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Email Marketing

Mistakes.. While Doing Email Marketing

Ignoring segmentation

Every week you design your emails (Email Marketing India) with the latest articles and promotions, you add all the content, and you send it to your entire email list. What’s wrong with that? Aren’t you supposed to send emails? Well, yes, but here’s the problem with sending your email to all your subscribers.

Email Marketing IndiaSince you have limited time, instead of forgetting about segmenting all together, you should at least separate your audience into different groups that have certain similarities. There are three main ways you can segment your audience:

Demographic

This includes information such as age, gender, company position, and income level. You can use demographic data to tailor your message and increase the relevance of your emails, which also increases the effectiveness of each email you send. You can get most of this information during the signup process.

Geolocation

Knowing where your subscribers are located can be powerful if you run a local business. You can use geolocation segmentation to send the following types of email campaigns:

Time-based. If you have customers across different time zones, you can send the emails to adapt to their local hour. Who likes to get a promotional email at 4 AM after all?

Regional promotions If you have several stores in different locations (within a city or region), you can send focused emails for discounts for people who are close to a store.

Location-specific content. You can use the subscriber’s location to use it in your content, subject line, and images.

Transactional

This represents those subscribers who have made past purchases and other related triggers related to their shopping behavior. Some examples of emails based on transactional segmentation include:
1. Sending upsells and cross-sells that reflect previous purchases.
2. Winback campaigns based on the time of last purchase.
3. Discounts based on the price sensibility of a segment.
4. Loyalty programs based on the number of purchases made.

That’s enough to make you want to start using segmentation in your emails.

Using a boring subject line

People get heaps of emails every day. How will your company stand out if your emails have unappealing subject lines?

The importance of subject lines isn’t a minor issue. 33% of email recipients decide whether or not to open an email based on subject line alone.

So making your subject lines click-worthy is a must-do.

One effective way to make your subject lines attractive is by using urgency. What drives the power of urgency is scarcity. If you specify that scarce object of desire, people will want it. In the case of subject lines, people will open the email to see how they can get what they don’t have.

You can also add urgency to your subject lines is by setting a specific deadline. If the offer lasts until a specific date, add it to the subject line.

Another effective way to add urgency to your subject lines is to include phrases such as:

Today only
Few products left
Last products available
For X hours only
24-hour giveaway
It’s also important not to promise something that you won’t deliver in your email. It’s an easy way to get ignored forever.

Get the How to Be an Email Subject Line Superhero guide

One of the hardest tasks any email marketer (Email Marketing India) has is to define how many emails to send their subscribers.

In 2015, TechnologyAdvice ran a survey in which they asked 472 U.S. adults, “For what reasons have you marked a business’ emails as spam?”

At first sight, you would have imagined their answers would include “irrelevant content” or “bad promotions.”

45% said it was because they received too many emails.

To test the point of saturation, you can start reducing the number of emails sent up to the point where you see a decrease in engagement and revenue. You can try the same but inversely: increase the amount sent up to the point the revenue decreases. Remember to communicate any changes in send frequency or cadence to your subscribers in advance.

Sending emails inconsistently

As observed previously, some companies send too many emails to their subscribers.

But there’s another common mistake that many companies make

They send too few emails

This may be due to the fact some companies don’t see the value of email. Some still have a hard time understanding the value of email marketing and why they should use it. Other companies may not have enough resources to spend on email marketing.

Whatever the case, if your company sends emails irregularly, your subscribers may forget you.

The key to a successful email marketing strategy is consistency. That means, sending emails regularly. Whether that’s once a week or twice a month; people should be able to expect your emails at a given frequency.

Overcomplicating the design

Instead of overcomplicating your email design (Email Marketing India), you need to make it simple. Check out our email design checklist for helpful tips to create emails that convert.

Your emails should always be in sync with your brand and your overall design aesthetics but if the design lessens the impact of the content within the email, you may not get the results you desire.

