Humans can process pictures 40,000 times faster than text. Colour also influences people’s emotions. The right colour used within your email marketing can help entice your audience to act on your call to action.
What Is The Best Colour Scheme For Email Marketing?
With colour being so important and linked to the emotional response of your audience – you would think there would be a recommended colour that would be best for all email marketing campaigns. However, this is not the case. It all depends on the goals of your campaign, your brand identity and customer expectations.
The latter of these are hard to change. If you have branded yourself with a yellow colour, then you need to remain true to that colour. This is what your audience expects and subscribers will be confused if you change without a rebranding, which isn’t always great for your business.
Minimising The Colour Scheme In Your Emails
One way to mix a colour that matches your branding and goals is to choose a colour that complements your brand’s identity. For example, if you have red branding, choosing purple for your email is a bad idea as the two colours often clash.
Choosing a complimentary colour that matches your campaign goal isn’t too challenging, though. Some colours can encourage the same emotions. For instance, white and purple can encourage creativity.
It is also important to consider the time of day you are sending your emails with your colour choices. Sending an email late at night with a very mentally stimulating colour like yellow and orange can disrupt your audience too much. They are probably trying to relax and read content that is restful. In this instance, green might be a more suitable colour.
Where the colour is going to go should also help determine your choice. If you are trying to get someone to click on a button, then action colours should be chosen. However, if you are trying to make someone read important information, thoughtful colours (i.e. black) might be preferential.
Finally, the choice of colour might need to be restricted by previous campaigns and colours already in use. Black, for example, is a colour that, if used too frequently, can be overwhelming and damages long-term campaigns.
Introduction To Colour Meanings
There are many colours on the colour wheel. It can be difficult to know which is best for your campaign. So here is a list of the major colours and what they represent. Use this as a quick guide to help you make an informed decision on the best colour for your email campaigns.
Red: A colour that is often associated with passion, excitement, and movement. This is the colour to use if you want to draw the reader’s attention to a specific spot on an email or get them to act. Red is also the colour to represent danger.
Green: A complete contrast to red, it is a relaxing colour that represents nature and health but also power. It’s the colour to use when you want to have decisiveness with your email and encourages a balance.
Blue: As can be seen in its use in everyday life, blue represents security and reassurance. It also helps to stimulate productivity but also represents peace and reliability. Along with green, blue can also represent tranquillity.
Purple: A creative colour that also represents the higher social status. Historically it was associated with royalty and luxury as well as respect and wisdom.
Black: There is a reason most texts are in black – it is because it is the colour of intelligence and authority. It can also demonstrate power and strength but can also be a negative colour if used too much.
Orange: This colour can help stimulate a sense of optimism. It is often used for call-to-actions for offers available for a limited time only as it counteracts anxiety. Therefore, it is great for attracting impulse buyers to an offer.
White: A colour that can sometimes be forgotten and is often associated with neutrality. Because it appears to be a blank space, it can spark creativity. It can also be associated with purity and cleanliness.
Colour is important in your email marketing campaigns. But you need to be careful in your selection process. Some colours will clash and others will detract from your campaign goals. Using the short guide above, you can choose the right mix for your email campaign and be successful.
What colours do you use in your email marketing campaigns? Have you experimented with colours in the past?
Let us know in the comments below.
Email marketing is proven to be able to sell your products and services to customers. It has the highest return on investment of any online marketing pathway, and it can deliver relevant messages to your audiences for little cost.
However, one activity that must be done to succeed at email marketing is to build your email marketing list. It is illegal in many nations to buy a marketing list or send marketing content without the permission of the receiver. While some believe, this isn’t applicable to business contact details, laws usually cover any address with personal details in them (i.e. name).
Other ways to build up your mailing list are well known. Downloadable documents such as guides, whitepapers or tip sheets are now widely offered, and differentiating between your brand and others can be tough for audiences. Pop-ups used to be popular as well, but Google is now penalising brands who use them on a website for list building in their search algorithms.
Therefore, you need to think carefully about how you are going to build a list and differentiate yourself in a crowded market.
1. Network Meetings
This is a simple way to collect email addresses and learn more about a prospect before you add them to a list. When you attend business network meetings, and you should, collect business cards from others attending. When you take a card, ask if they would like to be placed on your mailing list.
