Tips for better email marketing

Many marketers would agree that e-mail service (ESP) providers offer solutions that are convenient, handy and capable of achieving excellent results. It drives their sales up and increases profits. While most of these solutions are easy on the pocket, they are not very effective unless you consider the following points when creating your next email marketing campaign.

Stand Out and Be Distinct

You will find dozens of templates with your ESP which can make e-mail marketing easy. But do you honestly think that using templates will get you outstanding results? Keep in mind that your potential client must be receiving several emails from other vendors. Quite a few of them could be your competitors and some of these guys could end up using the same template as yours.

It’s important to find a design that makes your message stand out from the hordes of other e-mail marketers. Customise the mail by using the name of the customer. E.g. Dear Mark rather than Dear Customer. Keep your tone personal to make the reader feel that you are talking just to him even if you are mailing the same matter to thousands of people. Efficient e-mail marketing software can be used to customize subject lines and email copy without putting in several hundred hours if you have a long mailing list.

When you make your emails personal, it creates enormous trust between you and the reader. Such an email also inspires a certain confidence in the receiver of the mail, which makes them more comfortable in doing business with you.

I can tell you that I never trusted that text version email could do anything till I was proven wrong by the team. I now I completely acknowledge the immense potential of a crisp, personalize, text version of an email.

Good Writing Matters

Nothing can put off a prospective customer more than poor spelling and grammar because it draws attention away from the message and makes you look unprofessional. While your ESP facilitates delivery of your e-mail, it pays little attention to the message itself. Hiring a professional writer trained and experienced in creating interesting messages to deliver marketing copies that are compelling enough goes a long way in making your e-mail marketing campaign a success.

The content of the e-mail should resonate with prospective clients and customers and hold their attention. While preparing potent emails is not child’s play, but if you get it right the response rate almost always compensates for the effort that goes into it.

Everybody Like a Freebie

All smart marketers know that people love nothing more than getting something for FREE! When you offer free shipping, free gifts, discounts or samples it encourages your reader to do what you want them to do in your email.

Size Matters

Don’t ever allow anyone to convince you otherwise. Aim of all marketing is to create top-of-mind awareness which comes only with perseverance and consistency. You can’t expect single, one-off messages to do any wonders. Follow up with other mails and don’t always talk about making sales and purchasing subscriptions. Load your mails with information and make them easy and interesting to read. It’s time to trash the rule that said short and to the point in favour of long copy that tells a more complete story. A good read can do wonders for your e-mail marketing campaign.

E-mail campaigns that are fully transparent without being unobtrusive significantly increase deliverability and effectiveness of your marketing strategy.

Leave the Lizard out of the Way

It’s strangely puzzling why we ignore networking all along the way, pacifying it only when desperate measures are required. We gravely mistake that networking is required only when one is looking at a desperate change in career.

A network has to be built and nurtured gradually, much before the need arises. It needs to be constantly worked upon to keep it going strong. So, if you think that attending events or gathering business cards is helping you build the network that will rally round you someday, you could not be farther from truth. To garner benefits from your network, you need to know how to make it work in a manner that is mutually beneficial for everyone involved in your network.

The first thing that you must do is to silence your lizard brain. When you read Seth Godin's new book Linchpin you will understand this concept better. I will explain it concisely here. Lizard brain is that corner of your mind and attitude that allows fear to take over good judgement. When you procrastinate or evade something that you need to do because it is more convenient not to do it, it is the lizard brain that is dominating at that moment.

With your lizard brain safely out of the way, you can start with the most universally accepted networking tip. Be the first one to offer help, and people will return the favor. Your credibility grows when you keep appointments and promises, verify facts and deliver services, which in turn, is important to create your goodwill in a network. Experts believe that when you keep nothing, kills a budding relationship faster than failure to live up to the expectations both explicit and implicit.

If you maintain a good networking relationship with your peer, you can be rest assured that it will pay off in the long run. Look beyond your current need, you never know whose favour can change your life. If you maintain a steady relationship within your network, it is bound to pay off. On the contrary, if you are always tapping into your network for temporary benefits, it is likely to hurt your long term credibility. Don’t kill to eat today, rather focus on becoming known and developing long term relationships based on trust which will prove to be more beneficial to everybody concerned.

One easy way of following up is to share information such as a relevant anecdote, marketing tip or other resources through email. Keeping seemingly inconsequential promises and casual conversations can be as important for business success as rendering reliable services and products.

It’s crucial to reach out to people from different fields, diverse socio-economic backgrounds and nationalities because they can offer innovative and creative solutions and contacts. Building an appealing image can go a long way in attracting business and opportunities. It does you no good to be an expert on something unless people know you well enough to call you. Initiating social exchange of any kind makes others comfortable enough to reach out when they feel they need for your expertise.

