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When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. The first step is understanding the average and likely range of CTRs for various programs. The growth in online advertising, the proliferation of enewsletters, the emergence of new forms of information delivery such as RSS and the emergence of social media sites have all affected CTR, so planning based on current data is crucial.
It can be challenging to find current statistics, but based on several studies, these are typical CTR ranges for email newsletter ads, email campaigns (blasts or internally-produced enewsletters), and banner ads.
Email newsletter advertisements Open rates range from 28-40%, with an average of about 33%—meaning that roughly one-third of the subscriber base is likely to see your ad. The Advertising Is Good For You blog tracks these statistics from DoubleClick. The average CTR for indust…
All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO). There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages. After that, Google serves you up to searchers in the organic section. The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even businesses that use limited or basic SEO techniques will benefit. It doesn’t matter if your business …
This is the second of a two-part series. Part one covered what Twitter is and why it's cool; this post discusses Twitter etiquette, tools, and speculation about its future.
How to Twitter Properly
Like any other social setting, Twitter has its own etiquette. This can be confusing to new users. (And, as you can see by spending more than a few minutes on Twitter, it's apparently elusive to many long-time users as well.) Margaret Mason has written an outstanding primer on Twitter etiquette, offering advice such as watch your ratio ("If only a few people follow you, but you follow a thousand or more, many people will assume you’re a spammer. That’s because you probably are. Go away, spammer."); never Twitter if you're drunk or high; and most importantly, "remember that everyone can hear you."
Most Web 2.0 sites fall into one of a few increasingly well-defined categories, such as social bookmarking (Digg, del.icio.us, Searchles), social networking (LinkedIn, Facebook) or file sharing (YouTube, Flickr, podOmatic). Twitter, however, stands alone. (Okay, there's also Pownce, but Twitter is better.)
Self-described as simply a real-time short messaging service and often referred to a microblogging platform, to those new to it, Twitter resembles nothing so much as a giant cocktail party where everyone talks at once and hopes others listen. You can tell who's important by how many "followers" that person has, though that's no guarantee anyone is really paying attention. People (or rather, Tweeple in the Twitter lexicon) can come and go without really being noticed, just like at a real (very, very large) gathering.
In The Black Swan, Nassim Nicholas Taleb writes about the life of the turkey: for 100 days, the turkey is sheltered, fed and cared for by the farmer. The turkey grows to trust the farmer completely, even perhaps developing a fondness for the farmer (and of course the feed). Then, on the 101st day (with Thanksgiving quickly approaching), the relationship between the turkey and the farmer changes abruptly and permanently. The rationale behind the farmer's apparent benevolence become clear in a final flash before the turkey takes the necessary step preceding de-feathering, vacuum-packing, freezing and shipping off to the market.
Taleb's lesson for us from this: don't be a turkey. More succinctly, don't assume that the future will resemble the past, or, in the words of mutual fund prospectuses, "past performance is no guarantee of future results." Also, remember that there is no such thing as a free lunch.
Of course, that doesn't take into account the perspec…
Over the years, unscrupulous black hat SEO scammers have used a variety of tricks—keyword stuffing, link farms, white text and others—to try to manipulate search results, and the algorithms used by Google, Yahoo and the other search engines have evolved to identify and squelch the effectiveness of such nefarious tactics.
A more vexing issue for the search engines is dealing with link spam, not only because it is difficult to detect and address algorithmically, but because there isn't even a clear definition. As a website owner, the term represents emails like this:
As a part of ongoing campaign to increase the Link Popularity of My website I am looking for some good potential sites like yours. I review your site and find that, in SEO perspective your site is Perfect. Also, this would be a great resource for my visitors too.
I would request you to consider listing my site.
Title:- My Spammy Website URL:- http://www.indiaspamforyou.com Description:- miracle weight…
This week, I had the chance to sit down with Albert Maruggi, principal of St. Paul-based marketing agency Provident Partners (and huge baseball fan). His agency assists companies in a variety of industries in all areas of marketing, with particular expertise in PR, events management, integrated marketing and podcasting.
WebMarketCentral (WMC): What did you do before founding Provident Partners?
Albert Maruggi (AM): Worked in radio for a number of years. I was a television reporter and anchor. I also shot and edited video for news stations. I was a political reporter who made the jump to being a press secretary for a Member of Congress. From there I became Press Secretary for the Republican National Committee and then held public affairs management positions in the Bush '41 Administration.
WMC: How, when and why did Provident Partners get started?
AM: When I could not get my flight from LA to MN on September 11, 2001 I drove back home. I did a lot of thinking on that trip and I made tw…
Email click rates in North America have failed to increase on a year-over-year basis for 18 consecutive quarters, per Epsilon’s latest quarterly review [download page] of client activity. The Q3 2017 report shows the average click-through rate at 3.1%, consistent with the year-earlier period.
That in itself could be considered a success: click rates had been trending down for several years, with each passing quarter seemingly registering a drop from the preceding year’s rate.
But if – and it’s a big if – click rates are stabilizing, that doesn’t mean marketers are out of the woods yet. Now it looks like open rates are a concern: the average open rate of 31.2% in Q3 2017 was down from 34.1% during the year-earlier period, and marked the third consecutive quarter featuring a year-over-year decrease.
That comes after a sustained period of growth in open rates.
Clearly these are aggregate trends – and individual results vary – but they’re nonetheless instructive in understanding overall …