Engagement – Page 6 – Email Marketing Blog

How to build great relationships with dialogue marketing

Posted by Karen Frascaon May 24, 2013July 8, 2015in Marketing Strategy

You’ve probably heard a lot about “joining the conversation” and “building relationships” in the context of social media, but have you considered how these ideas could apply to your email marketing strategy? It might be time to give it some serious thought.

Periodic emails updating your subscribers about what you and/or your organization have going on may no longer be enough to get you the results you want. You need to start engaging your customers and prospects in an ongoing dialogue in order to create lasting relationships.

If you need fresh email marketing ideas, we’ve got them

Posted by Marianne Celluccion May 22, 2013April 16, 2014in Company News

A few years ago, we here at Net Atlantic looked at our industry, our marketplace, and the array of new technologies rising up to serve them. At the time, it was clear that social media platforms were going to have an effect on email marketing, even though nobody could predict exactly how.

Today, it’s obvious that email marketing is no longer the standalone method for reaching your core audience. It’s one tool in the drawer, and it’s part of a larger array of options for reaching subscribers.

Mobile Monday: Content is (still) king

Posted by Karen Frascaon May 20, 2013July 8, 2015in Mobile Email Marketing

When you’re creating an email that’s going to be read on almost any kind of device, from PC to smartphone to iPad, keep in mind that great design is only half of the equation. You could have the most beautiful email on the planet, but if your content isn’t relevant or enjoyable to your readers, it’s ultimately going to fall flat.

Many people use their mobile devices to scan and filter their emails, so in many cases you’ve got just one shot at getting them to open your message. If they don’t like the looks of it, though, or if the content is not all that interesting, they’ll delete it without thinking twice.

Stay Away From a Bad Reputation!

Posted by Karen Frascaon May 3, 2013July 8, 2015in Marketing Strategy

Today we’re introducing a new blog series: Friday Fundamentals.

In these weekly posts, we’ll be going back to the basics of email marketing. We want to help folks new to the email marketing game hit the ground running – and encourage more experienced email marketers to revisit their best practices.

With that said, let’s begin with the four “R”s. In a white paper presented at the 2013 Email Evolution Conference in Miami, Karen Talavera, owner of Synchronicity Marketing, states that there are four essential “R’s” to good email marketing. Today we’re going to explore R #1 – Reputation.

Are you aware of how your customers and prospects perceive you and your email communication efforts? Have they consciously chosen to receive messages from you, or did you automatically sign them up via a pre-checked box?

Content Marketing: It’s Essential in Today’s Content-Driven World

Posted by Marianne Celluccion March 21, 2013April 16, 2014in Email Engagement

Today’s content-driven online marketing world makes it essential for organizations (be it commercial or political) to become publishers if you want to compete for the attention of your audience, whether they are customers, prospects or constituents.

If you want to be part of an online conversation and achieve one or more of the following objectives, you must become a publisher:

Build thought leadership in your industry
Publish trends and topics that engage your audience
Drive more quality traffic to your site
Attract more leads and acquire new customers
Strengthen the relationship with your readers
Rank higher in search results
Produce revenue by charging for advertisements

3 Reasons Customers Opt-Out

Posted by Marianne Celluccion March 13, 2013April 8, 2015in Email Engagement, Email Marketing Best Practices

Opting out may seem like a small issue if the percentage of customers doing so appears to be trivial, but marketers must understand that the impact of opt-outs is cumulative. It’s not just a moment in time, it compounds with every campaign. When customers opt-out of email, you can no longer market to them; thus, impacting your company significantly in lost sales and profits. And these are the opt-outs you know about. There are also the “silent” opt-outs, those customers who are opting-out by filtering your emails to automatically go into their “junk” folder.

Read More “3 Reasons Customers Opt-Out”

Delivering Engagement: The Content-Value Exchange

Posted by Marianne Celluccion March 5, 2013April 8, 2015in Email Delivery & Deliverability, Email Engagement, Email Marketing Best Practices

Email campaign success depends upon subscriber engagement.

Marketers must understand that trust-building content (i.e., white papers, how-to-guides) and educational content (i.e., ebooks, newsletters) only become powerful if they facilitate a value exchange (both sides must benefit from engagement). Marketers looking to acquire customers and drive high engagement need to focus on consistent and engaging content that delivers value to the recipient in exchange for something (e.g., time, email address). The more valuable the content (built to serve your audience over time), the easier it will be for them to engage with your brand in a value exchange.

Here are a few thoughts on how to engage prospects more fully with your brand:

Deliver engagement by offering recipients something valuable. Content only delivers engagement if it confers value. Your subscribers need to know they can trust you. When you build trust by offering valuable, relevant and timely content (informative content; not ad speak), you can turn your audience’s precious attention into long-term interest that drives repeat traffic and sales.

Behavioral Marketing: Subscribers Demand More Personalized Content

Posted by Marianne Celluccion January 24, 2013April 8, 2015in Targeted Email Marketing

Targeting tactics should be a key component of your marketing strategy

Behavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.

Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.

The Power of a Good Subject Line: Monitor Your Own Inbox for Inspiration

Posted by Marianne Celluccion December 13, 2012April 16, 2014in Email Delivery & Deliverability, Email Engagement, Email Marketing Best Practices, Marketing Strategy

The goal of subject lines is to encourage readers to open your email and take action. For this reason the subject line is one of the most important components of successful promotional emails and newsletters.

Consistently coming up with subject lines that are engaging can be tough. But you don’t need a creative mind to build the perfect subject line. You can get inspiration by monitoring your own inbox and assessing newsletters and promotions that others send to you. More than likely you’re marketed to nearly every day. Take notice of the emails you’re personally opening and why. You can save a lot of time by learning from others. No need to reinvent the wheel! Many of the companies sending you marketing emails have already tested their own subject lines and you can learn from their research.

Making it into the inbox isn’t guaranteed

Posted by Marianne Celluccion December 7, 2012April 8, 2015in Email Delivery & Deliverability, Email Engagement, Email Marketing Best Practices

As email deliverability has become heavily weighted on user engagement, it’s not enough to ‘spray and pray.’ The importance of creating highly relevant and valuable email content has become the key to keeping subscribers opening, reading and clicking through your emails.

Since engagement metrics have become the leading determinant of whether an email message reaches your target’s inbox or spam folder, consider the following 3 tips when putting together your email marketing plan for 2013:

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