Posts Tagged ‘Marketing’

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In his latest contribution to Forbes, Paul Koulogeorge, VP of Marketing, Advertising and Public Relations at Goddard Systems, Inc., explores how marketing has become a more personal relationship with customers.

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What To Do With Negative Social Media Feedback

Thursday, January 31st, 2019

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Social media is a way for your clients and customers to communicate with you. But what happens when what they want to say is negative? Like, really negative?

The risk that comes with social media is that you can’t control what people say, and you can’t control who sees it. Maybe you delete or block negative users, but that can create a whole new type of blow back- why aren’t you facing the criticism? Blocking doesn’t equal solving the problem.

Instead of running from the problem, here’s hat to do with negative social media feedback.

Don’t Ignore Them

First things first; you can’t run from the negative feedback. You have to face the music. Try to understand what people are mad about; are they dissatisfied with your services? Do they feel like you mislead them about your experience? Are they mad at something you said in an interview?

Take the time to HEAR what they are saying, and see how you can address it. Maybe it’s something out of your hands, like USPS taking longer to deliver because of weather conditions. Or maybe it’s because of your attitude towards your customers. Feedback (even negative feedback) can be a great way to grow, but you first need to listen.

Take a Pause- But Don’t Wait Too Long

Small companies may have just one person who does all the work. Meaning you might be on deadline when you start getting a flood of negative comments for something else. You have to finish the work, but you can’t take too long to answer the comments, because things can get out of control easily.

However, one of the biggest mistakes you can make is to respond when you feel heated yourself! No good comes from yelling back at someone yelling at you on the internet.

Read the comments, take some time to formulate your response, and then click ‘send’ when you’re calm and can stand behind what you’ve written. Saying something in the heat of the moment is bad business. Especially on the internet, where things never really die. Even if you delete your comment later, screenshots can easily be taken.

Be Ready to Admit Fault…Or to Stick To Your Guns

If you said or did something that was offensive, be ready to apologize. Step outside of your experience, understand that you hurt people, and apologize.

However, if the negative social media feedback is totally unwarranted, you can defend yourself! But remember that you don’t want to antogonize them further. Defend yourself by saying something like this: “I understand that you’re frustrated with delays, but once it’s mailed I no longer have direct control over it. I also can’t control the weather (I wish!) I’m happy to offer you free shipping off your next purchase!”

A response like this allows space for their frustrations, but also gently guides them away from blaming you. You also offer a perk to them, which is a good PR move. It says “I understand and I want to help you avoid feeling this again.”

Negative social media feedback is a part of our online world. But handling it gracefully is a way to keep your business running smoothly and your customers happy.

This article originally appeared in Due.

 

This article was written by Kara Perez from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

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Referral programs are a great way to organically spread the word about products and services, but you have to let happy customers know that they can benefit from your program.

Whether you show off the program on your website’s homepage, send out an email to tell your customers, or find an influencer to spread the word, you have to promote your referral program in order to see success.

“It’s important to promote your referral program,” says Rob Edell, founder of Servy, an app that helps restaurants increase customer satisfaction. “Too many companies hide the refer feature in a sub-menu when referrals are one of the most important growth drivers.”

Don’t be left wondering how to get people to use your referral link. You may think that the referral program incentive is the most important part of a referral program. That’s only partially right. Think about it… If happy customers don’t know about your referral program, then how can they take advantage of it? Here are some ways to effectively promote a new or existing referral program

Example of referral program by email

1. Targeted Emails
2. Social Sharing
3. Strategic Placement
4. Call Outs
5. Referral Page
6. Add Reminders
7. Email Signatures
8. Social Bios
9. Create CTAs
10. Find Influencers
11. Paid Campaigns
12. Confirmation Pages
13. Continual Promotion
14. Automate Promotion
15. Other Campaigns
16. Early Release
17. Use NPS
18. Past Customers
19. Try SMS
20. Use Video

1. Use targeted email marketing

Email is one of the best ways to get in touch with your customers. When you introduce a new referral program or want to get fresh eyes on an existing one, send a well-designed email to your customer base that focuses on the deal.

