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ConvertPLC Digital Marketing Agency

ConvertPLC Digital Marketing Agency

Tuesday, 13 September 2016 14:29

The online business of using emojis

We have all received a text or an email from someone and wondered how we should take the message. Is the sender upset, trying to use humour, or being sarcastic? Take out facial expressions, body movement and the tone of voice from communication and all you have are dry words.

When coming from a friend, you have a good chance of decoding the message behind the message but when it comes to business, we need a little extra something to add context. In the 80s this meant a :-) as a sign to suggest a not so serious message. If the message was meant to go the other way, it was accompanied by a :-(. Now, the whole marketing area of using a combination of punctuation marks to express a meaning has reached another level with emojis.

So what is it about these small emotional representations that are making online marketers search for the right emotion to go with their messages and insert them into their strategies?

Well, for one, the human brain is wired to understand images; we process visual information 60,000 times faster than text. Sproutsocial also lets us know that emojis actually change our mood, as we are naturally drawn to human faces – humanise your communication and there you have it, a natural way to help followers feel emotionally involved. Plus, with more than 60% of social media made up of images, it is plain to see that adding images to your campaign will grab attention and with most businesses smiling away, you won’t want to fall emotionally behind.

Just so we can grasp the gigantic importance of emojis in today’s market, look at what Durex put together to ask the public to help them get a CondomEmoji made to promote safe sex.

 

Emojis have evolved to include lots and lots of icons, representing objects, feelings and animals. So with the world clicking away right and left, how can an online business make use of emojis in their marketing mix? Here are just a few ways but be warned, know your audience, use appropriate emojis and keep track of what you have used and how successful it has been.

Feeling the social media marketing vibe – social media is really where all the action is. Whether you are betting on your company Facebook page to get you noticed, on Twitter to get the little birdy to spill the business beans, or if Instagram is your pick, you really can’t go wrong if you use emojis to get a message across. These platforms are the perfect environment for them because emojis are used in friendly, casual conversations, and you really can’t get more social than that.

Tip: be creative with it, or ask your followers to be the creative ones. Ask them to come up with a message only using emojis and the best one can win some of your products.

Make emotion part of your content – blogs are great ways to keep your audience informed, get traffic to your website and keep the lines of communication open, but all words can be  a little boring, so spice things up with a few ✌in the middle of the blog to highlight the image you want to stand out. Also leaving the reader with a few emojis at the end of the blog makes the message even more memorable.

Emailing has never been more personal – we all receive a large number of emails a day, and if you are involved in the business world you probably receive lots, lots more. This means that the first part of your strategy has worked, the person you have targeted has received the email but have they opened it? Have they even realised what the email was about before deleting it straight from their inbox? Well, a great way to increase the chances of the email being opened and read is by adding an emoji to the subject of the email.

So what are you waiting for? Start sharing the emojis and wear your business heart on your sleeve to have a sea of people fall in love with what you are doing.

Description: Emoijis used in social media, content and emails can boost online presence.

Tuesday, 13 September 2016 12:29

Leading the hunt for Pokémon to business gold

The world of mobile gaming has gone from crushing candies to chasing Pokémon in the street. The stir has caused traffic to stop, women to believe they were being proposed to when their partner got down on one knee just to get in a position to catch a rare Pokémon, and made social media buzz with excitement.

But the characters behind this world-wide craze are nothing new. For those of you who grew-up in the 90s, you will remember playing Pokémon on your Game Boys, collecting the figurines and stickers, watching the series and going to the cinema to watch the films.

So that is the 90s generation hooked – partly because of sentiment. But why is everyone else who didn’t live through this period also walking around with a mobile phone as if they were using the device to search for water? Well, the fact that everyone else is doing it is a big plus, but there is more to this get-up and go drive – exactly that, it makes you get up from your chair, exercise your legs, and venture out into the world outside. The game takes you on an adventure, helps you discover places around you that you might have never found otherwise, and also gives you the chance to meet people in the flesh.

