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Education resource for the group travel supplier


Wednesday, 13 March 2013 08:11

5 Tools for Great E-mail Creative

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Want to know how you could send unique and more dynamic e-mails that stand out to your customers? Of course you do! Without creative and compelling content, subscribers will not be interested in what you have to say—and certainly won’t listen the next time you send them an e-mail. Don’t worry; there are simple steps you could take to improve the content of your e-mails!

Listed below are five tools you could put in your design tool belt that will help you captivate your e-mail readers:

1. Mobile usability design. Did you know thirty to seventy percent of people on your list are opening your e-mail on a mobile device? Design your e-mail to be viewed on a mobile platform by using a large font size and fourteen to sixteen pixels for body size. Include the main message or call to action (CTA) at the top of the e-mail, so readers won’t have to scroll down to see it.

2. Compelling content and layout that make users care. Don’t believe the hype about only using images in your e-mails; it doesn’t work. You need a balance of text and visuals to draw your readers in and give them information they could use. Don’t go with a basic e-mail template; instead, create a layout that mixes different types of graphics with text that will make readers care about your e-mail.

3. Clear, concise, and obvious calls to action. Tell your reader what you want them to do, and make it clear that’s what you are doing. Don’t just underline the call to action; make it a button and add a symbol that pops off the page. 

4. A professional look and feel. Your e-mail is a reflection of your company; as such, it should reflect your credibility as a business and as a creative source. Make sure your content and your design is updated and matches the branding and focus of your company.

5. Unique to your brand. A significant way to make your e-mail stand out among the others is to use something you already have: your brand. Would people recognize that your e-mail is from your company if the logo wasn’t on it? Use the colors, fonts, and feel that are specific to your company.

Source: Joy Ugi, Digital Marketing Coordinator, WhatCounts. Adapted from 

Tuesday, 26 February 2013 06:28

7 Social Media DOs and DON'Ts for Small Businesses

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Social Media for your destination, attraction, or business could be a major player in your marketing strategy. It’s a great place to share updates about your destination, trending articles about your industry, and photos, and to engage prospective and past customers. However, for fear of appearing unprofessional, read about the seven DOs and DON'Ts for Small Businesses on social media.

Thursday, 21 February 2013 05:28

Use Social Media to Capture Audiences

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Getting picked up on social media channels can have a snowball effect of web chatter. First you're company is mentioned in an article which leads to a Tweet which leads to a reTweet which is then posted to Facebook and shared by a follower, before long your Facebook Insights are showing exponential growth. Social networking is the way of the marketing future, but just how can you keep your company on the bandwagon?

Connect your social network channels and keep your publicity consistent throughout your chosen social media sites. Most companies have one person writing and posting blogs, responding to comments, and making Twitter updates in order to build a client base for the company's sales people. At EMSI Public Relations, that person is Jeni Hinojosa.

"People who causally use social media may send a few Tweets, update their Facebook status and write a weekly blog post. They connect with people whose content they're interested in–family and friends, co-workers, fellow hobbyists, groups with shared interests and causes," Jeni says. "If you have serious goals, however, such as building an audience for marketing purposes, you need to do all of that and more."

Jeni suggests generating "third-party" conversations by commenting on blogs, websites and fan pages of people in similar industries. By doing so, she engages with them and with their audience and encourages traffic growth on her own company's website.

"As a result, (you can make) lots of new connections among the stations' listeners," Jeni says.

Source: Marsha Friedman

BreakingUpIsHardToDoCustomers often break up with brands that ignore them.

For instance, although ninety percent of retailers are active on Twitter, only twenty-nine percent use it to engage with shoppers. That's just one example of why customers may feel the relationship with a brand is one-sided. And no one likes a one-sided relationship.

The feeling of unreciprocated admiration will often cause customers to break up with brands.

On average, a business loses about twenty percent of its customers just by failing to tend to customer relationships. According to the following infographic by 360connect, that number can be as high as eighty percent.

But do customers really expect brands to respond immediately to their questions? Not all do. Half of consumers would give brands a week to respond to their question. Any longer than that, though, and consumers will likely take their business elsewhere.

Moreover, brands can't assume that lost customers will be wooed back. According to the infographic, a business has only a twenty to forty percent chance of winning back a former customer. So, why not instead focus on retaining customers and maintaining healthy relationships with them?

Source: Veronica Maria Jarski, MarketingProfs 

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