Series Posts: Practical Marketer

Free Holiday Email Templates

Free Holiday Email Templates

Practical Marketer • November 7, 2018

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


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How to Write Welcome Emails That Turn Subscribers into Leads

How to Write Welcome Emails That Turn Subscribers into Leads

Practical Marketer • November 1, 2018

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


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5 Customer Retention Emails You Should Be Sending

5 Customer Retention Emails You Should Be Sending

Practical Marketer • October 29, 2018

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


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3 Ways to Write Engaging Emails that Sell

3 Ways to Write Engaging Emails that Sell

Practical Marketer • October 26, 2018

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


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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. It\'s like getting a performance review on your service offerings and support just by sending a poll or survey! 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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Copywriting Techniques to Boost Email Conversions

Copywriting Techniques to Boost Email Conversions

Practical Marketer • September 14, 2018

Email marketing works. In fact, 73% of millennials prefer email for business communications. Even better, when you send out marketing emails, you’re addressing an audience that has already indicated they want to hear from you. Of course, none of this means that email marketing is a guaranteed slam dunk. There are several things you have to get right. Most important is your email copy. If that doesn’t resonate with your audience, your campaigns won’t be effective. The following tips can help you get the results you want. Make it Relevant by Writing in The Second Person Readers respond best to marketing content that has a personalized, conversational, and relevant tone. One of the best ways to accomplish this is to write in the second person. By addressing the reader directly, it helps them to see your message as being one that has been created specifically for them. Obviously, this can be challenging. It flies in the face of what most people have been taught in terms of academic writing. Still, if you pay attention to the advertising copy you see in various formats, you’ll notice that it’s largely directed at ‘you.’ We can help you save money! Don’t let the other guys rip you off. Fill out the order form, and you’ll receive your new camera within 14 days. You can help a child in need. You can make your emails even more engaging by using a relaxed and conversational tone. Think in terms of passing on a helpful message to a friend. Just keep in mind that there are a few exceptions to this. If you’re marketing a product or service that warrants a more formal or serious tone, then adjust accordingly. Also, in cases where you are sharing a personal experience with recipients, you would use the standard first-person voice. Just avoid writing in the third person. It comes off as detached and impersonal. Great Subject Lines Get Readers to Open Emails In many cases, there are two things that people use to determine whether or not they will open your email. These are the preview text and the subject line. If those don’t get their attention, your email will end up in the recycling bin or the spam folder. The biggest challenge of writing a good subject line is finding a balance. You want a compelling headline that catches attention and convinces your audience that your email is worth reading. On the other hand, you don’t want a subject line that is spammy or more fit for a tabloid than a business communication. Remember that ⅓ of email recipients will decide to open an email or not solely based on the subject line. Unfortunately, the news isn’t all good. Of the people who report emails as spam, 69% do so because of the subject line. Here are some tips that have been proven effective: Pique the reader\'s curiosity Make it personal by addressing an interest or concern of your target audience Use a number Keep it short for mobile Don’t mislead with your subject line Preview what’s inside (e.g., 50% Savings!) Communicate limits or scarcity (e.g., 100 spots left or 5 days only!) Jennifer Green, a copywriting specialist at Citatior has this to say about the importance of subject lines, “Writers should spend a significant amount of time on this. The subject line sets the tone for both your email and any interaction going forward from that point. This isn’t something that should be an afterthought.” Here is just a regular email from Kajabi team that they’ve sent recently to their audience. The subject line “The #1 Key To Successful Info-Products” (with the key emoji) attracts the reader’s attention while instantly promising some benefit. The good news is that subject lines are so important that professional writers have spent a lot of time perfecting their headline composing skills. There are also tools that can help you judge the quality of your headlines. Check out Coschedule Headline Analyzer Tool, Get Good Grade, Optimizely, Hot Essay Service, and Kingsumo Headlines. Use these for help editing and writing headlines, and for getting feedback. Remember That Marketing Emails Are Different The email that you send to an audience to get them to visit a landing page or read a blog post is much different than an email that you would send for other business communication. Marketing emails intended to convert should be written and formatted with the goal of being easy to read, and easy to understand. First, marketing emails should be mobile-friendly. When you compose them, imagine reading the email from a smartphone. They should be easy to read at a glance, and they shouldn\'t require a lot of thought to understand. As a matter of fact, effective marketing emails tended to be written at a middle school grade level. One that useful tool to help with that is readable.io. This resource will analyze your writing, give you useful information on the grade level of your writing, and other insights. Before you send out an