The down side? You still have to look where you are going because street-lamps and walls could get in the way of the PokéStop you are trying to locate.

With such a powerful tool in the hands of almost everyone, clever businesses can use it to attract customers. So if you haven’t already got on the Pokémon Go wagon to big business heaven, these are a few pointers on how you can go about it.

1. Make your location a PokéStop or Gym – if your location is a PokéStop, it will show up on the player’s map as a place where they can collect their Pokémon goodies. Once the PokéStop is tapped, all the information you have entered about your business will show-up. While a stop is where players can get all excited about treats, Gyms are spots where players fight other Pokémon.

Tip: Gyms are normally found at large areas like parks and malls, so if you are a small business go for stops. Also – as players are so involved in getting their Pokémon game on - you might want to make the information you associate with the stops and gyms as catchy and brief as possible. Maybe go with a Pokémon theme or show them how what you have to offer can help them down the Pokémon yellow brick road.

2. Make your location a place of play – social media channels are there to help you get message out to existing and potential customers, so use them to tell them that you are ready, willing and able to let Pokémon Go players play the game where you are. Why not make it even more fun by making a competition out of it. Tell followers that if they post a picture of them playing the game at your establishment in social media, they could get discounts, gift vouchers, or merchandise or services for free. They will already be on a high from catching the Pokémon near you, so you could use that enthusiasm to get them wanting to achieve even more.

Plus: you could also ask them to share their favourite Pokémon photos taken at your business on social media and tag your business page to the photo. More fans of the game will see it, know that your location is a cool place to catch the little creatures, and the circle of playing the game on the go and social media expose will continue to rotate.

Even more: offer players free Wi-Fi and charging stations. Tell your followers about it on social media, put out signs at your location, tell everyone you know – and also let it drop that some rare Pokémon may just be lurking close to where you are.

3. A picture tells a thousand words – while on the subject of taking photos, you can ask players to take photos of Pokémon with your products. Of course, they will also get something out of it. Ask them to aim Pokémon on products they would like to own, have them enter a draw, and the lucky player could have the chance to win what they desire – or buy it at a special price.

4. Lead and they shall follow – encourage players to check in while playing. This will get more players to come to your business, and also bring more followers to your Facebook page.

A step further: also use Snapchat to drive business forward by encouraging users to share Snapchat memories of them playing the game at your business.

5. Fifteen minutes of fame – ask players if they would mind you filming them playing the game at your business. If the response allows, use the videos on live platforms or save them to be used later.

If digital marketing is all about content and if the platforms used to get that content out are called social media channels, can marketers post content that has no social stand and gain market share? Well, before going down the road to a yes or no answer, let’s look at what we are dealing with.

According to the Content Marketing Institute content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

OK, so the way businesses get these messages across is by using social media platforms - which are basically software, or channels that can be used to attract followers and create a community.

The name itself - social media - implies that the content should have some social impact. And as we are social animals living in a community, we are all pretty much concerned with matters which impact the society we live in. Communicating how we live and using this communication to make us more a part of the pack isn’t something new. Cavemen painted drawings on walls to leave a message behind, then skip some millions of years ahead and the radio was invented, the printed press, the television and then the internet – all means of sharing information within a social setting.

Now, after taking a small history lesson, we have arrived at today – a time when social media has changed the way traditional marketing works, and the way we communicate on a personal level. Like with other media outlets, there is freedom of speech (to a point) but the matter is, can businesses step-away from social matters on social media and indulge in straight-forward hard selling?

The definition given above suggests not, but with social media fostering a culture of self-expression and an eager exchange of ideas from which both consumers and businesses can benefit, the whole theory becomes blurry.

Let’s put on our fog lights and find our way out of the mist, by looking at what content really aims to do and then seeing if a social lacking approach could work.

Audience

Content needs to be informed by the needs of your audience, and where does this audience come from? It comes from a pool of people from different parts of society that find something in common and are looking for the same things. If these common threads point to a need for content that is not so social, but more business based, then you should go with it.

