How to Best Use Your Email to Boost Your ROI

There is more to the seemingly simple titular question than meets the eye, albeit everyone knows nowadays that email marketing is the cheapest and most successful way of advertising, and by far at that.

With the figures showing that the great majority of adults use email on a daily basis, spending more than five hours a day browsing incoming messages, the calculation is a simple one.

Still, to truly understand the challenge, suffice it to say that things have gone fully mobile. Now what does that mean exactly?

Mobile-Ready Campaigns: An Absolute Must

 For one thing, 53 percent of overall emails are accessed via mobile devices. With the number of new mobile device users rising at a 20 percent annual rate, it is safe to assume that the trend will expand further. Let us add a couple of additionally interesting stats:   

  •       One-third of all clicks are performed on mobile devices
  •       Most subscriptions take place on mobile devices
  •       70 percent of emails accessed on mobile devices are re-read
  •       23 percent of people accessing emails on mobile devices read them at least one more time
  •       65 percent of the messages re-read result in a click

 With stats such as these, it goes without saying that, in order for an email marketing campaign to become successful, it absolutely must be mobile-ready.

 The same applies to landing pages and the pages linked from emails. Do not underestimate this final step – even a click-through will be in vain if the recipient finds the page difficult to navigate from their mobile device.

 Stats on Email Marketing ROI

 Actual stats to support the effectiveness of the email marketing-ROI connection show that email campaigns generate an average of $44 per each dollar spent. As to customers’ habits, there are some serious eye openers to take into account when brainstorming your email campaign strategies: 

  •       More than 50 percent of respondents check their personal email account more than 10 times a day, and they prefer to receive updates from brands in this way (Campaign Monitor)
  •       Segmented campaigns generate a 760 percent increase in revenue (Campaign Monitor)
  •       iPhone is the most popular mobile device emails are accessed on (29 percent of all opens) and is closely followed by Gmail (27 percent of all opens (Campaign Monitor))
  •       73 percent of millennials prefer businesses to contact them via email (Adestra)
  •       99 percent of consumers check their email on a daily basis (DMA Insights)
  •       Emails with personalized subject lines generate 50 percent higher open rates (Yes Lifecycle Marketing)
  •       49 percent of consumers like to receive promotional emails from their chosen brands on a weekly basis (Statista)

 As you can see, some messages are more welcome than others, and communication via email is a preferred method for many a consumer, by far. Use these insights to your advantage and couple them with segmentation for best results.

How Segmentation Boosts the Efficiency of Email Marketing Campaigns

 Segmentation is the single most important factor when it comes to delivering stellar targeted email campaigns. It comprises a number of insights, most important of which are demographics, geographic insights and website behavior. 

  •       Demographics

Demographics encompass a number of insights, including age, gender, income level and company status. Normally, these pieces of information are collected via forms on your website (most important of which is the sign-up for) and surveys offering incentives to participants.

Keep in mind that too many questions will scare people off, so apply moderation and ask only for the stats you need. I.e., if your business sells clothes or cosmetics, gender plays an important role in the choice of offers to promote. 

  •       Location

Location is important in more aspects than just for sending local offers. In fact, most websites use geo-targeting, which automatically shows only the offers available in the area.

On top of that, time zones are helpful when it comes to the timing of your campaigns. You don’t wish your precious offers hitting customers’ inboxes in the middle of the night, as that both decreases their visibility and is considered bad manners. 

  •       Website Behavior

Website behavior will help you create personalized offers based on most visited pages and most frequent clicks. It may also be used to promote similar offers and pages that the customer might have missed.

Another useful insight is the actual time spent on a page. Some people just browse randomly, while others are actually interested in the content.

Track Your Campaigns

All insights will be rather useless or close to if you don’t track your campaigns regularly. Click and bounce rates are the first factor to keep an eye on, with the second being the percentage of messages opened.

There are numerous platforms that can help with that. Some of the popular ones include Everflow, AffTrack, LinkTrust, Impact Radius, HasOffers, Post Affiliate Pro, Constant Contact, SendinBlue and Drip. 

