Friday, 28 November 2014

Better Data and Personalization Are the Future of Email Marketing

Most brands have some kind of email marketing platform as part of their overall marketing strategy. But in recent years, consumers have grown weary of one-size-fits-all, spamlike promotional messages, and marketers who still take this approach will need to update their tactics to stay in their customers' inboxes.

Business News Daily spoke with marketing experts to discover what trends are shaping the future of the industry. Here are five ways email marketing will evolve in the coming years.

Real-time campaigns

Big Data has touched nearly every facet of business in recent years, enabling brands to create highly personalized and effective campaigns by analyzing detailed consumer data. Email marketers already utilize Big Data to segment their audiences based on past purchases and Web browsing history. But Jason Warnock, vice president of market intelligence and deliverability at email marketing software Yesmail, said that real-time email triggers will become increasingly common in the coming years.

"Email marketers are increasingly recognizing the value of triggered campaigns and sending personalized brand messages based on a customer's behavior," Warnock told Business News Daily.

Since many consumers check their various newsfeeds consistently throughout the day, a real-time marketing email based on a relevant local event or news story is very likely to be read because the event is top-of-mind.

"Data is becoming sophisticated enough to do this, so we can expect more personalization and automation in the future," Warnock said.

Contextual behavior predictions

Big Data is also helping email marketing evolve by telling marketers not only what types of content their recipients are most likely to consume, but when and where they'll actually open the message.

"The real cutting edge of email in today's world is context and behavior," said Len Shneyder, director of industry relations at messaging software provider Message Systems. "Knowing when a person is most likely to open their email because you've tracked previous opens, segmented those opens and applied geographical location data will make a world of difference."

More data in the email channel means more specificity and a highly personalized experience, Shneyder said. As in other forms of marketing, the most highly tailored email marketing efforts will be the ones that see the most engagement.

"Users will be able to tell a marketer the exact kinds of messages they want — push [notifications] versus SMS versus email versus social," Shneyder said. "Marketers will respond and adapt to the fact that consumers are driving the conversation and relationship."

Moving "up the funnel"

The sales process is often described as a funnel. The closer a consumer is to making a purchase, the lower down the funnel they are said to be. Dela Quist, CEO of email marketing agency Alchemy Worx, said that marketers currently tend to view email marketing at the bottom of the funnel, with a focus on conversion and optimizing the conversion, but this won't be the case going forward.

"Over the next few years, more companies will need to consider how they can make email equally as effective at the top of the funnel as a powerful branding tool," Quist said. "If a consumer decides not to open [an email], that doesn't mean it hasn't left an impression. We'll see more marketers figuring out how to account for those types of actions that come from using email as a branding tool. If marketers can learn to optimize email for both the top and bottom of the funnel, we'll see even more powerful and impactful campaigns."

Because so much of email marketing is automated now, companies can stop worrying about the technical aspect and zero in on crafting messages with great content. Understanding what subscribers want and delivering it to them in a creative and personal way are the keys to connecting subscribers with your brand, Quist said.

More sophisticated reporting

Thoroughly analyzing reports from your email service provider (ESP) is the most effective way to determine what's working and what isn't. Your reports can tell you everything from how many emails were opened to what links in the message were clicked. But it's what you do with those reports that will really matter most in the coming years.

"Reporting is the new key to maintaining high delivery rates," said Seamas Egan, manager of revenue operations at email marketing service provider Campaigner. "The new MO at Internet service providers is interaction rate. This means that if you use a tier 1 ESP, your emails will eventually end up in junk if they have low open and click-through rates. Use reporting to proactively monitor those rates and adjust messaging frequency and content accordingly to ensure you maintain high interaction rates."

Reading the reports is only the first step; you'll need to take action and adjust your strategy based on the numbers. E.J. McGowan, general manager of Campaigner, reminded marketers that an email "campaign" no longer means sending just a single email.

"Campaigns should consist of multiple steps, with different email content based on the actions of the reader," McGowan said. "If they didn't open your original message, try sending a different subject line. If they didn't interact, then try changing up the offers and calls to action. Marketers need to utilize the data available to connect with their readers effectively."

Email as a gateway

Years ago, email was a unique marketing channel that essentially existed in a silo. However, as more and more communication channels have opened up, email has taken a backseat to the growing number of ways to reach consumers. Marketers now need to approach email as their consumers do — as part of an omnichannel marketing strategy.

"Email is no longer a silo but a gateway to social media," said Chris Penn, vice president of marketing technology at public relations firm Shift Communications. "It's an alternate sale on your website and the only reliable future-proof marketing channel against constant change in social media."

Although Penn predicts that email will lose some of its traction to mobile digital channels, he said that email will remain the gold standard for reliably reaching consumers.

"It's the one outbound digital communication method that is vendor-agnostic," Penn said. "Facebook, Twitter, etc. are all privately held entities, not open Internet protocols, and that ensures that email will remain relevant for some time to come."


Tags: email marketing, email blast, email marketing software, email marketing company, email marketing service, email marketing malaysia

Thursday, 27 November 2014

Email Marketing Software – An automation to generate leads and ways to make it an effective marketing tool.

Email Marketing Software – An automation to generate leads and ways to make it an effective marketing tool.

Email marketing system or Email Direct Marketing (hereinafter known as EDM in this article)is a platform to send email to a collection of leads mainly to communicate or to advertise product to the intended group of people.
At some point, we will be asked of this question.
 What is a lead?

In the digital marketing, the term lead is often used by digital marketer as a prospect of sale. This is not a technical jargon but to someone initially exposing to online marketing his products / services this doesn’t sound right to him.Lead is not a chemical element in this article, chemist, sorry another day perhaps.

