The Buyer Group PR + SEO News

Luxury medical condos are popping up in Coral Springs, Florida thanks to Bayshore Land Group’s Royal Palm Square. The Real Deal reported on the real estate development’s groundbreaking ceremony as a result of The Buyer Group’s interactive public relations efforts. Coral Springs Mayor Scott Brooks attended the event along with the Bayshore Land Group team.

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By Sarah Van Elzen

The thought of branding and formatting a creative HTML email or electronic newsletter with links and graphics can be overwhelming. However, knowing the importance of frequent, branded email communication kept me front row at the latest Constant Contact seminar.

After all, direct mail is becoming a thing of the past.

As industry trend watchers and online gurus, The Buyer Group team has found the next best thing: do-it-yourself email marketing.

After only a few minutes of the Constant Contact meeting, I questioned the performance and delivery of pre-tech-age corporate communication – not to mention its efficiency.

Constant Contact is a powerful, cost effective email marketing solution that allows you to send content-specific, customer oriented emails to your entire database in a matter of seconds. Options such as double opt-in forms, customizable sign up pages, spam filers, and most importantly reporting functions allow even the most novice user to find their way around the program easily.

The reporting function is the most beneficial of the program.  It delivers the following information:

•    How many emails were sent and delivered
•    What percentage of your contacts opened the message
•    The click through rate percentage
•    Which links had the most click-throughs and by what percentage
•    How many contacts opted-in or opted-out
•    How many contacts forwarded email messages to a friend
•    Identify emails that “bounced back” and why
•    Compare results from your three most recent email marketing campaigns

In addition to reporting, using Constant Contact makes it easy to build and customize your email messages with an email wizard that walks you through the templates step-by-step. You even have the option to customize each template to complement the look and feel of your business.

For more information on The Buyer Group’s Interactive PR email marketing programs email Lisa Buyer: lbuyer@thebuyergroup.com

By Sarah Van Elzen

Using email as a PR tool is done everyday on personal and business emails. All interactive public relations strategies should include today’s most universal mode of communication…email.

Your overflowing inbox stands as proof that the majority of today’s communication activity happens through online conversation and email. From a business standpoint, email marketing can be successful and beneficial if the right tactics are used.

On the other hand, when strong email marketing strategies are not employed, your message can stir negative associations with your brand.

To ensure positive brand recognition, ensure all of the elements of successful email campaigns are in place.  If not, do some more editing until the checklist is complete.  Here’s why:

1.    The subject line of your email determines if it will actually be opened. This has an impact on your company’s brand equity. In fact, 30 percent of consumers in a recent study by DoubleClick say the subject line most often determines whether they open an email or delete it.
2.    Your email may end up in the spam filter if your links are not set up properly or you have a poor reputation
3.    Special offers in email work best when they support the brand or industry you are sending to.  You can get more than three times the lift in response if the offer is relevant to the message, so recognize the importance of content/subject line relation.
4.    If you leave out the option to control the email subscription (opting in or out) you loose credibility and risk reputation issues.

We recommend sending all online communication by ways of best practice email marketing. If you are interested in taking the work out of your hands, The Buyer Group offers interactive pr programs that include email marketing. Email Lisa Buyer (lbuyer@thebuyergroup.com) to learn how to integrate email marketing into your online pr strategy and check back in the next few days for more pr tools and email marketing tips.

by Lisa Buyer

Heard it from a friend who…heard it from a friend who…heard it from another you’ve been…

In a matter of seconds your email can be forwarded to a parade of people. This can be a powerful PR strategy or not, depending on the intention of the forwarder.

So, the best interactive public relations advice is this – make every email count in the most positive way possible, because the power of email forwarding is priceless.

Who wants to read a poorly executed email marketing message? Not me. I don’t have the time. When creating your email messages, use the following checklist.

1.    The subject line communicates value. Don’t be vague or it will never be read!
2.    Make sure customers can subscribe to emails and get more information at your company Web site
3.    The ‘from’ line contains a recognizable company name and sender
4.    The footer is clear and complete
5.    The message is self-explanatory without the graphics
6.    Most of the content appears “above the fold”
7.    The email is a quick read with a clear message. Don’t waste your reader’s valuable time.
8.    The content of the email meets the expectation set by its subject line
9.    The recipient can easily control their email subscription
10.     There is call to action and relevant links throughout the text

Imagine the power of an email that is forwarded. Your exposure is unlimited.

Write your emails with public relations intention.