Tomato Fish Marketing Blog

Archive for January, 2009

Hard Work, Practice & Consistency

Wednesday, January 21st, 2009

Research now shows that the lack of natural talent is irrelevant to great success — in any industry. So, what’s the secret? It’s painful and demanding practice and hard work.

There is no substitute for hard work. According to an article written by Geoffrey Colvin (“What It Takes To Be Great”), natural gifts or lack thereof are irrelevant – talent has little or nothing to do with greatness. You can make yourself great. Most accomplished people need around ten years of hard work before becoming world-class. But, hard work is not enough.

Practice makes perfect. The best people in any industry are those who devote a significant amount of their time and energy on “deliberate practice”. Deliberate practice is an activity that’s explicitly intended to improve performance and provides feedback on results. Another aspect of becoming great is consistency.

So, how does all of this fit into becoming a great marketer for your company? Well, the point is that any company can achieve marketing success with hard work, practice and consistency. All successful marketing campaigns, whether via print branding or email, must have these three components.

Standard Email Campaign Rates

Monday, January 19th, 2009

I’ve had clients ask me what typical campaign rates they can expect from email marketing, in particular the rates that are achieved by TFMail. So, we’ve done some research and we’ve compared two popular email marketing software versions with our TFMail:

Rates according to Vertical Response:

Open Rate – Customers who tend to have great relationships with their customers can get open rates as high as 40%, which is great. Others that have gathered their lists over several years and potentially lost some customers could be in the 14-18% range.

Click Rate – Click rates usually fall in the 1-3% range. However, if they’ve got an amazing story to tell or great deal to give, then we see it skyrocket to the 8-10% range. Anything over that you’re off the charts. Again it all depends on that relationship you have with your customers.

Bounce Rate – We’ve seen our customers average bounce rates usually come in under .5%. However, lists mailed less frequently can have bounce rates in the 5%-7% range. A list that is mailed for the first time can have up to a 50% bounce rate depending on how “new” it is.

Rates taken from a study of 200 million emails released via Constant Contact:

Open Rate – an average of 21.26%

Click Rate – an average of 4.6%

Bounce Rate – an average of 11.54%

TFMail Rates:

Open Rate – an average of 37.12%

Click Rate – an average of 14.16%

Bounce Rate – an average of 13.29%

Telescoping Services In A Rough Market

Tuesday, January 13th, 2009

Telescope your services when business is slow.
Businesses that are successful in down economies learn to leverage their revenue generating services and find ways to increase focus on their big winners — as they should. In fact, specializing — finding your niche — is often “the right way” to grow your business.

Paul and Sarah Edwards, authors of Middle Class Lifeboat, suggest otherwise. According to them, small businesses need to telescope or extend and add to the range of services they provide to existing customers without undoing their reputation in the specialty they have previously developed.

Here’s some ideas on how to telescope in a rough market:

— Ask your customers what their goals are for 2009 and find them a solution.
— Find your customers’ pain — what keeps them from meeting their goals and what solution do you have or can you create to fulfill their need?
— Listen to your customers talk about their needs and accommodate them.

Now go out there and start telescoping!