Living in an age where people have little time to socialise, online networking can strengthen connections. When you post your original, relevant articles on Twitter or Facebook (though I am not on it), you not only show your commitment towards pertinent business issues but also provide value to your virtual friends. It keeps you on top of other people’s minds by showing them your involvement in your industry and is a good way to continue your relationship with those you know.

But remember that online communication is not sufficient, especially when dealing with new contacts and should be followed by in-person contact. When people know someone virtually they feel more comfortable initiating a meeting… but technology can never replace human touch.

Tried and Tested Web Analytics

Organisations the world over have woken up to the value of Web Analytics and are ready to invest in hiring a skilled specialist. A report by Econsultancy from 2009 reveals that about 40% of surveyed companies were planning to raise their expense on internal staff for Web Analytics. This increase in expenditure is far steeper than on technology or consultancy and professional services. Looking from the industry point of view, it is fantastic that companies are now more aware of potential profits from the web, but the problem remains… where is the supply?

I concede that with the growth and expansion of market, there is a definite rise in the number of Web analytics specialists. You just have to look at the number of people attending social networking events like Web Analytics Wednesday and compare it to previous years to reach the same conclusion. However, even with the growth in numbers, the real challenge lies in the absence of any reliable parameters to gauge the worth of the Web analytics specialist.

It is nearly impossible to understand the professional competency of a specialist from his CV, which is a big problem for companies looking to hire in-house web analytics. For instance, two years of Google Analytical experience mentioned in the CV of a candidate could mean just about anything. He could be someone who has been studying Google Analytic data for two years while running reports or someone who has been making custom reports and writing regular expressions. In short, there is no dependable way of telling the competency of a candidate before he actually appears for the interview.

While there are a certain level of certification that can be helpful in perceiving a person’s skill to drive a particular technology, such as the Google Analytics Individual Qualification (IQ) Test, but when it comes to understanding the level of overall competence they prove to be completely useless.

Companies looking to hire a Web analytics specialist can take heart now as the Web Analytics Association is all set to start its own certification program. Under development for the last two years, this program will have its first certification test in May 2010 at the eMetrics Marketing Optimization Summits in San Jose, CA, and London. The purpose of this programme is to establish the benchmark against which achievements of Web analytics professionals can be measured. It will also help prospective employers to spot potential candidates.

Eligibility criteria for taking the test are going to be tough, to say the least. Candidates must show the right blend of formal educational qualification and relevant business experience before they qualify for appearing in the test. The test, which consists of hundred questions to be solved in two hours, not only covers technical aspects of the Web analytics but also covers case studies where the candidate is expected to interpret data and solve business problems. The 37-page document, outlining the knowledge required for achieving certification, is not just about practical aspects of Web analytics. It is also about the capability to create insights and conveying them effectively to decision makers.

Questions???

They always say that a picture tells a story. We as humans tend to see with “Filters”. Some says its our worldview, some says its how we envision, some says its how we reflect, and some says its how we imagine. But then, think of it, isn’t those our filters. Filters through which we see or rather want to see. I have to admit that I am not here to either diminish your filters or justify mine’. I am here to show what I see, Of course, what I see through my own Filters.

Donna A. Favors once said, “A Picture of many colors proclaims images of many Thoughts”. I assume that every thought in an individual’s mind can interpret a picture in many ways. Way(s) of fun, joy, sadness, love, fear, passion, and so on. 

But today I see pictures that ask questions. Questions that I interpret by viewing these picture, …….and……answers that I believe in…………

Do I Need More People To Stand For What I Believe?

- NO!

Am I A Proud Citizen Where Kids Have To Work On Signals To Eat?

- NO!

 Would I Survive A Storm?

– YES!

 Do I Deserve Your Affection?

- YES!

Can You Tell Am I a Hindu, a Muslim or a Christian?

– NO!

 Will Ever I Be Able To Give Warmth To My Family and Guests?

- YES!

Do I Deserve A Lonely End?

- NO!

Can We Be Friends?

– YES!

 And Finally……….

What Do You See?

- QUESTIONS!

Give Picture A thought………….

Importance of Registering Your Trademark

You have just started a new business and your topmost concern is making a workable business plan along with having enough capital to make it work. But one of the most important things that you are missing on right now is registering your trademark. It’s not uncommon for people to neglect the fact that they are going to need a symbol or logo to represent their company or product. Registering your trademark is a way to ensure that a specific business name, logo or services associated with your business remain unique.

When you work hard to build a successful business, you want to attract new as well as retain existing clients. A particular name or logo helps your clients to identify your business and the goodwill that goes with it. In fact, as clients have neither your acquaintance nor knowledge of your business, the only thing they can associate with is your trademark. Since goodwill of your clients depends on the trademark you use, it becomes important for any business to protect that trademark and check your rivals from using it to make money out of it.

