The 7 Strategies Your Email Newsletter Should Use

woman working on a laptop

When it comes to the basic “blocking and tackling” of effective email strategy in 2022, email newsletters are on the starting line. After all, 81% of B2B businesses name newsletters as their top content marketing strategy. However, the popularity of newsletters often makes it one of the most difficult tactics to deploy. It’s important for every business to consider how their newsletter is going to stand out in the crowded inboxes of their audience.

3 Benefits of Email Newsletters for Marketing

Before we dive into the email strategy for developing an effective newsletter, here are just a few important factors to consider:

1. Newsletters provide a way to educate current and prospective customers.

An effective email newsletter is informative and relevant. It should appeal directly to the subscriber’s interests and cover the topics from the industry. Because of this, newsletters provide your audience with a better understanding and knowledge of your brand in a way that is helpful. 

2. Newsletters help you keep leads warm.

Not everyone who visits your website or submits their email address is ready to buy. Newsletters can be a great way to keep potential customers engaged and informed until they’re ready to make the decision to buy. 

3. Newsletters can enhance your brand reputation and highlight your expertise.

Newsletters also provide a way to establish yourself as a thought leader in your industry and build expertise. By sharing relevant industry news and providing perspective on important topics for your audience in your newsletter, you become a trusted voice for them. 

7 Effective Strategies for Email Newsletters

So how do you create an engaging newsletter that creates momentum for your marketing efforts? Here are seven strategies to consider:

1. Choose an Email Software that Works for Your Brand

There are many email service providers out there on the market and choosing the right one is not easy. While we’ve used several survey platforms to send newsletters for our clients, our team likes the features and functionality that Campaign Monitor provides. The key is to find software that can meet your requirements and can guarantee both high deliverability and quality of your emails.

2. Set the Right Expectations by Letting People Know What to Expect from Your Newsletter

Because of how many emails are sent daily, people are more and more reluctant to share their email addresses. Whenever you’re asking people to sign up for your newsletter, it’s helpful to answer the question “What’s in it for me?”

Helping people recognize the value of subscribing to your newsletter and setting expectations for how you will communicate with them goes a long way in maximizing the ROI of your campaigns. 

3. Use a Clean and Consistent Template

You want to make sure your newsletters are skimmable and easy to read. Whether you use an out-of-the-box template or get one created especially for your brand, using a consistent design will help your brand achieve a layer of cohesiveness and flow.  

4. Make Sure Your Subject Line is Compelling

You only get one chance to make a great first impression with your subject line. According to research, 64% of readers make the decision to open an email based on the subject line alone. Here are a few different subject lines you can use to elevate your email newsletters.  

5. Consider Adding an Emoji to Your Subject Line

At Green Apple, we’ve found emojis help our clients’ newsletters stand out in a crowded inbox. One study analyzed over 9K email campaigns on mobile and found that subject lines that included emojis increased email open rates by 1,071% on Android and by 662% on iOS.

6. Make Your Newsletter Helpful & Informational More than Sales-Driven

Newsletters are better for cultivating customer loyalty and brand equity than they are for hard selling. When it comes to the content you create, it’s important to embrace the mindset of “always be helping.” One way to integrate this into your newsletters is the 90/10 rule: 90% informational content, 10% sales material. With the right balance, less is more and the educational material will lead to more sales than product copy.

7. Continually Analyze & Test to Find What Works

As with any marketing tactic, in email strategy, it’s important to constantly test and analyze your newsletter to see what works. You want to track the metrics that indicate whether or not your newsletter is working and test new ideas along the way. This includes testing out different strategies for send date, layout & design, calls-to-action, etc. 

Email newsletters might be something we’re all familiar with, but it can challenging to create a successful one for your own brand. We hope these insights and strategies help you develop a newsletter that delights subscribers and creates momentum for your marketing efforts.

What are Social Infographics and Why Do You Need Them?

