Q&A from week 7 of Digital Marketing

Every Monday in our digital marketing class at General Assembly we start off by answering questions from the previous week’s lessons. Here are the questions and answers that came up after the lessons on UX, email marketing, and storytelling.

  • What do you think about infinite scrolling on strictly blogs? good or bad? For a blog, I’m in favor of infinite scroll, and use that technology on this blog. However, using such functionality really depends on how your blog is organized and presented. Here, it’s part of the home page, and shows the reader previews of every blog post that they care to scroll to. If the blog is setup to only display entire blog posts, I think infinite scroll would be annoying.
  • What’s the best time frame to send emails that more people will see it? There’s no single answer for this question. Your readers are your readers, and you simply have to run experiments to see when you get the best open/read rates over time. One shot won’t do it. I suggest sending out your newsletter at the same time each week (or each day like we do with Atlanta Tech Blogs Daily Digest) and changing it up each week or month for 3-6 time periods (weeks or months). Measure the results, and make your best call. With Atlanta Tech Blogs, we experimented with every hour from 6am to noon, and ended up at 9am each day for our best results.
  • Is there a best practice for how many emails you should send out per week? This answer also depends on your audience, but also your content. If your content is not updated every day, then it would not make sense to send out your email everyday. Determine how often the most popular pieces of content are updated, and schedule emails accordingly, while noting open/read rates of your readers.
  • How would you structure and time a welcome campaign for new signups? + 1 day, +1 week + 1 month? How often is too much? When you’re launching a new email newsletter, you’re asking for new subscribers, so timing and frequency depend on what medium (e.g., Twitter, Facebook, your website, etc.) you are using to ask. People say they don’t like the email subscription popups, but they work, and you can configure those to pop up every week or every 30 days for any given reader. I shared the results of that experiment on Atlanta Tech Blogs here as well.
  • How do you gather marketing visuals for an event that is in its first year? Stock photos, pictures of speakers at the event, pictures of other events at the same venue. If it’s the first time for an event, people don’t expect to see a history.
  • What other ways are there to get subscribers to a brick-and-mortar store? Much like giving someone a good reason to “Like” your Facebook page, give your subscribers a good reason to visit your location. Coupons, BOGOs, and events are simple examples of reasons to come to a physical location.
  • What are the best alternatives to buying lists for email marketing. Is it ever a good thing? I don’t recommend buying an email list, and most ESPs tend to agree.
  • Is there actually a way to track a “Wow Moment” for a user (via an online experience)? By definition, if you’re looking for when your users come to that “wow” moment, you are very early on in your product’s life. Therefore,  you should have few enough users – if any – that you can bring them into a room as a group or even one at a time and actually watch their faces as they use your product. There is no substitute for seeing someone’s physical reactions to your product.

These Q&A sessions have been a great addition to the DGM class, and enable the students to ask things that they either don’t want to ask in class or that they think of after class.

What do you think about that?

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