How Did These 2017 Email Marketing Predictions Work Out?

Were the email marketing predictions right?

Early in 2017, there were at least seven email marketing predictions made for the year ahead. Now it’s 2018; we want to look at whether these trends came to pass, or if they were completely wrong.

Here’s our verdict of what happened.

Prediction One: Data-Driven Marketing Will Rule

To be honest, this prediction was true even before the year had started. Data-driven marketing is not just good practice; it’s the only way to optimise your marketing, retain customer loyalty, and return the highest return on your marketing campaigns.

Data is valuable but only if used right. You should be looking at the behaviours of those on your list and determine what the next piece of relevant content should be for them in their customer journey. Then you should send only relevant content to them. Anything else is a waste of time, resources, and potential revenue for your business.

Prediction Two: Mobile Payments Will Come To Inboxes

While mobile payments have come to the email marketing sphere, they aren’t commonly used yet. There are a couple of reasons for this. Firstly, security and privacy – consumers might be apprehensive about payment requests in emails because they look like malicious emails sent every day.

Another concern is cart abandonment. Is there a fool proof way to determine who is interested but not completing an order?

Prediction Three: A Revolution In Email Designs

Some predicted that email personalisation would reach a new level with the design of the email changing based on the subscriber and their preferences/behaviours. This is certainly a powerful trait if it could be realised, but there has been little adoption of this practice.

It wouldn’t take much to implement this strategy, so perhaps this will happen in the coming year? The biggest challenge here is those who view the email online who aren’t subscribers, or when a subscriber forwards an email on to someone else. Will the email change with the new user or will it look ugly with the heavy code it will need?

Prediction Four: Advanced Automation

Automation has been a key factor of email marketing in recent years, and technological improvements have allowed for the processes to get even better. Without automation, costs are high, but now automation allows your business to send emails based on simple behaviours and actions they’ve taken.

Not taking advantage of these can put your business at a serious disadvantage. Instead, you should look at expanding your automation to include the following activities:

  • Cart abandonment.
  • Email response behaviour.
  • Inactivity for a set period.
  • Landing on a page.
  • Viewing a product online.
  • Purchase

These are critical activities for customers and should therefore have an element of automation.

Prediction Five: Behavioural Data Will Shape Marketing Campaigns

This is one of the developments of 2017, with devices like Amazon Echo and Google Home being extensively used. While these devices have had issues, they are highly useful tools for marketers that can determine a user’s likes, dislikes, and consumer purchasing behaviour.

Other data sources can also feed into this information to give marketers a significant picture of how users live and determine what they need and when. Therefore, customers can be provided with the most relevant information at exactly the right time.

Prediction Six: An Email Address Isn’t Enough

Those who thought this was a new trend are certainly wrong. The more information you have on your prospects, the better you can give them the information they need to make an informed purchasing decision.

At the very least you need to collect their name and behaviour on your website. Also, you can collect other information such as interests, objectives, and who they’ve worked with before. This can be collected via a few different tools.

Prediction Seven: Email KPIs Will Not Just Include Open And Click Through Rates

Beforehand we always looked at how many people opened and clicked through from emails. These were benchmarks we all assessed email campaigns against. However, in today’s modern world, these aren’t enough, and there are other statistics we should be looking at to determine the success of campaigns and what the next stage in email strategies should be.

The main adoption would be ROI. However, other statistics will become useful including renewals, repeat orders, etc.

Conclusion

There were lots of predictions for email marketing in 2017. Some have already come to pass while others have not yet. In 2018, we are going to see more email marketing trends develop and the campaigns becoming more effective. After all, email marketing still reigns as the most profitable digital marketing sales avenue.

What changes have you made to your email marketing in 2017? What changes will you make in 2018?

Let us know in the comments below.

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The Best Email Marketing Subject Lines Ever

What are the best email marketing subject lines?

The subject line you use in an email is more important than you probably realise. 47% of email users will open an email based on the subject line alone. In addition, some 68% of email users will unsubscribe from an email marketing list based on your subject line.

