Tag: email marketing service providers

Subject Lines in Email Marketing

How important are subject lines to your email campaign? How much time do you spend on deciding an appropriate subject line for your email campaign? How do we go about analysing how effective subject lines are?

email-subject-lines

You may regard your email content for your campaign as the one that matters and the most important, however, if your subject line is not effective then there’s a chance that your email won’t be even read. In today’s fast paced world where people receive hundreds of emails, it is imperative to have an attention grabbing subject line so as to get the users to make that all important decision to open the email. A good subject line is essential for Email Marketing. So what makes a good subject line?

Short and clear- Studies show that the best performing subject lines tell people what they want to know in few words. The ones attracting the most opens and clicks are generally less than 50 characters.

Uniqueness- Having subject lines with a unique hook will persuade users to open the email. Subject lines with common words or clichés will most likely get no attention from recipients. On the other hand subject lines which poses a question or which has a humorous content to it, will entice recipients to learn more by opening the email.

Value Proposition- A good subject line will offer value to the recipient. You need to let them know that by opening your email, they will be able to find out matter that interests them.

Personalization- Personalizing subject lines with recipient’s first or last name will help improve open rates.

Credibility– Spelling and grammar mistakes in your email subject line will harm your credibility. Such mistakes could result your email to end up in the trash bin before it is even read.

There is lot of time spent on creating dynamic email content for marketing your emails, so don’t let an ineffective subject line ruin your chances of getting them read. An innovative subject line will go a long way in increasing your open and click through rates.

Defining success of a subject line is another key question. Many marketers consider open rate as the most important metric to consider while rating a subject line, however focusing only on open rates for subject line tests would be a mistake. The overall objective of the campaign needs to be considered before making decisions based on the metric. The following metrics can be leveraged to define success of a subject line:

  • Open Rate: This metric is considered when the intention of campaigns is to raise awareness. Open rates is an ideal metric for maximising subscriber impressions. Unique opens indicates the overall reach of a campaign whereas total opens gives perspective on whether recipients are opening the email more than once.
  • Click Rate: Focus on click rate when the goal of the campaign is to drive traffic to the destination pages. Unique clicks indicates the recipient’s exposure to the website and landing pages whereas total clicks gives a good indication of how engaged the subscriber is.
  • Click to Open Rate: This metric determines whether the traffic coming into the email was qualified and engaged. High rates indicate that well qualified subscribers are engaged.
  • Conversion Rate: A high conversion rate for a subject line indicates driving high quality traffic to the website. Testing for conversion rate ensures the right subscribers are engaging with the email.

The Goal of all subject lines is to drive subscriber engagement, but one needs to also review metrics that indicates subscriber dissatisfaction. For example subject lines which drive more opens but also contribute in having a high number of unsubscribes may strain relations with both the subscribers and ISPs. These problems should be carefully reviewed to avoid long lasting and detrimental effects for email campaigns.

Jose Stevenson

Business Analyst

Kenscio Digital

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Email List Hygiene: Email the people who truly want your messages

Good email list hygiene is the best practice for any email marketing program. Active email addresses are necessary for maintaining your relationship with your users and retaining their loyalty. There are always chances to get invalid, non-responsive and duplicate email addresses. I would like to share a few reasons on benefits of a clean email list. With a clean email list, you’ll have fewer bounces, better deliverability, and increased conversions.

Kenscio - Targeted Email Marketing

Reducing Bounce Rates

Determine an appropriate bounce suppression strategy for your email list. Cleaning your email list at frequent intervals will keep SPAM and invalid emails from building up on your list of subscribers and possibly to more conversions. The higher the bounce back, the more risk you run that your campaign could be blacklisted. Kenscio’s Email List Cleanr can clean up to 80% of bad email addresses based on multitude of intuitive checks and significantly helps bring down bounces

Better Deliverability

Regular cleaning of inactive addresses, which have not responded within a year period will help to prevent deliverability issues caused by emotionally unsubscribed recipients. When you shape up your list to valid emails then you will get better deliverability on your mailing activity. Compare each campaign to your past history of delivery percentage to see whether you have a problem and then act on it.

Increasing Conversions

If your list is loaded with bad, duplicate and invalid email ids, your email marketing efforts will be negatively affected because subscribers will not receive your email communication. After all, if your subscribers don’t receive your messages, how will you expect them to convert? The more people that get your email the more people should open and the more opportunity for conversion. Email marketers estimate most of the email revenue derives from targeting to specific segments. If your list contains only active email accounts that can convert into better quality emails being sent out with each campaign that you release. Kenscio’s Email List Cleanr also helps improve ROI, since bad and unyielding email addresses never make it to the final mailing list.

So next time before you deploy your Email Campaigns do ensure that the emails are getting into appropriate inboxes.

