Do You Want to Be A Better Marketer? Think Like A Publisher

be a better marketer

Gone are the days when marketing meant a self-oriented, one-way communication whose sole purpose was to shout out your best features. In the age of interactive communication, your customers are an essential part of your brand. Their real-time feedback, through email and social media, is your most accurate mirror. How can you make sure the image it reflects is going to satisfy you?

There are countless articles on this blog in which we emphasize how important it is for brands nowadays to focus not on themselves, but on their customers and their needs. In 2018 and the future, we believe this type of communication is the only one that will help companies develop genuine connections to their audience. From genuine connections come long-term, meaningful relationships. That means loyalty and, ultimately, it results in better business.

In his best-selling book “The New Rules of Marketing and PR,” author and marketing strategist David Meerman Scott states the same principle. Scott advises business owners to develop their companies around people’s needs, and marketers to convey their goal of being helpful and relevant.

“The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you and your organization as a leader. When you understand your audience – those people who will become your buyers (or those who will join, donate, subscribe, apply, volunteer, or vote) – you can craft an editorial and content strategy just for them. What works is a focus on your buyers and their problems. What fails is an egocentric display of your products and services,” Meerman writes in his book.

“Who are my readers? How do I reach them?”

For many marketers, the question remains: how do I do that? Meerman invites us to adopt a practical and smart perspective: think like a publisher. When a journalist writes his article, what he has in mind is his readers. The questions he asks himself are: What information is my article revealing that no other article does? How will this information help my audience? How can I express it in the clearest and most attractive manner?

If you are an email marketer and are struggling to find your voice, try to ask your self these questions. Here is Meerman’s advice:

“To implement a successful strategy, think like a publisher. Marketers at the organizations successfully using the new rules recognize that they are the now purveyors of information, and they manage content as a valuable asset with the same care that a publishing company does. One of the most important things publishers do is start with a content strategy and then focus on the mechanics and design of delivering the content. Publishers carefully identify and define target audiences and consider what content is required to meet their needs. Publishers consider all of the following questions: Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer? To be successful, you need to do the same thing.”

Email verification, a marketer’s guarantee for inbox delivery

Great email marketers not only craft campaigns that are useful to their subscribers, but they also make sure those campaigns actually reach their intended audience. This is where email verification makes a difference: for a competitive price, an email checker will determine which addresses in your database are valid. At the same time, it will remove the ones that are fake, dormant, spam traps, disposable or belong to known email complainers, who have a history of marking messages as “Spam.”

Growing an email list is not enough; keeping it healthy matters more than its size, and a relevant, informative campaign will set a marketer apart.

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Email Marketing Benchmarks: What You Need to Know Today

email marketing benchmarksPhoto credit: Photo by rawpixel.com on Unsplash

“Information is power.” We’ve heard this quote – attributed to Sir Francis Bacon – countless times, because it encapsulates the most comprehensive definition of knowledge. In marketing, it can make the difference between success and failure, and that’s why we like to focus on bringing you precious information you can use in your strategy. Today, we are going to share with you the latest email marketing benchmarks, gathered from a study conducted by Get Response.

The team at Get Response analyzed over 2 billion emails sent by their customers last year, between October to December, in 126 countries, across 19 industries. Here is what they found!

One of the most significant facts is that Europe has a more engaged audience than the one in the U.S. Average open, click and complaint rates are all higher than the ones in North America (average open rate in Europe is 29%, while the one in North America is 21.01%).

Another important aspect is that in countries like France and Germany, where double-opt in is a common practice, the engagement is higher than in the U.S. Here are the highest open rates by country:

The Netherlands – 43.37%

Germany – 40.35%

France – 39.52%

Vietnam – 34.69%

Russia – 32.46%

Spain – 30.44%

Italy – 30.13%

Belgium – 28.36%

Ukraine – 28.05%

Brazil – 26.97%


Welcome emails have a very high open rate: 82.20 across al industries. Don’t miss the chance to connect with your new subscribers as soon as they opt in. Also, use an email checker to make sure your contacts are valid. Email verification can increase your delivery rates by 98%.