Example of referral program by email

If you want to be especially successful with this method, target those who’ve actually bought your products and services, as opposed to those who simply email subscribers. For example, if you buy a Kindle Paperwhite from Amazon, the eCommerce giant will soon encourage you to buy a case for your new device. This highly-targeted tactic can do wonders when you’re selling products or promoting a referral program.

2. Build social sharing into the referral program (aka create social proof)

It’s a lot of work to promote a referral program, so ideally you want to create a program that encourages customers to promote the program for you. You want to build social sharing into the referral program. This is another way to build up your social proof.

Stitch Fix, a clothing subscription service, does a great job of this in their customer portal. They encourage customers to share a referral link on whatever social media site works best for them.

Example of social sharing to promote referral program

The result is that Stitch Fix customers share their referral link on social media, acting as promoters for the program. Note: you can also use your social media bios! Add a link to your program in your bio – it’s quite effective (see #8 below).

3. Strategically place it on your homepage

Many brands have referral programs in place, but they’re so hidden on the website that customers don’t know about it. In order to effectively promote a referral program, you should strategically place it on your homepage. That way, when a customer visits your website, they’ll see the program front and center.

For example, Premier Estates Wine, a U.K.-based wine retailer, has a rotating carousel on its homepage, and one of the images promotes the referral program.

Example of Referral Program on Main Page of Website

When customers come to the site, they see the referral program immediately, ensuring that it’s top of mind. If you don’t want it permanently on your homepage, add it as a homepage pop-up.

4. Make call outs for the referral program on product or sign up pages

When someone is checking out a particular product, they’re more interested in that product than anything else on your site. Most likely, they care more about the product itself than your brand. Because of this, you should make call outs for your referral program on product and sign up pages.

According to Friend Buy, product page sharing usually represents about 51% of referral revenue for companies who have social sharing buttons on those pages. Even if you don’t promote your referral program directly on your product page, you must have social sharing buttons to make it easy for customers to share particular products with their friends.

5. Create a special and unique referral program page

If you have a robust referral program, it’s worth creating a special and unique referral program page. This page not only serves to promote the program but can also help explain the terms and additions to your current customers, as well as those they refer. Use this opportunity to explain the benefit of joining the program too as they will be able to see their potential earnings.

HubSpot’s referral program page is a great example. The page explains the referral program and encourages customers to share their happiness on social media sites.

Example Referral Program Page

If customers don’t want to share HubSpot’s products on their own social media pages, HubSpot steps in and offers to “do the talking,” providing a referral form for customers to fill out.

6. Add a reminder into user accounts

Your current customers may spend a lot of time in their user account on your site, making it a perfect place to promote your referral program. Every time they log in, they’ll see they have the option to recommend your products and services. If they are already a referral program member, that’s even better. You can simply remind the customer of their referral codes and ask them to do a referral link share.

I use FreshBooks as my small business accounting solution, and when I log in, I’m presented with a tab that says “Recommend FreshBooks.” When I click the tab, I’m given information about the referral program, as well as some social sharing options to help me share it.

RExample of referral program promotion done by an influencer

7. Promote the program in email signatures

Most brands have email signatures attached to each email a team member sends, so why not include a link to your referral program in your email signature? This tactic works especially well for those that interact with customers over email, such as support staff. It’s not too in your face, but customers will know exactly how to find the program when they are ready to sign up.

8. Remind in your social media bios

If you’re trying to promote a referral program, you want to get it in as many places as possible. One of the easiest best practices for promoting your referral program is to add information about your campaign into your social media bios. Honestly, if it’s not included in your social media bio, you’re missing out on a lot of opportunities.

For example, if we added information about Referral Rock’s referral program onto our Twitter bio, it would be visible every time someone visited our Twitter account, reminding them that they can refer Referral Rock at any time.

Example of referral program with social media bio

9. Create Call-to-Actions on your blog posts

If you have an active blog and content marketing strategy, then it’s a good idea to add calls-to-actions (CTAs) for your referral program into your blog posts.

For example, Last Pass, a password database software, uses this CTA on some of their customer-oriented blog posts. Each time customers read a blog post, they’re reminded to refer their friends.

Example of CTAs to promote a referral program

10. Find an influencer or happy customer to spread the word

The best people to promote your referral program are those who already love what you do. They’re not just happy customers– they’re ambassadors. Finding out how to promote a referral link on Facebook is key. Newsflash, influencers will spread the word, for you.

