email marketing

Nov

2019

It’s Eco Brands’ Time to Step up, Step out, and Educate

Eco eCommerce stores have been popping up since the early 2000s and have grown with the high demand for more environmentally conscious products. It’s easier than ever to source the items you need for a cleaner, greener lifestyle. Here are 5 of the Top Eco eCommerce stores that have created a loyal following, some of which might surprise you.

1. Tiny Yellow Bungalow

2. Wild Minimalist

3. Package Free Shop

4. Tesla

5. AltE Store

Products with harmful eco footprints that have been dominating the markets are finally seeing a dip in sales as consumers demand healthier, more sustainable products. People are starting to question if the items they buy are contributing to the harm of the planet. Product packaging is also under some well-deserved scrutiny, leaving the scientific world to examine the health and ecological footprint on our environment; see the CIEL Plastic & Health Report. However, while we wait for science, the collective sentiment on plastics in our environment is that we now assume they’re having unknown and damaging impacts on our health and ecosystems. Major brands are starting to pick up on this consumer dissatisfaction with the destruction of our planet because of wasteful packaging. This is why labeling and marketing products as green are on the rise. However, consumers are in the middle of deciphering, what is the truth and what is greenwashing.

The shift from big brand greenwashing to emerging green brand education

According to a 2017 consumer market study released by Unilever, ⅓ of consumers are taking charge to actively seek and purchase from brands based on their environmental and social impact, see more in the white paper 2020: The Future of Environmental Marketing. More governments are implementing policies to get rid of toxic products, as well as incentivizing companies, to comply with environmental standards and create healthier products. Brands that are creating and selling harmful and toxic products know they need to either (A) adjust their profit model to include externalities currently thrust on to the public (B) spend a lot of money on greenwashing. Unfortunately, many of these big brands are doing the latter. As new, genuinely sustainable solutions arise, and toxic brands see more failure in their greenwashing and toxic lobbying tactics, we will see a massive shift in people turning to green products. Emerging brands will realize the need to adopt a powerful educational green marketing strategy for their sustainable brand to become the norm, and for toxic products to disappear from our stores.

The buy less movement’s chance to leverage Black Friday and Cyber Monday

Black Friday and Cyber Monday used to be huge one-day-only sales events associated with big-box lines, crazed shoppers, with admittingly controversial beginnings. Black Friday and Cyber Monday have now become a week-long sale event where most people wait to get great deals. Like REI who encourages people to go outside for Black Friday, many eco brands know it’s time to step up the competition and grab market share from their greenwashed counterparts. A recent study by BlackFriday.com and Offers.com shows that consumers start holiday shopping as early as September. The same survey revealed that November is just as big of a shopping month, as December. This means eco-brands who are genuine about helping people switch habits, will be competing with the unsustainable brands, during the holiday months.

Since people start their holiday shopping up to three months before, nurturing your leads, as well as current and past customers, means educating them around your product and its environmental solutions. More studies are finding that consumers don’t want to be sold to, especially those who are interested in eco-products. People want to be educated and engaged in making a genuine difference. Especially for eco-brands, education is a huge opportunity to make people who follow you, the smartest people in the room. Show off your sustainability chops, and help people determine the genuine eco-claims. Providing content that educates consistently, and messages that start during the weeks leading up to Black Friday and Cyber Monday can set your end-of-year sales up for success, eh hem, and the planet.

Eco brands’ time to step up, step out, and educate

In a Nielson survey, 66% of people surveyed about new consumer expectations, said they would pay more for brands that commit positively to the environment. However, it doesn’t stop there; consumers are becoming more aware of the misleading claims many unsustainable brands are boasting about. Greenwashed and unsubstantiated environmental claims have led to a general sentiment of distrust in eco products. Once consumers are educated and shown proof, people quickly become loyal evangelists and promote their favorite eco-products proudly. And an excited, happy customer that believes in the same mission as you is marketing gold that most big brands can’t touch. In fact, 62% of consumers surveyed, said trust is the most significant factor for determining whether they click the ‘buy now’ button. This means that to gain trust and sales, brands will need more than just a label that says your product is “eco-friendly,” it needs facts and scientific proof.

“Consumers want greener goods from greener companies. This focus on sustainable values has superseded a focus on product, lifestyle, and many other previous marketing methods. Consumers buy green for a reason. Companies need to understand what motivates the consumers so they can align their operations and communications to emphasize these values. True success comes not just from using a green message, but from applying all of the wisdom from the marketing discipline.” – Duquesne University, 2014.

