When your business makes a mistake, you need to act quickly. A sincere apology email can often help to fix the damage.

But the stakes are high. Use the wrong words in your apology email, and you might anger your audience.

To avoid disasters like this, we gathered 6 brilliant examples of companies saying “sorry.” Consider this the Hall of Fame of Apology Emails. Use them as a guide if you ever need to send a heartfelt — or even humorous — sorry.

When should you send an apology email?

Before sending an apology email, evaluate whether the situation calls for it.

Ask yourself two questions:

  • Would subscribers be inconvenienced or confused if I don’t send an apology?
  • Did I (or my business) offend or upset my audience by doing something wrong?

If you respond with a “yes” to either question, you should send an apology email.

Different mistakes require different responses. Here are examples of apology emails for some of the most common mistakes businesses make.

Incorrect info, broken links, and typos

If you forget to carefully review and test your emails, you might end up sending an email with broken links or typos. It happens quite a bit. (Pro tip: Test your emails before you send them.)

Related: 3 Ways to Test Your Emails before Hitting ‘Send’

If you did this, send an email to give people the correct information and to apologize for the mistake.

BuzzFeed sent a newsletter with the wrong link. They quickly sent an apology email with the right link and a lighthearted explanation.

Accidental email sends

If you hit send too early or deliver an email you never meant to send, keep calm and send an apology.

If the email you accidentally sent is funny (Let’s say it contains nothing but a cat.), you can even make your apology humorous, like Fab’s purrfect email below.

Missing information or details

Forgot to include important information or details in your email? Send a follow up email to correct your mistake.

Notice how Really Good Emails apologizes for sending another email in the same day and shares the information they forgot.

Tech issues

Technology doesn’t always work. If your website goes down or you’re dealing with another tech issue that affects your audience, email them to apologize and give an update on what’s happening.

Joanna Wiebe, founder of CopyHackers, sent an apology email after her webinar platform failed to work during her presentation on apology emails. (I think she jinxed herself.)

Broken products or poor service

A bad experience with your company can destroy your relationship with a customer and lead to negative reviews of your product or service.

If a large group of customers have a bad experience because you delivered a poor product or service, the negative impact is magnified. But you can send an apology email to help alleviate the damage.

After delivering defective products to their customers, Passion Planner emailed their audience an apology and an offer for a full refund.

Serious mistakes

If you’ve made a serious mistake, own it. No excuses. Apologize and explain how you’re addressing the issue so it doesn’t happen again.

Check out the apology email AirBnb sent for a serious mistake below.

How to write an apology email subject line

Not sure what to write in your subject lines? Try one of these tips.

Be direct.

Explain exactly what happened and what you’re doing about it.

Example: Passion Planner

Subject line: Trouble with Eco? We Hear Your Concerns.

Mention your mistake.

Be clear about the mistake you made right in your subject line.

Example: Really Good Emails

Subject line: We forgot some stufferoo

Be human.

Everybody makes mistakes. As long as you haven’t made a serious one, use a human tone, like Buzzfeed, and maybe even add an emoji.

Example: BuzzFeed

Subject line: Let’s try this again…🙈

Related: Your Guide to Writing the World’s Best Email Subject Lines

Own your mistakes.

It’s much better for your brand to apologize than to say nothing when a mistake happens. Plus, it’s the right thing to do.

Need help writing other emails? Download our free What to Write in Your Emails guide. It includes 45+ fill-in-the-blank email templates.

what to write

AWeber is an email marketing platform that allows 100,000+ small businesses and entrepreneurs to create and send emails people love. Learn more about what AWeber can do for your small business.

Additional reporting by Amanda Gagnon





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In addition to guest posting on the UpCity blog, Monopoly Digital Marketing is featured as one of the Top Digital Marketing Agencies in Seattle. Check out their profile here.

I get it. Your business is not generating the volume of leads it once did, and you need new clients, like yesterday. So, you begin on your quest for new client acquisition. As you search for the answer, you see your competitors proudly display at the top of Google search results or featured in your Facebook newsfeed. Advertising with Google and Facebook seems to be working for them you must be missing out because of this.

Problem solved, right? Just hop into Google AdWords or Facebook ad manager, start your campaign and BOOM. Leads all day!

Not so fast. There is so much more to this.

Setup your ad campaign incorrectly, and you will be left with an empty wallet and low-quality leads or even worse, no leads. In truth, the vast majority of small businesses fall into this category. Despite what those masterful marketers say in their over-hyped YouTube videos or webinars, more ad campaigns fail than succeed.

Too Low of a Budget

Have you heard the saying ‘you have to spend money to make money’? Well, it’s true. I would LOVE to tell you that business is like the movie Field of Dreams if you build it, they will come. But this isn’t a movie and until people see you enough times no one will even know you exist.

Having an unrealistic or low ad budget ensures that you will blow through your ad spend before you see any results.

To help, let me ask you this. Have you seen an ad on Facebook with no engagement or maybe in Google or another site for the first time? Sure, you have. And like everyone else, you ignored it. Now, have you seen that same add a second time. But now it has likes, comments or closely relates to a service or product you been recently researching? You bet, and now your curiosity is piqued. So, you click the ad.

Well, guess what, they knew you would need more than a single impression before engaging with their ad. Knowing this, they created an ad budget that resulted in the best possible placement. The more we see something, the more we trust it. I have no idea why this is true, but it is.

Now, I am not suggesting nor saying you need thousands and thousands of dollars for your ad budget. What I am saying is that most business will set an ad budget that is too low, get little to no results and give up. Or worse, think PPC or SMM is a rip-off.

If digital marketing ads did not work, companies would not have spent a cool $111.14 billion for online ads in 2017. What this shows is, if your ad spend is too low all you are doing is throwing your hard-earned money away. I like to say if you spend $5 on something that provides you no ROI you are wasting your money. Do this long enough, and it adds up to a lot of wasted money.

So, do yourself a favor and plan appropriately for your ads. The minimum your business should be spending is $1,000 per month. Depending on your industry and how competitive it is, this might even be too low.

No Measurement of True ROI

This one, on the surface, seems simple. Measuring your ROI is critical for any business. You would be surprised how many business owners miss this. They are either tracking the wrong indicators or have no measurement in place other than leads and sales gained.

First impressions are a killer. If you heard of someone spending $20,000 in a month and gaining only ten clients, what would you think?

Let’s explore this example deeper and find the real ROI. Let’s say we are contractors wanting to advertise kitchen remodels. Here is how we could measure our ROI.

