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14 Essentials to Maximize Your ROI

Email marketing is a direct marketing approach that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to (1) sending emails with the purpose of enhancing the relationship of a merchant with its current or previous customers, and (2) sending emails with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

The main difference between email marketing and other types of direct marketing is that with email marketing, businesses can communicate one-to-one, as opposed to one-to-many. This allows for more personalized attention that can result in better conversion rates.

While the statistics are overwhelmingly in favor of email marketing as the best method for converting leads, but you can’t expect those kinds of returns without putting a lot of thought and effort into your campaigns.

Having your own email list is obviously ideal, but if you don't have one you can utilize other lead-generation methods to help you get started. Either way, you're going to want to capitalize on the 50% of people who say they buy from marketing emails at least once per month or the 59% of people who say that marketing emails have influenced their purchases.

But let's not get ahead of ourselves. How many bad marketing emails have you received for everyone that’s converted you? Nearly 1 in 5 email campaigns aren’t optimized for mobile devices, and 41% of marketing emails are viewed on smartphones (59% of millennials, and 67% of Gen Z).

Email marketing isn't just about sending out mass emails to everyone on your list. The success of your email marketing campaigns depends on three things: the quality of your list, the quality of your content, and the frequency with which you send emails. Keep these things in mind as we go over some tips for successful email marketing.

Keep your list clean and up-to-date. 

Remove any inactive subscribers, bounced addresses, and duplicates on a regular basis. Not only will this keep your list manageable, but it will also improve your deliverability rate (the percentage of messages that are successfully delivered to subscribers' inboxes).

Make sure you have permission to send emails. 

This seems like a no-brainer, but it's important to make sure that everyone on your list has opted in to receive emails from you. Otherwise, you risk being marked as a spammer.

A larger list does not mean a larger ROI.

‍There is a point of diminishing returns when it comes to large email lists. Instead of blasting one giant list with the same content, consider segmenting those lists and personalizing your content as much as possible.

Too few or too many emails per month hurts email ROI.

‍Daily is too much, and monthly is not enough. Based on studies, the sweet spot seems to be between 9-16 emails per month. While slightly more or less still generate significant returns, we're going for outstanding, not pretty good results.

Testing your emails leads to higher ROI.

‍Companies that test their email campaigns enjoyed 28% higher ROI than their counterparts. Keep it simple at first by testing different subject lines. Definitely make sure you're testing for spam filters and deliverability, and preview before sending for formatting issues. Once you're comfortable, you can start testing different content and even the landing pages where you're directing traffic.

Personalized content leads to higher returns.

‍Dynamic content is essential to add a personalized touch to your email campaigns, and companies that do experience ROIs 4x higher than companies that don’t.

Make sure you have permission to send emails. 

This seems like a no-brainer, but it's important to make sure that everyone on your list has opted in to receive emails from you. Otherwise, you risk being marked as a spammer.

Know your audience.

Segmenting your list allows you to send targeted content that is relevant to each group of subscribers. This increases engagement and makes people more likely to open and click through your emails.

Write great subject lines. 

Your subject line is what gets people to open your email, so it's important to make it compelling and interesting. Avoid using ALL CAPS or excessive exclamation points, and try to keep it under 50 characters if possible.

Keep your content concise and focused. 

No one wants to read a long novel in their inbox—they'll just delete it without reading it! Get straight to the point and make sure each email has one call-to-action (CTA).

Use engaging visuals whenever possible. 

People are visual creatures, so adding images, videos, or infographics can really help get your message across—and make people more likely to share it with others! Just make sure that any visuals you use are high quality and have relevant ALT text for accessibility purposes.

Pay attention to the technical stuff. 

Make sure your HTML is error-free and renders correctly across different devices and email clients (Gmail, Outlook, Apple Mail, etc.). Test everything before you hit "send"!

Timing is everything—choose wisely! 

Studies show that Tuesday mornings tend to be when people are most engaged with their inboxes, so try sending your emails then for optimal results. Just be careful not to bombard people with too many messages; once or twice a week should suffice for most purposes.

Always include an unsubscribe link. 

It may seem counterintuitive, but giving people the option to unsubscribe from your emails shows that you respect their time and their inboxes. If someone doesn't want to receive your emails anymore, there's no point in forcing them to stay on your list. Plus, having an unsubscribe link helps you avoid getting marked as spam!

Analyze, analyze, analyze! 

Make sure you track your email open rates and link click-through rates to see what works and what doesn't. Try A/B testing different subject lines or content formats to see what gets your readers engaged. The more data you have, the better equipped you'll be to fine-tune your email marketing strategy for maximum impact!

Now that you know the basics of email marketing, you're ready to start planning your own campaigns! Keep these key points in mind for successful emails, and don't forget to test, test, test! With a little bit of effort and some trial and error, you’ll be well on your way to mastering this powerful form of direct marketing!

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Email Marketing FAQs

What are the best email marketing tools to use?

There are A LOT of options out there. Ultimately, you’ll want to base your decision on what works best for your company (i.e. do you already have a list, is it cold, how many emails do you plan on sending out, how much time do you have to babysit it, are they key automations you can easily set up, does it integrate with your CRM, pricing, etc.)

