Email Newsletter &
Email Marketing Tips
- Reasonable Automation
- Now verified: Gmail image caching affects MNB opens (but barely)
- Making the Scene
- 10-Step Primer Launching in January
- Merry Christmas 2013
- The Latest Google Effect: Open Tracking
- Three Editing Tips for Better Content
- Feature Friday: Facebook-Friendly Features
- Common Problems With Engagement
- Feature Friday: Enterprise Accounts
Email Marketing Tips
The process of automating your marketing process involves walking a fine line. The more technology develops, the more people use it to communicate and connect. Automation, then, needs to make life easier for the marketer without that cold annoyed feeling that comes when you get robo-called.
The question becomes: how you can you be a person but not spend every single minute glued to your computer? Reasonable automation!
Email marketing is somewhat an automated process in the first place; most people plan and draft their content ahead of time and schedule sending for an ideal delivery time. You can expand this with an RSS feed of your blog or other content so that anytime you post content in one space it automatically sends out as a scheduled newsletter.
Integrate your posting by having your new newsletter, tweets or facebook posts reflected on your other social media sites. This is best undertaken if you are not using a lot of duplicate content. However, Guy Kawasaki does recommending repeating content at intervals on social media to increase the likelihood of it being seen, so that’s something to consider as well.
Schedule specific times wherein you give your full attention to blogging and social media. Schedule posts in advance so that you can simply check in throughout the day to handle responses or other online interactions. Keep in mind that advance planning has different ideal time lengths: blogs could be set up a few weeks in advance whereas social media posts should be up within a few days.
We are now seeing, recording, and reporting an actual change/affect to opens with the new Gmail image caching. In the long run, this should not be a detriment to any of our clients as we will always record the first open for any address from Gmail. Subsequent opens from the same Gmail user won’t tally. Furthermore, if a Gmail user forwards one of our newsletters using Gmail’s forward feature, those opens won’t tally either. IF they use MNB’s forward to a friend feature then we record/reflect that in MNB reports as a Forward.
- We will tally opens much more accurately now for Gmail users
- Images will always be displayed in Gmail
- You will know which Gmail users are really not opening your emails and you can drop them
- If you were relying on opens from Gmail user as your call to action, you need another plan
- If you were taking action based on multiple opens AND Gmail users were your predominant client base, you need another plan
- I really cannot think of a solid third con here - we are actually excited about this change
If you have any questions about this, please don’t hesitate to reach out to us. If you need a refresher on why this matters, read the paragraphs below.
In order to track an open for any email we send, we place a transparent 1 pixel by 1 pixel image in the footer. When a user opens an email and requests images, their mail client asks MNB to process that image and we work some tech-magic on our end to properly record the open.
Now that Google is storing that image on their servers, the request to do that tech-magic only ever happens once. Google stores the results on their servers and every time a user opens the email, Google uses their stored copy instead of asking for another (no more “may I have another, please”).
Here’s some old news for you: In order to be worth anything, your content has to actually be seen.
What is your plan for visibility in 2014?
As we look at an increasingly mobile, social world, it’s important to have a game plan under your belt for ensuring that your marketing works the way it is supposed to.
It’s all over if you don’t have a social media presence. In order to make the scene, you’ve got to be there. Get tweeting, pinning, and liking pronto, if you aren’t already. Integrate your social media presence with your website by regularly sharing links between them. Be sure your email newsletter shows up there too- a little self promotion amongst solid content is a good thing.
Talk to People like a Human
Find some communities, online and offline, where you can have actual relevant conversations. Be a human, not a marketer. Build connections and learn from others. Discuss the work of others, and if you do share your own work, be open and curious about what other people have to say about it. A great way to do that is to invite conversation about how other people have handled similar situations or to ask what others would add.
Be willing to take some risks. Playing it safe won’t always work. In order to be noticed, you’ll need to bravely charge ahead of your industry. Be willing to share some of your more “out-there” ideas or try something new and untested. Even if all you have to report back is “well, that didn’t work, and here’s why,” you will have broken with the pack and increased your chance of being seen.
There’s no better way to improve your email marketing than by digesting MNB’s 10-Step Primer to Better Email Marketing. This content is private and available only to subscribers. 10 steps. 10 weeks. 10 ways you can meet your New Year’s resolution on email marketing.
How do you subscribe? Look down this page. See that box for free e-marketing tips? Put your address in that box and sign-up. On the preferences page, make certain you select the 10-step primer.
Twas the day before Christmas, when all through Blue House
there were keyboards a’ clacking and clicks from the mouse.
Support was all present and working with care,
knowing very well, Santa Claus has very long white hair.
The users were logged in and building away
with visions of newsletters being sent that day.
With Genie in her ‘kerchief and us at our screens,
we’ll make certain that each newsletter is seen.
We’re here on this eve, dousing coffee, and on the phone,
But tomorrow we’ll be closed, we’ll be with family, and at home.
We wish you a Merry Christmas and a happy sending spree.
That your newsletters are all opened and read with great glee.