Social media logos on phone

The social media landscape is constantly evolving and changing. One of the newest and most impactful trends? Social infographics. According to the latest research, the average attention span on the platform for video content is just about 2 seconds. On a desktop computer, the average attention span is 2.5 seconds. On a mobile device, it is 1.7 seconds.

Platforms like Facebook, LinkedIn, Instagram, Twitter, and Tik Tok are all valuable ways to stay connected to your audience. And yet, it’s become increasingly clear that your audience’s attention on social media is getting shorter and shorter. Social infographics provide a solution.

What are Social Infographics?

Social Infographics are short-form, visually-engaging content. They are designed to communicate a message as quickly as possible. There are many different forms of social infographics, including photos, videos, or micro-videos. In essence, social infographics are intended to be quick, easy to digest, and convenient to share. 

Why is Short, Image-Driven Content Important? 

Here are a few specific ways social infographics have become an effective way to create engagement for brands in every industry:

  • Social infographics are easy to digest. In an age of information overload and busy work lives, effective communication often requires the essence of the message to be delivered in the shortest time possible. 
  • Social infographics are incredibly effective on mobile devices. According to Google, more than 50% of web traffic comes from mobile devices. Social infographics are often created with mobile in mind, so they quickly capture an individual’s attention as they’re scrolling on their phones. 
  • Social infographics are more memorable. According to Forbes, adding infographics boosts credibility since 90% of all information we remember is based on visual impressions. Social infographics provide a way to help the content you create stick in the minds of your audience. 

 

Easy Ways to Create Social Infographic Content

One of the best things about social infographics is that you don’t have to look far to create countless content ideas. Here are a few specific ways we’ve worked with clients to create infographics for their social accounts:

Today’s consumers are craving short, easily-digestible content. (No pun intended.) Social infographics are a great way to create engagement and get the most out of your content. Take some time to think about the unique ways you can repurpose content into short, visually engaging content and discover the impact it can make on your content marketing efforts.

How To Upgrade Your LinkedIn Profile

linked in logo on an app icon
LinkedIn has always been the premier social media network for business professionals. But in recent years, LinkedIn has become a powerful marketing tool for businesses in every industry. While it’s important for brands to have a strategy for getting the most out of their LinkedIn page, equipping employees to elevate their personal LinkedIn profiles has become equally important.   Your LinkedIn profile is important because it both represents employees as individual professionals and it can represent your company as a whole. Your profile can be a tremendous asset for someone who is deciding whether or not to do business with you or to accept a position at your company. If you work in customer relations, your profile can give clients in your portfolio confidence that you know how to take care of their needs. That’s why it is important for your marketing company to support employees on LinkedIn by sharing best practices and ideas for your employees to optimize their profiles. 

