How to Reactivate an Old Email List

Posted on Jul 1, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing

If you have been involved in email marketing for a considerable period of time, you’ll probably come up against a common problem: you may have 10,000 email addresses but discover few of the names on the list engage with your company. One of your first instincts will be to email the list all over again with a new offer but this is a really bad idea. No one wants the first contact with a company in months to consist of a sales pitch. It is likely recipients of such an email will unsubscribe with spectacular speed.

The Goal of Re-Engagement
Obviously, you want to see the percentage of your list that is still good but your real goal is to ensure subscribers are happy to see you again. You need to convince subscribers that it is worth spending time on your company because you can provide them with real value and genuine benefits. Therefore, you need to set aside thoughts of making a sale initially and focus on ensuring you have the attention of your readers.

Making It worth Their While
One of the best ways to get subscribers active again is to send them an email series consisting of content related to your core offering. For example, if you are involved in content marketing you could create a series dedicated to providing tips on how to use psychology to win over prospects. Every email in the series should provide something useful as a means of improving the lives of your subscribers. Assuming you know your product/market inside out, it should be possible to use the email series as a means of showing you as an authority in the niche.

Value Proposition
You need to capture the reader’s attention so begin by apologizing for being away and mentioning that you were working on innovative new ways to make content marketing (or whatever your niche is) more effective. Then you offer them the choice to accept your email series on psychology in content marketing (for example). It is best to ensure the content is in the top half of the email while the offer is on the bottom half.

Product Pitch
This is what you’ve been waiting for! You wait until the email series is over then you ask the subscriber if he felt the information was useful and valuable. Now is the time to issue the call to action where you promise to provide even more useful information on the topic at hand. Subscribers who have read the entire email series are clearly interested in what you have to say and find what you offer to be useful. This makes them more likely to become a loyal customer.

Reviving your email list can be a great way to increase your business but you need to be patient and avoid going for the sale straight away. Instead, you need to slowly become reacquainted with your subscribers and prove you are worth keeping around. Eventually, you will regain their trust and perhaps even their custom.

5 Rules When Dealing With Negative Comments About Your Email Campaigns

Posted on Jun 20, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

One thing about email marketing is that if the recipients of your emails aren’t happy, they can mark you as a ‘spam’ sender and get your business into a lot of trouble. The CAN-SPAM Act heavily penalizes spammers and if your company is deemed to fall into this category, it could be fined to the point where it becomes bankrupt. But how do you respond to negative comments about your email campaigns? Read on to find out.

1. Don’t Delete & Ignore
While you have the right to delete hateful, racist, spam comments, you can’t click ‘delete’ every time someone says something you don’t like. Set out a list of rules regarding comments and if anyone breaches them, you can delete the comment without looking like a crybaby.

2. Respond Fast
The longer you take to respond, the more your reputation suffers. Savvy companies have a stock ‘we’ll respond as soon as possible’ message for social media accounts and this is not a bad idea to use. The last thing you want is a customer believing you don’t care what they have to say.

3. Discuss in Private
If someone has an axe to grind with your email marketing campaign, offer to resolve the issue privately. An email to the person in question is a good place to start because the last thing you need is an irate individual with time on his handing taking to social media to outline his disgust with your organization.

4. Stay Calm
If someone leaves you a particularly nasty comment, it is all too easy to snap and respond in kind. This is a bad idea since company meltdowns have a nasty habit of appearing in the public sphere. Give yourself some time to cool down before responding to ultra negative and offensive comments so you can approach it rationally instead of acting on emotion.

5. Be Prepared
While it is great to follow the tips above, this final point is the most important of all. If you are already prepared for negative comments you can greatly reduce the level of stress you suffer. Consider potential scenarios and possible answers to common comments. It is also important to have your staff well-drilled and ready for action if the worst happens.

 
Getting ready for negative comments about your email marketing campaign is a form of reputation management. Once you develop a thick skin and understand it is part and parcel of business, you should be able to handle whatever is thrown at you.

