Adventures in Mobile Marketing

Tea party, or note card? Social Marketing & Email Newsletters

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A colleague of mine recently was very excited because they were going to get a lot more hits on their blog. They were promoting it in an email newsletter. They had actually gotten the marketing department to agree to the first paragraph of the email and the subject line, for an advertisement of the blog. This was their third announcement of the blog, to lukewarm results. Initially a hundred or so hits on the blog (from 100K or so email list). And very few stuck around.

The problem, I see, is that beyond the initial announcement, and frequent mention saying “check out our blog,” there is no reason to have a goal of moving an email list to a blog reader list, or seeming to communicate that to your readers.

For example, your sister likes you to call her when you have news, your aunt likes a nice note card, while your grandmother would be perfectly happy if you saved it up for the monthly tea party. It’s the same news- that you’re imparting- but they all want to know in different ways. If you want the best results, you’ll cater to their preferences. The blog is just one way of communicating. It’s more like the tea party (than the notecard, or the phone call) to carry this metaphor out.

So, why are people not really sticking around on the blog, from the email list? Assume the blog is fine- the main problem I see, is that those people really like emails, not blogs. They’re getting invited to tea parties, when they’d rather just get a notecard in the mail.

What you want to do is get NEW people to the tea party that are ALREADY into tea parties. Viral, social marketing – what I call “community work” – attracts those who are already into that method of communication. What you need to do is read other blogs, bring content to the attention of other readers (already into blogs), and promote on communities, thread discussions, social networks, etc., the cool content of this company. It’s a lot harder work than simply sending a note to your email list, over and over again, that there’s a blog. But the potential payoff is huge- a segment of new, interested prospects.

I see this on a larger scale- new technologies coming out, like Twitter- and marketing groups thinking they have to change or educate their existing mailing list. Mostly, because they had to train themselves. So, assume there is already a large segment of potential users who already understand this medium. Don’t take my word on it, check: http://search.twitter.com) and search for your brand.

Blogs can be simply another marketing channel, and the effort shouldn’t be to convert people to social media, but to find new customer segments, using social media.

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Written on Tuesday, 17. March 2009 at 12:11 In the category Basics, campaigns, design, images off, mechanics, other_blogs, segmentation, social networks, strategy, techniques. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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2 Comments »

  1. Using a variety of approaches for your newsletter is what delivers the best response. it is important to try different ways and techniques to communicate a message.

    Comment: Nick Stamoulis – 20. March 2009 @ 10:13 am

  2. [...] Adventures in Email Marketing Tea party or note card Social Posted by root 3 hours ago (http://www.banane.com) Assume the blog is fine the main problem i see is that those people really like emails not blogs comment nick stamoulis 20 march 2009 10 13 am wp design vlad powered by wordpress xhtml 1 0 Discuss  |  Bury |  News | Adventures in Email Marketing Tea party or note card Social [...]

    Pingback: Adventures in Email Marketing Tea party or note card Social | Green Tea Fat Burner – 07. June 2009 @ 6:57 pm

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