We can see the ads do cut into our bottom line profit, but we expected that. Even at an astonishing $2k CPA, we are still making money. Not to mention, many customers will likely spend above the national average. Here is where things get more exciting for our imaginary business: Customer Lifetime Value.

Customer Lifetime Value (or CLV), is the net profit attributed to the entire future relationship for each of your customers. Meaning, future work, and purchases. For contractors, did you know that 30% of customers use the same contractor for additional handyman services? Or that 19% of those customers used the same contractor for a bathroom remodel?

When measuring your ROI on ads, look beyond the surface. Seek out the real long-term impact ads can have on your business. In this scenario, the made-up businesses CLV could be $30,000 in gross profit. Meaning this single $2,000 online ad drove in an additional $28,000 to the business!

What looked questionable at first, now looks like a great investment.

Too Broad of an Audience

Without question, advertising online is not easy. But you are determined to make it work. You have a well-researched and proper budget, you know your CLV and have all ROI measurements ready. So, you fire up your ad campaign and POOF. Google or Facebook blows through your budget faster than it took you to hit submit. With no leads. What gives?

Well, more than likely you fell into the first trap. Target audience. For Google, this can get confusing and fast. Knowing and selecting target keywords is important, but you already know that. But what about negative keywords? Did you use those strategically?

Going back to our kitchen remodeling example, if our target keywords are:

  • Kitchen Remodel + city
  • Kitchen Remodel Contractors + city

Some negative keywords we would want to use would be:

  • Ideas
  • DIY
  • “Do It Yourself”
  • “How to”

The concept here is, narrow down your audience to those with a specific search intent for the product or service you are offering.

The same idea is used for Facebook as well. Our kitchen remodeling business will only want to advertise to homeowners. Advertising to renters or college students is more than likely the wrong demographic.

So, take your time and make sure you are targeting the keywords and audience that matters most for your business.

Still Not Seeing Results?

Just like you, I as well have nailed every step above and claimed the prize of no results. I felt bad. Like I wasted my time and money for nothing. Maybe that $114.4 billion businesses are spending on digital ads is a shame. Well, to be nice I was wrong. And so are you.

When

The problem? My ad and my offer stunk. I offered no value to the consumer. It was just my ad telling people to give me money. In truth, your target audience is educated and inundated with ads. They have learned how to quickly and effectively ignore the standard ad post. They also have high expectations.

For Facebook ads, this means putting together an ad copy that is engaging and drives a killer call to action. Your offer could be an insane one-time offer for new customers. If you are doing remarketing it could be an exceptional loyalty offer. Or you have a solution to a problem everyone has, and you are ready to help them.

Whatever it is, you need to capture their attention and get engagement going on your ad. Your goal is to stop the scroll and get them to engage. So, taking the time to create a well thought out ad copy with a got-to-get-it offer along with an attention-grabbing image is how to create a successful campaign.

When turning to Google Ads, it’s all about that landing page. Your landing page should have clear calls to action, content that is relevant to the users search terms and it must be fast-loading.

I often see companies spending $20-$50 per click and sending their audience to an outdated website. Some have it pointing to their homepage that does not reference the search term, so users would have to navigate to that specific page.

Others businesses forgot to add a web form, or do not list their phone number. This only results in poor user experience. As a result, you can expect a low-quality score and you’ll be forced to increase your bid amounts. All in hopes that you can rank in the top 3 Google Ads.

Save yourself that hassle, build yourself a landing page that is designed to convert leads. There are a number of websites that have easy to follow point and click landing page templates. Use them, or hire a pro to build a landing page for you.

Conclusion

Digital Marketing and advertising online are growing with no signs of slowing down. Companies are seeing huge drop-offs from native print and TV ads with mobile usage exploding. If your business wants to compete in 2019 and beyond, online marketing is a must -but be smart about this.

We would never jump head first into a lake with no knowledge of how deep the water is. Don’t make this mistake with PPC and SMM. Online marketing is not easy. You need to have a deep understanding of digital marketing trends, how to run A/B split tests and how to target the right audience. If you are like most business owners, hiring a digital marketing professional to help you is the right choice and can save you thousands in wasted efforts.




Jayson Rellis

Jayson has been working with marketing teams for almost two decades. He’s helped manage millions in ad budgets. Working with Fortune 100 companies has taught him a lot about business, marketing and success.  When it comes to PPC, SEM or otherwise paid search and advertising Jayson knows what it takes to create a winning campaign.





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Ranking on Google is getting more complex—and strategically important—every single year, and 2018 was no exception. Though we’re well into 2019, a wide range of Google Search algorithm updates in the past year are still influencing our search results.

Some of those updates were predictable, but others caught us by surprise.

An infographic by Jaykishan Panchal, SEO and content manager at digital agency E2M, outlines the biggest updates of 2018, the reasoning behind them, and what they mean.

Think of it as a highlight reel of the most important ones to keep in mind: Many of those algorithm changes remain a significant factor in how you formulate your SEO strategy—not only for this year but also beyond.




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This week’s roundup includes tips to create a powerful social media strategy, attract new customers with a well-planned content strategy, and boost the local SEO efforts of your multi-location business. Learn how to generate more leads for your online business and create an effective mobile marketing strategy. We’ve covered all of this news and much more below!

From the UpCity Blog:

  • Our own manager of content & product marketing, Jordan Stella, discusses the issue of review fraud on online marketplaces and what UpCity is doing to combat it.
  • Jayson Rellis spills the beans on what most agencies won’t tell you about PPC.
  • Kelly Rose Magnuson breaks down the 7 types of video every business owner should know.
  • Follow these tips from Peter Otte to ensure that your website is fully accessible by everyone.
  • Ben Capa explains how to supercharge the SEO of your hospitality site through content.

Content Marketing:

  • Learn how to integrate an adaptive strategy for cross channel content marketing from Kristen Traynor’s blog.
  • Follow these tips from Kwaku Abedi to track content marketing initiatives and ROI.
  • Ivan Widjaya’s blog presents fresh ideas to increase traffic to your site with content marketing.
  • Sonia Simone underscores the need to explore powerful ideas and transform cornerstone ideas into strategic content if you want to grab customer attention and improve your content strategy.
  • Vanessa Petersen offers guidance to develop a well-planned content strategy for attracting new customers and increasing sales.

