Why Your Campaign Never Works Out The Way You Plan

You’ve been there, and you’ve felt it before. Your marketing campaign has failed – yet again. Even though the budget was large enough, and you did everything right, it turned out that final result is well below satisfactory.

If you want to be on top of the game in the fast-paced world of digital marketing,  it is of utmost importance to constantly adapt to new trends and changes. However, if you want to get in and stay in the game, there are a few basic rules you must abide to avoid most common mistakes of digital marketing campaigns.

Your plan isn’t solid, and you lack focus

Charging blindly into the battle will most likely result in utter obliteration of one’s armies –  unless they have an overwhelming force, that is. Similarly, unless you are equipped with ‘out of this world’ budget, choosing to start a campaign without the proper plan will most likely result in a failure.

Your digital strategy should embody your brand, include your audience, and have clear, measurable goals that focus on your business growth. However, the most important part is budget and finance managing – a thoughtfully planned and well-executed campaign can easily outperform lazy, mass-media ad buys.

Once you’ve made a solid plan, you have to maintain the focus and stick to it. First of all, invest your time in areas that will bring you quick and measurable reward. Only after that, you can turn to long-term goals, which should bring you the success of greater magnitude. The key component here is persistence, so keep your eyes on the prize and maintain focus at all costs.

You are setting unclear goals

Before you even start you need to know two things: what exactly you want to accomplish and how to make sure you’ve successfully achieved your goal. Therefore, sit your team down, set right expectations, consult your budget, and get cracking.

Goals of every campaign you launch should be realistic, no question. However, to determine if your campaign was a success or failure, you will need to measure it up against a certain metric. Choosing it is entirely up to you, but it may be nice to mention the most common ones:

  • Was the budget breached?
  • Did we reach the targeted audience?
  • Has our audience taken any desired action and in what manner?

Choose audience and numbers by taking a look at the past campaigns and reanalyzing them once again. Also, do not forget to make “from start till the end” timeline, as it will be crucial for determining milestones and deadlines.

You don’t know or care about your audience

If you are selling toy dolls, targeting middle-aged men would be absurd. Similarly, you will not try to sell a set of kitchen knives to 12-year-old children. Knowing your audience is the first place to start in building your digital marketing strategy. Without a clear understanding of their needs, it is very likely that your entire strategy will crumble. Also, your audience is constantly changing and evolving, so you may have to make minor or major shifts in your digital strategy.

So you have to take into consideration which your specific audience visits social media platforms. It is highly unlikely that 50-year-old man will have a Snapchat account just as a college student doesn’t necessarily visit LinkedIn that often. Trying to engage with users on every app available is hard (almost unachievable), so knowing your target audience and then utilizing the proper social media platforms to engage with them is a base for the success of your social media campaign.

Finally, respect them. If you are going to bombard them with email, make sure that all links included are working. If you are going to opt for coupons, make sure they are valid when your customer reaches the checkout site of your online store. As a marketer, you need to regularly walk through the customer acquisition and engagement funnels, and try to spot any errors or inconsistencies that confuse customers and prevent them from completing their purchase.

You are old fashioned and inflexible

Marketing is changing rapidly and constantly. Adapt or perish.

It’s simple: pre-internet marketing will never be applicable online. So if you are old-school marketing expert who thinks that 1980’s handbooks are still viable, then you are probably going to have a bad time. The fact of the matter is that people behave differently on the web than they did with the media of the past. The internet provides them with more control, choices and accessible information than ever before, so TV and Radio ads simply do not have the same impact. When it comes to digital marketing, it is all about pinpointing the right audience and targeting them with the right content at the right time.

One more mistake that old fashioned marketing managers make is forcing the single “Right” message across all channels. Yes it is less work, and yes it costs a lot less, but it is a lot less efficient. Modern market is incredibly diverse and fragmented, so campaigns should rely heavily on data and take multiple angles in the product advertising approach. The formula is simple – different information for different types of buyers. Most people you are trying to reach care for no one but themselves and their needs, which is why they became masters to shutting out everything that isn’t relevant to them.

You are keeping your team and clients in the dark

Leading a campaign should be a team effort. It is an endeavor that requires careful project planning and diligence, not only from you but your co-workers as well. Also, you are doing it for a client. That client could be the company you are working for or an outsider who hired your team for a ‘one time ride’.

Each stakeholder is essential for the campaign to function properly, so keeping any one (or worse everyone) in the dark is one of the biggest mistakes you can make. Why? Well simply because your team members may be able to offer you creative suggestions which you didn’t even consider. Also, they might recognize opportunities you missed. Don’t do everything yourself – you don’t have to. Make a centralized platform for your team, gather ideas and delegate tasks. If anything, you will be more productive. If you opt for the right tool, you can include your clients as well, thus making client management issue a non-issue.