These statistics aren’t surprising when the average person receives 100 emails per day. To stand a fair chance, research has shown that your email subject lines should be brief, descriptive and contain the following:

  • Personalisation
  • A reason for the reader to open the email.
  • Urgency.

This sounds like a lot for a single line. But it is achievable. There are some great examples of email marketing subject lines, and they can often be grouped into several different categories.

Below we have given you some examples, so you can try to identify what subject lines most align with your offer and message. Then you can tailor these to be specific to your audience and brand.

Fear Of Missing Out

Nobody wants to miss an offer, and brands take advantage of this psychological need of consumers. Subject lines that want to use this either contain scarcity and/or urgency. Time-sensitive emails especially have proven to increase open rates.

Some good examples are:

  • “Uh-oh, your prescription is expiring.”
  • “You’re missing out on points.”
  • “[URGENT] You’ve got ONE DAY to watch this…”
  • “Your 7-figure plan goes bye-bye at midnight…”
  • “[WEEKEND ONLY] Get this NOW before it’s gone…”
  • “Mary, Earn double points today only.”
  • “Tonight only: A denim lover’s dream.”

Two things to note; writing in capital letters is sometimes viewed as spam, and personalisation, such as including offers relevant to subscriber activity, can increase open rates.

Curiosity

People love to make discoveries, and email subject lines that attempt to hide some information can receive higher open rates. There are several ways you can do this, which include leaving your subject line open-ended or asking your audience a question.

Some good examples include:

  • “*Don’t Open This Email*”
  • “Last Day To See What This Mystery Email Is All About”
  • “Is this the hottest career in marketing?”
  • “9 Disgusting Facts about Thanksgiving”
  • “A faster donkey.”
  • “? a surprise gift for you! {unwrap}”

Humour

Including humour in your emails can be really successful because people love to laugh, which is why comedy programmes, like Friends and The Big Bang Theory, become huge hits and multimillion-dollar programs which keep viewers coming back again and again.

The two programs mentioned use their own version of the subject line (Episode Title) to make a humorous remark to entice audiences to take interest in the episode.

Likewise, you can create subject lines that make your audience laugh and want to open your email.

  • “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
  • “Pairs nicely with spreadsheets”
  • “Need a day at the beach? Just scratch n’ sniff your way to paradise…”
  • “Try To Avoid These 27 People On New Year’s Eve”
  • “Yes, I’m Pregnant. You Can Stop Staring At My Belly Now.”
  • “NEW! Vacation on Mars”

Pain Point

If you really understand your buyers, which you should do, then you’ll know their pain and what they need to resolve their issues. Some good examples are:

  • “Feed your guests without breaking the bank.”
  • “Where do all these toys go?”
  • “Get more kitchen space with these easy fixes.”
  • “Stop wasting money on ink.”
  • “Your beauty issues, solved”
  • “Since we can’t all win the lottery…”
  • “Stop wasting time on mindless work.”
  • “Learn a language with only 5 minutes per day.”

Personalised

People want to feel special and that an email sent to them is literally only for them. They also want to have content that is relevant to their needs and behaviour. There’s no point sending a discount for kids’ clothes to someone who has no children!

Research has also shown that personalisation can boost email open rates by 29.3%.

Some good examples of personalisation emails are:

  • “Mary, check out these hand-picked looks.”
  • “Happy Birthday Mary – Surprise Inside!”
  • “Mary, do you remember me?”
  • “I didn’t see your name in the comments!?”
  • “Are you coming?”
  • “You’ve Changed”
  • “So I’ll pick you up at 7?”
  • “Crazy Invitation, I am Going to Buy You Lunch…”
  • “Vanilla or Chocolate?”
  • “Seriously, Who DOES This?”
  • “you free this Thurs at 12 PM PST? [guest blogging class]”
  • “Thanks for helping us.”

What subject lines will you use for your business? Have you tried any others that have worked well?

Let us know in the comments below.

