Email continues to be a powerful channel for driving business. Are you feeling the power? Or could your email marketing use a turbo-boost?
“An Introduction to Email Marketing” is more than a quick overview. It’s a how-to compendium that explains why a holistic approach to email – integrating it with your other marketing channels – is most valuable and how you can implement and measure a top-performing email marketing program.
If you want to start learning about email marketing, it is a very useful guide for you! We will walk you through the entire process of establishing your email marketing attempt so that you can acquire leads, get your time, money and resources worth, and generate expected sales.
After examining this slide share, you will be able to understand what email marketing is, what benefits it carries, how you can obtain and retain email data, and what ways you can do to execute an email marketing campaign. You will also be experiencing some example successful email campaigns, the tools helping you to increase your inbox placement rate, the instance templates and so on.
If you are ready to go, start your profound journey through email marketing by starting the presentation.
Blog Post: https://popupsmart.com/email-marketing/
If you want to start learning about email marketing, it is a very useful guide for you! We will walk you through the entire process of establishing your email marketing attempt so that you can acquire leads, get your time, money and resources worth, and generate expected sales.
After examining this slide share, you will be able to understand what email marketing is, what benefits it carries, how you can obtain and retain email data, and what ways you can do to execute an email marketing campaign. You will also be experiencing some example successful email campaigns, the tools helping you to increase your inbox placement rate, the instance templates and so on.
If you are ready to go, start your profound journey through email marketing by starting the presentation.
Blog Post: https://popupsmart.com/email-marketing/
Q and A Whitepaper from our accompanying Webinar. The paper addresses questions about tips to improve delivery and email response rates for your well crafted HTML emails.
Jeanne Hopkins, HubSpot's Director of Marketing, and Mark Kilens, a HubSpot Inbound Marketing Consultant, cover 60 of the most frequently asked questions on email marketing.
View the answers to these questions here: http://www.hubspot.com/60-email-marketing-questions-in-60-minutes/
Learn a perfect email marketing practices that really workHariom Sharan
This workshop is designed for both start-up and advance email marketing professional. We have covered some of the best practices which really will help you to understand the tips and tricks to build a strong email marketing foundation and leverage better return on investment.
6 Retail Email Marketing Priorities for 2015Chad S. White
Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year.
To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world examples that allow you to take a deep-dive into the topics that are most important to you:
1. Reassessing program goals
2. Getting mobile-friendly
3. Optimizing snippet text
4. Increasing targeting and personalization
5. Building out triggered emails
6. Keeping inactivity in check.
Check out this slide deck and see why making progress on each of these priorities between now and October will get your email program in excellent shape for the upcoming holiday season.
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsMakesbridge
Email marketing is an incredible channel to reach potential clients and maximize existing client base. But 2/3 of the campaigns prove to be inefficient. Why?
Given the fact that modern marketer wear multiple caps and are liable for many moving parts of their marketing mix, it’s simple for your email marketing data to become mixed up in all the metrics and KPI’s you need to watch out for.
As a result you won’t be able to measure success of a particular segment and may result in losing sight of the actual return on the investment. Measurement is the way to showing success. It’s the only way a marketer gauges progress, results, and actual return on investment.
In this post, we're trying to help marketers measure their marketing success and determine actual return on marketing investments.
This was an A/B test I conducted for the e-commerce course, whereby I analyzed the performance of the email subject line. The purpose was to collect 200 emails and split it into two groups of 100 recipients. The goal was to compare CTR to the blog post I was encouraging recipients to read in the email by using strong CTAs.
This white paper covers what email tracking is and how it can help email marketing communications. Learn more about email tracking and the different levels of email tracking:
• Personal tracking
• Permission-based personal tracking
• Unique tracking
• Anonymous tracking
• Blind tracking
You will also learn about email testing, such as A/B-split testing
Get this whitepaper at: http://www.lsoft.com/resources/whitepaper-download.asp?id=105
It really depends whether you are trying to use email marketing to reach a stranger or to contact someone either you know or who knows you. The whole notion of opt-in email marketing evolved almost a couple of decades ago but email marketing is often viewed as spam because so very few people actually follow the rules.
Q and A Whitepaper from our accompanying Webinar. The paper addresses questions about tips to improve delivery and email response rates for your well crafted HTML emails.
Jeanne Hopkins, HubSpot's Director of Marketing, and Mark Kilens, a HubSpot Inbound Marketing Consultant, cover 60 of the most frequently asked questions on email marketing.
View the answers to these questions here: http://www.hubspot.com/60-email-marketing-questions-in-60-minutes/
Learn a perfect email marketing practices that really workHariom Sharan
This workshop is designed for both start-up and advance email marketing professional. We have covered some of the best practices which really will help you to understand the tips and tricks to build a strong email marketing foundation and leverage better return on investment.
6 Retail Email Marketing Priorities for 2015Chad S. White
Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year.
To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world examples that allow you to take a deep-dive into the topics that are most important to you:
1. Reassessing program goals
2. Getting mobile-friendly
3. Optimizing snippet text
4. Increasing targeting and personalization
5. Building out triggered emails
6. Keeping inactivity in check.
Check out this slide deck and see why making progress on each of these priorities between now and October will get your email program in excellent shape for the upcoming holiday season.
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsMakesbridge
Email marketing is an incredible channel to reach potential clients and maximize existing client base. But 2/3 of the campaigns prove to be inefficient. Why?
Given the fact that modern marketer wear multiple caps and are liable for many moving parts of their marketing mix, it’s simple for your email marketing data to become mixed up in all the metrics and KPI’s you need to watch out for.
As a result you won’t be able to measure success of a particular segment and may result in losing sight of the actual return on the investment. Measurement is the way to showing success. It’s the only way a marketer gauges progress, results, and actual return on investment.
In this post, we're trying to help marketers measure their marketing success and determine actual return on marketing investments.
This was an A/B test I conducted for the e-commerce course, whereby I analyzed the performance of the email subject line. The purpose was to collect 200 emails and split it into two groups of 100 recipients. The goal was to compare CTR to the blog post I was encouraging recipients to read in the email by using strong CTAs.
