How Technology Improves Email Personalization

Posted on Sep 21, 2015 by Response Wise | Posted in Email Marketing, Social Media

According to a study by Experian Marketing Services, personalized promotion mailings had almost 30% higher unique open rates and over 40% more unique click rates than non-personalized messages. Yet despite these compelling figures, an estimated 70% of companies don’t bother trying to personalize their emails.

This is criminal when you consider the enhancements in technology which enable companies to tailor each message to the needs of the recipient. An argument against technology in email marketing is that it makes messages less personalized but in reality, the opposite is the case.

Technology Helps You Weed Out Non-Engaged Recipients

Don’t assume that everyone on your subscriber list reads your emails. It is common for consumers to subscribe to emails without even thinking; some of them may even accidentally open your emails before sending them to the trash.

If you have low engagement rates, there is a risk of your emails being flagged as spam by the increasingly advanced email vendors. However, there are various technological innovations that enable you to find out who isn’t engaging with your emails. Then you can decide whether you want to re-engage or cut them adrift.

Technology Helps You Analyze Behavior

As we mentioned above, there are ways to check customer behavior to see if they are not engaging. You can also find out the links engaged subscribers click on and ask them to list their subscription preferences. For example, some subscribers may want a weekly email while others only want an email every month. This minor tweak could keep the customer happy and help you maintain the relationship.

Technology Helps You Give Customers What They Really Want

The best marketing automation platforms use all the information at their disposal to tell you precisely what customers want from your email blasts. If someone clicked on a page on your website that sells shoes, you can send an email offering a discount. It is even possible to find out the exact pair of shoes and offer a price reduction on them; now that’s good customer service!

It is preposterous to suggest that technology has anything but a positive effect on the personalization of emails. In the old days, customers received bland, template emails that didn’t even address them by name. With the recent advances in technology, you can now send emails based specifically on what consumers are interested in purchasing. These emails will appear as if they are written for them alone and that’s when your engagement rates really start to explode.

Which Email Marketing Vehicle Drives You To Success?

Posted on Sep 9, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media


A surprising number of businesses have been taken in by the lure of social media marketing and believe it to be a superior to email marketing. In reality, customers prefer to be contacted via email when it comes to receiving permission-based promotional messages. The Direct Marketing Association has data which shows that email marketing’s ROI is over 4000%! That equates to $442.5 for every $10 you spend which is an incredible return no matter what way you look at it.

Email marketing has become increasingly sophisticated over the last few years which means you can no longer get away with old-fashioned methods which are ineffective and only practiced by lazy marketers. Below, we look at 4 different email marketing methods though not all will drive you to success.

1 – Batch & Broadcast Email

This is one of the aforementioned old-fashioned methods and is incredibly ineffective. Less than 5% of recipients of batch emails actually open them while the rest delete them or place your email address in their spam filters. Batch emails basically involve sending emails to everyone with no rhyme or reason. It is a pointless strategy in an era where personalization is everything.

2 – Triggered Email

This a more advanced form of email marketing as it takes into account customer behavior. Triggered emails combine user data with a custom template and a message is sent when a certain event occurs which ‘triggers’ the email. As a result, you can send these emails at precisely the right moment to the right person which should yield a significantly improved conversion rate.

3 – Template Email

As you should be able to ascertain from the name, template emails involve the use of a template which can be adjusted to suit the needs of the recipient. Designing an excellent template from scratch can be a time consuming process but is ultimately better than purchasing a cheap template which may not be flexible enough for your needs.

4 – Nurturing Email

This type of email marketing has a series of goals built in with the aim of pushing the recipient further down the sales funnel. These emails need to be focused on educating your target audience and providing genuine value. The most important thing here is to focus on the prospect and outline why your product/service is beneficial to them.

In the world of email marketing, the more sophisticated you are, the higher your conversion rate is likely to be. It is also important to note that around 65% of all emails are now opened on mobile devices first so be sure to optimize your emails for mobile recipients.


4 Ways To Marry Your Email Marketing & Website Optimization Strategies

Posted on Sep 1, 2015 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

One of the biggest issues facing online marketers is that of syncing email marketing and website optimization strategies. It is common for businesses to oversimplify the process by deciding that email marketers write emails, conversion rate optimizers write landing pages and that’s that!

However, if you want the best possible conversion rate, you need website optimizers and email marketers to work side-by-side to develop dedicated landing pages for specified email marketing projects. Below, we look at 4 ways in which your email marketing can assist your site’s optimization strategy and vice versa.

1 – Validate Email Segmentation Data With Website Data

Audience segmentation is a popular pursuit in email marketing but most businesses make the mistake of treating website traffic segmentation as a separate entity. Instead, look to use data taken from your website to validate predefined segments for your email marketing efforts with the aid of a URL parameter. This allows you to discover if these segments behaved in the expected manner using data that monitors user behavior from when they arrive on a site to when they leave.

