Practicing good inbound marketing means sending emails to people who actually want to hear from you.
But oftentimes, your emails still end up getting lost in your customers’ inbox clutter — or worse, their spam folder. And then, when someone actually opens your email, they don’t actually click through.
You might think to yourself, “Ugh, I just can’t win.”
Don’t worry, I’ve got your back. Here are 23 tips that are perfect for small and growing businesses, but anyone can embrace right now to improve their emails’ open rates, clickthrough rates, and lead generation potential.
Email Marketing Tips for Small Businesses
- Do not buy email addresses.
- Abide by CAN-SPAM rules.
- Ensure your opt-in process complies with GDPR.
- Email new contacts within 24 hours.
- Send your emails from a real person, not your company.
- Pre-set the preview text.
- Write clear and clickable subject lines.
- Keep your emails concise.
- Include one call-to-action button per email.
- Add alt text to your CTA image.
- Hyperlink your emails’ images.
- Include noticeable text links.
- Place at least one clickable item above the fold.
- Add alt text to all of your images.
- Avoid background images.
- Add social sharing buttons.
- Simplify sharing with ready-made tweets.
- Add an email forwarding option.
- Clean up the plain text version of your emails.
- Optimize your emails for mobile users.
- Preview and test your emails before sending them.
- Don’t be afraid to ‘clean up’ your contact list.
- Monitor each email’s performance.
1. Do not buy email addresses.
I know what you’re thinking: In the early stages of an email marketing newsletter, you want to do whatever it takes to kickstart the campaign and get eyeballs on your business. I get it. Whatever options you see online, however, you should resist the urge to purchase an email list.
There are lots of ways to buy an email list, but none of them will actually benefit your campaign. Why? Since the owners of these email addresses didn’t explicitly agree to receive content from you, there’s no telling how interested they are — or if they’re even a fit for what you have to offer. A bought email list is also in violation of GDPR (we’ll talk more about this in just a minute).
Purchasing email lists is always a bad idea. Get more reasons why in this blog post.
2. Abide by CAN-SPAM rules.
CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) is an act that was passed in 2003. Essentially, it’s a law that establishes the rules for commercial email and commercial messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.
In order to be CAN-SPAM compliant, it’s important that your email messages follow these rules, which are available on the FTC’s website.
A few highlights:
- Include your valid physical postal address in every email you send out.
- Give recipients a clear and obvious way to opt out (i.e., unsubscribe) of every email you send. (HubSpot customers: Don’t worry — you can’t save an email template unless it includes this element.)
- Use clear “From,” “To,” and “Reply to” language that accurately reflects who you are.
- Avoid “no-reply” or similar sender names, which prevent recipients from opting out of an email newsletter if they’d like to.
- Avoid selling or transferring any email addresses to another list.
Note: Because I am not a lawyer, please do not construe the contents of this article as official legal advice. Check out the FTC’s website for extensive advice on this subject, and read this blog post for more tips on improving email deliverability.
3. Ensure your opt-in process complies with GDPR.
You’ve probably heard of the General Data Protection Regulation (GDPR), a new law enacted across Europe in May 2018 to better protect internet users’ personal data.
We don’t expect you to have this long piece of legislation memorized. However, if some of your email recipients live in Europe, there is one key guideline by which you should develop your email marketing campaigns:
When your website users land on a page that solicits their personal information, tradition might tell you to include a pre-checked box that opts the user into an email campaign so they can receive updates and special offers related to your business. Today, having this box pre-checked is in violation of GDPR. So, to comply with GDPR, make sure your European users and customers are given the clear option to opt into your email newsletter themselves — don’t make the decision for them.
This rule might sound like bad news for your email marketing campaign, but it can actually improve your open and clickthrough rates. Limiting your subscriber list to just those who specifically asked to join you will ensure only the most interested people are receiving your messages. This maximizes the chances that you’ll convert readers to qualified leads as a result of an email send.
4. Email new contacts within 24 hours.
It’s important to take advantage of the window of opportunity when your company or brand is at the top of your prospects’ minds. You can really get a pulse of what future engagement will look like by what people do when you email then within 24 hours of their subscribing to your newsletter, signing up for an offer, and so on. Plus, it’s a great opportunity for branding and setting expectations.
If you don’t have any automated email workflows set up, you’re likely missing out on some major opportunities to nurture and engage your existing contacts.
(HubSpot customers: Use HubSpot’s Workflows App to create personalized, automated email workflows that can get triggered in a number of different ways: when a contact gets added to a list, submits a form on your website, clicks a link in an email, views a page on your blog, clicks on one of your AdWords ads, or becomes a marketing qualified lead.)
