10 Jan / 2017
Digital Marketing, we all hear about it, but what is it?
Digital marketing is a term used to describe the marketing of products or services using digital technology. Some examples of digital marketing outlets would be email, PPC, mobile advertising, blogging, social media advertising, SEO and Whitepapers or any other digital medium.
Here are 12 mind blowing digital marketing facts:
1) By 2019, 72% of US digital ad spending will be for mobile advertising. (Payfirma)
2) 2016 marked the first time digital ad spending surpassed TV ad spending. According to eMarketer, TV ad spending totaled $71.29 billion, while digital ad spending exceeded to $72.09 billion and continues to thrive.
3) The 4 digital marketing channels with increases in spending for the 2015 year were; email marketing 61%, social media 49%, mobile marketing 40%, and SEO/PPC 38%. (Relevate)
4) 74% of customers prefer communications via email. (HubSpot)
5) Each day, 20% of the search terms entered into search engines have never been explored before. (YouTube)
6) 48% of emails are opened on a cellular phone. However, only 11% of those emails are mobile friendly. As a result, 69% of mobile users delete emails not designed for mobile. (HubSpot)
7) 66% of consumers have received an email marketing message that resulted in an online purchase. (Direct Marketing Association).
8) After viewing the website’s home page and products/services page, a B2B purchaser’s next stop is the prospective sellers “About Us” page. (Content Marketing Institute)
9) 81% of marketers and advertising execs believe digital marketing technologies will lead their career path to shift within the next three years, but only 14% know how to transform themselves. (Fierce CMO)
10) 45% of email and Facebook users feel uncomfortable when they cannot access their accounts. (wersm)
11) According to Google, more searches occur on a mobile device than on computers in the US, Japan, and in 8 other countries. (signal.co)
As you can see, digital marketing is everywhere and only continues to grow! If you need any help constructing digital marketing efforts within your company give CAS a call today! 866-461-4693
02 Dec / 2016
Did you know that Email Marketing is 40 times more effective than Facebook or Twitter when it comes to gaining new customers? (Monetate). It’s important that you do it right to maximize your marketing efforts. With that being said, call to actions (CTA’s) can make all the difference when building effective email campaigns.
Here are a few pointers when constructing successful CTA’s on your email campaigns:
- Use buttons not text (or use both together) – according to campaignmonitor.com the use of a button attracts more of the customer’s attention and can increase conversion rates by 28%.
- Make the Call to Action Short- Keep your CTA down to 5 words or less. Often times longer CTA’s is one of most damaging mistakes with email. Typically, you only have about 8 seconds to capture your reader’s attention. Make sure your CTA is short and sweet yet effective.
- Have Only One Call to Action- Statistically; you will get better results if you limit yourself to just one call to action. Having too many can confuse the reader and you will lose their attention. If you cannot get away with having only one CTA be sure to give priority to the most important.
- Tell People What to Do – Many marketers may know this, for others, it might be an eye opener. You have their full attention now tell them EXACTLY what you want them to do. For example, “Shop Now”, “Look Inside” and “Buy Now”. For a list of more CTA phrases visit here.
- Make the Call to Action Stand Out – Use a color people will notice and place your button in a non-cluttered area. Although most marketers put their CTA above the fold, don’t be afraid to put it below your body copy based on how your message is told.
There is an interesting tactic to see if a call to action pops enough. Blur your eyes and look away from the page, then look back quickly and see which element you notice first. This method may not work for everyone, but it may give you a guideline of how clear your CTA needs to be.
There you have it, these are just a few of the many CTA ideas agencies use. Marketers all over are constantly looking for new and fresh ideas to make their messages stand out. If you are looking for CTA help on your next campaign CAS can help! Give us call today 866-461-4693 or visit us online.
02 Nov / 2016
Welcome to Hollywood! It was an attention-grabbing show this year at the &THEN DMA event in downtown LA. We were happy to connect with familiar faces and excited about the new relationships we made. Here are a few things that caught our eye:
1. Attendance- The first response from our industry peers was that the show felt like a ghost town. The exhibitors, attendees and the overall size of the show were down; it was different from years past. However, we realized right away the actual decision makers were the ones in attendance. No more padded conversations, you are talking with the person who needs your product and service. In this circumstance less is more.
