3 Ways To Increase Your Social Media Following Via Email

Posted on Feb 20, 2013 by Michael Herman | Posted in Email Marketing, Social Media

Don’t make the mistake of thinking that email marketing and the overall concept of email is a thing of the past. Billions of emails are sent every single day which is hardly the hallmark of a moribund communication channel. One of the great things about email is its versatility. This is proven by the way you can combine it with other marketing efforts such as mobile and social. Today, we will concentrate on social and provide 3 quick and easy tips which will help you use email to increase your social networking profile.

No Begging

One of the single biggest mistakes companies on social networks make is to simply ask users to be their friend or to ‘follow’ them. If you want to get subscribers that could potentially become customers, you need to offer a certain level of value. You need to take part in a discussion, provide some valuable information or offer resources. Basically, you need to show social network users what you can do for them right off the bat. Use the same tactics as you would in your email marketing campaign. That is, be tactful and slowly gain their trust.

Craft Email Messages Dedicated To Social Networking

You need to create an email campaign every single month where you invite customers to become a follower of your social media page. Don’t make the mistake of inviting them to a page that is almost empty. Make sure you have several different discussions underway and connect them to one of the most interesting. Rather than trying to sell them anything at this stage, continue creating excellent and engaging content so that you gain their trust. Get their confidence on the social media site before showing them your wares. Slow but steady wins the Internet sales race!

Be Exclusive, Be Rewarding

You need to show your social media gathering that there is an inherent advantage to being part of the clique. You can do this by providing them with a range of exclusive offers. Give discounts and limited edition products to your social media followers first before asking for their help to spread the message. Instead of revealing your plans via email, do so on your social networking sites first to give your loyal following a heads up.

Instead of focusing on either social media or email marketing, why not get the best of both worlds? Neither option is particularly expensive and when you learn how to work one with the other, you will have a unique marketing strategy that your rivals will find hard to top.

Why Split Testing Email Campaigns Is Important

Posted on Feb 12, 2013 by Michael Herman | Posted in Email Deliverability, Email Marketing

Although email marketing is one of the most cost effective and successful methods of marketing, it is a process that is often misunderstood and rarely performed correctly. Companies that carry out email marketing in a mediocre fashion will receive sub-par results. At this stage, email marketing is derided as a failure by these businesses that never look at why they were unsuccessful in the first place. If you try to market without establishing a baseline, you are wasting your time as you will never know what works and why.

Split testing is rarely done at the beginning of an email campaign like it should because companies are too consumed with the process of analyzing metrics. They feel that once the content has been written and the email has been sent to subscribers, their work is almost done. All that remains is to look at the metrics and they have completed one part of their campaign. By neglecting split testing, they are passing up a tremendous opportunity to get inside the mind of recipients and end up with an email marketing campaign that underperforms.

Changing The Way You Send Emails

Many companies make the mistake of believing that split testing is some huge and time consuming operation. In actual fact, you can utilize an A/B split test on a small portion of your emails and still receive great results. Split testing entails sending out two different emails. While each email sells the same thing and ultimately has the same goal, the subject lines, layout and content of each email is completely different. You study the results of each email after they have been sent out and compare and contrast the results.

You should find that one email is more successful than the other. This will help you gain an insight into what your subscriber list wants. Perhaps an email focused on advertising will do the trick or else you may find that your leads prefer an informative message. Failing to split test is a massive mistake because you are missing out on a great opportunity to find out what makes your customer base tick.

In some instances, there may only be a small difference; for example, email A may have a 14% response rate against 12% for email B but even small differences can have a profound impact on a company’s bottom line. On the other hand, you may discover that email A had a 17% response rate against just 8% for email B, a clear indication that the first email is far more effective.

Split testing is likely to be the difference between an email campaign that is successful and one that flounders on the rocks.

5 Ways Customer Surveys Can Create A Communication Loop Between You & Your Consumers

Posted on Jan 14, 2013 by Michael Herman | Posted in Social Media

In the world of online business, communication is everything. Companies really do need to recognize that the customer is always right online because failure to do so will result in a dramatic loss in sales. Customer reviews are everywhere so if you drop the ball, expect irate customers to let you and the world know exactly what they think of your business. Nothing angers customers more than the feeling that they are not being listened to. Customer surveys are an ideal method of gauging consumer feeling and finding out more about what they want. Below are 5 ways in which these surveys can create that all-important communication loop between you and your consumers.

1 – Measures Loyalty

It is estimated that bringing in new customers costs 400% more than retaining old ones. Clearly, keeping your existing clientele happy must be a priority. With a survey, you can quickly find out how loyal your customers are. If you find that they are not happy, the onus is on you to learn more about why they are dissatisfied. Finding out now could make a huge difference in future.

