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Using A/B Testing for Your Email Lists
11 Oct

Using A/B Testing for Your Email Lists

A/B testing, or split testing, is the process of testing two different emails (or style of email) to see which will produce the best results on a mass-scale. Typically, the system for A/B testing consists of designing two marketing emails and sending each one to a small subset of your email list. The CTR (click-through-rate) can be tracked via Google Analytics, then the results are tallied and whichever campaign was more successful is used for the remainder of the email list. Google even includes an A/B testing tool in their GA suite.
Be sure to compose each email carefully before starting the test. If you decide you want to change something about one of the emails or need to correct a mistake, keep in mind that this will skew the results and will likely throw off your numbers and the data will not be as useful.
You can use A/B testing to evaluate different subject lines, test visual design, the use of images in emails, different promotions including sales vs. coupons or HTML vs. text emails. Just about any factor of a marketing email can be tweaked for better results by using A/B testing. Using A/B testing, you can even test different “from” email addresses to check about whether a particular persona or address results in a higher CTR.
As with all marketing, email marketing benefits from more testing data and a more precise marketing strategy. GIve A/B testing a shot and let me know about your results!

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Is Your Email a Spam Trigger?
10 Oct

Is Your Email a Spam Trigger?

As an email marketer, you probably spend most of your time making sure you have a good list, drafting the email copy, designing a beautiful template, and coming up with an attention-grabbing subject line. However, do you know if your email is being delivered? Could your email be a spam trigger? If you’re like most marketers, you’ve probably never thought much about the different aspects that determine whether your email makes it into your subscriber’s inbox or not. However, it is imperative that you make sure your email is clean. According to a report by Statista, the global spam volume as a percentage of total email traffic is at 56.52%. Here are 4 common spam triggers to look out for in your emails.

Too Many Images and HTML

A lot of email clients block images by default which means that when someone opens your email, the images won’t load unless they click a button to show them or change their default settings. Is your email image heavy? Your email could be a spam trigger. Even though the inner designer in you wants to go all out on cool graphics and images, it is best to refrain. While images and other visual content are great for emails, make sure to have a good balance between images and text to avoid spam filters.

Too Long

People receive dozens if not hundreds of emails in their inbox every day. No one wants to read a novel! Also, too much copy can be a spam trigger. Emails should be short, to-the-point, and easy to read. If you’re trying to describe a complex topic, write a short intro in your email to capture the reader’s attention and use a link to direct them to a landing page where they can read the full details.

Too Many Links

Speaking of links, you also do not want to litter your email with links. Spammers always use way too many links in their emails. If you are trying to direct your reader somewhere, just make sure the CTA is clear and just link that.

Too Exclamation Points and Caps

Using too many exclamation points or using overly excited language can make your email campaign look unprofessional and spammy. ESPECIALLY WHEN IT LOOKS LIKE THIS!!!!!!!!!!!!!! A couple of other spam triggers are:

  • Using too many font colors
  • Using big font sizes
  • And wr1t1ng w1th letter5 4nd numb3rs

Email marketing is one of the most effective forms of marketing. According to an email report by the DMA, email marketing has an ROI of 3800%! However, your email is only effective if it makes it into your recipient’s inbox. Make sure your email isn’t a spam trigger. Review these 4 spam triggers before sending out your next email campaign.

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Why Your Direct Mail Campaign Failed
10 Oct

Why Your Direct Mail Campaign Failed

Direct mail marketing is a powerful communication tool with incredible targeting abilities that can generate measurable sales results for your company. According to research by CMO Council, when direct mail is done correctly, it works very well. However, when it’s not done correctly, it can fail hard. Whether you are wondering why your direct mail campaign didn’t do as well as expected, or you just want to prepare and be ready for your next direct mail campaign, make sure to read and remember these points to help you develop and implement an effective direct mail campaign.

Poorly Targeted Mailing List

There is nothing more important to a successful direct mail campaign than a well-targeted list. Marketing to people who don’t have an interest in your product or service is a waste of your time and money. One of the easiest ways to get a good list is to identify your existing customers. This list should be filled with current customers and prospects that have previously purchased from you or responded to your marketing efforts. Another great way to acquire a targeted list is by renting an outside list from companies like US Data Corporation. They can provide you with high-quality, responsive lists according to your target audience which can help you maximize deliverability and pull in new customers.

