All posts in E-Marketing

How To Use Email Marketing To Boost Your SEO

There are two main components of search engine optimization (SEO): on-site and off-site optimization. With on-site optimization, you’ll be improving your site’s layout and performance, producing high-quality content, and targeting specific keywords that are relevant to your business and your audience. With off-site optimization, you’ll be posting content on external publications and building inbound links to your website.

However, there are peripheral ways to complement and enhance these efforts; for example, you can use social media to increase the popularity of your content and earn more links as a result of that increased visibility. Similarly, you can harness the power of email marketing to support and improve your campaign.

Here’s how.

Primary Goals

These primary goals are ways for your email marketing campaign to directly influence factors that have significant bearing on your rankings in search engines:

  • Inbound links. The more links you have pointing to your site, and the more diverse and high-authority sources that are hosting them, the higher your domain authority will be. Domain authority, according to Moz, “is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines.” As such, acquiring strong inbound links is a crucial factor in improving your SEO. You can use your email marketing campaign to specifically encourage other users to link to your latest posts, or specific pages of your site. For example, let’s say you’ve recently published a whitepaper with a truckload of important statistics you’ve gained from conducting original research. Getting this information in the hands of other users will make them more likely to link to it in the future.
  • Content promotion. You can also user your email marketing campaign to increase the visibility and performance of your content in general. For example, you can send a weekly or monthly newsletter that recaps some of your blog’s most popular posts. This increases both the visibility of these posts (potentially leading to more inbound links) as well as general traffic to your site.
  • On-site engagement. Google uses a plethora of individual traffic and engagement metrics to determine the relative “value” of a given webpage. Though the exact significance and influence of these metrics is often debated, it’s clear that having more active, engaged users (with lower bounce rates, higher time spent on page, etc.) is better for your search rankings. Keeping your email audience engaged and coming back to your site with valuable offers can help you maintain a more engaged overall audience.

Read more: How To Use Email Marketing To Boost Your SEO

How To Leverage Marketing Automation For Holiday Email Marketing

It’s time to start rockin’ around the email tree. With the holidays fast approaching, businesses should start thinking about using marketing automation to get registers ringing.

This year, make the process easier with email marketing and automation. Rather than creating and sending emails during the thick of the holiday season, use marketing automation features to create relevant campaigns to arrive in subscribers’ inboxes at exactly the right time, all season long.

For most businesses, the last two months of sales account for forty percent of the total revenue earned throughout the year. With so much riding on the holiday season, using marketing automation is a decision even the Grinch wouldn’t disagree with.

To help businesses get their marketing automation groove on, we’ll give you a list of holiday emails that you can send and provide tips to get the most out of your marketing automation during this critical time of year.

Light up inboxes with these 4 automated emails

Wondering what emails you can automate this holiday season? Here’s a list of four emails that will light up inboxes:

1. A welcome email or series
2. Black Friday or Cyber Monday deals
3. An inspiring gift guide
4. Helpful holiday hints

Read more: How To Leverage Marketing Automation For Holiday Email Marketing

How to Use Email Marketing to Strengthen Business Relationships

If you want to grow your business, you have to consider the role of email marketing in your promotional mix. It’s still one of the less expensive marketing vehicles to employ, and by following a few simple rules you can change your customers’ perceptions of your email (and your company), drive sales, and foster better relationships in the process. To get started, this column will talk about advanced opt-in options, newsletter dos and don’ts, and pairing your email with other marketing vehicles. Our next column continues the discussion by exploring educational offerings, email and online survey best practices, and how to engage your customers via email using loyalty programs and rewards.

Can You Go Beyond Simple Opt-In?
Most reputable companies ask for customer buy-in when they collect email addresses. Granted, to maximize opt-ins, your website might auto-check the box that says “Contact me about promotions and offers.” Hey, at least you’re giving customers a choice.

