The Eye/Comm Blog

5 Email Marketing Design Tips for 2015

Posted by Summer Gould on Mon, Dec 15, 2014 @ 03:37 PM

San Diego Email Marketing

As we quickly approach the end of 2014 we need to consider what email marketing should look like for 2015. We have put together a list of 5 things you should do with your design. Email marketing can be very effective when done correctly. Target your list to the correct people, create a strong call to action and then a well thought out design will round out good email marketing.

5 Design Tips:

  1. Mobile: Design with mobile in mind. Use a format that is easily read and acted upon with a mobile device. This means buttons for links and short to the point text.

  2. Images: Keep in mind that most email software does not show the images unless the user chooses to see them. Therefore keep images to a minimum and always include alt text when you use them.

  3. Colors: Do not use a dark color background with reversed out white text. This is very hard to read. Your message will be lost or worse just deleted.

  4. Fonts: Use standard fonts. You want the email to look the way you designed it. When fonts are substituted because the system does not have the font installed, your design may turn out strange looking.

  5. Scan: Create your format for easy scanning. People will not read everything in the email. Using bold, bullets and highlights can make it easy for them to understand without having to read it all.

When someone opens your emails, what they see is going to determine what they do next. This is where a beautiful, professional-looking email designed to drive action is crucial. An email marketing plan might sound complicated, intimidating, and time-consuming to put together, but it's not as hard as you might think. Use these tips to create a recognizable brand experience with every message you send. It’s the best way to ensure that the great information you share doesn’t end up in spam or the deleted items folder.

If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Email, Email Marketing

Top 3 Direct Mail Marketing Tips for 2015

Posted by Summer Gould on Wed, Dec 10, 2014 @ 09:35 AM

San Diego Direct Mail

As the end of the year approaches we reflect upon 2014 and realize what a great year it has been for marketing. There have been so many changes in the way consumers get information and the ways in which companies have responded to those changes. This means even greater things for 2015. Direct mail has had its challenges. The most common one of late is that direct mail is dead. This myth has been proven wrong over and over this year. With the growth in technology and personalization, direct mail has become and even more powerful player for your ROI.

With that in mind, how can you continue to grow your direct mail marketing ROI in 2015? We have a few ideas for you.

  1. Enhance your database: Constantly adding information into your database is important. The more you know about each customer the better able to you are to market to them. If you are just starting out and need a little help you can profile your customer database to find out more information about them. Ask us how.

  2. Multiple response devices: The more options you have for people to respond to your offer, the better response you are going to get. So for 2015 add in a new response method. That can be a wide range from QR Codes to texting. Find what you think your customers/prospects are most interested in and try it out.

  3. Integration: By integrating other channels with direct mail you create more engaging content and leave a better impression on customers and prospects. The longer you can keep their attention the greater chance you have to capture the sale. There are many ways you can integrate from mobile and email to online content. There are many cost effective options for you to try. Ask us how.

Direct mail can be a very creative way to reach people who are interested in your product or service. Think of all the fun ways you can go beyond imagery to engage people. Having fun with your creativity can be a real boost to your ROI. Make sure you consult with us about design to make sure that you are not creating a postal problem which will cost you a lot of money. Let’s make 2015 the best year ever for marketing!

If you have any questions, call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

Mobile Marketing for 2015

Posted by Summer Gould on Tue, Dec 02, 2014 @ 07:49 AM



As we look ahead to 2015 and start mapping out our marketing plans, we need to take a long hard look at mobile. The trends over the past few years have shown rapid year over year growth in mobile device use, as tablets and smart phones have taken over laptop and PC use. This means that every aspect of our marketing needs to include a mobile component. This can seem like a costly concept, but in practice you can integrate mobile very cost effectively.

  1. Website:  Create your website with responsive design so that no matter what device size prospects and customers are using your website is not only functional but easy to navigate.

  2. Signage: Incorporate mobile into your signage with QR Codes or NFC (Near Field Communication). Make sure to spell out why they should scan, are they getting coupons, free music or what? Keep in mind that the offer should be useful and stay with the theme of the signage.

  3. Digital Ads: Whether you are using Google Ad words or Banner ads, you need to design them to be mobile friendly. Make sure that the content they link to looks ok on mobile devices and is easy to use.

