Email Clickthrough Rates, referred to as CTR, is a ratio showing how many people click on the links included in your emails. CTR is found by taking the number of times a link is clicked divided by the number of impressions it has received. For example, if you had 8 clicks and 100 impressions, then your CTR would be 8%. CTRs can be used to gauge how well your emails are performing. A high CTR is a good indication that your audience find your emails compelling and want to learn more.
For an email marketer, an email is about return on investment (ROI), open rates, clickthrough rates, low unsubscribe rates, increase subscriber base, improved customer touchpoints and conversions. However, a subscriber to your emails looks for discounts, a visually pleasing design, exclusivity, copy customized to them and a hassle-free experience. Bridging the gap between a marketer’s expectations and the needs of your subscribers will have a powerful impact on increasing email clickthrough rates.
Increasing email clickthrough rates can be achieved by following a few tips provided by EmailMonks, an email design and HTML-coding company.
1. Use a valid, consistent and recognizable “From” name and email address. It is recommended to use a name and email address, like Cindy and Cindy@CompanyName.com, rather than an address like email@example.com because it is more personable and helps build trust. Customers do business with companies they trust, so it is best to complete this whenever this can be achieved.
2. Create a compelling subject line that is only about 4 to 7 words. The line should be relevant to your company, as well as the copy that is within the body of the email. Avoid using spammy words or a misleading subject line.
3. The holy mantra for email marketers is to ensure that your emails are permission based. This means that you should ask subscribers to set preferences to manage the number of emails they receive from you. Receiving permission and having subscribers manage their preferences helps to avoid upsetting them, thus causing them to unsubscribe.
4. Adding personalization to your email is another great way to increase your email CTR. Personalization can be added by including the subscriber’s first name in the email subject line and even the email copy. Personalization enhances the chances of conversions. 91% of email marketers get improved CTRs by adding personalization to their emails.
5. Your email design should match your other branding collaterals. A consistent brand identity strengthens trust and allows subscribers to make an immediate connection to your company.
6. Last but not least, your email should include a compelling call to action (CTA). The call to action can take the form of a button that links to a website page with more information. EmailMonks recommends placing the call to action above the fold, the top third of the page or email. The call to action design should match your branding, but it should also stand out.
Want to learn more about increasing your email clickthrough rates? Follow @theperfectsix on Instagram and like Perfect Six on Facebook!
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Video Marketing is evolving into one of the most important selling tools for businesses. This is because videos are an effective way to deliver a message and videos allow businesses to connect with their audience in just a few seconds.
Videos can be created to achieve multiple goals, like helping customers decide to purchase a product/service or to educate customers of how to properly use a product. 64% of customers say that they are more likely to buy a product after watching a video about it online. Thus, videos generate the best return on investment, or ROI, which is why marketers are including videos in their digital strategies more and more.
There are many different types of videos that marketers can create for businesses, but there are two types that help businesses close sales. The form in which these videos take can vary.
Educate the Customer
The first type of video is the type that educates customers on the products and/or services that a business offers. As potential buyers start searching for answers, businesses have a unique opportunity to approach them with helpful information and educate them on how to solve their issues. Educational videos are a simple but effective way to do that. At this point, there's no guarantee they'll hire your brand to solve their problem, but you will stand out as an expert on the subject, and so they'll remember you when the time comes to make a decision.
Some companies use commercials to not only advertise their product, but also to quickly introduce their product/service. A commercial that is fun to watch and tells a compelling story in just a few seconds attracts people into the sales funnel. Commercials help you increase your visibility, brand awareness, and site traffic.
How-to videos have a classic step-by-step structure that can help customers with their pain points or needs. Meanwhile, a business can subtly position their brand as the best solution to the customers’ problems.
Tell the Story
Videos are one of the best ways to connect with customers, allowing companies to create videos that share their story. Company videos put a face and a voice to the brand and allow companies to share their story. They are the audiovisual version of the "About Us" page on their website, and they show viewers who is behind all the work the service or product requires. The goals of a company video are to build trust and create a human bond, so viewers get to know the brand.
