As every marketer knows, mastering email marketing is an ongoing process that is necessary for the success of your organization. Between sending out promotional email blasts, content marketing, and writing personal emails to customers and prospects, it has been proven to be a great way to connect and communicate with your audience. However, it does have some downfalls, especially if your businesses’ email open rates are low. Below are some helpful tips to consider when trying to improve your email open rates.
- Pay attention to the sender. When creating an email campaign, make sure you pay attention to who it is coming from. Your audience will be more likely to open an email if it’s coming from a name they recognize at your organization. With this in mind, make sure you don’t always use the same sender. It’s important to keep a variety so your target audience doesn’t assume every email from your CEO is spam.
- Entice your audience with a strong subject line. The first thing your audience will see is the subject line of the email, so make sure you have an intriguing one. Similar to who the email is coming from, it’s important to change up the subject lines depending on the goal of the email and the audience. Sometimes, it’s better to be more direct with what you’re offering in the email, whereas other times, you may want to keep it vague to convince a large group to open it. Keep in mind to not make the subject line sound too much like a sales pitch, as that’s a sure way to get your email sent to spam boxes or see an increase in unsubscriptions.
- Personalize the subject line occasionally. By adding a touch of personality to your email campaigns, starting with the subject line, it will increase your audience’s interest and likeability. By personalizing it with their first name from time to time, it shows that you are taking an interest and care about who you are contacting. It also gives a sense of importance and grabs their attention.
- Test out times. Is your audience on the east coast or west coast? Will they be more interested in what you’re offering during a work day or weekend? These are things you need to consider when sending out your emails. It’s important to A/B test the times you send your email campaigns, as well as the subject and senders, to see what they respond best to. Some organizations find success sending emails early in the morning before a hectic business day starts, whereas others have reported great results on the weekend. Unfortunately, there is no secret formula for timing your email blasts, so testing and learning your audience are vital.
- Remain consistent. After testing, it’s time to come up with a schedule for your email campaigns and stick to it. No one wants to receive 3-5 emails per day from the same business. Once you set a schedule, your audience will learn to expect your emails and be ready for them, and with the number of emails being sent every day to consumers from businesses of all kinds, it’s important to remember not to be overwhelming.
Keep in mind these five tips as you work on your email campaigns and you’ll be on your way to better open rates. If you have any questions, have additional tips, or need additional suggestions, please feel free to comment below – I’d love to hear!
The smartphone has become an ubiquitous part of business culture. So, why not integrate smartphone use into your organization’s next conference? It is a great way to increase participation in your company-wide event. It’s easy to setup and do with QR codes. QR codes can be read by any smartphone and are a great and effective way add some fun to your conference. Here are 5 simple ways to integrate QR codes into your next big event.
1. QR Code Scavenger Hunt
All you need is list of things that your attendees need to find, and QR codes attached to each object on the list. Group your attendees into teams and give each team a list of objects to find. Each team will find an item on the list, scan the QR code attached to them, and move on to the next item. At the end of the hunt, the team with the most QR codes scanned wins.
2. QR Quiz
This game requires a simple mobile website with a few pages setup with questions. Give your attendees an opening question and attach a QR code to the answer. When they scan the code on the answer, it will lead to your mobile website where the next question is located. This repeats until the last question. First team to find all of the answers wins.
3. QR Code Meet and Greet
This is a great way for people to get to know one another. Have each participant fill out a bio sheet with facts about themselves during pre-registration for the event and have that information put on a simple web page. Then, create QR codes that link to those pages and attach them to each attendant’s badge or name tag. During the social portion of the conference, you can have a contest to see who can meet the most people and name at least one fact about them. This is a good ice breaker and will make the conference attendees feel closer to everyone.
4. QR Codes for Door Gift Bags
If you plan on having door gift bags, a great way to hand them out is to use QR codes. Give each attendee a QR code at check-in. Have each code link to a picture of a prize. Then, each attendee just has to show the person in charge of distributing the gifts that code and the prize is theirs.
5. QR Codes for Voting
If you need an easy way to tally votes without tons of wasted paper and manual counting, you can use QR codes instead. Assign each measure on the ballot a QR code. Whenever it is scanned, it adds to the tally for that particular measure. Using QReate & Track’s tracking page, you can see which code got scanned the most.
Using QR codes can save you time and money by eliminating wasted paper and man hours while simultaneously adding something new and exciting to your next big conference.
