A newsletter subscription is one of the most valuable items you can have for your business. Yet despite the benefits of a list, many businesses don’t have one, this can be due to the effort to obtain one, or the fear of regulations such as GDPR.
Yet, with the correct processes in place, a newsletter subscription list can benefit your business significantly. Here are some of the key reasons why you need to have a newsletter subscription.
1. Email Sells
The biggest reason why you should have a newsletter subscription is that it offers a strong ROI. For every dollar you spend on your email marketing campaigns, you’ll get back $32. This return is amazing, and for the past decade and more, email marketing has offered the best return across the digital marketing platforms.
Even if you aren’t actively publishing selling mails, emails sell. They act as a touchpoint in the purchasing journey and when you need between five and twelve touchpoints, every email can help you sell quicker.
2. A Newsletter Subscription Adds Value To Your Business
If you’re considering selling your business at some point or looking for outside investment, the valuation you can place on your business can be higher if you have a strong subscription list. The main reason for this is that investors know that email marketing is lucrative and a strong list is a great way to generate revenue.
Therefore, the more people that are active on your newsletter subscription list, the more valuable that list is and the more valuable your business is. A quick calculation states that even at Fluttermail’s smallest package means a good email list is worth just under $30,000 to your business’ value.
3. You Can Sell Advertising Space On Your Newsletter
The more people you have on a newsletter subscription list, the greater the value of the newsletters you send out. If you aren’t selling products or services or perhaps would like to generate more revenue from your newsletters, you can sell advertising space to businesses.
Even a small advert on your newsletter can be worth $25 to $50 each. For those looking to make this a significant revenue stream, even a small e-newsletter is worth $60,000 to $80,000 a month. With other revenue options such as affiliate marketing, sponsored news and merchandising, an email newsletter can be a significant revenue earner.
4. You Can Inform Subscribers Of Important News
Whether your business is expanding, having a sale, or just got a new product, the newsletter is the perfect place to tell people this news. It will help you draw attention to your business’ news and make the most of it.
Many people have used email newsletters to keep subscribers up-to-date in regards to future developments to create excitement. This is a great way to ensure the first day of an event is a success and the perfect way to launch a new product, new business site or a crowdfunding campaign.
5. Emails Have Higher Levels Of Trust
One of the reasons why emails can do everything we’ve mentioned above is because they build trust with audiences. Newsletters can be used to demonstrate your team’s expert knowledge and why you’re the perfect supplier of the solution.
The more content you send to your audience, within reason, the more trust you will build with them. In fact, newsletters are a great trust builder and they should be sent at the same time every week.
6. Newsletters Can Set-up Expectations
Negative reviews are the biggest threat to your business’ success and one sure way to get a bad review is to fail to live up to expectations. Expectations are set by your marketing campaigns. What can happen is that a lack of information increases the expectations of your customers.
However, email campaigns can help you set realistic expectations. In fact, you’ll be able to under-promise and over-perform, giving you a chance to collect a lot of great reviews that will grow your business.
Email newsletters are a great way to build a business. They generate sales and build trust, giving you everything you need to grow a steady revenue stream for your business. But they are also important to your business’ valuation. Therefore, if you don’t have a newsletter subscription, you should start yours now.
What is keeping you from starting an email newsletter? Are you struggling to grow your subscription list?
Let us know in the comments below.
In May 2018, the General Data Protection Regulation (GDPR) came into effect. The legislation replaced the previous data protection law in the European Union (EU). It unified laws that protected the collection and use of personal data across the trading bloc.
It also sets out new rules of how personal data could be collected, used and stored.
While it is an EU law, it does affect organisations worldwide as data is collected whenever anyone lands on a website. So, unless you can block traffic from the EU, you need to be compliant with GDPR.
How Does GDPR Affect You?
For starters, there aren’t many changes in some respects. For instance, information such as names and email addresses already had protection in the EU and across the world. What GDPR does is that it adds regulations for IP addresses, types of cookies, member identifiers and other types of data that can track customers.
If there is any information that can be used to accurately identify a person, then it is regulated. For instance, now cookie IDs and advertising IDs are no longer anonymous data. It is important to realise that any data collected for your business must have a justification. There are six types of justification. These include:
- Legal compliance
- Protecting the interest of the person
- Public interest
- Legitimate interest
Accountability Is Key To GDPR
One of the major themes that’s important with GDPR is that of accountability. All businesses should document what personal data they hold and consider what areas are at risk. To make your life easier, and ensure you don’t miss anything, you should perhaps treat all online identifiers as personal data.
