Managing your email list is an important aspect of email marketing. There are several ways to manage your email list and one of those is using tags. Subscribers to your mailing list can be provided with many tags as are needed. This allows you to refine marketing campaigns and build profits.
Some of the ways you can use tags to manage your email list include:
1. Distinguish Position In The Sales Process
One way that you can use tags is to distinguish where subscribers are on your sales process. For instance, are they pre-sale, recent sale or regular customer. This can make a big difference because you want to send pre-sale customers completely different content to those who are regular customers.
At the same time, you could adjust this to include products that the customer has bought in the past. This allows you to create content that is specifically designed to create cross selling opportunities without advertising irrelevant or the same products to audiences. This can mean you aren’t losing subscribers who unsubscribe because you aren’t offering them the best content.
Also, it can help to improve your campaign’s key metrics including open rates, click through rates and conversions.
2. Distinguish Important Demographics
Another key feature that you might want to identify is important demographics that are related to your marketing. For instance, if you own a kids clothing brand, you might want to add tags like mother, father, the kids ages, the kids’ genders, etc.. This will give you key indicators on what content to send subscribers.
So, for instance, if you have a special deal on t-shirts for girls to celebrate mother’s day, you could send this message to fathers who have girls. If you only have items that are for children under six years, you can specify this.
With enough tags you can really be specific with the subscribers who get the campaigns and ensure that they are sent correctly.
3. Identify Subscriber Special Events
A more complex tag set to use is to add tags that identify specific special days for your subscribers. For instance, you could add tags to identify their birthday, wedding anniversary or other important dates. You can then use these to send key reminders to treat themselves or buy a present for a special someone.
This is the hardest tag set to use for two reasons:
a. You need a larger number of tags to distinguish between different groups. If you did just anniversary and birthday, you would also need twenty four different tags (12 for anniversary and 12 for birthday).
b. You need to be consistent with the tag writing. For instance, you need to ensure that they all follow the same format like birthday-june. This prevents you from using the wrong tag system when creating campaigns and missing some important campaigns.
4. Identify Old Subscribers/Key Subscribers
Another way to use tags is to identify users who are no longer responding to emails or are key subscribers (they share content, always purchase). You need to be sending these groups special content to re-engage or reward them for their loyalty to your brand.
This can be a key set of tags because you should be regularly cutting out those who are labelled as old subscribers (or inactive). And those who are very active can actually help you drive sales by showcasing the rewards they get.
Tags are an important part of managing your email campaigns. They help you to identify who should receive specific campaigns and make sure that subscribers aren’t getting content that is going to turn them away from your brand.
How do you use tags in your email campaign? How often do you manage those tags?
Let us know in the comments below.
When you send out campaigns to audiences, you need to know that you have their permission. Without permission, you could be breaking several email marketing laws. This can have severe repercussions. You could face a fine or have your email server blocked: either way your business will be financially worse off.
Instead, you need to be sure that you collect email permissions the legal way. Here are several things that you’ve got to do.
1. Be Transparent
The first thing that you need to do is to write content that, during the signup process, informs the audience of what to expect. This should include what content you’ll send them (sales/marketing/news/product updates), how often (once a day/week/month) and what information you will keep.
Providing this information not only informs the audience of what they can expect, it aligns itself with the strictest laws across the world.
2. Be Upfront
The information collected and the reason for collection must be presented before the audience agrees to subscribe to your mailing list. This means that the audience is informed about what they are subscribing too and there is no confusion.
An example of this point, and the first, is when newspapers have been fined for subscribing audiences on one pretence only to send other content. For instance, one paper was fined when it sent marketing content to thousands of users who had subscribed to receive the latest news from the site.
3. Double Optin
While not a legal requirement in all parts of the world, the double optin strategy is an effective way to ensure that audiences are subscribing to your mailing list. A double optin works by the subscriber confirming their permission to receive content through a confirmation link inserted in an email. This allows you to identify who has really confirmed their acceptance and gives you solid proof of that permission.
It can also protect your business. If you use a double optin strategy when you use lead magnets (free downloadables, email courses, etc.), you can be sure that someone is really giving you the correct email address before offering them the free gift. In addition, you can check that the email address is accurate with this strategy which will keep your email marketing list clean.
4. Don’t Send Marketing Content Until You Get Permission
Before permission is given by the subscriber, you should refrain from sending marketing or sales content to your audience. What constitutes as sales/marketing content can differ from country to country and even state to state. Therefore, it is best to only send content that is related to their subscription until you get confirmation.
