An easy way to add content from YouTube or Vimeo
The new video content block allows you to easily share your video content in your email campaigns. You only need to copy and paste the URL to your video from your YouTube or Vimeo channel, and Response Wise will do the rest: it will automatically grab the cover image for the video, overlay a Play icon you can customize on top of it and automatically link it to your chosen video content.
How it works
You will now find a new “Video” tile in the “Content” panel. Drag it into your design to get started.
The “Content properties” section will ask you to provide a video URL from YouTube or Vimeo, the popular video hosting services that we currently support.
Once you insert a valid YouTube or Vimeo video URL, the content block in the editing panel will display the cover image for the video with a Play icon overlayed on top of it. You can edit the type, color, and size of the Play icon to change the way it looks.
Select the icon type that fits your design…
… choose the color that looks best with your cover image…
… and pick a size. You’re all done!
Notes about embedding video in email
This feature does not embed the actual video in the email, but rather links to it in a smart way.
The reason why the actual video content is not embedded into the message is that, unfortunately, it doesn’t work very well. Many email clients do not support embedded video yet, and Apple has been “back and forth” on video support in iOS over the years.
Additionally, many emails are opened on mobile devices and viewing videos on a mobile device can cause substantial data usage in addition to a poor user experience due to the quality of the data connection.
While a large percentage of companies have used email marketing over the years, the quality of their campaigns varied markedly. Too many businesses have been happy to utilize a fairly sub-standard generic email strategy but consumers won’t accept this anymore and are only interested in companies that provide information tailored to their specific needs. As a result, improved data and personalization are the way forward and we explain more below.
Marketing in Real Time
Email marketers are starting to understand the importance of triggered campaigns and are analyzing the behavior of customers to ensure they are sent more personalized emails. As mobile Internet use has risen exponentially in recent times, marketers know that their target audience regularly checks their emails while on the move. Therefore, a real time marketing email based on a recent event or news story is probably going to be read since it is still in the consumer’s mind.
Context & Behavior
The rise of Big Data has helped with the evolution of email marketing since marketers now know when and where someone will open a message as well as having an understanding of the type of content recipients are likely to consume. If you know when a recipient will open your email, it can make a world of difference to your click-through rate. You can find out this information by tracking previous opens, segmenting them and applying geographical location data.
With more data in the email channel, you can send more specific emails which of course improves the personalization experience for recipients. The better tailored your emails, the more engagement you can expect.
Email Is Going Up The Funnel
Traditionally, email marketing was deemed to be best suited for use at the bottom of the sales funnel since the focus was on conversion but this will change in the future. Companies should be using emails at the top of the funnel as a branding tool. Once you learn how to optimize email at both ends of the funnel, you will end up with improved results on your campaigns. Since much of email marketing is automated now, you can concentrate on creating great content since the technical aspect almost takes care of itself.
Although mobile digital channels may take some of email’s traction, email marketing is set to remain as the #1 method of successfully reaching your target audience to provide them with information they want to hear.
For all the talk about ‘customer loyalty’ being an essential part of marketing, few companies ever launch successful loyalty programs. Most consumers see through transparent loyalty points/cards programs and believe it isn’t worth their while. So what are the real barriers to loyalty and more importantly, how do you overcome them? Read on to find out more below.
1 – The Feeling Of Being Overlooked
Existing customers quickly get fed up with companies offering great deals to ‘new’ customers only. This is an acquisition program that alienates existing customers and usually ends in disaster. Remember, it takes 10+ new and uncommitted customers to make up for losing a loyal customer. To overcome this, simply offer special rewards for loyal customers; perhaps offer freebies or discounts once they buy a certain amount of your merchandise.
2 – Biased Data
It is very hard to collect data that is representative of your customer base without showing bias to one segment. Fail to engage the core customer with your loyalty program by making it difficult to sign up or utilize your card etc. means you won’t get a complete picture of your customers. A multi-channel approach is critical and you also need to get end-to-end behavioral data while also ensuring customer preference is subject to relevance.
