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Tips to Increase Email Opens

Email is one of the most powerful marketing tools for building customer relationships, increasing brand awareness and driving sales. It’s a worthy part of your digital marketing strategy, but impact hinges on getting people to open your messages. Here are some tips for boosting your open rate.

Personalize

Personalizing email marketing based on customer behavior, history, interests and preferences can increase open rates and conversions.

Segment your list so that you can tailor messages to specific needs and interests. Personalization increases relevancy and builds trust and relationships with customers. Data from Statista shows that open rates for personalized emails average 18.8% compared to 13.1% without personalization.

Invest in the Subject Line

Spend as much time perfecting the subject line as you spend on the rest of the content. Readers make split second decisions on whether or not to open an email and that decision is based on the email’s subject line. A marketing email can be visually appealing and contain great content, but if the subject line is not compelling, the email won’t be opened.

Subject lines should be short and attention grabbing. Use action words that motivate the recipient to open the email. Use 40-50 characters and 4-6 words. Emojis that add to the meaning can be effective. Use strategically and sparingly.

Provide Great Content

Email newsletters should include content that brings value to the reader. Content should be brief, attention grabbing and relevant. Giving customers information they want to receive makes it more likely they will open the email.

Design with Your Brand

Your email design should reflect your brand. Don’t let the recipient question the legitimacy of the message because it does not look like it came from you. Use eye-catching images, short blocks of text and white space that allows the eye to rest.

Invest in ROI

According to the Data & Marketing Association, every dollar spent on email marketing has a return on investment of $42. To achieve that ROI, you need to send emails that people open. Take time to create email campaigns using these tips and you are on your way!

Social Media for Lead Generation

More and more brands report that they use social media to generate leads and new business. Here are current best practices for using social media to boost business.

Use Multiple Social Platforms

Every social channel you use increases the potential for reach and effectiveness. Integrating and interconnecting those platforms also enhances connection with audiences online. Be sure to leverage all the platforms used by your target customers and clients.

Be Engaging

It’s not enough to post content and links to your website. Post interesting content that is useful to your customer. Bonus points for doing that in a fun way. Visuals and video are still great ways to capture attention if they are done well.

Be Interactive

Connect with customers on social beyond your own accounts. Comment and share their posts. Join groups and share ideas and help that aren’t direct sells. Businesses that effectively create positive impressions and beneficial relationships online are positioned to gain customers and reinforce relationships with existing customers.

 

In Search of Social Media ROI

We all know we need to measure the impact of our social media efforts. But how? Determining the return on investment (ROI) of social media is a challenge.

Every brand has different business goals, different audiences, and different reasons for using social media. So, it follows that there is no single ROI formula that works for every organization.

The right ROI measures are specific to you, and defining them starts with asking the right question. You need to get to the specifics of what you want to achieve on social media.

  • What business challenges do you want to solve?
  • What are your social media objectives?
  • What is the baseline that you want to impact?

If you don’t take the time to answer these questions, you can’t truly measure the impact of your social media effort. You can see trends in traffic and engagement, but you won’t know if it really matters to your business.

Social media metrics like reach, impressions and engagement are offered by all the major platforms and other tools. What they don’t necessarily tell you is whether any of that is helping you with your business challenge or advancing your objectives.

Define what it means to achieve your goal and reach your objectives. Then, select social metrics that reflect progress.  If your goal is to increase sales, then the number of followers on Facebook is not nearly as important as the sales numbers.

Don’t be afraid to start with assumptions of what measures will accurately reflect progress. It can be difficult to make a direct correlation between social activity and goals.

The important thing is to start with defining what you want to achieve. Then assess. You may need to refine your metrics as you go.

  • Are you making progress toward business goals?
  • Are objectives being met?
  • What role does each social tactic play?

Ask yourself these questions regularly. Look at the data. Adjust as needed.