5 Easy Ways To Combine Email Marketing & Twitter

Posted on Nov 29, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing, Social Media

Twitter was created after Facebook and while it does not have as many users, it is estimated that approximately 450 million people have a Twitter account worldwide. A survey conducted recently suggested that almost 70% of business leaders have integrated their email marketing campaigns with social media and Twitter is one of the main choices along with Facebook. As starting up a Twitter account is free and email marketing is extremely inexpensive, combining the two can lead to exceptional results even for companies on a relatively low budget. Below are 5 tips to help you combine Twitter with email marketing for success and sales.

1 – Place Subject Line On Twitter

As you know, Twitter restricts messages to 140 characters. The ideal email subject line should be catchy, compelling and also less than 140 characters which conveniently allows you to post your subject line on Twitter along with a link to your email campaign. There are a number of companies that allow you to automatically integrate Twitter with your email so use it today to reach out to a whole new audience.

2 – Include Twitter Icon In Emails

You really should be doing this with all social networking sites. Always include social icons in the header of your emails. These should be large and obvious so that everyone can see them. There is no point having a Twitter icon if it is buried at the very bottom of the message.

3 – Add Twitter Information To Emails

Another way to combine email marketing with Twitter is to include any comments or queries you have received on your Twitter account relating to your business. This is a great method of answering burning questions and neatly takes care of the issue of providing value with your emails. It is also a fantastic idea to thank those who contributed on your Twitter page as this is an excellent way of improving loyalty.

4 – Add Links For Easy Sign Ups

On your Twitter account, add a link that states ‘sign here to get our emails’. This enables those who see hosted versions of your emails on the social media site to sign up. Make the sign up form as simple as possible by only asking for a name and email address.

5 – Tantalize Readers

Tell your Twitter followers that you have a compelling blog post on a subject of great interest and provide a link to the post. When they click on the link, they will be greeted with a landing page where they are asked for their email address in order to read the post. If they have come this far, they are likely to go one step further and become a subscriber.

Combining Twitter and email marketing is not as difficult as you think and the rewards for successful integration are substantial.

Using Email Marketing To Follow Up Your Inbound Marketing Campaign

Posted on Nov 28, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing

 

Using Email Marketing To Follow Up Your Inbound Marketing Campaign

There is a profound difference between traditional marketing and inbound marketing. While the old method involved commercials, television and adverts designed for a mass audience, the overall return on investment is quite low. In contrast, inbound marketing involves targeted techniques such as social media and content creation. In fact, it is known to bring in a greater level of quality leads than traditional marketing at less than 40% of the cost.

Types Of Inbound Marketing

The entire process begins by creating valuable content that will attract visitors to your website and compel them to make a purchase. Content such as blog posts, images and videos are created to increase traffic. SEO techniques involving targeted keywords are also utilized while pay-per-click advertising is also used. Overall, inbound marketing is a great way to convert leads into customers and a well-managed campaign will appeal to people at every stage of the buying process.

Following Up With Email Marketing

Email marketing has the potential to be the most successful of all inbound marketing methods. When it comes to inbound marketing in general, creating informative content is vital and this is specifically the case when it comes to sending emails. Instead of launching a generic marketing campaign, you need to put more effort into being found by customers. While becoming known on social media is important and SEO helps your search engine ranking, email marketing is a quick and effective way to follow up on all your inbound marketing efforts.

This basically entails the sending of persuasive email messages in order to sell your product/service. You need to time these emails in order to get the greatest level of sales impact by using an auto responder service. It is also important to craft emails for every part of the lead spectrum from new subscribers looking to learn more about your company to those already familiar with what you offer and are on the verge of making a purchase.

An ezine or electronic newsletter is another effective tool because it involves compiling other people’s content rather than writing fresh new material of your own. You can combine this with the advertising of your own products for an effective sales technique.

In essence, following up with email marketing can be done in a number of ways, all of which can be effective when performed correctly. If you want to turn leads into customers and increase your sales, going through the inbound marketing motions is not nearly enough. You need to be determined enough to follow up and persuasive enough to make a compelling pitch. Email marketing is one of the least expensive ways of doing this and following up via email is known to increase revenue by up to 300%!