2. Exhibitors- We noticed many new age software data compilation companies at the show. These new players can come in handy making the cloud a simpler place to store Big Data.
3. Theme- The main concept of the show was how data is captured and displayed to your marketing universe. The one stable concept we continue to see each year at the event is data. It doesn’t matter how fancy your system is to communicate with your audience. Marketers will always need the “offline” data to support and verify the new age of data compilation.
It is simple. Data is king. The various amounts of demographics available allow marketers the opportunity to enhance, verify and multi-channel communicate to their marketing universe. This can provide a better understanding of who their prospect or customer is. CAS/nSightful was started on this same age concept over 35 years ago. The basics, longevity and quality are what keep CAS on the map. In the meantime, we’ll see you at the show next year!
“Bounce” is supposed to be a fun word. It makes me think of being a kid again. Bouncing my basketball inside the house and driving my mother crazy. It may remind you of your kids bouncing off the walls, especially with the candy and sweets season in full swing!
Unfortunately, in the email world, bounce isn’t a fun word at all. No client or customer wants to hear that their email “bounced”! This means that the email did not reach its intended destination for one reason or another.
The definition of the word “bounce” as related to email, according to Wikipedia, is an email returned to its sender after failing to reach its destination.
A bounced email is sent back to its origination as “Undeliverable” by the receiving ESP (Email Service Provider). An example of an ESP would be Gmail, Yahoo, or AOL. When the email is returned to you, it is coded/flagged as either a “Soft Bounce” or a “Hard Bounce”.
Understanding the difference and how to manage each type of bounce is a vital part of being able to keep deliverability up. Keeping your IP and sending domain in a good standing reputation is crucial to the success of your campaigns.
When an email is returned and flagged as a “Hard Bounce”, the email is permanently bounced back to the sender because the receiving email address is either invalid/expired or does not exist, and will not be able to be delivered.
When an email is returned and flagged as a “Soft Bounce”, the email is bounced back to the sender due to a temporary delivery issue. There are a couple reasons why the email may have soft bounced;
– Recipient’s mailbox is full
– The mail server is temporarily unavailable
– Rejected for content or sender reputation related reasons
– Your message was too large (images or attachments).
– Your message was considered spam.
One of the most important things in email deliverability is making sure you are cleaning and updating your lists after each deployment of hard and soft bounces.
Hard bounces should be cleansed immediately and not sent to again. From time to time, even if you have delivered to an email address in the past, it may eventually hard bounce as the email address is phased out or deleted.
Most email deployment platforms have auto-cleansing rules that will help remove hard bounces automatically so you do not have to worry about re-deploying to them.
Soft bounces are returned with a “Delivery Response Code” and/or a “Delivery Response Message” in the bounce log. This will give you a better idea on why the particular email “bounced” and you can update your database accordingly.
In general, it is encouraged to re-send to soft bounced emails. Most email platforms are set-up to retry delivery on soft bounces up to a set amount of times until it is then considered a hard bounce and cleansed. Once you have tried to send to the soft bounced email three times, the best practice to suppress the record and not send to again.
If you are having a hard time cleaning up your database CAS can help! With our email verification and appending services we can make sure your campaigns go smoothly. Call us today 866-461-4693.
04 Oct / 2016
Are you actively using landing pages for your online strategy? If not, you should be. Landing pages can be used to measure email campaigns, pay-per-click, social media, coupons, free downloads and webinars, or they can simply be optimized to capture organic visitors who want more information about your products and services.
The obvious goal of the landing page is to convert the visitor into a warm lead. Forms are put in place to capture the visitor’s contact information. On average, landing pages have a conversion rate of 5-15% better than a main site page. (Hubspot) In addition, landing pages with video references can increase the conversion rate up to 80%. Videos featuring testimonials can increase a trust factor and keep people on your page for a longer period of time. (Source: eyeviewdigital.com)
It is a good practice to create a new landing page for every offer or campaign. The more landing pages you have online the more opportunities there are for converting web traffic into warm leads.