This white paper covers what email tracking is and how it can help email marketing communications. Learn more about email tracking and the different levels of email tracking:
• Personal tracking
• Permission-based personal tracking
• Unique tracking
• Anonymous tracking
• Blind tracking
You will also learn about email testing, such as A/B-split testing
Get this whitepaper at: http://www.lsoft.com/resources/whitepaper-download.asp?id=105
It really depends whether you are trying to use email marketing to reach a stranger or to contact someone either you know or who knows you. The whole notion of opt-in email marketing evolved almost a couple of decades ago but email marketing is often viewed as spam because so very few people actually follow the rules.
Email marketing is a powerful method for creating awareness of your business or brand among others. In this technique, messages are sent to a group of people using email for marketing purpose. It is a faster method that can deliver a number of emails in a few seconds or minutes to the potential customers.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
My keynote PPT for the new book Experiences: The 7th Era Of Marketing. This is an introduction to Content Creation Management and the focus of the new book.
Dice how to brand yourself on social to attract talent webinarDice
Be the recruiter tech candidates want to hear from. Learn how to tailor your social image to target the candidates you desire with tips from Kforce’s social recruiting maven Allison Kruse.
In this webinar, you’ll learn:
• Tips for optimizing your social profiles to attract your target candidates
• The content to share, conversations to start and when to post jobs
• How to write messages that get responses from the right candidates
Take an Open Web tour: http://www.dice.com/OpenWeb
Get tech recruiting advice from one of the world's most recognized tech brands: Microsoft. Amy Miller, Recruiter at Microsoft, shares strategies honed by the experience of recruiting hundreds of top tech pros every year.
Flip through this SlideShare to learn about:
• Candidate-centric recruiting – how Microsoft uses it to boost success
• Strategic talent advisement – five actions that transform you from recruiter to advisor
• Employer brands – how to use strong ones and overcome weak ones
Learn more about how you can use Dice to find the best in tech: http://www.dice.com/products/recruitment-package/
The recruitment landscape is changing – fast. The power and reach of social media has seen recruiters go from Rolodexes and cold calling to engaging warm candidates within minutes of finding them online. At the same time, candidates have more career choices, clients have more channels to research potential partners and competition for great talent is stiff.
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With more than 364 million members worldwide and tools designed specifically for recruiters, LinkedIn is the modern recruiter’s essential partner.
Right now is the perfect time to start using LinkedIn to grow your business. View the SlideShare now for a snapshot introduction to LinkedIn Talent Solutions. Learn:
• How the recruitment landscape has changed.
• How recruiters can use social networks to their advantage.
• How LinkedIn works – profiles, Company Pages and Career Pages explained.
• How you can use LinkedIn to successfully grow your business.
The Recruiting Firm's LinkedIn Field Guide: lnkd.in/fieldguide
6 Steps to Building Your Recruiter Brand on LinkedIn: lnkd.in/rb
Talent Brand Index: lnkd.in/TBI
Content Marketing Guide for Talent Acquisition: lnkd.in/cm
LinkedIn Career Pages: lnkd.in/cp
The Employer Brand Playbook: lnkd.in/EBPlaybook
Recruiter Professional Services: lnkd.in/rps
12 Tips to Build a Stunning Talent Pipeline: lnkd.in/ppl
Business Development on LinkedIn: The Staffing Professional’s Guide: lnkd.in/bd
The Recruiter’s Guide to Writing Effective LinkedIn InMails: lnkd.in/SSInMailGuide
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Modern civilization was built on the backs of great cities. Likewise, great businesses are now being built on the backs of B2B marketing. Cities like Rome, Athens, Hong Kong, and New York have been our models of culture and progress. And from the outside, these cities appear to function effortlessly. The truth is quite the opposite.
In order to build a successful B2B marketing empire, you must have a solid foundation in place. This eBook will cover the foundational elements of how to build your:
- B2B Marketing Strategy
- Marketing Career
- Marketing Squad
Gain insights and advice from top B2B marketers like Ann Handley, Michael Brenner, Chris Moody, Scott Monty, Lee Odden, Jason Miller and more!
An introduction to email marketing. The presentation provides an overview of email as a marketing tool and looks at the trends, pitfalls and best practices currently employed.
The November Issue of The Content Advisory, a monthly publication of the current state of developing Content Marketing and Customer Experience strategies.
Your welcome email (or lack thereof) sets the tone for the email marketing relationship you have with your subscribers—make sure it's sending the right message!
You and I have wasted enough time on PowerPoint Presentations. It's a necessary evil, but there are much better ways to approach it. Based off a talk I gave @ APTS. Enjoy!
Segmentation & Personalization in Email Marketing - Brafton WebinarKayla Perry
Email marketing is an incredibly powerful marketing channel - but only if you know how to leverage it the right way. This webinar covers why you should segment your email database, how to create segments and lists, how to use your email lists for max engagement, email marketing strategies and techniques to try and more. View the video recording here: https://www.brafton.com/webinar/segmentation-and-personalization-in-email-marketing/
After examining this slides, you will be able to understand what email marketing is, what benefits it carries, how you can obtain and retain email data, and what ways you can do to execute an email marketing campaign. You will also be experiencing some example successful email campaigns, the tools helping you to increase your inbox placement rate, the instance templates and so on.
Email Marketing Interview Questions & Answers for Freshers Job.pdfLearn Digital Academy
Email marketing has survived the sands of time, and it is still effective decades later. The problems that affect email marketing success are outside of the marketer’s control!
The pressure for improved email design, risks to email deliverability, legislation, and upgrades that obfuscate human engagement, to mention a few.
An organization wanting to employ an email marketing specialist or determine whether you have a solid understanding of email marketing and past experience is likely to ask you interview questions.
When it comes to email marketing, here’s an easy way to brush up on your vocabulary. Although there are many terms unique to this online marketing channel, the four you need to remember: reputation, relevancy, relationship-building and ROI, most reinforce the core principles of email while serving as guideposts to ensure your campaign is optimized for delivery, and maximum response.
What is Email Marketing Everything You Need To Know.pdfFreeTrained
Email marketing is a technique or method of advertising content to customers or contacts via electronic mediums like computers, mobile phones, mobile gadgets, and online portals in order to increase people’s awareness of a product or service.
People now access the internet and are informed about goods and services through emails. Email marketing consists of a series of emails and text messages which are sent to specific people which may include marketing executives, marketing team, or even customers directly.