You should also look to run an information audit. This will help you monitor what information you’re collecting and how it is used.
You should also look at who is responsible for data in the organisation. There should be someone in your business who handles all the data jobs. This includes assessing how you obtain data, know how it is used and deal with information requests.
In bigger companies, more than one person can handle the workload, but one person should be responsible.
Security Is Key To GDPR Compliance
One of the major issues companies might struggle with in terms of GDPR, is that you have to make sure the data is protected. While this should be a concern already for your business, many businesses over the years have struggled to ensure their systems are secure.
Just in recent weeks, Facebook have faced allegations of a data breech and so have so many others. Major issues are faced by smaller businesses as they often don’t have the funds or technical expertise to protect their data as well as large organisations. Plus smaller businesses find it more challenging to detect data breeches.
Therefore, you need to ensure that you have the right software in place to protect your data.
Third Party Suppliers
In addition, any third party vendors you use that may collect information on your behalf need to be following GDPR regulations. If data about your customers is stolen from them, then it’s you who is responsible. So always check that GDPR regulations are being followed by them.
Most should already have this information as part of their privacy policies and other legal documentation. If they don’t, then you need to press them for more information. If they don’t think they require it, then it’s better if you move suppliers, because you’re responsible, not them.
GDPR is a new piece of legislation that requires you to change the way you handle data whether you trade within the EU or not. The risk of someone in the EU visiting your site is just too high and the ramifications for not following GDPR are just too much of a risk.
So consider, how do you collect, process and store data? How do you share that information? And then work out whether your systems are secure enough and if you have a justification. Be GDPR compliant and keep your business safe.
Are you GDPR safe? Did you realise you’re responsible for third-party vendors holding data for your company?
Let us know in the comments below.
Image from Pixabay.
One of the main ‘key performance indicators’ you’ll want to measure is your email open rate. The more people that open your emails, the greater your revenue from any given email.
Each industry, and different businesses, have unique open rates. For instance, e-commerce and coupon sites tend to have lower open rates than legal and accounting businesses. However, this is small comfort if you have a particularly low open rate.
What Is A Low Email Open Rate?
A low email marketing open rate can be considered anything that’s less than 15%. If you have this, you should be looking to make a lot of improvements.
Luckily, there are many potential changes you can make which can help you improve open rates and grow revenues. Here are some quick suggestions for you to try.
1. Create Better Subject Lines
A lot of people will open your marketing emails based on the subject lines. If you don’t have a compelling subject line for the reader, they’re going to read another business’ emails first, or perhaps not even bother with yours.
There are many ways to improve a subject line. You could:
- Personalise your emails so they are more specific to the reader.
- Create a compelling offer that has value to the audience.
- Be controversial.
- Use humour to make a point.
2. Reduce The Number Of Subscribers Who Receive Your Emails
While you might think this is about culling your email marketing list, it’s anything but. In this point we primarily speak about reducing the number of people who receive specific emails. This is known as segmentation.
Segmentation is about sending emails to only those who should receive the email. Such as those who have expressed an interest in a certain product or service. It’s no good sending an email about boy shoes to a person who has only bought girl shoes.
Segmentation can automatically increase open rates because there are fewer people receiving the emails who have no interest. This helps to reduce costs and unsubscribe rates.
3. Remove Unresponsive Subscribers
Now we’re going to discuss removing subscribers from your list. However, you shouldn’t just remove subscribers. You should look for people who haven’t engaged with an email for three to six months (depends on the frequency of your emails). Also look for those who hard and soft bounce.
These people need to be sent a re-engagement campaign email where you attempt to bring them back to your brand. If they don’t respond, then you remove them. Note that those who hard bounce should be removed immediately after a bounce. These bounces can harm your brand’s reputation.
While it’s unfortunate to lose subscribers, sometimes you’ve got to do it. It helps to reduce costs and gives you a better set of statistics you can rely on.
4. Change Your Email Marketing Strategy
Auto-responders and behavioural triggered emails work much better than traditional emails. Therefore, you want to try and switch your email marketing campaigns so they are more automated and triggered.
