The Marketing Boutique

Ever wonder if there was an ideal number of newsletters you should email for your particular business that would increase sales?

Email-opt-outs-the-marketing-boutiqueThis free, online email opt-out calculator will do the number crunching for you. It will calculate the revenue lost due to email opt-outs and the ideal email sends you need to adjust to retain customers, which in turn should increase the average sale.

It is an optimization tool that calculates to find the ‘right number of emails’ for a better email marketing program and at the same time, reduce the cost of over-emailing.

To compliment this optimization tool, you should also look for these factors to reduce email opt-outs:

  • Examine customer (not email) opt-out rates over time.
  • Review both sides, the number of new emails generated at a point of time (sales, promotions, etc) and the churn occurring from your in-house database.
  • Assess historical data on engagement (opens and clicks) and response (sales).

Optimization tools like the Email Opt-Out Calculator Tool, will help you to make decisions based on data.  This could mean simply reducing your emails by one, which could prove to provide a large payoff when adopted.

What Is A Marketing Strategy?

Our first video production and it is only 3 minutes in duration. We’ve made a checky video answering the question, “What is a Marketing Strategy?”

Simply put, a marketing strategy is a direction. The major elements of a marketing strategy that will help you define which strategy to implement include:

  • Reviewing the competition, your company and clients
  • Conducting the underlying analysis to support decision making for a strategy
  • Making the decisions or selection for the marketing strategy

My point in this video is to help you expand your ability in how you approach marketing. It should come from a strategic perspective, ask the right questions at the right time, sift through the hype, and pursue integrated strategies that make sense for your organization and offerings.

Stop the doing, Pursue integrated strategies

For example, if you are a late market entrant you can determine who your competitors are, and whether or not to compete directly or through differentiation. By conducting this analysis, it allows you to choose your competitions and not be stuck with competitors you don’t want when it comes to brand positioning.

This approach is determined by these three decisions:

  • how you position your offering in the mind of the customer
  • how you place yourself vis-à-vis your competitive set within the distribution channel
  • your pricing

Therefore, in marketing, the strategy describes the ‘what‘ while the plan describes the ‘how.’ Unfortunately, many people try to achieve the ‘how’ without first determining what the ‘what’ is.

Your strategy comes before your plan

As soon as you have determined what your marketing strategy is, you can draw up a marketing plan. The plan describes how you are going to execute your strategy. It also shows how you will evaluate its effectiveness or success.

Enjoy the show!

Marketing Plan, Why You Need To Plan For The Future

What will your business look like in one year from now? In 5 years from today? How many times have you asked this question?  More importantly, can you articulate your vision into words?

Many people are ambitious and are gusty enough to open a business, but are unsure how ‘to get there’.  They sell aggressively and are busy doing, thinking that when they have enough money, that is when they will have the time to formulate a marketing plan.

Selling aggressively can sometimes lead to problems if there is no strategy tied to selling and if selling aggressively forces the company to be all things to all customers, this can actually weaken a company by developing too many products and services.  This will dilute resources and efforts, trying to serve too many markets and not being strong in any.

Sure, some do succeed and create successful companies, but I’m sure they will tell you it wasn’t easy.  However, more often businesses will be unprofitable and will stop growing.

Put it on Paper

Problem is, being busy without a clear vision is being busy for busy sake. Putting your vision into words will help you to understand how much time will be required from you to get your business to match your vision.

Now you are not just doing, you and your business are working towards building your vision! 

Get everyone involved

Looking at the people around your business meeting today, is your staff aware of what your business will look like in five years from now?  What about your spouse?  Get them involved.  And, be open to changes and suggestions even if you are 100% convinced you are on the right path.

Build a road map

Better yet, put your vision as a road map and put it in a place where everyone can see it. This will help to engage your staff and get them to make the right decisions.

Make sure to include measurable steps and small wins along the way, to keep everyone involved.  Small wins will also help you stay focused and motivated.

Cecilia