Series Posts: Practical Marketer

How To Use Interactivity In Your Holiday Email Campaigns To Get Better Engagement

How To Use Interactivity In Your Holiday Email Campaigns To Get Better Engagement

Practical Marketer • October 16, 2018

Do you know the US spends a whopping 3.4 billion dollars on Halloween costumes alone? Now imagine how much you can leverage it through your holiday email campaigns. In fact, not only Halloween but, holidays like Christmas, Thanksgiving, Black Friday Cyber Monday, etc. are also a great way of engaging customers and driving conversions. With 52% of customers checking their email every few hours, well-crafted email campaigns can provide great value to your subscribers and help fuel sales as well. Are you doing enough to engage your customers better this holiday season through your email campaigns? And, whatever holiday email marketing strategies you implement, ask yourself - Is it helping you stand out amidst your competition? Especially when it’s holiday season and chances of accelerating revenues are very high. This is where including interactivity in your holiday email campaigns can come in handy. Yes, it is one of the top email marketing trends doing the rounds of an email campaign. Interactivity in emails wouldn’t only pleasantly surprise your subscribers but also help in their better engagement. Here\'s how you can do it: 1. CSS Animation is the Key Incorporating CSS animation within your holiday email marketing can be a great way of delighting customers and improving their overall user experience. A CSS animation works towards changing the CSS properties of an animation at regular time intervals. These intervals are specified by certain keyframes which decide the style of the elements and work towards facilitating its animation and transition property. Moreover, CSS animations are not only scalable but are also load in quick time. This makes the overall animation experience smooth for customers and works wonders for their engagement. See how EmailMonks makes use of CSS animation for sending its Christmas wishes. To experience the interactivity, click here. 2. Make Way for Videos One of the best ways of capturing the subscriber’s attention is making use of videos within your email campaign. It gives you the opportunity to deliver diverse content to subscribers within a quick span of time. In fact, interactive emails with videos increase conversion rates by 86%. So, include some relevant, creative, compelling and enticing videos within your holiday email campaigns and see how it takes your interaction with subscribers a level up. Look how Rentalcars.com wishes its customers with a creative video in email: 3. Say Hello to GIFs GIFs (Graphics Interchange Format) are a powerful way of engaging customers.  Since it is somewhere between static images and videos, it manages to give subscribers a unique experience by grabbing their attention instantly. It is lightweight, so it does not hamper the loading speed of the email. Try including GIFs in your holiday email campaigns to make it stand out amidst competition and ultimately drive more sales and revenue. 1973’s Christmas email is a great example of using GIFs creatively. 4. Incorporate Add To Calendar Option Add to calendar option is a great way to enhance your click-through rates and engagement. After all, subscribers will go ahead with your email campaign only when you will give them something enticing enough to click on. So, while designing your holiday email campaign, don’t forget to include an add to calendar option. This way, when you send your customer a holiday specific email, it will give the customer an option to add it to their calendar. This, in turn, will remind the customer not only of the holiday but will also encourage to do holiday shopping with your brand. Simple yet effective – that’s how an option to add to the calendar can help you scale your business in the holiday season. 5. Make Use of Scratch Cards Scratch cards help increase the curiosity level of subscribers. It is an impeccable tool to increase engagement. The customers have no idea what they are going to get. So, naturally, it will encourage them to click through your email and discover your offer or any kind of promotion that you have included in your holiday campaign. It is a great way of separating yourself from competition and enhancing customer interaction. See how Forever 21 makes use of a cool scratch card for its Black Friday email campaign. 6. Incorporate Countdown Timers Countdown timers can work a great deal in making holiday email campaign more dynamic.  It doesn’t only captivate a customer’s attention with its motion pictures but, also creates a sense of urgency by incorporating strategies like free shipping deadlines, time-sensitive product promotions with messages like “the stock will be over soon”, “the countdown begins” etc. So, try these countdown timer emails and see how it increases the visual interest of your customers while engaging them in a better way.  Remember, countdowns are exciting and make people impatient. Hence, make sure you leverage it this festive season and boost your sales. 
7. Engage with Gamification Gamification is considered to be the ‘in thing’ for millennials, but its admirers go much beyond. Hence, leveraging it for your holiday email campaign can be a smart marketing strategy for you. All you need is an interesting game within your email and enhance customer engagement. Further, you can even include surveys and feedbacks in the form of a game and work towards improving interactivity by giving a world-class gaming experience to your subscribers. Taco Bell makes use of its creative streak with this Christmas gamification email: 8. Give Cinemagraph a Chance GIFs, videos and images work well for customer engagement but, it is cinemagraph that can make your holiday email campaign top-notch in no time. Since a cinemagraph works towards highlighting a single element of an image while keeping the whole of it static, it works wonders in driving the customer\'s attention towards a particularly critical part of the email. 9. Increase Interactivity with Kinetic Emails Kinetic emails which are created by combining GIFs and key frame animation together takes interactivity to an altogether new level. It is a very impactful way of giving a seamless visual experience to customers within the realms of their inbox. All a customer needs to do is click on a call to action and experience your email content visually just the way Wiredmessenger did it for its Halloween email campaign. Imagine including one such email in your holiday campaign too. It would certainly increase your engagement and click-through rates by keeping the customers hooked for a long time. In fact, your interactive and creative approach would not only help retain the existing customers but also attract the new ones as well. Final Thoughts Interactive emails can help you have an edge over competitors and pave new avenues of success for you. It is a creative and innovative way of engaging customers. So, make use of the above-mentioned interactive elements in your holiday email campaigns to give your customers a beautiful and long-lasting experience while escalating your traffic and conversions.


