Why You Should Base Your Digital Marketing Strategy on Email

There will be around 3.8 billion people who use email before 2018 ends, according to a study by the Radicati Group. This means half of the world's population uses email today! The convenience of email marketing automation software makes email even more popular to solopreneurs, big businesses, and professionals.  

Emails provide a convenient, personal, and versatile way of communication across different kinds of industries. This data from Knowledge Base shows that the average open rate for all industries is 18.16%. Religious organizations, Civic or Social Organizations, and Educational Institutions have the highest open rates at 28.02%, 25.28%, and 24.14% respectively.

Building up your email data

Data is the foundation of your digital marketing success. Marketers who have the right data can add a personal and client-centered touch in an overcrowded online space.

A good subscriber database contributes to the total revenue by converting, retaining and upselling clients. Knowing who your clients are and what their potential problems, will help you provide them with the right solution.

Your database is also important in keeping your sender score high, a crucial indicator of your email marketing effectiveness. Sender score quantifies your reputation based on the emails you have sent. If you are sending plenty of generic and spammy messages, your sender score will be low.

But if you are sending segmented and helpful emails, then you’ll have a high score.

How automation software helps create a well-rounded marketing strategy

Automation software will help you start a smooth and effective database collection. The first step in anything is always important because it will set the pace and quality of all your subsequent steps. The software will allow you to build signup forms, collect emails, and integrate most of your digital platforms for an efficient and effective data collection.

After you have a good database, automation software will also aid in nurturing your leads. It allows you to schedule your emails and send emails based on triggers. Your marketing efforts will continue even if you’re asleep or on a vacation.

How to treat email marketing as your primary tool

Email isn’t going away. The trends will change but email will stay and it will only be more influential. Email users are expected to grow to 4.1 billion by 2021 according to Radicati Group. Marketers who master email marketing and adapt though its changes will win.

Make email marketing your primary tool while allowing others to support it through the following strategies:

  1. Use it to integrate all your marketing strategies

All other activities for your digital marketing can be supported by email. For example, you can share your blogs, videos, and images through email. You can also invite your subscribers to a live event, social media contest, or a webinar.

Likewise, you can use your website and social media to build up your email list. Allowing all of your marketing activities to revolve around email marketing multiplies the results of your efforts.

  1. Use it to build a lifetime relationship with a client

Loyal customers are worth gold. Doing email marketing the right way will preserve many of your customers for life.

You can do this by consistently providing value and updating them on their customers’ journey. Send them birthday messages, anniversary greetings, and other personalized emails that will separate you from other brands.

  1. Use emails to send hyper-personalized messages

One of the most important things that separate emails from other forms of marketing is that it is highly personal. People don’t just easily give away their emails.

Because it's personal, you have better chances of connecting to your client on a deeper level, as long as you don't abuse it. Segmentation using the database you have collected and behavior triggers makes it possible for you to send hyper-personalized messages that the receiver can truly resonate with.

Wrap up

Most importantly, email provides the best ROI at 122% according to DMA. It ensures that every penny you spend is returned more than a hundred-fold. It is way ahead of other forms of marketing including social media and paid search.

Channel most of your efforts towards strategies that gives the highest returns. Statistics have proven that email does just that. Make it the cornerstone of your digital marketing strategy because the numbers don't lie.

Authors Bio:

Luda Greko is a Digital Content Manager for ActiveTrail, a leading provider of professional-grade email marketing and automation software for growing businesses. By day she writes for top online marketing sites about email marketing and marketing automation, and by night she is a lifestyle blogger and a social media enthusiast.

Tips for A Successful Guest Blog Strategy

If you are reading this article, it is clear that you are a strategic thinker, especially when it comes to digital marketing. You are now thinking about exploiting Guest Blogging as an opportunity for marketing your own website.

We have put together the best tips to ensure that you craft a winning Guest Blogging Strategy.

Define your strategic objective

Too often bloggers / website owners/ small business owners jump at the opportunity to be a guest poster on well known blogs without thinking about what they want to get out of it. Just like any other strategy roadmap, the starting point is to define your objectives clearly.

Some common objectives could be:

  • Establishing yourself as a subject matter expert to get more work opportunities for yourself
  • Generating more awareness for your website / blog
  • Getting email ids for a subscriber mailing list

There may be others as well, but it helps to define your strategy by defining your objective sharply.

Assess the guest posting opportunities

Once you have identified the websites/blogs where you want or need to be seen as a guest poster, assess them for the right fit to your strategy. A simple search of the host website URL on Moz or SEMRush will give you an idea of the keywords and topics associated with it. It will also give you the domain authority index for the particular website. Weed out the websites which are suspicious or low on domain authority. See the areas that the websites are associated with and then choose the ones that complement your own domain. Are you a small business into artisanal health foods? Assess your guest posting opportunities and weed out websites that are into mass-produced or highly processed foods. Choose wisely, perhaps a sports and nutrition website would be a better fit for your guest post. Here is one good site you can read about men's wallets.