3 – Using Customer Profitability As A KPI
Relying on customer profitability to discover their value is likely to be an inaccurate mode of measurement. For instance, is a customer who makes one purchase of $1,000 in two years more or less valuable than one who makes 10 purchases worth $800 in the same period? While the first customer spent more, the second customer is probably more ‘loyal’ and likely to use you when he makes a big purchase. You need to get a better understanding of customer ‘behavior’ to drive profit.
4 – Leaving It Up To Marketing
Most companies believe its marketing department is responsible for driving loyalty. However, for real success, only businesses where the CEO and executives are involved will succeed at becoming a genuinely customer-orientated organization which ensures the customer is #1.
5 – Opting For Loyalty Programs & Not A Loyalty Approach
In simple terms, a program can be part of a loyalty approach but a true loyalty approach is not part of any ‘program’. Instead, this approach should be the way you do business as your organization is dedicated to pleasing customers in a variety of ways. Companies that rely on loyalty programs will be dismissed as opportunistic whereas businesses with a loyalty approach will be deemed as ‘genuine’ by customers and this will lead to long-term loyalty.
In order to be a success, it is essential for a business to ask ‘how are we loyal to our customers’? To enjoy customer loyalty, you must place the customer at the center of your marketing approach instead of just adding in programs as an afterthought.
If you are a regular Response Wise reader then you’ll already know that the ROI earned from email marketing can be astronomical. According to a report by VentureBeat, email marketing could provide marketers with an ROI of $38 for every $1 spent! Clearly, this will not be the case for every single email marketer but it does provide an insight into the kind of success it is possible to achieve.
Email marketing is constantly evolving so you need to stay on your toes to keep up with these changes. What is working for you right now may not be effective 12 months down the line for example. However, it is possible to enjoy fantastic results by making a few simple additions to each email with the goal of optimizing them.
Segment To Provide Value
Your subscribers could be receiving dozens of marketing emails a day so creating a generically designed email with a less than compelling message spells doom for your campaign. Deliverability rates tend to suffer when subscribers believe the emails are irrelevant to their needs so you need to segment your list to ensure the right person receives the right message.
You can segment according to age, gender, location and interests among other things. No matter how well written your email is, if it isn’t about a topic that interests the recipient, it provides no value and is therefore of no use to them.
Include Several CTAs
Adding a single Call-To-Action at the end of an email won’t cut it. A cleverly designed marketing email will contain multiple CTAs that flow seamlessly within the content and don’t seem overly ‘salesy’. The fact is, the more links there are to click, the more likely it is that readers will click on one.
Your emails should contain content that is easily ‘sharable’ across different marketing channels with special attention paid to social media sites. All it takes is a handful of brand advocates to transform a company’s fortunes and when you give these loyalists the option of sharing your content on Facebook, Twitter, LinkedIn etc., good things will happen.
When designing your emails, make sure there are clearly defined areas where subscribers can share the text via social media and email.
Ultimately, the success of your email marketing campaign will lie in your ability to effectively segment your target audience and create content that benefits them. Yet there are a couple of simple additions that can really boost your click-through rate and this will inevitably lead to more sales.
You’ve received them from major retailers in the past. We ALL have. Now YOU can send them to your customers as well using our easy and, best of all, FREE dynamic bar code system! Bar codes make it easy to send redeemable special offers to your customers & members. Couple them with countdown timers and prompt more action!
Have a special discount or promotion going on this month? Get more feet in your door! Send your subscribers an email with a bar code they must redeem inside your location!
Need a way for your on-site staff to access a member’s account and allow them to quickly take advantage of their membership rewards? Simplify the process with a bar code!
The Response Wise system allows you to encode any information you want into a traditional bar code that can be scanned by an on-site POS system. Bar codes can contain things like customer ID & account numbers, special offer codes, coupon codes and much more! Gone are the days of remembering or having to write down long account numbers or coupon codes. Make things easier for your customers and watch your foot traffic and ROI improve.
Here’s how they work:
No new interfaces to learn. No hassles. Just some simple & intuitive URL syntax is all that’s required.
To generate a simple bar code all you need to do is place an image into your campaign with the SRC below:
The %%offer_code%% section of the URL is the custom field in your contact list that contains the data to be translated into a bar code. The custom field is “offer_code” and the double %’s tell the Response Wise system to replace this with the unique value belonging to each individual contact.