Educational content is the golden ticket, especially for eco-companies. An ongoing study at A.R. Marketing House proves that people make purchasing decisions based on if a product improves their environment or health, almost 77%.

Big brands are very aware of this and spend their marketing dollars on greenwashed content to highlight their charitable contributions and fluff stories to distract from their toxic products.

How eco eCommerce brands can execute intelligent marketing for the Holidays

Creating environmental educational content that leads up to Black Friday, Cyber Monday, and the December holiday shopping season is the way eco-eCommerce sites can have a leg up this holiday season, and into 2020. It’s especially crucial for green businesses to educate all year round. If earnest environmental education isn’t currently a part of your marketing strategy, now is the time to jump ahead of the green educational content curve.

Educational, environmental content is the first step, and dissemination is step two. Where you share this informative content is vital. The 80/20 rule of creating amazing cornerstone content is spending 20% of the time creating different types of content and 80% of the time getting it to many audiences.

[su_pullquote align=”right”]”A $1 trillion market opportunity exists for companies that can successfully explain their sustainability efforts to consumers, according to a new study from Unilever.” – Baldino, 2017.[/su_pullquote]

Where to place and how to promote your educational content

There are many ways to start educating your audience. Starting with your website, you can create website content that is transparent and educates on things like our plastic crisis, solutions to climate change, and collective action your audience can take. The more you provide your audience with valuable, actionable content, the more they will trust your brand and be encouraged to share their new-found knowledge.

Creating a hierarchy of content where you develop one cornerstone piece, and multiple offshoots are helpful in the process of creating various pieces of educational content. These different types of content, i.e., videos, SlideShares, infographics, etc. can be tailored to all the platforms your audience is on.

Emails are a strong vehicle to deliver educational content that nurtures your list. It’s also a way to lead into Black Friday, Cyber Monday, Holiday sales, and your 2020 marketing strategy. As for the 2019 holiday season, it’s predicted that consumers will spend more than $12 billion, and 61% of shoppers will spend their money online. Leveraging your email list and creating content consistently will generate leads and nurture the people you have now, to shop with you.

When to start your Eco eCommerce holiday educational and sales campaign

The time to start building your holiday campaign was yesterday. The next best time to start is today. Most deadlines for a cohesive holiday campaign will need to begin by November 7th. The deadline is because Black Friday and Cyber Monday are no longer a one-day event, as most shoppers are too bombarded these days. You want lead-in and connection building content before offering up your sale.

Education done all year long creates educated consumers who are hooked on and align with your brand. The more we know about our customers, the more we can tailor education to their needs, and the more they will share that information creating brand loyalists.

Conclusion

Distinguishing between big-box greenwashing and emerging eco brands who are genuine is important to Millennials who are now the biggest and most educated of all U.S. generations. Millennials are not buying the greenwashed pitch anymore, no matter how hard companies swing an environmental angle for their campaigns. The more educational content eco-products create and disseminate, the harder it will be for the toxic brands to keep up with savvy consumers.

Email, website content, social media content, engagement campaigns, video content, and Green PR, are some of the best ways to incorporate education into a holiday strategy that you can carry into the new year. People are wary of brands with sustainable claims, tired of greenwashing and looking for real solutions. The new climate for green products and services requires brands to prove that they understand environmental issues, teach on those issues, and show that they are genuinely part of the solution. Consumers want to be taught to ensure they are making truly sustainable and healthy choices.

Knowing that consumers and their actions are changing is especially important information to take into the planning stages for holiday promotions. It’s no longer feasible to go into Black Friday and Cyber Monday with a one or two day sale if your brand wants to meet and surpass Q4 goals and sales, this is especially true for eco brands. The name of the game is building genuine relationships where your brand embodies your mission to improve the planet and help others along the way.

If you need a hand, our team can help get you started on your Holiday Strategy now. Hurry time is ticking. Contact the A.R. Team.

