Using Email Marketing To Follow Up Your Inbound Marketing Campaign

Posted on Aug 11, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

There is a profound difference between traditional marketing and inbound marketing. While the old method involved commercials, television and adverts designed for a mass audience, the overall return on investment is quite low. In contrast, inbound marketing involves targeted techniques such as social media and content creation. In fact, it is known to bring in a greater level of quality leads than traditional marketing at less than 40% of the cost.

Types Of Inbound Marketing

The entire process begins by creating valuable content that will attract visitors to your website and compel them to make a purchase. Content such as blog posts, images and videos are created to increase traffic. SEO techniques involving targeted keywords are also utilized while pay-per-click advertising is also used. Overall, inbound marketing is a great way to convert leads into customers and a well-managed campaign will appeal to people at every stage of the buying process.

Following Up With Email Marketing

Email marketing has the potential to be the most successful of all inbound marketing methods. When it comes to inbound marketing in general, creating informative content is vital and this is specifically the case when it comes to sending emails. Instead of launching a generic marketing campaign, you need to put more effort into being found by customers. While becoming known on social media is important and SEO helps your search engine ranking, email marketing is a quick and effective way to follow up on all your inbound marketing efforts.

This basically entails the sending of persuasive email messages in order to sell your product/service. You need to time these emails in order to get the greatest level of sales impact by using an auto responder service. It is also important to craft emails for every part of the lead spectrum from new subscribers looking to learn more about your company to those already familiar with what you offer and are on the verge of making a purchase.

An ezine or electronic newsletter is another effective tool because it involves compiling other people’s content rather than writing fresh new material of your own. You can combine this with the advertising of your own products for an effective sales technique.

In essence, following up with email marketing can be done in a number of ways, all of which can be effective when performed correctly. If you want to turn leads into customers and increase your sales, going through the inbound marketing motions is not nearly enough. You need to be determined enough to follow up and persuasive enough to make a compelling pitch. Email marketing is one of the least expensive ways of doing this and following up via email is known to increase revenue by up to 300%!

Killer Customer Retention Email Strategies

Posted on Jun 24, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

It’s a mistake to believe that your email marketing efforts end once you have converted visitors into paying customers. In fact, you should believe it is only the beginning because once you have customers; it is much easier and less expensive to retain them than to bring in new custom. In fact, it can cost 7 times more to bring in new customers than to keep old ones yet companies habitually shift their focus away from customer retention.

What Is Customer Retention?

This process isn’t just about keeping customers; it involves actively trying to keep them happy by ensuring they have a great experience which coerces them into spreading the word about how great your products/services are. When you focus on existing customers then bringing in new consumers almost takes care of itself.

This is where triggered email marketing comes in; it is a way to identity what is troubling these customers (pain points) and make a difference. Behavioral marketing involves the personalization of marketing based on the data you collect relating to the activity of users. Here are a few ways to use this strategy and retain a high percentage of your existing customers.

  • Advocacy Program: Send an email to new customers inviting them to join and offer reward points for signing up. Make sure the advocacy program has expiry dates to ensure the recipients of the email take quick action.
  • Promo Code: This classic strategy still works! Offer a thank you gift or special coupon code once customers have made a purchase. The gifts on offer depend on your business and what you can afford. If you sell something with an annual plan for example; you could offer 20% off.
  • Holiday Gifts: Holiday marketing is extremely popular so offer a gift inside the email to make sure your company stands out from the rest. Corporate giants such as Amazon and Starbucks send e-gift cards to customers so if it’s good enough for them, it’s good enough for everyone else!
  • Market Research Survey: As well as gaining important insights into your company through customer input, these emails can be great ways to retain customers. Simply ask customers for their opinions in a short survey (shorter emails of this nature tend to have better response rates) and offer them a spot in a draw for a big prize like a $500 voucher or vacation in the Caribbean. This gets customers excited about your brand and may even cause them to spread the news about your generosity.

The above is just a handful of retention email strategies you can use to keep a loyal fan base and ensure you are forced to spend less on new customer marketing campaigns.

The 10 Marketing Emails You Should Be Sending

Posted on Jun 10, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media


There are thousands of different email types you could be using in your marketing efforts but in reality, only a small percentage are successful. Instead of relying on one type of email or a mishmash of unsuitable emails, stick to the following message types.