When it comes to industries, the results are interesting: people read newsletters from their favorite publications, and their second favorite emails are the ones they receive from restaurants.

Top 3 highest open rates by industry

Publishing – 36.59%

Restaurants & food – 54.69%

Health care – 35.54%

The industry that has the lowest open rates is Internet Marketing – 18.05%. Curious what industry converts best? It’s Legal Services, with a conversion rate of 14.55%. The same industry is the one that uses double-opt in the most.

The best time to send your emails

We’ve covered this topic here, but let’s see what the stats say: apparently, the optimal time is 5 A.M. The second best time is 6 P.M. It all makes sense: people check their inbox early in the morning and during the evening, after they get home from work.

Marketers are also talking a lot about what the best day is to send their campaigns. All studies, so far, have shown that Tuesday is a winner. The latest analysis proves that Tuesday has, indeed, the highest click-through rates, but Friday has the best open rates. Very important to keep in mind, as well: sending one newsletter per week generates the highest engagement: an open rate of 34% and a click-through of 5.17%.

Read the full study here. We hope this helps you tailor your next campaign. Happy emailing!

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

The No. 1 Secret to Higher Open Rates

high open rates

Marketers can’t stop thinking about them. Before hitting the “Send” button of a new campaign, they wonder how high the rates are going to be. When studying the campaign reports, it’s the first thing they look at. Open rates – the reflection of email marketing success. So, what’s the secret to getting people to click on your emails?

The simple answer is: consistent quality.

Inboxes are extremely crowded – the average consumer receives about 90 emails every day. Magazines, newspapers, blogs and social media platforms produce enormous amounts of content that we simply don’t get the chance to consume. Time has become our most valuable resource, and we are all more aware of how we’re spending it.

If one of your emails wasn’t relevant to your subscribers, they will be willing to overlook it and probably click on your next campaign to give you one more try. If that doesn’t serve them in any way, it’s very likely that you won’t get a third click. And if you get it and still disappoint, your unsubscribe rate is in danger. People don’t have time to waste, and there is probably going to be another marketer in their inbox who sent them better content.


In February 2017, MailChimp updated its campaign stats and found that, across all industries, the average open rate was 22.83% for companies that have more than 50 employees. For smaller companies (1-10 employees), the open rate was 21.53%.


How can you increase the chances of people opening your emails?

♦ By not letting them down. If you’ve set a certain quality standard from the beginning, maintain it.

♦ Avoid sending them what’s relevant to you and focus on your subscribers’ interests – you can learn that easily by looking at your reports and determining what performs best.

♦ Send your emails regularly to keep your IP warm and to stay in touch with your audience.

♦ Use an email checker to make sure your contacts are valid. Your campaigns are not worth much is they reach a dead end – such as spam traps, abandoned and disposable email addresses, or catch-all domains.

Happy emailing!

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Why Promoting Yourself Less Is Better for Your Business

business success

Email marketing remains the best way to reach your (potential) customers and sell your products and services. It is also an effective tool to boost your brand awareness and grow to become an authority in your industry. All this is true, provided you don’t turn your emails into mere self-promotion. Your subscribers didn’t sign up for your communications only to be pitched. The secret of long-term success is to offer them a good reason to be on your list. And there is no better reason than valuable content.

Every time we think of people who manage email list successfully, there are two names that come to our mind: Ryan Holiday and Neil Patel.

Be like Ryan

Ryan is a media strategist, marketer and entrepreneur. He has written several books and is an avid reader himself. Actually, that’s why he started his email list: to share book recommendations. Now, his database gathers more than 80,000 people, and it’s growing. Has he ever promoted himself and his books? Yes, but seldom talks about his own books. Most of his emails contain great articles that anyone on his list can learn from. They are not trying to sell anything, but they are the best promoter of the Ryan Holiday brand. From a tiny database of 80 people, Ryan became an authority in marketing strategies, and that not only helps his books sell, but we bet it also brings him lots of new clients.