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The Do’s and Don’ts of Engagement Tracking

The Do’s and Don’ts of Engagement Tracking

Practical Marketer • October 12, 2018

You’ve probably been the beneficiary of engagement tracking before and didn’t even realize it. Have you ever been doing some late night online shopping, but avoid the impulse purchase and go to bed only to wake up the next morning with an email for a discount on the product you were viewing the night before? That’s engagement tracking at work! Email marketing is all about nurturing relationships with your most valuable marketing asset: your contact list. For many of those contacts on your email list, that relationship began at the moment they opted-in through one of your signup forms on your website, social media pages, in-store or at events. It’s important to remember that while you may have a one-size-fits-all signup form on your homepage or elsewhere, that not all subscribers are created equal. There are real people on the other side of those email addresses. Those individuals have their own wants and needs. The problems they seek your products or services to solve will also vary. When it comes to email marketing, relevance is the key to your success. The ability to follow-up with subscribers based on their interests and engagements with your email campaigns and website is how you can achieve relevance and it will help you nurture better relationships. Engagement tracking, that begins at the signup form, will help you follow-up with the right subscriber at the right time, with the right message. When done correctly, engagement tracking will help your subscribers feel seen by you. Their needs will be met. The emails they read will be relevant. Value delivered. However, there are some engagement tracking don’t to add to the mix. Here are the Do’s and Don’ts of engagement tracking, as well as how you can do engagement tracking with Benchmark Email: The Do’s of Engagement Tracking Engagement tracking can help you nurture relationships with your customers when done properly. There are some very simple “do’s” that you can put into action that will help those relationships flourish. Do: Be Transparent Transparency begins directly on the signup form. Tell your subscribers what they can expect from your emails right there on the form. This includes the type of content they should expect and how often they should expect to hear it. Let them know that you’re going to send them information related to their interests. Granted, this example from the New York Times is likely for several different lists, but the points still stand. They tell you what kind of content to expect to receive and how often they will receive it. If that’s too much copy to put on your signup form, which it very well might be, you can continue to set expectations in your Welcome Email. If you’re crystal clear about what you’ll be sending your subscribers from the get-go, they won’t be surprised when they receive an email that speaks to their interests thanks to successful engagement tracking. Do: Send with Consistent Frequency It’s an email marketing best practice to send with enough frequency to stay top of mind with your subscribers. You want your company to be the first thing a subscriber thinks about when they’re in need of the types of goods or services you offer. Additionally, if your subscribers haven’t heard from you in a while, it may be odd if they visit a page and an automated communication is triggered. That’s when engagement tracking can start to feel like Big Brother. Here is a graph from databox that shows how often marketers are sending to their list: Do: Consider Your Subscriber’s Experience It’s important, when doing email marketing, to see things from your subscribers perspective. It’s easy to lose sight of things like the number of emails you’re sending and how having more than one automation created can result in an overflow of emails in your subscribers’ inbox. Sometimes, you’re too close to it to see you’re doing it. That’s why it’s helpful to have a friend or coworker who hasn’t helped create all your emails to signup to receive your emails as if they were new subscribers. Ask them questions to see what kind of experience they had with your emails. A potential email overload isn’t the only thing you should look out for on behalf of your customers. You should also create subscriber personas, to get to know who your subscribers are. Consider things like what their needs and wants are, where else they may be spending time online, the car they drive, etc. This will inform you of how to talk to your subscribers and what type of content you should be sending them. With all this information, you can do successful engagement tracking, because you know that you’re servicing your