5 Conversion Metrics That Make All the Difference in Your Marketing Campaign

Posted on Nov 18, 2014 by Response Wise | Posted in Austin, TX, Email Deliverability, Email Marketing, News, SEO/SEM, Social Media

No matter how good you think your marketing campaign is, you need conversion metrics to find out the extent of your success or failure. There seem to be dozens of measurements used by marketers but I have narrowed it down to 5 of the best.

1 – Bounce Rate

This shows you how many people leave your website more or less immediately after arriving on your landing page. A high bounce rate indicates you have been unsuccessful when it comes to determining your target audience. Your keyword strategy may need work and perhaps a lot of visitors are landing on a sales page when all they want is information.

2 – Repeat Visitors

The modern online consumer has all the power and uses it to perform research before considering a purchase. While you may feel as if ‘new visitors’ is the all-important metric, returning visitors are more likely to purchase from you. Why else would they keep coming back? If nothing else, they like your website and the information you provide; the next step is to push them down the sales funnel.

3 – Impressions

This refers to the number of people that see your ad once it becomes live. Impressions will show if you whether or not your ad is reaching the audience size you are hoping for. It is an important metric when it comes to increasing brand awareness. If you are hoping to improve your number of impressions, your main goal will be to ensure prospects see your company name.

4 – Abandoned Cart

This is the percentage of purchases that are abandoned right before completing the sale. It is very frustrating and if you have a high abandoned cart rate, it’s imperative that you find out why. In most instances, you will need to make the checkout process even faster; if a customer has to overcome too many hurdles, he/she may decide it’s not worth the effort. See Amazon for an example of an effective checkout system.

5 – Conversion Rate

I have saved the most obvious metric for last. A conversion is an action that has value for your business. You may be trying to convert visitors into email subscribers or existing subscribers into paying customers. The bottom line is that you need to bump this figure up. If you have earned 5,000 impressions and have converted 700 people into customers, this means your conversion rate is 14%. Whether this is an acceptable rate depends entirely on your niche.

To enjoy success in marketing, you need data analytics. I recommend using Google Analytics as it offers detailed analysis and a wide variety of important metrics.

Building An Email Marketing Plan For The Holiday Season

Posted on Nov 12, 2014 by Response Wise | Posted in Email Marketing

 

The holiday season is a godsend for marketers as it is undoubtedly the #1 time of the year for consumer spending. Well over $10 billion is spent every Black Friday alone while Super Saturday sales are edging towards the $8 billion mark. As a consequence, email marketing teams go into overdrive and billions of emails are sent in November and December. Although your level of competition increases, great email marketing can make holiday season sales akin to shooting fish in a barrel; here are a few tips to get you started.

Specialized Segmentation

While you should always look to reward loyalty throughout the year, the holiday season has its own segments which need special attention:

  • Leads near the bottom of the sales funnel.
  • Last minute buyers who are desperate to find the ideal gift.
  • One-time customers; this especially relates to people who only tend to make a purchase during the holiday season.

Although email segmentation accounts for over 75% of email marketing sales, a large proportion of marketers don’t segment at all. If you want to beat your rivals to the punch, start personalizing your email marketing now.

Innovative Ideas

Regardless of how small your business is, you can come up with some great ideas. Get every team member to come up with 2-3 ideas and see if you can build on any of them. For example, you could reward loyal customers right before Thanksgiving or Black Friday with a ‘thank you’ message which comes with a special discount. Another idea would be to invite a select group of people to test a new product for free and ask them to leave reviews.

Be Aware Of Major Shopping Days

Consumer spending probably reaches its height towards the end of November and in the first week or so of December. This is because of huge holiday sales days such as Thanksgiving (27th November), Black Friday (28th November), Cyber Monday (1st December) and Green Monday (8th December). As you can see, there are four big events in the space of 11 days this year. Up your marketing input this instant if you want to be ready in time for the above events.

If you wish to be part of the multi-billion dollar bonanza that is the holiday season, you need to get your email marketing strategy in check. This means brainstorming for new ideas, crafting awesome subject lines and compelling content that makes customers want to choose your holiday specials over everyone else’s.

