Web Design, Development & Online Marketing - Serving the Central and North Texas Markets

Looking for Affluent Men Online

Desiring interaction with affluent men is not just for single women on dating sites!  Marketers are recognizing that men like to shop online.  Although women still influence the majority of buying decisions, men are enjoying the freedom to shop anywhere, anytime on their computer and mobile devices.  This sure beats shopping with your wife/girlfriend and having to hold a purse at the mall while you wait and wait and wait!

I personally can vouch for the trend of men shopping online by even observing my two kids.  My 15 year old son shops on line 90% to my 17 year old daughter's 10% (or less).   (This does not include iTune purchases.) This may indicate future equality across the sexes for marketers' attention.

Men shop online with mobile devices

Marketing Charts published data from a iProspect study that indicated an overwhelming preference among affluent males (70%) to research and buy online as opposed to researching online and purchasing in store, provides unique opportunities for advertisers to capitalize on this audience’s behaviors. And while the majority of purchases are still made on PCs, the affluent male is doing more and more research on mobile devices, making a multi-channel approach necessary. Some details:

• The vast majority (91%) access a PC at least once daily, while 77% have a mobile smartphone and 50% own a tablet.
• Engagement with these devices is high across the board – almost 100% of survey respondents report using their PCs and mobile smartphones at least daily and 85% reporting daily use of tablets.
• When an affluent male has daily access to tablet, he is 32% more likely to have made a purchase via the device.
• In terms of visibility, 71% have seen ads on a PC while one in three has seen ads on a mobile phone or tablet. 

What Marketers Should Do to Reach Affluent Men

This trend trickles down beyond luxury brands and products so all marketers should take note. Your first priority is to have a highly functional MOBILE website.  Viewing your company website on a mobile device can be very frustrating for users and limits conversion and engagement opportunity. From there the focus is on content and visibility as with all your marketing channels.

If you are curious or new help reaching the affluent market or mobilizing your online presence, contact a digital marketing agency for a consultation.  We are here to help and can assess and prioritize a strategy based on your business goals and budget.

Avoiding the “Delete”

Email marketing is getting harder.  By nature, human behavior looks first to sort out the junk whether it’s email or printed mail.  We quickly delete or toss “junk mail” without opening it whether it be digital or printed.

Next we segregate the important from the somewhat interesting.  For email, the interesting may get left in the inbox unopened with good intention on returning to read as other more urgent matters go on top and distract us from good intention.  That “somewhat interesting” subject email gets lost in the clutter never to be read.

Email Subjects that Convert

In a short instance, your email subject line has to do a big job.  It must get attention and convert attention to interest and action by standing out from all the clutter flying through the reader’s inbox.

How can your email be irresistible so it gets read and further action is taken?

The best techniques for email subject lines were revealed by Marketing Experiments webinar today.  The marketing experiments they share with us digital marketing consultants and Internet experts is so valuable.  Here are a few points summarized:

1.   Is the email subject line clear?

It must take zero effort to understand and comprehend the point. .  A couple examples of good lines were:

            Does our landing page pass the test?

            Learn 3 tips that made 10,000 landing pages more successful

2. Is the email subject precise?

Instead of arbitrary meaning like “better way” or “leading method”, try one that guarantees a more factual content than opinion like using “scientific” as in this example :

            A scientific way to improve your email conversion.

3.  Is it concise?

Simply, don’t use more words than are necessary to make the point.

4.  Is it relevant, urgent and important?

Get relevant to target’s problem or desire and add a time-sensitive element so they don’t wait to click through to your message.  Keep the focus on these on the landing page too as you move them down toward action.

5.  Does the subject communicate exclusivity?

Does your subject line have an “only-factor”?  This can be done by using numbers or even a respected brand name or a trusted event/source to elevate exclusivity.

            7 Steps to make your offer irresistible

            WebMD.com top 10 super foods for heart health

            CEO seminar on leadership – bonus ends at 4pm.

6.  Is the subject credible?

Is the promise your subject makes believable or is it too gimmicky or salesy?  The tone should be appropriate.   Make sure the value to the reader is specific.

            Take the test and determine your body age.

Email subject line wisdom

The most basic take-aways in this lesson is: 

Your competition in email marketing is other email subject lines.

Avoid words without meaning.

Keep testing and measuring!

Incremental improvements at each point in your marketing machine are sure to add up to digital marketing success.  Sometimes it may take an outside eye to help you see these simple opportunities.  Reach out to us or another expert who can help you optimize your digital marketing efforts.