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The Integrations Mailchimp Recommend

What apps could you use to improve your business

Running a business can be challenging. There are so many tasks to keep up with and it might seem that you are ‘chasing your tail’ at times. The simple answer to this is to automate and use software to help you manage simple tasks and free-up your time.

MailChimp has a list of integrations that it recommends using on your website or within your organisation to help you manage your business. Here’s a list of the programs the site recommends; they will make your life around the office a lot easier.

1. Envoy

Do you have lots of visitors to your office? These visitors are a potential customer, and their long-term value can be greatly enhanced if you are able to capture their details as they enter your office.

Envoy is the perfect app for this purpose. The visitor registration app integrates perfectly with email marketing software, so you can capture who has arrived and when, and their contact details. You can even segregate visitors based on the reason for their visit (i.e. lead, customer, partner, etc.).

The sign-in details can be taken on an iPad or another mobile device at the entrance, and their details are automatically saved – no need to manually add them later. Then, once they’ve left, you can send them follow-up emails or another automation series to help convert the lead.

This system might even work in shops if you offer customers a chance to register.

2. Planyo

If you attend meetings, then you need to be organised. Your time is precious, and you can’t be wasting time booking in meetings manually, or accidentally double booking yourself or a member of your team. Planyo is a reservation software app which can help with organisation and save you time.

Once a booking has been made, Planyo will sync the data to that on your marketing list. You can then have a series of automated reminders sent to you, relevant team members, and those who have arranged the meeting.

The advantage of this program is that it can automatically tell relevant people about the meeting, so they can prepare. Perhaps your reception team can be prewarned, so they have refreshments ready and have a briefing of who’s arriving – it does make a great impression.

3. Typeform by Zapier

If you want your business to be a success then you will need to collect feedback from clients, opinions from your staff, and information from your partners. This information can form the basis of your business improvement initiatives, so you can develop and improve.

Typeform is a simple application that helps you collect this information for your business. The application uses attractive looking contact forms, questionnaires, and other forms, to glean this information from your target audience.

The application can be integrated with your business’ marketing list, so you don’t have to manually collect details; it can be done automatically so you can just analyse the results.

4. Google Analytics

Do you know how to improve your business’ web performance? Track the behaviours of visitors and learn what is generating sales and what is preventing them. You can then replicate success and remove failing pages from your site to improve conversion rates.

One of the best applications for this is Google Analytics. There’s a wealth of information available for free that can tell you where, when and what a visitor is doing on your website. You can track their behaviour to see which pages a visitor views and where they exit your site.

An essential integration for any business owner with a website.

Conclusion

There’s a lot of potential power in these applications, and although MailChimp recommends them, it isn’t just MailChimp that these can integrate with. Many websites can integrate these apps too, and you can immediately build and improve your business’ current performance with them.

What integrations do you use with your marketing list? How much time could you save using these integrations?

Let us know in the comments below.

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How The Top 5 Brands Do Their Email Marketing

How can your business learn from the top five email marketing campaigns?

Nothing works better than success, that’s the only certainty in business. You can look at the top five brands and how they do email marketing to discover how they all connect and sell to their audience. If you can learn from their campaigns, you can avoid a lot of mistakes which newbie email marketers tend to make.

So, who are the top brands and how are they creating a storm with their email marketing?

1. Amazon

There’s probably no bigger brand than Amazon. Last year, Amazon achieved sales of $22 trillion. Part of their strategy is to reach out to customers who have abandoned their carts and those who have bought similar items previously. They also send emails to customers who buy products regularly (i.e. ink cartridges).

Sending these emails has three effects:

  • It helps to bring back customers who have abandoned carts. This can help to increase revenues significantly.
  • It reminds customers about products that need regularly replacing.
  • It helps generate additional income by offering products they know past customers should like.

2. Mumsnet

The UK’s largest parenting website provides a great example of marketing automation. They base their automation marketing campaigns on a journey. For example, their pregnancy campaign is set around your due date – you simply enter your due date into their system.

In addition, they have campaigns which are responsive to actions you take on the emails. Therefore, subscribers aren’t receiving irrelevant information.

