Series Posts: Practical Marketer

6 Ways to Use Social Media in Your Email Marketing Campaign

6 Ways to Use Social Media in Your Email Marketing Campaign

Practical Marketer • December 27, 2018

Incorporating social media in your marketing campaigns can help you experience a number of benefits. Not only are social media platforms used by millions of users from all around the world, they can also help you run your marketing campaign in a much more cost-efficient and faster way. Social media can really help you learn a lot of new things about running your own email marketing campaigns and they can help you not only attract more people to your brand but to also achieve higher conversion rates. Here are some effective ways to use social media in order to help make your email marketing campaign a success. 1. Use the Right Social Media Platforms The very first way for you to support your email marketing campaign and help it grow through social media is by picking the right social media platform to work on. There are millions of online users for every platform, but you might have a harder time working with some. For example, Instagram doesn’t allow you to share links directly through your posts and you will most likely have to link them on your profile’s bio. This might become a setback as many users will not take the time to visit your website and click on that link if it is not easily accessible to them. It is a lot wiser to use Twitter or Facebook instead. Both are platforms which are being used by many companies on the daily in order to promote their blogs and websites and they can help your audience come in contact with your content a lot easier. 2. Provide Redirect Links to Your Landing Page After picking the right social media platform through which you will be promoting your content, you should make sure you are sharing the right links in order to give your followers access to joining your email list. The best way to do that is by always incorporating the right links on your posts. These links should redirect your followers to your landing page, where they will be able to easily spot your email list subscription form. Social media will help you get your content out to a lot of different people and if you promote your page correctly, you will be able to get a lot of people to join your email list and therefore make your email marketing campaign a success. 3. Offer Special Discount Codes Through Your Social Media One of the tactics many companies follow in order to get more people to join their email list is to encourage them through special promotions and various discount codes. This is a great idea which can really help you attract a bigger audience and gain you a lot of followers on your social media. You can probably understand why most people are hunting for bargains. In our day and time, every company wants to sell more than their competitors and promotions are a surefire tactic to achieve that. By spreading the message through your social media accounts you are achieving a number of results. First of all, you are helping people who already are in your follower list to actually go ahead and make a purchase they have been thinking about for a while. Alex Anderson, marketer for TopWritersReview notes, “Placing your discounts on social media will help you reach a lot more potential customers than any other form of paid advertisement”. On top of that, you will be able to get even more people to view your offer if you have your followers share the post you created. Not only will this attract more people to join your email list, but you will also be able to increase your sales. The best way to go about this is to let your online followers know that by joining your email list, they will be able to benefit from a certain promotion. Your social media accounts are the best way to do that as they allow you to come in direct contact with your audience. These followers will more than likely stay subscribed to your email list and that means that they will continue receiving offers and promotional emails, therefore making them more likely to come back for another purchase. 4. Let Your Audience Know How Easy it is to Join Your Email List In order to motivate people to join your mailing list and get certain benefits, you should also let them know how easy it is to join. Your social media accounts are the perfect place for you to do so. Instagram and Facebook give you the option to start a live video where you can show your followers live just how easily they can join and benefit from your offers. You can also go ahead and create a video or an infographic which will show your audience through the right pictures, just how easy it is to follow the link you will attach and become a member of your email list. The point here is to actually make sure you don’t ask for a lot of information in order for them to join. A name and an email address should be enough for you to create a personalized email for them when they decide to join. You can adjust your email marketing campaign to their preference on your website and their purchases, as well as their social media account information, in order to make your emails a little more personal and fun. 5. Create and Share Interesting Content

 When using your social media accounts to promote your email marketing campaign, you will have to give your followers a taste of what they should expect through it. Apart from showing them how to join your email list and informing them about discounts and other important offers, you should also be able to offer them interesting content which will actually motivate them to stay subscribed. Depending in your niche, there are a number of things you can do in order to keep your audience entertained. You can post pictures about fashion, inspirational posts, recipes, blog posts about interesting topics and many other things. In this case social media can help you by providing you with a means of creating the hype before you send of the next email. If your email list is automated, so should your social media be. A few hours before a new blog post, or even a day in advance, you should have already created an interesting email promoting it as well as an appropriate social media post which will make your audience expect the new email in a certain amount of time. This will help you make your audience interested, keep them up to date with your activity and help them give you feedback on what they enjoy so you can improve your email marketing campaign in the long run. 6. Keep Improving Your Marketing Campaign