How to Upgrade & Improve Your LinkedIn Profile

If you’re responsible for marketing or business development, here are a few simple tips you can share to help your co-workers create compelling LinkedIn profiles. 
1. Choose a professional profile picture.
Your picture makes a big first impression on your profile. A professional headshot is ideal, but we realize finding a professional photographer isn’t always easy or affordable.  Just because you don’t need an image taken by a professional doesn’t mean your picture shouldn’t be professional. Taking a high-quality photo on your smartphone doesn’t have to be complicated. Find a simple background and have someone take your picture for you. According to LinkedIn, you should aim for your face to take up about 60% of the image once it’s cropped.
2. Highlight the impact you’ve made in the headline. 
Your headline is the first thing that people see after your picture, so you want it to catch people’s attention. (It will default to your most recent job title if it’s not altered.) 
  • Start by adding your title and any relevant auxiliary roles (ex. speaker, author, nonprofit involvement, etc.)
  • Include relevant industry keywords
  • Add a value proposition statement about how you help people 
3. Write a compelling profile summary. 
Your summary is where you can really show your personality and share your story. It doesn’t need to be complicated, but it should be compelling. Rather than re-stating your resume or work experience, use your summary as a way to define yourself in your own words. Whether you use it to describe your unique calling or skill set, provide context for your career choices, highlight your biggest achievements, or show off your personality, the summary is your chance to share who you are in a way that is more personal and approachable.
4. Know your audience and what will get their attention.
As you craft your profile, think about who will be reading it — potential clients, new business opportunities, or future employees. Are there certain skills or areas of expertise they would want to know about? Once you have an idea of what readers might want to see, you can use these keywords in your headline, summary, experience, skills, and anywhere else they make sense on your profile. 
5. Use the features section to show off your best work. 
The features section on LinkedIn allows you to showcase media, links, and LinkedIn articles and posts at the top of your profile. This is a great way to highlight your expertise and skills in action. It could consist of a recent blog post you wrote, a presentation you’ve given, or a portfolio of your recent work. 
6. Ask for recommendations from recent clients.
It’s helpful for potential leads to see how you’ve helped other people. This is where recommendations can really enhance your credibility. Think of 2-3 people who have benefited from your work and ask if they’d be willing to write a recommendation. Many times offering to write a recommendation for them is a great way to return the favor.  
7. Engage regularly through posting and commenting.
Marketers know that consistent engagement is essential for producing results. While you don’t have to post every single day, it’s important to showcase consistent activity by writing posts and engaging with others. Set a recurring reminder on your work calendar to add a post or interact on the site for a set amount of time. If you don’t feel ready to write your own posts just yet, start with commenting. This will help humanize & upgrade your LinkedIn profile and show readers you’re actively connected to others.  Your LinkedIn content has the power to paint a picture for your clients, prospective employees, and anyone coming in contact with your brand. Our hope is that these three marketing best practices will help you upgrade your LinkedIn profile in a way that benefits you and your business.

Campaign Monitor: A Marketing Agency’s Review

two people talking to each other in an office setting

In a world where marketing trends evolve rapidly, email marketing remains a tried-and-true strategy for engaging with customers. Whether you’re nurturing leads or driving sales, email continues to deliver exceptional ROI. Recent data supports its relevance:

  • Email marketing revenue worldwide is projected to reach $17.9 billion by 2027 (Statista).
  • 99% of consumers check their email daily, making it one of the most effective ways to reach them (Hubspot).
  • Email generates $36 for every $1 spent, highlighting its unmatched ROI potential. (Litmus).
  • For B2B businesses, 73% consider email marketing essential to their strategy (SoCal News Group).

Selecting the right platform is essential to maximize the effectiveness of your email campaigns. At Green Apple Strategy, we’ve experimented with numerous email marketing platforms over the years. After extensive testing and evaluations, Campaign Monitor consistently stands out as our top choice—particularly for B2B and service-based businesses.

Our digital marketing team recently conducted an in-depth audit of available email marketing platforms to ensure we’re using the best tools for our clients. Campaign Monitor emerged as the clear winner. Here’s why we’ve made it our platform of choice and continue to rely on it to drive exceptional results:

Why We Recommend Campaign Monitor

Campaign Monitor offers an intuitive experience with powerful features designed to optimize email marketing efforts. It’s easy to use, provides robust reporting, and offers upgrade options to scale alongside your business needs. As we continue to explore add-on features, we’re confident it will remain an invaluable resource for email campaigns this year and beyond.

1. User-Friendly Platform

Campaign Monitor’s simple and intuitive interface makes it easy for marketers of all experience levels to create, manage, and optimize email campaigns. Here are some key highlights:

  • Easy-to-Use Templates: With pre-designed templates, creating beautiful and functional emails is straightforward. The templates are easily customizable, allowing us to quickly tailor content to fit our clients’ branding.
  • Centralized Client Management: Managing multiple campaigns is seamless because all client accounts are accessible from one central dashboard. This feature is invaluable for marketing agencies juggling several client projects simultaneously.
  • Responsive Customer Support: Campaign Monitor’s customer service team is prompt, knowledgeable, and quick to offer helpful guidance whenever we have questions.

