4 Ways To Boost Growth Across Multiple Marketing Channels

Posted on Dec 15, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Marketing Automation, Social Media

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Multi-channel marketing is essentially the practice of communicating and marketing to consumers across a number of channels both online and offline. Savvy marketers know that they can only be a success if they establish a presence on online channels such as social media, blogs, emails and websites along with offline channels such as TV, radio and print media.

No matter what niche you reside in, competition is almost certain to be fierce so you can only hope to achieve success by being wherever your prospects are. This could be in-store, at their desktop or on their mobile device for example. The potential for any business in the Internet age to grow is obvious but how can you maximize this growth?

It’s All About Updated Data

The trouble with data is that it has a tendency to become decayed and outdated over time. One way around this is to continually track consumer visits across the various channels but this is only possible with the aid of marketing automation software.

If you get it right, your software will instantly send the correct messages at the perfect time. For example, an insurance company will be able to send out information about automobile insurance right at the time when the consumer’s existing coverage is coming to an end. Imagine doing this with thousands of customers! With so many qualified leads, your chances of finding new customers are increased exponentially.

Create Buyer Personas

A buyer persona can provide you with details of your ‘ideal customer’. With this information, you can narrow down the number of channels you need to focus on. As well as being a great time saver, it significantly increases the quality of your leads.

Integrate Your Marketing Channels

It should go without saying that your marketing team must work together if you wish to succeed in a multi-channel world. There is no point in going to the trouble of setting up various social media accounts, an email address, a blog and a website if they are working independently.

Remember, the modern consumer moves from one channel to the next at warp speed so your strategy must adapt just as fast. By integrating your marketing channels, you will be able to make a seamless transition.

Advanced Measurement Techniques

Since there are several channels to analyze, you’ll have to create a system of measuring all of the results. You can use analytics software to perform ‘closed loop’ analytics which can show you the most & least effective channels and how certain channels influenced others. This data can then be used to eliminate the channels that don’t work for your business and enables you to spend more time and money on areas of your marketing strategy that actually work.

It may seem as if the entire multi-channel marketing approach is overly complicated but with the right automation software, you’ll find that most of the work is done for you. Best of all, your brand name receives more attention which is crucial in such a crowded marketplace.

 

How Marketing Automation Empowers Marketers

Posted on Dec 9, 2015 by Response Wise | Posted in Email Marketing, Marketing Automation, Social Media

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According to research performed by Workfront ominously entitled ‘Marketers Stress Report’, 25% of marketers are ‘Stressed to the Max’, 35% are ‘Somewhat Stressed’ while only 3% are ‘Not Stressed At All’. According to over half of the marketers surveyed, one of the top 3 things that make them dread their job the most is trying to get all their work done in a 40 hour week. In most cases, their work hours extend beyond reasonable levels which can only have deleterious effects on their health in the long term.

Marketing Automation Saves Time & Reduces Stress!

A surprising number of marketing teams within organizations use outdated techniques and tools which are high on workload but low on results. Here are some obvious signs that your marketing needs sprucing up:

-          You need the aid of your firm’s IT or engineering team because your campaigns cannot be handled entirely by marketing due to lack of tools.

-          You are still using non-automated systems to pull lists of customer data.

-          You are unable to automatically integrate your company’s marketing activities across all channels.

Fortunately, marketing automation tools are now readily available and best of all; they have a fairly gentle learning curve despite their hi-tech nature. The majority of automated marketing systems are designed to be user-friendly which means you no longer need the assistance of your company’s technical staff.

Choose the proper marketing automation tool for your company and you can enjoy the flexibility of implementing ‘real time’ marketing strategies across a variety of channels. Instead of going down the old and unsuccessful path of marketing ‘at’ customers, you can use the new technology to actively engage with customers thus improving your overall relationship with them.

3 Great Features of Marketing Automation Tools

  1. Simple Tracking & Analysis of Email Marketing: Now you can create triggered email campaigns that actually ‘follow’ individual members of your target audience during the purchasing cycle. Automation allows you to create and analyze emails and alter them based on the behavior of the consumer.
  2. Personalized Website Creation: You can change your company website according to your target segment. For example, your site will look different for first-time visitors than it does for regular visitors.
  3. Form Creation: You can create forms on your landing pages or website that work with other marketing channels such as social media; and you don’t need to bother your company’s design team!

