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It doesn’t seem like all that long ago the notion of having a primarily mobile audience was unheard of. When it came to optimizing messages, it was all about maximizing the vast real estate found on the traditional desktop screen. Oh, how things have changed in just a few short years. Today, over 65 percent of all emails are viewed on mobile platforms first, according to J. O’Dell of Venture Beat. While there’s still a part of your contact list that feels more comfortable reading messages solely on a desktop, it’s a safe bet to say that the mobile portion of this list makes up the overwhelming majority. With this in mind, there’s no better time than now to hand out a few tips regarding mobile optimization. This way, the next time someone opens up one of your messages on the go, you’ll have all the tools you need to blow them away with great email content.

A Simple Message Says a Lot

Before doing anything else, the best thing you can do to maximize the potency of your mobile messages is to keep things simple. As Steve Dille of Marketing Land explains in his piece on optimizing mobile emails, certain smartphone apps, like Gmail and Outlook, have a tough time rendering complex layouts and designs. While it might not be the flashiest trick in your bag, going with a more conservative, text-based approach is your best bet to reach these customers. If you stick to your guns and keep sending out image heavy messages, don’t be too surprised when you see contact list numbers take a tumble in response to these jumbled and messy templates.

Size Matters for CTAs

Dille goes on to note that plenty of marketers think in terms of mouse pointers and not thumbs when it comes to setting up calls to action (CTA) in marketed emails. When viewed under the contemporary approach to optimizing content, this makes sense. However, in the mobile world, having a small CTA button is an easy way to kiss conversions goodbye. Think of it this way, how much patience do you have to fumble and fight with a button that’s hard to press, especially when misclicks could create even more problems in the form of opened links and scrolling pages? If you’re being honest with yourself, the answer is probably somewhere between little and none.

To overcome this issue, don’t be afraid to give a little extra real estate on the screen to the CTA. Even if it seems like this button stands out a little too much, the customers trying to click it and act on your offer will definitely be happy you took the time to put a premium on thumbs and not mouse pointers.

Don’t Forget to Make Links Mobile

Another issue that trips up plenty of marketers and brands comes with using links properly in marketed messages. The big problem here isn’t having links in your message – these additions definitely have a spot in many emails – but rather what type of links you use. According to Charles Gaudet of Forbes Magazine, the simple error of not directing users to your mobile site can ruin the impact of your marketed message. Much like clicking on a small CTA button, there are few things more frustrating than trying to view a desktop-enabled page on a small mobile screen. With this in mind, take a few minutes to double check your links before firing off your next email. It might seem like overkill initially, but you’ll be kicking yourself if you find out that potential customers ended up skipping your message because they didn’t feel like fighting with a regular page on their smartphone browsers.

Click-to-call Speeds Things Up

Of course, if you’re really in the business of making the conversion process a breeze for potential customers, then it’s probably time to consider adding in a click-to-call button on your marketed messages. As Jenny DeGraff of the Content Marketing Institute explains in her post regarding mobile optimization, the idea of talking with a trained professional is far more appealing that scrolling and clicking through digital sign-up and payment forms for many customers.

Naturally, for this method to really take off, you’ll need to have a sales team dedicated to handling the needs of mobile users. However, switching over the professionals you already have in place to take on this new approach really shouldn’t take too much training. From here, if you can round out the process with the rest of what you’ve learned about making the most of the continued emphasis on mobile devices, there’s little that can stand between your brand and a bright email marketing future that connects with users who are always on the go.

Email_Marketing

 

When it comes to connecting with your audience, if a picture’s worth 1,000 words, just how much value does video hold in your marketing aspirations? While plenty of brands have tried to answer this question, the road to incorporating video content into marketed messages is littered with horror stories and failed attempts. To help you unlock the true potential of this strategy, let’s take a moment to learn a little more about the role of video content in email marketing, as well as what you should and shouldn’t be doing once you’re ready to take the plunge and add this approach to your next campaign.

Navigating Murky Waters

The history of video content in marketed messages has been a rocky road to say the least. As Lynn Baus of Marketing Land explains, plenty of hurdles have kept this practice from truly becoming the golden standard in the industry. Whether it’s file sizing issues or the former need of plug-ins to run video, which in turn exposed consumers to malicious script from shady emails, plenty of brands have come up short with this kind of content in the past. In fact, these issues are some of the main reasons that The Wall Street Journal reported that only 25 percent of marketers currently use branded video content in emails today.

