“It is the leading generator of ROI over any other type of direct marketing and can be used for multiple use cases, including promotions, informational content, social sharing, relationship management and more,” said Seamas Egan, Manager of Revenue Operations for Campaigner, on email marketing.
The power of email marketing is undeniable. It’s one of the best tools on the market today for businesses that want to forge deeper connections with their clients and increase online sales. You know the statistics because, after all, that’s why you decided to invest in email marketing to begin with. But after the last few weeks, few months or few years, you might be wondering why you’re not getting the great results seen by everyone else in your industry. If this sounds like you, chances are you’ve made one or more of these common mistakes. Here’s a look at four ways you could be sabotaging your email marketing campaign and some steps you can take turn email marketing into your business’s strongest marketing strategy.
Your emails are going to spam
“To spam or not to spam?”…that is the question an email server asks every time a message enters its digital universe. And it decides on the fate of each message by looking at how other recipients have interacted with emails that originate from the same sender. So, if your business has been sending ineffective e-blasts to outdated email addresses, it’s likely that your emails are bypassing the inbox and landing directly in the spam box. Your business’s messages could also be landing in spam if you’re sending too many emails from the same server at the same time.
If you’ve been making any of these common mistakes, here are some steps you can take to get your emails out of spam and into your prospects’ inboxes:
- Delete all emails that generate error notices
- Only send to users who have given you permission
- Expand your list by adding new email addresses
- Revamp your content—make sure you’re always sending relevant, helpful information
- Use a quality tool schedule and deploy your e-blast campaigns from multiple servers
Your subject lines aren’t clear
While it’s always good practice to keep your copy concise and to the point, research by Return Path shows that there’s actually no correction between subject line length and open rate. So, what’s really preventing your emails from being read? It’s likely that users aren’t getting a clear picture of what’s inside your email. Business owners are sometimes so focused on the length of their subject line that they fail to write a subject that’s informative and compelling enough for consumers to open.
If you want your emails to pique the interest of your potential consumers, get to the point. Email users today don’t have time to read between the lines, they like subject lines that accurately describe what they’ll find inside. Here are some examples of good vs. bad subject lines:
- We’ve got something you might want to see
- Looking for spring clothing? Check out our sale this week!
- We’re offering a customer appreciation month discount
- Get $25 OFF your purchase of $50 – Today Only!
- Extended for a day! Get 50% OFF all spring accessories through Friday
- Your 50% off offer expires tomorrow, redeem online now!
You’re missing a call-to-action (CTA)
It might seem obvious that your business’s emails should tell consumers what you want their next move to be, but forgetting to include a call to action is more common than you might think. Before you hit send on your next email marketing campaign, always have another person proof your email for clarity, just like you would for grammar. An outsider reading your email should have no problem understanding why you’re contacting them and what you’re directing them to do. For example, if your email contains a coupon, you’ll want to explain what it’s for, if it can be used online and when it expires.
As you compose your next e-blast, look at your work from a consumer’s perspective. Ask yourself questions like:
- Does my email clearly explain its purpose?
- Does my email contain all necessary links?
- Is my email missing my website link, business address, phone number, etc.?
- Is my email confusing because it contains too many messages?
Your timing is off
If you haven’t identified with any of these mistakes, yet your email marketing campaigns are still struggling, your level of performance could be the result of poor timing. In recent years, various researchers have studied how consumers interact with emails on different days of the week and at different times throughout each day. As a result, we now have strong evidence to support the theory that timing does impact the success of your business’s email campaigns. One recent study by Propeller shows that consumers are most likely to open emails on Tuesdays at 10:00 am. However, it really does depend on who your clients are. The Propeller study goes on to show that there are three main groups with distinct email habits.
- B2C – consumers
- B2B – entrepreneurs and workaholics
- B2B – normal people
Here are some statistics from the Propeller study that shows how email open times differ between B2B and B2C organizations. As you review the data, determine which category best describes your consumers and consider making adjustments to your email timing if you’re not targeting consumers at peak engagement hours.
