Avionics News October 2014 - 70

MARKETING REPORT CARD

Using	a	good	email	service	provider	can	help	with	
this	reputation.	There	are	plenty	of	basic	ones	that	can	
automate	a	lot	of	the	dreary	work	here,	and	they	aren't	
expensive.	
With	all	the	studies,	it's	now	determined	there	is	no	one	
perfect	time	to	send	a	corporate	email.	MailChimp	studied	
this	aspect	of	email	marketing	and	found	two	very	general	
trends:	More	people	open	email	during	the	day	than	at	
night.	More	email	is	sent	on	Tuesdays	and	Thursdays	than	
any	other	day.	You	must	experiment	and	not	get	caught	
up	in	analysis	paralysis,	which	is	easy	to	do	with	all	the	

Continued from page 68

When	it	comes	to	open	rates	-	the	percentage	of	
recipients	who	actually	open	your	email	-	MailChimp	
studied	200	million	emails	and	found	open	rates	ranging	
from	93	percent	to	0.5	percent.	Naturally,	personal	
emails	rank	highest	in	open	rates,	followed	by	emails	
with	timely	news,	along	with	ones	to	which	the	recipient	
feels	an	affiliation	such	as	aviation.	Stale	newsletters,	
requests	for	money	and	offers	that	seem	too	good	to	
be	true	are	at	the	bottom	of	the	list.	
Watching	your	open	rates	will	give	
you	some	clues	as	to	which	subject	
lines	work	best.	Good	subject	lines,	
WHAT'S NOT TO LOVE ABOUT EMAIL
like	good	headlines,	are	hard	to	write.	
MARKETING? THE COST IS MINIMAL;
With	extra	effort,	you	may	be	able	to	
pique	the	curiosity	of	your	recipients	
THE RESULTS CAN BE INSTANT.
to	open	your	email.	
Writing	for	emails	(and	for	
websites)	is	different	than	writing	the	
metrics	an	email	program	can	provide,	or	by	meaningless	
old-school	business	letter	(or	brochure).	Copy	for	emails	
stats	such	as	there	being	an	optimal	character	count	for	
is	shorter	and	punchier.	Recipients'	eyes	don't	want	to	
a	subject	line.	You	may	never	know	why	one	email	had	
tackle	a	huge	block	of	type	on	a	screen.	Keep	your	copy	
a	higher	open	rate	than	another,	but	you	do	need	to	keep	
vibrant	and	fresh	with	short	paragraphs	that	are	easy	to	
experimenting	and	researching.
read.	
Pictures	and	videos	usually	work	great	in	emails	-	and	
Of	course,	you	want	to	avoid	your	email	landing	in	
the	avionics	manufacturers	often	have	both	available	for	
the	spam	folder.	This	can	happen	to	even	well-written,	
shops	to	use.	Don't	forget	to	include	links	in	your	email.	
corporate	emails.	For	example,	I	once	emailed	a	client	
The	more	links	you	include,	within	reason,	the	more	
proposed	copy	that	included	a	note	where	I	was	uncertain	
click-thru's	you'll	get.	Also	consider	you	can	link	to	the	
of	a	certain	number,	so	I	put	"XXX"	in	place	of	the	
same	place	more	than	once	in	an	email.	Having	several	
number	that	was	to	be	entered	prior	to	distribution.	He	
live	links	to	the	same	page	just	might	increase	your	clicktold	me	twice	he	never	received	the	copy	until	he	found	
thru's.
my	email	in	his	spam	trap.	We	realized	that,	on	the	
Finally,	just	like	with	any	other	marketing	initiative,	
Internet,	"XXX"	has	a	whole	different	meaning	than	a	
you	must	proofread	your	emails	before	distribution.	
placeholder	for	a	missing	statistic.	
Like	me,	I'm	sure	you've	received	plenty	of	emails	with	
As	email	marketing	has	matured,	however,	spam	traps	
missing	subject	lines	or	addressed	to	"insert	first	name	
go	more	by	an	analysis	of	the	sender	reputation,	and	
here."	It's	not	unusual	to	receive	a	correction	for	a	date	
partially	on	recipient	engagement.	The	days	of	particular	
or	some	other	fact	in	an	email.	Once	you	press	the	send	
words	landing	you	in	the	spam	folder	are	mostly	over.	
button,	it's	done.	Have	a	procedure	for	how	to	proofread	
The	ISPs	(AOL,	Yahoo,	etc.)	all	track	whether	your	
your	emails.	This	is	probably	best	done	by	someone	who	
company	IP	address	is	a	known	spammer	-	that	is,	their	
has	not	written	the	email	and	who	knows	the	difference	
customers	are	hitting	the	spam	button.	It's	a	communitybetween	you're	and	your.	Fresh	eyes	can	discover	typos	
based	approach.	
So	what	is	spam?	Spam	is	what	email	recipients	think	it	 easier	as	well	as	judge	the	tone	of	a	particular	email.
If	you're	an	old	dog,	you	can	learn	new	tricks.	What's	
is.	That's	what	the	ISPs	say,	so	that's	how	they	monitor	it.	
not	to	love	about	email	marketing?	The	cost	is	minimal;	
They	also	monitor	engagement.	If	your	email	garnered	no	
the	results	can	be	instant.	With	some	extra	effort,	even	
opens	or	clicks,	your	spam	score	just	increased.	There's	
A	students	can	improve	their	open	and	click-thru	rates.	
a	premium	on	list	hygiene,	compelling	subjects	and	good	
Every	percentage	point	counts.	 q
content.	You	will	be	rewarded	for	good	behavior.	
70

avionics news

*

october

2014



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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