5 Advanced Marketing Strategies to Elevate Your Business

When marketing your business online, you have to stay ahead of the curve. Rather than simply creating a social media account, you need to make sure that you can engage your audience in ways that your competition is not taking advantage of.

For that reason, marketers and business owners constantly inquire about the newest and most effective marketing opportunities available online. If you have a similar question, here are 5 advanced marketing strategies your business can take advantage of.

1) Add Value to Your Product or Service

Value adds are a perfect way to both increase awareness of and loyalty towards your brand. If you can give away more than the actual value of your product or service, the persuasive power of your marketing efforts will increase immensely.

Value additions can come in a variety of forms. For example, you can give loyalty discounts to repeat customers, or add a free promotional gift for new customers. Increasingly, companies focusing on digital lead generation are adding value through high-quality gated content, such as whitepapers, webinars, and free trials.

The goal of this marketing strategy is simple. If a member of your target audience has to choose between you and your closest competition, what will make them more likely to choose your product or service? The answer to that question translates into your specific value ad.

2) Take Advantage of Enhanced Personalization

At this point, it’s no longer news to say that your digital marketing efforts should be personalized. In fact, the clear majority of your audience expects exactly that. In turn, distinguishing yourself from your competition has to include an effort to go the next step.

In your digital marketing, that next step could consist of smart content. True website personalization goes beyond simply including a recipient’s first name in an email, instead adjusting website content dynamically based on previous information gathered about a visitor.

An existing lead, for example, can now see an entirely different homepage than a visitor that has never before made it to your website. As a result, you can deliver more personalized content, which in turn helps to increase the relevance of your messaging for your audience.

The same personalization is also possible through other marketing channels. Emails, for example, can be customized entirely using advanced audience segmentation and custom content blocks. The goal, as in the above, is to create a more relevant marketing experience for potential customers.

3) Build an Influencer Network

Many experts in digital marketing believe that leveraging influencers is the next big thing. Audiences across demographics are growing increasingly weary of traditional advertisements. Ad blockers are causing billions of revenue losses. The solution: work with key members of your audience to make sure the message comes from them, not you.

Building an influencer network takes significant time and effort. It includes not just finding powerful online users who your audience trusts, but also developing a relationship with them. Only finding the right users, and successfully encouraging them to share the right content, can help you succeed.

But if you get there, the positive effects are powerful. In fact, one case study found that influencer marketing delivers an 11 times higher ROI than other digital marketing methods.

4) Utilize the Power of Local SEO

In the last few years, search engine optimization has evolved to far more than a universal ranking on search results. For example, Google now takes into the account the location of searchers, allowing local brands to stand out even against national competitors.

As a result, Google is now encouraging businesses of all sizes to focus on local SEO. The keys to success can vary. But a successful strategy can ensure that your key demographics will find you when looking for a brand like you.

Especially mobile audiences can make a big impact on your SEO efforts. In fact, 50% of users who conducted a local search on their smartphone visit a store they found in that search the same day. Meanwhile, 89% of participants in a recent survey said they search for local businesses at least once per week.

5) Create Enriched Visual Content

Finally, don’t underestimate the power of visual content. Unless you are new to digital marketing, you probably already know the impact that videos and images can have on your visits, engagements, and conversions. But the possibilities don’t end there.

360 degree video, for example, is becoming increasingly popular. It allows you to showcase your brand and its product in more creative ways. Google and Facebook both support this virtual reality opportunity, while the cost of 360 cameras has dropped to prices affordable even for small businesses.

The key is no longer to use visuals, but to use visuals that are different from your competition. Enriched content, such as 360 degree video and even infographics, can help you get there.

Building a Digital Strategy for 2017 and Beyond

These strategies are not always simple. It’s easier to simply send out an email blast or post on social media than it is to create a 360 degree video or rank #1 in local searches. But executed correctly, they can become the cornerstone of a successful digital marketing strategy that puts your brand ahead of your competition.