To conclude, a successful marketing campaign requires a lot of planning, communication, coordination, and flexibility. So plan well, set clear and attainable goals, mind your audience and include all stakeholders in campaign development. It may be difficult at first, but you can rest assured that over time these mistakes will become a thing of the past.

10 Creative Email Newsletter Templates That Will Inspire You

If you’re looking for inspiration to design your creative email newsletter templates in a fun and unique way, scroll till the end of this article because you don’t want to miss these 10 awesome newsletter templates from different companies.

Well-designed and creative email newsletter templates are essential to attract your recipient’s attention, increase your conversion rate and stay on top of your competition. Take the examples of the following email newsletter templates and make your next email newsletter a showstopper.

If you feel like designing your own newsletter, check out Mailify library, it offers almost 900 email newsletter templates for free and it’s 100% responsive.

  1. Keep Your Contacts Curious Till The End

This never-ending newsletter from Beach Park is almost like a game for readers. You actually enjoyed scrolling down because it feels like you’re literally sliding down from 14th floor.

This playful newsletter made you engage with the content without you realizing it. Through visuals, Beach Park made its point clear: they offer great experience and fun to customers! The layout is unique with a playful concept that grasps the attention of readers and creates curiosity.


  1. Show It All In One Campaign


One picture says it all! Chambray has a wide range of shirt collections and in one email marketing campaign, they displayed the different colors, designs, and comfort of Chambray shirts.

Their content is simple and short, they convey the message to buyers who are looking for versatility and comfort in a sentence followed by a CTA button. This is definitely one of the most creative email newsletter templates; it is clean, short and outstanding, encouraging recipients to click on the CTA button and check the rest of their Chambray collection.


  1. Let It Shine


In this email newsletter design, J.Crew factory has highlighted the discount rate to get the reader’s attention on their big sale. The sentence is animated and colorful which makes it hard to miss.

The GIF in this email newsletter template is contrasting to the rest of the newsletter template. With a white background and black font, the 2 discount rate sentences in color are eye-catching!


  1. Communication IsTheKey To Every Relationship


Communication is the key to every relationship, even with the company where you purchase your clothes. Here, Missguided took the communication more personal with a slight pinch of emotion and fun.

True to their website, Missguided has kept the same design as their website (pink background and black font) but focusing more on the content. They have personalized their newsletter to a young audience by adding emoticons and creating a funny and uncommon message their readers would least expect.


  1. DareOnColors And Layout Design

The bright color and the design of this newsletter template is original and captivating.

The color combination with gray and yellow and the diagonal layout makes a neat and unique concept. The design displays the products effectively and the bright yellow makes the readers focus on the products.


  1. Keep It Simple

Moment gift card employs a simplistic design with a light background and few texts. The Moment gift card is displayed on a white space highlighting the card, the focus point of the newsletter.

The difference in text color guides the reader’s eye on the most important parts of the email newsletter.


  1. PlayWith Words

Hard to miss this catch phrase from Nike, you didn’t spend 2 minutes thinking what in the world they meant. The tagline is provocative and catches you off guard immediately! An innovative way to introduce a product to the market.

Nike has a bold statement to attract their young audience’s attention. Be creative in your tagline and make sure your message is well received from your audience on a lighter note. The newsletter’s design is simple and yet creative, the images are the main focus showing how the shoes look on a person and a close-up picture of the shoe.


  1. Create A SenseOfUrgency

This newsletter has a light tone and a woman in the background who is overshadowed by the content, which is intentional to emphasize on the message. In 3 steps, this newsletter sends a clear message to its reader: a clock ticking and a deadline that creates a sense of urgency and the eye-catching CTA button.

It creates curiosity among readers to check what discount they are given.


  1. FollowTheTrend And Lay It Flat


Yes, just like clothing trend, you have different visuals trends and you don’t want to make a visual faux pas. Flat lay photography is the type of images you see everywhere these days, in the blogging world in particular. Organic Granola made an amazing work on their visuals by laying out their different types of products and explaining them with a small text next to each image. It is visually appealing and the products (picture clear) are displayed in a neat and creative way. Don’t forget to follow this trend and give appealing visual treats to you readers.



  1. A Checklist For Your Products


The newsletter from Ruche provides a checklist of essentials to have for summer. Displaying the products under a checklist gives a feeling of necessity, a must have clothes in your wardrobe, shoes and accessories advised by a fashion expert. Ruche has a minimalistic layout highlighting and vertically aligning images and texts. The texts are a complement to the images giving more reason to buy these accessories.

