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See my Profiteer Review video:

For the past 10 years, my friend Loren McDonald (formerly of Silverpop, now an Evangelist at IBM’s Watson Marketing division) has authored an annual email benchmark report, looking at how email programs from different types of company fare around the world.

The 2018 edition of the Email and Mobile Metrics Marketing Benchmark Report is out, and it’s a doozy. This comprehensive guide turns over every rock to show you how you compare to your peers with regard to open rate, click through rate,
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click-to-open rate, unsubscribe rate, and other metrics associated with push notifications and SMS messaging.

The report includes results from Watson Marketing customers in 40 countries, and across 20 industries.

If you send email AT ALL for business, I very much suggest you download the report.  But, I know that some of you don’t want to flip through a 51-page PDF. That’s why Loren and I partnered on a recent Webinar where we summarized the key findings.

If you send email AT ALL for business, I very much suggest you watch the Webinar replay. But, I know that some of you don’t want to sit through a 60-minute Webinar, even though Loren and I got into some deep exchanges about what the data means, and how marketers should apply it to their own marketing.

So, I’ve also created this article that summarizes the most important data in the 2018 Email Benchmark Report, with five questions you may want to ponder when thinking through your email strategy and frequency.

Question 1: What Will Happen to Open Rates in the USA and Europe, Now That GDPR is a Thing?
The Email Benchmark Report finds that open rates vary significantly by region. The average open rate for a Watson Marketing customer in Canada, for example, is 38%, whereas it’s just 17% in Latin America.

Open Rates by Region

Loren and I believe this is, in part, due to Canada’s adoption a few years ago of the CASL (Canadian Anti-Spam Legislation) provisions, which created better email list hygiene nationally. Today, if Canadians get sent an email by a brand, it’s more likely that it’s an email they truly want. That is less true in other regions.

We feel confident that we will see a similar scenario unfold in the USA and Europe, and open rates for emailers that have cleaned up their lists due to GDPR will see a bump upward in average open rate, since inactive subscribers are likely to have been purged to some degree.

Question 2: Are Open Rates Correlated with Company Type?
It appears that this is at least partially true.

The Email Benchmark Research Report finds that open rates vary significantly by industry. For example, automotive companies see an average open rate of 45%, whereas consumer services companies average just a 15% open rate.

Email open rates by industry – how does your company compare?

Since other high-performing industries include Insurance, Telco, Non-profits, and Energy the assumption is that the role the company (or company type) plays in your life contributes to the likelihood that subscribers will (or will not) open emails consistently.

If your insurance company sends you an email, you’ll probably open it. If your television provider does, perhaps you won’t. It’s a matter of stakes and urgency.

Email open rates vary significantly by industry. For example, automotive companies see an average open rate of 45%, whereas consumer services companies average just a 15% open rate. #WatsonMarketingClick To Tweet
Question 3: Average Open Rates are Very Low for Some Industries. Should They Change Their Strategy?
Maybe. But understand this: every email program is a three-legged stool. Those legs are strategy, execution, and list quality.

Strategy is what you are sending, to whom, and why?
Execution is when do you send, who is the email from, and how are the emails written and designed?
List quality covers who is on your list, how did they get there, and what do they expect?

When trying to improve any email program, you must always test and optimize from the bottom up. The first area of inquiry must always be list quality. If your list is comprised of people who were added 10 years ago, or people who were added when they threw their business card into a fishbowl or something, you aren’t likely to have a fantastically effective email program. It’s just not a fresh, engaged audience.

The second area of inquiry is the execution. This is where you do your heavy testing. From line. Subject line. Time of day. Day of week. Design. Clickable links.

Lastly, if the list quality is decent, and you’ve tested all the execution components, and you still can’t get good results, it may be time to reexamine the fundamental approach and strategy.

Question 4: Why Don’t Open Rates Correlate with Click-to-Open Rates?
A note first on definition. Open Rate measures the percentage of total subscribers that see or “open” your email. Click-to-Open Rate measures the percentage of people who open the email that subsequently click one or more links in the email.

And it’s manifestly true that these numbers are wildly disparate. For example, automotive companies have an average open rate of 45%. Yet, their click-to-open rate is just 13%. Leisure, sports, and recreation companies see an average open rate of just 19%, but their click-to-open is 17%.

Click-to-open rate measures how effective the CONTENTS of the email are.

