Archive for October 2011

QR Codes and Smartphones: 3 Marketing Blunders to Avoid

October 14, 2011

by Paul Prisco, Founder and Principal at Dog Food Design.

Everyone’s talking about QR codes. I bet you’re asking why should I read another article about QR codes?

Today’s consumer is quickly adapting to QR codes as smartphone usage explodes. According to Nielsen projections there will be more smartphones in the U.S. than basic feature phones by year’s end. This is the main reason why you should start paying attention to QR codes—NOW!

Overall time spent on smartphones is increasing rapidly—in countries like Japan social media usage on mobile outnumbers desktop almost 6×1. The convergence of social media (Facebook), mobile devices (Apple) and search (Google) should be a key driver of your strategy given your brand objectives. This merger leads to huge opportunities like advertising, mobile commerce, and gaming.

The strategic value of QR code marketing is often questioned given the recent well-publicized mishaps. A few blunders that come to mind are:

BLUNDER #1 – Placing QR Codes in Remote Areas

QR codes are useless if they can’t be scanned. If you’re placing QR codes in areas like subways it’s not going to fly. Scout out the area first to make sure you’ll get service. Don’t forget to place in locations people can actually get to!

Consider placing inexpensive items like a postcard or sticker in those “No Service Zones” that can be scanned at a later date.

BLUNDER #2 – Pointing QR Codes to Your Desktop Web Site

To achieve results they first have to be measurable, right? You can’t measure anything in marketing without isolating the call to action. So, if you’re pointing folks from a print ad to a desktop site you’re making measurement difficult. Ideally, you want a simple mobile site, which is effortless in terms of usability and has a support mechanism for a call to action. This will allow you to:

• Tailor the user experience

• Create relevant content

• Measure the effort

To keep it simple direct consumers to a Youtube video, map or a phone call—without a mobile site. You don’t have to develop a full-blown mobile site if it doesn’t align with your budget or marketing objectives. A landing page that coordinates with your call to action or offer will do the trick as well.

BLUNDER #3 – Crafting QR Codes that Don’t Scan

There is room for creativity when creating QR codes but there are technical limitations. A QR code needs to be at least 1″ x 1″ and most you’ll find are 1.75″ x 1.75″ to be on the safe side.

Avoid placing on textiles such as t-shirts, which in theory is a great idea but doesn’t work that well. QR codes will work on color backgrounds—but the message here is to test, test, test! Make sure they work on different phones, different angles and on different substrates and keep testing!

All of these marketing blunders reinforce the fact that marketing isn’t always executed with the consumer in mind. Placing your customer first and thinking of ways a QR code will add value to the process should be top of mind.

Paul Prisco is the Founder and Principal at Dog Food Design, A design and direct marketing agency for brands. He can be reached at 404.829.2704 or paul@dogfooddesign.com.

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7 Tips to Improve Your Unsubscribe Process

October 14, 2011

by Chel Wolverton, WhatCounts

Too often in email marketing the unsubscribe process is overlooked.  Marketers have the attitude of, “They’re leaving anyway; why does it matter if the process is a good one?”  This is a huge missed opportunity because the unsubscribe process can actually be used to winback your subscribers.  Read on for seven tips on how to improve your unsubscribe process, and feel free to comment below if you have any tips of your own!

Tip #1: Be Immediate!

While the CAN-SPAM Act says that marketers have 10 days to remove an opt-out from their list, best practice is to implement an immediate removal.  This will help to keep your recently-departed subscribers happy, and will cut down on complaints.

For example: If you opted out from a company’s emails, and then received another email from them the next day, wouldn’t that make you irate?  You’d probably think that your opt-out request wasn’t received, or was ignored, and you’d end up hitting the “Mark as Spam” button, thus registering a complaint.

Remember the typical subscriber isn’t as email savvy as we may think they are, so they won’t necessarily know that you have a 10-day leeway to remove them from your list.  Nor will they care – they’ll expect to be removed immediately!

Respect and honor your subscriber’s wishes, and make sure their opt-out requests are taken care of and acted upon immediately.  If you’re using an email service provider (ESP) to help you with your email campaigns, you should be able to take advantage of their immediate, maybe even “one-click”, opt-out mechanism.

Tip #2: Don’t Hide the Unsubscribe

We are a big fan of making the opt-out link within your emails very easy to find.  In fact, we often encourage clients to “welcome the unsubscribe”.  After all, an opt-out is much better for your reputation than a complaint.

These days, subscribers have become accustomed to seeing and using the “Mark As Spam” button within their email client.  This button feels secure to them, as they trust that by using it they’ll no longer receive emails from your company again.  The button is also easy to find.  The drawback for email marketers is that every click of this button is registered as a complaint for your company and that ultimately hurts your sending reputation.

In comparison, opt-outs do not hurt your reputation, but the option is often hard to find.  The opt-out link in most emails is in super tiny font at the bottom of the email.  Instead of discouraging subscribers from opting out by trying to hide the link from them, try highlighting it in red or moving it to the top of your email.