  4. Email: More people check email on their cell phones now than on PC’s. When you design your marketing emails, make sure that you are using responsive design. You will need to preview the emails in multiple platforms on multiple devices in order to be sure that the end result is satisfactory for all.

  5. Social Media: This one is pretty obvious. Most people use social media on their phones, however, keep in mind that the links you are posting on your social accounts need to be mobile ready. Provide easy ways for interaction with your followers so that they can intern share that information with others. Remember to offer things that people will be interested in and are in line with your branding.

  6. Direct mail: I saved this one for last since you can create powerful direct mail to drive online engagement. Making sure that you are offering ways for people to respond to you on their mobile devices is key. Yes, QR codes are useful and so is NFC, but don’t forget about Augmented Reality (AR). This can add a creative flare and a fun way to engage recipients. When using AR, it is important to provide instructions on how to download the app as well as how to use it. Stress that it may take a minute for the content to scan and load. Provide a clear benefit for trying AR and highlight that more than once.

Starting off your 2015 marketing plan by adding mobile to your existing channels will be the most cost effective way to implement it. Once you have enhanced all the channels above with mobile, then it is time to think about mobile messaging, not before. Your marketing should create a great experience for the user no matter how they are accessing your content. Go out and create it!


If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Mobile, Mobile Marketing

5 Ways to Increase Social Media Marketing Engagement

Posted by Summer Gould on Mon, Nov 24, 2014 @ 03:33 PM

San Diego Social Media Marketing

Has your social media marketing been stagnate? You know you should be doing it and therefore have been posting, but not really getting anything out of it? The great thing about social media is that you can quickly change what you are doing to drive up engagement.  So how can you do that effectively?

Here are 5 changes you can make to your social media marketing today to increase your engagement:

  1. Listen: Really listen to what your customers are saying in the social media realm. Create a discussion about things they are interested in.

  2. Look: Find what social media platforms your customers use most and use them. You don’t have to be everywhere. Be where they are.

  3. Frequency: How often are you posting? Increasing your frequency can help drive engagement.

  4. Hash tags: By now you should be familiar with hash tags. Use them to make it easier for people to find your content or search for information they are interested in.  Gain followers by providing content they are looking for.

  5. Question: The best way to get people engaged is to ask questions. Find out how they feel about your current products and services or get ideas and feedback for future products and services. You can also create a topical conversation about the brand, then "listen" to the responses.

Check out some facts about using Social Media in your marketing:

  • In general, Social Media Marketing referrals are increasing as 90% of Internet users use or know about at least one social network. When people find a site from a social network, they tend to hang around for longer than the visitors who come from search engines.  Facebook users average 23 minutes and with Twitter it’s around 13 minutes. That extra time with the customer gives your website a few more seconds to sell your product or services.

  • Currently there are over 110 million consumers who use Twitter. Remember when people were scoffing at the thought of sending messages that were limited to 140 characters or less? In 2008, only 5% of the population had heard of Twitter (much less using Twitter for marketing)…now, it’s over 85%.

  • The baby boomers are being taken over. For a while, the fastest-growing demographic on Facebook was women over 55-years-old. Now, it’s the under 18 crowd. The important news for companies looking to get into marketing with Facebook is that there are more than 150 million people engaging with Facebook every month.

Social media marketing is a great place to humanize your brand. Really get to know customers and have fun with them. Post photos of real people in your office doing fun things. Don’t take things too seriously, add some humor, people love to laugh! Don’t be afraid to try new things, but make sure to keep it in line with your corporate culture as you don’t want to confuse your audience.  As long as you are tracking your results, you will know what is working and what is not.

If you have any questions call us ion San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Social Media, Social Media Marketing

Direct Mail Marketing Fast Facts

Posted by Summer Gould on Wed, Nov 19, 2014 @ 10:58 AM

San Diego Direct Mail

Lately direct mail has gotten a bad rap, people are saying it is dead or dying when in fact that is very far from the truth. Sometimes marketers need facts to support our knowledge that direct mail is not only relevant to recipients, but also wanted. It may not be the cool/hip marketing channel, but direct mail is just as relevant, if not more so today.

Here are a few facts we have collected about consumers and direct mail.

