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Cheryl Posner

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Over the years, email marketing has become one of the most popular digital marketing channels with an estimated ROI of $44 to $1. Such returns illustrate an apparent and obvious effectiveness in email marketing. The question is, how do you measure this effectiveness? Most people rely on click-through rates and open rates, but research has shown these parameters are not as dependable.

So, which techniques are reliable? Let’s take a look.

  1. Website Traffic

The website traffic coming from your email marketing campaigns should give you a good idea whether your efforts are bearing fruit or not. You will need to integrate your web analytics and email campaign.

This will help you measure the amount of traffic derived from your unique email campaigns. Through the data collected, you’ll get to see the percentage of website traffic that your emails generate.

  1. Email Conversion Rate

The conversion rate is another reliable metric. Measuring how many people clicked an email link is the conversion rate. Measuring this rate entails identifying the number of people who completed a desirable action, dividing that total with the number of emails sent, and then multiplying the result by 100.

The resulting percentage should be a steadfast illustration of whether email marketing is working or it’s a dud.

  1. The Bounce Rate

Basically, the bounce rate measures the number of inactive visitors to your website. The visitors that leave instantaneously without any activity are said to have “bounced”. In effect, if readers are landing on your page and bouncing immediately, then there’s a problem with your email marketing campaign.

The problem may also be with your landing page content. The content should be properly aligned with your email to get the reader hooked the moment they land on your page.

  1. Spam Complaints

Some people just won’t like your emails or the content. The usefulness or the relevance of the content will be lost to them and as such, they might mark your emails as ‘spam’. The percentage of spam complaints measured against the number of emails sent is indicative of the success derived from your email campaign.

Measuring this rate entails identifying the number of people who marked your email as spam, dividing that number with the number of emails sent, and then multiplying the result by 100. A high spam complaint percentage should act as a warning that a change is needed, and fast.

  1. Measure the ROI

At the end of the day, your Return on Investment (ROI) is the only measure that really counts. In essence, the efficiency of an investment will determine whether your email campaigns are profitable or just a drain on your resources.

Measuring ROI is quite simple, you take the revenue gotten from email campaign-related sales, subtract the money invested in the email campaigns, and then multiply by 100. The resultant amount will be a clear indicator of whether your email marketing strategies are working or not. Stacked against the other determinants, ROI should ultimately be the measure that determines whether you need to stick or twist.

Based on societal observation, it is not a secret that women make up for the larger segment in regular wine consumers.

After all, wine is our go to drink whether we are having a casual get together, a fancy dinner party, or just a lazy afternoon as we take a raincheck from day to day responsibilities on our days off.

It would also not be incorrect to state that taking a leaf out of Olivia Pope’s book for the love of wine is something that almost all of us have done – and continue to do – as we binge watch a new TV show or make our way through an interesting book. It is not shocking when you think about it either; after all, wine is one of the most versatile drinks known to the humankind that can be enjoyed by a wide variety of alcohol consumers.

That is why, when it comes to finding a bargain on wine glasses or a discount deal on an exceptional wine club membership, we are right in line to get the most out of consuming this proverbial nectar of the Gods.

And when these several reflections come together in a holistic manner, it is all too exciting to not be shared within our little community here.

So let’s go ahead and read about what other wine consumers – mostly women like us – are thinking when it comes to drinking wine.

Women Wine Consumption Trends

Before we get into the nitty gritty of 2018 wine trends, it would be prudent to mention that the observation of women being prevalent wine consumers has been proven by numerous research studies, where one of the most credible of these projects was presented in 2017.

According to E. & J. Gallo Winery, one of the biggest wineries in the United States, around 60% of wine consumers are women.

E. & J. Gallo also found that one of the major reasons of this trend was women getting together on social gatherings such as casual lunches, brunches and weekend hangouts more often than men. This ability to connect with their peers more often gives women plenty of opportunities to open a bottle of their favorite red, white or rose and enjoy it with their loved ones with some much needed chatter.

And now, to the latest market trends (with a wine glass in our hands, of course)!

Wine is a Source of Fun

In its 2018 market research, the company also noted that a whopping 82% of wine drinkers drink it solely for fun, where they are looking at a glass of wine as a reason to unwind.