Understanding the Appeal

While the number of campaigns using video is definitely in the minority, the advent of modern technology that protects and enhances the consumer experience – such as HTML5 support in most email clients – and the potential for massive returns on investment (ROI) signal a major opportunity for brands that can pull this off right. In fact, eMarketer’s study on video in email marketing from 2013 highlights this opportunity. For campaigns willing to incorporate video content, 44 percent saw an increase in time subscribers spent viewing the email, while 41 percent noted that shares and forwards of this content rose significantly.

As for clickthrough and conversion rates, video content accounted for a boost of 55 percent and 24 percent, respectively. Finally, a 20 percent jump in dollars generated by each message puts the notion that video can help an already great marketed message in terms of cold, hard cash. Simply put, if you can pull this one of right, the sky is the limit for your ROI and brand awareness.

Getting Off to A Solid Start

Of course, like most things, hitting the nail on the head with your video content is easier said than done. Thankfully, There’s a few key tips that can really make the process more manageable. According to Karen J. Bannan of Advertising Age, plenty of campaigns look over the simple things when trying to incorporate video content. For starters, make it easy to find the video in your email. If it’s lost beneath a wall of text or improperly formatted, it’s not doing your readers any good.

From here, be careful with the quality of your video. Sure, shooting it on your smartphone during a lunch break might save you a few bucks now, but Bannan notes that the vast majority of your audience won’t bother sitting through even the first few seconds if it looks like a cheaply made home movie. Once you have this under control, don’t forget your call to action (CTA.) By using YouTube or another video service to host your content, some brands fail to include this as part of the actual video. Unfortunately, all this does is ensure that you miss out on conversions that would otherwise come from including even a simple CTA.

Fine Tuning the Process

Once you have the basics under control, there’s still room for refinement and improvement in the video content process. Digging a little deeper into the specifics starts with keeping the video short, according to Tom Burke of Business 2 Community. Staying concise and focused with your message is a powerful way to maximize your time with an audience that doesn’t have the desire to watch long form videos. From here, don’t forget to turn off the sound on auto-play videos. Few things are as annoying as a loud message blaring while you frantically search for the source in a new email message.

When you’re setting up the video on whatever hosting service you choose, avoid selecting a bandwidth greater than 200kB/second. More is definitely better in some circumstance, but pumping up the bandwidth usage on your video is a great way to bog down the loading process for your viewers. If you can piece together all of these little tips with your already stellar traditional email content, you’ll be well on your way to unlocking the potential boast that comes from adding powerful and effective video content to your marketed messages.

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There’s no denying that email marketing is one of the fastest, most productive ways of making a splash with your audience. Unfortunately, all the great aspects of this channel can lead to opportunities for misuse and abuse, creating some serious ill will with your targeted customers. With that in mind, let’s take a moment to go over the seven “Deadly Sins” of email marketing and what your brand can do to avoid the temptation of falling into these traps.

Relying on Promotional Fluff

First up on the list is all about what’s going on in the body of your emails. While there’s no denying that these messages are promotional in nature, that’s no excuse for offering little to no value in your emails. In addition to the basic offers of discounts, coupons, and sales, be sure to add in content that relates with the reader and goes beyond the simple “buy this now” approach. Things like weekly newsletters and even previews of your latest blog post fit this niche perfectly. Not only will this save your readers from promotional fatigue, it’s also a great way to build a lasting connection that keeps your contact list healthy and full.

Forgetting about Your Mobile Customers

Once you have your message in order, making sure you go beyond desktop optimization is the next part of the process. While standard emails are still going to be the bread and butter of most marketing initiatives, not giving the mobile portion of your audience its due, is an easy way to miss out on a great opportunity for conversions. The worst part about falling prey to this marketing sin is that it really doesn’t take much effort to build a proper mobile message with the rise of templates and professionals who can help you along the way.