Remember that email is a communications channel; the goal is to talk to your customers, to educate them, and hopefully, motivate them to buy from you.

Images and visuals are absolutely a critical part of marketing your product or service. If you didn’t add any images to your emails, it could be fatal to your branding and your conversions. The key, however, is to hit the right balance of content and images in a way that will benefit both your email’s performance and your subscribers.

Email Marketing

Top Qualities of Email Marketing Technologists

Traditionally, the marketing technologist had been highly innovative in coming up with perfect plans for building product interest and gaining ability leads. but the digital penetration at scale has not only changed overall marketing however it has developed a need for a special kind of marketing specialists: The marketing technology experts (men of advertising & technology).

That is an extraordinary breed of people who can be creative and innovative on the same time, who fathom the want to come up with a strategic digital plan and continuously make certain a great ROI by constantly analyzing and bettering their solutions.

Email marketing India

Here are the top 6 qualities that you must look for in every Marketing Technologist:

Strategic Planner

A marketing Technologist makes sure that the business desires of the customer aligned with the marketing thoughts which they share. Besides understanding the customer’s requirement from the scratch and building a strategic modern plan for them, the marketing Technologist also makes sure that the initiatives and campaigns performed on time. Being consistent and persistent in terms of providing out of the field ideas is 2d nature of every marketing technologist.

Analysing and further optimizing the campaigns is one of the core responsibilities. This helps create smart segments, optimize the frequency and quality of campaigns, therefore giving a good ROI.

Consistent Role-Player

A marketing Technologist is consistent with sharing ideas, analysis, technology consultancy and at times, even business consultancy. Smart workshops on best practices and latest improvements performed by way of the technologists each month or each quarter, to align the customers with their current and latest digital assets.

As a strategic partner, marketing technologists also circulate an “idea ebook” to all of the customers once each month which incorporates calendar events and ideas around them for the month. This helps clients to plot out their campaigns earlier, therefore giving the customers a true experience. 

“Make it Happen” is the motto

“Marketing Krypton” might exist. However, the men of technology might surely triumph over its weakness and get things done even if they should go that extra mile. A marketing technologist makes sure he delivers an award-winning experience followed via remarkable results.

Creative Human

A marketing technologist has in her a flair of both an artist and a scientist. What good is a marketing technologist if she can not drive it without out-of-the-box and actionable strategies.

All-time Leader

A marketing Technologist is also a technological leader, who helps you drive and leads you to your preferred output. He acts like a real-life “Bahubali” in some cases where impossible things made possible.

Excellent Mentor

It can be an outstanding asset to have a marketing Technologist working with your organization. She/he can not only be a mentor. However, will also bring out the best – working hand in hand with your marketing teams.

Email Marketing, Lead Nurturing

Ways to Integrate Interactive Content Into Email Marketing

Surprise and delight your subscribers

Many emails (Email Marketing India) that your subscribers receive are pretty run-of-the-mill- they’re unlikely to pique much interest. However, interactivity gives you the opportunity to surprise and delight your readers with something new.

If you want to delight your subscribers, include interactive experiences such as video, memes, and GIFs within your messages (Email Marketing). Using creativity in your emails can help make your audience love you. And when your audience loves you, they’re much more likely to open your emails and click through to your website.

You can adopt a less formal, more conversational tone with these kinds of emails as well, making your audience see your brand as more human and approachable, which in turn, will make them want to connect with you.

email Marketing IndiaUse psychology to boost results

Interactive content (Email Marketing) works because of powerful psychological triggers. Consumers are driven to interact with core psychological components such as curiosity or the brain’s ability to respond to operant conditioning.

Understanding and leveraging these key psychological principles will help you build the best possible interactive campaigns, and will entice recipients to engage with your brand.

Once you understand the motivation behind why people click, read, and share, it becomes easier to integrate those successful elements.

