Keyphrase analysis - Keyphrase qualifiers

To get the best result from their search results users type in qualifiers with their keyphase.

Here is a list of 7 different types of quantifiers taken from Overture represntative talking at Search Engine strategies in 2004:

1. Comparison / quality - compare car insurance
2. Adjective (price / product quality) - cheap car insurance, woman car insurance
3. Intended use - high milage car insurance
4. Product type - holiday car insurance
5. Vendor - Churchill car insuance
6. Location - car insurance uk
7. Action request - buy car insuance

(Source: http://www.davechaffey.com/Internet-Marketing)

Best day to send emails differ in B2B and B2C markets

According to research by eRoi:

• B2B email recipients prefer to receive messages on Tuesday (36%) and Monday (33%)
• B2C email recipients prefer Friday (31%) and Wednesday (26%).

The highest click rate (6.2%) is around the lunch hour and the second-highest click rate is at 10am, with 5.9%.

Another interesting difference is:

• Nearly 8 of 10 B2B email recipients subscribe using their business address.
• However, only 57 percent of B2C email recipients subscribe using personal email addresses; 24 percent use an address created for email lists; 19 percent use their business addresses.

Source: [eROI (via Marketing Vox and MediaPost), August 2006]

Want a bigger Digital Marketing budget? - You need to prove the results!

Marketeres need to be be able to show return on investment from thier digital budget - whether through an increase in direct online sales or indirect offline sales prompted by online channel.

For non-transactional brand sites, KPIs such as brand favourability, time with brand, submitting content, feeding back, brand loyalists against triallists can all be used to help show ROI.

This should be part of the objectives you set your agency!

Designing emails - preview panes and blocked images

The majority of email clients, especially business ones, block images as default and allow you to preview the email through a small pane (vertical or horizontal) so the top (or left) of the email is all the receiver could see before they decide if to read or delete the email. Therefore this is very important real estate and should maximise the message impact to ensure the receiver reads the message!

The email needs to draw the receiver in within the first few lines and work both with and without images turned on so the standard large image headers containing the logo and a visual may not be the best design...