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Posts Tagged "email"

What Would You Want in Your InBox? Add Value and Timeliness

on Sep 22, 2016 in News |

Email marketing isn’t dead, it’s just overdone, boring and often spammy. Avoid losing those hard-fought contacts by following these two simple tips: Provide Value and Be Timely. Provide Value, Not a Sales Pitch The old metaphor stands here: No one wants to hang out with the guy who talks about himself the whole time at the party. Likewise, your email subscribers don’t want to hear about how great you are and be continually pitched on products and services. Your email subscribers just aren’t that into you. You need to provide value for them and a reason to continue the relationship. A good rule to follow is the 80/20 rule: “80 percent of your content should be devoted to valuable and useful information, and 20 percent should be devoted to your offer or sales pitch.”  Why is this important? According to research from GetApp, a digital resource for email marketing software, two of the top three reasons people unsubscribe are due to the appearance of spam (17.2 percent) and irrelevant content (15.8 percent). Send Your Emails at an Opportune Time And if the stats above aren’t concerning enough, GetApp’s research shows that 46.4 percent of unsubscribes are due to simply receiving too many emails. Although every list is different, that’s no excuse. You can do your due diligence and do some testing to see how changing the frequency of your emails affects your metrics. You can also simply look it up using your email campaign software. MailChimp, for example, offers insights based on industry and geography. Open rates vary by industry, but in general, the highest opening rate for email broadcasts (21.7 percent) occurs in the evening after people have left work and had dinner, such as between 8 p.m. and midnight. Such times also had better conversion rates. Avoid losing those hard-won contacts by providing content, through email marketing, that adds value to their day, answers questions they didn’t even know they wanted to ask and communicates your company’s understanding of their needs. Be sure your 80 is genuine and thoughtful and that your 20 is effective and clear. Email marketing is one of the most direct and most effective ways you can drive immediate interest in your business — you just have to do it right.    ...

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9 Steps to Making Email Marketing Work for You

on Aug 5, 2016 in News |

Tried and true methods never fail, right? Maybe… maybe not. Accordingto a new survey from the Content Marketing Institute, 83% of B2B marketers are still using email marketing via eNewsletters to reach their target audience. Of that 83%, only 58% are finding these methods to be effective. And while that’s still a decent percentage, there’s a lot of room for improvement. Follow these simple (but wildly effective) steps to make sure your email marketing campaign opens all the right doors for your company. Use subject lines, headlines and subheads to your advantage headlines and subheads to your advantage. Statistics show: it is worth your time to put some thought into crafting great headlines; they may be small but they are valuable.Be simple and straightforward, but clever in your subject line and headline. The recipient should be able to understand the purpose of your message with just a 3- to 5-second scan. Make sure your subheads support your headline and offer further information and instruction without distracting from the body of your copy. Make it personal. Personalization increases response rates and boosts engagement.Use names in email messages to grab attention, but don’t use full names–that can come off as creepy and even make customers feel uncomfortable. Make sure the customer information you have on file is accurate. Misspelling names or using incorrect titles can damage your reputation instead of helping it. Write targeted, brief and enticing body copy. Open with text that will hook your audience, like a rhetorical question or compelling offer. But avoid yes or no questions, as these can deter customers based on their answers. Introduce the most compelling benefits of your offer, summarize important details and focus your energy on one clear call to action. Make your copy easy to scan by using short sentences, simple language and bulleted lists. Bonus tip: a 10-second video is worth 1.8 million words. Use (good quality, well crafted) videos in your email marketing strategy to boost engagement and click-through-rates.  Use the side column wisely. In an email with limited space, the right column is your friend. Use this valuable space to reiterate the value of your offer or insert direct links that lead to the same destination as the main offer. Be...

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Put Your Best Foot(er) Forward with 4 Points of Contact