Email marketing is a powerful tool for businesses looking to engage with their audience,
promote products or services, and build relationships with customers. However, it is not
without its challenges. Many businesses fall into common pitfalls that can hinder the
effectiveness of their email marketing efforts. In this blog post, we'll explore some of these
common pitfalls and discuss how email verification can help address them, ultimately
improving the success of your email campaigns
Email marketing effectiveness is driven by email list quality. Consequently, building a better B2B email list will positively impact overall email marketing performance.
But what are the most significant barriers to building a better email list, and how are marketers overcoming them?
Email marketing has long been considered a powerful arm of advertisers with reasonable costs and effectiveness. So what is email marketing? Is this form still effective recently? The article below will answer your questions in detail!Email Marketing is a form of using email (email) to contain information about sales, marketing, and product introduction to a business's potential customer group.
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
*From HubSpot Academy*
Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.
Many business owners who opt to try email marketing make the mistake of believing any type of email marketing is beneficial. This is simply not true; there are a number of mistakes business owners can make when they organize an email marketing campaign. Examples of these types of mistakes may include allowing promotional materials to be tagged as spam, not following up with promotional emails, not being prepared for an influx of customers after an email marketing effort, and not marketing specifically to the target audience.
Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between.
Mastering Email Marketing: A Comprehensive GuideNtambueNsenga
Welcome to "Mastering Email Marketing: A Comprehensive Guide." In today's digital age, email marketing remains one of the most effective tools for businesses to connect with their audience, build relationships, and drive conversions. However, with the ever-evolving landscape of digital marketing, mastering the art of email marketing requires a deep understanding of strategies, tactics, and best practices.
This guide is designed to equip you with the knowledge and skills needed to create successful email marketing campaigns that yield results. Whether you're a beginner looking to get started or a seasoned marketer aiming to refine your approach, this book will provide valuable insights and actionable tips to enhance your email marketing efforts.
From crafting compelling subject lines to segmenting your audience effectively, each chapter delves into key aspects of email marketing, offering practical advice backed by industry expertise. By the end of this guide, you'll have the confidence and expertise to leverage email marketing as a powerful tool for business growth.
Email marketing stands as a cornerstone of digital communication, facilitating direct engagement with audiences in an intimate and personalized manner. At its core, email marketing entails the strategic use of email to promote products, services, or content to a targeted audience. It serves as a versatile tool for businesses, allowing them to nurture relationships, drive conversions, and foster brand loyalty.
The importance of understanding the fundamentals of email marketing cannot be overstated. For businesses of all sizes, email remains one of the most cost-effective and efficient means of communication. Unlike social media or other digital channels, email provides a direct line of communication to subscribers who have willingly opted in to receive messages. This level of permission ensures that email marketing efforts are reaching an audience that is already interested in what the business has to offer.
Moreover, email marketing offers unparalleled flexibility and scalability. Whether it's sending a weekly newsletter, promoting a new product launch, or nurturing leads through a drip campaign, email allows businesses to tailor their messaging to specific segments of their audience. This level of customization not only increases the relevance of the content but also enhances engagement and drives conversions.
Understanding the fundamentals of email marketing begins with grasping the various types of emails and their purposes. From promotional emails that highlight special offers to transactional emails that confirm purchases or provide order updates, each type serves a unique function within the overarching marketing strategy. By understanding the role of each email type, businesses can create cohesive campaigns that guide subscribers through the customer journey.
Why is Email Marketing good for your business?.pptxFutuready Media
Despite being a decades-old digital marketing tool, email marketing still yields better results compared to other forms of digital marketing. It's an effective way to connect with people and enhance relationships with them. By being constantly in touch, a business can interest a user with its offerings and communication and may convert a lead into business.
An email is a tool that is powerful enough to earn revenue. Having email content and a list of subscribers is not enough to get maximum benefits from your email marketing campaign.
https://skaradigi.com/digital-marketing/5-way-to-improve-your-email-campaign/
www.skaradigi.com
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
3. AN INTRODUCTION TO EMAIL MARKETING // 3
QUICK EMAIL MARKETING FACTS
Email opens on mobile devices increased by 34%
from April 2011 through September 2011 as
compared to the previous six-month period.
Mobile email usage is at its lowest on Monday,
desktop email usage is at its lowest on Sunday, and
webmail email usage is at its lowest on Wednesday.
“Finance” and “shopping” show above average
webmail views as compared to other industries, at
49% and 48%, respectively.
The industries leading the way in mobile email views
are, not surprisingly, “social networking” (27%),
“publishing” (26%), and “entertainment” (27%).
4. AN INTRODUCTION TO EMAIL MARKETING // 4
Your email marketing campaigns
should be part of a holistic approach
to educate your contacts.
“
”Companies often list email as one of their most powerful marketing channels. To this day, the size of your
email list is a demonstration of your reach and thought leadership. However, your email marketing campaigns
should be part of a holistic approach to educate your contacts about your company. Your marketing emails
need to be complimented by other efforts, such as search engine optimization, content creation, social media
engagement and behavior-based nurturing. So when reading this ebook on email marketing, keep the big
picture in mind.
In the following pages you will read about the top challenges email marketers face and how you can combat
them. You will also learn about the types of communications you can send to your contacts. Use the best
practices shared here as a roadmap to your email marketing success.
5. AN INTRODUCTION TO EMAIL MARKETING // 5
CHAPTER 1
5 EMAIL
MARKETING
CHALLENGES &
SOLUTIONS
6. AN INTRODUCTION TO EMAIL MARKETING // 6
Email marketing is a powerful channel but also one that presents many questions
and difficulties. In their 2012 Email Marketing benchmark, MarketingSherpa
surveyed 2,735 companies and asked them to rank the significance of 12 common
email marketing challenges. In this chapter, we will focus on the top five challenges
and suggest some ideas through which you can address these issues.
1
2
3
4
5
Integrating email data with other data systems
Improving deliverability
Growing & retaining subscribers
Achieving measurable ROI
Using email for funnel optimization
7. AN INTRODUCTION TO EMAIL MARKETING // 7
1 2 3 4 5
The survey respondents ranked these five challenges as “very significant.” What is even
more interesting about this data is that it seemingly contradicts the survey responses in
MarketingSherpa’s 2011 Email Marketing Benchmark. The number one challenge for email
marketers in 2011 was “targeting recipients with highly relevant content.” While differently
phrased, this challenge basically overlaps with the idea of integrating data systems in order to
allow for powerful segmentation. Let’s dive into each one of these challenges individually.
