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Why do companies engage in email marketing? Easy. Email marketing is the digital marketing channel with the highest ROI, and it’s not close. While email marketing does work, you still need to know what you are doing to be successful. In their article “ 17 Reason You’re an Email Marketing Rookie,” SparkPost covers 17 misunderstandings and myths of email marketing and why you should avoid them. This is an excellent read, here are a few of the highlights I pulled out.
1. Everyone wants to hear from us. No really, everyone!
I’m sorry to tell you this, but not everyone wants to hear your marketing message. The shotgun approach of sending your message to every possible recipient is not only costly, but ineffective. It can also lead to your emails being marked as spam, and that hurts your future ability to market via email. Targeting the right customer profile is critical to a successful email campaign.
3. Responsive design? What’s that?
Responsive design means that your email is dynamic in its ability to adjust the content to fit the size of the screen it’s viewed on. Without a responsive design, email creatives can look distorted or too small on mobile. The email becomes difficult to view and distracts from your marketing message. If your email creative doesn’t use responsive design, then it won’t look good on all devices. If it doesn’t look good and the design gets in the way of your message, then your campaign will not be effective. Contact our creative team at American Name Services for help on making your email creatives responsive.
10. Segmentation? We use a segment of one: everyone gets every email.
No. Stop. Again, you need to target your message to the right customer profile. Different products and services appeal to different demographics. Know your customer first, then tailor specific marketing messages to each of the specifics segments of your database. If you need assistance building a customer profile, American Name Services can help.
These are just a few of the highlights, head to SparkPost and read the other 14 ways you can avoid being an email marketing rookie, some of them could even save your business. For help with your next email campaign, contact us at American Name Services. We provide consulting, creative services, and can even manage your email sends. Let us help your business increase its ROI from email marketing.
This article review was written by David Brian Fiso, Digital Marketer and Creative Designer at American Name Services.
Just watched a simple but on point video from Ben Angel called How to Get Your Emails Opened.
He asks, “if email is 40 times more effective at acquiring new customers than Facebook and drives more conversion than any other marketing channel, then why are so many not seeing these kinds of results?”
Email Subject Lines
Ben gives 4 different types of email subject lines that will instantly increase your open rate.
Outcome focused subject lines tell you what you get when you take action. These short lines are direct call-to-actions with an immediate outcome.
Mystery driven subject lines satisfy human curiosity. Write something that makes the reader have to know what the rest of the email say. Use this type of subject line sparingly, though.
- SENSE OF URGENCY
Sense of urgency subject lines work because of the fear of scarcity. If you are made to believe that an offer is limited in some way, quantity or time of availability, people will take action.
- SOCIAL PROOF
Subject lines written as social proof not only given validation or credibility but also speak to the fear of missing out, to which most humans are prone.
My favorite portion of this video is toward the end when Ben begins to speak to the process of using these types of subject lines.
First, he talks about mixing it up, using a variety of these choices. He takes it further by challenging email marketers to not only mix it up but combine two different types of subject lines into one.
Second, he discusses the amount of time it takes to develop result producing subject lines. Marketers need to spend time diverging on subject lines, at least 10-20 minutes without pause or judgment. Then the subject lines must be evaluated for impact and share-ability. This can be done with your own internal metrics or with a variety of online headline analyzers.
I would add –
Email Preview Text
Often overlooked this snippet can be controlled by marketers. It is the second set of text email viewers see and is visible without opening the email.
As an extra, because this set of text is often not used by marketers, it is a great way to stand out from your competition.
Next time you are preparing the body of your email consider asking yourself, how I might say this same thing in 100 characters or less…
In conclusion, inbox appearance needs to be on every marketer’s email content check list. Inbox appearance includes; from name, subject line and preview text. Allot time in your email creation process to thoroughly develop email subject line and preview text and your emails will actually be opened.
An Article Review by emily white, creative specialist, at American Name Services.
Anticipating my first time at AdobeMAX I was both anxious and excited to attend. I knew that I would be in rooms filled with some of the most talented designers in the US. Designers doing revolutionary things with innovative technologies.
AdobeMAX did not disappoint – it was 10,000 designers, marketers and more from around the world. The designers doing revolutionary things were brilliantly inspiring and most of the individuals I met in person were people just like me, hybrid designer-marketers dealing with similar day-to-day challenges of branding, content development, and campaign management. It was like going home.
AdobeMAX Learning, Inspiration, Networking & Fun
Keynotes included amazing creative artists from the worlds of photography, fashion, film and sculpture as well as the latest technologies across Adobe software. Networking included the community pavilion with over 60 industry exhibitors, a meet-and-greet mixer with the Adobe teams, and the MAX bash concert.
Labs, workshops and sessions included topics ranging from application skills and best practices to content and social media marketing, creativity & leadership to experiential design and beyond.
I would recommend this conference to anyone working in design or marketing, especially those juggling both!
Two of my favorite sessions (I had many of them) were all about content marketing. Below are my notes from “Achieving Content Velocity”
Here are some other photos from my experience:
For more information contact Natsumi at email@example.com