Combine interactive experiences with personalization efforts

In order to create personalized experiences, you need information about your subscribers (Email Marketing). You need to know their preferences, interests, location, gender, age etc in order to send compelling Email Marketing Campaigns. Interactive experiences provide the perfect platform for gaining information about your subscribers. And you can use interactivity to offer insights in exchange.

Promote interactive campaigns that deliver what subscribers want

Consider what your subscribers want to know. Are they wondering which newsletters (Email marketing) to subscribe to from a given publisher? Are they worried that they can’t afford a home where they live? What’s the information that they want to know that you can provide?

If you’re able to provide the information subscribers want, then they’ll be more likely to click-through your email marketing campaigns.

Ask yourself: How can your business solve a potential customer’s problem and drive conversions? When your problem solves for your customers, they are almost compelled to open your emails, click through, and read your content.

Incorporate fun – with no explicit sales goal

It’s tempting to make sure that every email (Email Marketing) you send has an explicit sales goal, but emails are also an important aspect of building brand awareness and encouraging customer loyalty. When it comes to improving engagement, sheer entertainment may be the way to go.

Try sending out something entertaining for a holiday or making your monthly newsletter (Email Marketing) interactive. Some of the highest CTRs (click-through rate) you’ll ever get are from emails that don’t have much to do with a promotion or your business but still redirect to your website or other content within the email.

Email Marketing

Metrics Every Email Marketer Needs to Know

Before you delve too deep into learning everything there is to know about email marketing, take a step back. Determine what your goals are for email marketing, and then decide how you will measure your success.

Of course, each email marketing campaign can be different, especially if you have different goals for different campaigns. However, there are some basic metrics every email marketer should learn how to track.

Email Marketing IndiaOpen rate

Is the simplest email marketing KPI, and vital to understanding how well your subscribers are receiving your messages. Open rate simply tracks how many subscribers opened the email you sent.

Open rates can give you insight into the success of your subject line copy. Other strategies like using emoticons in subject lines and keeping subject lines direct and short can increase open rates as well.

As a baseline, most email marketing campaigns average an open rate of a little over 24%. If you manage a campaign with open rates higher than that, you know you are doing something right.

Click-through rate (CTR)

Is another common metric that can be telling of how well your campaigns are performing. CTR measures how many people clicked on the links in your email. When crafting an email, there are a few great ways to increase click-through rates. First, is to include links in the email everywhere it makes sense. Additionally, include a clear and easy to see a call to action button that subscribers can click on to redeem your offer.

Conversion rate

Your click-through rate will tell you how many people clicked your link, while your conversion rate will tell you how many people clicked on the link and then completed a specific action. Conversion rates are necessary to measure because they give you unique insight into your return on investment. When you know how much you have spent and how many subscribers are converting, it’s easier to determine if the money you are putting into your campaign is really paying off in the end.

Bounce rate

When sending an email campaign, you also want to track the bounce rate. Bounce rate measures how many subscriber email addresses didn’t receive your email at all. Soft bounces track temporary problems with email addresses and hard bounces track permanent problems with email addresses.

Measuring bounce rates against open rates will give you a more solid idea of the quality of your subscriber lists. If you have a high percentage of hard bounces, it indicates your list may be full of fake email addresses, old email addresses, or addresses with mistakes in them.

You can preemptively decrease your bounce rates by requiring a double opt-in. This means subscribers have to verify their email address and confirm they want to receive emails from your brand. This is a great option considering you want the quality of your email list to remain high and your bounce rate to stay low.

Number of unsubscribes

Measuring unsubscribes is pretty cut and dry. Any email provider will tell you how many people unsubscribed upon receiving an email from you. This is usually displayed on your main dashboard or your metrics dashboard.

It’s easy to get discouraged when you see a high number of unsubscribes. However, professional email marketers often count unsubscribes as a good thing. Why? Because it means you are fine-tuning your subscriber list.

