Probably not the first time you’ve heard that question… and you’ve probably also heard dozens of answers to it as well. “Improve your subject line”, “work on your from name”, “optimize your header”… Sure, these are all tips that can help you boost your opened rates. But an answer most people overlook is to work on the key message above the fold.
Does this sound familiar? You’ve created your campaign, defined your segment, double-checked everything a dozen times … But after hitting that send button — oh hell — you notice a typo in your email. No need to worry. It has happened to the best of us. Email marketing is a one-to-many communication tool from one human or brand to another.
Most companies have their regular newsletter program and occasionally send out other types of email. Other companies back up their newsletter program with regular promo emails, invitations, press releases, contests, … When they add links to their emails, they include a tracking possibility that lets f.i. Google Analytics determine which source it originally came from.
Admittedly, this is not an easy one. It will take quite some digging into your CRM and some extensive talks with sales people. But once you have calculated your Customer Lifetime Value, you’ll truly understand the value of a growing database, the value of an open and the value of a click.
“We need a bigger database”. “Well, let’s set up a contest then…”. Chances are that you’ve heard this conversation in your own company before. Contests are indeed great drivers to grow your database, given that they are treated with caution. Nothing leaves a worse taste in your mouth than a poorly constructed contest.
Summer’s here! This summer mostly has an impact on your email marketing strategy…
Email marketing is a great way to build a relationship and interact with your consumers. Yet the focus lies more on relationship building than on the interaction itself. Email marketers can send emails with content perfectly personalized and tailored to the customer's needs at the right time. Yet, it remains pushed content, aimed at getting them to your website and starting the conversation.
Word-of-mouth marketing or campaigns going viral, aren’t those every marketer’s wet dream? Makes sense, because over the last few years marketing has shifted drastically from push to pull marketing. Today the consumer is in control. And consumers trust each other, rather than taglines on your next billboard. That’s where the opportunities are: a viral campaign is linked to consumers being in control and peer recommendations are based on peer trust. But then again, what is the difference?
What if your contacts could determine the frequency of your email, which content they would like to receive and even on which other channels they want to follow you? Looks tough? Well, in fact it isn't all that hard. All you have to do is set up a web form that allows them to choose their preferred communication type. We know, these forms have been around for a while. But for some reason, they don't seem to really catch on. And that's a pity, because these ‘preference centers’ have an enormous potential.
When we talk about animated GIFs, you’ll probably dream off to the 90s when we were all experimenting with our very first websites. You’ll remember those one page websites that had no content but were filled to the brim with heavy animated GIFs. Need to freshen up your memory? Just have look at this website, we bet you’ll recognize every single animated GIF… Hammer time!
A highly qualified database that grows on a daily basis with a near-zero bounce or unsubscribe rate ... isn’t that every direct marketer’s wet dream? Attaining that is possible, but it requires that you roll up your sleeves and really get down to business.
Up for a little challenge? Think about the worst email ever. Here’s our email marketer‘s nightmare: an email with its text pasted into an image, the font is comic sans in light green on a black background. There are no links and the text is one seemingly endless piece of copy, with just one picture… a stock photo with the vendor’s watermark still on it. Ugh.
If you’re an email marketer, you’ll know how segmentation helps you connect with specific target audiences. It’s a highly effective approach to spark their particular interests. In practice however, things can get a bit tricky.
“Do you think email marketing is sexy?” Most of the times when we pop this question at the beginning of a presentation we see startled faces, fall into an uncomfortable silence or even get plain laughter. We swiftly counter that by saying that it’s not a rhetorical question. That there really is an answer. That’s when the chuckling stops and eyebrows are raised. Well, the answer to this question is as simple as can be. Email marketing has an unsexy image, because frankly: we don’t make it sexy.
Suspect – prospect – lead – customer. Talk to anyone in sales or marketing, and they’ll definitely know this sales process by heart. However, when it comes to communicating with these different types of people, we don’t always get the most out of it.