Be like Neil

I’ve been on Neil Patel’s email list for a while and I don’t remember getting one message saying anything about how great Neil is and how I should hurry to buy something from him. That’s not his strategy, and it shouldn’t be yours either. All Neil sends are plain text emails usually linking to an article on his blog where he gives precious information for free. Sharing his knowledge with generosity is what has turned Patel into one of the most respected marketers in the world. His articles and YouTube and LinkedIn videos all offer tremendous quality. Consistent quality gathers people around you, builds a sense of authority and eventually, it builds your brand.

Final tips for your next email marketing campaigns:

♠ Gather great articles & infographics you could send to your subscribers.

♠ Try to answer questions and solve problems your audience may have.

♠ Give your best advice. People will remember you for that.

♠ Make sure you reach them by using an email validation system to scrub your email list.

♠ Be consistent in your generosity. It will pay off.

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Q&A with ZeroBounce CEO Liviu Tanase, in Entrepreneur magazine

ZeroBounce CEO Liviu Tanase

We are excited to announce a very entertaining Q&A with ZeroBounce CEO Liviu Tanase featured in the prestigious Entrepreneur magazine. Tanase talks about how he cultivated a successful work culture and about his goals with email checker ZeroBounce.

“Our culture is based on continuous innovation” says Liviu Tanase, as he emphasizes how important it is for a company to offer a stellar product and focus on the profitability of its customers. Success, the young entrepreneur believes, can only be achieved when we empower others to be successful.

Referring to email validator ZeroBounce, Liviu Tanase states that it has become an industry leading mechanism created to ensure inbox deliverability. “The entire team at ZeroBounce strives, each day, to deliver this value proposition to our clients,” Tanase says. The company has offices in Santa Barbara, Las Vegas, Boca Raton, Romania and India.

The interview can be found here and will also appear in print, in the next issue of Entrepreneur magazine, out on April 24th.

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Three Things That Are Killing Your Email Marketing Success

email marketing tips2

Do you feel like you put a lot of effort into your campaigns, but the results are not as good as you expected? Just like any other project, email marketing requires a few conditions to be successful. You can check nine out of ten off the list, and the one you missed could entirely derail your outcome. Let’s see what are the three most important things that are preventing you from getting the most out of your email campaigns.

You are inconsistent

You send an email this week and then you send your next one two months later. Unfortunately, that’s not beneficial, for two reasons:

  1. People will forget you. They will see your email in their inbox and they will wonder who you are, trying to remember when they subscribed to your newsletters. Many times they won’t recall that moment, so they will consider you a spammer and mark you accordingly. Having your emails marked as “Spam” will hurt your reputation and might even get you blacklisted.
  2. You need to keep your IP warm to ensure long term deliverability. Learn more about how to get your emails into your customers’ inboxes by reading our free guide on this topic.

You talk too much about your company

Nobody likes someone who only promotes their own qualities and accomplishments in real life, so why would they like that in their inbox? Follow the golden 80/20 rule, where 80% of your content is informative, educational, entertaining and useful, and only 20% has the purpose of selling something.

You don’t clean your email list

You can have the most beautiful email template, craft the very best copy, come up with the most effective subject lines, and be as precise as the Big Ben in your sending behavior. None of that matters if you use a messy email list. That great campaign you’ve worked so hard for will bounce, will hit spam traps, catch-all domains and abandoned addresses. Did you know that an email verifier eliminate all of these problems for you? Wait, there’s more: not only will it clean your list, it will enhance it with missing information about your subscribers, such as their name and gender. Give it a try and see for yourself!

Happy emailing!

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

We have a new website!

zerobounce.net

We’re thrilled to announce we have a brand new website! Our team has been working on it for the last couple of months and we couldn’t wait to share the result with you.