Practice makes perfect
Email marketing campaigns can be very profitable for businesses that find the right combination of timing and content for their individual consumer base. If you aren’t seeing results right away, don’t be discouraged. Most businesses go through several rounds of trial and error before they begin to see results. If you need help getting your business’s email marketing campaign back on track, the experts at DBC Interactive can help. We’ve partnered with businesses throughout Delaware, Pennsylvania and New Jersey to manage and drive new leads with email marketing campaigns. Here are several case studies that illustrate how our email marketing services have helped businesses large and small.
Interested in learning more about how we can help improve your business’s email marketing campaign? Contact us today to set up a free consultation.
If you’re throwing a New Year’s Eve party at your bar or restaurant, chances are you’ve already invested plenty of time and money into making your event the celebration of the year. You might not feel like putting the extra effort into marketing this late in the game, but if you want your event to be profitable, devoting some time and money towards event marketing will make all the difference. With so many options and so little time, you’ll need to prepare your strategy quickly. Luckily, our experts at DBC Interactive are here to help. Here are 4 tips to help you spread that word about your New Year’s Eve event before it’s too late.
Create awareness with radio
Radio ads are a great way to build brand awareness with locals who are looking for things to do on New Year’s Eve. According to a study by Edison Research, radio reaches 93 percent of the adult population weekly, making it possible for your bar or restaurant to quickly reach a large number local consumers in a cost-efficient manner. If you’re a Delaware, Maryland or Pennsylvania business owner, DBC Interactive can help you record and place radio ads that fit into your business’s budget. Try following these guidelines to get the most out of your radio advertising:
- Don’t talk to everyone – The best messages are specific. Narrow your audience by creating radio ads that appeal to a particular group of consumers on a specific occasion. For example, instead of saying “Delaware’s best Piano Bar” try “Ring in the New Year with exclusive musical performances, dancing and door prizes at the Piano Bar.”
- Include a call to action – If you want people to come to your bar or restaurant’s New Year’s Eve party, provide them with the next steps to do so. Do listeners need to purchase tickets online? Should listeners be prepared to pay a cover at the door? Providing some guidance to your listeners increases the likelihood that they’ll attend your event because they know what’s required of them.
- Don’t be shy – Great radio ads paint a picture in the minds of listeners of what they can expect to experience at your bar or restaurant’s event. To help spark the imagination of your radio listeners, don’t forget to provide details about your New Year’s Eve party, including theme, food specials, drink specials, music and anything else that sets your business apart from the competition.
Increase effectiveness with digital ads
Radio advertising is one of the best ways you can share your event with large, diverse groups of people. Some listeners may be interested, some may not, and some may be on the fence. To move these listeners further down your funnel, show them how great your party will be through digital advertising. Digital ads take audience targeting to a new level, helping you visually convey the perks of attending your event to locals who fall into the demographics you choose to target, including age, interests and location. Digital ads can also link to the website, social media site or landing page of your choice. This is your bar or restaurant’s opportunity to tell users everything you want them to know about your event. Don’t forget to include visuals, like photos and videos, that show-off the success of your past events.
Digital ads can be particularly helpful for bar and restaurant owners that sell New Year’s Eve event tickets online because they can be directly linked to e-commerce portals, making purchases easy for users and business owners alike. DBC Interactive can help you choose the right type of digital advertising to fit your needs. Here are a few types of digital ads to consider:
Attract social people with social media marketing
Want to get people excited about your New Year’s Eve party? Using social media to share photos and videos of your bar or restaurant’s recent events can help capture the attention of customers looking for a place to party on New Year’s Eve. If you’re struggling to figure out what to share on social media or how often to post, remember that quality beats quantity. It’s important to post consistently, but only if you’re sharing information that’s:
- Relevant to your audience
Make sure that your posts include photos and videos. Consider sharing images of last year’s event or sneak peek videos of what’s to come this year. DBC Interactive can help your bar or restaurant create and set up social media posts that capture the attention of your target demographic. Our experts have the capability to schedule your posts throughout the month, eliminating the need for daily check-ins.
