Series Posts: Beyond

5 Reasons Why You Need Video to Make a Successful Newsletter

5 Reasons Why You Need Video to Make a Successful Newsletter

Beyond • August 15, 2018

With visual social media platforms booming all over the place, it’s easy to forget how powerful a good ol’ newsletter can be. I’m convinced that you don’t need me to remind you that there are direct channels to our audiences that can bring them valuable insights and special opportunities right to their inbox. You’ve surely learned how they can link you to your ideal clients and help you build a beneficial relationship with them all on your own. Of course, for that to happen, you have to deliver content that sparks their curiosity and makes it feel worthy to them. I wonder what that can be in today’s, video-dominated landscape? Well, I’m not being cryptic here. You need videos in your newsletters I’m sure you already know the power videos have for your business. The spectacular numbers about video marketing speak of a glowing future for an already established way of reaching out: people love videos, they don’t get tired of them, and they want more. Including them in your regular emails to your clients is truly a no-brainer. Leaving the considerations of how to include videos in your emails (there are fantastic tutorials on the Web about that), let me break down for you why you need to start putting videos in your newsletter to see its results soar and to revitalize your brand’s message to your audience. Videos build brand trust A fruitful relationship between you and your clients can only exist if they trust you. How can you make that happen? The most direct way is to deliver what you promise (AKA your product or service does what you say it does). However, there are other things you can do to boost their trust in you: showing that you understand the core problem that brought them to you, showing commitment with the solution, being transparent about who you are. Putting all your marketing cannons aimed at your audience to show who you are. You can accomplish all of those things with videos. Company videos that display your brand’s backstory, explainer videos that describe what you do and how can you help, videos with your products in action and testimonials of your happy clients are among the videos you can use to boost trust. All of them address your clients and prospects’ anxieties while making it clear that you know what they are going through, that you can help them, and that you have nothing to hide. A video approach with useful and insightful takes embedded in the emails they get frequently can reinforce trust and make them loyal to your brand. They’re the most popular type of content on the Internet When I talked about “spectacular numbers” before I didn’t overstate the true force that’s video marketing. A few figures that back me up on this: YouTube has more than a billion users (a third of the total Internet users) that watch a billion hours worth of video per day According to Google, mobile video consumption doubles each passing year Video will account for more than 80% of total web traffic by 2019 But that’s not all. With 90% of customers reporting that videos help them in making purchase decisions and with those same people saying that a positive experience with a video ad increases the likelihood of their purchase by 97%, the power of video becomes more than evident: it’s undeniable. You can take any conclusion you want from those numbers, but mine is this: if people are actively looking for more videos to watch (and they are telling us they love videos when it comes to business), then every marketer under the sun should be using videos whenever possible. They increase open and click-through rates It’s not just the (already huge) matter of videos being insanely popular and overtly compelling - they are also great for email marketing. With videos being as widely used as they are and with email being the tried-and-proven marketing tool that we all know and love, combining them was an obvious way to go. Even without the possibility of playing videos in the emails themselves, just the promise of a video inside hinted in the subject line is enough to see an increase in your open rate (some say that the increase goes from 7% to 13%). Many marketers would feel amazing about being able to get just that, but videos in emails can do something extra: they will boost your click-through rates. See, that inability to play the videos in the email’s body works in your favor, as the people getting the mail will want to watch the video, thus clicking on its thumbnail to go wherever you take them. Reports say that doing this will get your CTR up to 300%, which is huge! Provided that you do a good job with your video and the call to actions around it, you’ll have many more people getting your email\'s message - simply by adding a video! Check this example by Litmus: They added a Play button in the middle of their thumbnail to capture people’s attention, which made them click and access their site directly, in an engaging and organic way. Videos are more engaging and easier to consume than text and images I’ve already said that people love video but do you know why that happens? It’s because of the same thing that happens when you have to choose between the book or the movie adaptation: video is far easier to consume! According to recent studies, our brain is wired in such a way that it retains visual content far better than text. In fact, they say that an average viewer remembers 95% of a message when it comes in visual form versus the mediocre 10% of a text message. That’s because we process images way faster than words - it takes us 1/10th of a second to ‘understand’ an image. But that’s not all. Videos are better than just plain images because they are more “complete.” Videos add sounds and movement, which in turn make them more eye-catching, compelling and entertaining than a still image. This can be understood as videos being more engaging because their narrative develops in time while the image story is something you grasp in an instant. In this example, the folks at ReelWorks shared a video preview for their upcoming documentary “72 Hours” on their email newsletter, creating expectations and building up hype for its release. It’s one of the perks of being subscribed to newsletters: to be an insider and getting access to content before the general public. Videos have huge viral potential As attractive and compelling as they are, videos can quickly draw the attention of your audience. The increased impact of a video when compared to texts and images along with the videos innate ability to deliver messages quickly and effectively turn them into the chosen way for people to share those messages. Think about it. How many times this week alone have you watched a video someone shared with you? Heck, how many times did you do that today? Videos are entertaining, are easy to understand, can be enjoyed in under a minute and in almost any modern situation: you can watch any short video on your morning commute, on a work break, in your bed or even in that boring weekly meeting with your boss. And if a video strikes a chord (say, it’s very emotional, clever, or hysterically funny), the way it’s shared feels like a wildfire. A video has the potential of generating that “I have to show this to my friend/family/followers/whatever” feel that images and text are lacking. That’s the viral potential that’s like the Holy Grail - a viral video can put your name everywhere, and if you couple it with a great marketing strategy, you can reach people you’d never have reached before. Summing it up… I know that some of you may think that the majority of these five benefits don’t feel closely related to newsletters but that’s simply not true. The power of video for businesses is so immense that the mere promise of a video inside your newsletter can put all of these advantages at your fingertips. Besides, if you’re trying to maximize your visibility and your business, you are probably putting out videos on a regular basis. So, if the simple inclusion of your best ones in your newsletters has the potential to make this kind of difference, why wouldn’t you try it? With lots of studies and reports talking about how videos can change the face of any business and already-tried strategies to use them in email marketing, you have the path to take already laid out for you. The most popular content on the Internet today plus all the advantages of email you already know - it’s the winning combo you were waiting for!