Customer testimonial videos are another great way to tell a story about the company. Share previous customers’ experiences who had the same problem but found a solution by hiring your company. Testimonial videos are very effective to build trust and, in turn, close more sales.
These videos can take the form of short animations, webinars or even interviews. Uploading videos to the company YouTube channel, website and social media help spread brand awareness and can even go viral. Keep in mind if you want to share these videos to social media that certain platforms may have restrictions, like how long the video can be to upload it. If you want or need your video to be longer than permitted on social media, you can create a “sneak preview” of the video and link to your website to watch the whole thing.
There are different ways of measuring the success of marketing videos. Video views are one of the easiest metrics to track. Views gives a basic idea of how many people are clicking play on the video. Watch Time tells you how long people are watching the video which tells how watchable your video content is. It can also tell you where viewers are losing interest.
Shares on social media are another great way to measure engagement of videos. Not to mention comments and feedback left on the video.
Ultimately, the goal video marketing is to increase sales, so sales need to be tracked. Tracking sales in relation to videos can be accomplished by using conversion tracking in Google Analytics, as well as asking customers how they found out about your brand.
Want to learn more about video marketing? Follow @theperfectsix on Instagram and like Perfect Six on Facebook!
#VideoMarketing #Videos #Marketing #PerfectSixMarketing
Google Search Engine Results Pages, also referred to as Google SREPs, are the pages displayed by Google.com in response to a query by a searcher. The main component of SREPs is the listing of results that are returned by Google in response to a keyword query. Google SREPs include a mix of classic organic results and universal search elements such as information snippets, images, maps and videos.
The appearance of search engine results pages is constantly in flux due to experiments conducted by Google to offer users a more intuitive, responsive experience.
Typically, SERPs contain two types of content: organic results and paid results. Organic results are listings of web pages that appear because of the search engine’s algorithm. Some SERPs will feature significantly more organic results than others. The first Google results page for a desktop search on average showcases 8.7 organic results, and the first page for a mobile search on average showcases 8.5 organic results.
Search engine results pages have evolved to incorporate a wide-range of universal search integrations. These integrations are based on factors such as keywords, keyword topics and device types used to search. More than 10% of mobile search results in the United States contain image, video, Knowledge Graph, Shopping, AdWords, mobile app, and/or Question Box elements.
About 35% of desktop SERPs and 32% of mobile SERPs contain Knowledge Graph (informational snippet) elements. About 22% of desktop SERPs and 23% of mobile SERPs contain video elements.
Want to learn more about Google Search Engine Results Pages? Follow @theperfectsix on Instagram and like Perfect Six on Facebook!
#Google #SERPs #SEO #SearchEngineOptimization #PerfectSixMarketing
Sources: MarketingProfs & Searchmetrics & WordStrea
Legally there are multiple different kinds of business organizational structures that can be formed. Each has their own advantages and disadvantages. A few things are important to consider when deciding what type of business to form. The first one obviously being financing. Figure out how you are able to finance your business. Ultimately this will narrow down the paths you are able to take. Secondly, always consider the legal responsibilities that come along with each business organization. We have compiled a list below of a few popular business organizations to help get you started. We suggest you read the list below and thoroughly research to see what organization best suits you. Remember, the field of business is one of the toughest yet rewarding directions you can take. Choose wisely, and the future of your business is already on the right track!
Disadvantages and Advantages of Business Organizational Structures
In this type of business formation you and you alone own this business. Therefore, you receive all of the profits made by the business aka you. Starting a sole proprietorship is easy; there is no paperwork involved! You have virtually all the control within the business and therefore determine hours and prices. As an added bonus is that a sole proprietorship only pays federal income taxes on the business’s profits.
You are liable for everything regarding this one of the business organizational structures. And I mean everything. As the business owner you are responsible for any of the liabilities or losses incurred during the course and scope of your business. This is otherwise known as unlimited liability. In a lawsuit nothing is off limits here. In court your assets are combined with the business assets. If the damages assigned to be awarded surpass your business’s assets your car or house are considered fair game.
Read here for more information on legal business organizational structures.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.