Poaching or Copying Content

Like pretty much any other facet of your business, taking the easy way out and copying or poaching content isn’t a strategy designed for the long haul. Obviously, there’s nothing wrong with leaning on the work of others to build a message or flesh out an idea. However, continuing along this path without giving credit where it is due, is a one way street that leads straight to email purgatory and a dwindling fan base that’s less than thrilled with your brand’s marketing efforts.

Going Overboard with Email Word Counts

When it comes to the length of your message, more is better, right? While this sounds good on paper, the truth is that most readers don’t have all day to sit around and read a novel delivered directly to their inbox. To really connect with your audience, keep this promotional content short and to the point, leaving out filler and unnecessary information when possible. By saying goodbye to forced word counts and shifting your focus toward brevity and impact, your brand can go above and beyond competition that’s still stuck writing long after your emails start hitting consumer inboxes.

Failing to Adapt Your Content to the Cold, Hard Facts

Much like the original Deadly Sins, there’s no place for pride in a proper email marketing campaign. Although it might be a hard pill to swallow at times, few email initiatives start off perfect. As the results from your latest series come back, don’t be afraid to face the facts and follow the lead your customer data illuminates. Sure, it might not be the best feeling in the world to admit that your content needs a little tweaking. However, when it comes to increased conversions and brand awareness, putting pride on the side and adapting to the cold, hard facts is always in the best interest of your marketing goals.

Succumbing to Link Overload

When it comes to proper linking, you’re probably looking back up the list and wondering how this fits in with poaching or copying content. Essentially, if you reference or cite something, there’s nothing wrong providing a link back to the source. Where you can really get in hot water with your audience is turning half of your email into hyperlinks back to your site and landing pages. When wrapping up the final tweaks to your message before it goes live, try to keep the links to a minimum. Not only can you avoid link overload this way, you’ll also be able to use the limited number of redirects to really emphasize a call to action or time sensitive offer as your email hits its crescendo.

Disregarding Spam Laws and Regulations

Of course, the biggest sin any brand can commit when it comes to firing off promotional emails is to run afoul of the government’s anti-spam laws. With the recent changes in the Canadian spam regulation, it matters now more than ever to get things right the first time. Failing to stay on target not only damages your reputation with customers, it also can lead to some serious penalties and fines. Aside from keeping up with the latest developments straight from the source, having an expert opinion on your side can help you avoid this sin, as well as the rest, once you’re ready to start harnessing the power of email marketing.

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While it might be a touchy subject for some, the truth is that staying completely engaged and excited when operating an email marketing campaign can be a tall order. Combining the grinding nature of coming up with new content that piques consumer interest with the hurdles that come from finding balance between your web page content and marketed emails is enough to wear anyone down. With that in mind, if you feel like your messages and overall marketing approach could use a little pick-me-up, here are five simple ways to find new inspiration as you continue to offer great content to your audience members.

Stay In Touch with Industry Oriented LinkedIn Groups

First up on the list is industry groups found on LinkedIn. While this option focuses a little more on brands that deal with B2B marketing practices, with a little digging and some time spent sifting through the plethora of LinkedIn groups, this practice can help any email campaign find new options for upcoming inbox offerings. What makes this concept so powerful is that point of these groups is to promote discussion on hot-button topics that relate to your audience. After brushing up on the latest conversations happening in these groups, you can summarize the content or incorporate snippets into your emails, adding recognizable or reputable voices to your high quality content that really resonate with your readers.

Look to Support Forums for Hot Topics

Similarly, if your offerings and services aim to assist or improve a daily task or related item, checking out support forums related to the original product is a great way to figure out what the customer wants or needs in top tier email content. By browsing these forum pages, you’ll learn more about the latest issues your customers are dealing with, creating easy ideas for blog posts or any other offerings you promote via marketed messages. Sure, some of the language might be a little salty if the problem is especially frustrating, but there are few places better than support forums to find out what really interests your email audience.

Check In on Pinterest for New Design Ideas

Much like LinkedIn, Pinterest is one of the social networks that get lost in the shadows of Facebook, Twitter, and Google+. However, if your brand isn’t keeping up with all the latest talk and pins on this image-based network, you could be missing out on some serious inspiration for new message content. Whether it’s browsing some of the most popular email marketing boards on Pinterest, or getting a little more specific by following the site’s most popular users that pin relevant content, this network has ample opportunities for providing direction if you need some new ideas. Even if it’s just seeing a new font you like for your blog or email headers, spending a little time browsing isn’t only fun, it’s also a great way to look at the marketing process from a variety of different angles.