You can extract various ideas from these newsletters, make the most of your future newsletters by applying the following tips:

  • Remember to make your contacts curious about your message
  • Try to show your various products in one newsletter with animation. This way, you avoid clustering
  • Highlight your sales offer with colors and animation
  • Send out funny or emotional messages to attract your reader’s attention
  • Make your newsletters colorful and experiment with various layout designs
  • Keep your newsletter simple to have an appealing look
  • Create catchy phrases for your taglines
  • Make your offer look like an urgency and necessity
  • Take pictures from an eagle eye view, follow visual trends and designs so you won’t be outdone by your competitors!

To find the perfect email marketing tool and get pre-built and responsive email newsletter templates, check out Mailify!


Here’s How to Make Your Boring Company Blog Interesting

Blogs succeed when they publish content that people find useful and entertaining. Knowing this, you want to make your business come alive and seem both interesting and fun. Unfortunately, not every business has a business model that naturally captivates the masses.

Already, you know that a blog can help you establish your firm as an authority in your industry. Through it, you can also pitch your products and inform your market about related issues and events. Still, earning something more than a “ho-hum” from the online public might seem almost impossible. You can change that.

Your blog can humanize your brand and give it personality. In fact, it can pleasantly surprise your readers by piquing their interest and stimulating their minds. Even better, people might find that your blog helps them solve problems while enjoying a fantastic customer experience.

Of course, talking about having an exciting blog sounds great, but making it a reality for your company might take hard work. Regardless of whether you need to revamp your existing blog or start a new one from scratch, here’s how to make your company blog interesting enough to increase your market share and boost your profits.

Blog’s Design: Make Content The Focus

Blogs of practically every kind crowd the Internet, so standing out requires a fabulous design that features the high-quality content that you produce. In light of your need to put your brand in the spotlight, make sure you keep advertisements away from your text and avoid inserting ads in the middle of your posts.

In the first place, your design communicates your priorities. When people see that your advertising is of secondary importance to your commitment to delivering value to the community, they will naturally reward your brand as they shop. In fact, creating an outstanding experience requires visually appealing text with short paragraphs, bold points, and fascinating images.


The Best Blog Content Answers Customer Questions

Make sure that everything you publish meets the real-life needs of real people. When you do this, you give people reasons to continue visiting your blog and keep up with your brand. Moreover, you create a reputation of having a company that first gives to others and later reaps rewards in the form of sales.

Your blog should also give people confidence that you stand behind every sale by answering questions that people have about your products and services after they buy. Needless to say, accomplishing this will require careful planning and creativity. Begin the job by developing an intimate knowledge of your ideal customers and finish it by addressing their questions and challenges.

As you display your expertise, make sure that you encourage conversations. If you do, people will visit your blog to participate in the community to get the latest updates and to leave comments and contributions that increase the value of your site.


Keep It Simple

You and your team have expert knowledge of your products and services as well as your industry. In the light of this fact, you should refrain from creating content that only experts can understand. In other words, the use of jargon and insider terminology on your blog can become a problem for new shoppers and prospects.

Make your blog interesting without sacrificing quality by conversing with your audience as you would with a friend. In the event that you cover difficult concepts, break them down into manageable chunks to keep readers engaged. Additionally, you can tell stories about real-life experiences that can build rapport with your audience and simplify your message.

Another way to keep your blog simple is to publish a series to deliver in-depth coverage of complicated topics. To begin with, this avoids discouraging visitors with lengthy articles that seem to never end. Furthermore, such an approach keeps visitors coming back for the next part of the series.

Increase Engagement

What is the purpose of your blog? Ultimately, your blog exists for the purpose of connecting with your audience. Making that possible, however, requires you to create a transparent aura to which people can relate. For example, you can talk frankly about the issues that have challenged you and your firm and how you overcame them.

If you operate a manufacturing company, you can use your blog to present prototypes of your product ideas that people can view online and then offer their feedback. As a result of your solicitation for feedback, you can gain valuable advice for creating a winning product while giving your audience a sense of purpose and value. When you increase engagement, you set your company apart from competitors who secretively develop products and expect customers to conform to their designs.

In addition to soliciting feedback, you can use your blog to post client interviews so that prospects can learn about the efficacy of your products from real-world accounts. To add to the engagement effect, you should also consider giving your blog visitors advance access to your new products and services. In summary, everything you do to improve audience engagement will help you build a loyal following that can lead to sustainable revenue growth.

Use Visuals to Complement Your Text

Plain text can cause weariness for the eyes and dull the mind. After all, endless lines of words can become tedious. Knowing this, why not create a diverse array of content types? A picture can indeed convey a thousand words.

Connect visually with your audience by incorporating visual content including videos and photos to communicate your message. Sometimes, especially in cases that involve complex ideas and complicated products and services, an infographic can accomplish more than a thorough text-based discourse.

