improve sales performance?

Improving the performance of your sales people is business critical. Reducing the costs associated with sales is a good place to start in improving performance as it has a direct influence on your bottom line. It is vitally important however to make sure you trim back in the right areas so you have a positive influence on sales performance rather than the alternative.

1. Motivate your sales people

Sales people are the touchpoint with your customers and prospects that turn conversations, presentations, effort and costs into profit. They are often the most highly rewarded people because they impinge so dramatically on the bottom line of your business. Very often in fact, companies recruit sales people because of their motivation for earning money. I’ve worked in a number of different companies and there is often an issue with maintaining the motivation of sales people. When times are good and the money is accumulating, sales people are easier to keep motivated.

Although many sales people are apparently driven by money, is it this simple? I would be the first to say ‘No’, this simply isn’t the case. When motivated, sales people work hard. The best sales people are going the extra mile. They’ll meet prospects outside of working hours, they’ll jump through hoops to win deals. This is the sales hunger, the desire to do better. However, making hard cash isn’t necessarily the driver.

I would like to offer another explanation. It’s not my explanation either, it’s Herzberg’s theory. In basic terms there are positive and negative motivators, Herzberg refers to them as hygiene factors. Positive motivators are the aspirational drivers that make people want to achieve. Negative motivators are the things that drag peoples motivation down.

2. Engage prospects

How people make purchasing decisions has adapted. The availability of information and insight has driven consumers and businesses to form opinions of products and brands much earlier in the buying process. Successful brands and products are managing these opinions and the available knowledge through media channels that their prospects engage with. These channels will fairly obviously vary dependent on your target audience.

The thing you need to keep at the forefront of your activity is that if you don’t control the knowledge, information and opinion of your products and brands, other people will. The trick to engaging customers and prospects is to keep costs minimal, or should I say reflective of the value the activity commands. That equation will be determined by a number of factors, both qualitative and quantitative. If it’s something you’re unsure of, you should consider taking advice from professionals.

3. Increase order/customer value

If each customer spends more with you, the cost of sale naturally decreases. There are many ways to increase order value and/or customer value. The most traditional is the upsell. What else would your customer buy from you if presented to them at the right time? What else do they need? What are they buying from elsewhere that you could sell them?

It may be that you can’t increase an order value at the point of purchase. On the other hand, by statying in contact with your customer, thanking them for their business and providing them information that relates to their purchase and their circumstance, you are more likely to drive loyalty and recommendation. It doesn’t take a genius to work out that a happy repeat customer is worth more to you than a single non-loyal order.

Your business and sales strategy needs to encompass loyalty initiatives and the harvesting of existing customers to increase their value to you. Consider how you can gain the maximum value from every order you gain such as upselling, driving repeat purchases, using referral schemes and providing loyalty programmes. These things work and need not cost you a fortune. If you need any reassurance that these are worthwhile uses of your resources, take a snapshot of the leading ten businesses you deal with and ask yourself what they do to make you come back for more.

4. Work the inbound funnel

Inbound Marketing FunnelThe three preceding points aren’t really anything new in their theory. In reality they are basic principles adopted by most if not all successful businesses. Whether this is a pro-active effort or accidental, the theory still applies.

The inbound funnel however is something that point two refers to. How people make their decisions about you has changed. With over 50% of mobile internet traffic being the use of facebook, your strategy should include how to harness this. Many companies will pay for Search Engine Optimisation, a slick website and possibly some type of pay per click advertising strategy, all of which I would whole heartedly condone. The number of organisations who are applying similar budgets to their social activity is far fewer.

Let’s be honest, not all businesses will see value in being heavily involved in facebook but facebook is not the only social channel. Youtubeis the second largest search engine but do you use video? This article may help you see the value: 5 reasons to include video in your communication strategy.

5. Pre-qualify leads

Pre-qualification is nothing new. The way in which it is done most effectively has moved however. ‘Cold calling is dead’ is an expression I have heard many many times. Admittedly, much of the time this has been uttered by sales people who are struggling with motivation BUT the success of cold calling is limited compared with times of old. There are tons of reasons for this but the most prolific ones being:

You are entitled to unsubscribe from cold calls
Gatekeepers are more savvy than ever
People simply wont give you as much time as they used to

Now this presents a problem for businesses who rely on cold calling as a strategy. Outbound call centres are costly to set up and manage. Event the management of the centres themselves is fraught with challenges, not least of which, motivation referred to above which by design can result in high staff turnovers.

Offshoring this kind of facility has also shown limited successes. People don’t like being disturbed by sales calls, particularly if they can’t understand the person making the call.

So what should a business do?

If we take the lead of the large organisations who sell high ticket value products, they actually have ‘pre-sales’ teams. These are people who work with customers to specify their needs and provide technical information before the ‘closer’ goes in to negotiate the deal. In many businesses this isn’t practical but a valuable lesson can be learned from this practice.