Another great option to drive more traffic to your landing pages is to include social media sharing links. This will allow your visitors to share your offer/content in the hopes they will send more visitors your way.
Here are some other fun statistics about landing pages:
48% of marketers using landing pages build a new one for each campaign. (Source: MarketingSherpa)
Building and testing landing pages is considered one of the top five challenges by B2B marketers. (Source: Impactbnd)
68% of business marketing to b2b use landing pages to gather new sales leads. (Source: MarketingSherpa)
Companies that have more than 40+ landing pages get 12 times more leads than those with 5 or less. (Source: Hubspot)
16% of landing pages do not have navigation bars. (Source: MarketingSherpa)
You have 8 seconds to grab the attention of a viewer on a landing page (Source: interactivemarketinginc)
Landing pages should be free of all navigation links so there is only one single call-to-action. (Source: thelandingpagecourse.com)
42% of landing pages have offer-related images that are not linked. Source: (MarketingSherpa)
The most valuable piece of information you can capture is a visitor’s email address, this gives you permission to continue marketing to them. (Source: thelandingpagecourse.com)
The bottom line, landing pages should be a vital piece of your company’s marketing efforts. Once they are set-up the work is done for you and they make analytics, reporting, and testing a much simpler process.
If you are looking organize a campaign utilizing landing pages CAS can help! Give us a call today at 866-461-4693 or visit us online at cas-online.com.
31 Aug / 2016
What is multichannel marketing, and why should you care?
Multichannel marketing is the practice of targeting customers through a combination of marketing channels. Campaigns that cross diverse channels with a continual message provide more opportunities for customers to interact with your company.
There are a slew of diverse marketing channels available to connect with your customers today. It seems the outlets are limitless, this can allow for new and creative ways to interact with customers. Many of the popular marketing channels are direct mail, email, print ad, telemarketing, radio, websites, apps, blogging and social media just to name a few.
Soon, companies will be enlisting the help of AR monsters (Augmented Reality Monsters) in the hopes of luring in potential buyers. This is proof that new marketing channels can pop up at any moment.
Now on to why you should care.
How many times have you found yourself sitting down to watch your favorite show on a Friday night? If you are anything like me, my guess is often. I am also assuming, like most, you have a smart phone or tablet in hand, scrolling Twitter or Facebook? Crazy right?
Today, people are consuming media more than ever. Some are even using multiple devices at one time to stay connected. Being visible on a multitude of channels is a must if you want to stay ahead of the competition.
There are thousands of tv channels and websites, providing more choices for consuming media. YouTube, Instagram, Facebook and Twitter are words ingrained into our everyday vocabulary. Before consumers purchase an item they are watching talk shows, reading blogs, searching Twitter to see what people are saying, checking Facebook for reviews, and then finally purchasing. The path of today’s consumer is much different than it was 5-10 years ago.
The goal of multichannel marketing is to create multiple touch points with your customer. Advertising your product across diverse channels allows your customers to consume and interact with your company in their preferred method.
If you are looking to construct a multichannel marketing campaign allow CAS to help! With our email marketing, direct mail and list packages your opportunities are endless.
Call today! 866-461-4693
18 Aug / 2016
They are all the rage! Personas are representations of your current customers. A Persona describes who your customers are, what their goals are, and their behavior throughout the buying process. A successful marketer knows how to identify their best customers.
Believe it or not, Personas first came on the scene in 1983 in UX (User Experience) design with Alan Cooper a pioneer software developer. (Source: Wikipedia) Cooper began using a prototype of what the persona would become utilizing data from casual interviews with seven to eight individual software users.
In 1995, Cooper became curious on how a specific rather than generalized user would operate with the interface of his software. This lead to the publishing of his 1999 book titled: The Inmates are Running the Asylum, this book offers information on the best practices for creating personas and recommends that software should speed the user towards their ultimate goal.
In addition to Cooper, the concept of understanding customer segmentation in marketing was an idea of Angus Jenkinson. (Source: Wikipedia) Angus Jenkinson is a professor, entrepreneur, consultant, writer and photographer. Jenkinson was born in Africa, moved to Scotland as a child and finished his education at Oxford University achieving a MA Hons in English.
