NVISION https://nvision.co We’re Here to Change the Trajectory of Your Business. Tue, 21 Dec 2021 15:45:48 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.2 New Challenges and Opportunities in Digital Marketing https://nvision.co/digital-marketing/new-challenges-and-opportunities-in-digital-marketing/ https://nvision.co/digital-marketing/new-challenges-and-opportunities-in-digital-marketing/#respond Thu, 23 Dec 2021 15:45:33 +0000 https://nvision.co/?p=10463 Presently, consumers and marketers are at an unprecedented juncture as it applies to their relationship with data collection and sharing. For consumers, their relationships with companies that collect their data can be laden with apprehensions. When it comes to marketing affiliates, most are more preoccupied with reach and campaign metrics. While both parties continue to...

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Presently, consumers and marketers are at an unprecedented juncture as it applies to their relationship with data collection and sharing. For consumers, their relationships with companies that collect their data can be laden with apprehensions. When it comes to marketing affiliates, most are more preoccupied with reach and campaign metrics. While both parties continue to use the Internet as consumers and sales professionals with occasional conflicts of interest or different priorities, the technology that both rely on keeps evolving.

This year in the world of Internet marketing, we are seeing changes that reflect an increased emphasis by media giants on consumer protection, new consumer demands, and which campaigns stand up to the challenge.

What are consumers and marketers looking for in e-mail campaigns in 2022?

Again, digital media marketing is a rapidly evolving field and partially depends upon the mandates of tech giants and their workflow. After an election year in the United States, the role of social media in the distribution of information to society has been questioned. Governments and citizens alike are requesting more information about the data collection practices of social media, as well as the content users encounter. Consequently, one can see the recent Facebook papers leak and attempt to rebrand as an acknowledgment of new consumer demands. Yet, many who aren’t in marketing fail to realize that e-mail marketing is a far more pervasive means of reaching people and undergoing less oversight.

Social media companies like Snapchat, WhatsApp, Twitter, or the new, fun social media application of the year are seen as the backbone of social media. Many people erroneously project that these corporations will take over the Internet and forget the stability of the consumer’s personal e-mail account. As the fad sites make a splash, many still keep the same e-mail.

An e-mail campaign is more like a lucrative market where industry professionals cite earning of about $7 billion from list-serves and other e-mail campaigns alone. Clearly, it’s worth looking into e-mail campaigns further and how to weather the ways that e-mail protocols will change with this increased demand for consumer protection.

Consumers express greater demands for privacy

One of the main issues that consumers have with mailing lists and other marketing campaigns is that most have encountered their e-mail being sold, campaigns that don’t apply to them, and a need for consent. There’s a bit of fear with consumers who don’t know what data is being tracked when they sign up for mailing lists with a website, company, or service they enjoy. They don’t know what the company does with their information and hope that it won’t come back to haunt them in the form of being bombarded by spam from random solicitors. Once trust is lost with a company, consumers can worry about hacking breaches, stolen data, and the feeling of being spied on by Internet service providers, software, etc.

Astute marketing affiliates are going to have to place an emphasis on consent. Those of us in the industry know that there are protocols that must be followed when customers opt-in. Not only that, but many browsers and hosts have rules. A savvy marketer will respond to consumer anxiety by making it very clear about what to expect from the e-mail list. If data is shared, then that would be the time to disclose what types of insights are gathered from their data, what happens to that data, and whether the tracking is actually useful to providing customers with a personalized experience.

We like to say that people will want the option to say no, but then pick the service. Consumers won’t want to feel obligated to subscribe and will like clear Terms & Conditions for those who browse them. Others could use some redesigns assuring them that their private data will not be sold or distributed. In other words, they would like more choices. If they feel they have more choices, then they will feel these programs serve them and stop worrying about what an algorithm is, fearing data mining, and allowing this to interfere with their time online.

Again, remember to give consumers the “option to have an option.” By giving people the option to opt-in, marketers will overcome the rising challenge of consumer consent. While marketing affiliates tend to focus on consumer centralization, it’s now time to focus more on creating better content during sales cycles, outlining consumer consent, and making the services understandable to the consumer.

Marketing professionals anticipate changes by providers

Two key changes will occur in 2022 that will impact e-mail marketing. One is the removal of the open rate in GA software. The second is that the cache will be removed. Both prevent challenges to marketing affiliates.

1. Overcoming the Removal of Open Rate

Not only are consumer expectations changing, but several large platforms are changing. In the industry, Apple and Google tend to lead the change, and their clout influences the industry so that their mandates tend to be the new standards within one to two years.  Right now, a lot of changes will involve Google Analytics. Several features in GA, like tracking the open rate of subject lines in e-mail campaigns, will no longer be available. For those that rely upon the open rate to gauge the success of the campaign, then these organizations will have to find new means of monitoring their outreach.

