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Digital Marketing’s Importance For Small Businesses

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Digital Marketing’s Importance for Small Businesses

What does the term “digital marketing” mean?

In simple terms, digital marketing is advertising disseminated through digital channels like search engines, websites, social media, email, and mobile apps. The process of organizations endorsing goods, services, and brands through online media platforms is known as digital marketing. Consumers perform product research mainly using digital resources. According to marketing insights from Think with Google, 48% of customers start their searches on search engines, while 33% go to brand websites, and 26% of people use smartphone apps.

Online advertising is more complex than the channels themselves, even though modern digital marketing is an extensive channel network that companies must integrate. To properly comprehend the true potential of digital marketing, marketers must delve deep into today’s huge and sophisticated cross-channel world to uncover strategies that have an effect through interaction marketing.

According to your statistics, engagement marketing is the practice of building meaningful relationships with new and returning customers over time. You may raise brand awareness, identify yourself as an industry thought leader, and place your company at the top of customers’ minds when they’re ready to buy by engaging customers in a digital environment minds when they’re ready to buy.

Using an omnichannel digital marketing strategy, marketers may need valuable insights into target audience behaviour while also providing new customer engagement channels. Employee retention should also improve, according to companies. According to a survey by Invesp, companies with outstanding omnichannel consumer engagement strategies keep an average of 89 per cent of their consumers. In contrast, companies with weak omnichannel programmes keep only 33 per cent of their customers.

In the future of digital marketing, consumers can expect to see a steady increase in the number of wearable devices available. According to Forbes, Forbes predicts that in the B2B area, social media will become more conversational, video content will be polished for SEO purposes, and email marketing will become even more targeted.

When a small company first opens its doors, it’s customary to focus on bringing in the first customers. Traditional advertising strategies include print ads, coupon mailers, and even outdoor advertising. Businesses may believe that customers will eventually find their way to them if they provide a good product or service.

While this strategy may generate some money, there is a better and more convenient method. Small businesses should consider the global marketplace of prospects online and how combining traditional and digital marketing efforts might benefit them. No matter how fledgling, any small business should not ignore digital channels as a means of generating leads and converting curiosity into consumers.

Let’s look at the pros of digital marketing and how you can use online platforms to help your company expand.

digital marketing

Online Marketing’s Advantages-

You’ll be able to reach a much larger number of potential clients online than you would if you only advertised locally. Digital marketing methods that are cost-effective, scalable, and quantitative can help you reach a global audience.

Some of the most advantages of digital marketing are as follows:

The opportunity to communicate with prospects and gain a deeper understanding of their needs, i.e. getting to know your customers better!

Because digital has no geographical boundaries, you can communicate with anyone, anywhere.

With digital marketing, personalization is easier since you can target the right audience at the right time.

Communicate with your prospects at every level of the buying process.

Spend less money and reach out to more persons.

Get to know your audience and encourage involvement to increase brand loyalty. Consider the effectiveness of consumer loyalty programmes.

Easily and quickly track and measure the results of your marketing campaigns.

Starting a small business’s digital marketing campaign

If you’ve never used digital marketing for your business before, the endless options can be intimidating. A slew of platforms and digital marketing buzzwords may give the impression that it’s a bigger deal than it is.

Small businesses may believe they don’t have the time or money to compete online. As a result, many people prefer to take things slowly and focus on just one or two sorts of traditional advertising, anticipating that their business would grow over time.

The market is competitive, and while word of mouth and client referrals can help drive traffic, customers will struggle to find your business until you show up where they spend their time. After all, the internet is used by 4.6 billion individuals for various purposes. According to the Digital 2021: Global Overview Report, 60 per cent of the world’s population has access to the internet.

As a result, delaying the development of an online presence is ineffective. The excellent way to assure your business’s success is to market it worldwide and target clients interested in your service or product.

digital marketing

Recognize that your customers are using the internet-

When someone is interested in your company, if it’s in your industry or your brand, the first thing they’ll do is do some online research to see what they can find out about you.

Customers expect a website and social media presence in today’s digital environment. They may be looking for reviews to see what other people have to say about your company and if it is a great location to do business. In 87 per cent of situations, consumers check online evaluations to local firms, up 6% from 2019 to 2020.

If a potential customer cannot find your business on the internet, they may believe it is not authentic. There’s a good chance that many of these prospects won’t take your company seriously and will move on quickly.

Investigate what your competitors are up to on the internet-

You must pay attention to what your competitors are doing and learn from them if you want your business to succeed. Consider your competition not as someone to beat, but as people who can teach you something.

