by Jeff Newton
When you’re looking at judging how well our marketing methods are doing, it’s wise to study how well they convert into sales, opt-ins or other actions. Base our decisions on future marketing based on these facts. Email marketing has been a champ at this in the past. During the last few years, many would've you feel as if it’s lost its effectiveness. Has largely become forgotten insofar as popular marketing goes. With all the focus on the latest and greatest social media platforms breaking records for users, you could be forgiven if you were of the opinion that email marketing is ineffective.
Page/Link:Page URL: HTML link: The Free Library. (2014). Retrieved Jun 26 2014 from http://www.thefreelibrary.com/UDAPP%3a+it's+what+the+customer+understands.-a0308885159 YOUR COMPLIANCE OFFICER HAS NO DOUBT BEEN TELLING YOU all about Unfair, Deceptive de·cep·tive?
Deceptive or tending to deceive.
de·ceptive·ness n. , or Abusive Tending to deceive; practicing abuse; prone to ill-treat by coarse, insulting words or harmful acts. Using ill treatment; injurious, improper, hurtful, offensive, reproachful. ?Acts or Practices, or UDAAP. It's probably starting to sound like a broken record, and to marketing professionals it sounds pretty straightforward: Don't say anything that's not true (that would be unfair), distort the truth (deceptive), or suggest that customers do something against...
Nothing could be more wrong!
While unquestionably not as new and exciting as the latest social media darling may be, email continues to perform at what can only be deemed outstanding levels! A major new study by Custora shines a lot of light on exactly how rewarding email can still be in the hands of smart marketers. Rather than in decline, customer acquisition using email has quadrupled in the last four years. That these customers were at least 10 times as valuable as those received from either Facebook or twitter. This is due in no small part to the fact that we're a lot more used to seeing marketing arrive in email, while it’s still fairly new to social media. Over time the social media platforms may indeed prove useful in this regard. It’s just not happening at this point. You'd be smart to allocate your marketing activities accordingly.
The Two Motivators
When you boil it down, you're motivated by two simple things:
1. To avoid pain (fear of failure)
2. To gain pleasure (promise of reward)
You are naturally geared toward one of these motivators. To figure out which, think of the last time you accomplished a task and then ask yourself the following: While doing the task were you thinking about what would happen if you failed to finish, or were you thinking about what you would gain when you finished?
Take note as to which motivator works for you - fear of failure, or promise of reward.
Set Your Goal:...
How to parse your marketing efforts
Given that email boasts an ROI of $40 for ever $1 spent. Social media far south of $1, efforts really should be made to use your social media to funnel to your email lists. Getting your brand in front of people and showing what you can do is a great use of social media at this point. Despite all of the buzz surrounding using social media to replace email, the data shows different. Don’t commit the mistake of sending email to the dustbin just yet!