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Crafting a Successful Email Subject Line

A recent study by research company Radicati reveals that people receive an average of 100 emails per day. But how many of those emails get opened? Arguably the most important part of an email, the subject line, directly impacts how many emails are opened and read. To help you increase your open rates (for marketing, business or personal use), we’re sharing our three email tips to pique the interest of your reader.

  1. Limit Punctuation:  If using punctuation, use no more than two per subject line. Using more increases the spam rating of your email.
  2. Short and Sweet:  The general rule is to be less than 50 characters while giving your recipient a reason to read further.
  3. Use the 5 most persuasive words in the English language:
  • You
  • Free
  • Because
  • Instantly
  • New

For email marketing and other full-service marketing and public relations services, please contact EMG at 443-249-3245 or visit www.EinsteinMG.com

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Email Marketing Statistics You NEED to know

Stop ignoring mail marketing! Here are some important statistics you MUST know before you abandon traditional marketing all together. Feel free to share!

First, remember this:

1. The median open rate of emails in North America is 17.1%

Use this as a benchmark to know if your email marketing campaign is performing well, or below average.

2. 88% of all smartphone users check email on their phones every day.

We keep talking about responsive web design [/2012/11/its-time-to-take-your-website-mobile/] and mobile optimization. This is just more proof to that effect. We’re including it just in case you weren’t convinced, yet.

3. For B2B companies, subject lines that contain the words “Money,” “revenue,” and “profit” perform the highest.

This is interesting because so many businesses think the best words are “free,” “discount” or “exclusive.”

4. Emails that include social sharing buttons have a click-through rate 158% higher than those do not (6.2% vs. 2.4%)

If you haven’t set up your company’s social media accounts yet, then you’re already one step behind. But once they are ready, it’s very easy to add social sharing buttons to your emails. If adding this one feature can improve click-through rates, then what are you waiting for?

Sources:
1. http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf
2. http://www.pewinternet.org/Reports/2012/Mobile-Health.aspx
3. http://www.adestra.com/
4. http://www.getresponse.com/

If you want to discuss ways to improve your email marketing click through rates, or to discuss the best way to strategize your campaign, contact Einstein Marketing Group today!

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Email Marketing DON’Ts

This month, we’ve spent a lot of time discussing the importance of email marketing. Now that you’ve finally decided to begin using email as the next important element in your business marketing campaign, what are some mistakes to avoid?

First, don’t make your email look like spam. Studies show that readers are not fans of subjects that are personalized, nor those that include the word “free” (unless it’s talking about shipping) and anything typed in all caps. It makes the recipient skeptical. Plus, it cheapens your brand and your intentions.

Secondly, offer something useful. If your email doesn’t have a strong call-to-action or usable coupon, then it is probably pointless. The general population doesn’t have time for just informational emails about you, yourself, and your services. They want to know there is something in it for them, and you need to tell them why they need it.

Next, don’t forget to link back to your site. An email marketing campaign is only as good as the backlinks it generates to your landing pages. In other words, the leads you receive because people want to know more about your products and services. Without these links, you’ll have no idea what readers are interested in.

Lastly, make sure analyze everything. You have to be conscious of what content the readers are clicking on, what subjects get the most opens, and where the leads are coming from. If you are not tracking the data, then you are wasting your time. Email service providers can offer a plethora of information about what readers are doing with your emails. Your job is to use that knowledge and translate it into conversions.

If you want to discuss ways to improve your email marketing click through rates, or to discuss the best way to strategize your campaign, contact Einstein Marketing Group today!

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Email Marketing Series – Part I: What is the Perfect Subject Line?

In this two-part blog series, we will look at how to write the perfect email marketing subject line.

A subject line is the most important aspect of your email marketing campaign. It can be the difference between a sale, and being dumped in a “spam” bin. Email marketing service provider MailChimp says, “The best subject lines tell what’s inside, the worst subject lines sell what’s inside.”

So, what are some ways you can tell your subscriber what’s inside?

1. Ask a question. Identifying something your customer’s need is the best way to convince them to buy your service.

• Example: “Not sure what to buy Dad for Father’s Day? Let us show you”

2. Keep it Short. Subject lines that are too long have lower open and click through rates. Leave your readers wanting more by excluding the important details so they have to read the body of the email.

• Example: “Here’s a special gift just for our loyal shoppers”

3. Create a List. Readers crave knowledge and they want to get it quickly. So, preface the email with a subject that promises to provide a few easy steps of usable content. Make it so your recipient has to open and read more.

• Example: “3 Ways To Beef Up Retirement”

For more ideas on how to craft the perfect email subject line, subscribe to our blog RSS feed. Part II of this blog series will be posted later in the week.

If you want to improve your email marketing click through rates, contact Einstein Marketing Group today.

Follow Einstein Marketing Group (@einsteinmg) on Twitter

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JCPenney Apologizes in New Marketing Campaign

Retailer JCPenney began apologizing last week via a huge social media and television mea culpa marketing campaign aimed at bringing their customers back to the store. Last year, recently-ousted CEO Ron Johnson tried to reinvent the JCP brand, making huge changes to the setup of stores, eliminating coupon promotions, and discontinuing fan-favorite brands. The results were disastrous and customers abandoned the store in droves. In Q4 2012, JCPenney had a total loss of over $4 billion, which was over 30% of their holiday revenue. Is it too late for JC Penney, or will a PR-driven ad campaign built around an apology help to bring back customers?

