Series Posts: Practical Marketer

How You Can Use AI to Boost Your Email Marketing Strategy (And 3 Brands That Did It Right)

How You Can Use AI to Boost Your Email Marketing Strategy (And 3 Brands That Did It Right)

Practical Marketer • November 9, 2018

While modern digital marketers have advanced techniques such search engine optimization and pay-per-click advertising at their disposal for driving consumer interest, an old staple such as email marketing is managing to maintain its relevance. Financially speaking, email marketing probably still has the best return on investment compared to other digital marketing methods, which is why businesses of all sizes are still using it to great effect. And if you wish to take email marketing a step further, you can supplement your campaigns with artificial intelligence (AI) systems. AI is capable of analyzing vast amounts of data with speed and accuracy unmatched by human data analysts. The result of such an analysis is patterns and trends that would otherwise be impossible to detect, and which can be used to improve the effectiveness of email marketing campaigns. By utilizing the power of AI, digital marketers can ensure that their emails will reach the right audience at the right time, with the right kind of message. To find out more about how email marketing has benefited from the introduction of AI, take a look at our guide in the post below. Auto-Generated Subject Lines The average consumer can receive up to a hundred emails per day. The majority of what is received gets classified as spam, but even if your marketing email manages to evade the filters, the odds that the consumer will end up opening it are slim at best. With an AI at your side, you can improve your chances by a significant margin. For instance, an AI could predict how likely it is that a prospect will open an email based on the subject line used, and it can even offer suggestions on which lines would work best. AIs can also help ensure that your subject lines are brand-compliant, a process that can otherwise take weeks to finish. Copy with Relevant Keywords If your targets end up opening your email, you are already halfway there to converting them. However, the other half of the journey is much more difficult to complete. This is where your copy comes into play. A good email copy has to engage the lead enough to take a CTA which will turn them into a customer. The secret to creating engagement is providing value to the potential customer. Finding out what each customer wants is not an easy task, but it can be streamlined through the use of AI. Such AIs can analyze the social media and web activity unique to each lead, and give recommendations regarding which keywords to use for maximum conversion potential. More Actionable CTAs The CTA is the final piece of the email marketing puzzle. Without an effective CTA, the lead will have no clue on how to proceed to become your customer, an outcome you want to avoid at all costs. The secret to making a good CTA is to provide an offer your leads wouldn’t want to pass up. Creating such an offer is easier said than done, but again, the AIs can help. An AI armed with sufficient data could determine the price points and products which are likely to entice a given consumer. As you keep feeding more data to the AI, it will become better at predicting which offer has the best conversion potential. Efficient Segmentation And Targeting Creating highly targeted emails is an effective conversion strategy, but sometimes you can’t afford this level of customization. What you can do in such situations is divide up your audience into segments, to retain some level of customization, while being able to target multiple prospects at once. Your audience can be segmented according to demographic, geographic, psychographic, or other kinds of criteria. This is a time-consuming process for humans and one that is prone mistakes, which is why email marketers began using AI for more streamlined audience segmentation. An AI can easily screen your customers to find the relevant data, and then use it to categorize them into clear groups, saving you time and resources better spent elsewhere. Scheduling Sending Times The times at which you send your emails is as important as their content. If you keep sending emails at inopportune moments, your prospects, leads, and even existing customers will lose patience and unsubscribe, which is an outcome you must avoid at all costs. Finding out the perfect time for sending an email is a time-consuming process because there are many factors at play, including the