Whether you’re in a large business or a small retail store, mobile marketing should play an important role in your marketing plan. With nearly 64% of American adults owning a smartphone of some kind, businesses are bound to take their marketing mobile. According to an eMarketer study, only five years ago, 2.1% of all digital search ad dollars were spent on mobile devices. That number increased to 22.1% in 2013, and is continually increasing, with expectations to be at 59% within the next two years. Making sure your business is up to date with the latest marketing trends is important, especially with the amount of competition in the marketplace. Below are five tips to help improve your mobile marketing.
- Make sure your website is responsive. With the major increase in the use of smartphones over the last couples of years, making sure your website is accessible and responsive to the average user is necessary in the business world. With so many customers using smartphones to shop online, having a well-organized website results in more sales, increases your search engine optimization, and improves your company’s reputation.
- Don’t have irrelevant content. When customers visit your company’s website or social media page, they want to read information that’s engaging and relevant. When posting content, make sure that each time you have a purpose. Businesses need to make sure that they are creating and sharing content that is aligned with the customer’s needs. If you’re getting bored reading it, chances are, your customer will be too!
- Time your communication. When contacting anyone, especially a potential client, you need to make sure that you are sending information at an appropriate time. Notifying someone through a mobile device is great way to connect but it means nothing if they receive the message too late. Leave enough time in between when you actually send it and when you want the customer to make a move.
- Have a strong call-to-action. The purpose of having a mobile-friendly site is to make it easier and more accessible for the user. Having a designated spot on your site for someone to purchase a product, contact your company, or receive more information will make it more convenient. They need to be able to quickly press the CTA button, because the more time they spend looking for details, the less interested they become.
- Don’t forget about desktop! Though mobile marketing is continually growing, consumers are constantly switching between devices, making your desktop website just as important. Pay attention to all aspects when designing your site and content, as all laptops, mobile devices, and tablets play a key role in having a successful business.
The digital environment is continually growing, making marketing on any mobile device important in your company’s marketing plan. In order to reach your targeted audience, you have to adapt to their preferences, while delivering relevant content. By using these five tips to help guide you, your chances on becoming a more successful and well developed business will rise.
Transforming a business is never easy. Whether it is a software business such as the one I run or printing business seeking to add products and services that meet new and different customer needs, there are many challenges to be faced. But it can be done, and it has been done by many companies. Transformation takes patience, perseverance and perspective, especially when introducing breakthrough offerings that are perhaps unexpected and ahead of their time in terms of mainstream and market acceptance.
When I first began calling on printers in the mid 1990s, I was offering a software solution that enabled them to deliver integrated multichannel marketing solutions. I suggested that there was an opportunity for them in offering more marketing-oriented services, and that I had a solution that could help them do so. That terminology and those ideas were much more foreign two decades ago than they are today. Perhaps not surprisingly, I got a number of reactions, none of which made me particularly happy or boded well for closing sales. There included:
- I’m a printer. I don’t offer marketing services.
- Why would I ever let a customer download their PDFs? I want to print them.
- You don’t understand my business.
- We print things and ship them out the door. Why would I want to get into email marketing?
- And my favorite: The Internet is a fad—this from a fulfillment company that was well-known at the time.
It was not easy being thrown out the door time after time, but my team and I kept at it with patience and perseverance. I tried to keep a positive perspective, understanding that this transformation was a breakthrough idea and there would be many who would not understand. Oddly enough, we had some success in offering these solutions to enterprise customers—the customers of the printers—who see the value to their business. Had printers been offering these services, those enterprises may well have purchased them from the printer instead of directly from my company. We strongly believed that print service providers needed to diversify their businesses in order to stay competitive and profitable. In addition, these print service providers would become a sales channel to the enterprise for us. So we kept at it. We did not allow the negativity of naysayers to discourage us from continuing to build an offering that would allow a service provider to become a more valuable part of the enterprise marketing organization. We continued to try to educate the market about the value of moving up the marketing supply chain, locking customers into a long-term annuity business relationship that delivered new revenue streams for their businesses and new levels of productivity for them and their customers.
Trade show after trade show, “kicking the tires” printers would come to our booth and ask what we did. For many, it did not take long for their eyes to glaze over and for them to obviously begin seeking an escape from the discussion. It took a decade before we started seeing print service providers showing up in any meaningful numbers at our trade show booth or calling our offices saying, “I have a general understanding of why I should be offering integrated marketing services. Show me why I should use your solution.” These were knowledgeable and informed business owners who knew what they needed to do for their businesses and were sincerely seeking the best match. What a breakthrough! Many of these early adopter and innovative printers became our customers, and we are proud of the fact that we are able to continue to help them grow, supporting them with new ideas and solutions.