If you haven’t got some permissions through the double optin solution, you can always send more confirmation emails to potential subscribers. You can do this up to three times before you have to give up. Ensure that the emails you’re sending out to those who haven’t confirmed don’t have any marketing materials. Perhaps include a line this this:
“We’ve noticed that you haven’t yet confirmed subscription to our mailing list, if you wish to do so please click here or if you would rather not, please let us know.”
You can include two links, one which will confirm subscription and one that will unsubscribe them.
Don’t be caught out by sending out marketing/sales content to subscribers who haven’t given you permission. And ensure that you’ve got permission to send the content you want to send them. They might give you permission for one set of content and not for another.
Follow the guidelines above to help.
How do you ensure that subscribers have given you permission? Do you use the double optin solution?
Let us know in the comments below.
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.
An email marketing giveaway is a perfect way to grow your email marketing list and engage with potential customers. Bryan Harris found that in 10 days, by offering a decade’s free access to software, he was able to accumulate over 2,200 email marketing subscribers. In fact, his campaign received a new email subscriber every six and half minutes.
When you consider the value of every single one of those subscribers, you can certainly see how an email marketing giveaway could be a lucrative campaign.
So how do you create the perfect email marketing giveaway for your business? Here are some pointers for you to get started.
1. Offer The Perfect Gift
This is an important consideration. The right gift can attract the perfect customers to your business whereas if the gift is too generic (i.e. Amazon vouchers), then you might not attract the prospects you want. Research by Bluewire Media found that templates and tools led to the best open and click-through rates.
Consider whether or not the customer is asking “what is in it for me?” when they read your email. When it comes to resources, templates and tools, something that helps with integration, is far more useful to them than ebooks, interviews, brain teasers or photo albums. While your own audience might react slightly differently, this is a good starting point to find out what your audience wants.
2. Maximise Shock And Place A Value On The Giveaway
To ensure your reach peaks at its maximum potential, you need to consider how you are going to give it shock value. This means that when your audience sees the headline, they will stop and pay attention.
So consider how you can create a headline that will really shock your audience. For instance, if you are giving away a year’s membership that is worth $2,000 a year what do you think will work better:
“Win a Membership Package”
“Win a year’s worth of membership worth $2,000”?
By making sure you list the value of your giveaway you can add shock value and help your prospects realise how valuable your giveaway is.
3. Create A Landing Page
If you want a successful giveaway, you need to ensure there is somewhere for your audience to go and find out more information, read the rules and signup. A landing page is a perfect platform and it also allows you to drive traffic to the site from your Google and other search engines.
Consider the essential design elements when it comes to developing your landing page, a good heading, sub-heading, text and a clear call to action button.
4. Promote Through All Channels
To extend the reach of your email marketing giveaway, utilise all the digital marketing channels you can to promote the giveaway and attract a larger audience. Social media, PPC and email, are perfect channels for gaining awareness of your giveaway.
It is also important to spread new of your giveaway by word of mouth. Get your audience to share the giveaway on their social profiles to attract more people. Another option is to email others in your field who might be willing to share your giveaway with their readers.
The more people that can share your giveaway, the more subscribers you will gain. You can encourage both by offering extra entries for those who share your giveaway.
An email marketing giveaway is a perfect tool for increasing the number of subscribers you have. The challenges for your campaign are getting the giveaway to be desired by your primary audience and promoting that giveaway to the right people. There are solutions to this, but they require hard work, research and above all else, perseverance.
Have you run an email marketing giveaway campaign? What were the results?
Email subscribers are an important asset to your marketing and sales team. They are the ones that are likely to purchase products and expand the reach of your brand. However, the effectiveness of your email marketing campaigns can be greatly reduced if you don’t have the right welcome email. This email, the first they receive, should have a lot of information contained within it, yet still be concise.
There are numerous benefits to having a proper welcome email for your subscription list. It can reduce unsubscribe rates, encourage higher interaction rates and the chance to reduce the time to sale. So what should you include in your welcome email? Here are a few suggestions:
Why They Are Receiving This Email
Sometimes, your subscribers won’t remember that they signed-up for your email list. This can make it awkward when you send your first email to them, and they then unsubscribe citing spam or that they hadn’t subscribed. Instead, by reminding them that they gave permission to receive your commercial email, you are reducing that risk.