A lead is a piece of information or any personal detailsusually an email addressobtained through;

a)      Filling an e-form in a website;
b)      Subscribing to monthly email content or;
c)      A participant to your seminar or webinar (web conferencing).

Are the leads generated genuinely representing prospects which can be converted into sales? As digital marketers we are the fronting the line to provide various solutions to answer YES, but how?

EDM is one of the effective marketing tool today and still stand the test of thebooming Internet Technology era. One can assume it is known as a traditional marketing tool now due to uprising streams of social media marketing.

Research from Experian( shows that in every $1 invested in email marketing initiatives still yields roughly $44.25 return for marketers. Considering the huge percentage of yield it does show full confidence in EDM.
Although facts show how familiarity in EDM breeds confidence and comfort in this marketing tool, yet many are still unaware of how to effectively manage an email campaign let alone generate revenue. Let’s face it, the market is huge and there are millions of businesses still reluctant in trying EDM.

List below are 5 important steps (list is not exhaustive but comprehensive) on how to fully utilize EDM.

Segmentation -
In every EDM, there is a basic function to track the leads by filtering grey or white leads. Not everybody subscribing to your email content are interested in buying the product. Perhaps they just want the latest news feed or certain contents are informative for whatever reasons they think is relevant.

The first step to effective conversion lead into sale is segmenting the types of lead. Grey lead is what I term as indecisive prospect. They are unsure whether to switch brand but more likely to be informed of the latest information. White lead is a typical genuine prospect that will readily submit their feedback and subscribe to your weekly / monthly email content.

One way to be sure is to insert 2 different types of subscription link. A link to subscribe for daily / monthly newsfeed and another link to direct audience to your landing page (your website).

With the response we get, we can segment each group of leads and only send relevant information. Quality communication with your prospects and customers can get you closer to that group of people actually looking forward to your message.

Personalize your email -
This has been said too often many times but seems a huge neglect.

Recipients will feel connected to the sender if email content has the person’s name acknowledged. It is a serious blunder telling them oh okay we are mass emailing so we can’t type your name.

Most EDM allows personalization and by using it you get to go long way by earning their trust.


Designing your Email Content -

The question that every digital marketer ask is, what is the ultimate aim of you sending the email content?

Generally, selling or promoting a product is the top of the list, followed by brand awareness or promoting seminars. The central idea is communicating a message to the intended recipients. Relevant content is king. A few tips on the designing the email content.

Subject line– The subject line should be short but carry weight of what the content is about. It is an invitation for someone to open the email. Having said that, the subject line must be interesting yet not misleading and capital letters should be avoided outright so it doesn’t look ‘spammy’. So spend some time on creating a fantastic subject line. There is no one size fits all for a great subject line. What sounds amazing to one business doesn’t mean it can make it for a different business in different industry. Hence, creativity is the key.

ImageSomething I read recently, the brain comprehends images 60,000 times faster than text. Words brief and to the point enough for communication.

Information details– Leaving contact detail and subscription linkto avoid your email content be deemed as spam by spamming filter and this leads us to point number 4.

Remember your landing page -
In digital marketing, CTA is our widely used word simply means ‘Call To Action’. Some emails ultimate aim is to just drive recipients to their website.
Your email content can be amazing but it must be resourceful by directing recipients to the landing page, which is your fantastic website.
Be creative in designing a landing page. Outsource if you do not have an in-house creative team. Landing page must be optimized for smartphones, tablets with user-friendly buttons. Traffic routed to landing page can be captured as a valuable data. Bottom line here is if your email content is mobile-friendly so should be your landing page.

Contact us for advice -
Finally, the safest bet to avoid the trappings in EDM is to contact us for more information. You don’t want your email newsletter to be junked by the internet service provider without knowing why.

Happy working ladies and gentlemen and have a great day.

9 Email Marketing Best Practices for Lead Gen

1. Use Incentives to Increase Open Rates: When you include an incentive in your subject line, you can increase open rates by as much as 50%. “Free shipping when you spend $25 or more” and “Receive a free iPod with demo” are examples of good, incentive-focused subject lines.
2. Stick to Fewer Than 3 Typefaces: The less clutter you have in your email, the more conversions you’ll experience. Don’t junk up your email with more than 2, or at maximum, 3 typefaces.
3. Keep the Main Message and Call-to-Action Above the Fold: If your main call-to-action falls below the fold, then as many as 70% of recipients won’t see it. Also, any call-to-action should be repeated at least 3 times throughout the email.
4. Keep Your Email 500-650 Pixels Wide: If you go wider than 650 pixels, then you’re asking users to scroll horizontally to read your entire message. That’s a no-no.
5. Put Your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Put your logo in the upper left-hand side to ensure it gets the most visibility.
6. Write Compelling Subject Lines: A good subject line should contain no more than 30 to 50 characters. It should also create a sense of urgency, and it should give readers some indication of what to expect once they open the email.
7. Use Auto-Responders for Opt-Ins: Be prepared for your readers to forget they opted in. Set up an auto-responder that reminds people they opted in to your email database. The auto-responder should be sent out 1 day, 5 days, and 10 days after the person registers. Each auto-responder email should include additional content or bonus material to reward the reader for opting in.
8. Closely Tie Emails to Landing Pages: Your landing page should match the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email. And make sure you’re utilizing tracking tools to see which emails and landing pages performed the best.
9. Conduct a 5-Second Test: Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you’re golden. If not, keep working.
Source :

Tags: email marketingemail blastemail marketing softwareemail marketing companyemail marketing serviceemail marketing singapore

Five tips for building stronger B2B email relationships

For many B2B businesses, email marketing is an important channel for marketing to customers and potential customers. And, in many respects, B2B companies have opportunities to use email marketing to build relationships in ways that B2C companies can't.

