There's No Substitute For An Interesting Subject Line

E-mail is the most convenient and affordable form of marketinQ communication. Unfortunately, it's also the easiest to ignore. According to Mike Malec, eMarketing ManaQer at Kodak, "We had a problem where people just didn't have the time to read the message."

The easiest improvement is to catch the eye of the customer --- and halt the finger on the delete key --- with a subject line that's both actionable and meaningful. "The subject line had better be something they can grab onto," continued Malec. The more relevant your subject line is to the immediate needs of your prospect, the better your chances of being clicked, read--- and responded to.

Clean Up Your Online Presence

Inconsistent branding and messaging can erode the value of your product or service by negatively affecting the way your customer views you. Start by cleaning up your landing pages. Update any old messages and check for outdated links. Also keep your employees informed of any changes so your sales force is aware of updates and the availability of new material.

Make sure your web department Is not Isolated from other marketing functions In order to keep your messaging consistent. To ensure that branding guidelines are followed, establish a standardized review process to approve all elements of your web presence. Every element in your marketing mix·· whether traditional or online -- should share a consistent look and feel that aligns with your company's goals.

Make It Easy For Your Customer

One significant aspect of the new era of digital content is the empowered role of the customer. Yesterday's passive consumer has been replaced by one who is active, engaged and in control of how he or she encounters marketing communication. As the volume of digital channels has ballooned, customers are bombarded with messages and have less patience than ever before. When you simplify the process for your prospects, you're more likely to get a slice of their ever-more-precious time.

According to Gartner, "If products and services are sold to consumers or segmented for B2B transactions of low value that don't require formal authorizations, then e-commerce technologies that Improve the customer experience In self-service environments will be key."2 To that end, your messaging should be easy-to-read and understand. Keep things short, compelling and meaningful. Also, don't ask too many questions or probe Into personal areas. Remember, your customers are In charge of the relationship-- it's up to them to give you permission to take it to a deeper level.

Always include direct links to any actions. No one asks in an e-mail to call a phone number for more Information when a simple click will handle the same task. The more you ask your customers to do, the more likely they'll decide to spend their time elsewhere.

Social Media Is Here To Stay

Social media can no longer be called a fad or a phase. Not In a world where Facebook has half a billion followers and there are 130 million blogs. Understandably, for many companies used to a more formal marketing approach, there can be some culture shock when the chairman is asked to tweet his opinions. But the opportunities of social media are simply too big not to engage fully.

Your goal with social media is to create a memorable brand experience for your customers. You can start by humanizing your blog.3 People's expectations of a blog entry differ from those of a corporate-speak dispatch, so use this opportunity to use a more casual and personable style that will appeal to different segments of readers.

Social media Is also a place you should offer value rather than simple promotion. Your intent should be to cultivate a relationship with your prospects. Let them know how your offerings can Impact their lives or their business. With social media, the best approach is to engage your online community as a person first and a marketer second. People can sense when they are being "sold" and it can be perceived as unwelcome attention when they are In a social media environment. (If you're the insurance salesman at a cocktail party, the last thing you want to talk about is Insurance.)

How your company interacts with social media sites -- and the channels that must be used--- should be explained with clear, consistent guidelines to all employees. Even though your messaging can be adapted to the relaxed standards of social media, It should still be a consistent one that Is true to your brand, your mission and your values

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Is it worth the effort? According to Gartner, "[Social media monitoring] has started and could have the biggest impact on sales, compared with other technological Investments during the next five years.'

Def'ine. Align. And Personalize.

E-mail blasting to the world at large is a thing of the past. The future belongs to marketers who use audience segmentation tools to define and truly target their most profitable customers. The next logical step Is personalized messages sent to recipients by name, connecting with them on a relationship level using relevant content. A customer should never have to wonder why they received an e-mail from your organization.

Jeff Ernst of F'orrester Research counsels marketers to leverage the knowledge of front-line employees when designing digital marketing initiatives. These are the people who talk with customers and prospects every day and know from experience the kinds of content and messages that will resonate with buyers. Make sure you rely on these employees for examples you can use in your next nurturing campalgn.

Optimize The User Experience With Analytics Data

The theme that continues to recur when discussing digital marketing can be summed up in three words: know your customer. "It's more than sending out that e-mall,"lnslsts Jim Cavedo, Senior Director of Relationship Marketing at International Speedway Corporation. "It's about understanding the value of that e-mail, that social media outlet, or that phone call to a single customer.

Simple-to-use analytics and marketing tools are available to help determine what initiatives are resonating with prospects, letting marketers refine their messaging even further. Nobody appreciates being blindly spammed by generic information and less than motivating Incentives, so make sure each communication with your customer has a purpose and each offer is compelling. One simple-to-implement technique for gathering analytlcs data Is to use trackable links to measure success.

The stakes are clear for digital marketers: the more data you have about your customers and what works in reaching them, the more you prove your value to the organization. According to Gartner, "CMOs who are able to gain Insights Into marketing performance across the marketing mix in an easy-to-consume CMO dashboard will make better marketing decisions and Increase their longevity In the company.'

Make Digital Count

The Interactive nature of digital makes tracking response more seamless and swift than ever-assuming you have the right tools to make it happen. That's especially important as digital has splintered the channels that have to be measured for effectiveness.

To be a successful digital marketer, you need to consistently connect results with your budget and spend in order to get a true picture of where your efforts are doing the most for your money-across every channel you use. Remember, in the digital era, ROI is no longer restricted to just a single marketing channel. In today's environment, it's a business essential across the entire digital spectrum.