Owner of Attitude Marketing Receives Social Entrepreneur Award

June 18, 2014

Pendleton, OR – For the second year, the Business Development Services of the Umatilla Confederated Tribes has recognized a Social Entrepreneur of the Year from among Tribal member owned businesses. This year, the award went to Michelle Liberty, owner of Attitude, Inc., a marketing firm with offices in Walla Walla, WA and Pendleton, OR.

The award which included a trophy and $5000 is given to “a Native American small business owner who applies practical, innovative, and sustainable business practices to benefit the community. He/she also takes a unique approach to economic and social problems by identifying and utilizing available resources and collaborating with key partners while incorporating traditional values.”

socialentrepreneurphoto2Ms. Liberty was recognized for her participation in various commissions and boards – she is Chairperson of the Walla Walla County Planning Commission, past Chairperson of the Providence St. Mary Medical Center Community Advisory Board, and member of the Nixyaawii Chamber of Commerce Board of Directors – as well as for donating services and expertise to other Tribal and Tribal member owned enterprises.

More than half of Americans own or work for small businesses and those businesses create two out of every three new jobs in the United States. Small business owners create jobs, drive innovation and strengthen the economy. In recognition of the contributions of Native American small business owners, the Confederated Tribes of the Umatilla Indian Reservation Board of Trustees designated the second Wednesday in June as CTUIR Native American Small Business Day. The awards luncheon was held on June 11 at Wildhorse Resort & Casino to honor Native American entrepreneurs and those who support and champion small business.

Attitude Marketing provides strategic planning, media planning and placement, design services, public relations, event planning, and social media management to clients using a pragmatic and creative approach to brand development and growth.

Information resources:


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Setting Up Your Online Shopping Cart

The design of an online shopping cart can either make the buying experience clear and exciting for your customer or be very confusing and ineffective, and possibly lead to high cart abandonment rates. If you want your online business to thrive, it is essential for you to know what features will make your online shopping cart design efficient. This article lists a few tips which can be helpful when designing an online cart.


Less is More
When designing an online shopping cart, remember that less is more. The simpler your online shopping cart is, the less irritated your customer will get and the more likely he or she will go through with his or her purchase. Limited shipping, payment methods options or having to create an account with your online business to check out an item, can lead to higher cart abandonment rate. Keep in mind that professionalism and clarity are also very important aspects. Even customers with little Internet knowledge should be able to understand your online shopping cart design with no problem.

One Page or Step-by-Step Approach
You can either chose to have your online shopping cart displayed on one page or create several steps to go through to check out an item on your website. The first option offers more flexibility and information, as your customer will be able to change quantities of items, review the order, and apply discounts all in one setting. However, it can become confusing if there is so much information that your client does not know where to click to confirm a purchase. A step by step approach might be simpler to use and easier to understand for online consumers, but may offer less flexibility. If a customer needs to change his or her order before finishing the purchase, he or her will need to go a few pages back to do so, which might make the process more difficult. Choosing one option over the other depends on your type of business and the data you want displayed on your online shopping cart design.

Where is The Cart?
… Is a question your online customers should never have to ask? Make sure that you can see the online cart at all times when navigating through your online business. The checkout option should also be very easy to find, as well as the ability to know what you already have in your cart at all times. Design options that include ‘checkout’ buttons or links, a small cart button in the corner or top of all your webpages or a simple layout to review the order.

Continue Shopping
It may not seem like a very important aspect at first, but the ability to continue shopping is an essential feature of your online shopping cart. Your customers need to be able to add a few more items or modify their purchase as needed without having to lose what they already checked out. Providing features to save your customers information if needed can also be helpful, but make sure to not make it a mandatory step for first-time buyers. Some people do not want to have their information saved or have to create an account for a one-time purchase, and may go to a competitor who does not require them to.

Designing an online cart can seem like a challenging and daunting task, but can yield more revenues and sales if done properly. Keep in mind that a clear, easy to use, professional design with features your customer actually needs, will make the purchase experience a pleasant one.