time zone they reside in, their daily schedule, their online habits, etc. Fortunately, AI systems are perfectly suited for collating factors of this sort into a single, coherent picture. An AI can pinpoint exactly the exact time when a subscriber is likely to open, as well as read an email, and it can do this for each and every person on your mailing list. This makes creating mailing schedules by hand a thing of the past. Streamlined Customer Lifecycle Marketing An email marketing campaign involves more than just sending batches of emails – it is a process of nurturing a consumer from lead to customer, and beyond. Along this journey, the target will take actions that are in line with your business goals, such as clicking on CTAs, visiting your website, or purchasing your items, but also those that are detrimental to your bottom line, such as unsubscribing to your email newsletter, abandoning their shopping cart, or stopping to follow your brand on social media. To get the most out of your email marketing campaign, you have to study customer behavior and send highly contextual emails throughout the customer lifecycle. With their ability to analyze large quantities of data in record speed, AIs is perfectly suited for determining when is the best moment to send out a particular kind of email, to a particular kind of customer. Use Cases of AI in Email Marketing So far we have been talking about the theory behind AI-powered email marketing, but that is not all there is to it. Many digital marketing companies are already using AI to power a wide variety of digital marketing campaigns, including email marketing. Now we can move on to specific examples of brands using these methods to improve the outcomes of their campaigns. Teleflora Valentine’s Day is one of the busiest holidays for online flower delivery services such as Teleflora. This company tends to send more than a billion email offers per year. And in order to make heads or tails of the mountains of data they gather on their customers, they use Bluecore, an AI-powered tool that matches customer data to products. They also use Custora, another AI customer analytics tool, which can create automated flags for delivering customized messages to customers at every point in the buyer’s journey. By using AI in email marketing, Teleflora was able to accurately match customers to products they were most likely to be interested in, and the company saw an increase of 50% in orders compared to previous years. Virgin Holidays Virgin Holidays is one of the bigger players in the field of vacation planning in the United Kingdom, with more than a hundred million holiday packages sold each year. However, when it comes to finding the right subject line for their email marketing campaigns, Virgin Holidays was struggling to find an approach that yielded the results they were looking for. They eventually chose to use Phrasee, an AI-powered language generation tool. Instead of spending weeks waiting for writers to come up with the appropriate subjects lines, and having them tested, Virgin Holidays simply forwarded their brand guidelines to Phrasee. Once the AI took over the process, the subject lines were both generated and tested automatically. And the results? A 2% increase in sales, which amounted to more than a million pounds. SecretEscapes SecretEscapes, another UK-based travel company, has an audience of more than 32 million subscribers in 23 different countries. The company makes about 70% of its sales from email marketing, and it usually sends subscribers two emails per day. However, SecretEscapes was having trouble finding an eCommerce solution that could keep up with the influx of data generated by subscribers with widely different backgrounds. That is until they found JetLore, an AI prediction system that can analyze customer data for the purpose of ranking each customer according to their interests, and then send relevant product and service suggestions based on those interests. The result of using JetLore was an increase in open rates, as well as higher revenue from an increased number of sales. Wrapping Up AI makes email marketing much simpler by allowing marketers to add value to the emails that go beyond just discounts and first-name personalization. This technology lets brands sustain the modern customer by translating the collected data into relevant, unique, and timely content for each individual customer. If you haven’t incorporated AI into your email marketing strategy yet, now is the right time to begin doing so for better in-the-moment personalization– and, ultimately, sales.