   The secret to any successful email marketing campaign is to get enough feedback from your audience and make sure you are adapting your content to what they enjoy the most. Unless you pay attention to their wants and needs, you won’t be able to actually create content they will truly enjoy and that will result in them leaving your email list and in your marketing campaign being unsuccessful. Social media platforms allow you to come in contact with your audience without them having to send you an email or give you a phone call. Most people will actually prefer using direct messages to talk to you about any sort of issue. This is a great thing you can do in order to ask for their feedback on your email list after any conversation you have. You can also create a poll on your social media accounts where you can ask your audience what they would like to see next in your future emails as well as what they would like you to continue doing. This type of direct feedback is the number one thing that will keep your campaign running successfully for the long run. It will also allow you to improve the way you create your emails as well as the services you provide. Running a Successful Email Marketing Campaign is in Your Hand There are many different ways for you to use social media to your advantage. The point here is to not only find a good way to spread the message about your emails and website and to attract more followers, but to also continuously improve your content in order to make your campaign successful in the long run. You can use your social media accounts in order to solve any questions your followers have regarding your email list. You can talk to them about all the offers you can provide them with as well as get feedback on your current email content and keep improving it. No matter how you go about it, your campaign will be a success as long as you put enough effort into good communication and content creation.


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How to Use Your Email List to Create a Facebook Audience

How to Use Your Email List to Create a Facebook Audience

Practical Marketer • December 21, 2018

You’ve probably heard us say it many times before, but your email list is your most valuable marketing asset. But did you know its value extends beyond the inbox? You can use your email list to create an Audience to promote ads to on Facebook. After all, it’d be silly to limit your marketing to one platform when it takes 5-7 times for a person to recognize your logo. A strong marketing strategy comes from using all the channels available to you in combination with one another. There’s no denying the audience that Facebook provides. It’s massive. As of the third quarter of 2018, Facebook had 2.27 billion monthly active users. That’s a lot of eyeballs in one place! A lot of businesses are taking advantage of this massive audience. 93% of marketers, which is around three million businesses, use Facebook advertising with regularity. Additionally, showing off its prowess as a global force, 70% of those businesses are based outside of the US. The ability to target those ads by creating a Facebook Audience from your email list will help you to stand out from the crowd with more relevant ads. What is a Facebook Audience? Facebook allows you to upload an email list of customers and leads to its platform and compares your data with theirs to formulate an audience that you can target with ads. How to Use Your Email List to Create a Facebook Audience Let’s say your business has a special sale coming up. Perhaps it’s for something around the holidays such as Black Friday, Cyber Monday, Christmas, Hanukkah or New Year’s. It can also be for a new product launch or just because! Whatever the occasion, you can use Facebook Audience to help promote your sale. First, you’ll want to create your custom Facebook Audience by uploading your list of existing subscribers. If you’re using Benchmark Email, you can now use Automation Pro to create an automation that will automatically upload new subscribers you add as you grow your email list to your Facebook Audience. You can also do this from your Contacts dashboard. We’ve put together a helpful FAQ to help you create a Facebook Audience with Automation Pro. A 360° Marketing Approach to Your Facebook Audience This is an email marketing blog, so first we’ll discuss using Facebook Ads in conjunction with your Facebook Ads. However, we will share some tips for Facebook Ads below. As mentioned above, your marketing efforts will be most powerful when you combine your channels. You should create a sequence of automated emails that match the messages in your Facebook Ads. That way, they’re reminded of your special sale at multiple touchpoints. It makes it all the more likely that you’ll convert those sales. Here are a few tips for combining email marketing automation and Facebook Ads: Try to sync the messages. Think about when a subscriber might see the Facebook Ad or an email in the sequence. Make it feel like one complete story. Additionally, you need to make sure your branding is consistent down to the colors, font styles and voice in your copy. Don’t repeat yourself on both channels. Add some variety and give your subscribers a reason to follow you in each place. Offer a different perspective, make a new joke, anything that is going to add additional value for your customers and give them a reason to tune in. When a conversion happens, you may want to remove the buyer from your Facebook Audience list for that campaign. You don’t want to annoy them with ads after they’ve already made a purchase. Alternatively, you can add them to a new Facebook Audience with upsell ads. Facebook has an audience minimum of 10,000. If by uploading your subscribers, your audience isn\'t large enough at first, feel free to add in more people by selecting from their audience settings. You can choose audience lookalikes and Facebook will find people on their network that share similar interests and profiles as your existing subscribers. Following these tips will help you stay top of mind with your subscribers, grow stronger relationships with them faster and can even get your message in front of more eyes by using lookalike audiences on Facebook. Tips for Facebook Ads We’re obviously excited about the new Facebook Audience features available in Benchmark Email. However, we also took some time to compile some stats for you on Facebook Ads. They say a picture is worth 1,000 words, but when it comes to Facebook Ads, images account for 75 to 90 percent of an ads effectivity and performance. Keep it short and simple. An ad title is most effective at just four words and it only grows to 15 words when it comes to your link description. When it comes to using video in a Facebook Ad, you have to get to your point quickly. According to Facebook, 47 percent of the value from your video comes from the first three seconds. Wordstream conducted research to determine the average Cost Per Click (CPC) and Click-Through Rate (CTR) for Facebook Ads. They determined that the CPC was $1.72 on average for Facebook Ads and that the CTR was 0.9%. These numbers are important when it comes to knowing how effective your own Facebook Ads are in comparison to other businesses. However, their importance really only factors into your Cost Per Acquisition (CPA) for a new customer. You can use a Facebook Pixel and Google Analytics to track your entire conversion funnel. This will tell you what your CPA is for your Facebook Ads. If your Customer Lifetime Value is high, a higher CPC or CTR will be more acceptable for your business. Wrapping Up Like Captain Planet, your marketing efforts are most effective “by your powers combined” from all your marketing channels. Facebook Audiences let you easily combine your email marketing and Facebook Advertising efforts. It’s an incredibly effective strategy to better nurture relationships with your customers and subscribers. That’s why we’re all here, right? We\'ve put all this info into a helpful infographic as well. Share it up! Do you have tips for Facebook Ads? Share them in the comments below!


