Rolando Rojas

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About Rolando Rojas

Rolando Rojas is a professional marketer specialized in digital marketing. He has led online marketing campaigns for multinational corporations in North America, Latin America, and The Caribbean. Follow him on Twitter and on Google +

My experience fostering a dog (off-topic)

For many people, foster care for dogs or cats is not something they may usually consider. In this article, I’ll go into my experience fostering a dog and everything else that comes with it. Wait, why is this on a marketing blog? What is the foster care program? Sometimes when dogs come into a shelter, they may not be yet ready to be adopted. This could be for different reasons. Some dogs, for example, may have medical conditions for which they could recover faster in a private home than in a shelter. Other dogs may have behavioral issues (such as being afraid of people) that may require more individual attention than the shelter crew has time to provide. Some of these conditions do not actually make dogs unfit for adoption. However, they can make them harder to adopt by some people. For someone who is willing to make the life-long commitment of adopting a pet, picking a dog that is always hiding and trembling in a corner is not something most people would do. Let’s face it, everyone wants a cute and healthy pet. Foster parents take these dogs into their homes and they give them the attention and care they need so they become easier to adopt by someone else. Usually the foster period lasts only a few weeks.  Most shelters will cover all costs including food and supplies; foster parents only provide their time and home. My experience Meet Carmen After I decided to foster a dog, my first step was visiting the Humane Society of Greater Miami. There I met with Bernard, Foster Care Program Coordinator, who told me all about the process of fostering. A few days after that, I [...]

What’s the best time to send emails? (With data)

One of the most common questions we get at the time of sending an email campaign is “what’s the best time to send it?” Because of this, we conducted a study using data from more than 400,000 emails sent by Elliptic Marketing in 2014, taking into account open-rate and click-rate performance depending on the time and day of the week sent. Choosing the best day According to our data, the best days to send emails are Mondays and Wednesday. Although these results are based on many variables, we can assume that most users “clean” their inboxes during the weekend, leaving it open for new emails received on Mondays. For Wednesdays, the cause may be similar; by this time of the week users are mostly done with early-week emails, giving more attention to Wednesday emails. It is important to mention that these results contradict older trends that show higher open rates on emails sent only during midweek. The growing popularity of mobile devices has changed email opening behavior by making it more homogeneous. On previous years, higher open rates depended on the days on which users had access to their home or work computer. This is why most outdated studies advice against sending emails on weekends, when readers did not have access to work computers. Choosing the right time Unlike day of the week, time is a much important factor affecting open rates. Our study found that the best times to send emails are 7:00AM, 3:00PM, and 9:00PM. These results show that most users are opening their emails during their day breaks; right after waking up, after having lunch, and before going to bed. Most of these openings occur on mobile devices. Considering your objective [...]

Online Marketing for Small Business: The Ultimate Guide

Marketing is often one of the most confusing activities for business owners. This article provides an easy guide to online marketing for business owners.   With the vast amount of promotional options out there, it may be difficult to pick which is the best choice for your business. Online Marketing vs Traditional Marketing Traditional marketing, in the form of flyers, billboards, radio ads, TV ads, and others, has existed for decades. Traditional marketing has provided good results for decades. So, why are marketers and business owners abandoning traditional marketing for online marketing? The short answer is: online marketing provides, in average, higher returns on investment. Online advertising also provides more options for small and medium business. Choosing the right online marketing strategy Selecting the correct marketing strategy depends on several factors. This guide will show you which online marketing strategies you can use depending on the stage of your business. Stage 1: Brand Awareness Web Design What is it? Your website is the center of all your online promotion and will help you attract customers for as long as you own your business. If you don’t yet have a website, you can start with the most basic features and expand as your business becomes successful. Here is a list of pages that you may want to include: About your company. Product and Services available. Hours of operations and directions. Contact us. Appointment scheduler (if applies). Blog with signup form (optional but highly recommended). If your budget allows, you may want to add ecommerce capabilities to your site. This provides your business with an additional sales channel and will help you sell more. It also makes your business look professional [...]

Lowering your Adword costs: How to get the most out of your online advertising

High Cost per Click (CPC)  is one of the main concerns for any advertiser.  The increasing popularity of online advertising has also increased costs per click throughout the web. In fact, in some industries, the price of running ads may be as high as the product being advertised. The following strategies will help you reduce your CPA (Cost per Action/Acquisition) and make you get the most of your advertising dollars: Target the right keywords One thing that all customers in all purchase situations share is the Buying Decision Process. In this process, customers go through several stages before reaching their purchase decision. Your keywords and message need to change depending on the stage you want to target. Need Recognition: In the first stage of the purchase-decision process, your customer is trying to find a solution for a problem. Search queries at this point are very generic and broad.  Unless the purchase decision is simple, your prospective customer will not be ready to buy at this stage. So avoid advertising in this stage by not using short and generic phrases as your keywords. Example keywords for this stage: Vacations, home improvement, business ideas. Information Search On the second stage, customers are looking for alternative products or services to solve a problem they have previously identified. Unless you have a large advertising budget or your product is intended to be informative (such as a book, for example), you may want to stay away from this stage too. Do not target how-to phrases or undeveloped sentences. Example keywords for this stage: Vacation destinations, How to fix a leaky faucet, Accounting services. Alternative Evaluation At this point, customers have an idea of the kind of product or service that will satisfy their needs. [...]

How to improve your email open rates in under 5 minutes

A high open rate is one of the top metrics to look for when sending promotional emails. Although improving those rates may sometimes be a complex task, we will give you some tips that will increase your rates in under 5 minutes. 1. Include facts in your subject line Your subject line needs to accomplish 2 objectives: first, it needs to tell the recipient what's inside. Second, it tells your reader what your content is worth reading. An easy way to do this is making your subject interesting by including a fact about your product/service/event. See some examples below: Example A: Regular subject line: Discover our new product. Optimized subject line: Discover XYZ, available in stores starting tomorrow. Example B: Regular subject line: You are invited to our special event. Optimized subject line: Your invitation to our XYZ launch event: Tomorrow at 10am. 2. (Correctly) Use a preheader As you may have noticed, email clients usually show a few lines of text right after the subject. You should use this snippet to complement your subject line.  In general, you may want to include a summary of your email’s content. Example: Message 1: The first message in the example above shows a well-written preheader. It’s concise and complements the subject line perfectly. Message 2: The second message show exactly what you want to avoid. Because this email doesn’t include a preheader, email clients will show the (boring) “View in browser” line. If you do this, you may as well send your email without a subject line too. Adding a preheader is simple, just add a small block of text right after the <body> tag of your email, using something like this: <body><div>Your preheader here</div>. If you [...]