7 tips to generate email engagement

Engaged and
loyal customers can help boost a company’s revenue. Engaging your email recipients
is vital for converting prospects and building customer loyalty. What’s more,
looking your best in the inbox increases your brand’s reputation.

Engagement can
be hard to measure numerically and objectively. Put simply, it’s an indicator
of how interested your contacts are, and therefore gauges the success of your email
campaigns. Generating more engagement means that you’re making a bigger impact
with your recipients.

The start is
always the hardest, but here you’ll find some great ways to increase customer
engagement and encourage your recipients to take more actions through your
email marketing.

What do we mean when we talk about customer engagement? The definition is broad and might change depending on who you’re asking, but let’s look at some examples of how to inspire customer engagement.

Personalize your campaign

Have you ever received an email which started with ‘Dear valued customer’? Chances are, you didn’t feel very valued at all. Whether you use a CRM or keep your data in other formats, it will contain plenty of valuable information, from recipients’ first names to their purchase history.

Ensure you use this information to create personalized subject lines and messages that speak directly to each individual recipient. It’s harder to ignore something that feels intended for you, which is why personalized email campaigns usually have higher open rates than generic ones.

Nobody wants to be treated as though they’re a cog in a machine – they want to feel like they have a personal relationship with your brand. If they get this impression, they’ll be more likely to engage.

Personalize by using your recipient’s names in your email campaigns. You can also extend this in landing pages and surveys.

Address specific audiences

The operative word here is ‘specific’. Like the denim jeans of this world, one size definitely doesn’t fit all when it comes to email marketing. If you offer a variety of products or services, chances are you have different customer segments with unique characteristics. If you’re not using segments, why not?

To take full advantage of customer engagement, prepare messages that specifically address the needs, wants, and interests of different groups.

Inspire action

Don’t get lost in the crowd. Make life easier for your customers: write actionable subject lines that set the expectation of what your messages are about. You want to inspire customer engagement by letting customers know what they can do with the email.

Most emails are won or lost at the subject line

Most emails are won or lost at the subject line; not only does it determine whether your email is ever opened, but it affects your recipient’s mood and nature from the outset.

Write
something appealing, unique, and compelling; avoid using exclamation marks and
salesy language in favor of something clever and original.

Also, don’t
forget the preheader text. So many marketers don’t even know what this is, and
yet the preview, or preheader, text in your email can make or break your open
rates.

Generally, this is pulled from the first sentence when you’re sending personal emails, but, in the marketing world, it normally consists of image alt text or browser instructions.

Your dotdigital Engagement Cloud platform provides you with the space in which to choose what text gets shown in the preview. Using 35-90 characters to capture the recipient’s interest—and supplement your subject line—will help you get those higher open rates.

Don’t be afraid to experiment

Your business is unique, and so are your recipients. You need to determine what types of emails drive customer engagement for your business. Experiment with different strategies and see what succeeds. In email marketing this is called A/B (or split) testing.

The idea is to run two nearly identical versions of an email campaign and compare the performance of each version. The campaigns might differ on variables such as subject line, layout, or friendly from name. Once you learn which factors lead to higher engagement, you’ll be able to create more effective campaigns in the future.

Allow omnichannel opportunities

Not everyone
wants to engage in the same way, and that’s OK. Omnichannel marketing means
retailers can now offer a consistent experience across all channels – you can
let your customer choose when and where to engage.

If you have a strong Facebook presence, get involved in our Facebook Audience Program Extension. A Facebook Audience channel extension can be used in programs to automate the enrollment of new contacts into your audiences. This enables you to easily maintain and grow your audiences and improve your re-targeting efforts. Optimizing your ad campaign spend, you can target your ads to people who aren’t engaged through other channels, such as email. You can read more here.

Easily maintain and grow your audiences

Offering multiple ways to engage with your business maximizes marketing results, customer engagement, and brand reputation.

Cater to mobile audiences

If your email design caters to mobile users by being stackable, clean, and easy to engage with, you’ll likely see far more customer engagement.

Making simple changes to the styling and layout of your mobile-first campaign can help you generate more engagement, multiplying your ROI.

47% of email is opened on a mobile device.

Take a look at this article I wrote that covers important mobile-first hints and tips.

Use triggered and automated emails

Triggered and automated email campaigns come in many varieties, but they all share the same incentive: sending custom emails to recipients based on their previous actions and interests, all without any manual input – perfect.

Captitalize on existing customer interest

Automation is super-effective not only because it saves you time, but because it lets you capitalize on existing customer interest and intent. For instance, you might send out reminder emails to customers who’ve put items in their cart but haven’t yet checked out. You could enrol contacts onto a replenishment program – this would work particularly well for stationery brands that supply their clients for monthly or annual events, for example.

To plan out your programs, download your automation worksheet here.

Let’s wrap it up

The examples in this article should help you get more customers engaging with your existing email marketing campaigns; they’re a great base to help kick-start your new engagement strategy.

Embracing new
strategies and ideas, while acting on useful information from industry experts,
can lead to increased engagement. All you need to have is the willingness to
experiment.

