OUR MUSINGS

Personalize your content to reach the right target

Is your content in the driver seat or is your focus on hitting deadlines and meeting expectations? Slow it down and reassess. Successful campaign copy is focused, personalized and targeted on the key audience. Try these top tips to staying true to your message.

Know your audience. Target the content to meet your specific audience, sharing knowledge that drives their interest, sets you apart from others in your industry and engages the reader to look for more from your business.

Watch your language. Sure, according to the Oxford English Dictionary, the English language currently contains over 170,000 words at the present moment, but that doesn’t mean you have to use every one of them in your copy. Maintain a level-playing field when it comes to content and keep the context relative.

Play it Out. Your content will flow through various platforms and come in contact with numerous end-users. The trick is to maintain focus on the audience, watch their engagement and look for opportunities to add value to your brand messaging.

When it’s time to create your next campaign, whether it’s social or content, ask yourself – do I know my audience? Don’t hit ‘SEND’ until you have determined if Uncle Jack is really the right fit for that social post on the newest campaign. He just might not be the right audience.

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A Week Without LG

Those who know the dgs team well, know that we go by our initials most of the time. LG is Leslie Galbreath, Chief Executive Officer. I’m RB, Rebecca Boyle, Executive Assistant to the CEO. Initials make for fast communication, especially when you’re referring to the same people’s names about a million times a day. And it soon becomes habit. You even begin to think in terms of and call people by their initials instead of their names.

Recently, LG was on vacation and I’ve spent some time reflecting on what goes into a week without her here at dgs from my point of view. As you’d guess based on our job titles, LG and I have a very close working relationship. As LG’s assistant, my job calls for a variety of different types of work each day–work that supports LG, work that supports our clients and work that supports our agency as a whole. When LG is out of the office, I step in to handle a number of things that she’d usually handle if she were here. Some are expected, some are things that you just can’t plan for.

I may review work on behalf of LG and send it to a client without her seeing it, I may create a solution to a client’s challenge without her feedback or I may even manage an urgent project from start to finish. Sometimes I know I’ve got it, sometimes something takes me a bit out of my comfort zone. That’s where a combination of past experience, judgement, advice from my coworkers, that gut feeling of “am I comfortable with this?” and self-confidence comes in.

While there are sometimes moments of feeling a little in over my head, I start with the most important thing, then move to the next most important thing and work my way down the line. There are always a bunch of things that I’d love to do that temporarily get put aside.

At the end of the week, there’s exhaustion (especially if it’s been a crazy week at home too) but there’s also a sense of accomplishment knowing that I’ve done my best and that I’ve helped the dgs team do their best. I love being able to check all of the important things off the to-do list. It makes me feel good knowing that I can hold down the fort for a little while so that LG can get some well-deserved rest. I definitely couldn’t do it on my own, but I have a strong team of dgs friends around me. There are times when all of us step up to do things that we wouldn’t normally do. That’s what makes us a team and that’s what makes us successful. But, I always look forward to when LG comes back. I miss her when she’s gone.

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Why are your emails never opened? 5 tricks to improve email open and read rates

5 tricks to improve emailEmail marketing ranks as the third most effective marketing channel to reach your audience. Studies suggest that it has great reach, offers a high ROI, and is the preferred communication channel for most clients. Despite this preference, it isn’t always easy to convince readers to open your email.

If you catch them at the wrong time, say the wrong thing, or make a simple mistake, you can lose their attention. To help make sure your campaign is as successful as possible, here are five reasons people may not open your emails, and how you can fix it:

1. Your subject line is generic

Your audience is bombarded with many marketing emails every single day, so if yours are lost in the shuffle they’ll never get opened. Personalization and incentive offers are a great way to grab somebody’s attention immediately and give them a chance to consider opening your email. In fact, studies show that simply personalizing an email subject line had higher clickthrough rates than emails that did not. All you need to do is start adding first names before the rest of your subject line.

2. Your preview text isn’t working

Email is no longer a traditional desktop-based communication tool. According to Litmus’ “State of Email” report, 54% of emails were opened on a mobile device in 2016. As mobile usage continues to increase, this number stands to increase as well. What this means is that your preview text is more important than ever. When a user opens their email application on a mobile device, they’re going to see three things — the sender, the subject line, and the preview text. You’ll have about 100 characters to convince the reader to open your email, so you need to make every word count.

3. You’re not using other forms of engaging content

Using videos in your email is a great way to increase clickthrough rates, how much of your email people read, and even conversions. Simply including the word video in your subject line is often enough to encourage people to open the email and look. If your emails struggle to attract opens or conversions, creating some videos and advertising them is an easy way to give your campaign a quick shot of adrenaline. You can also integrate other interactive coolness.

