E-Mail Continues to Prove Its Effectiveness to Reach Prospects…Learn How

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According to a June 22, 2017, article in Entrepreneur, the first marketing e-mail was sent nearly 40 years ago by a marketer named Gary Thuerk from Digital Equipment Corporation. Wanting to promote his company, Thuerk decided to send an e-mail to approximately 400 people. It worked! His company saw a huge spike in sales. And, the rest is history.

While there’s no denying the effectiveness of e-mail, one of the inherent problems for marketers is the reality that prospects have short attention spans. But, there is good news on that front. After analyzing data from billions of e-mail opens from 2011 to 2016, Litmus just released a report that states the average time spent reading an e-mail has increased by nearly 7% since 2011.

That’s great news, but the reality is that attention spans are still pretty short. So, for our e-mails to be the most effective, we need to keep these guidelines in mind:

  • All of your e-mails MUST be mobile friendly. If they aren’t, you will lose subscribers.
  • Make sure your subject line speaks to what is in the content of your e-mail. If it doesn’t, your readers feel tricked.
  • Take advantage of headlines, subheads, and bullets to quickly communicate information.
  • If you are going to use an image, make sure it’s a good one that grabs attention and connects relevantly to your content.
  • E-mails that take a long time to load because there are too many large images won’t get read. Period.
  • Sometimes you need to write a long e-mail, and that’s okay. Just make sure you don’t go over 102kb because if you do, it will likely get clipped by the e-mail provider.
  • Always test your e-mail across platforms to make sure it can be opened and read and that all of the links work.

 

 

How Digital Signs Affect Our Everyday Lives

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If you’re like me, you’ve probably noticed that you’re seeing more and more digital signs – everywhere. They are used to share information and advertise a multitude of services and products. But while they are prolific, they aren’t obtrusive. That’s because digital signs and their messages feel so natural and organic that you don’t even realize you’re receiving a marketing message. But, you are…and it’s very effective. You absorb the digital message without considering the platform delivering it to you. (In a study by Arbitron, 47% of people remembered the content of an ad they saw on a digital sign 30 days later.)

If you haven’t noticed digital signs yet, I bet you will now that they are on your radar screen. I think you’ll realize you’ve been seeing and benefiting from digital signs almost every day and may not have noticed it until now.

The infographic below was created by Digital Signage. I wanted to share it with you today because it shows how a typical consumer (like you and me…and our prospects!) can encounter over a dozen digital signs in a typical day. If you’re not using digital signage, you should explore this highly effective platform.