Another standout feature is the automation builder. 

campaign monitor automation

This essential tool allows us to craft personalized customer journeys and lead nurturing campaigns, ensuring subscribers receive timely and relevant communications. Campaign Monitor’s email automation tools can streamline workflows, improve efficiency, and enhance audience engagement—all vital for growth-driven marketing.

2. Easy Creation of Beautiful, Effective Emails

Email design plays a significant role in conversion rates. With Campaign Monitor, even marketers without design experience can produce professional emails. Here’s why:

  • Drag and Drop Layout Editor: This tool simplifies the process of building and editing emails, allowing users to easily add images, text, and other elements without needing coding knowledge. It’s intuitive and user-friendly, reducing the time spent on design.
  • Customizable Templates: While the platform’s default templates are excellent, Campaign Monitor also supports custom design work, making it possible to craft unique, branded emails tailored to specific campaign goals.
  • Mobile-Responsive Design: All templates automatically adapt to different screen sizes, ensuring emails look great on any device—a crucial feature.

3. Valuable Insights and Reporting Tools

Data-driven insights are essential for refining and improving email marketing strategies. Campaign Monitor’s reporting tools provide clear, actionable information:

  • Detailed Analytics: Metrics such as open rates, click-through rates, and engagement trends are easily accessible. This data helps identify what resonates with audiences and informs future campaign strategies.
  • Campaign Dashboards: The platform’s dashboards offer a comprehensive overview of performance, making it simple to evaluate the effectiveness of each email.
  • Client-Friendly Reports: We can quickly generate reports that clients can easily understand, providing them with transparency and insight into their campaign performance.

One standout feature is click maps, which visually display where users are clicking within an email. This makes it simple to identify high-performing content areas and adjust future designs for maximum engagement. Additionally, A/B testing capabilities allow us to test subject lines, content, and layouts to determine what drives the best results.

Elevate Your Email Marketing with Green Apple Strategy

At Green Apple Strategy, we are always searching for innovative ways to help our clients engage their audiences and achieve marketing success. Campaign Monitor has proven to be an invaluable tool for building impactful email campaigns, and we’re excited to continue leveraging its features for our clients.

If you’re looking to elevate your content marketing strategy and optimize your marketing campaigns for growth, our experienced team is here to help. Reach out today for a consultation and discover how we can help you create a roadmap for marketing success.

When to Use A Professional Photographer Instead of Your Smartphone

Capturing the attention of your audience is essential for any marketing campaign. Photos and images have become essential to achieving that goal. While technology has made it possible to take high-quality photos with a smartphone, there are times when hiring a professional photographer is important. 

Over the past few years, Green Apple has worked with our clients to hire professional photographers for employee headshots, Google My Business pages, marketing collateral, Google 360° tours, and drone footage. While hiring a professional photographer can sometimes be expensive, the quality of the images often provides a greater ROI in the long run. 

Here are just a few important statistics that highlight the importance of your photography:

  • 67% of consumers say the quality of a product image is “very important” in selecting and purchasing the product. (Source)
  • 75% of online shoppers rely on product photos when deciding on a potential purchase. (Source)
  • Good visual content is 40% more likely to get shared on your social accounts (Source)

4 Reasons to Invest in Professional Photography for Your Marketing

If you’re trying to decide whether or not to hire a professional photographer for your image needs, here are four factors to consider: 

1. Professional photography helps elevate your brand. 

Poor quality images, outdated images, or obvious stock photography can hurt your business. Having your own proprietary images to communicate your unique values, services, and products are invaluable. Good photography helps people to truly get a sense of what your company offers. 

2. Professional photography helps tell your story. 

Having high-quality, personalized content to market your business is so important to standing out online. A good photographer knows what customers want and can provide ideas and insights to elevate your images. 

3. Professional photography can equip your business with marketing assets. 

Great images are a long-lasting asset that can be reused over time and repurposed for many different applications. Whether you need a new piece of marketing collateral or want to build a library of images for social media, taking the time to hire a professional photographer can be an invaluable asset. It allows you to create high-resolution images that can be used on marketing assets for many different platforms and purposes. 