A Thank You
A good first impression is not just important; it is essential. The right impression will help you generate a strong bond with your audience and encourage them to see you in a positive light. By saying thank you, you show that you are courteous and have manners.
Demonstrate Your Importance
People want to know why they should be reading your content. Therefore, give them some examples of why your content is important. There are several ways that you can achieve this:
- Direct them to previous campaigns containing useful information.
- Demonstrate the benefits of your products/services.
- Demonstrate content on your blog that might be useful.
- Include testimonials from others.
Set Email Expectations
Email expectations are an often forgotten but necessary element for retaining the trust of your audience. If you can demonstrate that you won’t just randomly email them whenever there is an offer but will only email them a specific number of times, then you can be sure they’ll stick around for longer. Of course, you have to keep that promise and not forget the level that you first set.
Ask For Feedback
Another key component of your welcome email should be asking for feedback. This can be taken in many different ways, either by the audience directly replying to you, or by setting up a survey online and taking the results from there. This opportunity can generate useful information, like where the subscriber found out about your brand, what content they would like to read and more personal details that can help segment them.
Website And Social Media Links
Don’t forget to place links to your website and social media profiles onto the email itself. This helps to build up a following over a wider set of communication channels and convert the prospect into a brand advocate.
Remember to keep all the necessary, and legal information within your welcome message. This includes how the subscriber can opt-out of your mailing list, which should be an easy and quick (immediate) process, like clicking through on a link.
Reward Your Subscribers
The subscriber is an important asset to your company, show this by offering the new prospect a reward for subscribing. This could be a discount, free download or a humorous video that is visible only to subscribers.
Your subscription welcome email is a valuable marketing tool for your business. It helps to please prospects that you might not have met and can help to keep them engaged with your brand and more receptive to your marketing messages. By using the tips above, you can generate a highly engaging welcome message to entice audiences to consider your products or services.
How do you keep email subscribers? Do you send a welcome email?
Let us know in the comments below.
Your email marketing list should not look the same after a year. Old contacts will unsubscribe, others will become dead, and some will need to be removed to keep your list clean. The problem is, if you constantly have people exit your list, there will be a time when it will become very sparse.
To combat diminishing list numbers, you need to consider how to attract more subscribers to your list. Your task would be smoother if you made it easier for your potential subscribers as this will decrease abandonment. So how can you make it easier to subscribe to your mailing list?
1. Place A Sign Up Box On Your Facebook Page
Facebook Fan pages can be used as a portal to your list subscription. Many apps can be installed or used on Facebook that directly link to email marketing software. All a new subscriber has to do, is click on the button and enter in their details.
By placing the subscription link on social media, you have the opportunity to really entice audiences by building trust through social media content, making it easier to fully convert them in the long run.
2. Pop-up Subscription Boxes On The Website
Who wants to have the trouble of finding the signup box on your website? After reading your blog, whitepaper or about us page, a visitor will want to sign up for your mailing list or leave – whichever is easier for them and often, just leaving is easier.
So why not place a popup on your website that displays when the visitor is about to leave the site? This popup will prompt the visitor to subscribe to your email list and fill in the required fields there and then. This can then populate your list.
Ensure you are tailoring your popup box to match your brand image, so it integrates seamlessly with your website.
3. Run A Giveaway
This is one of the most widely used tactics for collecting email addresses. A giveaway is fairly useful. Not only does it provide the prospect with something tangible for their details, but it can also help you segment the incoming emails into what interests them. For instance, if they’ve downloaded the children’s toys catalogue, you know that you should be sending them emails about children toys and not living room furniture.
Giveaways can also be an excellent way to gain more exposure for your brand. You could have a raffle and offer a limited number of prizes. By using gamification techniques, you can attract subscribers to your mailing list by asking them to share details about the raffle in exchange for an extra ticket for themselves.
4. Top Or Side Bar
Don’t hide your signup box. Make it stand out on your homepage so that visitors are drawn to it. The best location for the signup box would be in the top left corner as this is where the eye is naturally drawn to and has the greater reader engagement. However, this is a prime location, and therefore, you might need that for another piece of content.
If that is the case, place the signup element in the menu bar at the top or in the sidebar, close to the top of the page. If it is above the fold, then more people will see the subscription tool and use it.
Your email list will lose some subscribers over time, so it is important to replenish them with new subscribers. It should be easy for the target audience to see the signup for your mailing list and take action. Otherwise, list growth will be slow or even negative.
Where do you have your signup forms? Do you use social media sign up forms?
