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Top 7 Reasons Why Your Email Marketing Strategy Isn’t Working

By | Email, Email Marketing, Marketing Strategy | No Comments

So, you’re looking over your email campaign results, and once again, your open rate is low. So is your click-through rate. Even after you put so much time and energy in the content!

Before you throw in the towel, check out these 10 email marketing tips to help resuscitate your campaigns.

1. Time and Date for Email Delivery

This will not seem like an obvious issue at first, but before you hit “send” think about your type of business and your audience. Here are some business examples and things to consider:

  • Restaurant: You want to remind people of your tasty cuisine when it’s getting closer to mealtime. For example, if you serve lunch and want to share a promotion, try sending around 10am, when people start thinking about lunch plans. For dinner, send at about 4pm, when people are getting off work and deciding whether or not to make dinner.
  • Bank: Let’s say you have a great interest rate on CDs or a new credit card with great perks. Since this is more of a considered decision for the consumer, try sending over the weekend when people have a little more time to think things over.
  • Landscaping company: Running a fall cleanup special? Try sending your campaign later in the weekday when people have gotten a good portion of work done and have a moment to check personal email.
  • Retailer: Promotional emails are always good to send on either a Thursday or Friday afternoon as people start planning out their weekend.

There is one time and day we steer clear of here at TTP altogether: Monday morning. Scheduling an email to be delivered first thing on a Monday morning is kind of like a kiss of death: when people get to work, they already have several emails to get through. Your email may not get read at all.

2. Frequency of Emails

Another large issue that companies face is how often to send emails to their user base. First and foremost, too many emails quickly results in a lost customer. The biggest offenders in this category are retailers. Usually the best thing to do is to create multiple email options and allow users to pick which ones they want to subscribe to. The best practice is to send them a welcome email when they sign up and include a link to their email preferences.

If you do not have the ability to create individualized email campaigns, it’s always good to put yourself in the customer’s shoes – how many emails would be too much for you? A good rule of thumb for non-retail businesses is once or twice a week at most.

3. The Subject Line

Without a compelling subject line, users will have no desire to read the email. In order to capture a user’s attention, the subject needs to be compelling and relate to the user. It’s been proven that emails that are personalized to contain the user’s first name have a much higher likelihood of being opened. Here’s an example of how to make a subject line more eye-catching. We are using a Mexican restaurant as an example:

Original subject line: Happy Hour from 4-6 Today!

OK, so let’s get more specific with something like: $3 Margaritas and Half Price Apps from 4-6 Today! At least now you’ve got the customer picturing themselves with a tasty beverage and a snack.

Take it one step further by asking a question and personalizing the message (which often makes the customer answer the question in their mind): Kate, is it time for a $3 Margarita yet? It will go nicely with our half-priced queso dip!

So which one of these subject lines would make you open the email?

4. The Design and Content

The best email design is one that is clean, simple, and gets the message across. Calls to action should be apparent and above the fold. Stick with your brand’s voice, fonts (no more than two for email) and colors. Be sure to use your logo. And the first rule of email marketing: don’t bury the lead! In this day and age, readers want quick messaging. And don’t be afraid to have a little fun with it!The first rule of email marketing: don't bury the lead! Click To Tweet

5. Mobile Compatibility

If you haven’t realized that a majority of emails are consumed on mobile devices, here are some figures for you to consider.

  • 80.8% of users report reading email on mobile devices.
  • 75% of gmail users access their accounts on mobile devices.
  • Users spend 9 minutes on email via a mobile device each day.

The easiest way to account for mobile interfaces is by building a responsive email (and be certain your website is responsive as well!). The email will then automatically resize based on the user’s device.

6. User Permission

User permission is a major contributor to email success. If you don’t have a user’s permission, DO NOT add them to any email list. That is the first and foremost rule of email marketing. Unsolicited emails will kill your email marketing effectiveness.

7. Pay Attention to the Results

The main factors to look for in your email results (which you should give a few days to finally settle) are the open rate, the click-through rate and the unsubscribe rate. Pay attention to industry standard averages to make a good comparison. Just because your open rate is 20% doesn’t mean you’ve failed – check the industry standard first. This is provided by most email marketing platforms (our favorites are MailChimp and Constant Contact). If your unsubscribe rate is above 5%, it’s time to reevaluate your email marketing practices.

At this point you may have identified some areas of your own email marketing strategy that need a little bit more work. Using the tips above will definitely help you get moving in the right direction. If you feel like you’d rather just let a marketing firm handle it all for you, please contact us and we’ll be happy to help you!

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3 Biggest Mistakes in Email Marketing

By | Email, Email Marketing | No Comments

Email marketing is one of the most effective methods to reach your audience. It’s highly targeted and produces a return on investment of 4,300 percent according to the Direct Marketing Association. An effective email campaign can attract new business and generate leads. It seems like the perfect online marketing tool, right? It’s great, but without a solid strategy and knowledge of what not to do, your email campaign could be a huge waste of time and a detriment to your business.