Think about convenience in addition to effectiveness while contemplating visual content. Nowadays, people are busier than ever and need to quickly assimilate the information they need. Knowing this, when you answer their questions visually, you save them the time that a written article would require. Moreover, if you provide audio content such as a podcast, people can listen to your content while they do something else.

Final Words

Even if you operate in a boring, mundane industry you can find ways to intrigue your audience. In fact, some products are so boring that no one would ever predict that you could make them interesting.

Rise above audience expectations by creating content that meets the real-world needs of your audience. Additionally, when you present your message in simple ways, you make your products and services easy for your new prospects and customers to understand.

Now that you know how to make your boring blog interesting, get to work! Interact with your audience, communicate visually and watch your sales and profits soar.

Author Bio

Heather Redding is a tech enthusiast and freelance writer based in Aurora, Illinois. She is a coffee-addict who enjoys swimming and reading. Street photography is her newly discovered artistic outlet and she likes to capture life’s little moments with her camera. You can reach Heather via Twitter.

7 Harmful Mistakes Businesses Should Avoid on Social Media

Businesses have discovered the power of social media and have flocked to popular social networks to attract leads, pitch sales, and service customers. Despite their concentrated effort to connect with audiences via social sites, only a few businesses have thrived there.

All things considered, improper approaches to social media provide the best explanation for failure. Unlike some conventional thinking, companies cannot achieve success only by opening accounts on Facebook, Twitter, LinkedIn and other venues. In fact, a successful social media strategy takes a lot of work.

If you want to achieve great things using social media, you must have realistic expectations and invest your time, money and effort in ways that will contribute to your goals. Additionally, you should learn to avoid making the following seven harmful mistakes on social media.

1. Making Aggressive Sales Pitches

Some businesses assume that social media exists as a channel for promoting products and pushing sales. Even though you can at times announce promotions and make special offers on your social media profiles, too much of that activity will turn off your audience and cause your reputation in the online community to fade.

As you avoid making the mistake of constant advertising, remember also to avoid bragging. Rather than constantly hyping your products and showcasing the excellence of your brand, focus on building relationships. If you make people feel important and create value for them, they can become enamored with your business and have reason to choose you over your competitors.

2. Bombarding with Messages

In the first place, you should remember the difference between creating value and becoming a nuisance. In contrast to the many social media failures of the companies who bombarded their audience with incessant messaging, try to take it easy. As much as you want to get noticed on social networks, you should always ensure to post content in moderation.

By all means, you should create valuable content that solves problems and improves lives. As you go about your work, however, make sure you always make your content interesting and diverse: from insightful articles to short and funny reminders. Always create fresh content rather than sending out repetitive messages that can quickly bore your followers.

3. Being Too Passive

Moderating your use of sales pitches and restraining the number of messages you send on social media should never keep you from having an active social presence. Such a mistake goes on display countless times when companies create a Facebook page only to leave it idle, hoping for people to discover it.

Actively engage your audience by maintaining a lively interactive presence. Such an approach requires a lot of time, so make sure you enlist the help of your staff. Also, you should respond to every comment and feel free to share fun content such as jokes and memes that your customers might enjoy.

4. Ignoring the Community

Your effort to engage social media users should help you avoid the common mistake of ignoring the community. In contrast to firms that only use social networks to publish information, your business should create a two-way street where you and your followers routinely converse and share content. When you talk to your fans and socialize, you give a human touch to your brand.

Even when businesses create meaningful dialogs on social media, they sometimes fail to leverage the full value of their audience. How to achieve the latter? For example, you can actively solicit feedback from customers to learn about their experiences. Doing so helps your brand appear transparent and sincere while supplying you with a stream of information that can help you better serve your customers.

5. Poor Customer Care

Speaking of customers, successful firms have discovered that social networks provide a fantastic channel for customer service. Never make the mistake of ignoring their comments, especially when they come from dissatisfied customers. Rather than allowing customers to feel unimportant and ignored, make sure you promptly address their concerns.
Even when people say embarrassing things about your brand, you can use the situation to display your dedication to customer satisfaction. Furthermore, as the world looks on, you will earn their trust by demonstrating that you stand behind every sale. As a matter of fact, news of your excellent service will quickly spread.

6. Acting Like a Robot

Make your brand come alive by letting your personality shine as part of your brand. People want to connect with other people on social media. Notwithstanding, many companies use a robotic tone on social networks and create a mechanical, sterile aura for their brand. You can do better! Allow yourself to use humor, emoticons and casual speech as you interact with others.

