It always comes back to copywriting. You can blindly post to social media, or you can take a step back and carefully wordsmith the language of your updates. The right concoction of words can multiply the effect of your social media efforts. Today’s infographic will help you get started in the right direction. Just be sure to track what you’re doing and measure the results. And even though most social media networks track your performance for you (using their native analytics systems), I find it’s always a good exercise to record your performance in a Google spreadsheet. It makes you…
The post Infographic: The Surprising Words That Get Content Shared on Social Media appeared first on The Daily Egg.
Black Friday and the holidays are fast approaching. Big box retailers have filled their storefronts with holiday décor, and Santa will soon to have hour-long lines at the mall. You’ve got a choice with your brand: to embrace holiday marketing or to let it pass you by. Of course, you know that your strategy, no matter what needs to engage your customers across multiple channels. And with email being 40 times more effective at acquiring new customers than Facebook or Twitter, it’s important to note that email is not to be ignored.
In this blog, I’ll cover six critical tactics to run a successful email marketing campaign this holiday season.
According to DMA, marketers have found a 760% increase in revenue attributed to email from segmented campaigns. Start with some basic segmentation: separating your active subscribers from your inactive subscribers. This not only ensures the best possible deliverability, but you can then target the two separate groups with different messaging. A simple subject line tweak to the inactive segment that feels personal and triggers emotions, such as ‘We missed you,’ can go so far as re-engaging them. Once you have this covered, you can delve deeper into segmentation, focusing on things such as age, gender, browsing activity, and purchase history.
A key element of successful email marketing lies in personalization. This can be as simple as putting the subscriber’s first name in the subject line or body copy of the email, or something a little more sophisticated, such as re-targeting the consumer with similar options to items they have previously purchased or browsed, or adding personalized suggested content through a solution like Marketo ContentAI. Campaign Monitor’s report states that emails with personalized subject lines are 26% more likely to be opened, so why not start there?
Remember—always keep an eye on your data and watch to see what works for your audience. If you consistently achieve a higher open rate with subject line personalization, consider making it a permanent fixture in your email strategy.
One strategy for the holiday season is targeting inactive subscribers with a re-engagement campaign in the lead-up to Black Friday. This means slowly ramping up the re-targeting campaign—to avoid being blacklisted—and aiming to re-activate subscribers and build your database in time for the big sales. The first step is ensuring these subscribers are still within the time limit of permissions in the various CAN-SPAM/CASL laws. Once you have that covered, you can split the segment into manageable chunks and begin to email.
I suggest sending a similar email to that of your active list, with a varied subject line and intro paragraph. This keeps it relevant and straightforward and only involves minor copy tweaks to be more personalized to that segment. At the end of a couple of weeks of re-engaging these subscribers, hopefully, a number will drop back into the active list, just in time for those sales!
Another tactic in the lead-up to the holiday period is to re-email those who have not yet opened the email from your initial send. If you’re sending a daily email, wait 6-8 hours and use a query to find those subscribers who haven’t opened.
Compile a segmented list of these email addresses and re-send the email—with a different subject line and hero. Everything else in the email can remain the same, and you should hit the audience who choose to check their emails at a later time. If they happen to see the earlier email, the subject lines are different, so it’s win-win.
One of the key elements of successful email marketing is testing. With a test and learn principle, it is possible to continually make improvements to those all-important KPIs, such as open rate and click-through rate. This principle remains true around the busy holiday period, and you should continue to utilize it to boost engagement.
Subject line testing is the most obvious, with a straightforward tactic being to send two separate subject lines to a select group of active subscribers, and send the remaining subscribers the winner 2-4 hours later. This ensures relevancy and can be done each time an email campaign is sent if desired. (Tip—most email service providers will automatically send the winning subject line to the remaining subscribers, so no need to set an alert here!)
Once you have subject line testing covered, try moving on to content testing. You could test static vs. GIF in the hero image or a different content layout. Always split these A/B tests and keep all other variables the same to ensure a fair test. The time of day and day of the week are other tests to optimize send time. Remember to re-test these each year, as the database changes over time and so can preferences. Analytics will be your best friend here. Pay close attention to the insights provided, and continue to build on them to achieve a successful strategy that consistently improves your KPIs.
6. Mobile Optimization
Always make sure your email design is responsive. According to MovableInk’s Consumer Device Preference Report from Q1 of this year, 73% of email is now opened and read on smartphones or tablets, and 27% is viewed on a desktop (non-apparel). With over half of all emails being opened on mobile devices, a non-responsive design will cause high unsubscribe/spam rates and deter consumers from interacting with your brand. Ensure that you are providing the best possible user experience to your consumers so that your click through and conversion rate don’t drop over the holiday period. With an ROI of $ 38 for every $ 1 spent, email continues to be the most effective online marketing tool.