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Free Holiday Email Templates

Free Holiday Email Templates

Practical Marketer • November 7, 2018

The season to be jolly is right around the corner! That’s right! Holiday cups are back at Starbucks, Christmas music is already playing in every store you walk into. Decorations are right around the corner. It always feels too early to start celebrating the holidays, but it’s never too early to plan your holiday email marketing. After all, email marketing accounts for 20 percent of holiday sales, according to Mailcharts. Holiday Email Templates Who doesn’t enjoy spreading some holiday cheer? Benchmark Email helps you get your email marketing in the holiday spirit with dozens of festive holiday email templates. Here are some things to keep in mind when using a holiday email template: Stay true to your branding. Don’t make your logo a color your subscribers have never seen it before, just to match the holiday motif. Same goes for buttons and other colors that are consistent across your email campaigns. Dress it up for the holidays, but don’t become something unrecognizable to your subscribers. Keep it simple. Don’t overdo it. You don’t want to be the house on the block with lights covering every square inch of the exterior and lawn with lights. You can’t look at that house without sunglasses. Don’t limit it to the template. Extend the holiday cheer to your subject line as well. That way it won’t be a surprise when your subscribers open your holiday email. Don’t just promote your sales. Promote your products too. A common mistake many businesses make is to only inform their subscribers of their promotions. That assumes they know everything you offer. Be sure to highlight your products too. The promo and the product together are the knockout combo you want. Templates To Automate Aside from the great holiday email templates available to you, we’ve also created strategy templates to let you automate your holiday email marketing. You can send a promotion and follow-up with your subscribers based on if they opened the email, clicked a link or visited a specific page on your website. Don’t wait for 2018 to take your email marketing to the next level. Get a head start on your New Year’s resolution and close out 2017 strong. We also put together some tips and ideas for your Christmas and Chanukah marketing campaigns to be automated. Holiday Email Marketing Tips Now that you know how to pick the right template and what to do with it, let’s look at some strategies and suggestions for your holiday email marketing campaigns. Make A Plan Everything will go smoother for your holiday email marketing if you start with a good plan. Holiday emails campaigns sent in the first half of November tend to get the best open rates, according to GoDaddy. The first step in creating a holiday email marketing plan is to know which holidays you should be creating campaigns for. These are the big ones: Thanksgiving, November 22 Black Friday, November 23 Small Business Saturday, November 24 Cyber Monday, November 26 Giving Tuesday, November 27 Hanukkah, December 2-10 Christmas, December 25 Figure out which of those holidays make sense for your business. Don’t contort to uncomfortable, Stretch Armstrong-esque lengths to make all of these holidays work for your brand. You may also not have the time or resources to do campaigns for all of them. Be reasonable and focus on the ones that will work best for your goals. What emails should you be sending for any (or all) of these