If they don’t want to, put a cross in the corner of the card, so you don’t accidently add them, but keep their details just in case they change their mind in the future.
To get more people to sign up, don’t talk about the services you offer customers. This is often self-explanatory. Instead, you need to speak about what you can help them with for free. Mention your blog with tips and advice, free consultations, etc. and explain how you use your email address to support these.
2. Letterbox Drop
While direct mail might be costly, it can have a significant return in some aspects of the sales process. If you sell products to consumers or businesses in a local area, consider designing and delivering leaflets to the doors of your prospective clients.
On the leaflet, include the beginning of a story that will entice your audience to want to read more. Then using a link or a QR code, direct the reader to a sign up page. Once you’ve collected their email address, continue the story in a series of auto-responder emails.
This tactic is not only unusual but also highly engaging.
3. Use Your Mailing List
Another excellent way to collect new emails is to ask your current mailing list to recommend your emails to their friends, families, or contacts. This can be done via social media, blogs, or email. Help your subscribers by including a link for new subscribers to sign up, then monitor your results.
Use gamification to engage your current subscribers by having an award for those that can subscribe 10, 20 or the most contacts to your list. Your reward could be a voucher, free product, or discount. Be creative with your reward, but make it relevant to your brand and appealing to your audience. Just make sure you confirm that the new subscriber would like to receive your mailings.
4. Treasure Hunt
Use your website to host a treasure hunt. Hide something on a page in the background and use social media to attract audiences to find the ‘treasure’. Those that do can win a special reward.
To help those participating, you can get them to sign up to your mailing list to receive clues and instructions. They might also need to be signed up to the mailing list so they can receive instructions for entering (i.e. a screen shot of the treasure that includes the time they found the icon).
Building your email marketing list is an important activity you must be doing all the time. However, you can’t just buy contacts, and other methods are becoming overused by brands. Instead, you need to think outside of the square to entice audiences to sign up and receive your marketing content.
How do you sign up contacts to your mailing list? What is the most successful tactic you use?
Let us know in the comments below.
There are numerous email marketing agencies who will readily offer their services to your brand, either to run, or support, your email marketing campaigns. However, their effectiveness and usefulness to your business is something that is not consistent across the industry.
When at their best, email marketing agencies can propel your business to the next level. The worst can cause your brand significant issues.
So how can email marketing agencies help your company? What are both the good and bad aspects to consider?
Email Agencies Can Improve Results
The best agencies use experienced and qualified email marketing experts. They’ve been in the industry for several years and know what tactics, designs and content works best for which audience.
They also have skills you might not possess such as HTML coding, which can help you get more out of your email marketing campaigns.
They Save You Time
How valuable is your time? Could you be doing something that is more valuable to your business, like servicing clients while a professional takes over some of the other specialist tasks? Work out roughly what you earn per hour and how long it takes you to run a single campaign to see what the difference is in the valuation.
While you might think about open rates and click through rates – you might not realise what statistics are best for which campaign. A professional email marketing agency can give you a proper run of results on your campaigns and provide you with a true assessment based on pre-determined and realistic goals.
Due to their experience and knowledge, a good email marketing agency should be able to give you the best advice. This can range from what offers you could make, to how you can create a good campaign for your audience over the long-term. This advice can be worth gold dust.
Ruin Your Reputation
Email agencies can sometimes be less than reputable with their tactics. This is normally due to the fear of having to prove themselves on every campaign. They could convince you to buy email marketing lists or get your mail server blacklisted by sending too many emails in a short period.
You need to check your agency on their tactics and ask how long it will take to send out a set amount of emails. And you should never buy an email marketing list.
Some email marketing agencies are expensive, especially when you have a business that requires you to call your best responders and continue the sales process. Also, it’s likely you haven’t been too consistent recently in emailing your prospects. Therefore, the time from the start of your engagement with the agency to your first sales could be a few months.
You Lose Control
By outsourcing your email marketing, you will lose some control, even if you are actively involved in your email marketing campaigns. This can be frustrating, and at times, you might have emails that go in the wrong direction to what you were planning.
