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The Eye/Comm Blog

Grab Attention With Your Email Marketing

Posted by Summer Gould on Mon, Sep 19, 2016 @ 08:56 AM

San Diego Email Marketing

Email marketers are great at exploiting holidays for marketing messaging, so great at it in fact that people now expect it, ignore it and delete it. In 2016 you need to be more creative with your email marketing. Send the unexpected, grab attention and get results. We are not saying to not send email around holidays, what we are saying is to change it up. Don’t be boring and predictable.

3 tips to grab attention with your emails:

  1. Subject Line: This is what gets your email opened. Be creative and fun here. Unexpected wording that generates curiosity will increase your open rate.
  2. Images: Don’t use the same old stock images. Get more creative; what eye catching imagery can you use to spice up your email?
  3. Call to action: This should be specific and clear. Each call to action will not work for everyone. Get personalized with yours to increase response.

Since you have a very limited time to get people to read your message you really need to take the time to create clear and concise copy that builds curiosity and provides the benefits recipients can expect. Don’t say the same old things that you have always said. Change up your copy just like the 3 items above. If you have a control version that had always worked well for you split your list and test this new way against your control. You may be surprised by the results.

How to Build Relationships  With Social Media Marketing

Email marketing is only effective when you are reaching your goals. Assuming that your goals are based on responses not opens means that you need to continually evaluate ways you can make changes to your campaigns that increase your response rates. Don’t be afraid to do things differently. Stand out from the crowd of emails in inboxes, be unique.

Questions? Call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: Email, Email Marketing

Top 3 Email Marketing Tips For 2016

Posted by Summer Gould on Mon, Jan 25, 2016 @ 08:14 AM

San Diego Email Marketing 

In 2016 it is harder than ever for marketers to get their email marketing messages read. From keeping them out of the spam box to just plain getting them opened, email is a real challenge. You need to follow email best practices just to get people to open your email, and then you can get them to respond.

Below are 3 great tips on how to achieve that.

  1. Welcome Email: The first email to new subscribers should be a welcome email that is a thank you and lets them know what to expect from your future emails. It is a good idea to include the frequency that you usually send out communications, just so they are on the same page as you. What you don’t want to happen is for them to expect to get an email once a month and you send one every day. Set the expectation early and make sure to follow through.
  2. Call to Action: Create a clear call to action. Don’t be afraid to incorporate emotion into your call to action as this can help build a bond between you and your customer/prospect. You must be genuine though; no one likes to read something that sounds fake or insincere.
  3. Segment: Create email marketing tracks that people can opt into and out of. Each track should be targeted to a select group based on their wants and needs. The more targeted the information you send the better responses you are going to get and the less people will opt out.

One of the great things about email is that you are able to reach people quickly, see your results and make adjustments right away. Include tips and important information in all emails, this keeps you from being spam to the recipients. You need to go beyond the call to action to meet your customer and prospect needs. The better you are at meeting their needs the better response you are going to get.

Get Better Email  Marketing Results

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

Topics: Email, Email Marketing

3 Ways To Keep Email Marketing Engagement Up

Posted by Summer Gould on Mon, Nov 09, 2015 @ 08:23 AM

San Diego Email Marketing 

Are your email marketing open rates falling? You are not alone. There are many factors involved in this, so let’s look at a few. First people are inundated with emails all the time. I walk away from my computer for 5 minutes and come back to 35 emails. The second is you need to stand out. When I am looking at the 35 emails the first thing I do is delete all the stuff that is irrelevant to me. I come to that conclusion based on the subject line. The third is being mobile ready. Many people check their email from their cell phone. That means your email needs to not only look correctly on a phone but also have easy to click buttons and text that is easy to read.

3 ways to keep email engagement:

  1. Relevant: The first key to email is sending the right message to the right person at the right time. The better you target your message, the better your response is going to be.
  2. Content: Stop and consider what you are sending. Just because email is easy and cheap does not mean you need to send every message. If it is not truly important, do not send it.
  3. Design: Your email should be visually appealing on both a desktop as well as a mobile device. Create the functionality with the recipient in mind.

Keep in mind that email marketing may not be for everyone. You may have customers and prospects that would prefer to engage with you on another channel. Make sure you are able to find that information out and engage with them there. Meeting your customer and prospect needs is key to better results.

