Archive for the ‘ Uncategorized ’ Category

Publishers Rely on Email to Drive Readership

  Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.…

 

Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.

“Email marketing is being relied on more heavily today than ever before, and the data indicates that publishers depend on it even more than most,” says Nicholas Einstein, vice president of research and principal analyst at The Relevancy Group.

Email is a top traffic driver for Buzzfeed.com, shared Kraig Swensrud, CMO of Campaign Monitor. Google Analytics reporting confirmed that email is a crux of readership engagement for that media company. He also said that email is becoming more common in the media industry because they need new ways of keeping in touch with readers on a continual basis.

“Publishers, who rely on email even more than others, have specialized requirements, and often need to leverage different strategies, tactics, and tools to drive their core business objectives,” says Einstein. “Those who allocate resources on six key areas of focus will be well positioned to take advantage of the tremendous opportunities that channel proliferation, and the current evolution towards distributed content, currently present.

The recommended six focus areas to optimize publisher email campaign performance are:

  • Optimize at the top of the funnel
  • Showcase highly relevant content
  • Operate mobile-first
  • Use A/B testing
  • Multichannel integration
  • Identify and leverage key market influencers

 

Post based on MediaPost article

Email Advertisers Should Stop Ignoring Mobile

  “75% of Americans simply delete emails if they aren’t optimized for mobile” Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by…

 

“75% of Americans simply delete emails if they aren’t optimized for mobile”

Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by 55% on mobile devices and 23% on desktop.

Revenue growth is directly impacted by how people interact with email messages on mobile devices. Mobile was responsible for a quarter of all email-driven revenue in the 2015 holiday shopping season. Online mobile purchases increased 15% year-over-year in Q4 of 2015 compared to only 13% for desktop. It shouldn’t be surprising how critical mobile design is for driving email advertising ROI.

Mobile holds a major share in the email advertising world with 69% of all opens happening on a mobile device, compared to fewer than a third of opens on desktop only. Marketers are missing huge opportunities to gain customers and build awareness because only 17% use responsive design in every single email. This is critical for digital campaign success because 75% of Americans simply delete emails if they aren’t optimized for mobile.

 

Post based on MediaPost article

Winning the Micro-Moments Battle

  In a recent report, Google asked the question, “how would you describe your phone’s role in your life?” Respondents replied with phrases like  “attached to my hip,” “butler,” and “lifeline.” The device that’s always by our side is transforming the way we learn and discover new ideas. Micro-moments, as Google has named them, are…

 

In a recent report, Google asked the question, “how would you describe your phone’s role in your life?” Respondents replied with phrases like  “attached to my hip,” “butler,” and “lifeline.” The device that’s always by our side is transforming the way we learn and discover new ideas. Micro-moments, as Google has named them, are the moments when we turn to our device and take action on whatever we need or want at the time. These micro-moments are happening along the customer decision journey and brands need to anticipate them and be there with the relevant information.

Red Roof Inn realized flight cancellations were leaving 90,000 passengers stranded every day. They started tracking flight delays in real-time which triggered targeted search ads to advertise their locations close to airports. “Stranded at the airport? Come stay with us!” It was relevant information that people needed at the moment. The result was a remarkable 60% increase in bookings across non-branded search campaigns.

Mobile is driving the micro-moments phenomenon, but it extends beyond mobile to all screens, devices, and channels. An integrated mix of hyper-targeted email, mobile, and search, along with re-targeting, ensures the message reaches your ideal audience at key stages of the customer decision journey. Learn more about hyper-targeting and the most effective mix of digital media channels.

More highlights from Google’s Report:

When people use mobile search to help make a decision, they are:

  • 57% more likely to visit a store
  • 40% more likely to make a phone call
  • 51% more likely to make a purchase

Compliment existing media with mobile search:

  • 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial

Beat the competition:

  • 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online
  • 1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it

See the full report from Google here.

How Research and Data Shape Your Message

  It’s not unusual to find a tourism organization, or any company really, that hasn’t paid enough attention to consumer research. And West Virginia’s Division of Tourism hadn’t focused on this in over ten years. The tourism department wanted to know more information about the type of traveler that was visiting West Virginia and the return…

 

It’s not unusual to find a tourism organization, or any company really, that hasn’t paid enough attention to consumer research. And West Virginia’s Division of Tourism hadn’t focused on this in over ten years. The tourism department wanted to know more information about the type of traveler that was visiting West Virginia and the return on investment from their advertising campaigns. First, they conducted surveys of people who had visited West Virginia in the past year to determine their perception of the state and awareness of previous advertising exposure. Second, they started tracking mobile devices currently in West Virginia and whether those same devices had been served tourism ads for that city.

The survey results showed major distinctions in the type of tourists that were visiting West Virginia. This allowed the tourism department along with their agency, Digital Relativity, to create targeted messaging to different audience segments. For example, people from Ohio wanted more family-focused activities while people from Washington DC were interested in outdoor activities and couples getaways. By adjusting the messaging to specific audiences, a targeted email campaign had a 62% conversion rate based on signups and requests for travel guides. A hyper-targeted email campaign, combined with mobile and search ads, is a powerful and integrated solution that reaches responsive audiences online. Because hyper-targeted advertising is so efficient, less money is wasted, and campaigns are more effective.

Combined with the mobile tracking data, West Virginia was able to determine that they generate $7 for every $1 spent on tourism marketing. This led to state lawmakers tripling its 2016-17 budget to $6.5 million.

“What’s most important is we’re not throwing away money,” said Amy Goodwin, West Virginia’s commissioner of tourism and deputy secretary of commerce, “especially as a state you are beholden to the people who pay taxes.”

 

This post is based on an article by Ad Age