Digital Marketing Feed

Email Programs are Failing, Dismal, Weak and Ineffective says Laurie Beasley

How to Improve email copy and Response Rates

Most email programs are failing, dismal, weak and ineffective says Laurie Beasley.   OK, that's what we took away from listening to this program, but Laurie doesn't just tell us what's wrong, she tells us what to do about it.  

Failure is usually the result of poor copy writing (subject line and body) that leads to low opening rates and truncated sales. 

The B2B buyer and consumer are not stupid, she says (quoting David Ogilvy). 

In this podcast Laurie reminds us of the Six Universal Buying Motives which, when used religiously will lead to higher opening rates and more qualified prospects.

Managing email marketing technology has its daily challenges she believes, which take up a lot of the creative effort for email programs.  We must return, she says to the benefits of product features and the reasons why people buy.  She implores copywriters to think about what the prospect’s perspective is and not what the product managers and engineers have surmised.

These six universal buying motives are also covered in her blog: Improving Email Copy and Response Rates by Incorporating the Six Universal Buying Motives.

About our guest host:

20190509-slma-tweet-beasleyLAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc. which provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

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SLMA Radio is published by the Sales Lead Management Association each week since July, 2010.  Its hosts have interviewed over 650 executives on 502 programs with 108,000 listeners.  It is the longest running program on the Funnel Radio Channel


Why are sales professionals afraid of the phone?

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The trend toward "Where's Waldo?" websites that hide company contact information has spilled over into email signatures. Let's take a poll: Who still uses email? Ahhhh, many hands go up. It's not going anywhere. Although more professionals, especially younger ones, skip the entire phone number element altogether, "Best, Cameron" isn't enough and that's not a signature.

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Funnel Radio Line-up May 31

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Byron Matthews is Jim's guest today kicking off the broadcasting talking about his new book he co-authored on Sales Enablement. After that, Augie MacCurrach CEO of Customer Portfolios talks about How to Fix the Broken Customer Experience. Finally, Matt Heinz' guest is Dave Gerhardt where they debate if the landing page is dead.

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Salary: Digital Marketing Manager: Salary.com, PayScale and glassdoor

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Digital Marketing overall has a growing interest for us.  As such we are looking at salaries for these positions.  We will search out salaries and job descriptions and conduct interviews on SLMA Radio (Live) and podcasts about digital marketing management. 

Why it's Important

SLMA's interest lies in measurement of marketing because we believe if you can't measure it you can't manage it. 

Our last salary post about digital marketing is this one:

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Salary: Digital Marketing Specialist

Over the next few weeks we will be focusing on Digital Marketing; from salaries to job descriptions and interviews on SLMA Radio (Live) and podcasts.  

Wheel barrow cashWe surveyed three on-line recruiting companies. As usual, go to the company and filter the results based on your area, job experience,time in grade, etc.  Mileage varies greatly.

ZipRecruiter

Average Digital Marketing Specialist salary in the United States

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