Things you can learn from Mumsnet:

  • Customers are on a journey and you need to match their place on that journey with your email campaigns.
  • Automation saves time and is valuable to your audience.
  • For more relevance to your audience, you should tie in campaigns to your audience’s actions on previous emails.

3. BuzzFeed

While you might think big brands don’t need automation or big email marketing campaigns you’d be wrong. BuzzFeed is the perfect example. They have one of the highest visitor rates in the world, but they aren’t there just to share cute GIFs. They have very active email lists and campaigns.

They have over 20 newsletters that vary in topic from Health and Beauty, to pets. These email campaigns contribute to about 20% of their monthly traffic, and the average email visitor spends about three more minutes on the site than visitors from other channels.

One of the best examples of newsletters they have is their courses, which are fully automated.

What can you learn?

  • Email marketing can contribute to 20% of your traffic.
  • Email lists should be designed for the specific needs of your audience with segregation being a significant factor.

4. Grammarly

This is one which all brands should take note of. They didn’t just market their services; they offered social proof by using a fan’s tweet and pairing it with a relevant upgrade offer.

The proof was delivered by an embedded tweet within the email. And everyone knows that social proof is highly trusted by audiences and can help you sell more in the long-term.

What can you learn from Grammarly’s email campaign?

  • Social proof in your emails can help build sales.
  • You need to monitor social media channels for relevant content relating to your brand.
  • Integrating emails with social media can be powerful.

5. Canva

Most of Canva’s services are free; they only have a small percentage of paid services. While their services are good, so are their emails.

They keep information and the design minimal to keep the reader focused. It helps the subscriber to take specific actions depending on the email sent. They also include a lot of whitespaces which increases understanding by about 20%.

Finally, they send emails to users who haven’t been on for a while. This helps them bring back users and subscribers to their services.

What can you learn from Canva?

  • Emails can be used to re-engage your audience.
  • Emails with less content can perform better.

How Will You Improve Your Campaigns?

If you are looking to improve your business’ email campaigns, there’s no better set of teachers than these companies. The examples above are of the best campaigns that sold and raised awareness.

How will you implement their best tactics in your business? What tactics do you already use?

Let us know in the comments below.

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What You Can Do To Make Sure Your Email Is Read

How can you get your emails opened

Sending emails is not enough, they must be read to be of any value to your business. But getting them read by your audience can be challenging. There are so many emails delivered to your audience’s inbox every day that yours could be overlooked if it doesn’t grab their attention straight away.

So how can you ensure your emails are read and get your audience to take the next step in your purchasing path?

1. Make Your Subject Intriguing But Specific

Audiences don’t like too big a surprise – they want to be sure that what they are opening has relevance to their needs or wants. At the same time, you don’t want to give the whole game away. Otherwise, they won’t read the email because there is going to be no new information for them to gleam.

2. Be Provocative

Sometimes, you need to try to get the audience to react strongly to your email. If they feel strongly about an email subject, they are more likely to open it to see if your views match. It’s the same kind of reaction that humans get about hearing of a secret, they instinctively want to know what the central message is.

3. Be Negative

Titles with negative words have higher open rates than those with positive titles. Why? Because as humans, we like to know we are better than someone else. So, you might create a title about the worst website design principles or terrible accounting practices because people want to know that they aren’t doing them to make them feel better about themselves.

Use words like:

  • The worst
  • Absolutely wrong
  • No fewer
  • Diabolical

4. Offer Exclusivity

People want to feel special about what they are reading. So, you should use words like VIP, special, exclusive etc. These are words that make people think they are part of a small community or that the offer is only for them. It increases their buy-in and their need to read the content to not miss out on whatever’s in the central message.

5. No Capital Letters

In email etiquette, words written entirely in capital letters are considered to be shouting at the audience. This is something that most people don’t enjoy so it’s best to avoid it whenever possible. Also, email filters are looking out for words in capitals and will block emails that contain a title without any lower-case letters.