Yet relationship building is hard, and despite the opportunities email provides as a channel, many companies fail to take advantage.

So how can companies use email marketing to build stronger relationships with customers and prospective customers alike? Here are five tips.

1. Segment
Segmentation is an important part of any successful email marketing effort, and that's particularly true when building B2B relationships using email. If your company sells software, for instance, chances are you'd want to send a different email to a CIO than you would a technical lead responsible for deploying and maintaining your solution.

2. Make it personal
B2B email lists are often much smaller than their B2C counterparts, and that provides an opportunity to make emails more personal than is often possible in the B2C world.

Personalization can take many forms. When dealing with existing customers, emails can be tailored based on the type of product or service a customer has purchased in the past, or could feature the customer's account manager as the sender. For prospective customers, information frequently gathered during signup, such as industry and company size, can be used to deliver more relevant content.

3. Don't just sell
At the end of the day, most marketing initiatives are expected to directly or indirectly drive sales, but when it comes to email marketing in a B2B context, that doesn't mean that you should be selling all the time. Email can be a great channel for offering customer assistance with products and services they've already purchased, or to provide free advice to potential customers.

4. Demonstrate your knowledge, skills and capabilities
B2B purchasing decisions are often more complex and considered and that means that the messages you deliver via email will probably need to be more thoughtful if they're going to produce the desired result. No "Buy one and get one for 50% off!" or "Free shipping!" offers here. The key to producing a compelling message: know your customers, what problems they have right now and how your products and services can be applied to solving them.

5. Don't leave it all to your list
Email marketing isn't just about your list. If you want to build stronger relationships with customers and potential customers via email, taking the time to send direct messages is a must. For all the effort many companies put into producing content for email marketing campaigns, sometimes a simple "How are things going?" from an account manager can do far, far more to build a long-lasting relationship.


Tags: email marketing, email blast, email marketing software, email marketing company, email marketing service, email marketing singapore

Wednesday, 26 November 2014

10 Email Marketing Tips for Small Business Owners

 email marketing singapore

Small-business owners are busy folks, especially in the current economy. They wear many hats, including that of marketer.

Email marketing is a medium for economically and effectively marketing your small business. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to your marketing efforts are largely geared toward bigger businesses.

And it can be difficult for those who plan and build email marketing plans and strategies for bigger organizations to step back and reflect on the days when office politics didn't exist and they had to do it all yourself...

Until now, that is, because here are 10 tips you can leverage and implement easily and quickly—while still having a positive influence on your bottom line—without having to worry yourself with multivariate testing, dynamic content development, and data integration.

Tip 1. Be yourself

You've been able to achieve your accomplishments to date by being yourself; that doesn't change in email. People frequent your establishment because they enjoy the environment, the way they are treated, the quality of your product... Your recipients need to feel the same emotion when they open your email marketing messages.

You can achieve that result through the look or tone of your message. Don't change your writing or speaking style just because you are writing in email. Writing for email can be much less "professional," lending itself more toward relationship building—and that does not come with servings of "Sir" and "Ma'am."

Tip 2. Start small

Starting small is easy when you are a small business. Unless your business lends itself nicely to email collection, you probably don't have a vast database of email addresses on record. But when you operate a small business, it may be easier for you than any of the Fortune 500 companies to obtain that information from your customer base.

The people who do business with you want to do business with you. They have built a trusting relationship with you and will give you that information. So just ask. Tell your customers that you are introducing a new, exclusive email blast program and will be sending periodic offers available to those recipients only. Provide point-of-purchase cards that customers can fill out and provide the permission... and you're off!

Tip 3. Don't over-promise

You may want to promise the world, but you need to keep it realistic. In the beginning, you may not have any idea how you want to leverage email to support your business, but before you can really validate it you need some email addresses.

Your preference may be to offer big promises of frequent offers and discounts—but unless you are prepared to deliver on those promises, don't make them. You may just want to use email for reminders and notifications.

For example, if you own an auto repair shop, you may want to use email to remind folks when it is time for their next oil change. Or, if you're a dry cleaner, you can notify customers that their items are ready for pickup.

Tip 4. Find a email marketing vendor

Selecting a email marketing software vendor could be tricky. If you search online, you will find that they vary in sophistication, from the simplistic to the complex. You are going to want to demo a few email blast vendors to see what really works for you. But do not be afraid of what you don't know. Ask questions, see how much guidance and advice they are willing and able to share—and, most of all, be comfortable in your decision.

Tip 5. Use what you know

You know more about your market, your customers, and your location than any consultant could ever tell you. Leverage that information when you are planning your email marketing programs.

For example, if you have a large professional customer base that uses smartphones or PDAs, then you may want to develop messaging that will be accessible while your customers are on the move. Or if they have children, you may want to appeal to them accordingly.

Appealing to the recipient by leveraging information you know about them extends your relationship to the inbox.

Tip 6. Stay compliant... CAN-SPAM is real

Just be compliant. Include a valid unsubscribe that only requires one click to convert, present your mailing address in the messages, unsubscribe people when they ask you to, don't steal email addresses, and don't be misleading. It doesn't matter what size your company is, if you are sending email blast you need to follow the law.

Tip 7. Drive subscription

Make sure you tell your customers via your Web site and in your store that you are building your email database and tell them why. If you are not driving subscription through every touch point, you should be. Otherwise, how do you expect to get them?

Tip 8. Offer an incentive

While it is typically not recommended that businesses offer people an incentive in for subscribing to receive emails, doing so can be a successful tactic for small business owners.

