Michelle Strittmater
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How the New Gmail Tabs Could Change Email Marketing

Published July 2013 | Social Media Today

Have you enabled your Google’s new Gmail tabs feature? Here at the office, a few of us have made the switch on our desktops and on our mobile devices. However, not everyone is convinced the new Gmail interface is worth the switch. With an entire tab devoted to weekly coupons, sale updates, and reminders that today is the last day for 20% off, deleting unread emails is even easier than before. So what could Gmail’s new tabs mean for email marketers?


First things first: let’s review the change. The new Gmail gives you the option to organize emails into 1 of 5 tabs (though you can choose how many tabs you would like to use). The tabs include: Primary, Social, Promotion, Updates, and Forums. Though the organization is intriguing, the Promotions tab is what might not sit well with email marketers. Gmail seems to put emails that have an unsubscribe link into this tab. Emails from blogs, newsletters, and promotional lists are lumped together in one spot. Sounds great, right? It would be great if it sorted consistently.


The “Updates” tab occasionally holds spill over from the “Promotions” tab–some newsletters and blog subscriptions are in Updates, while others are in Promotions. Even though emails are arriving from the same blog feed/sender, each email seems to be treated differently. 


Back to the real question…How can email marketers ensure their emails are filtered into the correct tab, let alone checked? Here are a few items to consider:

  • Choose an Enticing Subject

Salesforce.com reported (via Adestra) that subjects with fewer than 10 characters received a 58% open rate. Not to mention, Convinceandconvert.com reported that 33% of email recipients open emails based on subject alone. Your subject is your most vital asset. A brief, attention-grabbing subject will increase your chances of gaining a higher open rate, no matter which tab it lands under in Gmail.


  • Address the Change and Inform Your Users

Tell your customers that they can ensure they see your emails by starring them or moving them to the “Primary” tab. Gmail will remember a user’s preferences when he/she stars or moves an email to a different tab. Who wants to miss out on a serious deal or delicious recipe just because it lands in the wrong tab? Incorporating a friendly reminder about the change and offering quick tips to make your emails readable, customers will appreciate the thought and may even make the changes.


  • Reconsider Your Timing

Users might set aside particular times of day to read their “Updates” or “Social” emails, so any time sensitive deals might be missed. Even if your customers are not that scheduled, it may take time to adjust to the new layout and to get all their emails sorted properly. Whatever you decide, be sure to consider your audience to determine the best course of action, if any. 


  • Utilize Mobile Strategies

About half of emails are being opened on mobile devices these days, and TopRankBlog states that 64% of decision-makers read emails on their mobile devices. Just consider your target audience and remember, there’s a good chance your customer opened the email on his/her phone and may not have the Gmail app installed. Though the Gmail tabs are much more user-friendly on the mobile app, the iPhone inbox is still one continuous stream of emails. Mobile email apps are constantly evolving and advancing, so don’t change everything because of one Gmail update–it surely will not be the last.


  • Remember the Basics

With email marketing, it’s all about monitoring your success and adjusting as necessary. Gmail’s new layout may take some time to adjust initially, but as long as you continue to deliver valuable, relevant content, customers and subscribers will look forward to your emails–and even search through tabs to find them!


Watch the video and consider giving it a test drive by clicking “configure inbox” under the settings menu. If you have made the switch–what do you think so far?


What’s Your Brand’s Story? And Why It Matters

Published August 2013 | Acooze

Creating a strong content marketing strategy means knowing how to tell your brand’s story on all of your Internet platforms. Let’s just get this out of the way: decades of experience do not a thought leader make. Positioning your brand as an industry leader is a lot more than just flashing your client roster or resume. 


You have a story–how you got started in your industry, how you grew from a 3-man team to 100+ employees, or why you love what you do–and that’s what your audience wants to hear. A story is what sets you apart from your competitors; it’s the reason a customer chooses you over the fancy-schmanzy downtown firm. 


Ian Rhodes recently shared 20 reasons why your business’ story matters. Brian Eisenberg’s thoughts on the importance of storytelling in marketing really stood out: “Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell.” 


