Displaying items by tag: Email marketing

There is an abundance of benefits you can reap with regards to interlinking your social media profiles and your email marketing campaign. Below you will see some of the most important advantages:

 

1. Maximised reach and frequency
Aligning your social media marketing efforts with your email marketing campaign can significantly improve the reach of your efforts as well as the frequency. So how is this so? By manipulating the enhanced connections which are provided by your social media profiles. When you press the send button on your email marketing messages, you are only sharing what you have to say with your subscribers. However, when you are employing social media to support your campaign, you will have the means to expose both your recipients’ friends and colleagues to your marketing message as well.

 

2. Cheap list growth
Should your recipients’ friends and colleagues enjoy what that see, they might choose to subscribe themselves and therefore adding to your contact list. This kind of sharing is far quicker and cheaper than buying a list or putting into practice other ‘list growing’ methods. There is also the additional benefit of immediate credibility, as that person joining your list via a friend or colleagues recommendation is more likely to trust your brand compared to if they joined through another kind of advert. The average emailing list churn is approx. 30% annually (if your current list of 100,000 subscribers, you will lose 30,000 recipients this year). So it is easy to see the importance for marketers to reap the advantages of every single list growing opportunity out there.

 

3. Enhanced customer engagement
The secrete to achieveing higher email delivery rates, open and click through rates and improving your customer satisfaction as well as increased conversions is simply engaging with your customers. Social media enables you to achieve this because your email marketing messages can be forwarded, Tweeted, Retweeted, Blogged and posted on Facebook, then reposted by a fellow user who likes what you have to say. This means that your message is far more likely to be read and believed by all of that individual’s friends and colleagues, achieving even more interaction with your business. Additionally, it enables you to build on your online presence and reputation through allowing your business personality to come through.

 

4. Enhanced email marketing message relevance
When you think about the fact that the people who receive your email will probably share it with people they know who would also be interested in what you have to say, it is easy to see how this can increase your overall relevance and conversions. Also, the feedback which you are able to receive via social media can also be employed to help perfect and therefore increase the relevance of your future email marketing messages.

 

5. Two way communications
Before web 2.0, marketing was a simple one-way form of conversation, which meant marketers would have full control of the message. However, with the arrival of social media, the one-way conversation become somewhat extent as online tools and communication channels permitted people to join in the conversation with each other and with businesses. Interaction via these tools encouraged individuals to talk about their opinions and experiences, and as long as this conversation is handled well, they feel more and more engaged with your business.

 

6. Efficient and continuous
Building and putting into action an email marketing campaign can be extremely time consuming and expensive and marketers are always aware of their subscribers’ frequency preferences and what information is believed to be relevant. Social media platforms enable the value of your email marketing to expand far past the typical response which generally occurs 72 hours after your email has been sent without the risk of overloading your customers with information.
Social media platforms provide a channel to continually interact with your customers through conversation and therefore keeping their interest ignited without being seen as a pest and annoying.

 

7. Improved ROI and revenue
All the advantages mentioned above all point to same thing, and that is that social media can strengthen the power of your email marketing campaign through improved reach and relevance of your message. So, combining the efforts of both email marketing and social media leads to an increased volume of leads and sales. It is somewhat obvious that the more people you reach with your message, the larger your group of potential consumers and therefore your chance to increase conversions and sales.

Published in Social Media
Wednesday, 15 January 2014 14:06

Making friends and influencing others

It is somewhat obvious that every single time you send out an e-newsletter, it is an opportunity for you grow your subscriber database.
The most successful email marketers understand this and use it to their advantage and grow their prior permission database the new, fresh, interested contacts every time they email out.

 

How is this done?
Although the techniques are very simple they are very effective. Basically, the more interesting and relevant the content of your newsletter and email messages, the more effective the techniques listed below will become.

 

1. Take care of the dodgy Unsubscribe link
Some email spammers actually set up their unsubscribe links so that when a unsuspecting recipient clinks the link, they are submitting their email for more spamming rather than unsubscribing like they think they are.
Therefore, it is no surprise that some people distrust unsubscribe links and if your recipient wants to subscribe, but does not wish to use the link you have provided, it is logical to think that they will click the ‘junk’ button in their inbox (19% of email recipients click the ‘junk’ button believing this will unsubscribe them).
Being reported by ISP’s as ‘junk’ is something you really need to try and avoid as it can result in your email campaigns becoming blacklisted.
In order to overcome this problem simply follow step 2.

