Monthly Archives: November 2012

Email Marketing: A Balancing Act Between Images and Text7:00 am

By Melissa Cober

Email Marketing: A Balancing Act Between Images and TextImages are a great way to spruce up your email marketing; they make emails much more visually interesting than plain text, and often increase engagement metrics as a result. However, sometimes email marketers take this desire to design flashy emails too far, and end up turning the entire email into one big image. While these image-only emails may be very visually appealing, they also come with some big disadvantages that you may want to consider before jumping aboard the image-only email marketing train.

Why can too many images hurt your email marketing engagement? There are a few reasons for this. The main reason is that the majority of email providers initially block images for security purposes. This means that, when someone receives your email in their inbox, they will only see blank spaces where your images should be. They have to go through the trouble of enabling images for your email before they can view it properly. If all of your email content is contained within those images, then readers may not have any reason to enable images in the first place, since they don’t know what’s in it for them. This will decrease open rates and click-through rates on your email marketing.

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Digital Overload and the Power of Direct Mail Marketing7:00 am

By Melissa Cober

Digital Overload and the Power of Direct Mail MarketingHow many emails did you receive yesterday? Over 50? Over 100? As email marketing becomes more and more popular as a marketing medium, it is no secret that the number of emails filling up people’s inboxes is growing exponentially. Unfortunately, this is not a good sign for email marketers, because it means that every email has to overcome much more competition in order to get opened, let alone clicked on. We call this “Digital Overload”, and it severely limits the efficacy of email marketing efforts.

This concept of marketing overload is nothing new; it is a natural byproduct of any marketing technique increasing or decreasing in popularity. Direct mail has also seen its heyday in this respect. A couple of decades ago, when direct mail marketing was all the rage, we saw this same phenomenon: mailboxes were stuffed so full of promotional mail that the efficacy of each direct mail piece was significantly diminished.

As you may have guessed, this is why marketers are constantly trying to stay ahead of the game by discovering or inventing new marketing techniques before everyone else: They don’t want the efficacy of their marketing techniques to be diluted by a surge of popularity.

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4 Cold Calling Mistakes That Will Waste Your Sales Leads7:00 am

By Melissa Cober

4 Cold Calling Mistakes That Will Waste Your Sales LeadsPurchasing a list of targeted sales leads is a great way to identify potential customers for your business, but what is the next step after you have already purchased that list? If your mailing list includes verified phone numbers, a common response is to have your sales representatives begin cold calling that list. Cold calling can be a very effective way to utilize your sales leads. However, the practice of cold calling is often bogged down by outdated techniques that, more often than not, turn off prospects rather than engaging their interest. If you want your sales leads to live up to their full potential, make sure your sales staff doesn’t commit any of these cold calling faux pas.

1. Centering the Conversation around Yourself

People generally are not interested in hearing about the lives of perfect strangers, particularly when this comes in the form of a cold call, which is already an intrusion of sorts. Don’t begin the conversation by telling them what you do and what you can offer; this tactic usually results in the prospect shutting down the conversation before they have even participated in it. Instead, focus on them: What is important to them? What problems or issues would they like to solve? Let them guide the conversation. Use the cold call as a way to learn more about your prospect rather than pushing your product.

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Can You Track Email Metrics With Google Analytics?7:00 am

By Melissa Cober

Can You Track Email Metrics With Google Analytics?Tracking email metrics is not as straightforward as many would like to think. Open rates are misleading; links can be clicked multiple times by the same person; and on top of all that, it can be difficult to know which metrics actually merit your attention, and which metrics just aren’t that important. Everyone has their own opinion on which email metrics are the most important. However, those various arguments will have to wait for another blog post. Today we are going to discuss a slightly different email tracking dilemma: Is Google Analytics a good tool for analyzing the success of an email campaign? Today we will examine both its strengths and its limitations as it relates to email marketing.

Many websites utilize Google Analytics to track their web traffic, and for good reason: it is a very powerful traffic analysis tool that also happens to be free. However, every once in a while, one of our clients will have us deploy an email campaign on their behalf, and then watch Google Analytics expecting to see identical results to the email tracking report. When this happens, they are usually disappointed, because the hard truth is that email metrics tracking and web traffic tracking are two very different things. Google Analytics is not, in and of itself, an automatic email tracker, and attempting to use it this way generally causes more confusion than insight.

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