By specifying a customers needs and planning the timing of the purchase, sales peoples’ activity can be more focused, increasing motivation, increasing opportunities to up the order value and ultimately increasing conversion rates. The underlying question is still how to achieve this?

The use of technology enables you to feed information to your customers and prospects that they can access on their terms. What you may not know is that you can be notified of customer interactions even without their knowledge.

Whether you clicked through from an email or simply hit this page from a search engine, we were notified of that action about 5 minutes ago when you started reading this.

How’s that relevant to you? Imagine your top sales people being notified of a customer’s buying signals at the specific time they’ve shown an interest. Would that help the conversion rate?

Improve sales performance and reduce costs by working smarter and harnessing the technology that’s available.

By Ryan Mullins

Why do you need marketing automation? Reduce the cost of communication

Marketing automation is big news in business because it helps reduce costs of communication.

It’s simple, machines do things more efficiently than human beings.

So what’s actually meant by marketing automation?

Communicating can be a costly exercise. When you consider call centres and what it takes to run a call centre. Many businesses have off shored call centres to try to reduce cost. In many businesses this has been criticised as people don’t feel like they get a personal touch.

Personalisation of communication is at the heart of quality information exchange.

Communication has success critical features that, when handled correctly, improve quality, success and efficiency. In turn this reduces cost.

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Timing of contact
Relevance of content
Information Exchange

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Reducing the cost of running a call centre and sales operation.

For a business that has 35 teleappointers making outbound sales calls 9-5, 5 days a week. It would also take a sales team of 15 on the road to sit appointments generated by the outbound team.

This business has access to databases of thousands of businesses around the UK. Each teleappointer makes c.100 calls a day generating 2 appointments each. This means 70 appointments a day are being booked. Of these appointments, around 50% drop out and there is a sales conversion of 25% of sat appointments.

With these kinds of stats it doesn’t take a genius to work out that the sales value of wins needs to be 5 figures upwards to satisfy the wages demand, let alone the commissions and operational costs.

This kind of wastage in sales is undesirable but all too common.

The benefits of marketing automation in sales.

So going on the figures above, the outbound sales team are hitting 3500 contacts a day to deliver 70 appointments. One intelligent e-shot with open and click through notifications would provide enough information to determine warm prospects at the time they are most likely to take a call.

Based on an open rate of 25% and a click through rate of 20%, this activity would generate 175 warm leads, requiring 2 teleappointers to work through. This may provide sufficient leads to convert to 70 appointments. Thats would provide a reduction in cost of 90%.

What’s the cost of marketing automation?

There are 3 major considerations when setting up marketing automation.

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Data
If you’ve already got plenty of data, you’re onto a winner. Data can be costly dependent on how targeted your audience.
Content
If you’re already have tons of content and produce tons of content, you’re in a stronger position than those who do not.
Complexity
The simpler your processes, the less they cost to set up. As you add complexity, programming and testing become more arduous.

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Where should you start with marketing automation?

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Gain the assistance of providers who done it before.
Set out your objectives.
Determine your budget for phase 1.
Agree Milestones and KPI’s with your team.
Set out a realistic timeline.

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Marketing automation is quickly becoming a need of any business that wishes to communicate regularly with any group of recipients. Whether it be new business, existing clients or simply news subscribers, marketing automation is one of the most effective methods of keeping costs of mass communication to a minimum.

By Ryan Mullins

Marketing Automation – Improve Your Sales Process And Increase Profit.

Would you like to increase sales, improve awareness of your brand, or improve your sales and marketing activity in another way. Are you restricted by budget and time?

Marketing Automation will save you time, money & improve results. Here are just a few reasons why:

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Automating your sales process means that your business development strategy is always carried out. No more excuses that you ran out of time to follow up leads.
With marketing automation you can make cold calling a thing of the past. You will automatically know who is interested in your company based on their interactions with your email. That not only saves time when making sales calls, it also gives your sale team a focus and a much better chance of getting the result they are looking for.
You can tailor your messages to prospects, existing customers or previous clients so that they receive relevant information from you. Making sure the right prospects get the right information increases your chances of getting the result you need.
Automatically following up initial enquiries or chasing previous customers means your company will never miss a sales opportunity. Even if an email isn’t read, it is very likely that they will have still seen your brand name appear in their inbox, keeping your company name in their mind.

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SAVE TIME

Sales tasks are automatically triggered and followed up.

SAVE MONEY

Reduce the cost of sale by reducing staff costs

GET RESULTS

No matter how busy your day has been your business development tasks will always be carried out, improving your sales figures.

Marketing Automation helps all types of businesses and organisations to improve sales, profits, retention whilst also reducing costs and effort.

By Lorraine Mullins