By Shawn Hartley for AdPulp

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Is the Cloud for you?

After years of buildup, cloud computing has finally become a reality. Both small and large enterprises are quickly migrating to the cloud to eliminate big-ticket capital expenditures, and to reduce operating expenses. That is the story of IT today.

Unfortunately, making the move to the cloud is much easier said than done. Each company has a unique portfolio of IT assets and network systems that must be fully assessed before any cloud migration can begin. IT managers will need to address a series of complex questions before undertaking this important transformation.

What is This Nebulous “Cloud,” Anyway?
The term “cloud” can be somewhat cloudy itself, with multiple meanings depending on the context. Consumers may be familiar with public cloud services such as Amazon Web Services, which host computer processing and data storage functions for customers over the Internet.


In addition to such shared public services, many companies run their own private in-house clouds, which allow employees to access files and applications remotely from any location. Other companies have adopted a hybrid model which combines public and private clouds. And most corporate clouds continue to leverage local services from their own data centers on the ground.

In other words, the cloud is rarely an all-or-nothing proposition. For example, the Salesforce.com cloud does not manage sales pipelines at every company. But with a little effort and customization, Salesforce can arguably work for most companies. However, not all Salesforce users should also adopt a cloud-based system to manage their finances, HR or supply chain operations. Each cloud migration decision depends on a lot of interrelated business factors.

Important considerations include trade-offs for cost and flexibility, along with concerns about security, privacy and availability. Each company will need to make judgments about its unique set of services delivered in differing ways. Ideally, all these services will work together seamlessly, but such a successful outcome is rarely the case right away. For this reason, I have provided the following roadmap to help navigate your journey into the cloud.

Gauging Your Strengths, Constraints and Objectives
As a business considers incorporating the cloud, it is critical to review the company’s core strengths, constraints, and objectives to determine the most appropriate cloud mobilization plans.

Strengths – If an organization has already invested heavily in IT assets and staff, then it is less motivated to make changes. But such organizations often have the most to gain through cloud-based cost savings. Hardware and software assets have varying useful lifespans, which typically come to an end in less than three years.

These large IT organizations have obligations to their vendors under support agreements. But they face a gray area for cloud migrations which involve a risk of stranded and unsupported assets. Larger organizations know how to manage unsupported assets because they have budget certainty and they know what to expect, but smaller IT departments face much greater uncertainty. Each organization must take a hard look in the mirror to scrutinize its core strengths.

Constraints – Perhaps the most concerning constraint involves the unknowns, such as a service which is up and running but suddenly fails unexpectedly. In the world of IT, only one thing is certain and that is constant change. IT managers must continually ask themselves, what patch or version are we on? Who knows how that stack was built? And what IT vulnerabilities ought to be addressed?

Another constraint involves IT staffing, which may or may not have the core competencies to manage cloud operations. If not, what is the training and staffing plan? Do all the IT resources make the transition, and if not, what happens to them? It’s critical to evaluate the impact of these limits before moving to the cloud.

Objectives – Within any set of operating strengths and constraints, a range of objectives should be established and organizationally agreed upon. Sure, there are the obvious goals of lower capital expenses and reduced operating expenditures. But a more detailed assessment of objectives is needed, along with a specific plan for what an organization wants to get out of a cloud migration.

These questions about objectives are hardly trivial. For example, are systemic weaknesses embedded in the current systems that need to be addressed and managed? Are there areas of “tribal knowledge” where the risks are not fully understood or manageable? What happens when those services are migrated, and who will support them? And do they come up in the target environments, and is a rollback possible as a disaster recovery plan?

Making Clear Plans for Cloud Mobilization
It’s foolish to suggest that any generic checklist can represent the tasks that organizations should adopt for their migration plan. There is no substitute for a rigorous assessment of each organization’s core IT strengths, constraints, and objectives relative to the cloud. Based on that assessment, managers can then make the appropriate cloud mobilization plans. Each company should document the process and the outcome to ensure business and organizational alignment.

