Priority Inbox is revolutionizing how Gmail users receive e-mail — instead of dredging through loads of messages, Priority Inbox users are benefiting from Google's algorithm, which predicts which e-mails are important based on which ones a user opens and responds to. The feature's algorithm considers information such as who sent the e-mail, how many others it was addressed to (and who they are), which label it falls under and which words and phrases are used, to determine if it is worthy of the "important" marker. Google claims that typical Priority Inbox users spend 43% more time reading important mail compared to unimportant, and 15% less time reading e-mail overall as compared to Gmail users who don’t use Priority Inbox. We spoke with John Murphy, president of e-mail service provider ReachMail, for his thoughts on the implications of Priority Inbox for marketers and tips on how to optimize e-mail campaigns for it.
Murphy recommends implementing a double opt-in sign-up form for all e-mail communications with potential consumers. While it's already a best practice for marketers to emphasize quality leads, (instead of acquiring or buying every e-mail address they can get), this will be even more important moving forward. Another way to better personalize e-mail communications with recipients is to set up a preference center in which users can choose how often they'd like to receive e-mails. As an advanced step, Murphy recommends offering up dynamic content that changes based on a user's behaviors on a site. Implementing double opt-in procedures and allowing for customization preferences increases the likelihood that e-mail recipients will open and engage with a marketer's content.
Furthermore, Murphy urges marketers to strive for high clickthrough percentages based on open rates. To do that, Murphy urges marketers to stay away from teasing people with great subject lines that lead to lame offers — be honest in your subject line pitch, and try to reflect the offer as best you can. If creating and testing two versions of an offer isn't realistic for your team, Murphy suggests another option. Murphy believes that Gmail's model for Priority Inbox will soon expand to other e-mail providers in an effort to improve the user experience and continue to drive traffic for e-mail providers.
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They put together a list of attendees’ contact info based on collected business cards, contest entries and captures from the dreaded lead guns, which instantly gather contact information by scanning trade show badges. Just because someone attends a trade show does not mean that every organization in attendance is relevant to her, or that she is eager to receive newsletters, the latest product updates or a sales call. Develop a lead-nurturing campaign to guide prospects through the marketing funnel until they’re ready to speak to Sales. You’ve just given marketers like me a good guide in how to deal with leads that are generated from trade shows events.
I think a lot of those emails you get post-show are from exhibitors who you never met in the first place — they just got the attendee list from the show and then blasted away. Using Trade Show Exhibits certainly boosts your marketing effort and you will certainly get a better result. The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of the B2B Lead Roundtable Blog, its affiliates, or its employees. Top CRM Software Each month, thousands of businesses use Capterra to find the best CRM software.
It may seem hard to believe, but email has been around for over 50 years and is considered the oldest form of communication on the internet.
Email has always, and will continue to be, an exceptionally powerful and trusted communication vehicle that enables financial institutions to build long-term relationships with their members. Reality Check: Responsive email design is no longer a luxury, but a necessity, as emails not optimized for mobile are more difficult to consume and likely to be deleted. By making your email images high resolution ready, you ensure consumers digest the information in the most comfortable, eye-pleasing way.
It’s safe to say most financial institution marketers are unaware that their preheader text can be customized, and are therefore underutilizing it. The email inbox on the left has nice summaries of each email, thanks to preheaders that were properly customized. Reality Check: Preheader text has almost as much visual weight in an inbox as the subject line — take advantage of it. There’s no doubt that email remains a beneficial marketing tool for financial institutions to strengthen member relationships, boost loyalty and ultimately increase deposits and loan growth. According to research published by bluehornet in 2014, users who responded to the question “If you get a mobile email that doesn’t look good, what do you do? Retweet this or any post in Funnel Vision: Focusing Your Digital Marketing to win a Kindle Fire HD! As I mentioned in the last post, the goal of any digital marketing funnel is to convert traffic visitors into paying clients.
The very first step is setting a benchmark, because success to one company might mean failure to another.
Once you’ve decided to take this step, you can follow through a three point plan to determining realistic conversion stats.


