AdWords for Better Email Marketing | A Basic Start

According to MailChimp, the average email open rate across industries is below 25 percent, with a click rate of 2 to 3 percent. Essentially, this is saying that for every 100 emails you send, only two or three people are going to take any action whatsoever. With all of the time marketers spend crafting enticing emails and campaigns, it’s critical to know whether there’s any impact at all! Of course, working in this industry today means making blood sacrifices to overlord Google… or just using analytics. Today we’ll explore the basics of how to use AdWords for better email marketing success in 2018 and beyond!

So now you may be thinking — “we just finished planning our yearly email marketing strategies, now you’re telling me there’s something we missed?!”

Luckily, integrating Google’s AdWords into your existing strategies is more than possible by leverage the existing data you have on your subscribers. Still, there are some best practices when you choose to use AdWords for better email marketing:

Using AdWords for Better Email Marketing

1. Get Comfy with AdWord’s Customer Match

It can get overlooked at times, although Customer Match is one of the best ways to target or exclude current customers on Display, Google Search, or YouTube. All you need to do is upload your customer email list to AdWords and adjust your parameters accordingly. Using the latest version of Adwords’ dashboard, the basic steps are as follows:

  • Select the “wrench” icon in the top right corner
  • Click “Audience Manager” under “Shared Library”
  • Select “Audience Lists” from the left-hand Page Menu
  • Click the blue “+” icon to make a new audience list
  • Choose “Customer List”
  • Select the option to upload your plaintext data file or hashed data file
  • Select your new file
  • Check the box reading “this data was collected and is being shared with Google in compliance with Google’s policies”
  • Determine a membership duration (depending on your specific customers)
  • Finally, click “upload and create list”

adwords for better email marketing

2. Segmenting an Email List

So after you’ve taken the steps to familiarize yourself with Customer Match, it’s important to segment your email list. This will allow much better targeting in terms of your sales leads found on Adwords. Some of the most common audiences to target include:

• New email subscribers who haven’t yet become customers

• Subscribers who haven’t opened an email recently (many, many people)

• Current subscribers who might appreciate upgraded products or services

It’s understood that each of these different segments of your audience has a different relationship to your business. As such, they will need to be messaged differently. Using Customer Match is one way to use AdWords for better email marketing, especially when repurposing existing lists as new segments of subscribers.

3. Evolving your AdWords Strategy for Each Segment

So once you’ve got the proper segments in place, you’ll need to consider developing unique Adwords strategies for each segment. Ultimately, your goal is probably something along the lines of converting new and engaged email subscribers. If you have a new lead added to your system, consider jumping right into educating them about your product to quickly tell them what they want to know. The main struggle is converting unengaged email subscribers — they don’t respond to your messages so why would you want to bombard them with more?

When you segment your audiences and use Adwords for better email marketing, consider this approach:

  • Determine which customers became unresponsive after 30 days.
  • Create a Customer Match segment for “unengaged,” but prospective customers
  • Organize a remarketing campaign to target this segment
  • Tailor special offers to these customers for the last shot at their business

Although there’s no perfect way to go this, using Adwords for better email marketing is one way you can quantify your efforts and ensure you’re getting the best results possible!

What are your thoughts on email marketing and Google AdWords? Let us know in the comments below!

Track5Media’s 2017 Day of Giving: Social Impact Tech Jobs

The children sang “Santa Claus is coming to town,” their eager eyes glancing toward the door in anticipation. Was Santa Claus really coming to hang out with them at the library on this chilly December day? Suddenly Santa, Mrs. Claus, and three elves burst through the door carrying gifts. Wondrous eyes lit up at the sight, and excitement and joy radiated from the group of children. Although some were scared, most of the kids were enthusiastic about sitting on Santa’s lap. Santa, Mrs. Claus, and the elves danced with them, read them a story, and even gave them presents. Can you imagine – getting your picture taken with the real Santa Claus? Little did the children know that behind his bright red suit and big white beard was actually just a regular man disguised as a saint.

social impact tech jobs

Tara DiMattio and Brett Koch, both digital sales reps for Track5Media, played Mr. and Mrs. Claus for the company’s annual Day of Giving.

Brett Koch, a digital sales representative for Track5Media, was taking a break from making sales calls in the office to pose as Santa. Why? Because here at Track5Media, we pride ourselves in giving back to our community each year through what is known as our Day of Giving. For one day, team members dress in costume and travel to several nonprofits in the city to deliver toys to children. Working social impact tech jobs is important to us because it’s our way of making better the community that allows our business to thrive.

“The kids were great,” Brett said. “It was awesome to see the look of amazement as we all walked through the door.”