4. Professional photography can help you increase conversions. 

If you want to attract attention and customers to your brand, you need to have an impactful first impression on your audience by having great personal branding photography. Professional high-quality photos allow your customers to have a better understanding of you, your products, or your services. If a high-quality photo builds brand confidence, leads are more likely to purchase from your brand. 

When to use a Professional Photographer instead of your Smartphone 

Here are a few specific times we recommend clients hire a professional photographer: 

1. Team headshots

It looks professional when your team page uses similar images. A professional photographer ensures all of your headshots are consistent — from the lighting used, the background chosen, and the size and resolution of each shot. Taking the time to hire a professional photographer for your headshots instills the value of quality.

2. Images for your new website

The images on your website make a significant impression on your audience. It’s more difficult to create a good first impression with low-quality images or stock photos. If you’re investing in developing a new website, it’s valuable to set aside room in your budget to invest in new images that support a website redesign.  

3. Marketing collateral

Brochures, catalogs, or annual reports all need high-resolution images to build legitimacy and trust. Memorable images can help you tell a more compelling story and paint the picture you’re trying to create. 

4. Corporate events

You put a lot of time, energy, and money into your corporate events or parties. Why not invest a little more to ensure it is captured through compelling photography? Photographing your parties and outings is integral to showcasing your brand as a relevant and engaged community partner.

In marketing, photos add a component to communication that written and verbal methods do not. The old adage that a picture is worth a thousand words continues to hold true, even in the digital age.

Olivia Cooper Promoted to Client Relations Director

Olivia

Green Apple Strategy is excited to announce Olivia Cooper’s promotion to Client Relations Director. Olivia joined Green Apple as a Client Relations Specialist in 2018 and was promoted two years later to become a Senior Client Relations Specialist. Her new role will allow Olivia to continue to serve our clients while growing her capacity to lead and develop other members of the Green Apple client relations team.

Marketing has been crucial for businesses to adapt during and after the pandemic. During this time, Olivia played a valuable role for many clients. She embraced new challenges by developing creative strategies to support client retention and growth. Because of the work of Olivia and the rest of the Client Relations Team, we’ve built even stronger relationships with many of our clients over the past two years.

To celebrate her newest achievement, we wanted to highlight a few of the specific ways Olivia’s promotion will empower her to make an even greater impact on our team and our clients. 

Providing Greater Overarching Strategy and Creative Problem Solving

In her new role as Client Relations Director, Olivia will focus on providing oversight and strategic direction on all client accounts. This shift allows her to leverage her skills of problem-solving, opportunity analysis, and strategic plan development to impact more of the work we do for clients. 

“I’ve really enjoyed being a part of the growth we’ve had with several clients over the last few years,” said Olivia. “Each day, we serve as a strategic partner and that means constantly bringing ideas and opportunities to them in hopes of growing their brand and, ultimately, their business.”

Mentoring and Developing Others 

Another important part of the Director’s role is helping to mentor and lead the Client Relations Team. As Director, Olivia will have dedicated time to invest in the client relations team to provide training and guidance to help them grow in their roles. 

“Green Apple is in a phase of growth, so I’m really excited to be a part of expanding the Client Relations team and fostering an environment for the team where we all continue to learn from each other and the relationships we have with our clients,” Olivia said. “ We have a group of insanely talented (and fun!) people on the Client Relations Team and I’m really motivated to continue to work with them to enhance the services we provide for our clients,” she added.

“One of the things I love most about leading the team at Green Apple is watching people grow and develop as they discover their gifts and lean into their work with passion, commitment, and creativity,” said Samantha Pyle, Owner and Chief Strategist of Green Apple Strategy. “Since her very first day, I’ve watched Olivia bring the best version of herself to our clients. I am grateful for her partnership and excited about the greater impact she can make by stepping into the director role.”