In large organizations, providing incentives to the masses tends to result in a poorer-quality recipients because chances are they are just providing their email address to get the free stuff.

But because of the closer relationship that most small-business owners have with their customer base, the incentive tends to be perceived as a "thank you" to a good customer and not just a ploy to get an email address. Be careful, though—too much of this sort of thing, and it can begin to add up!

Tip 9. Track your results

As much as I would like to tell you that you don't need to do this, you do. You can never know how email is working for you if you don't track it.

I am not saying that you need to tie every email you send back to a dollar amount that it drives through the door, but identifying early on what your email marketing program objectives are and then measuring against them to determine your success is key in leveraging the channel to the best of your benefit.

The goals can be as simple or complex as you want—anything from achieving a 50% open rate because you are striving for brand awareness or tracking conversion to the penny and driving an ROI of 5:1. It's up to you!

Tip 10. Now do it!

Yes. Once you begin collecting email addresses, you actually need to send them email. In small business, you have up to a six-month window from the point of collection to the delivery of your first email—but if you are going to get the address, you really should be using it as soon as possible.

It may not be possible to start sending right away, but you certainly should within three months of acquisition; otherwise, you may see complaints, bounces, and nonresponsive recipients because they don't actually remember providing you permission.

Email marketing is a highly lucrative and largely viral marketing channel and can be an effective and immediate solution to driving new and increased business. What are you waiting for?


Tuesday, 25 November 2014

Dos and Don’ts of Email Remarketing

By using existing metrics and subscriber behavior to remarket to your consumers, your email marketing campaigns can become much stronger and more effective. Here are some best practices for email remarketing.
Too often, busy digital marketers send a one-size-fits-all campaign and move onto the next one. Any kind of segmentation is often going to drive more impressive results. In fact, 76 percent of email revenue came from segmented emails in 2013, up from 55 percent in 2012, according to the "DMA National Client Email Survey 2014."
Marketers take heed - the plethora of email metrics from each campaign result in some bountiful follow-up options. I made a list for those rolling out some smart, metrics-driven, and behavioral-focused efforts.
email marketing


  • Use metrics to build different paths based on their actions.
  • Have a well-defined strategy of how, what, why, and when you will remarket. The planning will make or make the success not the execution. 
  • Sweeten the deal to those who clicked but didn't buy.
  • Do incorporate other marketing channels. I know it may seem shocking, but email works really well when connected to telemarketing and direct marketing efforts. Think phone call/direct mail as precursor or subsequent touch as the email. 
  • Experiment on subject lines that drive interest (and opens) to those that did not open or click. 
  • Provide extra attention and/or some VIP type offer to the best leads. That is what sales professionals do and email marketers should mirror them - because it works. 
  • Automate much of the campaign pathing (example below of how BrightWave created and executed behavioral campaign path).
email marketing
  • Do track your ROI for all campaign elements. BrightWave has seen staggering ROI. For one international client, we saw a 3,886% return on investment. 


  • Send the exact same email campaign a few days later to your entire list or even non-responders.
  • Plan the efforts in a silo. Bring key digital stakeholders to plot how to best get the sale, regardless of channel. 
  • Don't skimp on killer creative and content and make sure it is compelling on mobile. 
  • Don't forget to test some of the seemingly minor things that could move the needle like call to action wording, pre-header.
  • Don't forget to leverage technology outside of the email channel - especially retargeting - which can potentially keep the engagement going after the email. 
  • Don't forget to deliver awesomeness to the inbox in some shape or form.


Mastering the Inbox

Mastering the Inbox

If you're looking for ways to improve your email marketing campaigns, look no further. Here's a list of tips and statistics we've compiled to help marketers like you make the most of their subscriber lists.

  1. Do you want to help your bounce rate? Identify emails that generated a high number of bouncebacks and investigate the source of the subscriber list.
  2. Comply with the guidelines in the federal CAN-SPAM legislation. Most importantly, make sure that all requests for removal from your mailing lists are honored.
  3. 33% of email recipients open email based on subject line alone. (Convince & Convert via
  4. More people read emails that deal with their finances and travel than any other category. (Return Path)
  5. Desktop and smartphone email opens happen most often between 10 a.m. and 4 p.m.—during the typical workday. (Harland Clarke)
  6. Recipients often only read the subject line or the first few lines of an email. Include your CTA early on in your message.
  7. Subject lines fewer than 10 characters long have an open rate of 58%. (Adestra July 2012 Report)
  8. According to Google, there were over 425 million active Gmail users as of June 2012. According to email testing and tracking service Litmus, approximately 4% of all email opens can be attributed to Gmail webmail users, as of June 2013.
  9. Use autoresponders to automate simple, recurring emails. Since welcome and thank-you emails will be sent over and over again as you gain new subscribers and followers, they are perfect for testing the marketing automation waters.
  10. Bold, beautiful imagery is slowly taking over our inboxes, as we take cues from Pinterest and social hubs like Facebook and Twitter. Images help tell your brand's story, so consider taking the time to choose artful shots that complement your message.
  11. Smart marketers are personalizing their communications based on a recipient's interests—using behavioral data, customer intelligence software, and a whole new generation of online personalization technology.
  12. Start building your landing pages, forms, and email templates using industry-accepted best practices. 
Source :

Tags: email marketingemail blastemail marketing softwareemail marketing companyemail marketing singapore

Save Your Subscribers 5 Tips for Email Lists that Last

email marketing

Although there are email marketing subscribers that will allow themselves to remain on email marketing update lists indefinitely regardless of their interest in receiving those email newsletters, quite a few people will eventually unsubscribe or [oh, the horror; the horror!] route those emails to their “junk” folders. Do not let this happen to you.

