E-Mail Marketing 101: Getting Started

E-Mail MarketingIf yours is an enterprise that can be considered “B to C” – Business to Consumer – then E-mail Marketing is something that you not only need to be aware of, but need to be participating in. This is especially true if “coupons,” or special offers/special events serves a vital role in your Marketing Program. With Restaurants and certain Retail Shops, E-Mail Marketing is pretty apt to be your ticket to “Marketing Paradise.” It can work well for churches as well!

 In order to explain the process in detail, let’s use a Restaurant and a church as our examples as to how the program works. To begin with, we need to realize that there are two major challenges in implementing an effective E-Mail Marketing ProgramBuilding your contact list and coming up with viable offers to send to your list. The key to building your list is that you have to provide a reason for people to join. In the case of the Restaurant, you might offer a “2 for 1” coupon, or a “20% Off” your next order when they sign up. You provide patrons the opportunity to enroll while they are in your establishment, and at that time you explain that future coupons will be forthcoming when they “enroll” with you.  A Church might offer a free White Paper on Prayer or How to Enjoy Better Family Life for signing up.

      Once you have a list to work with, you can start your E-Mail Marketing Program. You might send out coupons for Karaoke Night, or for Holiday Discounts, or maybe even to join you for Monday Night Football. It is important to remember that an E-Mail Marketing Program is primarily to provide your business with “spikes,” corresponding to the event or holiday. Inasmuch as E-Mails tend to have a short “shelf life,” these are good for “short term” promotions.

Churches might want to offer an invitation to a special Holiday Service or even a “Movie Night” or special musical presentation.  Again, the idea is to get people into the church so that you can determine what their needs are and how you can help meet those needs.

      Regardless of the type of business you own and/or are promoting, there are several important facts you need to keep in mind when building your E-Mail Program. Most importantly, perhaps, is the fact that you will want to design your coupons in HTML. This not only allows you to develop and forward an “attractive” coupon that will render properly, it also provides you with the means to “track” your E-Mails, allowing you to know how many of them are being opened and even how many recipients are “clicking through.”

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E-Mail Fundraising

E-Mail FundraisingOne of the paramount challenges for churches and para-churches is fundraising.  While there are a number of “tried and true” methods available, the advent of the Internet and email has created paradigm shifts that mandate to enjoy continued success it is going to be necessary to stay on the “cutting edge” of technology.  Since ministry is the major concern of these institutions, it is probable that they will want to benefit from the experience and expertise of an email-marketing specialist with a successful email marketing firm such as Randall Mains and PATHMAKER MARKETING LLC.

Randall, a PK, grew up understanding the importance of fundraising.  If you’re like his Dad, the Rev. David Mains, asking for money isn’t your favorite pastoral activity. But, you do it because that’s how you fundeverything from keeping the lights on in the sanctuary to paying salaries to supporting ministries that present the life-changing message of the Gospel to hungry souls.

Over the past 25+ years, God has blessed Randall to help numerous churches and ministries with their fundraising needs through some specific skills that he has learned in life. His experience spans a variety of areas… radio, direct mail, various fundraisers, publishing, product sales, but (most recently), raising hundreds of thousands of dollars through online efforts such as email fundraising.

Here’s what he was able to accomplish for one growing church in Chicago:

The church retained him to help them open up new channels for funding their growing outreach ministry, which includes a church, radio ministry, television ministry, international humanitarian efforts, and the sale of the pastor’s books and teachings.

His first step was to help them build their email list. They were sending people to their website, but they weren’t capturing as many email addresses as they could. In addition to offering general technical support for their store, he installed 3 important things.

  1. He upgraded their website with an eNewsletter sign-up form and dedicated, benefits-oriented landing page to secure new email addresses. Together, these have gotten them thousands of new emails addresses – both to add to their mailing list and to replace those that inevitably fall off of mailings lists when people change email addresses or simply move on.
  2. He installed an eight-week series of welcome emails. Not only do these emails run on autopilot for ease of use, but they also introduce new acquaintances to the various aspects of their ministry.
  3. He went to work raising funds from the people on their email list. He writes, designs, codes, installs, and blasts a regular eAppeal for them that raises over $10,000 each month.