Meet the Team: Lindsay Lanahan

Lindsay lanahan

Lindsay Lanahan is an empathetic, intuitive, and creative problem solver with a heart for helping others. Combining these natural strengths with her diverse experience working in the financial, entertainment, and nonprofit industries makes her an ideal Client Relations Specialist for Green Apple Strategy. In her role, Lindsay helps execute effective marketing initiatives for clients across various industries. She strategically and consistently helps our clients meet their marketing goals.

“I love learning about the psychology of marketing and the user experience,” explains Lindsay. “I also love the process of identifying a problem or opportunity, creating an approach, implementing it, analyzing what worked and what didn’t, and adjusting. It’s exciting, and I love that we’re able to adapt to find a solution that truly makes a difference!”

An Enneagram 4 who grew up in the Midwest, Lindsay has expressed her creative, empathetic, hardworking, and diligent spirit throughout her career. After graduating from college, she spent two years working in development for the Cystic Fibrosis Foundation in Nashville. From there, she went on to work at Creative Artists Agency, managing tour logistics and finances for world-renowned pop and country music artists. She later combined her nonprofit experience and love of the arts to serve as the Development Manager for OZ Arts, a non-profit contemporary arts center. 

After learning about Green Apple from a friend, Lindsay knew it would be the perfect opportunity to serve clients in a way that aligns with her natural skill set.

“I was immediately drawn to Green Apple when I recognized how they took the time to understand each employee and client—whether it was through diving into the Enneagram or taking the Culture Index Survey to learn about each person’s natural behaviors. When I met Sam and the rest of the team during the interview process, I knew I was in the right place.”

Personally, Lindsay loves spending time with family and exploring Nashville with her husband Patrick and her son Keane. On any given weekend, they can be found enjoying one of their favorite restaurants, seeing movies at the Belcourt, or taking a day trip to attend a music festival. Lindsay’s bright and adventurous spirit resonates with everyone who knows her.

How Does PR Fit Into Your Comprehensive Marketing Plan?

A colorful planning wall with several post-it notes of marketing plans and details.

Marketing and public relations used to work separately, with drastically different approaches and goals. But in today’s digital world, where PR overlaps with other channels of communication, it’s more important than ever for the two disciplines to work together. For nearly every company we serve, we are exploring ways to incorporate PR into their comprehensive marketing plan. 

Unfortunately, not all brands recognize how important PR can be. According to recent research, only 19 percent of corporate communication departments actually contribute to the overall marketing strategy. As a result, many companies are missing a huge opportunity to accelerate brand awareness and improve consumer perception with proven and research-backed PR strategies.

How Marketing and PR Work in Tandem

Traditionally, public relations has focused on maintaining a company’s overall public image, while marketing has focused on promoting and selling products or services. But in today’s digital age, where consumers and brands are more connected than ever before, those two lines have merged into one comprehensive thread. 

Marketers need to recognize that telling a compelling story is essential for reaching today’s consumers. This is what PR professionals specialize in doing. For PR professionals, it’s important to recognize that consumers have as much impact on a brand’s perception as the brand itself. 

The end goals of marketing and PR — selling products and making people love a company — are now intertwined. To succeed in today’s business world, brands need to combine the best tactics in traditional PR with updated online techniques.

Effective PR Tactics for Your Comprehensive Marketing Plan

Here are a few PR tactics that will take your comprehensive marketing plan to the next level and ensure you’re maintaining a positive brand image while selling more products:

1. Incorporate a digital PR strategy that creates two-way communication with consumers.

You can either run from the fact that today’s consumers control brand perception or lean into it. One of the ways we encourage clients to lean in is to create a dedicated digital PR strategy that includes tactics such as customer survey tools, proactive press releases, and comprehensive social strategies.

2. Engage non-traditional outlets and influencers to reach your audience.

In the past, PR primarily focused on building relationships with media outlets or industry publications. Today, consumers are getting their information from dozens of different sources — including social media influencers and website reviews. 

Studies show that 92% of people are more likely to trust recommendations from other people over advertisements and messaging from the actual brands. This is why influencer marketing is one of the most effective PR tactics. By partnering with influencers in addition to other PR strategies, you can ensure you’re maximizing your potential to increase awareness, engagement, and conversions for your brand.

3. Create customized pitches for various outlets and campaigns. 

Historically, PR agencies would draft a press release and then blast it out to every outlet they knew. That shotgun approach isn’t nearly as effective in today’s world. We’re simply bombarded with too much content and information. If you want your pitch to stand out, you need to make it as personal and relevant as possible for your audience. This might require a little extra effort, but it will pay off in the long run if your pitch gets picked up. 

Need Help Integrating PR into Your Marketing Plan?

The PR and marketing landscape is changing. Industry influencers and effective tactics are constantly evolving. As one of the top marketing and PR firms in Nashville, our team is constantly looking for new ways to shape and deliver clients’ stories to their target audiences, driving quantifiable results in ways that stay true to our clients’ brands. If you need additional PR assistance or a new strategy that’s built from the ground up, we can help. Reach out to us to schedule a PR audit for your brand.

Trends & Insights to Optimize Your Digital Marketing Strategy

A view of someone's hands at a desk applying post-it notes to a planning board.

Marketing is constantly evolving and changing. Nowhere is that more true than in the world of digital marketing. What worked in the past becomes antiquated just a few years later. Even a tactic that worked last month might not be as effective. That’s why businesses in every industry need to stay informed on the trends and insights to develop an effective digital marketing strategy to reach their target audience. 

We recently asked Digital Marketing Strategist, Amanda Bihun, to highlight a few of the most important trends you should know. Amanda and her team do an incredible job of translating the latest digital marketing trends into strategies for clients in a variety of industries. 

Trends and Insights to Optimize Your Digital Marketing Strategy

Here are a few of the most important trends and insights you should know in order to optimize your digital marketing strategy. 

1. Know that Artificial Intelligence (AI) is changing digital platforms. 

Today, AI is used in almost every area of digital marketing. Reaching your audience through digital channels is all about leveraging the algorithms they use. The challenging part is that every digital platform has its own algorithm and every algorithm is constantly changing. For example, Google is in the middle of the biggest change to the analytics platform the company has ever conducted. In order to reach people in today’s digital world, you must be proactive in keeping up with, or even ahead of, these algorithm changes.

 

2. Effective digital marketing requires a long-term approach.

One of the biggest misconceptions people have about digital marketing is that it will create immediate results. Just like any other form of marketing, digital marketing requires a long-game mindset. It also requires you to test and optimize different strategies. Increasing important metrics such as leads and sales takes time to gain momentum. For example, investing in digital advertising on social media or Google does not guarantee you more leads on day one. It puts your brand in front of new people, but you have to build trust with that new audience over time. Digital marketing requires you to take the entire journey into consideration as you develop your strategy. Ultimately all of your digital marketing efforts work together to build the brand and reach your audience, but none of them will double your profits on day one.

3. Don’t ignore the basic foundation of digital marketing.

A house is only as good as its bones. If you hang curtains or plant pretty flowers out front, it will look good in the short run, but it will not keep your house from falling down if the support beams are cracked. Digital marketing is similar. You need to put in the time to make sure your foundation is solid. The support beams of digital marketing are your website, your social channels, and your email engagement strategy. Investing in these areas will help future-proof your marketing and help you create a strong foundation that works even as things change.

4. Consider your target audience’s perspective in everything you do. 

When it comes to creating your digital marketing strategy, it’s important to look at everything you do from the user’s perspective. Oftentimes, businesses can be so close to their products or services that they forget how to view their brand from a  potential customer’s point of view. If you want to reach new people, it’s important to create a customer-centric culture, figure out your buyer personas and the questions they have, and how you can help them. It is important to reach potential customers where they are to nurture qualified leads into becoming repeat customers and, eventually, brand enthusiasts.

5. Always be testing and analyzing.

Just because something worked last week does not mean it will work this week. Just because your audience is on Instagram this year does not mean they will still be there next year. Brands must constantly test new strategies and watch the analytics to see where and how their audience is engaging. At Green Apple, we analyzing digital marketing trends for our clients every month. We’ve found that constantly analyzing your efforts is also helpful because it allows you to pivot your marketing efforts without abandoning your entire strategy.

Here’s the bottom line: Long-term planning and short-term course corrections are both essential when it comes to developing an effective digital marketing strategy. If you want to stay ahead of the latest trends, sign up for our monthly e-newsletter. It’s one of the primary ways we keep clients informed on the latest trends they should know.

4 Signs Your Email Campaigns Aren’t Working (And How to Fix Them)

computer screen showing emails

Email marketing is one of the most effective ways to engage with your audience and turn subscribers into buyers. However, simply having a strategy and sending regular emails to your intended audience doesn’t mean email campaigns are working. The only way to know if your campaign is working is to track it. If you want to elevate your email campaigns, it’s important to evaluate each of the factors that determine your success.

In order to help, we wanted to highlight a few of the common reasons your email campaigns might not be working and provide some quick ideas for how to fix them. Here are four areas to evaluate and improve if you’re looking to generate better results from your email marketing campaigns. 

1. Your Emails Are Ending Up in Spam Folders

Your audience will likely never see your email if it ends up in their spam folder. How do you measure this? Check the deliverability rate of your campaigns. Deliverability measures the rate at which emails reach subscribers’ inboxes. 

If you notice your deliverability rate is low, here are a few things you can do:

  • Make sure you’re using a reliable email service provider and avoid spam triggers.
  • Delete old or inactive email addresses from your list and keep only people who are engaged.
  • Check which email addresses bounced and remove those email addresses from your list.

2. Your Emails Aren’t Being Opened 

As the old “tree falling in the woods” adage teaches us: if an email is never opened, will anyone read the message? The answer is no. The two biggest factors for determining open rates are often the subject line and send time. 

That’s why your subject line is one of the most important aspects of elevating your email marketing campaigns. If you’ve struggled to increase open rates: 

  • Consider tweaking your subject line strategy to find more effective ways to capture attention and inspire your audience to open the email. 
  • You can also test the day and time that you send your email to see what works best.
  • Use A/B testing to try out several versions of an email campaign to determine which is the most effective at increasing engagement. 

3. People Aren’t Clicking Through or Taking Action

Clickthrough rate (CTR) is the percentage of people who click on your calls-to-action (CTAs). This is the ultimate goal of any email campaign. The email is the vehicle you use to inspire your audience to take the next step. Taking the time to create UTM codes that track post-visitor engagement is a great way to determine the effectiveness of every single email you send. 

If you’re experiencing lower clickthrough rates than you used to generate, you might consider:

  • Segmenting your emails to create more personal and targeted campaigns for your various target audiences.
  • Optimizing the format of your content to ensure it’s easy for people to read.
  • Testing different CTA formats to see what generates the greatest response, including buttons, links, images, and questions.

4. People Are Unsubscribing

An unsubscribe rate measures the number of people who opt out of your email list once they receive an email from you. If someone unsubscribes from your list, you’ve lost your chance to engaging with them through email. So how do you avoid people unsubscribing from your email campaigns? Here are a few ideas:

  • Make sure the content you write is actually interesting and engaging. 
  • Give people the chance to manage their email preferences instead of unsubscribing from all your emails. This is especially important if you produce a monthly newsletter, promotions, and targeted email campaigns.

You spend a lot of time and energy crafting emails for your audience. The last thing you want is for the work you do to be ignored. Constantly testing and tweaking your emails is essential for keeping up with customer demand and ensuring the work you put into your campaigns generates the results you want. If you’re looking for ways to stay on top of the latest email trends, subscribe to our newsletter. We’ll provide helpful insights you can use to reach more customers.