Marketing 101

An effective subject line is one of the most important decisions you will make: after all, it’s the first thing the reader sees in their inbox. It’s also where you make your first impression, and it should strike enough curiosity to increase your open rates. What exactly is the open rate? It’s actually a pretty easy concept and the most important to consider. The open rate is measured by the number of opened emails divided by the number of emails delivered to your subscribers. This metric can indicate if your target audience is responding (or not) to your subject line. So let’s get into it. I’m sure you have seen all types of subject lines, ones that instantly entice while others that make [...]

It was a short few months ago when my Google rep contacted me to advise on the various ways that I could improve my ad score. Yes, that all elusive ad score that Google puts together to make sure that you are either doing what they want, which is largely experimental, or at the very least clicking the X and then being forced to provide a reason as to why you don’t want their suggestions. I used to follow the suggestions very closely. Some are great, others are not so great, but I truly thought Google had my best interests at heart. That was until the Google rep advised that I better move towards Google Smart Ads. He made it clear [...]

It may seem counterintuitive to invest in digital marketing during the COVID-19 crisis. Revenues are declining, costs are rising, and an overwhelming number of consumers are choosing to save their money rather than spend on discretionary items. For many business owners, this seems like a good time to preserve cash and ride out the storm. I am going to argue that for those businesses who do cut their digital spending, they are missing the opportunity of a lifetime. Here's why. Digital Advertising Rates are at a Relative Historical Low Over the past 10 years, digital advertising on Google, Facebook and Instagram has skyrocketed to all-time highs. It became increasingly expensive to compete for high-value keywords in just about every market category. [...]