This is the third of four entries in our e-mail marketing blog post series. The first two entries can be found here and here.
17% of all emails delivered never see the inside of a recipient’s inbox. When your company sends its email, its deliverability depends on your sender’s reputation a.k.a. The Sender Score.
The Sender Score is to your email deliverability what a person’s credit is to his car and housing finances. It measures the reputation of your outgoing mail server’s IP address on a scale of 0-100. Similar to credit scores, Sender Scores work like a percentile ranking, as an IP address against other IP addresses. Mail servers inspect your sender score before deciding what to do with emails. Thus, a low Sender Score will hurt the chances that your email reaches your audience’s inbox.
Don’t let your email become another statistic. You are more than welcome to ask your email service provider about their Sender Score. You can also facilitate a strong Sender Score with these helpful tips:
ONLY email people who have had a prior relationship with your business. Third-party lists will not fit this description.
Create an unsubscribe list if you haven’t done so already.
Get rid of contacts that you haven’t emailed in a blue moon. They won’t be expecting your email and will more than likely mark yours as spam.
Like your credit score, your Sender Score can make or break your reputability. Thus, creating deliverable e-mail content is imperative to executing a winning e-mail campaign and a reliable company reputation.
Got a Facebook page but are unfamiliar with how to interpret your Facebook Insights? Here is an easy way to navigate the intricate data on Facebook Insights.
Using the Post Level Data, focus on the following columns: Post ID, Message, Posted, and Lifetime Post Total Reach. You will also need to be able to remember this formula: (Lifetime Post Total Reach/Page Likes)=Reach Percent
With this formula, you will be able to determine a multitude of discoveries about your page including:
The Best Day to Post on Facebook
The Posted Column contains the date and time. Divide the list into days of the week. Using the formula, calculate the average reach percent for each day to determine the best/worst days to post.
The Best Time to Post on Facebook
Set a range of time slots that can create a large enough sample size (e.g. 6:00-8:00 AM). Divide The Posted Column into each respective time slot and calculate the average reach percentage for each time slot.
How Many Posts Each Day
Divvy Posted column into the respective day. Find the average reach percent for each day. Categorize this data into two segments: days when you post once or twice and days when you post more than 3 times. Find the average of the two segments to determine how often one should post on a daily basis.
How Many Posts Each Week
Divvy Posted Column into respective weeks. Find the average reach percent of each week. Categorize this data into two segments: weeks when you post 1-4 times per week and weeks when you post 5+ times each week. Find the average of the data for the two segments to determine how often one should post on a weekly basis.
Best Type of Post
Separate Posted into the following categories: links, photos, videos, polls, and status update only. Then find the average reach percentage in each category and compare.
Best Length of a Post
Using a character counter, determine your post lengths. Then, divide Posted into posts with 1-80 characters and posts with 81+ characters (you’re welcome to divide it even further if you like). Then, calculate the average and compare.
Best Post Structure
Categorize your posts with “Fill in the Blank” and non-“Fill in the blank” and then determine the average reach percentages of both.
While this may come across as tedious, learning to master analyzing your page’s Facebook Insights can help you post the status updates that will generate the strongest impressions and avoid posting the ones that garner tepid responses.
This is the second of four entries in our e-mail marketing blog post series. The first entry can be found here.
A company e-mail works most effectively when it ties in with the rest of your inbound marketing. Here are some easy steps to accomplishing this feat. Add Social Media Buttons to Your E-Mails
In this day and age, your company most likely has a social media site. The next time you send an e-mail, be sure to tie-in your social media sites by adding social media sharing and follow buttons to your e-mails. It’s a bulletproof way to promote your business across all channels.
Create Targeted E-Mail Based on Social Media
Whenever someone mentions you on Twitter, don’t forget about them. Using integrated marketing analytics (i.e. Hubspot), search for e-mail subscribers that have mentioned your company on Twitter and respond to them through specialized e-mails with targeted information.