Spam complaints

There is little worse than putting your talent and creativity into an email only for it to get marked as spam. Seriously. Talk about a bummer. You may want to ignore those that can’t appreciate a good email when they see one, but, unfortunately, you need to pay attention to spam complaints.

Why? Because if this rate gets too high, it’s possible your email service provider will take action against you and/or block your account. Email service providers want to ensure quality and tracking spam complaints is one way they can do it.

Forwarding rate/email sharing

Forwarding rate/email sharing measures the percentage of recipients who either shared your post via social media or forwarded it to a friend.

This is an awesome metric to track because it gives you an idea of how many brand advocates you have. In other words, it tells you what percentage of subscribers are recommending your emails to others.

Developing brand advocates through email marketing is a great strategy, especially considering 81% of consumer’s purchasing decisions are influenced by friends’ social media posts.

Overall ROI

Overall ROI is a metric every email marketer should track. It tells you the overall return on investment for your campaigns. This means the total revenue divided by the total spend.

You can calculate this by taking the money you made in sales from the campaign minus the money you spent to execute the campaign divide it by the money invested in the campaign and then times that by 100. That will tell you your overall ROI.

Email marketing can be an investment, but thankfully, it also has the highest ROI out of any digital marketing strategy.

Email Marketing, Marketing Automation

5 Reasons Why Your Business Needs Marketing Automation

Marketing automation is a game changer when it comes to generating leads (Email Marketing), conversions, and sales. Automation is very useful at this time. Many companies are uncertain whether marketing automation is for them and if it may indeed have a big effect on their enterprise.

In this blog, we share with you 5 important reasons why you have to don’t forget Marketing automation:

Connect the digital dots of customers and deliver a unified experience

The manner we stay, shop and look for data has rapidly changed over the years and use of more than one device is not an exception but a rule that governs the world these days. This fundamental shift in client behavior and the ever increasing expectation of records on demand requires companies to track clients across multiple channels, send enormously choreographed cross-channel campaigns and create a regular consumer experience. Marketing automation does this great thereby bringing in uniformity in all your digital advertising and marketing efforts.

Personalize and stay relevant

The rulebook of marketing needs you live relentlessly relevant if you want to achieve achievement. It’s that one single differentiator between achievement and failure. Personalization maximizes relevance and drives responses and relationships. The use of a tool like automation, we are able to smartly get consumer insights. 66% of marketers report that improved targeting and personalization are the top advantages of marketing automation.

Improve ROI with Marketing Automation

In a country like India, wherein budgets are allotted only on the basis of ROI, what companies look out for is a system that will assist generate revenue. And in relation to generating revenues, the no different tool gives the kind of returns like marketing automation. Hence it offers actual-time actionable metrics that provide key insights into business health and aids in higher decision making. In reality, top businesses indicate that their maximum compelling purpose for implementing marketing automation is to increase revenue.

Meets your business goals

All organizations big and small need marketing automation. For a startup, the only important thing is growth. Working on a shoestring budget where the sales rep doubles up as a marketer as properly. Startups need automation in order that they have the technical benefit to develop the excellent list, create awareness and promote the products. There are many affordable marketing automation tools that startups, small and medium organizations can use for their marketing desires. For large organizations, marketing automation provides a wealth of insights into the big facts and simplifies the lead procedure.

Reduce the Long sales cycle and improve lead management

The average income cycle has extended 22% over the last 5 years. Buyers now take time to educate themselves with the intention to make informed decisions. The lengthening sales cycle is a developing concern that organizations these days face as it not simply drains time and resources, it also results in lead loss along the way. But with marketing automation, you could structure your lead procedure flow and nurture leads basis behavioral triggers and shorten the sales cycle.

Email Marketing

Strategies to Better Engage Community Members With Email Campaigns

A successful email campaign is one that results in opens, clicks, and further engagement with your audience. You don’t want your beautifully crafted emails ( Email Marketing ) to sit in recipients’ inboxes unread.