Using Dynamic Content To Personalize Email Campaigns

Posted on Nov 20, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing

 

For email marketers, producing the perfect personalized email campaign is the Holy Grail of their vocation. This is why methods such as list segmentation and text personalization have gained so many proponents. If you can successfully make an email seem personal, it will have a greater chance of resonating with consumers and will hopefully lead to higher sales. Of all the methods used, dynamic content personalization is one of the best ways to add an element of specificity to each email.

The purpose of dynamic content is to improve the visual elements contained in each email to the extent that email marketing performance improves. Marketers have the option to either split-test the visual elements or personalize the content for each recipient at the point when he/she opens the message. Split testing helps determine which images have the greatest effect upon consumers.

When you use dynamic personalization, you can also decide upon specific percentages for each alternative or base your allocation on factors such as visitor revenue or conversion rate. In essence, you get the option of getting rid of variations of your emails that tested poorly so when the next recipient opens the email, a variation with a higher performance level will be delivered.

Predictive Algorithms

You can use these to decide on which content is most likely to be opened by recipients. Basically, your dynamic content personalization solution will provide the ability to learn how to get the best results from your campaign. You are using a very advanced strategy which involves the use of behavioral targeting to provide constant improvement and automation in an environment that is flexible but ultimately under your control. You have the ability to alter content to make it more personalized in moments in order to ensure that the recipient opens the correct email. This is guaranteed to improve user experience which will in turn lead to higher conversion rates and ultimately, a better return on investment.

Email marketing is a low-cost but tough business because a split second is all it takes for an email recipient to either read the email or dump it in the trash. Successful email campaigns need to be tested, optimized and adjusted. This is no different to the process of creating compelling content for your website. As you now have the tools at your disposal to craft the ideal email marketing campaign, there is no excuse to waste time and money on anything other than dynamic content personalization. Why settle for less when the very best is at your fingertips?

 

 

Current Trends In Mobile Marketing

Posted on Nov 14, 2012 by Michael Herman | Posted in Social Media

 

Current Trends In Mobile Marketing

It should be clear to you that mobile marketing is not a fad. There are more than 4 billion mobile phones in use around the world, over 1 billion of which are smartphones. It’s believed that mobile internet usage will overtake desktop usage by 2014. Therefore, you need to be up to date with mobile marketing trends to make it in your industry. Here are the latest trends but be quick to join or risk falling behind.

Data Capture For Targeting

The device of targeting via location, demographics and content has been used by advertisers for quite some time but social targeting is relatively new. Now, it is possible to provide a greater level of customization when messaging. Social targeting involves conversations on social networks tied to location. Re-targeting involves using connected devices that need registration in order to open up usage patterns. Adverts can then be created based on the data collected. A connection point and data capture from digitally enabled platforms such as phone, tablet and desktop is the ultimate goal.

Content Adaptation

The need for high quality content will never die out by the looks of things. However, content will need to adjust for social media marketing purposes and cater to the dwindling attention spans of modern consumers. All content must be developed to meet the primary needs of customers. Remember, consumers have a 24/7 connection to all of your rivals too. The customer rules the mobile marketing world so pull out all the stops.

Social Media

It shouldn’t come as a surprise to learn that social media is at the forefront of the mobile marketing revolution. Without a doubt, a mobile phone is a consumer’s most personal piece of technology so it’s clear that social needs rule the world of mobile marketing. An estimated 50% of Facebook and Twitter traffic is mobile! Thanks to unlimited mobile access, the way in which people use social media has changed forever. Now it’s all about fun and frivolity. Do try to keep up!

Activation

When you engage potential consumers through mobile, you have the chance to extend the conversation from traditional mediums and it also serves as a good way to track prospects. QR codes are the fastest growing method of mobile customer engagement having grown over 60% in the last 6 months. As always, the content needs to be delivered at the right time to the right person. QR codes will prove to be more successful once reading them becomes seamless. We’ll see what happens with that.

These are the latest mobile marketing trends but such is the rate of technological advance and the speed with which mobile marketing grows, these may well be rendered obsolete within 6-12 months!