Communication etiquette

Even if you are a big name in the market, you still have to go with the flow. A community gives its members that feeling of belonging. If you disrupt that feeling, if you make the community members feel they are being used, or that the space where they once felt at home in no longer fosters a feeling of trust, then you have lost them forever. Make sure you show followers you believe in what you are selling, what you are saying and how you are going about it. Do your research, know the community you are approaching, stick to what you know works in a particular social media setting and take things from there.

Ask and you shall receive

Trust and a feeling of appreciation is really the name of the game. You have all these people who are interested in what you have to say at your fingertips, so why not come straight out and ask them what they want more or less of. Yes, you follow a business strategy aimed at increasing brand awareness and a lot of energy has probably gone into it, but if you realise that the arrow towards success isn’t reaching the heights you would want it to, then maybe it is time to tweak the strategy somewhat. Ask the followers you already have what they think would work best. In this way they will feel appreciated and you will have a more personal connection with them. They will share more, talk about you more, and then watch out, that arrow may go through the roof.

Be smart

All information has social content if you set it up that way. Consumers are very smart, they know the different between an empty gesture that is just hitting at the core of a hard sell and a post that speaks to them on a personal level. Take followers on a tour of where all the magic happens. Give them an insight into what goes on behind the selling, the product manufacturing, and the service you provide. You have just given social content to a selling point, and it wasn’t fake, trust wasn’t lost and - on the contrary - you may have just hit the social media gold mine.

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Monday, 08 August 2016 14:08

The new landscape of Google SERPS

Google needs no introduction. It has become so embedded in our society that if we have an emergency, if we want to know how to do something, find something, or even if we want to see how we can get into the online dating game, all we have to do is Google it. This is all good and well for all of us on a personal level, but when it comes to business Google works a little differently, in that it is a force that can make or break a business which is heavily invested in digital marketing.

So when the search engine giant announced it would change its Search Engine Result Page (SERP) display to do-away with paid ads from results on the right sidebar, search marketers gripped their teeth and readied themselves for the worst. But what has this change really meant for companies who base much of their marketing strategy on SERPs? Now, months down the line, marketers can know what they are dealing with as the results are in.

Click-through rates (CTRs) have risen

The removal of ads on the right panel, means that there is additional space at the top of the page where a fourth spot can be filled. More space, more coverage, more clicks. This new spot has drawn more attention to the third place – so keep that in mind when setting out your next campaign. 

What we already knew: right hand ads weren’t a favourite with people who knew the digital marketing terrain well; they had their sights on the top three positions all along.

But what about those campaigns that put their money on the bottom of the page? With more emphasis up on top, these spots are seen less and therefore receive fewer clicks.

Good to know: eye tracking studies show that a large population of SERP visitors’ attention is focused on the left side of the page. So this is probably a key factor for Google’s reasoning.

Costs per click (CPCs) has seen little change

After comparing thousands of campaigns that were out there a month before the change to campaigns after the change, the difference in CPC in North America was three percent. This indication went both ways, meaning that any given campaign either saw an increase or a decrease of CPCs of an average of three per-cent. Businesses who rely on clicks to boost their advertising may find this percentage significant, but in the grand scheme of things, this change hardly rocked the boat.

Traffic hasn’t crashed

This is not a big surprise to search marketers as ads positioned in a lower position before the change wouldn’t build-up a significant amount of traffic. So now with fewer positions up for grabs, traffic is spread out and, besides, those who search will continue searching and be visitors to one advertising destination or other.

Impressions have seen a decrease

When Google still had right-side ads, searchers could see up to 11 ads per search results page. Now that number has nearly gone down to half, resulting in a loss of desktop impression share.

If you had your ad in the eighth position and your business heavily relies on impressions, then you might want to think of bidding on a new space, because this is the one who has seen the highest drop in impressions.

