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

7 Ways AI is Revolutionizing Digital Marketing

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We’ve all been hearing about how artificial intelligence and machine-learning have been rapidly expanding in the past couple of years. AI opens the door to so many options, taking on the cognitive functioning capabilities at the speed and scale that humans can’t achieve on their own. With all the data available to you, it’s important to make use of everything, and you can’t do that without AI. Now more than ever, AI is no longer an optional part of digital marketing – it’s essential. Whether you’re a B2B or a B2C company, here are plenty of ways AI can be used in your digital marketing program.
In this post we’ll cover a few examples of how you can start harnessing the power of AI for your business

AI In Action

Below we’ll covers seven examples of how you can start taking advantage of AI for your business to improve customer engagement and boost sales:

  1. Content Generation and Curation – There are a variety of online tools that use machine-learning to help marketers generate new content based on science and data. For instance, HubSpot’s content strategy tool suggests topic clusters to investigate further so that you know your content is compelling, relevant, and engaging for your customers. You can also perform competitive research that lets you see how certain topics are performing for other brands so you can find your niche.
  2. Email Marketing – Gone are the days of the one-size-fits-all emails to customers. Instead, consumers want their emails to be personalized. They respond better to emails that include their name and content that specifically relates to them. For instance, if someone was looking on your site for a new Ram truck, you’d want to make sure that you’re sending that person information about the models they’re looking at. Offer them incentives to buy, give them more information, show them comparisons to other dealerships, make them want to buy from you. AI gives you the power to personalize messages on a large scale, drastically improving engagement.
  3. Social Media Marketing – A major use of AI in social media marketing is social listening. Rather than simply monitoring the conversations around a topic, social listening involves tracking phrases, words, or brands. Then, this information is used to generate content that appeals to your target market. Another important way AI is changing social media marketing is by using machine learning to optimize your budget. AI lets you know which posts are most engaging and what to boost based on content, timing, competition, and audience and then it can make the appropriate changes to your budgets to maximize performance.
  4. Paid Search AdsGoogle Ads uses AI to inform you of any suggestions for your current campaigns based on all the data available. When you’re creating the targeting options for your search ads, AI allows you to target consumers based on their interests and past behaviors, so you can home in on your target market. In addition, natural language processing helps you better understand your ad performance by analyzing key words and phrases. Of course, AI also saves you time, as you can automate ad headlines and copy to increase efficiency.
  5. Display Ads – Something that makes Skyrush Marketing stand out is our premier partnership with Sizmek, giving us direct access to the most advanced AI digital ad platform. For your display campaign, we can target consumers who are most likely to purchase your target product lines with pinpoint accuracy and follow them across their desktop and mobile devices on tier one websites to reach them at the right time.
  6. Chatbots – Chatbots are rapidly being implemented on websites to enhance the user experience. AI-powered chatbots allow your customers to interact with your brand at any time. They’ll get real-time feedback based on sets of responses you create so that all their questions are answered right when they ask them.
  7. Predictive Analytics – Predictive analytics uses data, statistical algorithms, and AI to predict future outcomes. You can predict customer behavior based on their data from past customer journeys so you know when they will decide to make a purchase. This allows you to always be on top of the latest trends and optimize your marketing program by cutting waste and increasing efficiency.
    Of course, this isn’t an exhaustive list of all the ways AI can be used to improve your marketing program, but it’s a good start if you are starting out and trying to stay on top of the latest trends.

Skyrush Marketing Harnesses the Power of AI

At Skryrush Marketing, we’re always up-to-date on the latest uses for AI in marketing. While we provided this list as a starting point, it’s important to know that if you really want to make a big impact, you need to dive deeper into each of the items on this list (and more). We developed proven techniques for implementing AI for our clients to drive sales and we stand by our results. All of our plans are customized to ensure that you reach your target customer through search engines, creative advertisements, social media, mobile apps, blog content, video content and more.

Contact us today to set up a free marketing analysis