Stay top of mind with email marketing
Email marketing is a powerful channel for bar and restaurant owners who are looking for ways to promote New Year’s Eve events. Business owners can purchase email lists or build them internally by collecting customer information. Creating your own email list is a little more work, but it does offer several advantages. First, creating your own list won’t cost you anything. Second, you’re reaching people who already know and like your bar or restaurant. Third, you know that the people on your list are interested in receiving updates about what’s happening at your business.
Purchasing an email list also has its advantages. Purchased lists will likely include emails for people who haven’t been to your bar or restaurant, in addition to those that have. Marketing to a mixture of current and new customers is a great way to create awareness and attract new customers to your upcoming event. If you don’t already have an email list, it’s not too late. DBC Interactive can you purchase an email list and create content that garners the attention locals who are looking to have a great time this New Years.
Put Your Event in the Spotlight!
Your bar or restaurant could appeal to thousands of people planning to hit the town on New Year’s Eve. If you need some help with your New Year’s Eve marketing, contact DBC Interactive today to schedule a free consultation. DBC Interactive will work with your budget to help you develop a marketing strategy that creates awareness about your bar or restaurant’s upcoming New Year’s Eve event.
Gone are the days of door-to-door sales and having milk delivered fresh to your doorstep. Now there’s Amazon sending your groceries and clothes to you with an instant click of a button. The human element of retail marketing has changed over the years. With a new generation of shoppers looking for your retail business, your business has to adapt to capture these customers.
Are there ways to bring back the human element of retail marketing by using the technological changes to your advantage?
Here’s five ways your Delaware, Maryland and Southern PA retail business can bring back the good ol’ days of marketing to the 21st century:
1. Reach people when they’re close by. Use geofencing.
Geo-fencing may be a new concept to your retail business. The name says it all; geo-fencing allows your business to “fence” a geographic area that is only visible to your mobile device. In short, when someone enters a geo-fenced region, the mobile user can receive your display ad on apps and websites they use. It’s about reaching the right audience, in the right place, with a message relevant to them.
Some geo-fencing businesses wonder if they can reach a large audience with mobile-only ads. But, 77% of all Americans own a smartphone, and 85% of college graduates use a smartphone, which means smartphone users are plentiful.
DBCi knows geo-fencing inside and out. They can show you how geofencing can work for driving new customers through your doors.
2. Looking for face-to-face interaction in a digital age? Use video.
Humanizing your retail business is key if you want to maintain a regular customer base. The personal touch that video can bring could help make your retail business stand out. Your retail business can use video to tell your brand’s story and to connect with your customers. A video is an effective way to communicate your business’s value to your audience.
Keep it interesting by featuring eye-catching visuals and showing a variety of real people. Video can capture authenticity by giving viewers a real, behind the scenes look at your organization. DBCi can use video to expand on your selling message and humanize your brand.
3. Spread the news of sales and offers to thousands quickly. Use radio.
More people are listening to the radio today than ever before. Over 93% of America tune to radio every week. With one billion radio receivers in the United States alone, people are never far from their favorite station or from hearing your advertisement. But, how will you reach the audience you want?
Radio offers exceptional targeting ability. Your business can pinpoint the exact target audience you want by selecting the right radio station. Radio formats make targeting an audience easy. Use radio to get the kind of reach you need to spread the word of your business with your prime customers.DBC Media radio stations serve listeners and advertisers across Delaware, eastern Maryland, southern New Jersey and southeastern Pennsylvania. With our expertise in all things radio, DBCi can help your retail business develop a marketing campaign that connects with the large audience our radio stations reach.
4. Hand-written letters are still great, but there’s a simpler way. Use email marketing.
Hand-written letters are still as endearing as they were in their prime. But email marketing is the new way to connect with customers, send sales offers, and thank them for their business. Your retail business can use email marketing to attract, retain, and grow loyal customer bases.
Effective email marketing does require some experience and skill. Done correctly, email marketing builds trust and generates lots of clicks within the email. Here’s a few tips to help make sure you build trust with email marketing:
- Make sure you have permission to send. Don’t automatically grab email addresses – ask people to give you email addresses or use a reputable list service that guarantees recipients have given permission to receive emails.
- Explain your benefits clearly. It’s not enough to tell them what you want them to do, you need to outline the benefit to the customer. Make them understand what’s in it for them.