We just like smiling. Smiling’s our favorite.

All year long we are sales representatives, content marketers, account managers, and web developers. But on the Day of Giving, our social impact tech jobs allow us to be so much more than that. In the eyes of the children we visit, we are their favorite Christmas characters in real life.

A lot of planning goes into making the Day of Giving happen. First, the company votes on which nonprofits we’d like to contribute to. Then we reach out to said nonprofits and ask them if they’d allow us to bring presents. Once we know where we’re going, the age group of the children and how many there will be, we order gifts. After the gifts arrive, the entire team gets together to wrap them! We also send out a press release, and this year it paid off because we were on the local news!

 Day of Giving 2017

Track5Media held its 2017 Day of Giving on Dec. 6. We split our team into groups, and we visited four nonprofits in total. The nonprofits were all Lancaster-based: Community Action Partnership, the Domestic Violence Shelter of Lancaster County, Mom’s House of Lancaster and Church World Services.

social impact tech jobs

Connor Smith, Tara DiMattio, Brett Koch, Kelsey Herbst and Lenay Ruhl visited the Domestic Violence Shelter on Dec. 6


social impact tech jobs

Interns Ryan Whalen and Kristen Wade joined Sean Brennan, Jill Armstrong, and Troy Diffenderfer in taking gifts to children at Mom’s Place.

When we arrive at these nonprofits, we never know what to expect. Some of the children have been through severe trauma. Many of them come from poverty-stricken families. Just like each of their life experiences is different, each of us has our own story to tell when the Day of Giving is over.

“One of my favorite parts of the day was just watching the pure joy on the kids’ faces when they got to come and sit with Santa,” said Mrs. Claus. All other days of the year she goes by Jill Armstrong, director of client accounts at Track5Media.

social impact tech jobs

Jill Armstrong and Oliver Feakins pose with children at Church World Services on the 2017 Day of Giving.

“Many of the kids were very eager to come up and talk to me and Mrs. Claus and we heard several interesting toy ideas!!” said Brett. (AKA Santa Claus) “It was also great to get some pictures with the kids – even the ones who were crying the second they were put on my lap! Overall, it was a wonderful experience, and I am very much looking forward to the Day of Giving next year!”

benefits of social responsibility

Lenay Ruhl, Connor Smith, Elissa Dommel, Tara DiMattio and Brett Koch visited kids from Community Action Program on Dec. 6.

Social Impact Tech Jobs in Lancaster

There are many benefits of social responsibility, and here at Track5Media, we’re grateful to be part of and give back to our Lancaster County community.

Have you considered working social impact tech jobs in Lancaster? If so, we’re always looking for tech-savvy individuals who can also perform as a jolly old Saint Nick. Keep an eye on our careers page for a position that suits you!

Benefits of Social Responsibility: Kicking Off the Holiday Season with Acts of Kindness

The holiday season is quickly approaching, along with the motivation to help others. Holiday kindness shouldn’t just stay siloed in your personal life. Engaging in socially responsible activities as a company can positively impact your brand, your consumers, and the community. Check out the benefits of social responsibility and learn how to add social responsibility to your organizational operations!

Benefits of Social Responsibility

Despite the many benefits of social responsibility, many businesses hesitate to participate in socially responsible events, usually due to economic reasons. Planning social responsibility events and activities will benefit your community, brand, and employees.

It’s Good for the Community

When acting socially responsible, you shouldn’t only be concerned with selfish interests. At its core, social responsibility should be altruistic. Choose a cause that is meaningful to your organization or find an issue that affects your local community. Make partnerships with nonprofits in your community and see what types of resources you can provide to help them fulfill their mission.

It’s Good for Your Brand

At first glance, social responsibility may not seem worth it. Helping out a nonprofit or a cause will cost your organization time and money upfront. Although this is a turnoff for many business owners, the value added to your brand in return for acts of social responsibility is incalculable. When you give back to the community, you earn trust and generate publicity. A 2006 Cone Communications study found that 83 percent of Americans find organizations more credible if they are socially or environmentally responsible. The Cone study also revealed that 74 percent of Americans pay greater attention to messages when companies are deeply committed to a cause. While participating in community events, your organization is bound to capture the attention of local media outlets. This publicity will positively impact your brand (and it’s more cost-effective than paid advertisements).

It’s Good for Your Employees

A large percentage of Americans, especially millennials, take social responsibility very seriously. Being socially irresponsible can hinder your organization from recruiting new talent. The Cone study found that 56 percent of millennial Americans would refuse to work for a socially irresponsible corporation. Social responsibility helps to build your organizational culture. Participate in community-related activities, and give your employees a sense of purpose and engagement.

