Where Will Social Media Be 1 Year From Now?

Social media relevance

It’s hard to believe that Facebook has been around for 15 years already. While the company lost over $100 billion in value since the Cambridge-Analytica privacy issue, it remains among the top 10 largest companies (by market cap) in the world. There has been much dialogue about the relevance of Facebook and social media, in general, but rest assured that these channels will not disappear in the near future. Based on current marketplace trends, here’s what we can expect from social media one year from now.

There will be more ecommerce tools available on social media

Advertising keeps social media running. Executives at every major social media platform, including Facebook, Instagram (owned by Facebook), Twitter, LinkedIn, Snapchat and Pinterest, would like to diversify revenue streams. Facebook has toyed with the idea of charging a fee to users for an advertising-free experience but the company has been slow to move in that direction as the sheer volume of users is what keeps advertisers coming. LinkedIn has several premium features that allow companies and users to pay for the experience they would like to have. But, today revenue largely depends on advertising and that’s not likely to change in the near future.

In the past, advertisers have been satisfied with building their brands through social media. Some have developed attribution models to understand how brand building through social impacts sales. However, more and more brands have expressed a need to explicitly understand how their social media efforts affect sales. Such demands have resulted in more ecommerce features and tools available on social media. Retargeting, lead generation and social media marketplaces help brands drive sales through ecommerce. Expect to see expanded adoption of these tools in the coming year.

Users will gravitate to their favorite social media and abandon others

Social media fatigue is real. Users are getting exhausted by social media and many have disconnected from multiple sites to focus on their favorite. This is precisely why teens congregate on Snapchat. Yes, even Generation Z is tired of the social media scene. They tend toward sites where they have a network—that is, where their peers are.

“Abandoning” a social media can take many forms. Some users will delete their accounts altogether. Generation Y left Facebook for Instagram in droves in 2017 and 2018. Some users will spend less time on less significant sites. Some users will just walk away from their social pages. Twitter counts among its user base a number of users who have not posted on the social site in five or more. (By the way, this is why the MAU (monthly average users) metric is more important than overall user count.)

Expect even more users to move toward a presence on fewer social accounts in the next year.

Regulation will impact how user data gets used

Regulators across the globe continue to question social media executives about how user privacy is guarded. They are pushing for more disclosure and more user choice. The companies would like to self-police privacy efforts but UK regulators and others are pushing for third party oversight in light of recent security breaches and mishandling of data. This may lead to users opting-out of sharing their data. Fewer eyeballs could mean lower ad spends, which, in turn, could turn up the pressure on publicly-traded social media companies to find other means of generating revenue, including revisiting plans to charge subscription fees. Stay tuned.

10 Tips for Making Good Google Ads Even Better

better google ads

If buying search terms is part of your marketing strategy, you must use the Google Ads platform. Google has 90% market share in the search engine market. Whether management of your search engine marketing is in-house or outsourced, it is important to understand the options available to continuously optimize your Google Ads. Below are ten tips for monitoring and improving your ad performance.

Set Up and Monitor Conversion Actions

In order to understand if the traffic that Google Ads sends to your website takes the action you would like visitors to take, you must set up conversion actions. Conversion actions allow you to track and monitor specific behavior on your website. If you want customers to make an online purchase, you can define the action as a conversion and set up the tracking code on your website. This will allow you to review and monitor conversion activity of the traffic that Google sends your way.

Create Keyword-Rich Landing Pages

Getting a high quality score on a Google Ads campaign can lead to lower prices and a better ad position. One way to improve your quality score is by creating landing pages that use the same keywords that are used in your Google Ads ad groups. Be sure to use sound landing page practices, like limiting the distractions on the page and driving visitors toward the action you want them to take.

Make Your Ad Copy Geographically Relevant

This tip works particularly well for retailers and other businesses that provide local services. Let’s say you own an Italian restaurant in San Diego. First, you will want to set your geographic targets to be consistent with your location. This can be done in the settings of your campaign. Next, set up a unique ad group where you can track activity for specific geographic search terms. For that same ad group, create ad copy such as “Italian Restaurant in San Diego” or “Best Italian in San Diego”. This copy will help to improve your interaction rate. Be sure to create a landing page that supports the ad copy.