Email Marketing Biggest Blunders

1. Emailing Without Permission

If you want to kill your email marketing efforts before they have a change to get started, send emails to people without getting permission to send them. Not only will they immediately click the “unsubscribe” button, you could also get into serious legal trouble because most countries in the world have spam laws. Use an email service provider like MailChimp which has a “double opt-in” system that will prevent you from emailing people who have not given you express permission to do so.

2. Ineffectively Segmenting Your Email List

Once you’ve added people to your email list, you may think it makes sense to broadcast emails to the entire thing. However, if you do that, you’ll lose subscribers and see less engagement and fewer sales than if you properly separate email addresses. Segment your list by interests, location, and buying behaviors to reach the right people at the right time.

3. Not Providing Proper Opportunities to Subscribe on Your Website

Just like you, your website visitors have busy lives. They’re in a hurry, and if they don’t see ample and obvious opportunities to subscribe, they’ll miss them. Is your email subscription form tucked away in a sidebar or or is it on top of your page in the header area? Make your forms easy to find for your visitors and they’ll subscribe.

Let Turn The Page Help

Don’t make email marketing mistakes. Call us at (816) 527-8371 or (844) 889-5001 to learn how we can help you grow your business.

 

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Black Friday Marketing Highlights

By | Black Friday, Branding, Email Marketing, Graphic Design, Social Media | No Comments

Black Friday is unquestionably one of the biggest shopping days in the entire year. Although ostensibly Black Friday is supposed to consist of one day of major sales and savings just after Thanksgiving, over the years it has evolved into the week-long (or more) sales extravaganza as we know it today. Beyond just Black Friday, there are the days leading up to and following the official day. Black Friday is followed by Small Business Saturday and Cyber Monday, two other big sales events that ride on the coattails of their more famous older brother. With so many businesses and companies taking part in these sales events, the competition to stand out is tougher than ever. Let’s take a look at some of the ways several major companies are making themselves stand out this year through the use of bold design, smart branding, and social media.

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Should Small & Midsize Business Be Spending More on Email?

By | Email, Email Marketing | No Comments

Whether your business is strictly online or is a brick-and-mortar, email marketing is still a great way to promote your business. Is this being forgotten about? Let’s see… it’s simple, it’s quick.. it will help to stay in touch with customers.. why aren’t we all doing this more?

Here are the reasons we believe your business should be using email:

  1. 1. Keep your customers informed. Having a consistent email sent out either weekly or monthly will keep your customers in the loop. Sending special offers or business updates will influence your customers to keep coming back. A great example of this is an email service reminder (ie. It’s time to schedule your next oil change!).

  2. 2. It’s cost effective. Rather than sending out expensive mail, you can save on postage and printing collateral. Email marketing is one of the cheapest ways to stay in contact with your customers.

  3. 3. It’s trackable! Marketing no longer has to be done blindly. With email, you can track those who open, click, call, and even buy. This helps you know what works and what doesn’t.

  4. 4. Traffic to your website. With a well-planned strategy, an email marketing campaign can draw a lot of quality traffic. With several embedded links to your site, a customer skips any potential distraction from your competitors during a search. Also, in comparison to business cards or direct mail pieces with your URL listed, email marketing is easier for individuals to visit your site since they just need to click a link.

  5. 5. It’s easy & fast. Email marketing campaigns are somewhat painless. With the correct guidance and advice, email marketing can prove to be very time effective as well. Once content, links, and tracking have been put into place, an email can be in a customer’s inbox in no time.

  6. 6. You can make it voluntary. If your first thought about email marketing goes to those annoying emails that you receive but immediately delete, you can avoid following suit. Send to customers who have used your products and services and who are already interested in what you have to offer. With a successful campaign, you can even begin to encourage people to subscribe to newsletters and special offers.

  7. 7. It can build rapport. By staying in contact with your customers, emails turn into relationship marketing. Your customers will begin to feel connected to your business and not want to go anywhere else.

We strongly believe in all of these advantages to running an email campaign to market your business. If you’d like your business to have high open, click-throughs, and conversion rates, you’ll want to be sure that you stick to sending only relevant, timely, and engaging emails.


My advice: Don’t do this alone. A great marketing solution is a team effort and you’ll want to work with experts. For more information, contact Turn the Page Online Marketing to learn how this can help your business grow.

Email – Marketing with Force

By | Email, Email Marketing, Online Marketing | No Comments

Email is very much part of our daily lives. So is email marketing. From the last post about this digital age you know; a recent Pew Research study showed that 92% of Americans use email and 60% said they used it daily. Email is an invaluable marketing tool for local business. It effectively stretches a business website sales funnel. Not all visitors necessarily purchase or become a viable lead on the first visit to a website. Email is used to maintain contact, to educate, engage and in the end, sell. Email marketing is an essential component of any online marketing plan.

