Part II: E-mail Marketing for Your Startup

Anatomy of an E-mail Address

Let’s say you are now ready to send personalized incentives, but know nothing about certain people on your list, only their name and e-mail address. They have subscribed, but haven’t been active ever since. No blog comments or page likes. You Google them and nothing shows up. You would think you’re completely in the dark.

Surprising as it may seem, you can often make a good educated guess just looking at the name and e-mail address of a potential customer. Many countries sport a distinct name code that can guide you in tailoring your marketing message.  Be it a generational, ethnic or geographical code, a trivial detail could turn into your golden marketing guidepost.

Part I: E-Mail Marketing for Your Startup

You have already started your company and have a great product or service to offer. What you worry about is how to attract potential customers, keep them engaged and turn engagement into actual repeat purchase. And not only that. You want it done at a low cost.

Let’s assume you have been smart enough to establish a good online presence and already have some followers and subscribers. They have entrusted you with a piece of personal information and the next step is entirely up to you. Don’t catch yourself having no clear idea what to do with that e-mail and name list. Knowing how to engage potential customers is key to making a living out of what you love most. Here is how to approach e-mail marketing and harvest the best it can offer your startup.

The three guiding principles of sustainability

We are entering an age where we care deeply about our eco-system, and by this we often refer to the buzzword ‘sustainability.’ What does this mean? Sustainability is “development that meets the needs of the present without compromising the ability of future generations to meet their own needs,” (Brundtland, 1987). In essence, sustainability means that as humans on this planet we must start seeing ourselves as organisms that are part and parcel of this eco-system. To be able to start being sustainable one must realize three guiding principles that act as a self-fulfilling prophecy in reaching this state of equilibrium and peace of mind.

What happens when we trust our inner selves:

Magic! It’s becoming clear to me that when we truly look at who we are on a soul level, and start to live and act from that, then the only thing we really have to do is to be aware of what is important and what is real. Or we just have rest and lean into who we are becoming, who we are. It is not acting. It feels like trusting and resting into who you truly are. And the rest WILL come and flow.

A dear friend of mine Lars Borgman has the following words: “Daring to stand still is what will put the whole world in motion for you”. Live and do that and your life will become magical.

What saves our reputation when business goes south?

Reading through many articles about companies losing their profits or CEOs faced with tough decisions to make, a bell in my head rang. How do they rise above the water again? Is it brand identity or image that saves the day? That’s when I realized, reputation is the one which will make or break the company passing through a rough patch. But when you think of reputation what is the definition going through your head? I asked myself this question today. And the answer came quite easily. Reputation represents the overall quality or character as seen or judged by people in general (definition also given by Merriam-Webster dictionary). In other words, reputation is the perception of the character.

In quest of passion

We all spend our lives looking for the one true thing that makes us happy, but sometimes we don’t know where to start from. A way to begin could be discovering our inner passion.  Some say that finding this passion is nothing more than a myth. This is the stance explained also in this article written by Vibha Dhawan. I agree with the fact that some of us take longer to find their passion, but I can’t say it is a myth altogether. My opinion is that each and every one of us has a passion within ourselves, no matter if we know it already or not. But how do we start discovering our passion? Let’s start from these three ideas inspired from the article mentioned above.

PR for your startup

This blog post is inspired by the current trend in the business world, where almost everybody seems to go back to the basics of promoting a business. Zwilling points out into a recent article the fact that “as an entrepreneur, it is never too early to start selling yourself and your idea”. And it makes a lot of sense. In order to have a successful company, you first have to put it out there for everyone to see. You have to make sure that you promote your brand and that you have a marketing campaign in place, no matter if it is meant for online or offline. This is pretty straightforward and every entrepreneur set to develop a new business idea knows it. What good does it make to have a great product if no one knows about it, right?

The decline of CSR and the rise of sustainability

Have you ever wondered what is left after a CSR campaign is over? What kind of water do people drink in Africa after the clean water delivered with the CSR campaign money is over? I often ask myself this question and I can never find its answer. Call me a skeptic, but whenever I think of all these CSR campaigns which bring clean water to Africa, etc. I feel there’s something missing in the whole picture.

Entrepreneurs everywhere should think globally of their business

Reading this article by Becky DeStigter my memory was triggered into remembering the event I attended in the beginning of May. It was held in Copenhagen, Denmark, and it functioned as a bridge between the Danish entrepreneurs and the ones already settled in Silicon Valley, US. Basically, the audience got the chance to learn from successful entrepreneurs the importance of having a global startup. As DeStigter also points out in her article, an entrepreneur should consider the global implications of his/her business idea from the very beginning. This cannot be stressed enough. The entrepreneurs from Silicon Valley, with several years’ experience in the field, stressed it again and again. Any business idea should have a global perspective and plan, even though the launch on the international market will not happen in the close future.

Entrepreneurs need to master the art of saying ‘no’

Martin Zwilling writes in his article something most of the entrepreneurs today are already aware of. That is, ‘all startup leaders are besieged with requests for their time, attention, talent, money, or influence, and sometimes even good requests won’t fit into the time and energy you have available.’ Well, not many understand that in order to be able to balance these kinds of situations out, they need to be able to say ‘no’; and do it with a smile on their faces. Here we are not referring to ‘no’ as in a rejection. Saying ‘no’ is more of an acknowledgement that not everything can be done. There is simply not enough time.