In fact, it’s possible for a brand to have a higher click-to-open rate than open rate. How? And why do the numbers differ so much?

It’s because these data points measure entirely different things, despite their confusingly similar names. Open rate measures how effective the PROMISE of the email is. All you see as a subscriber is from name and subject line. That, plus your historical relationship with the company is what determines whether you’ll open that email.

Click-to-open rate measures how effective the CONTENTS of the email are. Once opened, subscribers see the text, graphics,  submit buttons, and everything else contained in that message.

Of course, the ideal is to have both rates be high, but if clicks are what you seek (and that’s not always true), I’d pay more attention to click-to-open rate vs. open rate.

Question 5: How Can We Make Emails More Mobile-Friendly?
The Email Benchmark Research Report 2018 includes statistics that show that more and more subscribers are reading emails on a mobile device. In fact, in the United Kingdom, almost two-thirds of all emails sent by Watson Marketing companies are consumed on a mobile device.

In the United States, 48% of emails are currently consumed on a mobile device, according to this research.

Email client usage by ompany region – mobile leads overall!

A few tips to make your emails more effective for mobile devices.

First, keep your subject lines short. They get cut off after just a couple dozen characters, depending upon which email client a subscriber is using on their smartphone.
Second, keep the email itself short. Nobody likes to scroll and scroll and scroll and scroll.
Third, use big, bold images to capture attention immediately.

On the Webinar, Loren talked about an example he uses in presentations where he shows a picture of himself in front of the Taj Mahal. He shows it for just a few seconds, and then asks the audience to describe what they saw. Then, he shows a slide that includes a two sentence description of him at the Taj Mahal. It takes the audience a LOT longer to process and understand when they have to read.

The same is true in your email. It’s better if you can show it, instead of saying it.

I hope this glimpse into 2018 Email Marketing Research helps you improve what you’re sending, to whom, and when. Don’t forget to grab the free report, as well as the Webinar replay.

The post 5 Questions About 2018 Email Marketing Research appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Although Google just announced a re-branding of Google Adwords (which you can read about here), the features of the advertisement platform will remain essentially the same.

The re-branding and efforts are designed to help advertisers simplify their strategies and maximize results.

Macro Goals vs Micro Conversions

When business folk talk about maximizing results, we are usually referring to macro-level performance indicators like sales, cost of customer acquisition, customer lifetime value,
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increasing traffic to a website, or building brand awareness.

As you can tell, these are quite challenging metrics to measure with accuracy. While there is no debating the importance of macro-level performance indicators – they are ultimately the most important metrics for gauging the success or failure of an advertising campaign – an issue does arise when business owners or marketers get hyper-focused on macro-level goals without considering the incremental micro-level conversions needed to get there.

For example, generating a high volume of traffic to an optimized lead magnet might mean a number of micro conversions, but it definitely does not mean sales will skyrocket. A sale will only occur once the first-time visitor has been nurtured through the various stages of the buyer’s journey. But far too often, advertisers will overlook micro-engagements and focus instead on rudimentary macro-conversion metrics that only track one goal and do not describe the incremental steps of the buyer’s journey.

The buyer’s journey can be broken down into four stages:

Acquisition. Getting people onto your site
Engagement. Inspiring new users to spend more time on your site by offering valuable content.
Retention. Using email marketing and other tactics to bring people back to your site on a regular basis.
Conversion. The user purchase a product or service.

The secret to hitting macro performance goals is to set-up a range of micro-conversions, track their success or failure in turning visitors into customers, and adjust your advertisement strategy to fix what is not working. Otherwise, you run the risk of putting more ad dollars in the wrong places and falling further behind your desired macro-level goals.  

What are Micro Goals in Google Ads?

Micro goals include any interaction a customer has with your site other than purchasing a product outright. It could be spending time on a landing page, returning unprompted to a page, or the click through rate of your ad groupings.

Conversions track the progress a customer makes from clicking on your ad, to navigating your site, and eventually taking whatever action you have optimized for, whether it be a phone call, signing up for a newsletter, or otherwise.