The company is now taking the high road by saying they are listening to what their customers want, and they are sorry for previous mistakes. They are utilizing social media to initiate direct conversations with the public to find out exactly what it will take to bring them back. On the JCPenney Facebook page, a poll was posted asking customers to vote on which discontinued brands they miss the most. The people voted, and JCP is staying true to their word by bringing back a popular clothing brand. On Twitter, the company is using a unique hashtag, “#JCPlistens,” to encourage users to communicate their ideas and concerns, and they are quick to respond to all tweets.

Mea culpa marketing has worked for other big-name brands in the past. Dominoes pizza saw a 14.4% boost in sales and their stock prices rose over 200% shortly after they launched an apology campaign in 2010. Dominoes admitted their product was not up to customer’s standards, and as a result they made changes to their pizza recipe. Their CEO said at the time, “Great brands going forward are going to have a level of honesty and transparency that hasn’t been seen before.”

JCPenney’s social media and TV ad campaign has already generated big buzz and brand awareness for the store’s retooled marketing plan. An apology is a great first step to making customers feel like a company is human, and actually listening. Time will tell if this latest PR move will, in fact, bring JCP’s former customers back in to the store.

If you want to discuss public relations services or a new marketing campaign for your business, contact Einstein Marketing Group today.

http://www.einsteinmg.com

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Marketing Promotions in the Wake of Tragedy

Last week, the country was gripped in fear and sadness from the events surrounding the Boston Marathon bombing. In the wake of a disaster or tragedy, it’s not uncommon for businesses to offer marketing promotions or fundraisers as an opportunity to raise money and give back to those affected negatively by the events. Good deeds shouldn’t be performed just for the purpose of raising brand awareness, but they should be considered because you have resources or services at your disposal that can be used to give back to humanity in times of despair.

However, if you are running a last-minute marketing campaign inspired by a tragic event, make sure you choose appropriate copy so as not to offend those affected. Last week, a hair salon in Virginia had a thoughtful idea to raise money for the Boston marathon victims by offering a hair-drying fundraiser. However, given the short amount of time they had to devise and promote their charitable event, it seems they didn’t quite think through their email marketing campaign. The ad copy eventually went viral, as it read, “Come and show your support by booking a Boston Blowout…” Considering three lives were lost and over a hundred more gravely injured in the explosions, perhaps “blowout” was an extremely poor choice of a word. The salon has since pulled the ad from their social media page.

Another ad that rolled out last week was unfortunately just ill-timed. A Texas Groupon advertisement promoting a race called the “Run or Dye 5k” landed in email accounts just 48 hours after the bombings. Run or Dye 5k’s are popular races where runners are doused in powdered colors by spectators at every kilometer. Prior to the tragic events that occurred in Boston, the race’s name and Groupon verbiage were otherwise quite innocuous. However, even the most well-intentioned marketing ideas sometimes have to be reconsidered in the wake of a national tragedy.

If you are interested in creating a charitable promotion, or need help writing fool-proof copy for an upcoming email marketing campaign, contact Einstein Marketing Group today.

http://www.einsteinmg.com

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How Green is Your Marketing?

You want to go green.  You need to go green.  Your customers demand that you go green.

But how on earth can you have a green marketing campaign?

Being green may seem at odds with traditional marketing strategies.  However, with a little creative thinking, you’ll soon be seeing green from your green marketing efforts!

To get you started, why not consider some of these green sales, advertising and marketing methods?

  • Use online marketing vehicles whenever possible.  Choose emailed postcards over postcards mailed via USPS.  Send PDFs instead of paper documents.  Go with pay-per-click advertisements in lieu of billboards and print ads.  Send out email newsletters to stay in touch.
  • Make use of social networking sites.  They’re green by nature and are a great place to start marketing to Millennials and other persons who are online practically 24/7!
  • Go paperless and give a discount for customers who accept invoices via email (or through an encrypted service.)  While you’re at it, encourage any employees to accept direct deposit, saving you check cutting time and money.
  • When you do need to use paper, choose paper that has been made from the highest amount of recycled material that you can find and afford.  Then, make sure your customers know you’ve made this kind of investment in the health of the planet.

What are some of the innovative methods you’ve used to go green with your marketing?

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10 Marketing Mistakes You Cannot Afford to Make, part II

This is a continuation of our two-part series on marketing mistakes you cannot afford to make!

Marketing Mistake #6:  Getting stuck in a rut: If your website hasn’t had an ounce of redesign since 2002, it’s high time to get to work on it.  Same with your brochures, business cards, signage, etc.  The world has changed in the past 9 years… you’ll want to come along for the ride or risk being left behind.

Marketing Mistake #7:  Hating all new marketing tools:  We’ve seen this before and we’re sure you have, too – the business person who abhors anything new.  Rather than even trying something, he or she will berate it.  This is why some companies still have no web presences… and why many companies who had great products or services are no longer in existence.

Marketing Mistake #8:  Marketing materials that operate in bubbles and don’t cross-promote: Many businesses have a website that looks NOTHING like their business cards that look NOTHING like their brochures that look NOTHING like their billboard that…  Well, you get the point.  The problem?  There’s no cohesiveness in the organization’s marketing materials.  Everything is done in a “bubble” and no one bothers to talk.  This just makes for a scatter-shot approach… and an ineffective one at that.

Marketing Mistake #9:  Wanting results lickity-split: “Why isn’t our marketing working?”  We hear it over and over… and it’s usually during the first few weeks of a marketing campaign.  The truth is that marketing doesn’t work overnight.  It takes a while.  So sit back and relax; if you’ve done your homework, you’ll reap the rewards!

Marketing Mistake #10:  Not learning from your own mistakes:  And the final marketing mistake?  Not learning from your own mistakes, of course!  We all make them… and if we don’t use them as learning experiences, we’ll never see success!

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