subscribers’ needs and not just your businesses’ desire to sell more. Do: Tell a Story Storytelling is one of the most effective marketing tactics around. The experience from your signup forms, welcome email, newsletters, website and other email communications to work together to tell one complete story. If the signup form is the “once upon a time” each subsequent email is another breadcrumb that leads your subscribe to their “happily ever after.” Let’s take a look at what that fairytale might look like for your business: A website visitor encounters your signup form. They see your promise to send relevant product updates and offers as well as a 10% off discount in exchange for signing up. They enter their information. An automated Welcome Email hits their inbox shortly thereafter. It should provide a warm greeting to them and continue to set expectations for what email communication from your business will be like. The Welcome Email should also include some resources to help them find their way. Information on various products, tutorials, etc. This is what brings them into the rest of the story. If they clicked through to your website and wound up checking out a specific product, you can follow up a few days later with another email sharing a few customer testimonials. Another chapter in the story you’re telling. If they open that email but have not yet made a purchase, you can follow up again with an email with a video showing how others have put that product to use. It continues to paint the picture of what they’re life will look like with that product. If that email gets opened, but it still didn’t do the trick to get the conversion, you can try sending another email reminding them that they have a 10% off discount to put to use. If they finally make a purchase, it’s the happily ever after you’re seeking. The Don’ts of Engagement Tracking Engagement tracking helps you create a one-to-one feel for your marketing. With engagement tracking, you can ensure you’re always sending timely and relevant communications that help to nurture your relationships with your subscribers. However, there are some “don’ts” that come with engagement tracking. Failure to avoid them will have your subscribers feeling like Big Brother is watching. Don’t: Do One-Size-Fits-All Emailing If you’re simply blasting out the same exact promos to your entire list, you’re not sending relevant emails. That one-size-fits-all approach will net you some sales because there is part of your list that message would be relevant to. However, the rest of your list won’t open, or click, on that email. They’ll go inactive, and if left on your list, will result in bounces and ultimately poor email delivery. According to the DMA, more than half of your subscribers will hit unsubscribe due to irrelevant emails: The good news is that you didn’t even need to let those subscribers become inactive in the first place. Follow the do’s listed above to use engagement tracking to send relevant emails to your subscribers. Don’t: Be Creepy When engagement tracking goes wrong, it can feel a bit creepy. Don’t be creepy. Here are a few things you can do to avoid the creep factor with engagement tracking: Don’t say things like “I noticed you…” and “since you click on…” That goes a little too far. You can send the follow-ups that were triggered by what you noticed or know that they clicked on, but don’t tell them that’s why you’re doing it. Use a send delay. Don’t send the follow-up email based on subscriber engagements immediately. They may start to look for the hidden cameras. Send a day or two later, so that they’ve had time to act without your next email, but not too far away that they’ve lost interest or moved on. Avoid leaving an automation running for too long unchecked. It’s important to check in with any engagement tracking-based automation you create. If it’s running for too long, chances for errors creep in. Your user experience may change on your website, or you may create an email at a different step in the journey that covers a similar topic. Things can go wrong or feel creepy when an automation isn’t working as planned. How to do Engagement Tracking with Benchmark Email With Automation Pro, you can do engagement tracking with ease. The first step is to ensure engagement tracking begins at your signup forms. Here’s a helpful FAQ on how to do it. Next, there is a strategy template waiting for you in Automation Pro called “Promote and Target Opens, Clicks and Website Engagement. This template helps you automate the follow-ups to your subscribers based on whether or not they’re interacting with your emails and what pages they’re viewing on your website. Putting this template to use will help you do engagement tracking with ease. If you have any questions, chat, call or email us!


