Digital and Email Marketing Strategies and Tactics | eMarketing Innovation Insights

Keep Your Website Current

An often overlooked aspect of a website is that it needs to be maintained. Setting and forgetting is not a great strategy for your site. The primary reason for this is that things change. If you don’t keep your site current then it will not have no ability, or a hindered ability, to market your

Does Your Landing Page Add Incentive or Repeat What Recipients Already Heard?

Every offer made online through email, social media, ads, or sponsored links should direct people to a webpage on your site dedicated to that offer. These landing pages are a tried and true best practice because if people land on a page that doesn’t reinforce the offer they were interested in, confusion and abandonment multiply.

Online Marketing Success Takes Work and Diligence

The myth of getting rich quick through the internet still seems to have a pulse. Many people looking to start an internet based venture still have delusions of a “set it and forget it” situation. If only it were so easy to promote your business and generate revenue online. Online marketing is a process, not

Honest Social Media Evaluation

Social Media has become a popular marketing topic. That’s not news to anyone. In fact, I’d suggest it’s become a trendy topic. The problem with trendy things is that people tend to overweight the importance assigned to it. Social media seems to be heading that direction. Many marketers overemphasize the engagement levels of their social

Buying or Renting Email Lists

It’s not uncommon for people to want to infuse their email list with a batch of new people. The stock answer from email marketers (myself included) is to gradually and methodically build a list. Use your network of contacts and regular business interactions to build up a legitimate opt-in email marketing list. However, some people

Don’t Get Caught Up in “Best Practices” – Even Short Subject Lines

There are a lot of online marketing best practices that float around that people take as hard and fast rules. This can be a big mistake. Best practices are great guidelines. They are often a head start for people that are just getting started. But it’s like pre-school, it lays a foundation so that we’re

A Picture is Worth a Thousand Words, But Which Words are You Saying?

Pictures (and multimedia) can be worth a thousand words. Just make sure that the images used in your online marketing are the ones you want to say. Years ago most images on a website (at least professional ones) were analyzed, if not labored over. The reason was that every page counted and just the right

Define Success: Social Media

There is one metric that most people use to measure social media: Contacts (LinkedIn) Followers (Twitter) Friends (Facebook) However the number of people watching is not always the most important number to review. Certainly social media is about interaction but our ultimate goal is what needs to be kept in mind. For example I worked

Define Success: Website

Website metrics are often simplified to website metric, visitors. While the number of visitors is certainly important as we need traffic, many other metrics are a better measure of success on a website. There are several web metrics that can be used to define success based on the company objective: Bounce rate – This serves

Define Success: Email Marketing

Using generic metrics for gauging success is very common in email marketing. Specifically the most common gauges are: Open rate Click rate Don’t misunderstand, these metrics are important but for most email campaigns they should not be the defining factor in measuring success. Success depends on the intent of the email. Here’s an example, an