Conversion Optimization:

  • Fawad Malik emphasizes the need to include an attention-grabbing CTA, perform A/B testing, and create compelling copy for increasing conversions.
  • Mamta’s blog lists a basic process for converting visitors into sales.
  • Ann Smarty draws special attention to the conversion optimization tactics that can increase traffic to your website.
  • Follow these valuable tips from Zac Johnson to generate more leads for your online business.

Email Marketing:

  • Chonce Maddox highlights the benefits of including freebies, announcements, and exclusive content in emails meant for subscribers.
  • Mike Madden offers useful email marketing tips to connect with your audience in a better manner and increase engagement.

Local Optimization:

  • Scott Langdon offers helpful tips to help marketers boost the local SEO efforts of your multi-location business.

Mobile Optimization:

  • Stephanie Heitman discusses how tactics such as making CTAs accessible to consumers and creating vertical videos can help marketers create an effective mobile marketing strategy.

Reputation Management:

  • Adam Binder highlights how strategies such as responding to online reviews and paying attention to social media accounts can improve the online reputation of your business.

Search Engine Optimization:

  • Learn how to effectively monitor your search engine rankings from John Vargo’s blog.
  • Tyler Smith discusses how your current traffic can impact the performance of your SEO campaigns.
  • Anton Guts’s blog discusses the trends that will dominate the field of SEO in the year 2019.
  • Tanuja Mahdavi highlights the importance of SEO for businesses today.

Social Optimization:

  • Adam Torkildson emphasizes the need to examine your current strategies and invest in social media content creation.
  • Learn how to choose the right social media platform for promoting or marketing your business from Patrick Gillooly’s blog.
  • Melissa Cartew offers valuable tips to help brands write quality content on social media and gain customers.

Website Design:

  • Michael Wahl discusses how mobile-optimized content, personalization, and dynamic backgrounds will trend in the field of website design in the year 2019.
  • Adam Smith offers tips on coding standards, content management, and chatbots for improving the design of your website.

UI/UX Design:

  • Alexander Gilmanov draws special attention to the quick changes that can help marketers improve the user experience of their websites.
  • Lorraine Ryshin highlights the importance of website speed for improving user experience and reducing bounce rate.

Manager of Content & Product Marketing
at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.





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Article first published April 2016, updated March 2019

Email marketing is a powerhouse tool for retailers, as it’s affordable, effective, and well received by customers.

Research shows 28% of subscribers sign up for a company’s email list to stay informed, and another 27% subscribe to save money.

Once you have these leads secured, you want to keep them interested by using excellent marketing strategies.

You have to make sure the content you provide is valuable, the offers are noteworthy, and the subject lines are immediately enticing.

Without a robust subject line, you’ll lose most of your potential sales, because the subject line is the first line of contact—for retailers, this is where you can compel users to click or leave them to keep on scrolling.

What should I write as my email subject line?

All brands are different, so the language that works for one retail brand won’t work for another, but it is important that brands invest in compelling, creative, and captivating subject lines to draw users in—new and old.

A subject line needs to make an impact and capture a brand identity and, most importantly, it needs to give consumers a reason to read on.

How do you write a catchy subject line?

From clever emojis to play-on-words, the possibilities are endless. What’s important is that marketers innately understand their audience so they can craft subject lines that resonate with the ideal consumers.

As email use grows, retailers must hone their marketing skills, and that includes creating subject lines that convert subscribers to loyal customers.

To create a truly catchy subject line, take into consideration who your target audience is. You can always look to your competitors to see what they’re doing.

We scoured through hundreds of emails and pulled out 75 stellar retail email subject lines and provided some helpful tips to help inspire your next email campaign.

75 retail email subject lines to inspire your next campaign

The list of subject lines has been broken down into six categories:

Discounts and deals

  • Sephora: You’re invited: 10% off for Beauty Insiders
  • Nissan: Weekend sale. Inventory you need to see.
  • Rip Curl: Two for two
  • Pizza Hut: Friday night discounts you don’t want to miss
  • HP: Flash. Sale. Alert.
  • Guess: 25% off your favorites
  • Pizza Hut: Feed your guests without breaking the bank
  • Sephora: Ends today: Get 10% off all purchases
  • Rapha: Last chance to get 25% off all base layers
  • Guess: Tonight only: A denim lover’s dream
  • IKEA: Deals for a fresh new look
  • Guess: Last chance to earn $100 to shop
  • Converse: Hundreds of new markdowns added today
  • IKEA: Save with this week’s flyer
  • La Mer: Exclusive offer: Free samples of award-winning facial masks
  • Jersey Mike’s Subs: Enjoy a birthday gift on us
  • HP: Save big on ink
  • Topshop: Shop now. Save big.
  • Guess: Free shipping extended
  • La Mer: A little luxury at a great price
  • Rapha: Complimentary gift wrap on all purchases

Last chance

  • Birchbox: Last chance to get in on this hot deal
  • Jaybird: Last chance to save big this holiday
  • Pizza Hut: Tonight only. Save $5 on your order.
  • Sephora: Last day: Pick your 5 faves
  • La Mer: Get it while it’s in stock
  • Converse: Ending in 24 hours: 25% off sitewide
  • HP: Time is running out…Save up to $300
  • Rapha: Your savings code expires today
  • Guess: Don’t wait. You’ll miss out on the sale of the year.
  • Sephora: 3 Days only – 10% off and free shipping

Problem solvers

  • Sephora: Your beauty issues, solved
  • IKEA: Where do all these toys go?
  • Guess: Don’t wear last year’s styles.
  • IKEA: Storage problems solved
  • De Beers: Uncover your bridal style
  • HP: Stop wasting money on ink
  • Le Mer: 8-minute miracles. Try these products.
  • HP: Solve all your printing problems
  • Guess: Wanted: Cute and affordable fashions
  • IKEA: Get more kitchen space with these easy fixes
  • Topshop: Meet your new jeans
  • Rapha: Gift inspiration for the discerning cyclist
  • La Mer: Age-defying beauty tricks

Namedroppers

  • Rapha: As worn in the World Tour
  • Topshop: Beyoncé’s Ivy Park is here
  • Topshop: New Beyoncé line is just two days away
  • Guess: You won’t believe who’s partnered with us
  • Sephora: Products the celebs are wearing
  • Seafolly: Swimsuits of celebrities

Socially savvy

  • Converse: See the best deals on Facebook
  • Sephora: Get insider tips on our Facebook page
  • Guess: Stay in the know. Follow us on Twitter.