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The 4 Ways Your Email List Becomes Your Most Valuable Marketing Asset

The 4 Ways Your Email List Becomes Your Most Valuable Marketing Asset

Practical Marketer • December 19, 2018

Your email list is your most valuable marketing asset. There are a few reasons behind it. You’re not relying on a third party platform. Your business has been given permission by each individual to send them communications. Most importantly, it’s an opportunity to nurture and grow a relationship with your customers and subscribers. You’re going to hear us say that a lot in 2019 and beyond. It is Benchmark Email’s mission in 2019 to further your understanding of how to make the most of your email list. To learn to love your list and the people on it. After all, it’s all about those relationships. What makes a great relationship? Trust and Respect. As a business, you understand that it’s a privilege to be allowed into a subscriber’s inbox. Don’t take advantage of it and your subscribers won’t be marking you as spam any time soon. Honesty and Forgiveness. Sometimes you’ll make mistakes. That’s OK as long as you’re transparent about it. Share yourselves with your customers and they’ll buy into your brand story, warts and all. Thoughtfulness and Appreciation. You need to be doing customer-centric email marketing at all times. Understanding what problems you solve for your customers and what value you’re delivering to your subscribers’ inbox. Commitment and Appreciation. You need to send consistently and stick to what you promised on your signup forms. It’s also imperative to demonstrate how much you appreciate your subscribers for opting-in to receive your emails. Send them targeted, relevant content that will help them get the most out of your emails. When it comes to making the most of your most valuable marketing asset, your email list, we’ve identified four topics we’ll be focusing on: 1. Growing a List When it comes to growing your email list, it’s important to focus on covering all the potential touchpoints you have with customers and leads. You also want to make sure you’re attracting individuals who want to hear from your brand to your email list. Growing your list is also about timing. It’s about knowing where to put a signup form on a page and which pages to put them on and even what offline opportunities could lead to list growth. Here are many of the touchpoints you should be considering for list growth: Your homepage Your blog The other highly trafficked pages on your website Social Media Over the phone In-store At events Print ads It’s also about knowing what to promise your subscribers. Give them an incentive to signup. 2. Managing a List Learning how to properly sort and segment your list to make sure you’re sending targeted, relevant campaigns will be a difference maker for your business. Not ever subscriber is the same. They have different needs and interests. Being able to meet them on their level and provide the specific information that each subscriber desires will help your business thrive. Here are some of the ways in which you can segment your email lists to provide more relevant content: Gender Location Industry Job role Purchase history Website activity Email engagememt 3. Securing a List In 2019 and beyond, data security is going to be important. We’ll help you make sure your list is safe. That means that you can require anyone who attempts to export a list from your account to enter a PIN. It also means that your data is stored in our top-of-the line secure servers and that we abide by all data protection regulations such as GDPR. 4. Monetizing a List While we believe you should be doing customer-centric marketing versus constant selling, we understand that everyone’s goal at the end of the day is to make money. We’ll show you how. Using tools such as automation, you can help deliver more personal, relevant content to each subscriber. Benchmark Email also makes it easy for you to test your emails with A/B testing and by reviewing your reports. See what is and isn’t working in your email campaigns. This lets you focus on continuous improvement for your email campaigns. Wrapping Up To learn more about how you can grow, manage, secure and monetize your list, check out our book, Clues for the Clueless Email Marketer. It’s full of tips and examples for how you can achieve those four goals for your business. Do you have tips on any of these aspects of your email list? Share them in the comments below!


