Topics in Technology and Marketing Push Marketing:

marketing is not digital direct mail 3 dimensions, not 2 Multi-media SPAM button Implications of s tagged as SPAM Send enough poorly executed s, and you are out of business

sales funnel Subject line - where battle is won or lost Directly linked to Open Rate If successful: Higher Open Rate Higher Click-Through Rate If unsuccessful: Lower Open Rate tagged as SPAM 4-6 words is optimal Key to good subject lines: WIIFM Tips, tricks, lists, numbers, percentages

sales funnel Content Less is more Keep it simple Pick a topic and stick to it Be relevant Be personal ABC – Always Be Closing Minimum of 3 CTAs Top, middle, bottom Test different CTA copy for each link Can't do that with DM

Nobody reads your s People don’t read s, they scan them Headlines, subheads, bullets are essential That’s all that will be read It’s all about the “F” F-shaped reading pattern

Anatomy of a Perfect 13. Unsubscribe Link 12. Link to Privacy Policy 1. A Clear, Concise, and Attention-Grabbing Subject Line 2. A Real, Live, Human Sender 3. Obvious Branding Elements 4. Personalization 5. Offer Context - WIIFM 6. Obvious & Focused Call-to-Action (CTA) 7. Explanation/Value of Offer - WIIFM 8. Social Sharing Buttons/Links 9. Product Image 10. Additional Product- Based Offer 11. Social Media Follow Buttons/Links

Other Tidbits Nearly 30 percent of marketers duplicate their site navigation in Of those, 15 percent find it more effective than the main content in driving clicks 11 percent find their navigation converts better than the main content of their

Other Tidbits Plan for the “preview pane” s should be between 550 and 700 pixels wide to ensure that the reader can clearly view it Purpose and call-to-action apparent in the top 300 pixels - so that readers can see the even if they don't open it

Timing is Everything

The Authority

4 delivery outcomes HTML with images Pretty – just like a web page HTML with no images CTA buttons disappear! CTAs must be hyperlinked text Text only No images No hyperlinks CTAs must have URLs that can be copied and pasted into browser Mobile s must be tested for both Apple and Android

Know your audience skews older

Landing pages The forgotten half of marketing CTAs must link to a dedicated LP Not to a Home Page LP must: Relate to the offer Offer additional in-depth sales content Videos, demos, calculators, testimonials Provide even more CTAs

7 Pillars of Good Landing Pages Clear CTAs Benefit-focused content Message consistent with ad Trust elements e.g. privacy policy, testimonials, etc. Simple and straight-forward No distractions e.g. extraneous navigation options Continual testing pages/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MarketingProfsDailyFix+%28Marketing+Profs+Daily+Fix%29

Anatomy of a perfect landing page

Different Colors for Different Sites

Questions?