Uninteresting Offer

Getting the right offer in front of your audience can change your response considerably. All of your direct mail marketing should include a special offer so customers have an incentive to act. The offer should be time sensitive to create a sense of urgency so your customers act quickly.

Lack of Creativity

The world of direct mail marketing is a competitive one. Therefore, it is crucial your direct mail campaign is attention grabbing. The main way to do this is with good design and creativity. Use eye-catching images, graphics, layout, color, unique pieces, and sizes. Creativity is how you get noticed.

Shoddy Copywriting

Typos and rushed writing reflect poorly on your business. It is important to take your time and edit your copy a couple of times. Have someone else proofread it for you and check it for mistakes. If you can, hire a professional copywriter if you have the budget that allows you to. Professional copy and design are expenses that pay for themselves in the form of increased response.

Not Testing

Failing to test a direct mail campaign before sending it out on a bigger scale can be a costly marketing mistake. Testing will allow you to check the effectiveness of the offer, the copy, list accuracy, and other factors.

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Nail Your Fundraising with Non-Profit Direct Mail Marketing
10 Oct

Nail Your Fundraising with Non-Profit Direct Mail Marketing

Fundraising is an integral part of most non-profit organizations; however, for many of these organizations, every penny counts. This makes many of these organizations cautious about investing funds in direct mail fundraising efforts, especially if they’re not sure whether or not their direct mail campaign will pay for itself in donations. However, direct mail is an extremely effective fundraising method, and when done right, non-profit direct mail is a proven channel to deliver a return on your investment.

According to research by Blackbaud, 40% of baby boomers, the group responsible for the majority of charitable giving, as well as 52% of donors ages 68 and over reported responding to direct mail fundraising campaigns. One of the biggest reasons to use non-profit direct mail is because it allows you to directly target those who are most likely to respond to your direct mail marketing. Unlike television ads, magazines, and other forms of mass marketing that aim at broader audiences, direct mail marketing can be targeted towards people who are most likely to donate, meaning that you are not wasting money trying to communicate with people who are not going to contribute to your cause. Here are some best practices to follow for a successful non-profit direct mail campaign.

Make it Personal

The more a mail piece resonates with the prospect, the higher the response rate will be. So, don’t just put the donor’s name on the direct mail piece (which I hope you are already doing), but include a targeted message based on the causes they are interested in and/or have donated to, the amount they have donated in the past, their location, etc. Take the opportunity to show that you value them and that they are important to you and your organization. Successful fundraising is all about building strong relationships, and direct mail offers the tools you need.

Tell Your Story

Make sure your donors know your mission. When it comes to a person’s likeliness to donate, the most important factor is his or her personal connection to the charity or organization. To increase donations, use direct mail to build relationships with donors over time. Some information you can share with your audience to make them feel more connected to your company or organization are: company news, future goals and/or goals already met, special achievements, and success stories or personal stories from those who have benefited from your non-profit.

Give Them Options

Make it easy for people to respond in their preferred way, whether it’s through a reply mail piece, website, email, etc. Also, give the donors different payment options. The options can range from old-fashioned checks to online payment services that accept credit cards and PayPal.

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Make Your Mark with a Back-to-School Direct Mail Campaign
10 Oct