5. Send your emails from a real person, not your company.
When you send email from a real person, your email open rate increases. Plain and simple. This is because — based on past tests we’ve conducted — recipients are typically more likely to trust a personalized sender name and email address than a generic one. People are so inundated with spam nowadays, they often hesitate to open email from unfamiliar senders — and they’re more likely to trust a personalized sender name and email address than a generic one.
At HubSpot, we found that that emails sent from “Maggie Georgieva, HubSpot” perform better in terms of open and clickthrough rate than emails sent from just “HubSpot.” So, it may be best to do this …
… instead of this:
(HubSpot customers: Click here to learn how to personalize the “From” name and email address.)
Note: Our tests showed personalization works, but we’ve also found that a combination of a person’s name and a company name together in the sender name works well, too. You’ve just got to A/B test what works best for your particular company, brand, and industry as well as what’s ideal based on to whom you’re sending emails.
6. Pre-set the preview text.
Email clients like the iPhone Mail app, Gmail, and Outlook will display the first few lines of text from the body of your email alongside the subject line. In other words, it’s a text preview of the content inside the email. The exact amount of text shown depends on the email client and user settings.
Use it to provide a short, to-the-point synopsis of what you’re offering — and keep it to 50 characters or less.
When you don’t set the preview text, the client will automatically pull from the body of your email, which not only looks messy, but is also a wasted opportunity to engage your audience. (HubSpot customers: Click here to learn how to set the preview text of your emails.)
7. Write clear and clickable subject lines.
Speaking of the subject line … your marketing emails have a lot to compete with in recipients’ inboxes. The best way to stand out is to write compelling, “can’t-help-but-click-on-this” subject lines.
To entice readers to click, be sure your subject lines:
- Are super clear and understandable.
- Are fewer than 50 characters so they don’t get cut off, particularly by mobile devices.
- Use language and messaging that your target buyer persona is familiar with and excited about.
- Include verbs and action-oriented language to create a sense of urgency and excitement.
- Include an exclusive value proposition (like 20% off an item or a free ebook) so people know what they’re getting.
- Avoid spam triggers like “Cash,” “Quote,” and “Save.”
- Are timely, if applicable. (One of my favorite subject lines came from Warby Parker and read: “Uh-oh, your prescription is expiring”.)
- Include their first names sometimes (it could increase clickthrough rates), or even add something about their specific location. (You’ll want to do this sparingly, like for your most important offers, rather than over-doing it and being repetitive or intrusive.)
Read this blog post for more tips on writing clickable, delightful subject lines.
8. Keep your emails concise.
Everyone’s busy and their inbox is already full. Why add to the problem with a longwinded email? People generally like short, concise emails better than long ones because concise emails have an obvious focus. Plus, when your users are scanning through all their emails in a short amount of time, they’re more likely to find the overall message before deciding to take any action.
Another reason to keep your emails short? Too much copy is actually a red flag for spam filters, too.
To keep your emails short and compelling, write your email like you were talking to someone in real life. If your email has to be on the long side, break it up into multiple paragraphs to provide visual breaks. This’ll make skimming it much easier on your reader. (Read this blog post on how to write compelling emails for more tips.)
Here’s a great example of a concise email:
9. Include one call-to-action button per email.
Remember when I said a lot of your email recipients will scan your email without reading all the copy? That’s why you want to have a clear call-to-action (CTA) button that’s easy to spot for even the quickest of email scanners. Without a CTA button, you won’t be calling on your recipients to take any action that actually benefits them — and the growth of your business.
You’ll want to place your CTA in a location where it’s easily visible and where it makes sense for someone to click on it. For example, you might put a CTA to download a free ebook in an email that describes new strategies for using your product.
Once you’ve determined where you want to put your CTA, it’s time to create the button itself. Click here to download 50 free CTA button templates to get you started. (HubSpot customers: Learn how to add CTA buttons to emails in HubSpot here.)
10. Add alt text to your CTA image.
Many email clients block images — including your CTA buttons — by default. That means a good chunk of your audience may not see your beautiful, optimized CTA. Instead, they see this:
When you set an image’s alt text, though, you let recipients who can’t view images in their email know exactly where to click to complete the action:
You can either edit the alt text in your email tool’s rich text editor (just right-click the image and edit away), or you can manually enter it in the HTML editor of your email tool like this:
<a href=”HTTP://YOURLINKHERE.COM“><img class=”alignCenter shadow” src=”YOUR CTA BUTTON IMAGE SOURCE HERE.JPG” alt-text=”YOUR ALT-TEXT GOES HERE“/></a>
11. Hyperlink your emails’ images.
Your ultimate goal in email marketing is to get people to click through to a web page. One way to increase the clickthrough rate without littering the copy with links is to hyperlink the images in your email to the webpage that corresponds with the content of the image.
If you’re inviting readers to download an ebook, for example, and you have a picture of the ebook included in the email, don’t just hyperlink the text next to the image telling people to “download it here.” Hyperlink the ebook’s picture, too. People are drawn to images much more commonly than text, and you want to give your email subscribers as many options to get your ebook as you can.
