Tired of a New Account Exec Every Month?

Are you tired of a new account exec every month?

Adman MichaelAaron Flicker, writing for CMO.com, attributes your frustration to Millennials' job-hopping.

Millennials' resumes "are the proof of a trend that’s been happening for quite a while," he says. "Job-hopping among Millennials in order to quickly escalate promotions, pay raises, and opportunity to work on a variety of big-name accounts has become the norm in our industry."

He blames agencies, not employees. "Those of us who run agencies have created the dynamic that has fostered this mentality."

Today, it's normal for "a 20-something (who has already held four agency jobs) to be managing a team of younger people," Flicker says. "This does nothing to instill brands with a feeling that their ad agency partner is a trusted adviser. And if agencies don’t add value, they’re just an extension of a brand’s workforce."

Bob & David James wants to be more than an extension of your staff, and has found a way to sidestep the issue.

We hire—and pay—well.

Income Crisis Worries Associations

A ticking time bomb lies buried in Naylor's 2016 Association Adviser Communications Benchmarking Report.

The study finds 54% of association execs think their inability to generate non-dues revenue from communications assets is a serious or significant problem, up from 11% in 2015.

That's a monumental leap!

Most trade and professional associations, of course, rely on non-dues revenue to operate.

According to ASAE, 59% of trade associations' revenue is non-dues revenue; and 66% of professional associations' revenue is non-dues revenue.

If Naylor's study is correct, associations may be facing, if not an existential crisis, a financial one.

It's time for associations to quit sitting on their assets (pun intended).

5 Subject Line Tips You Can't Ignore for Business Email Marketing

When designing a business email marketing campaign, much attention is given to the text and graphics on the inside. You may have brilliant content, actionable links, and emotive pictures that will surely get recipients to click and buy. However, if the person never opens the email, it does not matter how wonderful the direct mail piece is.

It all comes down to the subject line and how effective it is at grabbing attention and making the person who sees it open up the mail. Unfortunately, that might sound easier than it actually is. Writing those five or six words can be quite a challenge.

The subject line for a business email marketing campaign is like the sign on the front of your business. According to Convince and Convert, one-third of people who receive email marketing only open one because of the subject line. Because the average person receives dozens if not hundreds of emails every day, figuring out how to stand out in the sea of others can give the most seasoned marketer headache.

The subject line of an email is very similar to a phrase on a billboard, headline on a website, motto in a radio commercial, or title on a magazine article. All of these things share the same main goal: attract attention and convince someone to take action.

After years of experience and tests between different subject lines for direct mail marketing campaigns, these five tips have risen to the top of the recommendation pile for anyone interested in business email marketing. They can help you create subject lines for any type of campaign. Get inspired, do your research, and use these tips to improve open, response, and conversion rates.

Tip #1 – Put the Point Front and Center

Everyone has a friend, family member, or coworker who loves to hear the sound of his or her own voice. They tell stories, give recommendations, and share ideas in a rambling fashion that leaves you wondering, "When are they going to get to the point?" Chances are, by the time their monologue gets to the important part, you will have lost all interest and have moved on to something else. Email subject lines can suffer from the same problem.

Very few people are going to open an email with a long subject line that does not reveal what they will find inside. People may have hundreds of emails to sort through every day and they are not going to open every one. Subject-specific, important, enticing, and actionable words should populate every subject line you write. The closer these power words are to the front of the subject, the more effective they are.

Consider this example. A bank sends an email direct marketing contact to their credit card account holders. One set of emails is sent out with the subject line: "Click here to learn how you can earn bonus points." Another set uses this one: "Earn 5000 bonus points today." Recipients will be much more interested in the one that tells them they're going to earn a lot of points right away.

Tip #2 – Start With a Question

Many people consider a good listener to be the best communicator at any gathering. They ask questions and express interest in others instead of babbling on about themselves. People naturally enjoy talking about themselves and questions give them the opportunity to share and be important. An email subject line that asks a question creates curiosity and triggers a response in the recipient. With email, that response is not the direct answer. Instead, it is a click through.

Tip #3 – Mix Numbers With the Words

Not only does a number break up a string of words in a casual and eye-catching way, people find subject lines with them in it easier to read and more relatable. After all, a list is usually simpler to understand than large blocks of text. A subject line such as "10 Tips for Higher Direct Marketing Conversion Rates" tells the recipient exactly what they're going to get and that the information will be delivered in convenient bite-sized chunks.

Besides lists, numbers can be used for time, money, and statistics in enticing ways. For example, "3 Days Only – 75% of Homeowners Save $5000 or More."

Tip #4 – Add a Personal Touch

No one likes to be forgotten or thought of as just one number in a long list. With the decrease in the personalization of everything from banking to education, business email marketing needs to work harder to make subject lines personal. People expect general statements that could pertain to anyone. What they really want is a business sending an email specifically to them.

Experian reports that people are 26% more likely to click on an email subject line that is personalized in some way. There are programs that insert person's name the matter how large your email direct mail list is. At least, use "you" and "your" to make it seem like you are speaking directly to the person. Also, avoid using nicknames like "friend," "buddy," or, worst of all, something overly familiar like "dear."