If you need a helping hand with implementing a tailored strategy, please reach out to your dotdigital account manager.

For more customer engagement inspiration, download our epic guide here.

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Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?

I … Continue reading “Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?”

The post Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility? appeared first on OutreachMama.

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How to Use Server Log Analysis for Technical SEO

Posted by SamuelScott

It’s ten o’clock. Do you know where your logs are?

I’m introducing this guide with a pun on a common public-service announcement that has run on late-night TV news broadcasts in the United States because log analysis is something that is extremely newsworthy and important.

If your technical and on-page SEO is poor, then nothing else that you do will matter. Technical SEO is the key to helping search engines to crawl, parse, and index websites, and thereby rank them appropriately long before any marketing work begins.

The important thing to remember: Your log files contain the only data that is 100% accurate in terms of how search engines are crawling your website. By helping Google to do its job, you will set the stage for your future SEO work and make your job easier. Log analysis is one facet of technical SEO, and correcting the problems found in your logs will help to lead to higher rankings, more traffic, and more conversions and sales.

Here are just a few reasons why:

  • Too many response code errors may cause Google to reduce its crawling of your website and perhaps even your rankings.
  • You want to make sure that search engines are crawling everything, new and old, that you want to appear and rank in the SERPs (and nothing else).
  • It’s crucial to ensure that all URL redirections will pass along any incoming “link juice.”

However, log analysis is something that is unfortunately discussed all too rarely in SEO circles. So, here, I wanted to give the Moz community an introductory guide to log analytics that I hope will help. If you have any questions, feel free to ask in the comments!

What is a log file?

Computer servers, operating systems, network devices, and computer applications automatically generate something called a log entry whenever they perform an action. In a SEO and digital marketing context, one type of action is whenever a page is requested by a visiting bot or human.

Server log entries are specifically programmed to be output in the Common Log Format of the W3C consortium. Here is one example from Wikipedia with my accompanying explanations:

127.0.0.1 user-identifier frank [10/Oct/2000:13:55:36 -0700] "GET /apache_pb.gif HTTP/1.0" 200 2326
  • 127.0.0.1 — The remote hostname. An IP address is shown, like in this example, whenever the DNS hostname is not available or DNSLookup is turned off.
  • user-identifier — The remote logname / RFC 1413 identity of the user. (It’s not that important.)
  • frank — The user ID of the person requesting the page. Based on what I see in my Moz profile, Moz’s log entries would probably show either “SamuelScott” or “392388” whenever I visit a page after having logged in.
  • [10/Oct/2000:13:55:36 -0700] — The date, time, and timezone of the action in question in strftime format.
  • GET /apache_pb.gif HTTP/1.0 — “GET” is one of the two commands (the other is “POST”) that can be performed. “GET” fetches a URL while “POST” is submitting something (such as a forum comment). The second part is the URL that is being accessed, and the last part is the version of HTTP that is being accessed.
  • 200 — The status code of the document that was returned.
  • 2326 — The size, in bytes, of the document that was returned.

Note: A hyphen is shown in a field when that information is unavailable.

Every single time that you — or the Googlebot — visit a page on a website, a line with this information is output, recorded, and stored by the server.

Log entries are generated continuously and anywhere from several to thousands can be created every second — depending on the level of a given server, network, or application’s activity. A collection of log entries is called a log file (or often in slang, “the log” or “the logs”), and it is displayed with the most-recent log entry at the bottom. Individual log files often contain a calendar day’s worth of log entries.

Accessing your log files

Different types of servers store and manage their log files differently. Here are the general guides to finding and managing log data on three of the most-popular types of servers:

What is log analysis?

Log analysis (or log analytics) is the process of going through log files to learn something from the data. Some common reasons include:

  • Development and quality assurance (QA) — Creating a program or application and checking for problematic bugs to make sure that it functions properly
  • Network troubleshooting — Responding to and fixing system errors in a network
  • Customer service — Determining what happened when a customer had a problem with a technical product
  • Security issues — Investigating incidents of hacking and other intrusions
  • Compliance matters — Gathering information in response to corporate or government policies
  • Technical SEO — This is my favorite! More on that in a bit.

Log analysis is rarely performed regularly. Usually, people go into log files only in response to something — a bug, a hack, a subpoena, an error, or a malfunction. It’s not something that anyone wants to do on an ongoing basis.

Why? This is a screenshot of ours of just a very small part of an original (unstructured) log file:

Ouch. If a website gets 10,000 visitors who each go to ten pages per day, then the server will create a log file every day that will consist of 100,000 log entries. No one has the time to go through all of that manually.

How to do log analysis

There are three general ways to make log analysis easier in SEO or any other context:

  • Do-it-yourself in Excel
  • Proprietary software such as Splunk or Sumo-logic
  • The ELK Stack open-source software

Tim Resnik’s Moz essay from a few years ago walks you through the process of exporting a batch of log files into Excel. This is a (relatively) quick and easy way to do simple log analysis, but the downside is that one will see only a snapshot in time and not any overall trends. To obtain the best data, it’s crucial to use either proprietary tools or the ELK Stack.