- Make it easy to unsubscribe. Customers are entitled to change their minds. Show them you respect their decision.
- Don’t spam customers by emailing too often. Enough said.
DBCi can help you create trust-building emails and then send those emails only to the people in your area who are ready to shop at your store. DBCi can show you how your retail business can use the power of targeted opt-in emails to attract shoppers. For more information and tips for email marketing, listen to Jessica Best, Director of Data Driven Marketing, speak about her top three email marketing tips for 2017.
5. Make Google your new best friend. Use search engine marketing.
The days of asking neighbors and friends for suggestions on places to eat and shop are still here, but more and more customers are going online to get ideas and recommendations. Google and other search engines have quickly become the go-to place to ask for help. That’s why you want your retail business to be at the top of Google, Yelp, or Bing. One way to reach the top of search engine results is through SEM.
Short for “search engine marketing,” SEM describes the immediate, money-backed portion of search engine marketing that commonly takes the shape of PPC (pay-per-click) search engine ads. SEM includes Google AdWords, Bing Ads, and other more specific areas of paid search advertising like retargeting, geo-targeting and mobile targeting. All of these marketing tools can be used to get your retail store on the top of results and become Google’s BFF.
Even if customers in the Delaware Valley already know your retail business, tapping into SEM is still crucial to attracting new customers and retaining old ones. DBCi can help your retail store increase online clicks, conversion rates, and sales. SEM can be your best friend for reaching shoppers in the 21st century, whether they’re at home or out shopping.
Be the place to shop!
With the help of these tips, your business can beat out the competition and keep attracting new and repeat consumers. DBCi knows how to use marketing techniques like radio and geofencing to have shoppers come through your doors. Contact us today to schedule a free consultation.
To read more tips for your retail business, click here to see how your retail business can use turbo targeting to reach local consumers.
Auto marketers know that the average research timeline for a new auto purchase can span months. Within that buying window, customers turn to digital devices to search for vital information about their future automotive purchase. On their phone or on their laptop, buyers are looking for answers to their questions, ranging from vehicle safety to loan payments.
Your dealership’s online presence may be the first interaction with your business. Delaware, Maryland and Southern Pennsylvania auto dealerships need to make a good first impression online and offline to beat out the competition.
According to the New York Times, by March 2015, there were close to 18,000 dealerships in the US. How will your business beat out the competition?
Here are a few secrets for attracting prospects to your lot:
Secret #1: SEO Can Boost Awareness
The auto dealership that comes up first on search engine results has a big advantage – they’re much more likely to leave a lasting impression on vehicle buyers. To reach buyers, auto dealerships must actively work on getting their dealership to appear ahead of competitors on online platforms. Search engine optimization, or SEO, determines where your website shows up in search results.
Another powerful way to get attention on search engines is through Dynamic PPC, or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your dealership can be super targeted about which ads show up on search engines. DBCi can help dealerships upload inventory daily, so when prospects in your area search for a specific car model, like “2014 Honda Accord,” your dealership’s inventory appears first.
Secret #2: Use Email Marketing to Drive Sales
Email marketing has always been a smart way for auto dealers to attract, retain, and grow loyal customer bases. But did you know that certain types of email marketing have also been proven to be exceptionally successful at boosting sales, generating new leads, and drive increased sales? Done right, email marketing one of the most powerful ways to attract the targeted customers when they’re in the market for vehicles.
In fact, targeted emails have been so successful for auto dealers that DBCi has a program that guarantees 10% or more of a dealer’s sales will come from our emails over a three-month or more period.
DBCi can help you create dynamic, interactive emails, listing specials, models, prices and availability, and then send those emails only to the people in your area already pre-disposed to buy your makes and models. DBCi can show you how your dealership can use the power of targeted opt-in emails to attract auto buyers.
Secret #3: It’s All About Location with Geo-Fencing
How can your dealership attract new consumers exactly when they want to purchase a car? Say hello to geo-fencing. Geo-fencing sends a message to consumers’ mobile devices once they enter a predefined geographic area. When a prospect enters the chosen area, your dealership can deliver promotions, advertisements, coupons, and more to the consumer’s mobile phone. By creating a geographic “fence” around the prospect’s mobile device, you ensure that your message is at the right time and place for when they are searching your lot. Geo-fencing can help your dealership clear out less interested auto buyers and focus on the most relevant buyers.