Test and Tweak Your Google Ads Copy

Google ads contain up to three headlines, up to two description lines, a URL and an optional display path for your URL. You may also add extensions (discussed below) to your ad copy. You will want to test multiple ads for each Google ad campaign. Review performance to determine which ads perform best. If you have been advertising awhile, understand that ad fatigue may diminish performance over time. Changes to your offering may create a need for new ad copy. For these reasons, you will want to continually test and tweak your ads for optimal performance.

Use Structured Snippet Extensions

Structured snippet extensions allow you to add custom copy to your ad that provides more detail about your product. With snippets, you can add a host of available headlines, including brands, destinations, models and neighborhoods. For example, if you are a travel specialist who would like to highlight specific vacation destinations, you can choose the “Destination” headline and specify destinations based on the target audience for your business. Structured snippets essentially expand your ad copy options.

Turn Off Underperforming Sitelink Extensions

Be sure to periodically review the sitelinks for your Google Ads. Sitelinks are the links in your copy that take visitors to a specific page on your website. It is quite possible that the optimal sitelinks for paid ads may be different than those used for organic search.

Review Auction Insights to Understand Your Competition

You can see which competitors are competing for the keywords you use through Google Ads under the “Auction Insights” tab. This will allow you to see impression share, average position, how often the competitor is above you on the search results page and vice versa and other key statistics. The insights can be reviewed by campaign or by ad group. Once you have identified key competitors, consider changing your bid strategy to outrank the identified key competitors.

Set Device Bid Adjustments

Review the cost per conversion by device type—computer, mobile phone or tablet—for each of your Google Ads campaigns. Be sure to use a time frame over which you have a credible amount of data. You can increase or decrease bid amounts by device type to bring your cost per conversion in line across all device types. Note that this functionality cannot be used for certain bidding strategies (like the outranking bid strategy noted above).

Add Negative Keywords to Your Ad Groups

Navigate to any ad group in your Google Ads campaigns. Then, look through the Search Terms to review the exact search words that potential customers type into the search bar. If you find any irrelevant terms, you can add them as negative keywords so that your ads are not displayed when a potential customer types those keywords.

Do NOT Set It and Forget It

Above all, understand that Google Ads is an auction platform. That means performance will change over time so it is important to regularly review how your ads are doing. Keep a pulse on how your advertising budget is spent to keep your acquisition costs in check. 

Don’t Make This Silly Mistake with Your Facebook Page

facebook mistake

If the only thing that you are posting on your Facebook business page is discounts to buy your product or service, you are wasting resources. And, you may be creating downstream problems for your business. There are several reasons why only posting discounted products on Facebook won’t work.

You are not adding value to your followers’ Facebook feeds

People appreciate getting a discount on goods and services but they don’t necessarily go to Facebook to look for them. They are on Facebook to keep up with family and friends, to be entertained and to find relevant content (think news). Posting a daily, weekly or even monthly sale does not satisfy these needs. Posting a discount will not keep followers coming back to check out your Facebook page. Instead, you should be posting content daily to your page that is relevant for your followers.

You are conditioning customers to expect discounts

You can encourage more trials of your product with discounts but do you really want to give a discount to every customer on a regular basis? Probably not. If your discount is a loss leader, you are likely losing money on the sale. So, for prospective customers, this discounting tactic should be used infrequently. When you do offer a promotion, be sure to in use a promo code (for tracking) and a promotional end date. Limit the offer to new customers only if your existing customers are likely to repurchase without it.

You are damaging your brand

If you have been posting only discounts on your Facebook page, go to that page right now. Scroll through your content. Put yourself in your follower’s shoes. What did you learn about your company? What did you learn about your products? What does the company stand for? If all you found out is that the company offers discounted products, what does that say about your brand? At best, nothing. At worst, that your company offers products that can only be sold at a discount and no one should every pay full retail value for them. Ouch!

You are not encouraging engagement

If you know that Facebook users use the social media site to be entertained, entertain them. If they are connecting with family and friends, give them content that they will want to share with their friends. If there’s news in your industry worth sharing, share it. Don’t just share sale promotions on your page. Share content that is going to get your followers engaged.

