Ten Economical Ways to Refine Your Email Marketing
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Opportunistic Times
A lot of people are asking the “glass half empty or half full” question during these challenging economic times. There is evidence, statistical and anecdotal, that the answer in terms of marketing activities is “neither one.” The marketing glass appears to remain almost full, in spite of some evaporation.
Current studies and surveys back it up, showing that in the long run companies that maintain marketing budgets and activities, or even increase them, during an economic downturn outperform those who reduce marketing spending.
A survey by the eMetrics Marketing Optimization Summit, examining online marketing channels reported that two-thirds of respondents said the economy had no negative impact on their budgets and less than 15% plan to cut budgets for online channels. Many plan to increase or maintain budgets for email, keyword search campaigns, social media and video advertising.
Many high-level CEO’s agree. At a recent presentation by Sequoia Capital, attendees reported that marketing was featured as absolutely critical to “surviving” this recession and even coming out stronger on the other end. Sequoia's critical action items to beat the recession reportedly included:
- Nail your sales and marketing positioning so it's as customer-driven and high-impact as possible.
- Go on the offensive against the competition. They're in pain, too, and it's easier to beat them when they're down.
- Ramp up PR and marketing communications aggressively.
- Improve measurements company-wide so you know what to cut and what to invest more in.
Here’s an interesting quote from our friend, marketing author Seth Godin:
“Uncertain times, frozen liquidity, political change and poor astrological forecasts all lead to less competition, more available talent and a do-or-die attitude that causes real change to happen. If I wasn't already running my own business, today is the day I'd start one.”
What do you think?
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