With the holidays upon us, to say consumers will receive an excessive amount of emails is an understatement. Between Thanksgiving and Christmas our inboxes are going to be blasted with countless offers, blog content and more. The million dollar question is: to open or not to open such email and ignore it?
You will have to add this question to your marketing strategy. Not a tough one, but at times rather annoying. Why? Because, the average consumer receives 88 emails per day (Source: textrequest.com), Just look at your inbox and take inventory.
If you are a marketer selling any product or service through email, please put major thought into your subject line. It is the door opener to your offer/content. Here are our top 7 tips for a subject line/email worth an open:
1. Keep it short: There is very little need to elaborate here, do not use long sentences. Use 50 characters or less. Keep in mind those using a mobile device to view their emails.
2. Segment your list: This is about getting the right content/offer to the right audience. Only send relevant content to your audience to prevent frustration. For instance, if you are a brick and mortar business, don’t send your offer to out of towners. Geo segmentation is a way to target your list, but you could also do so by: age, persona, past purchases, browsing history and so much more. Be sure to translate this into your subject line.
3. Don’t deliver the goods: Don’t tell them what’s inside. Remember, you want them to open the email and interact with your content. If you are sending a coupon code, say: “Your coupon code inside”, or “Your offer awaits”.
4. The right content at the right time: This may not be related to subject lines but hear us out. When you hit that send button, the deployment time could make or break the chance of your email getting opened. For example, I have a full time job, a wife, and three kids. I look forward to offers via email. However, I don’t have time to go through them until the kids are in bed. So, if companies targeting my ‘persona’ deliver their email to me during the night hours, they have a guarantee open from me.
5. Don’t scream at them: For the love of your customers, DO NOT SCREAM at them. By screaming we mean leave all caps alone. Enough said.
6. Ask questions: I personally love this method. When you ask a question, people like to engage and find the answer. It’s like reverse psychology. As an example, questions like: “Can you afford ____?”, “Have you looked into ____?”, “Did you see what I sent you Yesterday?” These are all good examples of subject lines that may peak your recipients interest.
7. Test, test, and test: Subject lines are like going “all in” without any guarantees, therefore, test your subject lines. Keep a journal to record what you’ve used in the past and make comparisons. Track every move you make and use the data to make smarter decisions going forward.
If you need more email marketing expertise we would be happy to help! Call nSightful 866-249-1977 and get your show on the road.
10 Apr 2017
The average office worker gets 121 emails per day. How can we keep our contacts from unsubscribing? That is a question many marketers face each day. Below are 5 reasons folks may be unsubscribing from your emails.
- Your email doesn’t display correctly
Many times an email can view correctly in your inbox but may look different in others. In addition, over 50% of emails are opened on a mobile device.
The key is to make sure your email renders correctly for everyone, you can achieve this utilizing tools such as Litmus or Inbox Inspector. These online tools allow you to see what your email will look like across a variety of different platforms and email clients.
If changes are needed, you or your designer can recode accordingly and you can sleep better at night knowing your email looked amazing in everyone’s inbox.
- Your email has too much going on
Make sure your email looks professional. You don’t want to be classified as spam or your recipient’s may unsubscribe. Stay away from image heavy emails that may take time to load. A good rule of thumb for email design is 30% image and 70% text.
If your email looks too funky it may send the message that you don’t care about your brand or your business. If you are not utilizing customized templates you may need to reach out to a graphic designer to make sure your message is visually appealing, clean, and is in the correct formatting.
- You’re constantly trying to sell
Over advertising your product or service can cause people to unsubscribe. There is a general rule of thumb to go by called the “80/20 rule”.
80% of your emails should be educational based pertaining to your industry; this includes whitepapers, webinars and helpful tips. Educating your customers/prospects can make you stand out as a leader and you will gain the trust of those needing your services when the time comes.
The other 20% should be sales or offer related. (Source: cio.com)
- You are sending too many emails
Research findings have discovered the number one reason why people decide to unsubscribe was because they simply receive too many emails. A nice way to save a subscriber would be to give them an email frequency option in their profile.
In addition, autopilothq.com did a study on 327 companies proving that sending email communications every 2-4 weeks generates 2X the leads.
- You aren’t targeting the right Personas
There is nothing worse than being bombarded with information that doesn’t pertain to you. Understanding your customer/prospects needs is an important part of marketing effectively.
A Persona describes who your customers are, what their goals are, and their behavior throughout the buying process. Personas find a human connection in heaps of analytical data.
