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



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.




5 Ways to Improve Your Digital Customer Experience


For quite awhile we’ve thought of digital marketing as just what we do on the Internet, mobile phones, and smart devices. But, the ante has been upped. In-store digital display advertising is becoming an increasingly more important player. And, more and more of your customers are expecting you to provide comprehensive in-store digital solutions. So, businesses would be wise to embrace the full spectrum of digital solutions because they dramatically improve the customer experience. Here’s how:


  1. Enhance Execution of Customer-Centric Strategies

By combining digital technologies and operating capabilities in an integrated, well-sequenced way, you’re able to reshape your customers’ experience. And, happy customers spend more and have greater brand loyal. Focus on simple, immediate, and individualized digital solutions to build a dynamic digital ecosystem that addresses your customers’ needs. Functionality is key, with customers preferring function over form. The right combination of digital strategies will help build revenue, deepen customer experience, and reduce cost.

2.Design a Customer-Centric Path to Purchase

Rethink your approach. By using the feedback from your customers that your digital (and other) strategies deliver, you are primed to design a path to purchase that speaks to the needs of your customers from beginning to end.

  1. Establish Cross-Functional Collaboration

Businesses tend to focus on optimizing internal capabilities, but the real attention should be paid to meeting your customers’ needs. The advantage of incorporating digital marketing into your strategy is that it enables you to gather instantaneous information from your customers. This enables you to continuously test and change approaches relatively easily.

  1. Be Open to Real-Time Insights

Digitization provides an abundance of “real time” insights. Use this information to its fullest to design the best customer journey.

  1. Keep Trying to Achieve Customer Participation

It will take a while for customers to adopt your digital channels. Be patient. And, use the data you collect to make changes to your approach. Make sure you inform your customers about your digital options, keep the path to purchase relevant, and guide customers to engagement.

As digital disruptors continue to reshape and dictate in the business landscape and in-store digital marketing becomes even more prevelant, customer demand for these options will continue to rise. Businesses will be smart to respond to demand, putting their customers’ needs and wants at the center of their digital transformation strategy.


5 New Facebook Features You Should Know About

34ways_long1 facebook-likeFacebook has made some big announcements lately that are expected to boost this platform’s usefulness for those looking to use Facebook as a tool to connect with prospects. Here are the top new Facebook features available in 2017.


  1. New Ways to Create and Distribute Content

Facebook has created new content formats, such as Facebook Live, 360 video, and Instant Articles, aimed at making the process of sharing content better. Of special note is the new feature that allows you to share multiple Instant Articles in a single post, like a mini digital newspaper. Here’s what it will look like:



  1. More Tools for Analyzing Content Performance

Facebook is offering more video analytics insights. That means you’ll have access to more meaningful metrics for how live and regular videos perform on Facebook, such as total minutes viewed and total engagements.



  1. Safeguards to Prevent Fake News

After reports showed fake news stories outperformed real news stories on Facebook during the U.S. election, Facebook announced they have made it harder to publish and easier to identify hoax news. This is done through using third-party fact checkers, disrupting financial incentives for posting fake news, and making it easy for Facebook users to dispute content they believe is fake. Content in dispute will be lower in the News Feed and will include a warning that the content is under review. In addition, disputed content cannot be promoted or turned into an ad. Here’s how disputed stories and warnings will appear in the News Feed:



  1. Another Option for Live Broadcasts

Facebook Live was launched in 2016. It enables users to broadcast live video from their mobile phones directly onto the Facebook News Feed. Now you can also broadcast live video from your computer. Mobile devices lend a “reporting live” feel while video from a computer can be more polished and professional.


  1. Mid-Roll Video Advertisements

This option allows ads to be inserted into your videos. Videos must be at least 90 seconds in length AND viewers have to watch for at least 20 seconds. Facebook will sell the ads and share 55% of the sales with publishers. This is similar to YouTube.

These new options are exciting tools for marketers. Facebook’s initiatives are continuing to make it a valuable platform for doing business.