0%
10%
20%
30%
40%
50%
60%
Integrating email data with
other data systems
Improving email
deliverability
Growing and retaining
subscribers
Achieving or increasing
measurable ROI
Using email for funnel
optimization
Very significant Somewhat significant Not significant
8. AN INTRODUCTION TO EMAIL MARKETING // 8
“Other data systems,” including form submissions and
activities on site, can point you to the resources your
recipients are truly interested in. In that way, you have
a clear understanding of how to further engage them
through careful targeting and segmentation.
1 Integrating email data
with other data systems
Marketers want to amass valuable data across their different channels. For
instance, they might like to see the possible relationships between landing pages
and emails or to track the sales process of an email conversion. In addition to the
obvious reporting benefits such integration provides, it also opens the door to a
much more enjoyable experience for email subscribers.
Just think about it--if you could bridge the gap between email marketing
performance and social media activities, landing page conversions or new
customer acquisitions, you are that much closer to optimizing your sales funnel
and delivering content that your community loves.
CHALLENGE
9. AN INTRODUCTION TO EMAIL MARKETING // 9
GET YOUR HANDS ON THE RIGHT TOOLS
In order to integrate your email marketing with your other data systems, you need to use marketing
software such as HubSpot that allows for that integration to take place.
THINK SEGMENTATION
Combining your different marketing databases allows for clear segmentation and ability to better target
your customers and prospects with relevant email messages. Once you have access to an integrated
marketing system, keep your buyer persona in mind and focus on the opportunity to target the right
audience with the right message.
DEVELOP CONTENT
The more targeted your email campaigns, the more content you’ll need. Key to promoting relevant content
in email is to provide an offer that is connected to the initial request. What action have your contacts taken
on (or even off) your website? Offer them content that fits with their intent and their needs.
1 Integrate your
data systems
SOLUTION
10. AN INTRODUCTION TO EMAIL MARKETING // 10
Improving deliverability
CHALLENGE
Deliverability rate is the percentage of email messages delivered to your recipients’ inboxes versus the total number of messages
sent. It tells you how many of the emails bounced back and if that number is high, it’s a sure sign of inactivity. There are soft
bounces and hard bounces. The soft bounce is temporary and occurs when an email server rejects an incoming message. For
instance, when your recipients’ inboxes are full. A hard bounce, on the other hand, is less benign and represents a permanent
error to deliver an email. This generally occurs when the addresses you send to are bad or don’t exist.
Low deliverabilty rate might get you blocked by ISPs (internet service providers). If your list is loaded with inactive emails, you don’t
have a sense of your true complaint rate. While many marketers just look at total complaints over total list size, ISPs are actually
looking at total complaints over number of active email users.
ISPs can also mark abandoned email addresses as spam traps. This means that, even if you acquired emails in a legitimate
manner, the abandoned addresses may have morphed into spam traps. Aside from all the ISP problems, low deliveravility rate
also means you are wasting money sending messages to nonexistent addresses.
?Why are marketers so afraid
of low deliverability rates?
2
11. AN INTRODUCTION TO EMAIL MARKETING // 11
2 Practice good email list hygiene
SOLUTION
REGULAR MAINTANANCE
Clean up your email list by removing those addresses that are no longer
engaged. You can identify these addresses with metrics such as opens, clicks,
or website activity.
A STRICTER OPT-IN PROCESS
If you have a really serious problem with deliverability, you might want to
redefine your opt-in process to prevent invalid emails from getting on your
list. Either ask people to enter their email twice or experiment with double
opt-in.
PREFERENCE CENTER
Make sure your recipients have an opportunity to update their email
addresses. Invite them to your preference center from every email you
send. That might also help you with segmentation and achieving higher
engagement overall.
12. AN INTRODUCTION TO EMAIL MARKETING // 12
3 Growing & retaining
subscribers
CHALLENGE
In MarketingSherpa’s survey, marketing professionals shared that their third most serious challenge in respect to email
marketing is growing and retaining subscribers. No wonder! Increasing the size of your email list and keeping your
contacts engaged in your messages is no easy task. These challenges receive two common responses:
To grow their email database, marketers sometimes purchase lists. This practice will surely get you into
trouble: it might add invalid addresses to your list and thus pollute your entire database. Even if the
addresses you acquired are valid, the new recipients will most likely not be interested in your content
and either unsubscribe or not engage with your emails altogether. Both of these alternatives are
undesirable.
To retain subscribers, a lot of companies send fewer emails, thinking that the communication frequency
might in some way define engagement. Rarity of emails means they are more special, right? Wrong.
Frequency of emailing, as we have established in our Science of Email Marketing research, doesn’t
necessarily negatively impact subscriber retention.
13. AN INTRODUCTION TO EMAIL MARKETING // 13
3 Earn your email
subscribers
SOLUTION
CLEAR VALUE PROPOSITION IN EMAIL OPT-IN
Don’t purchase email lists, but earn your subscribers. Be clear to your target market about what they
will get out of subscribing to your emails. Give them a clear description of what the value proposition is.
For example, will your emails offer: (1) tips and tools on how to run their business more efficiently, (2)
product updates from your company, or (3) special offers via email? Your audience will want to know
“why” they should subscribe before they decide to clutter their inbox with even more emails.
SEGMENT LISTS TO MATCH YOUR PRIORITIES
Are you concerned that you are emailing your subscribers too often? Give this thought a break and
instead ask yourself if you are emailing the right people with the right message. In order to retain your
email subscribers, you’ll need to provide them with ongoing value that is targeted to their needs. Make
sure you are segmenting based on knowledge you have about your recipients.
OPTIMIZE & TEST
Don’t limit your email testing to subject lines. Embrace testing of various elements in your email
marketing efforts to optimize email performance. For instance, you can do A/B testing of landing pages.
14. AN INTRODUCTION TO EMAIL MARKETING // 14
4 Achieving
Measurable ROI
CHALLENGE
Achieving measurable ROI (return on investment) is
another challenge that marketing professionals face
in the land of email marketing. In other words, it’s
difficult for them to connect the dots between the
messages they send out to prospective customers
and the moment when these subscribers get further
engaged and turn into customers.
Interestingly enough, this problem is tightly connected to challenge
number one - integrating email marketing with other data systems.
