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Optimizing mobile Marketing for Service-Based Businesses Spoiler alert: your digital strategy is not just about having a pretty website – it's about owning your entire digital playground. Remember the days when phones were just for calls? Yeah, neither do I. Actually, I do remember getting my first text message—what a funny thing to remember. Anyway ... the world went mobile, and so did your customers. It's not a trend; it's a lifestyle. Your leads and customers are not in the mood for a digital obstacle course. If your website takes longer to load than it does for them to decide what to binge-watch tonight, we have a problem. Speed is your sidekick. Most users will wait no longer than three seconds for a webpage to load. Just a few years ago we used to worry about the scroll; that web pages were too long. But today, scrolling is like the modern version of flipping through a magazine. Society is used to the scroll as long as your content is worth their time. Think of it as a digital red carpet – every scroll reveals something fabulous. With that said, attention spans are growing shorter and shorter and immediate gratification is everywhere. Craft your content like poetry – short, sweet, and impossible to ignore. Your message should hit like a meme, not a novel. I think I can safely say that we've all been through a frustrating check-out experience. Mobile is king (and queen) and your services deserve the royal treatment. Optimizing for mobile isn't just a strategy; it's a lifestyle.

It's a crucial but often overlooked detail in your email marketing strategy – your reply-to email address. Do not treat it as a black hole Your reply-to email address is your digital handshake, so make it personal. Use a recognizable name or department, like "Hello@YourBusiness.com." Whatever you do, try your best not to use "no-reply@YourBusiness.com." These no-reply monsters are disengaging with customers -- and they give me heartburn. Did you know that if your reply-to emails consistently bounce or the inbox isn't checked often, it can damage your sender reputation? Which could lead your emails into a black hole. Date that inbox daily Treat your reply-to email like a daily coffee date with your inbox. Check it frequently, ideally daily (or even hourly if you can swing it). Quick responses show you care about what your subscribers have to say. Use it for engagement Encourage subscribers to reply. Ask for feedback, thoughts, or questions in your emails. Your reply-to email should be a two-way street, not just a sender's dead end. When someone responds to your reply-to, you should think of it as an additional "Contact Us" form. Your reply-to email address is a key player in your email marketing strategy, often underestimated but incredibly important. Remember, it's the virtual bridge to your subscribers, and treating it right can lead to meaningful conversations and stronger connections. Check that inbox, keep the conversation going because email is cool. _Kara

Full-image emails might be captivating and -I'll admit- beautiful, but here are three reasons why relying solely on image-heavy emails might actually be more like a vanishing act. Accessibility and Universal Viewing The allure of full-image emails is undeniable. However, imagine opening an email only to be met with an absence of content – because images are blocked or slow to load. This happens more often than we'd like, and the result is an email that falls flat in delivering its message. Ensuring accessibility for all recipients, including those who might not load images by default, is a vital consideration. Combining images with meaningful text ensures your message is delivered, regardless of a recipient's email settings. The Elusive Call-to-Action (CTA) Your email's success often hinges on the action recipients take. Full-image emails, while artistically pleasing, can sometimes obscure the path to that action. A concealed call-to-action button buried within images can leave recipients feeling unsure about where to click. Crafting a clear and text-based CTA allows subscribers to instantly understand the purpose of your email and encourages them to take the desired action. Mobile Responsiveness and User Experience With nearly half of emails being opened on mobile devices, it's crucial to create a seamless user experience across various screen sizes. Full-image emails might not translate well to smaller screens, leading to frustration and a potential loss of interest. Prioritizing responsive design ensures your emails adapt beautifully to different devices, maintaining a consistent and engaging experience for every subscriber. In the world of email marketing, the marriage of design and strategy shapes campaigns that truly resonate. While full-image emails possess undeniable allure, their limitations cannot be overlooked. Accessibility, clear CTAs, and responsive design are pillars of effective email communication. Balancing visual aesthetics with practical functionality ensures your messages reach their intended audience intact, regardless of technical variables. Remember, strategic design isn't about abandoning creativity; it's about embracing practices that enhance the impact of your campaigns. _Kara

