Are you ready for some football?

The only good thing to come from the end of summer (in my opinion) is football season.  With the preseason warm-up just about over and the 2010/2011 season getting ready to kick-off, marketers are left with a great opportunity to get their e-mail subscribers in the game.  At e-Dialog we often talk about manufacturing moments of engagement; generating your own reasons to reach out and touch base with subscribers.  Over the past couple of weeks I have seen marketers do just that – in an attempt to get subscribers ready for some football.   

  

Dick’s Sporting Goods recently promoted football season via e-mail by offering subscribers promotions on college football and professional football merchandise. What I like most about this e-mail is that they tailored two promotions geared towards two fan bases, both with tremendous followings. 

 

 

  

You don’t just have to be a retailer to get in on the action.   Southern Comfort got subscribers prepped for the season by offering recipes for the ideal home party.  They also incorporate a multichannel sweepstakes with a chance to score a new home bar.   This is a great way to get your product top of mind even if you aren't trying to sell something.  

  

 
  

And if you haven’t heard, Ken Magill recently launched The Magill Report.  As part of his new column he will also be getting in on the football action with a fantasy football league.  12 companies from the industry are participating – including e-Dialog.  It will be interesting to see how the season plays out!

 

Is your company getting excited for football season? We'd love to see the unique marketing promotions your company is doing around this idea.  Be sure to share in the comments.

 

Alison Reynolds, marketing coordinator, e-Dialog

 

 

 

 

 

 

Why Revamping Your E-mail Marketing Program is Like Running a Marathon (but hopefully pain free)

I recently completed my first marathon (OK, it was a few months ago now, but I’m just finally feeling fully recovered).  All the months of long training runs and unpleasant Gu packets (for extra energy) got me thinking – I’ll never run another one- but more importantly that the same tactics it takes to complete a marathon can be applied to your e-mail marketing program. 

1.    Preparation is Key

The months of training it takes to be able to complete 26.2 miles is the foundation  that enables you to be equipped for race day and ensures you are well on your way to reaching your end goal.  Likewise, a solid list is the foundation to a strong e-mail marketing program.  e-Dialog senior strategist, Arthur Middleton Hughes, offers 10 great acquisition steps you can take towards improving e-mail subscriber acquisition.  These 10 steps are a great warm-up to your overall e-mail marketing strategy, and will ensure your program is prepared to go the distance. 

2.    Find Your Pace

If I tried to keep pace with the most elite runners, I would never have been able to complete 1 mile, let alone 26.  Keep this in mind when revamping your e-mail marketing program.  Although incorporating sophistication such as a preference center or welcome sequence is ideal, if you can’t deliver on this sophistication it will only hinder you in the long run.

Therefore, take small steps and settle into your pace.  Find out what works best for your business and you will ultimately reach your end goal.  Think of enterprise level businesses as elite runners, not everyone can keep measure with these types of e-mail marketing programs.  Still, that doesn’t mean you can’t be successful in achieving your own e-mail marketing goals. 

3.    Replenish Regularly

During the race it is essential you continue to refuel to give your body the energy it needs to complete 26.2 miles.  As an e-mail marketer, you must continue to refresh your e-mail marketing program to keep your recipients interested.  Do this by delivering consumers relevant and engaging material. Think of ways you can stick out in the inbox beyond the traditional promotional e-mail.   Try pushing the envelope in e-mail design by incorporating polls or animation.  Still, don’t lose sight of the fundamentals of your e-mail program.  After all, the basic elements like a strong call-to-action and an effective subject line are what will guarantee the continued success of your e-mail marketing program. 

Share the La La in Support of Haitian Relief Efforts

The devastating earthquake in Haiti has concerned and saddened the world.  With massive amounts of relief funds needed to help aid this unfortunate country we have seen outpouring support through social networking and other mediums.  Celebrities, businesses, and the like are turning to Facebook, Twitter, and YouTube encouraging their fans and followers to contribute.  Word-of-mouth truly launched donation efforts as people were encouraged to donate via text message and on Twitter.  Just shortly after the tragedy I was exposed to multiple opportunities to donate.  Facebook urged people to donate through their Causes application while Twitter updates prompted others to offer $10 to the American Red Cross by texting "HAITI" to 90999.  Wyclef Jean promoted his charity, Wyclef Jean Yéle Haiti in a similar manner, asking his fans to text "YELE" to 501501 resulting in a $5 endowment.  Social networking has mobilized a greater community to take part in aiding the crisis.  The results of fundraising via this medium are unprecedented, with millions of dollars raised in just a few short days.  

Perhaps one of the most poignant efforts came through my inbox on Friday.  Rue La La, an online retailer who operates on the foundation of private sales, halted their boutiques for 24 hours.  Instead of purchasing luxury items, Ben Fischmann, CEO urged customers to join Rue La La and donate to the American Red Cross Haiti Relief and Development Effort.   Nothing similar has come through my inbox to date, making this message that much more significant.  These efforts extended outside of e-mail to Facebook, Twitter, and Rue La La's homepage.  In recognition that many Haitians lost all of life's bare necessities Rue La La took a stand and closed their online doors for a day.  I think little needs to be said around this message; it's simple, succinct, and sobering.

  

 
  
  
  

Have you received an e-mail similar to Rue La La's, encouraging Haitan relief assistance?  We'd love to see more examples, be sure to share yours in the comments section.