When your marketing channels are not speaking to one another, it’s
hard to identify how they affect conversions. For instance, you might
see that your email blast got a 3.4% click-through rate (CTR), but can you
also see if that communication contributed to generating new leads?
What is more, do you see if it resulted in any new customers?
15. AN INTRODUCTION TO EMAIL MARKETING // 15
CLOSED-LOOP MARKETING
The solution to achieving measurable ROI from your email marketing campaigns is to practice closed-
loop marketing. Follow a contact from the point of visiting your website through getting further engaged
(viewing other web pages, downloading resources, clicking on your emails) to her final conversion into a
customer. Implementing closed-loop marketing empowers you to track leads from their initial channel
through a first conversion all the way to becoming a customer. Such intelligence, in turn, enables you
to identify your most powerful marketing channels and assign clear value to each of them. In this way,
you will be able to measure the ROI not only of your emails, but also of your other efforts, which might
include social media and blogging.
4 Close the
marketing loop
SOLUTION
16. AN INTRODUCTION TO EMAIL MARKETING // 16
As mentioned in the introduction of this ebook,
email campaigns should be only part of your holistic
marketing approach. Email cannot be truly fruitful just
by itself, but can strengthen your other initiatives. (Just
like you cannot use social media in vacuum, or only rely
on blogging, or trust that search engines optimization
is enough to meet your goals.) The real power comes
from achieving a strong marketing mix. This, however,
seems to be a challenge for marketers. How do you
optimize your sales and marketing funnel with emails?
Most marketing professionals are accustomed to sending one-time
email blasts that are not necessarily related to the actions of their email
subscribers, their interests or needs. Such a practice doesn’t help push
leads down the sales funnel, but can alienate them.
5 Using email for
funnel optimization
CHALLENGE
17. AN INTRODUCTION TO EMAIL MARKETING // 17
LEAD NURTURING
Lead nurturing sometimes goes by other names: marketing automation, drip marketing, auto-responders, etc.
Simply put, lead nurturing is a system that allows you to send an automated series of emails to an early stage lead
in order to pre-qualify them before handing them over to your sales team.
If it typically takes your leads a month to make a purchasing decision, then make sure you’re spreading out your
communications to keep them engaged throughout the month. By taking this approach, you save your sales
organizations time because you educate and qualify the lead overtime.
Among some of the key benefits of lead nurturing is that it enables marketers to establish contact with their
fresh leads fast and stay top of mind for potential, and even current, customers. In comparison to email
marketing, lead nurturing is also relatively easy to set up because it is automated and doesn’t need a ton of
maintenance over time.
5 Nurture your leads
SOLUTION
18. AN INTRODUCTION TO EMAIL MARKETING // 18
CHAPTER 2
6 TYPES OF
MARKETING
EMAILS
19. AN INTRODUCTION TO EMAIL MARKETING // 19
Different types of email formats
have different goals and
advantages.“
”Whether you are just starting with email marketing or you have some experience
sending marketing emails, you have probably asked yourself about the types of
communications you can send out.
Should you nurture your subscribers with
weekly newsletters? Are dedicated sends
better at optimizing your sales and marketing
funnel? What about email digests?
These are all valid questions that marketing professionals should consider when
selecting the right format that meets their email marketing goals. In this chapter,
we will discuss the different types of marketing communications and their
respective advantages and disadvantages. This information should help you make
an educated decision about picking the most appropriate email format and how to
go about using it.
?
20. AN INTRODUCTION TO EMAIL MARKETING // 20
Many business and organizations send email newsletters in order to stay top of mind for their
recipients. In this section we will cover some general guidelines for using newsletters as the
foundation of your email marketing program.
EMAIL NEWSLETTER
DEFINE YOUR GOAL
Before we get into the nitty-gritty details of creating email
newsletters, you will need to determine your goal. What is it
that you want your email newsletter to achieve? You might
want to nurture your existing contacts and become the first
brand they think of when they need a product or service in
your industry. This would be a fantastic goal if you are a B2C
company. Or your goal might be to increase sharing so that
you attract new people to your list. As you define your goal,
think about what metrics you can use to track your progress.
1
21. AN INTRODUCTION TO EMAIL MARKETING // 21
BRAND AWARENESS
Similar to newspapers, newsletters create a certain anticipation in readers.
Whether it is a daily newsletter or a weekend communication, you get into
the habit of receiving it. If you enjoy the content, you will most likely stay
subscribed to the newsletter and look forward to getting the next email. By
building a habit in your email subscribers, you enable them to recognize
your brand and associate it with a positive sentiment.
REPURPOSE CONTENT
Newsletters generally contain information that you have already published.
Many companies do quick summaries of their most popular blog posts and
link to the articles from their newsletter. In this way, they bring subscribers
back to the company website and engage them with more company content.
DIVERSE CONTENT
Email newsletters give you the freedom to include different types of content
that might be important to your organization. For instance, the same
newsletter can contain a popular blog post, a new offer, an announcement
of an upcoming event, information about a discount and a link to a survey.
ADVANTAGES
22. AN INTRODUCTION TO EMAIL MARKETING // 22
DILUTED CALL-TO-ACTION
Due to their format — a compilation of information — newsletters can be
overwhelming and ignorant of a specific call-to-action. If you include a series
of blurbs or article summaries, the attention of your recipients will most
likely be spread across these tidbits of information as opposed to staying
focused on a certain element. Of course, you can address this by prioritizing
the most important information at the top of the newsletter and include a
clear call-to-action after/alongside each block of text.
DESIGN
With newsletters, the layout becomes a much more complicated task than
it is with dedicated email sends. You’ll have to spend some time deciding
on the right placement of images and text, alignment and prioritization of
information. Thankfully, there are a bunch of websites out there to help you
with these efforts. MailChimp, for instance, offers a package of 36 basic,
flexible templates you can use to get started.
DISADVANTAGES
23. AN INTRODUCTION TO EMAIL MARKETING // 23
CUSTOMERSPROSPECTS
NEWSLETTER
Newsletters are great not only for marketing to prospects, but also for nurturing your existing
customers with company news and events, product announcements and feedback requests.
Such ongoing communication will help you retain happy customers and collect valuable
insights about them. What are the tidbits of information they click on the most? Can you upsell
to them at all? Don’t forget that your existing customer base can also spread the word about
your company and share resources that you publish with their network.