Above all, make you and your brand approachable. Do this not only by avoiding arrogance but also by making friendly gestures and sincerely communicating your feelings. Of course, you must always stay vigilant because you never want to say anything offensive or behave flippantly. In other words, stay professional, but personable at all times.

7. Lack of Grammar Skills

Repeatedly, companies that attempt to use social media hurt themselves through their writing. When you write with improper grammar and fail to spell words properly, you communicate a lack of professionalism. So spend the necessary time to proofread your content to make sure it reflects positively on your business.

Poor grammar can also cause social media failure when you produce video and graphic content. The greatest message in the world can quickly become the subject of ridicule if the messenger comes across as either ignorant or uneducated. Knowing this, make sure that everything you post to social media communicates competence, professionalism, and confidence.


In summary, you can use social media to grow your business, but doing so requires you to learn from the mistakes of others. By working hard and ensuring that you create both a personable and professional image for your firm, you can build profitable relationships and a stellar reputation for your brand.


Helen Eagleton, a freelance blogger from Boston, follows topics in the realm of education, technology, digital marketing, and business in general. When she’s not researching for her next article, she enjoys watching documentaries and exploring the nature. Reach her @eagleton_helen

How to Make Content Marketing Work Without Breaking the Bank

On today’s Internet, content is king. The days of being able to throw together a website and do some search engine optimization magic to get immediate traffic are over. Google and other search engines value high-quality content more than ever, and creating it is the key to your online success. Content creation has a high return on investment, helps tremendously with search engine optimization, and can bring you increased leads and sales. When compared to other methods of customer acquisition, it is typically much more profitable as well.

If your company has a large budget to work with in the content creation realm, that can significantly speed up the process of implementing your content plan. However, many companies don’t have the budget to pay for a great deal of custom content. Although you can definitely spend as much money as you want on content creation, there are ways to go about it that won’t bankrupt your company. In reality, you can create great content without spending a lot of money. In some cases, you can do it for almost nothing.

Content Marketing Strategy

While content marketing doesn’t have to be expensive, it can cost you a lot of wasted time and energy if you’re not careful. What do you want to accomplish with your content marketing strategy? Do you want to convey a certain image or voice for your brand? Are you hoping to educate people on a complex topic or generate some buzz and attention? Do you hope to get more leads, more visits to your website, or look like the authority in your area of expertise?

Set achievable goals in relation to your content strategy. Make sure that the goals are specific, written down and measurable. Using vague descriptions of what you want to accomplish will result in vague results. The more specific you can be, the more realistic your goals become.

Start doing some research. Think about the ideal person that you’re trying to reach with your content. What are they searching for? What are they hoping to accomplish? Look at their current pain points and what issues they are having. In addition to looking at the pain points of your ideal customer, you should also take a look at the types of content that your competitors are making. If you can make similar content, only better, your chances of success will increase substantially. You don’t have to recreate the wheel if you find something that’s working well.

Before getting started with the content creation, you should also figure out a way to measure your performance. If necessary, get some software that will track all of the key performance indicators (KPI) that will determine if you’re successful. Google Analytics is a free platform that does much of what you’ll need, but if it’s not what you are looking for, there are many other programs out there to choose from.

Spend some time thinking about how you will promote your content. Depending on your target customer and your region, you’ll want to make sure you choose the correct social media platform to work with.

Before you begin making the content, you should also create a content calendar. A content calendar will guide your content creation strategy and help you stay on task.

Starting a Blog

One of the most basic and most important steps you can take in content creation is starting a blog. It only takes a couple of minutes to get started on WordPress, and it is a very simple platform to use. Although you always have the option of hiring a copywriter to write your posts for you, it’s not always necessary. You can write the posts yourself. If you have a staff to work with, pick some with the best writing ability and take turns writing posts. The writing quality doesn’t have to be perfect to make a difference. The important thing is that you’re creating content and improving as you go.

If you are going to utilize the talents of your staff for writing, you should give them the option to do it from home. Working remotely can increase productivity and it will make them more likely to actually do it. Your employees may jump at the chance to do some work from home.

If you’re in a situation where you don’t have any employees and you don’t have the time, you could consider hiring a copywriter. It’s possible to get a quality post written for $20 to $30, depending on the level of depth required. If you’re going to do a lot of content, that adds up quickly, but it’s definitely better than not creating content at all.

Another option is to hire a staff writer. If you decide to go this route, consider letting them work from home. This will be less expensive than giving them office space.

Content Creation

Go for quality over quantity. Search engines love quality content and do not value quantity anymore. Try to repurpose existing content that you have into new content instead of coming up with it all from scratch. You can spin the same content into a few different formats.

For example, you could turn a blog post into a video, slideshow, or podcast. Instead of creating a new post from scratch, you can also use old content that is outdated and update it with current information. This can cut your content creation time in half for each piece of repurposed content and costs next to nothing.

