Who is Sending Your Brand’s Emails?

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Emails still play a major role in digital marketing today. Even though consumers browse the web from their smartphones or tablets, they continuously check their email for new promotions, deals, and events. That’s why it’s so important for your brand to focus on open rates for your email marketing campaign. More often than not, promotional emails go unopened and unread, reducing the impact of your email marketing campaign.

How can you get more people to open your emails? What makes your customers more or less likely to open your brand’s emails?

These are basic questions that you need to answer if you want to make the biggest impact with your email marketing campaign. One of the major factors that influences a consumer’s decision to open an email is the sender. In this post, we’ll go over how and why your brand should determine the optimal sender for your emails.

Sender’s Reputation Matters

There’s often debate about whether promotional emails should come directly from the brand, or from a specific person. However, there’s no steadfast rule as to which is better in every situation. You need to determine your target audience and what they need. If you’re trying to raise brand awareness, it could be better to have your company name as the sender. However, if you’re a smaller business and your recipients are familiar with a specific salesperson or customer service representative, having your email come from a specific person could make a greater impact. A good balancing point is to have your email come from a person but also specify “from X” to name the brand.

Using Data to Test Your Sender

When you’re torn about who should be the sender for your brand’s emails, turn to the data. One way to make a data-driven decision is to run A/B tests. The important thing to consider for A/B testing is that you should only change one variable. That means if you’re testing out the sender’s name, an example of your two versions might be “Mike Lark” and “Mike from Skyrush Marketing”. After you create your two versions, you can test them out and collect data on which one had the higher open rate and CTR.

The “From” Email Address

Just because you found the optimal sender name, doesn’t mean that you’ve perfected your email. Of course, there are a variety of factors that go into email marketing open rates and CTRs, but the other one we are going to focus on here relates directly to the sender name – the from email address. Here are a few best practices when selecting your from email address:

  • Don’t use a free webmail address – Instead of using Yahoo, Outlook, or Gmail, opt for an email registered at your company’s domain. This adds credibility to your brand.
  • Have a reply address – When someone receives an email that says “no reply”, it makes them wonder if the information is relevant to them. If they have questions about the content, who are they supposed to ask? How can they get more information?
  • Match your from email address to your sender name – The from email address should be similar to the sender’s name. This demonstrates consistency and eliminates confusion on the recipients’ part.

Once you’ve determined the optimal sender and from email address, you’re well on your way to optimizing your email marketing campaign. Keep in mind, these are just the first steps – there are still other factors to continuously monitor and update to ensure that your email marketing campaign makes the greatest possible impact.

Learn More About Email Marketing

At Skyrush Marketing, we have a team dedicated to email marketing. Our team takes advantage of the many benefits of email marketing, such as its cost effectiveness, micro-targeting, customizability, viral capabilities, and measurable analytics, in order to get your brand quality results quickly. We work with a variety of industries including law, automotive, B2B, and medical.

 

Contact us today for a free consultation

Is it Time to Expand Your Brand? Look at Burger King’s Impossible Whopper.

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As your customers’ preferences evolve, it’s important for your brand to keep up. This can involve expanding product and service offerings or even limiting options to focus on your niche market. Either way, you have to use data to determine what your customers want and how to best meet their wants and needs. By continuing to collect data on customer preferences, analyzing the data, and using AI, brands can improve their digital marketing efforts and improve sales.

Recently, Burger King did a great job of showing us why it’s necessary to constantly keep up with customers’ wants and needs by market testing their new meatless Impossible Whopper.

A Meatless Whopper?

On April 1, 2019, Burger King announced their decision to test out the Impossible Whopper, a meatless alternative to the traditional whopper. The collaboration between Burger King and Impossible Foods, strives to bring in new customers and keep existing customers coming back. While the meatless whopper is currently only released in 59 locations in the St. Louis area, Burger King says that if everything goes well, they’ll roll out the Impossible Whopper across the country.

The Impossible Whopper was designed to taste just like the traditional Whopper. The new burger has only slightly fewer calories, but it is also very low in cholesterol and includes zero trans fats. Impossible burger patties offer a unique twist on the traditional veggie burgers. They actually mimic the appearance and texture of beef, based on Impossible Foods’ new recipe that is used for the Impossible Whopper at Burger King.

 

Why Change the Brand?