Making The Most Of Common Email Blunders

Posted on Nov 4, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

 

Email is the #1 communication tool for most working professionals which is why email marketing is such a successful technique. The problem with email is that mistakes are extremely easy to make and they can have serious repercussions. While minor mistakes hurt productivity, major mistakes can cost you valuable clients or even your job. This article is all about what not to do with email so when you’re about to make an email blunder, you’ll be able to pull back from the brink of disaster!

Sending To The Wrong People

I’ve lost count of the number of times I’ve heard about individuals or businesses who sent an email complaining about a client… to the client! The result was a lot of anger and lost revenue. In email marketing, another example is sending irrelevant content to people on your mailing list. For example, you may send an email with the subject line ‘Ladies Night’ to the men on your list. The simple solution is to double-check the ‘to’ field because it’s extremely rare to be able to retrieve a sent email.

The Wrong Tone

It’s risky to use email to be humorous or sarcastic because it’s too easy to misunderstand. A University of Chicago study recorded sarcastic or funny messages and transcribed them into emails. Less than 60% of the email recipients in the study understood the tone of the message. Therefore, leave out the sarcasm when sending emails because the recipient probably won’t ‘get it’.

Only Sending ‘Needy’ Emails

Most people only send emails when they need or want something. Successful email marketers know that what they send has to provide value to the recipient so they typically have email campaigns where the content is designed to inform and only the final email in the sequence tries the ‘hard sell’. When you successfully use email to nurture relationships, people will look forward to hearing from you and this will only help to drive sales.

Not Asking For What You Need

The recipients of your emails are not mind-readers so it is essential to make clear requests. In marketing terms, this means telling your mailing list precisely what you want them to do in a concise yet clear call to action. The modern consumer is a busy individual and doesn’t have time for puzzles and games; get to the point or lose another sale.

The email blunders mentioned above happen in everyday life as well as in the world of marketing. Use these tips for better email communication whether you’re contacting a colleague or a customer.

Start Your Holiday Planning Now

Posted on Oct 29, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Black Friday and Cyber Monday are two of the most eagerly anticipated retail events of the year and both dates are a wonderful opportunity for marketing teams to prove their worth. While both events seem far away right now, you need to begin your holiday marketing planning as soon as possible because your rivals are certainly busy creating strategies.

To put into context what’s at stake, Cyber Monday 2013 resulted in sales of almost $2.3 billion and this figure is likely to rise since the 2013 figure was a 16% increase on the 2012 sales figure. Here’s what you need to do now to prepare for the holidays.

Create Strong Subject Lines

Though shoppers are motivated by deals, you shouldn’t necessarily rely on details of discounts to make up your subject lines. With so many competitors to worry about, your subject line has to distinguish your offers from the rest of the market which means creating headlines that appeal to the emotion shoppers have for certain brands. I would recommend avoiding the word ‘free’ in subject lines as this comes across as spam content. If you start now, you should have time to split-test before the big days arrive.

Market Research

You need a strong understanding of existing and potential customers so you better start researching this instant! While many marketers rate Cyber Monday ahead of Black Friday, it seems that over 80% of Black Friday customers want to receive email updates and almost 60% of them want mobile updates. Strategic use of the information you receive will help you profit from these shopping bonanzas.

High Volume – Short Space Of Time

Your holiday planning campaigns will involve an enormous volume of emails being sent out in a short space of time. For instance, you may need to send emails to 500,000 customers regarding a sale with a 3 hour window. Is your email infrastructure capable of sustaining this level of sending? If not, your recipients will end up getting the emails when the sales are finished.

Real Time Analytics

Too many email marketers make the mistake of thinking their emails will be safely in inboxes within minutes of being sent. However, most marketers will not get the requisite data to tell them if their messages are being sent out on time. Without access to real time analytics, your emails could be backed up in queues for hours without you realizing it. You must have this data to develop an effective campaign; this is especially the case when you are running time sensitive offers.