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15 Amazing Email Marketing Tips to Try Right Now

15 Amazing Email Marketing Tips to Try Right Now

Practical Marketer • October 4, 2018

Think about those gimmicky emails that are marked as spam, which are mostly deleted or just keeps piling up in your inbox. If your business is also witnessing the same, then you aren’t properly grabbing your audience’s attention. As long as you aren’t bombarding your subscriber lists with spam, email marketing is the best resource that helps to develop a connection with your consumers. Now, let’s enlighten you on some of the best strategies for your email marketing endeavors: 1. Create a list of your subscribers Even when you already have a long list of emails for prospects and clients, you must keep adding more subscribers to it. Particularly when it’s not nearly as cumbersome as it seems. For instance, you should make sure your list is always growing with the help of a signup feature on your website. Subscription forms should be on the homepage of your website, on the blog section, and basically wherever you feel it’s appropriate to include a subscription form, without coming across as too pushy or deviating from the content. The above-mentioned subscription form from the Spoon graphics shows how to incentivize the subscribers with a promise to offer something in return. 2. Consider A/B testing the subject lines No amount of studies or external data point will ever be as effective as the results you derive on your own. Now, one of the ideal ways to gain meaningful insight into what works for your target audience is by conducting A/B tests. Speaking of A/B tests, subject lines are one of the obvious elements that can be explored for split testing, and most email service providers make it easy to undertake. For instance, the following example is from an organization named Wishpond that a/b tested the email subject lines and the result of which is mentioned below Subject line A: “Social Media Stats You Need to Know for 2014” Subject line B: “Social Media Stats for 2014” The winner: Subject line A (11% more opens)! This example highlights how adding a touch of personalization can lead to higher open rates. 3. Make sure to use an actual person’s name in the sender field Receiving an email from an actual person feels more appealing to the audience than the ones coming from a brand. So, make sure to put an actual person’s name in the sender field, instead of using your brand name. For bloggers, your name will double up as your brand. But, comparatively larger retail and B2B brands can equally reap the benefits of this strategy. Majority of email service providers make it fairly simple to edit the sender field. So, you have the option of utilizing the name of the individual sending the email, or the name of someone who’d be the best point of contact if a recipient has queries. For example, if you want to address a grievance of a particular consumer you can start like this- Hi Sylvia, In your last email, you stated about the problem with redeeming your credit points. Let’s suggest you a few ways you can redeem the points you have earned. 4. Adopt a welcome email series When a new consumer chooses to sign up for your services, or a prospect opts for a free trial, you can utilize system triggers to automatically send them a string of welcome emails. You can maintain the following sequence. Welcome them for choosing your services or for taking an interest in your company and mention the contact details in case they wish to get in touch with you. Think about following up a few days later with an email consisting of how-to guides to ensure they are making the most of your products or services. Again send them an email a week later with valuable content (like white papers or eBooks) that will assist them in resolving the issues that they might be encountering. In the image above, Zapier blog has offered a warm welcome email to those subscribing to their website. It tells them what to expect in regards to the type of content and how often they\'ll be sending. 5. Include impactful CTA (possibly on multiple locations) Incorporating a single call-to-action is an excellent advice in the domain of email marketing area. But, have you ever considered applying one CTA in multiple locations? If one item doesn’t initiate any action from the audience’s end, there’s a chance the next one might. You can use phrases like “book it now,” or “grab the deal” etc. in order to urge people to take some action. 6. Make it brief and crisp Regardless of whether you’re composing the subject lines or body of an email, keep them as long as it needs to be, and no more than that. Presented below are some general guidelines you can follow: Keep the sentences within 25 words, and the paragraphs should also consist of not more than three sentences. These are considered general best practices in case of email copywriting. Always follow the 17-24 characters limit while composing the subject lines. There’s no actual “best subject line length,” but shorter subject lines are considered to be more convenient for mobile devices and more likely to avoid getting cut off. Stay on point. Every sentence or word in your email should emanate a clear purpose, and if it doesn’t serve a purpose, then don’t hesitate to remove it. 7. Highlight the benefits instead of focusing on the features This is again a classic piece of copywriting advice and one that is approved by many experts. Normally, consumers care more about the aspect of benefits, instead of the features. For instance, a sharper lawn mower blade isn’t essential because it’s sharper; it’s a better option for the consumers because it means that they can spend less time mowing the lawn. 8. Say no to generic templates It’s common for the beginners to work with a template as a starting point. But, everyone is familiar with the same, drab, plain text email templates. So, if you’ve already come across similar types of templates before, then you better spend a considerable amount of time in the drawing board and create something fresh. 