holidays? A sequence of three emails is your best bet for successful holiday email marketing: First, you should send an email to announce your holiday promotion. You can send this up to two weeks prior to your sale. Next, you’ll want to send a reminder for your holiday promotion. If you sent the first one two weeks out, the follow-up email should go out a week later (one week before your sale). Lastly, you should send an email the day off the promotion. This one should really create some urgency and get your subscribers to act now. Segment Your List(s) Relevance is key with any emails you send, but especially so with your holiday email marketing. Most inboxes are even more crowded during the holiday season making it all the more important to stand out. Email list segmentation or targeted emailing are your best bets for sending targeted, relevant content to your subscribers. You can use purchase history, click history, demographic or location data to sort your list in order to send the best possible content to each subscriber. Holiday Email Marketing Content Ideas Giving gifts to our loved ones can be difficult. We want to give them something that will feel personal and picked out just for them. But where to start? Many businesses create gift guides to help their subscribers choose the right gift for everyone on their list. One way to create a gift guide is to sort it by price. Here’s a holiday email campaign from Bed, Bath & Beyond that sorts their campaign into sections by cost. It makes it easy to find the right item for everything from office holiday parties to something for your loved ones. Another way to organize your gift guide is by who the gift is for. It can be gifts for him or her, your kids, parents, etc. If you sell products for kids big and small, you can even create a gift guide sorted by age groups, from newborns to those of us with an inner child that still burns strong. This holiday email from Target shows how you can make it easy to find gifts for all your nieces, nephews, sons and daughters. Outside of gift guides, there are plenty of other holiday sales you can use email marketing to promote. Some companies offer a special gift to the first group of customers through the door in the morning. For some businesses, this results in customers camping out to receive the free giveaway! What better social media buzz than a line of anxious customers braving the elements to come to your store. This Black Friday from Chan Luu executes this strategy well: Other than giving customers a percentage off their total, you can also offer free shipping for your online shoppers. That’s what J Crew did with a recent Cyber Monday campaign: J Crew also creates a sense of urgency by telling their subscribers that free shipping deal is for that day only. One additional way to boost your holiday email marketing efforts is to include a charitable component with your promotions. If all of the proceeds from certain items or total sales are donated to charity, it increases the likelihood that a subscriber will make a purchase. PayPal itself wanted to inspire everyone to donate to charities during the holiday season. They announced that PayPal would add 1% to any donation made to a charity during the month of December. In 2017, more than $8.5 billion was donated through PayPal, in part due to this holiday promotion. Share Your Tips Have you run a successful holiday email marketing campaign in the past? Or maybe a favorite one you’ve received? Share your tips in the comments. We love to hear them!