After analyzing the outcome, going through the small ups and downs of what came after the change, we can safely say that on average the results haven’t rocked the way we view digital marketing to its core - rather it confirmed that search marketers are already Google savvy (as their search strategies didn’t fold) and are now ready to face any other challenges the people behind the search engine may throw at them.

Friday, 29 July 2016 14:38

Five Ways to Use Snapchat for Business

Everyone loves a good story, but the story itself is only half the, well, the story. The other half is getting it out there and reaching an audience.

With social media on the up and up, there are a number of platforms where your business stories can find a home, but how can each one be used effectively to get your message across? If you apply the right strategy to the right platform, then it is as easy as snapping your fingers.

A user-friendly and fun to use platform like Snapchat is a force to be reckoned with when it comes to a company’s social media marketing mix. And the reason is because on any given day, Snapchat reaches 41% of all 18 to 34-year-olds in the United States. Just to put that in perspective, that is over 100 million daily active users and over 400 million snaps per day.

So if you want to join the Snapchat frenzy, or if you are already active on Snapchat and are looking for new ways to strengthen your brand, read on to find out how you can develop the other half of your own business story.

1. Partner with influencers and stage an influencer reveal

A Snapchat campaign that catches the eye of an influential snap chatter could help your brand name thrive in the social media world. If this influential user takes over your account and is in the driving seat for a while, then you instantly reach that users followers. Your message is spread to a demographic that may have not been reached otherwise. Just keep in mind that it is a good idea for the user’s followers – who will also become your followers – to be interested in what your story has to offer. So if you are a clothes-line, the followers should be interested in fashion, or if you are geared towards offering services to children, then parents of children within the age group of your target market are exactly who you want your story to speak to.

Go one step further: When you are doing a promotion for your product, the influential user can give followers a sneak-peak of what goes on behind the scenes – making followers feel like VIPs. Feeling like part of the company’s family and having access to the dress-rehearsals before the actual performance takes to the business stage, makes a loyal follower and customer.

2. Give out private content

A group of followers are like a little community of their own. They share the same interests, and are looking for the same things. So if you treat them like a unique entity, they will feel like you are letting them into an inside secret. The secret comes in the form of private content. Think of unique content that will surprise followers and make them feel like part of the team. Some fashion brands have used Snapchat to unveil their new collection to followers before they walked-down the runway. Followers know they have information before the rest of the world, they feel included and part of the action, making a happy follower and happy client.

3. Make followers feel included with access to live events

When you are looking for a social media platform that reaches an audience in real-time, Snapchat is exactly what you need. Users can follow live events at the exact time they are happening and feel like they are right there. Not everyone can come to a company’s product launch, trade shows or other events where you have the chance to show-off your products or services, but with live events a virtual group of consumers can also be part of what is happening. These followers may be more excited about being there then those people who are physically at the event, because this is a more authentic view of what is going on. It also shows that you have nothing to hide, and a company that wears its heart on its sleeve will attract more loyal customers.

4. Go all the way with promotions, giveaways and contest

Let’s face it, everyone loves a freebie and everyone loves winning. Snapchat is the perfect place to promote your products by getting followers involved. They will just keep coming back for more if you, for example, offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product. Again, followers are involved, they can generate content themselves when it comes to them taking their own snaps and they also have their chance to tell their version of the story, while also making your product the one they will go to time and time again.

5. Talk about relevant issues

Customers like to know that the company they buy from cares about their issues. A beauty product company could talk about how the media’s spotlight on the perfect image is effecting young girls’ self-esteem, or how men should not feel that they have to hide the fact they use skin care products.  Getting personal, showing followers that your brand talks to them on a personal level, and above all by expressing your values, your Snapchat account will be busy with fast traffic.

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Attention is something very hard to grab and once you have managed to hold onto it, the clock is ticking as to how long you can keep someone interested. And as winning over attention is the name of the game when it comes to planning a successful social media strategy, your best bet is to look into what works best.