Key Takeaways 

  •       Make your campaigns and landing pages mobile ready
  •       Track your campaigns regularly
  •       Use segmentation to personalize the offer
  •       Use geo-targeting profusely

 

 

 

seo

6 SEO Tips to Skyrocket Your Video Marketing Strategy

seo

Thanks to the availability of broadband Internet, video content has become enormously popular over the last decade. That has caused video marketing to become more and more popular with savvy businesses in particular as a result.

This, coupled with the fact that marketers began to get their hands on cost-effective, high-quality DSLR cameras in the late 2000s, made it significantly easier than ever before to produce impressive videos and get them online. Suddenly, you no longer needed a degree in videography to make an impact with your target audience – you just needed the right equipment and a free YouTube account.

With the explosion of video, however, it’s also become much harder to guarantee that your content is ranked well in the universal search results.

Harder… but certainly not impossible.

With the right approach, it IS possible to help make sure your videos always rank at the top of the search results. Not only that, but it’s likely far easier than you might be imagining. All you need to do is keep a few key SEO best practices in mind and make sure you’re focusing your attention on the right areas.

1. Insert a Video Transcript

This is one of those tips that may seem straightforward and even overly simple… but the impact it can make is profound.

As smart as crawlers are, they still can’t comprehend video content. By inserting your video transcript alongside with your video, crawlers can index the context of your video, which will help them show your video to more searchers on search results pages.

But more than that, consider the fact that the vast majority of your users are going to be engaging with your video content on a mobile device. Indeed, this is true of even over-the-top service providers like Hulu or Amazon Prime. They’ll be listening on their lunch break or during their morning commute and they may not always have headphones – which means they may not actually hear your video. They’ll just see it.

Because of that, transcripts are one of the most effective video marketing tools that you have available to you. It makes sure that people can still understand and enjoy your content, regardless of how they choose to interact with it.

Not only does adding video transcripts make your videos more accessible to a larger audience for that reason, but they also make your videos more “scrapable” by search engine bots because there is no additional text on the page that wouldn’t otherwise be there.

2. Make Sure Your Thumbnail is Engaging

This might seem simple – but the importance of having a compelling thumbnail is something that it is literally not possible to overstate. Thumbnails are the difference between a user actually engaging with your videos on your site, and a user leaving your page as soon as they land on it.

People tend to form an impression in fractions of a second – meaning that from the moment they encounter your video collateral for the first time on your page, they’re going to know almost immediately whether or not they actually want to devote time to it. An attention-grabbing title will help swing things in your favor, but an engaging thumbnail can really help push them over the edge. Think about OTT platforms like Netflix and YouTube that give you countless movies and videos to choose from at any given time. How do you pick what you’ll watch for the evening? Simple – you probably gravitate towards those options with the most compelling thumbnails.

Wistia, for example, found that their videos with custom thumbnails (meaning ones that were carefully selected and designed) tend to receive a 30% higher play rates than those without. This higher click-through rate also directly impacts the engagement rate, thus empowering the ranking on Google as well.

3. Make Sure to Include the Word “Video” In Your Page Title

If you want people to discover and enjoy your content, you have to let them know that it exists in the first place. Simply including the word “video” in the title of a page will go a long way towards accomplishing exactly that.

Including the word “video” on the page that you embed your video content on will again not only drastically increase the content’s click-through rate, but it will also help your page rank higher on Google as well. Keep in mind that according to one recent study, video content is literally 50 times more likely to drive organic search results than just plain text alone.

4. Embed the Video You Want Ranked FIRST On Your Page

A lot of people don’t realize that thanks to the way Google currently works, the search engine typically only features one video per any given page on the search results pages. This means that you could include 10 videos on the same page and all of them could be equally enjoyed by your target audience, but it ultimately won’t matter – only that first video will show up in the search engine results pages.

This is not to dissuade you from including more than one video on a page if the situation calls for it. Just know that if you are including multiple videos, make sure the one you actually want to rank is included first.