Follow Along with Breaking Industry News

Of course, the biggest pitfall surrounding marketing of any kind is simply defaulting to the generic, and tired, content offerings that flood the web. For most brands, it’s clearly easier to write up boring email messages, blog articles, or social media posts that list “duh” knowledge at nauseam. Unfortunately, following this path of least resistance isn’t the best way to knock the socks off of your readers in the inbox or on your website. If you really want to generate content that supports your deals or simply gets your readers to come check out more on your blog, keeping up with the latest news in your industry is a must. Not only will this enhance your perspective for other aspects of your business, it also provides added insight and a well-researched background that helps you pack a little extra punch when you’re trying to make a point in your marketed messages.

Create Promotions That Focus on Blog Interaction

The final way to find new inspiration for your email marketing content is to just listen to your readers. While this might seem like common sense to take your cues straight from the source of your web traffic, actually getting in touch with these viewers is generally easier said than done. To help you revitalize your blog comment section and get the discussion rolling with your audience, consider creating an email promotion that rewards users that interact on your site; it’s no surprise that most web viewers love freebies and giveaways. This way, your brand not only generates some extra traffic and keeps customers excited, but it can also lay the foundation for future content ideas by watching the discussion evolve around what your audience finds most important.

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In a world where it seems like every minute detail of your marketing content is subject to unbelievably intense scrutiny and analysis, sometimes the simple question of “how does your email actually look to the customer?” goes unanswered. While the substance of what ends up in customer inboxes is definitely the primary focus of any great promotional email push, if you don’t wrap it up in a visually pleasing package, don’t be surprised when it ends up in the virtual trash bin. To help you avoid this advertising calamity, let’s delve into the world of color theory and see just how important picking the right shades on the palette really is to the success of your brand.

What Is Color Theory, Exactly?

Of course for those of you who decided against the arts major in college, bringing up color theory might as well be like asking you how much you know about astrophysics. Thankfully, it’s really not that complex once you get the hang of it. The basic gist of the concept is that a color wheel defines the harmony between the colors, which in turn affects how people, like the readers of your emails, react to these choices. From here, creating an understanding of the connections between all of the choices on the wheel can add an extra layer of appeal that puts your brand imagery and content over the top with your audience.

Finding Balance and Harmony in Selections

Digging a little deeper shows that selections made via color theory start with evaluating sequential hues and shades found on the wheel, before branching off into three different approaches. The first approach focuses on analogous colors, or colors that stand side by side on the 12-part basic color wheel. Generally, the selections come in threes, with one color taking center stage for a brand’s color overall or email oriented color scheme. Additionally, pairing complimentary colors – or colors that exist as direct opposites in placement on the wheel – is also a popular strategy.

Finally, it’s not unheard of to look to the natural world for a little guidance when picking a color scheme for your brand or upcoming email marketing initiative. This branch of color theory selection asserts that Mother Nature often comes up with the best or most visually striking combinations anyways, so why not take a page out her book and save yourself some time?

Is Color Theory Really That Important?

Now that you’re up to speed on how color theory works, the natural next step in the process is looking at why it works. At the heart of the argument for putting a little more thought into your color selections when creating promotional emails is the fact that 93 percent of customers claim that the visual appearance of a product or message is the top factor that goes into a successful marketing operations. On top of this, 80 percent noted that well designed and pleasing color selection increased brand recognition and visibility. Basically, if you can find the right colors for your brand and for your emails, you’re well on your way to hitting a home run with your customers.

Adding In a Little Psychology to the Mix

Aside from aesthetics, the selection for your next campaign can also send another, more subtle message to your viewers based on psychological tendencies connected to these colors. Yellow, red, and orange denote optimism, energy, and aggressiveness respectively, while green brings up elements of wealth and prosperity. On the other hand, purple and blue emphasize trust and security, with black representing new or sleek products. It’s important to note that these relationships coincide directly with North American consumers, and that different cultures and regions attribute varying characteristics to these same colors, so selections should take into account where your target audience resides.

