With high ROI and the availability of sophisticated and affordable platforms, email marketing has exploded onto the marketing scene and remains an integral part of the marketing tech landscape. As marketers and agencies are looking for better metrics, the search for ways to increase email campaign conversion is constant and never ending. The best email marketers are able to 1) avoid the spam folder, 2) get consumers to open their emails once they see them, and 3) convince consumers to take further action. Each step requires different areas of expertise, and the best marketers know how to use the tools at their disposal to deliver results. It is ultimately a combination of art and science: the marketer creatively designs emails to have maximum impact on the consumer, and the email platform ensures that the email stays out of the spam folder. The following list provides tips to improve both aspects of your email marketing campaigns. Implementing these simple changes is certain to increase your campaigns’ opens, click-throughs, and conversions.
Marketers today know that using pURLs in direct mail is a marketing best practice, but are unsure of how to use them effectively in their direct mail campaigns. pURLs are unique, personalized URLs that serve as the foundation of a variety of marketing campaigns that use direct mail, email and mobile channels. So, how do pURLs work? pURLs send recipients to a personalized landing page or microsite with customized content. This content will contain more information about a product or offer and will most often include a form or call to action. Once the recipient goes to the pURL, marketers can easily track results and the details of campaign response and actions on a one to one basis, rather than aggregate information gathered from typical web or offline data analysis tools. pURLs in direct mail campaigns help connect the offline and online channels into one powerful integrated marketing solution.
Does this sound familiar:
“What happened to all those leads we generated for sales?”
How about this:
“Why does marketing keep sending us these junk leads?”
These are complaints plaguing any company struggling to capitalize on its marketing strategies. Marketing is bound to blame sales and sales is bound to blame marketing, but the reality is that neither is necessarily to blame. The real culprit is the sincere belief that uncultivated, un-nurtured leads are actually prepared to buy anything. Of course, by definition, a lead has shown interest, but in this early stage of the process, the correlation between interest and willingness to buy is very low. In fact, according to Gleanster Research, over 50% of qualified leads are not yet ready to buy.
We at Boingnet recently had a great time hosting a webinar on a topic we’re particularly passionate about— Landing Pages! After a long few days preparing and organizing content, we arrived at a finished webinar titled “Landing Pages: The Key To Direct Mail Success”, and we’re quite proud of the result. Boingnet CEO, Dennis Kelly discussed the threat Google can present for companies using direct mail campaigns, and how landing pages can help eliminate this danger.