Marketers will have to address this issue before the new changes by studying their data while it is available. They will need to review the amount of engagement and open mail to see at which point they lose the consumer. It will involve working backward and not letting a sales cycle dictate how they engage with their audience. Consumers typically disengage in the material and resolving this will involve CTA to address problems in the message, create more relevant and interesting content, and get art and design involved. With more engaging mailing campaigns, more conversions will happen.

2. How to handle marketing without cookies

Another major change will be once cookies and cache will be removed from many Internet platforms, just as many Apps are offering consumers the option to avoid tracking. Without the metrics from tracking, e-mail campaigns are going to become more click-centric and attempt to divert consumer attention to the buyer’s website. While clickbait content will surge, the goal will be to translate this into conversions.

Ironically, there will be an opening here for companies to innovate without as many tracking opportunities. The goal will be to get the consumer on the main sales website, but what will get them there? For many, clickbait is considered cheap and often leads to unfulfilling content on a website covered in advertisements that becomes quite difficult to navigate. In the absence of detailed tracking information, marketing can rise up and create beautiful and relevant newsletter campaigns. The campaigns should reflect the content of the original brand and address the fundamental queries of the user.

While clickbait campaigns will start showing up, more of these quality campaigns will arise that will more successfully divert traffic to the ultimate destination. Without tracking, users will want relevant content and this will bring in the best of marketing to match and meet their needs. When Google removes cache in January 2022, there will be more experimentation as marketing affiliates and the brands attempt to retain consumers and figure out that the way to do this is through e-mail campaigns.

Consumers will expect more tailored content and marketers will create segmented e-mail lists to meet niche markets. In summary, market affiliates will have the opportunity to turn prospects into clients without those clients feeling like a brand is untrustworthy, or violates their privacy.

Questions? Any other concerns on how the iOS 15 update and other changes that impact e-mail marketing?

Contact us today.

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The Importance of Site Health for SEO https://nvision.co/digital-marketing/the-importance-of-site-health-for-seo/ https://nvision.co/digital-marketing/the-importance-of-site-health-for-seo/#respond Mon, 20 Dec 2021 20:37:12 +0000 https://nvision.co/?p=10570 seo,site,health,hand,pointing
  Google cares very much about the health of your website. Why? Because when your site shows up on a search results page, it becomes part of what Google offers its customers. And, like you, Google wants to deliver the best product possible. So a large part of its algorithm for ranking your site in...

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seo,site,health,hand,pointing

 

Google cares very much about the health of your website. Why? Because when your site shows up on a search results page, it becomes part of what Google offers its customers. And, like you, Google wants to deliver the best product possible. So a large part of its algorithm for ranking your site in search results is devoted to making sure your site is ‘healthy’. 

Site Health is a Really Big Deal

When you get a new website designed and developed, you want it to look really good. It needs to properly represent your company, meet your brand guidelines, convey your messaging, give visitors the information they’re looking for, and the opportunity to convert. 

But, even if it did all that, it probably wouldn’t rank very well in search results. And no one would ever find it. So it would not perform as you need it to. Sort of like it wasn’t healthy. And everything you did to create the website – and all the money you spent – wouldn’t do much for your business.

What Factors Influence Site Health?

A lot of people think getting good search engine rankings, or search engine optimization is just about keywords and content. But there’s a lot more about the website that helps with its ranking factors and, ultimately, how much it helps your business. 

The Speed of Your Site

If you click on a link in a search results page, and the page takes more than a few seconds to load, what’s your impression of that site so far? It doesn’t matter how nice your site looks, how much valuable information you offer, or anything else about your site if it doesn’t load quickly. Why? Because no one waits for a page to load. Especially on mobile devices, which now account for 54.8% of web traffic.

Generally speaking, your website’s pages should load in 3 seconds or less. At 3 seconds, they will be faster than 50% of all sites. Get page speeds down to 1.7 seconds, and you’ll be faster than 75% of the web. (semrush)

The Links to Your Site

If another website links to your site, Google can view that as a sign of good health. It means that others on the web found your content useful enough to link to it.

But, many SEO companies create unnatural links to your site to try to scam Google. The links are usually from sites that are set up just for the purpose of linking. 

Unnatural links, or toxic links, might help boost your site’s performance briefly. But, again, Google wants to deliver the best search results possible. So, with almost every update to their algorithm, they clamp down harder on toxic links. If they find toxic links to your site, it’s worse for your rankings than if you had no links at all.

Your Bounce Rate

Google uses bounce rate as an indicator of site health because it tells them how much people engage with your website. If people spend more time on your site, then your content and user experience must be good.

On the other hand, if they leave your site – or bounce – quickly after landing on a page, clearly you didn’t have what they were looking for. Your site’s bounce rate is calculated by measuring how many people leave your site without taking an action as a percentage of total site visitors.

If you have any questions about your website health, please don’t hesitate to get in touch with me.

