Aiming for higher engagement rates? The Stroke Association got quizzy with it

In a recent report by the DMA, sponsored by dotmailer, two in five consumers said they receive more than 164 messages from brands per month. That’s a deluge of content arriving in people’s inboxes every week.

The good news is that the majority of consumers still feel favorable towards email as a marketing communications channel, with just 14% disagreeing that email is the best medium for status updates. It’s therefore not a matter of whether recipients want to receive emails from you; rather, it’s finding the content that gets them hooked and hungry for more.

The Stroke Association, the UK’s leading charity changing the world for people affected by stroke, made it their mission to do just that.

Amy Smith, who’s Digital Marketing Officer at the Stroke Association, found that while open rates for the charity’s monthly supporters’ newsletter were achieving solid results, click-through rates were in need of an extra lift. The appetite for the charity’s communications was clearly undeniable; Amy just needed to find a way to pique people’s interest with the content that sat beyond the subject line.

For the Stroke Association, the answer was a quiz. The FAST quiz was designed to educate readers and test their knowledge on how to identify the early warning signs of a stroke. Amy used a bright copy-led graphic to create standout in the email, along with super-persuasive wording urging subscribers to take action.

Stroke Association supporters’ newsletter

The new content initiative blew February’s email engagement rates out of the water. Clicks more than doubled compared to the previous five months, as did the click-to-open rate.

Amy used a tool called Qzzr that enabled her to create the branded seven-question quiz:

“Our FAST project team knew they wanted the campaign to include an interactive element, but they weren’t sure how to deliver it. I was confident that a slick, shareable format would encourage our supporters to engage with this potentially life-saving message. We’ve now included quizzes in the planning for our upcoming marketing campaigns and I’m looking forward to seeing the impact they’ll have on our email engagement rates.”

Congratulations to Amy and her team for seeking a new initiative to engage supporters and achieving amazing success. Why not take the FAST quiz for yourself and discover how you could help save a life. You can also visit the Stroke Association website for more information on the charity and its work.

The post Aiming for higher engagement rates? The Stroke Association got quizzy with it appeared first on The Email Marketing Blog.

Reblogged 8 months ago from blog.dotmailer.com

A first look @ the UK Digital Marketing Association (DMA) Email Tracking Report 2017

Sometimes a bit of that déjà vu feeling can be a giggle, but when repetition is costing you time and money, it’s a little less amusing.

We’ve just been given first access to The UK Digital Marketing Association (DMA) Email Tracking Report 2017, sponsored by dotmailer. Awesome statistics, actionable insights, and a little bit like something we read this time last year.

The good news is that email is still firmly seated atop the throne as consumers’ preferred marketing channel. In fact, according to the report, email use is still on the rise, with the DMA likening the act of checking your inbox to a routine as subconscious as brushing your teeth in the morning. That’s the kind of healthy recurrence we like to hear about.

And the bad news?

Email marketing is in danger of losing its crown. And the culprit? It’s not new laws, or poor technology, or pesky Millennials whining and moaning and taking everything for granted…

It’s relevancy.

Back in yesteryear, our Client Services Director Skip Fidura wrote a blog post to accompany the recently published DMA Email Tracking Report 2015, detailing a call to action for the prioritization of relevant content in email marketing campaigns. 63% of the 2016 versions of our consumers had said: “Most of the marketing emails I receive include NO content or offers that are of interest to me.” Subject lines were generic, offers were universal, and content was characterless. We all took note; relevancy needed to be improved if email marketing was going to continue to top the charts.

So why are we now looking at a 5% rise in consumers failing to identify the relevancy of our campaigns? 68% now agree with the above statement, and 84% now find less than half of their emails ‘interesting or relevant’. And that’s if they even get to the campaign itself; the DMA Email Tracker Report 2017 reveals that only 6% of consumers opened and read all of their emails – 67% read fewer than half. This is hardly a surprising statistic, when you consider that most feel there’s nothing of worth to them inside.

Email marketers are losing their customers’ trust because they’re not able to prove that they know how to engage with them. When you don’t feel like somebody knows you, you’re not going to open up, invite them in for a cup of tea, give them the nice biscuits with chocolate on. And if you feel like someone else is making a better attempt to get to know you, you’re going to turn your attention to them. It’s that simple.