Without any trailing parameters in the URL the system will generate the most basic bar code. See below:
Here are some examples of how you can customize the bar codes further:
Make the bar code taller using "&size=60" at the end of the URL:
Make the bar code thicker using "&sizefactor=2" at the end of the URL:
Add the value of the bar code in text using "&print=true" at the end of the URL:
There are a few more options available but these are the most common that you will use. Let’s take a look at how this works inside an example rewards email.
Once the tokens (%%First Name%%, for example) are all set inside the campaign and the recipients inside the target contact list have values added for the custom fields First Name, reward_code & playerid you can send the campaign.
Recipients will see the version below when they view the email in their inbox:
If you have any questions about how the bar codes work please feel free to contact us by opening a support ticket or clicking on the Chat button in the bottom right corner of your browser!
In the meantime…
Getting customer feedback is critical not only for your marketing efforts but also for the future of your business. Understanding how your customer base views your brand, products and services not only enables you to increase the level of quality on offer, it also allows you to determine the products and services you need to introduce into the marketplace in order to keep customers happy.
In other words, the humble customer survey may well be the single best tool for collecting marketing data and we provide you with more crucial information on surveys below.
5 Reasons To Use Online Surveys
- Saves Time & Effort: You don’t need to lift a finger once you send out the emails since your customers provide the information.
- Easy Analysis: There is an abundance of software on the market that enables you to quickly and easily create charts and graphs to analyze the data.
- Honest Answers: As they are protected by the cloak of anonymity, customers can provide you with their true feelings about your company and what it offers (be prepared to learn some home truths).
- Company Value: Once you know what customers want, it is possible to confidently make changes to your business that places you ahead of your rivals.
- Marketing Strategy Information: Customer surveys give you all the data you could ever need when it comes to launching a brand new marketing strategy whether it involves content, social media or email marketing.
4 Ways To Improve Customer Surveys
- Responsive Design: Your survey emails must be responsive to all devices because at this moment in time, almost 20% of all surveys are opened on a mobile device; a number certain to increase.
- Choose The Right Template Design: There are countless great template designs available for surveys so pick the one that best suits your brand. It’s a good idea to choose a color/pattern that is close in appearance to your logo for brand consistency.
- Use A Drag & Drop Editor: This makes the entire creation process so much easier. An intuitive drag and drop editor is fun to use and saves a lot of time.
- Personalization: Personalized emails increase conversion rates by at least 10% so make sure you use an online survey that is integrated with your contact list. The feedback you receive can then be stored in your company’s email database. Then it is possible to create segments and personalize each email.
In order to provide customers with relevant email campaigns, you need to discover their needs, desires and concerns and personalize accordingly. There are few better ways to receive this information than through online customer surveys.
There are some exciting new features supporting Dynamic Images added to the Drag & Drop editor available within the Response Wise platform. What’s a Dynamic Image? You ask…
Dynamic images are images that change depending on one or more values that are “passed” to the system that delivers them. The variables are custom field tags (%%FirstName%%, for example) inserted into the URL, and are replaced with actual values (e.g. the ID of a customer, the email of the recipient, the name of the person…) at the time the email message is viewed.
The link to the image is no longer a static URL like this one…
… but rather a URL that contains some variables, such as an email, a customer ID, a date, etc.
The variables are custom fields placed into the URL, and are replaced with actual values contained within your contact lists on a per-recipient basis (e.g. the First Name of a customer, the email of the recipient, the customer ID…) at the time the email is sent or the landing page is rendered for viewing.
Some cool examples of dynamic images include:
- personalized cards
- countdown timers
- dynamic ads
- product recommendations
The list goes on and on but let’s take a look at a few of these examples.
Personalized birthday cards
How can you send a birthday card to thousands of customers, via email, each personalized with the customer’s first name? With dynamic images, it’s easy to do. There are services that can generate images “on the fly”, personalized with the customer’s name. Niftyimages is great for this option.
Setting this up becomes a piece of cake for users of the Drag & Drop editor.
