Blog

AuthorColby Cavanaugh
Via: MarTechSeries

As email continues to be one of the most critical communication channels for marketers, it’s important they have the tools in place to evaluate what’s missing from their strategies. The reality is, however, marketers are more strapped than ever for time and resources: In fact, according to our 2017 Industry Report, 64% say they don’t have the time or personnel to do the marketing they would like. As a result, best practices can often slip through the cracks.

As we head into the holiday season—for many, the busiest season of the year—it’s especially imperative for marketers to evaluate what may be missing from their email marketing strategies. By following some of these tips, marketers can quickly get more ROI from their efforts and turn first-time buyers into loyal customers for life.

Get Personal With Timely Automation

Instead of sending generic holiday promos to their entire audience, marketers should set up automated emails to fire off based on their behavior, like product browsing history on their e-commerce site or engagement with certain elements of past mailings. During last year’s Black Friday campaign, for instance, online retailer Lulus included an “Invite Only” section in regular emails leading up to the big event. When someone clicked on the call to action, they were added to an automated workflow specifically centered around Black Friday promotions.

People respond much better to emails that are actually relevant to their needs and interests, so this is an easy way to prevent inbox fatigue and reduce unsubscribes, especially during the busy holiday season. Plus, triggered emails drive 624 percent higher conversion responses for the same number of sends as compared to “batch and blast” emails (BlueShift).

Embrace A/B Testing

A/B testing everything from their call-to-action buttons to their subject lines gives marketers instant insight into what their audience likes and what they don’t like. Maybe the CTA copy just isn’t compelling enough. Maybe the value of the email hasn’t been communicated well enough in their subject line. It’s impossible to know without testing, so marketers must test, test, and test again.

This also might seem obvious, but it’s still worth saying: Marketers should only test a single variable at a time. It might be tempting to test two completely different emails to see what resonates better with an audience, but the only way to learn what changes are actually working is to make them one at a time.

Read More: Holiday Planning Starts Early In Digital Advertising

Think Mobile

It’s always important for marketers to have a solid mobile email strategy, and that importance only increases during the holidays. Over 54% of all email is now opened on mobile devices, and checking email is the #1 activity on smartphones. If marketers don’t optimize their emails for mobile, they’ll lose half their audience when they find out the email doesn’t render correctly on their iPhone or Android.

Marketers should use big, tappable CTA buttons to encourage engagement on mobile and be sure to optimize their landing pages for the small screen, too! They might send the most beautiful, valuable, targeted email ever—but if their landing page isn’t converting because it’s awful to navigate on a smartphone, all the hard work put into that email will be wasted.

Experiment With List Segmentation

Every time recipients invest the time to open an email, they’re expecting a more personal, customized experience. And if they don’t get it, they’re gone: 56% of people unsubscribe from emails due to content that’s no longer relevant to them (Chadwick Martin Bailey). The good news is that when marketers get that subscriber experience right, it leads to major results. Relevant emails drive 18x more revenue than broadcast emails (Juniper Research).

Segmenting by demographics like age and gender is a great start for today’s email marketer. But for those looking for the best results possible, it’s much more effective to segment subscribers by behavior. For example, send recipients targeted messages based on their purchase history and see conversion rates skyrocket: 81% of US online shoppers are more likely to make purchases as a result of emails based on previous shopping behaviors and preferences (Harris Interactive).

Email is hard, but having a retail readiness checklist in place will surely help retail marketers evaluate what’s missing from their strategies in order to build email campaigns that drive remarkable, engaging experiences in the inbox and beyond.

Call-to-action-templates

Want to earn money for your business? Want to generate leads for your sales team? Want to accelerate sales for your online store? Want to do anything for your business that actually matters?

Well then you need calls-to-action. Without them, we wouldn’t be converting our website visitors or social media fans into actual leads for our sales team. Without them, we wouldn’t be calling on our audience to take any action in their lifecycle that actually benefits them or the growth of your business.

Download your 50 free call-to-action templates in PowerPoint here.

But just because they’re important doesn’t mean we all have a professional designer at our disposal — whether due to budget limitations, resource restrictions, or just lack of design skills. That’s why we created 50 free call-to-action (CTA) templates in PowerPoint for you to customize and use. The template will teach you how to customize your new CTAs effectively, so don’t let fear of DIY design stop you.

This post will give you a sneak peek into a large set of designs available in the template. Download it now and follow along.

Landing page examples and best practice advice

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Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion of leads when using inbound marketing techniques like SEO, AdWords and social media to drive visitors to a site.

So this prompts the question, which factors make for the most effective landing page? Is a ‘Perfect Landing Page’ possible? This post gives a summary of my top 12 tips and places to look to find more examples.

Salesforce.com – an example of the evolution of the Perfect Landing Page?

To illustrate these tips, I’m going to use an example I’ve used in training many years – it’s the B2B Salesforce.com lead generation page for its CRM service targeting searchers who are looking for CRM systems.

The Salesforce.com landing pages illustrate many good practices. I’ve marked up what I see as good about this format. It’s maybe not perfect, but much better than most! Let me know what you don’t like about it! Or how things differ for consumer sites! This is the original ‘classic’ landing page example that I used to use in training. It shows many good practices, but has one big problem.

 

Social and digital marketing have hit their stride — and now that everyone is back from winter break and settling in to the new year, it’s time to review the lessons learned from last year, and look forward to what’s needed for your company to shine in 2017. From the evolving world of artificial intelligence to expectations of instant communications, Stacy DeBroff, CEO and founder of Influence-Central, shares her take on the social and digital marketing horizon, based on her research and work with over 350 national brands last year.

Digital Marketing Trends 2017 (Image: Shutterstock)

 

1. New Products Roll in From the Brand Revolution

“As consumers – via social media – we all have a seat at the marketing table —by sharing our needs and priorities through direct feedback and our purchasing choices. We’ve seen the impact of the ‘brand revolution’ on key consumer-facing industries,” DeBroff says. “In the coming year, brands will become even more attuned to the needs and priorities of the consumer, and increasingly shape their product offerings around the latest lifestyle trends.”

2. A.I. Solutions Point to a Brave New World

2017 will be the year when we will look more to artificial intelligence to lend a helping hand. “This current trend with start-up brands, as well as data analytics, identifies applicable A.I. solutions as a way for consumers to navigate in an increasingly complex world,” DeBroff notes. “From advanced electronics applications, to pinpoint analytics that predict consumer needs as they arise, A.I. is on the way, in a big way.”