Email Marketing: Tools and Relevancy

In order for email content to be engaging, it must be to the point and relevant. It must be also be highly personalised and add value. By monitoring the behaviour of the consumer brands can then move the user to take an important action, for instance by using the “Foot in the door” on-boarding technique.

The “Foot in the door” email technique, refers to establishing a bond with the consumer by initially calling upon them to perform a small seemingly trivial task, then once a relationship is formed asking them to do the previously-intended “bigger” task. An example of this technique would be to ask your audience to attend an event related to your brand, and then secondly, refer your brand on to five people.

Once the consumer completes the first task, they will feel obliged to comply with the second task, thus forming a bond. The aim of such email marketing is to provide a warm welcome, guidance and motivation to new email subscribers.  This technique will help to convert new email subscribers into eventual brand advocates.

Brands could also make use of mobile phone push notifications and app notifications, when used correctly (and sparingly!) these can be used to provide helpful content to the consumer such as reminders to complete their transaction with your brand, or a reminder to leave feedback after purchase. These can be tailored to appear at a time suitable to the user.

Ultimately, brands need to be aware of the context of their marketing, emails and notifications need to be highly-targeted and only delivered in situations where they will definitely deliver value. Customers are likely to find content personally tailored to them to be highly engaging, however mass irrelevant spamming will lead brands to a quick dead end.


Email Marketing: Untapped Potential

Email marketing offers great potential for return on investment, more so even than SEO according to the latest Email Marketing Industry Census report, the report showed that 73% of those surveyed said that email marketing offered excellent to good ROI.

There is room for growth in the use of this channel, the report showed marketing expenditure on email and proportions of sales attributed to email had both grown. The report also declared that firms can see a direct link between spending a larger share of their budget on email marketing and seeing their sales attributed to it grow exponentially.

Email marketing represents a relatively cheap channel to both acquire and retain customers through and therefore offers a lot of potential to marketers.

Mobile continues to heavily influence email marketing, email opens on mobile phones are at their highest point ever and are set to increase. However, despite the increase use of mobiles, mobile email conversations are on the decline and (according to the report) only a select few number of firms have optimised their email services to mobile.

This presents a missed opportunity for many marketers and follows the theme of this piece. Digital marketers are failing to tap in to the potential that email marketing offers, whether through lack of mobile optimisation or lack of engaging content. Both of these factors must be contributing to the decline in email conversations.

Online Brand Influencers: Finding the right voice for your brand


Consumers are more likely to turn to influencers who have specific expertise in their areas of interest, rather than say celebrities, today’s consumers are not stupid and will not fall for gimmicks such as paid-for celebrity endorsement.

The web is a busy place, making it difficult for both consumers and brand to know who is credible and trustworthy. Brands therefore need to find a strategy to identify and engage with online influencers who can communicate to the target market effectively.

The first step in identifying these influencers is to define exactly who the customer is and then determine the influencing factors such as their consumer habits, meaning where they live and how they buy their products. Drawing up a pen portrait of the consumer is a useful discipline during this process. Once you know whom your consumer is, inside out, you can then figure out who they trust and listen to.

It’s important to remember that whilst focused experts may not have as many followers as some other online influencers or celebrities, the followers that they do have will be dedicated and interested in the relevant areas of topic, allowing the brand to latch on to this useful following.

The next step is to engage the focused expert that your consumer listens to the most. It’s important to build a credible relationship with this person, one that consumers believe and trust.

It is likely that your influencer will require some kind of payment for their endeavours, but it doesn’t have to just be a cash sum. You you could offer to boost their brand awareness by featuring them across all of your content, or you may offer them non-cash rewards with your brand. Therefore the use of brand influencers is not just limited to those who have money to burn, smaller firms can receive help by lending a hand to assist the influencer by utilising the resources that they have.

For instance, you could provide an experience for your influencer to be the first to try a new product / service offering and in turn allow for them to create content (and buzz) about your products and services. This would create excitement not just from your existing followers but from the influencer’s followers too, lending to your traffic and building a credible brand image in the eye of the consumer.

Using credible, trustworthy influencers who have expertise in your industry to spread the message delivers better Return on Investment than a huge celebrity influencer with little relevance to your chosen industry. This is really a less is more approach, and allows your brands message to cut through the congestion of the internet in an efficient manner, whilst staying relevant to the consumer.

Independence is a powerful asset to look for in an influencer, consumers perceive focused experts to be objective, to state their mind and to be impartial. We are so used to advertising campaigns pulling the wool over our eyes as consumer that we are often now sceptical of brands. Gaining the respect and backing of an independent influencer means product reviews from someone who is not afraid to point out flaws and will do the product / service justice if it up to scratch.

This influencer could be a Youtuber or blog writer, they might be a columnist in a newspaper, or a popular local figure on social media. It doesn’t matter the size of the following or their status, rather just that their opinion is respected and that alone will sell itself.

The importance of looking ahead whilst creating content: SEO

Search engine optimisation allows your firm to stand up and be counted amongst a crowded online marketplace. SEO allows a firm to drive new customers to their site and increase traffic levels with the end goal of increasing revenue.

Now, whilst SEO is essential to attracting new traffic to a website, it is the quality of the website’s content that will attract potential customers and keep the bounce rate (meaning the number of visitors who leave the site without clicking to anywhere else on the website) at a low level.

To do this, the web content must be created with a specific audience in mind. Doing this will build a natural following and will ensure your content is relevant. A site that creates content with a target user in mind will retain visitors and hold a much lower bounce rate than a site that does not.

High quality, targeted content actually also works to create keywords unintentionally, search engines can then use these keywords to bring traffic to the website and allow the site to rank higher amongst less competitive search terms.

Creating unique, creative and – perhaps most importantly – relevant content is essential as part of the bedrock of website search engine optimisation and will assist in both making the site more discoverable and lending to create better targeted content.