Posts Tagged ‘digital marketing’

Feb 15
2013

Email Marketing Tips Part 1In case you missed part 1 and part 2 of this series, I discussed:

  • How and why you should segment your list
  • Quick tips on how to capture quality subscribers
  • Clean your contact list by optimizing your unsubscribe process
  • How to present information that will keep your subscribers engaged
  • And one of the most important tips – that spelling matters

In this post, I’m going to discuss avoiding “spam”-like subject lines, and how and when to assess the best time to send out your post.

Hook, Line, and High Open Rate!

9. Get creative with subject lines
Would you open an email with your own subject line? If you are selling a product or service, you will need to be creative in the way you communicate that in the subject line, sparking the readers interest, but without overselling it. Apple, for example, always has great subject lines that entice customers to open their emails (see image below).

apple email subjectline
“Overselling” or being too excited could otherwise lead your email into their spam folder and never be seen. Avoid using phrases, without qualifiers such as:

  • “CLICK HERE!”
  • “FREE!”
  • “BUY NOW!”
  • You won!
  • Don’t delete
  • Earn $$
  • Free!!!

Using ALL CAPS & exclamation marks almost guarantees your email will get lost in spam. Subject lines should be brief but also provide incentive for the viewer to open the email. Apple’s subject line is so great because of its simplicity. Their main goal is to sell the new iPad and they make sure to include the product in the subject line without quick sell phrases.

Check, Check, Ready to Send

10. Time it correctly
Now that you’ve got the right content, audience and subject line – it’s time to send the email. What is the best time to send? After some research, E-Nor finds it best to send out email blasts on Tuesdays and Thursdays around 11am PST for our clients. According to MailChimp, Tuesday and Thursday are the highest volume days. MailChimp (http://kb.mailchimp.com/article/when-is-the-best-time-to-send-emails) discovered that, “more people open email during the day than at night.” Below is MailChimp’s Email Opens by Time of Day Chart. According to the data, subscribers are more likely to open emails after 12pm, more specifically between 2-5pm (see chart below).

best time of day to email chart - mailchimp 2012
However, the real answer is it depends on the nature of your business. If your audience consists of working executives who check their email in the morning at their office, this might be a good time. However, if your audience consists of moms who check emails early in the morning before their munchkins wake up, you might have to adjust accordingly. The only way you will know though is to test, measure, and optimize. Send different types of emails over a few months and gauge what time gets the best open rate.

You may think that time and day doesn’t matter because the email is sent to the customer’s mailbox either way, but it makes a big difference whether a customer deletes the email or takes a few minutes to read it.

Conclusion

Following these tips will help you organize your emails & email lists. Most of them are pretty straightforward and in the long run will benefit your company’s open rate. Be sure to look out for more of our email marketing posts, including tips for email design, and measuring email marketing.

Sep 01
2011

Chart Incline
An age old debate never seems to settle is whether Analytics is hard or easy. Ironically, this debate could be resolved if we (those of us in the web analytics industry), simply realized that analytics is both hard and easy. What’s certainly hard is convincing end users to commit and leverage analytics and make better use of data. When more people become data driven and adopt analytics, then analytics geeks (such as yours truly!) will find themselves impacting strategies at the executive table. Marketers, business owners and consultants could benefit greatly from making the “easy” accessible and the “hard” simplified.

To reach this goal, marketers need a guide to help build the marketing accountability that analytics, and smart people, bring to the table.

I hope to provide this guide and structure in my 7-Step Analytics Reporting Framework whitepaper. This framework will help marketers navigate through seas of data and reports and leverage insights to impact their business.

You can download the full whitepaper here.

Download Whitepaper

And for those of you on the go, here’s a quick outline of what to expect:

1- Define your requirements

Clearly identify what you need to measure and extract key data to measure your performance. This is the foundation for all following steps.

2- Know your channels

Pageviews alone won’t cut it anymore.  Different media platforms require different measurement approaches and techniques. Understand the characteristics of your channels and how to track each of them.

3- Trim your metrics

When it comes to reporting, apply this strategy: “less is more”. Just because you have a lot of data doesn’t mean you need it all.

4- Segment for context

Absolute numbers and aggregates hide a wealth of insight and can be very misleading. . Segment and allow “context” to give your data meaning.

5- Put intelligence at your service

Let computers crunch the numbers. Let reports detect and flag significant changes in your key performance indicators automatically. (If you are not a Google Analytics user, it’s time to jump on the bandwagon and leverage its powerful Intelligence engine.)

6- Integrate reporting

Data from your website offer just few pieces of the puzzle. Incorporate data from mobile, social, offline, competitive, etc. and look at the big picture.

7- Automate

Tired of manual reporting? Automate your reports. This gives you more time to do proper analysis.

Bonus Step

Channel Attribution & Multi-Channel Funnels

Download the full whitepaper here. Feel free to comment and share.

Download Whitepaper