email, double check for the following: You’ve used short sentences and small paragraphs There\'s plenty of white space in your text You\'ve used lists and bullet points The email is logically segmented with subheadings Your CTA button stands out You’ve added some visuals to make the content more interesting This example from Wanderlust meets readers with a banner image and a clear call to action. And as you scroll down, you see the proposed deals with a brief description and breathtaking photos. You can then go from the email directly to the company’s site and get all the details. Writing for marketing is its skill. Fortunately, there are several professional services and other resources you can use to help. These include Rewarded Essays, The Hemingway App, Supreme Dissertations, PicMonkey, and Flash Essay. Consider Segmenting Your Audience Again, personalization is key. That goes beyond using recipient\'s names. The entire content of the emails you send should be written to be as relevant as possible for your audience. If you have a large customer base or a large potential customer base, using a single email may not be very effective. This is true even if you are promoting the same product or the same offer. Instead, create multiple customer segments with as many details as you can about each one. This includes demographic information, interests, concerns, purchasing history, predicted needs, and any other information that seems relevant to the customer and their interaction with your brand. Once you have that information, you can then compose customized emails to reach customer segment that is truly meaningful to them. For example, imagine that you have a customer segment of people who have abandoned shopping carts. In your email, you could inform of them of a special offer, then add an additional incentive to complete their existing order as well. The key is focusing on the ways in which your product or services can specifically meet the needs of the audience you are addressing. Make an Emotional Plea Effective marketing stirs emotion. That might be creating a fear of missing out, using emotional marketing to create a bond between the customer and your brand, even ramping up negative emotions such as anger can be an effective technique. There are powerful emotional triggers that you can use in your emails to boost conversions. These triggers include vanity, fear, greed, belonging and others. The best strategy is to only focus on one or two of these emotional triggers. Then, don\'t go over the top. The last thing you want to do is come off as manipulative or overbearing. For example, you could trigger a greed response by offering a buy one get one deal in your email. You could then add a fear of missing out by announcing that the offer is limited in number or that it ends by a certain date. This case from Android Central shows how a simple call to action plus customer’s greed exploitation can be an effective trick. And the opening picture teases readers and shows them their main goal in this raffle making it an offer one almost can’t refuse. Another part of emotional marketing is using emotions to connect with your audience. This is something you can do in your emails as well.  Write email content that shares your values with your audience, use storytelling, and share testimonials from satisfied customers. Most importantly, write emails that have personality. You\'ve worked hard to develop your brand, and that should show in your emails. Maintain Your Messaging Throughout The Process The email is just a single part of the customer journey. For example, the subject line leads the customer to open the email. The content of the email motivates the customer to click over to a landing page. The information on the landing page then convinces the customer to place an order or ask for a quote. That\'s just one representation of a long chain of events that happens along a potential customer Journey. One of the most important things along that journey is maintaining consistent messaging. What you communicate in your email copy should very closely match landing pages or any other type of content the customer may encounter. For example, if your landing page is going to focus on a 3-day sale, the related marketing email should focus on that as well. By changing messaging too much, the customer buying process can create a bit of a bait-and-switch feel. This can result customers to drop out of the funnel. Use The Internet For Inspiration What emails have driven you to convert? Which campaigns have your competitors used to great success? There\'s absolutely nothing wrong with driving a bit of inspiration from other email marketing campaigns. Consider subscribing to some for no other reason than to pick up some techniques that you may not have considered before. The internet is also a great place to pick up topics of inspiration. What is your audience talking about? What has them interested at the moment? Who is influencing them? What are they reading? Stay on top of trends and buzzworthy content. Then, find ways to relevantly tie these topics into your emails. Build Emails Around a Single Goal In order to convert, your readers must take a single specific action. Before you sit down to compose any email, you should know exactly what that action is. Are they supposed to subscribe to a newsletter? Are you trying to get them to download something? Is the goal to send them to a landing page? Whatever it is, nail that down to a singular goal, and then structure your email around that single purpose. By doing this, you keep your emails focused and concise. This increases the likelihood that readers will consume enough of your email content to actually get to your call to action Conclusion: Use These Tips to Make Your Email Marketing Campaigns More Effective Email is one of the most effective business communications tools there is today. Your brand using it as a marketing tool only makes sense. It works in both the B2B and B2C sectors. To get the most out of this tool, you have to compose emails that are relevant to your audience and compel them to answer your call to action. The techniques here ensure that your copy will contribute to your goals.  


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