Email marketing is a practical, low-cost marketing tool that combines convenience with technology. It provides small business owners with the ability to reach more customers, which in turn can result in increased sales. Most business owners today use email marketing campaigns to promote all sorts of services and products, from babysitting services to mobile phones and beyond.
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Design: With newsletters, the layout becomes a much more complicated task than it is with dedicated email sends. You’ll have to spend some time deciding on the right placement of images and text, alignment and prioritization of information. Thankfully, there are a bunch of websites out there to help you with these efforts. MailChimp, for instance, offers a package of 36 basic, flexible templates you can use to get started.
It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image. As a company that offers email marketing software, we strongly suggest that you don’t use purchased lists for your email marketing – the results you’ll see from growing your list and acquiring customers organically will lead for far stronger results.
Your About Us page. As marketer Bob Frady writes, “Customers don’t sign up for email, they sign up for your brand.” Email is merely a mechanism—your brand and offers are the backbone of your value proposition and a subscriber’s incentive to give you their email. If your About Us page is doing its job selling your company’s vision, it’s a great place to encourage customers to subscribe.
The first step is to collect a comprehensive list of email addresses. The only significant disadvantage of email marketing is that many countries have laws against sending spam. Companies that send out unsolicited emails can face significant fines. It is crucial to only send emails to customers who want to receive them. It is important to make the process easy for customers to sign up for email updates (See also Permission Marketing). They can also offer incentives like one time coupons to encourage higher subscription rates.
Reengagement Emails — At FulcrumTech, we recommend running regular reengagement campaigns to help maintain a “clean” email list by identifying and keeping only those subscribers who are truly interested in hearing from your organization. Reengagement emails are sent to inactive subscribers—those who haven’t opened or clicked on an email in 6 months or more. For more information about how to use email to reengage inactive users, check out this previous FulcrumTech feature. These emails not only reduce your level of inactives, but also encourage clients to come back and buy.
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Next, we’ll comb through our catalog of blog posts that are on this broader topic—say something like how to nail your follow up strategy—and we’ll start organizing these posts into a single Google Doc along this cohesive theme. We’ll take inventory of any major gaps that might’ve been overlooked and begin backfilling where necessary, while at the same time removing redundant content that’s been covered already in the book.
For businesses with a long sales cycle or a high list price button text like “Shop now” or “Buy Now” are typically advised against. Why? Because there is a lot of runway left before a visitor turns into a paying customer. First, they’d like to learn more. As you further develop your relationship they’re eventually be ready to buy. Use this button text to provide more information to a potential buyer.
“Because original data is worth it, many people will be happy to subscribe to your blog in exchange for the report. In addition, you can share the report with all of the participants in the survey, who will likely share the report with their audience. This quickly magnifies the impact of your marketing efforts, building your email list and helping your brand build a reputation as a source for interesting and original data”, said Cara Hogan, Content Strategist at Zaius.
Setting up your account usually takes just a few clicks. In most cases, all you need to do is to enter your email address and choose a monthly plan. If you are not sure which is the right email marketing software for you, it is advisable you request a free trial. Some platforms offer free trials to all new users. Just be aware that they usually ask for your credit card details. This means that once the free trial period is over, you will be billed for the following month unless you cancel in due time.
The next step is to import your email recipients into the spreadsheet. Click Add-ons > Yet Another Mail Merge > Import contacts from a group. A small window will open with a drop-down menu of all the contact groups in your Gmail account. You can also go into Gmail, and create a new group with all the contacts you want to include in your mail merge. Then repeat the steps above and select this group from the drop-down menu. Click Import contacts, and those contacts will populate your spreadsheet.
A major benefit of email marketing is that it often provides higher conversion rates than other marketing tactics. In fact, McKinsey reports that the average order value of an email is at least 3x higher than the average order value of social media posts. After developing an effective communication strategy, your business can drive more conversions through email marketing. By crafting well-written emails that end with a clear call-to-action, your brand can encourage readers to take the next step in the buyer’s journey, moving them closer to conversion.
TAB franchise owners often advertise free taster sessions on their sites, so local business owners (or anyone who stumbles on their site) can get a sense of how the TAB community can help them grow their business. We’ve found this to be an effective way of overcoming the hurdle of skepticism and to show the power of our service rather than explain it. With only 6% of business owners considering themselves “very trusting” of B2B vendors, the best way to market to them is by educating, not selling.
One of the great things about email marketing is that it can easily integrates with other marketing channels. For instance, you can take email marketing content that has performed well and develop several social media posts from this content without having to start from scratch. Or you may use email marketing to promote a social media contest, helping to bring more traffic to your social pages.
This simple WordPress mailing list management widget (plugin) sends emails with “Subscribe” and “Unsubscribe” subject for newsletter opt-in and double opt-in email list management. New mailing list subscriptions are written in WordPress sidebar and new subscribers details are gathered into your bulk email software or mailing list management software. The email list widget works with common bulk emailers and with SendBlaster’s newsletter software subscription management with custom field integration, for email merge purposes. The widget adds an options tab to customize settings:
SlideShare is a community of visual presentations on almost any topic you can imagine, and it can be one of the most effective lead generation ideas when used correctly and if properly optimized. You’ve likely already produced content in the form of blog posts, case studies, whitepapers and webinars—all of which can be repurposed into a SlideShare deck.
Dedicated Resources: Sponsorship emails and management of the vendor relationship require a big marketing effort and tight control. “For this style of sponsorship to be successful there needs to be a dedicated team behind it that understands data, brand synergies, and the ability to unearth unseen co-branding opportunities,” writes Jackie Fast, Managing Director at Slingshot Sponsorship. If you have a small marketing team, it might be tough to take full advantage of sponsorship emails.
