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How to Get the Most Out of Your Email Marketing

How to Get the Most Out of Your Email Marketing

How to Get the Most Out of Your Email Marketing


by Pablo Raban.

By Derek Martin Voice Network contributor, an ongoing writer for our guest opinion column. |
It’s easy to overlook traditional email when compared with interactive and higher cost channels like paid display and social. With the right level of attention and integration, however, this reliable and low-cost workhorse can be your secret weapon to improve acquisition and retention performance on all your campaigns.
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Email is core to the customer relationship. It’s the first piece of customer information captured. Often used as the user ID and customer identifier, the email address is the most reliable two-way connection with a customer.

Email also delivers. According to a June report from OneSpot, U.S. marketing executives said was email attributed to 21 percent of the total revenues in Q2 2017, up 17 percent year over year. EMarketer’s 2017 email marketing Benchmark set the median email marketing ROI at 122 percent, four times higher than any other digital marketing channel.

There’s room to improve. As Demand Metrics/Return Path’s recent survey suggests, less than half of the respondents are seeing email performance improvements. eConsultancy’s 2018 email marketing census agrees, with its top finding that email continues to be the most effective marketing channel, though fewer marketers report stellar performance

So, why are so few capitalizing on it? Because comprehensive strategy is missing.

Many marketing teams allocate talent and focus in line with channel budget rather than channel impact. When this happens, there is a tendency to create brand and media strategies with email as an afterthought rather than a central component. These companies miss the chance for their email to connect the dots between channels and weave together a personal narrative with compelling call to actions to close the deal.

Here are four steps with specific actions you can take to improve your email marketing performance.

Companies miss the chance for their email to connect the dots between channels and weave together a personal narrative with compelling call to actions to close the deal. Master the numbers

Get to know the core KPIs: sent, bounced, received, opened, converted, unsubscribed, removed. Spend some time understanding where you are on each of these measures and the “leakage” from each stage to the next.

Include an email KPI dashboard in regular marketing meetings. Then determine targets and strategies to improve important areas, including simple tweaks like subject lines, timing and frequency.

Earn your access

Don’t mistake access for interest—excessive amounts of emails with low content value is a sure way to an unsubscribe. Beyond the active unsubscribes, email service providers (ESPs) like Gmail passively manage your access to their subscribers using a sender relationship score. A few negative scoring email bombs in a row can cause Gmail to throttle your sends by up to 90 percent, temporarily sidelining communications with close to 40 percent of your total subscribers.

Lean in to opting in. Embrace GDPR, canned spam, TCPA and other regulations as minimum standards to earning and keeping a subscriber’s interest.

Remember also that less is more. Try to remove 25 percent your current email campaigns by eliminating redundancies or reducing send frequency. Alternatively, set a max number of emails per day/week/month with an escalation process for exceptions.

Finally, you give to get. Revamp the remaining emails with a give to get strategy in the form of information, entertainment, access and discounts.

Integrate into the strategy

While most email campaigns focus on short-term objectives, there is a huge opportunity for companies to enhance long-term relationships through multi-step campaigns. For example, a for-profit university used an email survey to capture personal motivations for pursuing a degree from all their new inquiries. This one-two approach keeps the request for information (RFI) simple while capturing deeply personal insights on the value points in a prospect’s buying decision. These insights can then be used to prioritize the values to highlight in a personalized narrative that improves the messaging performance across all channels.

These insights can then be used to prioritize the values to highlight in a personalized narrative that improves the messaging performance across all channel. 

- source >>>> 

by Pablo Raban' -
http://blog.diigitlgrge.ws 
http://wijipedi.org

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Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general,

The earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.[1]
SEO may target different kinds of search, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.

As an Internet marketing strategy,     SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.

Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies. (source -wiki)

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Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web.
Initially, all webmasters needed only to submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.

The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results, creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.
On May 2, 2007, Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona that SEO is a "process" involving manipulation of keywords and not a "marketing service."

Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content.

Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords.
Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.

By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters.
This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.
Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources.
Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.
In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimization and related topics.

Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17]

Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.
(source-wiki)

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