Opt-ins are good, but consider giving your customers a few specific options rather than one vague choice. You’ll want to keep your list of options short. After all, if you make customers think too much or take too much time, most will get bored and abandon the task. That said, I’m not recommending you include all of these; the list below is to get you thinking. Depending on the type of product or service you offer, not all will apply to you. For example, you can give customers the option to:

Read more: How to Use Email Marketing to Strengthen Business Relationships 

Email Marketing Can Give Small Businesses a Boost

Small businesses that are just getting off the ground likely won’t have large marketing budgets. Advertising campaigns and billboards are probably well down the road. But email marketing can be an effective and inexpensive way for small business owners to spread the word about what they have to offer. Here’s a look at some of the benefits.

Consider the Pros and Cons

There are positive and negative elements to email marketing. It’s more cost-effective than direct mail, for example, which can be significant in saving money on postage costs. It also gives small business owners a better idea of how their message is being received, as Chad Brooks writes for Business News Daily: “… Businesses can see which emails were received, which ones went to addresses that were no longer active, which ones were opened, which ones were deleted before they were read and which ones enticed clients to click through to the website and make a purchase.”

But there is a common complaint when it comes to email marketing, and it involves the dreaded word “spam.” As Brooks explains, “… Some consumers may consider the emails to be spam and hold it against a brand’s reputation. If customers feel they are being bombarded by unwanted emails from a business, they will be less likely to become new or repeat customers.”

Explore the Different Methods

There are several ways that a business can engage in email marketing. Newsletters, for example, are a way to reach customers on a regular basis. Emails can promote an upcoming sale, as Brooks writes, or be posed as an invitation for customers to attend an event. And “lead-nurturing” emails can “keep brands at the top of mind for prospective clients,” he says. “These emails are sent out regularly until a potential customer is converted into a paying customer.”

Read more: Email Marketing Can Give Small Businesses a Boost

3 Email Marketing Metrics for Mobile, Multi-device Consumers

Email metrics provide critical, quick feedback for a campaign. This is key because most opens and clicks occur within 72 hours after a send.

But measuring opens and clicks is often just scratching the surface of the actual performance of a campaign. In this post, I’ll compare three traditional email marketing metrics to newer, more meaningful ones.

Open Rate vs. Open Rate Churn

Many email practitioners believe open rates are misleading. There are several reasons for this. First, for an “open” to register, the recipient of the email must download an image. Depending on the content and type of email, recipients who actually open and read it may never need to download images. Also, some preview screens will allow recipients to read an email without opening it.

Thus, open rates are oftentimes higher than what is reported. Despite this, the open rate has stuck around as the most popular benchmark for email engagement.

When I look at open rates across an email program, it’s important to understand who is opening. If a program consistently has a 15 percent open rate, does that mean the same 15 out of 100 people open every email? Or is it a new group of recipients each time? The answer is likely somewhere in the middle.

I call this the “open rate churn.” It’s the percentage of recipients who open every email versus those who seldom do.

Analyzing the open churn rate will produce a more complete picture of the overall engagement of a subscriber list. It will help determine the offer and frequency, too.

Read more: 3 Email Marketing Metrics for Mobile, Multi-device Consumers 

The power of email marketing for building relationships

If you want to build relationships, don’t forget the power of email marketing. Consumers may be addicted to social media but that doesn’t make it the best relationship marketing channel. While social is great for brand discovery and content sharing, it is an unreliable way to continually speak to your customers.

Even if someone goes so far as to like your Facebook page, essentially saying that they want to hear from you, there is no guarantee that they will see your message because of Facebook’s algorithms. A Facebook user could see something like 15,000 things in their newsfeed at any given time, so the social media user may never see all of the content shared by their friends and the fan pages they like. Facebook uses an algorithm to figure out the best content for each user. If somebody likes your brand’s Facebook page they only have a 6.5 percent chance of actually seeing one of your posts each time it comes out. So even though that consumer has liked you and told you that they want to hear from you, they won’t necessarily get every message that you put out there. The same is not true with email.

As long as you have a good deliverability score, if a consumer opts into your list, the chances are they are going to get your content in their inbox. This relationship is a lot more valuable because instead of catching you when they happen to be in their social news feed, your message exists in the inbox where consumers check all of their messages.

Read more: The power of email marketing for building relationships 

4 Common Mistakes With Your Email Marketing Campaign

An email campaign seems simple enough. You compile a list, slap together some content and tag it with a quick subject line and then blast away!! That’s how many businesses owners approach their email marketing campaign: the quicker the better.