Imagine a scenario where you have a database containing the information of prospects and existing customers and their behaviors across all channels. Add in remarkably accurate analytics and an ability to create your own segments and you have a marketing solution that helps you work smarter not harder. The result is more success and less working hours. You may even get to enjoy the occasionally leng

What You Need To Know About Paid Email Vendors

Posted on Nov 10, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM

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The practice of sending sponsored emails to premium leads, also known as paid email programs, is gaining popularity because of the impressive results it achieves. When you find the right email vendor, you can benefit from improved reach, a higher conversion rate and larger database.

Naturally, there are some pitfalls associated with paid email programs; not least the difficulties that lie in finding a trustworthy vendor. Below, we provide you with critical information on this form of email marketing which will hopefully steer you in the right direction.

Best Paid Email Vendors

One of the advantages of choosing a reputable paid email vendor is that your target audience will trust you from the get-go. The best services are ad-free; compare this to Gmail for example which analyzes all your messages in a bid to gather information and send you related ads. Reputable vendors are also regulated by strong privacy legislation which protects customer data.

Target Your Subscribers

Paid email vendors typically allow you to target subscribers based on criteria such as your audience, topics and region. When it comes to your target audience, you should be able to filter by title, industry and a variety of other demographic information.

The next step is to determine the topics your audience is interested in. With the best vendors, you can focus on topics that leads have already engaged with previously thus increasing the open and click-through rates. Finally, you can send emails according to the location of recipients if you are doing a geo-targeted campaign.

When sending emails, it is crucial for you to use clear visuals and a compelling CTA.

Best Practices

  • Reusing Content: Although you must not send the same email twice, you can use the same content if you’re clever about it. Remember, only a small percentage of recipients are likely to read or download what you send.
  • Avoid Duplication: There are third party services that can help you avoid duplicate email addresses; otherwise, you’ll end up accidentally sending one recipient two copies of the same email.
  • Be Aggressive: If your emails are not sent to your satisfaction, demand that your vendor sends them again.
  • Revisit: Be sure to evaluate your program every few months to ensure you’re getting the results you expect.
  • Plan B: Sometimes, you won’t get as many leads as expected. In this instance, you need a Plan B. Occasionally a technical fault could be to blame which means the vendor should resend the emails.

Before choosing any paid email vendor, be sure to negotiate to get what you want. After all, you’re paying for the service so it should be exemplary. If you can’t afford a vendor by yourself, see if you can split the costs with a reputable partner in exchange for the sharing of leads.

Why Failure To Include Phone Calls In Your Email Marketing Data Is a Huge Mistake

Posted on Oct 29, 2015 by Response Wise | Posted in Email Marketing

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If you’re not including phone calls in your email marketing metrics, you’re making a major blunder. It’s not uncommon for a targeted email to result in a phone call from the lead. This phone call has clearly come as a direct result of email marketing but many businesses fail to include calls of this nature in their metrics.

Technological innovations such as marketing automation software can tell when recipients of emails opened the message, clicked on a link, went to a page on your website or downloaded an eBook. As a result, you know whether or not your email marketing campaign is a success. But the same software does not count occasions when someone reads an email and calls the company on the back of it. Fortunately, there is phone tracking software available for this very purpose.

The Smartphone Invasion

According to eMarketer, there will be 1.91 billion Smartphones in the world by the end of 2015. By the end of 2018, this figure will have risen to 2.58 billion. As at the end of 2014, the U.S. had the second most Smartphones in the world (165.3 million compared to 519.7 million in China).

Add in the fact that almost 90% of Smartphone users check their emails on their mobile device at least once a day and it’s clear that phone calls play a huge role in the success of email marketing. How easy is it for someone to read your email and phone your company straight after?

Incredibly easy is the answer thanks to mobile click-to-call links which can be added to the text in emails. All the reader needs to do is tap the link and they will immediately phone your company.

What Should You Measure?

  • Volume: Simply create a phone number, list it in your email send and use the special call tracking software to gather information. You can count calls triggered directly by the email or else you can count calls triggered by a visit to your site’s landing page when your email sent the recipient to your website.
  • Location: You may find that you receive more calls from recipients in Los Angeles than anywhere else for example which means it’s a good idea to focus on that particular city for future campaigns.
  • Timing: You can find out when people call you including the day of the week and the time of day.
  • Closing: You can even determine the sales agents within your organization that are most adapt at closing sales from phone calls generated by your emails.