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NVISION Receives 2021 Best Workplace™ for Today’s Youth Certificate https://nvision.co/news/nvision-receives-2021-best-workplace-for-todays-youth-certificate/ https://nvision.co/news/nvision-receives-2021-best-workplace-for-todays-youth-certificate/#respond Tue, 19 Oct 2021 06:00:50 +0000 https://nvision.co/?p=10398 NVISION is proud to announce that we have been recognized as one of the Best Workplaces for Today’s Youth in 2021. We hope to continue teaching young adults about digital marketing and helping guide them along their career paths. Great Place To Work has very high standards for what makes a company Great Place To...

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NVISION is proud to announce that we have been recognized as one of the Best Workplaces for Today’s Youth in 2021. We hope to continue teaching young adults about digital marketing and helping guide them along their career paths.

Great Place To Work has very high standards for what makes a company Great Place To Work certified. For today’s youth, organizations must be a Great Place To Work-Certified™ in the past year. Additionally, at least 30% of employees must fit the millennial or younger demographics. Lastly, the company needs a minimum 90% positive response to the statement, “I am treated fairly regardless of my age.” Based on the Trust Index Score, NVISION was awarded. Great Place To Work chooses companies whose company culture is admirable.

NVISION is extremely proud to be awarded a Great Place To Work For Youths. NVISION prioritizes and places a large emphasis on education. We go out of our way to teach others about all things Digital Marketing. We hope we can continue to inspire youths and promote our services. NVISION is honoured to have this opportunity.

Great Place To Work For Youths

Read the full press release here.

 

 

 

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NVISION Awarded Best Web Designers in Markham 2021 https://nvision.co/news/nvision-awarded-best-web-designers-in-markham-2021/ https://nvision.co/news/nvision-awarded-best-web-designers-in-markham-2021/#respond Wed, 06 Oct 2021 01:00:36 +0000 https://nvision.co/?p=10389 web designers, looking at laptop,web design,
NVISION is proud to announce that it has once again received an award from Three Best Rated® (CANADA) for being one of the top web designers in Markham this year. Created in 2014, Three Best Rated finds the top 3 local businesses, professionals, restaurants and health care providers in key cities. Displaying businesses that have...

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web designers, looking at laptop,web design,

NVISION is proud to announce that it has once again received an award from Three Best Rated® (CANADA) for being one of the top web designers in Markham this year.

Created in 2014, Three Best Rated finds the top 3 local businesses, professionals, restaurants and health care providers in key cities. Displaying businesses that have been verified by their team with a 50-Point Inspection system to dictate which businesses deserve the award. Business reviews, history, complaints, ratings, nearness, satisfaction, trust, cost, general excellence, reputation, and more are all taken into consideration when choosing which companies get verified.

This year, NVISION, Web and Marketing Studio INC, and Digilite Web Solutions have all been awarded top Web Designers in Markham. It is a huge honour to be awarded alongside these companies. We will continue to strategize and execute methodologies for our clients to define, develop, and execute specified strategies for their objectives and goals.

Best Web designers in Markham
Check out the completed list of recipients here.

Read the full press release here.

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3 Keys to Hosting a Productive Virtual Meeting https://nvision.co/business/3-keys-to-hosting-a-productive-virtual-meeting/ https://nvision.co/business/3-keys-to-hosting-a-productive-virtual-meeting/#respond Thu, 16 Sep 2021 13:28:45 +0000 https://nvision.co/?p=10405 George Arabian, NVISION CEO Virtual Meeting
Around 78% of people feel that their meeting schedule is “always or sometimes” out of control, leaving them scrambling to attend all the meetings they need to go to and still take care of their regular work tasks. Unfortunately, as a result of the shift to virtual work, many people are attending more meetings than ever: on...

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George Arabian, NVISION CEO Virtual Meeting

Around 78% of people feel that their meeting schedule is “always or sometimes” out of control, leaving them scrambling to attend all the meetings they need to go to and still take care of their regular work tasks. Unfortunately, as a result of the shift to virtual work, many people are attending more meetings than ever: on average, the number of meetings employees must attend over the course of a week has gone up 10%.

One of the biggest challenges people face when dealing with meetings? A lack of productivity, poor planning, and a lack of respect for team members’ time.

Are you looking for ways to host more productive virtual meetings, make the most of your time together, and have meetings that people actually want to attend? These key elements can help set you up for success.

1. Always be on time.

The people attending your meeting have set aside their time to be present and participate. They may have other things they need to take care of after the meeting, many of which they may have to put on hold in order to attend the meeting. Often, they have other things going on around them that can quickly demand their attention–but they’re choosing to be present in the meeting. The least you can do is be punctual.

Punctuality shows your respect for your audience and their time. It acknowledges that you appreciate their presence and that you’re going to work with them, rather than against them, throughout the meeting. Late arrival can also change the tone of your meeting in the blink of an eye. Quickly, your attendees may start to feel negatively toward you and the meeting as a whole, which may make you less likely to reach a resolution or take care of the tasks on the agenda. And speaking of agendas…

2. Always have an agenda for the meeting.

An agenda establishes the purpose of the meeting and what you hope to accomplish during it. Having an agenda shows guests from the moment they log in (or even before, if you send it out early!) that you have a clear plan in place and intend to use the time productively.