When sending email campaigns to members of a community group, trade association, or other organization with members, you will encounter a different set of advantages and challenges than if you were sending emails to customers or leads.

email marketing indiaWe’ll be sharing 7 strategies for community groups, trade associations, and other organizations with paid members, that want to better engage their audience using email marketing: –

Enlist personalization

Seasoned email marketers won’t be surprised to hear that personalization is key for engagement. We know that addressing a recipient by their name vastly increases their chances of opening the email.

But a name in a subject line isn’t the only way to personalize a members-only email campaign — not when you have an entire membership CRM of information to pull from.

To show your members that you deeply value their place in your community, make specific references to their time as a member of your emails. You can nod to:

  • Membership level
  • Events attended
  • Merchandise purchased
  • Upcoming birthday
  • Local events
  • Membership renewal deadline

Pay careful attention to timing

One of the major contributions to email marketing fatigue is volume. If you send too many emails, no matter how engaging they are, you’ll notice your open, click, and response rates decline.

Combatting volume-induced email marketing fatigue doesn’t require you to stop sending emails. Instead, it requires more careful attention to timing.

Luckily, when sending email campaigns to participants in a membership program, you’ve got your choice of appropriate times to choose from, such as:

  • During a membership drive
  • When individual memberships are up for renewal
  • Leading up to an event, conference, or important capital campaign
  • When your association is being recognized with an award
  • Around their birthday or holidays
  • At the beginning of tax season, for nonprofit memberships

Email campaigns sent to members around these times won’t seem strange! In fact, because your members might expect to see emails from you during these times, they will be more receptive to opening and engaging with them.

Offer incentives via email marketing

Why do we get so excited about unwrapping presents? It’s because we know there’s something amazing, picked out just for us, waiting inside where we can’t see it.

You can capture that same sense of excitement by offering special incentives for members in your emails. Your members are sure to anticipate your emails if they know that they could lead to:

  • Discounts on online purchases
  • Free, limited-run, branded gifts
  • Early registration to popular events
  • Invitations to special events
  • Customized recommendations
  • Who wouldn’t look forward to those emails?

 

Share relevant news

You know that you need to keep your association in the front of your members’ minds, which requires you to send regular emails. But what if you can’t think of anything to say? You can’t just send an email that says, “Remember us?”

Instead, send relevant news articles about topics that your members are interested in.

You don’t even have to guess at the topics that your members would like to see! You know that they’re interested in your association and your cause, so tailor the news you share with those preferences in mind.

Sending relevant, interesting news articles doesn’t just engage your members because it reminds them that your association exists — these kinds of emails also establish your association as an authoritative source of information.

Design emails so that they’re on brand and easy to read

Visually interesting emails are always sure to encourage more engagement than text-heavy emails. Humans are visual!

However, if you load up your emails with tons of high-resolution images, videos, and interactive elements, you can waste too much time with a design that’s likely to distract recipients from the point you’re trying to make.

Plus, too many multimedia elements can slow load times, increasing the number of recipients who give up instead of waiting.

There are a few elements of great email design that apply specifically to email campaigns sent to your members:

Branding: Reinforce where the email is marketing coming from by using the logo, name, and colors of your association.
Personalization: You have the information to personalize your emails with your members’ names and other personal information, so use it!
Calls to action: Whether you’re asking for membership renewal, a donation, a reply, or an RSVP, make sure your members know what action you want them to take.
Great email design isn’t easy, but it’s one of the most effective tools you have to encourage your members to not only open but read and engage with your messages.

Integrate your social media

Chances are good your association has a profile on at least one social media platform. Social media is one of the most engaging communication channels out there if you use it well.

With the best email marketing platforms, you have the opportunity to integrate your social media accounts with your email campaigns. You’ve got plenty of integration opportunities to choose from:

Link to your profiles in your email’s header and footer.
Include a “follow” button in your email’s header, footer, or body.
Embed a particular post in your email’s body.
Share a social media poll for your members to respond to.
Promote a hashtag for your followers to use.
Ask members to share a post or article on their own pages.
The best social media integration strategies are the ones that make it easy for participants. You’re asking your members to go out of their way, so make the process as simple as possible.