Is it that we just don’t like “simple”?

Why is it that we haven’t yet cracked relevancy in email marketing campaigns, when we’ve got the tools at our fingertips? We can track consumer behavior; we can segment our contact lists by gender, location, and shoe size (if appropriate) we can test subject lines, copy, images and layout at the click of a button, and all of this data can be fed into a campaign that reaches Mrs. Smith when she gets home at 7pm on a Monday and starts surfing for size six shoes.

We need to start effectively using the tools that are available to us.

What can you do before the year is out?

Ask if you are relevant – When we released last year’s results, one of our clients took some of the key metrics, built them into a survey and asked her recipients the same questions. It would be inappropriate to share what she found but it was interesting to compare the responses from her recipients with those of the average consumer.

Pay your data some attention – If you have gaps in your database, create a campaign via email or on your website that seeks to gain a better picture of both your prospects and your customers. Alternatively, you can connect your email platform to your CRM or e-commerce software to get access to live customer data

Strategize your segmentation – Dividing by two and hoping for the best hasn’t worked since school, so start thinking about what your brand can offer to different consumers, and create intelligent segments based on your results. Quizzes, competitions, and preference surveys are a great way to collect additional explicit data, on top of implicit data such as order history and behavioral data.

Think harder about context – You need to keep up to date with what’s happening with your different audiences. Got an internationally active brand? Make sure your content is going to be relevant to everyone – and don’t forget about delivering your emails at a time that the recipient is likely to be looking at email or at least be awake. dotmailer’s Send Time Optimization feature gets your message to your recipient’s inbox at the time that is best for them.

Split-test ‘til the cows come home – Performing a split-test is a brilliant way to find out what works for your brand in a time-effective manner. You can afford to be creative when your ideas are backed up by intelligent reporting.

What can you put in place for 2017?

Get better insight – dotmailer’s WebInsight tool lets you track prospects’ and customers’ online behaviors. You can then use the data you receive to send relevant, automated campaigns that “react” to your recipients most recent actions on your site.

Nurture your valued customers – With a tool like dotmailer’s OrderInsight, you can quickly and easily data-mine your customers to identify those highest scoring by frequency and value of purchase, as well as product category. Then design a targeted appreciation campaign for your most valued segments in minutes using our drag-and-drop segmentation tool.

Get to know our friends – We’ve got the top pick of partners to boost campaign relevancy. Phrasee gives you the insight on what subject lines will perform best for you, Sweet Tooth is the number one platform for points based loyalty programs, and Moveable Ink eats real-time relevancy for breakfast.

Want to get more of the most up-to-date data on the habits of email consumers? Book now for the 2017 DMA Email Tracking Report launch!

Reblogged 1 year ago from blog.dotmailer.com

dotmailer becomes EU-U.S. Privacy Shield certified

On 12 August we were accepted for the U.S. Department of Commerce’s voluntary privacy certification program. The news is a great milestone for dotmailer, because it recognizes the years of work we’ve put into protecting our customers’ data and privacy. For instance, just look at our comprehensive trust center and involvement in both the International Association of Privacy Professionals (IAPP) and Email Sender & Provider Coalition (ESPC).

To become certified our Chief Privacy Officer, James Koons, made the application to the U.S. Department of Commerce, who audited dotmailer’s privacy statement. (Interesting fact: James actually completed the application process while on vacation climbing Mt. Rainer in Washington state!)

By self-certifying and agreeing to the Privacy Shield Principles, it means that our commitment is enforceable under the Federal Trade Commission (FTC).

What does it mean for you (our customers)?

As we continue to expand globally, this certification is one more important privacy precedent. The aim of the EU-U.S. Privacy Shield, which was recently finalized, provides businesses with stronger protection for the exchange of transatlantic data. If you haven’t seen it already, you might be interested in reading about the recent email privacy war between Microsoft and the U.S. government.

As a certified company, it means we must provide you with adequate privacy protection – a requirement for the transfer of personal data outside of the European Union under the EU Data Protection Directive. Each year, we must self-certify to the U.S. Department of Commerce’s International Trade Administration (ITA), to ensure we adhere to the Privacy Shield Principles.

What does our Chief Privacy Officer think?