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Building and Nurturing a Customer Email List Prior to a Product Launch

Building and Nurturing a Customer Email List Prior to a Product Launch

Practical Marketer • December 18, 2018

Your customer list is your most valuable asset. You’ve probably heard this many times, but I’m sure many have never actually taken any action on it. Dealing with many startups, I know for a fact most startups or even older more established companies do not interact with their current or ex-customer list often or ever, or if they do, they probably do not strive to keep a close relationship with the list, and are not really trying to sell the list anything. Coming from a heavy internet marketing background, I’ve seen most savvy marketers take a completely different route than traditional pre-internet companies. I’ve noticed that: They focus on building a list and capturing a targeted audience first They then develop and market products to said list It is really incredible how much money is all too often left on the table by having a dormant email list. As acquiring customers is often the biggest expense any company has, it makes no sense that companies are throwing money away when they acquire customers, but then forget about them once they’ve purchased a product. On the other hand, keeping your current or ex-customer list engaged can really make or break your business long term, as a higher customer engagement almost always means a larger customer lifetime value, which in turn means you can spend more dollars to acquire each customer. Maybe companies have gotten away with neglecting their list in the past, but in markets with higher maturity, and when going against competitors that have this piece of their marketing process dialed in, a higher customer LTV means outbidding, outperforming in advertising and getting a much bigger slice of the available leads. That is why when you’re looking to launch a new product or feature, nurturing and re-establishing a relationship with a pre-existing customer list is not only the most surefire way to guarantee revenue at almost no cost, it’s really key for the long-term pulse of your business. Before getting into how you actually do this, we assume that people reading this post already have an email list so we don’t have to go into list building as that would be a massive post onto itself. If you want to read more about that, you can check out this post, that talks about the most popular free marketing tools. Usually, there are two main types of lists: Public lists - These are usually built with giveaways, promotions or newsletter offers. These lists tend to be much less engaged and therefore need more nurturing of up to 60 days before a launch. Current or Ex-Customer lists - If you’ve sold them something before, and assuming the product fulfilled their needs, this list will be your most valuable asset, as it will be filled with people that already trust you and your brand, and will be eager to know about the upcoming launch of your next product. Ideally, you should be keeping close contact with this list, and if that’s the case, the nurturing for an upcoming launch can start a couple of weeks before launch. Generating Hype Ahead of a Product Launch So you\'ve got a dormant email list. Now the first step is to create an autoresponder sequence to re-engage your list a recommended 60 days before launch, particularly for disengaged public lists. The autoresponder should be split into one email every four or five days for the first 30 days, then for the next 3 weeks every 2-3 days up to launch week. On launch week, send an email every day. 48-72 Hours around launch day you should be sending 2-3 emails per day. The first emails should not be used to pitch anything or even speak about your upcoming product, they should be all about re-engaging people with the want or need that drove them to subscribe to your email list in the first place. So the emails you send in these first 30 days should be used to remind everyone why you are an expert in that subject matter by providing insights about your niche without providing concrete solutions. Twist the knife, that is to say, make people remember the pain they were trying to solve when signing up for your list. I.E. If you have a list about weight loss you can talk about your research into what causes most people to gain belly fat and resulting health problems. Back it up with scientific evidence for an even bigger impact. After the first 30 days, the following 3 weeks you should be sending the list emails about the solution you’re developing to solve the problem you’ve been talking about the previous month and why it’s going to be different than anything else that’s out in the market right now. Do not rush and disclose everything about the product in a single email. It’s often best to separate your product features into separate emails and talk extensively about each one, which problems they solve and how they go about solving them. Set a launch date and include an add to calendar link on every email you sent, so people will get an alert on launch date. During the launch week, you should be sending daily emails re-defining the strong points and main features of your new product, some testimonials if you can get them. Don’t worry about