The new zerobounce.net was designed to offer you a better experience and an easier way to find all the information you need about our email verifier. What’s new? Everything! We didn’t keep any element from our previous design, and we added the “Why Us” section, where you can learn more about our brand’s mission.

Our team has also expanded to provide you with the best 24/7 service possible: discover our new colleagues on our LinkedIn page! ZeroBounce, the premier email validation service, now has offices on three continents: in the U.S. (Santa Barbara and Las Vegas), in Romania and India.

We thank you for your interest in ZeroBounce and hope you can boogie on over to the new website!

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

This Is How Much Generation Z Cares About Your Email Marketing

centennials email marketing

There are countless studies and articles about Millennials and their shopping behavior, and it seems like marketers have identified the best ways to appeal to their tastes. But there is a new generation that’s catching our attention, because it has a tremendous influence on the world’s buying power. Centennials (individuals under the age of 21, or Generation Z) have different inclinations compared to Generation Y. Today we are going to zoom in on their habits and preferences, and see how much they care about email marketing.

A recent survey conducted by Yes Lifecycle Marketing reveals useful data for marketers looking to adapt their approaches to specific generations. If you are sending email campaigns, here is what you need to know about Centennials:

♠ 46% of them find email important in their purchase process

♠ 60% of Generation Z members have made a purchase from email in the past three months

♠ Centennials check their email more frequently than any other generation

♠ 6% of them check their inbox while commuting and 14%, while standing in line

♠ 85% of Centennials said that an easy online/mobile process is the biggest factor to determine a purchase

This doesn’t come as a surprise, considering that more than 60% email opens nowadays happen on email. Marketers can use this information to optimize their presence on mobile, making sure their website assures appealing visuals and ease of transaction.


Centennials are expected to reach about 75 million members soon. The buying power they can generate if of 44 billion dollars.


How can you motivate Centennials?

By offering them great quality. Members of Generation Z have high expectations and a variety of products to choose from. Who wins? Companies that don’t compromise their quality standards and are thus able to build brand loyalty.

Price is also essential: 55% of Centennials admit that it is a key factor in their decision-making process.

Have a nice store! Centennials value experiences more than anything. They are willing to spend on vacations and activities that make them feel good. Those who don’t shop online indicated they prefer to visit actual stores for a better understanding of the brand and its products.


Are you getting ready to send your next marketing email? First, run your email list through an email validation system to make sure the addresses you have are all valid.


What about social media?

Centennials don’t recall a world that was not connected by the internet. Half of them are online for over 10 hours a day, and they are seeking to interact with brands through both email and social media. Furthermore, social platforms influence their shopping more than any other generation:

Baby Boomers – 41%

Generation Z – 58%

Millennials – 74%

Centennials – 80%

Generation Z is extremely stimulated by visuals, so their top favorite social channels are Instagram, Snapchat and YouTube. Facebook remains the most influential platform for all generations, with 51% of Centennials saying they decide upon a purchase after they spot the product on Facebook.

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Refresh Your Email Marketing: James Webb Young, on how to come up with new ideas

how to produce ideas james webb young

James Webb Young believed there are no new ideas. All ideas people produce today are mere remixes of older innovative thoughts that have pushed humanity to progress. However, Young cultivated a thinking process that lead him to become the best copywriter alive, as David Ogilvy considered him. You can learn about it by reading his best-seller “A Technique for Producing Ideas.” We gathered some of the most interesting thoughts from the book, to open up your reading appetite and inspire you to create better marketing campaigns.


“An idea is nothing more or less than a new combination of old elements” – this is a quote by Italian economist Vilfredo Pareto that laid the foundation of Young’s creative process. The memorable advertising man, whose principles still inspire marketers around the world, made the most of the “old elements” he accumulated throughout his life.


james webb youngJames Webb Young

“The principle of constantly expanding your experience, both personally and vicariously, does matter tremendously in any idea-producing job. Make no mistake about that.”