The type of conversion sought after is dependant on the macro-goals you have in mind. For example, let’s say your micro goal is to increase sales on your site. By making sales the ultimate goal, you can then set up a series of micro-goals like (note: conversions goals are often set-up in Google Analytics):

Keyword optimization. The keywords you chose to use in your ad groups will not perform equally. You can pay close attention to which keywords are driving most traffic (which is part of the trajectory for getting more sales), and then optimize all your ads accordingly. You can monitor the performance of keywords via it’s click-through rate (CTR), which Google tells us is “the number of clicks your ad receives divided by the number of times your ad is shown.”
Landing page optimization. Which landing pages do visitors spend the most time on? What is it about said pages that keeps them there? Much like the keyword optimization process, with landing page optimization you want to analyze what works best and replicate it across all landing pages. Clean design and engaging copy go a long way here, as does an inviting sign-up button.
Event goals. You can set up specific event goals on a landing page to help you understand what is working, and what is not. For example, you can set up an event goal on the sign-up sheet placed on the landing page. Or if you want to get really specific, you can set up custom event tracking to inform you when a visitor performs a rudimentary action on your site (like putting a product in the shopping cart without proceeding to check out). Note: this feature used to be set-up via Google Tabs, but in the new version it should be available from the same platform.
Page/session goals. The beauty of advertising on Google is that it comes with so many built-in optimization features. One of the best,in terms of generating more sales, is the retargeting list function. You can create a Duration Goal on your site that collects the emails of any visitor that spends more than ‘X amount of time’ on a landing page or who visits ‘X number of pages’ in a visit. The emails are categorized into an automated retargeting that does all the outreach work for you!


As you can see, there are many different types of micro-conversion goals available to help you achieve whatever macro-goal you are striving for. Marketers and small business owners alike should always be testing, measuring, and refining their micro-conversions because they are crucial in connecting with customers at the right time, and in the right ways. Measuring ads across platforms is easier than ever in the newly integrated Google Ads, so now is as good a time as any to re-calibrate your advertising strategy.


The post The Importance of Having Micro Goals in Google Ad Campaigns appeared first on PPC - About PPC - Pay Per Click Management | ppc.org.

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A Texas sheriff's deputy is going viral with her Selena-inspired rendition of the popular lip sync challenge.
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In 2020, mobile apps are projected to generate 188.9 billion U.S. dollars in revenues via app stores and in-app advertising. Roughly half of the users are finding apps via app store search, according to TC. But what about the other half, that app developers don’t focus much on?

Social media is a great tool for acquiring new users, building a community around the app, and staying in touch with other users. They’re also handy when it comes to generating new leads on a budget. In this article, we’ll
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dig deeper into free and paid app promotion methods on social media. We’ll also take a closer look at key performance metrics you should keep track of, and unveil the roadmap for creating successful ad campaigns to drive more installs.

The best time to start social media activity is long before your app hits the market. Don’t underestimate the power of curiosity. If you involve people in the development of your app, share sneak peeks, and interact in the same communities as your target users, people will anticipate your app’s launch.

Here’s a checklist of what you need to get done before promoting your app on social media:




Determine the USP of your app
Understand strengths and weaknesses of competitors’ apps and learn consumers’ needs.
App Store and Google Play Store & Competitor analysis;

Do ASO optimization
Improve app store visibility by optimizing the app’s title and description using your target keywords
Keywords: Google Keyword Planner

App Store Intelligence Tools: App Annie

App Store Optimization tool Appcodes ($15/mo)

A/B testing Testnest ($149/mo)

Create a landing page
Present the application’s features prominently and get discovered by major search engines. Insert target keywords in your headline, description, and text, but don’t overuse them.


App Store and Google Play Store buttons must be visible.
Unbounce – $99/mo
Wix – free trial or $24.85/y
Bootstrap from $49 per template
WordPress free trial or $48/y
Get Google Play Store badge
Get App Store Badge

Create a video teaser
Raise interest to your app or game, increase visibility in app store
Freelance platforms:
Epom Ad Agency

Schedule your launching date
You should know when to release a beta and schedule the official launch date to set time limits for your preparation
Websites to consider in your pre-launch journey:

BetaList community of makers and early adopters showcasing their startups and exchanging feedback

Killerstartups to introduce your startup to the world

Product Hunt – The best new products in tech.

Launching Next | New startups & apps, great business ideas

Hacker News – Y Combinator


The network effect of social media makes it an incredibly effective promotional platform. If somebody with a large follower base shares or retweets your content, it can result in a wave of exposure for your little-known app. With the sheer number of users on social networks like Facebook and Twitter, not using social media for mobile app promotion would be a grave mistake.