A hardcoded name (“Allan”) is used in the URL (i.e. the “placeholder” URL), whereas a variable (“%%FirstName%%”) is used in the dynamic URL, to be replaced at send time by the name of the recipient of the image. The only stipulation being, of course, that you must have your contact’s First Names loaded into a custom field on the contact list you intend to send the email to. But even if you don’t have everyone’s first name you can still specify default text, such as “Friend” to be displayed in the event that a contact does not have a First Name linked to it.
Dynamic countdown timers
Another great application for dynamic images is countdown timers. Here you will be passing in the Dynamic URL the date of an event, the time of a new store’s grand opening, the date and time a promotion expires… you name it. The system on the other side will automatically generate a GIF animation that will look like a countdown timer, signaling the time remaining to the event. Response Wise provides you with the tools to create & send your emails and there are many services that you can use for this purpose. Niftyimages again, but also CountdownMail and others that will work together with the Response Wise system.
A placeholder image can be used in the URL while you design the email message, so you know exactly how the end result will look like. You can either host this image on the Response Wise platform, your own website or use a default image from Niftyimages or CountdownMail.
You can also use dynamic images to turn your emails into a revenue producer, if you have a large audience and are open to the idea of hosting third-party ads. Companies like LiveIntent provide a quality solution for publishers that want to monetize newsletters, blog digests, etc. Response Wise gives you the tools to build & send your emails that contain the dynamic ads discussed above.
Typically you will need to pass a few variables to LiveIntent, including the recipient’s email. They will help you configure the Dynamic URL, which you will then simply need to enter into the corresponding field in the Response Wise Drag & Drop editor.
Frequently asked questions about dynamic images
What happens if I add a Dynamic URL but leave the URL field empty?
The Dynamic URL field is only available when an image file has been selected for that image content block. In other words, the URL field cannot be empty.
What happens if I enable the dynamic image but leave the Dynamic URL field empty?
When the Drag & Drop generates the HTML of your email, it will use the static image as usual, ignoring the dynamic settings.
Can the dynamic URL entirely be a text placeholder, like %%MyDynURL%% instead of https://www.responsewise.com?someVariable=%%MyDynURL%%?
Yes, there is no need to add the protocol or other URL related items as it’s already provided by the Response Wise platform. In many cases, though, you will use a URL to some service, and pass some variables as part of the URL in the form of custom fields, which will be used by that service (like Niftyimages) to create or personalize the image that will be served to your recipient.
The Google Display Network (GDN) enables you to connect with customers using a range of ad formats across the Internet. At present, the network spans several million websites and is believed to reach over 90% of Internet users. Display is one of the two most important AdWords networks; Search is the other.
You will use Search when attempting to reach people who are interested in particular goods and services and have already searched for them. The point of the Display Network is to grab the attention of the prospect much earlier in the purchasing cycle. If you use it correctly, it can significantly increase the reach and revenue of your business; read on to find out how to get your GDN campaign spot on the first time around.
Target by Demographics
You can narrow down your target audience by dividing them into different demographics such as Age, Gender, Interests and much more. For example, if you’re selling weightlifting supplements, you know the most likely group to target are 18-34-year-old males with an emphasis on 18-24-year-olds. When you’re on the Display Network, choose Demographics – Targeting to get started.
You should play with this a bit to learn even more about your potential target audience.
Create Ads in Various Formats
This is anathema to many marketers and goes against conventional wisdom and the 80:20 rule. For instance, why should you spend money on image ads when you know that text ads outperform them consistently? Alas, you’ll find that some websites only support one format.
There are a lot of marketers who hate text ads and would never include them if possible. However, they know that some placements can only support text ads. They also know that if they are the only ones with a specific format, it will yield crucial exposure for their clients/businesses. For best results, create text and image ads but split them into separate ad groups.
An estimated two-thirds of ads on the GDN are text ads, so you clearly need to invest in more visual ads. The best ads are simple, easy to read and visual. If you lack the bandwidth to make visual ads, use Google’s display ad builder.
Which Targeting Method Should You Use?
There are several forms of display ad targeting although the following three are probably your best options.
A lot of marketers still prefer to go with this targeting method. If you wish to follow suit, select 10-15 keywords that best describe your business and its products/services. The tricky aspect of keyword targeting is finding the right phrases; they shouldn’t be too specific or too broad.
For instance, ‘plane tickets’ or ‘airline tickets’ are too general; a better example is ‘low-cost air tickets.’