Below are several Email Fundraising Case Studies that will give you a solid idea as to what Randall can accomplish:

A. For a church in Chicago, who contracted with them to do their email fundraising, they recently filed a recent report that showed they helped the church raise $127,739 through email in 2010.

B. For a large broadcast ministry in Phoenix, they conducted a 13-month email campaign that reaped 1,816 gifts for a total of $190,887 in income, netting them $158,387 after considering all expenses.

C. They also have served several television ministries. One from the East Coast first contacted them for help with good web communications. That quickly grew into a successful eMail Marketing effort that has generated $750,000  in email donations from 9,000 gifts during their 53-month relationship to help them fund their ministry endeavors. For 2011, their email fundraising income was over $200,000 in an otherwise dismal economy.

As you can see, it would probably behoove you to make arrangements to work with email marketing experts like Randall and PATHMAKER MARKETING LLC sooner rather than later!

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E Welcome Series

ewelcome seriesProper Business Etiquette is as much a part of the business world today as it ever was, and that is just as true in regard to the Internet as any other business aspect! Fortunately, the email marketing experts at Pathmaker Marketing LLC are the virtual Emily Posts of Internet Etiquette! And, we stand ready to help ensure that anyone who visits your website is treated appropriately, wooing them back as not only interested parties but as actual clients!

As you have undoubtedly already surmised, you want to be sure to properly respond when someone visits your Website. For example, if they take the time to fill out a form or survey, it would behoove you to send an e-mail thanking them, and also provide them with a special gift! Your “thank you” e-mail should be something that is both eye-catching and memorable. With such an e-mail you will indicate to the recipient that, though you don’t know them yet, they are already important to you!

The “special gift” can be a downloadable White Paper that elaborates on how you and your company can assist them. This White Paper should not only elaborate on the services/products you offer, but also convince the reader at the very least they should give you and your company a closer look!

Contact with your “visitor,” however, should not end there! Your first follow up to your initial contact should probably come in the form of a coupon for their first order. This could be either a “percent off,” or perhaps a free gift with the purchase of an established amount on their first order.

How many contacts should you make?  An email marketing specialist will advise you to always keep in mind that the basic concept in using the Welcome Series is to get beyond the “Acquaintance Stage” and get people “up to speed” in regard to what you do and who you are! Your goal is to get people involved with your company as soon as possible and as much as possible!

Keeping in mind that this program is to help you develop a relationship with your customers, the “Welcome Series” program works equally well with Businesses and Charitable Organizations. In either case, this program does, in fact, get people up to speed in regard to what you do and who you are!

Perhaps the best way to envision what the Welcome Series helps you accomplish is through the use of the Development World’s “Pyramid Model.” In that particular Model, the “base” is where most people who contact your company/organization are located. The more involved they become with you, the further they “move up” the Pyramid. The goal, of course, is to get them to the very pinnacle of the Pyramid, where you have become an integral part of their world!

You may have noted that many companies and/or organizations already have a “Welcome Series” that they use via the U.S. Mail. With our experience and expertisePathmaker Marketing LLC can coordinate the two rather easily. With the transition of our world to the electronic age, this might be an excellent way to make the transition from “snail mail” to “e-mail!

To learn how, exactly, you and your Company can benefit from an E-Welcome Program you will want to contact an email marketing firm sooner rather than later! After all, you want everyone to reach the pinnacle of your Pyramid!

