A recent study* on radio advertising showed that 80% of listeners who heard a relevant radio ad with a web address mentioned in it went on to visit the website. We postulate that the same would hold true for other forms of volatile advertising like TV and outdoor (including billboard advertising and car, van and truck signage).

Warning: When advertising, make sure that your web address is memorable.

If your web address is not relevant to your advertising message, it may be too hard to remember. So make sure that your web address relates to the key theme of your ad. Think about registering a domain name specifically for you advertising campaign.

For example, for one of our clients - Superior Mobile Mechanics – we registered www.superiormobile.com.au for use in advertising and vehicle signage in addition to the domain www.superiormobilemechanics.com.au.

The first domain is easier to remember and spell correctly, but the second domain was better for search engine ranking… so we use both.

* Source: commercialradio.com.au

From the author: If you use email marketing to reach your customers and prospects, then there’s are simple things that you can do ensure that you message gets through and gets acted on. They key is in your email marketing conversion rates.

We know that to achieve high conversion rates and sales from your email marketing you need a combination of the best email marketing tools and a team that includes the seasoned marketers, email designers, web programmers, copywriters, and editors. That’s why we created Bitemark.

Contact us on 1300 248 362 for a free conversion rate review of your email marketing.

I drew a blank when I saw this from Borders Australia in my email preview pane. It took me about 1/2 a second to delete the email, even though I love shopping at Borders.

As you can see from this capture of the email with images downloaded, it’s a classic case of form over function. Email marketing should be about content that is important to your customers, not just design and branding.

By our definition of content, “useful information“, a banner design is not content when it hasn’t downloaded yet.

So the question is, will this lack of content have an impact on email open, click through and conversion rates? You bet! What many email marketers forget is that:

Email is a time sensitive medium.

It’s likely that you will receive many emails like this everyday. Even if you see an email from a brand as strong as Borders, you’ll still look for a compelling, relevant reason to read on…

There are some questions that you should immediately ask about your email marketing:

• Where and when is the reader going to get the email?
• Is the content of the email relevant to the reader?
• Can the reader pick up the scent of relevance from the preview pane without downloading anything?

If the reader can’t pick up the scent in 1/2 a second, then it may be time to rethink your email marketing execution.

From the author: How effective is your email marketing? The answer lies in your conversion rates.

We know that to achieve high conversion rates and sales from your email marketing you need a combination of the best email marketing tools and a team that includes experienced web marketers, email designers, web programmers, copywriters and editors. That’s why we created Bitemark.

Contact us on 03 9012 6600 for a free conversion rate review of your email marketing.