Of course, you need a sound backend for any of these strategies to work. Increasingly, websites are becoming the foundation of successful digital marketing, offering the conversion opportunities as well as in-depth content your audience looks for after first being exposed to your marketing messages.

For help in creating a website that can support advanced marketing strategies like the above, contact us. We’d love to work with you in making sure that your marketing efforts stand out, both in 2017 and in years to come.

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8 Critical Elements of a Successful Product Launch

One of the most exciting times in business is when you’re launching a new product. Adrenaline runs wild because there’s the potential for tremendous success, and the risk of incredible loss at the same time. A successful product launch calls for a different approach than managing an existing campaign, or even opening up a new market for an existing product. Here are 8 things every marketer should remember for a successful product launch:

1. Develop a Specialized Marketing Plan.

Most marketing plans fall into two distinct categories: creating awareness of the product, or selling the product. However, a successful product launch requires you to do both simultaneously. You already have a customer base for an existing product, and you can leverage that base when opening up new markets for that product. But new products have no customer base, so the number one priority is to quickly and simultaneously create awareness and drive purchases.

Many marketers focus on marketing new products to their existing customer base, converting them from an old product to the new one. This approach does little to increase the bottom line because it’s not creating new customers for the company – the whole point of new product development. Of course, there’s nothing wrong with having existing customers buy new products – Apple does it every time they upgrade the iPhone and iPad. But the primary goal of developing and launching a new product should be to attract new customers to the company.

A successful product launch requires a larger marketing budget and a significantly more aggressive marketing plan. Remember, your goal is to quickly ramp up awareness and buzz, so you’ll pushing out marketing materials more frequently.

2. Review the Plan, and Make Adjustments.

All marketing plans require a lot of research, thought, and time to develop; and it’s rare to get it right on the first draft. In fact, it’s common to go through several drafts before you have a workable plan. An effective way to build a solid plan is to involve other members of your team at every step along the way. Encourage members to play devil’s advocate to help find weaknesses in the plan. No plan is perfect, so fostering an environment where honest feedback is encouraged will result in a better plan. If you ignore this element, it will come back at you later in the form of additional expense at best, and complete failure at worst.

3. Test Your Product and Your Message.

It’s rare for a new product to stumble out of the gate, then go on to succeed. You really only have one shot at a successful product launch, so you can’t leave anything to chance. That’s why testing your product and message on current and potential customers is critical.

Gather a group of existing customers and potential customers, and demonstrate the product to them. Allow them to use it and ask questions, then get their feedback. You should also present them with variations of your marketing message and materials, and get their feedback on that too. At the very least, take careful notes. Better still, set up a video camera to record the group. Going over the video later allows you to hear their exact verbal responses and see their body language. Armed with that information, you can make adjustments to the product itself and the marketing message, if necessary.

4. Establish Goals and Measure Progress.

When you take a long road trip to a place you’ve never been before, do you look at a map once and just drive until you get there? Probably not. If you tried that, you’d risk missing your destination. So you periodically check the map, road signs and other indicators to make sure you stay on course. In marketing you need to do the same thing.

When creating your marketing plan incorporate key metrics, then measure and monitor them to ensure your plan is producing the desire results. With so many sophisticated measurement tools, many of which are inexpensive or even free, you can monitor key metrics in near real-time. This lets you know quickly whether the marketing strategy is working and enables you to make necessary adjustments.

5. Nurture Public Relations.

If the PR section of your plan only calls for distributing a press release or two, you might as well not bother. PR is only effective when it’s comprehensive and ongoing. For several weeks before the actual launch, you should be creating and nurturing buzz through repeated contacts with journalists and bloggers who cover your industry. Offer personal demonstrations and make your CEO and key product developers available for interviews. Journalists love these behind-the-scenes peeks at your company. If you don’t already have relationships with these people, you should start cultivating them.