 

2. Win your recipients’ trust
The main way to influence the behavior of your recipients is to convince them you are a legitimate organisation by providing them with a credible and trustworthy ‘unsubscribe’ link.
Using Mail Magic allows you to customise your own unsubscribe page, allowing the recipient to clearly see it belongs to you as the sender and not some generic link which could go anywhere.
By branding your unsubscribe page you will give it both weight and credibility in the eyes of your recipients.
So, employ this technique and you will not only protect your credibility as an email sender but you will also preserve your deliverability rates.

 

Making friends
In order to grow your database with each email campaign you will need to prompt your current recipients to forward your information to their friends, colleagues and family members. Your information needs to go viral.
Such viral marketing has become big news on the internet over recent years with large high street brands employing it to circulate their special offers and promotions across the country, and the great thing it, it doesn’t incur any additional marketing costs.
So be sure to prompt this behavior from your current recipients by clearly having a ‘forward to friends’ option in all your email messages.
Another must it to have a clear ‘sigh-up’ link in your messages so that those who do receive your forwarded emails know exactly where they can sign up for future campaigns.

 

Yes, size does matter!
A recent study into the size of contact databases found that when an email marketing campaign is sent out to a contact list of 500-5,000, the average non-open rate is as high as 69%. That leaves an average open rate of just 31%.
The study then looked at campaigns which were sent out to a far smaller list of just 50-500 contacts. It was found that in these more targeted campaigns the non-open rate dropped to 61% meaning that the open rate increased by 8% to 39%.
From these results we can conclude that the smaller, more targeted, niche campaigns which contain more relevant content, rather than bulk information, are welcomed more by the recipients.
To check this theory a contact database of over 5,000 contacts was tested. The results found that the non-open rate rose to a high 74%, leaving a miniscule open rate of 26%. However, when the vast number of contacts is considered, an open rate of 26% should be celebrated.
Things to remember
So, the overall message is that it is not important to email both small and large volumes of recipients. What is important is that you need to consider and apply highly targeted information and messages to both large and small groups.
Segmenting your data, relevant and fresh content, dynamic subject lines should be carefully planned out every single time.

Published in Data

22 Questions to Ask Your Team Before Making This Decision:
1. Do we have the internal resources to learn to use a new tool and application, and to train other users?
2. Do we have the internal resources to develop a resident email marketing expert?
3. Do we have the internal resources and knowledge to create internal policies and procedures related to our email marketing programs?
4. Do we have the internal resources and knowledge to develop best practices for our design, marketing, content, and technology groups?
5. What is the difference between HTML and text email messages?
6. What is the difference between a “soft bounce” and a “hard bounce?”
7. What does “list hygiene” really mean?
8. What is “double opt-in” versus “single opt-in?”
9. Do we have a privacy policy? Does it accurately reflect our email marketing programs?
10. Do we collect email addresses on our Web site or through other methods?
11. How does our list registration work?
12. Do we have a current, accurate count of our house mailing list? Does the list include duplicates?
13. Do we automate greetings to new subscribers or to people who unsubscribe? Do we want to?
14. How does a subscriber unsubscribe from our emails? Is it easy to do and clearly marked?
15. When users unsubscribe, do we immediately remove them from our database to prevent any mailings to them?
16. Do we list specific contact information on our emails?
17. How often should we email our subscribers?
18. How can we personalize our emails?
19. How can we segment our lists?
20. Can we implement a test on the ‘Subject’ lines, ‘From’ lines, or delivery times and dates?
21. Are we familiar with current email marketing restrictions and legislation?
22. What do we need to do to make our email marketing programs comply with any local and national legislation?

If you need help with answering these question please give one of the team a call and we will be happy to help!

Published in Delivery
Wednesday, 27 November 2013 16:01

The cost of using ‘Free’

The rules about using the word ‘free’ within your marketing emails is somewhat ambiguous as using it in the wrong context can have some damaging implications. 

Employing the word ‘free’ in email marketing campaigns may result in emails being caught within spam filters. However, far more serious implications include your emails violating the CAP code. 

CAP code 32.3 states that ‘Promoters should not describer an individual element of a package as ‘free’ if the cost of that element is included in the package price’. 

Additionally, under the CAP code, you are unable to advertise a special promotion as ‘free’ should the consumer need to buy an item or service to be provided as the free item. An example of this is that a mobile phone operator is unable to state their consumers are provided with a ‘free’ handset if they are obligated to buy the airtime to go with it. Therefore, employing the word ‘inclusive’ is far safer than using the word ‘free’ when trying to describe a package deal.