You can get a sense of what is and isn’t working by looking at what your competitors are doing online. Whatever industry you’re in, your competitors have most likely created a web presence. Is there a blog, or do they encourage visual content such as videos? What kind of content do they use?

What distinguishes them, and how do they communicate their brand? How well do they interact with the crowd? Is it possible for you to do better?

Conducting research is a great approach to learn what your competitors are up to. Find out what platforms they utilize, concentrate on keywords, and whether they use influencers to increase traffic. Fortunately, there are some fantastic internet resources available to assist you:

Semrush is a wonderful tool for tracking keyword rankings and traffic, and

Ahrefs is a perfect tool for finding out your competitors’ most linked content.

Another keyword ranking platform is Moz.

Track popular content genres and influencers with BuzzSumo.

Google Alerts is a feature that allows you to track any competition you choose.

Ontolo is a fantastic backlink and content marketing tool.

There are also some fantastic tools for gathering client data that you can use to inform your persona creation and content marketing.

digital marketing

Customers should be able to reach you-

As stated, your company must be present where your clients are, which is the internet. Google will almost certainly be the first stop for everyone looking for a product or service. You won’t be found and compete if you don’t have an online presence.

You might not be found if you have an internet presence, but your competitors are easier to locate because they rank higher in search. What is Search Engine Optimization (SEO), and why is it important? In addition to building a website, it will help you outrank the competition by being the first name a prospect discovers when searching on Google.

Because keywords are crucial in making this happen, make sure you know which ones are best for your business (long-tail and short-tail). This easy-to-understand infographic will walk you through the five processes of keyword research.

You should also include easy answers to prospects’ inquiries, such as where you are located, your business hours, and details about your product or service. Your options should be able to compare hours, prices, special offers, and more by comparing your website and competitors’ websites side by side to make the best option for them.

We’ve put together this helpful guide for small businesses if you need some assistance getting started with SEO.

Allow customers to find you-

Consider digital marketing as a way to get your name in front of the people you want to reach. When your company’s reach goes far beyond your immediate location, scalability becomes a reality.

Thanks to an online presence, your business is open for business even when you aren’t there! You can establish a situation where your consumers can contact you any day or night.

Customers and prospects may now email you with queries, make purchases, and browse your inventory with only a few clicks. Potential clients who cannot visit you in person can do business with you through an e-commerce feature or by simply using social media.

digital marketing

Learn everything you can about your target market-

The advantage of digital marketing is that it allows you to engage with potential customers. You can learn about them and their issues to propose a solution. You can start a conversation, conduct a social media survey, or write a blog to gather information. Keep a record of any comments or survey responses.

By communicating with people online, you can better understand what they’re looking for. What are the difficulties that they are encountering? What does it take to keep them up at night? Utilize this information to offer solutions through your product or service. By removing the uncertainty of who your clients are, digital marketing helps you customize communications and fine-tune targeting.

You will develop a relationship with your customers as a result of this. You become more than a company; you become a reliable partner. People are also more likely to buy from businesses they had done business with before and great experience.

Spend less on marketing and accomplish more!

Digital marketing is one of the most cost-effective kinds of advertising. Small businesses and start-ups are always looking for ways to get the most bang for their marketing money.

You may stretch your money even further by advertising online while narrowing down your target audience. Because social media allows you to set a daily budget for a specific population interested in your brand or ethos, it is functional. Most importantly, it helps your business screen out customers who are unlikely to purchase from them, saving you time and money!

When it comes to social media advertising, the most important thing to remember is to choose the platform that will work best for you and your business. Don’t utilize TikTok just because it’s popular, and don’t advertise on LinkedIn unless you’re looking for B2B leads. Research social media channels, consult a handbook on social media demographics to identify one that fits your needs and conduct some easy tests to evaluate what messaging and content performs best.

Check out this fantastic digital marketing budget toolkit if you need some assistance with budgeting.

Transform your small business’s marketing potential-

Do you want to create a website that generates leads? Perhaps you’d like to test the waters by launching a Facebook campaign. The first step toward achieving these objectives is to grasp better digital marketing and how it may benefit your company. The Professional Diploma in Digital Marketing from DMI will educate you on the most up-to-date and relevant digital marketing skills available. You’ll have the tools you need to flourish online, from social media to SEO and paid search.

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EMAIL MARKETING

How to Create an Email Marketing Calendar in 2022

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How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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10 Tips On Effective Email Marketing For Mobile Apps in 2022

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If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;


1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.


2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.


3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.


4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.


5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.


6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.


7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.


8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.

mobile-friendly-websites


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.


10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app and evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence

Propaganda

Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.

Unification

Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.

Communication

Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.

Influence

Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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