In the end, your cloud plan may be carried out over time, but there is just no substitute for asking the hard questions first. And if your IT team isn’t up to executing the kind of rigorous assessment which is needed, then it ought to find some external team that can. Rest assured your competitors are already on it.

by Mark Shirman for CIO

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Is Your Business Maximizing the Reward of Content Marketing?

Content marketing finally received the attention it deserved last week. Recognizing the importance of content marketing for businesses, the IAB (Interactive Advertising Bureau) not only released an official definition for content marketing (“Content Marketing is the marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience.”), but also released research analyzing how B2B companies are employing content marketing.

The IAB’s B2B Content Marketing report: Benchmarks, Budgets, and Trends—North America 2014 makes two things clear: content marketing is extremely valuable for small businesses AND small businesses aren’t reaping the full benefits of content marketing.

Small businesses are investing in content marketing more and more
*Small businesses are 35% more likely to have someone dedicated to overseeing content marketing than large enterprises.

*Small businesses are increasing their content marketing investment at a significantly higher rate than large enterprises (15% higher).

Content marketing provides equal opportunity to small and larger businesses alike and costs less than traditional advertising. Hence we’re seeing greater investment and commitment to content marketing coming from smaller businesses with more restrictive budgets.

Small businesses aren’t reaping the full rewards of content marketing
*Lack of time was cited as the biggest challenge for small businesses engaged in content marketing.

*Producing enough content was the second most cited challenge small businesses.

Both top cited challenges come down to lack of resources. Combining the two stats paints an alarming picture in which half of the small businesses surveyed lacked the resources needed to fully engage in content marketing.

With so much attention given to growing lean, there’s something to be said for the age old adages “jack of all trades and master of none” and “time is money”. As an entrepreneur one half of your time is invested in building a great product or service, and the other half is spent distinguishing your business from the pack. Wise investments of time and money must be made in order to grow your business.

When it comes to content marketing, simply sharing information about your business’ product or service is not enough. A lot of research must be put into building a solid content marketing strategy. For instance, one must strategically decide which social networks to be present on and understand how each environment will affect engagement with content. Reporting and analytics must also be embraced in order to reap long term benefits from your content. This can be a lot for small business owners to master and balance with effectively managing their time.

If you’re sharing content via social media, content sharing platforms like Slideshare or blogs and have no clear strategy in place then you are part of the 50% of small businesses who aren’t reaping the full potential of content marketing.

It’s time for you to consider investing in someone who can effectively enhance your content marketing strategy.

Read more at http://www.iab.net/media/file/IABContentMarketingPrimer.pdf

By Nadia James

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Boost the Performance of Your Email Campaigns

It is very simple to develop compelling email marketing campaigns if you keep focused on the customer and what your customer needs. Ask these 3 questions every time you kick off a campaign to give its performance a boost:

1. Does my content build trust and add value?
2. Does my subject entice the customer to open this email?
3. Is the value enough to my customer to share?

1. Build Trust First, Then Sell
Whether you are educating a new prospect or making an offer to an existing customer, it all about building a deeper relationship with your customer. If you know your customer or market well, this may be easy. Either way, ask yourself:

What content resonates most with my customer?

Ask! Talk to your customer care and sales teams today. Look at your web analytics and see what content they’ve clicked on. Survey them, even if it is just a few customers for their interests and needs. Talk to lost prospects to see why they chose a competitor. While you may think you know, until you ask, you are only guessing what they want to hear.

First impressions are lasting impressions with all relationships, and those initial impressions are even more important with email. The first email you send is your first opportunity to demonstrate how you and your company treat its customers and how you will build a digital relationship with them. Make it count. Connect with your customer! Watch your open rates to see if they are opening and engaging with your emails.

Segment your customers so you can speak directly to them. Almost all marketers segment by industry and interests. Again, watch what your customer is digitally responding to: 1) subject line, 2) content (links), and if there is any difference in 3) tone (professional vs. friendly).

