Category: Email marketing

10 Essential Tactics That Will Drive More Traffic to Your Site.

Screen Shot 2015-05-31 at 8.30.30 PMOn Friday, I had the opportunity to speak at a SkinMedica conference in New York City. The intent was to teach and train their customers how to use social media, email marketing, and content marketing to grow their sales and revenues.We discussed a lot of topics, including how to measure the effectiveness of your social media campaigns (which I wrote extensively about in this blog post on the 60 Second Marketer website).I closed the speech with 10 techniques the audience could use to supercharge their social, email, and content marketing campaigns. I thought I’d share them with you here so that you could quickly refresh your memory on some of the topics we cover regularly on the 60 Second Marketer.Here goes:5.27.15.SkinMedica.019Many of us use an old-school approach to marketing called the Four P’s. (The Four P's are Price, Product, Place, and Promotion.) But when we start out by thinking about our product first, we lose sight of our most important constituent – our customers.As such, I’m always encouraging people to think backwards. In other words, start with your customers needs and desires first, then work your way backwards to your product. By doing so, you’ll have much better results with your campaign.5.27.15.SkinMedica.020You won’t go to jail for stealing good social, email, and content ideas from our competitors. The fact is, they probably have some good ideas that they're using, so follow them closely, then steal or borrow their best ideas for your own business. And don’t just steal from direct competitors – watch what the Fortune 500 are doing and steal from them, too!5.27.15.SkinMedica.021By now, you’re probably using social media on a regular basis. But are you staying up to date on the newest tools? Have you used Instagram? Snapchat? Periscope? Meerkat? If not, check them out so you can stay current on the latest tools and platforms.5.27.15.SkinMedica.022When developing content for your blog, make sure you’re focusing on tips and techniques that your prospects and customers will find useful. As tempting as it is to write a blog post about your Holiday party, your audience will tune you out if you do so. Stick to topics and posts that solve a problem for your prospects and customers. That way, they’ll be sure to come back for more.5.27.15.SkinMedica.023Let’s get something straight – the days of uploading a poorly-written post and getting a lot of social shares are over. Today, in order to get attention, you either have to be hyper-focused on a very narrow niche (as Jon Loomer does with his blog that primarily focuses on Facebook analytics and advertising), or you have to have a particular perspective that your audience is looking for (as Seth Godin does on his blog).5.27.15.SkinMedica.024Amateurs share their content on an irregular basis. The pros share their content on a regular basis. Are you an amateur? Or are you a pro?5.27.15.SkinMedica.025You've got a lot on your plate already, so it's often worth investing in a social media optimization tool. I’ve found Agorapulse and Oktopost to be incredibly useful tools. Hootsuite is a good alternative, but not as good as Agorapulse or Oktopost.Screen Shot 2015-05-31 at 8.12.35 PMAWeber and Act-On are both sponsors of the 60 Second Marketer site, so I may be biased, but I was working with both companies before they ever became sponsors. Why? Because they're both considered the gold standard in each of their categories. For an elegant, sophisticated email marketing tool, check out AWeber. If you have a larger organization that's interested in marketing automation (email marketing's distant cousin), then check out Act-On.5.27.15.SkinMedica.027The only way to tell if your social, email, or content marketing campaign is working is by testing your way to success. How does that work? It's simple -- define your Key Performance Indicators (KPIs) and track the results over time. KPIs for many of your campaigns will include views (or opens), clicks, engagement (time on page), downloads (of white papers or eBooks), and conversion rate (sales).5.27.15.SkinMedica.028The biggest mistake I see people make when it comes to social, email, or content marketing is that they expect bigger and quicker results than the platforms can actually provide. A good campaign, whether it's social, email, or content, will take time and effort to produce results. In addition, it should be part of an integrated campaign that includes other elements like paid search, mobile advertising, online display and other tactics.Does all this make sense to you? I know it makes sense to me, so it you have any questions, feel free to submit them in the comments section below and I'll respond.

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, an Atlanta-based marketing agency that works with national and international brands. He is the co-author of "How to Make Money with Social Media" and "Go Mobile" and is a popular marketing speaker at events, trade shows and corporations around the globe. Subscribe to The Jamie Turner Show podcast by visiting iTunes or Stitcher.

Are You Sending the Right Marketing Emails to Your Subscribers?