Get Better Email  Marketing Results

By using the 3 elements above as well as addressing the factors of too many emails, bad subject lines and not mobile compatible, you can create email marketing campaigns that recipients want and respond to. Even if you are sending to a smaller list of people, if you are getting a better response from the ones you are sending to then you are doing great.

If you have any questions, call us on San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: Email, Email Marketing

Top 10 Email Marketing Best Practices

Posted by Summer Gould on Mon, Oct 12, 2015 @ 08:06 AM

San Diego Email Marketing

Getting your marketing message delivered to the inbox is more and more difficult. With Google and many other email service providers adding more filtering and spam blocking your message may not get seen. However, when it does, are you getting the results you want? Let’s look at the top 10 best practices for email marketing so that you can get the most bang for your buck.

  1. Know your goal: Your campaign cannot start off on the right foot if you do not have clearly stated goals.

  2. Set your metrics: How will you measure success? Is that clicks, purchases, downloads or something else?

  3. Determine the offer: What is your offer and how will it drive response?

  4. Create your call to action: What can you say to get people to click on your call to action? How does that tie into your offer?

  5. Creative design: Use a creative design, but do not overpower your message. Make sure your call to action is easy to find.

  6. Data integration: Be creative with your data integration for a more personalized experience for your recipients.

  7. Testing: It is very important to test your email in different inboxes. What it looks like in Gmail may not be what it looks like in Outlook.

  8. Social Media: Have you added social media links? Allow people to share your offers and information easily with others. This can help you generate a larger response.

  9. Control Group: Create a control group for every campaign so that you can establish benchmarks.

  10. Tracking: When your campaign is complete review your results to determine what you should and should not do next time. Keep these results to review over a long period of time so that you can see long term trends.

Making sure to have a good foundation before you begin your email marketing campaign will help not only in the immediate campaign but in all the ones to follow. Careful planning and measuring of success as well as failure will help you to create better and better emails.

Get Better Email  Marketing Results

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

Topics: Email, Email Marketing

Email Marketing: What’s The Response?

Posted by Summer Gould on Mon, Aug 03, 2015 @ 01:50 PM

San Diego Email Marketing

According to the DMA 2015 Response Rate Report email marketing has the best ROI. Part of the reason is the low cost to send emails, but we must also look at what email is doing right. Email marketing can be an effective marketing channel, when done correctly. There are still the challenges of your message ending up in the junk folders as email inbox software continues to try to filter emails, but even considering that, email is still a viable marketing channel.

Let’s look as some of the DMA statistics on email marketing:

  • Email marketing is most commonly used for lead generation and direct sales.

  • Open rates for in house lists were 23-24%.

  • Acquisition costs for a house list are $11-15 each

  • Conversion rate is 2-2.9%

  • Click through rate is 5-6%

  • ROI is 30-32%

One of the great things about email marketing is how quickly it can be sent out and all of the metrics can easily be tracked. You can quickly see when one subject line has a better open rate than another, so you can adjust your next one to accommodate your analytics. If you want your statistics to look like the ones above of better, you must be tracking your results and testing different subject lines as well as call to actions.

Good email marketing must include the following:

  1. A list of people who are interested in the information you are providing

  2. Responsive design so that no matter the screen size your email looks the way you intended it to

  3. An attention getting subject line

  4. Easy to find call to action

Email marketing is a channel that continues to grow. Many marketers plan to continue to increase spending on this channel. As we head into the fall season, consider reviewing your emails to see what you can be doing differently to help increase your response. Test out some new subject lines and see how they do. Get creative to draw attention to your email in the inbox. You can’t improve your response if the email is not getting opened.

Get Better Email  Marketing Results

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

Topics: Email, Email Marketing

The Psychology of Email Marketing

Posted by Summer Gould on Mon, Jun 08, 2015 @ 11:36 AM

San Diego Email Marketing

You may think that email is pretty straight forward, however really good email marketing uses psychology. Before starting your campaign, you need to take the time to dig deeper into your recipients. 68% of Americans say they receive too many brand emails, make sure you are not the one sending too many. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So, if we want to create email that people can’t help but respond to, we need to get into their minds.

Let’s break down how best to profile your recipients.

  1. Identify their pain/pleasure points – this is the driver of human behavior

  2. Find a Novelty – something new or unknown to them

  3. Find the Why – show them how great it can be

  4. Make it easy – easy to read, easy to understand and easy to respond

  5. Find what makes them curious – when you spark curiosity they make more of an effort

Once you have all of the information above, you can start to create a campaign that appeals directly to your recipients. Make sure that you focus on your campaign goals/objectives and which recipients you are targeting to get there. Emails are looked at most during the work week, so skip weekends. Adults age 35-50 spend the most time with email on mobile devices so make sure you keep that in mind. The next step is to look at both design and copy while focusing on psychology.

