Note: This interview is a continuation of the previous part published on 13th August 2019.
Last week, Daniel Miller helped us retrospect email marketing and digital space concerns, solutions and strategies. He touched upon the best practices of subscriber engagement, monitoring email campaigns, metrics determining the success of email campaigns and much more. Let’s start from where we left off.
On spam emails:
When asked about how to prevent being treated as spam, here’s what Daniel Miller had to say:
“The best way to prevent being treated as spam is to not spam”. By this, he means to lay heavy emphasis on ‘delivering as promised’. He further elaborates, “If you promise a monthly newsletter containing marketing tips, send a monthly newsletter containing marketing tips. This may sound like a no brainer but companies tend to get off track. As long as you send as often as you promised and what you promised, you shouldn’t have an issue”.
On CAN-SPAM Act:
Daniel also significantly remarked about the requirement of inserting an unsubscribe button in email campaign and its ideal placement. He draws attention, “In the United States, it is specifically required by law. Following the CAN-SPAM Act of 2003, all businesses are required to provide a form of unsubscribe, with the link being the most convenient for both the subscriber and the business.”
Moreover, he also said, “I suggest placing the unsubscribe towards the bottom of the email, in the footer. Some companies place it in the top and bottom as they want to make it extremely visible because they prefer someone to unsubscribe than to mark their email as SPAM”.
Daniel also shared an effective trick of the trade, “As a pro tip, make sure you ask subscribers why they are unsubscribing. Most email service providers will offer this feature. The more you know, the more you can improve”.
On B2B millennium:
Daniel shed some light on email marketing in context to the B2B millennium. He tells you to remember first off that you are selling to a person. He explains that “A company doesn’t buy anything. There is always a person behind the sale. And when it comes to millenniums, they want to know your story and they want to be able to connect with it. Get personal and tell a story that others can connect with”.
On quality content vs quantity content:
We posed him with a question concerning the deployment of content management & the quality vs quantity debate. He said the absolute best-proven methodology is to balance. Finding a happy medium between the two is the key to content marketing success.
He stresses, “Always focus upon quality. For content and anything! And when it comes to quantity, make sure to provide your content in bite-size pieces”. He reveals, “Globs of text will make your subscribers say, “This is too much, I’ll read this later.” And guess what? Later never comes because they already got 100 new emails.”
On PPC trends significant in 2019:
Daniel accentuates, “PPC is getting easier to use and more competitive”. He reinforces that fact that marketing has always been about telling a story and it’s important to make sure your story aligns over all of your marketing channels. He remarked, “With Facebook pushing strong for their ad network, Google has expanded its Audience feature. Pretty much, you can create audiences based on keywords and URLs”.
He backs this up with pertinent examples, “Let’s say you own a fitness supplement store. You can type in relevant keywords and URLs you think your customers would visit, (yes you can even include competitors) and Google will create an audience of people who have searched for those keywords or have visited the URLs listed.”
On Google ads v/s social media ads:
Lastly, Daniel put across his take when asked if in today’s time social media ads are more powerful versus Google ads. He articulated, “It depends on the market but no”. He feels its crucial to utilize both. Additionally, he continued, “It’s not one or the other. Think of it this way, on social media, you discover things, you hear about things and you share things. Social media is great for branding. But when people are ready to buy, they search for it and that’s when they go to Google. Businesses need to understand how their customers shop and be there for them”.
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