Unbound Growth Blog

Small Business Email Marketing: The Eighth Commandment

Posted by Cheri Gaudet  8/15/11 11:13 AM

Thou Shalt Not Ask People to "Click Here"

Many small businesses treat email marketing like a spray-and-pray tactic for blasting marketing messages out to potential customers. Hopefully, through this series you're beginning to learn that email marketing should be more like a focused laser beam. When you begin to think of email marketing in this way, it's easier to see how email marketing also helps support your search engine optimization (SEO) efforts - the ways in which you try to make your website easier for people to find.

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Topics: email marketing, customer profiles

Small Business Email Marketing: The Seventh Commandment

Posted by Cheri Gaudet  7/20/11 11:30 AM

Thou Shalt Not Send Ugly Emails

One of the greatest things about small businesses is their ability to truly delight customers. In a small business, every customer relationship is critical, so they work extra hard to deliver high quality products and services and provide exemplary support. Small business email marketing campaigns can give prospects a sneak peek into what it would be like for them to be a customer - or they can give a terrible false impression.

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Topics: email marketing, customer experience marketing, email marketing best practices, small business email marketing

Small Business Email Marketing: The Sixth Commandment

Posted by Cheri Gaudet  7/11/11 11:45 AM

Thou Shalt Experiment

One of the simplest ways to get the most out of your email marketing campaigns is by experimenting with split testing (a.k.a., A/B testing). Systematically varying different elements of your campaign helps you learn more about what entices your email's recipients to action, so you can improve your email marketing results now and design more effective campaigns in the future.

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Topics: email marketing, advanced analytics

Small Business Email Marketing: The Fifth Commandment

Posted by Cheri Gaudet  7/4/11 11:30 AM

Thou Shalt Not Spam Conference Attendee Lists

Yes, it really is a big deal. Smart businesses use permission marketing principles and avoid sending unsolicited emails like the plague. Aside from the fact that it's prohibited by conferences and anti-spam legislation, here are three reasons why you should never send an unsolicited email.

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Topics: email marketing, email marketing best practices, small business email marketing, permission-based email marketing, permission marketing

Small Business Email Marketing: The Fourth Commandment

Posted by Cheri Gaudet  6/15/11 9:16 AM

Thou Shalt Give People Something To Do

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Topics: email marketing, email marketing best practices, small business email marketing, email marketing basics, small business internet marketing

Small Business Email Marketing: The Third Commandment

Posted by Cheri Gaudet  6/12/11 10:00 AM

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Topics: email marketing, email marketing best practices, small business email marketing, email marketing basics

Small Business Email Marketing: The Second Commandment

Posted by Cheri Gaudet  6/5/11 10:00 AM

Thou Shalt Measure Your Email Marketing Efforts

Ultimately, one power decides the value of almost every business activity, including email marketing campaigns: the bottom line.

It's as simple as revenues minus expenses. Do you know how much revenue you can expect a given campaign to bring in, or are you hoping for the best every time you click "Send?" How about the amount you spend for every lead captured or every purchase made? These critical calculations not only help you improve the quality of your email marketing campaigns over time, but they help you set realistic marketing budgets and smart revenue goals.

Here are a few places to start:

  • Unsubscribe Rate. The number of unsubscribe requests divided by the number of people on your email list. The goal is to reduce this rate over time as the quality of your lists, content and calls-to-action improve. At least as valuable as the hard number is knowing who is unsubscribing, which can give you clues about how to improve your email content.
  • Hard Bounce Rate. The number of hard bounces (undeliverable emails) divided by the number of people on your email list. It's a basic measure of list quality and another metric you want to reduce over time.
  • Click Rate. The number of click-throughs to your website or landing page divided by the total number of recipients (i.e., the number of people who actually received your email in their inboxes). Among other things, an up-front, clear and compelling call-to-action will improve this metric over time.
  • Conversion Rate. The total number of leads or purchases generated by a campaign divided by the number of recipients (or clicks). Knowing your average conversion rate will help you set revenue goals for each campaign, and this is another metric that will improve as you refine your email marketing practices.
  • Cost Per Lead (CPL) or Cost To Acquire (CTA). The total cost of an email campaign divided by the number of leads (CPL) or number of purchases (CTA) it generates. Minimizing CPL or CTA while maximizing the conversion rate is arguably the holy grail of email marketing.
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Topics: email marketing, advanced analytics

Small Business Email Marketing: The First Commandment

Posted by Cheri Gaudet  5/22/11 8:40 PM

Thou Shalt Not Manage Your Mailing Lists in Excel

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Topics: email marketing, email marketing best practices, small business email marketing, email marketing basics

Four Areas You are Underutilizing Email Marketing-How to Start

Posted by Jess LeBlond  12/16/10 1:00 PM

Guest Post by Mitch Tarr

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Topics: marketing strategy, email marketing, guest blog post

Part 3 of 5: How to Harness the Dynamic Power of Internet Marketing

Posted by Carole Mahoney  6/18/10 10:30 AM

Step 3: Implementing the Plan

Harnessing the herd without going over a cliff. 

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Topics: inbound marketing, email marketing, email marketing best practices, online copywriting, social media management, Pay per click, PPC, search engine optimization, SEO

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