Referrals

  • Sephora: Psst! You’ll want to pass this one on…
  • Rip Curl: Pass on the savings
  • Guess: Refer a friend and save big
  • Nissan: Bring a friend to our event and save
  • Birchbox: Tell a friend. Get a month free.
  • Sephora: Bring a friend to our VIP party

New arrivals

  • Topshop: Minimal and cool, the new collection is here
  • Nissan: Go green in 2016 with a new eco-friendly car
  • Topshop: Get a head start on summer
  • HP: New must-haves for your office
  • Nissan: Sign up to be notified when Titan XD arrives
  • Converse: Converse custom prints for spring
  • Seafolly: A new product you won’t pass on
  • Nissan: Your inside look at the all-new 2017 Nissan Armada
  • Mercedes-Benz: Luxury awaits
  • Pizza Hut: New toppings. New dinner plans.
  • De Beers: Her style awaits
  • Rapha: The new Brevet Windblock Jersey

Personalized

  • Jersey Mike’s Subs: Lisa, Earn double points today only
  • Pizza Hut: Bob, try our new treat
  • Seafolly: Hot new summer arrivals just for you
  • Guess: Lindsey, check out these hand-picked looks

Subject lines 101: 6 tips for retailers

We have some suggestions to help you write catchy email subject lines that sell. What works for some won’t work for all, but keeping these tips in mind can help you craft the subject line that drives sales.

Here are the six tips:

1. Optimize your subject line length for your subscribers

Research indicates subject lines that are about 65 characters in length are best, but it’s best to look at your subscribers and what email clients and devices they use so you can optimize your subject lines to fit. To get this information in Campaign Monitor, for example, you can look in the Reporting section of your account under Email Client Usage.

Here are some great retail email subject lines examples from three Campaign Monitor customers:

retail subject lines

2. Personalization works

Personalized messages improve click-through rates by an average of 14% and conversions by 10%.

You’ll notice that only a handful of the retail email subject line examples listed have a personalized element, which shows how few businesses are using this feature.

As a business, make personalization a goal. Add a subscriber’s first name to a subject line and consider curating products for certain segments of your list based on buying behaviors.

3. Show a sense of urgency

There are a fair amount of subject line examples in the “Last Chance” category that encourages subscribers to take advantage of last-minute deals. These examples all show a sense of urgency, which is something you should strive to do in every subject line.

Provide a deadline and remind people of the limited time left, or rely on “fear of missing out,” or FOMO.

Be sure to add urgent words and phrases like “act,” “today,” “don’t miss out,” or “last chance” to dial up the urgency in your subject lines.

4. Don’t be repetitive

Every email should have a different subject line—even if you send out a regular email that covers similar topics, like a deal of the week or monthly style picks. Seeing something repetitive subject lines like this in an inbox is an instant turn-off:

amazon repeated email subject line

5. Add numbers to your subject line

When you’re staring at a long list of emails and scanning the subject lines, numbers really stand out. The eye is automatically drawn to them. Research shows that people read blogs with numbers in the title 45% more often than those without, and it stands to reason that the same would apply for email subject lines.

If you’re hosting a sale, state the savings in percentages. If you’re offering a limited-time deal, mention the number of hours that subscribers have left to take advantage of it. Try to weave numbers into your subject lines when you can.

6. Add an emoji

Just as numbers stand out, so do emojis. Whether you opt for a heart or smiley face, 56% of brands that use an emoji in the subject line see higher open rates.

However, there are a few tips to keep in mind when adding an emoji to your email: make sure the emoji you use is appropriate and relevant to your message, don’t overuse them, and, if an emoji doesn’t fit with your company’s overall tone, don’t force it.

Email subject lines for 2019—what to know

Subject lines are more important now than ever before. These simple lines of text can make or break an email marketing campaign for retailers.

It’s important that you’re sending the right message right off the bat. This can take time and skill, but here are some helpful things to keep in mind when creating subject lines in 2019, in addition to the tips listed above.

Be creative

Consumers want creativity. They want a subject line personalized to them and they also want to know that a brand has a personality and a heart.

Marketers can provide these kinds of subject lines by using fun and flirty language that grabs attention instantly and leaves a lasting impression.

Keep it simple

To get users engaged, you must give them short bits of information at a time. They don’t want to read through a novel’s worth of information in a retail email subject line.

People have short attention spans and, in 2019, this is has become even more of an issue. Technology makes it harder and harder for people to pay attention to content the way they used to. Therefore, simplicity and concision in subject lines are extremely click-worthy.

Be direct

Consumers want transparency from brands, and transparency comes from being extremely direct with your audience.

Brands should always let their personality shine, but they should also be direct and true in their intentions. If you’re selling something, sell it. Be direct and be sincere, as this will win over the hearts of more consumers instantly.

Wrap up—how to craft a retail subject line that sells

Retail email subject lines are meant to sell, so they’re different from other emails. Don’t rush forming a subject line to get an email out the door. Take some time to think about it before sending an email out.

Brands must take the time to understand their audience, find out what messaging resonates, and build an email campaign and subject line that really drives their messaging home.

When it comes time to craft the right subject line, retailers should keep the following tips in mind:

  • Find the right subject line length
  • Play with personalization
  • Create urgency
  • Drop the repetition
  • Use numbers
  • Try using emojis

The tips here are designed to help and entice subscribers to open an email and act. With a little more practice and out-of-the-box thinking, you’ll be one step closer to a successful retail email marketing campaign.

If you’re a retailer looking to improve your email marketing campaigns, check out this guide specifically for retail marketers!



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With reports of fake reviews filling the sites of online retailers like Amazon and Walmart, consumers need to be warier than ever when shopping online. According to studies conducted by FakeSpot and the Washington Post, certain product categories like consumer electronics, beauty, nutritional supplements, and clothing are actually dominated by fraudulent, purchased reviews. In fact, a recent FTC lawsuit shows that even the U.S. government is taking notice of this increasingly pressing issue.

Consumer-generated content, like reviews, make up the foundation of a successful online marketplace. By providing consumers with honest, unbiased opinions from similar-minded people, marketplaces are able to enhance the shopping experience and allow their customers to make more informed purchase decisions. Or at least that’s the way it’s supposed to be.

A Crisis of Consumer Trust

Today’s consumers are beginning to doubt the validity of user-generated content on some of the world’s most successful online marketplaces. For companies like Amazon and Walmart, the consequences are clear. If customers are not able to trust the authenticity of reviews on a given platform, they’re more likely to navigate away while they perform their pre-purchase research and less likely to participate in adding new reviews. For retail brands and service-based businesses, this means fewer reviews, less social proof, and a much more difficult reputation-building process.