Сreate Facebook Group

As the industry insider, you can share industry stats, tips and hacks on app promotion on your personal page or create a Facebook group for your app. Ask for user feedback and give them free promo codes to try it out. Discuss current features, bug fixes, future updates and value their opinion. You can build great relationships with other app owners which might present the opportunity to cross-promote each other’s apps without spending a cent.

Join Niche Related Communities

Linkedin and Facebook groups gather a very engaged audience, who share, involve and comment. If you’re active within your industry’s forums and groups, you can get highly targeted traffic for $0.
It takes time and you’ll have to establish yourself as an expert.

Encourage User-Generated Content

According to a research by Nielsen, 83% of customers listen to peer recommendations – but only 33% listen to ads. Your aim is to show how the app can improve lives, so encourage photo and video submissions that highlight your app’s practical benefits.

Follow the Industry’s Influencers on Twitter

Leveraging the power of influencers can be the best way to drive massive amounts of traffic to your mobile app. Twitter reports that almost 40% of users have made a purchase at the direct recommendation of an influencer. If its a star influencer (an artist or a famous blogger), you’ll most probably need to pay for being featured. If you reach top industry journalists from Venturebeat, Inc, Buzzfeed etc whose beliefs match your app idea, you can get featured for free. Make sure the influencer aligns with your app’s target audience, or risk paying for a bunch of new app users who will undoubtedly churn.

Tips to use:

Hashtags: Search for trending hashtags on Twitter and Facebook via Hashtag.org. See which ones are relevant to your products and services. Use them to tailor the content you create and curate. By using the same hashtags, you can significantly boost your own visibility.
Giveaways: You can also create excitement around your app with contests or giveaways. Urge users to download your app for chances of winning prizes like gift cards, in-app bonuses or credits to purchase new app features. Use Facebook, Twitter, Instagram and other social media channels to broadcast your contest.

Key Metrics

Likes, shares, and comments – track them to see how many people are interacting with your social media posts and adjust your content strategy accordingly.
Mentions – if you have a large audience — or dream of having a large audience— use a mention tracking tool to get notified when people are talking about you.
Amplification Rate shows the number of followers that forward your content through their network to their subscribers. Take the number of times your content was shared during your reporting period and divide that number by your total number of followers (or Page Likes). Multiply that number by 100 to get your amplification rate as a percentage.

Facebook Promotion – App Installs

Facebook presents an extraordinary opportunity for mobile app promotion. There could be no better guide to a successful app install campaign launch than Facebook’s, so here’s the right sequence of actions with links to create your app install campaign.

Create your Facebook App ID
Add the Facebook SDK
Add app events

Find the example app most similar to your app and use it as a guide for determining which events and parameters to log, but feel free to add additional custom events and parameters that make sense for your app.

When you have already done all the preparation, enter your Facebook App ID into the App Ads Helper to see if your app is registered and set up for ads.

Setup tips

Audience. Define your perfect customer persona to target your ads to. Facebook’s targeting options are precise, but make sure your audience is not too small, or else you might limit your ad reach. Facebook recommends a target audience of at least 100K+ to ensure there is ample opportunity for Facebook’s automatic ad optimization to work.

Targeting. For ads driving mobile app installs there are several detailed, useful targeting options. For instance, consider targeting based off mobile device type, network connection speed, ads clicked, or mobile apps the user has interacted with. Here, you may find it important to target prospects who are only using your app’s minimum supported iOS or Android system, and even to only target people connected to WiFi, since Apple set the over-air download limit for apps to 150MB.

Placements. If you choose Automatic placement, Facebook chooses the options by analyzing your audience and where they really are.

Budget & Schedule. For app install ads, you can set Facebook to optimize ads either for app installs or link clicks. When you choose app installs, Facebook will show your ads to people who are likely to install the app you’re advertising.

Bid strategy
Choose a bid strategy that aligns with your goals and cost requirements, but remember that setting up the lowest bid gives you more control of your ad campaign while cutting off your audience reach.
When unsure of how much to bid, and/or get the lowest cost per conversion event possible while spending full budget, consider using Automatic bid. It lets Facebook set a bid for your behalf.