Following this I recommend drawing out a marketing funnel to create a concrete visual of your game plan. Analytics is and will always be the name of the game, especially when it comes to digital media. This new feature is the first big innovation since the spam filter that has ruffled feathers for e-mail marketers. Good news for e-mail power users, and bad news for e-mail marketers who are almost certainly doomed to fall under the "everything else" category. Double opt-in is the process by which users sign up via an opt-in form and then confirm via e-mail.
Furthermore, the option to customize content helps target communications based on a user's interests. If he or she bought running shoes, for example, serve up content relevant to running in your next e-mail communication with that customer.
To make sure these tactics and others are working, Murphy suggests benchmarking open and clickthrough rates to keep track of changes. As a result, it's in the best interest of marketers to shape up their e-mail programs to account for such possibilities. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.
Explain how you attained their names, make it personal and connect back to their motivation.
Do what you can to show what you have in common (primarily, the event) and why they should engage with your company. Only 5% to 15% of inquiries are ready to speak to Sales, so the rest require nurturing until they fit your universal lead definition (ULD).  (Don’t have one?
Make sure your sales professionals individually follow up with the people they spoke with, whether that’s through sending email, connecting on LinkedIn, or following them on Twitter.
Don’t discard attendees who are not a fit; they could become a champion of your brand, or possibly a partner or collaborator. Provide value from the start, maintain a light touch campaign that establishes your company as a resource and shed light on your potential solutions while doing so. I recently wrote a post on my blog covering the same topic, but I took a little different approach.
If there is no plan to follow up on the prospects, the investment made to attend the show, the cost of the display, staffing the booth space and all other expenses are a waste if those attendees to your booth are not followed up with.
With mobile devices becoming the primary source of email views, it is critical your financial institution implement these three mobile enhancements to your email campaigns. Email has come a long way since its humble beginnings in the early 1960s at MIT, when users could only communicate with one another if they were logged into the same host. It is still an essential tool for communication — between individuals, and between companies and consumers. With this in mind, how can we enhance our email marketing campaigns to account for the explosion of mobile devices?
No more zooming, pinching or squinting to see the tiny text, as the email not only adjusts in size, but also in format and layout to ensure an optimal reader experience. Yes, and for good reason: the pendulum has swung toward mobile devices as the primary source of email views. If you’re not designing your loan promotions and newsletters with mobile devices in mind, you are directing your message to the minority, not the majority.
All images, including logos, banners and icons should look crisp and clear, because that’s what your members expect from their devices. In case you’re not familiar with a preheader, it’s the short summary text that follows the subject line, and one of only three items a subscriber sees when an email is viewed in a mobile inbox (From Name, Subject Line, Preheader).
Why do we typically see the generic “Click here to view in your browser.” or “Having trouble viewing this email?” messages when this is valuable real estate?
With the email inbox on the right, however, the opportunity to communicate meaningful messages in the preheader text has been wasted.
After all, you only have about 3-4 seconds to grab attention, raise interest and get your members to actually open your email. If they receive a mobile responsive email with a call to action, ensure that call to action links them to page that is also mobile responsive!
JM Web is an interactive web development firm with over 15 years of experience in the credit union industry. To add to this list, we’ve noticed that it is very important to ensure cross email client compatibility. In late 2012 and 2013 my bank mobile optimized email program was getting a mobile open rate of between 10% to over 70% for both retail emails and business emails. A preheader text that supplements the subject line of an email is great way to achieve higher open rates.
So before you decide whether your conversion goals are failing, take a moment to define your conversion goals.


Never underestimate the enforcing potential of a flowchart that guides you through where you are and what you need to do to get to where you need to be. The fact remains that the digital sphere is such an illusive realm in which we might as well be feeling our way through the dark. While this process can decrease a marketer's list of e-mail addresses by sometimes up to 50%, Murphy noted, it ensures that those who complete both steps are engaged — well, engaged enough to at least open your first e-mail and click the confirmation link.
Engage them by developing a nurturing campaign that will keep them abreast of what’s happening in your organization. It’s difficult with all the people someone meets at events to remember all the details of the conversations or to always capture those details in a CRM system for follow up. Developing a relationship with people rather than just trying to sell to them will establish long standing customer relationships and produce better results. Nowadays, email is actually one of only two unique personal public identifiers out there (the other being phone numbers). Instead of the death of email, we have actually seen an increase in email, and a shift in how it is consumed; it is now checked more often than in the past, thanks to the rise of mobile devices. The logo in the email on the right suffers from pixelization, and the photo of the woman looks grainy. Instead, use these one or two lines to get your members excited and improve your open rate. Your emails are up against those of your competitors and all other messages in your members’ inboxes. The company collaborates with clients to design, develop, and maintain mobile responsive websites, design and send mobile responsive emails, and manage and engage with their members through social media.
Every different email client, from Gmail to Outlook, renders your emails a little different.
I used the Litmus platform for my tracking of device opens and used their service with my email designers to make sure our emails were optimized across various email platforms and devices.
I also mentioned setting up two separate email lists for converted and non-converted email subscribers off the squeeze page, after which you would create automated email campaigns to continue building a relationship with those select groups. See if you can find out conversion rates or like businesses in your industry, in your region, and (of course) for start-ups. If they're much lower, you have to totally revamp that effort until you can get it performing better," he advised. Invite them to subscribe to an online newsletter, attend online events, or connect via social media. Think about it: Not even your name is a unique identifier — there is more than one Steve Smith and Jennifer Miller. Not only will your members love you for it, but it can have a dramatic impact on the reader’s response and your click-through rates. So stay competitive and engaging and leverage the power of email marketing by optimizing for mobile. Litmus and their competitor Email on Acid both offer a 7-day free trial and they are affordable for any bank or credit union.
Far from being an exclusive strategy to optimizing your digital marketing funnel, here are two other ways to succeed in seeing the light at the end of your funnel. This is a pivotal question that any business owner should be asking (particularly small business owners and start-ups).
A start-up business for a niche demographic will have much more humble expectations that a like business that’s based its model on years of successful blogging (that, as we discussed is incredibly important, can already attract thousands of unique visitors daily). You need a digital version of echolocation to help navigate your path – which is where analytics come in.
If your bank or credit union emails are not optimized for mobile, I strongly urge you to migrate as soon as possible.
Case in point, I had one business owner that marveled at the sky-rocketing rate of his Instagram followers, only to hear a cricket-silence when I followed up by asking how many of those followers are converted into paying customers. If you find that you levels are staggeringly low compared to even the norm, you might need to scale your ambitions down and set up your business as a micro-business – which is one that builds slowly and steadily into a full-scale business with competitive earnings. Analytics will help you determine which traffic sourcing channels are proving most successful, and even if certain channels are more favorable at certain times or within certain demographics. Demonstrate your value to attendees by providing a fresh perspective and helping them assimilate even more knowledge. I also recommend testing specific pages within your site to see how quick the bounce rate and click-through rate might vary within certain areas of the site (which are easily remedied through tweaks).



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