Advanced Email Marketing

By now, anyone with a business knows the basics of email marketing: you collect addresses, then send out your message to those addresses. The more email addresses you have on your list, the greater the chance for your message to be converted to whatever you’re promoting. The email should look nice and have an effective message. With everything in its place, you should have an open rate of about 5%, and a clickthrough rate somewhat higher than 1%.

I would prefer a 15% engagement rate, wouldn’t you?
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A Better Idea for Your Marketing Strategy

Your business must grow in order to survive. Whether you’re a local retailer or an international charity, finding and retaining new customers is an ongoing business goal. Without it, your customers will simply disappear, whisked away by your competition. So how do you find new customers — and keep your existing ones — to help your business grow? By developing a marketing strategy.
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Flappy Bird and the Social Media Paradigm

Navigating Flappy Bird is like navigating social mediaThis past week, the developer of the outrageously successful game Flappy Bird took down the app from Google and Apple respective app stores. I’m telling you this in case you missed your chance to download the game. I’ve tried to play this monster timesink of a game to a respectable score, but my high score is five. My average score is probably less than one. But what struck me as I was cursing yet another dead flappy bird was how much the game represents our attempt at navigating social media channels.

For those who didn’t have the chance to get the game, the premise is quite simple: you’re a bird, and each time you tap on the screen, its altitude increases. Tap multiple times, and its altitude soars. Stop tapping, and your bird nosedives towards the ground. The object, therefore, is to keep your bird from crashing into the ground. Simple, right? But that’s not the end of it.

As the game scrolls, pipes appear from the top and bottom of the screen. Between the pipes is a gap through which you must navigate your bird. Even the slightest contact with a pipe will cause your bird to drop to the ground. There are no powerups, no pause button, no levels — nothing but you, your finger, and your nerves to keep this little bird in the air.

Are you starting to get what I’m saying?

Social media channels need your constant attention and promotion. Stop ‘tapping’ them and awareness in your brand sinks like a stone. Tap too much or too little, you’re going to run smack into an obstacle, and that will sink you just as fast. You have to delicately find the sweet spot that engages your audience without being too much or too little. Once you find it and pass that hurdle, you’re on to the next item/article/campaign you’re promoting. What just happened isn’t relevant anymore; you’re already facing your next challenge.

When planning your social media marketing strategy, don’t assume that making a big splash will help you maintain your engagement. It’s the careful, stay-on-target, constant fine-tuning approach that will get you through the social media hurdles and increase your engagement ‘score’ with your audience.

Of course you can walk away for the game for a little while. But don’t have the expectation that your audience will be there when you come back.

Case Study: Jerusalem Ramada Landing Page

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The Jerusalem Ramada Hotel wanted to maximize their occupancy for their Pesach 2014 holiday season. In order to identify qualified leads from potential customers, Marc Gottlieb Creative Solutions created a landing page where online advertising could be directed.

The structure of the landing page consists of marketing text, images of the hotel, and a short, five-field contact form. Visitors who fill out the form received an email with the rates schedule, and the hotel received an email with the information the visitor submitted.

The advertising campaign ran on a single website, www.jewishpress.com, and an email blast was sent to their list of subscribers. The response to the advertising was immediate. The hotel received hundreds of qualified leads, all with names, email addresses, phone numbers, room package preference, and potential length of stay, in other words all the information they needed to make the sale.

The Ramada’s landing page for Pesach helped them capture leads and focus their outbound sales team on customers who have already expressed an interest in their product.

To view the creative assets, visit our online portfolio.
For more information on advertising on JewishPress.com, contact Marc Gottlieb Creative Solutions.