Ultimately, you need to include phone call metrics in your email marketing campaigns. They are often the best sales opportunities so if you can find a way to increase your phone call volume, its likely your conversion rate will soar.

The Best Email Marketing Checklist

Posted on Oct 28, 2015 by Response Wise | Posted in Email Marketing

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Although the cost of running an email marketing campaign is remarkably low, the results of a well-crafted project can be truly astonishing. Email marketing campaigns are pretty easy to set up and track yet it is common for businesses to make a lot of mistakes along the way which ultimately costs them a huge amount of custom.

 

Below, we have a quick and easy email marketing checklist you need to follow if you wish to get the best possible ROI. Don’t let the simplicity fool you; each step is critical to the campaign’s chances of success.

  • Audience Segmentation: Divide your audience in order to ensure the right people receive the right messages.
  • Design: It’s best to keep it simple as the design should support the email rather than take centre stage. Be sure the email is easily read on mobile devices.
  • Social Media Sharing: Your emails should link to all the popular social media channels as this will increase the chances of recipients sharing it around the web.
  • Keep It Simple: Each email should contain one core message that is easily understood.
  • Call To Action: What do you want recipients to do once they have finished reading?
  • Unsubscribe: You are legally obliged to have an unsubscribe option on your emails. It’s best to place it at the bottom.
  • Link Check: Make sure the links you include work properly and take visitors to the right place.
  • Proofread: Nothing spells ‘amateur’ more than emails riddled with spelling and grammatical errors.
  • Testing: Make sure you test your emails on all platforms including desktops, Smartphones, iPads etc.
  • Legal Stuff: Your emails must meet certain legal requirements lest you fall foul of the CAN-SPAM act and other regulations. Break these laws and a hefty fine and possibly prosecution awaits you.
  • Integration: Savvy marketers integrate their email marketing campaigns with their other marketing activities such as social media.
  • Tracking: You need to track your campaign to measure its success. Analyzing the data you receive can help you determine where you went wrong and tell you what needs to improve.
  • Capture Data: This includes response rates (who acknowledged your campaign), bounce backs (emails that didn’t get to the intended recipients) and unsubscribers. The final one is crucial as you must remove unsubscribers from your contact list ASAP or risk being punished.

Although the above suggestions don’t contain groundbreaking information, you will be amazed at how many companies fail to follow the basics. Once you follow this information to the letter, you can then focus on more sophisticated aspects of email marketing.

The Best Email Marketing Checklist

Posted on Sep 29, 2015 by Response Wise | Posted in Email Marketing

email-marketing-checklist

 

Although the cost of running an email marketing campaign is remarkably low, the results of a well-crafted project can be truly astonishing. Email marketing campaigns are pretty easy to set up and track yet it is common for businesses to make a lot of mistakes along the way which ultimately costs them a huge amount of custom.

Below, we have a quick and easy email marketing checklist you need to follow if you wish to get the best possible ROI. Don’t let the simplicity fool you; each step is critical to the campaign’s chances of success.

  • Audience Segmentation: Divide your audience in order to ensure the right people receive the right messages.
  • Design: It’s best to keep it simple as the design should support the email rather than take centre stage. Be sure the email is easily read on mobile devices.
  • Social Media Sharing: Your emails should link to all the popular social media channels as this will increase the chances of recipients sharing it around the web.
  • Keep It Simple: Each email should contain one core message that is easily understood.
  • Call To Action: What do you want recipients to do once they have finished reading?
  • Unsubscribe: You are legally obliged to have an unsubscribe option on your emails. It’s best to place it at the bottom.
  • Link Check: Make sure the links you include work properly and take visitors to the right place.
  • Proofread: Nothing spells ‘amateur’ more than emails riddled with spelling and grammatical errors.
  • Testing: Make sure you test your emails on all platforms including desktops, Smartphones, iPads etc.
  • Legal Stuff: Your emails must meet certain legal requirements lest you fall foul of the CAN-SPAM act and other regulations. Break these laws and a hefty fine and possibly prosecution awaits you.
  • Integration: Savvy marketers integrate their email marketing campaigns with their other marketing activities such as social media.
  • Tracking: You need to track your campaign to measure its success. Analyzing the data you receive can help you determine where you went wrong and tell you what needs to improve.
  • Capture Data: This includes response rates (who acknowledged your campaign), bounce backs (emails that didn’t get to the intended recipients) and unsubscribers. The final one is crucial as you must remove unsubscribers from your contact list ASAP or risk being punished.