When performed correctly, email campaigns centered around holiday retail events can be spectacularly effective. As a result, you have to plan far ahead if you want to be among the most successful companies in your industry.

Inbox Placement – Why The Relationships Matter

Posted on Oct 21, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing

Email marketers in the know realize the importance of subscriber engagement which has been described as ‘the top email marketing priority in 2014’. Keep reading to understand more about the topic along with tips on how to establish relationships with your customers.

Why Do My Emails End Up In The Spam Folder?

It is disheartening to find your marketing emails in the junk folder instead of the recipient’s inbox or Gmail’s promotion tab. It turns out there are hundreds of signals which determine whether an email goes into a spam or inbox folder. Each individual signal is based on various algorithms which means one factor alone won’t be responsible for destroying your whole campaign.

A better way to look at things is to analyze why a user may have marked your email as spam rather than looking at the reasons why the spam filter didn’t place you in the inbox. Basically, you should think of ways to get recipients to love your emails; if users like your emails, the spam filters may not be enough to stop your emails reaching a person’s inbox.

Improving Subscriber Engagement

Gmail is taking subscriber engagement very seriously and its anti-spam team is looking for evidence that recipients like your emails and want them to reach their inboxes. The most obvious solution is to focus on providing high quality content and establishing relationships with your target audience.

  • Improve Targeting & Segmentation: This is typically based on the data available to you and once you have this information, you can use it to improve your targeting and deliver more relevant content. This in turn is likely to improve subscriber engagement.
  • Triggered Message Program: Emails automatically sent based on the behavior of subscribers is more relevant and enhances the possibility of increased engagement. Triggered message examples include welcome, anniversary, birthday, feedback and abandoned cart emails. These emails take more effort but the improved open rate makes them well worth it.
  • Weed Out Inactive Subscribers: You need to identify inactive subscribers and try to get them to reengage. If this fails, you have to cut them loose as Mailbox Providers now use subscriber engagement to decide where to filter your email.
  • Mobile Planning: More than half of all email opens occur on a mobile device and this figure increases during holiday season. Your emails need to perform well across all devices or else your subscriber engagement level will decrease. Find out where your audience reads your emails and adapt to meet the ever-changing landscape.

To get the best results from your email marketing campaign, you have to improve subscriber engagement so follow the above tips for success.

How You Can Use Social Media To Make Sales

Posted on Oct 15, 2014 by Response Wise | Posted in Email Marketing, SEO/SEM, Social Media


The world of e-commerce is a multi-billion dollar industry which is growing rapidly. The impact of social media on sales figures is a hotly disputed topic with some industry experts claiming social media accounts for only 1% of online retail. Yet I have personally heard of salespeople who chased social media leads and landed sales of over $100,000! It is almost impossible to fully ascertain the impact social media has on sales though I’m certain the 1% mooted by experts is completely incorrect.

Find The Best Ways To Connect

Obviously, your target market need to be social media users or else you can’t expect to make major profit through social media marketing. Facebook has changed its algorithm so only brands willing to spend on advertising will get any publicity.

Tools like Instagram and Pinterest help increase visibility and sales and the best way to use social media sites is to engage with the community. You need to make a connection by presenting your products and services in a fun and interesting way while offering posts and images that appeal to the lifestyle of your target market.

Create A Persona

The modern consumer does not like being dictated to so instead of going for a quick sale, you need to build up a personal account, engage in conversations with members of the community where your target audience resides and understand the expectations of the community. Create a persona that is trustworthy and likeable within the community and show them you are an amicable and reputable individual representing a high quality company.

Customer Engagement

You’ll really get the full benefit of social media sales if you show customers you care about them by focusing on solutions to their problem. Rather than boast about why your product is awesome, look to showcase the benefits of what you have to offer. Listen to what people are saying on social media and you could end up starting a conversation that leads to a sale without having to make a cold call.

Create a Facebook group relating to your products/services and invite others to join. Then you should send targeted messages to the most active members of your group. On LinkedIn, join groups that your clients are members of and on Twitter, use the tweets of prospects as trigger points to start a conversation.

