Digital and Email Marketing Strategies and Tactics | eMarketing Innovation Insights

Should I Include the Price?

A question that pops up is whether a price should be advertised right off the bat or on a second level that people have to navigate to. The answer to this depends on space limitations, price appeal, and communication vehicle. But as a guiding rule pricing should be included unless it’s a complex product, service,

Online and Email Marketing: There’s No Magic Bullet

I’m often asked, “What should I change in my approach?”, or “What best practice should I adopt to improve performance?” I always struggle to answer these questions for 3 reasons. The first is that it’s usually asked before I have a chance to understand the online and email marketing campaigns. The second reason is because

Multimedia Strategy: Video – Host or Post

Video is becoming more and more prevalent on websites. And why not? If done well it can be a powerful marketing tool. But what is the best way to get your video content online? There are two options host or post. Posting to an external site has advantages: Easy to upload video No bandwidth costs

Open Rates to Expect from Your Email List

It’s a common question, “What’s a good open rate for my emails?” While every email campaign is a little different and campaign goals can skew these numbers open rate often come down to one variable, email list building practices. Double Opt-Ins are the most intensive way of building a list. People have to opt-in and

Website Maintenance: Make an Index

Many times we get too close to our own websites. We know right where everything is because we put it there. The problem is that what makes sense to us, often doesn’t make sense to visitors. An easy way to ensure that items of a similar type are easily found is to make an index

Online Marketing: Don’t Mistake New for Better.

I was recently informed by a client that they needed to step up their social media presence because “email is on the way out”. That was a shock to me as most of my clients (this one included) see a nice return on their email marketing investment. In fact, industry wide email marketing boasts a

Social Media: I like You . . .

Remember in elementary or middle school when you were told that someone “liked you”? That tended to be the most consequential thing a young teenager could hear. If liker or likee worked up enough they might speak a little bit. Then what happened? Other class mates might be abuzz with the new “couple” but very

Monitor Bounces: Email

Like websites, there’s a temptation to look at the positive metrics rather than improving negative ones. Bounces from email is a great indicator of list health. An email campaign that has a low bounce rate (under 10%) is often a well built list that is regularly maintained. The benefit of this is that it usually

Monitor Bounces: Websites

When reviewing website performance we tend to gravitate toward the positive interactions. These are the metrics we hope will be high: visits, clicks, conversions, etc. However it can be equally important to measure the negative interactions, opt outs and bounces. By keeping those numbers low we increase the opportunities that the positive interactions have. Bounces

Multiple Technology Platforms for an Email Marketing Contact Management System

It’s hard to find all inclusive tools. Some times the features in one system do a certain task well while another technology is better suited for something else. This is often true in email marketing, especially for small and medium companies. There’s no inherent problem with using multiple database or list platforms. However a lack