Hello, Steven. Nice article. You have hit the nail on the head. I too believe that both old and new marketing needs to compliment each other to get the desired result. I feel that with data from new marketing solution like social media shall be added to old tools like email marketing and direct mailers to make them more efficient and bring real business value. Thanks for highlighting the points.
The ideal type of opinion (unrelated to your expertise) is one that doesn’t offend anyone, but makes some people relate to you more. For example, I’m a vegetarian. I used to protest whenever there wasn’t a big piece of meat on my plate. But when I tried eating just veggies for a couple of months, I realized I felt a lot more energetic. Sure, it’s more ecological. And often animals are treated cruelly. But those aren’t the things I emphasize if someone asks why I’m a vegetarian. No one in their right mind has a strong negative reaction to someone eating food that makes them feel energetic, right? But for some vegetarians it’s a very meaningful choice, so it might have a positive impact on those people. That said, I highly doubt that my choice of diet have any direct impact on my sales.
Another mindblowing and excellent post. Yes, its better to have a content strategy for a newsletter and give emphasize on mobile email optimization. Nowadays, most of the people are not sitting before PC, rather they use mobile phones for checking mail. So, it’s really a great idea. Also, maintain publishing calendar is a good idea. Thanks for sharing these very much informative post.
This A/B test indicates that engagement is one problem, but your subject lines are an even bigger problem—and one you can solve right away. CTR rates are understandably lower among the less-engaged group, but you saw engagement increase with a punchier subject line, so there is room to improve CTR among cold leads. CTR rates are higher in the more engaged group, but with a better subject line, this rate could go through the roof.
The transition email – Remember, every potential customer is currently using something else to do what your product could do for them, and the act of switching from that process to using your product is a barrier you need to overcome. This email should focus on outlining a simple and easy process for making the switch from their existing solution to using your product to solve their problem.
Structure your email for scanners – Research shows people don’t read email campaigns word for word like they do a book, instead, they scan the email looking for elements that pique their interest. So in order to get your message across you need to make sure your automated email campaign is structured for scanners. This post on the subject outlines exactly how to do it.
The default one-click welcome automation is one email that sends immediately after signup, and includes pre-filled content. In the automation builder you can change the delay, and edit the design and content. This automation welcomes new subscribers to your audience, so the trigger and audience are fixed and uneditable. You can pause the automated welcome email at any time. If you need more sending options, check out our advanced workflow.
Lengthy paragraphs are off-putting, but I do appreciate that brevity is a tricky skill to master! If you struggle with short copy, write your main body copy out in the manner that feels natural, and then take a (metaphorical) knife to it afterwards. You’ll be amazed at what can be cut without losing any of the sense or feel of the piece. If you really can’t cut it down, try chopping your copy into sections, or offering a ‘Read More’ option leading to the website.
Once you’ve established lifecycle groups and set up the customer relationship management infrastructure to categorise customers in this way, you can begin to deliver targeted messages. This can be done either by personalised on-site messaging or through automated emails which can be automatically triggered by different customer engagements or behaviours.
Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a “surprise” email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!
Use compelling copy – It’s important in your automated emails to create desire towards the conversion action, and there is no better way to do this than by using compelling, benefit-focused copy. We regularly use copywriting formulas such as the PAS formula or the BAB formula to achieve this in our own email campaigns, and they are two resources worth checking out. Alternatively, if those formulas don’t quite fit the message of your email then use these 5 persuasion techniques to help you write email copy that converts.
There are lots of ways to buy an email list, but none of them will actually benefit your campaign. Why? Since the owners of these email addresses didn't explicitly agree to receive content from you, there's no telling how interested they are -- or if they're even a fit for what you have to offer. A bought email list is also in violation of GDPR (we'll talk more about this in just a minute).
Keep the subject line and pre-header short: The subject line is crucial. Keep it short so the reader knows exactly what the email topic is about. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. Instead, summarize the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).
This is a perfect guide for any beginner to the world of email marketing. It can often be super confusing when you are new to email marketing and you may not be aware of how to go about things. This article is great as it talks about the various factors that can make email marketing campaigns a true success. I agree with every single point that has been mentioned above. I especially agree with personalizing emails as this can totally grab the attention of any reader. Thanks for this post!
Genuinely effective campaigns segment the market as carefully as possible, and target accordingly. Relevancy is key for getting people to open emails and respond to your CTA – but what's ‘relevant' differs from person to person. If you're going to make your emails as relevant as possible to everyone who reads them, you need to Segment, Target, and Position.