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Pathmaker Exists to Help Your Company Grow Online

Randall MainsIt’s my distinct pleasure to have the opportunity to serve multiple clients as their internet marketing expert, non profit consultant or ephilanthropy guru.  My hope is that the content you find in this blog will give you the online marketing tools you need to succeed. If we can help you further don’t hesitate to get in touch by calling us in Phoenix, Arizona at 623-322-3334. We are always willing to provide internet marketing ideas, and hopefully we can win your trust to hire us as your marketing or efundraising professionals.  Our email fundraising expertise, premier blogging services, keyword marketing strategies, search engine optimization services, and creative church outreach ideas place us uniquely in the forefront of what the internet can do to help your ministry grow online.  Whether you need help in church marketing 101 or advanced internet business marketing promotion online, we’re here to assist you.  We use the very same small business marketing strategies we recommend to our clients.  Plus, we just surpassed $1 million dollars raised for our 501c3 accounts via email fundraising. You can also see our high end website development and translation capacities by visiting the Corrie ten Boom Museum online, which is now being distributed in high tech 3-D technology in 20 different languages. For more details on me or Pathmaker Marketing, visit my Google Profile or Company Places page.

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The Bottom Line to Successful Email Fundraising & Marketing

The bottom line to successful email fundraising & email marketing consists of the following four simple steps to help you stay on track:

4 STEPS TO SUCCESSFUL EMAIL FUNDRAISING OR EMAIL MARKETING

Successful Email FundraisingAn excellent way to communicate, email has become so efficient that it has the U.S. Postal Service trembling in its boots!  But seriously, if you’re still doing direct mail only, you need to add email marketing to your mix of online fund raising tools. And to get the most out of your email fundraising or email marketing program you need to implement the following four strategic steps to success:

1)    Build Your Email House File – The most successful professional fundraisers are using email marketing programs to solicit their house files.  I know this may be a long process to develop these lists, but once you have a robust house file acquisition process in place, your email lists will grow and your efundraising or emarketing communications to those lists will deliver for you maximum results, way above any external list file rentals.

Typically, your house file consists of various sub lists like your customer file (first or two time buyers); your best customer file (regular, large or monthly donors, for example); and your prospecting file of requestors who have asked for call backs, downloaded white papers,  signed up for your newsletters, etc. 

In as much as your email success will mostly be measured in dollars raised, or as a conversion rate percent of the overall send, it stands to reason that a larger size internal file will deliver you a greater number of positive replies, once you’ve found ways to convert the list into sales or gifts.  In other words, make a commitment to building your house file, and then ensure that’s an on-going part of your marketing efforts.

2)    Test, Test, Test – There are several ways to proceed in this realm.  First, you will want to conduct a basic Email Split Test.  This is where you send out two or three different versions of the same email to determine which one(s) give you the best results.  You can test different subject lines, different email creative or different landing pages. By determining which ones perform best, you can fix the under performing ones and/or concentrate instead on the ones that were productive and successful.

A basic protocol we use as a basis for testing fundraising for non-profits is the following:

  1. Short cause-centric email to longer cause-based landing page
  2. Long cause-centric email to shorter cause-based landing page
  3. Premium-centric version email to basic premium (i.e. product Offer) landing page

3)    Evaluate Your “Core Metrics” – Your “Core Metrics” are your central pieces of data that help you make primary decisions regarding your email sending.  There are three major ones, and numerous secondary ones. The majors we use are the following:

a.    Opens (How Many Emails Delivered Were Opened)—this metric is not completely accurate but as a guide it’s good to help you determine the effectiveness of your Email Subject Lines. When your open rates are low concentrate on improving your subject lines.

b.    Clicks (How Many Opened Emails Clicked Through to Landing Pages) —this metric reflects the effectiveness of the email creative itself. If your click through rates is low concentrate on improving your email content (i.e. creative). Usually a good ESP will also provide data on which elements of your creative were clicked on, giving you insights into those things that drive click through for you.

c.    Conversions (How Many Clicks Became Sales or Gifts) —this metric reflects the effectiveness of your landing pages at converting the visitor into a buyer. If your conversion rates are low concentrate on improving your landing pages.