How To Mix The Two
Remember there can be positive aspects to hiring an email marketing agency. However, you might want to use an email marketing service like Fluttermail to send emails through, and ask an agency to design the email with your guidance.
This way you get the benefits of the agency, without any negative aspects. It is important you collaborate with your email agency and let them know what services you want to offer on which week, and the direction you want to go in.
By setting goals for your email campaigns you can better control the service and the results.
Do you use an email agency? What are the benefits for your business? What are the costs?
There is a lot of choice in today’s world and your prospective customers could choose you, or another provider, to solve challenges they are experiencing.
When looking for solutions to problems, customers will often use up to three social media channels to research products or brands. Interaction with leads on social media will allow you to collect information on prospective buyers of your products/services to help you market to them.
This might seem pointless, as you may think that if the customer is researching the product then they are ready to buy. However, this isn’t always true. Only 2% of purchases are completed on the first interaction and 3% happen on the second interaction.
Amazingly, 80% of purchases can occur between the fifth and twelve interactions so to ensure you have the chance to reach this number of interactions, you should develop a strong lead generation process.
Here are the three basics of a good, lead generation system.
1. Definition Of Your target Audience
You need to decide who is interested in your product, needs it, and can afford it. Not everyone will match all three criteria.
You can use various demographics to build up your ideal customer profile. This might include: age, gender, financial resources, area they live in and likes/interests. It might also be useful to imagine your target audience as a real person. Give them a name, a job, and a history. This contextualises your ideal customer and makes them seem more real.
At the same time try to identify:
- Their pain point – Why they need your product/service.
- Objective – What is their objective in getting you to solve their problem.
- Information sources – What do they use to research products/services (i.e. social media, search engine, local media, etc.)
From this information, you can create ideas for marketing your business and its solutions.
2. Content Marketing
Content is a valuable resource for lead generation. There are over two million blog posts published every day, and enough YouTube videos published every second to take 24 hours to watch. The best content marketers develop strategies that attract target audiences with useful information that helps solve their issues.
Articles, ebooks and social media updates all help businesses to collect details such as email addresses, names, and budgets. With this information, you can create more content that is relevant and focused on the needs of the prospect.
For all of this to happen, you need to plan. Create content that builds a story and trust. You can’t develop a strong lead generation system by just producing something in five minutes. It takes time and analysis to create an effective system.
3. Lead Management Process
This is the process where you manage leads from their initial interaction with the business up to the sale. Using the best tools and data monitoring assets available, your marketing team should be able to give you a detailed overview of the best ways to spend your marketing budget to achieve success.
If you want to develop an effective process, you need to follow six important steps. These are:
- Identify the metrics to measure
- Define when a prospect is sales ready
- Create a sales funnel with stages and status
- Design and implement lead processing and routing
- Develop a model for lead scoring
- Implement a combined sales and marketing SLA
With this in place, you can ensure you are creating leads, processing them through a pre-determined and measured marketing path, and look to close the deal at a point when you know the prospect is going to be receptive.
Your audience has a choice. You need to make sure that when they make a final purchasing decision, you are at the top of their list. To do this, you need to identify your ideal customer, create a plan for your marketing content and produce a system to process leads which highlights when to pass a lead onto sales.
How is your lead generation system? Have you created any lead generation processes?
Let us know in the comments below.
Cart abandonment is a serious challenge in ecommerce. On average, 65.45% of customers will abandon their carts for a variety of reasons. However, research has also found that abandoned cart rates can be as high as 80%.
This is lost revenue for your business and one website states that this could be worth up to $4 trillion to US businesses. If you want to know the impact on your business last month – double the revenue you made.
Therefore, you should seek ways to minimise the number of carts abandoned on your site and bring those customers back to your website. The good news is that studies have shown that 64% of customers who abandon carts can be brought back within 48 hours.
So, what are the best practices for your small business?
1. Add An In-Cart Chat Option
Not all customers will be web-savvy, or they may experience issues during the purchasing process. This can frustrate them, and if they don’t have support, then they may abandon their cart. That is why you need to offer this customer support.
One way is to add an in-cart chat option where the customer can speak to you live during the purchasing process. These aren’t expensive and can be added to most websites. However, they will require constant monitoring.