Diversified relevant content will improve your followers experience and engagement with your Facebook page. Start with developing a content calendar for your Facebook business page. Contact us to discuss how.


Your marketing plan is one of the most critical components of your business plan. It is the strategy that will help you focus and keep you on the path to success. This resource guide outlines the key components of a sound marketing plan. Use this guide to develop a new or critique an existing plan to ensure you are on the right path to success.

Click to download the resource.


Marketing on Twitter: #2 in Low Cost Marketing Series

marketing on Twitter

In this series on low cost marketing, I’m sharing how to use marketing assets, like social media, to build awareness and drive traffic (to your webpage, mobile app, etc.).  While social media is not free, used correctly, it can certainly help you efficiently find your posse online.  With this post, I focus on marketing on Twitter.

All social media is not created equal.  So, while there are tools that will allow you to create one post and send it to every social media account you have, this is not the optimal use of your resources.  What works on Facebook may not work on Instagram, even though Instagram is owned by Facebook and the company makes it easy to advertise one message on both platforms.  Similarly, what works on Instagram may not work on Pinterest or Twitter.

For years, many have wondered Will Twitter Live?  Yes, Twitter is still alive and getting a much needed boost from prominent personalities worldwide (with notable exceptions, like British royalty, who are not allowed to Twitter accounts).

Twitter, Not Just for Celebrities

Twitter has been a strong social media for actors, entertainers, politicians, athletes—basically for any “celebrity” who wants to bring their message to the masses.  Consider the following:

  • Katy Perry has 108 million Twitter followers
  • Barack Obama has 99 million
  • Ellen DeGeneres has 77 million
  • Jimmy Fallon has 40 million
  • Donald Trump has 47 million
  • Oprah Winfrey has 41 million
  • LeBron James has 40 million

You get the picture.  When these individuals tweet anything, their instant audience is informed.  But don’t be tempted to think that Twitter is just for celebrities and their followers.  There are many corporate brands that have been successful with marketing on Twitter as well.  Just look at MoonPie, a small dessert brand made by Chattanooga Bakery in Chattanooga, Tennessee.  Their $35 million in revenue is paltry compared to Hostess Brands at $2.5 billion. That didn’t stop @MoonPie from going after a Hostess’ Twitter claim that is was the “official snack cake of the elipse”.  MoonPie’s response resulted in millions of impressions beyond Twitter as the tweet went viral with over 500,000 likes.

Find other examples of strong brand marketing on Twitter in my July 2014 post.

Engage in Trending Conversations

For many brands, getting marketing on Twitter right involves engaging with trending topics.  Like most social media sites, Twitter is about strategy and timing.  Timing is key and tweets live and die on trending topics.  When a hashtag trends on Twitter, it is hot, hot, hot…but only for a limited time.  Given that success on Twitter is linked to timeliness, the more time spent on the social media site, the more opportunities to get noticed.  Therefore, posting several times per day on Twitter is optimal.  (Warning: This is not a universal truth for all social media accounts.)   If you do not have the time or resources to login and post several times a day, use a scheduler like Hootsuite or Buffer as Twitter does not currently have a scheduling option on the platform.  It is absolutely essential to use the trending hashtag when posting on a trending topic.

Be Your Own Publicist

While Twitter is a good platform for getting into conversations about trending topics, it can also be an effective PR tool.  With all the celebrities on Twitter, you can be sure that the media is there as well.  Successful marketing on Twitter often includes engaging with media.  In fact, many TV news outlets will say “Join the conversation on Twitter at #XYZ” when they want to carry a discussion into the digital realm.  No other social media site bridges the digital-broadcast gap in quite the same fashion.

There are media publishers, national media personalities and many, many local reporters on the social site.  You can find, follow and engage with relevant media on Twitter.  Once you find them, don’t limit your engagement to the social media site, connect with relevant followers and contacts offline as well!