Apply your content strategy rules to the guest post, too

Write your guest post as you would write your own. The same rules apply for guest post content. Reeling in with a great headline, optimizing the post for SEO, using infographics, making visually appealing content, all the great things you would do for posts on your own website, make sure to apply the same rules to your guest post.

In addition, heed the advice of Matej Markovic, owner of Neevee. He advises, “Write for human readers. After all, they are the ones who have the credit cards in their wallets.”

Exploit your author profile to the hilt

At the end of the guest post is the precious space of all, the space for author profile or bio-data. This is the space to achieve your objective. If it is to establish your authority as an expert or to gain backlinks to your website or get email subscribers to your newsletter, this is the space to achieve that objective.

Are you a small car interior business guest posting on a home & lifestyle blog to try and get a new set of clientele to try out your business with a promo offer? Then this is what your bio could look like.

“Adam (Eve), is nuts about cars and dreams of crazy ways to pimp your ride interiors.   As (s)he is on a giveaway spree, (s)he is throwing 5 free interior upgrades to lucky subscribers. Try your luck here.”

Use the guest post as the beginning of a relationship

The guest post doesn’t end there. It is the beginning of a relationship with the host website / blog and the new audience that just read your content. Continue to interact with the new audience in the comments section. Drop links back to your website/blog in the ensuing conversation in the comments section. Give a shout out to the host website/ blog on your own blog in return for the opportunity they offered you. This may be the beginning of a regular opportunity for you do more guest posts with them in the future.

Try our easy tips and you cannot go wrong with your guest blogging strategy. Rock your own blog through a great guest blogging game.


Author Bio: Deborah Tayloe is a contributing writer for Neevee, an international digital marketing agency. She loves to share her knowledge of digital marketing to help small business owners grow! Deborah is a Pennsylvania native who now resides in North Carolina, USA.

Photo by Thought Catalog on Unsplash

10 Influencer Marketing Strategies that you should know in 2018 [Infographic]

Among many brands and marketers, influencer marketing is a preferred form of marketing. According to Linqia, nearly 39% of marketers are planning to increase their budgets for influencer marketing in 2018. This clearly indicates that marketers have realized the importance of influencer marketing.Read more

Anatomy of a (Perfect) Landing Page

Landing pages, we can all agree, are a great technique through which we can generate more targeted leads for our business. A well-designed landing page can help enhance user experience and can help improve your siteís conversion rate. However, while there are many ways to optimize your landing page in order to garner a higher conversion, there are a few basic elements that you need to incorporate to create an actionable landing page for your business.Read more

7 Ways to Optimize Your Landing Page for High Conversions

Landing pages are a crucial element of digital marketing strategies. They provide a direct path for visitors to follow to complete your desired action.

To get the most out of your landing pages they should be optimised. A typical landing page converts anywhere between 1 and 3 percent but this could be a lot higher with the right optimisation and targeting.

Like most marketing tactics it can be tricky, almost impossible, to get right the first time. The best campaigns have often been results of extensive testing, monitoring and learning. To give you a head start, we have put together a simple guide to help you optimize landing pages for higher conversions.

The landing page is the make or break moment for most sites- busy visitors who have casually clicked, curious to see what your page is all about, are 20% less likely to stick around for a slow-loading page- even half a second makes a vast difference. Testing your Internet speed is the key to a successful landing page.

Not only are reader satisfaction and conversion rates dependent on how effectively you can quickly draw in site visitors, but Google search rankings take site speed into account, placing high precedence on how fast your page loads. So testing your page to find the best internet speed possible is essential.

1. Concentrate on a single campaign goal

While this may seem obvious, many landing pages fail because they don’t have a clear single goal, allowing users to get distracted or confused.

Create your landing pages to achieve a single goal and don’t give the user any opportunity to go elsewhere. Your landing page should state a problem, the solution you came up with, why your solution is best and how users can sign up for it. Keep it short and simple for maximum conversions.

Ideas for a campaign goal:

  • Sign up for a newsletter.
  • Submit information through a data capture form.
  • Join a trial.
  • Download a document.

2. Simple but professional design

First impressions are everything. If your website looks unprofessional or outdated your conversion rate will suffer drastically.

You don’t have to spend hundreds on an agency to build you a website, you can purchase some excellent templates from reputable online marketplaces and get them set up within minutes.

Choose a template with a clean layout, ensure it is mobile-friendly and has space for a contact form to grab your users details.

How to spot a good template:

  • Mobile friendly and responsive design. Your website needs to be able to work on any device from a mobile phone to a large screen 4K desktop.
  • Support. Not every template will come with this, particularly free ones, but if you’ve paid for a template you should be given a support email or some documentation to help you get set up.
  • Good templates will be flexible and allow for you to easily make design changes such as colours and fonts. If your template requires layout changes and your coding knowledge is limited you may be better off finding another template that matches what you want.
  • The reputation of the developer should also be considered. Was the template built by a student or a professional design team? Look at the developer profile, if they have good ratings and lots of other templates it safe to say you will be getting a good template.

