As the web continues to grow, an increasing number of websites compete for the same digital real estate on search engines and they compete using search engine marketing tactics (SEM) that can be either paid or organic. A well optimized website can help your business to rank high in organic searches and appear on the first page of search engine results, but organic search tactics are rigid and you can’t control how far or how fast your website will move up in the rankings. This is why a website can benefit immensely from paid search advertising. It is only through an effective paid search strategy using a variety of tactics, that a website can gain adequate exposure to the right people at the right time with the correct messaging. This is because with paid search you have the flexibility to pivot and make continual changes to impact search results. Read on to learn more about paid search ads and gaining exposure from active potential customers/clients searching for your business or products/services.
Email marketing can help businesses effectively connect, nurture and engage with their community base. Real email marketing success depends on open rates. The one big step that email marketers can take to get the end user to actually open the email is to personalize their emails. There is compelling evidence to prove that personalized emails get better results because they are tailored to meet consumer needs and interests. In an eConsultancy report, a whopping 74% of marketers agree that targeted personalization increases customer engagement. A study by Experian confirmed that personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates. Another report by Statista in 2014 concluded that personalized email messages show improved open rates of 17.6% in comparison to 11.4% for emails without personalization.
People feel more loyal to brands that better understand them and their specific needs. Businesses have to be authentic and offer their audience relevant content about products or services that add value to their lives. Smart marketers can easily accomplish this through highly customizable and targeted personal email marketing but oddly over 60 percent of marketers find real-time personalization extremely challenging. So how do you go about personalizing your email to attract your customer’s attention every time? Let’s discuss.
Audience Segmentation Before You Begin Sending Emails
When it comes to personalizing your message it’s all in the details. You need to understand customer demographics, locations, their backgrounds, browsing habits, products purchased, click-through’s and download behavior to be able to better categorize your audience and create targeted customer personas & list segmentation. To get more information about the people you are targeting and help you craft better marketing content for your emails, you can add relevant questions on your landing page forms such as business size, revenue, B2B or B2C, job level, and more. To create better segments, you can use lead-capture forms, or get more insight from other sources, including social media and your CRM, such as the types of content they’ve downloaded from your website, emails sent to them in the past, or even if they have interacted with a sales rep. For example, you can offer customers active on Pinterest some kind of Pinterest-only promotion or create specific email messages for leads that have been in touch with a sales rep, and have a totally different message for leads with no contact from sales. In their published report, Quarterly Digital Intelligence Briefing , eConsultancy found that 88% of marketers who personalize the email experience using social graph data report higher ROI but sadly only 6% actually do it.
Personalize Your Campaign Specifically for That Segment
Contact lists are more than names; they are people who want to develop personal relationships with a brand. So, whether you are sending out lead nurturing emails or monthly newsletters to lists your business has developed, your contacts need to know that the email has been written with their interests in mind rather than just yours.
- Subject line: Personalized email subject lines with the recipient’s first name, company name, topic of interest, reference to past behavior can grab your readers’ attention almost immediately. Most recipients take only three to four seconds to decide whether to click on your email or to delete it and nearly 35% make this decision based only on the subject line.
- Customize the sender name: It is all about adding a human touch to your conversations so you also need to customize the sender name in the email. Try using a familiar name that your lead may recognize such as the sales rep owner or even that of your CEO. According to, HubSpot emails sent by a real person instead of those sent from a company name increased both open and click-through rates.
- Get personal in the body of the email: Use personalized rich information that you have collected about your leads in the body of the email to make your message more relevant and personal to the individual. The content and language used to promote your offers within the email itself needs to align with the interests and needs of the particular segment it is aimed at. What it all boils down to is letting the list members know that you are speaking to them, one on one. Use the same personalization in your thank you page or follow-up emails. For example, if you’re sending a thank you email to the recipient for converting, you can send -appropriate secondary content offers or if it is a follow-up email to someone who downloaded an ebook, you can send links to your resources page for further reading. The idea is to craft a message that resonates well with the targeted specific group of leads. To see better conversions, you must get the message right.