Follow Relevant Accounts

Not only should you follow the media, you should also follow accounts that are relevant to your business.  Gaining an audience is a key component to marketing on Twitter.  But if you follow and unfollow too much, Twitter will freeze your account—either temporarily or permanently. So be judicious about who to follow.  You can start by following accounts that are engaged in conversations that you want to be engaged in.  Don’t feel compelled to follow every account that follows you.  It’s very easy to set up a fake Twitter account and there are plenty of fakes on the site.  So take the time to investigate a user that follows you before you follow back.

Engage Through Lists

The Lists feature on Twitter allows you to create a group of users into a single social stream.  Lists are useful for organizing follower types on Twitter.  For instance, you can create a list of suppliers or a list of media contacts.  Lists may be public or private.  Private lists are great for researching competitor activity or tracking a client list that you do not want publicly disclosed.  Lists are a great tool to enhance marketing on Twitter.

It is important to not only post tweets but also to engage with other users on Twitter.  This is true for every social media platform.  If you use social sites as a broadcast platform but do not engage, your followers will not be engaged either.  Use Lists to initiate engagement.  For instance, if you want to retweet influencers, create an Influencer List and view that stream to find relevant content.

Indeed, Twitter is still alive.  Marketing on Twitter can be a low cost marketing strategy but will require man-hours.  Finding your way on the social site is a matter of strategy and timing.  As you engage with others on the platform, you will increase awareness of your brand and deliver more impressions to the market.

Using Facebook Organically: #1 in Low Cost Marketing Series

Organic - Facebook Marketing

Businesses need to be fueled by funding, whether that funding comes from a lender, an investor or a customer (i.e., sales).  “Low cost marketing” is not “no cost marketing”.  This post, which focuses on Facebook marketing, is the first in a series on finding low cost marketing solutions.

Businesses need money to survive.

I have had discussions with several individuals who want to start businesses or grow a business with little or no money.  As a marketer, the first question they ask me is: How do I market my business without spending any money?

It is possible to hustle and build a business, but even that takes an investment.  And, the investment is your time—which is valuable.  If you are working with only “blood, sweat and tears”, you are looking for customers to fund your business.  Your hustle, then, needs to focus on what will drive customers to purchase from you.

Through a series of posts, I will outline marketing tools that you can use to get started without much cash outlay.  Let’s start with the ever popular social media space.

Engagement on Social Media

Social media is NOT free marketing.  It never has been and it never will be.  There are many abandoned business social media accounts that belonged to entrepreneurs who thought that they would easily build a customer base on social.  That said, let’s explore what can be done with sweat equity.

Facebook First

Let’s tackle Facebook first.  If you are in the B2C space, it is the behemoth to understand.  The first thing to do is decide what type of content you will post.  Think about your target customer.  What is she concerned about in relation to the product or service you provide?  While it’s acceptable to post content unrelated to you brand occasionally, you will be more successful in finding potential customers if you post relevant content.

Get to Posting

Once you’ve decided upon what to post, get to posting and do it regularly.  If you are not a publisher, the rule of thumb is to post at least daily.  Facebook allows you to schedule posts which will save you from having to log in daily to add a post.

Monitor Your Page

While you won’t have to log in to your account daily if you are scheduling posts, you probably should if you aren’t spending much money on advertising elsewhere.  You will want to monitor your account regularly to respond to any messages or reply to comments on your posts.  Do not feel obligated to reply to every post but use the platform to engage and be social.  After all, that’s what it’s for!

Engage with Others

You also should decide which pages to follow and follow them as you page (not as your personal account).  This will allow you to view your page feed and interact with those you follow.  You may like, comment or share the content of those pages you follow.  Sharing also counts as posting content.

Boost Your Posts

At the time of this post, you can advertise on Facebook for as little as $1 per day.  At that level, you can boost your posts.  Boosting is a promotion for your Facebook posts.  It will allow you to send traffic to your website or drive interaction with posts.  You are able to select geographic, demographic and behavioral targets for the audience you want to reach.  Don’t waste your money boosting to a broad audience.  Instead focus on the individual who will respond to your post.


Facebook offers other advertising opportunities that start at just $5 per day.  These include driving traffic to your website, promoting you Facebook page to garner likes, getting more app installations, finding leads for your business and more.