Most marketing experts recommend that you start with remarketing first. Use Google Analytics or AdWords to place cookies on your site. When visitors leave, these cookies follow them around and provide them with targeted ads based on their online behavior.
This option gives advertisers an element of control over where their ads are placed. You can pick and choose the exact sites where you want the ads displayed. To begin, look for 5-10 websites that relate to the products/services you’re offering and serve ads on these placements.
Successful GDN Campaigns Stay ‘On Brand.’
Assuming you use image ads (and you should), it is important to ensure they match the look and feel of your website. A simple trick is to use a screenshot from one of your product pages to advertise the item. Otherwise, make sure the colors on your ad are the same as what you use on the site. It is pretty basic marketing; you want consumers to look at the ad and immediately link it to your website.
ABT – Always Be Testing!
The Google Display Network is enormous which means your reach is almost unlimited. Also, Google is continuously releasing new targeting methods and other features, so if you aren’t utilizing them, you could be missing out. First and foremost, you have to set a budget; if you have some money left over after your ads, use it to test. Most marketers recommend setting aside 10-20% of your total budget for the testing process.
Possible testing options include:
• Multiple landing page concepts.
• Analyzing the performance of different targeting options. An example would be how Keyword Targeting works against Placement Targeting.
• Split-test ad variations. This may involve using different copy, layouts, and images.
The sheer reach and potential of the Google Display Network mean you should put your faith in it and start increasing your company’s reach. It is eminently affordable and even if you have a relatively small budget, you could enjoy fantastic success because your target audience is on there just waiting to be wowed by your company.
The purpose of retargeting is to keep your company ahead of bounced traffic once they have left your website. On average, you can expect 2% of visitors to become customers after one visit. When you develop a solid retargeting strategy, you have the ability to reach the other 98%.
You can do this by sending highly personalized ads to visitors. According to Kissmetrics, retargeting ads are up to 10 times more likely to be clicked on than your run of the mill paid display ad. If you want to make the most of the traffic to your website, keep reading for tips on developing a winning campaign.
1 – Retargeting Casual Visitors
A ‘casual’ visitor is someone who leaves your website before viewing either your product or pricing pages. Your products/services could be right for them, but they just haven’t seen what you are offering. In this instance, you need to use retargeting ads that increase awareness of your brand and its goods.
This involves ads that give details on discounts and special offers, the benefits of your products/services and perhaps a customer testimonial. While casuals will hardly ever become brand advocates, they are obviously more likely to click on your ad than someone who has never even been to your website. Your ads must provide them with high-quality information because right now, they don’t have enough to make a purchasing decision.
2 – Retargeting Active Visitors
An ‘active’ visitor is someone who viewed several product pages on their visit but didn’t make a purchase. When marketing to such individuals, please note that the majority of remarketing ad clicks occurs within 14 days of the person’s first site visit. In other words, you need to act fast when developing ads because if they don’t make a purchase within two weeks, it’s unlikely they ever will. This leads us to the next part of the strategy.
3 – Audience Segmentation
Segmentation enables you to create tailor-made ad messages in a process that varies depending on where the user is in the sales funnel. Since you are retargeting people who have visited your site just once, it’s unlikely that they will have passed the Evaluation Phase and may well be in the Awareness or Interest Phases.
Despite what you might read online, segmentation is a relatively simple process. Add different retargeting pixels on various pages of your website and create ads based on the behavior and engagement of each visitor. For example, if they visit your:
• Main Page: Create ads to heighten brand awareness.
• Product Page: Create ads that revolve around your products and offers.
No matter what the visitor’s level of interest is, segmentation allows you to provide them with relevant ads.
4 – Pushing Them over The Line
Although it doesn’t happen that often, isn’t it infuriating when you have a first-time visitor that looks as if they are about to engage only to step back at the last moment? This is a tricky situation because you don’t want to push too hard and frighten them away. At the same time, you need to act before they move on to a rival. Such individuals are clearly close to making a decision, so you have to come up with a tactic to turn them into customers.
An example would be a first-time visitor who began filling in a form but didn’t complete it. This doesn’t mean they aren’t interested; they could easily have been distracted or interrupted. Once again, you can use segmentation to create leads that will finally fill in the form the next time they are on your website.
