Imagine for a moment that you’re working on your next email campaign. You want it to be mobile-friendly, so you’ve designed a great-looking email that’s easy to engage with, regardless of whether it’s viewed on a PC or a smartphone:
- Simple, straightforward, and captivating content? Check.
- A beautiful design that looks great on mobile devices of all types and sizes? Check.
- An irresistible and clear call-to-action? Check and check.
You deploy the campaign, and at first, everything goes great. Your subscribers receive your message and are compelled to click the call to action button (you did use a button, right?). But there could be a big problem for anyone viewing your message on a smartphone.
Read More “Mobile Monday: 8 ideas for optimizing campaign landing pages”
What do you do when someone new subscribes to your email list?
If you’re like most organizations, you send them an automated “thanks for subscribing” message and leave it at that. At a bare minimum, you should be doing this, so that new subscribers know you received their request to opt in. However, if this is all you’re doing, you’re missing a great opportunity to start building a strong relationship with your new subscriber right away. We recommend going the extra mile to welcome them to your community of subscribers, whether it’s through a single email or a series of automated messages over a period of days or weeks.
You can use a welcome series to thank your subscriber for joining your list, make them aware of other ways to stay in touch (via your social networks, for example), offer them new subscriber discounts or coupons, incentivize them to tell their friends about you, or all of the above. It doesn’t matter which of these you choose, but it does matter how you execute.
Read More “7 tips for writing great welcome emails”
You’ve probably heard a lot about “joining the conversation” and “building relationships” in the context of social media, but have you considered how these ideas could apply to your email marketing strategy? It might be time to give it some serious thought.
Periodic emails updating your subscribers about what you and/or your organization have going on may no longer be enough to get you the results you want. You need to start engaging your customers and prospects in an ongoing dialogue in order to create lasting relationships.
Read More “How to build great relationships with dialogue marketing”
A few years ago, we here at Net Atlantic looked at our industry, our marketplace, and the array of new technologies rising up to serve them. At the time, it was clear that social media platforms were going to have an effect on email marketing, even though nobody could predict exactly how.
Today, it’s obvious that email marketing is no longer the standalone method for reaching your core audience. It’s one tool in the drawer, and it’s part of a larger array of options for reaching subscribers.
Read More “If you need fresh email marketing ideas, we’ve got them”
When you’re creating an email that’s going to be read on almost any kind of device, from PC to smartphone to iPad, keep in mind that great design is only half of the equation. You could have the most beautiful email on the planet, but if your content isn’t relevant or enjoyable to your readers, it’s ultimately going to fall flat.
Many people use their mobile devices to scan and filter their emails, so in many cases you’ve got just one shot at getting them to open your message. If they don’t like the looks of it, though, or if the content is not all that interesting, they’ll delete it without thinking twice.
Read More “Mobile Monday: Content is (still) king”
Over the last two weeks, we’ve been talking about the first R: Reputation and why it’s important to build a good one (you can check those posts out here and here). Today, we’re going to focus on the next “R”: Relevancy.
You might be sending out well-written, beautifully designed emails every week, but are they resonating with your customers? Are you sending generic, one-size-fits-all emails, or are you segmenting your list and sending specific, relevant messages to each group?
You can probably guess which of the above choices is going to get you the best results.
Read More “One size fits all? Not when it comes to email marketing.”
Email marketing is still one of the most effective channels to nurture prospects due to its low cost, and the willingness of buyers to receive email from companies with whom they already have some kind of relationship. According to DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. The following lead nurturing best practices will help you build relationships with your prospects:
- Get their permission. Before sending marketing messages to your prospects, be sure to ask for their explicit permission, preferably via double opt-in, so they do not see it as unsolicited email or spam. This shows respect by giving your prospects a choice, which will set the tone for relationship building and partnership. The success of your email marketing campaign depends on this more than anything else.
- Automate your lead nurture strategy. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. Drip marketing is a strategy that will help you keep your company fresh in your recipients’ minds until they’re ready to buy. Over time, as prospects respond, you’ll learn more about their needs and interests.
Read More “Win the Attention of Undecided Prospects”
How long have you been using your current email template? Really, think about it. At least try to ballpark it within a few months. And how often do you send email? 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 some day. Suddenly, your morning commute isn’t so boring any more.
Read More “Don’t let Your Email Template Become Stale!”
Today’s content-driven online marketing world makes it essential for organizations (be it commercial or political) to become publishers if you want to compete for the attention of your audience, whether they are customers, prospects or constituents.
If you want to be part of an online conversation and achieve one or more of the following objectives, you must become a publisher:
- Build thought leadership in your industry
- Publish trends and topics that engage your audience
- Drive more quality traffic to your site
- Attract more leads and acquire new customers
- Strengthen the relationship with your readers
- Rank higher in search results
- Produce revenue by charging for advertisements
Read More “Content Marketing: It’s Essential in Today’s Content-Driven World”
Opting out may seem like a small issue if the percentage of customers doing so appears to be trivial, but marketers must understand that the impact of opt-outs is cumulative. It’s not just a moment in time, it compounds with every campaign. When customers opt-out of email, you can no longer market to them; thus, impacting your company significantly in lost sales and profits. And these are the opt-outs you know about. There are also the “silent” opt-outs, those customers who are opting-out by filtering your emails to automatically go into their “junk” folder.
Read More “3 Reasons Customers Opt-Out”