2. Allow The Customer To Edit Their Cart
The longer you allow the customer to edit their cart, the more flexibility you offer. If a customer is forced to exit the purchasing process to make a change, then they could become frustrated that the process is not easy.
It also gives them an opportunity to exit the whole process. Instead, the customer should be given the chance to make changes right up to the payment page so they can add, remove or change products to get the best deal for them.
3. Add A Wishlist Or ‘For Later’ Option
Sometimes customers don’t want to make a purchase straight away. They are just researching prices and options now, to buy later, perhaps when they’ve been paid or when they’ve spoken to friends and family.
If you don’t include a ‘save-for-later’ option, you could lose the potential customer if they become frustrated at having to search for the product again.
Another option is to have a recently viewed product section on the website that reminds visitors of what products they looked at when they last visited your website. This should be based on the IP address of the guest.
4. Capture Their Email Address
Even though customers might prefer not to sign up to an account on your ecommerce store, it is good practice to capture their email address. This enables you to send reminder emails about the products they’ve added to an abandoned cart.
The first email should be sent to the prospective customer one hour after they’ve left the website. The next email should be sent 24 hours later. In these emails, you should remind the customer of the product they took an interest in and include a link to a cart with the item already in it.
You might also want to incentivise the purchase by offering a coupon, free delivery, or a gift for when they click through and complete the purchase.
Research has shown that reminder emails sent within one hour have 80% open rates and 20% click through rates. The software for this system can be easily added to your website and run automatically.
Your ecommerce is losing you money. When carts are abandoned, the potential revenue is lost, and this could stunt the growth of your business. There are numerous ways you can reduce the impact of cart abandonment, but you should also run an email campaign that brings customers back to complete their purchase.
How do you reduce cart abandonment? Do you automatically send out reminder emails?
Let us know in the comments below.
A recent report found that email marketing is still one of the top marketing channels, according to both marketers and consumers. Its ROI is the highest for any online marketing path, and it can offer better rewards than most offline marketing channels.
The effectiveness of your marketing depends on the quality of your list. The better the match of the mailing list to your target audience, the greater the effectiveness of your campaigns. Likewise, how you sign subscribers up to your list can make the difference between conversion or not.
The opt-in process can be challenging. There are legal restrictions to consider as well as how your subscribers might react. Here are five best practices to help you create the perfect process.
1. Give The Audience A Choice Of Email Frequency
In the recent report from Marketing Sherpa, the survey found that customers prefer to set the frequency at which they receive emails from the brand. Therefore, by offering your subscribers a chance to determine how often you contact them, you can get your relationship off to a good start.
The top options to offer could be weekly, fortnightly, and monthly. While you might think that this stifles your marketing efforts; using segmentation could automatically reduce the number of emails sent to an individual subscriber that complies with their request.
2. Confirm Subscription
This is a legal practice in most countries – but not all. When someone enters their details on a sign-up form, send an immediate email to confirm their subscription. The new subscriber will then need to click on a link to confirm their subscription.
In the United States, this is a legal requirement. While it is not a strict requirement under UK, Canadian or Australian law – it is highly recommended in all countries. It does also provide you with some protection. These countries have strict anti-spam laws, and double opt-in provides you with evidence that the subscriber had intentionally subscribed, and it wasn’t entered by a robot or another person.
3. Collect The Right Amount Of Information
The more information you collect from subscribers, the better you can segment your email list and send relevant emails, and the easier it is to maintain your list.
In contrast, the more information you request – the fewer new subscribers you’ll attract to your list. Consider what information you really need and what information you could collect from your audience through your email marketing campaigns.
For instance, you could collect a name and email address and then ask subscribers to provide more details further down the line, or, monitor their behaviour to collect further information.
4. Provide Value To Your Opt-in
To increase the number of new subscribers, you should entice your audience with an offer. Free ebooks, discount codes and other freebies are the perfect gifts to attract new signups if the offer has value to the audience.
Don’t give away your freebie too easily either. And don’t use a pop-up that will give them access as soon as they’ve signed up. Instead, wait until after they’ve confirmed their subscription via double opt-in and then send their reward via another email.
5. Don’t Use A Pop-up
From January 2017, Google will introduce an algorithm change in their search engine that gives a negative rating for any pop-ups that aren’t required by law. The target is pop-ups suggesting the audience subscribe to a mailing list.