5. Be Controversial

Don’t have a mainstream opinion about a current, trending story. That’s boring, and the audience has probably read the same arguments about a dozen times. So, what makes you different from them? Nothing.

Instead, take the opposite approach and be a little controversial. You could gain a little virality and be seen as someone with an original point of view.

6. Send Your Email At The Right Time

While people know that email messages don’t disappear, the evidence does suggest that emails have higher open rates at different times of the day. For many B2C organisations, the best time to send an email is often between 8 pm and midnight. But that doesn’t mean that’s right for your audience; you need to do A/B testing for your business’ audience before settling on the best time.

You should also look at what day to send emails. Some evidence suggests Tuesday to Thursday, but other evidence states that the weekend is a good time for sending emails.

7. Don’t Use A Brand Name For Sender Details

Just using a brand name for your sender details is going to reduce your open rate. Instead, you need to look at using an individual as the spokesperson for the organisation.

Conclusion

Getting your emails opened is important. It helps improve sales and can grow your business without too much expense. You can improve your open rates, and therefore your sales by using some of our tips above.

How do you maximise open rates? What time and day do you send your emails?

Let us know in the comments below.

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This Is Why You Should Not Buy An Email List

Don’t buy an email list

An email list is one of the best marketing assets your business will have. The Return On Investment for email marketing far exceeds that of any other digital marketing streams. That’s why business leaders and marketers try very hard to build a large marketing list.

However, some business leaders and marketers, in their rush to grow a big list, will buy email details. The advantage of this is that you can collect a large list of emails very quickly and with limited cost. But there are significant risks to buying an email list – ones which could make it very hard for your business to even market itself.

Here’s a list of reasons why you shouldn’t buy an email list.

1. Illegal Process

One of the most important arguments against buying an email marketing list is that it’s against the law to market to individuals who have not given you permission to contact them. If you fail to adhere to this rule and market to those who have not given you permission, you can be fined. Without direct communication with the email’s owner – you have no idea whether they have given permission to be contacted for marketing and they haven’t given you permission anyway.

Even a B2B marketing list can suffer the same disaster. Any sole trader or partner business is treated as an individual and therefore, you need their contact details. Incorporated emails can only be emailed without permission if they don’t contain any identifiable information, i.e. their name.

2. Fake/Outdated Email Addresses

Fake or outdated email addresses are a major issue when buying an email list. Even email address you can’t deliver to increase your costs to send but offer you no benefit. Also, they can slow down your email server which can affect how your business works.

Also, if you use email marketing service providers, fake and outdated email addresses uploaded to their servers will be reported. In most cases, the email marketing service provider will cancel your contract.

3. Low Engagement Rate

Email marketing lists that are bought have a significantly lower engagement rate than those which are collected organically. Therefore, the return on investment can be significantly lower, and in fact, the money might as well be spent on other, more white-list strategies such as SEO and PPC.

4. Blocked Email Server

One of the costliest repercussions of your email marketing list being bought is that your email server can be blacklisted. This happens when too many of your ‘subscribers’ state you are spam, or complain that they didn’t subscribe to your marketing emails. Eventually, a mail server will be blacklisted that will prevent emails from being delivered.

The only way to repair this is to start over with your email server – but this is very expensive and time-consuming.

5. Morale Killer

Whether you work on your email campaigns, or another member of your team does, using an email marketing list can be a morale killer. Imagine you buy a list of 100,000 and just 100 or 200 of those reply to your email with emails such as ‘not interested,’ ‘stop emailing me,’ or ‘stop spamming me.’ This isn’t good for morale, nor is a higher unsubscribe rate.

This can have a disastrous impact on how you or others see the business. This can lower productivity and lessen positive interactions between those staff and genuine customers. Therefore, real sales can be reduced hurting your business’ revenue stream.

Conclusion

Buying an email list is not the best process for growing your assets and business. Instead, you need to grow your business’ organic email subscription by using lead magnets, online forms, and other methods to attract potential customers to subscribe and read content they want to hear. This might be the long-term strategy, but it is the best for costs and return.