Seasonality will impact your some of your campaigns. More email is sent in December than any other month. Tie seasonality in with your message to keep the open rates high.

Humanize your emails. Even automated emails need a human watching the replies. Wherever possible, include a person’s name and allow recipient to reply to receive questions. Encourage responders to reply quickly and with the Company personality.

What demonstrates my commitment to my customer?
Content Credibility Tips
The most important way to establish credibility is through compelling, quality content. Content should be a balance of informative information on their interests with your product and promotional information. It should also be a blend of original and curated content. Here’s a few credibility tips that will keep your customer opening and engaging with your emails… in other words, keep your customer coming back for more:

• Start with a Compelling Content Mix

     o Curate News and Informative Industry Updates to build credibility and trust with your customer or prospect. News gives you a reason to connect and build customer relationships and brand loyalty. Reports and educational articles written by reputable third party sources are available. Post these articles and videos directly to your website where your readers can learn more and where you can track what their interests are. By using third party content, you provide your customers with external sources that are often more meaningful that articles you create that can appear self-serving. For more details on the best practices for content curation, click here. 

o When you cannot curate content, create Original content that provides the information your customer needs. If you are resource constrained, try outsourcing whitepapers, research, e-books or other marketing information to reliable, affordable sources.

o Add meaningful Product Promotions and giveaways. Surprise them with new incentives that are meaningful to them, or that they might even want to share with colleagues.

Personalize all emails. “Hey there” emails do not help you build relationships. People love to see and hear their name.

• Practice Good Grammar. Have someone proof your email so your email reflects your professionalism… you do not want bad grammar or a typo to take away from your quality content.

Format content for easy “skimming” and readability. Use headings, bullets and white space.

• Create Links to relevant content on your web site and format links with an underline font to make it clear it is a link.

• Check in on your Frequency. Too frequent and your opt outs will increase. Too seldom and you lose the sale.

2. Spend Time on Your Subject Line
Give customers a reason to open your email. Have a great subject? Don’t disappoint. Start with a stimulating subject, always short & captivating. There are lots of articles written on this. Here are a few tips and facts about subject lines that I like.

3. Don’t Struggle to Find Content
Are you struggling to find content? Under a deadline and stressed about having to write the content? There are more and more affordable ways to get all the content you need. Once you know what you customer needs, look at the many sources of content at your fingertips, whether it’s written, videos or images.

Don’t struggle, but also don’t settle.

• Leverage what you have on your website, stories from your customers and even include their most frequently asked questions. Whether you have the resources in-house or not, make more of those resources you do have by focusing on the customer needs and getting more from what you have.

• Leverage your existing resources to build more relevant content by simply finding and curating industry content from credible third parties. Post it on your web site to increase your credibility and to keep them on your web site.

• Utilize third party resources who do this for a living. The cost for out-sourcing projects is a lot more affordable and worth it if it is not core to your abilities.

Credible, relevant content will go a long way to helping you build customer relationships. Creatively leverage your resources to deliver the best. When you provide customers with meaningful information, you gain their trust. And, no matter how helpful your content, remember how busy your customer is, and that to open your email, the subject line must compel them to open it

Gregg Freishtat, Scribit

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Make Your e-Commerce Website Social

Online retailers are always looking for an edge. With all of their competitors just a click away, they need to create unique reasons for people to shop there and nowhere else.

Social channels are a great way to drive traffic to your website and convert new customers. But what about people who come directly to your website? Wouldn’t it be great to share all of your awesome content and engage with them just like on Facebook or Pinterest?

Here are six ways in which you can make your website social to build a connection with shoppers, give them ideas on how to use your products and increase your conversion rates.

1. Product Boards

We all know that Pinterest is popular, but new studies are showing that it’s actually driving a large number of purchases – as well as increased spending. A study by Rich Relevance shows the site now accounts for 25% of all social shopping sessions and that Pinterest shoppers, on average, spend significantly more per purchase ($194) than Facebook shoppers ($84), respectively.

