The goal of subject lines is to encourage readers to open your email and take action. For this reason the subject line is one of the most important components of successful promotional emails and newsletters.
Consistently coming up with subject lines that are engaging can be tough. But you don’t need a creative mind to build the perfect subject line. You can get inspiration by monitoring your own inbox and assessing newsletters and promotions that others send to you. More than likely you’re marketed to nearly every day. Take notice of the emails you’re personally opening and why. You can save a lot of time by learning from others. No need to reinvent the wheel! Many of the companies sending you marketing emails have already tested their own subject lines and you can learn from their research.
Read More “The Power of a Good Subject Line: Monitor Your Own Inbox for Inspiration”
Customer intelligence and behavioral profiling for a more focused email marketing campaign
Last week I discussed tapping into rich subscriber data to deliver a unique customer experience. Grouping customers into one catch-all segment no longer works. A highly targeted email marketing strategy means a higher campaign conversion rate.
When it comes to their online marketing strategies, marketers must increasingly rely on technology to deliver more relevant messages to the right person at the right time.
Read More “Moving Beyond Segmentation”
With any advertising approach that involves a mailing strategy, campaign testing is a vital component in getting the best return results with the resources you have available. Direct mailing has been the foundation of companies’ marketing strategies for generations, and still remains a dependable and reliable source of getting your message sent straight to the mailboxes of your customers. However with the expansion of the ever popular social media methods, DM is often the first thing to be eliminated. Because of this, it is important to adapt and expand your methods and focus on email marketing and the right type of campaign testing to prove that the physical piece alongside online mailing is still bringing in returns.
Read More “Testing the Waters of Email Marketing”
I am sure, like me, your summer officially begins right about the time your burger (or grilled entree of choice) hits the grill on Memorial Day weekend. This means more time out of the office for you and well most of your consumers if you are a B2B marketer. With more people out of the office and less people to see your email campaigns when they hit your subscriber’s inboxes, here are some things you can do this summer to heat up your email marketing.
Make It Easy to Read on the Beach
Since people will be reading their emails while on the go or away from the office, they are more likely to be viewing their emails from a mobile device. Test your emails for readability on mobile screens before sending them.
Read More “Heat Up Your B2B Email Campaigns This Summer”
Email marketers often see their results slipping–fewer opens, a lower click-through rate and a dropping conversion rate–and panic. That’s understandable when the bottom line is at stake, but panicking won’t help you figure out what’s wrong with your email marketing strategy or how you can fix it. The only thing that can help is to test, test, test … and then test some more!
Remember that all 10 things to test below are meant to be tested over time. Don’t try to test too many things at once or too quickly, as you’re results likely won’t be accurate. Here are the main parts of your email marketing to focus on when you decide something needs to change:
Read More “Top 10 Things to Test to Boost Email Marketing Results”
How long have you been using your current email marketing template? Really, think about it. Try to ballpark it within a few months. And how often do you send email? Okay, let’s say your template is a ripe two years old and you send once a week. That’s over a hundred messages your subscribers have received that look exactly the same. Don’t get me wrong, I’m sure your email template looks just fine…but think of your poor subscribers! Every week, it’s the same old thing. It might start to get mundane after a while.
Think of your morning commute. Boring, right? But what if, one day, somebody planted a beautiful tree on the side of the road? Wouldn’t that be great? It’s always been the same mind-numbing commute, but now you have that tree to look forward to every day! Sure, the tree will get boring eventually, but what if someone planted some flowers by it? Then maybe they’ll build a nice fence around their little garden…and who knows? They might even paint the fence a different color someday. Suddenly, your morning commute isn’t so boring any more.
Read More “Plant a Tree, Watch it Grow”
As the countdown begins for the 2012 Presidential Election, both candidates Romney and Obama have plenty to think about while they plan out their election campaign strategy. A sluggish U.S economy where job growth has stalled, troubles looming in Europe that threaten to produce another sovereign debt crisis, and subtle hints that emerging markets might not be able to sustain global growth are some of the main concerns that the presidential candidates will have to convince the American public they can solve.
Read More “Four ways Email Marketing Will Make or Break the 2012 Presidential Election”
In my former role as an email marketing manager, I was in charge of publishing a daily email newsletter to more than 200,000 readers. When I started in the job, we were publishing about three times per week, but over the years increased that to mailing nearly every day. Most of our readers were happy to have more content from us, but some felt overwhelmed by the amount of and frequency of the information coming in our email newsletter.
After noticing a drop in retention rates, we decided to create a special weekend edition of the newsletter with a special format and its own opt-in. I authored the issue, writing a topical, timely column each week In addition to the section that I wrote, the newsletter included several special features that only occurred in that issue on the weekend. Over time, readers realized the value of the weekend edition and it eventually became the issue with the highest number of subscribers, highest open rate and highest conversion rate of any that we sent all week.
Read More “Increase Retention, Engagement and Sales with a Special Edition”
Seeing your email list grow is a great feeling. You’ve put in hard work to get quality leads and now they’ll stick around and buy your products or services, right? Not necessarily!
Once you’ve got a captive audience, you need to make them want to stay on your email marketing list. A great way to do that is to create a multi-part gauntlet welcome series to help new leads familiarize themselves with your company and to set expectations for future communications.
Every business is different and depending on how often you send emails, you might do a one-part series or a five-part series… or something in between! Regardless of how many emails your gauntlet encompasses, there are some problems you may encounter and some solutions that will help make it successful.
Read More “Create a Gauntlet Welcome Series to Retain New Leads”
Just because you are a small business doesn’t mean you lack the resources to integrate email campaign tactics that are deployed by large organizations into your marketing strategy. Email service providers are now making it easier for companies to automate their emails and implement nurturing campaigns, despite having a one person marketing team. All it takes is a little time and patience to outline a strategy, set your campaigns and analyze your results.
It is understandable that small businesses are overwhelmed with the amount of features that are now available to email marketers. It is easy to feel like you don’t have the time to log into your system and build out a lifecycle campaign that will engage your audience for the next 6 months to a year. Heck, you can hardly find time to pay your vendors and follow up with your customers. But think of the extra staff you can hire after your email campaigns get a 600% lift in performance.
It is time to stop making excuses and dedicate time to your email marketing campaigns. Implement these steps into your email marketing and it will start to reach its potential ROI.
Read More “Tips to Send Email Campaigns Like One of the Big Guys”