With these six email marketing tips for the holiday season, you’re set for success! Do your email marketing tactics around the holidays differ from the rest of the year? How might you introduce some of these tactics into your strategy for this year? I’d love to hear your thoughts in the comments.
The post 6 Tips For Email Marketing Success This Holiday Season appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
It’s 2017 and the robots are here. But artificial intelligence (AI) is nothing to be feared. In fact, AI will help boost your sales, increase conversions, and ensure that your business thrives and stays relevant in an ever-changing world. If you have resisted AI up until now because it sounded too complex, read on. We’re going to explain how it can turbocharge your sales in plain, understandable English. We’ll be covering everything from chatbots and personal assistants to how AI can ramp up your email marketing efforts and tighten up your security. As a business owner, this could be the…
The post Afraid of AI? Conquer Your Fears by Learning How It Can Boost Your Sales appeared first on The Daily Egg.
The crowds. The lines. The noise. The endless circling to find parking. Black Friday is an American institution — and for good reason. Commerce is king, humans like to save money, and Black Friday marries those two together unlike any other date on the calendar. But over the last handful of years, something has come Read More…
The post Here’s a Quick Sneak Peek at This Year’s Massive Black Friday Discount appeared first on Copyblogger.
How many times in the last month have you heard the sentiments, “Well, we’ve always done it this way”?
Hopefully zero, but the reality is that all too often we get sucked into the rinse-and-repeat tactics that we’ve used forever.
Even if you’re a creature of habit, it’s no excuse to become inflexible in the way you approach sales and marketing, especially when there’s so much technology available.
I was fortunate to attend an interview that our Group Vice President of Strategy and General Manager of Engagement Apps, TK Kader, did with theCUBE. During the interview, TK spoke about tech’s advantages and how to convince die-hard traditionalists to embrace new tools.
Technology Can Be Paralyzing…But It’s Essential
TK is the founder of ToutApp, a leading sales engagement solution that Marketo acquired earlier this year. For this reason, he’s acutely aware of the needs of salespeople and their ever-evolving partnership with marketing. TK’s used to hearing sales and marketing resist technology, despite the fact that it provides revenue teams the ability to do more efficiently. As he put it, “There are over 5,000 pieces of technology out there just for sales and marketing alone…The thing that people don’t realize is the game has changed, and it almost requires you to use the technology to stay relevant.”
And why is this key? “Salespeople have a tough job, and today they have to do even more and break through the noise,” explains TK. This includes the right call or email to nail the proper follow-up at the right time.
Today, to do this at scale, the only solution has the right technology at your side.
How to Make the Case for New Tools
To make a case for why technology is essential to staying relevant, it’s important to set the stage. Take a page out of TK’s book in how he paints a picture to the changing sales and marketing landscape: If you were a marketer, say, 20 or 30 years ago, you had two or three channels on television. As an advertiser, you would put down your dollars, and people would see whatever you wanted. Today, not only are there thousands of TV channels, there’s YouTube, which has even more channels within its platform, there’s still radio, there’s social…the ways to get attention are endless! What that means is there’s been a shift in the landscape in not only advertising but in how people engage with content that’s out there.
Revenue teams must pay attention to how people engage to do their job efficiently. As TK said, “If you’re not making decisions based on software-driven data-based action, your competitors are.”
You’re Striving for the “Oh, They Get Me” Moment
So what’s the goal?
TK gave a great anecdote of a time when he really felt understood by a seller. It happened in a small town at a neighborhood store where he used to grab a quick bite to eat. Even when he hadn’t been to the store in two weeks, the employees still remembered his name, his preference, and greeted him with “Hey, do you want the usual again?”
TK’s natural reaction was to think “They get me. I’m going to come back here all the time.” It wasn’t about the end product; in fact, he admitted that they may not have even had the best food on the menu. The key was the great experience.
A neighborhood store is a very different environment than, say, a financial services company. But whether your business is B2B, B2C, or B2-really-just-about-anything, a goal of an incredible customer experience that keeps people coming back should be your North Star. And, it’s technology that allows you to do this at scale.
You’re Not Alone!
I’ll leave you with this thought: no matter how daunting the path to adopting new tools and the right tools seems, every other marketer is going through the same thing! TK recently spent several months in Marketo’s EMEA headquarters, speaking with customers from across the region. If there’s one thing that consistent, it’s that marketing leaders all over the world are all striving for the same thing: to engage in a more authentic way. No matter what the geography or culture, everyone is grappling with more connections, more technology, and more data than ever before. And just like the sentiments of the Marketing Nation, we’re all in this together!