Have you ever bought an email list before? What happened?

Let us know in the comments below.

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The Benefits Of Not Doing Your Own Email Marketing

Email marketing results can be better when you outsource

Many businesses outsource their email marketing hoping to get better returns on their marketing investments and grow their business. In fact, with the ROI of email marketing making it one of the best digital marketing sales channels, outsourcing your email marketing could be a great decision to make.

Here are some of the benefits of outsourcing your email marketing and having a professional digital agency do the work for you.

1. Save Time

While email marketing is cost effective, it can still take a significant amount of time; especially if you aren’t particularly skilled at email marketing. Your time could be better spent servicing your customers.

There are two main benefits of spending more time on your customers. Firstly, you can provide a better service to your current customers and therefore delight them more, improving your customer retainment rate. The second benefit is that you can improve productivity, allowing you to serve more customers and increase your potential income.

2. Better Result Analysis

Do you know how to read the email reports you get? Very few people do. That’s why it’s helpful to get a person who knows how to read email statistics to look at them. They can tell you who’s a non-responder on your email list and should be sent a re-engagement campaign or removed, and they’ll help you determine who’s ready for the next stage in your sales funnel.

This can help you save money and pick up sales that you otherwise wouldn’t get. A typical example of this would be seeing a customer open an email and click through to a sales page several times but not buy. A professional digital marketer should tell you about this behaviour, so you can call the lead and see if you can help them.

3. Better Designs

Everyone judges a book by the cover and your emails are no different. Professional digital marketers can design captivating emails for you to use that will attract your audiences and generate sales.

They will even know what the best copy is for your email marketing campaigns. This will include subject lines, preheader text, body copy and call-to-actions. These can make all the difference to the results of your campaign.

4. Reduce Mistakes

Errors made on email marketing systems are one of the biggest reasons why email marketing results aren’t what they should be. However, a trained and experienced email marketer will be able to spot mistakes and correct them before email campaigns are sent.

Fewer mistakes also gives a more professional image for your brand.

They will also help you to maintain your email marketing within the legal constraints of your country. A breach of the digital communications law can lead to heavy fines.

5.  Greater Consistency

When you set expectations, customers will want to see you match them. This can be in the design of your emails, the timing of your emails or the frequency. If you do your email marketing yourself, it’s easy for you to forget your email marketing during a busy week or accidentally set it for the wrong time.

Any outsourcer will keep consistency in mind and are likely to help you stick to deadlines.

Conclusion

Email marketing is one of the best digital marketing avenues for your brand. Not only is it cost effective but it can achieve more sales than any other digital sales path available. However, some businesses are missing out because they aren’t utilising the skills, knowledge or experience of professional email marketers.

Hiring an email marketer might just be one of the best investments your business makes.

Have you hired an email marketer? How did they improve your results?

Let us know in the comments below.

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5 Awesome Email Campaigns You Need To Learn From

When it comes to marketing to your prospects via email, there are countless designs, content ideas, and strategies that can make or break your business. However, there are also millions of other business email campaigns being delivered every day that you should be learning from.

Here are five awesome email campaigns that you can learn from. Not every email has had the same purpose. Some have been designed to re-engage an audience, others for sales or perhaps a welcome email.

So, what are these five awesome email campaigns?

1. Pinkberry

For whatever reason, sometimes you’ll find that people are no longer reading your emails. It might be because an email address has become old and no longer monitored, or because they’ve grown bored of the content. Whatever the reason, inactive email accounts on your list cost money.

Pinkberry came up with the solution to offer a free frozen yogurt to their account if they respond. It instantly makes the re-engagement campaign more enticing to readers and helps to bring them back into the fold.

2. Envelopes

According to research, nearly two-thirds of all shopping carts are abandoned. That’s a lot of wasted potential revenue on any given website. To reclaim some of those abandoned carts, you need to remind your customers that they’ve abandoned their cart in a series of emails.