Being able to fence your dealerships’ major competitors, as well as lifestyle locations, makes relevant message delivery to the right audience in the right place more effective than ‘regular’ display advertising. To make your dealership’s geo-fencing campaign more effective.DBCI also offers retargeting. Even after your prospects leave your geo-targeted area, we can send ads to their mobile devices for days or even weeks.
Secret #4: Leverage Website Visits with Retargeting
Getting people to your website is difficult, so make sure you leverage each visit with a retargeting strategy. Retargeting keeps your dealership’s advertisements in front of buyers after they leave your website, sending ads for days or even weeks after they visit your website. With retargeting, your dealership can reach interested customers more often. However, it can annoy potential clients if done poorly.
After all, CBS reports that the average person can see as many as 5,000 ads a day today. So here are some tricks to ensure your retargeting stands out:
• Segmentation— Auto buyers have brand loyalty and specific needs, so segment your visitors based on the brand, color, and size of vehicles they have searched. Send ads based on their preferences. This will help you create more targeted and relevant ads.
• Set a Time Limit— Set a time limit to your retargeting ads. Keep in mind the limited shopping period for auto purchases. After all, you don’t want to spend money sending ads to people who have already completed their auto purchase.
• Highlight a Call-to-Action— Want people to visit your dealership? Add a call-to-action to your retargeted ad, such as a rebate or limited-time financing offers. With a call-to-action on your retargeted ad, you’ll guide prospects to the next logical step in their purchase journey.
Drive automotive buyers to your lot!
At DBCi, our team can show you the secrets to grow your auto dealership through digital marketing tools. We are skilled at Dynamic PPC, email marketing and retargeting. We can help drive auto buyers to your lot and leave with new ride. Contact us today to schedule a free consultation.
To read more tips for your automotive business, check out our blog post about digital marketing here.
You have great food. Your restaurant looks good. And you finally got the back of the house into working order. All you’re missing are the crowds of hungry patrons. While the Delaware Valley has more than its fair share of outstanding eating options, not all restaurants are experiencing the same levels of success.
With so many great options available, diners in the Delaware Valley need more than word of mouth to convince them to choose your establishment. In this competitive marketplace, marketing and advertising can make the difference between busy kitchens and layoffs. Here are four tips to jump start foot traffic.
Awareness Marketing can Also be Targeted
You need to reach large numbers of people without paying a fortune. DBCi can develop an image-rich email for your restaurant and send it to the consumers in this area who will be most likely to appreciate your menu, your location and your price points. That means marketing news about your restaurant will only go to the people most likely to appreciate your offerings, and most likely to visit soon. You can measure the success of marketing efforts like this one by including an offer or a coupon
Use Mobile Location Technology to Market to Patrons Already Nearby
Did you know that restaurants are the most-searched industry on mobile devices? People are always looking for a good place to eat nearby. Geo-fencing is a digital advertising technique that sends ads to mobile phones near your location. This technology pinpoints users through their GPS-enabled smartphone and delivers your ads to patrons on their phone within a virtual perimeter that you set. That means that you can reach people with ads about your restaurant at a time when they’re already looking for a place to eat. It’s truly a win-win advertising solution.
Start Marketing With Videos
What’s better than beautiful photos of food? Professional videos of your location, your team and, of course, your gorgeous food. Use video to expand on your selling message, and use them in social media, on your website, on-site and as a part of a digital marketing campaign. DBC Interactive can help you create top-notch videos that romance your restaurant and make your food look fantastic.
Make Sure Your Website Is Responsive
Patrons are using more types of phones, tablets and laptops than ever, and each device shows digital sites in different ways. But regardless of what type of devices diners are using, they expect restaurants to have a one-size-fits-all online presence. Providing the best experience for your customers should be easy and we can help by allowing one platform to update content across all devices, provide an integrated digital experience and boost your search presence in the process.