  • 79% of consumers will act on direct mail immediately compared to only 45% who say they deal with email straightaway. – Direct Marketing Association (DMA)

  • Direct mail is the preferred channel for receiving marketing from local shops (51%) and banks (48%), while email is preferred for events and competitions (50%). – fast.MAP

  • 2012 benchmarks say that direct mail still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads, and 0.22% for paid search. – Direct Marketing Association (DMA)

  • In the Direct Mail Information Service report, it highlights that over ¾ of direct mail is opened by the recipients and 63% read the contents.

In 2014 and beyond direct mail will continue to play a vital marketing role for companies. While people are inundated daily with electronic messaging it gets easier and easier for them to block it all. When this happens your marketing message is not getting through. Direct mail can change that by offering a refreshing form of communication that is not intrusive and can drive them to online information, registration and ordering. Direct mail should not be looked at as a dinosaur but as a true leader in marketing. When combined with other channels, direct mail is a real driver of response.

If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

6 Email Marketing Tips To Refresh Your Results

Posted by Summer Gould on Thu, Nov 13, 2014 @ 12:57 PM

San Diego Email Marketing

Are you having troubles with your email marketing lately? Sometimes the best way to improve your email marketing is to take a step back and get a real feel for what you are sending out. Here are some tips and tricks that have worked for others. Why not give them a try.

  1. Design your emails to be scanned not read. Use images, large headers so that people can quickly see what you have sent them.

  2. Use the Pre-header text to draw people into your email. This is the information that shows after the subject line.

  3. Design for your emails to be read on mobile devices. This means larger call to action buttons, to the point messaging and testing your layout on Android and iPhone models.

  4. Mix up your design and add a video to your email. Just remember to keep the video in line with the focus of the email and have it be interesting to the recipient.

  5. Decide on a goal before you design the email. Designing with the goal in mind will focus you to what is really important.

  6. Have you added social sharing buttons to your emails? Make sure that you do so that they can be shared with others to increase your response rate.

Remember to check your campaign beyond the preview screen. Your emails will look differently between each of the major email programs, so test them all. Be sure to check the links from each of the inboxes. Having someone outside your organization check your email's content and formatting will help you to spot typos and formatting issues. One last thing to consider is a split test of different copy for your subject lines. It’s one way to see which subject line is the most powerful.


If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Email Marketing

Transform Direct Mail with Augmented Reality

Posted by Summer Gould on Thu, Nov 06, 2014 @ 08:19 AM

San Diego Direct Mail

Does your direct mail need a facelift? Are you not getting the return on investment you need? The tangible power of direct mail can be built upon with new technology. One way to freshen up your direct mail is with augmented reality (AR). By using AR you engage the reader through their mobile device. You create an alternate reality that you can manipulate in whatever way works best for your marketing. Soon readers will be able to use other devices like Google Glass to activate your AR, so this technology is only going to grow.

Transform your direct mail piece into an experience that will captivate and motivate your recipients. Unleash your imagination and create powerful direct mail with the help of AR. Not only can AR impact your recipient but you can track who interacts with your mail piece and how often. This can provide you with valuable information to use in future marketing pieces. Beware, if done incorrectly augmented reality can be very costly. Here are a few tips to keep in mind:

  1. Planning: Before you decide to use AR, you need to plan how your direct mail will work and how AR fits into that plan. Just adding AR without a plan is not going to be effective.

  2. Design: You need to create a unique experience for the recipient. Design not only your piece but your AR with that in mind. Test your ideas with people outside of your organization to see what is working and what you need to fix.

  3. Call to action: Don’t forget your call to action. Yes, you need to get your design right and your AR working great, but if you forget why you are sending the direct mail you lose. The call to action must be compelling, give recipients a great reason to respond.

  4. Results: This is the key to future campaigns. You need to be tracking and reporting who, when, with what and why each person responded. The more information you gather with each mailing the better you will be able to target them with future offers.

Augmented reality can help you deliver a better message to your recipients which will result in better ROI for you. Engagement is the glue that sticks recipients to you. Use powerful marketing to drive the response you need.

Check out this YouTube video with some fun samples of how to use augmented reality:

Not ready for AR yet? Try QR codes! Click here to learn more.

If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!