Fast moving and constantly changing, the social media arena needs players who are up-to-date and put their know-how to work. So with that said, we know that 90 per cent of information communicated to our brains is visual and visual content is processed 60,000 times faster than text. Think about that for a moment and consider how pictures, videos, and cleverly designed fonts could all boost your social media results.

Now, if you want to let smooth-talking visual content do all the heavy, marketing, lifting for you, then you should get familiar with the reasons why pictures speak louder than words.

Attention

Visual story-telling material is powerful and can easily attract attention. With pictures or videos the effort you put behind your social media presence is minimum, but the impact of letting your company or product have a social media voice in the visual sense is great.

Action

A good on-line visual campaign says exactly what you want it to say and is straight-forward. Pictures and videos can be understood in milliseconds, they can be liked and shared over and over again, increasing your followers, consumers and – the ultimate goal – your revenue.

Tip: don’t just stick to photos, for example, go all out with videos, printed posts, infographics, memes, presentations, and screenshots. Keep followers interested and be sure that they will come back for more.

Relevance

Good marketers know their markets, their customers and the current trends. If the visual images you put out there spark the interest of the follower because it speaks to their personal wants and likes, then they will definitely be noticed and remembered. You want your followers to remember what they saw so they can tell their friends. Remembering information happens better with visuals as only ten per cent of what we hear is normally remembered three days later, while 65 per cent of the information given by relevant images will be in our recollection after three days. So that gives your followers ample time to spread the word.

Hint: relevance is not only what a follower likes and wants, it can also be relevant to an upcoming event or to a holiday. If there is a premier of a block-buster movie coming up, for example, and the theme of the movie fits your brand perfectly, then create visual content that can go with that flow.

Sharing

When it comes to visuals, they don’t all have to come from you – why should a company have all the fun. Social media works so well because it uses one of our most primitive instincts: socialisation. And what is socialisation anyway, isn’t it just a way for us to share our feelings, experiences and desires? So if we all instinctively want to share then giving your followers the platform to share with like-minded people will expand their social circle and your fan base.

How to: it is simple really, say you are a hotel, give followers the chance to share pictures of themselves while at your hotel, relaxing and having a great time. Their friends will see the picture, like it, look into where their friends were staying and there you go, you have a new fan.

We are visual creatures, we like to socialise and we like to share. Long-winded texts, how-to guides and product descriptions used to do the trick of capturing market share, but now the world of social media has picked up on the fact that pictures do actually speak volumes without much fuss.

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We all want a good link profile. 

A profile consisting of those great inbound links that bring traffic back to your site.  The type of traffic made up of visitors who otherwise may not have found you.

Here’s the thing though.  There exists those inbound links that can just as easily be bad for your site.  The ones that Google penalizes you for using.  Ranking penalties that you really don’t want or need – negatively impacting your strategic SEO plan that was so carefully put together.

So what then do you need to pay attention to when it comes to your link profile?

Well, according to Search Engine Land, the following characteristics are particularly significant, and need careful consideration:

1. The quality of the links

Not every link is made equal.  And by quality we mean the legitimacy, relevance and authority of the source of those inbound links.  Ask yourself, is the site trusted? Has Google indexed the page? How good a ranking does the page or domain have?

Don’t use a link just because it’s a link.  As Search Engine Land says, “a link to your site should make sense within the context of the linking page” and, by getting “links from high-quality, authoritative, relevant sites, you’ll do much better in the long run”.

2. How you attained the links

We know that content creation is centered on a number of vital factors - authenticity, usefulness, appropriateness.  The same can be said for inbound links.  So begin by growing natural links in the process of creating great content.  Then, and only then, consider buying links if absolutely necessary. 

This is because suddenly starting to include an untold amount of new links - when you haven’t even attempted to grow them naturally in the first instance - may cause Google to think that you’re going against their quality guidelines which can have a negative impact on your site’s ranking.