Published in Legal
Wednesday, 20 November 2013 13:44

Ten top start up tips

Excited about embarking upon your very first email marketing campaign but unsure where to start first?
See our top ten tips for email marketer newbies to help you construct a strong campaign and see exciting and positive results:

1. Permission
In order to comply with the Data Protection legislation you must make sure that your email campaign is permission-based, meaning that you have to have the customer’s consent for you to contact them. Build up your contacts database by collecting emails from potential customers at every single opportunity such as networking events and exhibitions.
2. Plan
Consider the main aim of your campaign. Do you want to boost sales? Build brand awareness? Promote new offers? How are you going to achieve these goals?
3. Calls to action
Ensure you include at least one call to action in every email you send out. These can come in various different forms such as downloading promotion vouchers or subscribing to a blog or e-newsletter.
4. Links
Be sure to embed correctly working links on your website allowing customers to find out more information regarding your specific offers. These links will also allow you to keep track of click-through rates enabling you to monitor the campaigns success.
5. Subject link
Your subject line needs to be carefully planned as it will have a huge sway on whether or not your target audience open and read the emails. It needs to be short and to the point and avoid the use of capital letters, exclamation mars and danger words such as ‘FREE’.
6. Design
It is vital that the design of your email works. Using an HTML design will enable your email to have a professional look, but if this is not done correctly it will not appear correctly across the various different inboxes and perhaps get banished to spam folders.
7. Target your audience
Applying the process of targeting enables you to adjust your email campaign to make sure that you are sending the most appropriate content to the right people at the most opportune time. Amending your email content to the different target groups will have a significant impact on your success rates.
8. Experimentation
Don’t just stick to your original email design. Play around with subject lines, links, images, and see what happens. Use the method of split testing to see how adjustments affect your recipient responses and amend your emails accordingly.
9. How deliverable are your emails?
You will find that one of the main hurdles you will face is actually having your emails arrive safe in your customers’ inbox. ISPs automatically delete a vast amount of emails each day so make sure you select an email service provider with high deliverability rates.
10. Measure
Always measure your campaign rates. By tracking how many emails you have sent and which ones were opened, which links were clicked on and within which email they were located, you can adjust your next campaign with these results in mind.

Published in Training
Thursday, 14 November 2013 13:42

8 Easy ways to spruce up your email marketing

It’s easy to feel like you’ve become stuck in a rut when it comes to carrying out your email marketing. Feeling like all you’re doing is sending out the same kind of message, containing the same kind of information over and over again. And, although this may be achieving OK results, it is important to know whether you could be doing more.
Coming up with fresh, interesting and creative ideas time and time again is not the easiest of things, however, if you want the best results possible, it is somewhat crucial.

 

So, here are some of our top tips to help you rejuvenate your email marketing campaign.


1. Obtain a new email template design
How your message looks and feels to the reader is of great importance; but they will also require slight variety from once in a while. So, if you have been using the same template for your message for some time now, try to implement a few changes. However, it is imperative that you seek professional help when doing this as changing a template design is not as simple as it may first appear.
2. Short and snappy copy is key
No one enjoys reading through heaps and heaps of waffling text and peoples’ reading habits are far more impatient online than they are offline, so bearing this in mind, ensure that your sentences are simple and your paragraphs short and direct. Not only will the keep your readers engaged but it will also mean they’ll be more likely to take direct action.
3. Play around with images
Including appropriate images in your emails can help you to deliver far more of a bang compared to simply sending words to your audience. Experiment with using images, however, be sure to keep a record of your open rates when you do as occasionally, if your recipients have their settings so that images are turned off as standard, it may be that they are not able to see the full message the first time it is sent. A good test to carry out is to segment your contact list and find out whether you achieve better results with more or less images. Alternatively, you could also apply for email accreditation and in some circumstances your emails can have the images turned on by default.
4. Use a friendly ‘from’ email address
A great way to encourage confidence and trust from your recipients is to use friendly ‘from’ email addresses and will entice them to open your email. If you are not already using a friendly ‘from’ address it is worth an investment.
5. Segmentation and testing
Breaking up your contact list into different segments and then testing various elements of marketing campaign is a perfect way to discover which parts of your campaign could be improved upon.
6. Make-over your subject line
The first thing your recipient is going to see is your subject line which means it is one of the most fundamental elements with regards to your open rates. In order for your subject line to entice your readers to open your email it must be relevant and interesting.
7. Begin your data collection
In order to carry out the most productive segmentation and targeting, you’ll need to start collecting as much information about your recipients as possible. This can be done by either linking your email marketing platform with your CRM database or by conducting a survey.
8. Make use of social media
Once you have made all the above changes to your email, it is almost certain that your readers will once again enjoy receiving your messages. It is even possible that they may wish to share the information you are providing with their friends, family members and colleagues. To encourage this behavior and allow them to do so be sure to include social media sharing links in your messages. It is also important for you to include a ‘subscribe’ button which will enable new people who read your messages to sign up for your future messages.