24. AN INTRODUCTION TO EMAIL MARKETING // 24
Stay focused on the goal
As you work on your newsletter layout and content creation, stay mindful of your goal and make sure you are working
towards meeting it by prioritizing calls-to-actions at the top of the email.
The two examples above are of Brain Pickings’ weekend newsletter (to the left) and Fast Company’s design daily
newsletter (to the right). These emails are always packed with useful and entertaining information, a sure sign of high
clickthrough rates and an engaged audience. On the top of each newsletter, you will spot a call-to-action which invites
people to either donate or subscribe.
25. AN INTRODUCTION TO EMAIL MARKETING // 25
Similar to newsletters, email digests provide summaries
of existing information and offer a snapshot of a specific
time frame, e.g. a week or a month. Traditionally, digests
highlight the most popular pieces of content that new
readers will also gravitate towards. For instance, you can
receive a digest of top books to read or movies to see.
Some software companies send digests of usage data (e.g.
HubSpot’s monthly performance digest).
Digests should be easier to consume than newsletters because they generally consist of lists
and links. That helps subscribers scan the email quickly and click on the parts that they are
most interested in. The goals of a digest and a newsletter will most likely overlap. Remember
to place the most important call-to-action at the top and measure clickthrough rate and
conversions. If your goal is to drive traffic to specific pages, monitor CTR closely and don’t
forget to optimize the pages to which you are sending visitors.
DIGEST2
26. AN INTRODUCTION TO EMAIL MARKETING // 26
Here is an example of Copyblogger’s email digest
that includes links to important articles and short
blurbs describing what the reader will learn
about after they click.
The digest’s design can be much simpler than
that of newsletters. Of course, you can build
a few different versions and test which one
receives more engagement from subscribers.
Like newsletters and based on the goal you’ve set for them, email digests can be sent to different target audiences. One
popular option is the blog digest which collects notifications about the articles you publish throughout a certain time
frame and releases an email with the links. If you are blogging using HubSpot’s platform, your subscribers will have the
opportunity to set up this type of digest.
27. AN INTRODUCTION TO EMAIL MARKETING // 27
Dedicated emails, or also known as stand-alone emails, contain information about
only one offer. For instance, you can be notifying your target audience about a new
whitepaper you have released or invite them to attend an event that you are hosting.
Dedicated emails help you set up the context to
introduce the main call-to-action. In this sense,
they are similar to landing pages.
Dedicated sends are generally used to reach
out to your entire email database, a practice
that is not necessarily efficient in optimizing
conversions and minimizing unsubscribes.
While there are instances when all of your subscribers should be notified about a
specific marketing campaign, such as a timely new offer or an upcoming event, in
most cases you would want to segment heavily based on your subscribers’ different
behaviors and interests. More on that, in the Lead Nurturing section of this chapter!
DEDICATED EMAIL3
28. AN INTRODUCTION TO EMAIL MARKETING // 28
FOCUSED CALL-TO-ACTION
Unlike newsletters, dedicated sends can focus on really driving results for
one call-to-action. As a MarketingSherpa case study of Kodak’s successful
list growth tactic explains, “These calls-to-action were not stuffed at the end
of a newsletter or tacked onto another message. They were the focus of a
dedicated email, which gave them much more impact.”
EASY TO BUILD
Once you have your email template in place, building dedicated sends should
be easy. You will generally grab some of the information already on the landing
page, make a few tweaks to it and spend most time on nailing down the subject
line. Unlike newsletters, dedicated emails don’t need to include many graphical
elements to separate the different blocks of text and prioritize information.
Here, the entire email revolves around a single message.
FAST TO MEASURE
Naturally, if you have one main message and call-to-action in your dedicated
send, it will be easy for you to track progress. You can quickly check the email
CTR, landing page views and conversions, and follow the long-term ROI.
ADVANTAGES
29. AN INTRODUCTION TO EMAIL MARKETING // 29
LESS CONSISTENT
With newsletters, marketers generally stick to a specific schedule. For
instance, you might create a weekly newsletter that goes out on Tuesday
mornings. Or your company might be sending a weekend newsletter
summarizing information published throughout the week.
With dedicated sends, the schedule is less clear and, potentially, less
consistent. You might use dedicated emails when you have published a new
offer (which might be sporadic). Even if you decide to maintain a specific
schedule, your subscribers might not realize it or expect communication
from you because there is no clear connection between the separate sends.
HOMOGENOUS CONTENT
As dedicated sends contain one message, it’s tough to include a shout-
out about some other campaign that might also be important to your
organization. The workaround is to utilize the P.S. or to decrease the list size
and use part of it for the second call-to-action you want to introduce.
DISADVANTAGES
30. AN INTRODUCTION TO EMAIL MARKETING // 30
LEAD NURTURING
As an inbound marketing tactic, lead nurturing is all about understanding the nuances of your
leads’ timing and needs. By getting these details right, you set yourself up for success. Lead
nurturing introduces a tightly connected series of emails with a coherent purpose and full of
useful content. In this context, lead nurturing offers more advantages than just an individual
email blast.
IT’S TIMELY
Study after study shows that email response rates decline over the age of
the lead. In his Science of Timing research Dan Zarrella, HubSpot’s Social
Media Scientist, discovered that there is a positive correlation between
subscriber recency and CTR, one of the key metrics of engagement. You
need to use lead nurturing campaigns to take advantage of this dynamic.
ADVANTAGES
4
31. AN INTRODUCTION TO EMAIL MARKETING // 31
IT’S AUTOMATED
Once you set up lead nurturing, emails are sent out automatically according
to your schedule as new leads come in. This leads to a high return on a low
investment. You might launch the campaigns and forget about them, but
the emails will be doing the work for you, helping you qualify leads and push
them down the sales funnel faster.
IT’S TARGETED
Studies show that targeted and segmented emails perform better than
mass email communications. Lead nurturing enables you to tie a series of
emails to a specific activity or conversion event. You can craft your follow-up
email based on the action a lead has taken on your website, thus showing
that you are aware of their interests in the topic and what they might need
next. Based on this information,
lead nurturing emails can highlight
reconversion opportunities that tie
back to their earlier interests.