9. Ensure that your emails don’t get stuck in the spam folder If carefully composed emails are landing straight into the spam folders of the subscribers, then the success of your marketing endeavors are self-explanatory. This is why you should begin the process of email marketing after ensuring that your recipients have subscribed to your emails so that you don’t run the risk of breaching any laws related to cyberspace. Other than that, try not to include block letters into the emails. Avoid too many exclamation marks and hyperbolic sentences. Badly formatted HTML in your emails can also have an adverse effect. Also, you need to remember that spam filters tend to work differently, so a specific email that slips through one filter is likely to be flagged by the other. For example, practices like hashbusting (inserting random characters to avoid spam filters), deceptive subject lines, image text, misleading claims should be avoided to get your emails straight to the consumer’s inboxes. 10. Maintain a schedule and be consistent with it You must have gained a clear idea about the ideal day and time for sending your emails to the list of subscribers. You must maintain consistency. Your consumers will also get used to your schedule, and they would expect an email on the same day. So, you should always maintain the schedule for sending the mail. A regular and consistent schedule results in a considerable boost in the CTRs and opening rate. An irregular schedule would have the exact opposite impact. For example, you can opt for an email marketing schedule template like the one available on Hubspot.com. 11. Create a schedule well in advance Identify some dates on the calendar that will be specifically significant for your business. For example, if you’re in the business of providing assignment help to the students, then the time before exams is going to be crucial. You can consider the following aspects. Send emails to every subscriber weeks before their exams with a bunch of special offers. It’s likely that many students are still grappling with their assignments, and are possibly contemplating to seek the help of assignment services. Not creating a schedule for times like these will only result in losing out on some sales opportunities. You can maintain a proper calendar for your email marketing campaign like the one mentioned above. 12. Don\'t forget to keep evaluating the data Never neglect the data you gather from your email marketing procedure. Keep a track of how many email addresses remained undeliverable in a day or at what time most people opened your email. These simple yet crucial details will highlight many insights about the performance of the email you sent. If you’ve adopted Google Analytics on your website to track the data, tagging your emails with custom campaign tracking can indicate how they are driving traffic to your landing pages and how the visitors react once they arrive at your site. Having such essential information will allow you to bring more precision into your email marketing efforts. 13. Make a promise from the very beginning and stick to it Most of the efficient sign-up forms will highlight what an individual signing up for the email should expect. Will they receive a weekly newsletter? Or a notification when you post a new blog? Will they receive information on special discounts or offers? Whatever you promise when a visitor signs up to your newsletter, make sure you stick to it. For example, if you make a promise for a free ebook or an access to the next blog posts, make sure the consumers receive the service. 14. Make it easy for the visitors to unsubscribe Yes, you read that right. You must be thinking, isn’t this post about successful email marketing tips? Now, of course, you wouldn\'t want to lose out on the subscribers, but the fact is, no matter how engaging your emails are, some visitors or subscribers would want to unsubscribe. The reason could be anything; they are probably not using your services. Unsubscribes are part and parcel of nurturing your subscriber list. In this case, what you most definitely wouldn’t want is spam reports. Similar to how Kissmetrics offers one-click unsubscribe option, you should also adopt a similar feature for the convenience of the consumers. 15. Unleash the power of segmentation to send the right message at the right time Segmentation is an extremely potent strategy. But it’s a strategy that is often undermined in the domain of email marketing. The point is, you might be judging the number of subscribers collectively. But you also have to understand that each one of those subscribers is an individual. As individuals, it’s normal for them to have different needs. With the segmentation of your email list, you can prepare your message and campaigns according to individual requirements. For instance, one customer may like the daily newsletter while the other consumer would like to look at a video. Make sure you cater to each of their individual needs Wrapping Up Like any other branches of marketing, email marketing also requires effective planning and evaluation of the data to create a successful campaign. With these tips, your marketing endeavors will hit the bull’s eye every time.