Naturally, this is far easier said than done. After all, very few of us enjoy receiving email marketing and sales solicitations in our personal inboxes, just as we don’t spend an afternoon with someone trying to sell us a timeshare without the promise of reduced-rate hotel accommodations and free continental breakfasts. Clearly, the key is offering something that the recipients actually want. Not necessarily free products (although that certainly helps), but relevant information, tips and disclosures of special services of which they wouldn’t be aware without your updates.

Notice we said “wouldn’t be aware [of] without your updates.” This does not include reminders that your business exists, or follow-throughs about previous email communications. If you sent an email alerting your customers about a sale or a deal, don’t send additional emails about the same sale or deal. Likewise for emails about newsletters, blogs or any other alert, because…

No one wants an inbox full of marketing emails – pare them down.

Even if – by some remote possibility – all of your email communications alert subscribers to completely different deals and services, you run the risk of your customers shutting down from the glut of information. Basically, when your email count exceeds one or two per day, the recipients begin to view your emails as a nuisance. Even if your emails describe valuable services, if you’re the type of organization that constantly sends marketing emails, the recipients won’t view the services described in those emails as being special or anything that would necessitate instant action.
It is also critically important that whatever emails you’ve sent contain beneficial, interesting or useful information, regardless of how many you choose to send, since…

Emails that present no benefit to the recipient will be disregarded. Give them value.

If you’ve made it a habit to send causal email updates or requests that your subscribers follow you on one of your innumerable social networking sites, your subscribers will learn that your emails do not provide valuable content. Where are the sales? Where are the notifications of new services? Where are the alerts to new merchandise in stock? Have you provided tips on how your products might be used effectively? These are examples of alerts that merit email notifications, since they are what consumers want. If consumers consistently get emails reiterating the same information about your business, products or services, they will come to believe that none of your emails say anything relevant. Speaking of relevance…

Expand beyond simple descriptions of sales.

Content is key, and while it is important to delineate what special services you have to offer, it is also important to occasionally expand into well-constructed and pertinent information, specific to your customers’ needs and desires. If you are a local plumber, for example, you might occasionally offer tips on inexpensive home maintenance techniques that will help customers reduce the likelihood of expensive replacements and services. However, you have to mete out your content judiciously; as we’ve said, overabundant emails will have the opposite of the desired effect.

Test their effectiveness.

Do your customers check their emails on their personal computers or on mobile devices? Which browsers will they likely use? Are they Mac users? Do they live in rural or urban environments? The answers to all of these questions will determine whether or not your email marketing strategies will be effective, and you can test them by using segmentation analysis and email marketing analytics tools.

Make your email marketing newsletters specific.

Don’t treat your email marketing strategies like your social media strategies. In other words, blanket sales pitches don’t work. If you are having a sale on ballet flat shoes, you’d better make sure that the subscribers to whom you’ve sent the notification would be interested – sending an email message about such a sale to men who are uninclined to buy or wear women’s shoes could lead to a mass of “unsubscribe” requests.
Quality will always be more important than quantity. Your email marketing strategy has to do more than get your business’ name out there – it has to speak to your potential customers clearly and effectively. Customers have to do more than tolerate your email communications in order to stay subscribed; they have to like them and – most importantly – need them.


Tags: email marketing, email blast, email marketing software, email marketing company, email marketing singapore

Monday, 24 November 2014

5 Ways to Align Content Marketing and Semantic Web Optimization

Marketers must integrate their content marketing and semantic search optimization practices in order to create a natural single-track strategy.
2014 has been heralded the year of content marketing. At the same time, we're optimizing our search marketing practices for the semantic search environment. Together, there's a need to merge the two different objectives into a unified strategy.
From a search marketing perspective, it makes sense to integrate content marketing and semantic search optimization practices. The introduction of Hummingbird has taught us to deploy search optimization strategies that contextualize queries. Digital marketing with content, on the other hand, is deployed to drive traffic and engage prospects. You can see where the two might combine to form a natural single-track strategy, right?
I've got five ways I believe content marketing and semantic search can be better aligned.

1. Google Authorship

It's been talked about here on ClickZ, on the Adobe blog, on Moz, and on many search industry blogs. Google has stated that Author Rank is used as a ranking factor, especially for in-depth articles. Moreover, you can't rank without content that is viewed, shared, mentioned, linked to, or otherwise distributed.
Google Authorship has been shown to significantly boost organic visibility, even for authors who exist in fewer than 100 Google+ circles. Authorship markup helps with ranking on Google but more importantly, leads to higher click-throughs. This will, in turn, support better organic visibility. By distributing contextualized content that can be indexed using snippets through a Google+ profile, your chances for high visibility are increased.

2. Sharable Content

Search marketing analysts have been implying for years that social signals will soon correlate to better search visibility. While Google has denied using social signals as ranking factors, there is still a correlation effect where content with higher social activity may also rank higher. Obviously, shared content is not about link building, but rather a strategy - using content that provides value - which seeks to have your content shared among social circles, authority sites, and others. As your subject matter authority (see #4 below) improves, search relevancy will likely improve as well.

3. Link Potential

I realize that, in many circles, link building is not an intentional technique most enterprise SEOs engage in regularly. Partly this is due to the spammy ways in which SEOs have acquired links, which are repugnant to search marketers who optimize in a natural way. Traditional link building also takes more action, effort, and commitment than a social sharing strategy. However, because links remain a high-impact ranking factor, it's important to consider deploying semantic-centric marketing to build inbound links. In turn, this value will contribute to increasing your subject matter authority (see #4). Consequently, a robust content marketing campaign that is optimized for semantic search is more likely to yield page authority, thus greater search visibility, than simply deploying a social sharing campaign alone.