How to Be Socially Responsible

Change your organizational actions and start taking advantage of the many benefits of social responsibility. Get started with social responsibility by checking out the events and activities that are already happening in your community. If you’re looking to stand out for your efforts, try organizing your own social responsibility campaigns.

Participate in Community Events

One of the easiest ways to start your social responsibility efforts is to check out what’s already going on in the community. Many communities coordinate days for charitable donations. Here in Central Pennsylvania, the City of Lancaster hosts the Extraordinary Give annually. The event encourages businesses, organizations, and individuals to donate to local charities.

When searching for avenues of social responsibility, be sure to look for events and organizations with connections to your brand. Our brand teamed up with the Make-A-Wish Foundation’s Mother’s Day Truck Convoy.

Organize Your Own Social Responsibility Campaigns

For the last three years, our Track5Media team has participated in our annual Day of Giving. We visit nonprofits in the city throughout the day dressed in holiday swag. We deliver gifts to children in the community dressed as Santa Claus, Mrs. Claus, and elves!

benefits of Social Responsibility

We continued our tradition of social responsibility this year by starting a scholarship program with our brand. The scholarship will reward a deserving nursing student seeking help with college tuition costs. By starting your own social responsibility efforts, you can tailor your activities to match your brand’s message or support a cause that’s close to your heart.

Looking to start a new career with our socially responsible team here at Track5Media? Check out our open positions and apply today!

How to Improve Your Content Strategy

As technology advances, the amount of platforms we use to communicate our messages continues to increase. Managing content marketing tactics is becoming tricky, as we work to ensure our content is consistent and effective. It’s easy to place all of your focus on the blogs, emails, podcasts, and social media posts when discussing content strategy. Before crafting these messages, it’s important to create a strategy that will drive your content and business objectives. Check out these tips and learn how to improve your content strategy!

What is Content Strategy?

Before taking action to improve your content strategy, it’s important to recognize the significance of having a content strategy for your organization. Your content strategy is an essential element of your overall marketing strategy. It guides all of your content marketing operations. Your content strategy takes into account your organizational goals, customer relations, and competitor behavior. Understanding the relationships between these aspects of your organization allows you to better communicate with your audience. It ensures that all of the content you develop helps drive your organizational objectives.

how to improve your content strategy

How To Improve Your Content Strategy

1. Understand Your Organization’s Goals

Your organizational goals and business objectives are one of the most significant pieces of your content strategy. Understanding your brand, mission, and values will help you develop key messaging that should shine through all of your content. Strategically incorporating these brand messages will direct your content and drive traffic. Prioritizing your organization’s goals in your content strategy will improve the quality of your content, and it will make your content generation process more efficient.

2. Understand Your Customers

Too often, we fall into the pattern of cranking out content to meet deadlines instead of creating valuable content for consumers. Your content strategy should clearly define the wants and needs of your customers. Understanding their paths through the marketing funnel will provide direction for your content. Keeping their needs in mind will make it easier to provide valuable content. Customer research will also allow you determine which channels should be used to best communicate with your target audience.

3. Understand Your Competitors

Gaining insight into the behavior of your competitors is crucial to improving your content strategy. Understanding competitor trends can ensure that you’re on par with the industry and help your organization stand out from the rest. There are plenty of research tools that allow you analyze various aspects of your competitors’ actions. Your competitors are likely already using some variation of analysis tools, so you should be too. Be sure to research quality tools that will provide you with the information you’re looking for.

4. Use a Content Marketing Calendar to Organize Your Efforts

Using a content marketing calendar gives you the ability to organize your strategic efforts. When you map out your content marketing strategies in advance, you’ll be sure to keep your messages consistent and on target with your business objectives. You’ll have the opportunity to plan out campaigns and improve the quality of your content. Through a content marketing calendar, you can plan out all aspects of your efforts including blog posts, social media posts, podcasts, email blasts and advertisements.When you follow a content marketing calendar, your audience is guaranteed to receive a steady stream of your messages. If you already have a content marketing calendar, reassess your current efforts to learn how to improve your content strategy.

5. Measure Your Efforts

Your strategy was all for nothing if you don’t measure your performance. Take advantage of analysis tools like Google Analytics or Moz to see how your content is performing. If you don’t measure your current content strategy, you won’t know how to improve your content strategy in the future.

Need more than an improved content strategy to meet your business objectives? Here at Track5Media, we manage several brands that are here to help solve your recruitment problems. Check out our brands and see how we can help meet fill open positions at your organization.