This crisis of trust comes at a time when most companies are increasingly placing consumer-generated content like reviews on the front burner of their marketing efforts. According to a recent Brightlocal survey, 85% of consumers trust online reviews as much as personal recommendations and the average consumer reads 10 online reviews before feeling able to trust a business. The same study found that 57% of consumers will only use a business if its average review rating is 4 stars or more. For businesses hoping to woo potential customers online, these statistics paint a potentially problematic picture: if the majority of reviews across the web are fraudulent and purchased, how can those following white-hat practices compete? Unfortunately, the answer isn’t that simple.

Winning Back Consumer Trust

The fact of the matter is that fake reviews are rampant and it’s the responsibility of platforms like Amazon to take a more firm stance against review fraud. Government or industry regulations around consumer-generated content are non-existent, making a generalized solution to the problem somewhat difficult to achieve. While some sites leverage automated validation processes to catch the more obvious cases of review fraud, these systems can be easily manipulated or fooled. In the past, web giants like Amazon have attempted to ban “incentivized reviews” and have even gone as far as pursuing legal action against freelancers hired to write fake reviews on their site.

At UpCity, we’ve taken our validation process for consumer-generated content one step further. We believe firmly that it is our responsibility to verify the credibility of the consumer-generated content we display. When we first introduced reviews in January 2017, we made a commitment to ensure that every review on our marketplace would be manually verified by our quality team. While we also employ automated validation processes, our team then verifies the identity of each reviewer and their association with the marketing service provider they are recommending. By taking proactive measures like these against review fraud, we hope to preserve the integrity of our marketplace and strengthen the trust that consumers have in our recommendations.

The Future of Digital Word-of-Mouth

More stringent policies against review fraud and more intensive validation processes are steps in the right direction, but what’s next for the future of digital word-of-mouth? Competition in the digital space grows fiercer by the day, and with so many marketing options available to modern businesses, it’s becoming increasingly crucial to turn your customers into an army of loyal advocates for your brand. Word-of-mouth is personal, saves time, and most importantly, doesn’t cost a thing!

Reviews form the foundation of your online reputation. If your business hopes to tap into the potential of digital word-of-mouth, there’s no doubt that you’ll have to deal with increased competition fueled by review fraud, but that shouldn’t deter you! In fact, a study conducted at Elon University found that 65% of consumers trust digital word-of-mouth more than advertising content created by brands. The best thing modern businesses can do is take a proactive approach to online reputation management. Provide great service, forge strong client relationships, and don’t be afraid to ask a client to leave a review!


Manager of Content & Product Marketing
at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.





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When you first join Pinterest, pinning seems simple. You upload an image and a link to a board you have, and voila — you’ve got a pin. The fervor sets in and you begin to pin all the things you can find: photographs, infographics, logos, icons. As long as it’s an image, it gets pinned.

But if you’re trying to grow your business through Pinterest, that strategy won’t help you at all.

Free Resource: 12 Pinterest Templates for Business

Sadly, you can’t pin a million things and expect people to click through to your content every time. You’ve got to make each pin count.

Optimizing pins instead of posting willy-nilly isn’t hard. It just calls for more thought into your brand: What exactly are you pinning? What does it say about your business? Why should your audience (and ultimately, your customers) care?

Keep reading to learn how to create your own pin, as well as the most important parts of a pin your audience will want to pin themselves.

1. Click the plus sign (+) at the top of your Pinterest profile.

To create your first pin, navigate to your profile by clicking your name and/or profile picture on the top-righthand corner of Pinterest.

2. Select “Create Pin” from the dropdown menu.

On your profile page, above the interest boards you selected when creating your Pinterest profile, click the plus sign icon (“+”) and select “Create Pin” from the dropdown menu that appears, as shown below.

create-a-pin-button

3. Upload an image file from your computer and add a destination link.

If you’re using a desktop computer, clicking “Create Pin” from your Pinterest profile page will bring you to the pin-creation form shown below.

create-a-pin-on-pinterest

The first thing you’ll do is upload an image to represent your pin. You can do this in two ways:

  • By uploading an image file you have saved on your desktop and adding a destination link (if you use this method, keep reading through this step)
  • By entering the URL of the website hosting your image and then selecting your desired image (if you use this method, skip to step 4)

To upload an image file from a folder on your computer, simply click the gray box and select the image file from the window that appears on your screen. You can also drag the image file itself directly into this gray box.

Once your image is uploaded, click “Add a destination link” on the bottom-righthand corner of the form and enter the website you want this pin to link to when users click on it.

4. Enter a destination link from which to save an image from that website.

If the image you want to pin already lives online somewhere, click “Save from site” beneath the gray image-upload box, and enter the URL of the website. This will be the website your image automatically links to when your pin goes live.

In the window that appears, you might see more than one image to choose from — these are all the images Pinterest found living on the webpage you’re linking to. Scroll until you find the image you want to pin, and select it.

5. Title your pin.

With your image successfully uploaded, it’s time to optimize your pin with appropriate text. Click the “Add your title” preview text and give your pin an enticing preview that best represents the content of your pin — and the website to which the image links.

For example, if you’re pinning an image of a denim outfit, and linking to the purchase page of that outfit, you might title your pin “New Denim Wear by [Company Name].”

6. Add a pin description.

Add a description for your pin beneath your title, up to 500 characters. Keep in mind only the first 50 characters of your pin description will appear beneath the image in user’s Pinterest newsfeeds. We’ll talk about how to optimize your pin description in the next section of this blog post.

7. Choose a Pinterest board to add your pin to.

Your final task before saving your pin is to add this pin to a “board.” As a Pinterest user, you can create boards that sort your pinned content based on your various interests.

select-pinterest-board

To select or create a board for this pin, click “Choose a board (required)” beneath your pin’s destination link. You’ll be taken to the page shown above, where you can choose or create a board that best represents the type of content you’re currently pinning.

8. Click “Save” to create your Pinterest pin.

Once you’ve selected a board to add your pin to, return to the pin-creation form and hit the red “Save” button at the top of your screen. Follow the prompts to push your pin live, and you’ll be all set.

The Anatomy of a Perfectly Optimized Pinterest Pin

pinterest-pin-example

1. High-Quality Image

This seems like the most obvious of them all … but it has to be said. Images should be about 736 pixels wide (when expanded) with no pixelation. In general, tall images work best as they will appear on the screen longer while people are scrolling through their feed, but you don’t want your images to be overwhelmingly long.