on Jun 22, 2016 in News |

The footer is the most under-used section of blogs and emails. Often, marketers are surprised at how most people make it all the way down to your blog or email to your footer. Those that do are most likely to follow you, read some more posts, or opt-in to your newsletter. Only people who are genuinely interested in what you have to say make it that far – but, when they do, you should be prepared. The first thing most readers do is jump down to the footer if they are genuinely interested in your content, your brand, you. It’s so much easier than searching around the header or sidebar for those tiny buttons that can so often have broken links. Take a look around: is your blog’s footer working for you? If not, let’s put it to work. 4 Pieces of Information to Include in Your Footer Your footer has the potential to be a conversion machine. First, let’s decide on your goal? Increase social media followers? Get readers to opt-in? Lead them to another blog post? Buy your products or services? Depending on your goals, you should consider including at least a couple of the following items in your footer. 1. Social Media Links Make it easy for an excited reader to follow you. Include either social media icons, links with the platform name spelled out, or a widget giving a preview of whichever platform(s) you’d like to highlight most. There have been many times when I’ve finished reading a post and scrolled down to the footer, hoping to follow the blogger on Twitter or Pinterest, only to find nothing but the blog theme. Usually, I scroll back up to do a little more looking around, but not always!  2. Opt-In An opt-in to your newsletter or free email course is a great footer option. If someone makes it to the end of a blog post the odds are that they enjoyed what they read. Giving them an opportunity to get more material from you, right then, is a win for both of you! 3. Popular Posts If you’re looking for people to continue reading once they finish up with a post, your footer can be a great place to include...

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7 Rules for Successful Sweeps + Online Promotions

on Apr 5, 2016 in News |

Online promotions, sweeps and other viral tools are a great way to grow your email database, brand awareness and customer loyalty. Follow these seven rules to successfully acquire qualified subscribers and keep them longer.  1. Keep it Simple and Clear Sweepstakes that are strategic, targeted, and time-sensitive give the appearance of exclusivity and prompt people to respond quickly. Sweeps that are too heady lose interest before it even starts.In order to maximize your email marketing list development during a short time period, you must have a clear plan in place prior to launch that should include automated emails, banner ads, social and mobile announcements, etc. Example: when running asweepstakes for a local yoga festival we made the prizes clear and the opt-in easy to strategically attract participants who would stay with the festival long after the last mat was rolled up.  2. Make it Personal A cash prize may entice more entrants to your sweepstakes, but by awarding your own merchandise instead, you will get a more qualified group that is clearly interested in your company’s brand and what it has to offer. Be sure to highlight your prizes through photography and ensure everyone knows what they might win. 3. Encourage Social Sharing Email and social media really do complement each other, aligning your sweeps strategy with your social media strategy will improve your contest by orders of magnitude. Offer your members an incentive, such as a second entry or a free gift, if they invite friends and other connections in their social networks to participate. This tactic will greatly expand the reach of your campaign. However, be sure to maintain control of the contest by providing a form to capture the additional email addresses and immediately send those subscribers a message with the details of the contest and an easy way to enter. Example: once registered for the contest, entrants were personally thanked with an email, the email included an opportunity to share the contest on social media and email to earn additional chances to win, further increasing the reach of the promotion and casting a much wider net, giving the yoga festival a broader spectrum audience than anticipated.  4. Rules of Engagement Clearly stating the rules of your contest are...

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Let’s Assess Your Email Marketing Strategy

on Nov 8, 2015 in News |

Email marketing has a bit of a stigma, thanks to the misuse and overuse of it in the beginning. That being said, if you do it right, with courtesy and consideration, it can be a major lead generator for your company and can effectively increase brand loyalty. Email marketing is one of the easiest and most direct ways to communicate with your customers, drive new business, and expound brand awareness. Follow these simple guidelines to maximize the power of email marketing and get the most out of your contact list. 1. KISS – Keep It Simple, Silly Maintain customers and grow loyalty by letting your contacts know that you value their time. Do so by keeping your emails clutter free: Use fewer than three typefaces (so to avoid distracting your reader’s eyes), Utilize a mobile-responsive platform (so your content can be easily read on all devices) Clarify your purpose immediately and repeat twice more before closing your email 2. Make Your Purpose Clear and Concise A call-to-action should be compelling and clear and consistently repeated at least 3 times throughout the email. 3. Brand Your Brand Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Make sure that your logo in the upper left-hand side to ensure it gets the most visibility.  This is also a good place to clearly state your brand’s mission statement. 4. Subject Matter Matters A good subject line should contain no more than 50 characters and create a sense of urgency. The subject of your email should give your readers a clear indication of what to expect once they open the email without any tricks or surprises. 5. Keep It Close to Home(page) Your home or landing page should reflect the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email, as consistency in your branding is critical to identity awareness and loyalty. If you can, utilizing tracking tools to see which emails and landing pages perform the best so you can piggyback on your previous successes. http://www.hubspot.com/Key-Components-of-a-Successful-Landing-Page-optimization-ctrl http://knowledge.hubspot.com/getting-started-with-hubspot-v2/how-to-begin-tracking-your-marketing-data-within-hubspot 6. 5-Second Test Send a test copy of the email to a business associate and...

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