Check out the infographic below:

Drive more sales from Pinterest

Why is Pinterest so good at driving purchases?

Pinterest boards allow you to showcase your products in a lifestyle format as opposed to the basic product display format. This gives your customers ideas on how to use your products and gives them more reasons to buy.

But not everyone knows about your Pinterest boards, so how can you bring the power of your lifestyle boards to your website? Adding the “Pin it” button is a simple, yet fairly impotent method to drive engagement. It may get a few shoppers pinning, but it won’t allow you to showcase all of the cool things you’re doing on Pinterest.

One way you can get to the next level is to embed your boards directly on web pages and link to them from product pages that are included in the board.

How can you execute this?

1. Embed your boards on a page on your website using an app like Wishpond’s Pinterest Tab.

2. On each product and product category page, have a call-to-action that links to the board on your site. Include a bit of text that reads “Check out how you can [way to use this product]”

For a furniture store you can have pieces link to boards that display showrooms. For clothing you can have pieces link to boards that show entire outfits. For outdoor equipment you can show boards of items that are best for certain activities, environments and conditions.

Just think about the ways in which people use your products and make boards for those activities!

2.  Personality Blogs (with excerpts on relevant product pages) about products and lifestyle

In the vast array of grocery store chains, there is one that stands out for its personal connections to its customers.

Whole Foods has created a brand that is tied to its consumers’ lifestyle and personal choices. So, it’s no wonder that they are a great example of blogging on a personal level with your patrons.

Whole Foods does not have just one blog on its website, but three.  Each blog site is personalized and written to connect both the reader, and the products that Whole Foods offers.

Their main blog is called the Whole Story Blog. On it, you will find lots of seasonal foods with tips and recipes on how to use them.  Being Whole Foods, the blog also has sprinklings of causes and tips to be healthy.

The blog posts are written in a friendly, informative tone. They’re written in the first person, with lots of “I’s” and “you’s”, and some even read more like a excerpt from a Joanne Harris novel than a corporate communication piece.

Here’s an example of the Whole Foods blog, and how they relate their food products to their consumers’ lifestyle. They wrote a blog post about what to snack on during road trips. The post also has tips on family games to play in the car – all related to food and groceries.

Wholefoods Ecommerce

Most bloggers on the site has a brief bio about themselves with a photo, so the readers are able to feel a stronger personal bond with the blogs and authors. Most bloggers have professional experience in health or nutrition.

Ecommerce Wholefoods

The two other blogs on the site are from Whole Foods’ co-CEO’s.

Walter Robb’s blog has a lot of company updates, with lots of videos showing the actual announcements in the various locations they were made. The intros to the videos are written in a personal manner, without a lot of the traditional multinational corporation-type dialogue.

John MacKey’s blog also has lots of videos, with John being interviewed about lifestyle choices.

Not every company would be so bold as to have their CEO’s express themselves personally on their public website. But, if you want to really connect with your customer, speaking to them in whatever medium necessary will create a closer (and more loyal) connection.

Ok, but this is nothing new! How can I better utilize the content on my ecommerce website?

Similar to the Pinterest board calls-to-action on product pages, you can include excerpts of CTAs to your blog posts that mention a product or product category. This works especially well for companies like Whole Foods that sell food items. They can include recipes directly on the product pages of how to use those items in a dish – or provide links to different recipes if the item is included in several.

This method can also work great for both clothing and furniture companies. They can include excerpts from their blog posts that discuss the materials and manufacturing process of each item, and why the designer made the item the way they did.

Giving shoppers the full story behind a product gives a real connection between it and them. They know it well enough to have an educated understanding and, especially when the design process is described, they can connect the item to their own personality.

3. Gift Registries

No longer are gift registries used solely for weddings. Occasions such as anniversaries, baby showers, housewarmings, and even holidays are becoming known for gift registry use.

Including a registry form on one of the pages of your website, such as the one on the Hudson’s Bay website (below) opens up your business to a whole new online market, multiplying your chances for revenue.