... and what's a CTA? A Call-to-action (CTA) is just that - it's the call or the action you're asking your users to make. A "subscribe" button is a CTA. A "Summer Sale" link is a CTA. Amazon's "Buy Now" button is a compelling CTA. When crafting your email copy you're undoubtedly thinking about the CTA as the ultimate goal. Which is why, 95% of the time, I'm going to recommend your email have one CTA. Yes, just one. Clarity and Focus Having a single CTA ensures that your email has a clear and focused purpose. By highlighting a single action or objective, you can minimize confusion for your recipients and make it easier for them to understand what you want them to do. Have you ever opened an email -or visited a website- that's promoting their Summer Sale! also 50% off custom mugs also Final Hours of our Cookware Deals! It's jarring and distracting. A focused, single-CTA approach increases the likelihood of recipients taking the desired action. Reduced Decision-Making Complexity Multiple CTAs in an email can overwhelm recipients and create decision-making complexity. When faced with too many options, subscribers may become indecisive or choose not to engage with any of the CTAs. It's like searching on Amazon for "toddler dresses" and oh-my-goodness how did that result in 154,105 results? Enter decision fatigue. A single CTA simplifies the decision-making process and makes it easier for recipients to understand the next step you want them to take. Increased Conversion Rates By having only one CTA, you can optimize your email for a specific goal or conversion. By focusing on a single desired action, you can craft a compelling and persuasive message that drives recipients to take that specific action. This is another sample of personalization beyond, "Hi [First Name]". A single CTA allows you to hone your messaging and personalize it to the subscriber. It's not a kitchen sink approach. This singular focus tends to result in higher conversion rates as it directs the recipients' attention and motivates them to act. Yes, there are exceptions but for the sake of clarity, decisiveness and speed, keep it simple. _Kara

While some digital marketing strategies fade into obscurity, email marketing has proven its resilience and effectiveness, contradicting all the "Email is Dead" talk. Sorab Ghaswalla even laid out "Why Email Newsletters Are Cool All Over Again" For real, check out four things that are more dead than email marketing: 1. Paging a Bygone Era Remember the days when pagers were considered the epitome of cutting-edge communication technology? I'll be honest -- I don't. My communication skills came into play with the Nokia candy bar phone. Anyway, obviously pagers have become relics of the past, collecting dust alongside rotary phones and cassette tapes. 2. Faxing Away into Oblivion Ah, the screeching sound of a fax machine echoing through the office—a sound that has all but vanished. In a world of instant messaging, cloud storage, and digital signatures, fax machines have become cumbersome dinosaurs. Really, do you know how to work one? 3. A Dying Breed in the Age of Ad-blockers Remember those intrusive pop-up ads that seemed to follow you around the internet? I'm instantly reminded of J.P. Spamley from Ralph Breaks the Internet. Well, they're rapidly losing their effectiveness. With the rise of ad-blockers and consumer demand for a seamless browsing experience, pop-up ads have become more of an annoyance than a successful marketing tool. 4. Hanging Up on an Outdated Approach Cold calling, once a common practice for sales and lead generation, is losing its luster in today's digital landscape. Consumers are increasingly resistant to unsolicited phone calls, and with the advent of caller ID and spam filters and the iPhone's ability to silence unknown callers, it's harder than ever to get through to your target audience. Email marketing, on the other hand, continues to thrive, effortlessly reaching your target audience in real-time and, most importantly, on their time. Email marketing offers a personalized, non-intrusive approach, where you can tailor content and offers to specific customer segments, ensuring higher engagement and conversion rates. _Kara

Are you still buying your email lists? Eh, let's rethink that because here are four reasons why buying an email list is like going on a blind date with your mother's coworkers adult son: Who is this person? Sure, maybe they look good on paper. They check all the boxes, they have a good job, a steady email address and they're a living breathing person. Plus, they showed an interest in you -- or did they? The honest truth is, sometimes that emails address isn't a person. It's a spam trap that was created or overtaken by Gmail, Yahoo, etc solely for the purpose of catching purchased, non-consenting email sends. Do they even like you? Or worse -- do they even know who you are? Does this person know you exist? Or did they hear about you from their mothers coworker? They maybe got a glimpse of who you were that one time, when someone told a story about you. We can only hope it was a story that made you look good... These people on this purchased list might not even know your business exists. List sellers can promise demographics and matching interests but just like your mothers coworker, they're just trying to get someone in the door. Did they agree to meet with you? Or did their mom just throw this opportunity on them and iron their shirt too? If they don't know who you are and they didn't even really agree to go on this blind date, what are the chances they'll be even slightly engaged in what you have to say? You can try all the engagement and "Welcome!" emails you want but be honest with yourself; if you received an email from a completely random name or company, what are the chances you're interested? More often than not, before the initial date, you're already annoyed. You had little opportunity to get to know them before the date Based off a name, you might have been able to look them up on social media before the date but even then, what does that really tell you about a person? So maybe you've got the superficial version of them, but what are you going to talk about on this date? Let's hope you have some topics in your pocket that might peak their interest. You cannot, in any way possible, provide personalized content to this purchased list. You have no verified behavior data or interests tied to these people in relation to your business. Okay, so instead of the awkward blind date with Terry, let's try making genuine connections with people who are actually interested in you. Foster some genuine conversation with topics that are relevant to them, nurture the relationship a bit before you dive in deep and ask them out on a date (or, even more personal, ask for their email address) before you try to split dessert. _Kara

