Email marketing can be a tough gig.
To successfully reach their goal (you do have goals for your marketing campaigns, right?) the savvy marketer needs to reduce the effect of multiple barriers to entry. Think of it as a big funnel that gradually reduces the volume of visitors at every stage:
Does the content bypass spam filters and work reasonably consistently across most email apps? Did it get opened? Did it get read? Did viewers click through to the website? Did they perform the action you desired?
At every point you need to maximise the number of viewers making it through to the next stage in the funnel.
How many times have you performed a search for a product or service and been delivered sponsored results for something completely unrelated? (Locksmiths, I'm looking at you!)
It's exactly this kind of issue that causes businesses to lose faith in PPC advertising. When a user is served ads that don't meet their needs both the user and the business become disillusioned as to the value of search marketing.
Fortunately for all parties involved, Google has a vested interest in serving relevant ads to users. Google provides a strong financial incentive for businesses to ensure their ads are properly crafted and relevant to the needs of searchers.
Here are some simple tactics for ensuring a better CTR (Click Through Rate) while saving money on your online marketing.
There's a common misconception that many (if not most) online marketers or site owners fall into when attempting to drive business to their website.
Traffic volume is essentially meaningless.
Some so-called AdWords 'Gurus' are the worst of the lot when it comes to overestimating the value of traffic. (don't get me wrong, there are real AdWords gurus)
It isn't helped by the fact that AdWords itself focuses on a CPC (cost per click) payment method. Many internet marketers are concerned predominantly about either the CPC or the CPM (cost per thousand impressions of each ad) of their campaigns.
Both of these methods are about determining value, but taken alone they fail to give an accurate picture about the true value of your traffic.
Let's look at how your campaign could be getting more bang for its buck.