The pace of automation, interconnections and change in digital media buying is staggering. And while there’s still considerable blabbing, handwringing, stalling and excuse making about programmatic buying, reality is way ahead of the rhetoric even if media firms and their clients aren’t leading the charge. The days of armies of young media planners and buyers wielding spreadsheets are being replaced by a business rules that instruct computers to buy and optimize in real time.
Write Sizzling Subject Lines
28 Jun 2013
Subject lines initiate successful email marketing. The right subject line opens up a conversation or a relationship as quickly as “abracadabra.” The wrong line condemns your brand to die alone in the dark. Great subject lines are like great billboards or great headlines; they telegraph easily understood information to drive immediate comprehension and action.
Organic search is the base line digital marketing tactic for most marketing campaigns. Considered an important, if arcane, art it is characterized by a constant cat-and-mouse game between search practitioners and Google or Yahoo/Bing and a dynamic tension between SEO specialists and copywriters. Unfortunately too often its taken for granted.
It’s not the number of email addresses on your list. It’s the behavioral quality of the names. In email marketing size doesn’t matter. Segments do. Too many marketers measure their email program by counting valid email addresses. This is a classic way marketers are evaluated. If you grow the list you’re good. If you shrink it, you’re not. But while this may get you a bonus, it won’t get you results. The ugly truth is that at any given moment 20-30 percent of your list are dead men walking – consumers who haven’t opted out but have stopped caring, opening and clicking.
Marketers have been manufacturing consumer loyalty through rewards and loyalty programs since the 1970s. The average American belongs to seven programs and 7 out of 10 are willing to join more programs. Most of us sign up for rewards from airlines, credit cards, grocery stores, gas stations, favorite retailers and a hotel chain or car rental firm. A third of most programs have members who have defected in-place without formally cancelling. Forty seven percent of respondents stopped participating in one of their programs in the last year.