Topics: Marketing, Mobile Marketing, Direct Mail

Multi-Channel Marketing: If You Can’t Track It, Don’t Do It

Posted by Summer Gould on Mon, Oct 27, 2014 @ 09:12 AM

San Diego Multi-Channel Marketing



How effective is your multi-channel marketing campaign? That's the question that you need to answer to make the most of your marketing, focusing on what works best and spending your budget in the most effective way. Before you launch any campaign or promotion, set a system in place that will allow you to track the results of that campaign.


Tracking your results means you can see what resonated best with your customers, what got the most interaction, and what led to the most sales, sign-ups, or shares. You then have the information you need to further hone your campaigns, focusing your resources on the things that work, and preventing your business from losing money on the things that don't.


Here's how you can track some of the most common marketing channels:



  • Print marketing and direct mail – with printed pieces and mailers, make sure each one offers your customers a way to respond, and a way you can track those responses. If you are using QR codes, URLs, or coupons, each one should click through to a landing page unique to that particular campaign so you can track traffic from that source. If you offer customers the opportunity to text or call you, have a telephone analytics system in place so you can track which campaign generated the most calls and sales.
  • Social media – social media metrics are your best ally when it comes to tracking social media marketing. Metrics will tell you which tweets, posts or updates generated the most activity, including likes, shares and re-tweets. As well as individual posts or topics, you'll be able to see which customers respond most and what times of day work particularly well.
  • Email – email offers up a wealth of metrics you can track to help you assess the effectiveness of your email campaigns. Choose your tracking program and make sure it's ready to go before you start so you can keep an eye on how many customers open your emails, click links in them, and take action (such as a purchase or sign up for more info) after clicking. You can also track unsubscribe rates to see what isn't working.
  • Mobile – mobile marketing can be used to send out coupons, updates, offers and texts direct to your customers' smartphones via SMS or an app. By tracking click through rates and replies, and examining any relevant in-app metrics, you can build up an image of how customers are interacting with your mobile marketing.
  • Content marketing – as well as social media, which we've already covered, content marketing also includes content such as blog posts, white papers, eBooks, and infographics. As well as page views or downloads, you can use your website metrics to determine where your visitors are coming from, how they are interacting with your content, and how frequently your content drives them to click a link or take other action.
No matter what kind of marketing method you're using, ask yourself first how you will track it. Give your multi-channel campaigns the best chance of success by putting a tracking system in place for each channel so you can compare and contrast their effectiveness and return on investment.





If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!



Topics: Marketing, Direct Mail, Direct Marketing

Mobile Marketing: Your Website Needs To Be Responsive

Posted by Summer Gould on Tue, Oct 21, 2014 @ 01:43 PM

San Diego Mobile Marketing


Your website is the digital equivalent of your head office. If your visitors arrive to find it cluttered, hard to get around, or no one there to greet them and make sure they're comfortable, their first impression won't be a favorable one. That could mean them clicking away, and you losing a sale, a visitor, or a valued customer. Responsive website design is your key to making sure your customers have a positive browsing experience regardless of which device they are using. With mobile becoming increasingly popular with consumers, responsive web design has never been more important.


Why Mobile Matters More Than Ever


Mobile is becoming increasingly popular with consumers, with many people turning to mobile devices as a matter of course when it comes to researching businesses, connecting with them, and making purchases. Research by The Nielsen Company suggests that as many as 46 percent of consumers use mobile exclusively when looking up business information online, with one out of three relying on mobile when making a purchase. 


What do these statistics mean for your business? They mean that your customers and potential customers are using smartphones and tablets to look for businesses like yours. Your website needs to be optimized for those customers.


How Responsive Web Design Works


Responsive web design works by adapting your website to suit any device it's displayed on. That's particularly important in today's mobile world, when a customer could just as easily click to your website on a smartphone or tablet as on a laptop or PC. Responsive web design means that your website is coded to adjust to the screen size and dimensions it's being viewed on. From images to important information, and from menus to navigation, everything is displayed in a way that looks good and is easy to use.


You can make your web design responsive by asking your web designer or programmer to code it that way, by finding a web designer if you don't currently use one, by building it in-house using a web platform that offers responsive design as standard, or by using one of the easy to use mobile website builders that are available online.


How Responsive Web Design Helps Your Business


Responsive web design means your website is displayed perfectly for your customers no matter where they are or what device they are using. In concrete terms, responsive web design is an investment that will make you money in the long term.