Jubin Thomas

Senior Project Manager

Kenscio Digital

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Role of Content in 2016

In January 1996, Bill Gates wrote an essay titled “Content is King”, which was published on the Microsoft website. He begins by saying:

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

“Content is King”, and it is expected to play an even bigger role in 2016 digital marketing. Developments in publishing, creative and targeting technology have made content creation increasingly accessible for all marketers, from small businesses to the large enterprises. When it comes to digital marketing strategies or integrated marketing strategies, Content Marketing just has been crowned King, far surpassing search engine marketing, traditional marketing, public relations and even print, television and radio advertising as the preferred marketing tool for today’s era.

2016 will see content’s expanding role, an increased need for tailored and personal content. Content marketing has the unique ability to allow brands to connect with customers in a helpful and entertaining way.

“Content is the New Ad”

According to Marketing Insider Group, 2016 will be “The Age of Ad Blocking”. As more and more consumers download Ad Blockers on their computers and smartphones, opt-out of telemarketing lists, marketers will be forced to consider creating and publishing content their customers actually want.

Traditional paid advertising still has its place in marketing, but content’s role is demanding. Marketing of your content doesn’t have to necessarily mean paid promotion or advertising, content cuts through ad blockers, offers material that audiences want and drives qualified traffic and conversions.

“Content is the New Creative”
con-tent

Many organizations plan to increase their content marketing budget in 2016, which is leading to an increasing need for superior creative strategies to stand out from the rest of the pack.

Expanding on the role of traditional “creative director”, content directors in 2016 will be tasked with communicating without directly selling, and doing so with converging, targeted media. Content should be educational, entertaining or enriching, rather than a message centred on a direct sales pitch.

Content marketer tasks now include:

  • Re-purposing content
  • Entertaining
  • Finding a new way to say something
  • Finding creative ways of targeting audiences
  • Engaging audiences with content

 

Content marketing will be seen as the art of communicating with customers and prospects without selling, which means, raising the Creative Bar to break through the clutter.

Content’s magic is that it can be repurposed across many media. For instance, a white paper can become a webinar, an article or a video. There is a growing expectation for multimedia communication. As Content becomes the new Creative, creativity will become ever more important. The content fans use 8 different tactics on average (e.g. social media, e-Newsletters, case studies, blogs, white papers, events, surveys, conferences, perspectives, webinars/webcasts and videos). If you publish compelling unique and timely insights in all the right places, synchronized for maximum impact, it will become part of your brand and establish you as thought leaders in the industry and open the door to the entire market space.

 

“Content is the New SEO”

Google rewards high-quality content and the only way you are going to rank for the keywords you want, is, by providing useful and unique content people want to see and share. Now, how are people going to find you? You have to want to be found! So what does it take to claim your spot? Pair content marketing and SEO. The beauty is that content marketing and SEO are so interdependent that both can be considered as B&M (bricks and mortar).

When SEO (let’s call SEO the mortar here) fills the gaps of your content marketing plan, it is providing that overarching goal for your strategy. Writing and creating with SEO in mind provides plenty of opportunities to tactfully implement SEO best practices into your content, such as:

  • Identical titles and headlines
  • Properly labelled photos
  • Optimized meta-data
  • Article URLs/permalinks that reflect keywords

 

Let’s now switch up the pair. SEO is the bricks and content marketing is the mortar. Google demands certain things from sites if they wish to rank well and therefore, SEO is the practice of knowing and meeting those demands.

  • Google wants consistent, fresh updates? Done.
  • Does Google want to see the keywords on your page? Done.
  • Google wants to see shareable (and shared) content? Done.

 

Content is an SEO machine. It creates shares, keywords, backlinks and consistency just by being a part of your marketing strategy. To truly be effective at content marketing, SEO must be in the foundation of your site, images, posts, and URLs.

 

“Content is the New Social Media”

In recent years, digital marketers have been hearing about how essential social media marketing is in order to achieve success. Now, the buzz is content marketing. It doesn’t necessarily mean content marketing is supposed to replace social media as a major digital marketing strategy. Creating a social media content marketing strategy that resonates with your audience will be the right tact, more than just starting a conversation with the audience randomly. Strengthen the impact of the content you create by following these key parameters.

  • Align content creation with social media metrics and goals
  • Market content with a big-brand mindset on social media channels
  • Increase daily updates
  • Delve into data from social media channels
  • Engage in real interactions
  • Question readers/audience for more engagement
  • Let audience find your content with hashtags
  • Introduce content with infographics
  • Expand your content with relevant tips

 

In conclusion, the main content marketing metrics include:

  • Awareness
  • Consideration
  • Conversion

 

The phrase “Content is King” has become a mantra repeated over and over again religiously by digital marketers. It implies that unique, high-quality, interesting and relevant content contributes significantly to the success of companies digitally, should say on the web. Marketers should, therefore, primarily think of great content before they take further measures in their digital marketing strategy. In content marketing, the quality of the content offered will decide the level of your success.

Ambili K Pillai
Group Manager – Client Success, Managed Services
Kenscio Digital

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