We have had few clients who were seeing high complaint rates try this, and the simple act of moving their opt-out link to the pre-header area of their email significantly cut down on their complaint rates.

Tip #3: Offer Opt-Down or Pause Options

Have you ever received too many emails from a sender and wanted to cut down on the number of emails you received, but you didn’t want to opt-out completely?  We all have cluttered inboxes.  Help your subscribers to manage theirs by offering an opt-down option on your opt-out page.

With this option, subscribers would have the ability to receive less frequent mailings from you instead of opting out completely.  For example, offer a quarterly “best of” newsletter instead of a monthly one.  Letting your subscribers choose what works for them will cut down on your unsubscribe rate and will enhance the subscriber experience.

Consider the idea of offering a pause option on the opt-out page.  DailyCandy does a great job of this; check out their opt-out page.  When you go on vacation, you can pause your DailyCandy emails and set them to start back up again when you return.  This helps to better manage a cluttered inbox, and also allows you to stay subscribed.

Tip #4: Show Subscribers What Else You Have to Offer

Opt-outs often occur when subscribers are just no longer interested in the email content.  If you have other types of emails that you send to subscribers, make sure these are highlighted on your opt-out page.

For example: Take another look at the DailyCandy opt-out page.  You’ll see they have a preference center at the bottom of their opt-out page that lists all of their subscription types.  So, if you were, say, moving from San Francisco and want to start receiving the Dallas emails instead, you could make that change instead of having to opt-out completely.

Showing your subscribers what else you have to offer will decrease your opt-out rate and increase your subscriber retention rate.  Again, it’s all about letting the subscriber choose what works best for them!

Tip #5: Reveal a Little Personality

The typical opt-out process is boring.  You click on a link in the email, you’re brought to a page, confirm your opt-out, and that’s it.  With this type of process, the subscriber will feel no remorse at all about opting out.  Try shaking things up a bit by adding some personality to your opt-out process.

That could be with a personalized opt-out page or with a fun twist.  Take Groupon for example.  When you opt-out from their list, you’re immediately removed, but also introduced to “Derrick”, the guy who thought you’d enjoy receiving the daily Groupon email and who you can now punish. Check out the full video here; it’s pretty funny, and maybe even funny enough to make people change their minds about their opt-out.

Tip #6: Survey your Unsubscribes

Wouldn’t it be great to know why people opt-out from your emails?  Ask them!  Take our client Cardstore.com for example.  On their opt-out page, they provide a drop-down menu for people to answer why they are opting out.  The options are:  Never Opted into List, Too Frequent Communication, Not Interested in Material, and Other.  The subscriber can then elaborate on their decision to opt-out in the comment box provided.

This information is not required, but we actually see a lot of people take advantage of this option, and the data can provide some great insight as to how Cardstore.com can improve their email program.

Tip #7: Periodically Test it Yourself

Finally, don’t forget to go through the opt-out process yourself every so often to make sure all is working correctly.  We typically recommend doing this at least once a quarter and definitely before any high email volume times of year (for example: the holiday season).

Go through the entire process to (1) ensure the opt-out link is easy to find within your email, (2) make sure the email link is working and takes you to the correct page, and (3) the opt-out request is processed within an appropriate amount of time (see tip #1).  Checking this process periodically will ensure you are staying CAN-SPAM compliant, and also giving your subscribers, even those on their way out, a good experience from your emails.

Remember: even subscribers who have opted out are still future re-subscribers and maybe even customers.  Treat them as valued subscribers even during the unsubscribe process, and show them that you really care about their preferences.  It may just help to win them over again!

DMA Atlanta Luncheon | The New Inbox & Other Email Marketing Innovations

October 14, 2011

Simms Jenkins – CEO BrightWave Marketing

Thursday, October 20, 2011 | 11:30-1:30 p.m

Where: Maggiano’s – Perimeter  |4400 Ashford Dunwoody Rd | Atlanta, GA 30346 | Phone: 770-804-3313

Description:

Email is the digital glue for most brands and plays a significant role in customer and prospect communications. As the original digital social network, Simms Jenkins (CEO of BrightWave Marketing, North America’s leading email focused digital agency and the author of “The Truth About Email Marketing”) will demonstrate how email plays a crucial role in emerging digital platforms, such as social and mobile. The questions of how email and social live together will not only be addressed but real examples of how to better leverage the channels for the sake of your brand and sales.

About the Speaker:

Jenkins has led BrightWave Marketing in establishing a top tier client list including Affiliated Computer Services (A Xerox Company), Chick-fil-A, Cox Business, O’Charley’s, RaceTrac Petroleum and Sports Illustrated.

Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Technology Association of Georgia’s Tech Marketing Awards.

Jenkins is the author of The Truth About Email Marketing, which was published by Pearson’s Financial Times Press and is currently the Email Marketing Best Practices Columnist for Click, the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off.

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