Use the right tools for personalization: There are a variety of distribution tools to help you organize and track engagement & growth for your email marketing efforts, like Contact Contact, Mail Chimp, etc. You can even use CRM (customer relations management) software such as Salesforce or Hubspot to build individual contact’s communication records and track contact engagement. You can as easily serve personalized content and CTAs based on visitor’s geographic location, the site they accessed you from, or their device, which opens up personalization even for anonymous visitors.
All About the Personal Touch
Think of the number of emails you get every day, some of it useful and many more that is not. In order to get the attention of your customers in the competitive landscape of email marketing, you have to get personal. It makes people feel more valued and understood. To create personalized email content that people love and to improve your campaign results, don’t hesitate to talk to us at Local Directive.
From time to time LocalDirective team members will comment on a piece of content they see online. In this post, Kim Figor gives her opinion on 11 Surprising Reasons You Should Smile Every Day an article from Huffington Post, written by Alena Hall
If you are like the millions of people who are looking for ways to grow and improve themselves, you probably have already figured out you don’t need to look very far. Two minutes on the internet is proof of this. Anyone looking to improve their lives doesn’t have to look far. But did you know that something as simple as a smile can help you achieve many of your goals? Continue Reading
10 years ago it seemed as if Google Trends was the answer to every marketing question. However, recently Google Trends seems to be a last thought. Why? I’m not sure, but I would guess that it has to do something with the shiny new technology tools that are pouring out of the woodwork. Personally, I think Google Trends is currently underrated and should be a top tool used by companies. Continue Reading
Let’s say for the sake of argument that you have amazing content on your website. You spent a lot of time writing the content and picking images and you feel that it represents your company well. Your design is fresh and fun. But you are still not quite sure that your site is optimized for generating revenue.
First of all, I want to start by saying this is not an article about how to search optimize your site, (SEO). While SEO is something very important, conversion optimization is quite different. Here, I will give you a few pointers on how your ecommerce website can be optimized to accumulate its maximum potential for generating revenue.
While content is most important for (nearly) every site, it alone will not bring in profit. Good content is your diamond in the rough and you need to make it shine as much as possible. Given the competition online for everything from toilet-paper to car engines, you need to find a way to make your ecommerce site stand out from the crowd.
Make your site user friendly: If you need to explain your website to someone, you need to re-think your website! Always keep in mind that your site should be simple and easy to navigate with the fewest number of steps to get to the sale. It should be clear to everyone what are you trying to sell and what your site is about. If you are unsure if your site is easy to use, find any second grader in America and sit with them as they figure it out. If they can get to the payment screen within 30 seconds, you have a winner! If they get confused and hand the laptop back to you… you’ll need to go back to the drawing board. Continue Reading
“Why would anyone want to work at the Starbucks when they could work at home?”
This question was posed the other day and I wanted to try to answer it. You see, I work from home almost every day, but there have been times when my office really was a table at the local Starbucks – a quiet place I would go daily while my sitter sat with my young son in my home. And even now, especially when the weather is nice and I do not have conference calls, I will go over to the local Starbucks for a couple hours to get some serious writing done.
As I was thinking about this I realized it may not be obvious to others who might not see the benefits right away, I thought I would share my feelings:
1) Change of Scenery: When I work at home, (and the same is true when I worked in a traditional office), there are distractions. There is the post-its and the to-do notes, the other projects that need doing. At home there is my dog who likes to bark at anyone walking by, or the pile of laundry calling my name. While I am generally disciplined enough to ignore the things in my home office, when I need to buckle-down and “get-stuff-done,” I actually like going to a Starbucks, settling in with a handcrafted beverage and working.
2) Richard, James & Savannah: Richard, James and Savannah are baristas at my local Starbucks. They know my name. I know theirs. When I walk in, even when there is a long line, my drink is made and ready for me when I get to the counter. Richard always asks when my next book is coming out (I wrote the last one 12 years ago… and the new one may never come to pass, but he still asks). When you work remotely – and even when you are an introvert, like myself, it is nice to have someone recognize you, give you a little extra service, a smile and a short conversation. They are busy, I am busy. We share pleasantries and move on. But this little act of human interaction is very fulfilling and a nice break during the day. Continue Reading