Effect of Subscriber Recency on Clickthrough Rate (CTR)
32. AN INTRODUCTION TO EMAIL MARKETING // 32
GENERATES LESS CONCURRENT BUZZ
With dedicated sends to your entire email database, you can generate a lot
of buzz around your brand. There is an explosion of engagement resulting
from the simultaneous forwarding and social media sharing (especially if
you have Twitter, LinkedIn and Facebook sharing links in your email). Lead
nurturing cannot quite achieve the same buzz effect because it is programmed
to schedule fewer emails to segmented audiences. So while there will still be
sharing, you won’t see a huge spike in traffic and conversions on a specific day.
Rather, the visits and leads will trickle in.
PASSIVE TRACKING
Because lead nurturing is automated and marketers often forget about it
after they’ve set it up, it also tends to be under reported. Make sure your lead
nurturing campaigns include unique tracking tokens and revisit your marketing
analytics to evaluate performance and prove the ROI of your efforts.
DISADVANTAGES
33. AN INTRODUCTION TO EMAIL MARKETING // 33
Sponsorship email campaigns are one component to a paid media strategy, which could also include pay-per-click (PPC),
display advertising, mobile advertising, affiliate advertising, etc. In this paid media universe you have the benefit of being
specific when describing the target audience you want to reach. For instance, you might want to focus only on Asian
American females in the 30 to 40 years-old range.
Generally, you’ll have to design your email copy or ad placement in alignment with the specifications listed by the vendor.
Check if the partner has any size restrictions or image suggestions. Provide them with both the HTML and plain text
version of the copy in advance.
The key element in sponsorship emails is to evaluate the vendor. Make sure you trust that they are a
credible partner before you proceed with the relationship.
SPONSORSHIP EMAILS
All the types of marketing email we have discussed so far assume
that you are sending communications to your own email database. If
you want to reach a different audience and gain new leads, you might
want to try out sponsorship emails. You pay for including your copy in
another vendor’s newsletter or dedicated send. Research shows that US
firms alone spent $1.51 billion on email marketing in 2011.
5
34. AN INTRODUCTION TO EMAIL MARKETING // 34
HIGHLY TARGETED
The biggest advantage of sponsorship emails is that you can be specific
in defining the segment you want to reach. Get granular in identifying the
different characteristics of your target audience — number of employees,
geographic location, their interests and challenges, etc.
EXACT ROI
There is a very specific investment in sponsorship emails — you know how much
you are paying the vendor. Now you only need to track the results you are getting
(visits, leads, sales) in order to determine what is your return on the cost you have
paid. Knowledge of the exact ROI will help you fit in your marketing budget and
build accurate marketing reports at the end of the quarter.
ADVANTAGES
35. AN INTRODUCTION TO EMAIL MARKETING // 35
IT’S PAID
Sponsorship emails are being sent to people who you haven’t earned as
subscribers (they didn’t opt-in to your list). In this context, you have to pay
in order to get content in front of them. Vendors offer different payment
packages and here you enter the land of negotiation. Some of the most
popular options are paying a flat free, paying based on a CPM (cost per
thousand impressions) model or paying per new lead acquired.
DEDICATED RESOURCES
Sponsorship emails and management of the vendor relationship require
a big marketing effort and tight control. “For this style of sponsorship
to be successful there needs to be a dedicated team behind it that
understands data, brand synergies, and the ability to unearth unseen co-
branding opportunities,” writes Jackie Fast, Managing Director at Slingshot
Sponsorship. If you have a small marketing team, it might be tough to take
full advantage of sponsorship emails.
DISADVANTAGES
36. AN INTRODUCTION TO EMAIL MARKETING // 36
Transactional emails are the messages that get triggered by a specific
action your contacts have taken and enable them to complete that
action. For instance, if you are signing up for a webinar, you will fill out
a form and then receive a transactional (thank-you) email, which gives
you login information in order to join. If you are using a double opt-in,
people will receive an email asking them to click on a link in order to
confirm their registration.
TRANSACTIONAL EMAILS6
Transactional are also
the messages you receive
from eCommerce sites like
Amazon that confirm your
order and give you shipment
information and other details.
37. AN INTRODUCTION TO EMAIL MARKETING // 37
HIGH CTR
Recipients anticipate transactional emails because they help them complete
an action. That is why they open them and click on them. Take advantage
of this dynamic and include a highly customized call-to-action (maybe even
as a P.S.) to leverage the fact that the subscriber is fresh and very actively
engaged with your email communication. A 2008 Jupiter research showed
that marketing content in transactional messages helped increased revenue
and brand recognition.
ADVANTAGES
CREATES AN OBSTACLE
Sometimes the idea of taking yet another action discourages contacts from
completing their activity altogether because it seems to them like they are
jumping through hoops.
DISADVANTAGES
38. AN INTRODUCTION TO EMAIL MARKETING // 38
CHAPTER 3
9 EMAIL
MARKETING
METRICS
39. AN INTRODUCTION TO EMAIL MARKETING // 39
To assess your email marketing
performance, you must conduct
ongoing trend analysis of
several key metrics.
“
”To assess your email marketing performance, you must conduct ongoing trend analysis of several key
metrics. That way, you can compare each campaign’s performance against your own averages to know
whether a specific campaign outperformed or underperformed your internal email benchmarks.
Your email service provider (ESP) should provide a wealth of reporting on each campaign and on your
ongoing email performance. In this chapter we will cover the most important email metrics to measure
and how you can use them to improve the performance of your email marketing program overall.
40. AN INTRODUCTION TO EMAIL MARKETING // 40
BOUNCE RATE1
DEFINITION
The percentage of total
emails sent that could
not be delivered to the
recipient’s inbox, known as
a “bounce.”
HOW TO USE
Use this metric to uncover potential problems with your email list. There are
two kinds of bounces to track: “hard” bounces and “soft” bounces.
Soft bounces are the result of a temporary problem with a valid email
address, such as a full inbox or a problem with the recipient’s server. The
recipient’s server may hold these emails for delivery once the problem clears
up, or you may try re-sending your email message to soft bounces. Hard
bounces are the result of an invalid, closed, or non-existent email address,
and these emails will never be successfully delivered.
41. AN INTRODUCTION TO EMAIL MARKETING // 41
DELIVERY RATE2
DEFINITION
The percentage of emails that were actually delivered to recipients’ inboxes, calculated by subtracting hard
and soft bounces from the gross number of emails sent, then dividing that number by gross emails sent.