A sub-item to consider regarding conversions is the average amount of each sale or gift, which, will also affect your overall results and thus can help you determine the over-all value of your various Split Test groups and online fundraising efforts.

…And a Bonus Step to a Successful Email Fundraising program:

4)   Fuss Around to Optimize – I can’t emphasize enough how important it is to continue tweaking your programs, looking for pockets of opportunity in the data, and searching for ways to optimize your efforts and their results.  Figure out what people are clicking on and accentuate the positives, then eliminate the negatives! Keep a document of lessons learned as well, so you can refer back to things you have gained over the years that you can build on in the future.

Email marketing is a proven and effective way to enhance your ephilanthropy, so use these four principles to accelerate your email marketing efforts, and call Pathmaker Marketing in Phoenix at 623-322-3334 if we can be of any assistance to you. Or read further about this topic on our blog about email fundraising.

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Creating a “FIVE STAR” Footprint on the Internet for Pastors

Five StarThere is no question that the Internet has become a major source of acquiring information, about topics and about people.  As a result, many pastors are discovering that it behooves them to have a substantial presence on the Internet, a Five Star Footprint, if you would, that helps to further the church they serve and the ministry that it offers.  With that thought in mind, I have put pen to paper to help those individuals who do, in fact, want to accomplish this particular goal.

The first thing a pastor needs to do is decide is whether they want to be “covert” or “overt” when it comes to the Internet.  If, as you are reading this, you decide that your decision is to be “covert” you need not bother reading any further, as this article is being drafted for those individuals who want a higher profile when it comes to the Internet.  If you have not yet made this decision, a major determining factor is this:  If you believe that many people choose a church because of how they feel about the Senior Pastor, you will definitely want to develop an overt persona, to ensure that you are not a “mystery” to potential new members.

It must also be understood that, like it or not, the Internet will contain information about you. Understanding this basic fact is pastor and Church Marketing 101. The question is, if people check you out online what do you want them to find?  Do you want them discover a random jumbalaya that Google assembles, or a concentrated effort that you have orchestrated and put together?  If you opt for the latter, what you will be doing is developing your own online profile rather than relying on what Google might come up with.  The thing to remember is, if you leave it up to Google , what viewers see might be positive, benign, or adverse.  Google doesn’t filter the material, they just display it. But effective internet marketing doesn’t leave these important matters to chance.

My contention is that if you are going to be “overt” you might as well be ubiquitous as well!  So, to create a Five Star Footprint you will want to begin with the Search Engines, of which there are three main ones: Google, Bing and Yahoo.  Google is the dominant engine, and in that channel there are several “Google Searches,” and you will want to make sure that you show up in all of them.

1. Tackle the Search Engines, Google First – Your first step is to show up in a “general” Google Search, which displays everything on the Internet.  There is also an Image Search, a Video Search, a Local Search (known as “Maps”), a News Search and lesser searches such as Books, Blogs and so on.  As a result, your number one priority in establishing your Five Star Footprint is to “tackle” Google.  Once you have done that, you can then concentrate on Yahoo, Bing, and other places.

To begin the process, “Google” yourself and see what shows up.  In doing this, use every variation of your name as possible:  Rev. Bob Smith; Rev. Robert Smith; Rev. Robert E. Smith; Pastor Bob Smith; Pastor Robert Smith; Pastor Robert E. Smith and so forth.  Once you determine what shows up for you in these searches you need to identify the items you feel positive about.  For example, if GOOGLE displays your FACEBOOK page and you like your FACEBOOK page, this is a web property you need to concentrate on developing further.  You do this by adding content to that web property first, then finding ways to build backlinks to it. Make this your pattern: Concentrate on developing web properties that already show up in a Google, Yahoo or Bing search that you have control over. They are low-hanging fruit that you can more easily influence.