Building a Strategy for Your Brand

The final piece to the puzzle comes with setting up a strategy that compliments and emphasizes what you’re messages have to offer to viewers. Naturally, there’s no universal selection that works for every brand, but you can build around general strategies that help refine your color selection based on what you’re trying to accomplish. For instance, retooling your entire brand image based on a more appealing color scheme isn’t a bad idea if you’re thinking long-term. Likewise, focusing on the next campaign and finding the colors that really compliment your promotional deals and products is just as worthwhile an endeavor. Regardless of how you approach the process, it’s hard to go wrong with retooling your brand and message look to create a stunning visual your audience can’t resist.

Email_Marketing

 

By this point, you know all the big stats and figures that show how powerful emails can be at marketing your brand to the masses. Plenty of other blogs can parrot out these facts until they’re blue in the face, but does that really help you if you’re not sure what you’re supposed to be doing once you buy in to the email marketing craze? Naturally, talking about templates and subject lines can give your messages a healthy bump in attractiveness, but one of the biggest subjects that doesn’t get much attention centers on the frequency and approach of your email. With this in mind, let’s take a look at how stand alone emails and dedicated series work and if there’s any difference between these two options when it comes to getting your brand noticed in your customer’s inbox.

A Look at Stand Alone Emails

Stand alone emails offer up a one-time deal that focuses on pressing issues – think changes in products and services, as well as limited time deals. As with most offers that expire, these quick, timely messages can be powerful tools to help up-sell or cross-sell deals and inventory to an audience that responds well to “in the now” marketing tactics. Once the offer’s over, it’s time to can this message, pull anything you might be able to use for the next round of emails out of it, and move on. While this might a little cut and dry, having a run of one-offs can keep customers excited and anticipating the next time your latest message makes its way into their inbox.

Understand the Long-term Series Approach

On the flip side of this spectrum is the email technique that’s in it for the long haul. Dedicated series, like newsletters, reoccurring product offers, and informational/club emails, all try and keep the audience interested in your offerings by mixing in some long-term value to go with any coupons or discounts. Whether it’s keeping people up to date with the latest industry trends or offering up periodic columns or articles, dedicated email series that run indefinitely or over long periods of time generally offer great content to make up for the lack of spontaneity associated with stand alone messages. Interestingly enough, you can still mix in some deals that come with limited time runs to your weekly or monthly emails to help maximize the return on investment (ROI) for your marketing campaign. However, if you’re on a set schedule or automating these messages, you might find yourself in a bit of a pickle with awkward timing and sudden changes in planning or sales.

Is There Really a Difference?

Now that we’ve got you up to speed on both options, you can definitely see that there’s a little overlap between the stand alone route and long-term series. In fact, you can even make an argument that these two styles are closer to being two sides of the same coin than they are to being complete opposites. While the timing and the framing of your message might be a little different, having consistency in your emails is a major part of a successful campaign. In that regard, there’s really not too much difference between the two. If your messages are all over the place, it doesn’t matter if it’s your first try or your 100th email in a yearlong series, chances are your audience isn’t going to be interested.

Which One’s Right for You?

This is all leads to a final answer to the “which one’s right for you?” dilemma. Basically, there is no right and wrong when it comes to stand alone emails squaring off against dedicated series. Depending on what you’re trying to accomplish with your email marketing campaign, they both have benefits that you can take advantage of to boost awareness for your products and your brand. Looking to pump conversions on a limited time offer or a seasonal product? Then it’s the right time for a quick, powerful, stand alone message. If you’re looking to drum up steady traffic to your blog or tease out information for an upcoming change to your brand, then a dedicated series that keeps your viewers eagerly awaiting your next installment is the way to go.

In fact, there’s no secret rule in the world of email marketing that says you can only choose one method. Just like in other parts of your business operations, a little flexibility can go a long way when you’re catching up with customers via emails. Having access to templates for both, as well as the ability to customize and fit your message to the occasion, will give you all the tools you need to really make a mark with your customers. For any brand that’s thinking about where it wants to be tomorrow, as well as 10 years from now, mixing in a little of both stand alone emails and dedicated series is never a bad idea.

