Archive for May, 2013

Email Marketing- If it Ain’t Broke…

Email marketing is still one of the best forms of online marketing out there, but it is fast becoming an overlooked tool by many marketers. Around 25% of lead generation, for example, still comes from email marketing campaigns which represents a greater ROI than that of leads generated through social media.

One of the reasons it is still such an effective tool is because email marketing has the ability to reach a specific client and speak to them in a personable way. Email marketing also has the ability to drive customers to your website or a landing page- all the while engaging them with your brand.

While the concept of email marketing is still sound, the problem today is that some marketers are not adapting to the changes brought about by the ever-evolving mobile market. According to a survey by Marketing Land over 58% of 1,100 email marketers said they were not designing their emails to render with the mobile market. Given the fact that mobile usage is increasing dramatically and is set to overtake desktop by the end of 2013 there is a massive opportunity being lost here.

We at Posner know the value email marketing can add to your business from the results we get for our clients on a daily basis. There is an enormous opportunity out there today for businesses to gain a competitive advantage by adopting an email strategy that is designed for both the mobile AND desktop market. While some people may question the relevancy of email marketing today, we highly recommend that it be incorporated into your online strategy.

A report by eMarketer in 2012, for instance, showed that email marketing was still a very effective tool for marketers because the click through rates were still above a level that is considered ‘good’- according to Google Adwords, a click-through rate of around 3% is considered to be effective. The example given below represents the click through rates for the Financial Services Industry, who boasted a click-through rate of around 5.4% at that time (over Q1 in 2012).

Email Marketing Performance

What is even more interesting from this report is that it highlights where these emails are being opened. The graphic below shows that in 2011 over 70% of emails were opened on Desktops with mobile around the 21%. mark. In 2013 around 50% of emails are opened on Desktops while 41% are now being opened on mobile devices.

Open Rate Share Email Marketing

With mobile trends set to overtake desktop by the end of 2013, businesses that adopt an ‘early worm’ policy by recognising the importance of the mobile market could a greater ROI.

Unfortunately what we are seeing for now is a correlation between the increase in the amount of people using mobile devices to open emails, and the lack of marketers who are designing their email campaigns with this in mind. How many times have you tried to open an email on your iPhone or Android and found that you can’t see it properly?

Another reason why email marketing is effective is because it is trusted and because people who open and click through your emails expect that you are trying to sell them something. We have found that clients respond very favourably in this regard to email campaigns. Adding links to your emails is also a great way to increase your SEO and drive your clients to a landing page or website, all the while increasing the length of time they are spending with your brand.

What the future holds for email marketing
The future of email marketing is bright. However, marketers need to realise the importance of mobile and the different rules that apply to the mobile market. The Interactive Service Team at Posner has helped many businesses optimize their marketing and advertising campaigns through a multitude of options for both mobile and desktop. We have found that if your email marketing strategy is not compatible with both mobile and desktop, the fact is that your click-through rates will take a massive drop. Aside from not reaching your audience, it also becomes difficult to evaluate a campaign’s true performance.

Designing an email marketing campaign
While there is no standalone tactic that ensures success with email marketing, our experience at Posner has found that it is important to look at each individual campaign and understand the purpose of the campaign. Instead of sending out a bunch of emails to your entire contact list hoping for success, you should ask yourself:

  • Are you targeting the right demographic?
  • What is it that you want people to do with the information you are sending them?
  • How are they likely to respond to the information?
  • And how are you encouraging a positive interaction with your brand through these emails?

The next thing to consider is whether the information can be accessed on all devices.
While it is important to constantly add new tools to your businesses marketing kit, it is just as important not to forget the ones that still work.

Make Your Sweet Blog Stick with Strategic Inbound Marketing

In today’s business world, the standard for social marketing should be set to “high”. Yet, while many companies are very active with their outbound social marketing initiatives, how much attention is being paid to their overall inbound social marketing strategies?

Inbound marketing draws in traffic without unconcealed or blatant outreach (which would be outbound marketing). Examples of inbound marketing include: streaming podcasts, videos (hopefully viral) and blogging, plus techniques to make sure that a company’s content is easy to find including search engine optimization. After you draw in potential consumers, what makes them STICK to become a “supporter”, “fan” or a “follower”? The answer is GOOD CONTENT. In regards to a website’s “stickiness”, Ann Capps of Artipot.com (@artipot @anncapps) writes: “Driving customers to your site is one thing, but without compelling content they have no reason to stay.”

Make Your Sweet Blog StickBlogs with “sticky” content are blogs with quality, worthwhile, reliable, and perhaps most importantly, relevant content. Of course, these adjectives are all subjective, and that’s why a blogger must know who he/she wants to reach and influence. But just hoping that people will come across your content isn’t enough! A well thought-out strategy is necessary for your content to tally views and for your blog (thus your business) to see tremendous gains. Inbound marketing involves actively, consistently and strategically putting content on the internet for other people to come across while they are doing their own personal searching and browsing.

Now…how do we get the blog seen more? People already searching for something will come across your blog organically if you offer/are writing about what they have searched for and need. This can be done by well thought-out keyword entry, tagging, backlinking (be sure to look for a Part II of this post for tips and tricks on the aforementioned techniques). The right keywords, meta-tags, and linking drives traffic to the blog, and then optimizing in the blog can enhance your SEO standing!

Another great tip is to build relationships with other bloggers: making genuine comments on another blogger’s posts (a blogger who you actually want to be connected with) is one great way to catch that blogger’s attention. After a while, said blogger may link to you from their website. Yes, we’re reaching out, but our actual technique for gaining traffic is a draw-in: blog readers see a link to your blog from a page that they already find credible and are already using, making it easier to gain views because there is, for one thing, less risk of wasted time when someone is recommended another “expert” from an already accredited and trusted source of theirs.

Well, we’ve covered why blogs are so important, and in Part II, we will discuss in further detail how to keep people sticking around you and your content (hence the term “sticky” content). As we said above: “Blogs with ‘sticky’ content are blogs with quality, worthwhile, reliable, and, perhaps most importantly, relevant content. Of course, these adjectives are all subjective, and that’s why a blogger must know who he/she wants to reach and influence.” What’s your favorite blog, and why is it your favorite? Hey—you can even let us know how you found that favorite blog of yours. These things, you’ll find, are interesting to observe in retrospect.