Your agenda serves several key purposes.

It shows that you have a purpose in mind for the meeting.

You aren’t meeting just to meet. (Spoiler: many people do not want to attend a meeting just for the sake of “checking in” or saying that you’ve had one, especially if the information shared is something that could, for example, have been handled in an email instead.) Your agenda shows that you have a clear purpose and, generally speaking, several points that need to be made and shared throughout the meeting.

It helps keep you on track.

There are specific things that you want to cover in your meeting. You may have issues you need to read, problems you need to troubleshoot, or concerns you need to address. You may need to invite input from other members or work collaboratively to come up with a solution to a problem. Unfortunately, it doesn’t take much effort for your meeting to get derailed. Before you know it, you may be discussing the latest challenges of working from home, admiring a coworker’s pet who has flitted across your shared screens, or talking about future plans. Not only can this drag your meeting out unnecessarily, but it can also cause you to forget the initial reason for the meeting–and you may end up calling yet another meeting to deal with the remaining issues. A clear agenda, on the other hand, can help keep you on track.

It lets your attendees know what to expect.

When people attend a meeting at work, they want to know what it’s about. Is their participation really necessary? Is this a meeting that will demand all of their attention–which can be particularly difficult for employees working from home while surrounded by family, pets, and distractions–or is it one that they can handle in a common area of the home while dealing with other challenges that may arise? A clear agenda can give attendees a better idea of what to expect throughout the meeting, including how long they can expect it to last.

3. Encourage audience participation.

No one wants to hear only you talk for an hour straight. While presentations certainly have their place, most of the time, meetings should be interactive in order to achieve maximum effect. Get guests involved in the discussion. Pay attention to what each person has to say. Invite interaction between attendees. If you’re struggling to get input, try some of these strategies.

Address a guest directly.

Instead of issuing a general question and waiting to see if someone answers, address someone specifically. “Hey, Jane, what about you? How is your progress on Project X coming?” will invite a much more direct answer than simply asking, “How is everyone doing with Project X?” and waiting for each person to decide that they’re ready to talk.

Prepare others for participation ahead of time.

Invite other people to share information in the meeting: a presentation from a specific employee, for example. Over time, this can create an attitude of collaboration that will encourage additional conversation.

Open breakout rooms or sessions when needed.

Keep the meeting limited to the people who actually need to be there, and open up breakout rooms or smaller sessions for more in-depth collaboration. Not only can this help reduce or even eliminate unnecessary meetings for some of your employees, but it may also make it easier for your employees to step up and communicate.

Productive meetings are more critical than ever. Many people are feeling more demands on their time–and the last thing they want is to feel glued to their computers for what seems like an endless virtual meeting. By keeping these three key elements of a productive virtual meeting in mind, however, you’ll find that you’re in a better position to encourage audience participation and interaction and make your meetings more effective. Need to learn more? Contact us today to learn more about how we can help.

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iOS 15 Updates & What They Mean to Email Marketing [+Video] https://nvision.co/digital-marketing/ios-15-updates-what-they-mean-to-email-marketers/ https://nvision.co/digital-marketing/ios-15-updates-what-they-mean-to-email-marketers/#respond Thu, 16 Sep 2021 02:04:51 +0000 https://nvision.co/?p=10393 laptop showcasing email icon going to users
Apple has announced that they will be updating their privacy policies with iOS 15. This will change the user experience for not only users but marketers. In order for algorithms and social media platforms to function, they need data. Online platforms thrive off of the extraction of data to get to know their users and...

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laptop showcasing email icon going to users

Apple has announced that they will be updating their privacy policies with iOS 15. This will change the user experience for not only users but marketers. In order for algorithms and social media platforms to function, they need data. Online platforms thrive off of the extraction of data to get to know their users and increase engagement. CEO George Arabian and Email Marketing Specialist Marino Marks sat down to have a talk about exactly what will occur with the iOS 15 updates.

 

What Are The iOS 15 Updates?

The iOS 15 updates, described by Email Marketing Specialist Marino, will create a new standard of protection for subscribers. This means that Apple will push questions to users, hoping they will give them an answer if they feel comfortable. The problem with the iOS 15 update does not affect users as much. Every user will feel protected. However, it affects Email Marketers who are reliant on click-through rates.

How Will They Impact Email Marketing?

Email Marketing will be impacted due to the data lost. CEO George Arabian makes a good point about privacy on platforms. George explains how if every user decided they want full privacy, we don’t know how restricted that leaves marketers. If we didn’t receive as much data, it would make it a lot harder for Email Marketers as they rely on consistency. Marino pointed out that if no one is clicking on your emails, what the point be to send them?

Marino explains how marketers and business owners will have to get more creative. If every user chooses to keep their privacy, we need to come up with ways to get data and give users the information they want. However, Marino thinks the challenge will be good as it will showcase marketers’ creativity.

What Can User’s Do?

