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Susan Guillory

Does Your Email Outreach Work? 5 Ways to Measure its Impact

Email marketing has long been an effective way for brands to connect to customers and boost sales, but that doesn’t mean that you’ve yet landed on a strategy that fully maximizes your email marketing potential.

Without paying attention to certain data points, you can’t know whether or not your emails are helping you hit your targets. Here, discover five key things to pay attention to in order to understand the effectiveness of your campaigns.

1. Open Rate

Your email open rate refers to the percent of people that received a given email who actually open it. While this percent can vary depending on the industry, you typically want to see between 20 and 40% of your subscribers opening an email.

Naturally, the more people who open an email, the more potential for sales you have for that campaign.

If your open rate is low, consider the following strategies:

  • Use a professional business email address to ensure that your emails are recognized.
  • Write subject lines that entice people to open your emails (give them a benefit to do so).
  • Make sure everyone on your email list has subscribed and is interested in receiving your emails.

2. Click-Through Rate

Now we’ll move onto your click-through rate, which refers to the percent of people who click a link in your email. People may open your emails, but that doesn’t guarantee they’ll click a link to a product page or blog post once they open it. It’s your job to entice them with the content of your email so that they can’t help but click.

For low click-through rates, try:

  • Ensuring your email is mobile-friendly so subscribers can easily click on a phone.
  • Use just one call-to-action per email. More just confuses the reader.
  • Segment your email lists and send content and offers tailored to each group.

3. Unsubscribe Rate

This is one metric to pay particular attention to because once it starts rising, you start losing potential customers. If your unsubscribe rate increases, it means that more people are opting out of your emails. Sure, a certain amount of shrinkage should be expected, but if numbers steadily decline, it’s time to try something new:

  • Send fewer emails. Sometimes people get overwhelmed with the frequency and unsubscribe.
  • Make each email matter. It should promote a single product, provide useful information about your brand, or give general updates and offers in a newsletter.
  • Be consistent when you send your emails so people know what to expect.

4. Sales

The previous three data points are ones you can assess from within your email marketing software, but you may need to go to your sales platform or web analytics tool to measure this one. Ideally, you’re looking for a decent percent of the people who clicked a link in your newsletter to then make a purchase through that link.

Of course, the conversion rate depends on the type of email you’re sending. If, for example, you send a newsletter and have a link to a product, you may only see a 1% sales conversion rate. But if you send an email with a special offer to a shopper who abandoned her shopping cart before making a purchase, you may see a conversion rate closer to 5%.

No matter where your sales from emails are now, there’s always room for growth:

  • Send a follow-up email after a purchase with a discount on a future offer.
  • Check in with customers who haven’t bought from you in a while to boost sales.
  • Test different offers to see which gets more conversions.

5. Signups

Before any of this happens, you need to attract new subscribers to your email marketing list. It will take time to grow the list (be patient!), but if you create a compelling offer and promote it across marketing channels, you’ll see your subscriber signups snowball.

The key is that compelling offer. People guard their email addresses these days since the average person gets dozens if not hundreds of messages from brands like yours, so there has to be an exceedingly good reason for them to give you theirs.

If you pay attention to marketing campaign data across all channels, you’ll likely know the kinds of offers that your audience responds positively to. That might be a buy one, get one free offer or a 25% off coupon. Make this the carrot you dangle to get email signups. In your in-store signage, as well as on other marketing channels like social media and your website, encourage shoppers to sign up for your emails to get that high-value, one-time offer. The fine print must inform them that signing up will then put them on your regular email list.

Here’s how to increase those email signups:

  • Train store clerks to ask customers at checkout if they want to get on your list to save.
  • Schedule an email signup popup box on your site to appear the first time a visitor arrives.
  • Include a box to check if a new online shopper does not want to receive your emails.

Final Email Marketing Tips

In general, be mindful when sending customers emails. Put thought into the product you’re promoting (maybe you offer gift ideas for Father’s Day) or the content you share.

The more personalized you make the email, the better the results you’ll see. Rather than sending the same offer to your entire list, send several emails, each with a different offer or highlighted product.


