Avionics News October 2014 - 66
series
[
]
MARKETING
REPORT
C RD
Email Marketing
S T O R Y
B Y
P A T R I C I A
I
t's report card time again. This time, industry
professionals can grade themselves on how well you
promote your business via broadcast email marketing.
Once just the practice of only the most advanced companies,
email marketing is now another method of marketing. In
previous articles from this series, you've examined your
skills with advertising, trade shows and media relations. So
how good of an email marketer are you?
It may surprise you to know that 72 percent of U.S.
consumers say permission-based email marketing is
the preferred method of receiving information from
companies. Note the importance of permission-based.
Part of any successful email marketing program is
gaining permission from your recipients as well as
providing an easy-to-find and -follow method of
unsubscribing from your distribution list.
When your customers have opted in (and have the
ability to opt out) of your emails, they feel as if they are
in control. They also trust your company and trust you
will not abuse the permission they have granted you with
access to their electronic inboxes.
So how are you doing? What grade have you earned?
You're an F student if: You are not computer
savvy and you've never sent a marketing email to your
customers.
You're a D student if: You have sent a few marketing
emails during the past few years, but the employee who
created them and sent them no longer works for you.
Quite frankly, no one else knows how to do it.
You're a C student if: You have gathered a database
of customers but it hasn't been kept current. Every so
often you send a marketing message, but there's no
schedule, goals or consistent messaging. At least we're
doing something, you think.
66
avionics news
*
october
2014
L U E B K E
You're a B student if: You have a database of your
customers you try to keep current - both adding and
deleting names. You get customers' email addresses
when you can. You probably send one or two corporate
emails a month, but can't quite be sure if they are
working or not. Email marketing is part of your
marketing efforts, and you might spend some more time
making your broadcast emails more effective.
You're an A student if: Maintaining an up-to-date
database of customers and prospects is a priority. All
employees know that capturing and recording email
addresses is crucial to your marketing success. Your
corporate emails have a consistent look, and you have a
plan for what you want to say in each email a month or
two in advance. You experiment with different subject
lines and attempt to break through the email clutter with
compelling and vibrant writing. You have a system for
proofreading and approving emails. Most importantly,
you understand that top of mind for all recipients is
"what's in it for me?" You keep this concept in mind
as your guiding force while composing your message.
Finally, you scrupulously analyze the results of emails to
see what is working and what isn't.
REMEDIAL EMAIL MARKETING:
HOW TO IMPROVE YOUR GRADE
Consumers prefer email marketing because they are
in control. By granting permission, they trust certain
companies to respect their preferences. In a special
interest market such as aviation with information that
impacts a person's cherished asset - an airplane - the
customer is receiving messages they actually want to
read: data, special offers and regulatory news. In short,
Continued on page 68
Avionics News October 2014
Table of Contents for the Digital Edition of Avionics News October 2014
Point of Communication
AEA Now
The View from Washington
International News and Regulatory Updates
The King is Back
Member Profile
Digital redundancy and plug-and-play capabilities
What’s Working?
Aviation Aces
Deterring avionics theft takes effort, money
Member Profile
Meet the AEA board of directors
Stay connected to the cloud, while flying in the clouds
Smartphone connectivity goes airborne
Business Basics
Marketing Report Card
AEAviators
Touchy-Feely Avionics
What’s New
Marketplace Classifieds
Avionics News October 2014 - Intro
Avionics News October 2014 - Cover1
Avionics News October 2014 - Cover2
Avionics News October 2014 - 1
Avionics News October 2014 - 2
Avionics News October 2014 - 3
Avionics News October 2014 - Point of Communication
Avionics News October 2014 - 5
Avionics News October 2014 - AEA Now
Avionics News October 2014 - 7
Avionics News October 2014 - 8
Avionics News October 2014 - 9
Avionics News October 2014 - 10
Avionics News October 2014 - 11
Avionics News October 2014 - 12
Avionics News October 2014 - 13
Avionics News October 2014 - The View from Washington
Avionics News October 2014 - 15
Avionics News October 2014 - International News and Regulatory Updates
Avionics News October 2014 - 17
Avionics News October 2014 - 18
Avionics News October 2014 - 19
Avionics News October 2014 - The King is Back
Avionics News October 2014 - 21
Avionics News October 2014 - 22
Avionics News October 2014 - 23
Avionics News October 2014 - Member Profile
Avionics News October 2014 - 25
Avionics News October 2014 - 26
Avionics News October 2014 - 27
Avionics News October 2014 - Digital redundancy and plug-and-play capabilities
Avionics News October 2014 - 29
Avionics News October 2014 - 30
Avionics News October 2014 - 31
Avionics News October 2014 - 32
Avionics News October 2014 - 33
Avionics News October 2014 - What’s Working?