While the exact impact of social media on sales is impossible to tell, there is no doubt that with hundreds of millions of social media network users, the potential for sales is extraordinary.

Getting Your Message Across On Gmail’s Promotion Tab

Posted on Oct 8, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Gmail’s interface changes caused widespread panic when they were first rolled out but contrary to what some people might think, email marketing has not been dealt a major blow! Gmail is testing out a new grid inbox visual for its Promotions tab, one of the several new tabs included in its sorting system. In the event you haven’t yet noticed this change, there is no need to stress yourself out as I have included a few useful tips to help your messages to distinguish themselves from the crowd on the Gmail Promotions tab.

Utilizing images allows you to decide the emails you want to ignore or open. The Promotions tab grid view has four elements you need to be aware of:

  • Featured Image: Make sure the image chosen is 233px wide and 161px high, utilize JPEG, PNG or GIF images and use the featured image markup code in HTML of the message to designate the featured image. Make sure the featured image has alt text behind it. If your image is too small or can’t be found by Gmail, the alt text is displayed instead; this featured image is a useful call-to-action.
  • Sender Image: As long as you have a Google+ page that has been verified and associated with the domain, you will find a Google+ image displayed on the lower right side of the featured image. If you don’t have a verified Google+ page, the first letter of the sender’s name will be displayed.
  • Sender Name: Please remember there is a 20 character limit so consider shortening this field if this limitation is cutting off the sender name or means branding can no longer be easily recognized.
  • Subject Line: This has a 75 character limit and frankly, you need to convey the point of the message within the first 30 characters while the remaining characters are your call-to-action.

Additional Tips

When it comes to dealing with Gmail’s changes as a whole, keep in mind the following:

  • You need to focus on strategy rather than classification. Concentrate on the marketing instead of trying to change how Gmail classifies its messages.
  • Always pay attention to subject lines or risk being ignored.
  • Track open rates closely to improve open and inbox placement rates.

By placing all promotional messages in one tab, Gmail has given you a target audience with a propensity to purchase. Users that click on the Promotions tab are clearly looking for marketing messages which is a welcome change from the old days where you had to hit the inbox of prospects and hope to stand out.

 

 

Fall Re-Engagement Activities

Posted on Oct 1, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Your open and click-through rates could be suffering because of inactive email addresses. Once you analyze your data and find a lack of activity from email leads on your list, it’s time to find out if these individuals should be removed from your list or if they can be revived. Now that Fall is here, you need to lighten your email load and strive for improved metrics during Fall and Winter.

Find Out If They Are Inactive

Perhaps those on your inactive email list have just been enjoying the summer sun and haven’t had time to look at their emails. It’s also a fact that many recipients have turned off images by default so their opens may not be registered. Select people who have not opened an email in 6 months and send them an email asking them to click on a link to show they still want to receive emails from you. The link should take them through to a special offer or discount to revive their interest.

Decide What Is Acceptable

You need to decide on the percentage of inactivity that is acceptable when it comes to meeting your marketing goals. It really depends on your business model; for example, having people who only respond quarterly may be good news while it is bad for business in other industries. Determine your average activity range and identify those who can be called ‘low responders’ and those who should be labeled ‘non-responders’. Your email service provider should be able to show you how to discover these people on your list.

Reactivation Plan

You need to begin testing different approaches and decide if you wish to treat low responders differently to those who don’t respond at all. You also have to determine whether you want to quickly gain people’s attention or embark on a multi-email campaign. Look at upcoming holidays and focus an email campaign around it.

If you can afford it, launch a competition offering a vacation as the grand prize; many people can’t afford a summer vacation and will jump at the chance to get in some sun as the cold weather closes in. If these subscribers don’t respond, the obvious solution is to trim your summer fat and ensure your email list is trim and sexy.

Measure Results

Much like people measure their waistlines at the end of summer to see if they are beating the battle of the bulge, you have to measure your re-engagement campaign to determine whether or not it was a success. Finding out what worked and what failed is essential when it comes to developing and conducting marketing campaigns in the future. After all, next summer you’ll have to go through the same process again!