2 – Create an Improved Website Experience With Email Marketing

Thanks to the vastly improved technology at your fingertips, it is now possible to segment visitors who come from your email marketing strategy. With this information, you can discover their interests and create content tailored to their specific needs.

3 – Analyze Customer Relationship Management (CRM) and Email Engagement

You can place an identifier in your email campaign’s URL; just make sure it is specifically created for an individual. Then you can match up this person to segments defined in the Customer Relationship Management file.

4 – Testing & Targeting

Test the content on the predefined email segments by sending them to a specific page on your website from your emails. Try optimizing your landing pages and emails in one test and combine the data to get a better overview of customer behavior. Since more emails are opened on mobile devices than desktops, it is a good idea to test your website’s mobile landing pages.

Not only is there a connection between email marketing and website optimization, utilizing this connection is critical if you wish to gain the most conversions. If you want a unified email marketing strategy, every campaign should have a dedicated landing page. In order to make the most of this approach, you need to segment your email lists in order to drive customers to the correct landing pages at the right moment.

How To Develop An Effective Sales Funnel For Your Website

Posted on Aug 26, 2015 by Response Wise | Posted in Email Marketing, SEO/SEM, Social Media

The ‘sales funnel’ is a crucial weapon in your quest to boost your online customer base and you need to create one in order to get the most out of your website. It is effectively a marketing system that leads people through a specific process with the end goal being to make a sale. Here is a brief overview:

  • Lead: This is someone who is aware of your business and you have elected to focus on them for a sale. There are different types of leads; for example, a ‘qualified lead’ is someone who is likely to be interested in your product/service. For instance, if you sell golfing equipment, a ‘qualified’ lead is an individual who actively plays golf.
  • Prospect: Your goal is to turn a lead into a prospect who is someone that has shown an interest in your products or services. An example of this would be a subscriber to your email newsletter.
  • Customer: You should know what a ‘customer’ is by now or else you’re in the wrong business! Again, there are different kinds of customer from someone who makes a single purchase to a repeat customer.

5 Ways To Build Your Sales Funnel

Your aim is to ‘push’ people down the sales funnel so they go through the full process of lead – prospect – customer. It doesn’t need to be a complicated process; simply follow the following 5 steps:

  1. Landing Page: This is your ‘first impression’ so make it count! A well designed landing page is likely to encourage visitors to at least subscribe to the site. As a result, you end up with the contact information of leads (most likely their email addresses) which is used to market to them.
  2. The Main Offer: This involves providing prospects with the option to purchase a product or service. In most cases, this means creating a sales page on your website which espouses the benefits of doing business with you.
  3. The Upsell: Give existing or potential customers the option to ‘upgrade’ a product/service. Fast food restaurants have the all-time classic upsell which is of course the ‘value meal’ where you get fries and a drink with your burger for what appears to be a discount price.
  4. The Downsize Option: Some of your customers may be on a budget so you need to offer a less expensive option to keep their custom.
  5. The Follow Up: Your work isn’t done once your prospects have become customers; you need to follow up to ensure they are happy with their purchase. Again, this can be in the form of an email where you ask for feedback. This is a good way to gain repeat customers.

In the end, there are many different ways to create a sales funnel to suit your business and your customer base. Just remember that leads are on top of the funnel and customers are at the bottom. Your goal is to make the journey from point A to point B as smooth and seamless as possible.

5 Ways To Drive Traffic To Specific Content On Your Website

Posted on Aug 18, 2015 by Response Wise | Posted in Email Marketing, SEO/SEM, Social Media

You have probably read a lot of articles that explain how to drive traffic to your website but how do you get visitors to land on the exact page you want them to? For most online businesses, this is the home page or landing page and these are the most crucial pages on any website as they provide visitors with a first impression of your business.

Below, we look at 5 simple ways to drive traffic to specific content which should hopefully increase leads, prospects and ultimately, sales.

1 – Add Calls to Action (CTAs)

Too many businesses make the mistake of cluttering their homepage with forms. A better strategy is to add a CTA which contains one of your best offers and quickly steers visitors to the right place. This is a good idea since your homepage is likely to be the most visited page on your entire website.

If your site has a blog (it should), its pages will be among the highest ranking in the search engines. Again, you should look to add CTAs to relevant offers on each blog post page. Finally, use Google Analytics to find out the most popular pages on your site and add CTAs to them as well.

2 – Email Marketing

If you are embarking on an email marketing campaign, make sure the links are to a targeted landing page and NOT your homepage. Email subscribers are already likely to be qualified leads and shouldn’t need a great deal of persuasion in order to convert.

3 – Thank You Page

If a customer has made a purchase, send out a ‘Thank You’ email with a related offer the recipient is likely to be interested in. This will appear to be a ‘helpful’ email rather than a nuisance one that’s trying to make more sales.

4 – Share on Social Media

Send out a link to the page(s) you want to be visited with a targeted message to ‘friends’ and ‘followers’ on social networks such as Twitter and Facebook. If it’s a good offer, it should receive a high number of ‘shares’ which could do wonders for a page’s traffic.