A Magnificent Seven Email Marketing Content Tips

Posted on Jun 20, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing

Although we espouse becoming proficient in all the different facts of email marketing, you can’t beat good old-fashioned great content. To that end, I have come up with seven quick tips to help you create outstanding emails which enjoy high open and click-through rates.

  1. ‘We’ is more Important than ‘Me’: Too many email marketing campaigns focus on the company rather than what the recipient wants. Fill each email with important details rather than wasting space with a company’s boring history.
  2. List Benefits Not Features: Customers don’t care about what a product does, they want to know why these features are useful to them. Outline benefits and reap the rewards.
  3. Keep Your Subject Line Promise: Recipients of emails are fed up getting emails containing information completely different to what was mentioned in the subject line. If you have promised to supply ‘6 tips to get a 6-pack’ you better do it instead of trying to sell some hackneyed fat loss system.
  4. Know Your Target Audience: Market research prior to the creation of your emails is essential. If you don’t know who your target customers are, how are you supposed to craft emails that seem tailor-made? Your content needs to be relevant to the recipients of the email if you wish to be seen as someone who can solve their problems and meet their demands.
  5. Have One Goal: You need a laser-like focus with each and every email or else it will descend into chaos. Although including several calls to action is good email marketing practice, each one should lead to the same place and have one objective. Adding in more than one message per email will only confuse prospects who will ‘unsubscribe’ en masse.
  6. Proofread: This is probably the more obvious tip yet it is also the most overlooked. Emails that are not proofread generally contain mistakes and this looks amateurish and spammy. Proofread rigorously and don’t rely on spell-check alone or risk losing credibility.
  7. Generate Urgency: If the email is offering details of a sale, there must be an urgent deadline; if you are selling something, there must be a bonus for the first few subscribers etc. Basically, your emails need something which persuades recipients to act immediately. Fail to do this and your emails will sit in a prospect’s inbox and may never be read.

You can invest as much as you like in email marketing but if you don’t have great copy, you may as well write in hieroglyphics. Follow the above tips today for a better conversion rate.

Email Open Rates Likely To Increase in 2014

Posted on May 6, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing

It would appear that email open rates in 2014 may be about to receive a welcome boost. Back in 2009, Outlook and Internet Service Providers started blocking images by default and few changes were made until a December 2013 announcement by Google which stated that images in Gmail would be enabled for all webmail users. According to these marketing statistics, the email open rate in the US was 27.4% with a click-through rate of 4.5% at the end of 2013.

This compares favorably to the average open rate of 19.3% reported in 2012. However, email marketing teams know that open rates of 35%+ are possible and have been achieved by certain businesses so they will hope that the new Gmail announcement will enable them to alter emails in a manner that generates more opens and ultimately click-throughs.

The Impact of Mobile Devices

The main reason for images being blocked in the first place was to prevent viruses from being spread. However, Google has now come up with a method of authenticating images and deeming them to be free of viruses hence the change. You may be aware of the fact that email opens are tracked based on if a subscriber decides to display images. The email will be recorded as having been opened if a hidden pixel gets downloaded. Once images were blocked by default, open rates started to plummet. It is likely that other ISPs will follow the lead of Google and this should result in an open rate increase in 2014.

A greater number of emails are now opened on mobile devices as opposed to desktops and laptops. When email from Hotmail, Gmail etc. is configured on a mobile device’s native mail app, images are displayed by default so as more mobile devices get used, open rates will increase.

The Future

As it seems likely that open rates are certain to increase in 2014, it may be difficult for email marketing teams to determine just how much of the increase is down to the email program change and how much is down to a change in the email content, layout, subject line etc. What this means is that marketing teams will have to be dedicated to testing more than ever before.

This should also lead to a greater emphasis on click-through rate as a better means of comparison. Remember, if your open rate is increasing but the click-through rate remains more or less the same, the click-to-open rate will decline and this is a sign that something is wrong. Therefore, not only is 2014 the year of the improved open rate, it should also be the year when email marketing teams must ensure that each email provides value and gives subscribers a reason to click.

