Avionics News October 2014 - 68

MARKETING REPORT CARD
Continued from page 66

they	want	information	that	impacts	their	business	or	
hobby	and	their	flying.
Another	reason	email	marketing	is	so	popular	is	that	the	
wild	west	days	of	the	Internet	are	past.	Email	marketing	
has	developed	its	own	standards.	At	the	same	time,	service	
providers	have	developed	more	effective	algorithms	to	
capture	spam	and	other	unwanted	emails.	When	it	comes	to	
email	marketing,	your	customers	feel	as	if	they	exert	some	
control,	unlike	almost	any	other	kind	of	marketing.	No	
wonder	it's	so	popular.
Whatever	grade	you	gave	yourself,	here's	an	important	
trend	that	all	students	of	email	marketing	should	know.	
People	are	reading	their	emails	from	different	types	of	
electronic	devices.	Ensure	your	emails	are	formatted	so	they	
can	be	read	and	received	by	a	wide	variety	of	devices.	In	
fact,	it's	estimated	that	between	40	percent	and	60	percent	
of	recipients	are	reading	their	emails	via	smartphones.	
That's	a	huge	change,	and	it's	expected	that	this	trend	will	
continue.	

68

avionics news

*

october

2014

Here's	a	tip	on	email	read	on	smartphones:	Mobile	means	
subject	lines	get	cut	off	earlier,	so	shorter	may	be	better.	
As	we	reported	previously,	your	media	distribution	list	is	
the	key	to	success	for	your	media	relations	program.	Your	
customer	and	prospect	database	is	the	foundation	for	email	
marketing	success.	The	most	compelling	email	is	useless	if	
it's	going	in	a	spam	trap	or	to	a	dead	email	address.	Make	
sure	your	customers'	and	prospects'	emails	are	captured	and	
recorded.	Undeliverable	emails	should	be	deleted	from	your	
database	with	an	attempt	to	discern	the	correct	address.
One	area	where	you	can	improve	the	results	of	your	
email	marketing	is	the	subject	line.	You	know	from	your	
own	experience	that	it's	easy	to	scan	your	email	queue	
and	the	subject	lines	to	determine	which	emails	are	open	
and	read.	A	good	rule	of	thumb	is	to	think	of	a	subject	
line	similar	to	a	headline	in	an	ad.	You	can't	go	wrong	
with	providing	a	benefit.	Dull	subject	lines	like	October
2014 Newsletter	are	easy	to	ignore.	Keep	track	in	your	
personal	mail	of	the	subject	lines	you	find	intriguing,	and	
make	a	note	of	them.
Continued on page 70


http://www.freeflightsystems.com/cessnapiper

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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