unsubscribers, you should welcome them, as if they don’t even want to read your emails, they would never buy your product. An Example of Email Template You Can Use At This Stage Market’s search for meaning email You can create an email that targets most customers who do not even know why they do not buy and most of the times they subconsciously disqualify themselves based on old cognitive biases or negative self-imaging. You will, therefore, need to reframe those negative self-perceptions and give them a chance to derive new positive meaning to REQUALIFY many of the lost customers. → Questions to ask yourself when coming up with this email template i) What unexpected actions in relation to your product might your prospects feel ashamed of? ii) If there are any unexpected actions that they (the prospects) could feel ashamed of, what external thing can you deflect the blame to? iii) How was the unexpected action best possible at the time? iv) What pain may it have saved your prospects from? v) How did it prepare and/or empower them for this moment? Examples: Tell a story about their experience of that shameful trait/action/behavior Deflect the blame to something external Bridge into WHY it actually wasn’t their fault How was that thing actually positive ­a good thing ­ ie. opening the meaning loop But now there’s a better (more appropriate) way ­ closing the meaning Loop Tying the meaning loop to your offer Overcome surface level objections through your key features/benefits An example of an email you can send to your prospects at this stage is shown below: During The Launch Do not forget to set up your email marketing service so that you segment your list after a customer purchases. Pass the customers that purchase your new product onto a separate list, so they stop receiving pitch emails. Send them 2-3 emails per day in the 72 hours that surround a launch date. These emails should be shortened versions of emails you’ve been sending for the past 3 weeks, addressing the key points in your product and why they need to get it now. Offer them motivation to jump in right now in form of a special launch discount or additional offer that will be very helpful to your customer. This will get your undecided customers to act now. If you do not do it, a lot of these undecided customers that are on the fence will have their hype slowly wear out and will never buy. Offering them some kind of a deal on top is many times all they need to make the jump and buy your product. Make sure you set up conversion tracking on your emails. You want to know which particular email led to the click that generated you the sale, so you can gauge which emails are working best with your audience, and repeat the formula of that winning email. Examples of Email Templates You Can Send To Your Prospects During a Launch 1. The spoiler alert email This email is designed to leverage the power of future pacing. This means that you can use it in a powerful and concentrated way to show your prospect what it will be like to experience the benefits of your products you are launching and at the same time future pacing the experience of overcoming their resistance to purchasing it. In doing so, we acknowledge that those elements of resistance are normal, par for the course, and ultimately overcomeable within the context of a new reality they want to experience. Explanatory Questions To Ask Yourself When Making a Downsell Email Template What are the very SPECIFIC thought patterns or layers of resistance they’ll have to overcome before hitting “purchase”? To the best of your ability, describe their current reality as accurately as you can (this will be used to anchor the future pace) What will their experience look like 12-72 hours after buying your product What will their experience look like 12-72 hours after NOT buying your product? What will their experience look like a few weeks after buying your product? What will their experience look like a few weeks after NOT buying your product? Example in a Template [CTA] [Being Specific, Anchor in Current Reality] [Immediate FP - 10 Minutes - Disarm Fear/Resistance in Purchase] [Short Term FP - 24 Hours - Immediate experience of owning product - disarm buyer’s remorse] [CTA 2] [Medium Term FP - 2-3 Days - Quick wins as it relates to a unique aspect of your offer] [CTA 3] [Long Term FP - 2-3 Weeks - a paradigm has shifted. Reality has flipped. What outcomes have started to become realized?] [CTA 4] [Long Term FP - 4-8 Weeks: Tangible ongoing and growing results that emerge from that new world] [CTA 5] [Future Pace - 10+ Weeks - What it’s like experiencing that new ultimate outcome - and the experiences it now affords them Benji and Devesh of Sellfy have been using this mail in their product launches. The email they send their prospects looks like the one on the image below: 2. The anti-launch launch email Majority of sales usually roll in at the final hours of a launch cycle. It’s a known fact and many people embrace it. While there are more theories that try to explain why that is, most launchers/marketers fail to unpack this ordeal further and reap from the benefits of frontloading more sales from the very start. Front-loading can prove to be very crucial at this point as it will: Increase your cash flow to re-invest in retargeting/ads Validate you and