4. Subject Matter Authority

One intent of search engines is to provide searchers with the most likely sources of information for a specific query. In order to ascend to a position as a subject matter authority, your pages must reflect a combination of relevant information and popularity. The value you provide, when optimized for semantic search, can evoke higher search visibility because your site is recognized by engines as having domain authority, which is another way of saying you have become a subject matter expert, a "go-to" site for potential customers.

5. Structured Authoring

Many trends are pointing to structured authoring (SA) governing the future of mobile and local search. Every content marketing campaign should be developed with search results in mind IMHO. Therefore, content marketing that deploys structured authoring will be better positioned to have success in the space.
As background, I talked about structured authoring as the new normal in search optimization recently. Note, though, that SA has been noted by Bing and others to not affect ranking. However, because this siloing of data makes it easier for engines to index page data, structured authoring of information typically leads to greater visibility. The additional benefits include a consistent delivery of information and reuse of data and localization, both critical factors in the mobile search space.
Using XML to define attributes (called "resources"), we can assign a variety of subject, property, and object tags which, when used across multiple assets, produce a unified profile that searchers can approach through a diverse set of queries.
The content being distributed has to be specified (authored) with context in mind. Take the following example from that marks up a page for the movie Avatar:
< div itemscope itemtype ="">
< h1 itemprop="name">Avatar < /h1>
< span>Director: < span itemprop="director">James Cameron < /span> (born August 16, 1954) < /span>
< span itemprop="genre">Science fiction < /span>
< a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer < /a>
< /div>
Supporting content related to this entry should provide additional context to the spiders. Here is an example of how a contextualized, related asset might be structured:
< div itemscope itemtype ="">
< h1 itemprop="name">Avatar < /h1>
< span>Actor: < span itemprop="actor">Sigourney Weaver < /span> (born October 8, 1949) < /span>
< span itemprop="genre">Science fiction < /span>
< a href="../movies/avatar-theatrical-trailer.html" itemprop="release date">December 18, 2009 < /a>
< /div>
In this markup, we defined the actor Sigourney Weaver as an asset associated with the movie. You can see the variety of information that can be written into each snippet. There will usually be a robust set of resources that you can embed in each page. The more details you can provide in a structured author markup, the more likely your assets will be found in a semantic Web environment.
Rich Snippets
Content marketing for semantic web search success starts with creating rich snippets. Rich snippets are parcels of information displayed in various formats on search engine results pages. On-page markup embeds schemas, which provide standardized rules that engines use when crawling your pages. Look at the image below:
Notice there are four types of snippets in the image: reviews with image, local map, images, and traditional text snippets. Your content delivery approach should be structured in a way that leverages as many attributes within your content as possible. Meaning it's best to structure your microdata, microformat, or RDFa formats to deliver one or more of the following resources that Google supports in every marketing asset you distribute:
  • Reviews
  • People
  • Products
  • Businesses and organizations
  • Recipes
  • Events
  • Music
Doing so ensures that, when indexing your pages, search engines can easily depict the details that searchers are looking for. To see how your structured data will appear in a SERP, use the Google Structured Data Testing Tool.
Let me provide a word of caution here. When you optimize your content marketing for semantic search, avoid conflicts around ambiguity. Disambiguation is required when spiders get confused about the use of certain language, and that can lead to ineffective visibility (i.e. high bounce rates due to irrelevancy). For example, the term board can mean an organized body, a piece of lumber, a set of connected circuitry, or the act of getting on a plane. Protecting yourself from ambiguity requires that you define on-page resources clearly and completely.
Content marketing for semantic search isn't terribly complicated - but it takes an organized approach to creating content using on-page markup, which connects machine-readable attributes that meet a searcher's intent. We must find ways to describe our business without embedding repeatedly the terms most directly used to search. With the dawning of semantic search following the Hummingbird update, content marketing has become more necessary in order to put what you have to say in as many ways as you can.
Content marketing gets much more interesting and valuable, to your prospects and search engines alike, as you continue to innovate in how that content's structured and delivered. Implementing just a few of these strategies on your most valuable content can significantly improve the effectiveness of your overall digital marketing efforts.

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Google Inbox Could Make It Easier to Ignore Email

As content marketers anticipate the widespread adoption of Google Inbox, they must also prepare to personalize content so that it doesn't get pushed aside.
Google Inbox offers users a new way to sort and view email, which could make it more difficult for many email marketers to stay visible.
The Bundle feature in Google Inbox allows users to more easily sort related content, such as bank statements and promotional offers. According to the Google blog, the intention behind Bundle is to group similar email in order to "swipe them out of the way," which doesn’t bode well for marketers already caught in the no man’s land of Gmail’s "Promotional" tab, which filters most marketing email away from the primary inbox.
Content, and not a misleading headline, is key to staying relevant in Google Inbox, according to Jesse Noyes, senior director of content marketing for Kapost. "Bundle will make it harder to break through within the noise of Inbox by neatly categorizing messages by promotional nature," says Noyes. "Many marketers will try to game this system, much in the way content farms tried to game Google search results, but this is an ultimately doomed strategy. Marketers need to adapt by creating content that offers a fresh look at a trend, ties into the intended audiences concerns and issues, and doesn’t overtly push product."
Content should add value to a customer’s Inbox before pushing offers and promotions, says Noyes. For example, a sneaker company announcing a new type of running shoe will probably be sent straight to a seldom-seen Bundle. But an email that offers tips on improving running times adds value and is more likely to be read.
Noyes says that with Inbox, marketers must try harder than ever to anticipate customers’ needs. "Understand what drives a person to open your email. Is it because they desperately want new running shoes or because they want to improve their running performance and avoid injuries? If you can establish value first through your content, you’ll have a much better chance of getting into the inbox."
Google Inbox is still invitation-only, and audiences may be slow to adopt the new technology. Noyes warns that marketers need to wait "to see if this is Google’s next Gmail or Googles next Wave" before making any adjustments. Google Wave was the company’s short lived 2009 messaging and file sharing system that turned users off with its complicated features and difficult-to-navigate configuration.
However, if Inbox does take off, marketers need to be aware that fewer emails will show up on users’ screens. "If that stays true," Noyes says, "the chance of getting ignored will likely go up. You need to be recognizable to stand out."
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Tags : email marketingemail marketing serviceemail marketing singaporemass emailemail listbulk emailemail database