When your customers visit your site, they are looking for the information they want in a format that's easily accessible. Without responsive web design you run the risk of your content resizing in a way that hides important information, looks unsightly, makes it difficult to click around, or makes it hard to navigate without scrolling or zooming. When that happens, you risk losing your customer and any potential sales to a competitor as they go elsewhere on the web for a site that is easy to use on their device of choice.





Responsive web design gives your customers an online experience that adapts to them and makes their visit straightforward, rather than demanding that they adapt to your site. Your business will make a good impression, and your customers will be more likely to stay and do business with you. If you need help or have questions call us in San Diego at 619-448-6111 or email We are glad to help!



Topics: Mobile Marketing

7 Tips on How to Create an Effective Multi-Channel Marketing Campaign

Posted by Summer Gould on Tue, Oct 14, 2014 @ 09:49 AM

Multi-Channel Marketing San Diego

Developing an effective multi-channel marketing campaign can feel a little like a juggling act, but in fact a good multi-channel campaign could be the key to your marketing success. Customers these days rarely communicate with any brand through one channel alone. Here are just some of the ways customers like yours connect with brands:

  • Print
  • Direct mail
  • Social media
  • Email
  • TV and radio advertising
  • Internet advertising
  • Websites
  • SMS and mobile marketing
  • Billboards
Your audience is in more than one place – you need to be too. Multi-channel marketing means reaching your audience across more than one channel. These tips will help you craft your multi-channel marketing campaign.


Know Your Goal


For your campaign to be effective, it's important to start with your goal. This will be something specific such as:

  • Promote a product or service
  • Increase sales
  • Develop relationships
  • Garner more interaction on social media
  • Generate inquiries and leads
  • Grow your online authority
  • Raise brand awareness

Have your goal or goals clearly in mind so you can plan every stage of your campaign to best meet them.


Know Your Audience


Before you start building your campaign, know who you're talking to. Use sources such as reports from previous campaigns, customer feedback, demographic information, and website or social media metrics to build a clear image of your audience. Make use of customer profiles to focus on your ideal customer, their wants and needs, and the kind of message that appeals to them.


Choose Your Channels Carefully


A multi-channel campaign doesn't mean using every possible channel. Rather, figure out which combination of channels is likely to resonate best with your target audience. Use what you know about how they interact with brands, and their past interactions with you, to help you make that decision. For example, if you're targeting 18-25 year olds, you might find mobile is especially effective, whereas 45-55 year olds might use mobile, but not to the same degree.


Keep the Message Consistent


A good multi-channel campaign gives your audience a consistent experience across channels. The value you offer them and your brand voice should remain consistent across channels. After all, your customers don't think in terms of channels, they think in terms of what your message means to them. Make sure the message is consistent, making their transition between channels (such as scanning a QR code to go from print to online, or clicking your link from your Facebook page) seamless.


Vary Your Delivery


Consistency is important in a multi-channel marketing campaign, but that doesn't mean saying the message the exact same way in each medium. Each channel has its own best method of communication. The essence of your message will be the same, but the way you convey it in a 140 character tweet will differ from how you say it in a blog post or status update on Facebook. This is also important if you're using audience segmentation – the core of your message might be the same, but the details, focus and delivery need to be tailored to both your audience and your channel.

Check out these marketing tools to help you.


Involve Your Whole Team


Your multi-channel plan doesn't exist in a vacuum. Your sales team will have valuable insights into the customers you're selling to. Your customer service team needs to be in the loop so they can help keep the message consistent and deliver value to your customers. Your IT people will have insights about physical resources, databases, measuring results and so on. Good communication between different departments means that you are all working from the same strategy with the same common goals, making for a smoother and more effective campaign.


Plan to Measure Results


A multi-channel campaign needs a significant investment of time, money, and creative energy. To get a strong return on that effort, it's important to monitor your results. Decide how you're going to measure customer response to each of your channels so you can map their effectiveness and see how well they fit into the campaign as a whole. Good measurement means you'll gain the information you need to hone your marketing efforts and put your energy into what works.


Planning a multi-channel campaign takes time and effort, but by breaking the process down into clear steps and always keeping your goals and your audience in mind, you can plan a campaign that will put your message in front of the right people, at the right time and in the right way.

If you have any questions call us ine San Diego at 619-448-6111 or email info@eyecomm,org. We are glad to help!

Topics: Marketing