If you're serious about engaging your audience, email accessibility need to be included in your marketing strategy. Digital accessibility is an essential aspect of creating an inclusive online experience for all users. When it comes to email marketing, email accessibility is crucial to ensure that your messages are received and understood by all recipients, regardless of their abilities. Here are three reasons why email accessibility should be a top priority in your marketing strategy: It's the law If you want to stay on the right side of legal issues, inclusivity is key. Making sure your emails are accessible helps show respect for all users - and it's required by law. The Americans with Disabilities Act (ADA) was updated in 2010 to include digital spaces like websites and emails. So don't take any chances – make sure everyone can access your messages without a hitch, regardless of their abilities or disabilities. Increased reach Don't let accessibility issues prevent your emails from being seen by a billion potential customers. Seriously, 1 billion. Making emails accessible ensures everyone has the opportunity to engage with, and benefit from, your brand - expanding your customer base and giving you an edge on increasing awareness. It's time to make sure no one is left behind. Improved user experience Accessible emails don't just make life easier for those with visual impairments – they provide a smoother, more satisfying experience to everyone. Not only can alt text descriptions give helpful context when the accompanying image isn’t loading correctly, but it also adds an extra layer of detail that enhances your content overall. When it comes to digital marketing, digital accessibility should be at the top of your priority list - and email is no exception. By taking steps to make sure that everyone can access your emails, not only are you playing by the rules, but also boosting reach and building greater user satisfaction across all audiences. _Kara

Any email marketer will beg for the term "email blast" to be removed from marketing vocabulary. And here's why: The term "email blast" originated in the 1990s, the early days of email marketing. At this time businesses would send an email to a list of subscribers all at once -- if they were even subscribers at all. (The CAN-SPAM Act didn't take effect until 2004) Email strategy (used loosely) was: increase brand awareness, reach a large audience base, quickly. Okay, so let's further examine the word "blast" and why it was paired with email marketing so early: blast [noun] 1. a destructive wave of highly compressed air spreading outward from an explosion 2. a strong gust of wind or air [verb] 1. blow up or break apart (something solid) with explosives 2. be very loud; make a loud noise [exclamation] expressing annoyance ... Uh. Ok well none of those are the way I want my email marketing strategy described. Other terms to use instead of "email blast": campaign: 'Let's create a campaign for our newest subscribers.' newsletter: 'The newsletter is scheduled for tomorrow at 10 a.m.' event invite: 'What's the conversion rate for the event invite?' promotional email: 'Next month we'll schedule a promotional email for 20% off.' email send: 'How did our email send perform?' email: 'Let's run an A/B test on our next email.' Email is not meant to be destructive, strong, explosive or existing just to make noise or be annoying. Well-laid strategy is the complete opposite. It's useful, beneficial and precise. The strategy is segmented and conscientious and I can guarantee every email marketer reassess the entire campaign seconds before (and after) hitting "send". That's because there was a plan in place. It wasn't forced or insincere and it definitely wasn't blasted into existence. _Kara