Although the above suggestions don’t contain groundbreaking information, you will be amazed at how many companies fail to follow the basics. Once you follow this information to the letter, you can then focus on more sophisticated aspects of email marketing. 

How Technology Improves Email Personalization

Posted on Sep 21, 2015 by Response Wise | Posted in Email Marketing, Social Media

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According to a study by Experian Marketing Services, personalized promotion mailings had almost 30% higher unique open rates and over 40% more unique click rates than non-personalized messages. Yet despite these compelling figures, an estimated 70% of companies don’t bother trying to personalize their emails.

This is criminal when you consider the enhancements in technology which enable companies to tailor each message to the needs of the recipient. An argument against technology in email marketing is that it makes messages less personalized but in reality, the opposite is the case.

Technology Helps You Weed Out Non-Engaged Recipients

Don’t assume that everyone on your subscriber list reads your emails. It is common for consumers to subscribe to emails without even thinking; some of them may even accidentally open your emails before sending them to the trash.

If you have low engagement rates, there is a risk of your emails being flagged as spam by the increasingly advanced email vendors. However, there are various technological innovations that enable you to find out who isn’t engaging with your emails. Then you can decide whether you want to re-engage or cut them adrift.

Technology Helps You Analyze Behavior

As we mentioned above, there are ways to check customer behavior to see if they are not engaging. You can also find out the links engaged subscribers click on and ask them to list their subscription preferences. For example, some subscribers may want a weekly email while others only want an email every month. This minor tweak could keep the customer happy and help you maintain the relationship.

Technology Helps You Give Customers What They Really Want

The best marketing automation platforms use all the information at their disposal to tell you precisely what customers want from your email blasts. If someone clicked on a page on your website that sells shoes, you can send an email offering a discount. It is even possible to find out the exact pair of shoes and offer a price reduction on them; now that’s good customer service!

It is preposterous to suggest that technology has anything but a positive effect on the personalization of emails. In the old days, customers received bland, template emails that didn’t even address them by name. With the recent advances in technology, you can now send emails based specifically on what consumers are interested in purchasing. These emails will appear as if they are written for them alone and that’s when your engagement rates really start to explode.

5 Reasons Why Your Email Marketing Campaign Is Failing

Posted on Sep 16, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

Email marketing is a remarkable tool when used correctly. Unfortunately, a large majority of businesses get it horribly wrong and not only miss out on potential customers; they can also have their reputation damaged as few things anger modern consumers more than ‘spammers’. If your email marketing efforts are an unmitigated disaster, here are 5 things you are probably doing wrong.

1 – Bad Subject Line

You need a short and snappy subject line that piques the recipient’s interest and compels them to open the message. What you don’t want is a subject line with excessive exclamation marks (this comes off as very salesy), CAPS or misleading information. It is very irritating to open an email only to find the subject line is a complete lie.

2 – Boring The Customer

The best emails are typically in the 200-300 word range as this offers enough of an opportunity to get your point across without waffling. Don’t be afraid to try a fun introduction to your email and try to keep the tone jovial throughout. These types of emails habitually outperform sterile corporate drivel.

3 – Lack of Personalization

Few things scream ‘SPAM’ more than ‘Dear Sir/Madam’ which is almost as bad as getting the recipient’s name wrong. Always use first names when emailing your database; this might require you to invest in high quality marketing automation.

4 – You Regurgitate Information

Another great way to lose potential consumers is to keep sending them emails containing more or less the same information. Again, marketing automation can help you determine the interests of your audience which should enable you to create compelling emails that seem tailor-made for the recipients.

5 – You Ask For Cash Too Quickly

Looking for a purchase from your first email is another surefire way to trim your potential customer base. The whole purpose of email marketing is to build a relationship with your audience. You need to establish an element of trust before you try to pull the trigger on a sale.