 

4 Tips For A Great Marketing Calendar

Posted on Sep 23, 2014 by Response Wise | Posted in Email Marketing, Social Media

According to marketing experts, there are two occasions when you should plan a marketing calendar: When your business first starts and right now. Unless you’re a new company, we can only focus on right now since your first window of opportunity has passed. As marketing is so complicated with a range of components and strategies, you have to plan and remain organized and consistent when it comes to following through. Below, we look at some quick tips to help you get started.

1 – Think ‘Strategy’ Not ‘Tasks’

While you need to effectively manage projects and tasks, they are just parts of the bigger picture. You will be unable to combine actions in a meaningful way without a coherent strategy. Build your marketing calendar with a clear strategy in mind; then you can look at the projects and tasks that combine to help you meet your goals.

2 – Don’t Be Afraid To Crowd Source

You don’t have to build the marketing calendar all by yourself! If you really want a calendar that works, you need to get contributions from clients, employees, partners and customers. In most cases, getting input from stakeholders will really aid your cause and it is an especially useful idea when you’re struggling with the direction of your strategy.

3 – Develop Personas

Typically, information travels a very long way through different sources. For example, a message might travel from the client through to account executives and project managers so it is very easy for miscommunication to cause problems. If you develop personas for your customers, you can identify the roles and personalities of your target market. This means nothing can get lost in translation and ruin your work.

4 – Organize By Channel

Generally, a marketing calendar will have a list of tasks and projects that have to be completed at different times. The problem is, you end up with a whole mess of things jumbled together and your goals will be lost in the chaos. To avoid this you need to divide your strategy into various marketing channels. This enables you to organize the entire strategy and when it comes to budgeting, you can quickly discover and track how much money is being spent on specific channels.

A well planned marketing calendar allows you to organize, create and prioritize your marketing activities and initiatives. It also helps you discover whether or not you need to spread out your activity and not have too much focus on one channel.

Webinar Mistakes To Avoid

Posted on Sep 18, 2014 by Response Wise | Posted in Social Media

Webinars have exploded in popularity both in terms of hosting and ‘attending’. For hosts, webinars are a low cost method of promoting their business without resorting to a hard sell while those who attend have the opportunity to learn about their industry from the comfort of their own home. Yet as one might expect, the same webinar hosting errors crop up time and again and below, we cover 5 of the most common.

1 – Asking For Too Much Information To Register

You want people to attend and asking for their life history is a bad way to go about it. Your webinar sign-up sheet should ask for a name and email only. Don’t look for phone numbers, job titles and other invasive details or else your target audience’s interest will quickly wane.

2 – Lack Of Preparation

A webinar’s success depends on your ability to master the equipment. Would you host a seminar at a physical event without testing the microphones first? Always log into your webinar platform well in advance and check out your audio while also getting to grips with the technology you will be using.

3 – Too Many Topics

Like great sales copy, webinars need to consist of a laser-like focus on a small number of key points. It is common for a webinar host to cover a dozen topics in a half-assed manner which is very annoying for attendees. People will learn a lot more if you concentrate on a couple of topics and really hammer your point home. This makes your audience believe you are an authority on the subject and they will be keen to learn more. Follow up content marketing can discuss other topics.

4 – Not Enough Promotion

You could have the best webinar of all time lined up but no one will care if they don’t know about it! You have to raise awareness well in advance which means industry publications, social media, press releases, email lists and more. Pour your heart into promoting the event and it could be a huge success.

5 – Too Much Self-Promotion

Egotistical behavior can ruin your webinar. Your introduction should be concise and to the point rather than a lengthy discourse on how amazing you are. Attendees want to know what you can do for them and are less interested in who you are. Content is king, even in webinars.

If you’ve never hosted a webinar before, it could be a nervy affair but keep calm, be well prepared and always have a Q&A at the end. If it’s a hit, your company’s revenues and reputation will skyrocket.

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