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8/10/18: Weekly Clues for the Clueless Email Marketer Digest

8/10/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 10, 2018

Another week of our new podcast in the books! We continued our conversation focusing on growing your email list. This week, we took the focus from online to offline strategies. Sure, email marketing is in the digital realm, but your business doesn\'t exist there solely. Without further adieu, here are our next five episodes that discuss offline opportunities for growing your email list: Growing a List: Phone As we continue our conversation around growing a list, we take it offline for this episode and discuss using the phone to add subscribers. You\'ve already got potential subscribers on the phone, why not take a moment and ask them to join your list? Growing a List: In-Store We\'re still focusing on the various touch points for growing your list. We continue looking at off-line options by discussing opportunities to grow your list in-store. Growing a List: Events This episode continues our conversation on the off-line options for growing your email list with a look at events. Business events and expos give us an opportunity to interact with all sorts of current and potential customers. Use that to build your list. Growing a List: Print Ads t\'s important to remember every possible touch point when looking to grow your email list. You might not think of print ads as an opportunity to do that, but you\'d be incorrect. With QR codes, SMS or simply putting a URL, you can grow your list with this offline opportunity. Interns Ask Us Questions About Growing a List We made our interns listen to the first nine episodes on growing a list and then told them to ask us any questions that came up. After all, they\'re the resident Clueless Email Marketers in our office.


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8/3/18: Weekly Clues for the Clueless Email Marketer Digest

8/3/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 3, 2018

Well, folks, we\'ve officially got a week in the books for Clues for the Clueless Email Marketer! For these first five mini-episodes, focused on growing your email list. These topics included why your email list is so important and why you should put effort into growing that list. Then we began looking at the individual touchpoints where you should be trying to build your list and some practical strategies for doing so. Introducing Clues for the Clueless Email Marketer Welcome to our new podcast! We\'ll be releasing daily mini episodes (minisodes) each weekday aimed at the Clueless Email Marketer. After all, we\'re all clueless until someone clues us in! In this first episode, we introduce the podcast and start a conversation on the importance of your email list and why you need to focus on growing your list. Growing a List: Homepage We kick off our series of conversations about how to grow your email list by focusing on the most obvious starting point: your homepage. Do you know where you should place a signup form on your homepage? You will after these 5ish minutes! Growing a List: Your Blog Your blog is one of the best SEO tools for your business. It\'s going to drive traffic to your site. Keep those site visitors coming back by converting them into subscribers. Growing a List: Other Website Pages We continue our conversation about growing an email list by looking at some of the other places to consider putting a signup form on your website. Know the highest trafficked pages on your site, so you\'re not missing opportunities to grow your list. Growing a List: Social Media Email marketing and social media aren\'t an either/or situation. You should always be using both and that includes efforts to grow your list. Listen to this episode to find out how you can use social media to attract new subscribers.