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Get to know 8 advantages of surveys and polls

Get to know 8 advantages of surveys and polls

Practical Marketer • October 2, 2018

Have you ever wondered what your customers think about your service or product? Are you sure which products your followers might see in your shop? Are you looking for ways to engage with your subscribers? If you answered yes to any of those questions, you will love to learn these eight advantages of surveys and polls, which are actually included for free in your email marketing account.    What is a survey? A survey consists of a series of questions asked to an audience (the larger the better) in order to gather data or to detect statistical tendencies in their opinions about a specific issue. A survey can help to get an idea about how happy your customers are with your service or to understand who they are and what exactly they are looking for. What is a poll? A poll is a mini survey of one or two (at most) questions that may be published on a website to quickly measure public opinion about a topic at a specific moment. Both options are the perfect tools for inviting your audience to speak their minds. The answers may help you to make the necessary adjustments to your products and services or to prepare the right content for your segments that you can create with the information provided. What are the 8 advantages of surveys and polls? Starting a conversation: Sending a survey with open questions is the ideal way to engage with your audience and to open a channel of communication with them. People like it when somebody cares about their opinion. Easy and fast: Create your survey in no time and start receiving feedback from the very moment you sent it to your subscribers. Outsourcing this service would require time and money. Innovative ideas: Seeing your service through your clients’ eyes can help you to improve it. They may be experiencing issues that you are not aware of, or give you new ideas you wouldn’t have thought of. No pressure: People will respond to your poll or survey at the time they consider appropriate, without a time limit and without anyone who can distort their response. Satisfaction: Knowing the level of satisfaction of your customers is essential to growing your business and moving in the right direction. A survey will help you to double check if your perception actually matches the opinion of your customers about you. All-in-one solution: We tend to use more and more different tools with separate logins and functionalities, but surveys and polls are actually included for free in your email marketing account, at least with Benchmark Email, and can be sent to your whole database by email with just one click. No extra costs: Polls and surveys are free: they are included in your Benchmark account at no additional cost. Statistical results: The analysis of results will be quick for all but the open questions. Results will be displayed in percentages that will help you to know the preferences of the majority at just one glimpse. Keys to create a good survey Decide for each question if it is mandatory or not. Some question need to be answered by all respondents and some just make sense for a few of them. Surveys should be easy and quick to answer. According to your audience and the aim of  the survey, we recommend not asking more than five questions. Give a benefit in return for the collaboration to respond. People will dedicate some time on answering your questions. They will do this more happily if they receive a little gift (download, discount, etc.) in exchange. Ask closed questions if you want to get specific, quantifiable answers. However, if you need to explore your respondents opinions and feelings a bit more deeply, leave them some space with open questions. For closed questions, make sure you offer all possible answers or include an “others” field if you are not sure. Use the different types of answers strategically: \"One line\" are open but short answers, which allow up to 255 characters. They are ideal to allow the respondent to give a free answer will still be easy to analyze since it’s brief. \"Radio\" responses allow the respondent to select only one of the given options. It is a closed question used for specific and mutually excluding answers. \"Check\" responses look the same as the “Radio” ones but allow several answers. This is useful when more than one option might apply. \"Dropdown\" responses fulfill the same function as the \"radio\" responses, as the respondent will be only able to pick one, but won’t be able to view all answers at once. Dropdowns are mainly used for long lists of choices like “Countries” or “Months”. \"Descriptive text\" responses are similar to “One line” responses but will have no limitation of characters. You can get high quality feedback with these questions, but analyzing the results might take you longer. “Multiple choice” answers allow the respondent to select several options. It is used when the response options are not mutually exclusive. Benchmark Surveys Benchmark surveys are easy and quick to create. You just have to be clear about the goal of the survey and begin to think about the questions. Also if you need a bit of inspiration to get started, at Benchmark we offer you 6 templates for your surveys. Survey Templates Blank Survey: This template is entirely blank. You create all the questions for this survey from scratch. Services Provided: This survey measures customer satisfaction with goods or services and gives participants a chance to suggest improvement. Event Participation: This template gathers opinion on a special event, from prior expectations to whether the event lived up to those expectations. Company Satisfaction: This template measures if customers are pleased with a company or organization, and gathers demographic data from participants. Website Survey: This survey tracks customer opinion on your Website\'s appearance, content and more. In-store purchase: This template not only measures customer opinion on past product purchases, but sets a gauge for future purchases Go ahead and start creating your own polls and surveys and use the information we have shared with you in this post. And… would you allow us to make a small survey with you? How successful was your first survey? It is an open question and you can leave us your experience in the comments section below :-).