Putting the Life Back in Your Customer Lifecycle

If you take the time to establish a customer lifecycle blueprint, you will be able to understand your consumers better and more effectively market to them.
In case you haven't heard, marketers - we have arrived! We now have the opportunity to develop sophisticated lifecycle marketing strategies that deploy the right message at the right time in the channel of choice for each and every consumer. Marketing is yielding greater influence over corporate budgets and IT initiatives, and we're leading the charge to deliver on heightened consumer expectations.
However, many marketers haven't had a chance to catch up with the rapid advancements in email and cross-channel marketing technology. To get there, they need to quickly navigate and prioritize opportunities and accelerate planning and execution.
No pressure, eh? Even with the abundance of available data and marketing solution capabilities, getting the gears in motion requires a clear focus on attainable goals and a tiered approach to climbing toward contextual marketing nirvana.
One important first step in this direction is to focus on the human beings at the receiving end - our customers. Take some time to carefully think about how the end consumer will experience the output of your combined marketing tech stack, analytics insights, strategies, and tactics. Examine your customer lifecycle with a lens toward injecting some life back into it!
This process begins with establishing a customer lifecycle blueprint and understanding how your consumers traverse it. Of course, lifecycles are business- and consumer-specific, and very non-linear these days. Many organizations, large or small, don't have a clear sense of the lifecycle experience their consumers receive. This is due to a variety of factors, the most prominent one being time - it simply takes time to stop and document a current state of any program or process, and time is a resource that is in short supply on many marketing teams.
However, taking that step back to document current lifecycle communication elements is a foundational investment that paves the way for future program optimization. This process is the only proven way to better understand the different communication touch points across the lifecycle process and how the consumer experiences the process, from initial acquisition to conversion through to various customer engagements: key milestones, transactions, and any other customer experience paths deployed across the lifecycle.
Just a warning - this process often gets very messy before it becomes clear. The ultimate goal here is to understand the current touch points and outline opportunities to add or optimize communications to drive better customer experiences (and business results).
Once you have a blueprint of your customer lifecycle in hand, you can begin to examine ways to craft a better design. Here are some of the types of questions you'll want to ask to begin to uncover insights and define opportunities:
  • Is the customer lifecycle consistent and integrated across channels - email, mobile, social, display, in-store, and more?
  • Are the programs aligned and customized to key segments and maximizing different lifecycle stages?
  • Are there also programs dedicated to highly engaged individuals, as well as initiatives in place to re-engage disengaged audiences to improve their experience?
  • Are communication touch points consistently deployed across the channels of choice?
  • Is data organized to drive the right experience at the right time in the right channel?
  • Are there obvious data points on hand that could be used to communicate more contextually with customers (location, likes, life-stage, device used, etc.)? 
  • Conversely, are there data points that need to be gathered, or implied data that needs to be captured and put into action?
  • At the beginning of the consumer relationship, are expectations being set clearly? And are new acquisitions being maximized early on, when they are most engaged?
  • Do you understand your consumers' known attributes, activity levels, social influence, and other differentiators? 
  • Are there gaps in your cross-channel communication strategy that result in missed opportunities to drive consumer action and conversion?
  • Is testing and optimization taking place to drive stronger program performance?
I would venture a guess that almost every marketer out there would answer "no" to one or a few of these questions. The end goal of all this work is to come up with a list of amazing and innovative opportunities to act upon in order to generate stronger engagement and conversion - i.e. put life back into your customer lifecycle!
Once you have a foundational understanding of the current lifecycle experience and a "blue sky" list of optimization opportunities, the next step is prioritization. Prioritization should be based on the level of expected impact and the level of effort required. This prioritization exercise should lead to a clear, simple, and attainable strategic initiatives roadmap, including testing elements.
And then the fun really begins. So pivot your organization in the direction of your customer and put some life back into the lifecycle as you head into 2015!

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Tags : email marketingemail blastedm softwareemail marketing softwareemail marketing companyemail marketing serviceemail marketing malaysia

Thursday, 20 November 2014

How to Use Email Marketing to Increase Sales This Holiday Season.

So what can businesses and marketers do to make sure their emails will be opened and clicked on before Christmas day? Dozens of email marketing experts share 12 can't-miss tips for making your email marketing deliver for the holidays.

1. Try different subject lines -- and be creative. "Do A/B testing of subject lines right up until the very end of the season," says Alyssa Nahatis, the director of Deliverability for Adobe Campaign. "There is always time to make it better."

For example, "test subject lines that include [the customer's] name," says Ben Meyer, email campaign manager, Cleverbridge, a global ecommerce provider.

"The more individualized an email is, the more likely consumers will respond to it," says Christopher S. Penn, vice president, Marketing Technology, SHIFT Communications.

"I recommend that brands try to be as specific as possible with subject lines, to grab the target audience's attention," says Steve Warren, vice president & general manager, Teradata Interactive, a provider of data-driven marketing solutions. "For example, try: Top Electronics for the Men on Your List; 10 Toys Kids Want under the Tree; Gift Ideas for Animal Lovers; or Gifts Under $25 They Won't Return."

