One of the leading metrics of email marketing is the “open rate,” and email marketers inevitably obsess over it. While it’s essential to know the open rates for your campaigns, it’s also important to understand that open rates can vary tremendously by industry, markets, lists and sometimes even seasons. So when you evaluate your open rates, understand that there isn’t an “applies to all” rate against which you can evaluate your performance.
So how do you evaluate your work?
The beauty of the web is in its flexibility to transform to meet individuals’ needs. But it takes due diligence on our part as developers and content editors to make sure that content is provided in a way that assistive technologies can use to present the information in different ways. If done properly, this ensures that all information you provide on the web is available to everyone regardless of physical, cognitive, or technological limitations.
From a marketer’s perspective, good Web content does two things:
First, it helps people find you. Google and other search engines rank only pages with valuable, relevant, high-quality content.
Then, it drives action. Or, in Web speak, it converts. It turns your site visitors into patients, donors, job applicants — or whatever else fits your specific goals.
The benefits of good content are clear. But what is good content? How do you know what to include? Where do you start?
I love learning and talking about content strategy. And writing. And editing. Oh, and style guides. Man, do I love a good style guide. Seriously. It totally pumps me up.
Luckily, at Geonetric, I’m surrounded by people who feel the same way. And just last week, four of us braved Midwestern road construction season and drove north to Minneapolis for Confab Central 2015, a content strategy conference.