Using Email Campaigns To Grow Your Facebook & Twitter Audience

Posted on Oct 1, 2012 by Michael Herman | Posted in Social Media

Successful businesses know that social media and email marketing is an ideal match. This is because your messages have to be where prospects and current customers are reading them, regardless of the social media network they frequent. Facebook and Twitter combined have over 1 billion users so it’s a safe bet that a substantial chunk of your target market is on one of these sites just waiting to be found. Here are 3 things you can do with your email marketing campaign that will increase followers and ultimately, customers and sales.

Get The Ball Rolling

When it comes to Facebook, you need to be proactive on behalf of your company. Begin an email campaign where you drive people to your Facebook page by sending them a ‘like me’ or ‘recommend me’ email. You should know by now that the modern generation of consumer needs to be told what to do. Use one of Digital Street’s templates or calling support for assistance with inserting social campaigns will save you lots of time . Typically the template would consist of a large notice with Facebook’s coloring in the background and a short message which basically tells the person that your company is on Facebook, followers are entitled to additional offers and that they need to ‘like’ you in order to take advantage. Facebook is by far the largest social media network so you need to have a presence there. Facebook is like a Year Book on steroids, so adding some personality beyond just posting keeps people interested.

Incentives

Nothing brings customers flocking to a company like an incentive! An email campaign to your Twitter followers consisting of a message promising special discounts, competitions and a limited amount of free goods is sure to get people tweeting about your business. Twitter is great for updates and quick annoucements.

Social Media Buttons

From now on, every single email marketing campaign you embark on must include ‘follow me’ buttons that provide a link to your company’s social media profiles. If you’re not doing this already, your business is falling behind because this practice is almost as common as adding a company email address and telephone number. It’s also important to include these buttons on customer service emails sent out to consumers who have written to ask a question.

If you haven’t already began the process of integrating social media with email marketing, you better start now or risk falling off the pace forever. This process will maximize the ROI of your marketing campaign.

7 Differences Between Email Marketing & Marketing Automation

Posted on Sep 25, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing

To the uninitiated, email marketing and marketing automation (MA) are the same. While they are both marketing tools designed to stay in touch with people in the hope of turning visitors into consumers, there are numerous differences and we briefly explore seven of them below.

Ÿ  1 – The Process: Email marketing involves sending the same type of communications to each prospect. MA on the other hand, is more targeted and involves sending emails relevant to each particular recipient. As you can imagine, this leads to a greater conversion rate.

Ÿ  2 – Tracking: Email marketing tools tend to lose track of the visitor once he has clicked the link to the company newsletter. In contrast, MA enables the company to find out the website pages a prospect visited, materials he downloaded and much more.

Ÿ  3 – Integration With Other Tools: MA systems integrate with customer relationship management tools. This provides your sales team with more detailed data which can be used to make the alterations necessary to improve things in the final stages of the purchasing process where so many sales are lost.

Ÿ  4 – Action: MA is works great when it comes to responding to a prospect’s actions. The material received by a prospect will differ depending on the actions taken by him.

Ÿ  5 – Complexity: If you are a small company with a uniform customer base, MA may not be for you. Email marketing is still an extremely effective system and has been proven to get fantastic results. If you have a large and varied customer base however, MA may be exactly what you need to kick-start your business.

Ÿ  6 – Content: One of the key advantages of email marketing is that huge swathes of content are not needed. In contrast, MA requires a lot of time and effort so if you are not 100% dedicated to the process, you will be unable to get the most out of it. However, if you produce lots of high quality content, MA will treat you extremely well.

Ÿ  7 – Cost: As MA has so many advantages, you won’t be surprised to learn that it is significantly more expensive. You can use Digital Street’s email marketing an package for up to 2,500 subscribers for just $30 a month. MA is more expensive but fortunately for you, Digital Street has evolved its marketing automation platform without the extravagant cost.

Both methods are excellent ways of marketing but if you are really looking to branch out, perhaps you should consider MA. With Digital Street, you get the best of both worlds.