Content marketing, is about the story your business is telling as much as it is about how you tell your story. It’s more than just having a social media presence. Quality content will help you get noticed and expand your circle of influence. Take a magnifying glass to your social strategy. Check every nook and cranny before you hit that publish button. 


A few of the traditional story elements will help craft a strong, engaging brand story.


1. Characters

Get personal. Let your customers get to know you a little better. Buying from a name brand is becoming less about the name and more about who the brand is. Show the faces behind the scenes and let your employees be a source for share-worthy content. Putting a face to the brand is the best way to remind your audience that you are human, not just a robotic, money-hungry corporation.


2. Setting

Add a little context. Place your company in a timeline by telling customers the beginning of your story and any events that happened along the way. Share any obstacles you overcame, describe your company culture, and find a way to connect with your target audience on a deeper level. Even explaining why your started your business in a particular city street might make customers feel like they know you a bit better.


3. Plot/Theme

This is  what sets you apart; your brand values. Not that you’re dying or anything, but what do you want to be remembered for? What’s your ultimate goal and what do you stand for? Just think about what you would want to know before you do business with a company–or any questions you would ask on a first date. Embrace your past and integrate your brand values into your narrative. 


Blue Moon is one company who seems to have mastered the art of brand storytelling. WIth its tagline “Artfully crafted,” Blue Moon exemplifies its values in the recent TV spots. The advertising includes a brief glimpse at their real-world brewmasters and artistic imagery, but not a single spoken word; now that is effective content marketing. Each ad showcases their products and their mission without screaming “buy me now!” Well played.


Acooze Daily Tip: Take off your salesman hat and start connecting to your customers on a personal level to create a cohesive narrative in your content marketing strategy. It’s not all about you, so be sure you’re listening to the stories your audience is sharing, too. 

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How to Use Pinterest for Your Business

Published July 2013 | Business2Community

Did you know that Pinterest is the fastest site to ever break the 10 million unique visitor mark? And it boasts 48.7 million users as of February 2013? If your business has not yet tapped into the Pinterest market, you may be missing out. Here are 5 tips to get your business started on Pinterest.


1. Find your audience

As with any marketing strategy, it is important to know what your audience is looking for. Pinterest is most effective for visual brands, especially female-driven brands like Etsy, ModCloth, and Sephora. Roughly 80% of Pinterest users are female, but overall, 70% of pinners are on the site to find inspiration on what to buy. That is why more male-drive companies like Honda and Major League Baseball have found success here as well–like over 7,000 followers well.


2. Create a business page

The website allows you to create a business page just like any other social network. Use Pinterest as a virtual storefront by posting about your products as well as unique or out-of-the-box ways to use them. Whole Foods has recipe boards like Strawberry Season, Virtual Cookie Swap, and Eat Your Veggies. Yet, the brand also addresses the food process from beginning to end with boards like Super HOT Kitchens, Grow Food! and several boards dedicated to eating healthy.

Benjamin Moore is another great example because they pin photos of color trends, color inspiration, and even rooms by color. Pinterest advertising is more indirect, so Benjamin Moore offers their followers plenty of design ideas, while also showcasing the company’s extensive color options.


3. Drive more referral traffic

Did you know: Pinterest referrals spend 70% more money than visitors referred from non social channels? According to an infographic created by wishpond, about 70% of consumers who visited Pinterest found a product they want to purchase; compare that with Facebook’s 40%. Users are looking to Pinterest for their next purchase, so it is important to visually share your company’s products and entice potential customers to visit your website. Each product photo you pin should link back to your website, product information, or the purchasing details–give your followers the best chance to interact by providing the best possible link.


4. Pin smart

Use keywords and hashtags when describing your pin to increase your SEO, but don’t forget to make your descriptions appealing for your audience. Also, keep your pins and boards organized well to make it easier for your followers to engage.


5. Be timely

Every social network has a “best time to post,” but you need to determine the best time for your brand and your customers. You’ll gain the most interaction by being online when your followers are and by pinning what they want to see. When in doubt, Saturday morning is a good time to pin.