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How to Write Welcome Emails That Turn Subscribers into Leads

How to Write Welcome Emails That Turn Subscribers into Leads

Practical Marketer • November 1, 2018

You never get a second chance to make a first impression, right? Especially today, in the world of online business and communication, when a short attention span and content shock run the shots, and where tons of emails from dozens of brands attack users\' inboxes in the hope of loyalty and sales. But there\'s a catch: We spend hours and budget on planning and implementing stellar email marketing campaigns, test them, optimize them to align with consumer interests and needs... just to find out that most people don\'t want to see our marketing emails at all. In fact, only one-fifth of users open newsletters and business emails, which makes us lose around 80% of our target customers. Oops! The good news is, we can change that. Given that 72% of people still prefer communicating with brands via email, we marketers have a powerful weapon to turn subscribers into leads and make them look forward to our next newsletters: A welcome email. What Makes Welcome Emails So Powerful As you probably know, 3 out of 4 users expect to see a welcome email after subscribing. That explains the following — and quite encouraging for email marketers — stats from Soundest: It’s like dating online. Attracted by your profile and photo (read: your website, blog, or landing page), people express interest by \"poking\" (read: subscribing) you and waiting for you to meet their expectations. Now it’s your turn to take a step: write and send a welcome email that will \"wow\" them with your brand personality so they will look forward to your next letter, open and click on it, and therefore turn into your friends (read: loyal customers). A welcome email is your chance to: Make a first impression Introduce your brand Set clear expectations and the tone of your relationship with followers Get to know them better Stand out from competitors Motivate the target audience to become your loyal subscribers and, anytime soon, customers Crafted by expert marketing writers, welcome emails meet users\' expectations, guide subscribers, and engage them in communication to see and heighten their interest in the brand as well as learn their preferences. All this allows your business to move through a sales funnel successfully. To make welcome emails work, you need to engage your inner creative genius but yet follow some rules of web writing. Here are several techniques to try: What to Write in Welcome Emails As well as any other marketing instrument, a welcome email must live up to its task. What to write there? Here go options: Confirm the subscription and thank a person for choosing your brand. Tell how they can manage their email notifications. Give them a present for the subscription. Set expectations: share the information on what types of content they will get from your newsletters and how often you are going to send them. Ask subscribers to whitelist you. Introduce your brand and website. Introduce the sender of your newsletters, if you have one. Reveal your competitive advantage. Share some works and clients\' feedback. Answer all possible objections they might have. Invite them to follow your brand on social media. Bring them into the dialogue. (Ask to tell about themselves; therefore, you\'ll learn more about subscribers and understand what content they would like to get from you.) Case in point: The welcome email from Michaels includes several elements at once: it thanks subscribers, sets expectations, invites them to set preferences, and gives a present (discount) for building loyalty and better engagement. Here’s the full version. That from Peel asks to follow their brand on social media, sharing some user-generated content. It\'s a great way to build awareness and trust, making new subscribers feel their affiliation with the brand. See the full version here. And this one from Strava introduces the brand and tells how they can help a user, inviting to manage email notifications. The full version is here. It\'s all well and fine, but are there any particular language and design tricks to craft killer welcome emails? Yes! How to Write Welcome Emails Given that a great welcome email goes beyond the \"thanks for being with us\" stuff, your task here is to make subscribers feel excited about joining you. So, write a sincere, heart-warming, and personal email that will build a positive impression of your brand and tell people what\'s in there for them. How to do that? 1. Craft a subject line Welcome emails have the highest open rate among others. To increase it even more, nail subject lines accordingly. First, answer two questions: What\'s the goal of your welcome email? What action should subscribers take after reading it? Depending on these two factors, a subject line of your welcome email may differ but yet be concise, intriguing, inviting, and actionable. Tricks to use: Personalization. (Add a recipient\'s name to the subject line.) \"A question inside\" trick. (Add this phrase to the subject line, if relevant.) A surplus value. (Mention what\'s in there for subscribers: a gift, a discount, a bonus, etc.) Add emojis, if relevant to your brand voice and tone, but don\'t overplay. Emojis make a subject line more personal and human. Avoid spam words, preventing your emails from coming to users\' inboxes. 2. Make it short Your welcome email should be short and sweet. Consider 50-150 words, craft them into a catchy text with the most significant information at the beginning, and make sure it doesn\'t sound pushy. It\'s about welcoming, not selling. By way of example, here goes a short but clear and informative welcome email from Cult Beauty: Hint: Use active verbs only! Also, avoid colloquial expressions and other email etiquette mistakes. 