Calculators: A calculator offers customers a lot of value with minimal effort on their part and instant gratification. Even a simple price calculator (e.g., “How much does it cost to buy a house?”) can have impressive results: companies report lead conversion increases of more than 25%, plus a nice boost from social traffic. Offering a calculator as a call-to-action is a sign of your intent to solve a customer’s problem and add value, boosting your brand image for customers who aren’t ready to commit.
Give people a way to avoid more emails about the same offer. If you do a concentrated promotion for something, you might send lots of emails about it in a short time. Give people the option to avoid future emails about the offer. Just add a link to the end of the emails (e.g., “If you’re sure you’re not interested in [ offer ], click here, and I won’t send you any more emails about it this year.”). That way you won’t annoy people who aren’t interested in the offer now. You could argue that some of them might buy if they saw all the emails. Well, if you’re only interested in this month’s sales, send as many emails as you can. I just assume you want to have someone left on your list for next month.
Use a call to action button – We ran some tests recently and found that including a call to action button (as opposed to just text links) increased our conversions by 28%. So when creating your automated email campaign, make sure to include a call to action button to increase your chances of people clicking through and taking your desired conversion action. It’s also important to optimize your call to action buttons, and this post provides a 3 part framework for creating the perfect CTA button.
A Solo Ad Is An Advertising Method (An Email List Rental) Where The Buyer (You) Purchases A Solo Ad From A Solo Ad Provider. The Solo Ad Provider Sends His Email Subscribers Or A Segment Of His Emails Subscribers A Targeted Email With The Buyers Website / Affiliate / Offer Link In Exchange For Compensation. Typically Solo Ads Are Purchased By Unique Clicks. Solo Ads Are One Of The Fastest Advertising Methods To Drive Targeted To An Offer.
The downside of just making offers is that they’re not useful on their own. People on your list won’t receive any value from you unless they buy what you’re promoting, so they have little reason to stay subscribed. That’s why this email marketing strategy doesn’t work alone. And it’s why many e-commerce sites struggle to keep people interested. There are a few exceptions (e.g., Groupon) that rely entirely on making offers—but then the reason people joined the list was specifically to receive those offers.
When you share your opinions, avoid dipping into politics, religion, sexuality, and other topics where many people have almost fundamentalist views. If, however, you know that most of your audience shares your opinion on a topic that’s important to them, you can instantly seem more trustworthy by pointing it out because people trust people who are similar to them.
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.
When you're using email as a marketing tool, you're working on a pretty personal basis. This isn't ‘drive-by' stuff -you're directly targeting customers from their inboxes. There's a huge amount of potential which comes with this kind of marketing... but you'll only reap that potential if you REALLY understand both the marketplace you're operating from, and the audience you're talking to.
Armed with these effective and practical email marketing tips, you are in a better position to design and run successful email marketing campaigns. Remember, email marketing is not a game of chance. You have to put certain systems and structures in place for you to see a good ROI. For more insights and email marketing tips, make sure to check out our article on email marketing best practices you need to follow.
Make your offers feel relevant. If you offer people something they don’t think is relevant for them, they also think you don’t know them or understand their situation. Segmenting people based on their interests, problems, company sizes, and other things can help with that a lot. But it’s not enough. Your offer might be a perfect fit for them, but how you present it has to be a fit, too. Focus on describing their problems, how they’ll use the product or service, and what they will have in the end. Don’t talk about it from your perspective. No one really cares what you think about your product as much as they care about what they’ll get from it.
Take the email below from Paperless Post, for example. I love the header of this email: It provides a clear CTA that includes a sense of urgency. Then, the subheader asks a question that forces recipients to think to themselves, "Wait, when is Mother's Day again? Did I buy Mom a card?" Below this copy, the simple grid design is both easy to scan and quite visually appealing. Each card picture is a CTA in and of itself -- click on any one of them, and you'll be taken to a purchase page.
Every week, the folks at InVision send a roundup of their best blog content, their favorite design links from the week, and a new opportunity to win a free t-shirt. (Seriously. They give away a new design every week.) They also sometimes have fun survey questions where they crowdsource for their blog. This week's, for example, asked subscribers what they would do if the internet didn't exist.
Retention/Loyalty and Growth: At this stage, the customer purchased a product, used it, and keeps coming back. As the customer gets to know the product, your email marketing campaigns should focus on ways to maximize the value of the product, find new ways to use it, and potentially add on other related products or services. Customer loyalty is a key part of company success, but growth goes hand-in-hand; your email marketing should support a strong cross-selling and upselling strategy. When you identify complementary products for customers, you continue to provide increased value. These full-funnel campaign emails can have a slightly stronger sales lead than in first-time engagement, but keep it gentle if you’re trying to sell a product that’s new to the customer. Also, keep in mind that customer loyalty isn’t as strong in B2B as it is in B2C, so continue to remind customers of how your products or services save them time, money, and resources.
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.
Take personalization emails a step farther, and you can customize your call to action (CTA). Focus on understanding buyers and how their roles fit within their organizations. For example, a marketing director and a technical director may have entirely different goals and perspectives when they open up your email. If you offer a unique CTA for the two groups, they are more likely to engage with your email and more likely to convert.
Sometimes low-hanging fruit is as easy as it looks. Personalizing emails, as well as segmenting them—a marketing technique that teases out your subscriber list to send relevant emails to specific subscribers—can offer significant returns. Segmenting emails allows you to target specific groups of subscribers, which leads to substantial increases in click-through rate.
Hi Steven, Thanks for sharing such a great Email marketing strategies, all the points that you discussed in this article are perfectly applicable on both website and blog. If you apply Email marketing strategy in a right way, you can achieve the desired result for an online business. I agree with your view that triggered email campaign is better improving your brand image and customer loyalty than traditional Email campaign. Can you please explain to me which is the best way of modern Email Marketing to increase your business ROI?