Want to Learn More?
Here’s the full video, and be sure to come back for more insights from the next video in our Engagement Economy video series with theCUBE. After you watch, I’d love to hear about what else you learned. Be sure to tell me in the comments!
The post Why Revenue Teams Need to Go All-in on Technology appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
If you’re looking to connect with customers and share important information, email marketing is great. But you know what’s better? Combining email marketing and print marketing. Email and print marketing are like peanut butter and jelly, peanut butter and chocolate, or just about anything with peanut butter. You don’t have to choose between them because the two can — and should — work together. When joined, email and print marketing can expand your email list, increase brand awareness and grow your business.
That’s why online companies like Google, Facebook and Microsoft use print marketing. And if it’s good enough for those big guys, it’s good enough for your business, right?
There are four major benefits to using print marketing to enhance your email marketing:
1. It’s easy to reach your target audience
Print marketing allows you to focus on your specific audience with direct mail or placement, which increases your chances of earning email subscribers and making sales.
2. Print marketing is tangible
Print marketing is physical — your prospects can touch it and feel it. Your potential customers can hold on to your printed piece to refer back to it, unlike a social media ad that disappears from your feed (and your mind) within minutes.
3. It’s the original mobile ad
Whether it’s a sticker, brochure, business card or coaster, your printed piece isn’t limited to a computer screen. You can place your print marketing wherever your target audience is.
4. There’s less competition
When a potential customer holds your printed piece, they are interacting with your message, your ad, your offer. When a potential customer is online, he or she faces a ton of distractions and a variety of ads from your competitors on the same page.
Products to pair with email
So which print products are the best for enhancing your email marketing program? The following printed pieces are terrific ways to encourage email sign-ups and boost sales for your business:
Mailboxes are less crowded than inboxes. Postcards are one of the most affordable ways to promote your business, product or event. Using direct-mail postcards is an effective way to share a special offer with your mailing list. You can also use EDDM postcards, which will deliver your message to every door in a specific neighborhood. You can push prospects to visit your website or designated landing page, where you can encourage them to use a coupon code and collect their information, including their name and email address, and — of course — opting them in to your subscriber list.
Stickers can boldly go where other print marketing can’t, and they’re practically guaranteed to get noticed. You can affix a sticker to almost any surface, so seek out unexpected places to command attention. Use an attention-getting image that features an irresistible offer and your website URL. The key to a successful sticker marketing campaign is getting your stickers out there, so stick ‘em up. Public venues, restaurants, retail shops and walls, mirrors, windows, filing cabinets, packages, bags, cars, everywhere and anywhere! Just be sure that your marketing efforts don’t break the law: Do not affix a sticker to public or private property without permission.
Posters & flyers
If you’re looking to skip using a mailing list, but you know where your target audience hangs out (such as a bar, bus stop, park, community bulletin board in a shopping center), then you should try promoting your business, product, service or event with posters and flyers. Prominently feature your offer and call to action to drive people to your website, where they can sign up for an exclusive deal — and give you an email address while they’re at it.
Booklet marketing is a smart way to attract more qualified subscribers to your email list. A high-quality, professionally printed booklet filled with useful content and special offers establishes trust and credibility. Plus, it introduces your potential customers to your products and services. You can direct prospects to learn more on your website or unlock an exclusive offer with a promo code and their email address.
While your competitors are getting lost in the online shuffle, use print marketing to reach out to customers and get their attention — and in turn grow your email marketing program.
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When my middle son was seven, he knocked it out of the park with the first video he created. Back when Rainbow Loom bracelets were hot, he put together a tutorial on how to make a certain type. Within three days, his video received 70,000 views. He also received quite a few nasty comments. He Read More…
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Spoiler warning: This recap contains plot details for Outlander Season 3, episode 7, titled “Créme de Menthe.” To refresh your memory of where we left off, check out our recap of episode 6.
Well, that didn’t last long.
If episode 6 was a parallel to Claire and Jamie’s wedding night, all breathless anticipation, nerves and lust, episode 7 signals that the honeymoon is most definitely over, and reality has come crashing back in. All those tricky issues that our beloved couple delayed discussing last week — waiting for an opportune moment that will never come — are starting to get dredged back up, from Jamie’s extracurricular activities, to Young Ian’s involvement in his uncle’s life, to Claire’s hard-to-explain absence. Read more…
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