2. Take on the Social Networks – Other channels where you will want to make sure you position yourself by developing a presence include: creating a FACEBOOK Page and possibly a FACEBOOK Profile; make sure you have an account on LINKEDIN, that you have a personal website, a Twitter Account, are on YouTube and possibly Vimeo.  Once you have opened all of these Accounts and continue to add content to them they will most liekly show up as well on a GOOGLE search of your name.  If you don’t currently have any videos you need to start doing them – – on your sermons, or a “Scriptural Seconds” series.  Videos can get you listed in a both a general set of search results as well as Video Search resuls.

3. Populate the Web with Your Photos – Displaying photos of yourself is another good way to develop a Five Star Footprint.  If you don’t have a Flicker Account get one as soon as possible.  Upload your photos so that they are “optimized” to your name.  You accomplish this by entitling the files “PastorRyanSmith_DesMoinesIowa” rather than “img9356.jpg”.  You can also get into FLICKER and write a Title and a short paragraph about each photo.  Remember, GOOGLE “interprets” text, not images, so once you upload your images, give it a proper file name, proper title (Pastor Smith Preaching in Pedusky), and description. Then, if someone searches “Pastor Smith,” GOOGLE will potentially bring up the photo in the display results.  You can also put photos on your Blog (make sure they are titled properly too!) and on your FACEBOOK Page.  Be sure to back link from Flicker, FACEBOOK, and your Blog to your website.  By posting and optimizing your videos and photos onto the web in these various places, like Facebook Flickr, YouTube, Vimeo, etc, you are providing the internet with images that you want people see, rather than leaving matters to chance.

4. Move into Advanced Footprinting – Once you’ve begun to get your web properties, social networks, videos and images populating the web on searches for your name, you can move into advanced areas of branding and footprinting. These would include things like regular blogging using a ministry blog or  premier blogging service, Facebook posting, tweeting, article submissions, link building, social bookmarking, local listings, and so on. You might even graduate to targeting keywords beyond the variations of your name, or using online marketing tools like SEOMoz, aHREFs, SheerSEO and others. In many of these cases, you may even want to retain the professional services of a non profit consultant, like Pathmaker Marketing.

You may want to take a few moments and Google the following individuals to see how they have established their Five Star Footprint. Evaluate each person to see what is showing up. In some cases,  you might be able to replicate their paths to success. The first, Dr Michael D Evans, totally dominates “page one” rankings on Google Search, Google Images, and Google Video, which, obviously, is a very good position to be in! But others do too, and you can as well, with some time and effort taken to get yourself there.

Dr. Michael D Evans

T D Jakes

Billy Graham

Bill Hybels

Luis Palau

The importance of establishing a Five Star Footprint, as we previously mentioned, is that it allows you to control what people find when they Google your name, rather than leaving what they discover to chance.  As people rely on the Internet more and more to help them make decisions of where to go and what to see, ensuring that you have a positive presence online is not only a good idea, it is a veritable must!

Disclaimer: The process above can go quickly and smoothly for some pastors who have uncommon or unusual names. For those with common names – ones that many other high profile people share – the process will be more protracted and results deferred. Don’t get discouraged by this. Most of these results take time to developed, meaning 6-12 months or longer to get establish a pervasive, ubiquitous Five Start Footprint developed. If you want my personal assistance in this regard, call me at my office at 623-322-3334 or Skype me at Pathmaker.Marketing

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How to Establish Yourself as an Expert and Generate Sales

Generate SalesWhether you are a premier blogging service, non-profit consultant or a fundraising company, the bottom line is you need to generate revenues. Do you know how to make people buy from you? Well, they have to trust you. Do you know how to make them trust you? Basically, they have to believe that you know what you are talking about. In short you have to be viewed as the expert that they can count on in your field.