Therefore, using landing pages for offers is going to be the better option when generating subscribers and will enable you to still rank highly on Google search results. If people can’t find you – they can’t subscribe.
Email marketing is one of the best channels to sell to your audience. It helps you build trust and give relevant offers to list members. To get the most out of your marketing campaigns, you need to have the best quality lists, and this starts with your opt-in process.
Using the tips above you can start to manage your business’ email opt-in process and acquire a better marketing list to help you grow your revenue.
What are your email list opt-in tips?
Let us know in the comments below.
Your email marketing list is important to help you grow your business but you need to be managing it the right way.
Did you know that the average unsubscribe rate for a mailing list is approximately 0.53% or one out of every 200 subscribers?
Losing subscribers is not always bad; especially if they no longer have an interest in your brand’s message. Losing old subscribers means you can spend more of your time and money focusing on those who could potentially be converted into customers.
In fact, every so often, you should be removing subscribers from your mailing list who aren’t interacting with campaigns. Go through your list at least once a month. Send a re-engagement email to accounts that have been inactive for six months, if they don’t respond to the re-engagement email within two weeks at most, remove them from your mailing list.
Despite your best efforts to re-engage disinterested subscribers, the bottom line is that you will lose some and without the right action, you might even end up with a diminishing list. What you need to do is grow your mailing list.
Not All Growth Is Equal
Most businesses with email marketing campaigns understand the need to grow their lists, for example with whitepapers, online seminars, trade shows etc.
However, there are some methods to grow a mailing list, known as black-hat techniques that you should avoid. While they may get some results, their true value and legality are often questionable.
So here are three things you should never do when you are growing your mailing list.
1. Buy A Mailing List
This is a quick way to gain loads of new contacts and start promoting your business, yet it is also a quick way to get your mail server blacklisted and your reputation ruined. Some of the other reasons why you shouldn’t buy a mailing list include:
- Poor results – a bought list has very low returns compared to an organically grown list.
- Loss of reputation – your company is seen as a spammer, and this can damage your long-term prospects.
- Fines – Most countries have laws stating that you must have permission from the receiver when sending an email. Without it, you could face a fine.
Don’t be caught out by sellers who state that their lists are clean, carefully selected for your business or any other promise. A bought list breaks laws and terms of service with most email marketing software providers.
While it takes longer to grow a mailing list without buying one, it is worth the effort.
2. Neglect To Fulfil On Promises
If you’ve promised all new subscribers get 20% off their first order with you, don’t go back on that promise. It’s unprofessional, and your audience will abandon you very quickly. They might also post negative reviews about your business practices on third party websites which can damage your long-term prospects.
If you want to offer a deal for those subscribing to your mailing list, then thoroughly consider what you can afford and are willing to offer. Don’t price yourself out of business, but it does still need to be enticing to the customer. One option might be free delivery or a free gift with their first purchase – something that adds value to the order rather than takes it away.
3. Don’t Be Too Generic With Your Targeting
You might think that numbers matter on a mailing list, but in truth, they don’t matter as much as you think. You could have thousands of contacts, but if none of them has the resources, need or authorization to buy your products then those contacts are useless.
Instead, look to attract valuable contacts who are more likely to convert. Everyone else is just a distraction.
Are You Growing Your Mailing List Right?
Your mailing list is valuable. It is part of your sales process, and it can earn you a fortune if you create the right campaign and attract the right contacts to your list. If you don’t, it can be a waste of time and money. Therefore, don’t fall into bad habits and ensure you have a priceless mailing list.
How do you grow your mailing list? Do you ever audit your approaches?
Let us know in the comments below.
Social media isn’t known for its sales. However, it still plays a prominent role in the digital sales process that many startups can actively utilise to increase revenue. The use of social media is demonstrated by some important statistics:
- 90% of young adults (18 to 29 years-old) have at least one social media profile.
- The average person spends a quarter of their internet time on a social media platform.
- Consumers say social media is as much of an influence on their purchasing decisions as television.
- 33% of millennials prefer to use social media to communicate with brands than other platforms.
- 74% of salespeople who beat their quota in 2014 used social media extensively in their campaigns.