20 emails that will find your customers well—when done correctly. It's easy to fall into the comfortability of email newsletters and promotions. And while these strategies work well for many, they're simply the beginning of your email and marketing automation strategy. What other kinds of emails can ...should... we be sending? Steal some ideas to integrate more email into your marketing strategy: welcome Welcome emails have an average open rate of 82%, well above the average email campaign. So don't skip over the 'thank you' to your newest customers or newsletter signups. This one is a home-run, such an easy-in to establish a feel-good relationships with your new customer. newsletter One common misconception is that newsletters need to be newspaper length. Wrong. A newsletter can simply contain 2-3 relevant pieces of content. If you don't have your own content, be an aggregate! If you've skimmed a few articles this week, the chances are that your customers or audience might find them interesting also. relevant content Recommend products based on your customers purchases or views. Don't have super sophisticated date yet? Try simply recommending some of your most popular products, content, blog posts or social posts. And just like that, you're already personalizing your emails. post-purchase follow up or review Post-purchase emails are super helpful in allowing you to maintain a relationship with your customers. Additionally, post-purchase emails can increase repeat purchases, further driving customer loyalty and overall success for a business. Reach out post-purchase to see what they thought. Liked it? Ask for a review, then use that on your site, social, etc. abandon cart Get this, abandon cart emails have seen open rates of 45% and conversion rates of 24%. This is higher than any other type of email, making them an essential tool for driving customer loyalty and sales. Where would you be if 24% of your non-customers became customers? If you have the capacity, consider a discount to re-engage. donor solicitaiton If it pertains, specifically to nonprofits, find meaningful reasons to reach out to your donors. It's important for donor solicitations to be timely, relevant and engaging in order to maximize their effectiveness. Additionally, by segmenting email lists into different donor categories based on past giving history, nonprofits can further improve the efficacy of their donor solicitation efforts. Afterwards, let them know how their donation made an impact. follow us on social Easy as that. Provide a few recent posts to show them what they're missing. Propose a social media giveaway for current (and new) followers. event invitations Webinar, in-person, meet up, yoga retreat, kidsfest, all of the above. shipping and delivery updates More than 78% of online shoppers not only want a shipping confirmation -- they expect it. And 60% will track their orders via email when given the opportunity. What's better than knowing your order has shipped? Knowing it's been delivered. birthday Birthday emails are always made sweeter with discount or gift. If that's not in the cards for you, consider something heartfelt, entertaining or helpful. profile updates or completion Keep track of your users journey, especially in the beginning stages. If they've only halfway completed signup, remind them why they chose you in the first place. Give them specific examples of the benefits of completing a profile with your site. client testimonials People listen to people. If anyone has ever said a nice thing about you, ring it out. Nearly 85% of consumers trust online reviews as much as they would trust recommendations from their family or friends. promotions Any kind of sale or deal warrants a notification to your email list. Hot tip: create a deal specifically for your email subscribers, and let them know it's exclusive. Monitor these emails analytics closely though, it's easy to get carried away if you're a product-based business. referral Have a referral program? Maybe start one. win-back (or re-engagement) for inactive customers Re-engagement or win-back campaigns are in a class all their own but they can have a huge impact on your stagnant or unengaged customers. Nearly 25% of win-back emails result in a transaction while 14% end up with repeat orders. Not sure where to go next? Let's chat and remember, email is cool. _Kara

"Oh! So you're the person that's spamming me..." When I got my first job out of college and explained to friends that I was working in email marketing, that was often the response. And my technical response was ....okay well, people give us their email address, ya know, and they did check the every-so-tiny box agreeing to receive emails sooo, actually no, I'm not spamming anyone. Also, I'm really smart now. Fast forward a few years into my position at a digital agency and the CEO's soap box started with, "spam is any email a customer doesn't want." Agh. So, if I've spent hours designing, coding, copywriting and segmenting my email but it reaches a customer's inbox with no relevance, timelines or interest then, yeah, it's spam. Spam is no longer definitive. As emails and inboxes have evolved, so has spam. Someone does not have to click the icon to classify an email as spam. Now, spam is subjective and personal and often not reported -- which could be worse. They're hating on your emails behind your back. This is depressing. I thought we were talking about email being cool. But let's get back to the point. Listen closely. Email is cool because -- look at me -- your subscribers have already told you they like you. It's passing the note during social studies and asking them to check-yes-or-no. They've already given you their email address. They've checked yes. I'm not giving my home address to someone I don't want at my house. I'm not giving my phone number to someone I don't want texting me and Kelly didn't give Jim a birthday mug because she knew he wouldn't appreciate it. The case can be made for the 'shadow inboxes.' The people who have a whole separate email address for promotions and spam. To that I say: why are you the way that you are? Who has time to manage another inbox? These people are few and far between. 🥇 Email is the #1 preferred way customers want to hear from brands + businesses. 📧 72% of adults prefer to hear from brands through their inbox. 👀 99% of users check their inbox at least once a day, and 📰 58% check their email before social media or the news.* Email is the golden ticket. People can use it on their own time. It's not fleeting. It's comfortable. It's reliable and it's very, very cool. _Kara