Avionics News October 2014 - 66

series

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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
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