The From Line

Sending, Managing & Monetizing Email

Website Publishers Learn About Form Monetization

Gold Lasso's RegReady put together a quick presentation to educate website publishers about form monetization.  In addition, the presentation shows how website publishers join and benefit from Gold Lasso's RegReady co-registration network. The presentation highlights the differences between traditional co-registration and RegReady's methodologies that provide advertisers an ethical and responsible way to grow their email lists.

Click here to check it out:

Proper form monetization and co-registration practices.

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Email Marketing's Biggest Secret

Watch Gold Lasso's video Email Marketing's Biggest Secret and learn a guaranteed yet least used tactic to lift your conversion rates.  More videos to come.

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Maximizing Promotions with the 2009 Holiday Push


Here we are, well into the last quarter of 2009, and holiday-related marketing campaigns are well underway. Many of Gold Lasso’s clients have begun promoting sale dates, coupon codes, clear outs, special event dates such as VIP access to online sales and other year-end online campaigns. Meanwhile, some still have not begun their end of year planning. Start now, it’s not too late. Here are some tips to help organize your e-marketing strategies:
  • Coordinate online and offline promotions together to reinforce customer messages.
  • Prepare special “backup plan” promotions that might be triggered by an event – snow in Florida promotions and inventory blowouts are just a few examples.
  • Make it your New Year’s Resolution to be more engaging with your customers. Clearly and directly ask your customers to use social media by sharing info on Twitter or Facebook, forwarding to a friend or responding to a survey. Follow up with a thank you email or give financial incentives to those who share messages. (This feature can be tracked in eLoop standard campaign reporting.)
  • Incorporate Auto Responders so people receive messages immediately after signups or customer purchases. This not only puts your name in front of the customer right away, but prompt emails encourage higher open rates and build better sender IP reputation.
  • Keep pushing your messages all the way until last minute. It’s OK to send messages the day before Cyber Monday as well as on Cyber Monday. (The Monday following Black Friday, the day after Thanksgiving, is associated with a significant increase in online sales. Cyber Monday is November 30. Mark your calendars!).
  • Don’t only promote holiday shopping. Why not assemble messages for New Year’s – encourage customers to stock up on services or products for 2010 now.
  • Busy staff? Why not incorporate RSS-to-Email functionality in campaign creation. One of our clients saved his office 20 hours of staff time by utilizing this feature in eLoop!
These are just a few of the many ways email marketing can be used to enhance your business this time of year. Remember to start sending emails now, send often, and send all the way until the end of the promotion for maximum results. For more information on how these features can be used, contact your eLoop Account Manager.
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Custom DNS - Another Reason Why You Need It

Below is another example of how using a custom DNS with your email service provider can help increase trust and deliverability.  In this example, TechTarget sent me an email to sign up for their Online ROI Summit.  However when clicking on the link my email client warns me that the link could be fraud.  Why?  Because the link resolves through the email service providers domain instead of TechTarget.  This is why custom DNS coupled with a unique IP is the gold standard for deliverability and trust.

custom dns for email

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Q&A: What is Social Media Marketing and Why Should You Use It?

What is social media marketing (SMM)?
Social Media Marketing or SMM is the ability to successfully create dialogs with existing and new customers through social media networks such as LinkedIn, Facebook, Twitter and Flickr.  Successful dialogs are created by identifying and reaching out to influencers – people who regularly share content and opinions. Continued personal engagement and targeted content with influencers are the biggest challenges with Social Media Marketing.