Unfortunately, this isn’t going to produce a successful email marketing campaign. If anything, it’ll probably hurt your overall marketing efforts. So instead of showing you what to do, we’ve decided to compile a list of common errors when it comes to email marketing. Let’s take a look.

Not Getting Consent

Before you even begin thinking about content, subject lines and other strategies, you have to compile a list of email addresses. This list should consist of people who are genuinely interested in your product or service. But if you don’t get the proper permission, you’re getting off on the wrong foot, and that wrong foot is about to get broken.

You see, not only are you going to turn off people by sending them email without their permission — these people will view it as spam — but you’re going to find yourself looking for a lawyer real quick. If you’re adding people to your list without their permission, that’s probably going to break some anti-spam regulation. Not exactly the start you were probably looking for.

Read more: 4 Common Mistakes With Your Email Marketing Campaign


The 5 D’s (Transformational Trends) of Email and Marketing

“We live in a D-world,” stated Thomas Le Thierry d’Ennequin from Vizeum at this year’s Golden Hammer conference. While listening to the talks, I counted five D’s: disruption, deconstruction, de-planning, de-materialization, and de-creativity.

We are now living in a marketing world characterized by 5 D’s. So let’s explore those D forces and how they make up new email and marketing trends.

1. Disruption: Unlearn everything you know

These days, it seems that wherever you look, an industry is being disrupted. Established businesses are always looking over their shoulders to make sure some app isn’t trying to revolutionize their industries and way of life.

However, not only traditional businesses should be wary—email marketers should, too.

Joanna Bakas, the managing partner of LHBS Consulting in Germany, encourages marketers to “unlearn everything we have learned.” Email marketers can’t be complacent when people’s daily lives online and offline continue to evolve. You won’t attract clients’ attention by sticking to old methods.

Email marketing (and every other kind of marketing, too) is still adapting to the mobile surge that began a few years ago.

One of the hot email marketing trends at the moment is extreme email personalization. Email marketing is moving away from bulk emails, and so we have to unlearn old strategies of “communicating to the masses” and instead learn the art of having intimate conversations with individuals.

Read more:

Read more: The 5 D’s (Transformational Trends) of Email and Marketing

3 Steps To Integrate Video With Email Marketing Automation

Many marketers have found that adding video to their email programs drives increased engagement and customer loyalty. People love watching videos online (4 billion video views on Facebook alone in 2014), and they aren’t all cat videos and sport bloopers.

Emails with “video” in the subject line have a 65% higher click-through rate on average, according to Vidcaster. When video is a central part of your email campaign, the CTR can be 200% higher than a similar campaign without video.

Email Video Strategies: Two B2C Examples

Video can help you cut costs and increase customer satisfaction as well as identify prospects and move them closer to a purchase decision when you integrate your email video strategy with your marketing automation and ecommerce platforms.

Read more: 3 Steps To Integrate Video With Email Marketing Automation

5 rules for the new era of email marketing

Even amid the explosion of digital marketing technologies over the past few years, marketers keep returning to email. The reason is clear — for the 10th consecutive year, email is the highest ROI-generating channel for marketers. For every $1 invested, email marketing returns $38. It’s 40 times more effective at acquiring new customers than Facebook and Twitter combined.

That said, email marketing today is far different than it was in 1995 when everyone was using AOL and Gmail was just a sparkle in two young engineers’ eyes. Modern marketers looking to engage customers, differentiate their brand, and grow their businesses need to live and breathe these five new rules of email marketing.

Long live the DIY marketer
The rule goes something like this: first technology makes things possible, then it makes things easy. We’ve hit that point in the marketing technology continuum. Sophisticated technology processes that were once left to the IT professionals are now possible for every marketer in any business or industry. Companies like Optimizely, Squarespace, Unbounce, and Shopify are leading the DIY marketing revolution. Complex tasks that used to take weeks (or even months) and an entire IT staff to accomplish can now be done in minutes. Marketers now own their destiny — and that means there’s no excuse for any marketing communications, including email, to be off-brand or off-message.

Read more: 5 rules for the new era of email marketing