Today, we are successfully offering these web-based solutions to print service providers that enable their customers to build, manage, execute and measure their multichannel marketing efforts. This success is largely due to our patience and perseverance, and to not losing perspective. We had a vision and we kept working toward it, despite many setbacks. That’s our story in a nutshell. We were able to build a successful company and service a market need that we could clearly see. That’s not much different, really, than the challenge facing print service providers as they reposition themselves to provide leading-edge solutions to their customers.
By now, everyone in the printing industry knows, or should know, that this Internet is not a fad. The know that the printing business in the midst of extreme structural change that requires them to change their approach to the marketing—of if they don’t, they certainly should as they look at their P&L each month. They know that much of the work their customers used to send to them doesn’t even get printed anymore, or if it does, the run lengths get shorter and shorter and the delivery times continue to compress. And they should understand that if they don’t have the right infrastructure in place to accommodate emerging customer needs, they risk not only declining business from good, long-term customers, but losing them altogether. We see this being played out in the marketing place every single day.
Do you need help with your business transformation strategy? That’s what I’m here for! Reach out to me at JohnF@interlinkONE.com to learn more.
The following is an excerpt from my book, “Untethered Marketing: The Role of the Cloud and Mobile Communication.” To read the full book, please visit JohnFoleyJr.com/Bookstore.
Missed part I of this excerpt? Please click here to read my previous post!
Responsive web design is the concept of developing a website in a style that allows the layout to change based on the user’s screen resolution. It is a completely different approach from traditional web design. For example, if the user accesses a website from a PC, they might see a four-column design, while the same site accessed from a smartphone might be automatically simplified into two columns or even a single column. User choices can vary from PC to tablet to mobile.
This is a mobile-first approach. From the outset, the design assumes the site will be accessed by some type of mobile device, but also leaves the door open for desktop/laptop access, serving the specific needs of all of these users.
Mobile content should also be prioritized. Think about what your customers are most likely to do from a smartphone or a tablet, and organize content accordingly. Continuing with the restaurant example, perhaps the first choice the user sees is, “make a reservation,” the second choice might be “view our menu.” Directions to the establishment and any daily specials or offers should also be readily accessible.
Also keep in mind that mobile users, whether tablet or smartphone, are more in tune with touch-and-swipe, while desktop and laptop users are usually point-and-click oriented. Your designs must take these differences into consideration.
The bottom line: mobile first means providing a consistent experience and brand image across all platforms, and understanding that mobile browsing is rapidly overtaking desktop browsing as the way in which consumers choose to interact with your brand, your product, and your company.
I hope you enjoyed this two part mini series on how the role of mobile marketing is continuing to change and affect the way we market our products and services. Please check out the full book by clicking here!
The following is an excerpt from my book, “Untethered Marketing: The Role of the Cloud and Mobile Communication.” To read the full book, please visit JohnFoleyJr.com/Bookstore.
In today’s technology-centered world, it is simply not acceptable to consumers to have to access a standard website from a mobile device. They expect websites these days to be mobile friendly. But for many marketers, even mobile friendly is not enough. Many are rapidly moving towards mobile first.
What do I mean by mobile first? First, let’s refresh our thoughts on mobile friendly. For many companies, this meant “dumbing down” their regular website, removing and resizing content to make it fit the screen. But that approach does not offer the opportunity to focus on what mobile users really want from a site. Nor does it do a good job of facilitating engagement. Sure, the information is there for those who are looking. The key difference between PC users and mobile users is that mobile users are focused. PC users are generally multitasking between work, play, and casual research. Mobile users are on the go and want fast answers. They are also usually transaction-oriented. They may be looking to buy a specific item, compare prices, or find a location nearby that carries something they are interested in – and they are not willing to dig through layers of web content to get that information. If your site doesn’t offer what they are looking for, a competitor’s surely does!
And, you also can’t assume that something designed for a mobile phone will also be appropriate for a tablet. Tablet users fall somewhere in between PC and smartphone users. They are focused in the sense that they are focused on the tablet experience, and the depth of rich content they can get via that medium. They are likely not multitasking as much as a PC user would be. But they are willing to take more time and gain a broader experience than the average smartphone user. So, perhaps they would like to see a video of your product, or watch a video interview of one of your executives or customers. If you are a restaurant owner, they might want to peruse your menu or wine list and get details about other offerings. A smartphone user is more likely to want to make a reservation, look up directions, or take a quick – one could say superficial – look at the menu.
So, what steps do you need to take to make the move from mobile friendly to mobile first? Click here to read Part II to learn more!