Heidi Chamberlain-Jones Founder and MD www.eatsleepliveherefordshire.co.uk Publisher of The Ultimate guide book series of visitor guides
www.minxmedia.co.uk Business Development Consultancy Training, Coaching, Agency in Marketing, Sales, Leadership & Management
We do all these things, for the county AND for you... PUBLISHING MEDIA BUYING SOCIAL MEDIA DIGITAL MARKETING WEB CONTENT PR EXHIBITIONS
MINX UP YOUR MARKETING Taking the ‘Eee’ out of e-marketing
Heidi’s Helpful Hints – one great tip makes it worth it
What is email marketing
Should you be doing it
How to develop an effective database Retaining and growing subscribers What content to include
Avoiding Spam filters
How often to reach out
Using Reports to gain customers
What is email marketing? Connecting with interested customers who’ve committed to hearing from you and turning them into repeat buyers.
Should you be Email-marketing? If people have signed-up/agreed to receive your comms, they WANT to hear from you.
What do you want to achieve?
Who are your customers?
What do customers want from you?
What do you want from them?
What do you want your communications to say about your business/you?
What’s your strategy?
How do i get people’s addresses?
Subscribers must opt in
Make it easy – keep sign-up simple
Promote the sign-up - website, email footer etc
Integrate with your other online platforms
Run an incentive
Leave them wanting more...
Retaining subscribers Categorise them – segments, groups, lists
LISTS: Different sectors of customer eg geographically, age group, members v non etc – relevant to your business
GROUPS: Further breakdown of that List
SEGMENTS: Even more analytical
This means your emails can contain content specifically relevant to those subscribers Give them List options to join when signing up Stay in regular comms
X This dross isn’t relevant to me X They’re constantly trying to sell to me X I’m sick of these every day
What do I put in it? Style
Branding Regular features
Choose your colour palette
Choose a template that will enable flexibility for content
Words
Keep industry jargon to a minimum
Less is more – do bite- • Choose your colour sized items (total under 500 characters)
Have links to extended article
Give useful info without constantly ‘selling’
Inspiration
Include great pictures/ images
Visually appealing
‘Real’ images
Not too many – triggers spam filters
Put a Call To Action (CTA) whenever you want people to DO something
Content Accommodation
A-Day-In-The-Life
Your interior design projects
Things to do in your local area
Your interesting guests
Hygiene tips and hints – Covid
safety measures
An inspector calls
Special offers
Food & Drink Producers and Restaurants
Recipes
Your back-story
Your local suppliers
Behind the scenes
Meet the team
Things you’ve learned • New menus and offers
Attractions & Activities
How to get the best from a visit Covid safety measures & facilities
Gardens: About the different plants
History and heritage – ‘Did you Know’
Behind the scenes
In depth special interest
Events and special offers
Do they want to learn practical stuff? Are you feeding a passion? They need inspiration? Simply enjoy your tales?
How often? Create a schedule timing and themes
Going into spam/junk KEEP TO SHORT SUBJECT LINE & INC KEYWORDS 50 characters, check for spam words, avoid more than 2 or repeated punctuation marks. And it has to be relevant to content – no tricking
TRIGGER WORDS – There are 100s!! Just Google ‘spam words to avoid in email marketing’
COLOURED TEXT Keep to a max of 2 colours – Red is a No No!
ATTACHMENTS Don’t add them, host them on a reputable portal and add a link to them
Be Strategic Have a plan – keep notes for content Target your campaigns – Timing, content etc Create different recipient lists Don’t put too much in Signpost them (with a click link) to more info Promote sharing (gains more subscribers) Make it easy for yourself
Follow our social media FACEBOOK @eatsleepliveherefordshire - ESL Herefordshire Tourism Group
Ben Kinnaird Supported with over 500 businesses to do better in business Marketing strategy - Web design - SEO - Video - Data Analysis Host of Inventive Marketing Club Podcast Love working with people to help them be more effective
1. Understand Customers 2. Engage with Customers* 3. Convert Customers