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10 Successful Email Marketing Campaigns and Why They Worked

10 Successful Email Marketing Campaigns and Why They Worked

Practical Marketer • September 26, 2018

Email marketing is considered as one of the most cost-effective and online marketing strategies for business owners today, and for good reason. It isn’t only practical, but it’s also a game-changing strategy that can lead to amazing results. Several reasons why email marketing is so popular is because of the plethora of advantages you get, such as: Building relationships with new prospects Attractive new leads; and Encouraging loyalty from old and new customers With that said, it’s crucial to do email marketing right if you want to achieve ‘drool-worthy’ results. But how do you do that? Before we go into how to do email marketing effectively, we’ll need to understand its significance as a part of your marketing mix. A Closer Look at the Statistics A couple of months back, WordStream published a detailed post sharing the figures on email marketing and the crucial part they play in driving your business to success. We’re hoping these numbers will convince you to jump on the email marketing bandwagon:: Email marketing is considered as the number one tool for customer retention according to a poll conducted among retail professionals last 2016. Social media marketing falls at a close second. Compared to other promotional emails, Welcome Emails have shown to create amazing results. They generate at least 320% more revenue, earning your business tons of money with just ONE email. Email subscribers spend 138% more on online purchases than people who don’t get emails. QuickSprout shares how email subscribers are 3 times more likely to share your content on social platforms than leads from other marketing channels. Of course, there are other things that contribute to making your digital presence a success, such as good fast hosting, optimized user experience, and eye-catching web designs. But without including email marketing in that mix, you’re basically saying ‘no’ to getting new leads and increasing conversions. 10 Email Marketing Campaigns That Produce Crazy Results and Why We’re 100% sure you’re subscribed to at least one email newsletter right now. And if you’re a fairly active web surfer, you may even be getting about 5 to 10 different automated emails a day. And we’re also sure you probably delete most of them without a second glance. But every now and then, you get an email that’s so good that you read it, share it, and recommend it to your friends. What they all have in common is their ability to achieve their own unique goals, whether it’s get more sales, attract site visits, or get feedback from you. Below, you’ll find a few examples of the email marketing strategies used by the best in the business, and why they work: 1. Grammarly Why it works: Leveraging on social media proof convinces people that what you have to offer is worth their time and money. Using a limited-time offer (i.e. products with expiration dates) creates a fear of missing out for readers. At the top of our list of email marketing giants is none other than Grammarly. They make use of a unique and effective combination that really gets the results they want. People naturally trust peer reviews more than company sales copies. And paired with their limited-time discount, they end up with a convincing and engaging email marketing strategy. 2. UncommonGoods Why it Works: They use the Urgency Principle to get people to buy from them as soon as possible. Color selection appeals to the reader’s emotional side, which is appropriate because Mother’s Day is a holiday with heavy emotional ties for readers. One brand that really knows how to play the ‘sense of urgency’ card is UncommonGoods. As a popular online destination for customers looking for unique items, they also have an impressive email marketing strategy that compels readers to take action now. A lot of the rational decision-making flies out the window every time we’re faced with anything urgent. This is what makes the Urgency Principle a powerful tool to have in your marketing arsenal. 