A glass of wine when consumed in moderation can truly enhance your mood on a joyous occasion, or even uplift your spirits when you are feeling just a bit down and out.

Consumers are Looking for Timely Shopping Experiences

This notion of buying wine as a source of fun goes hand in hand with the shopping experience itself.

According to Gallo’s survey, 65% of consumers reported that they are looking for a clean and timely wine shopping experience in order to not waste much time on selecting a bottle of wine, so they could get what they like and enjoy it the way that they want without any delays.

Wine is Enjoyed More by Older Consumers

This list of facts gets even more interesting when you find out that older consumers tend to enjoy wine more than younger ones, where they also indulge in having a drink at least twice a week, as opposed to a lesser amount of younger consumers who tend to have less than that on a weekly basis.

We for one are remembering this one. After all, keeping this fact in mind the next time you are enjoying a glass of wine with your mother or your grandma might bring out a smile on anyone’s face.

Single Serve is On the Rise

You may have heard about single serve wines, which are regular wines but provided in single serving packs for those who are opposed to opening a whole bottle at once or those who do not want to spend a whopping amount on a Coravin contraption.

According to the research, this trend is gaining gradual yet noticeable traction, where 25% of wine consumers expressed their interest in trying out single serve wines in the near future.

Wine is There to Be Enjoyed, In Moderation

While not a part of the 2018 trends, it goes without saying that whenever you are having an alcoholic drink, even something like wine that usually has a lower alcohol by volume (ABV), you need to ensure that you are not overdoing it in order to take the utmost care of your health and your loved ones’ well-being as well.

If you remember this golden rule, then the wine world is your oyster to enjoy.

So keep these trends in mind and shop happily, and if you have not already done so, schedule a few wine tours or join a wine club in order to enjoy your drinks in the company of like minded people who enjoy wine just as much as you do. It really makes a difference when you get to meet people who share the same interests as you do and goes a long way in terms of character building and social quality of life.

While holidays are supposed to be a period of relaxation, it can be quite stressful if not managed properly. Enjoying a holiday is less about the destination and more about the mindset that you bring and the preparations that you have made. This is a concept that is yet to be mastered by those who are new to the holidaying experience. It would be a great waste of resources, and time, if you came back from your holiday more stressed than when you arrived. Luckily, this guide includes tips that you can follow to ensure that your holiday lives up to your expectations.

Practice Mindfulness

Mindfulness is the art of living in the presence and immersing yourself in the experiences you are currently exposed to. In a holidaying sense, it means setting your mind in ‘holiday mode’. You won’t have a restful holiday if you spend every waking minute making business calls or worrying about issues that you left back home. Unplug for a while and enjoy your holiday destination. It helps if you had made adequate arrangements in your professional and personal life back home before you embarked on your vacation.

Pace Yourself

If you are in a particularly exciting holiday destination, then you will be tempted to try and sample all that it offers during your first day. Try to fight that temptation. Trying too much within a short period of time will diminish the pleasure that you get from each activity. It might also lead to you getting a physical and mental burnout which will spoil the rest of your holiday. Any experience that you may miss out due to time can be enjoyed when you next revisit the destination.

Your Body Is A Temple

While you are expected (actually encouraged) to let loose a bit during your holiday, keep your revelries to acceptable levels. Too much drug and alcohol consumption will negatively affect the enjoyment that you derive from your holiday. It will also leave you more susceptible to being a target for pickpockets and muggers. If the local public transport system is unreliable, keep safe by hiring a vehicle. Never forget to have a reliable caravan insurance for your hired vehicle, with the one sure insurance caravan cover being highly recommended. This is not accounting for the short term or long term health effects that they may cause. You can take part in some health boosting activities such as yoga which are usually available in most holiday resorts.

Ditch Toxic Tech

Technological advancements have made our lives much easier, but they have also become quite addictive. Spending too much time glued to your mobile device or laptop during your holiday will make you miss out on enriching experiences. Ditch the phone and experience what your holiday destination has to offer. Only use your tech devices to check in periodically with your loved ones or to document memorable experiences.

