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Posts Tagged ‘Touch Screen’

Comments Off on What Does the Future Hold for Email and Social Marketing?

What Does the Future Hold for Email and Social Marketing?

2013 has arrived, and with it comes thoughts and ideas of how email and social marketing will evolve. While we can’t predict what will become the next big social media channel this year, we can give you some tips to help you stay ahead of the game.

Mobile Design – This may be the most important thing to consider for your email marketing this year. According to Litmus, 36% of emails are opened using a mobile device/tablet, and they predict it’ll be 50% by year’s end. Hence, mobile design is something you definitely want to take this into account when crafting your emails, and it’s not as hard as you may think. With a few minor tweaks, your email will render clearly for readers on a variety of devices or platforms, just follow these tips:

  • Keep the design slim – Around 500-600 pixels
  • Use call-to-action buttons
  • Use a simple, single column layout
  • Include links that’re large enough to “click” i.e., touch
  • Have a text-only email back up
  • Give your email the “touch screen” test (is it easy to navigate with your finger?)
  • Ensure your email renders/downloads properly on an iPhone

Social ROI – Remember the tag line from the movie, Field of Dreams? “If you build it, he will come.” It also applies to social media, as well as baseball fields. Once social media was built, people came in droves (hint: So get on it, if you’re not already!). And, social media no longer pertains to a certain age group or demographic; everyone’s on it. The key now, is to keep people continuously engaged with your business on social, and to do so, you simply need to keep at it! Here are a few engagement-inducing ideas:

  • Content is king – Share links, post videos and/or images (According to Facebook, posts that include a photo generate 120% more engagement).
  • Add value – Share useful information and tips, even if you’re sharing from other sources.
  • Interact and engage – Don’t just post and leave your page unattended – Answer questions, make comments, and ask questions.
  • Post on a regular basis – This could be multiple times a day, or several times a week depending on your customers and the content available.
  • For more social media engagement related posts, read: “Want Better Facebook Engagement? Stop What You’re Doing” and/or “What Motivates People to ‘Like’ or ‘Unlike’ Brands on Facebook“

You can actually track ROI on social media; you just need to set up some key tools. Facebook Insights is a great start for monitoring progress on your Facebook Page. Google Analytics (GA) will also track where people come from when they visit your website, plus it tracks activity on your social accounts. And, if you set up goals in GA, you can track conversions from social interactions. If you’re sharing links from your site, or sharing from another, using Bit.ly not only shortens long URLs, it also gives you tracking information about the people clicking on your links. Even if you aren’t tracking, don’t overlook the power of social engagement. SocialBakers has been tracking exactly this and find that more engagement on social creates more reach, more click throughs, and ultimately more conversion. So keep sharing great info, and it’ll pay off in the end!

Read the full article…

Comments Off on Who Before What

Who Before What

by Matthew J. Ferguson

In many organizations, process comes before people, and function over feasibility. No wonder people resist. And all the change management in the world won’t help if the stakeholder community lacks the skills to execute a new process. Here is guidance on putting people at the forefront of your process design efforts.

Designing a new process invigorates an organization with the promise of something new, something that will fix a vexing problem and some new ‘way of doing things’ that will make the employees gush with gratitude. Unfortunately, the process becomes the jewel in the crown as the people get left behind.

Process design can fall flat on its face when sponsors forget two very important principles:

  • First, the ‘want’ has to be clearly distinguished from the ‘need.’
  • Second, one needs to evaluate what employee/stakeholder capabilities are required and what employee-centric benefits can be derived. In other words, what about the people?

Buyer’s remorse in action

Let’s take the example of my friend Rob who spends four hours a day commuting. To help make his drive more pleasurable, Rob bought his first luxury vehicle with all the bells and whistles: heating/cooling seats, touch-screen navigation, voice-activated climate control, satellite radio, wireless connectivity, heads-up display, self-parking, run-flat tires and even an environmentally friendly, DVD-based owner’s manual. Despite all this, Rob hated it.

Prior to this purchase, Rob drove a practical vehicle that got him to and from work with an AM/FM radio. When he bought the luxury car, he was convinced he needed the added functionality. However, once he departed the dealer ‘safe-zone,’ he was completely lost. Rob was overwhelmed and frustrated with all the new technology. The hype ended and reality set in.

Eventually, Rob became accustomed to all of the “benefits” of the new technology. Yet he still only uses 50 percent of the functionality and, at times, still misses the days when he drove a car, which was simpler and easier to use. In short, what started out as an investment with defined returns became a headache with buyer’s remorse.

Fundamentally, this same dynamic is at work when you fail to put people as the centerpiece of your process design efforts.

Read the full article at “Projects at Work”

Comments Off on 8 Tips to Make Your Email Marketing Copy Shine

8 Tips to Make Your Email Marketing Copy Shine

by Janine Popick, CEO and founder of VerticalResponse

If you’re like me and in the business of marketing, you spend a great portion of your day writing. Writing emails, proposals, blog posts, guest articles … If you’ve got email marketing in the mix, that’s even more writing. How do you keep things interesting and “skim-able” for your email recipients so that they can quickly see what you want them to see, and still motivate them enough to take an action? Here are eight tips to help your email marketing copy shine and hopefully make the writing process a little easier.

1. Write using benefits, not features. Features are the things the product has. The iPhone 4 has a 3.5-inch touch screen, 5 megapixel camera, 16 GB flash drive. I’m thinking great, but what does that do for me? Well, that means the iPhone 4 lets me easily take and store high-quality, print-ready photos – these are the benefits. As a marketer, you need to answer the recipient’s question, “What’s it going to do for me?” “How is it going to make my life easier?” Many businesses get caught up writing about themselves and all the nifty things they offer rather than how those nifty things will help their customers. Don’t make that mistake.

2. Sprinkle in subheads. Attracting the attention of your readers using subheads is a tried-and-true tactic. It breaks up your thoughts and gets to the heart of what you’re selling or promoting quickly. It lets the reader skim through the email yet still get the message you want to convey.

3. Keep it tight. You need to get to your point fast in small, succinct paragraphs. When was the last time you read an entire press release or news article in an email? No one likes to scroll and scroll and scroll (maybe unless they’re shopping for shoes!); it’s difficult and time-consuming. Include links off the page to more information so that if a reader does want more details, they can find it quickly and easily.

4. Use bullets. Bullets break up points or benefits so that, again, your readers can scan copy without losing any key takeaways. Bullets are great for email and Web writing in general.

Tips 5-8 are even more valuable. Get them in the full blog post.