Splunk and Sumo-Logic are proprietary log analysis tools that are primarily used by enterprise companies. The ELK Stack is a free and open-source batch of three platforms (Elasticsearch, Logstash, and Kibana) that is owned by Elastic and used more often by smaller businesses. (Disclosure: We at Logz.io use the ELK Stack to monitor our own internal systems as well as for the basis of our own log management software.)

For those who are interested in using this process to do technical SEO analysis, monitor system or application performance, or for any other reason, our CEO, Tomer Levy, has written a guide to deploying the ELK Stack.

Technical SEO insights in log data

However you choose to access and understand your log data, there are many important technical SEO issues to address as needed. I’ve included screenshots of our technical SEO dashboard with our own website’s data to demonstrate what to examine in your logs.

Bot crawl volume

It’s important to know the number of requests made by Baidu, BingBot, GoogleBot, Yahoo, Yandex, and others over a given period time. If, for example, you want to get found in search in Russia but Yandex is not crawling your website, that is a problem. (You’d want to consult Yandex Webmaster and see this article on Search Engine Land.)

Response code errors

Moz has a great primer on the meanings of the different status codes. I have an alert system setup that tells me about 4XX and 5XX errors immediately because those are very significant.

Temporary redirects

Temporary 302 redirects do not pass along the “link juice” of external links from the old URL to the new one. Almost all of the time, they should be changed to permanent 301 redirects.

Crawl budget waste

Google assigns a crawl budget to each website based on numerous factors. If your crawl budget is, say, 100 pages per day (or the equivalent amount of data), then you want to be sure that all 100 are things that you want to appear in the SERPs. No matter what you write in your robots.txt file and meta-robots tags, you might still be wasting your crawl budget on advertising landing pages, internal scripts, and more. The logs will tell you — I’ve outlined two script-based examples in red above.

If you hit your crawl limit but still have new content that should be indexed to appear in search results, Google may abandon your site before finding it.

Duplicate URL crawling

The addition of URL parameters — typically used in tracking for marketing purposes — often results in search engines wasting crawl budgets by crawling different URLs with the same content. To learn how to address this issue, I recommend reading the resources on Google and Search Engine Land here, here, here, and here.

Crawl priority

Google might be ignoring (and not crawling or indexing) a crucial page or section of your website. The logs will reveal what URLs and/or directories are getting the most and least attention. If, for example, you have published an e-book that attempts to rank for targeted search queries but it sits in a directory that Google only visits once every six months, then you won’t get any organic search traffic from the e-book for up to six months.

If a part of your website is not being crawled very often — and it is updated often enough that it should be — then you might need to check your internal-linking structure and the crawl-priority settings in your XML sitemap.

Last crawl date

Have you uploaded something that you hope will be indexed quickly? The log files will tell you when Google has crawled it.

Crawl budget

One thing I personally like to check and see is Googlebot’s real-time activity on our site because the crawl budget that the search engine assigns to a website is a rough indicator — a very rough one — of how much it “likes” your site. Google ideally does not want to waste valuable crawling time on a bad website. Here, I had seen that Googlebot had made 154 requests of our new startup’s website over the prior twenty-four hours. Hopefully, that number will go up!

As I hope you can see, log analysis is critically important in technical SEO. It’s eleven o’clock — do you know where your logs are now?

Additional resources

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!

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Moz Local Dashboard Updates

Posted by NoamC

Today, we’re excited to announce some new features and changes to the Moz Local dashboard. We’ve updated your dashboard to make it easier to manage and gauge the performance of your local search listings.

New and improved dashboard

We spent a lot of time listening to customer feedback and finding areas where we weren’t being as clear as we ought to. We’ve made great strides in improving Moz Local’s dashboard (details below) to give you a lot more information at a glance.

Geo Reporting

Our newest reporting view, geo reporting, shows you the relative strength of locations based on geography. The deeper the blue, the stronger the listings in that region. You can look at your scores broken down by state, or zoom in to see the score breakdown by county. Move your mouse over a region to see your average score there.

Scores on the dashboard

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We’re more clearly surfacing the scores for each of your locations right in our dashboard. Now you can see each location’s individual score immediately.

Exporting reports

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Use the new drop-down at the upper-right corner to download Moz Local reports in CSV format, so that you can access your historical listing data offline and use it to generate your own reports and visualizations.

Search cheat sheet

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If you want to take your search game to the next level, why not start with your Moz Local dashboard? A handy link next to the search bar shows you all the ways you can find what you’re looking for.

We’re still actively addressing feedback and making improvements to Moz Local over time, and you can let us know what we’re missing in the comments below.

We hope that our latest updates will make your Moz Local experience better. But you don’t have to take my word for it; head on over to Moz Local to see our new and improved dashboard and reporting experience today!

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!

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Searching for keywords using Majestic

In recent years, developing SEO strategies started to concentrate more on the ‘long tail’ tactics, rather than focusing just on the keywords. This type of tactic can generate much higher conversion and much larger number of keywords, often used in content marketing. The ‘long tail’ tactic gives the opportunity to reach users in different purchasing…

The post Searching for keywords using Majestic appeared first on Majestic Blog.

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