About A.R. Marketing House

The first and only green content marketing company to raise the integrity of “marketing”
We actively solve the challenges that environmental companies face
Offer new and different approaches to marketing as environmental companies have: different pain points in sales journey; up against greenwashing; new ways to approach Public Relations, educational approach to marketing strategies
Educational forms of content marketing strategies

Resources:

https://www.ciel.org/wp-content/uploads/2019/02/Plastic-and-Health-The-Hidden-Costs-of-a-Plastic-Planet-February-2019.pdf

https://www.nielsen.com/us/en/insights/report/2015/the-sustainability-imperative-2/#

https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-sustainability-report-oct-2015.pdf

https://www.outboundengine.com/blog/content-marketing-and-email-marketing/

https://www.bigcommerce.com/blog/black-friday-ecommerce/#why-black-friday-is-a-big-deal-for-businesses

https://blackfriday.com/news/holiday-shopping-survey-data

https://www.thebalance.com/what-is-black-friday-3305710

https://nrf.com/media-center/press-releases/consumers-will-spend-41-percent-more-last-year-during-winter-holidays

https://sustainablebrands.com/read/behavior-change/the-new-black-how-new-breed-of-consumers-will-spend-money-energy-this-friday

https://www.mww.com/corpsumer

https://www.inc.com/dakota-shane/96-percent-of-consumers-dont-trust-ads-heres-how-to-sell-your-product-without-coming-off-sleazy.html

https://armarketinghouse.com/1-trillion-market-share-for-companies-who-educate-on-sustainability/

https://armarketinghouse.com/do-consumers-really-care-about-the-environment-survey-says-100-yes/

Sep

2018

How to Leverage Email Marketing for Higher Profits and More Opportunities

Grow Your Efforts with Email Marketing

It’s more important than ever to start growing your email list. This is how you can start nurturing your audience, educating your customers, and increasing your revenue using email marketing.

Everything is a strategy, including the emails you send. Think of your email strategy as a hired salesperson. This salesperson is going to take the time to say hello, introduce themselves, provide the most useful information to help your audience in their buying process and keep in touch after the relationship is built.

Email is where you get to stay top of mind and educate further on your industry, your unique offerings, and also interesting topics and news related to your business or organization. You are an expert in your field, so enlighten people by sharing your unique knowledge. Take the time to choose what you want to educate your audience and also choose what forms of specialized content would best explain your key messages.

The great part about email marketing is you can pick a strategy, pre-write all of your emails and automate the process so you’re not tied to constant email creation and ideas. It’s technically your’s “forever-ish”.

Though a set-it-and-forget-it idea is nice, you will want to be sure and check in on your analytics and see how people are engaging with your automated emails. And while you don’t have to draft entirely new emails you can tweak and adjust your content to constantly improve your responses and really give people what they want.

Without further ado, here is your list of the 5 types of emails that you should start sending.

1. The Welcome Email

When you convert new subscribers to your email list, it is exactly like you’re starting a new relationship. Therefore, your emails should be treated and written accordingly.

Your Welcome Email is an excellent way to introduce yourself and/or your brand to your subscribers. I like to think of this as a virtual handshake or hug, but ultimately it’s the educational icebreaker to start a conversation.

Here are some quick tips on your Welcome Emails:

☆ Send quick automated emails to welcome and thank new members for subscribing the moment they sign up. Let them know what to expect from you in the future. This is the time to set the tone as a trustworthy leader that will only deliver valuable and reliable content to them.

☆ Guide new subscribers to any useful online tools on your website like your blog, social media, recorded talks, tools, etc. Really make them feel excited about what they will be getting and have access to now that they’ve subscribed. This will build loyalty and trust in your new relationship.

☆ Be sure to include a specific Call-To-Action. Guide your readers to what you’d like them to do next. Do you want them to join your Facebook Group? Connect with them on LinkedIn? Whatever you choose as your Call-To-Action, be sure it will add value to your audience.

☆ An important point to reiterate is to AUTOMATE your Welcome Email. You want whoever has subscribed to your list to receive this first email immediately. Once you set up your automation, you can rest assured knowing at any hour of the day, anywhere in the world, your welcome email will automatically be sent.

Here’s an example of a welcome email from an online beauty store. You can use this as inspiration for your welcome email automation.

2. The Newsletter

Your Newsletter is a place for you to educate and inform people about current events, current deals, articles, blogs, community updates, quizzes, videos, which help in relationship nurturing and allows you a platform to be newsworthy, interesting, and helpful.

You can choose to send your newsletters quarterly, monthly, bi-weekly, weekly or whatever rhythm is best for your particular audience. Remember, you want to be helpful and you want your newsletters to be focused. Try to stick to one general theme for each email and preferably one call to action.

