Tales of our journey
through the digital
My colleague Lisa King and I will be speaking to the monthly meeting of DC Web Women tonight on a topic we think is especially important to marketers — using data derived from analytics to find actionable insights for marketing strategy. (Can you tell we are faithful readers of Avinash Kaushik? In fact, we’ll be giving away his book as a door prize tonight. :)) We’ll be looking at both basic stuff — how often are visitors coming? where are…
You’ve got your next email campaign all set up — the list is squeaky clean, you’ve got 2 rock star subject lines to A/B test, and your copy’s so snappy it practically crackles and pops. But it could still be doomed to fail. Because a successful email campaign isn’t just about the visible, front-end marketing components — copy and design. Equally important is the invisible HTML code it’s built of. And if you don’t understand how your recipients actually receive…
The practice of optimizing landing pages for search engines — whether for inbound traffic from paid search ads or organic results — has long been established. So it’s always a surprise — and a good reinforcement of optimization principles — when you see a landing page fail, especially for a paid search, or SEM, campaign.