Using Digital Street To Develop A Multi-Channel Approach

Posted on Sep 10, 2012 by Michael Herman | Posted in Social Media

Almost every member of the Direct Marketing Association believes that multi-channel marketing is far more effective than its single channel counterpart. Companies must face the fact that they are in a multi-channel world and must think and act differently. The consumer now has all the power which means the onus is on brands to ensure they are reaching, listening and communicating with customers. Email and social media are excellent tools but only if you use them effectively. Too many companies make the mistake of talking but not listening. This communication failure means they are losing most of the effectiveness these channels can bring.

Social & Email Integration

Digital Street knows that integration of these channels is essential for long-term success. Both marketing tools increase the level of service with customer service before and after the sale improved exponentially. Consumers can now research a potential sale safe in the knowledge that help is at hand should they need it. In effect, social media and email marketing can be used to strength relationships and foster long-term brand loyalty, thus increasing the lifetime value of each customer.

You need to add a share-to-social feature in emails and landing pages in order to share content on the most important social networks. Tracking these campaigns in great detail is now possible and you can even identify the customers most loyal to your brand. The targeting prowess and metrics of email marketing can be combined with the huge audience offered by social media which allows you to engage with your customers like never before. Digital Street can help you as we specialize in email marketing AND social integration. We take statistics directly from the hottest social media sites and make that data readily available to you.

Surveys

It’s obvious that the more you know about potential and actual customers, the easier it is to gather the information required to help them get what they want. Digital Street’s online survey builder makes it easy for your company to communicate with prospects and find out what their expectations are. You can create and send surveys with responses tracked in real time. Every response you receive is stored on our platform which makes it easy for you to access historical data.

If you’re interested in multi-channel marketing (and you should be!), contact Digital Street today. We will help your company extend its reach and enjoy a rise in traffic, sales and revenue that will take your business to the next level.

Current Trends In Mobile Marketing

Posted on Sep 6, 2012 by Michael Herman | Posted in Social Media

It should be clear to you that mobile marketing is not a fad. There are more than 4 billion mobile phones in use around the world, over 1 billion of which are smartphones. It’s believed that mobile internet usage will overtake desktop usage by 2014. Therefore, you need to be up to date with mobile marketing trends to make it in your industry. Here are the latest trends but be quick to join or risk falling behind.

Data Capture For Targeting

The device of targeting via location, demographics and content has been used by advertisers for quite some time but social targeting is relatively new. Now, it is possible to provide a greater level of customization when messaging. Social targeting involves conversations on social networks tied to location. Re-targeting involves using connected devices that need registration in order to open up usage patterns. Adverts can then be created based on the data collected. A connection point and data capture from digitally enabled platforms such as phone, tablet and desktop is the ultimate goal.

Content Adaptation

The need for high quality content will never die out by the looks of things. However, content will need to adjust for social media marketing purposes and cater to the dwindling attention spans of modern consumers. All content must be developed to meet the primary needs of customers. Remember, consumers have a 24/7 connection to all of your rivals too. The customer rules the mobile marketing world so pull out all the stops.

Social Media

It shouldn’t come as a surprise to learn that social media is at the forefront of the mobile marketing revolution. Without a doubt, a mobile phone is a consumer’s most personal piece of technology so it’s clear that social needs rule the world of mobile marketing. An estimated 50% of Facebook and Twitter traffic is mobile! Thanks to unlimited mobile access, the way in which people use social media has changed forever. Now it’s all about fun and frivolity. Do try to keep up!

Activation

When you engage potential consumers through mobile, you have the chance to extend the conversation from traditional mediums and it also serves as a good way to track prospects. QR codes are the fastest growing method of mobile customer engagement having grown over 60% in the last 6 months. As always, the content needs to be delivered at the right time to the right person. QR codes will prove to be more successful once reading them becomes seamless. We’ll see what happens with that.

These are the latest mobile marketing trends but such is the rate of technological advance and the speed with which mobile marketing grows, these may well be rendered obsolete with 6-12 months!