Why Your 2017 Strategy Needs to Address Multi-Channel Marketing


You’ve likely heard the terms cross-channel marketing, multi-channel marketing, and omni-channel marketing. They all mean the same thing. These terms refer to the process of engaging with your prospects across all traditional and digital channels and devices. I prefer the term multi-channel marketing, so that’s what I’ll use for this post.

While multi-channel marketing sounds good (and it is), the challenge occurs when you go to communicate with your prospects across multiple devices. Often the focus is on the device and how to communicate on the specific device. The focus always has to be on communicating to the prospect first and the device second. It’s always about the right message to the right prospect. We are marketing to people and not smart devices. Smart devices just happen to be really effective tools for getting our relevant and timely messages to our prospects.

Multi-channel marketing is important. To remain competitive you need to ensure you are delivering a seamless, fully connected message across platforms. You need to stay informed on all of the digital changes and new technologies happening to better understand your multi-dimensional prospects. Here’s why:

Consumers (on average) own 7.2 devices per household. They use 3 or more on a daily basis. Marketers typically only see 1. (Source: Adobe Analytics & ADI Device Use Survey)

Nearly 40% of transactions involve multiple devices, and 30% of consumers complete their sale on a mobile device. (Source: Criteo Mobile eCommerce Report)

Over 50% of marketers say that cross-channel measurement and attribution is occupying the most time and resources in 2016. This number is expected to increase in 2017. (Source: Winterberry and IAB)

84% of marketers feel that a comprehensive cross-device strategy is essential for success though only 20% feel very confident that they’re serving the right message on the right device. (Source: Atlas by Facebook)

Marketers need to close the gap between our marketing messages and our marketing devices. To effectively market across multi-channels, we must first pay attention to the prospect and then the device.


How to get Your Mobile Marketing to Perform

mobile-marketingWe all know that mobile devices have become the preferred media for prospects looking to buy. Given this, it’s important you have a mobile marketing plan that is responsive to this fact so you can effectively reach your prospects where they are. Here are four tips to help you make sure your mobile marketing is up to par.

  1. Make Sure Your Website Is Responsive

Sure, you have to have identify keywords for your industry so your website comes up on a mobile search, but it’s equally important what happens after that. If your website doesn’t come up in a format that is viewable on mobile devices, you will lose prospects. And, you’ll lose your Google ranking due to poor functionality. Not good. Make sure your website is responsive. That means it automatically adjusts to the device it’s being viewed on.

  1. Get Comfortable With Mobile-Only Social Media Platforms

Social apps that cater exclusively to mobile devices are growing in popularity. Instagram, Snapchat, and Periscope are some names to know. Regardless of the social media platform you are using, the same rules apply: make sure your message is relevant and timely, true to your brand, and effectively communicated on the chosen platform. You might be tempted to zap one message out on all of your social media accounts, but I would caution you to not do that. You don’t want to bombard your followers with the exact same message across several platforms. Instead, choose your content and your platform wisely.

  1. Make a Mobile App

Apps are the new mobile addiction, with a recent Gallup poll indicating that about 90% of the time users are on their phones, they are using apps. A mobile app is a term used to describe Internet applications that run on smartphones and other mobile devices instead of a desktop computer. So, if you don’t already have an app, it’s probably time you consider developing one. It increases prospect engagement and the useful data you can collect on prospects while also strengthen your brand presence.

  1. Make It Easy To Buy Anywhere

Prospects looking to buy want the option to buy where and when they are ready. It used to be that as long as your website was set up to accept payment, you were good. Not so anymore. Your prospects want mobile payment options on as many platforms that allow it like Facebook, YouTube, and Twitter. Prospects don’t want to leave their desired mobile platform to go to another site to pay. This is good news for you because the fewer the steps in the purchasing process, the less chance your prospects will become distracted or hesitant, and the greater the chance of increased sales.

These four steps are really focused and will definitely ensure that by following them your mobile marketing will perform like never before.