Take a popular example: an advocacy campaign. If you’re encouraging participation in a social media advocacy campaign (Email Marketing), write a message that members can simply copy and paste into their own profiles, and give them easy “follow” buttons to follow your association for updates on the campaign.

There are many other ways in which email-social media integration can push your advocacy campaign forward— for more on that, head on over to Salsa’s advocacy campaign planning steps.

Give opportunities for feedback

Engagement is a two-way street. You can’t ask the world of your members without giving something back.

Asking for feedback is an easy and effective way to engage your members while shouldering some of the perceived efforts.

Conduct your surveys and polls so that they will be useful for both you and your members, at times such as:

  • After an event
  • At the end of the calendar year
  • Before a big campaign
    During a membership drive
  • Around membership renewal deadlines
Email Marketing

Essential Email marketing tips to Know for 2018

It’s been quite a year, full of challenges and exciting innovations. For email marketing, in particular, we’ve seen a lot of change in 2017.

While “know your audience” and “be strategic” are always great tips, we wanted to give you some practical, actionable ways to revitalize your email marketing over the coming year.

Here are four ways to boost your email marketing strategy in 2018.

Know the email marketing playing field

Email marketing is always changing. The inbox grows more crowded and more competitive every year. Maybe you’ve watched your tried-and-true tactics earn less engagement over time. Maybe you’re wondering if an email is still worth the effort. We’re here to tell you: It is.

Marketers name email the most effective marketing channel behind having a website. Email boasts the highest ROI. It also saw an 83% growth from 2015 to 2017 according to report. Rest assured that email marketing isn’t going anywhere anytime soon.

Scrub your email lists

One key to keeping your email engagement rates up and your sender reputation clean is to scrub your lists periodically. What better time to do this than the start of the new year?

Start by identifying subscribers who haven’t opened your emails recently. Set up a re-engagement campaign to draw them back in like this example from The Honest Company. If they still ignore your messages, remove them from your list. Remember, the number of email subscribers doesn’t always equal quality.

You can take this a step further and identify subscribers with spotty engagement. Look for trends in the types of emails they open and content they engage with. Use what you find to ensure you’ve properly segmented your lists and that you’re sending subscribers the content they want.

Finally, remove any hard bounces. These negatively impact your deliverability rate and will ding your sender reputation over time.

Send personalized emails

As the inbox gets squeezed, it’s going to be a battle for brands to earn that coveted open. According to a report, 30% of marketers say personalization is the development most likely to impact their email marketing.

The annual State of Marketing report also points out that 52% of consumers are likely to switch brands if a company doesn’t personalize communications to them. This increases to 65% for B2B buyers.

Shoppers want more personalized recommendations and offer via email — 79% like product recommendations and 64% enjoy personalized offers. This falls in line with many email trends we’ll continue to watch in 2018, including incorporating AI and interactivity into email strategies.

Think mobile first

It might not come as a surprise that more people are opening email on their mobile devices these days. Mobile opens hit 56% in 2016 and has held steady since. If you aren’t thinking mobile first already, 2018 is the year to hop on the bandwagon.

Hopefully, these essential tips can get you started on your New Year’s Resolution to send better emails in 2018. For more inspiring ways to up your email marketing game, check out these 8 Stories of Email Success.

Email Marketing

Ways to Make Your Lead Nurturing Emails Stand Out

Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey ( Email marketing ). Now before we dive into lead nurturing best practices and tips, let’s set the record straight that there is a difference between drip marketing and lead nurturing. A drip marketing program sends communications at a specific cadence set by the marketer, but it does not consider who that lead is, what their behaviors are, or what segmentations they might meet. Lead nurturing is adaptive, segmented, based on activities (or inactivities), and is extremely personalized for each lead. Think of it as a conversation. Drip marketing is like a monologue whereas lead nurturing is having a 1-1 conversation.