3. Anchor text

This is otherwise known as the clickable text of a link and usually contains keywords, brand names or URLs.  Anchor text serves a good purpose as it informs search engines what the linked page has to do with.  The key though is finding the right balance of words to use.  The general rule of thumb is that anchor text with a precise match will generally rank higher.  You have to make sure however that the text is not too keyword rich to come off as generic or spam like.

So what’s the take home?

Be vigilant.  Plan your link building carefully.  And analyze your link profile regularly.   
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Tuesday, 12 July 2016 08:00

Long Tail Keywords for SEO

When a person has a website, it is essential that they find a way to get traffic to this site. They can have the best site in the world, but it is meaningless if no one visits the site. There are some ways to get new traffic to the website and to generate leads.

Long Tail Keywords

Instead of focusing on just one word for the keyword that will help a person find the site, use long tailed keywords. These words can be terms and phrases related to the website. They should tell a visitor exactly what the site is about and what they are going to find on the web page. These phrases and terms will help increase rank with the search engines as well.

Find Tools for Help

While most people are familiar with keywords, long tail keywords can be a challenge to get used to at first. When a person is just becoming familiar with using long tail keywords, they should use a keyword search tool for help -- AdWords is a great tool. It will help people find keywords and keyword phrases that relate to their website. They can also check and see how many other sites are using the same phrases. All they need to do is start typing in the phrase they are thinking of and see how many results turn up. If there are hundreds of sites out there, it is time to come up with a more specific phrase.

Content

Once a person has an idea of the keyword phrases they want to use, they need to add some new content that will fit in with these words. Creating new content will keep visitors coming back to the site to see what is new. They can also optimize content that already exists on the web page with these keyword phrases. That will keep the older content fresh and allow new visitors the chance to read what is already there.

Relate

These keywords and phrases must be related to the content that are on the website. Some sites use location in their phrase, and others keep it to what the page offers. If the phrase does not relate to the web page, it can actually be banned by some search engines.

To sum up, these are just some ways that a business or a person can drive traffic to their site. They took the time to make a great web page and these tips can help them attract visitors.

Having content on your website is one thing.  Having great content on your site is quite another.

If you want to use content to drive traffic, whether it be traffic back to your site or to the plethora of social media channels out there, you need to make sure that the content you’re creating is the stuff that leads to social shares, links, engagement and virality.

So what is this content exactly? What makes it that intrinsically fabulous so that it speaks to an audience who in turn want to consume it, like it, share it?

These 7 things:

  1. It has a purpose. An end goal. And a very specific targeted audience in mind.
  2. It’s visually compelling.  It looks good because it makes great use of graphics.  Photographs, video, infographics, and other images that grab attention.
  3. It’s authentic.  The antithesis of generic garbage that used to suffice.  Anything less than real doesn’t cut it in the online world anymore. 
  4. It answers the questions that people are asking.  It serves a purpose, its useful - a way of solving the issues that web users are seeking information about online.
  5. It’s not long-winded.  No-one has the time or attention span to read through a long composition.  So make it short and concise. To the point.
  6. It’s actionable.  What do we mean by this? It’s practical information that people can apply in real life. It teaches a lesson without telling someone what to do.
  7. It has a headline that stands out and a body of text that not only keeps the reader engaged but that also makes them want to share it.

So what do people actually like reading?  What does this type of content look like?  Here are just a few examples:

1. Think Lists

Remember, people like reading something that’s to the point.  Concise. Informational. Useful. So when they see a blog post with the headline 15 Easy Ways to Lose Weight Quickly, they’re bound to be intrigued before they’ve even started reading the entire piece.

2. Visual format

People like looking at pictures.  We’re just made that way.  We’re visual creatures drawn to images.  Infographics in particular are incredibly popular.  And it’s easy to understand why.  It’s information in visual form.  And this type of content tends to do better than text-filled pieces.