Here are some tips for your next Newsletter:

☆ The flow and layout of your Newsletter. Are there too many pictures? Are there spammy words within the content? Just remember Newsletters are meant to be informative. Overall, all of this relates back to knowing your message, being well branded, and making sure you are always on topic with every portion of your newsletter.

☆ Make your Newsletter Personal. The more personal your newsletter message can be, the better open rates and engagement you will have, which turns into more sales. This is a good time to get your audience to know you better and provide them with new and helpful tools and information. Let your audience know these tips are exclusively for them. This creates more intimacy with your audience which also builds brand loyalty. You will see more repeat customers and referrals.

☆ Best Newsletter SEND TIMES. Do a little research and find out when your audience tends to check their email. You can split up your list to A/B test for open rates then send your newsletters at the best time based on your results.

Here’s a sample of a very helpful Newsletter from SugarWatch.org.

3. An Offer Email

Everyone loves a special offer. So here is your chance to give your subscribers an exclusive offer. Who wouldn’t feel special receiving an offer from a business or organization that you already have an interest in?!

This is a great way to drum up interest, engagement, and purchases.

Ultimately, Offer Emails reinforce the value that you are providing. This will build loyalty to your brand and give people an opportunity to try your products or services at a discounted rate.

Here’s a very simple and effective Offer Email from The Eco Laundry Company.

4. The Survey Email.

It’s DATA COLLECTION TIME! Cozy up to your inner geek and start collecting interesting and much-needed information from your customers. This is one of the biggest reasons why A.R. Marketing House is so different than any other marketing company. We believe in the power of converting your unique data into interesting content that is a) EXCLUSIVELY yours and b) that your audience will love. Surveys create an opportunity to learn and acquire information needed to tell your unique story, not to mention market insight.

By using data and creating unique content you naturally become an Industry Leader and make raving fans of your colleagues and clients. Not to mention, if no one else in your industry is creating that rich, much-needed content, your colleagues will be jumping at the chance to share, share, share!

Here’s an example of an email for collecting surveys:

5. An Exclusive Content Access Email.

Here is another way to deliver value directly to the inbox of your audience. Create and send exclusive and valuable content directly to your audience.

Below is an email example that shows how you can include exclusive content for your subscribers, making them feel valued while also encouraging others to subscribe in order to receive your very exclusive, valuable content.

So, how will you leverage Email Marketing?

One of our key offerings that clients love is email marketing. Perhaps because of the high ROI we yield, which is about ~40-60%. We specialize in getting great returns and creating relevant emails that clients and customers love.

Want to learn how we can get your email marketing in tip-top shape? Just ask! We’re always ready to help you succeed and make a positive impact on the world.

[su_button url=”https://armarketinghouse.com/shop/” background=”#dcae1d” size=”8″]START EMAIL MARKETING TODAY >[/su_button]

Jan

2018

Email Marketing Rakes in the Revenue (ROI)

[bctt tweet=”Email Marketing Rakes in the Revenue (ROI) #email #revenue #marketing #armarketinghouse ” username=”@armarketinghse”]

What is Email Marketing? Well, first and foremost it is a marketing strategy that carries the highest ROI of any type of digital marketing. It is an undervalued asset to any business. And literally every type and size of business should have an email marketing strategy. So, if you’re not utilizing email marketing, make this the year you start. Don’t waste anymore time wondering which avenue to choose for your marketing plan. Emailing is no longer a choice. It’s just a matter of WHEN you begin to rake in the revenue with email marketing.

GET STARTED NOW >

You don’t own your facebook, google+, twitter, or instagram feed. They are controlled by algorithms that can change at any moment, without any warning to you. But, do you know what doesn’t change? Email ! You can nurture your list any which way is best for your brand. You can send as many relevant emails directly to the inbox of your audience. You can get your subscribers to engage with you. Have fun with you. Educate. And when the time is right, purchase from you!

All of this can be done with the right email marketing strategy, automations and execution.

You don’t have time to keep putting off your emails, your competitors aren’t. The fact is no matter what channel or platform you choose to use for marketing, collecting emails and broadcasting personalized messages to your audience is ALWAYS going to be a part of a well tailored marketing strategy. Just ask Disney, Nike, or the World Wildlife Fund. It can also technically be done for FREE at the very lowest budget range. Of course, well executed copywriting and design will push the efforts over the brink into greatness.

