Tips From the Front Lines
before rolling out. Include headshots and toll-free numbers. Hit
B2B prospects at lunch.
from AICPA Custom Media Solutions
Test online campaigns before rolling out.
Ask customers, prospects to update preferences.
A Progressive Business Publications survey of 315
online marketers found that testing campaigns is worth it, but many
marketers don’t bother to, because they simply don’t
have the time.
When it comes to testing e-mail and Internet marketing
programs before rolling them out, nearly two-thirds (64%) of online
marketers don’t do it on a regular basis. About one-third
(36%) test some of the time and 28 percent don’t test at all
due to lack of time and resources.
This phenomenon may be one of the factors contributing
to the unpredictable results many organization have with their e-mail
marketing. According to Q Interactive, even recipients who have
opted in to receive e-mail from you may be hitting the spam button
more than you realize.
- 41 percent said the e-mail was no longer of
- 25 percent said they receive too much e-mail
from the sender
- 20 percent said they receive too much e-mail
Q Interactive recommends asking your customers and
prospects to update their e-mail preferences more frequently than
before. Instead of just a general update request, experts say you
should offer customers and prospects a chance to receive different
material, receive less e-mail from you in general or even opt out.
phone number to your Web site and online ads
Last month we shared tips from AICPA Media’s
Beyond the Click research report recommending that you
include your company’s toll-free number on your Web site and
all your e-newsletter and online marketing pieces. Web service company,
Magnify360.com concurs. As CEO, Olivier Chaine told Internet
Marketing Report recently, they experimented with 1-800 numbers
on different sites and the results were consistent: more conversions
and higher completion rates. Why? Toll free numbers give prospects
an extra layer of comfort — they feel they can reach a live
human being at the company if they have specific questions or if
something goes wrong.
Headshot of credible looking business person
will increase clicks
Regular readers of “E-Marketing Tips From
the Front Lines” will remember another recommendation from
our Beyond the Click research report — include a
headshot in your online ads and Web sites, preferably a believable
looking business person, not a model. Our research found that ads
containing headshot were recalled at least 15 percent more than
ads without. A recent article from MarketingSherpa.com
agreed, saying “ads with a headshot had a 44 percent recall
rate compared to ads without. Ads with conservatively dressed men
did better than models.”
B2B prospects during lunch time
A recent item in The New York Times recommended
updating your site before lunchtime (ET) when many B2B prospects
grab their lunch and surf the Web. These prospects are 30 percent
more likely than browsers to convert at other times of day. Short
videos, humorous ads and online games seem to resonate with this
audience, the Times said.