Design can be broken down into 5 areas of focus.

  1. Instinctive – create the reaction no one can resist

  2. Opportunity/Threat – create the feel of opportunity with the offer and the threat of what happens if you don’t do it

  3. Number of options – keep it simple, too much and it will be thrown away

  4. Patterns – eye pleasing and creating contentment

  5. Selective disregard – this is an automatic process, make sure your design is not disregarded

Here are a few psychological tricks for your copy:

  • Position – people remember what they saw first or last, not the middle

  • Unusual – is easier to remember

  • Rhyme – people trust and remember them

  • Repetitive – the more often the message is seen the more true it becomes

All the psychology in the world will not help your email if you do not have clearly defines goals and objectives. In order to send out the right information to the right people, you need to know who they are and what you want from them. If you can pull the right triggers on the right people with your email design and copy you are sure to get an increase in response. Careful thought, purposeful design and well worded copy are the foundation of great email marketing. If at all possible consult with a current customer or prospect on your design and copy. Their feedback can be invaluable to keep you from making costly mistakes or providing a new idea you had not thought of.

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Topics: Email, Email Marketing

Email Marketing: Subject Lines Make Or Break

Posted by Summer Gould on Mon, Apr 27, 2015 @ 10:26 AM

San Diego Email Marketing

Email marketing requires more fineness now than when it was new and fresh all those years ago. SPAM filtering is a hurdle we all face, but even when you get past that, you need your subject line to get the reader to open your email. Alchemy Worx did a study on the best and worst words to use in the subject line. Let’s take a look at their findings:

Best words to use in a subject line:

  1. Upgrade

  2. Just

  3. Content

  4. Go

  5. Wonderful

Worst words to use in a subject line:

  1. Miss

  2. Deals

  3. Groovy

  4. Conditions

  5. Friday

You may not always be able to capitalize on five best words, but make sure to avoid using the worst ones. Sometimes knowing what not to say is better than knowing what to say. The message you convey with the words you use needs to match with your brand. When you have conflicting messaging you end up with poorly performing marketing. Make sure that the words you choose get your point across and stay true to your branding messages.

Learn 15 Tips for better Email Marketing!

Your content and layout still matter, but you have to get people to open the email first. Your layout should be simple. Your content should be clear and concise. Tell the reader what you want them to do and include your call to action. Use buttons instead of words to hyperlink as they are easy to see and click on. As always, create your emails so that they can easily be read on any device from phone to desktop and everything in between. Email marketing is not the be-all end-all, it is important to use multiple channels to reach prospects/customers. Email, when done correctly can be a great channel.

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

Topics: Email, Email Marketing

The Best Email Marketing Strategy

Posted by Summer Gould on Mon, Apr 06, 2015 @ 11:10 AM

San Diego Email Marketing

Email Marketing is effective when you have a good plan. Planning your strategy before execution is a must or else you are throwing money away. Granted that email marketing does not cost a lot of money, however, if you are angering customers and prospects you are also losing business. Many marketers do not take the time to really plan. Here are some helpful tips to get you started. There are a total of 3 steps, let’s take a look at each one.

Step 1: This is about your company:

  1. What customers/prospects are you trying to serve? Knowing your target audience is extremely important.

  2. How will you convey value to them? This can be difficult, but very beneficial when you get it right.

  3. What is your differentiation? How do you stand out and provide better for the customer? When you have this well-defined it is easy to state and prove.

  4. What can you do/sell for them? Do not try to be the be-all end-all for everyone. This is your chance to focus.

Step 2: This is about your customers:

  1. Who is your best customer? Do not just focus on profit, but also on how easy they are to work with. Sometimes the ones we think provide the most profit are actually sucking up so much of our time that they are less valuable than the ones that are easier to work with.

  2. What is most important to them? If you don’t know, ask. Do not assume because if you get it wrong you are wasting money.

  3. What can you do to help them with their most important problem? Evaluate what you learned in the previous question and figure out how best to apply that to your knowledge set.

  4. Where can you find prospects most like your best customers? This can be trade groups, associations or events that similar companies gather at.