Use Personalized Email Marketing for Increased Profit

Posted on Apr 21, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing

Long before email marketers got in on the act, direct mail teams knew the importance of personalized content. Of course, email marketing took it to the next level since online platforms allow you to automate the process and send thousands of emails simultaneously. The whole point of personalized content is to make the customer feel as if you are talking to him directly; the most successful companies have mastered the art of telling prospects exactly what they want to hear.

An Untapped Market?

Despite the fact that Experian Marketing Services has released a detailed study outlining just how successful personalized email marketing is, only 30% of brands bother to attempt it. It was an all-encompassing study which focused on social integration, mobile, customer preferences and personalization in email marketing. The results were pretty astounding: the study found that use of personalized emails could yield a transaction rate and revenue per email that was 500% more than if non-personalized emails were used.

Using Personalization the Right Way

One of the simplest ways of personalizing an email would be to include the recipient name or reference something they have told  about themselves in the message. A more complex method would be to send different versions of your email with offers and products displayed to users based on previous browsing and purchasing behavior.

When you use a person’s name in the subject line, the recipient assumes that the email has come from a trusted source. Using a name within the email’s content improves conversion rate and is also shown to create brand loyalty with customers. Research has also shown that using a surname or even initials is deemed to be a step too far in terms of being a breach of privacy.

4 Steps to Effective Personalization

  • Create a Profile: Monitor and remember customer behavior.
  • Target: Set up some rules; for example, your targets could be people who looked at Brand X or Product Y 10 times, visitors who have been on the site for the last 3 months but have not purchased etc. You then tell the system the content you want to try out on each group of prospects.
  • Test: Gather data on your target segment and a control group and look at conversion rates, revenue, sales and size of basket.
  • Rinse & Repeat: Continue with this process and add any new information discovered about visitors. Also ensure your system doesn’t send the same content to customers time and again as this will frustrate and alienate them.

The cold hard facts state that personalized email will bring you success so if you are one of the 70% of brands that don’t utilize it, get started today!

Managing Inbound Leads & Email Marketing Automation

Posted on Apr 8, 2014 by Michael Herman | Posted in Austin, TX, Email Deliverability, Email Marketing


By now, you should be aware that inbound marketing is the best way to turn strangers into customers and advocates of your brand. It has been the most effective way of marketing since around 2006 and is a great way to get traffic on your company website. Proper inbound marketing involves attracting, converting, closing and delighting prospects and is a proven method of generating leads.

Automation

Normally, a marketing automation system looks something of a mess because it focuses on clicks, email opens and other arbitrary data. As a result, leads will not exit the marketing automation flow until these actions are completed. If your leads achieve the marketing goal outside of the campaign, they will still receive the same automated messages which is extremely irritating.

With Response Wise, it is possible to create landing pages for email marketing campaigns and the result is that you capture information via lead forms that are automatically added to your Response Wise database. Landing pages are pages placed on your website that customers can link to from your email. Clever marketers know that this allows them to keep their email copy brief and funnel prospects to a page that has more information, images and a purchase option.

Once leads are added to the database, they receive an automated email which provides them with more relevant information about your company/products/services.

Triggered Emails

This form of email is one of the potent weapons in any email marketer’s tool box but is often overlooked. Triggered emails combine a custom template and user data to send an email message when a certain event occurs; in this case, the behavior of the recipient can trigger the email. The result is that your leads will receive emails filled with information they find relevant and details about products/services/special offers that they have an actual interest in. As you might imagine, triggered email marketing campaigns can enjoy huge success when done correctly.

When you have a host of inbound traffic, trying to do things manually can be time consuming. There is a school of thought which suggests that automating your communications from inbound traffic is expensive but this is not the case if you use the help of Response Wise. Besides, it is mainly a one-time cost to set up and you will be able to rely on automation to gently push email recipients down the sales funnel until they become a qualified lead. In other words, automation can do 80% of the work for you; all’s that left is to pick up the phone and try and turn leads into customers.