  1. Welcome: An estimated 80% of companies now send welcome emails so don’t get left behind. In this email, you need to not only welcome subscribers, you must also immediately set their expectation levels. Let them know what to expect and add a discount or special gift as a ‘welcome’ present.
  2. Promotional: Make your offer clear; while customers may not read the entire email, they should at least remember what the special offer is. The best promo emails are very short and also create a sense of urgency; expiry dates work well.
  3. Newsletter: These messages are designed to build a relationship with your audience and should consist of short and easy to digest paragraphs. Always include your contact information on this email as its purpose is for customers to find you as opposed to making an immediate sale.
  4. New Inventory: This email tells recipients about new product launches and should be sent as soon as the news becomes available. Use the subject line to make your point and include at least one glossy image of the product/service.
  5. Product Advice: Provide customers with advice on how to get the best from what you offer. This email is all about great content so make sure it is well edited and has a focus on providing outstanding customer service.
  6. Reorder: Retaining customers is crucial to any business model so a gentle reminder to reorder your goods is a necessary marketing ploy. Remind customers of the value of what you offer, mention previous purchases and have a clear CTA.
  7. Educational: This email should contain information about your industry which is helpful to customers. Again, it is all about the content here which should be divided into smaller paragraphs.
  8. Testimonial: This helps to build brand trust with customers; these emails should contain customer reviews and have a few images of the items you offer. Be sure to offer readers the chance to leave their own feedback.
  9. Shopping Cart Reminder: As an estimated 76% of shopping carts are abandoned, you should send customers an email reminding them of what they chose. Additionally, tell them that there are only limited quantities to create a sense of urgency.
  10. Survey: This involves collecting customer information as a means of learning more about your target audience. Offer an incentive to complete the survey, make it easy to access and keep it short.

Global Anti-Spam Laws

Posted on Jun 4, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

 

When you engage in email marketing, it is important to provide a way to easily opt-out in each message but did you know that there are various anti-spam laws in force all over the world? Below, we briefly look at the regulations in place which will hopefully prevent you from breaking the law and receiving a huge fine!

United States

The CAN-SPAM Act of 2003 says that businesses must identify themselves and cannot use subject lines to deceive recipients. In other words, the content of the email must be reflected in its subject line. Additionally, you have to provide customers with the physical address of your business along with clear directions on how to opt out.

United Kingdom

A combination of the 1998 Data Protection Act and 2003 Privacy and Electronic Communications Directive legislation means the UK has one of the world’s strictest approaches to spam as it is illegal to send a direct marketing email unless the recipient has provided you with his/her express consent. This is not the case if a business relationship has already been established. Additionally, the opt-in option needs to be clear and distinct to ensure individuals know precisely what they are opting in for when they sign up.

New Zealand

The 2007 Unsolicited Electronic Messages Act defines unsolicited commercial marketing emails as spam. Senders of emails must include up to date information about their business and all promotional emails must contain options which allow the recipients to opt out or refuse to receive any further communications.

Japan

There is no ‘grace’ period when it comes to unsubscribing emails; as soon as the recipient clicks on ‘unsubscribe’, it is illegal to send them further emails at any time. If marketers refuse to allow the Japanese Government to inspect their records or violate the law, they are hit with a 1 million yen (just over $8,000) fine. If a sender’s agents violate the law, the fine increases to 30 million yen (over $240,000).

Canada

Canada has some of the most up to date spam legislation in the world as it make changes to the existing Canadian Anti-Spam Legislation (CASL) in 2014. Now, marketers need express or implied consent when sending commercial emails, they must clearly identify their company in each email and they must have an opt-out option in every email sent. Along with the UK, Canada has some of the world’s strictest anti-spam laws.

It is imperative that you continually monitor your database and ensure unsubscribe and opt-out requests are immediately processed. Otherwise, you could be on the wrong end of complaints which will damage your reputation and your bank account.

 

Email Marketing & Technology – What Does The Future Hold?

Posted on May 13, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

Marketing technology is transforming itself as it adapts to the changing demands of the Internet consumer. Email marketing is arguably the most exciting channel of all and below, we take a look at what its future might be as it embraces and benefits from technological innovations.

Email Service Providers (ESPs) To Become Real Time Connected

Most ESPs don’t look beyond the next 12 months but this will have to change as they will become interconnected with various digital media channels such as social media, Web Analytics and real time marketing tools which provide online interactions. As ESPs hold a huge amount of behavioral data, they should be able to do the following:

  • Push targeted ads on social networks according to the behavior or status of visitors to websites.
  • Interface with web analytics to create a behavioral retargeting trigger in less than 60 seconds.
  • Personalize and target web interactions such as pop ups with the data it holds.