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Best of the Heart of Business

Best of the Heart of Business

Beyond • August 3, 2018

Well, one week is in the books with our daily (on weekdays) mini-episodes of Clues for the Clueless Email Marketer and Clues for the Clueless CRM Marketer. Now that we have three podcasts, it seemed like as good of a time as any to look back on our original podcast, the Heart Of Business. With a little over 100 episodes released, the Heart Of Business has seen some awesome guests, who are doing (or have done) incredible things. We wanted to honor some of our favorites … and some of yours! The truth is, we’ve enjoyed every single episode we’ve recorded. It’s hard not to when you get to speak with people who are passionate about what they’re doing with their lives. Thanks to everyone who has ever been a guest on the Heart Of Business and all of you who have been listening all these years! Andy’s Favorite Episodes Diamond Dallas Page: Wrestling with a New Yoga Business If I’m being honest, a large part of why this was so special is because of the voicemail that was left for my by DDP himself prior to recording. My junior high self was squealing on the inside about this episode. He did not disappoint. Nick Uhas: Beginnings, Big Brother and Beyond You ask Nick Uhas how he wound up on Big Brother and you first hear about how he started wrestling in Junior High, competitive rollerblading and how he crashed a fraternity leadership summit in Mexico. Somehow, it turns into a story of following the path presented to you and gaining confidence in your strengths. There Is No Shot: ImmunoMatrix with Kasia Sawicka Kasia Sawicka is the Neo of ImmunoMatrix. The one that did what has never been done before. During a college experiment, Kasia stumbled upon a discovery that might have major implications across the globe. Through her findings, she has made a patch that can deliver medications through the skin at a greater rate than was previously thought possible. She\'s got a growing list of awards and accolades that boast the significance of ImmunoMatrix. Daniel’s Favorite Episodes All About.com That Podcast with Neil Vogel Neil Vogel is the CEO of About.com. He talked with us about transforming a brand, chubby babies and content. With Andy on injured reserve, Engineer Claude and Daniel took the reigns for this great listen. Siri, Will You Be On Our Podcast? You\'d think being the voice of Siri could be the coolest thing a person could do. Then you learn that Susan Bennett also toured the world with Roy Orbison. She toured with a guy that was in a band with a Beatle. How cool is that?! The answer is very cool, and Susan Bennett is just that. Learn about the life of a voice actor and singer and how one can be the voice of Siri without even realizing it\'s happening. Energized By Grid Modernization Engineer Tirthak Saha Tirthak Saha is only 26 years old. He\'s been recognized by Forbes 30 Under 30, worked with NASA on origami-inspired satellites and won American Electric Power\'s Spark Tank Innovation Challenge. You may not have heard of him yet, but he believes that will change. So do we. Most Downloaded Episodes (Your Favorites!) Drive Change: Social Justice is a Dish Best Served ... Literally It seems more important than ever to tell a story like that of Drive Change. A force for good in our society aimed at improving the lives of its employees, maintaining a conversation on social justice and serving delicious food. Drive Change brings its cause straight to the people taking its food truck, Snowday, on the move with a message. You see, the food truck employs formerly incarcerated young adults and gives them support, on the job training and assistance in achieving the future they desire. Did I mention the food is amazing? I don\'t have to because the awards are piling up ... as are the mentions in every \"best of NY\" list on food trucks. Drive Change co-founder Roy Waterman and his team deserve all the accolades their food has received and more. In a world of hashtag activism, it seems as important as ever to give a platform to the individuals taking action to work for a better tomorrow. 1,810 Seconds with 2-Second Lean\'s Paul Akers Paul Akers had to go to Japan to become fully immersed in Lean culture. Thanks to him, all of us need not leave our desks. To say we were excited to speak to Paul and hear his story is an understatement. His Lean Journey is one of positivity and joy, albeit not with a few bumps along the road. We talked to him about his own company, FastCap, and how they have benefited from implementing Lean. EasilyDo: Stay On Top Of It All Think about all of the things for which you use your smartphone. Calls, email and texting, sure, but what else? You calendar, the internet, social media. Shopping? Transportation? Business? These days the list can go on and on. EasilyDo is like having an assistant that lives in your phone. It integrates with all of the tools you use in your life to stay organized and get things done. We had a great talk on how the tools in your life can be used more efficiently. It\'s something all of us can stand to do. Most Played Episodes (More of Your Favorites!) The Fan Experience with Kevin Browning, Umphrey\'s McGee Not many bands can tour for more than a decade and a half and still bring something new to the table each and every time. Umphrey\'s McGee has delivered unique fan experiences unseen by most others in the music industry. We chat with Kevin Browning, who manages strategy and development for the the band. Listen along and see how you might conjure up some out of the box ideas for your business. Millennials & More with Michael Price Michael Price literally wrote the book on millennials. Hear how his book, What Next? The Millennial’s Guide To Surviving and Thriving in the Real World, came to be and why he felt he was the one to write it. Hear his thoughts on millennials, who they are and what they are capable of. You Can Dance If You Want To ... at Dance With Me Alex Samusevich co-founded Dance With Me Studios with Maksim Chmerkovskiy of Dancing with the Stars. He took a lifelong passion for dance and turned it into a business that also allowed him to share it with others. What started as a conversation about being able to pursue one’s dreams in business and in life that was uplifting and inspirational turned into a look at using what you have, creating great content and doing it all with a DIY approach. Tell Us Your Favorite Do you have a favorite episode that we didn’t include here? Tell us in the comments!


