Tag Archive for: Marketing

The Marketing Shift Away from Social Media: Why Brands Are Focusing on Owned Channels

Arial view of a heavy traffic area coming to a 4 way intersection at night.


Arial view of heavy traffic coming to a 4 way intersection at night.

 

The marketing shift away from social media is no longer a trend—it’s a strategic move. As brands struggle with declining reach, rising ad costs, and unreliable algorithms, more businesses are turning to owned marketing channels like email newsletters, websites, and loyalty programs. These platforms offer greater control, stronger customer relationships, and better long-term ROI. Here’s why the industry is rethinking its dependence on social and investing in marketing strategies they actually own.

 

The Welcome Email

Social media platforms have been incredibly effective in helping brands grow. But cracks in the foundation are showing, and marketers are paying attention.

  • Algo Dependency – The dreaded algorithm. The bane of social media, and also the reason we have 19-year-old content creators making more than surgeons and lawyers. Organic reach has declined across platforms, and a post might only reach a fraction of your followers unless you pay to promote it. Brands are tired of being at the mercy of ever-changing algorithms.
  • Platform Volatility – From sudden outages to complete shutdowns (RIP Vine), putting all your content eggs in one basket is risky. Plus, policy changes can impact what you say and how you say it.
  • Rising Costs & Declining Returns – Advertising on social media is getting more expensive, all while the results are becoming harder to track and count on. For small businesses, especially, this makes it hard to justify the spend.
  • Data Ownership Concerns – You don’t truly own your audience on social media. If a platform decides to ban your account, shadow ban your content, or change its rules, your entire customer base could vanish overnight.

 

 

The Rise of Owned Marketing Channels

The shift away from social platforms and toward owned channels gives brands access to their audience, more control, and better long-term value. Here’s why marketers are reinvesting in them.

  • You Own the Data – With email lists and loyalty programs, you collect first-party data that’s more reliable and actionable than the insights social platforms provide. This becomes critical as cookies are phased out and privacy regulations tighten.
  • Higher Engagement Rates – Email newsletters outperform social media in both open and click-through rates. Subscribers have opted in–they want to hear you.
  • Better Personalization – Owned channels allow for hyper-personalized messaging based on user behavior, purchase history, preferences, and location–something social media can’t do as effectively.
  • Long-Term Relationship Building – Loyalty programs and email nurture sequences help brands stay top-of-mind and reward repeat engagement. That kind of ongoing value is harder to achieve through fleeting social interactions.
  • Content Longevity – Content on websites and in newsletters lives longer than a 240-hour Instagram Story. It can be repurposed, re-indexed by search engines, and discovered by new customers over time.

 

Where to Invest Instead of Social

If you’re looking to shift away from social media, here are the best channels to build out:

  • Email Marketing – Still one of the highest ROI channels, especially when segmented and automated.
  • Newsletters – Great for consistent engagement and value-driven content.
  • Branded Website or Blog – Your central hub for SEO-rich content, lead generation, and e-commerce.
  • Loyalty Programs – Rewarding repeat customers fosters deeper brand affinity and increases lifetime value.
  • SMS Marketing – Permission-based and highly direct, SMS is gaining traction in retail, hospitality, and service industries.

 

Fostering the client relationship with a guided journey and these email automation examples is a great place to start or refresh your email efforts! Need some further assistance? We help brands turn their email lists into real revenue–without sounding robotic or salesy (or annoying). So whether you’re just starting or need help optimizing, we can build email automations that convert.

Let’s chat! Call us at 330-286-0487 or email us at info@mcconnellmarketing.com to get in touch!

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5 Email Automation Examples Every Business Can Steal (And Actually Benefit From)


 

If you’ve ever signed up for a promo, booked a service, or abandoned a cart online, chances are you’ve experienced email automation in action. The goal is to get you to come back and keep that brand at the forefront of your mind. And while it may seem advanced or time-consuming or even expensive, the good news is, it’s none of those things. Email automations are a game-changer for businesses of all sizes and help drive more direct sales, build stronger relationships, and stay on top of mind without lifting a finger.

Here are 5 email automation examples that you can steal, tweak, and start using today.

 

The Welcome Email

The Goal: Make a good first impression.

When to Send: Automatically sent when a person signs up for something, books a service, or downloads a freebie.

Why It Works: It sets expectations, introduces your brand voice, and gives new contacts a reason to stick around.

Try This:

  • Share your origin story or mission in a way that builds trust and humanizes your brand
  • Offer a first-time discount
  • Link to a helpful blog or FAQ

Example: Hey! We’re [BRAND] and we’re so happy to have you here! Whether you’re looking for new email marketing, social media support, or a whole rebrand, we’re here to help. Want to schedule a free consultation call?

 


The Abandoned Booking or Inquiry Follow-Up

The Goal: Don’t let almost-clients/customers slip away.

When to Send: When you have an initial inquiry or interest, but they don’t actually complete the full customer journey.

