May 2015 – In this issue
What’s New? • Meet the Team • FAQ of the Month • Best Practices
Retargeting Programs-Retargeting is not new, however, packaging it with an email campaign is a great way to prolong your messaging to new customers. In 2015, we did more than 100 campaigns that tied together an email message and either an impression retargeting campaign or another email blast. Open and click thru rates remained very strong with this two-touch program.
The trifecta is to put the email together with a retargeting effort and direct mail. This three prong approach will keep the messaging up using multiple channels with the purpose of taking a potential customers through the sale process quickly and, potentially, to the buying stage!
We recommend an email deployment, followed by 10-20 days of targeting impressions with a postcard 3-4 weeks after the initial email.
Meet the Team
opens IMAGE file Valerie Tintero TBD
FAQ of the Month
How are you seeing mobile email driving your clients’ usage? Answer: As the number of smartphones continues to grow, e-mail usage on mobile phones is also soaring and has become main stream in the U.S. Mobile phone and smartphone e-mail usage jumped 36% 2011, equating to 70.1 million mobile users used e-mail at least once in a month. Meanwhile, the number of people who used e-mail almost every day increased by 40%. Findings refer to both e-mail accessed through a browser or through an application such as Exchange on a mobile phone or smartphone. The findings did not include laptops or tablets. Mobile e-mail has reached about 78% of the smartphone population. Users between 25 and 34 years old were 60% more likely to access mobile e-mail than the average user, while those between 18 and 24 were 46% more likely to do so. Men were 14% more likely than women to use email on smart phones. Furthermore, customers increasingly need [e-mail and related contact functions] not just on one device but two or more devices, like a BlackBerry, iPad or pc. Business users with mobile devices should be able to replicate the key features of a desktop e-mail experience, including e-mail synchronization, scheduling and accepting calendar invites, and the ability to access contact information from both the mobile contacts list and desktop address list. Further, the mobile surge is accelerating. With near field communication (NFC) devices coming into the mainstream over the next year, and companies like Square changing the point-of-sale options, our phones are going to become the consumer’s wallet and the retailer’s storefront. Based on such marketplace currents, the International Data Corporation has predicted a compound annual growth rate of 16.6 percent for mobile Internet use, with mobile Internet traffic eclipsing PCs and wire-line devices by 2015. Mobile devices will continue to provide the richest, most fully featured experiences and we’ll see the gap continue to grow. Conclusion: We see users receive email on many different platforms which in turn makes email an amazing sales delivery option, one message on two devices or three or four, the chances to be in front of a customer is huge.
5 Ways To Ruin Your Email Marketing Campaign – Email marketing is by far, the best tool in your digital toolbox. However, just because we can all hit “reply” or “forward” that doesn’t mean that we all will be successful with email marketing. Email marketing is both a science and an art, and we’ve seen many a science experiment in email marketing gone way wrong. Don’t worry…we’ve pulled together the top ways we’ve seen email marketing campaigns ruined.
- No Call To Action. You want to do marketing, but you don’t really know WHAT you are marketing. That can be a BIG problem. That’s why the best email marketing campaigns run off of clear calls to action and clear offers. When you know what you want the reader to do, you will have a clear behavior pattern. However, you can’t be the only person who knows what that call to action is; you need to make sure that it is crystal clear what you want the viewer to do as well.
2) Bad Subject Lines. The subject line is arguably the most important part of the email. That is the make or break point where a email user decides if the email is worth their time to even open. Make sure you focus your subject lines to be informative, concise, and interesting. You want to make viewers feel like they are missing out on something by not opening the email! ****
- Run One Email Campaign. We know it. You know it (deep down). But, for some reason, we see marketers running only one email in their advertising campaign. You can’t have an effective email advertising campaign with only one send! You have to send multiple emails, and even incorporate other advertising options. Consumers rarely make a decision to buy on the first interaction with a brand. That’s why you must design a campaign that focuses on multiple email sends.
- Bad Graphics. We have an amazing team of graphic designers who create stunning artwork and html to make your email shine. We also allow our clients to provide artwork themselves, and that is usually where we see the failure. Many people don’t take the time to have properly branded creatives made for their campaign. Graphics that are cluttered, hard to read, clashing colors, and sloppy will turn off customers immediately. Take the time to have a professional create a winning design for you so that you email marketing campaign has a chance to succeed.
- Bad Data. Data is key in today’s digital marketing arena, and you need to be smart with how you use it. A properly-defined list will focus your audience to the people who are most likely to actually be interested in your message. We see marketers make the mistake of staying too broad with their target audience, when they could refine it much more. At Data-Dynamix, we have a whole team dedicated to helping you define and focus on your target audience so that you can have a killer email campaign.
Email marketing can be incredibly effective for your business, but it can also be a waste of money if you don’t approach it in the right way. At Data-Dynamix, our goal is to help you succeed with email marketing and other digital advertising solutions, so that you stop wasting money on marketing that simply doesn’t work!
We get asked about subject lines all the time and our best advice is a phrase that is 50 characters or less (including spaces) that is compelling so the recipient wants to open the email. This great article takes our feedback even farther!