ClassPass, a nationwide fitness service, offers an Ambassador program, which is basically an advanced referral program. It’s the ClassPass Ambassadors‘ job to promote ClassPass, as well as the referral program they’re a part of.

Example of influencer to promote business

Example of Referral Program Reminder

11. Run a paid social media campaign to target loyal customers

Paid social media, such as Facebook Ads or Promoted Tweets, are a great way to promote content, products, and even referral campaigns. The best part of these networks is that they’re highly targeted, so you can promote the program exclusively to existing customers by uploading a list of email addresses.

Example of referral promoted tweet

Surprisingly, advertising on social media is inexpensive. You can test out a promotion for as little as $100 to see if you get results. Even small businesses can benefit from these paid promotions on social media.

12. Add it to your thank you or confirmation page

After someone makes a purchase, they’re usually super excited about what they’ve bought. This makes thank you or confirmation pages the perfect place to pitch your referral program. After someone buys a product or service, encourage them to let their friends know.

13. Continue to promote referral programs well after the launch

When you launch a new referral program, you’ll dedicate a ton of time and energy into making sure your customers know about it. You might come up with an email marketing campaign to promote the program immediately, for example.

However, if you want your referral program to be successful, you need to promote it well after the program launches. Whether this means sending out periodic emails, finding new places to promote the program on your web page, or coming up with an automated system, you need to promote your referral program long after you launch.

14. Automate promotion of the referral program

Automation is one of the best ways to guarantee that your referral program gets in front of customers who are most likely to share with their friends. Rather than manually emailing everyone in your system, set up an automated referral program.

For example, after someone buys signs up for your service, they might get an automated email thirty days later that encourages them to share with their friends.

By having an automated program you are boosting your referral campaign in a variety of ways. Automation can automatically promote your program, sync with your sales process, and even send rewards and incentives based off of specific triggers. Meaning you don’t have to worry about doing all of those processes yourself.

15. Promote the referral campaign in other marketing campaigns

If you launch a marketing campaign, such as a funny video, use the opportunity to remind existing customers that you have a referral program. Simply adding the words “Refer a Friend for $20 Off” can make a huge difference in encouraging customers to promote your products and services.

16. Early Release

Perhaps you can create a hype for your program before it’s even released to the public. Take a few of your top advocates and let them test drive the referral program. You can start getting the feel for how the program will work, and you can create a smooth running program all thanks to your top advocates. Plus, these early release people will feel like they are on an exclusive VIP list, and they will truly feel like they are part of the team.

17. NPS

Why not ask your customers how willing they’d be to refer a friend? Using a Net Promotor Score (NPS) which measures how willing a customer is to recommend your product or service could be a great way for you to not only promote your referral campaign but to also get people participating. Perhaps you send the survey before you officially invite your customers to join. You can sift through and invite the ones who mentioned that they are highly willing. You can also ask and score customers on other aspects of the referral program like incentives. This way you can build a program that truly fits your business and customers.

People responding no, maybe, yes

18. Talk to past customers

It’s imperative to keep open communication with your past customers. Whether you sell a one-time type of service or if you’re an eCommerce store who has a lot of repeat shoppers. Because whether you want to admit it or not, past customers are the ones who will refer you new business. Simply talking to customers and keeping them in the loop can not only turn a shopper into a loyal advocate, but it can make it incredibly easy when it comes to asking for referrals.

Past customers are the best because they know you, and your product. So fill them in with the details of your referral program too. Becuase even if they decide not join your referral campaign, they will know it exists. Plus, it helps you stay top of their mind. And, at the very least, this can help keep those past customers coming back.

19. Try out SMS

If your customers opt-in to receive text message alerts form you, use that to promote your referral program. People always have their phones on hand, so it makes sense to use that to your advantage. Many businesses use SMS to connect with customers because it works.

With that being said, there are a few things you need to consider.