Research and tests conducted by MarketingSherpa with Envelopes.com found that sending three emails got the best results. They sent an email 24 hours after the cart was abandoned, then they sent another 48 hours after the cart was abandoned, followed by a third email with a discount code, 60 hours after the card was abandoned.

3. Petflow

The online pet retailer achieved $30 million in sales in 2012. Part of their success is down to their social media and email marketing campaigns. They have over one million fans on Facebook, and they use that to great effect on their email marketing campaigns.

In one email, they bring a lot of elements together to make it a great campaign that is really convincing. Firstly, they add a line of how many units of a particular product have been sold. To add to this social proof, they include reviews from real customers and some Facebook comments.

Finally, to make it really convincing, they add a high-value discount code.

All this combined works because word-of-mouth recommendations (including social media) are primarily responsible for up to 50% of all purchases and customers are more likely to purchase if there are positive reviews about a product/brand.

4. Charity: Water

Email marketing is often thought of as transactional. You send an email to get something in return, purchase, information, etc. However, other emails act as marketing content which can boost your interactions and promote your brand.

The charity Water, is one company that really makes this happen. As soon as someone donates to their cause, their money takes a journey and the customer is given updates along the way. This strategy demonstrates how their donations are making an impact and increase the chance of another donation being made or that the individual recommends the charity to other donor.

5. BuzzFeed

BuzzFeed is a popular email sender. Their subject lines are normally thought-provoking, and they have great preview text that encourages people to read their emails. One example of their tactic is to ask a question in the subject line and give an answer in the preview text.

Another tactic is to give a command in the subject line while the preview text is the next logical thought. This conversational tone makes the emails really engaging which is why they have a high open rate.

Conclusion

There are so many ways to create, design and write emails and some campaigns are awesome. While you can’t copy them exactly, you can learn from their greatness and apply the lessons to your campaigns to improve your open rate and sales.

What campaigns have got you the best results? What made them different?

Let us know in the comments below.

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What Happens When You Spam Your Contact List

What happens when you send spam to your contact list?

Email marketing is a powerful sales tool. But, like with all marketing and sales tools, there’s an element of the numbers game; the more marketing you send, the more sales you’ll achieve.  Therefore, there are those organisations who are willing to ignore laws and email etiquette and send copious amounts of emails to subscribers or to email addresses they’ve had no contact with.

This is called spamming.

While this might sound like a good way to grow your customer base, it’s not. There are significant ramifications associated with this practice. Here’s what could happen if you spam your contact list.

1. You Get Fined

If your contact list didn’t give you permission to contact them, then you could be fined. Many nations have laws against unsolicited marketing emails, and the fines can be high. While most people ignore spam, the more you send out, the greater the chance you will be reported to the relevant authorities.

Never buy an email contact list and always seek permission of any website user, consumer, etc. before you send an email.

2. Higher Unsubscribe Rate

The more people you have on your list, the more profitable your email marketing campaigns are going to be. That is why this loss can be so devastating, but 53% of consumers say they get too many emails from the brands they subscribed to and this has led them to discontinue their subscription.

However, don’t send too few emails, as this can also be a reason for unsubscribing. According to research, once every two weeks seems to be a good frequency.

3. Poor Open And Click Through Rates

If you continually email your contacts, they are going to get bored of your marketing messages, especially if you are sending the same message all the time. This often results in your marketing messages being ignored, binned and forgotten. Statistically speaking this can mean that your business’ open and click through rates plummet against industry standards.

There are two ways to solve this. Firstly, reduce the amount you are sending emails to your contact list. Secondly, change the message of your email marketing campaigns, so they become more useful.

4. Your Server Gets Reported

If you are using your own mail server, then that can be reported, and this can make it difficult for future campaigns. A black-listed mail server can sometimes be prevented from sending emails to other servers altogether, so future campaigns will never reach their intended audience.

There is only one way to solve a blacklisted server, and that is to start again with a new server. This is an expensive, time-consuming task.

5. Your Reputation Is Ruined

Organisations that spam their contacts are often remembered, especially if they are known to the audience. This can have a devastating impact on a brand’s reputation both online and offline. One example could be the damage it can do to the referrals your brand gets from subscribers. Many people won’t recommend a brand that spams them. So, you’ll lose a sales avenue.