5. Don’t Embed the Same Video in Multiple Places

Along the same lines, make sure that you NEVER embed the same video in multiple places. You’d think it would help that content rank, but in reality, the opposite is true.

If your page and the video contained on it are both relevant to one another, and your ultimate goal is to get that page and video ranked as highly as possible, there’s no sense in embedding that video elsewhere. All you’re really doing is competing against yourself, which could cause keyword cannibalization and ultimately HURT your page ranking, not HELP it.

Likewise, after Google’s recent Diversity update, the search engine giant only allows one to two pages per domain to rank on its first search results page anyway. So don’t make things needlessly difficult for yourself.

6. Consider Adding Video Schema Markups

Finally, consider adding schema markups to your page – which are a type of structured data that are literally written to help search engines “understand” the content and structure of your pages.

Schema markups allow you to go into greater detail about certain qualities of your video, including the name, a description, the duration and more. Never forget that search engines are built to help people find what they’re looking for in the most efficient way possible. Schema markups are a great way to help them in that goal, and you can read more about how to implement them on your own pages right here.

But maybe the most important thing for you to understand about all of this is that it will be a combination of these techniques that helps usher in the stronger results that you’re after. Not only do you need to account for all of these factors, but you also need to do them for every single video you create.

Is the process time-consuming? From a certain perspective, yes. But it’s also absolutely worth the effort, especially when you see just how powerful your video marketing strategy has become when built upon the rock-solid foundation of these types of search engine optimization best practices for video.

At that point, you can simply focus the entirety of your attention on creating newer and more relevant content on a regular basis. You won’t have to worry about people actually finding that content – that part will more or less take care of itself.

Author: PJ Taei

Bio: PJ is the founder and president of Uscreen, an all-in-one video monetization and live streaming platform that empowers video creators and businesses to distribute and monetize their video content online.

SEO Site Optimization: Internal and External

Every day, internet users are searching for information online using various search engines. They post a question in the search box and obtain answers to or related to the question. Search engines usually rank the top ten answers on a page. The higher your site is ranked, the more leads you can generate.

Website owners work hard on a daily basis to improve the ranking of their sites by search engines. While the algorithms used by the search engines to rank the sites are a secret formula, there is a lot that can be done by the site owners to improve their site rankings.

A number of factors determine how well your site can be optimized to give it a higher ranking. The factors have been categorized into internal and external. We now have SEO experts who understand how the factors work and therefore can help to promote your site on search engines.

External SEO site optimization

External optimization involves the activities you do to enhance the reputation of the site on search engines. It involves:

Creation of good content

Your site can not perform well if the content of your pages is not what people are looking for. People have turned to digital platforms for information. Good content services digital needs of information seekers. Generating traffic to your site is important. This cannot be possible if the content is poorly created.

Incoming links

The number of people linking to your site can also determine how your site ranks on search engines. The quality of the links, just like the quantity, also matters a lot. They have to be deep in that they can be linked to the internal pages of your site and not just the homepage.

Internal SEO site optimization

This is where you do most of the work. What you do here will not only give you site a better ranking on the search engines but also capture the interest of the site visitors. Internal site optimization involves:

The title tag

Title tags on your website pages are some of the most crucial factors that can affect your site ranking. By a title tag, we mean having a website name and a tagline that consists of the keywords you are optimizing. Every page on your site should have a different title tag. The titles should have keywords that are only relevant to your web content. Make sure that the title is not too long as it weakens the keywords.

URL

A search engine examines your site in several ways. It has the ability to look into the file names of your HTML files and also the words that make up your URL. It is advisable to name the HTML files with descriptive names that have keywords used in the optimization. If your URL does not perform well in the search engine ranking, then you are allowed to change it.

Internal linking

If your website contains a lot of content, linking the content on your pages can be a great boost. Internal links are almost as effective as external links and very easy to apply. Some site optimizers underrate this, but it really counts.

Search engine optimization (SEO) takes time, but if done carefully, it can give your site a higher ranking compared to similar sites. Nowadays, marketing is done using digital platforms. The higher your site is ranked, the more leads you will generate, which leads to new business opportunities.