Make Your Mark with a Back-to-School Direct Mail Campaign

It’s that time of the year again, folks! The sudden increase in rush hour traffic, the office supplies section at Target looking like a ghost town, and the decrease of high-schoolers at the mall: it’s time to go back to school. Back-to-school season is the second largest retail season after the holiday season, according to a report from PM Digital. Back-to-school spending reached nearly $75 billion last year. Moreover, according to a study by Placed, parents named direct mail as one of the most preferred channels for receiving promotions and deals for back-to-school. Feel like you don’t have a back-to-school type of business? Think again. Back-to-school season affects more than just kindergarteners who need crayons. Don’t forget about the parents, teachers and other professionals that need supplies, and other people who are just looking for a good deal. End your summer with a bang by boosting your sales and brand awareness using direct mail marketing this back-to-school season. Here are 3 ways to make your back-to-school direct mail campaign a success.
1. Target Your Audience
Instead of buying untargeted leads, use a targeted mailing list for your back-to-school direct mail campaign. This way, you are making sure your advertisement reaches the correct audience of people who are most likely to need your products and/or services. List companies like US Data Corporation are able to create a mailing list based off of your specific needs. You can target your list by age, gender, location, hobbies, shopping habits, and much more. If your store sells clothes for teenagers, you don’t want to send your direct mail campaign to families with toddlers. By using highly-targeted lists, you are connecting with people who are actually relevant to your business.
2. Make it Personal
Personalization can enhance a consumer’s decision to read your direct mail piece by creating a sense of familiarity. It also tells them that they are important to your business. When it comes to personalizing a direct mail piece, there are a lot of options. You can personalize the piece to a specific consumer by including their name in the letter portion or address area. You can also use a tailored message or personalized image. If you’re sending the campaign to a family with college students, use images that have college students in them. For more tips on how to personalize your direct mail piece, check out our previous blog post: Capitalize on the Power of Direct Mail Personalization.
3. Give a Good Offer
Who can resist a good deal? High-quality direct mail campaigns are not only packed with relevant information, they also attract the audience by tempting them with an irresistible deal. Offering a time-sensitive deal can be a great idea for a back-to-school direct mail campaign. Time-sensitive deals help promote the sense of urgency to redeem the deal before the sale is over, (and before school starts). With some schools already back in session and others about to start, now is a great time to reach those last-minute shoppers by putting a special offer directly into their hands.

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A Beginner’s Guide to Defining Your Target Market
10 Oct

A Beginner’s Guide to Defining Your Target Market

You may want as many people as possible to know about your business, but the more people you want to reach, the more time and money it is going to cost. Instead of wasting your energy with an overly-broad audience, focus on the right audience with target marketing. A target market allows you to focus your marketing budget and message on a specific group of people that is likely to buy from you. This is a much more efficient, effective, and affordable marketing strategy, especially for small businesses with limited marketing budgets. Follow these steps to find your target market.

1.   Define Your Business

Finding a target audience starts with self-examination. What does your business do? What are your business goals? Look at the goals you have set for your business and analyze the products or services you offer. Think about how your unique products and/or services can solve a customer’s problem or how they can fulfill their needs. Think about who might be interested and who may benefit from your business. Determine what makes you stand out from your competition. Figuring out your selling point is the first step in identifying your target audience.

2.   Create a Persona

Creating a persona is the concept of creating your very own ideal customer, a fictional character with specific characteristics and traits. A persona is an in-depth description of who your ideal customer may be, and includes demographic and psychographic information. Demographic information may include age, gender, location, ethnicity, marital status, and income. Psychographic information identifies aspects of a person’s psychology, interests, hobbies, values, attitudes, behaviors, lifestyle, and more. Both types of information are essential for developing your customer persona. Demographic information will help you identify the type of person who will potentially buy your products and services. Psychographic information goes one step further and identifies why that potential customer may buy.

One common pitfall when creating your first persona is focusing on who you wish would buy your products, rather than who isactually buying your products. You may want to expand your target market at a later time, but right now, stay focused on your current customers. You can create multiple personas to represent the different types of potential customers you want to attract. Not everyone is the same; by having different personas, you have options on how and what to market towards different kinds of prospects. If you are stuck figuring out who your target it, take a peek at a competitor that performs well. Review their content and strategy to look for clues to see who their target customer could be.

3.   Find Your Audience

Luckily for you, there are a lot of free resources available that can help you pull together information for your target market. The U.S. Census Bureau has a plethora of demographic information by location, age, business, and much more. You can also look for magazine articles and forums that talk about your interests and your target audience. These are good ways to estimate how big your target market may be. If the numbers are lower than you were expecting, you may need to broaden your criteria slightly. The downside to using research conducted by others, rather than yourself is that the information may not be 100% focused on your needs, so these should only be used as very general guides. The most accurate way to get targeted information is to conduct your own research (surveys, interviews, focus groups, etc.) or work with a data company like Email Database who can provide you with precisely targeted marketing lists according to whatever demographic and/or psychographic information you need.