You’ll also find that you will have to manage your reputation more carefully if you send spam – dealing with negative comments all the time on social media, in your inbox and other marketing avenues. Customers you contact for a follow-up phone call will also be more hostile to your approaches. Therefore, your sales team will find it harder to sell.

Conclusion

Email marketing is a powerful tool for any business to use to collect information and sell to a specific audience. It is also a tool that can be abused with spam. However, this will always end badly for the company sending spam emails.

Be mindful of the number of emails you are sending to potential customers to ensure you aren’t spamming your audience. It could help you make more sales.

How often do you send emails to your marketing list? Have you tried reducing the number?

Let us know in the comments below.

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7 Powerful Email Marketing Strategies That Convert Readers Into Buyers

emails on phone

How can you make more money from your emails?

Email marketing may be one of the best ways for you to achieve sales but it doesn’t mean your business will automatically make sales just because you are utilising it. Instead, you need to carefully plan your business’ email campaigns and generate an interest in your offers. This is done through careful design and the use of psychological triggers.

Here are our seven powerful email strategies you can use to convert your subscribers into loyal buyers.

1. The Time Of Day You Send Your Emails

Sending emails later in the day can be an effective way to encourage sales. Some people state that 8:00 pm to midnight is a good time. Mainly because decision fatigue is higher in the evening which often leads to greater impulse buying.

However, if you are a B2B business, this might mean your email is lost overnight. Instead, consider sending your email about 4:00-5:00 pm.

2. Urgency

There is nothing more worrying to a buyer than potentially missing out on an offer or business advantage. That’s why it’s important that you include some urgency within your offer to encourage the reader to act fast.

There are several ways you can do this, for example:

  • Have a limited edition.
  • Limit the number of people who can buy your product or service.
  • Limit the time the offer is available.
  • A combination of the above.

3. Personalise But Not With Their Name

You might think that using a subscriber’s name is one of the best ways to grab their attention, however, research has found it can harm your sales. This is most likely because it is overused and easy to implement, so it has little value.

Instead, you should use other identifying data to relate to your subscribers and get them to pay attention to your brand. An example would be an automatic email that identifies a recent action on your website.

4. Create Killer Subject And Preheader Lines

The subject line of your email is the first thing that people are going to see in their mailboxes. The preheader line is the next thing they are going to see. These two lines can make or break your email’s results.

If you don’t have value and urgency to your email, and don’t let the recipient know what the email is about, your open and click through rates will likely reduce.

It’s also important to consider the length of the subject line. Anything between 70-90 characters won’t get great results. Subject lines above this will get more opens and subject lines longer than this will get more click throughs generally.

5. Entertain And Educate

You should try to minimise your email’s selling, and instead, try to email your audience on a regular basis with informative content that makes them smile. This helps to show your personality and you can use other marketing content like blog posts, YouTube videos or short courses online to expand on your message.

It’s important to use autoresponders in your campaigns as this can lessen the strain on your business to create content on a regular basis.

6. Don’t Forget Mobile Users

While you are creating emails, it is important not to forget that more than half of your email subscribers will be using mobile devices like tablets and phones to read their mobiles. If your mail doesn’t look right on their device, then you aren’t going to make a good impression.

Ensure your emails are optimised for mobile and look at it on different devices. Some tricks can be found here.

7. Utilise Weekends

You might have packed up for the weekend, but the internet hasn’t, nor have your subscribers. Studies have shown that compared to weekday emails, those sent on Saturday and Sunday do perform better.

Though ironically, Thursday seems to be the day where the largest orders are made, and Wednesday is when the cost per transaction is lowest.

Conclusion

When was the last time you sent an email that got you results? Try adding a few of our tips above and see whether they can help you improve your business’ email marketing campaigns. It could help you grow your business without the need for substantial investment.

Have you tried our tactics above? What were the results?

Let us know in the comments below.

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