On Thursday, March 17th 2011, I will have the privilege of attending and speaking at the “Ignite Your Growth” symposium in Philadelphia, PA.
This event is being put on by the great people at Today’s Graphics Incorporated (TGI).
There are absolutely a few very impressive items on the agenda… There’s a continental breakfast to kick things off, there will be live music and dancers during lunch, and my boss John Foley will be presenting as well 🙂
If you will be attending the symposium, I’d love to see you there.
Here are the details regarding the presentations that we’ll be delivering:
Presenter: Karen Sheehey
Topic: Saving Time, Energy, and Money with Virtual Warehousing
Times: 11:30 am and 3:30 pm
Description: Would you like to reduce your inventory? Learn how other Fortune 500s are successfully transitioning to virtual warehousing. Karen will discuss real life challenges and benefits being realized by other enterprises that have successfully made the transition.
Presenter: John Foley, Jr.
Topic: Using Social Media to Build Your Business
Times: 10:30 am and 2:30 pm
Description: Explore the business case for social and mobile media–not just for marketing purposes, but as a way to generate leads and build client relationships. Learn what’s new with social media and mobile media and how you can use these tools for prospecting and lead generation.
With one statistic showing that 94% of online adults use email, it certainly may be wise for your company to continue using that channel in your marketing mix.
However, one of the biggest challenges that marketers face is how to get their target audience to pay attention to their emails.
One of the best ways to improve the success of your efforts (whether you’re measuring by open rates, click-throughs, or a further conversion) is to test and try variations of your content and design.
Here are 4 things that you could try testing in your email program today:
- Subject Line: If you are sending out a newsletter, then you have a prime candidate to try a test with. Measure the effectiveness of an email that simply says “[Company Name Here]’s Newsletter” versus a Subject Line that describes what is in the article (i.e. “News For You: Direct Marketing Case Study, SEO Tips, and More”).
- FROM Name: The Display Name that people see in the FROM can play an important role in their decision-making process as to whether to open and take action on an email. Are they familiar with the name? Do they associate that name with an unsolicited sales pitch or with someone that’s helped them in the past? Try running a test where you send the email out from the name of someone on your staff (perhaps the CEO, VP of Sales, a Product Manager, etc) and then measure that against what happens when the FROM displays the name of your company.
- Image Buttons vs. Text Links: Getting someone to open the email might be the first step. But from there, you need them to take action. Try testing an email that primarily includes text links versus one that incorporates graphical buttons in the call-to-action.
- The Wording of Your Offer: What would better on your audience: “Try our brand-new product today!” or “Improve Your Business: Get Started with [Product Name Here]”? Run a variation of the key words in your offer and then measure to see what drives the highest number of clicks and conversions.