So how do you create hyper-relevant email marketing conversations through lead nurturing? What are the important ground-rules for building a nurture program that scales?

Here are 5 tips for making your lead nurturing emails stand out in the inbox.

Write Subject Lines That Beg to be Opened

Since the subject line is the first thing a recipient sees, it would be silly not to discuss techniques that work. After all, your email (Email marketing India) doesn’t matter if no one opens it! Not every subject line needs to be a literary achievement, but there is power in a subject line that is magnetic.

  • Useful: Is the promised message valuable to the reader?
  • Ultra-specific: Does the reader know what’s being promised?
  • Unique: Is the promised message compelling and remarkable?
  • Urgent: Does the reader feel they need to read it now?

To take it one step further, here are 5 subject line techniques that really work:

  • Educate: 7 Things Marketers Can Learn from Sales
  • Ask a question: Did you miss this?
  • Announce a sale, new product, or an exclusive look: First Peek: Our latest Definitive Guide to Engaging Email Marketing
  • Offer a solution to a problem: Pay Down Your Loan
  • Jump on a popular topic: The State of Email Marketing: What’s Working Now?

Choose the Right Sender

Lead nurturing is all about trust. You want buyers to trust communications from you or else they won’t always be willing to open them. In addition to the subject line, one way to create and reinforce trust is with the sender name—or the From Name. If you think about it, would you open an email from someone you didn’t know? The From Name can make all the difference and can influence opens, clicks, and even spam complaints.

There are a few options that you can experiment with, and examples of each:

  • Company or Brand Name: Apple, GrubHub, Banana Republic, etc.
  • Product or Service: “Mileage Plus” by United Airlines is used as a From Name.
  • Personal Name: A specific employee at your company. This could be your head of marketing or the sales account executive that owns the account.
  • Campaign-based: We sometimes sends nurturing emails, so buyers know exactly what to expect before opening.

Build a Strong Email Body

Okay, so you’ve got a subscriber to open your email. Now what? Like any landing page, you want your email to be compelling, clear, actionable, and answer the what’s in it for me? question. To check if your email delivers this experience, run it by the 30-second summary rule. Can you get through the email in 30 seconds and know the value it provides? This test will help make sure that your call-to-action is clear and the value proposition is obvious.

Now that you have the subscriber’s attention on the email body, there are a few more things to consider:

  • Keep your email width to 600px max. Any wider and you’ll likely have rendering issues across some email clients.
  • Remember that rich media like Flash, JavaScript, and video won’t work in an HTML email.
  • Focus on what will and won’t appear above the fold on a subscriber’s screen, whether that’s on a desktop, tablet, or mobile device.
  • Consider experimenting with the style of emails—sometimes heavy text works better than a beautiful visual.
  • Always provide a plain-text version of your email for subscribers who don’t like or accept HTML versions. This will also help your deliverability.
  • Use bulletproof buttons, which are buttons that look like images but are actually just HTML and CSS code. If your main call-to-action is a jpeg button, it will not be displayed until the email is opened and images are downloaded. HTML buttons render before images are downloaded, which changes email open and click experience. When Marketo tested bulletproof buttons, we saw a 20% lift in click-to-open rates.
  • Always use alt tags. These let users who have images blocked know what they are missing. They can help boost both open rates and click rates, so don’t miss out.
  • Reduce distractions. Emails are like landing pages in that they have one goal in mind: Conversion. The best landing pages are clean, simple, and use visual cues to guide the prospect to complete a form. Use this same logic when building your emails. Give your call-to-action room to breathe and you’ll see better results.

It’s (Past) Time to Go Mobile

I know it probably feels like we’re beating a dead horse here, but over 50% of emails are opened on a mobile device. If your emails aren’t mobile friendly, you’re missing out on engagement. If you don’t believe me, think about the last time you clicked on a poorly formatted email on your phone. Could you think of one? Me either.

