Posts By :

Ryan Gravatt

Digital Email Marketing
596 500 Ryan Gravatt

Four Ways to Clarify Your Website

If you have a legacy site, you might be thinking of rebuilding or redesigning it.

 

Before you get too far into an expensive process, you may be able to keep what you have and improve the results you’re getting from it.

 

Start by asking yourself these key questions:

 

 

  • Who is your audience?
  • What do you need them to do?
  • Are they doing it?

 

 

You’ll find the answers to these questions by studying your Website traffic. Google Analytics is a good starting point for this task.

 

But if you don’t know how to find these answers, you might need to do that first before you do anything else. Make an appointment with a Raconteur expert, and we will help you get going on the right path.

 

If you can answer some of these key questions but you see the need to clarify your site, keep reading.

 

Have a clear call to action

What’s the one thing you need visitors to do on your site? (Hint: it’s the thing that makes you profitable and reach your goals.) Put a clear call to action to lead people to that thing. Put it at the top of your site and make it clearly marked.

 

Make a great first impression

Look at your site with new eyes, like someone seeing it for the first time. Look for 10 seconds or if you can read Google Analytics, find out how long first time visitors stay before they Bounce. What’s your impression? Are you clear or confused? If you’re clear, great! But if you’re not sure whether a first time visitor understands your mission, then let’s fix that.

 

Bring your audience into this process

This is a great place to start if you don’t know what to do or you suspect everything is awesome! Your audience is telling you all kinds of things by what they do – or don’t do –  on your site. Let’s test some messages, pictures or buttons. Implement some good A/B multivariate tools to find out how well your messages work.

 

What traffic is working best for you?

Going back to Google Analytics, look at the Source/Medium report. Your website should be getting traffic from all kinds of sources like email, social media and referral. You can dive into each Source or Medium to find specific data on traffic performance. If you don’t have goals established, look for Bounce and Time on Site data. A low Bounce rate and a long time on site means visitors from these sources really dig you. The opposite means you need to clarify those landing pages or entrance pages.

 

But if you still don’t know how to find these answers, or you’d like help improving your website’s performance, make an appointment with a Raconteur expert, and we will help you get going on the right path.

1 1 Ryan Gravatt

Importance of Maintaining Your Email List

By Ryan Gravatt, February 26, 2019

When it comes to an email list, you need to look beyond size to determine if your list is healthy. A healthy list provides a good Return on Investment. By that, I mean the outcomes of the actions in your email messages outweigh whatever you spend to send email and add people to your list.

Think about your email list as a garden or an ecosystem. Ask yourself questions like:
  • Does our list produce anything that works for the bottom line?
  • What do we need our email lists to yield?
  • What are we doing to maintain or improve the yield?

I believe that email is the most valuable connection you can have with an individual. So that’s why having a clean and healthy list is important. Digital marketers consistently rank email as the top ROI for themselves, and they shape entire digital media budgets around email list health and productivity.

Email list maintenance is simple and often overlooked. Here are the simplest steps:
  • Remove people who don’t want to be on the list
  • Engage people who want to be on the list
  • Find and add people to the list.

Those steps will help you realize all the benefits of a healthy email list. These steps will also help you sidestep the pitfalls of an unhealthy email list.

The Benefits

A clean, healthy list has a predictable engagement rate across the board. That means outcomes, opens, clicks and all the rest of your analytics are trending in the right direction. This also means your engagement volume is at a stable level.

Inbox providers are listening to their customers. When someone on your list flags a message as Spam, that dings your reputation. And your message to that person will continually land in the Spam filter. Think of all the filters that Gmail and other providers now have as native tools for your subscribers. All of these are tools for the customers to manage their Inbox into messages they want to read and messages they don’t want to read. When customers use these tools, they send Inbox providers a signal about you, your messages and your list.

So remove people who don’t belong on your list or who don’t want to be on your list. It’ll help increase your deliverability rate.

The Harm

An unhealthy email list will have email list issues. Probably the clearest sign that you have an unhealthy email list is low engagement. The single biggest cause of low engagement is messages missing the Inbox. You have to earn your way into the Inbox. Never assume that’s where your message goes when you send it.

Start measuring engagement by the simple things people can do when they get your email – open and click.

Perhaps the biggest harm is hampering future ROI. If you have a bad list and bad engagement, you’ll be missing future opportunities to engage your audience and get any traction to build an ROI from your email list. Turning to social media or other avenues won’t work because the costs are too great and you’ll lose more money than you justify spending.