Gift Registry

Expecting mothers, brides-to-be, and others in the market for a big occasion gift registry are slowly seeing more and more to choose from. Up the chances of your website being the chosen one by enticing prospective customers with bonus offers similar to Pottery Barn’s 10% discount on all items for six months after the big day.

Diapers.com’s gift registry offers their customers free shipping and gift returns, in the case that a guest takes a turn for the worst in their gift giving. Furthermore, they also offer a “Thank-you Manager” application, allowing gift receivers to keep track of which gifts that they receive from their guests and thank each one personally.

Since there is always one that outdoes the rest, there is Myregistry.com. The queen of all gift registries, this 8-year-old Universal Gift Registry Network allows members to create a centralized gift registry by choosing items from any of their partner websites. Its partners currently include Target, Crate and Barrel and 16 others.

By signing up for Myregistry.com’s $14.95/Month account, you can add a customizable web widget to your website and have registry functionality for all of your products too.

Customizable Registry

4. Customer Communities

Customer communities on your website are a great way to create an open forum where people can ask questions and discuss your products with you and fellow shoppers. This gives the feeling of shopping in a store full of other customers, not one of just shopping alone. It is great to give customers the ability to chat with your support reps (as we’ll see shortly), but giving shoppers the ability to ask and answer each others questions gives a more unbiased feel to the answers.

Just think about how powerful it is for a fellow shopper to tell you how great his home stereo sounds with the speakers you’re checking out vs. a salesperson.

Check out Kobo’s customer community, using Get Satisfaction, below:

Customer communities

Out-of-the-box apps like Get Satisfaction come packed with the features you need to create a great customer community. These include the ability for people to ask questions, file complaints and even make suggestions on your products.

People can upvote questions and answers to show how important they are within the community to allow you to see what you need to focus on the most. You can even have individual employees answering questions under their own name to give people personal answers. In section #6 we’ll look at a couple of ways to enhance the personal connection between shoppers and your customer support staff.

5. Contests on your Website

Most marketers these days are running contests on Facebook only. But the majority of web traffic goes to your website, not your Facebook Page. So why not run it right there?

Contest apps like Wishpond make it easy to embed a contest on a page on your website using a small piece of iframe code.

The best types of contests produce user-generated testimonials of your products that you can use on your site and social channels once a contest is complete. These can include simple text contests that ask people to say which product they want and why, up to photo and video contests that ask people to show themselves using your products.

Why are customer testimonials important?

According to a recent Forrester Research report, “70% of US online adults trust brand or product recommendations from friends and family”. That same report indicated that 46% trust online reviews written by customers, but only 10% trust online ads and company written text messages.

Check out a recent photo contest that Nasty Gal ran on its website to get people to share photos of themselves wearing Nasty Gal items:

Customer testimonials

Just because the contest is housed on your website, doesn’t mean it won’t be social. The contest above asks people to post their photos to Instagram or Twitter to enter – giving your contest exposure to their friends and followers. And you can even include automated sharing or sharing pop-up windows in your contest just like on Facebook!

6. Real-Time Customer Support

During an online purchase, a customer’s doubts or questions could potentially influence them to change their mind about buying a product. Providing live online chat for them to use in the middle of an online purchase provides customers with the assurance needed to make their decision.

PishPoshBaby gives its customers the option of live chat to answer any questions that may come up as they shop for baby apparel.

Real-time customer support

Interestingly, PishPoshBaby also provides customers with a “Meet the Mom Reps” page on their website featuring pictures and bios for each of their “Expert Moms”, creating a more comforting and personable feel to their business – key for the many new and expecting moms visiting their website.

Customer service

The worst thing you can have are customer reps that don’t understand your customers, or worse, customers who don’t think your customer reps understand them. By including detailed biographies about their backgrounds, especially pieces that are relevant to your business.