6. Understand Communications Channels.

You probably know which communications channels your existing customers use, and you’ll use those channels to market your new product to them. But do you know where the new people you want to reach with your new product are? If not, you need to find out and start using those channels to market to them. Remember, the goal is to simultaneously build awareness and generate sales. If you’re not expanding beyond the same old channels, you’re not reaching prospective new customers and expanding your customer base. Using new marketing channels is also a good way to reach new customers with your existing products.

When using different channels, adapt your message to each channel. For example, you wouldn’t use the same format in an email that you use on Twitter. And you wouldn’t use the same format on Facebook that you use on Twitter. You must customize your message to fit the channel.

7. Turn Your Staff Loose on Social Media.

Just like the rest of the world, your staff members are probably active on social media. Some may even have thousands of followers! So why not leverage that by asking your staff members to post something about your new product? Of course, this should be completely voluntary, but most would probably be willing to do so, especially if they have some involvement in developing or marketing the new product.

8. Leverage Business Relationships.

You undoubtedly have relationships with other, non-competing businesses within your industry – vendors, manufacturers of related products, current customers, etc. If you’ve nurtured those relationships, you should be able to ask for their help with your launch. For example, you could ask them to include your new product announcement in their next newsletter or email, or to post about it on their company blog or social media pages. Leveraging these relationships can help get your message into markets you might otherwise not be able to reach.

Remember, you never get a second chance to make a good first impression. That adage also applies to new product launches, so you’d better get it right the first time. For more ideas about how to conduct a successful product launch, contact us. We also invite you to check out the additional resources below for more information and insight on this topic.

18 Tips for Planning a Flawless New Product Launch

The Right Way To Launch A Successful New Product

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How Google’s Invisible reCAPTCHA Will Improve Your User Experience

From a marketer’s perspective, spam can be death. If your blog comments are bogged down by spam comments or other types of negative content, your Google rankings suffers and the user experience drops.

But at the same time, the same negative effects happen if you get overprotective. Google’s reCAPTCHA, for example, has been universally hated because of its complicated nature. Put simply, no one wants to decipher and type in fuzzy text read from a picture just to confirm what they already know: they’re not robots.

So for years, Google has sought to improve its anti-spam tool. The first step occured in 2014, when reCAPTCHA 2.0 performed automatic verification. Still, users had to wait some time while the verification script ran in the background. Now, Google is taking the final step: invisible verification.

 

Understanding reCAPTCHA

For those new to the concept, it’s a bit of an odd acronym. CAPTCHA stands for Completely Automated Public Turing test to tell Computers and Humans Apart, which clarifies the concept a bit.

In short, it’s a system designed to let websites know whether users looking to interact with content are human or robots. The former should be able to comment, like, and share content as much as they want. To prevent spam, the latter should be blocked from doing just that.

You may not know the details of it, but you’ve seen CAPTCHA’s around the web for years. Basically, anytime you had to confirm you are not a robot (often by typing in fuzzy text from an image), you have come across the same basic concept.

The basic goal of any CAPTCHA effort is security. It fights bots, who post spammy link comments (reducing your search engine optimization) or provide false lead sign-ups. In short, it keeps your data clean and your SEO positive.

 

The New reCAPTCHA, According to Google

Of course, the traditional CAPTCHA also significantly reduces user experience. dSo for years, Google has made an effort to reduce the ways in which its verification affects users on websites that use the tool. The search engine giant brands these efforts the “noCAPTCHA reCAPTCHA.” In 2014, that effort paid first dividends:

On websites using this new API, a significant number of users will be able to securely and easily verify they’re human without actually having to solve a CAPTCHA. Instead, with just a single click, they’ll confirm they are not a robot.

On websites where its risk analysis engine didn’t spit out definite results, Google resorted to the next best thing. Rather than entering fuzzy text, users could pick matching images or their favorite color. This testing was more intuitive, but still required extra steps just to post a comment.