According to The Radicati Group’s Mobile Statistics Report, “by the end of 2018, worldwide mobile email users are expected to total over 2.2 billion…by this time, we expect 80% of email users will access email via a mobile device.” As you develop a successful lead nurturing program, be sure that you build this capability into your emails as it will only become more important over time.

There are a few different ways to build a mobile-friendly email:

  • Scalable Design: Good for beginners and teams with limited resources—it’s a design that works across desktop and mobile and doesn’t require code to adjust image and text sizes.
  • Fluid Design: This design works best with text-heavy layouts that flow. It requires some CSS knowledge because of width limitations, but it still works for teams with limited resources.
  • Responsive Design: This design includes everything from the two styles above and then adds CSS media queries, allowing you to design for specific screen sizes. It offers the most control but requires the most resources.

Don’t Forget Segmentation

Segmenting your audience, the act of dividing your leads into definable and actionable parts, is essential to your marketing success—particularly with lead nurturing. The more you segment, the more relevant your lead nurture programs will be. If you are not relevant, your audience simply won’t pay attention. Segmentation means higher engagement. An executive requires a different piece of content than someone in an intern role. What resonates with one audience won’t resonate with another.

Additionally, as it pertains to email, studies have consistently shown that segmented email sends yield higher results. In an Email Marketing Study, we found segmentation to be the highest ROI tactic used by email marketers. In fact, according to our proprietary Engagement Score, 23% of how engaging an email ( email marketing ) is can be explained by segmentation. Smaller, more segmented sends in your lead nurturing yield better results.

I hope this has helped frame the necessary steps to building out a strong foundation for email lead nurturing. For more resources on developing a strong lead nurturing strategy, be sure to download our Definitive Guide to Lead Nurturing! And as always, comments or other ideas are encouraged below.

Email Marketing

Why Email Marketing Still Makes a Difference in Your Business Profits

The corporate world is increasing its pace with such a speed that one can hardly catch its breath to plan the exclusive market strategies. Some Email Marketing strategies still remain at the top of the priority list. One of them is undoubtedly Email Marketing. Business and tech experts around the world agree that email marketing is one of the most effective ways to develop a brand and target the customers to build a long-lasting professional relation.

Email marketing IndiaWhy Email Marketing Still Makes a Difference in Your Business Profits

Now you might be wondering why? In the era of social media, when it seems the world is too global to really on emails, why and how email marketing still works?

The answer is quite simple. Email marketing services are still in the game, a much more formal method of communication. According to a report, the world sends about 196 billion emails daily. Out of these 196 billion emails the majority, 109 billion, is business email.

But this is not it, there are other reasons for the importance of email marketing. Here are some of them.

Business-Oriented-Medium

There is no doubt, that social media is now being used more frequently. And it also considered being powerful as well to connect with people. But don’t forget it is quite a personal and informal platform. But when it comes to converting people into members, customers or supporters, email marketing is the way to go. A recent survey proves that Email marketing has already accounted for nearly 7% of all customer acquisitions that occurred online. This not only proves the professional dominance of the medium of email but also that it is a forever green phenomenon of marketing.

Cost-Effective

Marketing is the part of a business which takes almost half of your investment if to be done rightly. But email marketing cost almost nothing and provides double profits just by spending some time on the carefully crafted sales emails. Moreover, you don’t have to put a load on your pocket for printing an advertisement like in other mediums of marketing. With emails, you are still able to create the same imagery with the added benefit of having follow-up information instantly available with one click to your website.

Accurate-and-Direct

One of the biggest reasons of why bulk email marketing is still a favorable method is that it generates immediate results. And you don’t have to wait to measure your success or failure level. Email is transaction by nature and you can use it to direct traffic to your website and ultimately drive sales. You can keep a clear track of the targets you have achieved which helps you in upgrading your progress even more.

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