Every user online wants to have a great user experience. However, George points out that we don’t always know how much information is being manipulated to take advantage of us online. We sign up for social media giving consent, but we never know how much consent we give.

If we close ourselves off, we won’t be able to really gather the information we want. Algorithms and data work in the users’ favour. So if the user chooses to stay engaged and continue to open their emails, we will keep data flowing.

If you liked this blog, check out this one on, “How To Make People Engage With Your Emails (+Free Email Calendar Template).”

 

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What To Know About iOS 15 Update And The Impact on Your Email Marketing https://nvision.co/digital-marketing/what-to-know-about-ios-15-update-and-the-impact-on-email-marketing/ https://nvision.co/digital-marketing/what-to-know-about-ios-15-update-and-the-impact-on-email-marketing/#respond Wed, 15 Sep 2021 21:20:58 +0000 https://nvision.co/?p=10397 iOS 15,update,on phone
Privacy policies are a trending topic that has driven transformation and change in the digital marketing community. Especially in the recent few years. This time, Apple decided to come up with a public response to this topic. They did so with a Mail Privacy Protection for its Mail app on iOS 15, iPadOS 15 and...

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iOS 15,update,on phone

Privacy policies are a trending topic that has driven transformation and change in the digital marketing community. Especially in the recent few years.

This time, Apple decided to come up with a public response to this topic. They did so with a Mail Privacy Protection for its Mail app on iOS 15, iPadOS 15 and macOS Monterey devices.

Expected to be released this fall, this new policy will impact how email marketing campaigns are managed, preventing senders from knowing when subscribers open an email by masking their IP address (their online address).

Without an IP address, email subscribers cannot be linked to other online activities or have their location determined.

As a result, you may not be able to find out who opened your emails when and where via Apple Mail.

This change affects any email opened in the Apple Mail app on any device, regardless of the email service used, such as Hotmail, Gmail, or a work account.

While this shouldn’t affect other email apps used on Apple devices, such as the Gmail app on an iPhone, Google is likely to follow this trend and launch a similar email privacy policy in the coming months.

How will it work?

Although it can be a little technical, it’s important to cover the following main steps in how this will work:

  • Throughout the Mail Privacy Policy implementation, Apple users will receive a message asking them to “Protect Mail activity” or “Don’t protect Mail activity.” The subscriber will have to make a decision, so this will not be enabled by default.
  • By selecting the “Protect Mail Activity” option, Apple will first copy all information from the email (including tracking pixels) before serving readers to a new location in the Apple Privacy Cache. The IP address will be assigned to the subscriber’s general region rather than their specific geolocation.
  • This caching process requires Apple to request the images from the ESP server (Mailchimp), including the open tracking pixel, making ESP think the email has been opened. As a result, turning the open campaign rate into an inaccurate metric.
  • If the subscriber actually opens the email, it triggers a request to download and view the images in the email, but instead of coming from the sender’s web host or ESP (Mailchimp) server, they will come from the Apple Cache. This way, the senders are left without information related to email opens.

What will be affected in your email campaigns?

With opening rates and geolocation becoming inaccurate, we can expect the following changes:

  • The open rate metric becomes obsolete. Therefore, once the new policy is released, it should not be considered a single metric to measure campaign performance.
  • A/B testing challenging subject lines, using openings to determine the winner will no longer work.
  • Send time optimization would become inaccurate.
  • Current countdown timers may become out of date.
  • Any strategy or interpretation that relies on opening an email will need to be redesigned.

Going back to my opening words in this communication, the advent of this privacy policy will impact how email marketing campaigns will be managed.

How will it be from there?

There is still a lot of speculation surrounding Apple’s new Mail Privacy Policy. Right now, each email service provider (ESP) is working on its solution to adapt to the new rules.

However, despite the fact that all details are not yet available, the following should be recognized and considered:

  • First and foremost, it is important to remember that this type of change is expected and is part of the digital marketing environment. Alongside this privacy policy change, a cookie-free future is also coming, impacting how campaign tracking will work. Disruptions happen, and the way things are done adapts to the new rules.
  • Campaigns will be managed with an emphasis on actual engagement, measured by click-through rate and conversions. Metrics that, in fact, indicate a better representation of campaign performance than open rate.
  • A/B testing will become crucial to determine the content and copy of your emails. Therefore, more investment will be devoted to testing and validating all elements of the email content (email message, layout, images) to build effective campaigns. As measuring click-through rates for engagement tracking becomes increasingly important, we’ll need to ensure we’re providing recipients with the most optimized email possible.
  • As a recommendation, it will be important to archive inactive emails now from your email list as we will not be able to use open rate data to manage our deliverability later, at least not until new solutions are implemented.

We are closely following all the recent announcements regarding the iOS 15 update to help us set benchmarks for the new data we’ll have to lean on to measure engagement, deliverability, and user behaviour.

Email Marketing is a crucial channel in any digital marketing strategy, and more relevant will become after this change to indicate user engagement.