your customers Give you the confidence to market aggressively until the end Provide social proof like case studies to use in your closing mails Create urgency as early as possible especially when there is a limited number. The anti-launch launch email aims at progress and sustaining the momentum of your product as well as consistency in the sales from the time of the launch to the end. The email should answer the following questions: What micro-actions have they ALREADY taken that you can hold them consistent to? How are they already in the process? In what ways is “Rome Burning” for them? How has it been burning for long before you came along? How will your prospect be in a worse position if they buy in a few days? (what will the fire have already consumed between now and then? What benefits are they leaving on the table?) How have they been trying (and struggling) to put out the fire? How is a product “launch” disingenuous to you? What proprietary elements have been in development/testing/being proven for months or years? What results or case studies can you point to? What actions have your prospects taken that hold them consistent to acquire your product from the beginning of your launch campaign to the finish? Example in a template Announce that the offer is now live Social proof and/or a core benefit of the product Bridge into WHY it’s not an actual “launch” Rome is Burning moment - what’s burning - how are they trying to Extinguish? Describe the existing context/problem as SPECIFICALLY as you can Remind them that the fire has been burning long before you got there Why it’s not a launch for you (credibility + proof + case studies) Call out a negative trait (ie. procrastination) + hold them consistent to a higher standard [CTA - which shows naturalness - continuation - small step] Remind them of the cost of waiting. What will be left of Rome? [CTA 2] Optional: use the PS to disarm 1 or 2 key objections An example of an anti launch launch kind of mail is shown in the template below: Post Launch The main post-launch goal is to try different strategies to convert people who were not converted by your sales pitch thus far The customers should be segmented according to the product level/upsells they bought. You can then re-pitch upsells to the ones that have not purchased them during the checkout process. You may need a developer to set this Automation for you between your website/payment processor and your Email Marketing service using API calls. You may want to offer a one-time downsell to those who did not purchase your product (the same product as a discounted price). This will not leave people who paid full price for your product happy, so this is why it’s key that you move these people onto a separate list as they purchase. If applicable you can also offer a 2-3 day free trial, or a $1, 7-day trial. This tends to work really good as you’ll get their credit card information and bill them automatically for the full amount at the end of the week. Make sure you disclose this information to keep chargebacks low. You should keep sending 1-2 emails a week to your non-buyers. Try shortened/key points versions of the many emails you sent prior to launch and always try to give them a new motivation to sign up. If you are doing this correctly, every time you send an email you should squeeze a few more signups. Example of Email Templates You Can Send Your Prospects Post Launch The Downsell Email This ‘’wait, don’t go yet, I have one time special offer for you” kind of email is one of the most profitable emails you can send after the initial launch campaign has closed. It is at this stage that most non-buyers are agitated to have missed on your product and it is the ripe time to coax them into conversions. Apart from just the feeling of missing out on your product, some non-buyers feel disempowered not to pull the trigger and or not being in a position to pull the trigger. A well-designed downsell on your product will boost your campaign with extra dollars while at the same time creating and building trust and goodwill. It is more profitable than just having to leave your non-buyers hanging. It gives your audience a second chance at success apart from just giving you a second chance at a sale and that makes them feel served, excited and re-empowered. A downsell will also create a long-lasting goodwill for your next launch. Forms of Downsell Offering your non-buyers a shorter subscription period/trial An introductory product related to the main product that will empower them to get the full product later in the date. Offering your non-buyers a stripped down product without providing hand holding Explanatory Questions To Ask Yourself When Making A Downsell Email Template For Your Customers Overlooking the price, in what ways was your audience NOT ready to benefit from your initial offer? What option from the downsell options might be useful at this stage? What unique and positive characteristics will exclusively empower them to make a new offer? Example in Template Remind them of offer they missed Show you care - that they’re still on your mind Confirm that they made the right decision Commend them on that decision - and WHY it was the right one Transition: What about their current stage or unique abilities makes them exclusively empowered for your downsell