Facebook is a good place to start if your target audience uses the platform.  And, chances are, they do!  In future posts, I will explore other social media, public relations, blogging and other low cost marketing ideas.

How UBS Engaged 5 Million through Content Marketing

Content Marketing - partnership

In July 2016, UBS launched UNLIMITED, an online portal with curated content that discusses life issues relevant to wealthy millennials and women.  The company has reported that its content marketing strategy is working.  Content is being consumed by 35 to 38 year olds and 60% of the readership is women.  The challenge all wealth management professionals face is well-documented.  According to a Fidelity Investments study, only 58% of younger millionaires are working with advisors, down from 72% five years ago.

Develop Relevant Content

UBS has enlisted photographer Annie Leibovitz, among others, to shed the “alpha male”-focused imagery that has persisted in financial industry advertising.  They have also partnered with Vice Media, Vanity Fair and Stephen Hawking to create content that speaks to the target audience in their language.  The company wanted to develop content that spoke to laypersons (read non-finance gurus) about relevant issues while omitting language that requires a finance degree to understand.

They also developed content that is evergreen so that it can be distributed repeatedly over time through social media.  With its partners, UBS created short-form videos which are used to lead readers to longer-form content (7-8 minute articles).  Leadership notes that the longer content is being consumed, despite the fact that 72% of engagement is initiated on mobile.

Engage Target Markets through Social Media

UBS Chief Marketing Officer Nicolas Wright told Marketing Week that the new program is working.  He says that UBS has attracted one million unique users to its online hub and engaged 5 million through social media.  After 15 months, UBS UNLIMITED has nearly 15,000 Facebook followers and 1,650 Twitter followers.  UBS has more than 115,000 followers on its primary Facebook page.  The company has reported more than 5,000 email subscribers in the first six months of UNLIMITED.  Given these figures, it is likely that the 5 million engaged through social media are on partner properties.

Measure Results

Despite the higher engagement, UBS reported a loss of $6.4 billion in customer assets in second quarter 2017.  Not surprising given the hard task of reconciling the social media following with the reported engagement numbers.  However, the company also notes that there is an 18-month sales cycle for its wealth management services.  It’s important that UBS—and you—have clearly defined metrics to help understand how a content marketing strategy will result into leads and sales.  What’s yours?

4 Reasons Why You Need to Have Referral Marketing in Your Marketing Plan

Referral marketing because birds of a feather flock together

I have a dear friend who has been in business for 22 years and relies solely on excellent customer service to grow his business.  He treats every prospect with the utmost respect.  He does absolutely no advertising for his business because he delivers an outstanding product.  And, he stands behind his product and his people.  He has quadrupled his sales in the last decade through referral marketing.  Referral marketing can improve both top and bottom line growth for a business.  Here are four reasons to include it in your marketing plan.

Common ground brings like minded people together.

At a time in the United States when everyone is talking about the benefits of diversity—diversity of race, gender, education, sexual orientation, even diversity of thoughts—it is still true that birds of a feather flock together.  Suburbanites meet with other suburbanites for happy hour cocktails.  Parents of young children share babysitting referrals.  Tweens share their favorite apps through iPhone texts.  Yes, in this very diverse world, it is the common ground that brings us together.

That common ground presents chances for sharing experiences.  This represents tremendous opportunity for businesses to get existing customers to tell their friends, family and colleagues about product choices, purchases and preferences.  Whether your target is business owners, stay-at-home moms or downtown condo owners, a solid referral marketing plan can help you reach the birds of a feather in your target market.  Reaching prospects similar to your current customers is a more costly undertaking outside of referral marketing, so create opportunities and reasons for your customers to share your product within their network.

Customers with product experiences are your best advocates.

On Facebook, it is easy to be an advocate for anything.  Just click the Like button and you are an advocate.  Or perhaps you can change your profile picture to support a cause.  Advocacy?  Not really.  The problem with this form of “advocacy” is that it requires no action and no experience.  However, when you endorse a product or cause with which you have had an experience, you change the platform for your advocacy.  You become a believable and trusted source.  That’s what makes referral marketing so powerful.  Customers are your best advocates because they have experience with your product.  They can give a first-hand account of what the product does and does not do.