How to Improve Email Marketing Content for Mobile Devices

Posted on Apr 1, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing

When it comes to producing mobile friendly content, most brands are still lagging behind in terms of developing email content design. According to research carried out by Response Wise in October 2013, only 12% of brands use responsive email design and only 10% use mobile-friendly design in their emails. Virtually all the rest stick with the tried and trusted email for desktop approach.

The trouble with this is the fact that Internet users are beginning to switch towards email opens on a mobile device. In 2014, mobile email could account for anything from 15% to 70% of email opens depending on various factors including your target audience. It is estimated that the average mobile Internet users spends 9 minutes a day reading emails, a figure that is sure to increase. Below, we quickly look at mobile email designs to boost open rates.

Responsive Web Design

This is actually an all-encompassing term for a number of different advanced design techniques which optimize renderings of an email for certain email clients or screen resolution. Adaptive web design involves using one or two pixel-width ‘breakpoints’ that will correspond to the screen sizes of tablets, smartphones and desktops so user experience is optimized regardless of the device he uses.

Mobile Aware Email Design

You can of course be more specific and adopt techniques that are specially designed for emails on mobile devices. This includes using a single column layout, including large images, buttons and text and ensuring that links are spaced out so that users don’t accidentally click the wrong one.

While these techniques end up creating emails that should function well across all screen sizes, it pays special attention to the needs of smartphone users. Already, major retailers such as Victoria’s Secret and JCPenney have gone down this route and enjoyed real success. Victoria’s Secret actually reduced the number of links in its navigation bar as part of its email content design plan; where there were once 11 links, now there are only 4. The result is a shorter message that is easier to read on a mobile device.

Generally speaking, the number of brands that utilize a particular marketing tactic indicates how successful it is likely to be but when it comes to email content marketing content for mobile devices, a huge number of organizations are behind the curve. This means you have a wonderful opportunity to get a leg up on your rivals in 2014 so implement mobile-friendly email marketing today.

Tracking Your Email Marketing Campaign Activity

Posted on Mar 25, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing


Once you have written your email marketing content and sent it to subscribers, your job is not yet done. You have to measure your ROI but it can be difficult to gauge the success/failure of each dispatch. If you really want to make the most out of your email marketing efforts, you need to measure your ROI regularly.

Begin this process by setting goals that are measurable and achievable across your company. For example, the content team’s goal could be to increase page views on content by 70% while the sales team may have a goal of generating 50 new leads a week. Identify these goals separately so you can measure the success of each one individually.

Using Analytics to Track

After setting goals, it’s time to choose specific metrics to track progress towards these goals including:

  • Open Rate: This is the most commonly used metric and refers to the number of people who open your emails. The trouble is, you can’t tell how many recipients actually read the messages. In order to get your open rate, multiply all opens by 100 and divide by the number of sent emails. For example, if you sent 10,000 emails and 300 were opened; (300×100/10,000) = 3%.
  • Click-Through Rate (CTR): Your emails should come with a call to action button and the CTR is the amount of times recipients clicked the button. It is calculated in the same way as open rate and expert marketers know it is a far more important metric than open rate.
  • Conversion Rate: This is the percentage of email recipients that took the action you wanted them to take; that could be a ‘like’ on Facebook or an actual purchase.
  • Bounce Rate: In simple terms, this refers to the proportion of email addresses that didn’t receive the message you sent as it was returned by the mailer server/client. This not only hurts delivery rates, it may also damage your sender reputation.

 

Email Conversion Tracking

Once you track and review the above, you will have hopefully have enough marketing data to help understand your audiences and this will improve the quality of your email communications. Conversion tracking takes things a step further and finds out the recipient’s actions after receiving the email so you can find out the real success of your email campaign. To get the most out of conversion tracking, consider the following questions:

  • Where do recipients go once they click the link in the email?
  • Do they register for specific events, download content or complete a transaction?
  • Do the recipients go where you want them to go?
  • How much time do they spend on your website when that visit was initiated via your email marketing campaign?

