A cost effective and measurable marketing mix
For any type of e-marketing to be effective you need to:
1. Generate qualified leads
2. Write great copy to peak interest
3. Make an irresistible offer
4. Have a "Call to Action" or CTA
1. Generate Qualified Leads
What steps are you taking to generate new leads? In the past, I have discussed the sales funnel and the importance of generating new leads. Please examine your efforts and set new targets as to how many new leads you need to generate per month. Then, focus on how many of those leads you need to turn into clients to reach a certain quota. There are several ways to generate leads. Here are some suggestions of the easiest ways to generate leads: *Your web site *B2B relations *your e-newsletter *social media. I could go on and on… focus on generating new leads and build your database.
2. Write Great Copy to Peak Interest
I receive many e-marketing blasts from clients and non-clients. Frankly, I am frequently shocked on how poorly written their content is. Effective e-campaigns must have great copywriting to be effective!
Here is an example of a POORLY written Mother's Day e-mail blast:
Mom will start with our "Just the Essentials Facial" to hydrate and brighten her skin, followed by our 60 Minute Relaxation Massage helping her to retreat into total relaxation and ending with our Aromatherapy Salt Glow leaving her skin soft and silky smooth. Finally, we will give her $10 in Spa Dollars to use on her next visit.
How does this make you feel when you read it? How many people do you think picked up the phone to make a reservation?
Here is how I edited the promo without re-writing the whole thing:
Mom will start her experience with "A Fabulous Essential Facial" (never say just) to hydrate and brighten her skin, followed by a 60 Minute Relaxation Massage helping her to retreat into total relaxation, ending with an Aromatherapy Salt Glow, leaving her skin soft and silky smooth. Mom will also receive $10 Spa Dollars to use on her next visit!
Which one reads better and will generate more sales? It's still not the way I would write it, but this is an example of how minor adjustments can dramatically improve copy. Instead of using the word "OUR" (which you should never use), reposition the focus on the client (in this example, Mom). Sad but true, I have read thousands of poorly written marketing e-blasts. So please, spend time on your copywriting or hire someone to do it for you!
3. Make An Irresistible Offer
When creating an e-marketing campaign, include an irresistible offer to compel people to act. The first offer needs to be presented when you are generating leads. The offer should invite people to opt-in to your newsletter, register to win, receive a complimentary skin care analysis, etc. Your offer should lead them into joining your e-mail list. Other offers are made after you begin communicating with them. In regard to offers, I am not saying you have to give away the farm! You just want to show added value and fulfill the "what's in it for me" factor, so they act now and take advantage of the offer.
4. Have a "Call to Action" or CTA
In every-campaign, include a Call to Action. Without a CTA, people will look at your material and move on. People need to be told what to do! You might be thinking, "Come on, Dori, really?" Really!!! The only brands that can get away without a call to action are companies like Nike, BMW, and McDonalds…companies with millions of dollars in their marketing budget. They focus on image or brand marketing, but that's not you. You can't afford not to have a CTA!
Here are some examples of CTA:
The first 20 people to reserve will receive a unique xyz _____, a complimentary value of $ ____
Don't miss out on this opportunity! Call 222-2222 to reserve or email us at info@... Reserve your experience on Wed or Thurs and receive XYZ
Call now to reserve or simply reply here with the desired time you would like your experience to begin.
Offer expires on June 6th.
Forward this to a friend and visit the spa together!
These are examples of CTAs to include in your email blasts.
Spice up your e-marketing and watch your business grow!
Copyright (c) 2013 InSPAration Management
Article Source: http://www.abcarticledirectory.com
Dori Soukup is a recognized spa consultant, expert, speaker, coach and author. Dori is the founder and CEO of InSPAration Management, a business firm that specializes in providing business solutions to spa and salon leaders. The firm offers education via CDs, DVDs, Coaching Memberships, Seminars, and more. To learn more, visit http://www.InSPArationManagement.com
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