Kristie Sheppard

Consumers think of email marketing as irrelevant and overbearing, taking up more than half of their inboxes. The metrics don’t support this perception, though!

With nearly 99 percent of people checking their email daily, brands are six times more likely to get a click-through from an email than a tweet. Similarly, 44 percent of users check their email for a deal from a company, while only 4 percent go to Facebook. With the new Facebook algorithms, which will probably move to Instagram before we know it, fewer fans will see your social media posts unless you pay to play. According to Campaign Monitor, email marketing has the highest return on investment (ROI) of digital marketing tactics. For every dollar spent, email marketing generates $44 in ROI.

Based on these facts alone, email marketing should play a fundamental role in your digital marketing strategy. Over a third of the worldwide population uses email, with nearly 80 percent of those users American. Businesses can use email to effectively communicate with their audiences by engaging with them on their home turf – their inboxes – and in various venues – home, phone, work, etc.

For successful email marketing, emails need to contain concise, relevant and actionable content. Every email provides an opportunity to build trust and resonate key messaging with the target audience. Grab the reader’s attention with great videos and photography, a catchy subject line and a distinct call-to-action.

Valley of the Moon Vintage Festival:
Kivelstadt Cellars:

Emails can generate immediate results. For example, if a tasting room is really slow on a rainy, cold winter day, developing an email with a tasting deal, special offer or impromptu party can help drive business. Target that email to your constituents within a 25-mile radius, individuals with the ability to take advantage of the offer.

The capability to accurately track results provides great value for email marketing. You can see how many people received the email, opened it and clicked through to the provided link. Even better, you can respond to these metrics and change your strategy if the results aren’t successful. Email marketing makes testing different messaging, distribution timing and subject lines easy and affordable. Lastly, you can repurpose your email marketing content on social media to garner new followers or email signups.

So, don’t abandon your email marketing strategy for social media. Drive engagement with relevant content targeted to segmented audience lists. Email is far from dead — it’s actually thriving! Try something new with your email marketing and comment with your results.

Shawn Nesaw

With so many options for marketing and advertising your business, your brand, your strategy should never be 100% focused on one medium. In fact, an integrated communication plan, combining marketing initiatives, public relations support and advertising continues to help businesses reach their key stakeholders more effectively.
As part of this integrated strategy, let’s focus on a rapidly growing form of advertising that is proving to have positive effects on businesses and their target audiences – digital advertising.
There are various forms of digital advertising – banner ads, video pre-roll, and of course mobile! If digital advertising is something completely new to you, take a moment to review our tips for a Quick Fix in building your digital strategy, defining the various opportunities with digital advertising as well as ways to help you determine if digital advertising is something A. Bright Idea can help you plan as part of your advertising strategy.
 
First, ask yourself a few questions:

  • What are your goals?
  • Does your present advertising approach directly support those goals?
  • Are you tracking/will you be able to track the results towards your goals?
  • What is your profitable conversion rate? (What will make the campaign financially successful?)

Once you’ve evaluated these questions and have determined that digital advertising should be part of your advertising mix, the next step is to determine the best digital platform to use. There are a variety of options available, with more presented almost daily! Based on an integrated approach, below are a few examples based on online advertising tied to a print publication. There are a number of radio and television networks offering online advertising opportunities, which also offers another medium to promote the online property, and as a result, your advertising with that site.
Digital Advertising Terms
If you’re considering incorporating a digital strategy into your integrated communication plan, be sure to consider your options wisely. Because of the format, sometimes purchasing by impressions, there is a number of other considerations that must be reviewed in order to ensure a smart and effective advertising buy. For more information on this advertising medium or to develop your own digital advertising strategy contact A. Bright Idea’s advertising and interactive specialists.