3. Use power words Each word of your email matters. It triggers emotions, inspires readers, motivates them to follow you. Some words engage us, others — drive us nuts! Use that linguistic power for your marketing benefit, and write the right words in emails. Some rules of web writing to remember here: Stick to words everybody knows; avoid long words and sentences. Get straight to the point. Tell them what they get; don\'t tell about yourself. In other words, answer the \"So what?\" question. Consider your brand voice and tone. Read the text of your email aloud before sending. Make sure it has a rhythm; edit accordingly. The most effective words to write in emails are: you/your, now, because, new, thank you, guarantee, free, P.S., and limited. Also, don’t forget about a recipient’s name. Freedom seems to know that: Tip: Send emails from an actual person behind your brand rather than the brand itself. It builds trust, makes an email sound more human, and increases the open rate. 4. Format it like a boss Both plain text and HTML formats are okay as long as they work with your audience: the former looks more natural like it\'s a friend who sends this email, and the latter is more colorful and therefore catchier. Thanks to many email templates available, most marketers prefer crafting messages with colorful elements to make them visually appealing and help subscribers understand their brands better. Images and colors trigger emotions, help to process and remember the information faster, and build an impression of your brand. Did you ever wonder why so many brands had blue in their logos and email design? It\'s basic color psychology: blue is about trust, efficiency, and integrity; isn\'t that what we want to communicate with a welcome email? Like guys from Weebly do: See the full version on Pinterest. Sure enough, it doesn\'t mean you need to give up everything and change your brand\'s identity so it would have a blue color in it. Just think of incorporating some shades of blue into the color scheme of your welcome email to give it a little boost. 5. Add a stellar CTA Your welcome email won\'t work if it\'s a mere \"thank you.\" It stands to reason you need to add a CTA, but are you sure you use the right one? First and foremost, follow the rule: one email = one CTA. Make it obvious what you want subscribers to do. Second, make it concise and easy to find. And third, make it a button rather than a link, even if using a plain text style for your welcome email. Or, at least make that link of a different color. You\'ve got the idea: a CTA should draw the eye. 5 Secrets to Welcome Emails Optimization To get the most out of welcome emails, work on their optimization. First and foremost, send them as soon as possible to confirm subscription and let people know you are with them. When giving you their email address, new subscribers are waiting for the feedback to take further actions. So, grab the moment. Tip: Send the first welcome email within 5 minutes after subscription. People hate waiting too long. If you have a welcome email series, send the second letter in a day, and the third one — 2-3 days later. Also, use your brand identity in a welcome email. Choosing an email template design, consider colors and shifts that would help a user to visually identify your message with a website where he left an email address a few minutes ago. Monitor your subscribers\' actions and respond accordingly. Consider segmentation to understand who opens your welcome emails and re-send them to those who don\'t but with a different subject line. Also, it\'s worth trying to send a follow-up to such subscribers: chances are, your welcome email went to spam or failed to display right in a user\'s inbox. Known as reactivation newsletters, they are often used by marketers. Here\'s one from Buzzfeed, for example: Read the full version here. Just craft a text, relevant to your new subscribers, and make them know your brand is here for them. Optimize a subject line of your welcome email, either. It stands to reason that it\'s aimed at thanking and welcoming a new subscriber to your community, but some options are still available to encourage clicking:   Welcome to Benchmark! What\'s next? Thanks for joining us! Here\'s your 10% discount. Welcome to the Benchmark family! Donuts inside.   To avoid mug hunters using fake email addresses to subscribe and get discounts, consider a welcome email series where the first letter asks a person to confirm his email, and the second one comes with donuts to confirmed emails only. Checklist Long story short, here\'s your checklist to writing stellar welcome emails that will engage subscribers, build their loyalty to your brand, and turn them into leads: A familiar sender. It may be a particular person or a brand name, but a user needs to understand from whom the email comes. Appealing but relevant subject line and preheader. (Yes avoiding a preheader is among most common email marketing mistakes!) Well-timed content: greetings, thanks for registration, introducing a brand, etc. Clearly mentioned benefits for subscribers. Shaping the right expectations. Donuts for subscribers: promo codes, bonuses, discounts. Call to action. Social media subscription buttons. A link or a button, allowing users to unsubscribe from your newsletters. Sending a welcome email series, make sure it\'s consistent and meaningful. As far as 74% of new subscribers wait for your welcome emails, it\'s a window of opportunity to work with the audience for the sake of business. For this very reason, their writing and optimization require time and thorough preparation. But the positive result won\'t take long in coming! Do you send welcome emails to new subscribers? What tricks would you recommend to peers on welcome emails optimization?