Tip #5 – Include Fun Word Choices

Those literary devices you learned in English class are not just for novels and poetry. Fun word choices that use rhyme, alliteration or a humorous pun not only attract people's attention but creates a positive feeling associated with opening the email. Although not everyone sense of humor is the same, a bit of playful word choice works. In comparison tests, a subject line that uses one of these options beat a more mundane and one by approximately 35%.

There you have it. These five tips for business email marketing subject lines will help you create campaigns with higher open and conversion rates than ever before. Subject lines are the signposts that let consumers or B2B contacts know what you have to offer and if they should be interested or not.

10 Mistakes to Avoid in Business Email Marketing

No matter how popular social media and other forms of digital communication get, direct mail and business email marketing remain popular and effective. If you want to avoid any current or potential customers or clients clicking delete before they read, avoid these 10 mistakes with every marketing campaign.

Mistake #1 – Lack of Responsive Email Design for Mobile Devices

No matter what email server a person or company uses, whether it is one of the major free ones like Outlook or Gmail, or a proprietary system used specifically for their company, it is essential that your mail shows up properly on their screen. This is also important due to the proliferation of tablets and smartphones with smaller screens than work computers and laptops.

To maximize efficacy, test each B2B email with a multi-screen preview tool so you can be confident it shows up as you intended. Anyone presented with a scrambled or unattractive email is much more likely to delete it than to try to decipher its message.

Mistake #2 – Forgetting to Segment and Personalize Contacts

Do not send the same email message to everyone on your list. However, you can also not send individual emails. For maximum results, segment your contact list based on where each person or company is in the sales process or what interactions they have had with your company already. For example, long-time clients would be in a different list than people who responded to your first marketing contact.

Not only does this keep your direct mail system more organized, but it allows you to personalize the messages you send to groups based on what they need to know and when. After all, sending the wrong call to action to a person will result in very poor responses.

Mistake #3 – Too Much Marketing, Not Enough Value

Every email should not be an advertisement. Give your customers, clients, and potential contacts something of value that can help them. Engage the professionals you target and build a professional relationship involving mutual benefit and trust. In return, the people on your targeted direct marketing list will be more likely to open your emails and act on them.

Mistake #4 – Boring, Vague, or Awkward Email Subject Lines

In the email marketing world, the subject line is the first thing anyone sees. If it does not grab attention, no one will click through to the body. The best way to find the most effective ones is to try a few and test the results.

Keep it catchy and informative. Old practices of screaming "Free!" or "Money!" Now stands you a greater chance of running afoul of spam filters. They also seem a bit cheesy in this modern, connected world. Also, avoid subject lines designed to catch attention that do not deliver on their promise. These are commonly termed "click bait."

Mistake #5 – Avoid Text-Filled Graphics

Besides being a popular method for scammers to avoid their words being detected by email antispam methods, sending a business email marketing message that consists of one large graphic with words on it can cause other problems. Some email recipients may prefer plain text. Server errors or glitches may stop the image from loading properly. No image. No message at all.

Mistake #6 – Overwhelming Them With Content

If you cannot attract interest quickly, you probably can't attract it at all. With hundreds of emails in a business's inbox every day, each email may be open for only a few seconds before the reader moves on. Avoid lengthy emails that require scrolling and close attention. Include attention grabbing graphics and about 50 to 100 words.

Initial contact with B2B audiences is all about taking an impression and encouraging action. It is not the time to educate or give a rundown of every product and service your business offers.

Mistake #7 – Rapid-Fire Emails

Just as each marketing email should have unlimited text, the entire marketing campaign should have limited emails. Many companies err on the side of too many emails to their business contacts, which can become overwhelming or annoying to the recipient.

Sending out too few is also a problem. As with most things in the business world, A/B testing will allow your company to determine the best rate to improve your ROI and get a more positive response overall. Another excellent option is to allow email recipients in each segment of your mailing list to choose how frequently they want to hear from you.

Mistake #8 – Sending Spam to People Who Didn't Ask for Contact

Any company who sends unsolicited email or spam, and does not provide an unsubscribe link in compliance with international anti-spam laws, is asking for trouble and a big blow to their reputation. Only send messages to approved and vetted business email marketing lists from reputable brokers or to recipients who have opted in to receive the contact.

Mistake #9 – Paying No Attention to CTR or ROI

If you do not track and analyze your click through rate or return on your investment for a particular email marketing campaign, you will have no idea if it was beneficial to your company or not. Without these metrics, you cannot create more effective campaigns in the future.<br><br>

Continuous improvements are the way that businesses succeed and stay in profit for the long-term. Always check to see if your efforts are bringing in the leads, clients, customers, and money that you need them to.

Mistake #10 – Not Keeping Your Email List Up to Date and Accurate

One of the best ways to maintain an accurate and up-to-date email mailing list is to engage the services of a list broker or management team to check the database on a regular schedule. These tasks can also be done in-house, but they do take up time and money that could be used for developing your next direct mail campaign. Three things to watch for include emails that have bounced, ones associated with throwaway free email servers instead of the business address, and those that have not responded to any offers or re-offers in a long time.