Walsworth Blog

Kristin Mateski

Kristin Mateski
Kristin is a marketing leader who specializes in interactive, one-to-one marketing and building brand loyalty. A marketing manager for Walsworth, Kristin is always looking for new ways to help customers see increased revenue through efficient, effective and cutting-edge marketing.

Recent Posts

Tips for Conducting Good Interviews for Engaging Stories

One of the most important parts of writing content that engages your audience is an interview that provides the substance for the story. If you want to write something solid that will both inform and engage readers, it's important to use these tips for conducting good interviews.

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Email Subject Lines That Get Opened (or not)

Email marketing continues to be one of the most effective means for reaching potential customers, upselling current customers, and increasing overall sales – in most cases for very little investment.

People who buy products marketed through email spend 138% more than people that do not receive email offers, according to research compiled from marketing agency Convince & Convert. Additionally, 44% of email recipients made at least one purchase last year based on a promotional email.

Are your emails being opened or are they getting stuck in the spam filter? Your subject line may be the problem. Consider these findings:

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Email Marketing 101

Email marketing can be an integral part of your content marketing plan, or it can be a total bust. While it has the power to generate leads and build relationships, that power will go untapped unless people actually open and act on your emails in the first place.

Statistics for email open and click-through rates can be pretty daunting. Marketing Profs reports a B2B open rate of under 20 percent and a click-through rate of about 5 percent. B2C emails share a similar fate.

Increasing those dismal statistics means paying acute attention to two key aspects of your all your email marketing. These aspects are:

  • When and how often to send out emails
  • Creating an effective email message
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10 Common Punctuation Mistakes and How to Avoid Them

Utilizing correct punctuation won’t help you make friends or boost your business, but using punctuation incorrectly will make your book, magazine or catalog copy stand out like a sore thumb. Even if people can’t pinpoint your mistake, something will look off about your message, making people less likely to trust what you’re trying to say.

It’s always best to check your writing for common punctuation mistakes so you don’t inadvertently alienate those who will be reading your material.

Here are 10 of the most common punctuation errors people make and how you can avoid making them.

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How to Use Social Media to Build Your Brand

Is your business using social media for brand building and customer engagement, or does the fear of a tweet scandal – like US Airways recent NSFW post – keep your company from engaging on social media?

With social media usage now ubiquitous inside and outside of companies, avoiding social media is no longer an option. Businesses need a robust strategy to dynamically engage with customers via social media and build their brand.

Let’s consider MasterCard, a 48-year-old financial services corporation that, up until a few years ago, did not exactly have a reputation for being cutting-edge.

In 2009 when MasterCard’s CEO challenged the company to transform from a B2B financial services company to a consumer-focused payments technology company, social media proved key for accomplishing this branding transition. To integrate social media usage throughout the company, MasterCard launched a “Conversation Suite.”

Conversation Suite is more than just a social media monitoring program – it’s a dynamic, global insights and engagement engine that helps to move MasterCard away from just monitoring social media to using social media data for meaningful engagement that not only informs business decisions, but truly builds MasterCard’s brand.

Whether your business is just starting to use social media for brand building ¬– or your previous social media engagement efforts have fallen short – there’s a lot to learn from MasterCard’s innovative approach to brand engagement.

Here are the top brand-building social media “best practices” for your business:

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