Digital and Email Marketing Strategies and Tactics | eMarketing Innovation Insights

Define Success for Your Online Marketing

It’s common for people to use general metric standards as a guideline for success when analyzing online marketing data. This can lead to real problems with their campaigns because it doesn’t take into account individualized goals. Each webpage, email communication, or social media post needs to have a clearly defined metric for success rather than

Is Your Call to Action Luring Visitors In?

A good call to action is a Siren Song. Your target audience shouldn’t be able to resist its lure. However, many times websites calls to action are a dud. They ask for a lot and provide little in return. Make sure that your call to action is appealing to your website target so that conversions

Make Sure That the Images in Your Email Help Your Campaign Rather Than Hurt It

HTML based emails with sophisticated layouts and images are great. Generally speaking HTML layouts also improve conversion. However, email marketers always need to pay attention to images and how they are rendered. Recent studies have shown that only 33% of email users have images on by default. That means two of the three people you

New Year’s Resolution – Evaluate Your Online Marketing Programs

Once we get into a system for email and online marketing that works for us we can get lazy and blindly stick with it. As 2011 begins it’s a good idea to challenge what you are doing. If you don’t regularly review your web and email marketing performance, start now. If you are regularly monitoring

Email Subject Lines – Be Direct

Jakob Nielson wrote a great article on email usability. There is a lot of good points but I wanted to focus on his section about subject lines. As a rule of thumb, if you have doubts on what the subject line should be . . . be direct. There is a great example in the

Email Marketing: What’s in it for . . . Them?

As a broad guideline, at least 50% of your email communications should have a clear benefit for your recipients. A higher percentage is fine, a lower percentage will often result in list fatigue and opt outs. This seems like a simple equation but it gets complicated when email marketers confuse what benefits them and what

Know Where Your Online Marketing Spikes Are Coming From

In analyzing online marketing results people make two broad-sweeping common mistakes Blaming poor performance on outside factors Take credit for positive performance without verifying the conclusion. If only these assumptions were true in reality, we’d have nothing to worry about. We’d cause only good and any negative outcomes couldn’t be helped. Of course, that’s not

Transition into Multi-Faceted Online Communication With Social Media

For years there were essentially two forms of online communication. Website – A one-to-many media passive media Email – A one-to many or one-to-one proactive media The two have the potential to work seamlessly together. Websites are always available and easily accessed by any interested party. It casts a wide net. Email could proactively promote

The Long Tail Optimization to Nowhere

Using long tail keywords has become a popular way of cutting out the competition and getting very specific keywords that bring in a targeted audience. The guiding principle is the more specific the keywords, the less likely it is that other people are targeting the same group. The SEO basics site has a nice overview

Email and Internet Testing Needs Some Planning

In a previous post, I said that email testing didn’t have to be a monumental task for smaller lists. While that is true, the statement shouldn’t be taken to mean it is easy. Detailed analysis is necessary to get a true picture of how your campaigns are running. An integrated set of reports that takes