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5 Fashion-Inspired Color Palettes for Your Summer Email Marketing Campaigns

5 Fashion-Inspired Color Palettes for Your Summer Email Marketing Campaigns

Beyond • July 27, 2018

If you are anything like me, you have been following the summer fashion trends closely and taking copious notes. What is hot this summer and what are the biggest names in fashion wearing this season? It is an especially exciting time in the fashion industry, as there seems to be a constant disruption and turnover sweeping the industry. According to the Pantone Color Institute, a trend forecaster and consultancy, as color becomes increasingly important, designers are responding by featuring more shades in their collections. Vibrant and bold hues, but also new neutrals and more pastels, define the latest summer trends. At this point, you may be starting to wonder what fashion trends have to do with your email marketing campaign. Let me explain: as a marketer you should always look for ways to sustain and increase your competitive position. To do that, you need to stay on top of trends and what better place to look for what is trending than the runway. Fashion trends can always give you a clue as to what is popular at the moment, and this summer there has been some great inspiration coming from the runway. According to a 2015 study by Microsoft, the average consumer’s attention span has dropped to eight seconds. Considering that, on average, a reader spends about eight seconds on an email once opened. Given that small window of time, it is your job to capture your reader’s attention with all the tools at your disposal. Initially, what will capture your reader’s attention are visual elements such as design, imagery, and of course, color. More often than not, it is the color combination, in particular, that is the deciding factor of whether your reader will engage with your content or will lose interest and bounce. Understanding how colors affect one’s disposition towards your content is crucial to the success of your email marketing strategy. With the hot summer days upon us, warmer tones, brighter hues and the use of more colors are popular. This season can present a great opportunity to introduce some bold colors to your email designs, with a summer-inspired color palette. To make your brand more relevant and visible, I have prepared five fashion-inspired color palettes to bring summery vibes to your next email marketing campaign. Tropical Rhythms When I think summer, I think vacation, preferably on a bright sunny beach in an exotic location. Palm trees swaying to a light breeze and ocean waves dancing to a tropical rhythm. To capture this carefree ambiance, tropical hues and patterns have made their way onto the runway to become one of the hottest Spring/Summer 2018 print trends. Leading designers, including Fenty Puma, Michael Kors, Coach, and Gucci, artfully decorated their garments with tropical ornaments like palm leaves, pineapples, and hibiscus flowers. Inspired by this trend, I have created the ultimate tropical palette to bring a summer vibe to your next email campaign. The palette is bright and friendly, with an abundance of color variance and contrast. The most prominent hues include tangerine orange, palm green, dazzling pink, ocean blue and sunny yellow. To make sure the combination of bright and saturated hues is not too overpowering, pair this scheme with a deep tan or a neutral beige. This palette is ideal to add a fresh summery tone to your newsletter designs. Candy Sweet Pastels Anything with an ice cream hue is sweet for Spring/Summer 2018. A slew of delicate pastels came down Spring/Summer 2018 runways Victoria Beckham, Hermes, Armani, Dolce & Gabbana, Versace included. Challenging the increasing popularity of millennial pink, soft shades of lavender and mint have become the ‘it’ colors this summer. Pastel shades are the happier, lighter version of their original color and their simplicity will allow you to style them with other colors and prints. Pastel colors allow for other prominent elements such as text and action buttons