Your emails should be filled with useful information which marks you out as an authority figure in your field. This will make it easier to complete the sale further down the funnel. When embarking on a lengthy email campaign, only start mentioning the price after several high quality informative emails.

If any of the above applies to your existing email marketing efforts, begin rectifying the situation immediately or watch as your prospects make their way into the arms of your rivals.

Which Email Marketing Vehicle Drives You To Success?

Posted on Sep 9, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

 

A surprising number of businesses have been taken in by the lure of social media marketing and believe it to be a superior to email marketing. In reality, customers prefer to be contacted via email when it comes to receiving permission-based promotional messages. The Direct Marketing Association has data which shows that email marketing’s ROI is over 4000%! That equates to $442.5 for every $10 you spend which is an incredible return no matter what way you look at it.

Email marketing has become increasingly sophisticated over the last few years which means you can no longer get away with old-fashioned methods which are ineffective and only practiced by lazy marketers. Below, we look at 4 different email marketing methods though not all will drive you to success.

1 – Batch & Broadcast Email

This is one of the aforementioned old-fashioned methods and is incredibly ineffective. Less than 5% of recipients of batch emails actually open them while the rest delete them or place your email address in their spam filters. Batch emails basically involve sending emails to everyone with no rhyme or reason. It is a pointless strategy in an era where personalization is everything.

2 – Triggered Email

This a more advanced form of email marketing as it takes into account customer behavior. Triggered emails combine user data with a custom template and a message is sent when a certain event occurs which ‘triggers’ the email. As a result, you can send these emails at precisely the right moment to the right person which should yield a significantly improved conversion rate.

3 – Template Email

As you should be able to ascertain from the name, template emails involve the use of a template which can be adjusted to suit the needs of the recipient. Designing an excellent template from scratch can be a time consuming process but is ultimately better than purchasing a cheap template which may not be flexible enough for your needs.

4 – Nurturing Email

This type of email marketing has a series of goals built in with the aim of pushing the recipient further down the sales funnel. These emails need to be focused on educating your target audience and providing genuine value. The most important thing here is to focus on the prospect and outline why your product/service is beneficial to them.

In the world of email marketing, the more sophisticated you are, the higher your conversion rate is likely to be. It is also important to note that around 65% of all emails are now opened on mobile devices first so be sure to optimize your emails for mobile recipients.

 

4 Ways To Marry Your Email Marketing & Website Optimization Strategies

Posted on Sep 1, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

One of the biggest issues facing online marketers is that of syncing email marketing and website optimization strategies. It is common for businesses to oversimplify the process by deciding that email marketers write emails, conversion rate optimizers write landing pages and that’s that!

However, if you want the best possible conversion rate, you need website optimizers and email marketers to work side-by-side to develop dedicated landing pages for specified email marketing projects. Below, we look at 4 ways in which your email marketing can assist your site’s optimization strategy and vice versa.

1 – Validate Email Segmentation Data With Website Data

Audience segmentation is a popular pursuit in email marketing but most businesses make the mistake of treating website traffic segmentation as a separate entity. Instead, look to use data taken from your website to validate predefined segments for your email marketing efforts with the aid of a URL parameter. This allows you to discover if these segments behaved in the expected manner using data that monitors user behavior from when they arrive on a site to when they leave.

2 – Create an Improved Website Experience With Email Marketing

Thanks to the vastly improved technology at your fingertips, it is now possible to segment visitors who come from your email marketing strategy. With this information, you can discover their interests and create content tailored to their specific needs.

3 – Analyze Customer Relationship Management (CRM) and Email Engagement

You can place an identifier in your email campaign’s URL; just make sure it is specifically created for an individual. Then you can match up this person to segments defined in the Customer Relationship Management file.

4 – Testing & Targeting

Test the content on the predefined email segments by sending them to a specific page on your website from your emails. Try optimizing your landing pages and emails in one test and combine the data to get a better overview of customer behavior. Since more emails are opened on mobile devices than desktops, it is a good idea to test your website’s mobile landing pages.

Not only is there a connection between email marketing and website optimization, utilizing this connection is critical if you wish to gain the most conversions. If you want a unified email marketing strategy, every campaign should have a dedicated landing page. In order to make the most of this approach, you need to segment your email lists in order to drive customers to the correct landing pages at the right moment.

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