Social media doesn’t just impact direct sales. It can help your site to be found on Google, increase inbound links and generate leads when social media users sign up to your mailing list.
Difference In Platforms
Of course, it is important to ensure you are on the right platform for your audience. Certain audiences prefer to interact on different platforms; for instance, younger audiences prefer SnapChat and Twitter, while older audiences prefer Google+ and Facebook.
However, despite this, there are certain social media platforms where brands are not well received by users, an obvious one is SnapChat.
So, if you want your business to start using social media, you need to be sure to focus your efforts in the right place.
How To Get Started With Social Media
If you haven’t started with social media yet, then you are already behind many of your competitors. Research has shown at least 81% of small and medium businesses use social media, but that doesn’t mean they are all being effective.
Typical reasons for failing to get results from social media are not knowing the best metrics to use or how to create an effective strategy. In fact, 55% of small businesses struggle to develop their social media strategy.
So here is a quick guide on how your business can start using social media.
- Choose the social media platforms you want to use. You can choose as many or as few as you think are valuable for your business. These should be platforms that can present your business in a positive light.
- Get on the social media platforms and start interacting as an individual. Start building a network of contacts and interact with them. Remember to promote your knowledge and expertise rather than your products actively. If you come across as too salesy, then people won’t want to interact with you.
This will help you to discover the norms and socially acceptable values of the social media platforms you’ve chosen.
- Connect with social media users who are like your current clients. This can easily be done by looking for keywords your clients use.
- Share, comment and communicate with your potential clients on social media. There is nothing more important than appearing to be sociable with your contacts. If you only share content about your business, then you aren’t going to get the response you wanted.
- Choose metrics and measure them. There is a debate on what metrics are important for social media. However, as a basis, use these statistics to engage how successful your campaigns are:
- Number of connections, likes or followers.
- Number of shares of your content.
- Website traffic generated because of your social media content.
- Number of new leads developed through social media.
Social media is an important part of our lives. Too many businesses and consumers are using it for your business to ignore it. If you aren’t using social media, then your competitors probably are, and you will lose out.
Start your social media campaigns today to increase your business’ revenue.
What social media platforms do you use? How much time a day do you spend on social media?
Let us know in the comments below.
The money is in the list. This is the advice of most marketers, and the statistics support it. Email marketing has had the highest ROI of any digital marketing platform for the past decade and with limited costs, endless design options and being easy to monitor – email is perfect.
There is a challenge, however – growing your email list, and this is where people can often feel compelled to cheat, either by spamming their way to longer lists or by purchasing them from third parties.
Both are less than desirable. Buying an email list is illegal, and you can be fined if someone receives a marketing message from you that they didn’t give you permission for.
Spamming, while not technically illegal, annoys your potential customers and makes it harder for you to build trust with them.
So, what options do you have for growing your email list without spamming? Here are eight for consideration:
1. Smartphone Apps
Smartphone usage has now reached over one billion, so not utilising Smartphones within your list building is a wasted opportunity.
One option is to allow people to use an app you’ve created simply by entering their email address.
2. QR Codes
While QR codes aren’t new and adoption is slow, they are still useful and can help you grow your marketing list without issue.
Simply create your QR code and attach it to your marketing materials (leaflets, business cards, posters, etc.).
All potential clients need to do is scan the code with their phone and they’re sent through to a signup form. Simple, easy and far-reaching.
3. SMS Marketing
If you’ve got the mobile number of a prospect, then you can send them an SMS message. In this, ask them to respond with an email address if they want to receive marketing messages from you.
This is a fantastic way to cross-market platforms and gain more interactions with already engaged prospects.
4. Run A Competition
A competition is hard to resist, especially if the prize is something of value.
Having the prospects signup to your newsletter to enter the competition is not just easy, it’s also a great way to grow your list. Remember a good competition has several components:
- A clear deadline for entries.
- A prize that is related to your business and valuable to your potential customers.
- Easy ways to enter.
You can make your competition more valuable by offering prospects further chances to win by following you on Facebook, Twitter, Instagram, etc.
5. Give Them A Gift
Free gifts are just as hard to resist as competitions. They also offer you a chance to demonstrate the quality of your product or expertise of your service.