to stand out in the foreground, while still providing a warm and cheery presence to the viewer. Choose from a variety of pastel pinks, yellows, mint, blue and lavender. One thing to keep in mind is, if not combined with the appropriate elements and colors, pastels can appear bland and unexciting. Be sure to accommodate a brighter accent color or an interesting font when opting for a pastel palette. Less is More Monochromatic Monochromatic is this season\'s most dominant color trend. This color scheme features one hue in a variety of tones. Even though this color palette may lack contrast, it provides a clean and polished design. From Victoria Beckham’s ice-cream pastels to Max Mara’s neutrals and Rihanna\'s Fenty x Puma eye-popping oranges, the Spring/Summer 2018 runways were a masterclass in how to work the look. For this color palette, I chose orange, to create a versatile spectrum with color options for every part of your design. Working with this single color palette will help you create a warm and exciting feeling. Bring the reader’s attention to your text by choosing an accent color; when in doubt, always turn to the classic black or white as your font color. And if you are feeling adventurous, you can try combining your monochromatic design with the previously mentioned color trends. Choose this color palette to bring cohesiveness and simplicity to a busy design. Bold Pigments & Neon Brights Summer is the season of bright shades, fluorescent colors, and saturated hues. From Tom Ford to Calvin Klein and Kenzo, designers are going all out with bright and bold designs. A rainbow of colors in their brightest varieties are sure to bring that warm summer style to your email designs as well. As we have seen so far, Summer 2018 is the season of experimenting with color. To stand out from your competitors, use bright and bold colors. Dare to use neons and bright pigments. You don’t need to rethink the entirety of your brand’s color palette to introduce some bold pigments to your design. Instead, pick a few colors as your ‘unofficial brand colors’ and use them for all your summer email campaigns. This will help you bring some excitement and novelty to your newsletter while adhering to your brand’s core identity. For this color palette, I have selected vibrant pinks, blues, ultraviolets, and yellows artfully spiced together! What’s Old is New Again 90\'s Eye-popping colors such as coral, hot pink, neon, are the highlights of the 90s. Nostalgic retro design is having a comeback this summer more than ever before. Designer brands like Versace, Tommy Hilfiger and Fila, are paying homage to the popular retro 90s trend. In incorporating retro elements into their designs, designers have brought seemingly outdated colors back into the public eye, inspiring an unusual and exciting color palette. This summer opt for bolder colors in unusual combinations. Vibrant colors communicate energy, excitement, and optimism, which make up the perfect ingredients to set the right mood and grab your reader’s attention. This color scheme features bright purple, opposite shades of blues, neon green, pink and yellow. Integrating this colorful palette with funky patterns and black outlines is sure to invoke the classic 90s aesthetic. The primary force driving this season’s fashion trends is the rebellion of designers against the plain, basic color schemes. Today designers are daring to explore new combinations of hues and pigments, and the result is an innovative, beautiful explosion of colors! Some of the most successful companies know the compelling reasons to prioritize design, and color, in particular, to increase the odds of success. Choosing the right color palette can help you make a meaningful first impression, enhance brand awareness, and help you stand out from your competitors. However, don’t forget to align creativity and strategy. When selecting a color scheme for your next email campaign, always consider its association with your brand. Whether you integrate any of these trends should be based upon careful analysis and consideration.


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