Jenkinson’s method of Personas suggests creating fictional characters to represent customer segments. Jenkin’s approach humanized analytical data and helped marketers connect with the wants and needs of their target market. Jenkinson’s approach became so popular it was adopted by OgilvyOne Worldwide (Source: axzm.com) an interactive marketing company.
Personas in marketing are a powerful tool; they find a human connection in heaps of analytical data. If you are interested in targeting specific Personas CAS can help, we have over 210 million individuals modeled from our analytics team. Our Personas were characterized from hundreds of demographics, including actual transactional data, as well as self-reported interest and behaviors from product registration cards and surveys.
Our 36 Persona segments make it possible for marketers to target their prospect households who not only share the same socioeconomic status, but who also act similar in their purchasing habits. Persona segmentation can lead to improved prospect marketing effectiveness, and give you a competitive edge in the marketplace.
Additionally, appending Personas to your customer database will enable you to identify, upsell, and cross-sell opportunities within your existing customer database. Personas can assist list owners in the development of new products and services, with tailored messages designed just for them.
04 Aug / 2016
With the popularity of the internet and social media it’s hard to remember that direct mail is still a valid marketing outlet. The fact remains, direct mail is still successful and widely used today. More than 8 out of 10 households read or scan advertised mail they receive.
Direct mail is also an effective way to gain new customers. More than 39% of customers try a product/service for the first time because of direct mail advertising (DMA). According to the USPS, over 60% of direct mail advertising recipients were influenced to visit a promoted website with the heaviest influence being on first-time shoppers.
The success of a direct mail advertisement is broken down into 3 percentages – 40% is attributed to the targeted mailing list, another 40% is the offer that listed or promoted. Last, 20% of the success is the mail piece design and format. Getting your message in front of the right target audience with an offer they can’t refuse is the key. (amazingmail.com)
In addition to the above, we have found a few other tips that may help your next direct mail campaign:
- 5 Tips for a Successful Direct Mail Campaign:
- Personalization – Create a sense of familiarity, studies show you can increase your response rates by 10-50% with the use of personalization on the advertised mail piece. In addition, combining personalized postcards and personalized landing pages online (PURLs) you can double your response rate. (amazingmail.com)
- Timing – Studies show Monday afternoon is the best time to send a direct mail advertisement. This allows for a delivery of Tuesday or Wednesday and gives sales people the rest of the week for follow-ups. When direct mail pieces arrive later in the week the effort may be lost from a disconnection over the weekend.
- Call to Action (CTA) – Creating a killer (CTA) is vital. If you are not using this marketing practice on your direct mail advertisement you could be missing out on prime opportunities. Reiterating the (CTA) at least three times has proven to be a great practice.
- Wording -Moreover, the wording of your offer matters. Dollars off will outperform a percentage $10 off $100 may outperform 10% off up until you start using a percentage of 50% then that rule switches; Buy One Get One (BOGO) should beat half off. Eliminate restrictions if possible and list an expiration date to express the urgency.
- Uniqueness – With direct mail you have the opportunity to be infinitely creative and make it stand out from the rest. With the use of the phycology of color putting thought into your color pallet can help impact your efforts.
Furthermore, use eye catching photos with a 4-color gloss and a unique cut or size, this can make your postcard stand out. In addition, postcards that are larger are read more often.
Should you be using an envelope for your mail piece oversized envelopes have shown the best response rate. “Lumpy mail” is another way to make your direct mail piece stick out. It makes the mail piece three-dimensional, more official and very intriguing; and of course your recipient will wonder what’s inside. With lumpy mail you could promote your business with swag items that include pens, calendars, notepads, coasters and more.
In conclusion, if you want your direct mail advertisement to stand out you must so something different form the norm. With targeted mailing lists and lettershop services, CAS can partner with you to make your next mailing successful. Call 800-524-0908 today!
15 Jul / 2016
Out of the 205 billion email messages that are sent per day, how many of them catch your attention?