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5 Customer Retention Emails You Should Be Sending

5 Customer Retention Emails You Should Be Sending

Practical Marketer • October 29, 2018

For eCommerce business owners, email marketing is one of the best ways to stay in touch with your customers. Having a strong customer retention strategy is crucial for boosting conversions and revenue. Through email marketing automation and the delivery of consistent (and valuable) email marketing campaigns, you can keep customers coming back to your site for years to come. In fact, research shows that the probability of selling to an existing customer is 60-70%, as opposed to the 5-20% of selling to a new one. As a result, 80% of businesses rely on email marketing for customer retention, with 56% considering it the most effective method for doing so. With this in mind, you’ll want to curate a formulaic and intriguing email marketing campaign that will keep your clientele engaged. There are five specific kinds of emails you must include in your email marketing strategy for ultimate retention. #1) Welcome Email Set up a welcome series for new subscribers/shoppers. A friendly introduction will go a long way, and a welcome email provides you with an opportunity to engage with them in numerous ways. You can ask them to specify their product preferences so that you can send them email suggestions on what to buy. You might also include a first-time buyer discount. Welcome emails are also a great way to invite shoppers to follow your social media accounts. If possible, even consider including a live social feed in the email to entice them. If properly composed, welcome emails can elicit a significant boost in revenue. Experian found that welcome emails generate three times more transactions and revenue than regular promotional emails. #2) Abandoned Cart Cart abandonment in the e-commerce world is all too common, which is why setting up an automated abandoned cart email flow can be your saving grace. Abandoned cart emails can easily be set up through email marketing automation platforms and e-commerce software, such as Shopify. The real key, however, is how to make these emails appealing. The first thing to note is the importance of timing. Business Insider found that the quicker you send an abandoned cart email, the better. Sending one within three hours delivers the best results, including a 40% open rate and a 20% click-through rate. If a shopper does not respond to the first reminder email, consider sending a follow-up. Secondly, you’ll want to compose an intriguing subject line. Consider something along the lines of: “Don’t let someone else snatch up your items!” “Hurry! Your cart is about to expire.” Indicating a sense of urgency when sending the final abandonment reminder email will increase the chances of a conversion. #3) Thank You Email Make sure to thank your customers. For everything. For purchasing, leaving a review, being a loyal shopper. Simply saying thank you will show that you keep track of their patronage – and recognize that they chose your site. In this email, you don’t need to sell or market anything – although it may behoove you to offer a thank you discount. The best thing about thank you emails is that they generate double the open rate of one-off standard marketing emails, and take half the amount of time to create. #4) Personalized Promo Email While it can be effective to offer a mass promotion, the key to customer retention is offering personalized promotions to your loyal customers. These include, but are not limited to: return customer discounts, birthday discounts, and frequent buyers discounts. Not only are you offering shoppers a monetary incentive, but you’re personalizing the kind of discount/messaging based on a specific milestone. Another effective promo tactic is the anniversary email. Reward customers that have been subscribed to your newsletter for a year (or more) with a small discount on the date of their subscription anniversary. Personalization is the future of email marketing, with personalized emails delivering 6x more revenue, according to Experian. #5) Re-engagement Email Don’t let your subscribers go dormant. If you notice that there are users who have not opened/clicked through your emails in a long time, segment those users and send them a re-engagement email. Some effective subject lines for re-engaging users include: “[Name], we miss you!” “[Name], it’s been a while…” “Long time no see, [Name]!” By personalizing these email subjects with the subscriber’s name and keeping them conversational, your subscriber will be curious about what lies inside. Win back their loyalty with a special offer or even just some info about recent changes made to your site (i.e. lower prices, new stock, updated shipping incentives). Marketing Land states that 45% of re-engagement email recipients continue to read subsequent emails. Other Considerations When composing an effective email marketing strategy, is important not only to consider the content of the emails but the supporting factors. Timing, subject lines, and frequency are all additional considerations that can contribute to the success (or failure) of your open and click-through rates. Personalizing subject lines, sending emails in the morning, and sending them often are all helpful tips for higher-converting email campaigns. However, keep in mind that these can vary by industry. eCommerce business owners should engage in A/B testing to see what subject lines or times work best on their subscribers. From there, you can begin to hone and evolve your customer retention strategy – from the welcome email all the way to the re-engagement email. In turn, you should be rewarded with an increased revenue and loyal customer base.


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3 Ways to Write Engaging Emails that Sell