Keywords, Anchor Texts, and Alt Texts
These three are essential to your company’s SEO, so don’t forget to include them. Be sure to include relevant keywords at the end of every message. Add anchor texts, or clickable texts in a hyperlink, throughout your message. When posting images, you should add appropriate descriptive alternative text for images in case they don’t display. All of these will maximize your e-mails target audience.
Create an HTML Version of Your Email
Too often does a person receives an email but is unable to view the content/images included in it. Fix this problem by using email tools such as Hubspot to create a HTML version of your email along with a plain text version. It will give your e-mails more functionality and aid your SEO.
Test Your E-mail for Mobile Devices
A sizeable amount of e-mail is opened through mobile devices such as smartphones. The key to creating a quality email is creating buttons and links that are easy to click on any mobile device including those with touch screens.
Don’t regret sending another e-mail message again! Linking social media, adding hyperlinks and keywords, and adapting your email for any device will ensure that your emails make a lasting impression on your business.
This is the first of four entries in our e-mail marketing blog series.
Without a quality recipient list, an effective e-mail campaign is difficult, if not impossible, to execute. For every additional year, a company loses 25 percent of its e-mail subscribers. To avoid such unpleasant turnovers in your e-mail list, here are the dos and don’ts on building a reliable e-mail list.
Buy e-mail subscribers through third-party lists.
Unlike opt-in recipients, third-party lists did not voluntarily sign up to receive your e-mails. Thus, they are more likely to unsubscribe from your list, blacklist your company mails for spam, and avoid clicking your e-mail links.
Tailor your e-mail to specific audiences based on subscriber behavior and interests.
E-mails often get marked as spam because the user finds them irrelevant. Customized e-mail messages solve this problem by delivering messages that the recipient cares about.
Place your subscribe box in an elusive location.
Your blog and website are a great way to attract subscribers and you cannot afford to put off your clientele with a poorly designed website layout. Be sure they know where they can subscribe if they want to.
Survey your recipients regarding how often e-mails should be sent.
Sending too many e-mails is simply asking to be unsubscribed. Conducting surveys and testing the e-mail frequencies can greatly reduce your turnover rate.
E-mail campaigns can be a double edged sword. Sending subscription company e-mails the right way can result in a loyal fan base and a reputable brand image. On the flip side, an easily bought “quantity over quality” e-mail campaign can alienate and create a negative brand stigma amongst your target audience. When it comes to managing your company, it is imperative to think before pressing send.
Move over Instagram. There’s a new photo-sharing app in town and it is bound to change the game in the already revolutionary photo-sharing app marketplace.
Mobli is available for iPhone users, Android users and even you loyal Blackberry users out there. (Instagram is not available for Blackberry users at the moment.) Mobli lets you view and share pictures with the social media world in real-time. Unlike other photo apps, which only let you view a user’s photos if you are a follower or friend, Mobli allows you to view all content through channels sorted by location, subject, or person. This app works as a Twitter of photo sharing, as you can view trending photo subjects from around the world! It can also do what Instagram does, with image filters based on locations, events, and time.
The creators of Instagram have plenty to be nervous about, as Mobli looks to surpass the former in both versatility and functionality. Game on.
The updated Foursquare has made a fantastic app even better. The app has now been streamlined to three simple tabs; Friends, Explore, and User.
The Friends tab now lets you like and comment on activity just as you do on Facebook and Twitter.
‘Explore’ is a nifty new tab which allows you to find friends, local specials, trending areas, and uses check-in data (i.e. places you check into, places your friends have been) to recommend places to you. Finding the “best burgers in town” has never been easier!
Best of all, you can now check-in on any tab by simply clicking the right button, thus eliminating the need to return to the main menu to check-in to the latest hotspot!
If you still haven’t jumped on the Foursquare bandwagon, now is the time!
A new gadget called the Pocket TV has the ability to convert your television into a giant Android tablet using a small microcomputer that plugs into your screen’s HDMI sport. It will retail for over $160 and production will likely start in July with shipping in October.