That’s done now. Google has officially introduced the Invisible reCAPTCHA. It’s a natural evolution of its previous efforts to simplify the process. Now, websites can confirm dynamically and in the background whether users are human or robot, and only those with questionable results will need to solve similar challenges to the above.

 

Building Your Website With UX in Mind

Google’s effort to improve user experience across websites should come as a welcome initiative to web developers and website owners everywhere. After all, your visitors need to have a positive experience to meet your conversion goals.

Any brand that publishes content or focuses on content marketing is looking for engagement. But tools that prevent that engagement could be just as damaging as the dangers they’re supposed to prevent. That’s why CAPTCHA’s, despite their benefits, have provided countless headaches for content marketers across industries.

In fact, one survey found that Google’s first iteration of the tool absolutely killed conversion rates. It discouraged visitors from becoming leads, a core goal of any content marketer.

Fortunately, that no longer has to be the case. Google’s Invisible reCAPTCHA allows you to prevent spam without annoying your web visitors. If you can run it completely in the background, your ‘regular’ audience won’t even know they’re subject to a Turing test.

That, in turn, allows you to build your entire website and its content with user experience in mind. You can safely encourage comments and generate leads, while at the same time keeping your data and SEO profile clean.

 

Implementing the Invisible reCAPTCHA

Given that it’s a new tool, you will have to make some changes to your script to make sure you’re accurately running the new Invisible reCAPTCHA. Fortunately, Google has provided a number of guidelines and a step-by-step process to help you get there.

When implementing the new tool and CAPTCHA challenge, Google provides web developers with three choices:

  • Automatically bind the challenge to a button,
  • Programmatically bind the challenge to a button, or
  • Programmatically invoke the challenge.

Each requires a slightly different development process. In the above link, Google provides specific scrips that can help you get your website ready. And of course, if you are running your website through WordPress, the first plug-ins already exist to ensure that your website remains secure and clean, without harming your user experience in the process.

Of course, you might still need help in making sure that your website does not suffer from spam and bots. In that case, working with a web development agency familiar with the tool and its potential implications makes sense. Contact us to learn more about how we can help you implement the new Invisible reCAPTCHA, improving your user experience without harming your security or SEO in the process.

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SEO Strategies: How to Approach the Pretty Girl Who Needs a Date for the Dance

Remember the agony of just thinking about asking your crush to the school dance? In your head you constantly went over different strategies, but they all ended with the same result.

SEO can be just like that at times. Businesses don’t exactly know how to approach it, and they spin their wheels by switching back and forth from completely different strategies. Here’s the usual sequence of developments:

Not caring 

Yup, our greatest hope is that by acting like we don’t care, our crush will play the chase game. Maybe she’ll even do the work for you and ask if you already have a date.

Some businesses like to pretend that SEO isn’t all that important. Or rather, they think that by focusing on content creation, they’ll make more progress on Google’s SERPs than an SEO strategy ever could.

And they’re not just imagining this scenario on their own. This Search Engine Land article, for example, suggests that content is by far the most important factor of SEO:

“Google’s end goal is to deliver the best solution to searchers in the fewest clicks. As the search engines crawl the web, they are searching for content that delivers value and matches end users’ expectations. In fact, content is among Google’s top three ranking factors — so it plays a central role in successful SEO strategies.”

Not to completely discredit either of these strategies, but how often does this actually happen for the regular student or average small business? It’s nice in theory, but most of us will have to put a little extra effort in to get the results we want.

Caring (too much)

Alright, now that the hopeful Plan A hasn’t worked out, it’s time to switch things up. The next strategy calls for a more active approach — starting a conversation and eventually asking the girl to the dance. The only problem is that with no real dating experience, you’re essentially playing Minesweeper.

A recent Search Engine Journal article explains why actually paying attention to SEO (and not just creating content) is necessary to get a better ranking on Google. According to the article, telling businesses to “produce great content” isn’t worth much in terms of SEO advice:

“Search engine optimization is a game of inches. There is no silver bullet. Telling me the answer to all my burning questions about optimization is simply ‘produce great content’ — that seems woefully inadequate. It’s like shouting ‘follow the North Star!’ to someone stranded at sea; thanks, but those generalized directions only help so much.”