Published in Design
Tuesday, 12 November 2013 12:10

Get Protected

Do you know who is held responsible when a marketing email is sent to someone without gaining their permission?


Locating new contacts is a continual task for email marketers and the need for band new, current prospects to supply the marketer’s requirements is unquenchable. However, some people are not 100% sure about where a marketer stands in regards to the DPA compliance regarding the data they buy-in or rent. Exactly who is legally responsible if an email campaign is sent out to a hired list which has been accumulated either by unfair means or illegally?


The reoccurring issue of SPAM persists in bothering the privacy regulators, the marketers as well as a significant number of customers. Within the market of data there are numerous non-legitimate supplies of email data which are being offered either on a hire basis or available to purchase. However, it is these sources which feed the illegitimate email marketers with the contacts which they need.


Where does the cycle end? The UK’s Information Commissioner’s Office has released its advice and guidance regarding marketing via electronic media including a blunt and stark warning to the marketers themselves. They have stated that email marketers shall be held fully responsible as the ‘instigators’ of the campaigns should the data they use be proved to have been gathered by unfair methods.


Similarly, the Advertising Standards Authority is also indifferent when it comes to the marketers. In their eyes also, it is the client’s responsibility to ensure that the data they chose to use is legitimate. A customer must ‘opt-in’ to receiving email communications from 3rd parties. Therefore, should you be offered an email database be sure to see evidence of ‘opt-in’ procedures.

Published in Spam
Friday, 08 November 2013 16:50

Business to Business email marketing

The current UK regulations state that ‘prior consent’ is not required by B2B marketers who are sending marketing communications to contacts with which they have previously had a customer relationship.

What is prior consent?

The phrase ‘prior consent’ means that the person in which you are sending a marketing email to has formerly ‘opted-in’ to that communication channel i.e. they have at some point notified you, the sender of the email, that you have their consent to email their contact address for marketing purposes.


For a B2B marketer, this ‘prior consent’ requirement does not apply if you are sending a marketing email to contact with which you have a previous customer relationship.


What counts as a previous customer relationship?


A previous, or existing, customer relationship exists if:

  • The email address has been obtained during the course of a sale or sale negotiations of a product or service to that particular individual.
  • Direct marketing is in respect of services or products belonging to you, which are also marketed are like those which are previously provided.
  • Your identity as the sender is clear.
  • The person being targeted is provided with a clear opportunity to withdraw their consent at any given time regarding all forms of communication.

Disclaimer: This article is intended to serve as general guidance only and should not be regarded as legal advice. For more information please visit http://www.ico.gov.uk.

 

 