By taking time to understand your customers/prospects, you can effectively tailor your email messaging to their needs and giving you a competitive edge in the marketplace.
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.
“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.
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.
10 Nov 2015
‘Tis the season to capitalize on your marketing efforts and optimize your email marketing strategy. The holiday season presents a major source of revenue for most businesses, so it’s important to have your holiday email strategy ready to go. Follow our six tips to ensure this year’s holiday season is a success!
1. Identify Holiday Segments
By segmenting your audience into categories, you can build different email campaigns and target each segment with a specific creative that will resonate with your audience. Segments can be built using data points such as time of purchase, purchase frequency, or type of products different customers have purchased. By identifying these categories, you can send exclusive holiday deals to your best customers or target last-minute shoppers based on last year’s purchase data.
2. Map the Customer Journey
Mapping your customer journey can help determine the right marketing message to send at the right time based on their shopping behavior. By establishing the patterns of your customer’s buying journey during the holiday season, you can better predict their next action. This will allow you to automate your email campaigns to trigger content and offers based on customer behaviors such as abandoned shopping cart, abandoned web browser, or product purchase.
3. Create Holiday-Specific Content
Consumer behaviors change during the holidays and so should content. During the holiday season, content will have a different tone. Content should announce your holiday plans, remind your audience about special offers, and include important dates and deadlines. When done the right way, content is a great way to increase engagement and build brand awareness.
4. Participate in Giving Tuesday
Partnering with a local charity, school, or organization to help raise donations is an important part of the holiday season. Consumers are more likely to have a positive view of a brand that gives back. Planning an email campaign focused on Giving Tuesday is a great way to strengthen your brand.
5. Tie in Other Marketing Channels
Email should be tied in with other marketing channels. This is even more important during the holiday season because a large portion of revenue can be generated during this time. Syncing holiday related copy on landing pages and social media should tie in or pick up where email content left off. If you have email content focused on “Black Friday Deals” incorporate that into your social networks. You can also add social media icons to all of your email campaigns to make it easy for recipients to share your content.
6. Thank Your Customers
The holiday season is a great time of year to thank loyal customers. Plan a holiday email campaign letting them know you appreciate their business. This will not only build and strengthen important bonds with your customers, but your business will reap the benefits. Sending your customers exclusive offers and other personalized messages is also a great way to let them know you value their relationship.
Make your holiday season count by incorporating these tips into your holiday email strategy. Contact us today if you’re looking to learn more about how to improve your holiday email marketing program this season!
07 May 2015
Learn more about your customers by enhancing your database with current information that will help you increase the effectiveness and success of your target marketing efforts. Data appending is identifying invalid or missing information from a customer database, and repairing it by adding in missing elements of data. Here is a list of data appending services that can enhance your database:
Phone Append. CAS has been known for years as the leader in Phone Number Appending Services. CAS’s distinct capability lies in the fact that we process our records against two of the largest compiled databases in the country, all in one step. An additional enhancement to our phone appending services is a new matching process that looks at records on an individual level (not household), thus finding 15-20% more matches than by traditional means.
We are also one of the only phone append bureaus that offer you the flexibility of choosing which matches you want back; this is done through our Confidence Level matching. By “tightening up” the matching criteria, you can significantly reduce your Wrong Number/Disconnect rates and/or call your “best” matches first.
Reverse Append. If you have a customer or prospect list that contains a phone number, append the address and occupant name for direct mail purposes.
Demographic Append. Understand household income, age, occupation, education levels, presence of children and lifestyle characteristics of your customers. Appending demographics, behavioral and mortgage information gives you the clearest picture of who your customers really are and allows you to market to them the proper way.
Email Append. Email append is a process of adding (appending) an email address to a list of names and addresses. This list could be your customers or prospects and comprised of businesses or residential addresses. Your data is matched against a number of nationwide postal and email files. Hundreds of millions of records go into the match process.
Cable Append. In cases where your house or prospect file contains only residential street addresses, this service can match the street address and return a name and/or telephone number based on your choice. Match rates vary based on input records age.
Data append provides you with up-to-date data, so you can effectively target your audience. Without accurate data such as current mailing addresses, telephone numbers, and email addresses, your efforts can be wasted. Ensure that valuable opportunities aren’t lost by utilizing data append services.
Thank you for your time and interest in CAS services! Please do not hesitate to contact us with questions on append services or other email and list related services.