Email remains one of the most effective marketing methods available … but you have to get it right.
If you’re not careful, you risk your messages being ignored or relegated to a spam folder. It’s a delicate balancing act keeping your company at the forefront of your client’s mind and sending them too many emails.
Commitment and persistence can pay off as the EveryCloud infographic we have for you below, suggests.
69% of consumers will delete messages because they receive too many of them or because they feel they’re not relevant.
Blasting out a generic email to everyone on your list, (“Spray and Pray“) … while simple enough with today’s technology, is unlikely to be effective if it’s not personalized for the recipient.
This also begs another question … how many communications are too many?
We think a shift in the definition of what a Spammer is, needs to occur.
A spam email is not just judged on the frequency it is sent, but also on its content. Yes, spam is receiving a ton of unsolicited offers of Keto diet secrets, Chinese herbal cures for diabetes and improved potency potential!
We’ve all been on the receiving end of these types of email and because they are not relevant to us, we view ourselves as being spammed. Even once is too often for these kinds of emails.
Today’s consumers are more demanding than ever before. They want to be treated as individuals and expect businesses to provide them with individualized solutions. This carries all the way through from an initial product or service offering to your follow-up marketing efforts as well.
We all need to start reevaluating the way we set up our email campaigns. We need to make sure that if we’re sending an email to a subscriber, they will feel it’s relevant for them.
The generic email is dead! It’s not enough to type out a quick message, put your client’s name at the top and hope for the best
Not sure how to begin personalizing your next email campaign?
Consider enlisting the services of a Digital Business Consultant who’ll help your message stay out of the spam folder and resonate with your target customers.
In 2013, things were pretty good for Tom. As a business owner, his company had a strong word of mouth reputation for both quality and speed of service. Every day, he lived his core value of providing exceptional customer service. He believed his reputation was key to the growth of his business and would provide him with his dream of leaving a legacy for his 2 sons.
Tom was never much of a believer in technology though. His company’s only digital asset was a website. Sadly, it was never a priority for Tom. It was never updated and didn’t display correctly on mobile devices. Because of this, any visitors Tom did get, received a poor first impression and left straight away.
Fast forward to 2019 and Tom’s dream remains just that. The business only provides him with an income. There has been no growth.
Tom’s competition, however, embraced digital transformation. As a result, his competitors engage customers with a seamless experience across all browsers and all devices.
They often appear on page 1 of Google because they provide the information people are searching for. Because of this, his competition are seen as experts and people finding them in search results are more likely to become customers. Their “digital word of mouth” reviews are only a mouse click away and available 24/7!
With Live Chat, appointment scheduling and safe payment integration, digital customers are also delighted by the speed of the experience and become advocates for the company. Integration allows these companies to put some tasks on autopilot, allowing them time to focus on business growth and attracting new customers.
Tom now realises he was wrong to ignore digital transformation and integration. He knows the best time to adapt, integrate and grow was 6 years ago…the second best time, is now!
If your existing efforts, like Tom, have stalled, begin your digital transformation today with the services we can offer you.
In today’s world, the use of mobile devices is so much widespread that businesses are taking advantage of this fact to reach various people. According the infographic provided by AppGeeks, users spend 59% of their online time on mobile devices and just 41% on desktop computers.
The number of active smartphone users has surpassed the one billion mark and, according to research, people check their phones 80 times on average within 24 hours. This, in turn, gives marketers an excellent opportunity for advertising.
The best thing about mobile marketing is that it offers various ways for brands to market themselves through the use of SMS, emails, apps, QR codes, push notifications, Bluetooth, location-based services, in-game marketing, and mobile site redirection.
As a business owner, you can opt to use any of these tools depending on the objective of your campaign, just like how big brands
successfully use them.
For instance, Tao Nightclub used a mobile marketing campaign to send out a text offer to its subscribers, which led to an 11% redemption rate and $1,770 in additional admission fees.
Nissan used an interactive video in 2014 to get people to learn more about the features of the cars on sale by tap touching the screen. This campaign helped the company to accomplish a 78% completion rate and a 93% engagement rate.
As for Topshop, it decided to add a new mobile layer to its site, which resulted in a 4% increase in the number of items added to the basket and also, the search bar it added led to a 5.8% increase in CR.
To gain more insights from other businesses on how to successfully use mobile marketing, check out this infographic, from appgeeks.org
There was a light bulb moment for me when I was first introduced to acronyms. SOHCAHTOA helped me navigate the mental torture of trigonometry. BOLTSS, the six essential features of a map.