offer Introduce the downsell offer [CTA] OPTIONAL: Give unselfish reason for the downsell Urgency/Scarcity/Guarantee [CTA2] Mistakes people are fond of doing during downsell Guilting or shaming them into a sale. Making them feel like they’re getting a second rate product. Painting the FOMO on too thick Making it feel like a “compromise” instead of a new, more fitting opportunity. Not being transparent. Unless you give your real motivation, your audience may think it’s just a cash grab A downsell email example you can send your prospects is shown below: Other Strategies That Will Help You With A Product Launch And Can Be Incorporated Along With The Above Email Strategy Create a Presell Page This usually will be a small page used to pitch or display your upcoming product or feature to your customer list and possibly validate the product or even just the idea, before actually investing your hard earned money on it. What we usually do with a presell page is we offer our email list the chance to signup for an early launch (with benefits) of said product. Based on the number of signups we not only generate hype for the launch, but we get a pulse for how much the product is going to sell. There is no way of knowing how many of those who sign up actually end up buying the product when it launches, but common figures in the Software as a Service industry tell us that from 30 to 60% of those who make a pre-signup will actually buy the product at least for 1 month, when it comes to subscription based products. So this can be used to get a small representation of the actual figure after you launch. If you will find it good enough, then your product will be worth launching and you can now dig into pre-selling it. If not, then it is advisable to use your time to focus on something else. The image below shows a presell template used by Jimmy Cyclone of Sumo: Top-Notch Pre-selling Strategies 1) Create a group and offer them a Beta version of your product at a discount. This strategy works really well as long as you stay transparent with the fact that you are giving out a discount because your product is still being refined. We use this a lot when we’re in need of funding but we don’t want to stop development and look for funding elsewhere. You can create a private group for members who are willing to pay a bit less for an early unfinished version of your product. A beta version of your product is like an experiment and those who will be willing to pay for it will do it knowingly. Customers usually have different reasons when they decide to pay for your beta product, but the main reason revolves around getting an opportunity of early access to your product and the exclusivity that it entails, as well as actually helping you making the product better. A discount is just a bonus for them. In fact, it acts like a bait for more who may be interested but feel like they cannot afford to pay for a beta product for as much as the complete product costs. Make sure to use that opportunity to gather feedback which will help you refine your product prior to launch. 2) Host a Webinar Even before you host a webinar, you should write a series of emails that not only engage your prospects but also build trust among them. Once you earn their trust, it is easy to host a webinar that teases your product nudging them toward paying for your beta product before the official release. Your ideal webinar should not only focus on convincing your prospects to acquire your product by giving them all the reasons but also should be precise fun and ‘easy’ to watch. If you convince them well, chances are that most viewers will be willing to pay for your product. You should understand that hosting a webinar will prove to be crucial if it dawns on you that you might not be able to gather a group of enough beta testers for your presell activity. In general, if you have a fairly loyal or enthusiastic (assuming you know your audience quite well) following, you can choose to go with the strategy of creating a beta group for your product pre-sell action. The reason is, unless they are already fans of your work, it might not be easy to convince them to pay to work through the kinks of an incomplete product . Hosting a webinar works just fine in all situations, but it does need some more preparation and content creation. Jeff Walker is the prominent entrepreneur who has made a number of most successful webinars prior to product launch and they have made quite a fortune for him. Photo Credits: YouTube Conclusion I trust that this article has shed some light on how you can start utilizing your pre-existing email list and turn into a perpetual money machine, and a source of guaranteed income, particularly when it comes to launching new products or features. As with mostly everything, consistency is key, so after creating your email sequence, you need to put a system in place to guarantee that the crucial emails are being sent to the right prospects every day. Also when it comes to email, more is more, meaning each email you sent will probably lead to more sales, as long as you’re offering some value on it as well. It’s also a good idea to put some of the other tips into action. For example making a pre-signup page shouldn’t take you more than 1 hour and can dramatically increase your product sales.