For the most part, you can’t go wrong with MailChimp, HubSpot, and Active Campaign. If you want a more complete list, check out this Forbes article here.

How do I build an email marketing list?

You should start by establishing a sign-up form for customers to fill out, making sure you acquire their full name and email address. From there, think about what incentives you can offer to entice customers to join your list. Additionally, creating landing pages with forms or calls to action is a great way to grab leads and add them to the list. Finally, use your blog content and social media posts to drive people back to the form, furthering the size of your email list.

The other option would be to buy an existing list, of which there are many options. I typically don’t recommend this, because it is really only a B2B option. However, it has been done with varying degrees of success depending on how you use it.

How do I track the results of my email marketing campaign?

A key element to keep in mind is that not all tracking takes place in the same space or way. Digital platforms like Google Analytics offer invaluable insights into general metrics such as website visits and clicks generated from email campaigns, while marketing automation tools such as Mailchimp allow for more refined analytics related to user interactions with specific emails sent out. Careful analysis and combination of this data allow for customized actions to be taken in order to refine your campaign towards reaching its goals.

What are some common email marketing mistakes?

Many businesses make the mistake of sending out generic emails or not utilizing personalization capabilities to ensure a successful email marketing campaign. They also often neglect to A/B test their messages before launching, thus missing out on valuable insights that could make all the difference in engagement. Additionally, businesses sometimes end up not segmenting their audience sufficiently in order to craft targeted messaging, causing the message to fall flat with subscribers. Finally, businesses need to remember that email campaigns should always include an obvious call-to-action (CTA) so that customers are driven to take the desired action. Without a clear CTA and relevant content, there’s no incentive provided for customers to act. 

What is cold email marketing?

Cold email marketing is an excellent way to reach potential customers who may have never heard of your company before. It involves sending emails that do not require a previous relationship or offer a specific incentive in exchange for grabbing the recipient's attention. As a promotional tool, it has been proven to be one of the most cost-effective methods for engaging with customers, as well as generating leads, and driving sales. By personalizing each message and crafting its content carefully, businesses can make sure their cold emails cut through the clutter and stand out from the masses to maximize response rates.

Why is cold email marketing effective?

Cold emails are an efficient way for targeting people who might be difficult -- if not impossible -- to connect with through other channels. It allows organizations to make personal connections with their target audience and tailor their messages according to each individual's needs.

How do I write a cold email?

To ensure your email stands out, take the time to personalize it with details that are relevant to the recipient. An effective cold email should also contain a clear headline and a concise summary of why you are getting in touch. Take the time to make sure all of your details, from spelling and grammar to formatting, are correct before sending. 

How do I find email addresses for cold emailing?

To start, do some research to find the names and email addresses of your ideal prospects and decision-makers. Search multiple platforms such as Linkedin, Twitter, and job listing sites for contact information. Consider subscribing to a database that conveniently compiles and stores contact information for various industries. While you may also use online directories or search engines like Google to locate email addresses, it takes a bit more effort to find accurate details without the help of a database. Finally, use an email verification tool before sending any emails out just to make sure you’re reaching real people with valid addresses.

What are some best practices for cold emailing?

First and foremost, always research the recipient before you write your email - this way you can personalize your message and increase your chances of success. Secondly, keep emails as succinct as possible while maintaining a professional tone of voice and never send generic emails, but craft each one meticulously. You should also use A/B testing to determine what content generates the best results. Lastly, make sure to keep track of responses so that you can follow up effectively with those who replied positively. 

What are some common cold emailing mistakes?

Making assumptions about the recipient, using language that is too jargony or too informal, overwhelming the recipient with information, being unclear about your goals or intentions, and not following up are some of the most common mistakes people make when crafting cold emails. Humanizing your message by addressing the recipient directly and providing helpful content plus an actionable item are two key elements to ensure a successful cold emailing experience both for you and your reader.

Further Cold Email Reading

I highly recommend “The Cold Email Manifesto” by Alex Berman for anyone who wants to learn more about cold emailing or if you’re trying to do it on your own. Cold email can be daunting and requires a lot of time and effort. Don’t go into it “cold”, and start by reading this book to warm yourself up a bit.

