A session border controller (SBC) is not required for a WebRTC gateway. That might be a strange statement considering most of the industry has assumed an SBC is necessary for successful WebRTC scenarios. Why would the industry make that mistake? Because an SBC is basically an IP-to-IP translation node, and the WebRTC and SIP worlds are both in the IP realm. So, it’s natural to assume that in order to properly handle WebRTC services, one must leverage the SBC’s IP fluency.
In our last post, you learned why email marketing is worth the investment, now it’s time to learn how to create and execute a successful campaign. In this post, Part 2 of 3 of our Email Best Practices, you’ll find facts and figures that prove the importance of grabbing and keeping the attention of your audience.
The key to a successful email campaign is to know your audience. Understanding your audience’s challenges and needs will help you create a campaign that prospects will respond to. Here’s how:
- Write down the target audience and list their challenges (as related to your industry or product).
- Relevant emails drive 18x more revenue than broadcast emails, so craft emails that speak specifically to your audience.
- List all of the things that your audience must know, do or have in order for their challenges to be solved, and then create content that offers a resolution for those challenges.
- Offer incentives that will entice your audience to click through your email (inside scoop, discounts, gift cards, etc.).
Now that you know what your audience wants, you must create a compelling Subject Line that entices them to open the email and read further.
- 33% of email recipients open an email based on the subject line alone, so consider using this space to tease the content of the email, offer an incentive to open, or add a sense of urgency.
- Less is more, so keep it short – 35-50 characters in length is ideal.
- Personalize and localize when possible to increase open rates. According to Adestra, personalized subject lines are 22.2% more likely to be opened.
- Avoid “selling” the customer on a product or service; rather, give them an idea of what to expect when they open the email.
You’ve gotten them to open the email… Congrats! That’s half the battle, but now what? A strong Call to Action will keep the reader engaged and tell them what they should do once they’ve opened your email.
- Always ask “what’s next?” So, once you’ve driven traffic to your landing page or website, make sure the audience knows what they are to do from there (sign up for an email newsletter, share on social media, enter their contact information, etc.).
- Your Call to Action should answer the audience’s question of “What’s in it for me?,” and be urgent, using action words and incentives that trigger an impulse to click.
- Create a Call to Action that pops visually. Due to the Von Restorff effect, things that look out of place draw our attention, so try using a Call to Action button that contrasts with your brand’s colors.
Now that you’ve got the basics in your marketing tool belt, it’s time to take it up a notch. Check back for Part 3 of our Email Best Practices soon. If you can’t wait to learn more, contact the ScanSource Services Group at email@example.com to start planning your email campaign today!