4. Your email went out on the wrong day

When you have your audience’s undivided attention they’re more likely to open and read your email. You need to be smart about when you send your messages. These studies show that by far the most successful email messages are sent on Tuesday. Accordingly, email open rates tend to be lower on Wednesday. During the weekday, Thursday tends to be the day with the lowest amount of marketing emails sent, and it also tends to be the day with the highest open and engagement rates. Thursday should be your plan B. Oh yeah, you want to avoid weekends — open rates drop drastically over the weekend because your audience is busy and less willing to open business-related emails.

5. You’re emailing the wrong audience

Segmentation — one of the most obvious reasons that people don’t open your emails is because it simply doesn’t apply to them. If you find that open rates are particularly low, it’s entirely possible that you either have the wrong message or the wrong audience. The solution to this is carefully segmenting your audience and developing a message specifically for them. Create campaigns based on their position in your marketing funnel. If they’ve already bought from you, offer them tips and how-tos on how to get the most from your products or services. If they haven’t, give them more targeted information.

Having trouble converting in your email marketing campaign? Let us help.

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Answering your simple questions with Google Analytics

Answering your simple questions with Google AnalyticsWhen used to its full potential, Google Analytics can be a useful tool that provides insights and answers to burning questions about the effectiveness of your website.

The data in Google Analytics reports can help you answer questions such as how well your online (and offline in some cases) campaigns are performing and how effective your website is in achieving the overarching objectives of your business. Analyzing and understanding every report in Google Analytics however, can be challenging and overwhelming even for the most experienced users.

Following is a short guide with some of the most common questions that Google Analytics reports can help you answer.

1. What exactly am I measuring here?

A fundamental component of our RPIE process at dgs is to define and set objectives for the campaigns that we run. Evaluating your efforts against your objectives (the “E” in the “RPIE”) is imperative in knowing if you have met your objectives and in understanding where you can improve your campaigns. Within Google Analytics you can create and set up Google Analytics Goals that help you measure certain actions that visitors on your website take. Conversions on these actions will provide you with the insight you need to evaluate your digital efforts.

2. Where do my users come from?

Understanding how visitors landed on your website will help you answer questions such as if your SEO efforts are paying off, how many people are clicking on your paid search ads and how effective are your social channels in driving people to your website. You can also get invaluable information from custom reports that will provide you the insight you need to understand which of the traffic sources produce the highest rate of conversions on your site.

3. Does the profile of my website visitors match my target audience?

You probably already have a good idea of what the profile of your target market looks like. The data in Google Analytics can help you confirm your expectations that the people visiting your website are within the same demographic profile as your target market. If your expectations are confirmed then you are in good shape; if your target market is people over 40 years old but your website visitors are mostly within the 20-30 age range, then it is probably time to rethink your strategy.

4. What do people do when they visit my site?

Google Analytics reports can help you understand the behavior of visitors after they land on your website. Behavior reports can be a good indicator for which type of information is the most attractive to your users, what your users are searching for on your site and what type of information is interesting for your visitors but they have trouble locating.

5. Is my website optimized for all devices?

With mobiles taking over desktop devices, making sure your site is responsive and mobile optimized is an essential component of your development process. The Mobile Overview report within Google Analytics can help you identify if there should be any concerns with your website’s optimization and mobile responsiveness. If there is a high discrepancy among different device users on the total time spent on the website and the number of pages they view, then this might be something that is worth checking into.

6. The bounce rate on my site is high.

Should I be worried? Bounce rate is defined as the percentage of people who visited one page on your website and left without visiting a second page. Whether a high bounce rate should be a concern depends on your site and your strategy.

A high bounce rate could be an indication that the wrong audience is visiting your website or that your site is not meeting their expectations. It could also mean that your digital efforts do not deliver what they promised. On the other hand, if your strategy is to drive users to a single landing page, or if your landing pages are contact forms, support pages or pages with articles, then a high bounce rate should not be a major concern.

7. How do new users behave differently on my website compared to returning visitors?

Google Analytics provides you with data that allows you to determine the behavior of new users vs. returning users on your site. Gathering this data can help you easily answer questions such as which segment of users interacts better on your site or which segment converts more. Using this report will help you realize the potential of each type of visitor and essentially plan your marketing efforts to effectively reach the best segment.

Make your data work for your business

Google Analytics is a powerful analytics tool that can provide valuable insights on the effectiveness of your website as part of your overall strategy. The simple questions above are only the beginning to what can prove to be one of your most effective measurement tools.

The use of most complicated and custom-created reports that can help you better understand the behavior of your visitors and ensure that your marketing spend is optimized can be time-consuming and cumbersome for most users but at the end of the day, it is well worth it.

Find out how our Google Analytics certified experts at dgs can help you answer your most common or most challenging questions on your data.

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