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How to Make your Marketing Emails more Clickable with Interactive Content?

How to Make your Marketing Emails more Clickable with Interactive Content?

Practical Marketer • December 6, 2018

Say what you will about email marketing but 86% of business professionals still rely on it for business communication. It’s safe to say that you got to have a few tricks up your sleeve to stand out from the sea of marketing emails. Talking of standing out, we suggest you do it in the best way possible- making interactive content a part of your email marketing strategy. Here is a step-by-step guide to make your marketing emails more clickable with interactive content. However, before we dive into the nitty-gritty of using interactive content in emails, let’s have a look at the reasons why we should. Interactive Content in Marketing Emails: The Why and How 1. Personalization According to research, marketers see an average 20% increase in sales when using personalized experiences. Interactive content, by its very character, is highly personalized. Unlike static content, interactive content actively involves the customer as their input decides the outcome that is specifically tailored for them. The consumers love a content piece that speaks to them at a personal level. It should come as no surprise, then, that quizzes and calculators are also written in an informal, personal tone. Using words like ‘you’, ‘me’ and ‘I’ in interactive experiences make them more shareworthy. In fact, according to a study, interactive content which uses more than 30 personal pronouns generates almost 6.5X more views than those with less than 30. Moreover, personalized content leads to returning and loyal customers. And considering the fact that a company’s 20% loyal customers are responsible for 80% of its revenue, we cannot let the personalization aspect of the interactive content slide 2. Targeted Content What’s the difference between a good and a great email. A single ‘T’ that stands for targeted content. The power of targeted content cannot be underestimated as it generates 58% of all revenue. Interactive content can collect valuable information about your customers or prospects through the email. As a result, you can send them more targeted and segmented emails in the future. For instance,  you build a healthcare savings calculator. The users will be required to answer questions like their age and insurance plan to obtain an answer. All this information that can help you develop your customer persona and better target your emails. 3. Engaging Content In the wise words of Shuri from Black Panther, “ just because something works fine, doesn’t mean it cannot be improved”. Interactive content already generates 2x more conversions than passive content. The main reason behind this is that it turns the passive customer into an active one through the required participation. However, you can make the interactive content embedded in your emails more engaging by including images, gifs, and most importantly, humor. Make your customers laugh out loud and feel good about themselves through interactive content. In fact, a study found that uplifting, funny and inspiring pieces of interactive content have the highest open and share rate. Information overload? We won’t keep going on and on. Let’s jump to some practical application of your new found knowledge. Before you do, here are some tips to ensure you’re acing the email game: Catchy Heading First impressions play a very important role in the case of interactive experiences, as do emails. Not unlike the email subject line, the title is one of the first things that can generate customer interest in what you have to offer. It leads the customer to take the quiz and provide valuable information about themselves. According to studies, that analyzed 100 quizzes with 10,000+ views, \"Which (blank) are you?\" has been voted the most irresistible quiz title. In fact, quizzes that include the words ‘which’, ‘are’, and ‘you’ receive 3x more views. Another study found that using the term ‘actually’ in the title increased views by 100%. Strong CTA You don’t have to be a copy doctor to understand that a crappy CTA can ruin all the efforts you put in the interactive marketing mail. Strong but relevant calls to action on your website will help you grab the attention of your potential customers. Additionally, they will help you attain your business goals like email subscription, sales, and sign-ups. By now, you must be wondering what kind of interactive experiences can be integrated with your emails. Well, Wonder. No. More. How to Use Interactive Content in Marketing Emails 1. Recommendation Interactive content is highly customer-centric. It focuses less on brand promotion and more on customer appreciation and acceleration. This is perhaps why the customers trust the personalized recommendation provided by interactive content. This recommendation sourced from interactive content can be used in your marketing emails. Use recommendation quizzes for the bottom of the funnel leads suggesting the appropriate offer for them. You can also use it to upsell to your existing customers. The opportunities are endless. 2. Lead Nurturing Calculators are the best thing that can happen to your marketing emails because they are the ultimate lead nurturing tool. You can create a calculator to help your customers understand if they need your services. For example, if you\'re a lawyer, you can use a calculator titled “See how much I can save you in legal fees” to qualify customers. Additionally, you can use conditional result messaging to direct people to the next piece of content based on the score. For example, in the above calculator, if someone gets 10-15%, you can guide them to a ‘free consultation’ page.  On the other hand, if someone gets 20-25%, you can lead them to ‘book a meeting’ page. What’s more, the information you gather here can also be used to customize follow up emails. Interactive calculators and graded quizzes, just like other interactive content, give real-time answers to your customer/lead’s queries and add real value. Besides, instant gratification is always a winner! 3. Rewards/Incentives Here’s a concept: You create a quiz to re-engage existing customers and get paid manifolds for your efforts. It’s a great idea, isn’t it? And thanks to interactive content, this is not just a concept anymore. According to studies, customers are far more likely to engage with a brand if rewards are involved. Use graded quiz and ask your customers to take a quiz related to your brand or product/services and then attach incentives to the grade they score in the quiz. For instance, if on a scale of 0 to 10, they score between 0 to 5 you can offer them 30% discount and if they score between 6 to 10 you can give 50% discount. So, what are you waiting for? Embed ‘em all! 4. Customer Education and Satisfaction Lead retention and building customer loyalty are just as important as lead generation. In fact, 60% of marketers aim at improving customer loyalty for more business. It is, essentially the purpose of marketing emails. Interactive content can help you with that by educating customers about your brand, albeit in a fun way. Moreover, it allows you to get feedback from your customers by allowing an open channel of communication. Communication is an important part of any relationship and your relationship with your customers is no different. Customer satisfaction is another pillar of strength for any good company. There are high chances that you too are looking to better your customer service through your marketing emails. If yes, we’ve got news for you: interactive content is your friend. Embed interactive polls to ensure customer satisfaction and engagement. Odds are your customers are highly disinterested in filling out a form about customer satisfaction. Interactive content ensures that the process is fun and quick. Not to add, highly useful to you. Parting WOW effect: Words of Wisdom We can go on telling you why interactive content is amazing and how you can get started with that right away. But we feel this infographic says it better! For now, we hope that we have done justice to the effectiveness of interactive content in making marketing emails more clickable. After so much information, there is only one question left to ask: Are you ready to stand out in the sea of marketing emails?


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