This past December, I had the opportunity to attend Media Post’s “Email Insider Summit” in Park City, Utah. It was the first time I have attended this event, and it was extremely valuable. I left the event with pages of actionable tweaks and improvements that will help take Progrexion’s email program to the next level. If I had to summarize everything I learned into one statement, it would be this: Email is no longer just “going mobile”, it’s already gone. So, I’d like to share with you my top five mobile takeaways from this event to make sure my own email program is optimized for mobile.
1. Monitoring by Device Type
Litmus recently released a statistic that blew me away. More than half (51%) of all email-opens are now on Mobile devices, and the trend is moving up. It’s crucial that you understand where your audience is opening your emails, so you understand how to best design your emails. If you can’t currently track this information, there are many relatively inexpensive solutions available.
I love stories. I love reading. I love movies. I love TV. It gives me a chance to walk in someone else’s shoes for a few minutes, hours, or days. It’s awesome. It sparks the creative part in my brain, and I get to ask what I would do in that situation. I’ve even been trying to write a novel. I haven’t given up, but I haven’t made very much progress recently. I have thought about “why” I am not making much progress. The answer I have come up with, and I’m a little ashamed to admit this, is that I have not been putting in the time to hone my skills in the basics and have been trying to advance my novel too quickly.
There are times to forge ahead and times to hone the basic skills. Even at times when you have moved past the basics, it is beneficial to go back and work on the basics. This is important with any discipline—and statistics is no different.
Team is the Star. This was Real Salt Lake’s (RSL) motto this past year. I used to think this was just a cop out for not having any big name players. A sort of, “We don’t have any stand out stars, but we are going to get by,” type of motto. Don’t get me wrong, I think we have some serious players, but compared to LA Galaxy or Seattle Sounder’s star studded rosters… our guys are newbies. Which a majority of them are. We had a large number of players in which this was their first or second year in the league. That’s what made RSL so good last year. They were a bunch of new guys that came together and evolved into one very efficient machine. As the season went on, I realized the motto really wasn’t a cop out. They were like a clock, with all gears oiled and working perfectly. This was evident when you look at the scoring diversity. The scoring came from every player. If a team shut off one player, another stepped up to score. They had a hard time containing them. This was Real’s greatest threat; they could change and adapt to different scenarios, but keeping their same formation and style.
As a consumer, survey’s can be quite annoying and frustrating. Some are too long and some just seem pointless. Why do companies promote and then pay you or offer incentives to take a survey? Simple. The information they get from survey’s can be an extremely powerful tool for them. You may never know the problems or concerns of your clients if you never ask.
There are a lot of people that do not take a survey seriously so when you analyze results, it is important to weed out those types and really dig into the information and feedback clients give you. The best information comes from people seeking to give you feedback on your company, service, experience or product.
The last six months at Progrexion remind me of my high school basketball career. During my senior year as a Bountiful Brave, we were the first ever 4A state champions. We were the underdogs and won by 4 points in double overtime – one incredible basketball game. That state championship tournament was one of the greatest times of my life, and during that season of basketball I learned some life lessons that I’ve applied to my role on our Paid Search team.
Let’s cut to the main point: Never solve the problem you’re asked to solve – it’s usually the symptom, not the real problem.
We used to just make websites, but now we’re creating ‘experiences.’ User experience means different things to different people and when questioning any issues, you must ask yourself if this is the real problem, or if this is a symptom.
When attempting to improve the interface for our CreditRepair.com Members’ site we discovered the issues with the site were the symptoms of a larger problem. It wasn’t the colors or the design it was the overall experience we were offering; The disconnect between what the user expected and what we offered. We have a vision for CreditRepair.com, but that vision wasn’t being represented or experienced. Read More