Another great way to get content is to accept guest posts. Other bloggers may want to offer you a free piece of content to put on your blog in exchange for a link to their website. You don’t have to accept every pitch for an article, but you can pick some of the best to feature. Accept only high-quality writers who are willing to contribute in exchange for exposure.

You can make a page about guest posting on your site and even reach out to some other blogs. Consider writing guest posts on other blogs and link back to your own articles on your blog, this will help you build additional exposure.


Once you have content, it’s time to promote it. Share it on Facebook, tweet it, and post it to Instagram. If you have a mailing list, send it out. Use a variety of platforms to promote it. Visit other similar sites and comment about your content with a link. Get the word out.

Regardless of what kind of content you decide to create, focus on quality. Even if you’ve got a small budget to start with, content can take you from relative obscurity to a massively popular online brand. Focus on adding value in your content and the results will come.

About the author

Jen McKenzie is a freelance writer from New York, NY. She is fascinated by all things having to do with words, business, education and cutting-edge. When Jennifer is not busy writing, she enjoys taking long walks and spending time with her two pets Brando & Marlon. You can reach Jennifer @jenmcknzie

Powerful Techniques On How To Improve Your Headlines For Better Email Open Rates 

Emails are used by millions of people every day. They’re a great way to communicate with other people and businesses and are suitable for those who may not have a lot of time to talk on the phone. However, when you’re a business and you want to improve your open rates from your recipients, this expert guide will give you the top tips on how you can improve your subject headlines to help increase your email open rates. Let’s take a look now.

Best Methods Of Designing Better Subject Lines

  1. Keep It Short and Sweet

The first step in gaining someone’s attention is by keeping your subject line short and sweet. Long subject lines tend to get cut off and look very unprofessional. Instead, it’s a good idea to keep your subject line 50 characters or less. Use direct words if you’re struggling to keep it under the character limit. For examples ‘Your order from The Baby Store has been shipped’ can be shortened to ‘The Baby Store Order 8272 Is Shipped’. Keeping it short and simple allows for your readers to quickly scan the emails with their eyes to see what’s important and what’s not important. This helps your email to be seen better which can improve your open rates greatly.

  1. Use Capitals On Each Word

Using capitals on each word allows for your subject line to appear more professional. While it’s really a personal preference, it can help to improve your open rate. Here’s an example below:

  • Get your discounts inside
  • Get Your Discounts Inside

By adding capital to each letter, it helps you to gain your recipients trust and shows them that you take great care in the finer details of your email. Allowing your emails to look professional will help to reduce the risk of it ending up in the spam folder with all the rest of the fake emails.

Here’s an example of both a bad and good example side by side:

  1. Tell Your Recipient What’s Inside

When you’re going to send your recipients an email, you need to tell them what’s inside in a quick way. Your subject line can do this. For example: ‘Your Next Travel Destination Awaits’ doesn’t give much, while ‘Switzerland Travel Discounts Inside’ tells the readers exactly what to expect. This information will give them enough details to be intrigued about what your offering. Make sure when you’re telling your readers, it’s clear and to the point for the most effect.

  1. Use Language That’s Powerful

Subject lines are like call to actions. They need to be powerful enough to inspire someone to click through the email. In order for a subject line to do this, they need to be powerful and have powerful language that gives excitement and urgency. For example:

This subject line while interesting, is a little vague:

  • Get Up Close and Personal To Your Favourite Popstar!

While this subject line offers more power with the use of the word ‘limited’ and the pop stars name. It creates a sense of urgency.

  • Limited Backstage Meet and Greet With Madonna

Using powerful language will help to generate more clicks and open rates when trying to get your recipients attention. Make sure you use them to your advantage.

  1. Make Your Subject Lines Professional

Professionalism is key to getting people to open your emails. Never use in excess exclamation marks or full cap locks as these make your email subject lines look tacky. Cap lacks tend to make your subject lines feel as if they’re screaming at your recipient. This can come over as pushy which can leave your recipients pushing away from your business instead of being invited in. Overuse of exclamation marks scream spam. If you take note of a lot of spam emails, they tend to use a lot of exclamation marks. Here’s some examples below so you can see the difference:

  • Free Travel Deals Inside!


  • New Car Deals Await!!!!!!!!!!!
  • New Car Deals Await!

Avoiding these common mistakes can help you to improve your open rates greatly and can make your subject lines appear professional and appealing.




Generating catchy subject lines is about how you present them to your audience. As you can see from the above tips, this will help you to shape your subject lines better so you can present your business professionally to your audience. Without presenting your subject lines in a presentable way, you run the risk of losing out on the open rates that you’re hoping to achieve. So, are you ready to improve your open rates?

