It seems like every day we hear and read about people’s concerns about online privacy policies. The ability to reach your audience is becoming increasingly challenging as they are wearier of online communication. Despite the growing reluctance, there continues to be a direct line of welcomed communication: email marketing.

With a basic understanding of this valuable online tool you can reap the benefits of direct communication with your audience.

What is different about email marketing from other forms of online communication?
The most effective use of email marketing uses opt-in lists or double opt-in lists. Email users consider their inbox “by invite only.” They have the ability to choose who may contact them, how frequently, and penalize those who abuse their privacy. Understanding and respecting the privilege to email your audience will foster an ongoing and successful relationship. (more…)

We hear about the many facets of Search Engine Optimization all the time (thank you, Kasy). But, what about internal site search? Getting visitors to your site is only part of the battle. Giving visitors the tools to search your site plays an important role in successfully directing conversions.

Last weekend I began searching for all inclusive trips to Mexico through expedia.com. While expedia offers some important filters (date range, departure city, arrival city, hotel star rating), there was one major filter missing: Adults Only. Don’t get me wrong, I’ve been a camp counselor my entire adult life and love kids, but when I want to vacation, I want to escape everything including kids. So my frustration rose as I tried searching “Adults Only” within the hotel name and scanning the brief descriptions within my search results for the key words indicating my vacation would be kid free.

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For many, Google is an integral part of our lives. We sit at our desks eight hours a day and use the Google search engine to answer our work questions, and yes, sometimes even personal questions. In fact, Google is such an integrated part of our lives; the brand name is a verb. It’s common to hear people ask a question and receive the response, “Google it” or “I’d Google that.” But when we are so heavily reliant on Google we forget to step back and ask, “is Google really the golden child we’ve all come to know and love?”

There are numerous ways we rely on Google, and the breadth of day to day usage is highly reliant on the individual. I am fully aware that not many people get as excited about geeking out on analytics and paid search results as I am, but here are a few of the free ways we rely on Google:

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There is a bit of a debate about Flash and its relationship with SEO. And of course a good debate exists because there are many facets to discuss, mull over and stew. But here is your answer: Yes, flash can be SEO friendly, but it is safe to steer away from any major implementation. How about that for staying on the line?

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When Apple released the iPad in April 2010 clients began insisting that their websites were “iPad friendly.”  The race to keep internet marketing efforts up with the newest platforms is important, but more important is keeping your internet marketing efforts up with the platforms used by your audience.  Despite the hype around tablet friendly websites, the user percentage is relatively small.  For the most part, focusing on your mobile segment is much more worth your while.

According to Pew Internet, 34% of the population uses mobile devices to send or receive email.  The percentage of your audience may skew higher or lower, but the point is: your audiences are reading emails on their phones.

They key components to building a mobile friendly email are very similar to a traditional email campaign.  It is still important to know your conversion objectives, know your segment, track your emails, and have an engaging subject line….

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Increasing your campaign’s open rate is a great step towards meeting your email campaign goals.  Understanding the factors that affect open rate is the first step in improving your campaigns.

I’d like to say that there was only one factor affecting open rate, or at least that we could control every component.  It would be a lot easier if everything had transparent causality.  Heck, if “an apple a day kept the doctor away” really worked, we’d all be pictures of perfect health.  But let’s face it, there is more than one factor impacting our health.  And even open rates have factors beyond the email campaign and even beyond the brand’s control that positively and negatively affect their success.

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