Automated Marketing

Email Marketing Metrics You Need To Know

Email marketing metrics tell marketers a lot about their audience and the effectiveness of their current campaigns. This guide will break down some of the tricky metrics that email software collects for your marketing campaigns and tell you how to respond to high and low numbers. Get improved email metrics today with our cheat sheet.

  1. Open Rate: This metric measures what percent of people opened your email compared to how many received it. The higher this number is the better your campaign did which generally indicated that not only did it pass spam tests, it had an enticing subject line.
  2. Bounce Rate: This is how many email contacts in your list rejected the email from their server. The goal is to make this number as low as possible. Bounce rate can be caused by poor design and subject lines that caused a server like Google or Outlook to reject the email. It can also be caused by out of date email address in your data. To improve, work on less salesy emails and clean your lists.
  3. Click Rate: The click rate is the percent of people who click on a button or link once you opened the email. The click rate is something you want to be as high as possible. If you get alot of clicks, then your calls to action were motivating and spot on. If not, it may be time for a new strategy. Also, be sure to look into which buttons received the most clicks to better ensure that your rate is higher in your next email campaign.
  4. Spam: This is how many people reported your email as spam. This is arguably one of the most important metrics in your campaign. Most email marketing software keeps tabs on how frequently you’re marked as spam. If the number is too high (regularly above 1%) your account could be suspended unless you can prove you are not sending spam. This is a good motivator to keep really clean data.
  5. Conversion Rate: This number may not always be tracked in your email software but instead on your lead capture platform. Whether it’s a landing page or ecommerce website, your conversion rate keeps track of how many people actually take action from your email. This could be signing up for more information, purchasing something off your list, or making a donation.

For more information about important email marketing metrics, contact the experts at Admail West. We specialize in lead generation and automated programs via email for a wide  variety of clients and industries.

The Basics of A/B Testing

A/B testing is an extremely powerful tool in online marketing. With digital marketing, companies can spend time honing in on exactly what language, colors, and offers work the best on each specific demographic. Creating version testing allows you to collect more data on your customers. This is exceptionally useful to companies exercising lean practices to grow. Every marketing attempt you make should tell you valuable information about your clients.

Visual A/B Testing

Many online marketing platforms allow you to run competitive campaigns against yourself. The benefit of this is that you can take two ideas that are similar with a small variation, or completely different, and see which gathers the best response. Places to do this include Facebook, landing pages, websites, and emails. It’s not surprising that certain colors, fonts, and wording work better for different industries. These visual cues can attract very different types of customers.

Language and Call To Action Variation

Another great way to A/B test is to switch up your language. You can do this by writing different offers on buttons, vouchers, and subject lines. Then you send to two different test batches and see which performs better before you run a large and expensive campaign. Getting the language right can inspire trust in customers which goes a long way in ROI.

Blind A/B Testing

With the help of a marketing expert, you can run a blind A/B test. What this means is that you take two landing page variants, or website variants, and run them at 50% intervals on random. This way half of your customers see one and half see the other. Then you gain analytics on what kind of people respond to each campaign. Keep in mind that it doesn’t need to be 50/50. You can run one more and one less. This kind of testing allows you to start fresh without any preconceived notions about what will work. Sometimes the greatest struggle for a marketer is to come up with new and fresh ideas without projecting past experience. A/B testing automates the new campaign model allowing you to learn more.

The Benefits of A/B Testing

While we could go on for days about the benefits of A/B testing. There are a few notable things that we feel just might sell you on the option. In the end, marketing is all about learning from your past experience and moving forward with the most information possible.

The Benefits of A/B Testing:

  • Test Colors and Images
  • Hone in on Gender and Demographic Differences
  • Increased Chance of Lead Generation
  • More Data. More Data. More Data.
  • Improved Strategy and ROI
  • Unique Information You Couldn’t Find Any Other Way

Platforms that A/B Testing Improves:

  • Web Design
  • Facebook and Social Media Ads
  • PPC
  • Landing Pages
  • Emails
  • Print Ads
  • Automated Processes

To find out more about how A/B testing could transform your marketing, email us at Admail West today!

5 Reasons To Consider Email Marketing

Email marketing is a re-marketing super tool for companies looking to stay in contact with their leads. Using and email marketing service allows you to constantly stay in front of past leads and turn a one-time customer into a returning customer. The following five reasons will change your mind about why your company must have email marketing campaigns now!

#1- Remarketing Matters

Its a pretty simple game in the realm of email marketing. You collect email addresses on your website, at a tradeshow, or in your place of business. Once you have them, you are able to take that interest and one time purchase and multiply it into many purchases. With promos and “VIP” club membership via email you can entice your customers to keep buying with regular email marketing services.

#2- Nurture With News

If you’re not in dialogue with your customers online, your competitors are. An email marketing campaign allows you to update customers on new products, upgrades, and sales. It will drive both online and retail business, we promise.

#3- Analytics and Answers

Many companies have evolving demographic markets. How can you intend to stay in tune with your audience if you don’t know who it is? An email marketing company like Admail West, allows you to get advanced analytics on your clients. You can learn things like best time of day to sell, gender, age, IP address, lifestyle and so much more.

#4- Promotionals

A sale doesn’t bring in revenue if your customers don’t know you’re having it. Using emails for promotional opportunities can double a conversion rate online within a matter of hours. That aspect alone makes email marketing services more than worth it.

#5- Brand Awareness

When you are in your customer’s email inbox regularly, you’re going to create a relationship with your brand. That means when you’re seen in a store, online, or on a past client that people remember you. People purchase what they know which makes keeping your brand in front of them with an email marketing campaign is essential.

Interested in starting an Email Marketing Campaign?

Ask us about our starter packages.