3. Break your content up

Your visitors don’t want to read pages of information, you have just a few seconds to grab a visitor’s attention which you can do with a bold and straightforward headline.

Keep your headlines short and to the point, keep your paragraphs to a minimum but ensure you get across all the information a visitor will need. Most visitors will skim-read your page so make sure the content flows well and gives the user all the information they need in as few paragraphs as possible.

Use the following to break up your text:

  • Headings
  • Images
  • Blockquotes
  • Bold and italic style text
  • Bullet points and lists

4. Use the right images

Content is important, but images help strike emotions encouraging visitors to take action. You can use images to keep text to a minimum or as a visual aid but make sure they are relevant and helpful to your users.

If you don’t have professional photography available there are plenty of great resources where you can either purchase or download royalty free images such as unsplash or pixabay.

What to look for when choosing stock photography:

  • Firstly check the licensing - do you have permission to use it? If you found the image through a google search chances are you can’t. Use reputable stock websites such as pixabay or shutterstock and you will be given a license for each image use.
  • Is the image focussed and in the correct size? Don’t try to stretch a full image to fill a background.
  • Does the photo demonstrate your product or service? Keep your images relevant.
  • Does the photo create any emotion in the visitor? Studies have shown that visitors are more likely to convert when they feel something for your advert. If your product is solving a problem show an image of someone frustrated and show how you can solve the frustration, it will resonate with the visitor and they will be more inclined to buy.

5. Use plenty of carefully placed CTAs

CTAs (calls to action) are the most important element of your landing page and need to grab the attention of your users and encourage them to take action. Use bright, contrasting colours and a large size font to stand out from your main content.

You might be able to get away with a single CTA if your page is short with little content but if your page has a lot of information you should have multiple CTAs spread out across your page. Carefully place one in each information section so that a visitor doesn’t have search for a CTA if they decide they want to take action. A good example of this is Sean Wes’s membership signup landing page, he has three CTA’s on this page located at key points to ensure visitors are never far from being able to sign up.

Below are two types of actionable CTAs, the good examples are encouraging and sound beneficial to the visitor. The bad type is forceful and feels beneficial to the business, not the visitor. You don’t want to force anyone into taking action, you want to encourage them.

Examples of good actionable CTAs:

  • Learn more
  • Get started
  • Grab my copy
  • Register today

Examples of bad actionable CTAs:

  • Buy now
  • Download now
  • Submit
  • Shop now

6. Keep page loading time to less than 2 seconds

If you do choose to add extra functionality to your page ensure that the loading time of your page doesn’t rise too high. A visitor is not going to hang around waiting for your page to load, keep your page loading times to less than two seconds if you can.

Tips for keeping page speed down:

  • Resize your images before uploading them. Do not upload raw images that are over 1100px wide.
  • Run your images through a free online compressor such as compressor.io or tinypng.
  • Keep external resources to a minimum. If you have the ability to combine resources into a single file this will speed up load times compared to having to load multiple files.
  • Don’t use unnecessary frameworks. Frameworks such as bootstrap come loaded with a lot of helpful code and features, if you don’t use them however they will do nothing more than add extra to your page loading time.
  • Use asynchronous code for Google Analytics and external font libraries.

If you are worried about your page loading time running your page through Google PageSpeed Insights will give you suggestions for areas to fix to improve your page loading time.

7. A/B test as much as possible

Once you’ve got a solid landing page online try making adjustments to the page titles and CTAs while monitoring its performance closely. A/B testing, put simply, is the process of making changes to your page and monitoring the results that happen after.

If you find conversions rise after making changes make a note of them and use them in future landing page campaigns. If you notice a drop in conversions don’t panic, it’s a useful learning experience and will help identify what can put visitors off your landing page.  

It’s important that you only carry out one A/B test at a time if you change multiple elements on the page and you see a spike in your sign ups how will you know which change caused it? Make one change at a time and monitor from there.

What you should A/B test:

  • Images - try using different types of images for example images with people against images that showcase your product or service.
  • CTA location is a popular test that is often run on a landing page. Does your CTA return more clicks when placed in a sidebar, under the main heading or centrally aligned on its own.
  • CTA text is perhaps the most important, changing a single word can have a huge impact. If you have a CTA with the text ‘Download PDF Now’ try changing it something like ‘Get my copy’. You may find that simple changes can have exciting results.
  • Headings can also have a huge impact on conversions. Unbounce have a great case study on various headline types. While every campaign is different, Unbounce’s findings show that conversion rates were not as impressive when a headline focussed on the problem suggesting that your headings should focus on the solution.

Landing page optimization can be tough but spend enough time testing and optimising you should learn exactly what your customers are looking for and be able to target them for a high converting landing page. Follow the above steps and you should have a great headstart on your optimised landing page,  it is important to test each feature and monitor which deliver results.