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While Death Wish sends the customer to a third-party survey tool for feedback, many businesses will include the full survey in the email itself, often by using a rating system (e.g., “Rate your experience”). You can also send customers to a survey available on your store. This makes it easy to prompt a satisfied customer to start shopping once their review is complete.
I’m not talking about a self-serving fluff piece here. Take a problem that your target audience is struggling with and provide some clear, easy-to-understand guidelines for understanding or solving it. Perhaps there is some complex new legislation or a rapidly evolving technology that folks need to understand. Make it very clear and simple and you will be a hero. (See below for ideas on distributing this wonder piece).
Email provides the benefit of unlimited space for content. Unlike many social media platforms, you are not limited by character limits or the types of media that you can share with your recipients. Attention spans are short, so it is an email marketing best practice keep the message to the point, but the choice is yours as to how long or short the message might be for each email. Make content easy to scan at a glance and get the main message, but also give readers the option for more information if they want.
Look into the statistics of your blog, what are the articles which are driving the biggest amount of traffic? It might be worthwhile to convert those blog post into white papers and setting up a landing page for them. Setting up a landing page takes to much time? Just offer for people to download the post in PDF format in exchange for their email address.
If there’s one function they serve, it’s to keep your company top-of-mind for your audience, and to remind them of your brand whenever you can. Any sales and engagement on top of that is a big plus, and you should definitely optimize these campaigns to improve engagement. But make sure you’re sending something compelling to keep your readers interested.
How frustrating is it to book a flight or register for an event and not receive an automatic confirmation email? I know that personally, every time I make an online transaction, I wait impatiently to see that my transaction was complete. After all, nobody wants to worry that they're first payment wasn't processed, only to click the payment button again and get charged twice.
Persuade them (lightly) on how you can help them. This should be a light touch, and often at the end of the incentive, on why and how you can help them, and why they should go with them. You could end the course with an open ended email, asking them how they liked it, or you can set up simple conditions to send the leads contact info to your own sales people if they reach the end of the incentive but still haven’t reached out to you.
A good sales CRM, like Pipedrive, can provide you with the sales analytics reports you need to understand which of your lead sources are generating sales. Using the data, you can decide which leads are most likely to convert. Salespeople love Pipedrive because it is easy to use, allows them to keep track of their prospects from lead to close, and it starts at only $10/user/month. Click here to start a free trial.
For example, If you’re a retailer specializing in hip, modern home decor, you probably wouldn’t waste your time sending mailers. Instead, you’d target your core audience of hip, modern millennials by posting breathtaking staged rooms on Instagram, or ads when individuals search for such decor. Or you might create an exciting contest on social media (check out our guide here).
Another example is KissMetrics, the advanced analytics platform, who has two tools in a section of their site called /growth-tools/ around (1) calculating statistical significance for AB tests and (2) building URLs with UTM parameters for easy campaign tracking. These are useful to their exact target audience (marketers that run AB tests and other marketing campaigns):
This style of campaign is meant to inform current subscribers of new product updates or extensions, upcoming exclusive sales or web-driven discounts. Use consumer purchases to trigger follow-up emails offering compatible products or services at a discount. This enhances the personalization of email campaigns and educates consumers on offerings like those they have already expressed interest in, which can lead to secondary purchases. To market general sales, create unique promotional codes that are exclusive to your email list that can be tracked to verify the success of your campaign. This creates a sense of exclusivity for subscribers which will keep their attention and boost open rates.
Communication with customers is an important activity in any business scenario. One of the best ways of communicating is through email. Zoho CRM provides the option of using email to reach a large number of customers by sending mass emails. You can also create auto responders, schedule mass emails, and create email templates that are ready to use. See Also Mass Mail Unification
Picking one of the best online marketing services for your email campaigns is a cornerstone for any successful business, no matter the size or the industry. From beautifully designed newsletters to campaign tracking and auto-responder reviews, a professional bulk email software will offer you everything you need to move your marketing to the next level.
Arguably, this form of marketing is quite popular as well. Users love it when prizes are on offer, and they like it, even more, when they have to win them! Termed by many as digital sweepstakes, it enriches their competitive spirit and helps you to generate the right attention. Just get them to write some slogan, taglines, participate in quizzes, post pictures, or share your content—and in turn, offer them something.
42. Breathing life into dead pages: Traffic doesn’t necessarily stop flowing to an event, giveaway, or promotion page as soon as you hit the expiration date and stop promoting it. Make sure latecomers still have a way to stay connected by updating those pages with a LeadBox™. You can use it to offer a “consolation prize” lead magnet, or simply provide the chance to get notified of future events and promotions.
The internet is swarming with tips, tricks, and suggestions about how to design beautiful emails. And while a lot of marketers seem to understand the basics -- personalize the copy, make the call-to-action pop, segment your list, etc. -- many still overlook an important component of effective email marketing: emails also need to have visual appeal.
The diverse array of companies involved in email marketing ensures that no one party can make changes that would have a widespread effect, and unlike Facebook or Twitter, if you invest the time and money into building and cultivating a great email list, your subscriber list will be an asset you own. Thus you’ll be able to leverage your list without the threat of someone limiting its effectiveness.
While are thousands of lead generation ideas out there that can be tailor-made to suit your business, the key to success is constantly testing and optimizing new strategies to find what works best for you. With a combination of the above ideas (and hopefully the addition of some of your own creative ideas) you’ll elevate your lead generation efforts, and its results, to the next level.
Review platforms generally have a strong presence in organic search, making them a great opportunity to expand your brand presence and get noticed by the right people. When you encourage users to leave reviews on a third-party platform with strong SEO, you increase the chances of being found by qualified prospects in search -- without paying a dime.