  1. Even if you have a customers phone number, it doesn’t mean they have consented to receive text messages from you. You need to get their permission, no if, and’s, or buts.
  2. Don’t send too frequently. Daily texts from brands can be really annoying… and people can end up blocking you. So find a frequency that works, without being too pushy. If you’re using SMS for other marketing strategies, you may have to work out a schedule to promote your referral program at a different time… But remember too many texts can have the opposite effect – so don’t send marketing campaigns back to back.
  3. Be sure to send your disclaimer! You know the whole “message & data rates may apply” thing? Well, be sure to show this message first before you begin your SMS campaign.
  4. Offer a way out. Obvious you don’t want people to unsubscribe, but if you keep sending them the same message to sign up for your referral program… even after they have already signed up and started referring, you again make yourself seem annoying. At least change the messaging from ‘sign up’ to ‘don’t forget’, that way it looks like you are keeping track and in the know about what people are doing in your program. You can even text them a ‘thank you’ after certain events, to further fuel referring to occur.

20. Use your videos

It’s no secret that video content can catch the eye, and we can all agree it helps get the point or message across. This is exactly why you should consider utilizing all of your resources, including video content. The thing is, we live in a content-filled world, and video content is striving. Which is exactly why most businesses nowadays choose to utilize video in some shape or form. Whether it be an explainer video, educational video, or simply a product promotion video.

Example of video referral

IBM runs an employee referral program and has a dedicated video explained how to refer. Notice the ending is a simple link to the referral program. You can use this last bit in any of your existing videos, as an easy way to promote your program.

But how do promote referral programs in a video? Well, the easiest way would be to use your existing videos. For example, let’s say you already have a product explainer video on your homepage. Go ahead and add a line about your referral program at the end. Whether you incorporate it into the scenes or simply add an ending slide with a little bit of the program information. Either way, you have just successfully promoted your program to whoever watches that video.

Additionally, you can make yourself a fresh video. One that is specific to your program. Then you can add that video to all your existing marketing campaigns, share on your social sites, and even embed it at the end of your emails or newsletters. This video can really be shared anywhere that we have mentioned you promote your referral program!

The Bottom Line… You Need To Promote Referral Programs

Referral programs can bring huge wins for businesses large and small, but you must make sure your customers know they can benefit by telling their friends about your brand. Try out these tactics, and let us know which ones work best for your brand.

This article originally appeared in Referral Rock Software.

 

This article was written by Megan Mosley from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

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Manager working on a project in open space office

In the competitive world of business, it is vital that you are always on the look-out for opportunities to take your operation to the next level. Otherwise, it will be near impossible for you to stand out from your competitors and to make an impressive impact on your area of the industry. With so many options available to you, the prospect of expanding your business might feel overwhelming. That is why you should establish a clear plan and take this process one step at a time. Below are five pieces of advice that will help you to do this.

Aim high with your networking plans

As a business owner, it is vital that you are an expert at networking. Failing to successfully interact with your industry peers will make it extremely difficult for you to move your business forward. That is why you should attend at least one networking event per month. You should also look out for events that aren’t specifically for networking purposes but could still be a great chance for you to find new contacts. For instance, you could attend the launch party of another company. If it is an organization that you admire, you should use this as an opportunity to meet with their branding experts, their public relations team, and their accountancy firm. Once you have identified these professionals, you could pick their brains or find out if they would be willing to provide you with a similar service. During the networking process, you should endeavor to aim one step higher than your own business. Of course, it is important to have contacts on your own level. However, you should also look out for businesses that are a little further on than you. Associating with these companies will help you to appear successful by association. It could also give you access to their resources and help you to secure impressive trade deals.

Work with the right organizations

In order to avoid time-consuming and costly mistakes, you need to ensure you are working with the right organizations. Instead of going it alone, it is a good idea to find experts in expansion. This is especially important if you have no prior experience in growing a business. If you are determined to benefit from competitive marketing strategies, online marketing, website developing services, content marketing, business and cost analysis, and vendor management, you should go online to learn more. Not only will this help you to grow your business, but it will also allow you to do so on an online platform. This is a fantastic way for you to thrive in the modern world and to engage with a younger audience. It is also a great opportunity for you to push your expansion outside of your local area. If your organization has the potential to function nationally or even globally, why place limits on your success?