Avionics News October 2014 - 35
Avionics News October 2014 - 36
Avionics News October 2014 - 37
Avionics News October 2014 - Aviation Aces
Avionics News October 2014 - 39
Avionics News October 2014 - Deterring avionics theft takes effort, money
Avionics News October 2014 - 41
Avionics News October 2014 - 42
Avionics News October 2014 - 43
Avionics News October 2014 - Member Profile
Avionics News October 2014 - 45
Avionics News October 2014 - 46
Avionics News October 2014 - 47
Avionics News October 2014 - Meet the AEA board of directors
Avionics News October 2014 - 49
Avionics News October 2014 - 50
Avionics News October 2014 - 51
Avionics News October 2014 - Stay connected to the cloud, while flying in the clouds
Avionics News October 2014 - 53
Avionics News October 2014 - 54
Avionics News October 2014 - 55
Avionics News October 2014 - Smartphone connectivity goes airborne
Avionics News October 2014 - 57
Avionics News October 2014 - 58
Avionics News October 2014 - 59
Avionics News October 2014 - 60
Avionics News October 2014 - 61
Avionics News October 2014 - Business Basics
Avionics News October 2014 - 63
Avionics News October 2014 - 64
Avionics News October 2014 - 65
Avionics News October 2014 - Marketing Report Card
Avionics News October 2014 - 67
Avionics News October 2014 - 68
Avionics News October 2014 - 69
Avionics News October 2014 - 70
Avionics News October 2014 - 71
Avionics News October 2014 - AEAviators
Avionics News October 2014 - 73
Avionics News October 2014 - Touchy-Feely Avionics
Avionics News October 2014 - 75
Avionics News October 2014 - 76
Avionics News October 2014 - 77
Avionics News October 2014 - 78
Avionics News October 2014 - 79
Avionics News October 2014 - 80
Avionics News October 2014 - 81
Avionics News October 2014 - What’s New
Avionics News October 2014 - 83
Avionics News October 2014 - 84
Avionics News October 2014 - 85
Avionics News October 2014 - Marketplace Classifieds
Avionics News October 2014 - 87
Avionics News October 2014 - 88
Avionics News October 2014 - Cover3
Avionics News October 2014 - Cover4
https://www.nxtbook.com/allen/avne/60-10
https://www.nxtbook.com/allen/avne/60-9
https://www.nxtbook.com/allen/avne/60-8
https://www.nxtbook.com/allen/avne/60-7
https://www.nxtbook.com/allen/avne/60-6
https://www.nxtbook.com/allen/avne/60-5
https://www.nxtbook.com/allen/avne/60-4
https://www.nxtbook.com/allen/avne/60-3
https://www.nxtbook.com/allen/avne/60-2
https://www.nxtbook.com/allen/avne/60-1
https://www.nxtbook.com/allen/avne/59-12
https://www.nxtbook.com/allen/avne/59-11
https://www.nxtbook.com/allen/avne/59-10
https://www.nxtbook.com/allen/avne/59-9
https://www.nxtbook.com/allen/avne/59-8
https://www.nxtbook.com/allen/avne/59-7
https://www.nxtbook.com/allen/avne/59-6
https://www.nxtbook.com/allen/avne/59-5
https://www.nxtbook.com/allen/avne/59-4
https://www.nxtbook.com/allen/avne/59-3
https://www.nxtbook.com/allen/avne/59-2
https://www.nxtbook.com/allen/avne/59-1
http://www.brightcopy.net/allen/avne/58-12
http://www.brightcopy.net/allen/avne/58-11
http://www.brightcopy.net/allen/avne/58-10
http://www.brightcopy.net/allen/avne/58-9
http://www.brightcopy.net/allen/avne/58-8
http://www.brightcopy.net/allen/avne/58-7
http://www.brightcopy.net/allen/avne/58-6
http://www.brightcopy.net/allen/avne/58-5
http://www.brightcopy.net/allen/avne/58-4
http://www.brightcopy.net/allen/avne/58-3
http://www.brightcopy.net/allen/avne/58-2
http://www.brightcopy.net/allen/avne/58-1
http://www.brightcopy.net/allen/avne/57-12
http://www.brightcopy.net/allen/avne/57-11
http://www.brightcopy.net/allen/avne/57-10
http://www.brightcopy.net/allen/avne/57-9
http://www.brightcopy.net/allen/avne/57-8
http://www.brightcopy.net/allen/avne/57-7
http://www.brightcopy.net/allen/avne/57-6
http://www.brightcopy.net/allen/avne/57-5
http://www.brightcopy.net/allen/avne/57-4
http://www.brightcopy.net/allen/avne/57-3
http://www.brightcopy.net/allen/avne/57-2
http://www.brightcopy.net/allen/avne/57-1
http://www.brightcopy.net/allen/avne/56-12