Facebook is rumored to be testing a Want button that will function similarly to its Like button. This is likely to expand Facebook’s e-commerce presence allowing brands to target advertising options on Facebook more effectively.
You’ve liked brands, you’ve written on their wall, and coming soon, you’ll “want” some of the products they have to offer. The ubiquitous social networking site has been rumored to be testing a “Want” button that will allow brands to gauge how desirable their products are. This is another stride that both Facebook and retailers are taking to enhance the E-commerce side of social media.
The Want button has tremendous potential to be a hit. Similar to the like button, the name speaks for itself. Because of this, “Want” can fit in perfectly with Facebook’s “easy-to-use” brand image. The real winners of this innovation are the brands themselves. With an average of 483 million people logging on to Facebook every day, the brands have an unrivaled marketing research tool in which focus groups and research surveys can’t compare.
Facebook “wants” can also be a fantastic tool for friends and families trying to find the perfect gift for birthdays and the holiday season. Instead of giving the friend the generic retail chain gift card, Facebook users can now buy a gift he/she will really enjoy. Be on the lookout. “Want” can change the way we communicate on Facebook just as “Like” did in 2009.
The Black Keys’ suing Pizza Hut for using a rendition of their song “Gold on the Ceiling” to advertise their pizza is not the first time an artist has voiced distaste over their song’s use in a commercial and definitely it won’t be the last. When used in the right time and context, a song can make the advertisement infinitely more effective and enjoyable. It becomes a mutual win for both the artist recording the song and the product being advertised. When the song is mishandled by the agency, on the other hand, the ad becomes an unwanted houseguest for both the artist and the fans.
The Right Way
Chevy Sonic: “We Are Young” by Fun.
Back in February, this ad during the Super Bowl brought an unknown indie band into mainstream lore and skyrocketed their single to the number one for six weeks in a row. The anthemic chorus matches perfectly with the chilling images of the Chevy Sonic skydiving, doing backflips, and bungee jumping. The lyrics of the song go hand-in-hand with the theme of the advertisement and the car’s brand image. This ad was a win-win for everyone involved.
Lincoln Cars: “Get A Move On” by Mr. Scruff
The infectious yet elegant, jazzy sounds of this track complement the classy branding that Lincoln is known for. The moving doors, folding seats and mirrors, are the icing on the cake for this slick advertisement. This campaign had thousands calling Lincoln’s 800 number to ask what the song was. One of the car jingles that will have you humming long after the commercial is over.
The Wrong Way
“This is 40” Trailer: “We Are Young” by Fun.
It’s funny how the same song used in one advertisement can make an adverse effect on another ad. But that’s where advertising expertise is put to the test. “We Are Young” actually distracts from what’s going on in the trailer and makes for a sloppy advertisement. First, by the time this trailer was released, radio and pretty much all mainstream culture had overplayed the song to the extent that the song had wore out its welcome. The marketing department at Universal had missed the boat. Also, though the song may fit the theme of the movie, it does not correlate with what goes on in the trailer. The trailer moves at a glacial pace, which contrasts from the grandiose nature of the song. What we get is a very awkward looking preview.
Royal Caribbean’s: “Lust for Life” by Iggy Pop
In a classic example of an inadvertently inappropriate song choice for a commercial, “Lust for Life” is set as a backdrop for images of people rafting, sledding, and rock climbing. Seems like a good fit…until you look at the original lyrics, which talk about “liquor and drugs” and the “flesh machine.” Yeah, that’s definitely what Royal Caribbean wants to be associated with. The poor choice of music in this ad was even the subject to an Onion article parody. It may even get a younger generation to reinterpret the classic song, thus distorting its original message. A harsh reminder that ad agencies should do their research.
The use of music has become ubiquitous in commercials that advertisers often forget the significance of matching the lyrics of the song to the advertiser’s message and not overplaying a song (“How You Like Me Now” by The Heavy also comes to mind.) Just like the soundtrack to a movie, the song choices set the tone of the commercial, in which case often make or break an ad’s effectiveness.