3. Bonobos Why it Works: Interactive experience encourages people to engage with the email. Discount offer convinces readers they’re getting a deal. It creates a sense of urgency with a text that says ‘Last Day’. Simple and straightforward design. People love anything interactive, so why not offer that in your emails? Bonobos, an online retail brand, sends out emails that encourage engagement and combines it with a sweet deal and a time constraint. It’s a great way of hitting, not just two, but three birds, with one stone. 4. PayPal Another popular brand that specializes in building quality bonds with consumers is PayPal. As one of the largest payment processing companies in the world, they really bring their A-game when it comes to email marketing. Why it Works: Good email structure and design. A great deal of the content and imagery aim to appeal to readers on an emotional level. In Marketing Psychology, blue is often associated with feelings of security and trustworthiness. 5. jetBlue Why it Works: The conversational approach, complete with playful banter, immediately puts you at ease with the brand. Good graphic design that’s straight forward and eye-catching at the same time. Clear Call-to-Action. Having multiple CTAs can be confusing for some readers, discouraging them from engaging with your email. 6. Canva Why it Works: Prompts the reader to take action immediately. Clear Call-to-Action. Simple, straightforward design. Interactive email encourages customer engagement. 7. LinkedIn Why it Works: Highlights a more human connection through a Live Demo, making the email sound personable to readers. Inclusion of an actual picture of an employee builds more trust with the brand. Clear Call-to-Action, which can be seen at the top and middle part of the email. The goal of the email is also clear and written in a short and succinct manner. 8. BuzzFeed   For entertainment websites like BuzzFeed, the main goal is always to catch and keep people’s attentions. Also, knowing who your readers already are helps you to better tailor the content that you send them. Why it Works: The type of content shared is something everyone can relate to. This means the emails have a higher chance of attracting engagement because the content is relevant to readers. Short and simple emails are often a refreshing change for people who are used to getting bombarded with long-form content. Eye-catching headline catches readers’ attentions. 9. Dropbox Here, we’re taking a look at one of Dropbox’s retargeting email. After some time, it’s normal for some customers to forget that you’re brand is there. Retargeting is how you put yourself in front of them again. So, it’s important to be as convincing as possible. Why it Works: Fun graphics paired with soft colors is also a good approach in retargeting emails as opposed to aggressive ‘come back to us’ messages. Reminds customers of what they have to offer, which in this case is ease of use and accessibility. Offers a refresher course for people who may still be interested but aren’t sure if they still know how to navigate around the tool. 10. Twitter The approach Twitter takes in this email is to advertise their social media proof. Sharing content from other people and businesses who are also using their platform accomplishes multiple goals. By showing you content that’s relevant to you and from people you follow makes you more likely to engage with or share that content. Why it Works: Content updates from people your readers are following, or from famous influencers in that field, encourages user engagement. The focus is clearly centered on content, which is appropriate for social media platforms since they deal mainly in content marketing and user experience. Email Marketing is not an option - It’s a necessity Even with all the new marketing technologies available to business owners and digital marketers today, email marketing is still among the most effective tactics we can use. They play a huge role in growing your business and getting you the sales and leads you’ve always wanted. Different emails are used for different reasons. It’s important to know what you want to get out of each email you send out, whether it’s shares, site visits, or sales. The more you clarify the goals of your email marketing campaign, the more you can mold the content and design to meet those goals and reap the most results!


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