Maybe we don’t know the answer to some questions, but we’ll update you as we find out conducting the necessary adjustments for coming campaigns and reporting.

For more on making the most of your email marketing check out How to Make People Engage with Your Emails [+Free Email Calendar Template]

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How to Make People Engage with Your Emails [+Free Email Calendar Template] https://nvision.co/digital-marketing/how-to-make-people-engage-with-your-emails/ https://nvision.co/digital-marketing/how-to-make-people-engage-with-your-emails/#respond Thu, 02 Sep 2021 01:19:31 +0000 https://nvision.co/?p=10337 How to make people engage with your emails?
  Emails are part of any successful digital marketing strategy. Considered the marketing channel that generates the highest ROI for marketers for consecutive years, email marketing has become a crucial tool for effective content sharing and audience education. But what are the key components to generate email engagement? Well, before thinking of a sophisticated approach,...

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How to make people engage with your emails?

 

Emails are part of any successful digital marketing strategy.

Considered the marketing channel that generates the highest ROI for marketers for consecutive years, email marketing has become a crucial tool for effective content sharing and audience education.

But what are the key components to generate email engagement? Well, before thinking of a sophisticated approach, let’s get back to the basics and do it right. 

Regardless of what you have in mind in terms of content for your next email marketing campaign, the ultimate goal is to get people to read.

There are 3 key components that can expedite your efforts when it comes to email engagement: Frequency, Personalization and Segmentation. 

Together, they drive overall email marketing performance, impacting email deliverability, open rates, clicks and, more importantly, conversions.

That said, let’s dive into the three ways that I just mentioned to make people engage with your emails.

 

Frequency

 

In order to have people engaging with your emails, you need to send emails more often. 

Unlike what many people think, increasing the frequency of outgoing emails increases your chances that your emails will be opened. 

Bear in mind that, for various reasons, your subscribers may not open some of your emails, therefore, dramatically reducing your chance of success if you are sending just a few emails once and while.

Maybe you’ve sent some emails at the wrong time or on a day of the week that your subscribers don’t normally check their emails periodically. You should also consider that your emails may have been dropped into a Gmail spam folder because of an inappropriate word in the subject line.

Regardless of the reasons, several possibilities can cause your subscribers not to see your emails as you’d like.

The solution? Minimize this equation by sending emails more often.

Don’t fall into the trap of the myth that “I’d rather not email more often because it might annoy my subscribers.”

I’ll give some reasons why you shouldn’t consider this.

First, by sending out regular emails, you are nurturing your audience by building a relationship with them. That’s what your subscribers expected when signing up for your list. The subscriber gave you the consent to receive emails from you.

From that point on, what matters isn’t necessarily the frequency but the quality of the content you’re sharing with your list.

Your emails must add value and relevance to your subscribers. They must address customer issues and position your brand as an authority to solve them better than any other option. As long as you’re adding value, the more emails you can send, the more solid and trustworthy your relationship with your audience will be.

Of course, each brand’s audience is different, which will determine how many emails per month you will consider in your email calendar.

Think like this: Who has the greatest chance to build a strong connection with you?

Someone who is in touch with you every week or in touch with you once a month? 

Don’t expect glorious results by only sending out 12 emails per year.

Secondly, it is really hard to hide incompetency when you generate a lot of content.

By showing up frequently, the top-of-mind reference about your brand only increases. So if you have a solid value proposition as a business, why not? Right?

Behind every email, there is a real person interested in your brand. Don’t overlook the opportunity to increase the number of touchpoints with your subscribers using email marketing for this.

Explore different approaches to testing variations of your message. The advantages of email testing are enormous, only possible if you send emails more often.

Trust me, sending more emails will be a game-changer in your email strategy as long you’re addressing the needs of your audience.

 

Personalization

 

Your email marketing should look like emails coming from a real person. While visuals are important for promoting your products or services, be careful to add too many images to avoid your email being classified as spam.

The more similar to a real email, the better, increasing the chances that more people will engage with your content.

Originally, email was designed as a text-based messaging tool. And so, that must be considered. 

For that, pay attention to Google.

This giant is the most popular email platform, with over 1.8 billion users worldwide. To date, Gmail controls 27% of all open emails. And the numbers are likely to grow in favour of Google over the next few years.

With this power, Google simply allocates your promotion style email in the Gmail promotion tab. Result: The chances of your email being seen are diminished, as not everyone checks this Gmail tab regularly.

Try to include more text than images in your emails, creating the feeling that someone wrote your email. Similar when sending an email to someone.

Personalization includes the sender. More people will likely open your emails if you use a real person’s name instead of a brand name. People like to talk to other people, not robots.

By following these principles, you are creating a sense of connection and trust with your subscriber.

Stop for a second and think: Are your emails designed to encourage your subscribers to respond to them?

 

Segmentation

 

Regardless of the size of your email list, you should segment your audience based on their different needs.

Not everyone necessarily needs to receive the same message. Once you have two subscribers to your email list, you should start thinking about segmentation.