When a rival uses a single name or logo to sell his products, he harms your business directly as well as indirectly. When he uses your goodwill in the market to sell his ware, the loss is more direct. A customer sees a familiar logo and makes the purchase, as he has no way of knowing whether they belong to you or not. But greater harm can come indirectly when your competitor passes off inferior quality goods under a similar logo or name. When the customer gets a raw deal he is likely to share it with others and it ends up tarnishing your image unnecessarily. So despite all your hard work, good marketing strategy, and stringent quality control, you still fail to make any headway because you neglected to get your trademark from being registered in the beginning.

Using a trademark by displaying it on products as a hologram or while rendering a service is enough to protect it under the common law without you doing anything else. However, this security remains limited to the specific geographical area where you operate your business from. In other words, any other individual or organisation can use the same logo and name as yours in other areas. In case you want to expand your business in those areas at some point of time, it would not be possible for you to keep doing so. Keeping the future prospects in view, it is important to protect your goodwill by registering your trademark.

After registering a trademark, your rivals are duly notified about your use of that trademark and it is enough to prevent them from claiming that they used it in good faith. In case of infringement, you are in a position to claim profits, damages and costs besides the attorney’s fee in infringement actions. Your registration can be used as a basis for filing registration in other countries and filed with the customs service to avert import of foreign goods that infringe your trademark. And it just takes five years for your trademark to become incontestably yours.

Life after Living with a Superstar--Shah Rukh Khan

Living with a Superstar-Shah Rukh Khan has been the biggest Indian TV show on Discovery Travel & Living. This 10-part series followed King Khan across the globe capturing different shades of SRK’s life on camera. Premiering on February 26, and slotted for primetime every Friday, this show was an instant sell out. Admit it or not everybody wants a piece of SRK. Everyone wants to get a feel of how he lives, what he wears, what he thinks, what he drives or what drives him.

Critically-acclaimed director Samar Khan redefined the art of documentary making with Living with a Superstar-Shah Rukh Khan, where television viewers tip toed into the life of the superstar to observe the private and personal moments of his everyday routine. An amused Khan commented, “The idea of the series format is both exhilarating and unique as it showcases aspects of my life that have seldom been seen in the public domain.”

With a budget that stood at a whooping Rs. 20 crores, this show was one of the most expensive shows by the channel. And while it added another dimension to how fans perceived brand SRK, the superstar himself does not stand to earn much from it. The biggest part of the booty goes to Red Chillies Idiot Box, an arm of SRK’s Red Chillies Entertainment that happens to be the co-producer of the show. Ad inventories of the show were sold out even before it premiered on television. Pranjal Khandhdiya, non-fiction head said, “We at Red Chillies Idiot Box have attempted to create a show which befits the stature of ‘King Khan’ and surpasses Discovery Channel’s stringent production standards.”

Rahul Johri, senior vice president and general manager – India, Discovery Networks Asia-Pacific, said, “Discovery Travel & Living has always set the highest production benchmarks. With this groundbreaking series on India’s biggest superstar Shah Rukh Khan, we are surpassing all established definitions of lifestyle entertainment.”

But with this groundbreaking series, Discovery Travel & Living is the one that stands to gain more than anyone else. Not only is Shah Rukh a top entertainer but with numerous endorsements in his kitty, he is brand Bollywood. After Living with a Superstar-Shah Rukh Khan, Revealed: Shah Rukh Khan, another one-hour offering from Discovery was a new attempt by the channel to cash in on the insatiable interest of fans in the brand Shah Rukh Khan. King Khan is here to stay and the world does not seem to have enough of him.

Living with a Superstar gave admirers of the super star the world over a chance to explore hitherto little known aspects of his life as a husband, father, brother, businessman and, not to miss, as an entertainer. They took in every moment of Shah Rukh Khan’s life as he vacationed with his family, interacted with his kids, wife, sister and friends, his unique approach to film making and his time management. People sat glued to their TV screens every Friday night to watch their favourite star interacting with his staff and fans, his IPL venture, life outside India, life in Mannat, and his brand power and of course nodded their heads as they applauded Shahrukhisms.

Nokia is Calling All Innovators…

Nokia’s Calling All Innovators is back for 2010 and this time it is bigger and better than before. After the stupendous success of Calling All Innovators 2009, Finland-based mobile phone maker Nokia is calling innovators once again to fashion ground-breaking apps and content for Nokia mobile services. Winning applications from 2009, including Tech Buzz Homescreen Widget; Pixelpipe for Share Online and Florin Finance Tracker, are available at Ovi Store for consumers to download. The contest aims at ‘creativity and change’ beckons developers around the globe to come up with winning ideas that can make a positive difference to the lives of people.