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Now that social media has (somewhat) matured as a marketing channel, the balance of power in the Force has seen email marketing recoup some of its lost luster. Particularly in terms of personalization and one-to-one marketing, email still provides the best means of reaching consumers in a meaningful, targeted way.Most importantly, consumers still read email, and certain segments of your market likely read email a lot. Smart marketers have continued to perfect their strategies and increase their inbox effectiveness, so you’re facing formidable competition for your subscribers’ attention.To succeed with email marketing, you’ll need to follow a few basic best practices and get to know your audience very well. To help you decipher what the typical consumer wants from marketing emails, TechnologyAdvice surveyed 1358 US adults about their consumption of emails from businesses. We then surveyed a cohort of 472 consumers about their expectations, preferences, and dissatisfactions with marketing email.Here are three of the biggest takeaways:

60 percent of consumers still read marketing emails

Of the initial sample of 1,358 adults, 60 percent said they read emails they received from businesses. However, only 16 percent said they did so regularly. Screen Shot 2015-05-13 at 5.48.01 PMThat a significant majority of consumers read promotional emails underscores the fact that marketing communications are still a welcome presence in most inboxes. The low percentage of heavy readers though suggests that while consumers don’t mind these types of emails, our attention for this content is fleeting.To stake a claim for your subscribers’ attention, you’ll need to focus on the characteristics of your email consumers see before they open it: the subject line, the sender address, and the preview text. All of these characteristics have a tremendous impact on the ROI of your email marketing, because if no one opens your emails, then no one will click through and convert.

Consumers primarily read emails for discounts and news updates

Targeting the 60 percent of respondents who read emails, we asked why they read marketing emails at all. 38.9 percent of respondents indicated that they read marketing emails to receive discounts and promotions, while 26.2 percent said they read these types of emails to get news and updates.While the top two responses vary, they both indicate consumers’ expectation for your marketing emails to include obvious value. The monetary value of discounts and sales needs little explaining; marketers have been using this tactic for decades upon decades.But value comes in different forms, and reliable news and information can hold substantial value for email subscribers by keeping them informed about ongoing events or supplying detailed educational content that helps them build a more comprehensive understanding of a certain subject.Either way, consumers are using email more for value-based exchanges with companies rather than customer service inquiries. Only 11 percent of respondents in our survey indicated they read emails from businesses in order to obtain technical support.

Emails must be relevant and sent with a reasonable frequency

Even with the understanding of which types of emails to send, it’s still easy to misalign value and make offers that don’t resonate with your audience. When asked how marketers could improve their email campaigns, 24 percent of respondents wanted more informative content and 23 percent wanted more personalized content.

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Both requests suggest that market research and segmentation play a large part in email marketing. If consumers find something impersonal, it’s usually not because it didn’t contain their name, but rather because the content didn’t feel appropriate to their interests. Likewise, receiving targeted content that doesn’t offer any new or interesting information will make recipients less likely to open future emails.The quality and relevancy of content are important, but above all, consumers want marketers to send less emails. A full 43 percent of respondents confirmed that they wanted to businesses to email them less frequently.It seems the key to addressing your low engagement numbers doesn’t involve upping your sending volume.On first glance, consumers expectations don’t seem so unreasonable: send relevant, informative content with a decent amount of time in between each correspondence. But what seems straightforward isn’t always so easy for marketers.The execution may take some work, but many of the problems with email marketing can be remedied by adherence to best practices and more powerful technology that allows for better segmentation and targeting capabilities.Zach Watson is the content manager at TechnologyAdvice. He covers gamification, healthcare IT, business intelligence, and other emerging technology. Connect with him on LinkedIn.

Seven Data-Backed Tips to Increase Email Conversion Rates

Screen Shot 2015-03-24 at 4.06.08 PMIf you're like most marketers, you're constantly looking for ways to optimize your email campaign results. So, we're sharing this super helpful inforgraphic, created by Hubspot and MDM, with seven data-backed tips that can help you create first-rate email campaigns and boost your conversion rates.In the infographic below, which has been created using data from the 2014 Science of Email Report, you'll find information on the most popular email clients, and how email recipients read and filter your messages. You'll also find out why they unsubscribe from your list.So, check it out and be on your way to creating better email campaigns.1426710404-better-email-info