You Have Dozens of Marketing Options
We’re committed to using the right tools to help you reach your marketing goals quickly and cost-efficiently. If you haven’t talked to a DBC Interactive representative lately, you may be surprised at how flexible and affordable our offerings can be. Contact us today and let’s talk about the best ways to grow your business.
Today’s retail marketers have become pretty sophisticated about knowing who their customers are, and where they come from. That’s why local advertising makes perfect sense for so many brick and mortar businesses throughout the Delaware Valley. Your customers are local and your ads should be local too.
While retailers have more advertising choices than ever, many media choices limit targeting to the basics – age, geography or gender. But Wilmington-based DBCi is able to use big data and hyper-local digital tools to dramatically improve local targeting options. While basic demographics are still relevant, digital targeting allows us to go much deeper into the details of who your customers are. Now it’s not only possible to reach the people most likely to be interested in your product, with a little extra effort you can also reach customers at the critical moments in which they are most likely to consider you. We call this turbo targeting.
HOW DOES TURBO TARGETING WORK?
Turbo targeting works a little differently for each type of digital advertising tool you consider. For example, in Google you can target people in hundreds of ways, based on their online behaviors, interests, profession, geography or website activity. Email marketing allows you to choose from hundreds of descriptors and interests. This enables you to send emails only to the people most likely to want your products and services. Turbo targeting can also be used for mobile applications, since so much research and information is gathered on smartphones and tablets while customers are out and about.
WHERE DOES ALL THIS AUDIENCE TARGETING DATA COME FROM?
While each platform collects data in different ways, looking at Google’s data collection methods can give you good insight into the process. According to Google, there are three basic types of information they collect – what you do, personal data, and “things you make” which includes you g-mails, contacts, calendars, photos, videos and documents. Online tools like Google then cross-reference the proprietary data they’ve collected from their users with subscription data from giants like Experian and Acxiom, or industry resources like Cobalt. Information collected online combined with huge offline databases allows digital marketing tools to offer businesses like yours unprecedented precision. You have access to thousands of types of criteria, which allows you to be very precise about what you say, when you say it, and who you say it to.
ONLINE TARGETING TOOLS ARE FREE TO ADVERTISERS
Before digital marketing, gathering and analyzing audience information was so time-intensive, it was a stand-alone expense. You paid for audience analysis, and then you paid for media. Today, not only are the audience analytics exponentially better, they’re also free to advertisers. That means that whether you
spend $100 or $1,000,000 in advertising, you all get access to the same kinds of deep, well-defined databases. But it’s important to note that you can only access this information while on the digital platform. You won’t be able see granular details and you won’t be able to download or export the information onto other platforms. So you can’t gather data from Google and use it on Facebook campaigns.
WANT SOME IDEAS ON HOW TO GROW RETAIL TRAFFIC USING TURBO TARGETING?
While it’s always great to hear what you can do, at DBCi, we also like to show you how these kinds of tools can help your business grow. Here are some ideas to get you started:
Google Pay-Per-Click: When you sponsor your search engine listing, you can limit that sponsorship so it only appears to certain people. Limit your pay-per-click campaign to people in your geography. Define your audience by their interests and behaviors, and then pay to have your business ranked on search pages. You pay based on the number of click-throughs, so you only pay when ads are successful. DBCi is a Google Partner and can help you set up effective campaigns that produce results you can see.
Email Marketing: Big retailers use email for one reason – it works. Use emails to offer limited-time deals, promote sales or announce new products and services. We can help you create lists and emails that increase traffic and drive sales.
Mobile-Responsive Websites: Once people click through to your site, make sure they can navigate the site easily on their mobile devices. Effective mobile website have quick load times, are easy to use and present information in engaging ways. Because more people access websites on mobile than on desktop, if your business’s mobile site isn’t loading quickly enough or is difficult to navigate, your customers will move on. The DBCi team can make it easy and affordable to optimize your website on mobile devices.
WANT TO SEE HOW WE CAN HELP YOUR BUSINESS?
These three tools are just a sample of the dozens of tools and approaches we can create for your business. Let us use today’s sophisticated turbo targeting to help your business increase foot traffic, generate leads and grow profits. Contact us and we’ll help you find new ways to apply turbo targeting to your business.