Creating exciting and thought-provoking email communications
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Rescooped by Joey Wojtanowska from The MarTech Digest
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You're Doing It Wrong: 5 Email Marketing Conversion Killers - Unbounce | #TheMarketingAutomationAlert

You're Doing It Wrong: 5 Email Marketing Conversion Killers - Unbounce | #TheMarketingAutomationAlert | Creating exciting and thought-provoking email communications | Scoop.it
Watch and learn as we take a look at 5 email marketing conversion killers and teach you how to avoid costly conversion mistakes!

 

Digest...

 

1. Do You Overuse Images?

Having a single image with a poor ALT tag could literally mean you’re cutting out half of your audience. If you are an eCommerce store or find that HTML-heavy emails convert really well then it can be hard to avoid this situation but you can start to work around it by including descriptive ALT tags that at least give the customer a good idea of what the email is about and why they should view it in full.

 

2. Did You Segment Your Email List?

 

3. Do You Provide Too Many Choices?

As with landing page, a single, dedicated call-to-action is the most powerful way to maximize your conversions. Repeating this call to action is even better.

 

4. Do You A/B Test Your Emails?

 

5. Do You Only Send One Single Email?

Rules of thumb:

Focus on education whenever you can.Send up to 3 emails per week, spaced a few days apart.Link your emails together: build momentum.
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marketingIO's curator insight, September 18, 2013 10:21 PM

#1 is basic, but the remaining 4 points are debatable. As usual, TEST to see what works for you.


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Rescooped by Joey Wojtanowska from The MarTech Digest
Scoop.it!

Four Elements of a Rocking Follow-Up Email - Profs | #TheMarketingAutomationAlert

Four Elements of a Rocking Follow-Up Email - Profs | #TheMarketingAutomationAlert | Creating exciting and thought-provoking email communications | Scoop.it
I recently spoke to a HubSpot customer service rep for answers to a problem. Later, I received a follow-up email that impressed me. Here's why.

 

Key excerpt...

 

You can use email campaigns to market, persuade, inform, motivate, but what are the steps to get your emails performing more effectively?

Who is your audience? What makes them tick? Get a firm understanding of what motivates the segment that you are reaching with a particular email campaign. Design content that speaks directly to recipients… and you’ll be surprised at the results.What is the next step you want them to take by reading your email? Cluttering your emails with too many links, images, call to actions, and next steps may seem as if you are solving multiple problems at once, but you aren’t helping your reader in any way. An e-mail reader confronted with too many choices will make one fateful choice: Delete.Build a subject line that tells them exactly what they are getting themselves into by opening your email. Cute, clever, catchy is fun, but clear, concise communication is effective at getting emails opened. Remember: People can’t perform the desired action you want them to do if they don’t open your email.The data tells the truth. Scour your email open, click-through data to see how people are responding to your offers. Find the best day and time for your audience to open and respond to your message. Don’t just draft, design, and send your email when it’s ready for production. Look back historically and see when your customers are most likely to take an interest in your messages.
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marketingIO's curator insight, September 19, 2013 9:30 PM

If lead nurturing and triggered emails are a part of your realm, this is a must read. You'll want to use this as guidance for future output.


  • See the article at from www.mpdailyfix.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Joey Wojtanowska from The MarTech Digest
Scoop.it!

How to Use Email Marketing to Engage & Convert Customers - TopRank| #TheMarketingAutomationAlert

How to Use Email Marketing to Engage & Convert Customers - TopRank| #TheMarketingAutomationAlert | Creating exciting and thought-provoking email communications | Scoop.it
Email marketing is one of the most effective marketing tools for many businesses. According to a study by ExactTarget, 77% of consumers prefer to receive

 

Digest...

 

We’ve outlined a handful of tactics you can use to ensure that your messages are designed not only to engage newsletter readers, but also to inspire them to take action.

 

1)      Identify yourself – Your email campaign will fail if you do not tell the recipient who you are and why you are contacting them. Scads of copy has been written on writing a winning subject line, but if your prospect or customer doesn’t recognize you, most email newsletters will go unopened, regardless of the offer.

 

2)      Keep it short and to the point – A precise concise subject line followed by short declarative sentences should keep your readers opening your email and moving them through the copy to your desired outcome. Not surprisingly, Mailer Mailer discovered that short subject lines (4-15 characters) had the highest average open rate (15.8%) last year.

 

3)      Develop trustworthiness – One simple way to achieve this is to identify on your sign-up form exactly what a subscriber can expect and the frequency of your newsletter. Then, regular communication will solidify the bond (assuming you consistently provide value.)

 

4)      Create visual appeal – We’ve all become a lot more visual and consumers’ expectations have risen accordingly. There are any number of excellent email service providers who offer both beautiful templates as well as the ability to customize the HTML to create exactly the look and feel you want.

 

5)      Segment your list – Most likely, your email newsletter will serve more than one purpose. You do not want to cram in educational information with event reminders and end with a postscript inviting them to take a survey. For B2B companies, you want to differentiate between prospects and customers at a minimum because they are at a different stage in the buying cycle; one needs to be nurtured and the other represents a possible up sell.

 

6)      Provide a clear call to action – If you’ve done all of the above, it’s a simple step to “ask for the order.” Whether it’s a simple request to click through to read a blog post, watch a video demo or share on social networks, make the desired action simple and clear. The CTA isn’t always “buy now.”


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marketingIO's curator insight, September 18, 2013 9:55 AM

Email 101 stuff...blocking and tackling.


Liza Viana's curator insight, October 16, 2014 5:25 PM

Don't miss key chances to engage customers in your email marketing...