Susan Guillory is the President of Egg Marketing, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

The post Does Your Email Outreach Work? 5 Ways to Measure its Impact appeared first on SiteProNews.

What Can Businesses Do to Build Strong Brand Visibility?

You might look at other businesses in your industry and wonder how they manage to have such strong brand recognition. How do they sell so much more than you do? Do they have big marketing budgets (whereas yours is tiny)?

The fact is: building and maintaining strong brand visibility is a continual effort. While it doesn’t require a giant marketing budget, it does require persistence.

1. Start With Your Site

Even if you currently have little traffic to your business website, it’s important that you get it ship-shape so that when visitors do start to arrive, you give them compelling reasons to stay awhile and look around.

Make sure that your website is easy to navigate and not overcluttered with text. Your site should render just as well on a mobile device as a desktop computer, so make sure you have a mobile-friendly design. And making a purchase should be easy and fast for shoppers.

Once you’ve got the user experience down pat, make sure your website can be found in search engines. Use smart SEO strategies to ensure that each page has its own keyword focus (and just one!). If your business is local, use location keywords as well.

2. Step Up Your Social Media

Marketing on social media is no longer an option; it’s now part of what consumers expect from brands. Rather than having a profile on every social channel out there, focus on one or two where you know your audience spends time. A Baby Boomer audience may be less likely to be found on Instagram, so focus on Facebook if this is your audience. Do the reverse if you’re trying to connect with Gen Z.

The key to success with social media is consistent posting. Because users’ streams are so cluttered with updates from the hundreds of people and brands they follow, you have to fight to get noticed. Mix up what you share: post links to your content, create videos, share photos, and post other content. Then look at your social media analytics to see which types of posts are resonating the most with your audience.

One strategy many well-known brands use is social media advertising. Because you can target a very specific niche (women who are mothers between 26 and 40 who live in the midwest), you can craft a message to your audience and ensure that the people who see the ad are more likely than others to click on it.

3. Find Thought Leadership Opportunities

Particularly if you’re a one-person show, it can be challenging to have brand visibility when bigger players are taking up so much space online. But that doesn’t mean you can’t claim your own market share. Guest blogging is a great way to show off your thought leadership skills, educate an audience on another blog, and lead the breadcrumb trail back to your site.

Make your #1 focus providing value to your audience. You have tons of knowledge about your industry, and you probably understand what your audience wants to know more about. Use these topics to pitch blogs that cater to your audience so you can introduce your brand to people who might not otherwise have found it.

Likewise, you can speak at conferences, hold webinars, write books, and look for opportunities to be interviewed on blogs and podcasts as a way to raise your visibility.

4. Invest in Visual Branding

I’ve met so many business owners who think investing a few thousand dollars into a logo or professionally-designed website is a waste of money. Let me just say that most of them will come to regret that stance. 

People are visual creatures. When they see a logo, they squirrel the information away for later. When they see it again, a ding of recognition happens. After a few times, they automatically connect the dots between the image and what your brand represents.

And when it comes to a website, you better believe that people are judging what yours looks like. If it looks like your child created it or that its last update was 10 years ago, that will impact how they think of your brand.

Spending money on visual branding is an investment that will pay for itself over and over, so don’t skimp. You can find an affordable freelance designer on Craigslist or Upwork, so it may cost less than you expect to get professional design work done.

Above All, Be Consistent

None of these tips is a one-and-done task you can mark off of your list. They require constant effort and monitoring to ensure that what you’re doing is helping you meet your goals. 

And speaking of goals: have them. Whether you want to boost web traffic by 20% in 6 months, get 15% of those website visits from guest blogging opportunities, or grow sales by $15,000, know what you want to achieve, then look at your website and social analytics to make sure you’re on the right track. If you’re not, make one small change and then measure those results.

To grow your business, your brand must be visible to the right people. You may not need a giant budget to make that happen, but you will need to commit to the process.


Susan Guillory is the President of Egg Marketing, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

The post What Can Businesses Do to Build Strong Brand Visibility? appeared first on SiteProNews.