Aaron Gray

Aaron is the co-founder of Studio 56 and is a passionate digital marketing expert who has worked with some of the largest digital marketing agencies in Australia. He has been working in the digital marketing field for ten years. Aaron loves to travel the world to not only enhance his cultural experiences but learn and enhance his skills in the digital marketing industry. He is dedicated to helping others reach their online marketing goals.

Cheat Sheet: Your 10-Step Guide to Getting Started on Twitter 

If you didn’t set up your Twitter account in 2006, it’s easy to feel behind the times. Even if you registered “the perfect handle”, using social media correctly requires strategy. For celebrities or charismatic bloggers, it doesn’t require much for people to engage. What if you’re a niche company or have specific messaging? How do you get people to care?

1. Ask yourself first, why do you care?

Before you create any marketing approach, decide why you want to promote. Do you want to converse with your audience? Maybe you’d prefer a more diverse group of people. Or perhaps you want to collaborate with specific groups within your industry. If you have a clear sense of what you’re doing, it will show in your actions. For several years I worked in the parenting and lifestyle industry blogging for several platforms under one company. We had 10 employees. Now, I am working at an organization that has over 200! However, some of the same rules apply even though the industry and size of company are drastically different.

2. Be consistent with your messaging

With one person at the helm of your social media and marketing, your company is able to distribute messaging that is streamlined, timely, and collaborative. If you have too many cooks in the kitchen, your editorial voice is unrecognizable. You can work with different members of your team to get ideas or to boost specific events or blog posts, but one person should be constructing the messaging.

Having content like this Windows Through the Years page is a unique way to pass along information to our audience. Because it’s evergreen and interactive, we can share this several times throughout the year depending on what is happening according to our editorial calendar.


2. Start small but keep at it

The great thing about Twitter is that if you are active, people will start engaging with you. The entire philosophy of Twitter relies upon people working together to showcase their skills. It may seem like a small feat capturing 2 or 3 new followers or getting 1 or 2 likes. The growth will be small at first. But if you capitalize on trending hashtags or institute a theme (Like #ThursdayThoughts or #WellnessWednesday) you can create content centered around what’s already popular.

You can amend the types of trends you see and use those hashtags to make the most of your content. It’s important not to boost your material with an improper hashtag. You can get suspended or even removed from Twitter if you abuse the trends. Get clever with them, but don’t exploit them.

4. It doesn’t hurt to spend a little cash

Something to think about utilizing is Twitter’s Promoted Tweets. Try using a promoted tweet to redirect people to your blog or published content by placing $10 or $20 behind it. Set a monthly budget and track those tweets over time to see the resulting interactions. While engagement can feel like a slow process, you should see immediate results with Promoted Tweets.

5. Make it easier on yourself with automation

Automated platforms like HubSpot, HootSuite, and TweetDeck are helpful services to track and schedule messages. While you could spend hours a day constantly updating, scheduling in several messages for the week can help you stay organized. It’s important to check your feed each day to see if you’ve gotten any engagement, but you can focus on other projects and be less distracted by Twitter noise if you schedule them out.

6. Capitalize on the status of your best followers

When a verified Twitter user follows you or networks with you, don’t miss this opportunity to capitalize on their status. They might not have a ton of followers, but their verification standing is important as an influencer. That little blue check next to each name signifies expertise in a certain field. Weather they like your post, retweet it, comment, or follow you, any type of action from their end is an opening to a conversation.

7. But don’t make it awkward

Direct Messages can result in a slippery slope between dialogue and stalking. Keep in mind you can only Direct Message users whom you are following and who are following you. The point of these messages is not to harass someone- but to entice them in to furthering the exchange perhaps over email or business phone call. If you’re a business targeting an individual, the last thing you want to do is try to sell to them (either with a product or an idea) over messaging. It’s easy to forget that behind a persona is a real person—with feelings! Sarcasm or snarky remarks can be taken out of context, so remember to bear on the professional and friendly side when chatting with people. Keep messages brief, to the point, and with a positive attitude.

8. Be colorful

Posts with photos do infinitely better than those without. This is where you can get a little bit more creative if your copy isn’t super engaging. Subscriptions to photo libraries like iStock can be useful, though pricey. Plan your budget and stick to it. Original photos, while they may be trickier to acquire, are beneficial to showing your audience that you’re a real person behind whatever it is you are promoting. Use a photo (not a logo) in all of your posts.

9. Finally, don’t forget to have fun, too

Ultimately, Twitter is a helpful tool to engage with your community and industry, but at the end of the day, it’s also supposed to be fun. There are cool features like GIFs which you can use (sparingly!) in your messaging to humanize yourself and company. You can also add original images to make your posts stand out. If you’re not a graphics master, free services like Canva can help you create quick and colorful visuals.