2 – New Ideas

Adding new products and services is the lifeblood of any company but coming up with new concepts can be difficult. By surveying your consumers, you can find out if there is anything they need and whether there is enough of a demand to produce it. Nothing delights a customer more than to ask for something and find it gets delivered. This shows that you are listening and is a sign of strong communication.

3 – Improving Service

If your customer service is subpar for a long time, you won’t have many customers left! Use the survey to find out how your staff is performing. When you discover what consumers like and dislike about your service, you can quickly fix things to their satisfaction.

4 – Better Existing Products/Services

There is an old saying: ‘If it ain’t broke why fix it?’ But without feedback from your customers, how do you know if your system is working? If you can’t come up with new ideas, at least find ways to improve existing services. Again, ask customers what they would like to see and you can guarantee they will reply in their droves.

5 – Show Commitment

Overall, the process of developing a customer survey shows that you are committed to keeping customers happy. Make sure that you thoroughly study the feedback you receive and make the necessary adjustments.

You can create an effective communication loop through customer surveys. They are cheap and easy to create and the insights you gain from existing consumers could prove to be invaluable.  

Using Image Personalization In Email Campaigns

Posted on Jan 1, 2013 by Michael Herman | Posted in Austin, TX, Email Deliverability, Email Marketing


The most basic reason to use image personalization in your email campaigns is to make them more appealing to customers. We all receive a huge amount of spam and junk mail in our inboxes and a host of dull and unappealing emails as well. These don’t stand out and even though they may be from genuine companies, we dismiss them as spam too because they are so generic in nature. With image personalization, you not only add a bit of color to emails, you also cater to the individual tastes of each recipient.

Changing Images

It seems strange that the television device of sending messages based on exact times hasn’t really gathered steam when it comes to email marketing. We are of course referring to those adverts which state that there is a sale in 5 days time. The reason why it is not used in emails is because most marketers assume that the message will be opened and read soon after receipt and will then never be read again. However, one set of clever marketers thought otherwise and created an email that displayed a dynamic countdown, in this instance for Christmas. These marketers banked on the fact that the email would be opened repeatedly and recipients saw a different countdown time whenever they open the email.

What happened is that the marketers managed to create an email where the image changed every time the email was opened. If the subscriber opened the email once a day, they would see a new image and a different countdown time on every occasion. It was even possible to change the time displayed in the email depending on where the recipient was viewing it from. For example, if a consumer in Paris and one in New York opened their emails at the same time, they would see a different message. If this seems like a lot of work for a single email, it is worth noting that in our example above, the company enjoyed a sales increase of approximately 40% and each email was opened more than 5 times on average.

What does this prove? That thinking outside the box can be extremely rewarding. While your email campaign does not have to be as innovative as the one we just outlined, you should be using dynamic images in order to get the best results from your email marketing. No one is interested in dull, bland emails that lack a bit of style. Image personalization is clever and breathes new life into each and every email you send.


Using Automated Marketing To Track Top Influencers

Posted on Dec 12, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing, Social Media

Building relationships with so-called ‘influencers’ takes time but it is a worthy endeavor at the end of the day. An influencer is someone who has a large social network following, is well-connected and spends time spreading content. Influencers come in many shapes and sizes and include bloggers, academics, thought leaders, financiers and more. Influencer marketing can become more authentic than normal marketing as it quickly spreads your message and helps your brand gain a positive image. In certain cases, you may get lucky and find that an influencer has helped your message go viral.

Becoming Automated

Automated influence marketing may be a necessity if you are a small operation that has already exhausted much of its resources by managing and executing the other aspects of your marketing campaign. It is important to note that automating influence marketing should be done in support of your strategy rather than as a complete replacement. After all, you cannot replicate the human touch every successful campaign needs via automation.

Although personal attention cannot be completely ignored, automated influence marketing will work in certain cases. For example, it is an excellent way to broadly identify some of the major influencers in your industry before helping you to cut down your list. You can time the distribution of your content so you don’t need to be sat by a computer all day and you can also utilize data extraction to measure and report.

Make Use Of Modern Technological Advances

Tracking influencers via an Excel spreadsheet is time consuming and frustrating. By trying to take care of every aspect of influence marketing manually, you are using up valuable resources. When you use this solution correctly, locating the best influencers by the dozen will be easy and you can quickly reach them on the requisite social media networking sites.

Hopefully, you will know the optimum time for delivering content which may be when you’re asleep if most of your prospective customers are located halfway around the world for example. Automated influence marketing is also excellent at providing accurate readings for the impact of your campaign. Best of all, the entire solution can be initiated in seconds.

In order to successfully use influence marketing to reach out to a new audience, you need to identify the best influencers, measure their influence in your industry, create a content marketing strategy and learn more about your consumers. Most companies don’t have time to go through all of this manually which is why they use an automated influence marketing system to great effect.

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!


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.


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.

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