How To Perfect Your Target Audience On Social Media

The key to strong social media posts is getting the right target audience before spending a large sum on adspend. That is why testing your ads is one of the essential parts of the Admail West on boarding process for clients. So how do we do it? Getting the right target audience is a several step process. It requires a certain amount of dedication and time rather than the need for instant results. For all of you looking to get your marketing demographics down, let’s break down one of our proven methods.

Design.

The first thing you do before spending a single penny is get some design concepts. This is a great group activity. Take some time with your online marketing team to brainstorm 3 or 4 unique looks for an ad or Facebook post. Include a tagline or inspirational quote, these tend to be compelling. Similarly, use your logo to brand your post.

Pro Tip- Avoid stock photos if possible. Using a real company photo or holding a photo shoot is more appealing to any target audience.

Content.

Next define your goal and then shape content around your offer. Are you looking for leads or interaction? Write your content 3 or 4 different ways and then associate it with an appropriate graphic.

Pro Tip-  Think about who you are talking to or who you would like to be your clients and shape your content around that.

Testing.

Start with a small budget for each sample ad. $20 per ad should be plenty. Then for each ad try a different age group, company keywords, and think of activities or interests that your prospects may also enjoy. Then watch what happens over a 2 day period.

Pro Tip- Spend plenty of time looking at your data before you define you target audience.

Overview of Defining Your Target Audience

Demographic marketing in the digital sphere is more advanced and honed in than ever. Marketing can be made simple on social media. Facebook is an extremely powerful tool to put you right in front of your potential consumers. With the right target audience, your company could experience its strongest ROI.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!

Understanding the Scope of Marketing Automation

In order to begin understanding the scope of marketing automation you have to understand the it foundation. Eventually, we’re going to educate you on the full spectrum of marketing automation and by doing so, we hope that you begin to implement some of these steps into your own campaigns. Let’s start by breaking down the term “Marketing Automation”. Marketing- The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

As a marketer it would be your job to build the environment in which the full scope of marketing can occur. You are the conductor, leading an orchestra of commerce in a beautiful symphony. The eventual goal is to conduct that symphony without actually doing anything at all. This will take some work initially but will pay for itself many, many times over.

Automation- The technique, method, or system of operating or controlling a process by highly automatic means, asby electronic devices, reducing human intervention to a minimum.

Mix them together, shake, shake, shake, stir…..

Marketing Automation- The total of activities involved in the transfer of goods using a technique, method or system that reduces human intervention to a minimum.

Bingo! This is exactly what we were looking for. Simple enough to understand but complex enough that it’ll need further explanation.

For starters we need a product or service to sell. Once that's established you’ll never need to figure that out again.

Now you’ll need a place to sell it. Got that? Store front? Website? Doesn’t matter, because either will work just fine. No need to worry about that anymore.

Whos selling the good? You? Your Client? I think you’ve figured that out by now.

Now this last part can sometimes be a little tricky… Who is your buyer? Depending on your product or service your target audience can be very, very broad or extremely niche. Once you’ve found out who likes your product and who doesn’t, you’ve determined your buyer.

Now, here is where the magic happens. Here is where we make or break our marketing efforts.

Up until now, there have been no variables. Nothing that can throw a wrench in automation because we’ve establish each portion of the process as a constant. So what is the constantly changing aspect of marketing that is so important that we’d need an process in place to cut down the workload?

The answer is Advertisement.

Every sale begins with a conversation. The more appealing the conversation made the product/service, the more likely a buyer is to invest in it. That is the whole point of advertising. Appealing conversations. The conversation could have gone on entirely in the mind of the buyer or be as simple as:

{{Visual?}} Advertisement- “Buy This!”

Consumer- “Fine!”

However it happens. My point is that it must be constantly changing to keep people engaged. If you just repeated the same schpiel over and over again people would be less likely to buy from you.

Marketing Automation is key to your success because you can have conversations with many people while only speaking once.

Without marketing automation you speak once and a few listen. With marketing automation you speak once and the world listens.

There are so many ways to begin conversations with people who want to listen to what you have to say but we will save that for another time. ______________________________________________________________________________

:::::Additional Notes:::::

*Lets break that definition down as well.

Goods- The product or service you are attempting get someone interested in.

Producer- The maker of said “Goods”

Buyer- The potential consumer of said “Goods”

Advertising- The art of making said “Goods” appealing in order to increase “Buyer” interest.

Shipping- The delivery of said “Goods” to storage facilities or buyers.

Storing- The housing of said “Goods” until “Shipping” occurs

Selling- The transfer of said “Goods” for currency.

*As you can see from the break down above, everything in marketing is “Goods”-centric.

Goods- What is the service or item that is being promoted? What is the overall goal? Once this is established we can move past what the goods are.

Producer- If you are promoting for your own company its most likely you who are the producer, or at the very least, the supplier. Regardless, you produce the “goods” to be sold in the marketing environment.

*In order to facilitate the marketing you need a platform for communication in order to engage with a consumer and generate interest in a good or service. For our

Email Marketing- Can your company automatically send marketing emails?

Landing Pages- Can your company can easily create new landing pages for each campaign?

Campaign Management- Can your marketing team can set up all the emails for an event before it starts, and let it run ‘lights-out’. No one looking. All parts whirring—and working?

Marketing Programs- Can you have the ability to look at a list of potential customers and prioritize them based on fit with your business and likelihood to buy?

Lead Generation- Can you filter leads by level of engagement and interest in your brand?

Prediction/Scoring- Can you can measure the revenue contribution of each of your marketing programs.

Marketing analytics- Can you can measure the revenue contribution of each of your marketing programs.

Lead Management CrM integration Social Marketing resource Management