James Koons, who has 20 years’ experience in the information systems and security industry, explained why he’s pleased about the news: “I am delighted that dotmailer has been recognized as a good steward of data through the Privacy Shield Certification.

“As a company that has a culture of privacy and security as its core, I believe the certification simply highlights the great work we have already been doing.”

What happened to the Safe Harbour agreement?

The EU-U.S. Privacy Shield replaces the former Safe Harbour agreement for transatlantic data transfers.

Want to know more about what the Privacy Shield means?

You can check out the official Privacy Shield website here, which gives a more detailed overview of the program and requirements for participating organizations.

Reblogged 1 year ago from blog.dotmailer.com

Your Daily SEO Fix: Week 5

Posted by Trevor-Klein

We’ve arrived, folks! This is the last installment of our short (< 2-minute) video tutorials that help you all get the most out of Moz’s tools. If you haven’t been following along, these are each designed to solve a use case that we regularly hear about from Moz community members.

Here’s a quick recap of the previous round-ups in case you missed them:

  • Week 1: Reclaim links using Open Site Explorer, build links using Fresh Web Explorer, and find the best time to tweet using Followerwonk.
  • Week 2: Analyze SERPs using new MozBar features, boost your rankings through on-page optimization, check your anchor text using Open Site Explorer, do keyword research with OSE and the keyword difficulty tool, and discover keyword opportunities in Moz Analytics.
  • Week 3: Compare link metrics in Open Site Explorer, find tweet topics with Followerwonk, create custom reports in Moz Analytics, use Spam Score to identify high-risk links, and get link building opportunities delivered to your inbox.
  • Week 4: Use Fresh Web Explorer to build links, analyze rank progress for a given keyword, use the MozBar to analyze your competitors’ site markup, use the Top Pages report to find content ideas, and find on-site errors with Crawl Test.

We’ve got five new fixes for you in this edition:

  • How to Use the Full SERP Report
  • How to Find Fresh Links and Manage Your Brand Online Using Open Site Explorer
  • How to Build Your Link Profile with Link Intersect
  • How to Find Local Citations Using the MozBar
  • Bloopers: How to Screw Up While Filming a Daily SEO Fix

Hope you enjoy them!


Fix 1: How to Use the Full SERP Report

Moz’s Full SERP Report is a detailed report that shows the top ten ranking URLs for a specific keyword and presents the potential ranking signals in an easy-to-view format. In this Daily SEO Fix, Meredith breaks down the report so you can see all the sections and how each are used.

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Fix 2: How to Find Fresh Links and Manage Your Brand Online Using Open Site Explorer

The Just-Discovered Links report in Open Site Explorer helps you discover recently created links within an hour of them being published. In this fix, Nick shows you how to use the report to view who is linking to you, how they’re doing it, and what they are saying, so you can capitalize on link opportunities while they’re still fresh and join the conversation about your brand.


Fix 3: How to Build Your Link Profile with Link Intersect

The quantity and (more importantly) quality of backlinks to your website make up your link profile, one of the most important elements in SEO and an incredibly important factor in search engine rankings. In this Daily SEO Fix, Tori shows you how to use Moz’s Link Intersect tool to analyze the competitions’ backlinks. Plus, learn how to find opportunities to build links and strengthen your own link profile.


Fix 4: How to Find Local Citations Using the MozBar

Citations are mentions of your business and address on webpages other than your own such as an online yellow pages directory or a local business association page. They are a key component in search engine ranking algorithms so building consistent and accurate citations for your local business(s) is a key Local SEO tactic. In today’s Daily SEO Fix, Tori shows you how to use MozBar to find local citations around the web


Bloopers: How to Screw Up While Filming a Daily SEO Fix

We had a lot of fun filming this series, and there were plenty of laughs along the way. Like these ones. =)


Looking for more?

We’ve got more videos in the previous four weeks’ round-ups!

Your Daily SEO Fix: Week 1

Your Daily SEO Fix: Week 2

Your Daily SEO Fix: Week 3

Your Daily SEO Fix: Week 4


Don’t have a Pro subscription? No problem. Everything we cover in these Daily SEO Fix videos is available with a free 30-day trial.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 2 years ago from tracking.feedpress.it