Along with the four categories of last year, a fifth category has been added-- Growth Economy Venture Challenge. Five categories of the Calling All Innovators 2010 contest for which applications have been sought include:

Eco/Being Green: Under this category, contestants are expected to come up with innovative and eco-friendly ideas to be used on Nokia Mobile Phones. These apps should also be able to help save the planet.

Entertainment: This category challenges developers to submit the coolest apps and rocking multimedia features for the latest Nokia mobile devices. This could also include music, multimedia and games.

Productivity: Developers must submit applications that add comfort and efficiency to the lives of consumers. It includes utilities, business or personal finance applications.

Life Improvement: Under this category, developers must come up with applications that have a constructive impact on the everyday lives of consumers living in developing nations. These apps could include agriculture, health and education.

Growth Economy Venture Challenge: Though Nokia’s Calling All Innovators has always been about encouraging big ideas for mobile applications but this category takes Nokia’s wish to find the next big idea to an entirely different plane. This idea should stand above all else. The category will provide a venture capital investment of USD 1 million. The app should have the ability to change people’s lives!

Along with these five categories there are numerous opportunities for developers to submit applications for localized consumer using Nokia devices in specific countries which include Canada, China and Pakistan.

Nokia has announced cash prizes for top three submissions in each application category where the winners will receive the following cash prizes:

• Grand Prize: $30,000 USD in cash.
• 2nd Prize: $15,000 USD in cash.
• 3rd Prize: $5,000 USD in cash.

Additional prizes for the category winners include Spotlight placement in Nokia’s Ovi Store; a one-year membership in Forum Nokia Launchpad; and an in-depth User Experience Evaluation by professional consultants working with Nokia.

This year, Nokia has special prizes for which all applicants are eligible regardless of category. The criteria for adjudging these additional prizes would be the type of technology used to create the application such as:

• Best mobile computing application: $50,000 (USD) in cash, plus inclusion in a multi-million dollar global marketing campaign.
• Best application for the Nokia N900: $50,000 (USD) in cash.
• Best cross-platform application using Qt: $50,000 (USD) in cash.
• Best locally relevant application with global potential: $15,000 (USD) in cash.

With more categories and numerous special prizes to be won this year, there is a lot more for developers to look forward to. The last date for sending entries is 10^th June, 2010.

Marketing of SEZs

The Growth Catalysts

With recession fading away, there is a hope of markets in Europe and North America jumping back to business. This will mean increased business for Indian IT and ITeS and also BPO and KPO companies and need for centralised and better infrastructure. Considering SEZs play an important role in India’s export sector now is the need to plan a marketing strategy that will project them rightly.

What are SEZs?

SEZ or special economic zones are specifically delineated duty free enclaves. These zones are deemed to be foreign territory and are given special privilege for the purposes of trade operations, duties and tariffs. They were primarily promoted for facilitating exports in the country. SEZS also aim to attract export-oriented FDI, enable Indian entrepreneurs to operate under international conditions, implement of global industries and practices, create employment and attract international investment in India. For SEZs to grow, the first requirement is world class infrastructure. This is true for not just IT and ITeS SEZs, but also for manufacturing and industrial SEZs.

Marketing SEZs

While planning any marketing strategy in terms of SEZs, it should be remembered that these areas will be occupied by a mix of mid-sized Indian companies hoping to go global as well as some of the large players from India and outside. This calls for a focussed marketing strategy that should be directed at new domestic as well as international companies. The international companies should particularly be targeted as they will be looking for economically viable areas to set up their units at and will be also be aiming at expanding their operations after deployment.

It is important to send positive signals to potential tenants due to the negative impression that has been created of SEZs by policy flip-flops and land acquisition issues. The marketing strategy of SEZs should aim at showing tenants that inspite of STPI been granted a year’s extension in the last budget, they will be better off than existing STPI-based companies in the end. Those with space in IT and ITeS SEZs definitely stand to gain in the long run when STPI concessions will ultimately cease in future.

There is no denying that marketing activities for SEZs were rather slow till recent times. With companies becoming more aware of different benefits of leasing space in SEZs, the time is now ripe to execute these strategies with full vigour. From large players to start-ups and small entrepreneurs, everyone is waking up to the benefits of SEZs. We can further instil hope in these companies by making them aware of the through tax benefits that SEZs provide and will continue to provide in future.

Sun seems to be rising now for SEZs! Encouraging news of Bharat Forge (BFL) starting its marketing effort for the first phase of its 10,500 acre SEZ at Khed and the Tamil Nadu Industrial Development Corporation (TIDCO) starting marketing space at the multiproduct SEZ in Ennore from April-May are definitely promising a better future for SEZs in India.