Improving Customer Acquisition – Video

Customer acquisition is the key objective for the digital marketing strategy for almost every company.

This video highlights five essential components to incorporate into that plan to help ensure success.

1. Research the market.

2. Create and curate targeted content

3. Monitor and analyse activity

4. Make marketing decisions based upon data

5. Be mobile friendly first.

Words to avoid in Email Marketing subject lines

The subject line of a marketing email is arguably the most important part of the whole email. It acts as the gatekeeper to your content, determining who will open it and who will ignore it.

The most effective email subject lines tend to be short and descriptive, giving the reader good reasons to explore your message further. Whereas ‘cheesy’ subject lines are a turn-off for most readers.

Subject lines that explains the benefits the reader will get from the email are more successful than those which instruct the reader what to do. Readers like “what’s in it for me” information.

A recent article from eConsultancy looked at the positive and negative impact of certain words in subject lines, and had some great tips. It also looked at whether you should use emojis or graphic symbols.

Here’s some other advice on improving email marketing open rates:

- Avoid words like “free”, “help”, “reminder”, per cent off”. They may avoid the spam filter but all have been shown to negatively affect open rates.

- Use email personalisation with care. Research shows that overall it has minimal impact on open rates if done well, but negative impact if the data is inaccurate or incomplete.

- Email newsletters – the same rules apply. Change the title with every newsletter – give people a reason to open it this time. They need to understand there is something new for them inside. Otherwise open rates of newsletters tend to decline over time.

- Subject line length – keep it concise and to a single message. Around 50 characters appears to be the sweet spot.

- Think about the ‘pre-header’ content – many email clients will display the first few words of the email content together with the subject line in the InBox. So similar rules should apply to that as well.

- The ‘From:’ line information. This can have a major influence on open rates. Consistency can build trust over time with readers. It therefore adds credibility to the subject line itself.


Probably the simplest and best guidance is to think about what you would like if you were the recipient!

4 Techniques to Improve Targeted Lead Generation

Is your on-line advertising delivering the results you want and/or expect?

Does it consume budget but deliver poor results?

One important area to consider is the targeting of those campaigns. Many business have the right messages and advertising content but just not showing it to the people who might be interested.

So rather than hoping someone relevant sees your ad, there are techniques you can use to significantly improve the probability that the right people are targeted by your advertising.

Our video explains four techniques for improving targeted lead generation.


1. Pay-per-click and Adwords advertising – monitor the data to see which keywords and ads are delivering the right traffic and tune the campaigns accordingly.

2. Micro-targeting – don’t have a ‘one campaign fits all’ approach. Instead build different campaigns to address the  needs of different sectors of your target community. And use data for unsuccessful campaigns to improve the targeting of new campaigns. Use social media advertising to target based on demographic data.

3. Retargeting – a powerful technique to retain brand visibility to an individual during their buying process.

4. Location targeting – most searchers are looking for a local solution to their need. Target ads based on their location, or yours! And make sure your site is mobile friendly, as more and more location-specific searches are made from mobiles.

Improve ROI of On-line Ads – Cheat Sheet

Did you know that 96% of people leave a website without buying anything or taking any action?

Or 49% of people will visit 4 or more websites before making a purchasing decision!

With remarketing techniques,  you can produce targeted messages and display ads to lure them back to your site.

Effective selling means being in the right place at the right time, and remarketing can keep your brand in front of people during their buying process.

The result is a greatly improved Return on Investment from your online advertising.

To learn more, download our Remarketing cheat sheet below.

Remarketing to Improve Advertising ROI

Which comes first – the content or the distribution ?

Many companies, both large and small, are implementing content marketing as part of their overall marketing strategy. And often there is a debate about how much time should be invested in content creation vs building distribution networks.

If you invest in content, its success is dependent upon its visibility to the largest number of people. Good content is written for a specific audience, so needs to be delivered to them if it is not to be wasted.

If you prioritise creating networks, then a flow of good content is needed to help nurture and grow them. A network starved of content will disintegrate.

A good content marketing strategy is a symbiosis of content and distribution, with equal investment in both.

In a recent eConsultancy article, Carson discusses this balance at length, and examines the challenges of creating a successful viral video. When 300 hours of video are uploaded to YouTube every minute, the chances of any video going viral becomes a lottery. And nobody can really plan what content will have the capability to go viral.

He also looks at the success of content distributors such as Huffington Post, BuzzFeed and Upworthy. These have largely been built using curated rather than self-created content.

Finally within the article, he summarises by quoting the US entrepreneur Gary Vaynerchuck: “Content is King, but marketing is Queen, and she runs the household.”

Content needs Distribution AND Distribution requires Content – businesses need to invest in both.