Posts Tagged ‘eNewsletters’

Seven myths of email marketing exposed as false

December 7, 2013

by Brian Oliver

How many times have you been told that the words used in your email’s subject line can doom it to the spam folder? Or that the best time to send emails is at a particular hour on a particular day? Or that you should only target the most engaged subscribers?

After conducting a careful analysis of a huge amount of email performance data, Alchemy Worx – a specialist email marketing agency based in London and Atlanta, GA – claims that seven of the most common myths about email marketing are in fact false.

Alchemy Worx’s research has highlighted an urgent need for marketers to re-think much of the commonly cited wisdom about email marketing. The exposed myths include:

  • Consumers are drowning in emails from trusted brands.

Fact:  Sixty percent of consumers receive fewer than six brand emails per day.

  • Consumers like to click the spam button.

Fact:  Less than one subscriber per 2,000 will mark an email as spam.

  • If brands send more emails, consumers simply ignore more.

Fact:  If you send four emails in a month instead of one, the number of consumers who will open at least one email doubles.

  • The subject line can send the email to the spam folder.

Fact:  Keywords have little to no effect on whether an email ends up in the spam folder.

Alchemy Worx‘s infographic below unveils the truth behind email marketing today.

 

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About the author: 

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Two-thirds of UK mobile content marketing recipients act immediately, study shows

May 17, 2012

by Brian Oliver

The growing importance of tailoring content to the fast-expanding mobile market has been underlined by new data from digital agency Steel London.

A study conducted by Steel shows that 36% of UK consumers now read content marketing emails – such as eNewsletters – on their mobile phones (55% in the case of 18-34 year-olds) … and 69% of them act immediately.

Of these, 42% click through to the website and 30% subsequently make a purchase. The figures are even higher for 18-34 year olds: 52% of them click through and 35% end up buying something.
 
At the same time, the study shows that about one-third of recipients choose to screen mobile content marketing messages and read them later on a PC or a laptop.

INTEGRATE MOBILE INTO CONTENT STRATEGIES

The findings show it is now essential for consumer brands and B2B organisations to develop a better understanding of the mobile market and integrate mobile into their content-led marketing strategies.

Andy Hinder, Steel’s CEO, said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails.

“With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

He added: “Marketers must also bear in mind when and where the consumer is receiving their communication. This has massive implications for how they create the right messages for a highly personal device, and how they want consumers to react to, and interact with those messages.”

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

 

Content marketing agencies set to replace traditional ad agencies?

February 2, 2012

by Brian Oliver

The content marketing agency is replacing the traditional ad agency for many companies, insists Jon Wuebben, CEO of ContentLaunch, in his latest book Content Is Currency: Developing Powerful Content for Web & Mobile (Nicholas Brealey Publishing).

“In the process,” says Wuebben, “these firms are savings thousands of dollars and reaching thousands more as a result.

Content marketing is the lynchpin of all successful online business endeavours.”

Even Procter & Gamble, the world’s largest marketer, seems to have finally woken up to the growing power of content-led marketing.

According to Jim Edwards of BusinessInsider.com, P&G’s CEO Robert McDonald recently told Wall Street analysts that he would have to “moderate” the company’s $10 billion advertising budget because Facebook and Google can be “more efficient” than the traditional media that usually account for the lion’s share of P&G’s ad spend.

In Content Is Currency, Jon Wuebben explains why … and how.

He describes the fine art of content development and shows how customer-grabbing content can tell the story of a product or a business.

He looks at how to optimise content for search and social media so that it gets noticed, and provides an insider’s view on the ever-expanding technology and content marketing landscape. The book also includes a suggested “road map to online marketing success”.

Content Is Currency: Developing Powerful Content for Web & Mobile is available on Amazon in all major formats.

More information is available at http://www.contentiscurrency.com where Chapter 1 can be downloaded for free. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Google updates are making quality content the dominant factor in SEO

February 2, 2012

by Brian Oliver

More marketers are finding that Google’s recent changes and updates to its ranking system are now making quality content the key driver in search engine optimisation (SEO).

At the same time, the changes are shrinking the importance of technical SEO tactics led by mathematicians rather than genuine information providers.

This dramatic change in SEO presents an enormous opportunity for content marketers to gain a competitive advantage over rival brands – especially if their competitors are not yet using content-led solutions, such as customer-focused blogs, social media, targeted eNewsletters, videos, eBooks, white papers and eGuides.

MARKETING OPPORTUNITY

Now more than ever, the consistent use of high-quality, keyword-driven content, such as that provided by Focus Content Marketing, can elevate your website to the top of search engine results pages (SERPs) … and keep you there.

That’s why content marketing is now seen as one of the most effective online marketing techniques available to marketing managers – and why many observers are tipping content-led marketing to explode in 2012.

IMPACT OF GOOGLE CHANGES

Last year saw some of the biggest and most important changes to Google’s algorithm, including the controversial Panda update which reportedly knocked the wind out of the sails of several high-ranking sites.

Ever conscious of the need to keep improving its service to users, Google introduced these algorithm changes because it recognised that some websites with top Google rankings were simply high-traffic, low-quality content sites stuffed with keywords.

It set out to limit the visibility of poorly-written filler material created by content ‘farmers’ in favour of sites boasting better-quality authoritative content.

HIGHER RANKINGS

Google now uses quantifiable social engagement metrics and recorded data (such as the length of time people spend on a page) to determine how valuable a page is to everyone who lands there.

When people spend longer browsing certain pages, Google assumes the content has been read and the user obtained the information they were looking for. The search engines consequently give those pages a higher ranking.

If your content is well-written, informative and puts the reader first, it is more likely to keep your potential customer on the page – and Google will recognise this. In other words, if you publish content that keeps your readers happy, Google will be happy too.

Similarly, quality content with higher incoming links will also be displayed at the top of the search results.

MORE CUSTOMERS

Most importantly, though, delivering trustworthy, problem-solving content will not only elevate you in the search rankings, it will also show potential customers or clients how you can help them. It will enable you to gain their trust … and potentially lead to a positive purchasing decision!

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing