You don't get a 2nd chance to make a 1st impression, if you are concerned that the message or image about your company, product, or service isn't getting the results that you expected, we can help. We think...create...and inspire.
Posted by John Hornyak, X2 Media at 8:54 PM
How to Manage Email Deliverability: Six Simple Best-Practices
The email deliverability landscape is in constant flux, influenced in great part by the proliferation of mobile devices and subscriber engagement-based filtering.
Adapting to such industry changes increases the ability to reach audiences and generate revenue from digital messaging campaigns.
But managing deliverability can challenge even the most well-respected brand. Government regulations, inconsistent Internet service provider (ISP) policies, emerging technologies, and changes in subscriber behavior all add to the complexity.
As a result, one in six email messages never reaches the inbox, going directly to junk folders or disappearing altogether.
So, how can companies establish a clear approach to deliverability?
Achieve a positive sender reputation—the foundation for optimal email deliverability
ISPs can make or break your sender reputation. Meeting their expectations helps improve deliverability and increases your response rates.
ISPs are, first and foremost, concerned with protecting their users from unwanted email—regardless of whether it's opt-in. Even if users have given you their email address and asked to receive mail from you, you can experience deliverability issues if too few of the ISPs' users find your mail valuable.
Dozens of elements contribute to your overall sending reputation with ISPs, directly affecting whether those ISPs' filters think your message is "good enough" to reach the inbox.
Audience engagement with your email messages is one of the primary measures used by ISPs to determine your legitimacy as a sender. Focus on engagement by sending email content that your audiences find useful and desirable enough to interact with—on any device or platform and at any location.
Personalization also helps produce a stronger sender reputation for your brand. Making your communications more personal, with a more familiar or friendly tone, gives the perception that a true relationship has been established with your audience and increases open rates and response. Who among us doesn't like to be addressed by name or provided information and offers that fit our interests?
Using Web and behavioral analytics to get better, fresher audience data with every email campaign can help you segment and target more precisely in subsequent emails with the timely, personalized, and relevant messaging that boosts engagement. Avoid the temptation of repeating campaigns simply because they worked well; doing so can quickly lead to list fatigue.
Adherence to applicable laws—CAN-SPAM in the US and CASL in Canada, which mandate proper unsubscribe processes and provide guidelines for email content and sending behaviors—is another component of a positive sender reputation. Laws vary somewhat from state to state and country to country, so adhere to the laws of the state or country you are mailing to, regardless of where you are mailing from.
Apply best-practices to optimize reach and response
Deliverability is critical to the success of your email campaigns, so manage it proactively. Here are six simple best-practices that can help maximize your delivery potential:
Posted by John Hornyak, X2 Media at 8:33 PM
Seven Habits of Highly Engaging Facebook Content Creators
Here's a tried and true way to dramatically increase content success on Facebook: Post engaging content!
Easier said than done, of course...
But the starting point is your overall approach to content. Many Facebook managers start the content creation process from their organization's perspective, with a goal to share their story and their message. Because the organization's message is the most important thing, it seems the logical place for beginning the creative process.
However, if you approach the content creation process in exactly the opposite manner—with your fans' needs first... with your organization's messages, campaigns, and values as resources to serve up the content your fans need—your content will consistently engage more people, earn more reach, and ultimately have a larger impact.
Here are seven habits of engaging Facebook content creators.
Habit No. 1: Understanding Your Audience
Before you even begin posting content, you should evaluate and gain a solid idea of your audience: "Does it consist of women, seniors, Americans...?" If you have Facebook personas, that's even better.
However, the people you want to be interacting with via your content may be different from those who are actually engaging with your content.
To have a well-rounded picture of the difference between your intended audience and people who currently engage with your Facebook page, head over to the "People" tab in Facebook Insights; you'll find demographics for fans, the people reached by your page, and the people engaged by your page.
Habit No. 2: Validating Sense of Social Self
Think carefully about your message: what you'd like to say and how it maps to your audience's motivations.
One of the main reasons people engage with content on Facebook is that doing so helps them show their friends who they are and what they care about. If your goal is to increase your base, your fans are in constant need of content they can engage with to continue to define their social self.
Before you post, ask yourself:
Posted by John Hornyak, X2 Media at 8:26 PM