Email_Marketing

 

Email marketing has a lot more in common with a beauty pageant than you might think at first. You spend a lot of time getting your outreach ready for the big moment and the last thing you want to do is fall flat on your face once your emails take center stage against the competition. However, this happens all too often for brands that don’t know the ropes yet when it comes to connecting with customers via their inboxes. To keep your messages looking their best and on the right track, look over these five common mistakes that have tripped up other brands who tried to strut their stuff via email marketing.

Image-Only Emails

While it might seem a little odd to add imagery to an email marketing mistake blog post, image only messages definitely have a spot on this list. With over 66 percent of email subscribers disabling images by default in their inboxes, an image only message won’t convey anything other than a blank screen to these viewers. To overcome this hurdle, don’t commit to having your text built into image formats. This way, you can still reap the benefit of compelling visuals, all while hooking the audience with great content that would otherwise go unread in the image-only format.

Content That Lacks Relevancy

Another prime time offender that has derailed plenty of email campaigns are messages that simply don’t have much to do with the targeted audience. This lack of relevancy comes from marketing tactics that simply slap together a few stock messages and tie them to several keywords or other metrics that target certain audiences. While this might not seem so bad at first glance, just try and imagine what it must be like for a customer who looked up vacation plans for a family to receive email offers for singles getaways. While it might get you to chuckle a little bit now, it’s definitely not as funny when it’s your brand that is the butt of the joke.

Being Too Lazy to Test

Complacency probably won’t take you very far in the other facets of your business strategy, so why should it be good enough for your emails? While you might come out of the gates blazing with a great set of messages, going the path of least resistance and simply reusing or rehashing content isn’t a smart strategy. Neither is making changes without any rhyme or reason. Although it does require a little extra effort, take the time to roll out test runs of your emails using A/B testing and other strategies. By doing so, you’ll have a chance to not only get a better read on what your audience likes and dislikes, but also keep your content fresh and interesting after your initial outreach.

Unreadable Mobile Formatting

Even if you’re not a regular reader of this blog, you’ve probably been inundated with all the talk about the mobile craze on other sites. Despite the seemingly constant coverage that the rise in smartphone and tablet usage gets around the web, simply looking out your front door was probably all the evidence you needed to see that people can’t get away from these devices. Because being glued to your phone is now the norm, if your emails are only designed for desktop viewing, you’re cutting out a sizable portion of your audience. Instead of just hoping your emails show up right on the customer’s iPhone or Galaxy tablet, make sure your offerings are not only viewable, but optimized for these platforms. Otherwise, you’ll soon find out that the trash folder or, even worse, the unsubscribe button are only a few finger strokes away for customers who don’t want unreadable messages cluttering up their screens.

Multiple Daily Messages

Ever had a friend that calls or texts you way too much? While they might mean well, you’ve probably gotten to the point where you knowingly “miss” or avoid these messages because you just need some time for yourself. Unfortunately, you could be taking on that same role unwittingly by sending off emails multiple times a day. Customers love deals, but they definitely don’t love getting spammed. Because of this, you need to avoid the temptation of sending multiple emails a day and give the audience a little time to mull over your offers before you hit their inbox again. Depending on what you’re business offers, the right blend could be anywhere between one a day to once a week. Using a little testing and customer feedback can help you nail down the time and ensure you’re not getting too pushy with your email deals.

Email_Marketing

 

Imagine this scenario: Your email audience is turning over rapidly, click and open rates are plummeting, and you have no clue how to fix this mess. It might not be your worst nightmare, but it has to be pretty high up on the list if you’re serious about the future of your online brand. Thankfully, there’s plenty you can do to give your email marketing campaign some much needed virtual CPR. With these five tips, you’ll have the tools in hand you need to say goodbye to sluggish results and reinvigorate a disinterested audience.

Don’t Go the Quantity Route without Quality

One of the biggest mistakes an email marketing campaign can make is to go the spam route. While quantity isn’t always a bad thing, emailing your database all the time with junk is a surefire way to turn off your viewers in a hurry. If you’re already trying to keep up the pace with lots of regular emails and that’s not working, consider scaling things back until you start pumping out content that’s worth reading. By refining what they’re reading and then upping your monthly and weekly messages, you can rebuild an audience that’s tired of having to sift through offerings that are better suited for the virtual trash bin.

