A/B Testing for Better Email Marketing
If you have an email list (and you’re actually using it), you’re probably aware that email marketing has a great ROI. Every time you send an email to your list, you’re either nurturing those leads or trying to make a sale. But if you’re paying attention to the numbers (which we’ll discuss more below), you probably find that some emails do their job better than others. An email you thought was going to be a big money-maker turned out to be a dud. Or one that you dashed off in the five minutes between a site visit and a health inspection brought in beaucoup bucks—and you have no idea why.…
Key Email Marketing Metrics—And What They’re Telling You
In a perfect world, email copywriters could follow a very simple writing formula. They’d type in the same magic words for every single client and get huge sales week after week. Clients would be thrilled. Copywriters would be thrilled. Everyone would be thrilled. In the real world, it doesn’t always work out that way. Each client is different, and so is their market. While there are tried-and-true copywriting tactics that improve your chances of getting great results, there can also be a lot of trial and error along the way as you figure out what your audience responds to. Assessing what works and what doesn’t can be as simple as…
What Is Voice of Customer Data and How Can It Improve Your Copy?
Anything with the word “data” in it sounds intimidating if you’re not a spreadsheet junkie, but it’s not that scary! In fact, we could remove the word “data” entirely from the term, and it would still mean the same basic thing. The voice of the customer (VOC) is basically how a customer would describe you, your products, and services. But it’s their voice, right? So instead of you and your marketing team sussing out what you think customers think, using VOC channels lets them tell you. Directly. In their own words. Why is that valuable in copy? Copywriting is how you convince a potential customer that your service or offering either solves their problem…
Things I Know Now That I Didn’t Know Pre-COVID
The one-year anniversary of the COVID-19 pandemic’s aggressive foothold in the United States is fast approaching. A year of cancelled plans, shuttered restaurant dining rooms, and missed celebrations with friends; of postponed weddings, remote schooling, and working from home. On this day in 2020, none of us knew what we were in store for, but we could tell that this was not like SARS or Ebola — illnesses covered at length in the media, but with little impact on our day-to-day lives. I first knew that this was serious when SXSW was cancelled just a week before it was due to begin. We had many more questions about the virus…
How Well Do You Know Your Target Market?
Let’s start with a little hypothetical here. You own a wedding venue, and you’re using your blog to attract organic traffic to your website. Good for you! That’s what I would do in your situation, too. So you’re doing a little brainstorming, trying to figure out what potential brides and grooms would be interested in that could get them to your site. You settle on a blog about how couples can save money wedding planning. You write it up, make sure it’s got some good SEO juice for the keyword “how to save money on wedding,” and wait for the visitors. Over the next couple of weeks, your blog post…
Restaurant WordPress Plugins Made Simple
When I started my company website about two years ago, my only significant website experience was with Squarespace. So when I tried to dive into WordPress, there was quite the learning curve. I spent a ton of time scouring the internet, trying to figure out how to make my site behave. I’m still not a site building expert by any stretch. But I have picked up some knowledge over the past couple years from running my own WordPress site and blog. Since most restaurant and venue operators are also not site development experts, I’m sharing what I’ve learned about restaurant plugins and how you can use them to add extra functions to your…
The Easy Guide To Email Subject Lines (with examples!)
Marketers really like their lingo and abbreviations. KPIs! CTAs! CTRs! IPAs! (That last one might be something else.) All this jargon can make some concepts seem complicated when really, they’re pretty easy to understand. You’re a smart cookie. You just don’t have the time to memorize a gajillion technical terms and read through 14 case studies about what works and what doesn’t. So. I’ve put together an easy, mostly jargon-free guide to email subject lines, with some handy examples right from my inbox. We’re gonna talk about The most important metric for evaluating your subject lines; A few different types of subjects; and Some best practices that you can use…
Is a Button Bonanza Sabotaging Your Website?
Very recently, one of my lovely blogging and email marketing clients asked me to do an audit of the copy on her business homepage and product page. I was happy to help, so I hopped over to her website to see what I could see. As the page loaded, the clickable elements began to appear…and appear…and appear. This website, while very attractive, had no less than six clickable elements “above the fold” — aka before you start scrolling down the page. And that’s not even counting the navigation menu. Holy overwhelm, I thought. I know this brand. I know their product. And even I didn’t know where to look. There…
4 Life Lessons from Behind the Bar
No, not namby-pamby lessons like the importance of teamwork or communication. I mean, I did learn those things during my years as a server and bartender, but I’m talking actual life lessons here. These are hard-earned, sometimes painful truths gleaned from deep within the bowels of this wild industry. The kind you remember after the tears have dried and you’ve moved on to a completely different stage of life. I haven’t stepped behind the bar in about six years, but there are some lessons you just don’t forget. 1. It’s okay to ask for help The hardest shift I ever worked was an AM shift at a neighborhood bar in…
The Hotel Blog: Do You Need One?
When you’re planning a trip to somewhere new, what’s the first thing you do? You probably head to the ol’ internet to do a little research. What is there to do in the area? Any big events coming up? Great outdoor spaces? Must-visit restaurants? The answers to these queries will often appear as blog posts from those in-the-know. Well-written blogs connect searchers to small businesses all over the internet — including hotels. With some time and attention focused on written content, your blog posts could get you more site traffic and — if it’s done right — more bookings. Why does my hotel need a blog? It may not! Not every single hotel is a great…
