Welcome to Part III of the 2016 Marketing Playbook.

Hope you’re enjoying the ride thus far! Be sure to
check out Part I: Online Video Marketing + Part II: Highly Targeted Direct Mail.
And now, let’s dive in head first to Part III: Highly Targeting Email Marketing

Small Business = Small Operating Budget

If you’re like most small businesses, you’re operating on a tight budget. Water tight, air tight, tight as tight can be.
And that makes marketing a tough **investment** to stomach. Because no matter how much money you pump in – spending on ads to websites and beyond – you’re never 100% sure what you’re going to wind up with in return.
And maximizing your Rate of Return (ROI) is critical when you’re making due on shoestring. You want FDIC-level surety every dollar you invest COUNTS.
A Marketing Statistic Even Scrooge Can Embrace
Well here’s a stat that will DAZZLE even the most budget conscious miser. Email marketing averages a 40-to-1 rate of return. Translation? Every dollar you spend on email marketing earns $40 dollars in return.
Overcoming the Averages
Speaking in terms of averages, a 40-to-1 ratio of return BLOWS AWAY every other marketing tactic going. But here’s the tricky part. Average means you could do better than a 40-to-1 ratio. A lot better. It also means you do worse. A lot worse. Like Z-E-R-O.
The key is to craft emails that reach the RIGHT people, actually get opened, and motivate specific action.
And here’s how you make all of that happen.

Segment Your Email List to Increase Response Rates and Avoid Prospect Burn Out

Email Users Are Just Plain FATIGUED.
Too many emails, from too many people, too often touting subjects recipients could care less about.
That means you’ve got to carefully and thoughtfully consider the time and needs of your recipients.
Who Are Strong Candidates for Your Email Marketing Messages?
Warm leads, hot prospects and previous clients all have a legitimate need for your services. Thus it’s fair to say they’re strong candidates for your email messages.
But With the Fatigue Factor in Full Effect…
You’ve got to take the consideration process a step further. Will the same message resonate with warm leads, hot prospects and past clients? Not likely. And broadcasting the wrong message to the wrong group is apt to send them scrabbling for the delete button.
The Solution to Avoiding Dreaded Deletion?
Segment your list. Divide contacts into recipient groups – and craft messages accordingly. Speak DIRECTLY to the needs of each group in a tailor made message.
The good news is it’s easy to create as many separate messages as you need. And unlike direct mail, it doesn’t cost a penny more. It’s still one mailer, just customized to different segments of your list.

Craft a Subject Line That Compels Recipients to OPEN SESAME

Email marketing job one? Getting recipients to open your emails. And the biggest deciding factor between a potential sale and the dreaded delete key? Your subject line.
But never fear! There’s a **secret formula** that will help your emails survive the delete key gauntlet. Say hello to the “The 4 Us.”
1. Urgent
Give your recipient an URGENT reason to open you email… “Tax time is almost here – did you miss these HUGE deductions?”
2. Unique
Tell your recipient something new or unexpected… “You can’t take it with you…but with a living trust your heirs can keep more.”
3. Ultra-Specific
Speak directly to your recipient’s CORE concerns and they can’t resist opening your email… “5 new building ordinances every developer should be aware of.”
4. Useful
Appeal to your recipient’s self-interest… “7 secrets to double your annual income.”
It’s pretty tough to hit all four “Us.” But the more you can manage to incorporate, the more likely your email will get opened.

Make a Bona Fide Offer

Always make a definitive offer. And make it something beneficial, tangible or that requires a definite response… A redeemable discount coupon … A free brochure offering more info … A free consultation to discuss the prospect’s needs.

Close With a Strong Cal- to-Action

Be sure to reiterate your offer and, most importantly, explain EXACTLY what respondents have to do to take advantage… “Click this link” … “Reply to this email” … “Call this number”

How Has Email Marketing Benefited Your Business?

Any grand stories of email marketing success? By all means, drop by my Google+ page and share.