In addition, the article offers some genuinely great active SEO advice, like:

  • Prioritizing older pages that are more likely to rank for valuable keywords
  • Refreshing your content so it stays relevant and current
  • Controlling your index by looking at the Google Search Console

These are all great white-hat tactics, but as someone new to the game, you can’t discern them from black-hat tactics. Similar advice can lead you to unintentionally spam and getting a site penalty.

To come back to the school dance analogy, it’s like you’re getting lots of different advice from different friends. Some, like making eye contact and staying calm, are good, while others, like bragging about your non-existent dating history, will just set you back.

What gives?

Of course, you’ll notice that some guys with truly horrible flirting tactics manage to get dates, and even though you’re playing by all the rules, you’re still struggling. This is the first time that the old “Life is unfair” adage hits you like a sack of bricks.

Likewise, you’ll see that some businesses rank on Google despite obvious spam tactics. They recycle the same garbage content and still maintain a top 10 site ranking. A part of practicing SEO is accepting that it’s not an exact or fair science.

When everyone zigs, you zag 

Hitting rock bottom is a good time to reevaluate your priorities. You’re slowly realizing that the girl isn’t interested in you, and it’s time to readjust your focus. The solution? While everyone is trying to get her to say yes, you’ll ask a different girl to go with you.

Most businesses can’t decide whether they should focus on content or SEO. Some are constantly weighing white-hat vs. black-hat tactics. Do you really want to get caught up in this game and follow the same pattern as everyone else?

Today, one of the most effective online marketing strategies is combining your SEO and branding efforts. It’s your way of zagging while everyone else is zigging. This Forbes article explains the merits of this strategy:

“There are dozens of advantages to using personal branding, even beyond its utility for an SEO campaign. In today’s age of corporate distrust and favoritism toward more personal relationships, it’s almost a necessity for corporate brands to get involved. If you’re getting started for the first time, be prepared for a slow build; this is a long-term strategy, and it takes time to generate real momentum. But it’s one that pays off in the long run, and is well worth the initial cost of development.”

Branding doesn’t just convince users to click on your site when they google your keywords; it convinces them to search for your brand’s name. With a successful strategy, you can more or less eliminate your competition.

Does that mean content and SEO strategies are expendable? Absolutely not. The focus on branding is your way of getting an edge on the competition. Even so, you’ll have to create search engine optimized content to get your brand’s message out to your target audience.

Like trying to get a date for the school dance, practicing SEO can take you through multiple phases, only to disappoint you in the end. Remember that you have the ability to flip the game upside down and separate yourself from the competition. To talk more about your SEO strategy, or anything else, contact us today.

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Your Guide to Reducing WordPress Comment Spam

Comment sections make up a small percentage of website content, but they can have a major impact overall. Even if the original content on your WordPress site is outstanding, your reputation can be tarnished by comment spam. In this blog, we’ll cover the need for comments, the inevitability of spam, and what you can do to reduce it.

The Case for Comments

Comments are usually a good thing in the context of online marketing. In fact, some marketers see them as a main benefit of content creation.

This CIO article explains some of the benefits of users commenting on your content. According to the article, it’s good for brand engagement, customer service, and customer feedback:

“When handled properly, your content gives you the opportunity to start a conversation with your customers. They may comment on your blog posts or share your social media posts. In addition to letting you answer customer complaints or questions, you can also gain valuable insights from these comments. When consumers begin to see that you take their feedback seriously, they’ll be more likely to continue to buy from you.”

We recommend that you allow comments on your site for the same reasons. They have the potential to add value to your website and create a community within your target audience. This alone justifies the risk of letting outsiders add content to your site.

Expectations vs. Reality

The CIO article makes a major assumption in its analysis — that the comments will be productive. But in reality, how many comments actually contribute to the conversation? How many of them are just spam?