Best Practices for Facebook Ad Design

Facebook Ads Guide provides detailed ad design recommendations to guarantee that your video or images perform their best on the platform, but here are a few tips to remember:

Be sure your visuals show positive emotion.
Use images including screenshots of your app.
Use contrasting colors to avoid confusion.
Stick to 20% Text Rule. Facebook dictates that ads (both on Facebook and Instagram) have less than 20% of the image ad’s pixels dedicated to text.
If you prefer carousel ads, use continuing images
The first few seconds are very important for your video. Use vertical or square video so your mobile video ads take up more of the screen.
Keep your video 30 sec or less and feature your brand/logo at the beginning.

Instagram Ads
Instagram Ads run through the Facebook Ads platform, meaning the advertising rules are pretty much similar for both. You can manage your Facebook and Instagram ads in one FB account.
There are 4 ad formats available:

Image Ads: These are the traditional ads to tell your app’s story through beautifully crafted imagery. Instagram offers a simple, clean, and creative canvas to make your images stand out.

Video Ads: With Instagram’s video ads, you can share videos of up to 60 seconds long that come with a good power of sight, motion, and sound.

Carousel Ads: Carousel ads are meant to add a layer of depth to the traditional Instagram image ads. This ad type allows people to swipe and view additional images. There is also a ‘call to action’ button where people can follow a business or personal website to learn more.

Instagram Stories: These are 24-hour, self-destructing videos and photo streams. The format allows one to insert a short advertisement between users’ stories. The ad can be composed of either a single photo or video up to 15 seconds long.

NB! Both Facebook and Instagram Ads can be used to set up retargeting campaigns based on the behavior tracked on your website – you need to install Facebook Pixel for that.

Twitter Promotion
Twitter’s own stats show that more than 80% of its users live on mobile and are actively searching for apps to download.

Twitter Cards allow users to download an app directly from the tweet as well as encourage people to re-engage with your app. All you need to do is to include these footer tags in your markup. When the copy of a tweet includes any app content a user will see a ‘Get the App’ link to download the app directly.

Here’s a short video showing how to setup your ad campaign on Twitter.

Key Metrics

The most important metrics for user acquisition are the number of installs and install rate. These two metrics are by far the easiest way to tell if your app is something that people find valuable, and therefore has a shot at being successful. However, from the perspective of a marketer, it is also important to consider other metrics that deal with advertising costs. These include:

Cost per install (CPI – $3.15 in the US)
Retention Rate the percentage of users who are still using an app after a certain number of days after install. Measure 1-, 7-, and 30-day retention rates. This will help you determine how well your app fits into your users’ lives.
DAU and MAU – Your daily and monthly active users.
Stickiness ratio reflects your most important users — the users who stick with your app and use it daily.
ARPU – Your average revenue per user. You can calculate this as: ARPU = Total revenue generated by the app / Total active users of the app.
LTV – The value of your app user over their lifetime in the app. You can calculate this as: LTV = ARPU x (1/CHURN), where CHURN is the number of users that left the app after a given amount of time.

Social media can help remind users about your app’s value and get them back to your app. Of the mobile users who stop using an app, 30 percent would use it again if offered a discount, and 24 percent would use it again if offered exclusive or bonus content.

Tune report shows that reinstalls make up almost 30% of all app downloads in North America, with Mexico at close to 40% reinstalls, Canada at 33.5%, and the United States at 27%. Asia’s reinstall average is on the higher side at 39%, Japan is 40.3%, while India is 31.6%. China is the leader in reinstalls at 58.5%.

At my company, Epom Ad Agency, we think that social media initiatives that drive app installs & reinstalls shouldn’t be your ultimate goal. You need to monitor the user experience: see where users spend most of their time, where they drop off, how and where they interact with the app by tapping, pinching and swiping.

Read more: feedproxy.google.com
Stack up the savings with this U by Kotex deal all week long at Walgreens! Use a manufacturer coupon as well as a Walgreens July Savings Book coupon to save 57% on the regular price. Plus, earn a $3.00 Register Reward when you buy one box. Keep in mind that you won’t be able to roll your Rewards onto the next box. The best way to roll your Register Rewards is by doing multiple transactions with different products.

The $2.00 coupon can be found on page 19 of the Walgreens July Savings Book. These books are located at the front of th
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How to Spend Less than $10.00 Rolling Rewards at Walgreens!
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Viral Commission Machine is the latest viral content syndication software from Billy Darr and David Kirby that sets out to grab viral traffic to generate leads and sales.
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