http://www.brightcopy.net/allen/avne/56-11
http://www.brightcopy.net/allen/avne/56-10
http://www.brightcopy.net/allen/avne/56-9
http://www.brightcopy.net/allen/avne/56-8
http://www.brightcopy.net/allen/avne/56-7
http://www.brightcopy.net/allen/avne/56-6
http://www.brightcopy.net/allen/avne/56-5
http://www.brightcopy.net/allen/avne/56-4
http://www.brightcopy.net/allen/avne/56-3
http://www.brightcopy.net/allen/avne/56-2
http://www.brightcopy.net/allen/avne/56-1
http://www.brightcopy.net/allen/avne/55-12
http://www.brightcopy.net/allen/avne/55-11
http://www.brightcopy.net/allen/avne/55-10
http://www.brightcopy.net/allen/avne/55-9
http://www.brightcopy.net/allen/avne/55-8
http://www.brightcopy.net/allen/avne/55-7
http://www.brightcopy.net/allen/avne/55-6
http://www.brightcopy.net/allen/avne/55-5
http://www.brightcopy.net/allen/avne/55-4
http://www.brightcopy.net/allen/avne/55-3
http://www.brightcopy.net/allen/avne/55-02
http://www.brightcopy.net/allen/avne/55-01
http://www.brightcopy.net/allen/avne/54-12
http://www.brightcopy.net/allen/avne/54-11
http://www.brightcopy.net/allen/avne/54-10
http://www.brightcopy.net/allen/avne/54-9
http://www.brightcopy.net/allen/avne/54-8
http://www.brightcopy.net/allen/avne/54-7
http://www.brightcopy.net/allen/avne/54-6
http://www.brightcopy.net/allen/avne/54-5
http://www.brightcopy.net/allen/avne/54-4
http://www.brightcopy.net/allen/avne/54-3
http://www.brightcopy.net/allen/avne/54-2
http://www.brightcopy.net/allen/avne/54-1
http://www.brightcopy.net/allen/avne/53-12
http://www.brightcopy.net/allen/avne/53-11
http://www.brightcopy.net/allen/avne/53-10
http://www.brightcopy.net/allen/avne/53-9
http://www.brightcopy.net/allen/avne/53-8
http://www.brightcopy.net/allen/avne/53-7
http://www.brightcopy.net/allen/avne/53-6
http://www.brightcopy.net/allen/avne/53-5
http://www.brightcopy.net/allen/avne/53-4
http://www.brightcopy.net/allen/avne/53-3
http://www.brightcopy.net/allen/avne/53-2
http://www.brightcopy.net/allen/avne/53-1
http://www.brightcopy.net/allen/avne/52-12
http://www.brightcopy.net/allen/avne/52-11
http://www.brightcopy.net/allen/avne/52-10
http://www.brightcopy.net/allen/avne/52-9
http://www.brightcopy.net/allen/avne/52-8
https://www.nxtbook.com/allen/avne/52-7
https://www.nxtbook.com/allen/avne/52-6
https://www.nxtbook.com/allen/avne/52-5
https://www.nxtbook.com/allen/avne/52-4
https://www.nxtbook.com/allen/avne/52-3
https://www.nxtbook.com/allen/avne/52-2
https://www.nxtbook.com/allen/avne/52-1
https://www.nxtbook.com/allen/avne/51-12
https://www.nxtbook.com/allen/avne/51-11
https://www.nxtbook.com/allen/avne/51-10
https://www.nxtbook.com/allen/avne/51-9
https://www.nxtbook.com/allen/avne/51-8
https://www.nxtbook.com/allen/avne/51-7
https://www.nxtbook.com/allen/avne/51-6
https://www.nxtbook.com/allen/avne/51-5
https://www.nxtbook.com/allen/avne/51-4
https://www.nxtbook.com/allen/avne/51-3
https://www.nxtbook.com/allen/avne/51-2
https://www.nxtbook.com/allen/avne/51-1
https://www.nxtbook.com/allen/avne/50-12
https://www.nxtbook.com/allen/avne/50-11
https://www.nxtbook.com/allen/avne/50-10
https://www.nxtbook.com/allen/avne/50-9
https://www.nxtbook.com/allen/avne/50-8
https://www.nxtbook.com/allen/avne/50-7
https://www.nxtbook.com/allen/avne/50-6
https://www.nxtbook.com/allen/avne/50-5
https://www.nxtbook.com/allen/avne/50-4
https://www.nxtbook.com/allen/avne/50-3
https://www.nxtbook.com/allen/avne/50-2
https://www.nxtbook.com/allen/avne/50-1
https://www.nxtbook.com/allen/avne/49-12
https://www.nxtbook.com/allen/avne/49-11
https://www.nxtbook.com/allen/avne/49-10
https://www.nxtbook.com/allen/avne/49-9
https://www.nxtbook.com/allen/avne/49-8
https://www.nxtbook.com/allen/avne/49-7
https://www.nxtbook.com/allen/avne/49-6
https://www.nxtbook.com/allen/avne/49-5
https://www.nxtbook.com/allen/avne/49-4
https://www.nxtbook.com/allen/avne/49-3
https://www.nxtbook.com/allen/avne/49-2
https://www.nxtbook.com/allen/avne/49-1
https://www.nxtbook.com/allen/avne/48-12
https://www.nxtbook.com/allen/avne/48-11
https://www.nxtbookmedia.com