5 – Nurture Your Leads

Look to build relationships with leads by sending personalized emails tailored to the recipient’s location in the sales funnel. This is great for credibility and also reduces the time spent trying to qualify your leads.

Once you have adopted the above methods, be sure to track the traffic using tools such as Google Analytics and HubSpot. The data you will gather should help you drive the right people to specific pages on your website.

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%!

Using Landing Pages To Capture Data And Score Your Leads

Posted on Jul 15, 2015 by Response Wise | Posted in Email Marketing, Social Media


Landing pages are a fantastic method of capturing leads and customer data when written correctly. A landing page is easy to program and design because it is usually a single page only. Static landing pages are comprised of one set of data which performs a single action. Dynamic landing pages have an almost unlimited amount of data, copy and results. With a dynamic landing page, you can track the results and responses of your system.


Statistics show that most companies utilizing landing pages are lucky to have a 3% conversion rate. In order to increase that figure to 10%+, you need to create organized and concise pages with a clear call to action. This may involve a link to your website or else an online form which gets them to provide an email address. Then you can begin the process of email marketing in earnest.

Tailor Made Landing Pages

Having a single landing page is not good enough. You must have one for every campaign you run such as SEO, email, social media or banner ads. When visitors land on your site, you have to work fast in order to get them to act. The landing page must turn visitors into subscribers or customers or else it has failed. Well-optimized landing pages should be a prerequisite since they increase conversion rate by 700-800%. Have another landing page for visitors that convert in order to keep a strong relationship with the customer. A customer’s likely value increases the longer you keep him engaged with your website.


Whenever you make changes to your landing pages, be sure to test them. Testing tends to fall into four areas:

Ÿ  Strategic: Test your branding, messaging and segmentation strategies here.

Ÿ  Tactics: Testing the timing of the message, the feel and the tone.

Ÿ  Context: Does your message match? Who is the competition?

Ÿ  Miscellaneous: Testing colors, images, texts and layout. These are fairly easy things to test.

Even seemingly minor changes can have a huge impact. For example, DHL experienced a 25% increase in leads when they switched an image of a male with one of a female.

Focus On Pitch

Yes, you need to worry about the pitch even more than the content. Landing pages are designed to capture data, generate leads and make sales so forget about a long and boring press release type page. Begin with a strong headline and a value proposition. Make sure every part of the landing page supports your offer and delivers on what you promise. This is one of the keys to increasing your landing page conversion rate.

Forget about traditional landing page strategies. If you want to increase the rate of conversion, ignore ‘normal’ practice because this results in a derisory 3% conversion rate and your business will not thrive on that!

How To Make The Most Of The New Facebook Call To Action Feature

Posted on Jul 8, 2015 by Response Wise | Posted in Social Media

Frankly, we are surprised it has taken so long given the popularity of social media marketing but Facebook has finally released its call-to-action feature. It is an entirely new method of communicating with your page community and it offers seven action buttons:

  1. Book Now: If you have a webinar or event in the works and would like your community on Facebook to attend, you should add this button to your company page.
  2. Contact Us: Now your community has a quick and easy way to get in touch with your company in order to ask for more information or tell you their concerns about a product/service.
  3. Use App: Apps are incredibly popular so this button is invaluable as it allows your audience to try out any app you happen to have.
  4. Play Game: While most companies won’t need this button, it is handy for companies in the game development industry.
  5. Shop Now: If you have ever dreamed of getting your Facebook page members to the purchase page on your website then you will love this button.
  6. Sign Up: This is a great way to get customers to sign up to any email newsletter you may have.
  7. Watch Video: As video marketing is such a great way to communicate what you offer to customers, you can use this button to send visitors straight to the marketing video that’s on your website or YouTube page.

How To Make The New Call-To-Action Button A Success

This innovation is still in its infancy so we don’t yet know how companies will make the most of it. However, it really is a golden opportunity to increase sales. The trouble is, many customers will not even be aware of the button’s existence unless you make your page stand out. Here are some quick tips when it comes to creating noticeable Facebook cover photos:

  1. Make sure the cover photo is changed monthly to freshen things up.
  2. Be sure to share your newest marketing campaign with your community members.
  3. Add a description to your cover photo along a relevant link.
  4. Try to avoid being blatantly promotional.

The Dollar Shave Club is one of the first companies to report major success using these new Facebook buttons. Steve Kim, its director of acquisition, said that the Sign Up button increased the company’s conversion rate by 150% when compared to other comparable social placements. This success is likely to be just the tip of the iceberg so start using your Facebook CTA buttons today!

Increase Your Conversion Rate With Online Customer Surveys

Posted on Jun 30, 2015 by Response Wise | Posted in Email Marketing, Social Media

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

  1. Saves Time & Effort: You don’t need to lift a finger once you send out the emails since your customers provide the information.
  2. 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.
  3. 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).
  4. 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.
  5. 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

  1. 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.
  2. 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.
  3. 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.
  4. 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.

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.

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