A hockey equipment store, for example, could list the hockey careers of their employees, especially if they played at the Junior or above level. For an electronics store, customer reps could list their personal experience of fixing and building their own electronics. Or for outdoors equipment, you could list the activities they’ve completed, such as mountains climbing, rivers kayaking, or trail-biking. For this last one, photographic proof may be necessary if the activity sounds unbelievable!


Don’t think that just because you’re on your website and off a social network that the social needs to stop. Many people who visit your website will not be aware of your social presence or have any reason to check out your social networks.. Bring the social to them by including your product-focused content to the pages where people are making their purchase decision. This will give your products a personal touch above your competitors and add nicely to your conversion rate and bottom line.

Now it’s your turn. How do you integrate social media into your website?

– Nick Steeves from Wishpond

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Use Your Email Marketing Analytics

email_logoNo matter how many marketers talk about the social media and mobile marketing rave, email marketing still continues to win when it comes to outreach, conversions and profitability. However, there’s more to email marketing then simply composing and pressing the send button.

The Statistical Fact Book 2013 released by Direct Marketing Association had an excerpt revealing that analyzing data is one of the biggest challenges for marketers, and the second biggest challenge is leveraging the analytics to increase engagement and conversions in future campaigns.

The good thing is that most modern email marketing software already includes Google analytics and other metrics, so there’s no separate integration required. The real challenge is to improve future campaigns by making use of current analytical data and metrics and to constantly be improving upon your processes.

Important e-mail marketing metrics and analytics:

1. Delivery rate
This is the rate of emails that actually end up in the inbox of the recipient. You can use the analytics to find out the total number of emails sent, and minus the emails that weren’t send to them. The bounce rate should also be deducted to determine the delivery rate.

Emails may not always reach the recipient’s inbox because they may end up in the spam box. The delivery rate should be above 90%. If this rate starts to decrease over the period of time, you need to check different factors contributing to the declining percentage. It could be because your IP has been blacklisted or your subject lines have grammatical and other errors. Improving the delivery rate will increase the campaign’s ROI and your ISP reputation.

2. Bounce Rate
There’s a small amount of emails that fail to reach the inbox of the recipient. This usually happens in two situations and you need to be aware of them in order to take appropriate action.

The first situation is where the inbox of the recipient runs out of storage space or the email server has issues. There’s not much you can do in this case except wait for the problems to be solved.

The second situation is when something is wrong at your end and the email is not sent. This mostly happens when the recipient’s email turns out to be invalid. You should avoid keeping such email contacts because if your emails are sent in bulk to invalid email addresses, you can be tagged as a spammer.

You should also take a deep look at your body content and the subject line because they may also make your emails end up in the spam filter. Improving bounce rate takes time but is important for successful campaigns.

Both delivery and bounce rate are related to each other and these two analytics are quite important to improve email marketing conversions.

3. CTR
CTR stands for click through rates, and it’s the prime focus of email marketing analytics. The click through rate shows the number of recipients who clicked on a picture or link in your email. This is quite important to find out about your ideal recipients and what they expect from you in future emails.

After realizing the type of links that are being clicked, you’ll be able to deliver more relevant content. The click through rate pretty much guides you about the step that should be taken next. For example, if someone has a high CTR for Facebook marketing links, an email regarding social media marketing services will be more helpful and relevant for him/her compared to an email about affiliate marketing services.

4. Conversion rate
Conversion rate determines how many recipients responded in a way that you wanted them to. This rate also tells you the number of leads generated from your campaign and measures the overall success.

If your conversion rate is low, you can try changing the content of the e-mail, design of the landing page or experiment with a custom layout. You can also add tags to different campaigns to get an idea of how the emails are performing. By a little brainstorming, it’s possible for you to increase conversion rates in every campaign

All the data and information you collect from email marketing analytics will only be beneficial if you put it to the right use. Analytics aren’t only meant for getting on the good side of management, but should also be used to optimize your cross-channel and targeted marketing performance.

You can benchmark how the campaigns performed over different time periods and try to come up with strategies to improve marketing performance in the future.

– Shawn Hartley in AdPulp

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