You can simply click on the image and then use your email tool’s “Insert/Edit Link” option, or you can link an image in the HTML editor using the following code:
<a href=”HTTP://YOURLINKHERE.COM“><img class=”alignCenter shadow” src=”YOUR IMAGE SOURCE HERE.JPG“/></a>
12. Include noticeable text links.
In general, it’s a good idea to link to your featured offer in multiple places in addition to the clear and focused call-to-action button. In addition to your main CTAs and images, consider including a noticeable text link (or two) when applicable, as having more links increases the opportunity for engagement.
13. Place at least one clickable item above the fold.
One way to make your emails more clickable? Place one or more of your clickable elements — whether it’s a CTA button, a text link, or a clickable image — near the beginning of your email.
This is especially useful for mobile users. Mobile tends to require a lot of scrolling, and sometimes squinting, pinching, and zooming. Giving a recipient something actionable that is seen upon opening can lead to more clicks in this environment.
14. Add alt text to all of your images.
Again, a lot of email clients out there block images by default. (Here’s the full list from Campaign Monitor.) In those cases, images won’t load unless the recipient clicks a button to show them or change their default settings.
Adding alt text to your email images helps recipients understand your message — even if they can’t see the images right away. (HubSpot customers: Click here to learn how to add alt text to your email images in HubSpot.)
You might consider making the language in your alt text actionable, such as “Click here to download the ultimate content creation kit.” Actionable alt text will essentially turn every linked image into another CTA. So, even if someone doesn’t see the snazzy GIF of my latest offer (or if they hover their mouse over an image that does show up), the alt text will beckon them to click.
15. Avoid background images.
This is especially important if your target buyers tend to use Outlook as an email client.
Microsoft Outlook doesn’t recognize background images, period. Given that Outlook is the fifth most-used email client with 7% of the market share — and that’s in total; your industry might have a lot more — it’s best to avoid using background images altogether.
Instead, use a background color and use images in other ways in your email, like Harry’s did in their email below:
Image Credit: Beautiful Email Newsletters
16. Add social sharing buttons.
Increasing the number of people who see your link will increase the number of people who click on it. So, be sure to extend the life of your email by adding social sharing buttons.
Many email tools will come with templates that have built-in social sharing buttons that make it easy — just fill in the destination URL and you’re good to go. If you don’t have built-in capabilities, here is a cheat sheet for easily creating your own social sharing buttons.
Important Note: If you want to increase clicks, you want to add sharing buttons, not follow buttons. The former will allow your email recipients to pass along the offer URL in your email to their followers. The latter will prompt them to Like, follow, or add your company social media channels.
17. Simplify sharing with ready-made tweets.
People are far more likely to take an action if you make it really, really easy for them. For recipients out there who are too lazy to tweet the wonderful content you sent them via email, you can make it easy for them by creating what we call a “lazy tweet.”
One simple way to do this? Using ClickToTweet, a free custom tweet link generator. First, go to ClickToTweet’s basic tweet generator. Then, type in your tweet, desired (trackable) destination URL, and hashtags:
Click “Generate New Link,” and then grab that link. Then you can link it to your Twitter sharing button. Or, if you’re segmenting your list by attributes such as “has Twitter” or “topic of recent conversion: social media” (you’ll need marketing intelligence software like HubSpot for this), you can even include it in your main email copy, like this:
18. Add an email forwarding option.
Another way to extend the clicks on your email beyond its shelf life is to prompt your audience to forward the offer. The folks at Litmus found that the most forwarded emails were 13X more likely than the typical email to include “Share With Your Network” calls-to-action. By including forward-to-a-friend (or social sharing links, as we discussed above), you put it in recipients’ minds to share.
You can add a little post-script to the end of your email copy, such as “Not responsible for your company’s social media? Feel free to forward this ebook to a friend or colleague using social media marketing.” Link the call-to-action to a pre-made email, complete with subject and body text. That way, all someone has to do is enter their associates’ email addresses and hit “Send.”
You can highlight text or an image and add the URL via your email tool’s rich text editor and then enter a mailto:? link. Here’s what this looks like:
You can also create this in your HTML editor. Here’s how to attach a mailto:? link to text:
And here’s how to attach your mailto:? link to an image, such as a sleek call-to-action button that says “Email This Offer”:
Just make sure you use the “%20” tag to separate words! Otherwise, your message willreadlikethis (not too appealing, right?).
19. Clean up the plain-text version of your emails.
Not every recipient is going to see the beautiful, HTML, rich-text version of your email. Some clients don’t support HTML-rich emails, while other times, a person may simply choose to only view messages in plain text.
When you don’t optimize the plain-text version of your email, this is what happens when someone views it:
Scary, isn’t it? I don’t think many people are going to bother to read through this garbled mess.