Why It Works: Acts as a nudge when someone may be feeling hesitant to complete a booking or purchase a good.

Try This:

  • Keep it friendly and low-pressure
  • Include a link to complete the process or re-engage
  • Add social proof like a customer testimonial

Example: Still thinking it over? We’d love to help you choose the right package. Spots fill fast, so now’s a great time to lock yours in!

 


The Post-Service Thank You & Review Request

The Goal: Turn happy customers into marketing.

When to Send: After a customer has completed their journey with you.

Why It Works: It shows appreciation for their input and gives them the perfect timing for a positive review.

Try This:

  • Include a personal thank you
  • Link directly to a place to review
  • Offer a referral bonus or discount for sharing/reviewing

Example: Thanks for choosing us, [NAME]! Your feedback helps us improve our services. Leave a quick review and get X% off your next purchase.

 


The Seasonal or Loyalty Promo

The Goal: Send timely offers without blasting your entire list.

When to Send: On certain dates such as birthdays, anniversaries, or holidays, or based on customer activity.

Why It Works: It feels more personal and relevant.

Try This:

  • Reward repeat clients with a special offer
  • Send seasonal packages that match your service (spring cleaning, holiday deals, birthday gifts, etc.)
  • Automated birthday greetings with a special code

Example: Happy Birthday, [NAME]! Here’s 20% off any service this month. You deserve it!

 


The Re-Engagement Campaign

The Goal: Wake up the cold side of your list.

When to Send: When/if some of your list hasn’t opened or clicked in a while.

Why It Works: It filters out cold contacts (which boosts your open rate and decreases your bounce rate) but not before giving you a second chance to win them over.

Try This:

  • Acknowledge the silence with a playful tone
  • Highlight what’s new or what they missed
  • Offer an incentive to come back

Example: It’s been a while, huh? We’ve missed you, so here’s 15% off if you’re ready to give us another chance!

 

Fostering the client relationship with a guided journey and these email automation examples is a great place to start or refresh your email efforts! Need some further assistance? We help brands turn their email lists into real revenue–without sounding robotic or salesy (or annoying). So whether you’re just starting or need help optimizing, we can build email automations that convert.

Let’s chat! Call us at 330-286-0487 or email us at info@mcconnellmarketing.com to get in touch!

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The Psychology of the Email Subject Line: Why We Click (or Don’t)

Rows of Steel apartment mailboxes, The Psychology of the Email Subject Line: Why We Click (or Don’t)

 

Rows of Steel apartment mailboxes, The Psychology of the Email Subject Line: Why We Click (or Don’t)

 

 

In the overcrowded space of your subscribers’ inboxes, strong email subject lines are key to standing out. It’s the first impression, the hook, and the main reason your email gets opened or ignored.

What makes an email subject line stand out? The answer lies in psychology. Understanding how people think and make decisions is the way you can start writing email subject lines that really stand out.

 

Curiously Clicking

People are naturally drawn to the unknown. Subject lines that pose a question but don’t provide the answer make recipients want to learn more!

  • “This is what most companies get wrong with social media.”
  • “Are you making these common 3 mistakes?”

The psychological pull is called the curiosity gap and it’s a pretty powerful tool. Just make sure your content actually delivers on the intrigue to avoid disappointing your audience.

 

FOMO and Urgency

Creating a fear of missing out (FOMO) or a sense of urgency pushes people to act fast. This works best when it’s actually true.

  • “48 hours left to get your free gift.”
  • “Last chance to buy until next Spring!”

Time-sensitive language kicks in our need to avoid loss and not miss out on what our peers have.

 

Personalized and Tailored

Email subject lines that include your recipient’s name or address them directly are a great way to get them to open. Most email marketing platforms offer a feature to pull names from their contact form, so it’s very simple to do!

  • “[NAME], we missed you at our event last week!”
  • “5 buys with [NAME] written all over them”

These personalized subject lines are 26% more likely to be opened than those with generic greetings.

 

When in Doubt, Test it Out

There are a few ways you can test out email subject lines for the same campaign so that you can see what is really working for you.

  • Split your email list in half and send each a different subject line; note which performs better and stick with a similar one for your next email.
  • Resend the same email to people who haven’t opened it yet, but with a different subject line the second time around. (Again, most email marketing platforms have features that allow you to segment your list by opens.)

 

As with everything, finding the perfect subject line can be trial and error, so it doesn’t hurt to combine both of these practices for a single campaign.

 

Don’t forget, the perfect subject line blends creativity with a good dose of psychology. It’s all about the balance! If you’re still looking for tips, here are some great tools for testing and improving your email subject lines: SubjectLine.com Testing Tool and CoSchedule’s Email Subject Line Tester are both free to try and offer great insight.

 

Need help improving your email campaigns? We’re here to help! Call us at 330-286-0487 or email us at info@mcconnellmarketing.com to get in touch!

