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According to a study by Radicati , a leading technology research firm, the number of email accounts in use worldwide is estimated to grow from 4.1 billion in 2014 to an estimated 5.2 billion by the end of 2018. As email remains a relevant means of communication, maximizing the ease and broad reach of this tool is an integral part of business marketing campaigns.
Successful email campaigns get your brand and product in front of new customers and keep old customers coming back for more. According to www.moonrakermarketing.com , a prominent digital marketing agency, getting recipients to open the message is the biggest hurdle to an effective email campaign. What you put in the subject line is key: you want the subject to be appealing and eye-catching without being deceptive or misleading. Understanding and catering to your audience’s preferences is key. Here we list some of the popular tactics top marketers use to boost open rates:
Using a surprising subject line may cause readers to pause and think before swiping left to delete your email. Whether the surprise is meant to entertain or just catch someone off-guard, it may make readers curious enough to click-through and read the rest of your message. Examples of surprise subject lines include:
If you are targeting a smaller audience, take the time to personalize the emails you send to potential clients. Business owners and consumers alike get hundreds of emails blasted through the inbox each week, and adding a touch of personalization may entice them to see what you have to say. Word of warning here though, most readers have gotten pretty adept at discerning mass personalization techniques. For instance, when marketers use my legal name “John” in a subject line, instead of my nickname “Jack”, which even my social acquaintances call me, I almost always immediately delete because I know they don’t know me and just want me to buy something. Successful personalization techniques include:
Nobody wants to be left behind. If your target feels like he or she is being left out of the loop, they'll want to find out what they're missing. There's a huge temptation to follow the crowd of experts or knowledgeable leaders, or at least know what they know. It should tell them who or what is finding value with the product or service as well as how they can benefit. That value should be in the subject line before the target will even click to open. Examples:
When you start your subject line with "how to", you let the audience know your email has valuable contents inside and they know what to expect from reading it. Your subject line is transparent and hopefully appeals to their desire for knowledge gained:
When you use recognizable pop culture references in your subject line, the person feels like part of the “in” crowd. A boring topic can get an interesting spin with the use of a pop culture reference.
When it comes to blog posts and email subject lines, everyone loves a list. The Content Marketing Institute suggests using odd numbers for lists because they have a 20 percent higher rate of click-through than even numbers.
If your message subject doesn't stand out in an inbox, it’s sure to end up in the trash. With a split second to impress, shock, or delight someone before they delete your email, optimizing your subject line is key. Good luck boosting those click-through rates!
Email marketing campaigns are highly effective business tools when used properly. Unfortunately, many businesses use email ineffectively and send messages that go straight to the recipient’s spam folder without so much as a casual glance. Here are five tips to help you get your emails read.
See our first post on boosting your open rates. Getting people to even open your email is a critical first step in your campaign. Use an enticing subject line that is still accurate and concise. Avoid click baiting. Creating misleading headlines to trick people in opening your messages doesn’t represent you or your brand well, and is an excellent way to convince your email recipients to flag your message as spam. It's equally important to send emails only when you have something meaningful to say or offer. A few emails of substance will be much better received than a bombardment of meaningless, hollow messages.
Include a coupon or provide a free item to customers who click-through to your site. Perhaps the emails themselves could be the benefit, promoting new items before others can get them. People are much more likely to open and read your email marketing materials if you give them a compelling reason to do so.
It's a simple fact that not all of your customers will be interested in the same things. Make sure your email list is broken down in a way that makes targeting your leads easy. Send emails only to those who would be interested in a specific product or service. A handful of emails sent to targeted groups are much more effective than mass emails that take a one size fits all approach. There are countless email software programs available that streamline this process for you.
Monday morning inboxes are usually full, and people are busy trying to plan the week ahead. Friday afternoons aren’t ideal either, since people start focusing more on their weekend plans and how early they can leave work for happy hour. According to Insight180 , the best time to send a marketing email is mid-morning or mid-afternoon on a Tuesday or Wednesday. Any good email marketing software will enable you to schedule your emails to send at a specified time, so take advantage.
Don't just send emails out into the void and wonder about their fate. You can't tweak or refine future ad campaigns if you don't know what works and what doesn't. Invest in software, like Mailgun, to monitor how many of the emails you sent are actually opened and how many people clicked through to visit your site. You can also track campaign results by offering customers who mention that they read your email a discount or giveaway item. If you're not measuring your results, time spent preparing and sending out email campaigns could be time spent just spinning your wheels.
There are at least 3.3 billion reasons to believe having an online presence is important for every business. That's how many searches are performed on Google, the world's most popular search engine, every single day. When younger customers and tech-savvy older clientele look for the answer to a question, a product to buy or something to entertain themselves, they almost always start by picking up their phone or their mouse and navigating to a search engine.
If they are looking for your product, service, or business, making your next sale depends on their ability to find you and what you have to offer.
Search engines find your company by establishing a context for your web site. By comparing the words, images, tags and titles on your site with what that search engine knows about other sites in your category, it is possible to determine where your pages should fit in results for one phrase over another.
Making certain your pages say what they should about your company is the first step in digitally marketing your products. Quality content helps make sure you are findable, but you also have to be sure your site is found after searches likeliest to be performed by your customers. For example, I was recently hired by a moving company out of Chicago to do their digital marketing campaign. I started by identifying the keywords that their customers would likely use if they were looking for Chicago-area moving services, such as “movers Chicago”, “Chicago moving companies”, “cheap Chicago moving”, “local moving”, “long distance moving”, “full service moves”, etc.
Digital marketing is also referred to as search engine optimization, or improving the way you appear in search engine results. Once you identify your keywords, you’ll want to change the content of your web site so it includes these key search terms. In the case of my aforementioned client, we updated the content on their site to include all relevant moving services and the geographies they serve. Now Google and other search engines will have a better idea of how to rank the site, because they can see who it's for and what it's about: people looking for Chicago moving services. Hopefully, quality content with the right key words will make your site rise in the rankings (appear closer to the top of search results) for those important search terms. Higher rankings, in turn, drive more relevant search traffic to your site, which hopefully means more converted sales.
If your company is interested in the younger demographic, it is vitally important your web site and all your digital marketing efforts take mobile devices into account. It is far more likely that the first contact anyone has with your web site will be on a mobile device, and it is worth considering the fact more than 90% of time spent on mobile devices is spent using an app of some kind. Additionally, Google recently updated its algorithm, making it even more imperative that you have a mobile-friendly site.
To capture these customers, your company not only needs a digital presence, but also needs a mobile strategy. Perhaps an app will help your company convert new customers? Perhaps your mobile strategy can be integrated with your web strategy? Whatever your approach, making certain you are where your customers are is good business.
As with any business strategy, there are no sure things. But you do stand a much better chance of building new sales and advancing your company if your digital marketing initiative is effective.
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