There are several benefits to this. Firstly, automated emails and behavioural emails are more aligned to the current needs of the audience. Therefore, they have a greater chance to be engaged with. Your brand is also in their current memory, so you have an advantage.
Secondly, you can reduce your workload. Automated emails are pre-written. You just need to adjust them when you want to change them. This means you can concentrate on other digital marketing campaigns that can draw audiences into subscribing to your mailing list.
5. Change When You Send Emails
Ensure you’re sending emails at the right time. Email open rates are different for particular days of the week and times of the day. If you send emails at the wrong time, then your email could be missed among others.
Check with your past campaigns to determine when emails are being opened and engaged with. Then use those times as a basis.
Your mail marketing campaigns can be a great success and while your email open rates suck now – they don’t have to. Try some of the improvements above and see how your email’s KPIs change. You might see your business succeed.
What is your email open rate? How does that compare with your industry?
Let us know in the comments below.
Image from Pixabay.
Email marketing is one of the most important marketing channels online. For every dollar spent, email marketing is guaranteed to offer the best return. The actual revenue you will generate cannot be guaranteed, but you can assume that the more subscribers you have on your list, the greater the revenue generated.
Therefore, it is important you grow your email list constantly.
If you haven’t started to build your mailing list at all; then this can seem daunting. That’s why we’ve collected eight top tips here for you to build your email list from scratch.
1. Signup With An Email Service Provider
One of the most important tips is to ensure you’ve signed up with an Email Service Provider (ESP), like Fluttermail. A good ESP allows you to control your mailing list, look for patterns and build a list within minutes.
2. Offer Something Valuable
While customers don’t pay you anything for subscribing to your mailing list, they are giving you something important: their contact details. They’ll want something in exchange for that information. E-commerce stores can easily offer discounts, but other businesses need to develop a strong, compelling offer relevant to their audience.
3. Create A Landing Page
Landing pages are great online marketing tools. They allow you to provide information that sells your knowledge and expertise and then offers a deal that leads to a subscription. For instance, if you run an accountancy firm, why not offer clients ten tips about saving money. Then offer them a guide for 10 more tips for saving money if they subscribe.
4. For Every Landing Page Have A Unique Call-To-Action
Every landing page you have, and every offer, you should create a unique call-to-action. A unique call-to-action can help you differentiate the offers on each page. This can help increase conversions and can appeal to different audiences who may differ on requirements.
5. Create Personalised Call-To-Actions
Very closely related to the above, a personalised call-to-action is one that is created based on the website visitor. These aren’t too difficult to create on websites and can be designed on specific pages. Research has shown that personalised call-to-actions can outperform generic call-to-actions by 202%.
6. Have More Than One Landing Page
We’ve hinted at this earlier in the article, but this is one of the most important elements of your list building campaign: have more than one landing page. More than one landing page allows you to target various audiences with different priorities. You can also improve SEO by attracting more backlinks to the various landing pages.
7. Make Your Landing Pages SEO-Friendly
If you want to subscribe lots of people, you’ll need a lot of traffic. The average conversion rate for a page is only 2.35%. Even the top 10% of all performances only subscribe one person for every ten visitors. Therefore, if you want to build a big list, to maximise results you need to generate a lot of traffic.
There’s only one true way to develop this and that’s to ensure that your landing page is ranked highly on Google. There are several elements to this but one way to help is to make sure there’s a lot of content on your landing page. Pages with over 2,000 words rank higher than those with less than 1,000.
8. Don’t Forget To Subscribe Current Customers
Current customers are more likely to purchase again from you and they’ll spend more as well. This makes them an important part of your business. Marketing to them should take priority and therefore, you should be subscribing as many current customers to your business as possible.
These people can be marketed to with latest offers, complimentary services/products and even special events just for them. The advantage is that it costs less to sell to these people than it does to sell to others.
Email marketing is one of the best ways to generate revenue for your business. The trouble is: you need an email list to generate revenue. If you haven’t got one yet, try some of the tips above to help you build your mailing list from scratch.
Have you been struggling to build your mailing list? What tips do you have for building a mailing list?
Let us know in the comments below.
Image from Pixabay.
Your emails are valuable, but they can also be boring to audiences if they’re always seeing the same content type in every mail. If you want to truly maximise the success of your campaigns, you need to switch content types every so often to keep audiences interested.