3 Ways to Write Engaging Emails that Sell

Practical Marketer • October 26, 2018

The modern consumers can best be described as a “fickle,” thanks to the rise of e-commerce. A significant number of customers still patronize the traditional brick and mortar stores, but the majority has been swept off by the e-commerce wave. Online marketers are in constant search for efficient and effective marketing strategies that convert readers into potential customers. One such approach is e-mail marketing. Why Is Email Marketing Important? A study by Chen examining the relationship between customer satisfaction and loyalty in interactive e-service settings established the importance of emails in such interactions. Georgieva shared similar sentiments in their comprehensive eBook on introduction to email marketing by citing evidence showing that finance and shopping had above average webmail views (49% & 48%) compared to other industries. The evidence illustrates the penetrating force associated with email campaigns. Companies consider emails to be among the most powerful marketing channels. Therefore, the size of your email list demonstrates how far your reach and thought leadership stretch. Email marketing campaigns should be used as a holistic approach to educating contacts about the company or brand. This way, you are able to build and enhance business relationships with previous and current customers, encourage customer loyalty, acquire new customers, and encourage the sharing of company advertisements. You cannot afford to be in the lower bracket of the competition. Email marketing is a dominant form of communication, and a recent survey showed that over 70% of people preferred a business to contact them via email. However, there is a hurdle for email marketers to navigate. Statistics show that an average customer gets at least 100 emails daily, opens only 23% of them, and clicks through a measly 25. Very few emails are getting the level of engagement sought after, making the prospect of a phone call or even a deal unlikely. Therefore, to crush it in sales, you need top-notch emailing skills and knowledge. This is of paramount importance to avoid falling into the trap of committing either of the two email marketers common mistakes that can cost you a lot of money: Giving away too much content without achieving the sales selling objective. Doing too much selling without giving away sufficient content. Here are 3 ways you can go about developing an engaging email that can sell you and your brand: 1. Make the Email Short or Easy to Read You should master the dos and don’ts of email content. Make sure to come in useful in the email by avoiding content that wastes people’s time such as talking about your client list. An effective sales email has 5 major components: subject line; opening line; body copy; closing copy; and signature. The sections are what you need to make your email concise, a weapon every salesperson needs to make sure anyone reads their emails. Most prospects targeted by your email are busy and have no time for novel-long email describing your product. Keep the email short and sweet. You should be driven by the understanding that it is possible to make a deal and close a sale in one single email. In instances where a long email cannot be avoided, formatting is the key to effective delivery. Make use of distinct, headline sections, bold important information, and use bullet lists. The objective is to make the email scannable and enable the reader to get the information they need with ease. The image below shows the same pizzeria promotional emails. What is your response to seeing and reading each? It is uncalled for to hit your audience with a giant block of text that is unreadable. As a salesperson, you depend on prospects actually reading the emails you send out to have any chance of eliciting a positive response. 2. Sell Using Your Signature Having unnecessary information about the company on the email can be boring for prospects. Such a signature has no benefits to the sender or recipients of the email. No credibility; nothing interesting; and nothing being sold. To sell using your signature you need to pitch your other product or service offerings. Strive to capture the readers’ interest by including links to recent company webinar, relevant press articles, case studies, or anything else that adds credibility to the email. Where possible, add YouTube link to a video that displays a thumbnail. Researchers from MIT have established that photos containing people are the most memorable. Similarly, psychologists found out colored photos to be more memorable than those in black and whiter.  Thumbnail of a speech video in the email signature potentially triggers interest to watch the whole video, which in turn leads to the positive feedback that can translate to sales. Therefore, you can exploit this feature to get the company’s marketing to existing and potential customers. A signature must sell both the sender and the company. It should increase the amount of engagement from the readers of the email. Little effort is needed to come up with such a signature. You should keep updating it with content that is already available. 3. Get the Emails Opened A typical buyer\'s inbox is congested with uninteresting and boring emails. How can you prevent your emails from being drowned in the noisy inboxes that Google tabs have made even worse? Email designing skills are critical here and seduction is the weapon of choice! Use the email subject line to pique the interest of the readers. It should be short and concise and devoid of “spammy” words. The subject line should promise readers something good. Specific knowledge of what will be learned or how you can make people happier, more informed, or succeed in business motivates them to read more about it. Power words that are emotional or bizarre and numbers can be used to generate curiosity by attracting the wandering eyes of the readers. Get out of the box by not adhering to standards such as an optimal subject line. There are no average readers. The trick is to build a personal relationship with the readers who would become accustomed to your emails and anticipate them because they recognize the name of the sender. Engage the readers through personal touch, avoiding automated greetings, asking questions, and addressing them in the second person. Lindsay Kolowich argues that it is inherent to talk about the benefits of the product or service rather than its features in the email. As an email marketer, you may understand the value of your email, but the recipient or customer has no idea of such value. It is up to you to explain to them. Now Make Your Emails Engaging The past few years have witnessed a revolution in email marketing. The exponential increase in the number of consumers with preferences for online shopping presents prospects for marketers to deploy similar platforms to target this growing market. Most emails are uninteresting and boring, which gives you as a salesperson an opportunity. Each of the three tips discussed herein can increase the prospects of your email being opened, read, and clicked. Take the initiative to stand out from the competition.


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