Take your business national or even global

If you are determined to see your business conquer the world, it is important that you create a clear plan for expansion. Although it is essential that you aim high, you don’t want to run the risk of spreading yourself too thinly. That is why you need to ensure your local business is running effectively. Before you make any big moves, you should take a step back and evaluate your existing operation. Are there any areas where you could be saving money? Perhaps you could automate an element of your production. Or, maybe you could consider moving your business to the cloud. Whatever you decide, the most important thing is that you come to these conclusions before pushing forward with your plans for growth. Otherwise, you could end up making the same mistakes on a larger scale. Another important step is to invest in your human resources department. As your business grows, it is likely that you will have to delegate even more of your important tasks. This will give you the time you need to focus your attention on more pressing matters. In order to make this a straightforward process, you need to ensure you have the right people working for you. This is your best chance of managing your stress levels. It is also a great way for you to protect staff morale, as you don’t want to face giving your team more work than they can handle.

Make clever investments

If you are hoping to successfully take your business to the next level, you will also need to get your finances in order. You can achieve this by establishing an impressive investment portfolio. This could involve anything from backing smaller businesses to purchasing stocks and shares. You should also have multiple savings accounts on the go, with funds that can be directed towards different areas of your operation. Whilst there are a number of benefits to going it alone, it is vital that you also consider securing a substantial loan. Although this could be a risky strategy, it could also be a great way for your business to gain momentum. Instead of taking lots of small steps that are spread out over a number of years, a huge injection of cash could help you to move your business forward at lightning speed. This is a fantastic way for you to create a buzz around your company and to establish a large following.

Get feedback from your clients

Finally, you should endeavor to get helpful feedback from your customers. This is an essential step if you are going to avoid alienating your existing client base. As your business grows, it is important that you don’t lose sight of your customer care. Of course, you will want to generate impressive profits, but this should never be at the expense of the services you provide. That is why you should send out anonymous surveys to your company mailing list. You should also host an online live chat, where loyal customers can offer constructive feedback, urgent complaints, and uplifting compliments. Then, after you have collected the necessary information, you will know whether or not you need to drive more money into your customer relations team. It will also be easier for you to put together useful staff training days that will help your operation to stay on track.

 


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Innovative Ideas 2018 Title ImageCheck out VP of Marketing, Advertising and Public Relations, Paul Koulogeorge’s latest article in Forbes, Get Inspired By Borrowing These Innovative Ideas In 2018, where he shares some marketing strategies that are worth taking a look at this year.

5 Keys to Successful Email Marketing

Wednesday, March 14th, 2018

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Successful email marketing is a critical, and often overlooked, element of digital marketing.

According to an article on Inc:

But after a couple decades of Nigerian prince schemes, Spanish lotto scams, and mountains of unsolicited spam (which is never a good marketing tactic), how do people feel about email now? Is it still a worthwhile tactic for small-business owners and marketers to pursue?

The simple answer is yes.

Take a look at the graphic below and you’ll see how important successful email marketing is to your bottom line–generating nearly 2X the ROI of the next more cost-effective tactic.

Email ROI Chart

Image courtesy of Data Mentors

Successful email marketing

Successful email marketing requires 2 tactics: 1) list building and 2) email campaigns.

So, you’ve really got your work cut out for you. Here are some tips to get you started:

List building

Before you can have a successful email marketing campaign, you need a good list. In the bad old days before CAN-SPAM, you could simply buy a list and spam a bunch of folks with your message. Some experts advised against such “cold messaging”, but it worked well if you were very selective in purchasing a list of likely buyers. List buying was an art in those days and I got paid a lot of money to guide businesses on which list purchases were likely to result in high returns. And, selling lists is what kept a lot of small, specialty magazines in business–they provided unique access to highly targeted subscribers.

Now, of course, you can’t buy lists, so you have to develop your own (and comply with CAN-SPAM regulations which you can find by following the link above). Since, the law makes your email client (for instance, Constant Contact, AWeber, or MailChimp) responsible for your violations, they can get hit with a big fine, so they’re invested in keeping you honest in this.

So how do you go about building a list?

  1. Include your sign-up form everywhere-on the home page and each page of your website, in your store (if you’re a brick and mortar), at events, on social platforms …
  2. Offer something (like an ebook, coupon, etc) in exchange for signing up for your email list
  3. Don’t ask for information you don’t need so it’s fast and easy for visitors to sign up. Maybe all you need is an email address and name. Don’t forget you can get additional information after they sign up.
  4. Make your sign-up form obvious without interfering with user experience (I hate those popups that block content until you either sign up or x out). I prefer a small band at the bottom of the screen that asks for an email address or something that pops up as the visitor starts to scroll away from your site. Remember, your website is critical for SEO and you don’t want to mess with anything that reduces visits, bounces, or time on site.
  5. When you send an email, include social sharing and the ability to subscribers to forward your email to a friend. These are great ways to build your list.