In this post, I will detail the things that you need to do in order to push your brand and be seen as an expert in your field. Once you have accomplished this, you can be sure that you can easily generate sales through your blog. Here’s how:

  1. Write contents that they would be willing to share – The first thing that you should do is to write contents that are share worthy. This means that on top of the facts that you are going to present, it has to be an interesting read and helpful to the readers. If the content you wrote is share worthy, people will recommend it to their connections and this will increase your online exposure to a wide range of audience. This will bring awareness to who you are and the kind of knowledge that you bring.
  2. Use multimedia – When I say contents, I don’t mean only written ones. You can also share your expertise using audio and video. You can for example upload  talks on Blog Talk Radio or create a podcast at Blubbery. All these can be automatically uploaded to iTunes for greater exposure. And you should not forget to start your own YouTube channel because the exposure that you will get here is simply awesome.
  3. Use the features of the social media – Give links to your contents in Twitter, answer questions in LinkedIn Answers, interact on Facebook. In short, using the social media can be helpful.
  4. Join groups that are looking for experts for media exposure – Facebook and LinkedIn have groups that are constantly looking for experts for media exposure. Look for these groups and join them and then answer queries related to your expertise. Profnet  from PR Newswire is also a good place to brush elbows with journalist and authors to further your exposure.
  5. Interconnect your efforts – Your business marketing promotion online should be integrated so that you can exploit its power. You can interconnect your Internet business marketing promotion website and Ministry blogs with Facebook through its social plugins and use tools like Twitter feed so that you can feed them to Tweeter as well. Aside from the exposure that you will get, you will also increase the PR of your website and blogs through these links.

Unless people see you as an expert, you cannot expect them to part with their money. By making enough credible noise, people will begin to see you as somebody who knows what you are talking about. Take note, you have to make credible noise and not just any noise. This means accountability on your part because the moment that you publish something erroneous, that would be the end of your online fund raising career.

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How to Use Animated GIFs for Email Fundraising Impact

concept mouse on the moneyWe have emphasized the importance of a tailored message in your email fundraising campaign and animated GIF is just another way to infuse more personality to it. Although this technique is no longer as famous as it used to be in Internet business marketing promotion still, it’s very effective and as a professional fundraiser it’s still worth your time.

With the exception of Outlook, animated GIFs are compatible with most email clients and therefore, you can be sure that your animation will be viewed by your recipient. Here are a few tips on how to do it:

  1. Display a complete message in the first frame – In case the entire animation does not display well with the recipient’s email client, make sure that the first frame conveys the entire message. This is to ensure that what you wanted your clients to know will get to them even when things don’t work as expected.
  2. Small is better than big – In the case of animated GIFs, small is better than big. This is so because you want to avoid the spam filters of most email clients. Another thing is, you want to maintain the speed of the way your email loads because if it’s too slow, you know already what your recipient will do with it.
  3. Let the animation cycle for several times – Allowing the animation cycle for several times will ensure that the viewer can see the entire message. After this, allow it to go static for 30 seconds. This is also another reason why you have to keep it small.
  4. Consider how the email would look like without the animation – There are email clients that are intentionally set to block animation and that is why, you have to consider how your email would look like without it. The point here is to avoid relying solely on animation to convey the message. You have to remember that your purpose of using it is just to spice it up a bit but not to cripple the entire campaign just because the animation part does not display well.
  5. Avoid overusing animation – In relation to the above, avoid using animation too much. There are a lot of disadvantages of overusing animation and that is why, you have to use it sparingly. Aside from slowing the loading down, it can create a visual mess when not used properly. You have to remember that you don’t want to irritate your recipient and too much animation is the best way to accomplish that.

Although a lot of professional fundraisers have abandoned the use of animated GIFs in their email fundraising campaigns, still we suggest that you reconsider using it. It is a great way to customize your mails and add a little bit of personality to it. If done properly, you can be sure that it will bring a great deal of conversion to your overall online fundraising campaign.