Try one or two of these tips and see which ones work best for you. Once you get into the swing of things, experiment with other things like videos, twitter parties, and Follow Friday campaigns.

Mandy Fisher is the Digital Marketing Manager at 1E. She is a journalist, actor, and content creator. She has been seen on Broadway, in magazines like Real Simple, as well as sites like Mashable, USA Today, and Forbes. Photos and videos are all her own. She lives in New York City and drinks too much coffee.

How Social Media Can Help Your ABM Efforts

If you have been doing a bit of light marketing reading lately, you have probably encountered the omnipresent acronym ABM behind which lurks the increasingly popular concept of account-based marketing. Today, we will be focusing on whether social media can be utilized in account-based marketing and how it can help marketers who do it achieve more success.

Account-Based Marketing 101

Before we dive into how social media can aid marketers who do ABM, it would probably be a good idea to provide some basics for those people who are not yet familiar with this marketing approach.

Account-based marketing, as its name would suggest, focuses on a limited number of accounts that are outreached with a marketing campaign tailored specifically to them. This is diametrically different from traditional marketing where you target as many people as possible with your campaigns, hoping that wide exposure will bring enough people to justify the expense of the campaign. With ABM, the focus shifts to certain accounts and leads that are then targeted with extreme precision.

Of course, this kind of marketing does not work for just about any company and it is far more present in the B2B arena where companies can land a couple of huge clients and be perfect providing their service or product just to them without even bothering with new clients.

A subtype of ABM is agency-based marketing where a company targets a certain government agency in order to win a lucrative contract. Thanks to agency-based marketing, such a company increases their chances of persuading the government officials into giving them the contract, ensuring that the money they spent on advisers, a mountain of paperwork, insurance, bid bonds and everything else is not wasted.

Where Does Social Media Come In?

The majority of account-based marketing will still use the “traditional” marketing channels such as printed material, trade shows, email and the like. There will be a number of modifications made, but in general, ABM will follow the same routes as conventional marketing.

That being said, there are a number of idiosyncrasies that will make ABM very different from conventional marketing and this is where social media might show its strengths.

For instance, in account-based marketing, a great emphasis is put on the decision-maker. It is an old and tried concept that has been part of the B2B marketing arena since times immemorial, denoting a person or a number of persons that make a decision on the behalf of the customer company.

With ABM, targeting the decision-maker is taken up a notch and it involves some serious research and outreach that is incredibly individualized.


Identifying the Decision-Makers

The first use for social media in doing ABM will definitely be in the process of identification of the decision-makers. Various social media platforms can give you a fantastic insight into who fills what role in your target accounts.

This is where LinkedIn can be especially useful, providing you with a Sherlock Holmes-like map of connections and hierarchies, allowing you to have a great grasp of the company in question. On Twitter, you can find out who these people talk to and follow, which can identify people in similar positions in other companies, perhaps opening up new avenues.

Learning about Decision-Makers

The next step will be learning more about decision makers because they are the people you will want to influence with your account-based marketing. Social media can be a fantastic insight into their opinions, their preferences, and interests. With some analysis, you can start to get a grasp of the kind of people they are and how your future ABM efforts should be sculpted.

You can also learn quite a bit about the target companies on social media by following company profiles and perhaps even employees’ social media profiles. You never know where you might be able to find out nuggets of data that might help your ABM efforts down the line.

Doing the Prep Work

Down the line, the majority of your ABM efforts will be more direct and more traditional, but this does not mean that you cannot lay down the groundwork on social media.

Once you know what your target decision-makers are all about, you can start working your way into their social media world, positioning your company as someone who knows what they are doing and why just happens to have the solutions to the problems that you think those decision-makers might have.

This is perhaps best illustrated with a hypothetical example. Let’s say that you run an IT support company. It comes to your attention that your city government will be looking for a new IT support contractor the next year. You find out who the decision makers are. You also find out that the part of the contract will be to switch city the government computer system from Windows system to Linux. Over the course of the next few months or even more, you use social media to talk about your solutions for switching to Windows to Linux, especially in larger organizations.

This is just a single example of something that can grow in the back of the decision-makers’ minds and actually influence their decision once the time comes. They may not even be aware of what happened.

Closing Word

In short, there is always room for social media in marketing, be it account-based or not. It may be mainly used for preparation and some support work, but it can also easily be a deciding factor when the time comes.



James D. Burbank has spent more than a decade and a half in both traditional and digital marketing. He is the editor-in-chief at BizzMarkBlog and a huge NBA fan. He spends his time between Australia and Europe.