Email marketing campaigns

Your email client should make it easy to create attractive and professional email campaigns to subscribers. I use AWeber because of their flexibility and ease of creating campaigns (they recently added drag and drop capabilities).

Here are some things to keep in mind as you craft your campaigns:

  • Your goal. What do you hope to accomplish with the email.
  • Timing — how often, time of day, day of week, etc. Sure, email is available whenever a user wants to view it, but it’s more likely to get opened soon after it’s sent. The better your timing, the better your open rate.
  • Optimize open rates with a great pre-header, the description users see when they check their email. Check out the image below:

Email Do's and Don’t's List

  • Make your email easy to read and inviting on multiple screens (especially mobile) with great design.

Keys to successful email marketing campaigns

1. Strong content

Just like everything in marketing, the message is everything.

  • Make your content (both text and images) attractive and inviting, use lots of white space and a little humor doesn’t hurt. The more an email looks like a personal conversation with a friend, the better it will perform.
  • Personalization doesn’t end with including the person’s name. Make the email look like it was designed especially for each reader.
  • Don’t waste your readers’ time with nonsense: say what you need and provide links to more information.

2. Timing

You don’t want to overload your readers by sending too many emails, but you want to use your email marketing to build loyalty and engagement with your target audience. That’s a tight balancing act.

And, there’s no one-size-fits-all answer to this question. A good gauge of the right frequency comes from analytics. If your open rates drop or you start getting complaints or a bunch of folks unsubscribe, you’re probably emailing too often. If you’re not getting folks unsubscribing or complaining, you could probably send more frequent emails.

The key is to send emails when you have something worth saying to your audience.

3. Use marketing automation

Marketing automation often receives a negative knee-jerk reaction because it sounds like you’re treating your subscribers as robots who all get treated the same. But, it’s actually the opposite. Whether you prefer Salesforce or Hubspot or some other marketing automation tool, successful email marketing requires you send the right content to the right people at the right time and that means using marketing automation.

No marketing automation platform works well unless you spend time keeping information up-to-date to ensure the content the subscriber receives is targeted to their product interests, stage in the customer journey, and other key elements, like gender.

4. Use analytics

The wonders of digital marketing provide a plethora of metrics which should guide every marketing decision you make. Here are some metrics you should watch:

  • Subscriber data such as new subscribers and unsubscribes
  • Performance of your email form–I do this by setting up goals in Google Analytics, but AWeber also shows me how many times my form was shown and how many subscribers were generated. I periodically do A/B testing to determine the optimal form, placement, etc.
  • Campaign performance–how many opens, how many clicks, and, if you’ve installed tracking codes, goal completions based on each campaign.

5. Mobile-friendly

Making your content mobile-friendly is a key to successful email marketing. According to Buffer, 47% of emails are opened on a mobile device. Here’s their advice for making your content easier for mobile users:

  • Convert your email to a one column template for an easy mobile fix.
  • Bump up the font size for improved readability on smart phones.
  • Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
  • Make the call-to-action obvious and easy to tap. Above the fold is preferable.
  • Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.

The do’s and don’ts of successful email marketing

Here’s a nice infographic if you want more keys to successful email marketing:

Email Do's and Don’t's List

Infographic courtesy of: Campaign Monitor

This article originally appeared in Hausman Marketing Letter.

This article was written by Angela Hausman and PhD from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

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Goddard Systems’ VP of Marketing, Paul Koulogeorge shares digital thought starters for 2018 with Forbes Magazine.

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Goddard Systems’ VP of Marketing, Advertising and Public Relations, Paul Koulogeorge, shares his top ten tips for crafting your 2018 marketing calendar.

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Back-to-School Marketing in the 21st Century

Tuesday, September 12th, 2017

Goddard Systems’ VP of Marketing, Paul Koulogeorge shares his insight on back-to-school marketing on Forbes.com.

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