Leave work at work

No matter how important you are to your company’s operation, they can handle a few weeks without you. If you feel that the ‘void’ you are leaving behind in your workplace is too big, then maybe you should take more time to make arrangements for your holiday. Part of ‘unplugging’ means leaving your work commitments behind and committing to the holiday experience.

Katrina McGhee is an author, speaker, entrepreneur and a strategic advisor for cause related organizations across America. For over 20 years, she served as a senior executive for two of the world’s most recognizable non-profits, revolutionizing the way women were ignited to take charge of their health. Realigning her knowledge and experience of inspiring wellness on a global scale, Katrina now serves as a women’s empowerment advocate, an inspirational leader and a pioneer of social responsibility. Whether she’s transforming a corporate culture or inspiring individuals to achieve unimaginable success, McGhee is a powerful agent of change.

Formerly the Executive Vice President and Chief Marketing Officer of Susan G. Komen for the Cure and the National Director of Marketing for the American Heart Association, McGhee’s work in the non-profit world gained her national recognition as a leader in the world of wellness. As a high level executive, she was on a strong path to a, “perfect life,” until she underwent a radical life revolution. After so many years of what she calls, “running the universe,” the women’s wellness champion crashed and burned. McGhee realized that, in trying to manage everything, she lost control of the most important thing – her own life.

Armed with a steely determination to love herself while still serving others, McGhee transitioned her life away from her high level status in corporate America and, in 2012, she created Loving on Me.  Loving on Me is THE online “inspiration destination” encouraging women to defy their status quo and embrace purposeful, empowered living. For the past six years, through Katrina’s example, and via blog posts, videos and a thriving social community, over fifty thousand women have joined her tribe, getting equipped with the tools they need to lead in every aspect of their lives. Affectionately known as LoveLights, the tribe also supports organizations committed to the education, empowerment and well-being of women around the world.

Katrina’s first book, “Loving on Me! Lessons Learned on the Journey from MESS to MESSAGE,” defines her quest to inspire women to aim higher. This tale of transformation chronicles McGhee’s own journey toward self-worth while providing readers with the tools they need to ignite their own personal revolution. Readers are inspired to “go get their more,” by examining a world of endless possibilities and releasing the limiting barriers imposed by themselves and others.

McGhee is passionate about helping people reach their highest heights in all aspects of their lives. With years of business experience, she is uniquely poised and skilled at igniting change at individual and corporate levels in areas including leadership, personal branding and business development. Through her Loving on Me Academy, she provides online courses that empower audacious women to lead, inspire and succeed. She also offers customized corporate training programs to foster excellence among the next generation of nonprofit leaders, and shares her transformative messages of self-love and empowerment as a featured speaker at conferences and educational events.

September 13, Katrina McGhee joined the Women’s Foodservice Forum (WFF) as they launch their new Leadership Development Workshops (LDWs). Women’s empowerment, gender equality and career advancement have been some of the most discussed news topics of the past year. These one day WFF LDW workshops, coming to 12 cities this fall, will enable women to accelerate career growth through with nationally-recognized speakers, supported by 365-day content and ongoing learning touch points with workshop leaders and fellow participants.

Workshop co-leader, McGhee says of her role with the LDWs, “participants will not only be equipped and ready to take the next step in their leadership journey, they will also have built a strong network of other women leaders with whom they can learn, network and grow throughout the year.” In addition to the full-day workshop, registration includes membership, monthly webinars, quarterly networking & Book of the Month Online Meet Ups.

The workshops launch September 13, in Dallas, TX at the Westin Galleria, 13340 Dallas Parkway. Sessions follow in 11 cities throughout the fall: Minneapolis, Chicago, Houston, Atlanta, New York, Toronto, Orange County, Denver, Washington, D.C. and Orlando. Visit https://workshops.wff.org to learn more and for registration details.

Katrina’s empowering new book, “Be Bold, Be Brilliant, Be YOU, Lessons from the C-Suite to Catapult Your Career,” will be available November 23, 2018, which falls on Black Friday this year.

McGhee believes in, and is an example of, BOLD action. Her goal is to inspire big thinking, while delivering the tools that ignite life-affirming transformation to everyone she meets. Through it all, she works passionately to inspire women around the world to love and embrace themselves and each other, and to be empowered to be in the driver’s seat in every aspect of their lives.