According to a recent Forbes article, spam comments can show a lack of maintenance of your site and even damage your brand reputation:

“Spam, of course, leads to further problems. Even a great article can be diminished if the content below it is full of insults, spammy links, and more. At best, these comments showcase a lack of maintenance on a blog. At worst, the negative feelings associated with the spam subconsciously transfer to the brand and its website as a whole.”

Some spam is rather innocuous, like when someone promotes his own business. But what if a random user comes along and starts sharing racist, misogynist viewpoints. According to the Forbes article, your website visitors might subconsciously connect your brand to these spam comments. This is why you need to pay attention to your site and look out for potential spam.

Reducing Comment Spam

The good news is that businesses have a variety of options when it comes to reducing comment spam on WordPress sites. Here are some of the most effective methods:

Install WordPress plugins

A strategy that doesn’t require much effort on your part is to install a WordPress plugin. The Akismet Plugin, for example, checks each comment for spam and blocks comments with suspicious links. It also provides reports so you can have an idea of how accurate it is and how much spam your site is receiving.

Other useful plugins in this respect are Wp-Ban and the Recaptcha Plugin. The former lets you block users by IP address, which is great for finding and stopping repeat offenders, and the latter checks for a human user by asking for words they see in a graphic. You can even use all three to fight off spam links, malicious users, and spam bots all at once.

Moderate discussions

When it comes to reducing comment spam, humans will always be more accurate than machines. While a plugin might save you time and remove dubious comments before anyone can ever see them, it also might remove genuine comments or miss well-disguised spam.

There’s a lot you can do when it comes to comment moderation. This AllBusiness article, for example, recommends approving each post before it gets published to your site:

“Don’t give spammers the keys to the castle. You should NEVER allow comments to post automatically. By moderating your comments, you will be able to approve what you want and delete the rest. If you allow comments to automatically post, you will have to play CAPTCHA. Also, spam comments will be live on your site, allowing visitors to read them before you get a chance to delete them.”

There are a couple of general rules to follow in regard to comment spam. One is that it’s usually a good idea to shut down comments on posts older than a few months. As these articles decrease in relevancy, they’re less likely to produce quality comments. At some point, the risk of spam is greater than the possibility of a worthwhile discussion.

Moreover, you should typically review comments with links manually. These are the purpose and quintessence of spam and you should approach them accordingly.

Find a new comment system 

A last resort is to ditch the WordPress Editor comment system and use a third-party tool. These usually make it easier to detect and control comment spam. One reason for this is they prompt users to log in with a social media account and once they lose their anonymity, they’re less likely to contribute low-effort comments.

Of course, you can also choose to remove comments from your site altogether, but then you miss out on the opportunity to connect with readers. As long as you can put up with a few hurdles, dealing with the occasional spam comment is worth the increase in brand engagement. To talk more about reducing comment spam on your WordPress site, or anything else, contact us today.

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12 Tips To Help Your Marketing Emails Produce the Desired Result

For years various so-called marketing experts have been claiming that email marketing is dead. If you drill down into why people make that claim, you’ll probably find that they’re promoting some new best marketing tool. But, according to a survey commissioned by Marketing Sherpa, 72 percent of U.S. adults prefer that communications with companies occur through email. The real problem with email marketing isn’t the medium itself; it’s the way businesses use it. Here are 12 actionable tips that can help your marketing emails produce the desired result:

1. Maintain a Strong Email List.

Any email marketing program is only as good as the list of subscribers you’re sending your email to. So your first priority must be to grow and maintain a strong email list. According to HubSpot, email lists degrade at a rate of 22.5 percent per year. So it’s essential that you keep growing your list by at least that rate, just to stay even.

 

2. Develop Engaging Content Ideas

Every good email marketing campaign begins with good content ideas. No matter how much time and energy you put into creating email content around a bad idea, it’s time and energy wasted. Regardless of which medium you’re using to publish a piece of content, it’s essential that your content be engaging, so invest ample time in content ideation.