Segmentation

Consumer privacy and data protection are now deemed to be extremely important and there will be new ways to protect customers from unwanted email communications. At present, Gmail already makes it easy for users to ignore emails they don’t want to know about and there will be even less clutter in the future.

As a result, email marketers will need to create higher quality emails. They must leverage data through the segmentation of clients by every possible data point. This information will include source of lead, email history and tracking of website clicks. The result will be personalized emails a world away from the inclusion of a first name in messages.

Sophisticated Reporting

The best way to determine the success of an email campaign is to analyze reports from your ESP. At present, you can use these reports to find out click-through and open rates for example but the real trick in future is deciding what to do with this information. Internet Service Providers are using interaction rates to determine the emails that should get delivered and those that should end up in the spam bin.

In future, you need to use the data provided by improved technology to take action based on what you find. Email campaigns of the future will consist of multiple steps so if recipients don’t interact, you will need to find out why and change things up.

Ultimately, the future of email marketing is very bright but only if you learn how to use the newly available technologies to your advantage.

What Is On Your Mail Marketing Bucket List?

Posted on Apr 29, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

How often have you delayed something you were going to do? It is far too easy to say ‘I’ll do it tomorrow’ but then something else comes up. In the world of email marketing, you should never delay what can be done right now. As such, you should be making a ‘bucket list’ of things you should do in your email marketing campaign while you still have the opportunity. Here are a few of the most common thing successful email marketers will put on their bucket lists.

  • Shopping Cart Abandonment Emails: An estimated 68% of shopping carts get abandoned online and while you can’t win ‘em all, converting even a few of these ‘lost’ sales into actual revenue could transform your business. There are a number of tactics you can use on one of these campaigns including offering discounts and designing the right templates. Research suggests the best time to send the first cart retrieval email is 1-3 hours after the abandonment.
  • Birthday Emails: Most people like to receive a birthday email and they certainly like to treat themselves so use this to your advantage by crafting a clever birthday email campaign. One great campaign used by a company involved sending emails to people promising a treat if the recipient told the sender their birthday. The click-through rate of this particular campaign was over 140% higher than average.
  • Use Video: One of the best ways to share your video content is through emails. If you are sending emails to relatively new subscribers, keep the videos below 90 seconds. You can use much longer videos for people further down the sales funnel. Be sure to place that all important Call To Action outlining the next step at the end of the video.
  • Know Thy Reports: It is imperative that you know what is happening ‘beyond the click’. You can use the free Google Analytics dashboard to find out how your email marketing campaigns are doing compared to your other marketing channels. This dashboard allows you to determine the articles in your newsletter which were deemed most relevant by subscribers and see how email subscribers are engaged compared to other visitors to your site.

It is important to note that your ‘bucket list’ is not the same as your ‘strategy’. However, your bucket list can serve as a place where you find improvement and passion points. Finally, it feels truly fantastic to make one of these lists and cross an item off it!

Why Better Data & Personalization Will Rule The World Of Email Marketing

Posted on Apr 29, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

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.

 

10 Essential Email Marketing Tips For Local Businesses

Posted on Feb 11, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

 

If you run a local business, it’s likely you don’t have a large budget when it comes to promoting your company. Fortunately, email marketing is relatively inexpensive and can produce amazing results. Keep reading to learn some important tips if you intend on utilizing the power of email for your business.

 

  1. Create A Detailed Plan: The slapdash ‘send as many emails as you can’ approach no longer works. You need a plan that outlines your goals, target audience and the kind of message you want to send in every email.
  2. Segment Your Target Audience: This means dividing your email list into groups such as age and location. As a result, you will be able to create messages that appeal to their specific needs and reduce the amount of irrelevant content you send to each member of your mailing list.
  3. Write In The Second Person: By saying ‘you’ throughout the email, you add an element of personalization which allows the reader to connect with the message.
  4. Be Mobile Friendly: Since more than 50% of people read emails on a mobile device, it makes sense to tailor your messages for this audience. Otherwise, your emails will appear messy and hard to read.
  5. Create A Killer Subject Line: The subject line of your email can dictate whether it even gets opened. It needs to be short but compel the reader to see what lies inside. However, you must always make sure the email content matches the subject line.
  6. Keep The Content Relevant: The best way to ensure your emails don’t ramble is to write about one topic and break it down into sub-sections. Your content should be focused if you want to keep the audience’s attention.
  7. Be Concise: Few email marketing messages ever go above 400 words and many are 200-300 words. These word counts are a guide though; write until you have made your point, edit to remove unnecessary words and break up the text with paragraphs.
  8. Mix It Up: Not every email has to be promotional. For a nice change of pace, send informative emails where you aren’t overtly trying to sell something.
  9. Keep Testing: You should always look to improve the performance of your campaigns so test regularly. The information you receive should help you going forward.
  10. Make The Unsubscribe Button Easy To Find: The last thing you want is people on your list who don’t want to be there. Adding an easy to see ‘unsubscribe’ link at the end of your emails lends an element of trust to your company as well.