***

“The habit of mind which leads to a search for relationships between facts becomes of the highest importance in the production of ideas.”

***

“What is most valuable to know is not where to look for a particular idea, but how to train the mind in the method by which ideas are produced; and how to grasp the principles which are the source of all ideas.”

***

 “We tend to forget that words are, themselves, ideas. They might be called ideas in a state of suspended animation. When the words are mastered the ideas tend to come alive again.”

***

“Thus, words being symbols of ideas, we can collect ideas by collecting words. The fellow who said he tried reading the dictionary but couldn’t get the hang of the story simply missed the point: namely, that it is a collection of short stories.”

***

 “A good idea has self-expanding qualities. It stimulates those who see it to add to it.”


What Young suggests, in his method to spark creativity, is to:

Focus on our research and gather all the facts.

Study all facts and see how they connect to each other.

Let go of the desire to produce a new idea. Detach from the project and leave it to the unconscious to work on it.

At the end of this process, “the Idea will appear” says Young.


Do you have a new idea for your marketing emails? Make sure you can share it with your subscribers by using an email verifier to clean your email list.


Here are the two traits of creative people, in Young’s vision:

“Every really good creative person whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested — from, say, Egyptian burial customs to modern art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.”

♦♦♦

James Webb Young was one of the most successful advertising men of all times. Born in 1886, near Cincinnati, he joined J. Walter Thompson in 1912 as a copywriter, producing some of the most unusual advertisements on the market. He later became vice president of the agency and helped it expand internationally.

Young published three books: “A Technique for Producing Ideas,” “The Diary of an Ad Man,” and “How to Become an Advertising Man.” He died in 1973, in Santa Fe, New Mexico.

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube

Top 3 Email Verification Misconceptions

email verification misconceptions

It is the most useful extension of email marketing, but email verification still holds secrets for many marketers. Why do I need it? Does it really make a difference? How often should I use an email validation software? Is must be expensive, right? If you are looking for the answers, keep reading about the top 3 email verification misconceptions we’ve encountered so far.

“You don’t need to clean your email list often”

Well, it depends what “often” means to you. Ideally, you would run your list through an email verification system before sending every new campaign. But we believe the right answer on how often you should check your list depends on the pace with which it is growing. If you get many new subscribers every week, email verification becomes a must at least once a month. If your list is growing slowly, you can allow yourself a longer time frame between verifications.

One thing to keep in mind is that 30% of your email list goes bad within a year. If you don’t clean your email list during this time, you are basically throwing 30% of your yearly email marketing budget out the window.

“If you don’t get any bounces, you don’t need it”

This is a common misconception that leads to low deliverability and a poor sender reputation. In a nutshell: an email validation software is not only the best weapon against bounces, but it also helps your emails reach the right people, while building your reputation.

A great email verifier will:

♠ eliminate invalid email addresses from your list, thus preventing your campaigns to bounce

♠ remove spam traps, catch-all and toxic domains, which are all useless contacts clogging your database

♠ detect and weed out email abusers – people who have a habit of marking emails as “Spam”

♠ get rid of disposable email addresses

♠ add missing information about your subscribers to your list, which helps you know your audience better

“It’s expensive”

Actually, as we explained above, email validation saves you money. We don’t know how much you are currently paying your marketing automation platform, but the fees usually depend on the number of subscribers you have. The more invalid addresses you keep in your list, the more money you are spending in vain. Besides, email verification isn’t expensive. For example, if you choose to clean your list with ZeroBounce, the price for 5,000 addresses is only $15! If you have a bigger database, of 100,000, the price is $200.

Before you make your decision, you can test our system for free. It’s easy to get an account with us and claim your free credits. Our customer support team is online 24/7 to assist you, and our software will return your list to top-notch shape!

LET’S CONNECT:

FacebookInstagramLinkedInTwitterTumblr | YouTube