A first impression is everything; a great subject line could make or break your chances at peaking someone’s interest. Regardless of whether or not your email gets opened, your subject line will be seen.
10 Tips for the Perfect Subject Line:
Keep it short: Less is more, subject lines with fewer than 50 characters have open rates at 12.5% or higher, the click-through rates of those emails are 75% higher. (Source: Constant Contact)
Spam Triggered Words: Stay away from words such as Free, Guarantee, Cheap, Apply Now, Click, Credit and Obligation they are common words affiliated with spam blocks. For a more extended list you can check out a great article on Mequoda
RE: or FW: In addition to annoying your recipients using RE: or FW: in your subject lines can trigger spam filters. This has been a common practice of spammers and frankly, most of your customers are too smart to fall for it.
ALL CAPS: Stay away from using all caps. You can emphasize your message but don’t sound too desperate. Using all caps may help you stand out, but not in a good way.
Tell the Truth: Don’t mislead your subscribers. If your subject line doesn’t match your message recipients could be confused and your email could be flagged as spam.
Emojis: Emoji symbols are a new trend in subject lines. They get your attention, but not all email platforms support such characters so proceed with caution.
Numbers: When used correctly, using numbers in a subject line could help your open rates. People love numbered lists and promise the reader this won’t take long. However, try to stay away from percentages as they may be to sales-y
Questions: Questions are a great way to engage your reader’s curiosity. Many times a question will persuade your readers to open the email in search of an answer.
Call to Action: It’s never a bad idea to include a call to action in a subject line. Of course, it can be challenging given the character space but it can be done. Here are some call to action tips from WordStream that may help you in your next campaign.
Preheader Text: Preheader text is the subject line’s lesser-known brother. It is a short summary of text shown after the subject line. Many email builders allow you to create a custom preheader in the header of your email, it can also be done manually in HTML. Preheaders are used to give the recipient more information before they open the email before they proceed to open it.
To put quite simple, your email subject line is important. A great subject line can help build brand awareness, increase your open rate, drive more sales and simply get the attention of your subscriber.
If you are looking to put together a marketing campaign and need some expert advice give CAS a call today! 866-461-4693
30 Jun / 2016
Email Marketing is alive and well and will be for a very long time. Don’t listen to the naysayers who declare that email marketing is “dead”. There are over 205 billion email messages sent per day. That means 2.4 emails are sent every second and up to 74 trillion emails are sent yearly. This number is expected to rise at an annual rate of 3% over the next 3 years.
On average, subscribers receive 416 advertising emails per month. For every $1 spent on email marketing, the average return is $44.25 (Source: emailexpert).
CAS, Inc. offers effective ways to reach your best prospects via email. We have complied one of the most robust databases in the industry with the ability to segment highly refined audiences for your targeted email content, postal messages or phone communications. Download our new nSightful Xchange Data Card here.
6 advantages to Email Marketing:
1) Email Marketing provides the ability to distribute information to a wide range of specific, potential customers at a relatively low cost. Compared to other media investments, email is less expensive per contact. The Direct Marketing Association (DMA) has found that email marketing has a return on investment of 4,300 percent.
2) With the right email campaign, an exact return on investment can be tracked and has proven to be high when done properly. Email marketing is often reported as second only to search engine marketing (SEO) as the most effective online marketing tactic.
3) The delivery time for an email message is short (i.e., seconds or minutes) as compared to a mailed advertisement such as a postcard, magazine or flyer (i.e., one or more days).
4) An advertiser is able to “push” the message to its audience, as opposed to website-based advertising, which relies on a customer to visit that website.
5) Email messages are easy to track. An advertiser can track users via autoresponders, web bugs, bounce messages, unsubscribe requests, read receipts, click-throughs, etc. These mechanisms can be used to measure open rates, positive or negative responses, and to correlate sales with marketing.
6) Tracking and response metrics enables you to tune your email by a process of testing different creatives, subject lines and call to actions.
Whether you are marketing to internal data or looking for new email prospects CAS has you covered. With over 200 demographics and 132 million email addresses CAS can construct a highly responsive and targeted email marketing campaign for your business. Contact us today 866-461-4693.