In this article, we will be looking at what we mean by content types and how we can mix them up in emails to get better results.
What Do We Mean By Content Types?
Content types is the term used to describe different formats of information and how it is presented. There are several content types you can use. These are:
Each of these content types can be used in various forms, sometimes on their own, and sometimes in combination. For instance, an infographic combines both text and images to create content that is highly informative, attractive, and shareable.
But a podcast can only utilise sound to deliver its core message.
Why Do You Need Different Content Types?
There are many reasons why you might want to use several content types in your email marketing. The first is for adjusting the campaigns to specific audiences. Different audiences prefer to consume content in different mediums and styles.
For instance, recent research into purchasing decisions between men and women have found significant differences. Women make 80% of the purchasing decisions in any given household. They are also more likely to be receptive of adverts with bright colours, unconventional fonts and varying shapes.
Men tend to prefer dark colours, lines and a sleek technical look.
But it isn’t just the look of content that’s important. The type of content is essential to gain maximum penetration of an audience. For instance, busy executives are more likely to want to watch something quick but informative.
However, those who are browsing online later at night might prefer something less noisy and want text with images.
Mixing It Up
Another reason why content types should be varied is to pique the interest of your audience. If audiences see text every week, they are quickly going to get bored. However, if you slip in a video, podcast, or image every so often, it helps to break the monotony and grabs the attention of the audience.
Another important point is that some messages are better conveyed using images than text. Other messages might need more, detailed information, so require text. So it also depends on the message you want to send.
Mixing Content Types For Better Results
Of course one of the best ways to ensure you are maximising the results of your email marketing campaigns is by using a combination of content types. Images can be used to articulate certain points that are difficult to understand.
A good, funny, cartoon sketch might be a great way to add some humour into a challenging topic.
Or you could use images/videos to quickly describe the main points of a message and then use text to go into further detail for those that are more interested using text.
The major point here is that everyone is different and while the majority of people prefer images against text – that isn’t always the best solution.
How You Can Reach Maximum Results
Your email marketing campaigns need to have the best content types to maximise returns. This sometimes means you need to use certain designs or content types to generate interest in your message, which can be based on your core audience.
However, using the same content type continuously can result in poorer results in the long-term. That’s why it’s important to mix up content types in emails to ensure your audience is paying attention.
What content types do you use in your email marketing campaigns? When was the last time you made a switch?
Let us know in the comments below.
Emails are the perfect channel to get your sales message across. They are easy for audiences to digest, they can sit in inboxes until the subscriber is ready, and you can track results. All these reasons make emails one of the best performing digital channels for ROI.
However, one of the biggest mistakes that small businesses make when they’re creating emails is to put too much content in the copy.
Email design and content can be pivotal in making a campaign a success or failure. And while some small business owners might think that more is better – audiences tend to prefer the opposite. In fact, emails with too much content can lead to poor sales and high unsubscribe rates.
But why might audiences not like too much content in an email? Here are some of the top reasons, and how you can turn it around without losing any of the power of email marketing.
1. Audiences Have Little Time To Read Too Much Content
One of the biggest reasons is that too much text takes time to read and audiences don’t want to spend hours reading. They want to know what’s important, quickly, and what they need to do next to solve a problem, find out more information, or learn something new.
There are several ways you make it easier to get a message across. Firstly, you can break up long pieces of text into little sections with clear headers explaining what is being said in each section. Audience members with the least time might then skim-read your email, deciding what’s important to them based on the headings.
Another option is to use images to communicate your messages. Images can portray more than words in a given space and can be read and understood faster by audiences. So they make a great option.
2. Audiences Don’t Want Too Much Information
Audiences really only want to know what’s important to them. You might have a great backstory as to why you’re celebrating your business’ five year anniversary, but to your audience, that story isn’t that important. They want to know what the point of the email is: i.e. what’s in it for them.
By all means, write your incredible story, but put it on a landing page for those interested to read it. On your email, be short, clear and very concise. That way you can keep audiences happy and get them to take actions on your emails without losing their interest.
3. Too Much Content Can Seem Pretentious
Audiences don’t want businesses that make themselves seem more than they are. Emails with too much to say make the business sending them look too pretentious. This can lose you trust. Your subscribers will look somewhere else.
