Email Campaign Makeover

Posted by Brija Johnson, Digital Media Specialist

Email is a reliable method that consistently offers communications directors a positive ROI.  However, it can be easy to fall into a routine and become complacent with your content strategy. The Direct Marketing Association reports that the average ROI for every $1 that communications directors spend is $40. With this statistic, communications directors become too comfortable and begin to ignore emerging trends that can strengthen their email performance. To combat this mindset, try three modern ways to spruce up your email campaign.

More than 80% of people check their emails via mobile phones. Despite this number, less than 10% of our customers have optimized their mailings for mobile screens. By neglecting to accommodate emails for mobile devices, your marketing performance loses out. Research by GetResponse has found that 42% of subscribers delete emails that are not optimized for viewing on their mobile device. To mitigate this problem we recently introduced the first responsive e-newsletter template on the Hill.

Communications directors are equipped with countless ways to tailor messages based on individual subscribers. We offer a segmenting feature that can help filter subscribers through surveys. The iConstituent newsletter service provides the option for you to categorize audiences based on their survey answers into lists. Based on the selection of answers, subscribers are put into segmented email groups where they can receive content tailored to their interests. This feature is extremely helpful in offering engaging content that captivates subscribers’ attention and can increase the success of your email campaign.

Along with these adjustments it is imperative to include image based content as consumers respond better when imagery is included. Google has embraced this finding by automatically displaying images in their inbox. This adjustment could positively improve click-through rates as well as conversion rates. By combining these few adjustments with older strategies, your email campaign can boost its performance and keep subscribers actively engaged.

To read more on this topic check out the Website Magazine article http://www.websitemagazine.com/content/blogs/posts/pages/get-out-of-your-email-rut.aspx .

Toss the Rolodex: Contacts and Organizations in Signal CRM.

Posted by Christopher Brooks; Manager, Web Production & Marketing

Join resident expert, Becky Baylor, May 9th at 2 pm ET for a webinar on how to collect and organize your contacts in Signal CRM.

Register here.

Using Google Analytics to Get Inside Your Constituents' Heads

Posted by Brija Johnson, Digital Media Specialist

Knowing your audience is crucial. Consumers are constantly bombarded with rhetoric and advertising, which makes it easy to get lost in the shuffle. If you want your message to be heard you must offer something they need or want. But how can you know this, you’re not a mind reader?!? Well, thankfully you don’t have to be. Tracking online visitor perspective has been made easy with the creation of voice of customer (VOC) tools. These tools are categorized into two segments: qualitative and quantitative. Used in conjunction with each other, they can make you seem like a mind reader.

Google Analytics is a quantitative tool you already have at your disposal. Google Analytics is widely accepted for enumerating website visitors and their behaviors. Data is aggregated on visitors to the site, where they came from, and their interaction with the site. This is pertinent to finding out your visitors’ interests and makes for more engaging content that produce a loyal following.

Qualitative tools can be just as effective. Surveys offer constituents a platform with which to provide feedback that can give you great insight into what a constituent wants. Our Web and E-News survey system is well known on the Hill and effective. Once the questions are customized and shared on the website, social media, or through email, data can be gathered and assessed to help you better tailor your message to your constituents.  

Pairing quantitative and qualitative analysis can really boost your communications efforts. To find more advertising tools to add to your toolkit visit: http://www.websitemagazine.com/content/blogs/posts/pages/get-a-voc-clue-digital-tools-for-understanding-online-visitors.aspx.