When you use email conversion tracking correctly, you can discover what your target audience really desires and this in turn will improve any form of email marketing campaign.

5 Simple Ways to Combine Social Media with Email Marketing

Posted on Mar 19, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing, Social Media


It seems as if email marketing performs better than social media; according to McKinsey & Company survey, email is approximately 40 times more effective than Twitter and Facebook combined! Of course, email marketing is just part of the equation and just because it is more effective than social media, you shouldn’t completely disregard the latter. In fact, integration of the two will provide you with an even greater ROI because of the potential wider net provided by social media. Below, we show you 5 ways in which you can combine the two for more customers.

  • Sharing: As you want more readers who are like your current audience, tap into the networks of your subscribers and ask them to share their newsletter with their social media ‘friends’.
  • Newsletter Updates: When publishing a newsletter from Response Wise, you can automatically post on social media when your newsletter gets published. It is customizable on Facebook and LinkedIn and you can even post a picture. The day before your newsletter is due to be released, post an update on your social media channels previewing the content and remind people that there is still time to sign up.
  • Use Links: Simply link back to your business website from your newsletter and your social media profiles. I would recommend that you send a link to a specific landing page rather than a home page. Consider the reasons why a social network follower would want to visit your website and ensure that you provide precisely what they are looking for when they reach the landing page.
  • Use Pinterest: View your latest newsletter and pick out an important image from it and pin in on one of your company’s Pinterest boards. Now you must link it back to the newsletter. Not only will this give you some welcome additional exposure, it is also a neat SEO trick as well.
  • Social Media Snippets: Another great way of getting newsletter subscribers to connect with you on social media is to take screenshots of positive customer engagement on Twitter/Facebook etc. and then use Snagit or a similar tool to take a snapshot of these conversations and include them in your newsletter. For best results, combine this with a call to action and enjoy an improved response rate.

Although you will perform admirably by only using email marketing, savvy businesses also utilize social media channels because they know that a combination of the two provides unbeatable results.

5 Important Email Marketing Considerations For 2014

Posted on Mar 12, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing

Even if your email marketing campaign efforts in 2013 were a resounding success, you will need to make improvements and adjustments in 2014 or risk being left behind. Below, we look at 5 ways to continue making money with email marketing this year.

1 – Subject Line Emphasis

The subject line actually consists of the sender’s name, the subject and a snippet of information. A good way to maximize this vital part of your message is to include the company name in the ‘From’ line and keep valuable space for the subject line itself. Always ensure that the most important point is in the first line of the body as this is what the recipient sees.

2 – Conversion Tracking

Finding out the channel that is responsible for a certain goal is tough so you need to look at ALL channels that contributed to each goal to ensure you don’t discount the impact that email marketing has on your success. Set up Google Analytics across your domain and use UTM tags on incoming links from email marketing; this helps you optimize your email marketing campaigns for profit.

3 – New Personalization

Personalizing messages is considered passé yet you can still enjoy success with this tactic by being creative. One business enjoyed a 35% increase in revenue by sending custom coupons named after the company they work for.

4 – Use Surveys

One of the best ways to increase your audience is by improving subscription rates on your landing page and blog posts. Using the ‘nudge’ or survey feature on Response Wise, for example, you can ask a simple yes/no question to begin the process of customer engagement and then ask a second question; those that answer positively to the second question can then be directed to a subscribe form. You can place a survey from a site like Response Wise anywhere on your site and it is possible to raise subscription rates by 500%!

5 – User Actions

Action based emails were already popular in 2013 and now they will dominate the landscape. Trigger-based campaigns increase your click-through rate and provide you with a raft of new ways to email your customers. These type of campaigns run automatically and permanently lift your conversion rate. When you automate an email marketing campaign based on the actions of recipients, you reduce the chances of making mistakes and increase your chances of attaining success.

If you are not already utilizing the above email marketing tactics in 2014, now is the time to start as an up-to-date campaign will provide you with the highest possible conversion rate.

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