When you consider a good lead conversion rate from website visitors is 7%. This leaves 93 out of 100 visitors who leave your website without converting. What a waste. There are steps you can take to mitigate these wasted visits. Some of that 93% that leave have an interest. For whatever reason the time is right for them to convert. If you collect email addresses on your site and through other channels, you can increase the conversion rate measurably. The first step is to maintain contact by collecting email addresses. There are numerous ways to gather email addresses. We will limit ourselves here to some simple steps you can take on your website. The screenshot from our website below shows two email capture data forms.

Here are some methods you can use to acquire opt-in email addresses online:

  • A free eBook
  • A free white paper
  • A free trial membership
  • A free SEO report (change for your business)
  • Offer membership to a club – like a coupon club
  • Include a link to email sign up on all your outgoing company emails.

There are many methods to acquire email addresses offline, here are a few:

  • When you host an event use a raffle to collect email addresses
  • Put an offer on the back of your business cards to get people to sign up for your newsletter.
  • Bounce-backs – Get them back! – Send a postcard
  • Fish bowl at your store front with a monthly drawing.

The days of “Spam” are long dead, it is important to remember that recipients of your emails are by choice. The CAN-spam act sets a low bar for compliance. In 2011 businesses should do everything they can to send emails the the recipients “want to read”. The first step is to use a reputable Email service provider, (ESP) these ensure you are spam compliant and also provide the tools you need to ensure you are reaching your audience in a way they like.

If you are in business you have probably heard the ads from many Email Service Providers:

  1. Constant Contact
  2. Mail Chimp
  3. Vertical Response

Now you have email addresses and a way to deliver interesting and useful information to your subscribers. It is worthwhile planning what you want to achieve from your email list and then how you plan on achieving the goal you have set.  The critical thing to remember is that your method must include be interesting and engaging for your subscribers no matter what you are trying to  achieve long term.  The next post will be describe some of the processes you can use to take advantage of email marketing.

Best Practices for Email Marketing

By | Email, Email Marketing | No Comments

Even as an online marketer, I get annoyed at online marketing sometimes. Granted, I may be a little more picky than some since it’s sort of “my thing;” yet, I’ve learned a lot about Internet marketing, and especially email marketing, as my inbox has began to fill up over the years.

Email Marketing

It seems like you can’t even buy a shirt anymore without being added to an email marketing list. As someone who gets a lot of emails, I’ve seen some great ideas for email marketing. It remains extremely popular with 92% of Americans saying they use email. If you’re trying to figure out if you should begin marketing to your current and potential customers via email, here are a few ideas and filters to use:

Use an Opt-In List to abide by CAN-SPAM Laws

Opt-in Lists – Start out with the basic rule which happens to also be law-abiding. Use an opt-in list, meaning make sure everyone who you send emails to has “okay-ed” that they receive emails from you. The CAN-SPAM laws for businesses indicate that when you send solicitation emails, it must be to an opt-in list. Few things annoy me more, lose my loyalty or completely turn me off than getting emails from companies that I never signed up for nor requested.

Keep Your Email Marketing Short

Keep your emails short, and especially if they are going out frequently. Also remember that more and more people are using smart phones and don’t want to take the time to scroll through your long email nor wait for a dozen photos to load. Keep the photos minimal, the text tight, and your email direct and to the point.

Offer Something In Your Email Marketing

Email marketing is great if you can offer something to your recipients. Try offering a coupon or free shipping if you’re a retailer. You can also highlight special services or giveaways through emails. This way you can not only track who opens the email (which is built into the services ESPs offer – like Constant Contact)  but you can also see who’s acting upon your offers.

Go the Extra Mile in your Email Marketing with Linking

Go the extra mile when you send emails by including other sites and maps. If you’re going to be suggesting people visit other websites or get driving directions, include links and maps in your email. It makes it all around easier.

Small Business Saturday

By | Email Marketing, Facebook, Local Business, Twitter | No Comments

We love this local business movement in its second year. It should be called “local” not small but the initiative is an excellent one. Driven by American Express it provides a focal point for leading customers to local businesses.  Held on the Saturday after Black Friday.  This is a day when we can all celebrate shopping local and support local business owners in our area.  American Express is providing access to free tools we recommend for growing your business.

The move toward local business is not just on the Saturday after Black Friday. Local business has opportunity every day of the year. Smart phones and location technology online are driving a local revolution. Online search is turning more and more local. People don’t just want to know who has the product or service they are looking for – they want to know who has it close by.

Are you taking advantage of this beneficial shift? What can you do to get ready?

Are you engaging with your customers? Generating contact on Facebook, Twitter or through a regular email.

Is your business listed online? Claim you business on Google Places, Bing Business Portal and Yahoo Local Listings.

Add a lot of pictures, videos of your business. Create amazing offers and publish online.

Its a fun and exciting time to be a local business and Turn The Page is absolutely thrilled to be part of the journey with so many great small business owners.