A positive experienced endorsement is more powerful than a negative non-experience.  Consider, for example, if a neighbor tells you that they won’t use a new local car wash because they heard another neighbor had their car damaged there.  But, the next day, you hear from another neighbor that they took their car to the same local car wash and got the car detailed for a fraction of what they expected to pay and the car looked new again. Hmmm…the positive referral will give you cause to pause and consider the hearsay of the negative experience.  Maybe you will try that new car wash.  The fact is there is no better advocate for your business than a customer willing to share a positive testimony.

Referrals don’t require a large advertising budget.

As a business leader, you understand how difficult and expensive it can be to reach your target audience.  Where to find your target customer can be daunting given the myriad of choices—email, video streaming platforms, social media sites, television, SEO, search marketing, and on and on.  There are a multitude of channels and media outlets on which to spend your marketing budget.  By the time you identify the right customer through the right channel, your acquisition cost may leave little margin for profit.  You can balance your acquisition cost in these channels with a referral marketing plan, which effectively allows you to extend the acquisition cost of a single customer to, potentially, multiple customers.

Referral marketing demands good product and service.

A necessary prerequisite of a referral marketing plan is good product and good customer service.  This may seem obvious but it also is a catalyst to help a business focus on building and sustaining a good experience for the customer.  A strong referral program requires a culture of creating a better—not a good enough—experience for the customer.  Remember my friend with the 22 year old business.  While he has never spent much time studying the competition, he does hear about their work occasionally.  It usually happens when he is correcting the blunders of his competitor.  Referral marketing cannot happen in a vacuum.  It is done in real-time, in the context of whatever market competition exists for you, which demands an excellent customer experience.

​Referral marketing is an essential component of every marketing plan.  It will help you identify qualified prospects, because, indeed, birds of a feather flock together.  Referral marketing can help you identify your loyal customers willing to declare their allegiance.  It does not require a huge marketing investment but it will force the development of a superior customer experience.

A referral marketing program is a must for every business.

Twitter is Useful but It’s Awfully Messy

Twitter Is Messy

For the past year, I have told anyone who has asked me about social media that Twitter is messy.  If you are in a relationship with Twitter, you know what I mean.

There are stalkers on Twitter.  You know the kind.  They follow you but you have no idea why.  You read their profile (if they’ve bothered to create anything beyond a username) and you still don’t know why they are following you.  And, I do not understand the value of “I follow back.”  People who write that in their profile mean that if you follow them and they’ll follow you even if they have no idea why.  What is that about?

Well, at least I can block the stalkers and the follow-backers….and anyone else I want to.  Maybe Twitter uses the block feature to find spammers and deactivate their accounts.  I’ll hold on to that thought.  It’s such a nice one.

It is getting harder to find the people you know on Twitter.  

One year ago, you could import contacts from Gmail and Yahoo.  Not anymore.  Now there’s just AOL and Outlook/Hotmail.  No disrespect—that’s what my son says when something kinda mean is coming—but do people who are on AOL even know what Twitter is?  Here’s the odd thing about searching for people on Twitter: if I want to look up a friend, like my friend John Smith, who’s email address I know and who’s name is too common, it’s impossible to find him unless I have AOL or Outlook.  How frustrating!

There is one feature I LOVE on Twitter.  It’s the mute function.  Sometimes I just have to mute someone I’m following.  Too much noise in my feed.  I know it’s crazy:  why not just stop following them?  Well, sometimes you have to follow people who are following you so that the people they follow will know you’re following them.  Are you following me?  I told you Twitter is messy.  Twitter relationships are messy too.

Search is also messy on Twitter.  I have found content and people on Twitter through a Google search that I could not find on the Twitter site.  So sometimes you have to leave Twitter to find what you need on Twitter.  Messy!

And, on a desktop, surely I am not the only person who logs out of Twitter to log in as a different user with a different account.  (Perhaps I’m the only one who still uses a desktop??)  For a whole host of reasons, individuals manage multiple Facebook pages from a single login.  Facebook makes it easy.  And, they get tons of information from allowing it.  I wonder if it counts as multiple users.  Or single users with multiple pageviews, time spent on the site, etc.  All the things advertisers want to see regarding an engaged audience.  Why, oh why, can’t Twitter allow me to manage multiple users/accounts/pages/whatever?