You should give away something that will be valuable to your customer such as an ebook to solve common challenges, case studies, whitepapers on the latest trends or to-do lists for your potential clients.
6. Be Subtle
Don’t plaster your mailing list everywhere on the web. Some companies make every social media update and blog post about their mailing list.
Instead, be subtler and attract people with offers, competitions and good writing rather than demands and heavy promotion.
It’s Not Just About Adding Names To Your List
By following the tips below, you can reduce your churn rate.
7. Don’t Email Too Frequently
Emailing too frequently means that people will get bored of seeing your emails in their mail box. At the very least they will delete your emails without opening them or just unsubscribe.
Try to minimise email marketing messages to one or two per week at most.
8. Don’t Always Promote
Sometimes the best marketing message can be about the client. Giving them some information that can help them solve a challenge or improve their life/business. If you prove you aren’t just going to talk about yourself, then people will remain subscribers.
Email marketing is great. It has a substantial ROI and can be tailored to your business. However, sustainably growing your email marketing list can be a challenge. It doesn’t just mean attracting subscribers to your list; it also means keeping them on it. Use the tips above to increase subscriptions and reduce list churn.
What is your subscriber churn rate? How do you attract prospects to your mailing list?
Let us know in the comments below.
Your email campaigns will be better received by your audience if your email messages are branded.
Branding introduces reliability, expectations and above all trust to your subscribers. These are all the qualities a potential customer wants to see.
Here are six simple steps to make your email marketing campaigns better aligned to your brand.
1. Add Your Logo
There is nothing more important than your logo within the body of the email. It is the symbol of your business, and your audience should connect it with your brand within seconds.
A good logo will also describe who you are and what your business’ values are.
There is no one, best location for your logo. However, it could be useful to place the logo at the top for immediate identification, or at the bottom where your signature would usually go.
2. Use Colours That Represent Your Brand
Don’t be too free with your colour choice. Colours have an emotional impact on the reader, and certain colours will represent your brand more than others. For example, blue colours tend to represent expertise and authority while red can be perfect for passionate brands.
Be careful with certain colour combinations as some are copyrighted. While you might not be sued if you are in a non-competitive industry, certain big brands might take offence if you sell similar products and use a similar colour or combination of colours for your logo.
Colours used within the body of the email should complement your logo.
3. Add Visuals
Visuals are an important aspect for your marketing emails. They put your email into context for your audience, making it easier for them to understand your offer or message.
Many sites offer quality visuals, e.g. Pixabay and these photos are free for commercial use. Another site to take a look at is FreeDigitalPhotos.net, which can be free to use for a reference, or images bought for a reasonable price. Check the terms and conditions of any images you use and/or purchase carefully.
Or, if possible, you could take good quality, high-resolution photos yourself.
4. Use Consistent Fonts
In the same way that colours can distinguish your brand and its ethics – so can the font you use. Customers will expect your brand to use one or two fonts in all its communications. Your chosen fonts can say a lot about your brand and how it operates.
Don’t constantly change the font you use in emails. It can get confusing for your audience, and lower the success rate of your campaigns.
5. Include Relevant Links
You may think that links have nothing to do with branding, but it can be the aspect that signifies your brand beyond the email. For instance, if you connect to blog posts, then you are saying that information is a key aspect of your brand, if you connect to a social media page, you are identifying interconnectivity and communication as having a major role.
Think carefully about what you want your brand to represent and then express this by your choice of links on your email.
6. Find Your Voice
Each brand has a unique way of speaking to their audience. Some will emphasise formal sentences while others will be informal. Finding your voice, and keeping it consistent is of vital importance and each tone and style will attract a different audience.
Think carefully about your audience and how they talk to their peers before you decide on any particular voice for your brand. At the same time, consider how your staff speak.
And, keep it consistent. If your mailing content speaks one way, but then the customer gets another style when they contact your customer services, they could get confused and even wonder if they’ve contacted the right business.
Branding Your Emails Couldn’t Be Easier
With these six points in action, your emails will be better placed to connect with your audience. You should start to see open rates and click-through rates increase and with better results will come higher ROI on email marketing, more revenue, and growth within your business.
How do you brand your email marketing messages? Have you changed it recently and regretted it?
Let us know in the comments below.