Burger King is obviously known for its burgers, so why change what they stand for? According to an article on CNN, Burger King has been trying to find a way to add a vegetarian burger option to its menu for close to a year. And, they didn’t just make this decision on the fly – they’re basing this on current concerns about the following issues:

  • Animal Cruelty
  • Climate Change
  • Personal Health Risks

 

Expanding Your Target Market

In essence, Burger King made the decision to break into a new market. People who have chosen to follow a vegan or vegetarian diet may have avoided Burger King in the past because they didn’t offer meatless alternatives. This could have impacted individuals with high cholesterol, was well as those highly concerned with animals and the climate.

There’s already so much hype surrounding the Impossible Burger, and Burger King is taking full advantage of this in the digital realm. The topic is trending on social media and news sites are picking up the story and putting their own spin on it (much like this blog post).

Skyrush Understands Digital Marketing Strategies

Now that people are talking about the Impossible Whopper, the chain needs to focus on their digital marketing strategy in order to keep the hype going. This involves a variety of tactics, such as paid search marketing, social media marketing, SEO, reputation management, and content marketing. For instance, our digital marketing experts at Skyrush Marketing foresee tons of quality content coming out soon about the Impossible Burger. By promoting their top content related to the new meatless burger, Burger King can drive internet users to personalized landing pages urging them to make a purchase. In addition, by promoting the content of popular blogs, they can generate more engagement and the user-generated content can build up a new reputation for Burger King that appeals to the expanded target market. At Skyrush Marketing, we know how to assess these types of major business decisions and use our expertise to promote changes and ensure success.

 

Contact us today for a free marketing assessment

Voice Search is a Game-Changer for SEO

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Voice search isn’t a completely new concept – it’s been around for a few years – but this year it’s expected to really take off. It’s critical that businesses understand how voice search impacts their SEO strategies, especially since many do not seem to be changing their marketing tactics as voice search rapidly expands. Our SEO team is always up-to-date on the latest trends and in their opinion, voice search is going to be a game-changer for 2019.

In this post, we look at the information and advice from our digital marketing team’s SEO experts, culminated from years of experience in the industry, and break it down into manageable steps for improving your SEO strategy in the age of voice search.

“When people use Siri, OK Google or another software that uses voice search, they typically ask fully-formed questions.”

Why is this important to know? When we are searching the same way that we speak, it changes the keywords that businesses should focus on. For instance, when you’re typing a search into Google, it might read “coffee shop New York”, but if you’re talking to Siri, you’re more likely to say, “What is the best coffee shop near me?”

It’s time for brands to focus more on long-tail keywords. You want to capture the most relevant questions your customers are asking and develop your content to specifically answer those questions. In addition, make sure that you’re directing users to the right landing page – one targets that exact question rather than a more general overview of a topic.

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“Keep the copy conversational. People are asking a question – they want an answer that matches their own tone.”

This goes along with creating the appropriate landing page. When the user’s device reads out the answer to their question, it shouldn’t sound like the material was written by a machine. So, when you’re writing the content for your landing page, keep it conversational. Think of it as simply answering the question the customer asked, just like if they were to ask you in-person.

This isn’t just about giving your customer a better experience or making it easier for them to search – it matters to the Google raters. Part of the new criteria for your Google rating is how well a search response sounds, in addition to how well it answers the question.

“People are looking at the answer box (featured snippet) first, so it’s important to structure your content appropriately.”

When you’re using voice search, the answer box (featured snippet) is where a large chunk of voice search results come from. The goal of the answer box is to give users a quick, yet accurate answer. This lets them avoid reading the whole article, while still getting the gist of it and providing them with the exact information they need.

Typically, you want your content to be structured so they could easily answer a how/what question. For instance, to get your content showing up in the answer box consider including FAQ pages, bulleted lists, and charts that are easy to pull answers from.

“Don’t forget about technical SEO. Being at the top of the search engine results page matters.”

Keep up your technical SEO efforts as you optimize for voice search. You need to build a strong foundation for your website to come up on the search engine results page, and that is a long process. In one of our other posts we covered how to improve your Google E-A-T rating, and that still applies here.

Don’t forget about technical aspects like mobile speed, proper page headings, and structured schema markup. All of these aspects will continue to play an important role in allowing search engines to understand your content.

Get More Tips from Skyrush Marketing’s SEO Experts

Skyrush Marketing is a leader in digital marketing in the New York region. Unlike other large agencies, we don’t believe in a one-size-fits-all digital marketing. On the contrary, we customize our strategies for each of our clients to ensure optimal results. Our experienced SEO team is on top of all the latest trends and strives to keep our clients ahead of the competition. We work with a wide range of industries and businesses of all sizes. There’s no project too big or too small for Skyrush to handle.

To find out more about how we can help you get ahead of the voice search trend, contact us today for a free consultation.