Clean Up that Preview Text

Just like web pages that don’t bother filling out the meta description for entries on Google, Bing, and the other search engines, having weak preview text can wreak havoc on your email’s chances of getting opened. Think of it this way: if you’re checking your inbox while enjoying a morning cup of coffee, are you going to click on the email with sloppy text that doesn’t fit in the preview area, or the one with a clean, simple explanation of what’s inside? Unless you’ve got a thing for poorly optimized emails, you’re probably going to make the same choice as your audience and click on the email with tidy and enticing preview text.

Power Words and Numbers Go a Long Way

Taking this a step further, make sure that your subject lines, preview text, and headlines in the actual email really pop in the viewers’ eyes. While this sounds like a marketing buzzword deal, it’s actually a big reason why some email lists generate massive traffic and others find their way to the spam folder. Sensory and emotional words are the big draw here because they evoke response from viewers.

Instead of the bland “please read” approach, try telling your viewers what happens if they don’t read your email, or what they can gain by reading it. This way, you’re creating a call to action that gets them interested in what you’re actually promoting. Similarly, using digits instead of writing out numbers also stands out in an inbox. In fact, the “5″ in the headline of this post might have been the hook that got you to click on this tip list in the first place.

Time is Money

Time is money; it’s an old saying that’s mostly meant to teach people the value of a great work ethic, but in this case we can give it a new spin. Basically, when your viewers are reading your emails is just as important as what they’re actually reading. If you’ve got great content but can’t seem to generate any traffic off of it, it might be time to switch things up as far as when you’re shooting off these emails. Depending on your target audience, figuring out what time’s best might be a little tricky, but that’s nothing that some A/B testing or trial and error can’t sort out. Once you’ve got it figured out, you can check this box off of the list of potential problems that are keeping your readers disinterested.

Give Them Something Extra

Last, but certainly not least, is the tried and true concept of giving your audience more stuff to get them in your virtual storefront. If all else fails, there’s nothing wrong with offering better discounts more often to liven up a flagging or stale email list. Considering that the alternative, facing turnover that hovers around a 33 percent a year average, is basically the last rites for any email list, it can’t hurt to see if giving an extra coupon or limited time offer here and there can help. Combined with all the other tips and tricks on this list, periodically putting these kind of “enhanced” promos out could be just the spark your list needs to come back to life and get your bottom line in the green again.

Bullhorn

 

“It’s one small step for man, one giant leap for email marketers”

That first step when integrating email marketing into your marketing toolbox can be a bit scary. Even though Elite Email makes it really easy to manage your mailing, create emails and track reports, just like anything new, it can be a challenge to get started.

Often times the biggest question is simply how do I get started and what do I do now?

Our customers know they want to send out amazing looking email newsletters, but what is the first step to get things going on the right foot while following best practices.

To help answer that question in a fun and visual way, we had our expert design team create a brand new infographic.

This graphic, which can be found in our Learning Center, is an overall road map for how to get things rolling.

It also includes some of the best ways to start building a permission-based opt-in list, which is one of the main questions people have when they start their email marketing efforts.

View Full JPG | Download PDF

Getting Started with Email Marketing [infographic]

Getting Started with Email Marketing [infographic by Elite Email]

 

It’s really incredible how many different industries are using email marketing as an integral tool to achieve their marketing objectives. There’s no boundaries when it comes to what type of companies can use email marketing. At Elite Email,  we love helping new businesses achieve their goals, no matter how big or small they might be.

We are approached all the time by different companies for advice on what we think are the best ways to utilize our service to most greatly benefit their specific goals. We have many ideas on how and why a company should use a service like ours, but we learn best from asking our clients their best practices and learning what works best directly from them.

Recently, we have been participating in various restaurant trade shows and leading different seminars for restaurant owners. So, we decided to do a study to learn the top ways in which restaurants owners are using email marketing. We conducted a short survey of 250 restaurant owners in North America to get their direct input.

You can read the full press release here: http://www.prweb.com/releases/email-marketing/restaurant/prweb9559300.htm

To summarize, the top 3 ways in which restaurants are utilizing email marketing are:

  1. Sending out newsletters
  2. Sending out timely coupons
  3. Sending out ‘announcements’

As well, almost every restaurant owner said that they consistently send out birthday emails to their mailing list to ensure that their customers know that they are valued by the establishment.

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