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Church Outreach Ideas — How to Use a Prayer Wall

Prayer WallA prayer wall is a web application where you can conveniently post prayers and pray for others as well. It’s so easy to use and the convenience will put prayer chains to shame. Updates on past prayers are easy to do; you don’t need to send hundreds of emails to keep people informed. Talk about Church outreach ideas, this is the best there is. Here is how to use it:

  1. Post your prayer request like a tweet – The best way to post a prayer is to make it concise so that those who will pray for you will not have a hard time remembering your request. Added to that, there are also details that you want to intentionally miss out especially if they are too personal. You can think of this as a tweet except that it’s a prayer.
  2. Post a prayer for others too – Don’t just pray for yourself, pray for others as well. Intercession is a virtue that is highly encouraged in the church and what better way to help your brethren than to pray for them and encourage others to pray for them too?
  3. Avoid correcting the prayers of others  – If you disagree with other peoples’ prayer request, there is no point in correcting them. You have to remember that the prayer wall is a public environment and making a public correction to someone else’s prayer is just too insulting.
  4. Avoid gossips in your prayers requests – It’s easy to fall into this trap. What was intended to be a genuine concern that needs to be prayed for progresses into a gossip. If you think that a request is a gossip in the making, you can flag it as such. The admins of the church website will then remove it from the prayer requests and decide if it is indeed a gossip. Just like other Outreach Ideas, this too has to be protected from misuse.
  5. Truly pray – If you want to pray for a request, all you need to do is press the “pray” button and the number of those who prayed will increase. On the downside, you can actually just press the button without actually praying and the person on the other side will actually believe that the number of those who prayed are actually a lot. This just defeats the purpose of a prayer wall and should be avoided. We have to remember that we are accountable to God and dishonesty just doesn’t pay.

 A prayer wall is just a web app that makes the job of prayer warriors a little easy. This will encourage more prayers and a great way to see your ministry being fruitful. All you need to do get in touch with Pathmaker Marketing and have it installed in your Church’s website or ministry blog. If you have any other Church Outreach Ideas, we would like to hear about it too.

 For examples of some Prayer Walls we’ve installed, go here:

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What Are the True Costs of Email Marketing?

hiresEmail marketing and email fundraising have been known to have a good return on investment (ROI), but a good business person will not simply disregard all the expenses incurred in the entire business marketing promotion online. Knowing the actual cost of an email marketing or email fundraising campaign will help you get the best value for your money. In this article, we will break down the actual cost of email marketing for you. Knowing the cost of an undertaking will help prevent surprises that could be unpleasant down the road.

  1. The number of campaigns  – Knowing the number of campaigns is the most obvious determinant of the cost of any Internet business marketing promotion. When you are just starting out, this is not going to matter the most because you will obviously have lesser campaigns to make. But as your business grows bigger, you will have to begin to plan the number of campaigns that you are going to make because this can be potentially burn a hole in your pocket.
  2. Number of contacts and emails you want to send – Another thing that you have to look at is the number of contacts which correlates to the number of emails that you want to send every month. The higher this goes, the higher you will have to spend.
  3. Fees for marketing manager or agency – For those who are just starting out, the tendency is to hire a cheaper ESP (Email Service Provider), but these may have certain caveat. Sometimes cheap is also synonymous with lousy service and that is why you have to be very careful in the selection process. As your business grows, it stands to reason that you have to consider hiring a top tier fundraising company which means, higher fees as well.
  4. The cost of the email list – For those who are too lazy to build an email list from scratch, you would have to count also the cost of renting an email list. As we have warned in our previous posts, this can also mean low conversion because of low relevance.
  5. Fees for technical support – Depending on the plan that you bought, some fundraising companies do offer technical support for an extra fee. This will give you certain advantage but you have to remember that this could mean extra expenses too.

Since cost is the most important factor in every business decision, knowing the cost of an email marketing campaign has a lot of advantages. But despite its cost, email marketing has great return of investment and therefore should not be ignored by any online business person. Studies have shown that for every dollar that you spend on email marketing, it will have an ROI of $42. Planning for it though, will even give you a better bang for every buck.

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