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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.

  1. 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.

  1. 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.

  1. 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)

  1. 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.

  1. 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.

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:

  1. 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%.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

 

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.

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‘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!

lettershop

Did you know that CAS provides print and lettershop services for direct marketing campaigns? Our in-house Lettershop can accommodate a wide variety of direct mail project sizes from design to delivery. We offer our clients a full range of lettershop services ranging from list processing, printing and inserting to sealing, metering and presentation to the USPS.

With over 30 years of hands-on experience in the direct mail industry, CAS has vast expertise with postal regulations and discount opportunities allowing us to provide cost-effective solutions for your mailing project. Our recently upgraded Lettershop facility has the capacity, equipment, and knowledgeable team to execute any direct mail campaign.

Click here for more information.

Write Subject Lines That Will Blow Readers Away

8 Steps to Compelling Subject Lines

Are you tired of your marketing emails being left unopened or worse… deleted? Do you find that writing compelling subject lines is a challenge? Creating email subject lines that stand out among the rest can be tricky. It’s your first impression and only chance to convince readers to open your email instead of delete it.

With only a few seconds to grab the reader’s attention marketers are challenged today more than ever to create an enticing subject line. Check out these 8 tips on how to write a compelling subject line that helps your message break through the clutter.

1. Keep it short. Everyone’s inbox is configured differently, so the subject line should be less than 50 characters. Keeping the subject line short and sweet ensures that it displays fully in the reader’s browser window and on mobile devices.

2. Start with the most important words. Just last year, nearly 50% of all emails were opened on a mobile device where long subject lines can’t be fully read. Beginning with the most important information will have the biggest impact and ensures valuable information isn’t cut off.

3. Be specific. When people read your subject lines, it should communicate what your email is about and why it’s relevant to them. If you leave the reader guessing your email will be ignored or deleted.

4. Use numbers. Subject lines with numbered lists give readers an idea of how much content your email contains, allowing them to make a decision about whether or not they have time to read it. They’ll be more compelled to open your email if they know how much information it contains. See examples below.

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5. Convey a sense of urgency. Creating a sense of urgency can drive readers to take instant action. The shorter the amount of time that readers have to act, the more compelled they will feel to act quickly. Words such as “act now”, “important” and “limited time” are all great ways to convey a sense of urgency.

6. Ask questions. Asking a question in your subject line is a proven method that will engage subscribers. Using questions will encourage readers to open your email to find out the answer. See examples below.

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7. Utilize the preheader. The preheader is a snippet of text that displays right after the subject line when an email is viewed in the inbox. It’s used to help grab the reader’s attention and expand on the idea introduced in the subject line. The preheader box does not have a character limit, but should be no more than 75 characters.

8. A/B split testing. Conducting subject line tests derive higher open rates, increased conversions and insights into subscriber behavior and preferences. Test two subject lines to a portion of your readers to determine which one performs the best. Then use the winning subject line for the remainder of your subscribers. A/B testing should be a process that is practiced continuously and is the best way to optimize your subject lines.

Optimize your subject line by utilizing these great tips and ensure your email stands out above the rest!

Is your business using email marketing as a tool for communication to your prospects or customers? The time is now to embrace that email communication is not going anywhere. Here are 5 reasons you should use nSightful Email Powered by CAS as part of your online marketing strategy.

  1. Cost Effective:

With email marketing you are not paying for the printing and or postage. This is the cheapest way to stay in contact with your customers.

  1. Turn Time:

Email Marketing can be completed in hours! You could send out a campaign the same day you created the content. It is real time engagement to your customers and prospects.

  1. Personalization:

With Email Marketing you have the ability to personalize the content you are sending. You are able to personalize the subject line, the copy of the email and landing pages as well as create personalized follow up emails based on the response of the individual.

  1. Brand Awareness:

With each email sent, consumers are exposed to your business and brand. Continual communication allows you to continually build value. When a customer needs a product or service, your business stands a chance of turning the leads into life long customers.

  1. Results:
    Sample Email Report

    Sample Email Report

Email Marketing can provide tracking information of how many people opened, clicked a link, what link was clicked and how many times it was clicked. From these results you can gauge a prospects interest on the offer you are providing and the future means of communication.