Published in Delivery

Do you know exactly how many emails you sent out in your last email marketing campaign? Now, do you know how many people actually took the time to open it and read what you had to say? Many have found that sometimes there can sometimes be a significant difference.
An email reactivation campaign can be just the answer. Not only will it help you clear out all the inactive email addresses you have, but it will also enable you to re-energize your emailing list and reclaim some of the expenses you invested when acquiring the email addresses in the first place.
How reactivation works
Your ESP will be delighted when you send out millions of emails for each email marketing campaign, however it may be that you are actually damaging your sender reputation and spending money unnecessarily by sending out emails to people who do not open or act upon them.
Although they may have signed up to receive your emails at some point, they may not be using the same email address now and the mail box has been abandoned, but you have not noticed. Internet service providers will not register something like this and therefore the email will still try to be sent.
Some employ these ‘dead’ email addresses as spam traps which monitor your ‘list hygiene’ and sender reputation. The dirtier your email list is the more likely it is that you will be hunted down and your emails will be sent to junk folders or blocked.
By looking at your contact list you should be able to see which email addresses are dead, who deletes your emails without opening them and who is still interested in what you have to say but for some reason no longer feels compelled to open them.
A reactivation campaign is going to recognize which email addresses you are able to delete from your emails list without the risk of losing live ones and therefore re-establish your connections with previous consumers.
Everyone knows you get the best reactions from your newest email subscribers and so apply these tactics to re-engage and re-entice the inactive contacts on your list rather than spending more money on replacing them.
How to spot your inactive email subscribers
This requires some time being spent on your database. Look at your analytics and build a segment list for all those who have not opened an email or clicked on a message for more than six months. Then send these email addresses a message with the subject field along the lines of ‘We miss you!’ Take pleasure in groveling for them to come back, and include a special offer as extra temptation.
For all those that respond, keep these addresses on your list as active and send them another message saying something like if they do not respond within one week they will be removed from your mailing list. Be firm and if they do not get back to you, remove them. Although this might seem like the opposite of what you are trying to achieve, a smaller more vital list is going to do more good for the overall result of your campaign.
Keep your subscribers interested
Below are a few steps you can follow to re-engage your emailing list and keep them all energized:
Ask them what they want
Although you may have heaps to offer, it is no good if your recipients are not getting what they want. Ask them to questions about what they would like to receive and see how interest is renewed.
Make them an offer
Whether it is discounts, free samples or new products, any offer you can think of will work wonders for renewed interest.
Incentives
Ask your recipients to update their profiles and provide an incentive for them to do so. But be careful, if your incentive is too good people will simply reengage only to hit the spam button and you will become blacklisted.
Threaten a break-up!
Tell your recipients that if they do not open your emails you are going away. It might seem extreme but it should evoke some response. Let them know that if they don’t make you aware they are there, you will drop them from the list.
See what they’re thinking
Asking your readers to fill out simple surveys or questionnaires, with a small incentive, can enable you to find out how they feel about the information you provide and how frequently you send it.
Spice up your format
Look at the format of your emails. Are they too long? Too wordy? By changing up your format you should be able to catch the eye of your recipients once again.
By investing this much effort in your database you will be able to reengage with a vast amount which will enhance your deliverability rate as well as achieving a higher return on your investment.

Published in Delivery

The rapid growth of social media platforms, such as Twitter and Facebook, has resulted in very exciting opportunities for marketers over the past few years. Communication channels are known for shifting and evolving consistently, which leaves online marketers with the challenge of locating the best ways in which to incorporate these social platforms in way which engages consumers and results in increased revenue.

While the effective incorporation of social media communication channels holds a vast array of potential, a successful method of implementation needs very careful planning. Below are three methods used by email marketers to capitalize on this thrilling prospect:

Employ social media platforms to encourage opt-ins for email programs

Social media websites attract a brand new cluster of individual and therefore attempting to add followers, friends and influences on these platforms to the email channel, which is where conversions and building relationships can occur. 

Firstly, you should make sure that your email includes opt-in forms and/or links on to your business’s social network profiles. Secondly, you need to think about the people who interact with your company’s social networks and what they may expect from you such as personality and tone in your communications. Therefore, ensure that your marketing messages are focused on education and personality rather than professional, corporate speak. 

Consider the preferences of your customers

The best marketers know and understand that preference centers assist in helping to increase the relevance of your message and therefore minimize list churn. For example, offering an alternative to communicating via email such as social networking, text messages and direct mail, helps businesses to communicate with their customers on their terms.

Whereas some businesses might wish to use text messaging for only urgent notifications and social media for promotions and as social media continues to flourish and become the channel of communication of choice, the preference centre will become more and more important. Therefore, you should think about adding a link to your preference centre onto your Facebook page and Twitter profile.

Increase your email message share-ability

One of the key elements of incorporating social media into email marketing is by making it easy for your consumers to share what you have to say. In order to encourage your recipients to distribute your message, you need to make sure that it is relevant, personalized, containing suitable links to social media sites.

If your business collects user reviews of your products and/or services then review-posted notifications can provide a fantastic chance to encourage recipients to share the content. Why not try including social media links into the messages you send your users once a new review goes live on your website. This will provide your consumers with a chance to broadcast their opinions through their social media profiles, and therefore increasing how many people will see your business’s offer or promotion and brand.

 

Despite presenting a range of challenges, integrating social media into email marketing activities offers the opportunity to grow and engage with your audience in a more effective and rewarding way. Don’t miss this chance to turn conversations into conversions and, ultimately, revenue.

Published in Social Media
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