Let us know in the comments below.
When you have an online business it is important to generate an email marketing list. According to numerous research projects, they are one of the best online sellers. The reason for this is that emails can be personalised to the reader, rather than generic social media, blog, video or podcast content that is created for the general audience.
One of the ways that you can customise your email marketing newsletter is by inserting the name of the recipient into your email. Doing this for the subject line and at the top of the email when addressing the recipient has been proven to increase open rates, avoid spam filters and increase conversions.
However, this isn’t the only way to increase these metrics. There is another, more successful customisation that will help your business achieve more from its email marketing campaigns: sending relevant content that the customer wants. The problem that many businesses face is how do they learn what information new signups want to receive?
Learning The Motivation
It’s all about learning the motivation of your business’ latest prospects for signing-up. By tapping into their motivation not only will you gain further insight into what they are interested in, but also see at what stage of the purchasing path they are at. The more urgent their need, the more likely they are going to want to speak to your sales team or receive that highly promotional email.
To gauge their motivation, you first need to understand that there are two types of marketing motivation: need and want. A customer might want to have something, but that doesn’t mean they can have it. For instance, they might want to go on holiday to a five star hotel but they can only afford a budget equivalent.
In contrast, a need is an urgent motivation where customers have to get something otherwise it causes problems. For instance, a customer might need a locksmith to repair the lock on their door.
Motivation can often be determined by the pages of your website a customer is looking at. If they are viewing your product information pages only, then it is more likely a want motivation as there is no urgency in their actions. Alternatively, if they are looking at prices and delivery charges, etc – then there is likely a need for motivation.
Learning What They Need Or Want
Both need and want customers can be marketed to. The need customers are just those that are further down the sales funnel and require less effort to convert. However, even with a need prospect you should find out what they want. This can’t always be determined by where they’ve been on your site. Either you have too many visitors / not the right software to marry up signup details with visitor activities or you don’t have specific pages and they were looking at all your products.
So what you should do is find a way to generate more prospect knowledge. One way of doing this is to use topic specific downloadable content. By offering many different ebooks or whitepapers that range in topics on all your products, you can determine what the prospect would like by what they’ve downloaded. For instance, if they’ve downloaded the window installation document, you can be sure that they’re interested in new windows.
Research by HubSpot has found that the more downloadable content you have the greater your lead generation is. The results also seem to be exponential, so generating lots of this form of content is almost invaluable.
With this information, you can then create email marketing content that can target their specific interests. This helps reengage your audience and attract more of them to click through to your website and make a purchase.
Knowing why someone has signed up to your mailing list includes finding out why they have signed up, what they want to know more about and how urgent the demand is. Then you can produce tailored content for them and can decide how quickly you should move towards the sale before a competitor beats you to it.
How do you determine what the customer wants? Do you segregate your email marketing lists?
Let us know in the comments.
- Create at least 5 downloadable ebooks to capture email addresses.
- Segregate your email marketing list based on urgency of product need and desire.
You email subscription list needs constant maintenance. Part of that job is removing old subscribers from your list so that those who are hard bouncing or not responding to your emails are no longer receiving your content.
The problem is that when you remove contacts from your list, your contacts list shrinks, giving you less opportunity to make a return on your email marketing campaigns. To avoid this you should look into adding names to your list. This is mostly done via an opt-in form that is either embedded on a web page or ‘pop-ups’ after an action has occurred.
Simply requesting the users details may persuade some people to sign up to your email list, but the vast majority of people will not just sign up. Instead you should look into giving something away for their contact details. This is a much better way to entice your website visitors to sign up.
Why Are Offers So Effective?
Email addresses are valuable. When businesses are sold, the number of addresses on their contacts list can form part of the valuation. Consumers know this and they have a vested interest in keeping the number of organisations who have their contact details down to a minimum.
Therefore, you need to give them a reason why they should sign up to your mailing list. Simply stating that they’ll receive more information every so often is not going to be highly effective – every business could offer that promise. You need something unique; an offer that will invoke their imagination and will be highly valuable to them.
What Can Be Offered?
There are a variety of options for your opt-in offer. Many organisations offer a free quote. This can be good for those businesses where customers have bespoke prices depending on the work that needs to be done.
An uncommitted potential customer now could be a loyal customer in the future, but only 30% of those who land on your website will ever find their way back.
Therefore, consider creating information you are willing to provide in exchange for their contact details. This information can be presented to the subscriber in many different formats such as:
- An auto-responder email system.