HOW TO USE
Your delivery rate sets the stage for email success or failure. To
have any chance of engaging a customer or prospect with an email
campaign, that message has to get delivered to their inbox.
Look for a delivery rate of 95% or higher. If your delivery rate is slipping
over time, you may have problems with your list (e.g. too many invalid
addresses). If one particular campaign has a lower than average
delivery rate, examine the subject line and content of that message.
Perhaps there was some element that may have been flagged as spam
by corporate firewalls or major ISPs, causing many more message than
usual to be blocked.
42. AN INTRODUCTION TO EMAIL MARKETING // 42
LIST GROWTH RATE3
DEFINITION
A measurement of how fast your email list is growing. Calculate your growth rate by subtracting opt-outs and
hard bounces from the number of new email subscribers gained in a given month. Then, divide that number by
the original list size.
HOW TO USE
Email list growth rate is important because a healthy email
marketing program needs to be continually refreshed with
new names. Many of the addresses on your email list will
naturally “go bad” over time, as people change jobs, switch
ISPs or email programs, or just forget their passwords and
create new accounts. According to the popular marketing
resource MarketingSherpa, the natural churn rate of an email
list can be 25% annually or higher, which is why you must
continually work to add new contacts to your email database.
43. AN INTRODUCTION TO EMAIL MARKETING // 43
CTR4
DEFINITION
The proportion of the
audience who clicked on
one more links contained
in an email message.
Organizations can
calculate CTR either by
dividing unique clicks by
the number of emails
delivered, or by dividing
total clicks, including
multiple clicks by the same
recipient, by the number of
emails delivered.
HOW TO USE
Monitoring email CTR is a cornerstone of email marketing
analytics, because the CTR indicates whether the message
was relevant and the offer compelling enough to encourage
recipients to action. But CTR can vary widely by the type of
message sent. For example, email newsletters often have
higher CTRs than promotional messages, and transactional
messages – such as emailed purchase receipts – often have
the highest CTR of all the messages your business sends.
For that reason, it’s best to benchmark your CTRs according
to the different types of emails you send.
44. AN INTRODUCTION TO EMAIL MARKETING // 44
EMAIL SHARING5
DEFINITION
The percentage of recipients who clicked on a “share this” button to post email content to a social network
and/or who clicked on the “forward to a friend” button.
HOW TO USE
Sharing rates are another indicator of the value and relevance of your
email messages. Email offers that get shared or forwarded outside of
your own house list can end up being your best performing campaigns,
because you’ve drastically increased the reach of that message by
tapping into the viral nature of your subscribers’ social networks.
Watch your sharing rates carefully to discover which types of articles
and offers tend to get shared the most, and use that knowledge when
planning future campaigns.
45. AN INTRODUCTION TO EMAIL MARKETING // 45
CONVERSION RATE6
DEFINITION
The percentage of recipients who clicked on a link within an email and completed a desired action, such as
filling out a lead generation form or purchasing a product.
HOW TO USE
Conversion rate is the ultimate measure of an email campaign’s
effectiveness. The higher your conversion rate, the more relevant and
compelling the offer was for your audience. However, conversion rates
are dependent on factors beyond the original email message, such as
the quality of your landing page.
Measuring conversion rate requires integration between your email
platform and your web analytics. You can perform this integration by
creating unique tracking URLs for your email links that identify the
source of the click as coming from a specific email campaign.
46. AN INTRODUCTION TO EMAIL MARKETING // 46
REVENUE PER EMAIL SENT7
DEFINITION
A measure of the ROI of a particular email campaign, calculated by dividing the total revenue generated
from the campaign by the number of emails sent.
HOW TO USE
This metric is ideal for ecommerce marketers who generate a lot
of direct sales from email campaigns. Again, it requires integration
between your ESP and your ecommerce or web analytics platform. If
you are already tracking conversion rates, you also can collect the order
value for each conversion to perform this calculation.
47. AN INTRODUCTION TO EMAIL MARKETING // 47
OPEN RATE8
Open rate is a metric that many marketers use to measure the success of their campaigns, but it’s an
unreliable gauge for several reasons.
Most importantly, an email is only counted as ‘opened’ if the recipient also receives the images
embedded in that message, and a large percentage of your email users likely have image-blocking
enabled on their email client. This means that even if they open the email, they won’t be included in
your open rate, making it an inaccurate and unreliable metric for marketers, as it under-reports on
your true numbers.
The flipside of under-reporting is the fact that open rates can be manipulated by writing catchy,
even sensational subject lines that get recipients to open a message but then leave them feeling
mislead by the message’s content. For that reason, it’s better to focus on click-through rate as a better
measurement of a successful email send.
Open rate is an unreliable
gauge for several reasons.
“ ”
48. AN INTRODUCTION TO EMAIL MARKETING // 48
UNSUBSCRIBE RATE9
As with open rates, the unsubscribe rate isn’t a
reliable picture of the health of your email list.
Many subscribers who are tired of receiving email
messages from your brand won’t bother to go
through the formal unsubscribe process. They’ll
just stop opening, reading, and clicking on your
email messages.
Again, tracking your click-through rates and conversion rates is a better way to monitor
subscriber engagement and interest. But checking your monthly unsubscribe rate is
helpful for calculating your overall list growth rate, and to watch for sudden spikes after a
particular email campaign.
49. AN INTRODUCTION TO EMAIL MARKETING // 49
CONCLUSION
& ADDITIONAL
RESOURCES
50. AN INTRODUCTION TO EMAIL MARKETING // 50
Email marketing is a powerful channel for driving real business results and achieving
measurable ROI.
In this ebook we discussed the top challenges you will most likely face in
email marketing and suggested ways to solve these issues.
We also covered six types of marketing emails, giving you some guidelines about the different formats you
can create based on your individual goals and needs. Lastly, we talked about the metrics that you should
monitor in order to define success.
By reading this ebook you have acquired a great foundation to your overall email marketing strategy. If you
are interested in learning more about optimizing your emails, view our webinar
The Science of Email Marketing.
Email marketing is a powerful channel for
driving real business results and achiev-
ing measurable ROI.“
”
51. ClearPivot is an inbound marketing agency based in Denver, Colorado. We
map out clear paths to achieve our clients’ business goals, and pivot their
marketing content, campaigns and infrastructure to reach those goals.
www.clearpivot.com/assessment
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