Instead, you should be focusing on ensuring your audience feel as if you are all part of one team. They want to know that you see problems from their point of view. Keep your content grounded to ensure you do this, by losing the jargon and not talking too much.
4. Audiences Want To Read Content From A Human
Too much text just looks like a book, something that’s impersonal and not unique to the reader. When you write less text and content, you might find that your audience believe the email was a personal one, something that was developed for them.
This, with other personalisation options for your email, can help you improve your campaign’s success.
Don’t be the business that falls into the trap of having too much information in email campaigns. While you might think you are giving audiences everything they need to make an informed decision, you are more than likely just giving them a reason to unsubscribe.
Be more concise in your email marketing campaigns and see how your success grows. Use images, graphs, videos and other tools to help communicate your message and never write too much.
How do you make emails more concise? Have you ever received an email with too much content?
Let us know in the comments below.
When small business owners look at their email statistics they usually focus on one specific metric: the open rate. It’s reasonable to assume this is an important metric. After all, those who’ve opened the email will have read it.
However, email marketing should always go far beyond reading an email. Your business should be looking at generating more interaction and results, and for that you need more metrics. The more you measure and assess, the better you can tailor your future campaigns for your audience for greater results.
So what are the other metrics you might need and what are you looking for in them?
1. Click Through Rate
Most, if not all, small business owners know this is an important metric. Not only does it signify that your business’ emails are being read, but people are clicking through for further action. If you aren’t monitoring this, then you need to immediately look at.
A good click through rate can be tough to generate. Some industries have low rates, while others can have high achievements.
It can also depend on the type of email you are sending. If you are sending a notice about store opening times, you can expect lower clicks than if you were offering a special discount.
2. Unsubscribe Rate
This is another important metric which should be high on your list to monitor. The problem is that very few business owners really take notice. Essentially this metric is the number of people who have unsubscribed from your mailing list and will no longer receive information from you.
There are numerous reasons why they might unsubscribe, such as no longer being interested in your brand, or they have all the information they need from you. Alternatively, they may feel that your emails are an intrusion into their day or that they never subscribed in the first place.
You need to monitor this. If your unsubscribe rate goes above 0.5% then you need to consider changing tactics and looking at your emails for better content.
3. Bounce Rate
Another vital statistic is the bounce rate. There are two types of bounce rates: soft and hard. Soft is where there’s a temporary problem with delivery of your email (full inbox, their server isn’t working, etc.). A hard bounce is more long lasting and demonstrates that you’ve been blocked from sending them mail or the email address is no longer active.
Any, and all, hard bounces should be removed immediately. If you have a significant number (more than 0.5%) than you need to investigate why. Someone could have reported your emails as spam or you could have an old list.
Monitor the soft bounce rate too. Find those who continuously soft bounce and remove them as well.
4. Return On Investment
This is probably one of the more interesting metrics that small business owners want to measure, but often forget to. The Return on Investment is the amount of money made for the cost of sending the email.
Don’t forget to include all costs including time to create, format, test and send the email as well as the cost for any images, text etc. you’ve purchased.
Most businesses can expect to receive an ROI of about $44 for every $1 they spend on email marketing, but it does depend on your industry and the type of email you send.
In addition, it can be harder to determine email ROI if you offer long-term services. For instance, if you sell a monthly subscription, the ROI is about the lifetime value of the customer, not that first purchase.
Monitoring the performance of your email marketing campaigns is vital for the successful continuation of your business. However, you need to know what you should be monitoring and what are the best benchmarks.
Use the above metrics as a quick guide of the essential metrics you should be looking at.
What do you use to monitor email marketing performance? Do you perform better or worse than expected?
Let us know in the comments below.
Image supplied by Pixabay.
You’ve worked hard for your email subscribers, so there is no doubt you will want to keep as many of them as possible. The problem is that those who aren’t responding to campaigns are holding you back.
Any subscriber who hasn’’t opened an email in the past six months, should be considered for a re-engagement campaign. A campaign where you try to reach out to them and attempt to re-introduce them to your brand to get them to actively read your content again. This can be challenging because they’re no longer reading emails.
So you have to be creative with what you send. The subject line must be something that attracts their attention and then the content inside must also be convincing.