There are lots of ways to make your pins look more beautiful, but if you’re just getting started, sticking to a large, high-resolution image will work. You don’t have to create every image you pin (though if you want to, here are some free tools to help you), but you should stay away from pinning cheesy stock photos — Pinterest users love inspirational, beautiful photos or graphics, or images that are extremely helpful, clever, or informational.

2. Accompanying Title and/or Descriptive Picture

Besides being high quality, the image should be indicative of what’s at the pin’s link. You don’t want to mislead your Pinterest followers with an image that doesn’t match up with the accompanying link — it feels like a bait-and-switch.

Instead, choose an image that reflects the link’s contents. If you’re struggling to convey an abstract concept, feel free to add text to your image to describe it. The above example didn’t need that — the icons themselves conveyed what was behind the link: free downloadable icons. If you want an example of a great pin with text on it, check the one out below. Without the title on the image, the pin wouldn’t nearly be as strong — people would have no idea that this was an ebook they could download.

Moral of the story here: make sure that people know what’s inside the pin so they feel enticed to click. If you feel like the image isn’t pulling its weight on its own, add text. That little bit of text could make the difference between someone clicking on your pin or not.

3. Links With UTM Parameters

Although you might provide a link to the content you’re promoting in the pin’s description (which we’ll talk about in step 5, below), it’s just as important to include this link in the image you’re pinning. If the image you’re pinning already lives somewhere online, this is easy to do — you’ll simply add the website link first, then select the image you want to pin once this link has been entered.

What Pinterest won’t prompt you to do, but you should do anyway, is add a UTM code to the end of this link. UTM codes, also known as tracking tags, allow you to identify where your website traffic came from if it didn’t come organically from a search engine. In this case, you can add a UTM code indicating when your website traffic came from a Pinterest pin.

New to using UTM tracking codes? Get the low-down on how they work here.

4. Attribution

Attribution goes both for pins you create yourself and pins you post from other people’s content. It’s really easy to get content stolen on Pinterest, so you want to make sure you’re always giving credit where credit is due and protecting yourself if others won’t do the same for you.

It’s pretty simple: If you’re pinning someone else’s content, give them credit in the description or the link you’re connecting to your pin. If you’re pinning your original content, add your logo or website URL in the photo — if folks share your content without attributing it to you, people will still know where it came from. In the example above, this is a design HubSpot made, so we threw up our logo in the background — it’s not intrusive, but it helps identify the image as ours.

5. Snappy, SEO-Rich Description

A pin’s description is one of the most overlooked parts of a pin — scroll through Pinterest and you’ll see lots of pins without any at all. Even though others are doing it, you shouldn’t. If you’re trying to use Pinterest to build your business, you can’t forget the description — it could have too big of an impact on your results.

Keep your copy concise, yet enticing. Tell readers what they’ll get if they click on the pin. Pinterest allots up to 500 characters of space for a pin description, reserving the first 50 characters for what will appear on most user’s Pinterest newsfeeds. All things considered, pins with descriptions around 100 characters are often ideal to maintain brevity while enticing users to click your pin.

Also make sure you’re using SEO-friendly terms to describe the content behind the pin so your pins can successfully rank in search engines. Notice in the example above we also include the phrase “we’re hiring” in Spanish to optimize the pin for keywords used by Spanish-speaking professionals — the target audience for this particular pin.

6. Call-to-Action

Even on Pinterest, where it’s a standard practice to click on links, people need a little overt reminder to click. Even though you have a link in the pin itself, add a little call-to-action in the description to the pin’s link — it could pay off big-time for you.

*Rich Pin Information

I know what you’re thinking: Why is this one a star instead of a number? Did Ginny make one huge typo in the middle of her blog post?

Nope — this is a special placeholder for Rich Pins. You’ll notice that the image isn’t one. Rich Pins pull extra data into a pin whenever you or someone else pins specific things from your website. If you’re a web developer, you can apply to Pinterest for permission to feature information on products, movies, articles, recipes, or places. Here’s an example of a Rich Pin featuring an adorable greyhound:

etsy_rich_pin_example

See that information right below the title of the pin? You can see that this wall art is in stock and costs $15 without having to click through.

The reason I included this as a star is because not all businesses can realistically use Rich Pins … but if your business can, you absolutely should. Rich Pins can perform much better than their not-so-rich counterparts. In fact, according to Shopify, 39% of “pinners” on Pinterest are more likely to be active shoppers than non-pinners, and 93% of Pinterest users are on the platform to explore potential purchases.

If you’re looking to optimize your Pinterest presence to the fullest and have content that could fall in a Rich Pin category, figure out how to get them enabled for your website’s content.

7. A Lot of Other Great Pins

This is kind of a trick element because it’s not technically in the pin itself, but because of the way the pin layout looks when expanded, I had to include it here. Try clicking on a pin in Pinterest — when you expand the pin, all the other pin images from the user’s board are pulled in. This gives you more opportunities to engage with your Pinterest followers all without doing a thing.

To make sure you’re optimizing the other pins on the board, all you have to do is follow all of the tips above for each pin. With a little more mindfulness when pinning, you’ll have more and more opportunities to grow your business through Pinterest. Sounds like a sweet deal to me.

Pinterest Templates





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Blog post updated on Jan 27, 2016.

Over the years, mobile native apps usage has been increasing while mobile web surfing declines.

Mobile apps now accounts for 86% of media time on mobile.*

But to serve rich media banner ads across a multitude of apps from different ad publishers, you’ll need to create a lot of rich media banners (of the same campaign) to fit the various requirements of apps: different platforms and the codes used to build those apps. Imagine the enormous costs and development time just to run a campaign.

Fortunately, we have MRAID.

In this article, I will attempt to explain how MRAID makes in-app rich media advertising easier. So that at the end of it, you will at least have answers to the following questions.

  • What is MRAID?
  • Why does it matter to rich media ads and in-app advertising?
  • How does MRAID empower rich media in mobile advertising?
  • Why should you look for rich media vendors with MRAID conformance?

Additional Resources:
Create the Latest MRAID Ads with This Free Ad Creator
What is VAST & VPAID
How to Create VAST Tags

MRAID or “Mobile Rich Media Ad Interface Definitions” is a standard set by the IAB (Interactive Advertising Bureau) to mitigate advertisers headaches of in-app advertising caused by myriads of mobile devices running on different platforms (operating system).

What the IAB did was, they defined a common API (Application Programming Interface) for ad developers. For which, the API is used for mobile rich media ads so they can run in mobile apps.