Why should I have a SMM strategy?
Since marketers love to have reasoning backed by statistics below are Facebook’s most recent stats for your reference:

       General Growth

  • More than 250 million active users
  • More than 120 million users log on to Facebook at least once each day
  • More than two-thirds of Facebook users are outside of college
  • The fastest growing demographic is those 35 years old and older

    User Engagement
  • Average user has 120 friends on the site
  • More than 5 billion minutes are spent on Facebook each day (worldwide)
  • More than 30 million users update their statuses at least once each day
  • More than 8 million users become fans of pages each day

    Applications
  • More than 1 billion photos uploaded to the site each month
  • More than 10 million videos uploaded each month
  • More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
  • More than 2.5 million events created each month
  • More than 45 million active user groups exist on the site

    International Growth
  • More than 50 translations available on the site, with more than 40 in development
  • About 70% of Facebook users are outside the United States

    Platform
  • More than one million developers and entrepreneurs from more than 180 countries
  • Every month, more than 70% of Facebook users engage with Platform applications
  • More than 350,000 active applications currently on Facebook Platform
  • More than 200 applications have more than one million monthly active users
  • More than 15,000 websites, devices and applications have implemented Facebook Connect since its general availability in December 2008

    Mobile
  • There are more than 30 million active users currently accessing Facebook through their mobile devices.
  • People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.
  • There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products

 

Even thought these impressive stats are just for Facebook the growth trends, engagement and generational penetration are not limited to Facebook alone.  There are hundreds of other social media sites and your customers are there, somewhere.


How can I develop a SMM strategy?
Just as with any emerging marketing techniques mastery comes from education, patience and a lot of trial and error.  Any successful marketing strategy involves goal and objective setting and social media is no different.  Once you’re secure with your objectives you will not only need to do research as to which social media sites your customers use, but if they will be receptive to creating a dialog with you via these sites.  For example, if you’re a B2B company with an objective to do lead generation, there may be a number of prospects that don’t want to hear from you via Facebook because they consider it more for social communication amongst close friends however would be more receptive to hearing from you through a business site such as LinkedIn.  

After determining the proper social media outlets content should be created, tagged and linked specifically for your social media strategy.  For example, if you send an email newsletter with multiple stories, a social media sharing link should be created for each story, not just the entire newsletter.  This makes the sharing of the exact content easy and seamless to the end user instead of putting additional obstacles to subscribers.  Once you start to receive feedback you’re your campaigns you will notice a certain group of people who consistently click on the share links to pass your content to their friends.  These people are the influencers and it’s important to develop an entirely different strategy of communicating with them once they are identified. 

What do I have to do to implement SMM into my emails?

Implementation is very simple. In eLoop it’s a simple three step process which takes about a minute..

Most important is your strategy.  This is the key to your SMM success. When devising your strategy, think about your end goals.  Perhaps you are promoting an event, encouraging an action, or simply just providing valuable information. Each of these tactics takes a slightly different approach.  However, the one component that is similar to all is that you want to make it exciting! There is no point in posting dull and boring information to Facebook or Twitter.  Give them something to talk about, post about or tweet about!

Once your SMM is included in your email, you must TEST, TEST, TEST! You have put a lot of brainpower and elbow grease into your strategy and the last thing that you want is for a mishap to be posted all over the social media marketplace.

What is the “Add This” feature in eLoop?
Gold Lasso has partnered with AddThis, the #1 bookmarking and sharing button on the Internet.  We chose AddThis because of its ease of use for our clients, it’s quick setup and it’s transparency with eLoop.  The AddThis button can easily be integrated in to your email marketing efforts after a quick less than a minute setup.  Once setup, you can include a preset button of your choice or a custom button that you can design.  eLoop gives you four choices on what to post using your button.  The most common usage is to link to the current message that you are sending out.  We also offer the ability to link to another message in eLoop, a link to a website, or a link to a Data Collection page in eLoop.

When recipients receive the message, they can click on the button and post your link to more than 50 social media sharing sites.   This will help to drive your message home by letting your recipients help to pass the word along.

To help with your Social Media Marketing efforts, you will now see that social media is reflective in your eLoop reporting.  You can measure the amount of clicks on your AddThis button in the Campaign Reporting section within eLoop.  For more detailed analytics, you can use your AddThis username and password that you created during the setup process and login to AddThis’s website.  From there you can measure sharing trends, top content, top services and much more.  In the future we will be integrating this valuable information in with your eLoop account.

If you are interested in developing a SMM strategy or have questions regarding implementation, please contact your Gold Lasso Account Manager at 301.990.9857 or via email at This email address is being protected from spambots. You need JavaScript enabled to view it..

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