3. The How-To Guide

If you can create that how to guide that becomes the go-to resource in your particular industry or domain, you’ve got a winner right there.  People love being guided, especially when it has to do with information that they require that can be found all in one place.  A guide might be longer than an ordinary blog post but if it contains useful information and is downloadable, there’s a good chance that people looking for this type of data will snap it up.

4. Video

As much as people are compelled by images, so too are they becoming increasingly obsessed with videos.  Remember to keep them short, 2 – 3 minutes, and make sure they’re good quality with a great script.  Videos are great for SEO and also for social sharing.

There are of course a number of other ways to generate epic content! This list is most certainly not the be-all or end-all of the type of content you can create.  So play around, experiment, and see what works for your brand.  Make a plan and follow it.

Tuesday, 05 July 2016 15:22

Why Nobody Is Reading Your Emails

Whilst we may not have the literal attention span of a goldfish, it does take people seconds, 2 apparently, to form a first impression.

And this 2 second rule applies to the recipients of emails as well.  So much so that if your email doesn’t quite entice the reader to open it within that miniscule space of time, 51% of those recipients will delete it.

What does this mean for your email marketing efforts? A lot actually, if you consider that e-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined.

So unless you’re happy for your emails to be destined for the trash folder, unopened and unread, here are 5 things you should be doing to get people to read your emails.

1. Pay attention to your subject line

The open rate of emails is hugely influenced by what you put in your subject line, especially if 33% of email recipients open email based on subject line alone. So here’s what you do. 

  • Make sure the subject line is brief, under 50 characters or less. Concise and to the point is what you’re after.
  • Use a different subject line for each email campaign.  Don’t regurgitate the same copy, eventually your email recipients won’t be bothered to dig deeper to understand what you’re offering with each campaign.  
  • Personalise the subject line.  Personalised subject lines see open rates about 20% higher.
  • Don’t be aggressive or spammy.  Refrain from using CAPS or an unreasonable amount of exclamation marks.  It’s all in the tone.  Be conscious of it.

2. Ensure that your emails are mobile responsive

55% of email is now opened on a mobile device reportedly.  Some brands even see some 66% of their emails being opened on mobile. So it’s clear that to up your chances of having your emails being opened, responsive email design is critical.

3. You need to segment

You need to make sure that relevant content is sent to the right people.  Content which they will want to read.  Content they care enough about to want to open your email.  This is the art of segmentation and groups.  Further, as MailChimp says, ‘segmented campaigns performed markedly better than their non-segmented counterparts’, and they achieve a 14.45% higher open rate than non-segmented campaigns.

4. Up your email newsletter game

This is your chance to connect with your audience, your email recipients. So it needs to be perfect. 

  • It’s not just about using the person’s name, everyone does that.  It’s going that one step further.  Has that person recently purchased something from your company? Consider including that information. 
  • Further, don’t forget that a large majority of people are opening their emails on their mobiles devices.  This means your newsletter is being viewed on a mobile device too.  So keep the content short but keep any call to action or social media buttons buttons large enough so that they can be easily clicked on.
  • Make sure your visuals are on form.  Incorporate infographics or photography that are unique to your brand, which differentiate you from anyone else.
  • Offer something different from the rest.  Include special offers, exclusive deals or information.  These are the reasons people generally sign up to receive newsletters.  Make use of the tactic.

5. Keep testing and retesting

If something doesn’t work, try something else.  As the folks at KissMetrics state, ‘it’s vital to run A/B tests when trying out new techniques or formats for your email campaigns. Improving conversion rates here can make a bigger difference in your bottom line than many other marketing efforts, especially those of similar cost’.  Whether this is subject line, layout of the message, how to personalise, call to action, headline, images, and so forth, there is always something to be tested, being that each of those things is likely to have an effect on different parts of the conversion process.

Conclusion

People are receiving unprecedented volumes of email today.  So cutting through the noise and having your email not only seen but opened too can feel like a goliath task.  These 4 tips should help you steer your email marketing campaign onto the correct path. Implement them and let us know your results!

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