 

3. Create Intriguing Email Subjects

Here’s a great little tip about creating intriguing email subjects: the process is guided by the same principles as blog post and article headlines. In the email world, your subject is what makes people want to open the email. Of course, just like any other marketing-related topic, there are endless articles and blog posts out there about creating compelling headlines. A good starting point is Neil Patel’s 3 step guide to writing powerful headlines.

 

4. Write Compelling Body Copy

A huge mistake many email marketers make is creating a really intriguing subject, then following that with lackluster body copy. They apparently assume that if the reader opens their email, they’re subconsciously committed to reading the message. The truth is, the opposite is probably true – a compelling subject creates a subconscious expectation that the message be compelling too. A great resource to get you started creating copy that’s based on sound principles is Scientific Advertising by Claude Hopkins.

 

5. Personalize Your Message

No one likes feeling as though they’re being marketed to so it’s important that you create an email that makes the reader feel as though you’re speaking to them one on one. And we’re not talking about the standard “Dear {first-name}” feature of your autoresponder. We’re talking about personalization that speaks to the reader’s specific needs.

 

6. Keep it Brief

The rules for email length differ from blog posts and other forms of online content. Blog posts, etc. should be longer because that’s what search engines like, among other things. Emails are very different. According to Constant Contact, an email with approximately 20 lines of text and 3 or fewer images produces the highest click-through rates.

 

7. Use Images

Most marketers know that images are a must in blog posts, social media and other online content. Well, the same is true for emails. Imagery in your emails will help boost subscriber engagement and get them to respond to your message. Keep in mind that 3 or fewer images achieve the best results.

 

8. Use Video

If a picture is worth 1,000 words, how much is a video worth? Well, even if it’s only worth 1,001 words, it’s better than still imagery. Of course, video is really worth much more. So consider using it in at least some of your emails.

 

9. Always Include a Suitable Call To Action

Imagine for a moment receiving an email with a subject so intriguing, you can’t help but open it, and a message so compelling you immediately want to take action; only to have that motivation thwarted because there’s nothing telling you what that action should be. Sounds silly when you read it, doesn’t it? Of course you have a call-to-action (CTA) in all of your emails. But not all CTAs are suitable for every circumstance. You should select a CTA that will achieve the desired result.

 

10. Make Your Email Mobile-Friendly

As of June, 2016, 54 percent of emails were viewed on mobile devices, according to Litmus’ email analytics. With the continued growth of mobile usage in general, that email number is bound to grow. Unless you want to risk having more than half your subscribers ignore your email or unsubscribe from your list altogether, you must make your emails mobile-friendly.

11. Segment Your Market

Not all of the customers and subscribers on your email list care about the same things. To reach more people with your email campaigns, you must segment your market based on different characteristics such as interests, need, geographic location, etc. A good place to start, if you’re new to the process of market segmentation, is The Beginner’s Guide To Segmentation and Buyer Personas.

 

12. Test, Test, and Test Some More

Marketing campaigns must continually evolve if you’re to remain successful. This is especially true in the internet age where trends often come and go in a blink of an eye. Marketers must continually test their email campaigns to maximize their effectiveness. The best way to do that is through A/B testing (aka. Split Testing). A/B testing is a way of determining which of two campaigns promoting the same product or service is most effective in producing the desired result. In an A/B test you create two slight variations of the same campaign and send them to a small percentage of your total recipients. Whichever variation works best is the one you send to your entire email list. Here’s a beginner’s guide to A/B testing that will get you started in the right direction.

 

In Conclusion:

We’ve given you a lot to think about here, and it may seem a bit overwhelming at first; but you don’t necessarily have to do it all at once. Instead, pick one tip and put it into action this week. Then do another next week, and so on. To learn more about effective email marketing, contact us. We also invite you to check out the resource list below, and follow our blog for more great marketing information.

Additional Resources:

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