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Evolving Trends in Holiday Marketing: Navigating Gen Z’s Shopping Landscape in 2023

 

As the holiday season approaches, it’s important to recognize the way businesses market their products has drastically changed. We can see this shift especially in how younger buyers, specifically Gen Z, engage with marketing efforts. McConnell Marketing has recognized the immense impact of social media platforms like TikTok and Instagram on the preferences of young buyers and today we’re giving you some insights into these new trends.

Rethinking Traditional Methods

The traditional reliance on Google and print ads for reaching younger consumers, while still useful, is no longer as effective with younger audiences. The focus has moved to TikTok and Instagram, where influencer marketing, peer trust and the simplicity of direct purchasing links have significantly influenced the preferences of the younger demographic.

 

Influencer marketing, whether through macro or micro influencers, has become pivotal in driving the purchasing decisions of Gen Z. Sending products to influencers who genuinely recommend and provide direct purchase links has become a potent tool for brands targeting younger buyers.

Social Media’s Role in Shopping

Maintaining a robust social media presence is crucial. Leveraging Instagram and TikTok ad buys has allowed businesses to seamlessly integrate themselves into the feeds of their target audience. These platforms have transformed into virtual shopping hubs, merging entertainment and commerce effectively.

 

The resurgence of Pinterest among younger demographics, particularly among 13-17-year-olds, is noteworthy. Brands can capitalize on this renewed interest, as younger users are actively showcasing brands and products, making Pinterest a valuable marketing channel once again.

 

MyGemma, a brand specializing in luxury items, expects that 15% of its total revenue for 2023 will come from the live streams across TikTok, Instagram and Whatnot. Their success underscores the increasing importance of these platforms in driving sales and revenue.

Adapting to Changing Trends

McConnell Marketing emphasizes adaptability as the key focus for businesses. Those pivoting towards social media, embracing influencer marketing and revisiting platforms like Pinterest are best positioned to resonate with the evolving shopping behaviors of younger demographics.

 

As the marketing sphere experiences a transformative shift, we urge businesses to embrace social media and influencer marketing to connect effectively with Gen Z. Staying agile and aligning with these emerging trends will ensure a prosperous holiday season in 2023 and beyond!

 

If your business needs assistance applying these trends to your marketing efforts, contact us today at 330-286-0487 or email us to get a custom quote. Also, don’t forget to follow us on all of our social platforms. Stay up to date on our monthly newsletters, full of more helpful tips and tricks!

Elevate Your Brand with Custom Holiday Marketing Materials from McConnell Marketing

hands holding phone with holiday email on screen

 

Tis’ the season! Even though it’s only October, it’s time to start preparing for the holiday season. At McConnell Marketing, we believe in the magic of the holiday season, not just as a time for giving and celebration but also as an incredible opportunity for businesses to connect with their customers in meaningful ways. Over the years, our team has created a variety of holiday marketing materials and today we’re going to share some of our favorites with you!

1. Holiday ECards and Newsletters

During the holidays, people are more open to businesses and their messages. Holiday ecards and newsletters let businesses engage with customers in a festive and personal manner. This helps strengthen the brand’s bond with customers on an emotional level. Are you ready to reach your audience with digital holiday cheer? Request a quote today.

 

holiday themed email newsletter on phone mockupanimated holiday ecardNew Years Eve party email mockup on phone

2. Printed Holiday Cards and Envelopes

Sending out customized printed holiday cards and envelopes sends a positive message about your brand. It shows that your business values its customers and is willing to make them feel appreciated. This can boost your brand’s reputation and build customer loyalty. Get a quote for your custom holiday cards today.

 

festive holiday cardart deco style holiday cardtwo holiday cards with envelopes

3. Social Media Content Creation

Creating holiday-themed content on social media is crucial for increasing your brand’s visibility during the holiday season. Holiday posts tend to be shared and engaged with more, expanding your reach and attracting new customers. Consistent and appealing social media content also keeps your brand top-of-mind. Contact us today to get the most out of your social accounts.

 

holiday sale social media post on phone mockupholiday giveaway social media post mockup on tabletholiday social media post on phone mockup

4. A Complete Holiday Package

Our complete holiday package offers a comprehensive holiday marketing approach. We combine digital (ecards and social media) and traditional (printed cards, envelopes and flyers) marketing channels as well as event promotion tactics to create an effective strategy. This package ensures your brand’s message reaches customers through multiple channels, maximizing its impact. Are you looking to elevate your holiday social media marketing this year? Reach out to us today for a custom quote.

 

website page and digital flyer for helping hands tree fundraisenew years eve party flyerChinese new year invite

These holiday marketing materials are crucial and valuable tools for businesses during the holiday season. They help with customer engagement, branding and sales, all while saving businesses time and presenting a unified marketing effort.

 

If you or your business needs help creating any of these or other holiday marketing materials, contact us today at 330-286-0487 or email us to get a custom quote. Also, don’t forget to follow us on all of our social platforms. Stay up to date on our monthly newsletters, full of more helpful tips and tricks!