How To Ensure Email Marketing Is Effective In A Mobile World

Posted on Feb 4, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing


Recent research has shown that approximately 65% of all emails are opened on a mobile device which highlights the importance of making your marketing campaign ‘mobile friendly’. By 2018, 1.8 billion Smartphones will be in use around the world so you can either join the mobile revolution or continue wasting your time on old-fashioned approaches. Below, we highlight a few tips that should ensure your next email marketing campaign is suitable for mobile users and enjoys more opens and click-thrus.

Make Sure Mobile Comes First

Don’t be like the other marketers who think it’s okay to create a regular email and offer a clickable link to a mobile friendly version. Since the majority of emails are opened on mobile devices, why prioritize anything else? The Response Wise template builder can help you control your email’s layout to make sure the text and images in the message fit within the space of a mobile device’s screen.

Even though there is responsive web design available, browsers such as Android don’t instantly adjust an email to fit screen width as they do for apps and websites.

Pay Special Attention To The Subject Line

When mobile users are scrolling through their emails, the see an inordinate amount of messages and subject lines and this information determines whether or not they open the email. The best subject lines are ones customized to the particular interests of a customer.

If a visitor to your website shows an interest in a certain item, the emails you send to that individual should deliver similar products/services or let them know that such items are on sale. You canutilize list segmentation to help create customized email marketing campaigns.

Focus On Readability & Maneuverability

The emails you send to mobile devices should be easily read even when the reader is distracted, clickable and scrollable with one thumb and visible even with the mobile device is held at arm’s length.

The call to action within the email should be especially easy to read and it is important to make sure the text isn’t too cluttered. Above all, you need to keep the ‘unsubscribe’ button far away from other buttons; on a mobile device, it is all too easy to accidentally click unsubscribe when reading an email.

Although creating an email marketing campaign for mobiles may seem daunting, the amount of affordable and easy to use tools at your disposal ensures you have no excuse for not keeping up to date.

5 Email Marketing Predictions For 2015

Posted on Jan 28, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing

Like chess grandmasters, successful email marketers are always looking to the future and planning several moves ahead. You will read a lot of contradictory information on this matter in the coming months but in this article, we will provide you with a definitive guide to what we think smart email marketers will be doing in 2015.
1 – Automation
According to a study by the Lenskold Group, almost 80% of successful marketers believe marketing automation is responsible for their increase in profits. Automate the right kind of campaign and you’ll see positive results with low volume. The key is picking the correct campaigns to work on and that’s something you need to figure out yourself!
2 – Segmentation
The process of splitting a database into groups with similar traits was hot in 2014 and will continue to be an email marketer’s friend in 2015. Segmentation is the understanding that not everyone is the same. For improved performance, send out the same email to your subscribers but look at the groups that respond best and also analyze how they respond to different themes in your messaging. Forget about averages and find out what really excites each segment.
3 – Emphasis on the Quality of Lists/Data
While marketers still want to see their list of subscribers grow, recruiting a more active list of subscribers will be the real goal in 2015. There is no point growing your list by 40% only to see a revenue increase by just 5%. If your list grows by 20%, you want to see revenues increase by roughly the same amount. For best results, ask subscribers to update their profiles; preferences from three years ago may no longer be relevant today.
4 – Strategy & Planning
Marketers will no longer reel off a host of goals that sound more like a wish list than a strategy. Email marketing strategies will be more specific than ever before as companies look to describe the desired outcome while outlining the ways to achieve it. Marketers will look for improvement in a couple of key areas.
5 – Regular Reporting On Analytics
Too many marketers have access to great analytics with no clue how to use them all. In 2015, they will not just monitor stats, they will report regularly. This will include writing down what worked, what failed and what questions have yet to be answered. The result will be a desire to learn the answers to unsolved queries and increased attention will be paid to metrics that really matter.
As you can see, the future of email marketing is detail! Marketers will no longer engage in haphazard campaigns; every step will be intricately planned and the result will be better customer engagement and improved sales.

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