So, cut out the extra text, replace long tracking URLs with shortened ones, and keep the body simple. Taking the five extra minutes to optimize your email’s plain-text version could help you reach more of your target segment and keep you out of the spam folder.
Note: When you’re cleaning up your plain-text emails, don’t change the actual copy much at all or you’ll risk it getting marked as spam.
20. Optimize your emails for mobile users.
In Litmus’ analysis of over a billion email opens, they reported that 56% of opened emails were opened on mobile devices in April 2016. This figure represents an 8% increase in mobile opens in the past year.
“This represents a peak for mobile market share,” they wrote, “and the longest sustained growth we’ve seen after the holiday season.”
Image Credit: Litmus
As more and more people use their mobile devices to read email and surf the web, it’s more important than ever that marketers design their emails with mobile users in mind. Otherwise, their user base will be significantly affected.
How? Here’s a visual example of what happens when images aren’t optimized for mobile (first) versus when images are optimized for mobile (second):
Isn’t the second image a much better user experience?
Here are a few ways to optimize your emails for mobile devices:
- Reduce your images’ file sizes to make up for mobile devices’ generally slower download speeds. (HubSpot customers don’t need to worry about it — images uploaded to HubSpot’s software are automatically compressed. Otherwise, tools like TinyPNG will help you reduce file size.)
- Ensure the CTA buttons and links are larger than 45-57 pixels for the best user experience. Why? According to an MIT study, the average size of an adult index finger is 1.6-2 cm, which translates to 45-57 pixels on a mobile device.
- Invest in responsive email templates. Creating your own responsive template may be beyond your particular skill set or bandwidth. Sometimes, the most economical solution is to just license or buy email templates from the people who do it best.
HubSpot customers: HubSpot’s default email templates are all optimized for mobile using responsive design. To access these templates, create a new email and look for the responsive option in the “folders” drop-down in the top left.
21. Preview and test your emails before sending them.
When you’re finally ready to hit “Send” on your email, make a habit of double-checking one last time whether your emails look as good as you think they do. If your email marketing tool lets you, go ahead and preview what your email looks like in different email clients and devices that are popular with your audience.
(HubSpot customers: You can preview what your emails look like in 30+ email clients right in the HubSpot Email App, as well as preview what your emails will look like on any device — including desktop, tablet, or mobile devices. Click here to learn how.)
You should also send out a test version of your email before you send out the real deal to ensure it’s working properly for everyone on your email list. Start incorporating these as final steps in your email review process. (HubSpot customers: Learn how to test your emails here.)
22. Don’t be afraid to ‘clean up’ your contact list.
It’s tempting to keep every subscriber you win on an email campaign until they personally choose to opt out. But just because they haven’t opted out of an email newsletter doesn’t mean they’re still interested, and subscribers who have become inactive can kill your emails’ open and clickthrough rates.
To make sure you’re only sending emails to the people who want to read them, clean up your email list so that it excludes recipients who haven’t opened a certain amount of emails in the campaign’s recent history. This makes sure your emails’ open and clickthrough rates reflect only your most interested readers, allowing you to collect more effective data on what is and isn’t working in each email you send.
On top of that, a good email list cleaning service removes other email addresses that pose a risk to your inbox placement. “Invalid, abuse, and temporary emails will affect your sender reputation, so it’s best to weed them out,” says Liviu Tanase, CEO of ZeroBounce. “Your desire to grow your list is only natural, but you can’t afford to expand it at all costs. Emailing only valid and active addresses allows you to connect with people who care about your brand, and that’s what every email marketer wants,” Tanase adds.
(HubSpot customers: Lists that add and remove members based on their email behavior are called smart or “active” lists. Learn how to create them in HubSpot Academy.)
23. Monitor each email’s performance.
What’s working in your email campaign this month might not work quite as well next month, and it’s imperative that you check in on your emails’ open and clickthrough rates for opportunities to improve your copy (to do this, of course, you’ll need a tool to track your email analytics).
If after a month of email sends, for instance, you find 10 messages are getting double the engagement as the other 20, analyze them. What did you do differently in the higher performers? Was it the imagery? The subject line? Maybe you have more than one audience segment and one of them just isn’t as interested in your current email content.
Use your email performance data to run A/B tests that are designed to show you what your email recipients really want out of your newsletters, and steer into the trends that you see to make your email campaigns more desirable.
Email marketing can be tough at times — I’m right there with you. But by sending compelling offers to the right target segments and paying attention to the little details that go into an email, you can increase the opens clicks in your emails and generate more leads. (And learn more about which email marketing metrics to track — and how — here.)
Mastering The Laws of Marketing in Madness
Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.
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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.
For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
Intro to Amazon Non-endemic Advertising: Benefits & Examples
Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
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