Now you know about yourself and your customer, you are ready to move on to step 3 where the specific email marketing campaign planning starts. Many companies just begin a step 3 and never consider step 1 and 2. In order to create the best email marketing campaigns you really need to go through step 1 and 2 before moving onto step 3.

Step 3: Email questions:

  1. Who are you sending to? Target your audience in order to drive response.

  2. What is your message? This needs to be clear and concise.

  3. What is your call to action? What do you want them to do? Plan this action step by step all the way through the process. Tell them exactly what you want them to do.

  4. What design will work best for these people and the message/call to action? Remember that you are planning for mobile and PC use, test your designs on all types of devices from tablets to phones as well as desktops and laptops.

Learn 15 Tips for better Email Marketing!

The best email marketing is targeted to the correct people with an offer they cannot refuse and gives you a way to track it. Really take the time to think from the point of view of your customer/prospects. In many cases it helps to have a person outside your organization look at it to provide feedback. Also, do not be afraid to consult with your best customers. The more you learn the better you are able to offer real value. Many times within the organization we make assumptions that our customers/prospects would not, make sure you are not doing that. When email marketing is done correctly you can increase your ROI.

If you need any help call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: Marketing, Email, Email Marketing

Tips For Mobile Email Marketing

Posted by Summer Gould on Tue, Feb 24, 2015 @ 09:00 AM

San Diego Email Marketing

Are you designing your email campaigns for mobile? You should be. Email open rates on mobile devices are upwards of 50%. What does this mean for you? If you are not designing your email campaigns for mobile devises, you are missing out on an entire growing group of people. Your focus should be on mobile. The best way to drive more response is by reaching people where they are, which is on their mobile devices.

5 Mobile Email Design Tips:

  1. Create a single column design: This will make scaling to smaller screens easier. You do not want a choppy disorganized look when viewed on mobile devices.

  2. Plain text: Make sure to have a plain text version available. Get your message across even when images are not viewable.

  3. Summary: Include a summary at the top of your email for the recipient to easily see what the email is about. You can even create links there to quickly get them to the content they are most interested in.

  4. Alt text: Write alternate text for all your images so that if they do not display correctly the recipient will still get the information.

  5. Landing pages: Include links to landing pages that are mobile friendly. Use responsive design so that they look good no matter what device is viewing them.

Learn 15 Tips for better Email Marketing!

By making these design changes you will not be damaging the email when viewed on computers, but you will vastly improve the email readability on mobile devices. This should increase your responses. Stay colorful and creative, that still matters with email marketing. Make sure you are tracking your results and test different subject lines. The best way to get an email opened is a compelling subject line. You may be surprised at which subject lines get the most response.

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

Topics: Marketing, Email, Email Marketing

3 Important Tips For Email Marketing

Posted by Summer Gould on Wed, Jan 28, 2015 @ 10:00 AM


Email marketing helps to strengthen your relationships with your customers, build your brand awareness and give you another touch point. Email marketing CAN work for you. Here are a few important tips to make your email marketing successful. As long as you are paying attention to these tips and following your analytics you should have great results.


  1. List: Your list is very important. First of all make sure that the people in your list have given you permission to email them and always include a way for them to opt out when you send them email. Do not purchase a list of email addresses. Your response rate will be low and you can be labeled a spammer.

  2. Design: Keep your email design simple. One or two images are ok, but do not use flash. Save the special design elements for the landing pages after they click on the emails. You want to have a clean fresh email that displays well in the top email programs. Be sure to test on each of them to spot potential problems. Remember to design with mobile in mind. The majority of emails these days are read on mobile devices.

  3. Message: Personalize you message as much as you can by including the name and any other information that is important. Send only relevant emails to each recipient. You can segment your messaging so that not everyone gets the same message. The better you can tailor your message to the recipient the better your results are going to be. One thing that is often overlooked in messaging is the subject line. The subject line is the most important part; you have just a few seconds to get someone to open your email.

Email marketing can be very successful when done correctly. In addition to the 3 tips above, make sure to use a sender name that is recognized. If you do so your open rates will improve. It is always a good idea to provide ways for recipients to share your information including social media sharing buttons, not just forwarding the email. Most important is to analyze your results. You can decide what is working and what needs fixing pretty quickly.

Learn 15 Tips for better Email Marketing!

If you have any questions please call us in San Diego at 619‐448‐6111 or email [email protected] We are glad to help!

Topics: Marketing, Email, Email Marketing