Inbound Marketing Blog

Sarah Wai Content and Email Marketing Specialist of Tribute Media. B.S. in Media Communications. Certified in Hubspot, Inbound Marketing, Contextual Marketing, and Email Marketing.

Understand the CAN-SPAM Act to Avoid Major Email Marketing Mistakes

Posted by Sarah Wai on Jan 16, 2017 8:53:00 AM



Emails selling private jets, Lasik eye surgery, financing, professional training, software and more, have worked their way into the inboxes of Tribute Media employees in the past year. Some of this is decent marketing--in the sense that it all applies to us (although the private jets may just be wishful thinking)--but what isn’t decent about these emails is that we did opt-in to receive these messages.

How to Ensure Email Deliverability

Posted by Sarah Wai on Jan 6, 2017 9:34:21 AM


Unlike personal emails, company emails (more specifically, those sent for marketing or sales reasons) are not guaranteed access into recipients' inboxes. There are a plethora of reasons for this, which we’ll go into more detail about in this blog, but the important thing to keep in mind through all of this is: you are a guest in someone’s inbox. Don’t abuse it.

Email can be created in a variety of ways, but the key to a successful email includes (and is largely dependent on) deliverability. If you can’t get your email into someone’s inbox, the rest of it doesn’t really matter anyway.

Why You Aren’t Getting Into Email Inboxes

To get into an email inbox, you must understand what could keep you out. There are rules to email sends, and if you don’t abide by them, you’ll find your emails in junk or SPAM folders, or you’ll actually have recipients mark you as SPAM (and believe us when we say, you don’t want that).

10 B2B Necessities in a Digital Economy

Posted by Sarah Wai on Dec 26, 2016 11:50:00 AM


Digital marketing is constantly changing, but what hasn’t changed is its relevance.  For a small company with a business-to-business focus, the digital transformation can seem daunting.

As a B2B company, you want to ensure that you're connecting with businesses in the most accessible way possible. Sure, you can have salespeople connect with them face-to-face or cold call, but nothing is more convenient than a business being able to connect with you online at their own convenience. If you do your web marketing right, you may answer some of their questions and lead them further through the buyers journey even before they meet with you. 

10 Email Marketing List Segments for Successful Sends

Posted by Sarah Wai on Dec 5, 2016 3:00:00 PM


Email marketing isn’t rocket science, but it also isn’t elementary addition. If you’re feeling lost and don’t know where to begin, we’ve got you covered.

The first thing you want to do is segment your contact lists. Initially, this will take quite a bit of time. However, once you set guidelines for segmenting, it becomes an automated process for future email sends.

Segmentation is one of the key elements to sending the right email to the right persona at the right time. This is not a step you want to skip.

What is A/B Testing and How Can I Benefit?

Posted by Sarah Wai on Nov 16, 2016 2:08:01 PM


If you are looking for a way to test the effectiveness of your marketing efforts, A/B testing (or split testing) is the way to go. A/B testing can be used with emails, web pages, calls-to-action (CTAs), etc. Essentially, you take one copy of a marketing material, and you tweak it enough to create two versions. You then experiment at random with users (or target specific user segments) to find which version they engage with the most or which variation performs better for a specified conversion goal.

Is it Time to Consult a Web Marketing Expert?

Posted by Sarah Wai on Nov 3, 2016 4:04:52 PM


Within the complex and uncertain business climate we all work in, the biggest challenges often rest on the shoulders of C-level officers and managers. They are left to deal with significant issues that affect their company such as globalization, demographic changes, corporate social responsibility, and the impacts of innovation and digitization.

That's some heavy stuff.

If you are one of these individuals faced with such high-level issues, the last thing you want to add to your plate is the task of strategizing and implementing marketing campaigns. Maybe you've been tasked with finding a marketing solution for your company; you've done your research, and the deeper you go, the more certain you are that there is more to marketing--especially on the web--than you want to deal with and you need professional help to move forward.

5 Keys to Creating Emails You Would Actually Want to Read

Posted by Sarah Wai on Oct 24, 2016 8:30:00 AM


An email expert over at Hubspot once told me that, as marketers, we need to start marketing to people in the way we want to be marketed to. I could not agree more. When I start sifting through my emails first thing in the morning, the last thing I want to see is yet another email that brings absolutely no value to my day. I'm sure you think the same! So, why do businesses keep sending crappy (there really is no other word to describe them) emails that nobody wants to read?

If you are ready to put aside your old ways of viewing and implementing email marketing campaigns, you've come to the right place.

Twitter Basics: How Businesses Use the Popular Social Media Platform

Posted by Sarah Wai on Oct 14, 2016 11:10:00 AM


Once, I was sitting in on a marketing class (that I had admittedly not signed up for), listening to a professor give a lecture on social media and the impact it has on society and the business world. About 40 minutes into the lecture, an older student raised his hand and said, "Everyone knows that social media is just for millennials. How can it possibly be useful for businesses?"

The professor, who was in his early 60s, replied, "Is it? Then why do I have ads popping up on my news feed targeted at old balding men like me?"

What's the Deal With Meta Descriptions?!?!

Posted by Sarah Wai on Sep 21, 2016 8:30:00 AM


Why Google Gave Meta Descriptions the Boot, but You Shouldn't

In 2009, Google announced that meta descriptions would have no influence on search rankings. So why is it that we keep optimizing them, or (frankly) even care about them anymore? What impact do they have if they don't affect Google's search engine result pages (SERPs)?

Many believe that meta descriptions are no longer useful and shouldn't be bothered with, but that is simply false, and we are out to crush that myth.