The API is a standardized set of commands designed to work with HTML5 and JavaScript (JS). So, when ad developers create rich media ads, they can use the command to communicate with mobile apps to perform the actions they want. For instance, actions like expand, resize, get information, access native apps like a video player, etc.

Why rich media advertising in mobile applications is challenging for advertisers?

It’s because these apps are built to fit myriads of mobile devices we have in the market today. That means we have many applications written in diverse programming codes using various technologies running on several mobile operating systems like Objective-C for iOS, Java for Android, and many more.

In other words, to serve rich media banner ads across a multitude of apps from different ad publishers, you’ll need to create a lot of rich media banners (of the same campaign) to fit the various requirements of apps: different platforms and the codes used to build those apps.

Here’s the thing:

  • How are you to push your ads into these apps quickly?
  • How would you efficiently run mobile rich media campaigns without the headaches of ad serving across different applications from various publishers?
  • What about the costs of ad development to fit varying applications and device platforms?

Now, let’s look at how MRAID can address these issues.

Additional Resources:
Create the Latest MRAID Ads with This Free Ad Creator
What is VAST & VPAID
How to Create VAST Tags

Rich media banner ads only work if the rich media element can perform its supposed actions like expand, play a video, create a calendar event, display image gallery, etc.

So the MRAID standards act as a translator between your creatives and mobile apps to ensure your rich media banner ads work.

To understand what it means, let’s first examine the problem.

mobile-web-browser-vs-in-app

Mobile Web

  • Platform: Identical to desktop web
  • Container: Browser runs on HTML5 and JavaScript (JS)
  • Creative: Display in an ad-sized iFrame
  • Communication: HTML5/JS (iFrame) with HTML5/JS (browser)
  • Challenges: NO. They “speak” same language.

In-App

  • Platform: Fundamentally different platform
  • Container: App runs on native code of the device (i.e. Objective-C for iOS or Java for Android)
  • Creative: Display in an ad-sized webpage (a container called WebView)
  • Communication: HTML5/JS (WebView) with Objective-C/Java/etc. (native code of device)
  • Challenges: YES. They “speak” different languages.

You cannot expand your HTML5 ad. You cannot play a native video or display images from the photo gallery. You can’t access the calendar to create calendar events and many more.Communication problem between your HTML5 ads (creative) and the container it is running in means your rich media content cannot instruct the app to perform various actions for you.

in-app-communication-with-mraid

With MRAID acting as the translator, you can bridge the communication gap. Your rich media content can now behave as rich as it is supposed to.

This means MRAID compliant rich media ads can run within MRAID compliant apps from any publishers. Now your rich media ads can behave, as it should, like

  • Expand so you can show more rich functionality
  • Get screen size information and change size as required
  • Access the device’s native video player
  • Store photos in the device’s permanent memory
  • Access the calendar to create calendar events
  • And many more

In other words, you will be able to serve quickly and easily a rich media ad across applications from different publishers.

So no more worries about re-coding of rich media ad for the same campaign for various platforms. Imagine saving up on the enormous costs of running a mobile in-app rich media campaign!

To summarize:

  • Consumers spend more time on native apps compared to mobile web—86% of media time on mobile
  • It’s a challenge for advertisers to run rich media ads across multiple platforms from various publishers easily—applications run on myriads of mobile devices on different platforms using different programming codes
  • MRAID makes advertisers life easier—working as translator between rich media banner ads and a variety of mobile devices, which “speak” in different languages
  • The IAB established the MRAID to provide ad developers with a set of standard commands in API—they can use the commands to communicate with different mobile devices.
  • MRAID enables rich media banner ads to execute actions—expand the ad, play a video, create a calendar event, display image gallery, etc.
  • No more headaches on campaign development costs—advertisers don’t have to create multiple versions of a rich media ad to run a campaign across different apps platform.

*Data Source: Flurry Analytics, Yahoo, flurrymobile.tumblr.com.

MRAID Ads SDK Tester

Great news for advertisers moving in on the mobile rich media ads. In the efforts to helping advertisers to manage their quality assurance test, the IAB’s Test Lab has developed apps for the industry to test MRAID compliance.

According to Scott Cunningham, general manager of the IAB’s Tech Lab, “People will often create ad units and then get too far down the path before they realize those units are not compatible with the standard, and then they have to go back upstream and make changes,” Cunningham said. “We’re trying to eliminate some of that friction, labor and overhead and help with the workflow.”

The release of MRAID Ads SDK was announced on Jan 25, Monday. It is now available on App Store, Google Play Store, and IAB’s site.

Additional Resources:
Create the Latest MRAID Ads with This Free Ad Creator
What is VAST & VPAID
How to Create VAST Tags



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Every sector has its Big Bad Wolf. For marketing, it’s attribution—or at least it was. These days, attribution isn’t so scary. The wolf has been declawed, and today’s marketers are expected to be able to connect their efforts and spend to revenue. But while we may better understand marketing attribution, the technology, processes, and skill sets around it aren’t always so clear.

In fact, only 25% of marketers are doing multi-touch attribution, according to the 2018 State of Pipeline Marketing Report. And nearly 30% aren’t using an attribution model at all.

So, what exactly does successful marketing attribution look like, and what can you do to build it into your marketing processes?

The ABCs of marketing attribution

To effectively connect marketing to revenue, marketers need to gather the right marketing and sales data and analyze it correctly.

Most marketers today typically capture two categories of data:

  1. Activity metrics: These measure how many blog posts, articles, sponsored events, and other activities marketing has been responsible for. Activity metrics are all about what marketing has done (and how much it’s spent on those activities).
  2. Engagement metrics: These look at how people have reacted to marketing activities. How many hits did your blog receive? How many contacts did you meet at your event? Metrics such as views, clicks, likes, and time spent on a site all help answer these questions.

Together, these metrics help define spend and provide visibility into the top of the funnel, however, they alone do not demonstrate the comprehensive impact of marketing. Attributing marketing’s role in revenue generation takes some careful analysis of sales data, too, in order to connect the dots from marketing to business outcomes.

Break down the barriers between sales and marketing

Successful attribution is nearly impossible when your sales and marketing teams operate in silos.

To break down the barriers, you need to capture all relevant customer and revenue data in a shared CRM system. Specifically, you’ll want to know:

  • Deal size
  • Customer engagement
  • Upsell potential
  • Time spent as a customer

Only by connecting marketing lead generation to opportunities created and deals closed—unifying the full funnel—will you be able to see how marketing spend contributes to revenue.