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The Email Marketing Checklist Your Business Needs
10 Oct

The Email Marketing Checklist Your Business Needs

When it comes to a successful digital marketing campaign, we all know the most important aspects should include e-marketing, social sharing, and a content strategy that incorporates your blog being regularly updated…  Now, we’re only human – which means that no matter how hard we try, mistakes are bound to happen. Whether it’s a spelling mistake in a blog or an incorrect link published with your social post, these can easily be rectified by swiftly editing or removing and republishing the content; but when it comes to e-marketing campaigns once you have pressed that send button, it’s impossible to undo it. This means that your message needs to be defined, and the content, images, links etc. need to be checked (and checked again!) to make sure there are no mistakes that could be costly to the success and overall ROI of your strategy. At MIB Business Data, we understand the importance of communicating the right message to your audience. Here is our email marketing checklist your business needs!

At MIB Business Data, we understand the importance of communicating the right message to your audience. Here is our email marketing checklist your business needs!

Define Your Goal

Firstly, when it comes to a successful e-marketing campaign, you should look to ensure that your goal is defined from the start. Are you promoting a specific product or service? Sending some important company news out? Or putting out a special offer? Whatever it is, you must understand your goal to allow each of the pieces of the puzzle to fit together to ultimately ensure the success of your e-marketing campaign.

Optimise The Content

The content in your e-marketing campaign is one of the most important aspects, and we aren’t just talking about the actual copy; look across your entire email – the imagery, subject line, etc. should all be uniformed and in the same tone of voice to ensure your audience understands what is being communicated to them.

Above this, you should test and proof read the email before it is sent. Don’t just proof it once, send it to a few members of your team and have them read it over. You’re never going to notice a mistake in something that you have read 20 times or more.

Get The Most Out of Your Data

This is the last hurdle at which a lot of people will fall. The data that you use should be analysed to ensure that it is suitable for your strategy. To really get the most out of it you should look at different ways of segmenting the data, as well as looking at how you adopt your subject line and to/from information to effectively communicate with your audience.

 

All in all, to really maintain a successful e-marketing campaign, ultimately you should be following this checklist, to ensure that any mistakes are rectified before you press that all important send button.

Email Marketing Checklist

  • Define Your Goal
  • Optimise Content & Images
  • Proof Read (& Proof Read Again)
  • Do A Test Run
  • Get The Most Out Of Your Data
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ARE YOUR EMAIL CAMPAIGNS READY FOR 2016?
13 Jun

ARE YOUR EMAIL CAMPAIGNS READY FOR 2016?

Now that we’re a few weeks into the new year and the post-holiday haze has begun to wear off, it’s an ideal time for marketers to reassess the strategies they use to drive sales and create conversions from their email marketing lists. But because consumer trends are constantly shifting and the modes by which people check and read email are more numerous now than ever, evaluating your email campaigns’ readiness for 2014 may not be a simple, feel-good proposition but one that requires you to rethink your tactics and get them in line with your customers’ habits and preferences.

Here are four strategies that can help you turn over a new leaf this year by revamping your emails and revitalizing brand image.

1. Keep it brief
For better or worse, consumers’ attention spans aren’t what they used to be, and marketers can’t forget to bear this fact in mind when crafting their email copy. In a column for Business2Community, Dianne Dixon of email marketing solutions firm Elite Email pointed out that when it comes to subject lines, less really is more.

“As it turns out, subjects longer than 70 characters don’t help with response or awareness. In fact, it’s known as an email line ‘dead zone’ where nothing really happens,” Dixon wrote.

2. Opt for clean layouts
The principle that minimal, meaningful email content is best has a visual component, too. Busy email designs that distract the viewer with an abundance of flashy, difficult-to-read images only contribute to the crowdedness of the inbox – and your customers are unlikely to want to linger with such messages long enough that they’ll follow to your landing pages, let alone convert and make a purchase. Make your designs clean and simple, but still memorable.

3. Make emails adaptable to devices 
One of the key benefits to uncluttered email layouts is that they translate much better to mobile screens – and in the current consumer climate, ignoring device preferences simply isn’t an option. Email software provider StreamSend noted that more than half of emails are now opened on a smartphone or tablet.  The firm recommended using mobile-responsive templates when laying out your marketing emails.

4. Integrate with social media
Consumers want to be able to find the brands they love on their Twitter, Facebook and other pages easily and without hassle. If you’re not yet linking your emails to your social media channels, the time to consider this tactic is now.

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