Another source of frustration is when a visitor uses your Free Trial offer on their first visit. They use it for a very short period and never return. Don’t assume it’s because they didn’t like your product. It could simply be a case of bad timing.
After 4-5 days, send them some compelling content that reminds them of your product/service and how it can benefit them. While you could certainly do this through email alone, it may be better to try a combination of email and retargeting. Conduct some tests to see whether email or retargeting alone works best or if you need to combine the two.
Great Retargeting = Conversion Rate Gold
When you do it correctly, retargeting is an incredibly powerful tool capable of producing phenomenal results. It enables you to target relevant visitors to your website and show them customized offers. As well as turning ‘cold’ leads into ‘warm’ ones, you can quickly push visitors down the sales funnel and transform them into customers. When it comes to retargeting first-time visitors, you need to be creative. We encourage you to try the tactics above and please let us know the results!
Retargeting is a form of advertising designed to bring back visitors who have left your site. It is often used interchangeably with the term ‘remarketing’ although some experts suggest there are slight differences. Technically, ‘remarketing’ can be used to describe email marketing messages to those who have abandoned your shopping cart. However, it is okay to use ‘retargeting’ as an all-encompassing term.
It is an incredibly powerful marketing tool when done correctly as it can significantly boost your revenue. On average, only 2% of visitors to your website will become customers. With a great retargeting campaign, you could increase this to 10-15%. The practice involves placing cookies on a user’s browser which you can use to ‘follow’ them around the Internet anonymously.
7 Effective Retargeting Methods
There are a variety of retargeting methods you should consider during your campaign. For example, you should target individuals:
1. Based on searches conducted on Google, Bing and Yahoo!
2. Based on the products/services they viewed and the actions they took or did not take. For instance, individuals that abandoned a shopping cart.
3. Based on how they ended up on your website.
4. That interacted with your email programs.
5. That visited one of your ‘partner’ sites.
6. That interacted with distributed content.
7. That consumes similar content to your existing customers.
Finding Your Audience
The first step is to analyze your data to come up with a strategy. To launch an effective campaign, you’ll have to decide on the type of visitors you want to retarget in the first place. The most common way to start is #2 above where marketers target visitors based on product pages they visited, how far they got during the purchasing process and the products pages they did not visit.
You can also look for a more advanced customized strategy where you target people who visited one page but not another. An example would be individuals who made it as far as the first page of the checkout process but did not make a purchase.
Setting up the Codes
Once you’re satisfied with your target audience, look to generate the unique code that’s necessary to place cookies on the computers of your website’s visitors. It is now easier than ever to do this. It can be done on Google AdWords or Analytics and involves the placement of a ‘run of site’ code. This means one single code is placed on every page of your website.
No matter how you decide to generate the code, you need to put it on every page of the site and build custom combinations and audiences using URLs. For small businesses, it is best to use Google Analytics to set up the codes because it is free and easy to do which we will show you now.
Go to the Admin section of Analytics and click on Remarketing – Audiences and you’ll see some options.
Give your list an appropriate name and proceed. You may have to change the Analytics code.
Can I Only Place Retargeting Pixels on my Website?
There are tools such as ClickMagick which enable you to add a Perfect Audience, Facebook or any other retargeting pixel to any tracking link. This means you can add pixels on sites you don’t own when promoting affiliates. While companies like ClickMagick promise to make ‘every click more profitable,’ you have to careful not to overdo it.
A survey by InSkin Media in the UK revealed what the general public thinks about display retargeting. Just over half of the 1,600 respondents said they found retargeting ads useful at first but 55% admitted they would be less likely to purchase products if they come across the ads multiple times.
It is crucial that the retargeting ads you use are directly related to the products/services you sell. Otherwise, customers become furious:
As you can see, public irritation kicks in after the third such ad. As a result, you should check out the Frequency Capping feature in Analytics to ensure your users are not bombarded by ads.
If you’re new to retargeting, it is best to keep it simple at the start. Perhaps focus solely on visitors who abandoned the shopping cart or left after viewing a particular number of product pages. When you get used to the Retargeting feature in Analytics, you can try something more advanced with custom combinations.
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