In Healthcare, (where I spent 20 years), acronyms abound to aid recall of physiological processes.
My favourite acronym though is the SMART Digital approach. It helps convey plans and timelines when developing a digital marketing strategy for clients. I liked it so much, I even called my agency Smart Reach Media.
Reach is the amplification and distribution of a message to achieve greatest digital penetration. An example of reach could be the number of unique visitors to a website each month.
SMART digital marketing is Specific, Measurable, Attainable, Relevant and Time-Scaled.
At the core, any business needs to stand out from the competition and communicate a unique selling proposition.
Simple Who, What, Why and Which questions clarify the process and make it Specific.
Who is involved? What do we want to do? Why are we doing what we are doing? Which constraints and requirements are there for the project? Goals seem more attainable when objectives like these are established early in the planning process.
There are many Measurables these days. Likes are important but your Bank Manager won’t take them as part of your interest repayments.
Digital Marketers analyse Click-through and Bounce Rates and use A/B split testing.
Google analytics and Facebook provide audience insights. The user experience on the website is modified accordingly.
The Digital Business Consultant delivers this information in easy to understand language for the client. The data helps the marketing process for the business.
Appraising the available resources and constraints at the business level is Attainability. This is necessary to improve performance.
Up to this point, the process has set Relevant goals to achieve short and long-term business goals.
This all needs to occur within an acceptable Time-Scaled period for the client. The designer needs adequate time as well to deliver their best work.
Benjamin Franklin said, “By failing to prepare, you’re preparing to fail.” Your business will benefit from a structured development phase between you and the Digital Transformation agency.
A successful business understands it’s essential for growth to anticipate customers needs. An organisation’s website is the first point many consumers encounter a brand. It’s essential to create a lasting first impression and should incorporate 3 essential elements for the user.
We’ve identified the 3 elements as Omnichannel, navigation ease and selfishness.
The Omnichannel marketing approach provides the customer with a seamless experience. The customer can be shopping online, by telephone or in a bricks and mortar store.
Many organisations find it difficult to keep up with technology. Editing and launching across many channels in a personalised, Omnichannel manner, is time-consuming.
Partnering with a Digital Business Consultant can help to reduce technology overwhelm. They show you how and where your business should exist in the digital space.
This includes integrations with your responsive website design. They include social media presence, email and other paid marketing.
80% of people based their purchasing decision on the look of a website they visited and how easy it was to navigate.
If your website was designed 5 years ago, it’s time for a refresh!
Understanding people’s problems and providing solutions will always perform better.
Your consultant can continue to ensure your digital assets look and perform their best all the time in the future.
Nomophobia is the fear of being without one’s mobile phone…yes, it’s a real thing! 66% of people describe their smartphone as a “lifeline.” 87% of Millennials say their phone never leaves their side, day or night!
With this kind of device attachment, mobile optimised design and navigation are paramount. Neglect mobile design at your peril!
Your prospects have a penchant for tablet devices too. Some great tools exist to test views on a range of devices. Check out how your site looks on a Kindle Fire or an Asus Nexus 7!
As digital expectations accelerate, customers expect personalised experiences that assist them through to the purchase decision.
80% of people are unable to make this decision in real time unless they refer to a digital device first. Many purchasing decisions by consumers rely on consulting online reviews first.
It’s vital for the business to ask for positive testimonials. It’s as important to show how you deal with negative ones. Social Media integration is the ideal medium to show the human face of your brand. Timely replies to customer issues and relationship building are the beneficial results for all.
A successful digital marketing strategy is always trying to leverage people’s selfishness. At every point in the digital marketing cycle, people are always trying to meet a need to survive and thrive.
Impatience, need for immediate gratification and pleasure-seeking are the embodiment of this need. Google even has a name for these behaviours. It calls them, micromoments.
In 2017, people who complain, expect a reply on social media within the hour. They want the business’s sole concern to be improving their experience.
Live chat integration can reduce this wait further to almost zero and is becoming the norm. There are even free versions for fledgeling lean startups.
Need automated booking or online scheduling of your services, with multiple consultants? Your visitors will appreciate this integration into your Digital Transformation.
The services of a Digital Business Consultant can produce significant savings to any organisation. The financial benefits of outsourcing can be significant.
An appropriate and scalable platform, with integration capabilities, should be part of the initial advice you’d receive. You can save thousands in the long run and prevent having to rebuild in the future.