Be prepared for the year ahead and embrace changes to your marketing strategy that open up multiple channels of communication. Email Marketing is not going away and it is only growing. Either it be B2B acquisition email programs or B2C aquisition email programs, your ROI will increase.

New to email marketing? Need a full-service solution? To learn more about nSightful Email Powered by CAS, visit our website at cas-online.com. Or call today, 866.461.4693 to speak with one of our data experts.

Email Marketing. . . HOT!

This week CAS attended the Direct Marketing Association’ s annual trade show in Chicago.  This marks our 18th year exhibiting at the annual conference for direct marketing providers. Our goal each year for the DMA is to solidify specific vendor relationships as well as grow relationships with customers and prospects.

The hot topic this year was email marketing. Across all spectrums of business and marketing, attendees expressed their need to improve their email marketing and CAS was there with a solution. This year CAS rolled out nSightful it’s new email marketing service.  nSightful is a B2B acquisition email product that provides a solution to increase available sales ready leads while keeping marketing costs down. With our user defined and robust prospect database, nSightful can engage the prospect based on their responsiveness through a variety of tailored email messaging.

What will nSightful do for you?
  • Work with you to convert engaged leads
  • Grow your marketing universe
  • Provide cost effective data processing and marketing solutions that work

Quality over Quantity

As we continue to grow and customize our marketing products and services, we have a strong belief that it is all about quality over quantity. At the show, we heard providers talk about the number of records they had in their database. As in, the higher the count the better the database. Not necessarily. Don’t be fooled by a high record count! Whether you’re marketing B2C or B2B, CAS ensures our database is better because we continuously and regularly update & manage all of our databases. So pay for a higher count and get garbage or pay for a quality data and get sales? We advise going with the latter to maximize your ROI.

It’s hard to mute the reviews of other exhibitors. Several complained that this year’s DMA attendee turnout was lower than in previous years. We disagree. This year CAS recognized that attendees who made it to our booth were our niche market. They were interested in our products and services more so than in past years. This could be a credit to the DMA and their marketing efforts, hosting the event in Chicago or our own DMA marketing efforts. We are optimistic that the prospects we met with will work with CAS and utilize our diverse product set and industry expertise. With our focus on quality over quantity, our clients and prospects can rest assured we will continue to invest in quality data practices and services as those will be worth our time and effort.

In summary, the DMA 2013 was a success for CAS. We enjoyed entertaining attendees with a refreshing drink at our Martini Reception. An nSightful ploy to get attendees to stop and talk marketing with us. We look forward to the next DMA.

If you’d like more information about our nSightful email marketing services, please call us at 866.249.1977 or email us at nsightful@cas-online.com.

Until next year, keep it classy San Diego.

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Get 20% Off B2B Email Services

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Day after day we hear from marketers who want to acquire a prospecting email list and do their own acquisition email marketing using “in-house” applications to deploy. Often, these applications turn out to be something like a Constant Contact, iContact, Mail Chimp, or Vertical Response. Marketers want to take this approach because they actually get to receive the data and they know their deployments are being executed directly. What they do not realize is that, in many cases, they are hurting their campaign performance and jeopardizing the status of their accounts from their email provider. A closer look will show you that the terms and conditions on these programs clearly state that they are not to be used with purchased prospecting lists, and should only be used for deployments to your internal customer database. Loading a purchased list into one of these programs and deploying is likely to lead to:

  •  25+% undeliverable rate
  • More of your “delivered”  messages going into spam/junk folders
  • Getting “Blacklisted” by the servers receiving your messages
  • Deactivation of your account from the email service provider
  • *Most Important* – Lower response rates and lower ROI

So what is the best approach to acquisition email marketing? Prospecting via email is clearly an effective and economical component in a successful marketing plan and a popular characteristic in multi-channel direct marketing campaign.

CAS offers email deployment programs for both acquisition and customer retention. Our dedicated Email Marketing professionals will assist you from start to finish with your email campaign. Our programs are set up to help you find new prospects. We send to a database of contacts that already have a relationship with our servers and IP addresses and tailor our deployment methods for the highest possible deliverability and response.

Depending on the program you purchase, CAS can even release the contact info for anyone who opens or clicks your message. This gives you a whole new segment to market to at your discretion.

For successful email campaigns, download our email whitepaper:

CAS eMail White Paper

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