Choose your attribution model

Once you have the data, it’s time to decide how to apply revenue credit to the various marketing activities that took place across the customer journey. There are two broad approaches to attribution:

  1. Single-touch attribution models offer a simple approach that applies 100% of the revenue credit to a single touch point in the customer journey. While these models are easiest to implement, they’re relatively one-dimensional. Because they attribute all revenue to a single activity, they are limiting—especially if you need to account for a multichannel strategy.
  2. Multi-touch attribution models, on the other hand, give different revenue credit weights to a range of activities. These models are particularly important in the B2B space, where it is critical to understand how the various marketing activities impacted the customer in their long, complex journey. In journeys that can be made up of tens to hundreds to thousands of touchpoints, emphasizing certain key touchpoints that align with vital funnel stages can help marketers better understand buying journeys and close deals.

Is it really worth it?

Great attribution is tough, but it’s worth the effort. In fact, successful attribution can benefit your business in several areas:

  • Intangibles: Better alignment between sales and marketing, improved communication across all teams, and change perception from cost center to revenue center
  • Accountability and transparency: Simpler ways for marketing to prove its value to the C-suite and board, easier partner referral evaluations, and clearer insight into the value of guest blogging
  • Reporting and forecasting: Increased ability to predict customer actions, report on account-based marketing activities, forecast department goals accurately, and record granular metrics
  • Optimization: Improved paid media ROI and more optimized budget allocation for campaigns and channels
  • Decision making: Comprehensive evaluation based on pipeline and revenue, not clicks and leads, and more accurate cost-per-lead and cost-per-opp metrics

CMOs, marketing ops, and practitioners: take note

Beyond overall organizational benefits, successful attribution can also directly impact different stakeholders within marketing.

For CMOs, attribution means greater job security. In fact, 43% of CMOs say marketing now leads more company activities. And by definitively proving the value of marketing activities, CMOs stand to broaden that position further. Additionally, marketing departments that can demonstrate value tend to enjoy higher budgets.

Marketing operations and analytics teams are the ones in the trenches getting their hands dirty with the systems and data that marketing relies on. As attribution becomes more important, these roles are becoming more valuable. These teams hold the keys to the data castle, and marketing ops and analytics experts will lead the charge to drive more effective campaigns through attribution, data, and analytics.

Marketing practitioners—the ones handling demand gen and individual campaigns—can also benefit from attribution. When they demonstrate the value of their activities, higher budgets are bound to follow. More importantly, by tying activities to revenue, practitioners have even better metrics to assess the success of their campaigns and improve performance over time.

Great attribution starts with you

With successful marketing attribution in place, there’s a long list of benefits for many people in your business across a host of different roles. But someone has to take the initial steps to implement processes and select the right attribution model for your business.

Check out part two of this blog post to see how you can be the one to do it.

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Email marketing is like an old friend. It’s been around for years. It doesn’t surprise you much anymore. You may even find it a little boring sometimes. But at the end of the day, you know you can depend on it.

Even with the emergence of more exciting engagement tactics, email marketing has remained a key method for reaching your audience.

In fact, nearly 70% of people between the ages of 18 and 34 prefer companies communicate with them through email, according to MarketingSherpa research. That number’s even higher among 35- to 44-year-olds and 45- to 54-year-olds.

Regardless of how people feel about email communications, many marketers’ email campaigns are failing to connect with customers.

Nearly half of the marketers who participated in a recent Demand Metric/Return Path study reported email open rates of 15% or less, while almost 60% cited click-through rates of 8% or less.

But that isn’t because email marketing is past its prime. It’s because too many marketers have neglected the recent paradigm shift. Namely, today’s customers have become much more sophisticated about how they consume content.

Here are three easy ways you can improve your email marketing efforts to better connect with your audience and increase engagement:

1. Segment your lists

The first thing you’ll want to do is figure out who you should be talking to—and why.

Some of the most popular characteristics marketers use to segment their lists include:

  • Job title or function
  • Demographics
  • Purchase history
  • Website activity
  • Past email clicks or opens

Why is this important? For one, people’s inboxes are overflowing with marketing emails. If you insist on sending messages that fail to pique their interests, they’ll quickly tune out.

Say you’re trying to engage a chief human resources officer (CHRO) audience. Sending those executives HR content isn’t enough. Instead, you need to focus on their particular industries and needs.

A CHRO in the rapidly growing high-tech industry, for example, would likely be interested in information around talent recruitment.

Meanwhile, a CHRO in a legacy industry—where decades-long employees are nearing retirement—would gravitate more toward content on workforce management and succession planning.

Segmenting your lists gives you a chance to customize your communications, creating tailor-made messages that resonate with your intended audience.

2. Trigger your messaging

As a marketer, you’ve heard the phrase “email blast.” Does it make you cringe? It should.

Rather than sending emails to large, unorganized lists of contacts, you need to strategically engage.

Launching a triggered messaging program—using innovative email marketing software—can help. It allows you to contact customers and prospects based on actions or conditions.

For instance, if someone abandoned their online shopping cart on your ecommerce site, you could send them a strategically timed discount offer. Or, if a person attended your recent software showcase, you could send them an exclusive invite to register early for the next event in town.

By making each of your interactions more meaningful, you’ll earn more customer trust and gain greater influence over their buying decisions.

3. Take advantage of your data

In modern marketing, data is a priceless commodity. And while most marketers recognize that, too few use it like the valuable currency it is. Instead, they treat these precious golden nuggets like knickknacks on some dusty, old shelf.

But for email marketing to have real impact, data must be front and center. Marketers need to capitalize on the information at their fingertips to learn more about their audience and personalize their communications.

That could mean studying device data to better understand how customers view emails and then optimizing messages for mobile. Or it could mean analyzing complaint data to determine optimal email cadences.

Even information that doesn’t seem relevant can be useful. Evaluating how customers behave on a website or social media channel can provide a more vivid picture of their interests, enabling you to improve how you engage with them.

Deliver quality communications

Putting these three ideas into practice will help you elevate your email game. This will:

  • Engender trust between you and your customers—because you’re not bugging them with emails at all hours of the day.
  • Prove you’re tuned in to their needs—because you’re only sending them relevant information.
  • Show you’re listening to them—because you’re providing value, not just trying to sell them stuff.

That’s all your email subscribers are looking for today. And they, along with their inboxes, aren’t going anywhere—especially now that you have these three tips to increase engagement.

Download The Definitive Guide to Engaging Email Marketing to learn more.



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