We’ve written here before about the power of moving beyond an email-only marketing strategy to drive more revenue from existing customers. In fact, we know for small- to medium-size businesses (SMBs) targeted, multi-channel marketing is no longer just a good idea, but a necessity for growth. SMS text messages have become an important component of a multi-channel mix that works. SMS now is one …
Email Best Practices
The Minimalist’s Guide to Email Marketing: Keep it Simple
We’ve written here about the importance of an economic offer in a winning email marketing formula. Remember, the primary reason people sign up for your marketing emails is to receive discounts and promotions, according to a recent 2016 survey of 1,251 U.S. consumers between 14 and 67 years old, according to Adestra. But that’s not the …
Increasing Email Deliverability: Getting Past SPAM Filters
Email marketing campaigns live and die in the hands of SPAM filters. If an email never makes it to an inbox, your message may be brilliantly compelling, but no one is getting it. According to ReturnPath, only about 79 percent of permission-based emails sent by legitimate marketers reach inboxes, and filters are getting increasingly sophisticated …
Ready, Set, Grow: Is Your Marketing Ready for 2017?
From global politics and business to pop culture, 2016 was an undeniably momentous year. But when you reflect on your small business, was it less memorable? Did you generate the revenue you need to grow? Did your marketing—the fuel that propels your revenue engine—work? With 2016 in the rearview mirror and 2017 already gaining momentum, now is the time …
Targeted Facebook Ads: How They Work and How to Make Them Work for You
At eRelevance, we’re building our brand—and creating the new marketing automation service category—on the power of targeted communications for better customer connections. Sending relevant marketing messages on topics that matter to your audience is a proven formula for success—and a fast track to ROI. You may be familiar with targeting and segmentation for email marketing, but it should be …
Marketing Consultants Are Not Serving SMBs Well
In our last two blogs, we highlighted the real (direct and opportunity) costs of email marketing software. We explored why these tools are legacy (read: pricey and ineffective) marketing approaches for small- to medium-size businesses (SMBs) trying to grow. Now, we’ll address the reasons marketing consultants aren’t the answer either. To reach and connect with modern consumers takes more than …
The New SMB Marketing Machine
Email Marketing Tools: Let’s Talk Real (Opportunity) Costs (Part 2)
In our last post, we addressed the real price of email marketing tools for small- to medium-size businesses (SMBs). We noted the monthly subscription fees tell an incomplete story of the true economics. In fact, it’s what you don’t get from email-only marketing software—and the negative impact of revenue lost from contacts never reached—that significantly drives up …
Email Marketing Tools: Let’s Talk Real Costs (Part I)
To most small- to medium-size businesses (SMBs), email marketing software tools may seem like a bargain. Dig deeper though, and you’ll quickly find that what you don’t get from them is costing you far more than the monthly subscription fee. The Price of Limited Reach Yes, the return on investment for email marketing is compelling, and, yes, it should be a part of …
Bob Fabbio Talks Omni-channel Marketing at AMA Austin Luncheon: An Event Recap
The omni-channel world has been identified as one of the American Marketing Association’s (AMA) 7 Big Problems in Marketing. At the AMA Austin September luncheon, legendary Austin entrepreneur and eRelevance CEO and Co-founder Bob Fabbio led a thought-provoking discussion on this newest marketing catchphrase. Here’s a summary of three key points from the presentation, as well as one …