Tag Archives: email

Texting versus Email: Which is a More Powerful Marketing Tool?

16 Dec

Text message marketing and email marketing both cater to business owners looking for an affordable mass communication method. Both methods encourage brands to send out valuable information and exclusive offers. On the surface, they appear extremely similar, but if you dig deeper, you’ll realize the benefits to each method. While email marketing has been around for a while and built up a noteworthy fan base, text marketing is new to the arena. Keep in mind that its current effectiveness is most likely due to its newness and these rates may drop over time.

In the infographic below by text marking company SlickText, you will see a comparison between open rates, click through rates and overall effectiveness of the two methods.

Currently, the average open rate of a text message sits at about 99%, while email ranges from 28-33%. Next to this, the click through rates (CTR) are vastly different. Include a link in your text message, and you will observe a CTR of about 36%. For email marketing, the CTR usually sits between 6-7%.

With email marketing, research shows that the more messages, the better. On the contrary, text message marketing preaches limiting the number of texts you send. Most successful users send between 4-6 campaigns a month, while email marketing finds better response and engagement rates with up to 30 campaigns a month.

As always, never center your marketing strategy around one method. Instead, create multi-channel campaigns with several high performing tactics. Set goals around each campaign and plan accordingly. Are you looking to increase brand awareness, directly increase sales, or do you want to gather qualified leads? Different goals may require different strategies. Increasing brand awareness may benefit from the repeated exposure found in email marketing while increasing sales may see better results from targeted text messages with short-term offers.

At the end of the day, marketing is all about return on investment so pick the methods that give you the best results.
text email

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Email Marketing to Mobile Devices

20 Oct

Many people think of mobile marketing as only SMS messaging and mobile ads. However, one area of mobile marketing that cannot be overlooked is email marketing. Today, most decision makers are plugged in 24/7 and may reach for their phones to read email messages from just about anywhere. That means marketers must follow mobile best practices to ensure emails are easy to read on a mobile device or the opportunity to reach a prospect via email may be lost. Here are some tips for successful email marketing campaigns.

Subject Line

As few as 15 characters may be viewable on a mobile device so be sure to keep subject lines short but relevant to the topic.

The Message

According to MarketingSherpa, the average viewer spends only 15 – 20 seconds looking at an email. Build trust by making sure the content is relevant to the reader and matches the subject line. Also, keep your emails short so that readers don’t need to scroll excessively. With that in mind, use only necessary links and images.

Mobile Phone

Make sure emails are easily readable on mobile devices.

From Line

Be consistent in the use of a name or names in the “from” line. Not only are you building trust, but being consistent will help you get past spam filters.

Design

The most valuable space is at the beginning of the email. Don’t fill this space with links and images. Also, keep your email between 500 – 600 pixels wide so that it is viewable on most phones. Use H1 and H2 tags to make headings stand out and help the reader skim the content. And . . . use alt tags to describe images just in case the pictures don’t properly render.

Call to Action

As always, make sure you have a call to action. In addition to other contact information, be sure to include your phone number in the email in order to make it easy for the reader to contact you.

4 Tips for Writing a Proper Email

29 Apr

We’ve all experienced the feeling of dread upon opening an email and discovering a huge brick of text.

Don't be the source of this!

Here are 4 tips to make sure your emails aren’t met with dismay:

1.  Use an Appropriate Subject Line

Your subject line should be an ultra-short summary of the content of your email.  Add signposts like URGENT, RESPONSE REQUIRED, FYI, etc. when applicable.  Never use signposts like “URGENT” unless the email actually warrants such a headline.  Doing so makes you seem overly dramatic, and may cause people to skip reading your emails altogether.

2. Be Concise

Always begin your email with a summary paragraph no longer than 2-3 sentences.  No matter how complex the subject is, you should always be able to summarize. Like Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”

…And he was talking about theoretical physics.

3.  Use Bullet Points

Bullet points are a double-whammy of good practice for composing emails:  First, using bullet points will force you to organize your thoughts, ensuring your emails are word-vomit free.  Second, bullet points are easily “scannable.”  Recipients will understand your message with significantly reduced time and effort.

4.  Leave White Space   

Reading text on a screen is more difficult for human eyes than reading on paper, and consequently your readers will appreciate white space left between paragraphs.

Which email would you rather read?