There are several strategies to do this. And a re-engagement campaign doesn’t need to be just one email. In fact, you could have two or three emails in a sequence which form a story to re-engage the audience.
Here are some of the best so you can continue to enjoy a large, strong and valuable email subscriber list.
1. Notice Their Absence
One of the first things you should do is acknowledge their inattentiveness to your emails. This can be done with a clever subject line such as:
- We haven’t seen you around lately…
- Have we got the right email address?
Highlighting their absence is a way to get the subscriber thinking. They might wonder why they they haven’t been reading emails and as a result, open a few. Or this might be a push for them to completely unsubscribe. When creating the first email, try to make the subject line personal and a question if possible. Questions tend to get higher open rates.
2. Tell Them You’ve Missed Them
Making it personal is something that is important in email. Personalisation has always helped improve open and conversion rates. That is the same with a re-engagement campaign as any other. There are many ways to make an email personal, but you don’t even need to include any identifiable information.
Just by saying you’ve missed the subscriber can make the email feel personal and not a mass-sent campaign.
3. Let Them Know What They’ve Missed
At the same time as telling them that you’ve missed them, in the email copy you should let them know what they’ve missed. Highlight some of the offers you’ve sent in the past couple of months and how many people have enjoyed them.
Consumers can sometimes feel disappointed when they’ve missed out on something good. This can sometimes move them into more active engagement with your brand on its own.
4. Offer Them Something For Returning
At the end of the day, you want the subscriber to come back to your brand. Therefore, you need to offer them something. This could be a discount, free gift or something else. The important thing here is to ensure your offer is not as good as other offers in previous email campaigns. Otherwise they could avoid your emails just to get better offers.
Ensure that this offer is unique to the person as well. You don’t want those on the re-engagement campaigns sharing codes that anyone can use.
5.Use Media To Convince
Another great strategy in your emails is to use media to portray the message. Text is less convincing and harder for audiences to read, especially on the go. Therefore, send your message with the help of videos and images.
A video of your team waving at the subscriber can be a great visual in your last email. It could evoke images of them saying goodbye or waving them hello.
Your email subscriber list has to be strong to be of any value to you. That is why you must regularly assess it for engagement levels. Removing those inactive subscribers is a good way to keep costs down and your campaign statistics healthy.
However, before removing your inactive subscribers, you should attempt to re-engage them campaigns. Use the above strategies to help you to bring more of them back and turn them into active subscribers again.
How often do your run re-engagement campaigns? What tactics do you use?
Let us know in the comments below.
Image from Pixabay.
Just like with other types of marketing, email is changing. There are new strategies, design trends and best practices to match the current global economies preferences. When using outdated strategies, you’ll find your brand can suffer.
There are numerous ways you’ll see if your brand isn’t doing so well with email marketing. You’ll have lower open and click through rates. Less people reading your emails is a lost opportunity. Especially as email marketing is one of the best ways to sell online.
Open rates could be low because your audience aren’t interested in your message. Alternatively, your emails could be landing in the spam box and just being deleted.
You’ll also likely have a high unsubscribe rate. These are people who are annoyed with your message and want nothing more to do with you. Loosing valuable subscribers is concerning. They’ve shown interest in you before, so you should be doing everything you can to keep them with you.
By eliminating the outdated email marketing strategies from your campaigns, you can rectify this. But do you know what’s outdated and what’s not? Here’s a quick checklist for you.
1. Using The Traditional Newsletter
The days have gone when you could cobble together some news onto one sheet and send it to your audience hoping that would inspire them to contact you. Firstly, audiences aren’t always interested in the same things you are.
Secondly, they have limited time to read lots of information on a newsletter. As newsletters tend to be long and boring, you’ll find any promotion or sales message in the letter will be lost in the mass of words and stories you’ve compiled together.
Thirdly, they want to know how reading the mail from you will benefit them. If there’s little in there to help them solve a problem or advise them, they won’t read it.
2. Sending Every Mail To Everyone
One of the biggest mistakes that brands make nowadays is to send every email campaign to all subscribers. This is really outdated. There’s so much technology available that you should really be able to avoid this.
Mail campaigns should be targeted to subscribers based on their previous engagement and behaviour. So if they’ve been looking at buying boy shoes previously, send them information about different brands of boy shoes.
Don’t send them countless emails about shoes for girls. It will only annoy them and demonstrate you have no idea of what products they are looking for.