Because Twitter is messy.

But all is not lost.  Everything in this message can be mitigated.  Twitter knows it but they are not starting from scratch.  They first have to undo the damage left by the (mostly product) folks that Mr. Dorsey just got rid of.  Hopefully they do so before we all leave for good.

7 Ways to Get Better Engagement with Email Marketing

Email Marketing - Open rate

If you are sending regular email marketing campaigns and your click-through rate falls below industry average, you are not engaging your customers.  In fact, you may be annoying them and damaging your brand.  The good news is that there are steps you can take to improve your email marketing.  These seven proven strategies will help you improve customer engagement with your emails.

#1.    Send fewer, better segmented emails

There are two key components to this tip: (1) evaluating the number of emails you send to each contact and (2) determining which contacts get sent which emails.  Your contacts will let you know if you are sending email too frequently.  They will either ignore your email or unsubscribe altogether.

Both of these actions are painful and expensive.  Most email marketing services (like MailChimp and Constant Contact) share industry average click-throughs or alert you if your unsubscribe rate is way above average.  Use these metrics as benchmarks along with the past performance of your own email campaigns to decide if you should send fewer emails.

To determine which contacts get which emails, you will need to segment your contact list.  Choose segments that are related to the content you are sending.  If you are sending an email about a specific product, create a segment of leads that previously expressed interest in that product (for instance, by viewing it on your website).  You can segment by demographic characteristics, by purchasing behavior (such prospect, customer or advocate) and other attributes of your contacts.

#2.    Send targeted, relevant messages

Once you have defined segments that work for your business, avoid sending mass emails to your entire contact list.  You will improve open rates and click-throughs if leads and customers feel like you are speaking to them directly.  It’s not only important to address contacts by name, but also to develop a habit of sending relevant information so that your email isn’t “filed” in the trash bin or spam folder.
When an email click-through rate (CTR) performs below average, look for opportunities to refine segmentation and send more targeted messaging to a specific audience.

#3.    Create inviting subject lines

Subject lines drive email open rates and open rates are a key metric in the email marketing funnel.  However, a subject line serves another equally important purpose.  A subject line tells the reader what is to come.  It is an anticipation builder.  If an email contact opens an email expecting to find content relevant to the subject line and the content does not meet expectations, it is likely that the reader will abandon the email without a click.  Using an inviting and relevant subject line helps to optimize CTRs.

#4.    Ask for the click

Facebook has added an optional call-to-action (CTA) button to the profile for business and community page owners.  The CTA button encourages visitors to engage by doing a specific action.  Similarly, it is useful and effective for email marketers to use a CTA to ask for the click.  Emails with CTAs are more likely to get a click than those without.  Use “Register now”, “Download”, “Sign Up”, “Play now” or other CTAs to increase engagement with your emails.

#5.    Create a sense of urgency

Contacts are far more likely to open an email sooner if there is a reason to not delay.  While it’s important to not overuse this tactic, emails with a deadline experience higher response rates as they are less likely to be relegated to the “I’ll respond later” pile.  (How many of those emails do you really get back to?)
You create this sense of urgency in the subject line.  Retailers are especially savvy with this approach.  They use “Last Day” or “Ends tomorrow” frequently in promotional sales emails.  When contacts have a short window in which to respond, they are more likely to open and engage sooner.

#6.    Use compelling images

Emails that are too dense (or too long) simply will not be read.  Consider the scan-ability of email and break up text with compelling images.  Be careful not to use images that are too large, as they can slow load times.  Use relevant alt text with your images so that when an image does not load, the reader gets a sense of the subject matter.

#7.    Multiple links for a SINGLE call-to-action

Your CTA is the action you want a reader to take.  Use links for buttons, texts and images to drive readers to a single CTA.  Keep your marketing emails brief and focused.  Multiple messages or calls-to-action can be overwhelming for a reader and lead to indecision and ultimately no engagement.  Whenever possible, limit your email to one focused point.