- A whitepaper.
- An ebook.
- A locked area of your website.
- A free application (or a lite version)
- A trial of your service.
The latter of these is very inefficient and should only be considered as a last resort. However, any of the other three options are very common. The first option, an auto-responder series is highly effective as it regularly reminds your audience of your brand.
However, the real power of the offer is that the audience will find it valuable. Therefore, giving advice like “how to…” and “X number of ways to…” are perfect options.
How Can You Deliver Ebooks, Whitepapers Or Apps?
If you decide to offer your subscribers an ebook, whitepaper o app there are various options for delivering on your offer. The first is through an autoresponder. That is, when the visitor signs up for your email you automatically send them an email to confirm their subscription and provide an attachment of the ebook or whitepaper.
If you use this option you should also include a confirmation link, so they confirm they have signed up to your email marketing list. Otherwise you may breech CAN-SPAM laws.
Another option is to send the visitor back to a secure page on your website where your customer can download the document. This can be effective as it is a double opt-in (where two actions have to be taken to confirm sign-up) and therefore conforms with best practices and CAN-SPAM laws.
Email marketing lists need constant maintenance. Removing old contacts is important, but so is the process of adding new contacts. One of the most efficient ways of adding new subscribers is to offer something valuable in exchange for contact details. This could be a free quote, but more than often it is an ebook or whitepaper. These are highly effective and can really grow your marketing list. The more on your email list – the higher chance you have to make a return on your email campaigns.
What offer do your new subscribers have? How many offers do you have?
Let us know in the comments below:
- Create more offers for your website to encourage more sign-ups.
The question is often asked of when you should remove members off your email marketing list. It is an interesting question.
Email marketing lists are sometimes viewed with pride by the number of addresses you have. This has at times led to business leaders going out and buying email lists. There are many articles out there that will advise against this. A bought list can ruin your marketing opportunity as your mail will get reported as spam, be blocked and essentially your reputation will be hurt.
Although old subscribers are unlikely to report your mail as spam – they are a potential problem. Having too many contacts on your database can slow down the delivery rate of your emails to those who are interested in hearing from you and generally no matter which service you use – more email recipients will often mean more money.
Also a group of people with inactive accounts or who simply delete everything in their email inbox will distort your statistics. This will make it harder for you to determine whether or not your campaigns are working.
So to save costs and be more efficient in your email campaigns you should enforce a strict removal policy. But the question is open as to how long you should wait until you remove someone from your mailing list.
There are many points of view on this but there are probably a few key activities (or lack thereof) which should be good indicators to show when you should do this:
1. They’ve requested it
Sometimes people don’t realise that they can simply click on an unsubscribe button on your email to remove their names from your emailing list or something has gone wrong before and it didn’t work.
Therefore, if someone does send you an email requesting that you remove them from your list – the person in charge of the list should do so immediately.
2. You’ve been in regular contact with them before
Sometimes client – business relationships do not work out. There can be many reasons for this and neither party may be at fault. However, if this does happen it is highly unlikely that your old client is likely to want to hear from you on a regular basis. Therefore the best option would be to remove them from your mailing list. If they do want to keep in contact they can always re-subscribe.
3. They regularly bounce
If you have people on your email list who regularly soft bounce the emails you are sending them it could be an indication they are not looking in their email account anymore. This is not a wonder, 17% of Americans create a new email address every 6 months – therefore if they’re regularly bouncing it might be they have moved on from that address.
4. They hard bounce
Hard bounces are impossible to turn around. If you find that an email address is hard bouncing the emails you are sending, it is best that you cut your losses and delete the contact from your email list.
5. After a year of not opening your email
If you have been sending content regularly to an email address and they are not opening your email for a significant amount of time, then you should consider deleting them from the email list.
Not opening your email is a sign they are no longer interested in what you have to offer. The amount of time which passes before this happens is open for debate depending on your industry and how many emails you send out to your list.
However, the general rule of thumb is about one year.
Your email list is not about how many contacts you have on the list, but the quality of those contacts. By having a list of highly engaged contacts you can ensure the financial efficiency and strong reputation of your brand in your email marketing campaigns.
- Come up with a group of reasons to delete contacts from your email list.
- Go through your list and see if any contacts should be removed.
When do you remove subscribers from your emailing list?
Let us know in the comments below.
Image courtesy of Stuart Miles / FreeDigitalPhotos.net