Also, "use words like new, free, sale, now, holiday and save in your subject lines," suggests Connie Sung Moyle, head of Public Relations at VerticalResponse, an email marketing provider. "VerticalResponse recently analyzed 10,000 email campaigns sent over the holidays in 2013, and these words generated the highest open rates."

2. But go easy on using Cyber Monday. "We found including the words Cyber Monday in the subject line of an email sent on Cyber Monday 2013 actually decreased open rates," says Christopher Lester, vice president of sales, Emma, which provides email marketing services. That's because people "are bombarded with Cyber Monday messages." Instead, "get creative [with your subject lines, to] stand out from the crowd."

One last thing to keep in mind: "according to an email marketing benchmark report from eMarketer published in 2013, shorter subject lines had higher open rates, but longer ones had higher click[through] rates," notes Meyer.

3. Put the most important information in the first two sentences of your email. "Many ISPs and email providers display a line or two of text after the subject line," referred to as the "preheader," says Ramesh Bulusu, CEO of, a packaging consolidation service. "So [inserting] a call to action, attention-grabbing copy or teaser into the valuable preheader space is a great way to keep your subject lines short but still emphasize special offers, create urgency and, most importantly, encourage recipients to open your email."

4. Use photos, especially ones that evoke the holiday spirit -- but don't forget about your copy! "People are inspired by photos," says Lysa Miller, lead designer & Web strategist at Ladybugz Interactive. "If you are selling a product or offering a service, offer a visual that appeals to your market to make them want to click on your offer. For example, if you are selling pajamas or nighties, have pictures of those products in a holiday setting or holiday theme," she suggests. Even better: "have a photo of someone opening a gift with the product."

That said, "don't rely solely on graphical elements," says Janelle Johnson, director of demand generation at Act-On Software, a provider of marketing automation software. "Yes, images make an email beautiful, but many email clients strip out [or don't display] images. So your copy must be engaging to provide recipients a reason to enable images," she says. Therefore write the copy first and ask yourself: "If all someone saw was the text, would they be interested? Once you have the copy spot-on, add graphics and visuals to enhance the email," she says. Finally, "don't forget to test to see how your email will render across multiple email platforms."

5. Don't forget a call to action! Tell people what it is you want them to do. And "if you're selling something, include a direct link to that service or product," says Mario Mirabella, founder & creative director, MSM DesignZ. "Even if you aren't selling or promoting anything, you should always add a link to your company's website to the email with a call to action such as 'For more details' or 'Learn more at,' to encourage clicks to your website."

6. Notify customers of delivery deadlines. "Be sure that your email messages provide clear and concise instructions to ensure gifts ship and arrive on time," says Warren. "You can create a sense of urgency with strong reminders to buy now, rather than waiting until shipping costs go up and guaranteed delivery is unavailable." Also, as this is information customers consider very important, consider putting it in the subject line as well as in the body copy.

7. Make customers feel as though you are giving them something. "Create an offer that your audience can't resist," suggests Miller. Whether it's "free shipping, by one get one free, [or whatever], make the holiday offer your holiday gift to your customers."

8. Employ limited-time offers. Another good strategy is to "offer something that has a deadline," she adds. "Offer a specific deal to targeted customers, which has to be redeemed by a specific date. Then send a follow-up email a day or two before the offer expires."

For loyal customers, "give [them] advance notice on planned promotions," says Nahatis. "Announce your offer two to three weeks in advance, and then send a reminder the week of the offer."

9. Make sure your email is mobile friendly. "A significant number of people use their phone to check their email," says Chris Apaliski, social media director, Magic Logix, an integrated marketing agency. So "if you aren't properly optimizing your emails for mobile, you run the risk of running customers off.

"Make it as easy as possible for them [to interact with you]. So they can open an email from their phone, cruise on to your site and make a purchase without ever leaving the comfort of their surroundings."

10. Target your email. "Segment your lists so that you can send targeted emails to groups of subscribers based on interests, purchase history and/or how often they've engaged with your past emails," says Sung Moyle. "The more targeted the email content and subject line, the more likely your subscribers will open it. For example, if you're a winery, send a holiday promotion for red wines to subscribers who've purchased a red wine in the past."

11. Remember that timing is (almost) everything. "Outbrain found that Americans are more likely to click on holiday content on the weekend," says Lester. So create "an automated email series scheduled to send each Saturday [through] December." Just keep in mind that "overall engagement with holiday emails starts to steadily decline after the second week of December, so focus your holiday email marketing on [earlier in the month], while people are still paying attention."

Another tip, for when you do want to send email during the week: "For B2C email campaigns, sending around lunchtime or after work is best since that's when most people will check their email for leisure," says Mirabella. "For B2B campaigns, send early, before work, or in the early afternoon after lunch."

Remember, "folks are usually busy during the holidays and even more so during the days and evenings," says Sharif Kalil, content manager, Neesh, a digital marketing agency. "If they get your email during their busy hours, they'll quickly close and forget they ever saw it [or outright delete it]," he says. So "sending email during the early morning means you'll have a better chance of grabbing their attention."

12. Create a seamless experience. "Create a seamless experience from the moment people open your email through their website visit," advises Bruce Ernst, vice president of Product Development at Monetate, which provides cloud-based testing, email optimization and in-the-moment personalization software. "Something about your brand's email caused the customer to click." So make sure your messaging and branding is consistent, from your website, to your email marketing campaigns, to your social media and other channels.

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Tags : email marketingemail blastedm softwareemail marketing softwareemail marketing companyemail marketing serviceemail marketing malaysia