Using Touchpoint Analysis To Determine Sales Opportunities

Posted on Aug 27, 2012 by Michael Herman | Posted in Social Media

Touchpoint analysis is one of the most overlooked sales opportunities. Taking the time to identify these touchpoints will help your company to determine its most crucial business relationships, prioritize them in order to receive an excellent ROI and keep risk to a minimal level. Achieve this and you can expect sales to increase dramatically in the space of a few months. It should result in increased client and staff loyalty for good measure. You need to engage with your consumers and nudge them towards a targeted action. Few companies are aware of their touchpoints and why they work. Below is a multi-step touchpoint analysis strategy that will hopefully increase your company’s sales opportunities.

Listening

It begins with the company taking time to listen to the needs of their customers. This usually includes surveys, media tests, customer satisfaction surveys and a myriad of other methods of feedback. The issue with this is that customer feedback is rarely ‘heard’ until the end of a marketing campaign.

Conversation

Social media has turned listening into conversing. Companies must talk to consumers online via sites such as Facebook and Twitter. This gives the customer an opportunity to speak directly to a company and receive an answer in relatively quick time. Companies must be more informed and responsive or risk alienating potential and actual customers. This particular touchpoint is one that can be used to create a relationship and inspire customer loyalty.

Conversion

Marketing efforts are focused on converting visitors into customers via a call to action. This can involve the customer downloading a document, filling in a form to give you their email address or making a purchase. Listening can be classified as ‘awareness’, conversation is ‘interest’ and conversion is ‘action’.

Analysis

Which touchpoints are providing value to the company? At this point, you are responsible for touchpoint analysis. There are a number of critical questions that must be answered:

Ÿ  What web analytics were crucial and at what point?

Ÿ  What marketing inputs are needed to cause different actions and how much did these inputs cost?

Ÿ  Are you getting data from listening touchpoints?

Ÿ  How many of these have been expanded to conversion points?

Ÿ  Which touchpoints are leading to customer loyalty?

Evaluation

The last step you must take is to decide how much each action is worth in terms of customer loyalty, reduction of operating costs and the increase of profits/sales opportunities. This should help you determine an overall ROI and also allow you to create a marketing strategy designed to help the company meet it targets.

Using Landing Pages To Capture Data And Score Your Leads

Posted on Aug 22, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing

Landing pages are a fantastic method of capturing leads and customer data when written correctly. A landing page is easy to program and design because it is usually a single page only. Static landing pages are comprised of one set of data which performs a single action. Dynamic landing pages have an almost unlimited amount of data, copy and results. With a dynamic landing page, you can track the results and responses of your system.

Statistics show that most companies utilizing landing pages are lucky to have a 3% conversion rate. In order to increase that figure to 10%+, you need to create organized and concise pages with a clear call to action. This may involve a link to your website or else an online form which gets them to provide an email address. Then you can begin the process of email marketing in earnest.

Tailor Made Landing Pages

Having a single landing page is not good enough. You must have one for every campaign you run such as SEO, email, social media or banner ads. When visitors land on your site, you have to work fast in order to get them to act. The landing page must turn visitors into subscribers or customers or else it has failed. Well-optimized landing pages should be a prerequisite since they increase conversion rate by 700-800%. Have another landing page for visitors that convert in order to keep a strong relationship with the customer. A customer’s likely value increases the longer you keep him engaged with your website.

Testing

Whenever you make changes to your landing pages, be sure to test them. Testing tends to fall into four areas:

Ÿ  Strategic: Test your branding, messaging and segmentation strategies here.

Ÿ  Tactics: Testing the timing of the message, the feel and the tone.

Ÿ  Context: Does your message match? Who is the competition?

Ÿ  Miscellaneous: Testing colors, images, texts and layout. These are fairly easy things to test.

Even seemingly minor changes can have a huge impact. For example, DHL experienced a 25% increase in leads when they switched an image of a male with one of a female.

Focus On Pitch

Yes, you need to worry about the pitch even more than the content. Landing pages are designed to capture data, generate leads and make sales so forget about a long and boring press release type page. Begin with a strong headline and a value proposition. Make sure every part of the landing page supports your offer and delivers on what you promise. This is one of the keys to increasing your landing page conversion rate.

Forget about traditional landing page strategies. If you want to increase the rate of conversion, ignore ‘normal’ practice because this results in a derisory 3% conversion rate and your business will not thrive on that!

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