I urge you to get started ASAP + by any means necessary whether you DIY or invest with experts, just make a plan to start now. We support 100s of clients with our Email Marketing Management. If you need help, we’re here to move you forward with the best strategy for your goals. We offer pre-built Industry-specific automations. Paypal credit. Bitcoin, Litecoin, and Ethereum payments. We’ve removed the barriers + the excuses. Because we’re supportive like that!

REQUEST YOUR STRATEGY

Feb

2017

5 Proven Strategies for Growing Your Eco-Friendly Business with Education-Based Marketing

The field of marketing has evolved significantly in recent years, and one of the most effective strategies is education-based marketing. Also known as inbound marketing, this approach focuses on attracting customers to your business rather than trying to reach as many people as possible with one-way communication.

Be the educator

Before inbound marketing became mainstream; the goal was to cast a wide net, getting a message in front of as many people as possible to finally turn them into customers. Now is the time to put yourself in your consumers’ shoes. Do you enjoy commercials? Do you love telemarketing calls? These practices are called “outbound marketing.” Sometimes these methods are necessary; often, they can cause overload; we want to meet customers where they’re at by delivering the content they want. We have officially moved into the day of practical education in the form of helpful content.

Taking the role of educator to engage and empower your audiences is far more beneficial to society than just converting. Get excited; this method of marketing is not only empowering for your audience but also elevates your business and your brand.

Use an Inbound Marketing Strategy

Adopting an inbound marketing strategy can be a highly effective and cost-efficient way to reach and engage with your audience. Instead of interrupting people with outbound marketing techniques like commercials and telemarketing calls, inbound marketing draws customers to your business by providing valuable information about your industry and sharing relevant experiences. This approach is preferred by many modern B2B and B2C customers. It can help your company stand out among competitors by offering a range of resources and options that benefit those seeking your services. Say goodbye to traditional marketing methods and hello to infographics, educational videos, and other engaging content that helps you attract and retain customers.

Attracting your customers to your business instead of trying to reach massive amounts of people with a one-way conversation is the preferred way to approach your potential customer base in a more effective, impactful way. Say bye to commercials and hello to infographics & educational videos. Providing your target audience with a range of resources and options will allow your company to shine amongst competitors and benefit those needing your services to improve their lives and communities.

Lead your customers to educated decisions

In today’s digital age, consumers have access to a vast array of options and information. To stand out in a crowded market, it’s essential to establish trust and provide value to your customers. This can be achieved through educational marketing, which helps lead your customers to make informed decisions that benefit their health, community, or environment. By sharing your expertise and providing valuable knowledge, you can differentiate your business and build a loyal customer base. Use educational marketing as an opportunity to enrich people’s lives and improve the world around us.

What consumers yearn for is knowledge, education, and wisdom. So, be the leader that delivers your specialty knowledge to them. Educational marketing is an opportunity to lead your consumers to make educated decisions, whether it’s for their health, community, or the environment. Realize how you can incorporate these ideas to enlighten people and improve lives.

How much to share? Using the 80/20 Rule

When it comes to sharing information with your audience, it’s important to follow the 80/20 rule. This means focusing on what your audience wants to know and delivering value to them rather than constantly promoting your products or services. For example, instead of discussing how you built your first product with a small budget, focus on how your product meets your customers’ needs and addresses their specific concerns or interests.

To effectively deliver value to your audience, provide them with useful and relevant content about your industry. This might include addressing common misconceptions, highlighting important issues, or simplifying technical information for beginners. By becoming a trusted source of valuable information, you’ll encourage your audience to continue seeking you out and, eventually, consider your products or services.

Of course, you want to generate publicity for your company, but balancing that with a focus on delivering value is essential. Use your content to encourage your audience to visit your site, attend an event, download an e-book, or schedule a consultation. By continuing to add value to their lives, you’ll build trust and create a deeper, more meaningful connection with your audience.

Be consistent with content

Implementing an effective educational marketing strategy requires dedication and consistency. At A.R. Marketing House, we specialize in creating compelling content for environmental companies that helps to expand their reach and drive business growth. We understand the power of education and are committed to providing valuable information to our clients and their audiences.

If you’re ready to see your company thrive through inbound marketing, we’re here to help. Our team of experts can research, create, and share content that engages and empowers your audience. Contact us to learn more about how we can support your success, or check out our other resources for additional insights and inspiration. As Nelson Mandela once said, “Education is the most powerful weapon which you can use to change the world.”