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What are QR Codes? Although not yet fully adopted by the mainstream world yet, QR (or quick response) codes have seen a dramatic rise in usage and very well may be the new way that companies decide to give customers information on products. For those uninitiated, QR codes are those big squares you may have seen in the bottom corners of movie posters, under your drink on a coaster at your favorite restaurant or possibly next to various products at your local supermarket. With any smartphone armed with a QR code scanner (which are a free download on any app store). In the future, an advertisement may not be just a message and a picture, but an interactive environment with unlimited possibilities. What you can do with these handy bar codes may surprise you. What can I do with QR codes?Now that I’ve (hopefully) piqued your interest into QR codes, what kind of information can a QR code hold? In the end, it all depends on how powerful your end-users reader is. Below is a list of things any QR reader can do and some notions on how your business may be able to utilize QR codes:You can open URLs in a browserProbably the most common way to use a QR code, using it as a link to your company’s website or blog is one method, but think harder; what about a specially tailored site or campaign customized to the demographic of people that is likely to scan your code? Be creative with your site (and maybe poach a few other ideas from this blog) to make something truly unique that will give your target market a memorable experience. Use QR codes to display hidden/secret textThe simplest of tasks you could ask of a QR code may seem like the type of command you may want to skip over, but it could have a few uses if you think creatively. Perhaps hiding your code with a special password on it that when given provides a special deal at your establishment.  Help people in setting up system alertsDo you have a weekly special or special event coming up? Why not create a QR code that will automatically set up a reminder in your clients calender on their phone?Collecting contact information (including vCards)Having a networking event or party? A QR code would be a simple way to have guests register or sign in to an event. Do you want to grab everybodies contact info to send thank-you cards or a newsletter?Reconsider the whole “business-card-in-a-fish-bowl” raffle contest with a digital QR code version that can easily be imported right into your company’s mailing list. Create a QR code for sending email or text messages (SMS)Give customers a great way to let their friends know where they are, possibly with daily specials or a password for special deals or promotions.Create a fun E-card that guests and clients can share with their friends.Use QR codes as a means of making geolocation easierIs your customer lost? Help them out by pinning your address into their phone’s GPS with a QR code. From there, give them directions to your other locations, affiliates, or just the quickest route home.Use a QR code as a simple way for customers to check-in to your establishment or to show proof that they went to a secondary location.Easily Connect to WiFi using a QR codeUse an easy-to-find QR code to grant WiFi access to mobile users in a quick, interactive way that can makes remembering clunky passwords a thing of the past.Where can I get a QR code? By googling “QR codes” you can find a litany of sites that can generate you a QR code free of charge. If you plan on using your QR code for a larger, more focused campaign, you can pay to have a QR code generated that will record statistics and demographic information. However, if you are too lazy to Google the aforementioned keywords, here are two sites of merit:http://www.qrstuff.com/http://qrcode.kaywa.com/http://bronto.com/blog/mobile-marketing/7-best-practices-qr-code-success#.T-jzruJWqs1Info for programming codes to do the previous functions should be able to be found on the above sites, if not a great resource I used for this article can also help you with some of the programming as well: http://sixrevisions.com/web-development/qr-codes-uri-schemes/What are some creative ways you can (or have) thought of to use QR codes in the ways mentioned above? We would love to see some examples.Find this article useful? Check out these blogs:Creating Relationships With Your Customers On The Mobile Web.What Is NFC? NFC And The New Google Wallet.

This article is meant to be an elementary glimpse into the world of digital marketing; there are many avenues to explore in the realm of marketing on the Internet, but one of the biggies is SEO. Below you will find some of the basic tactics and tricks anyone can do to immediately help with their site's Page Rank (the placement of your site in Google searches). SEO, or Search Engine Optimization is the practice of sprinkling specific commonly used words (or “keywords”) into your websites in order to (hopefully) have your page rank higher in Google’s search engine. To find what words you need to use you can use the Google Adwords Keyword Tool. Begin by punching in words you think people will use when searching for your company’s trade in Google.Take note of the most commonly used words or phrases, these are your “keywords”.

1) Plug-In Your Keywords!
The trick here is to not use them too much, Google can spot these and will consider your website spam and not post it at all; which is definitely not what you want. Be crafty and use multiple different keywords to plug into your website copy. Think of it as a game of Sudoku, but with words.

2) Write A Blog!
‍A blog is a great place to show your company culture, its work, and interests. It is also a page on your website that can be updated constantly, which makes it like steroids for SEO. Keep your keywords in mind when writing your articles and do a keyword search for each blog submission.

3) Have Title Tags (H1) Tags!
‍See how this article is written in numbered/bullet points? Do the same. Google loves numbered/bulleted content with heavy SEO keywords. Not to mention it will help you layout and format your blogs and articles.

4) Share Links!
‍Network on Facebook and Twitter, share links with your clients and partners. The more sites that link with your page, the higher your website will appear in Google’s listings. Possibly adding a widget to your page to add a Twitter feed to your main page will also generate links and expand your traffic and page rank much in the same way I mentioned having a blog would.

5) The "Secret Image Tag"
Also known as an “alt tag”, this nifty little SEO trick is a quite simple one that will generate links and traffic to your site based on the Google Image Search function. These are the tags that tell what a .gif or .jpg is. By going into your website's code and finding your images (marked with an image description, likely .jpg or .gif), you can add what's called an alt tag to give the image a description. You don't have to do any complex HTML coding. Here is an example of what your ALT tag should look like:<img src="images/services-pic.jpg" alt="XYZ company's website optimization services" width="100" height="78" />It is a good idea to add alt text for every image that a visitor to your site will see. Not only will alt tags increase your image SEO on the image search, but it will also produce some SEO for your overall site; granted you used those keywords we talked about earlier, but once again, don’t overdo it with the keywords. Google will know and flog your site by dropping it into the depths of its page ranks.

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Whatever it is, drop me a line. mattd@mediacontour.com