Why? Because people are different. They have different ages, different preferences and different needs around your offering.

Successful email marketing campaigns take this information into account. There are several segmentation possibilities that you can consider based on subscribers’ characteristics to play the real game in email marketing. 

Consider using surveys in your email marketing efforts to identify your audience’s preferences, helping to build segments accordingly. Literally, every email marketing platform offers some sort of “survey” feature to support your segmentation strategy.

The closer to the needs of each segment of your audience, the more relevant your emails will become.

 

Conclusion

 

You can surely increase your email engagement by optimizing the frequency, making your emails feel personal, and utilizing audience segmentation.

There are other components, of course, but if you start with these three key factors, you’ll be able to build the foundation of your email marketing strategy.

To help you organize your email calendar, download my Email Marketing Monthly Calendar template. I hope it helps you to compose and organize the first steps of your email marketing plan. Enjoy!

If you want to learn more, check out our blog at nvision.co

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First Recipients of the Kevin Doherty Scholarship To Support Digital Creativity https://nvision.co/news/first-recipients-of-the-kevin-doherty-scholarship-to-support-digital-creativity/ https://nvision.co/news/first-recipients-of-the-kevin-doherty-scholarship-to-support-digital-creativity/#comments Tue, 31 Aug 2021 04:00:48 +0000 https://nvision.co/?p=10361 2021 Scholarship Recipient Damiano Perrella
This year, CEO of NVISION George Arabian announced that a new scholarship was created to help students and showcase their talents. The scholarship was created to honour NVISION employee Kevin Doherty, who was recently diagnosed with terminal cancer. “Kevin has been a huge part of NVISION’s growth and creative direction,” says George Arabian, CEO of...

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2021 Scholarship Recipient Damiano Perrella

This year, CEO of NVISION George Arabian announced that a new scholarship was created to help students and showcase their talents. The scholarship was created to honour NVISION employee Kevin Doherty, who was recently diagnosed with terminal cancer.

“Kevin has been a huge part of NVISION’s growth and creative direction,” says George Arabian, CEO of NVISION. “He is not only extremely gifted creatively, but is genuinely an all around amazing human being who has guided the company and myself in so many ways.”

All of the applicants for this scholarship were asked for references, portfolios, and a short essay to show their creative talents. NVISION was overwhelmed by the talent they saw which made choosing the recipients challenging. However, NVISION has awarded Damiano Perrella and Madison Mesquita the Kevin Doherty Scholarship this year.

2021 Scholarship Recipient Damiano Perrella
2021 Recipient of the Kevin Doherty Scholarship, Architectural and Graphic Designer Damiano Perrella.

Damiano Perrella is pursuing a degree in Architectural Design as an intersection for his love of design and technology. Damiano shares Kevin Doherty’s philosophy of creativity, as he uses design as a way to solve problems. His talents were highly recognized by the NVISION team and we hope Damiano will continue to follow his passion for graphic design and architectural design.

“With everything I produce, I aim to explore the emotive qualities that graphical representation possesses,” said Damiano Perrella. “My dedication to the craft is clear through my involvement with various organizations as a graphic committee member or director of design.”

Damiano Perrella, Firestarter Series, Digital. Courtesy of the Artist, 2021.
Damiano Perrella, Firestarter Series, Digital. Courtesy of the Artist, 2021.

Madison Mesquita is a student at Western University, completing a degree in Media, Information & Technoculture. She’s an active member of the digital marketing industry, previously as an intern at NVISION. She has shown her dedication to the principles represented in the Kevin Doherty Scholarship; creative problem solving and continual learning.

“I am extremely overwhelmed by NVISION’s decision to award me this scholarship,” says Madison Mesquita. “It is truly an honour and I am so grateful to be a part of an initiative who values education and giving back to others.”

George Arabian and 2021 Recipient Madison Mesquita, at NVISION Headquarters holding a large Cheque.
George Arabian with 2021 Recipient Madison Mesquita, at NVISION Headquarters.

Both recipients have displayed exceptional digital creativity and skills. NVISION will continue to promote the scholarship for years to come to highlight new digital talent.

To read more about the Kevin Doherty Scholarship of Digital Creativity, click here. To get notified of next year’s scholarship applications, sign up for our newsletter or follow us on social media.

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Amazon Fails to Treat Employees Humanely, Loses Big https://nvision.co/business/amazon-fails-to-treat-employees-humanely-loses-big/ https://nvision.co/business/amazon-fails-to-treat-employees-humanely-loses-big/#respond Thu, 26 Aug 2021 19:25:26 +0000 https://nvision.co/?p=10340 Nearly all corporations run their businesses in the way that earns the most profit for their shareholders and function in ways that are detrimental to the well-being of their employees. It’s common to see an enterprise maintain unrealistic productivity goals that stress their workers in the interest of profit motive. The American news had a...