3. Too Much Content
This is one is understandable and an easy mistake to make, but that still doesn’t mean you should do it. Too much content can be a pain for audiences. They want something quick to read so they can make a decision and move on.
If you put too much information into an email, you’ll find that they’ll skip lots of the content to get to the bottom. Therefore, they can miss out on vital stuff that could persuade them to buy. It is much better to limit content to just the key points, perhaps in bullet point form. Keep text to under 300 words can also be beneficial.
4. Thinking A Name Is Personalisation
Audiences aren’t dumb. They know the technology is there that places their names at the top of an email or in the subject line. So this tactic is now almost completely useless. If you think that’s personalisation, you need to rethink your marketing strategy.
Instead, personalisation is about using their behaviours to identify content they want to read when they want to read it. For instance, if they are looking at oak kitchen work surfaces, send them a deal on the latest oak kitchen designs.
If they haven’t visited in a while, sending them an email saying you miss them is a great way to re-engage them. But its about sending them content that is relevant to them. Not just putting a name at the top of the email.
Email marketing is evolving just as audiences are. You need to adapt your email strategies accordingly, so you can ensure your brand is making the most of your opportunities and not losing out from strategies that are outdated.
What new strategies do you use? What strategies do you consider outdated?
Let us know in the comments below.
Digital marketing is about attracting, convincing, and selling to customers. There are many ways to do this, but one thing has been clear for a number of years: that it takes more than one or two interactions to sell to the majority of customers.
In fact, research has shown that 80% of transactions are not made until the 5th and 12th interaction with a brand. This can be hard to achieve on one channel, which is why you need as many channels as possible, working together to create a sales funnel that creates those necessary interaction points as quickly as possible.
Why Use Multiple Platforms To Market Your Product
There are many who believe that one sales channel is their only way to achieve sales. However, this is a flawed system. If you used emails exclusively, you might need to send 12 emails to get them to buy. If you send one email per week, that’s 12 weeks to generate the sale, a long time, and that could mean you lose out to a competitor.
However, if you use a mix of platforms, you might catch the eye of the consumer at several points of the day. For instance, when they check in on Facebook and see some of your content (organically or paid) they are making an interaction.
When they are doing some research, with good SEO work, they might see some of your content on the subject and then read it: another interaction point. Therefore, when you next send an email, your potential customer isn’t just on interaction point one, they are on interaction point three or four.
However, if you don’t have these marketing channels aligned, you might be doing more harm than good to your marketing. Instead, you need to find a way to combine them into one campaign that’s mutually beneficial.
How To Combine Platforms Into A Single Campaign
The first step to combining platforms into a single campaign is to ensure that each platform is connected to the others. You don’t want each platform to just connect to another, you want to include as many platforms as you can from the other platforms.
So for instance, on a piece of web content, whether it’s a landing page, downloadable content, or blog post, you need to connect it to your social media accounts and mailing list. On your emails, you should direct them to a landing page and also social media profiles.
The challenge is on social media. Here, each piece of content should refer to just one link, e.g. a mailing list, or web content. But generally, with your social media campaigns, you should refer to all your other platforms equally.
You’ll then need to find a way to direct audiences to the next platform. This can be done with a good call-to-action. A good call-to-action should include:
• Definition of the action you want them to do.
• Time delay.
• An interesting offer and/or promise.
Finally, you need to consider how each piece of content is connected to the next. You want to take the customer on a journey where each interaction is another step in a single journey. So, if you sent an email about cooking a holiday meal, you could have call-to-action about the desserts or games for the festive meal. As long as it’s relevant and adds value for your customer, then you’ve got some good content. Here you have at least two interaction points.
Another good example of this would be offering people tips on social media about cooking, and linking that to a landing page where they can subscribe to a mailing list for ingredients, cooking instructions, etc. This scenario has at least three interaction points.
Therefore, by connecting marketing on all channels, you can cut down the time to sell from up to 12 weeks to under three weeks.
Selling online can often mean that you have as many as 12 interactions before your customer makes a purchase. This can take a long time if you only use one platform to sell. Instead, you need to combine social media, web content and email marketing campaigns to minimise the time it takes to sell to your customers.
Do you combine your marketing platforms? How do you ensure they are aligned?
Let us know in the comments below.