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Nearly all corporations run their businesses in the way that earns the most profit for their shareholders and function in ways that are detrimental to the well-being of their employees. It’s common to see an enterprise maintain unrealistic productivity goals that stress their workers in the interest of profit motive. The American news had a field day when Amazon, the shipping giant, was called out for its abusive workplace practices. Prior to 2020, there were rumours Amazon employees were being forced to urinate in bottles in their vehicles to meet their stringent, delivery time constraints.

The scandal came to a head in 2021 when someone managed to leak documents showing that the company was aware its workers were in such inhumane working conditions and did nothing to help them. As a result, Amazon faced scrutiny in the public sphere and criticism from the US government, but it is still resisting attempts of its employees to unionize and striking is beginning to happen over its abusive business practices.

Amazon was impacted twofold by the Coronavirus because it was both under extreme public pressure over the conditions in its facility and facing extremely high delivery demands as people were quarantined and forced inside. Additionally, there were shortages in the consumer market involving toilet paper, which prompted unprecedented volume and orders from the conglomerate. Americans found themselves dependent upon a service that had questionable labour practices.

With respect to Amazon, what we are seeing is what I call the post-Covid-clarity, which is when unsustainable labour practices are no longer acceptable in the light of day and require reform. Amazon employees took advantage of the crisis and held strikes for more favourable treatment since they were less replaceable to the corporate giant when high demand existed for workers to process orders. A day at Amazon and many major corporations revolve around the employee’s speed and ability to complete quantifiable tasks. Sadly, the majority of the time, this situation is ripe for abuse due to the beliefs of management and middle-management. When management is not taught to value the lives of employees, then there’s more abuse in that particular workplace than one with well-trained managers.

Why Toxic Workplaces Fail

A good company will assign employees measurable tasks since this is how they track if employees are actually working. Unfortunately, this has often translated to beyond inhumane practices that demand employees act like automatons and are reminded of their replicability, which lends itself to people being easily replaced. When companies are run by statistics and fear, the workers are dehumanized and the natural bonds amongst people are shattered in the interest of competitive approval-seeking. The distrust on the floor and an abusive manager will cause the employees to turn on each other in fear of losing their jobs. The disparity of wages creates further conflict and reinforces the power dynamic between the worker and white-collar staff.

One key takeaway is that this type of situation can be avoided by showing empathy to employees if you are in a position of leadership. My philosophy is to extend kindness to everyone. If you have ever studied the great masters in religion or movements like Buddha, Christ, or Gandhi, then the common strength these figures had was empathy for the suffering of their fellow humans. When a business is run fairly, the pay will be stratified dependent upon experience, but that doesn’t mean there should be a master-servant dynamic. When you have empathy for a worker, you see them as an individual and fellow human. They also have to meet their basic needs, seek human contact and friendship, and have their own dreams. When I interact with my employees, I remind them that I see them.

When you see your employees, it means that you recognize their strengths and weaknesses. The problem with Amazon is that they dehumanized their employees so much that they weren’t even allowed to use the restroom, a basic human function. The message being sent there was that these workers’ bodies were the property of Amazon, and they did not have bodily autonomy.

Essentially, their rights and the very basic need to use the restroom were being denied, whereas any reasonable employer would take a bodily function into account. Instead, when this problem began to impact many of the employees, Amazon management suppressed it in their own self-interest and fear of being fired. If a workplace culture existed where any of these people felt comfortable addressing their problems, then the problem could have been fixed instead of repressed.

Why Mental Health Matters

Recently tennis champion Naomi Osaka made the news for not wishing to appear in press conferences as this part of her job damaged her mental health. Professional athletes are often required to give interviews with the press, but the questions the press ask them can be designed to disturb the athlete or provoke them into saying something shocking for headlines. Osaka released a statement and mentioned, “‘I’ve often felt that people have no regard for athletes’ mental health and this rings very true whenever I see a press conference or partake in one.'” In other words, when athletes see how others in their field have been treated by the press, they don’t want to be subject to the same treatment. Whether we’re speaking of professional athletes or delivery drivers, no one wants to be mistreated at their workplace.

If management, upper-management, board members, and owners do not value the mental health of their employees, then they will continue to see turnover in the sense that the employees will not make their numbers and others will quit due to burnout. If we do not fix the workplace dynamics, then the hierarchal nature of people will take over and this type of treatment occurs. Without management’s influence, those beneath you will take out their pain or sense of unfairness upon those below them. It is not up to the workers to confront their superiors and that jeopardizes their job. If you see this type of behaviour in your workplace, it’s time for some serious training seminars and interventions.

During past recessions and with many obligations with collateral debt like a mortgage or installation debt like student loans, many older employees like Boomers, Gen X, and even Millennials found themselves in unhealthy workplaces, yet forced to remain to pay their bills. There is some hope that Gen Z is rebuking this trend of white-knuckling one’s way through toxic workplaces.   The hope is that seeing how much young people value their mental health will make employers realize that this is something to change in order to recruit new talent. But, beyond that, knowing your employees aren’t robots and acting accordingly will allow you to sleep at night. Contact us today for more information on maintaining the right kind of worksite.

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