Most People Aren’t Willing To Evolve Email Marketing, But You Should

Magic!

Yup! We are all aware of those popular social media channels like Facebook, Twitter, Instagram, Snapchat, Pinterest and so on. And on …

We all know, and might have used, new age communication tools like Slack, Messenger, Hangouts and Skype.

All these NEW tools are enough to make people feel like email is outdated, ancient and unnecessary. It’s only there for people who have yet to move on to the more modern and savvy way of communications.

We hate to be the one bursting your bubble, *pop!*, but that isn’t simply true. (#EmailAllTheWay)

We have said it time and time again. Email is the digital glue. It provides the cohesion between all other online channels.

“Emails are sticky, they cut through, and when customers open and read them, it demonstrates that they are active, interested and want to be engaged with your company.”

Guy Hanson, Return Path

There’s a certain simplicity and clarity with how email works.

If you take a look at your own email inbox, you’ll see newsletters, promotions and social messages and probably still the emails from companies you have dealt with about the current changes in lieu of EU’S General Data Protection Regulation (GDPR).

LOL! There was a heap of those, aye? Anyhoo …

Email is not going anywhere and it is crucial for businesses to understand the importance of emailing with purpose. The other channels like might look like they offer useful direct communication, but it is not the same as the personalised outbound comms email marketing provides. Email is still the King of Konversion. #hattip #nevillemedhora

Measuring your customer’s engagement is a pretty straightforward task when you have all the data email provides and can integrate with. In the first place though it could come down to open rates, people clicking links (CTR) and rates of people who are not engaged (haven’t opened or clicked for some time, unsubscribes and spam reports) and these are fairly easy to measure.

But, you have to remember, you can’t just “build it and send it”. There are many components that play a part in a successful email campaign and one of them is having a plan. #emailwithpurpose

Studies show that an email with a clear objective will do really well. This can be achieved by utilising the emails Subject Line, content, Call-To-Action Buttons and Links and the email layout. One clear way to ensure that your emails are getting through your subscribers is personalisation. Always remember to personalise your emails. It’s the one sure way to get your readers clicking and reading and clicking through. There are various ways to personalise emails apart from Hi %%FIRST NAME%%. Try them out.

Also, keep in mind these factors that come into play with how your list interacts with you.

  1. The level of trust between sender and consumer
  2. Relevant offers and content
  3. WIIFM to open this – value exchange for their time
  4. Not aligning with what else is happening in the company (e.g. poor customer experience, negative press, etc)

This is why higher levels of consent, for example GDPR, can actually work for email marketers in the long run. With stricter consent, you’re building a higher level of trust between yourself, the brand, and the customer. This will mean higher value data which in turn allows email marketers to deliver better emails – which leads to higher levels of engagement and greater ROI. #winning

So can we easily dismiss email because it’s not a shiny new thing?

No, absolutely not.

Taking it out of the mix is not the smartest decision. Remember that email is the digital glue with a whole lot of potential when it is utilised properly. Every business should have email in their marketing and communication plan – not as an afterthought, but a centerpiece of its communication strategy.

The secrets to building a database

Your database can potentially be very lucrative, as email offers a higher ROI than any other form of digital marketing.

If you are not actively building a database, you’re missing out on the best way to generate digital conversions, increase ROI, and create a meaningful communication channel with your prospective and current customers.

Use colour to distinguish your signup box:

Is your email signup distinguished from the rest of your site? If you answered no, something needs to change.

Distinguish your email sign up form using colour. In a study conducted by Visual Website Optimizer, they found that by having a red button with white text as the signup box, there were 5% more conversions. Something as simple as changing the colours attracts the attention of potential viewers, giving you the opportunity to achieve more conversions.

Using red as a primary colour for your email sign up box will demand attention, as it is the most emotive of all the colours.

Using orange also demands attention, as Unbounce declared that orange is the future of all call to action buttons.

Be bold with your choices when using signup boxes as this is your opportunity to capture a viewer’s attention, turn them into a potential customer, and convert them through email.

(Here’s our one)

Include a signup method on every page:

Give the website visitor every chance to sign up to receive your email. Add a link on every page, and make it visible to the viewer. This doesn’t need to be a large pop-up window on every landing page, but could be a button in the dashboard, a signup form in the sidebar, or a signup box in the footnote of the page.

By inviting the visitor to join at different steps of the way you have a much greater chance for them to sign up and of turning them into prospective customers.

This helps to link your website viewers journey, as there will be an underlying link between all of the pages.

However, it isn’t wise to have a large signup form on every page, as it may distract from the message you are trying to create with your content and get in the way of your immaculately prepared content.

(The footer of a website giving the opportunity for viewers to again sign up)

Integrated Marketing Communication:

It’s important that you integrate your goal of creating a larger email mailing list throughout all of your communication channels. This includes your website, your social, and any other digital communications.

Allow for email signups to take place through your Facebook, as this may be where your customers are most engaged and willing to sign up to your database. Add a button at the top of your Facebook, and produce content that will lead to a signup.

This also lets the viewer know that you have other aspects of the digital presence, and may lead them to checking out your ecommerce store as it gives your brand an air of professionalism as the digital presence is well constructed.

Social media can also be a great way to promote specials and content that will be featured in your newsletters and emails, as you can link the viewer to the email signup form.

Although this shouldn’t be the primary use for your social media, it is a great way to capture those who are interested, and turn them into prospective customers.

(Our Facebook gives the opportunity to email us, and sign up to the Spike newsletter)

Add a descriptive and compelling call to action:

Without a compelling call to action, your goal to build a larger mailing list will fail. The call to action will be the last line of communication between you and the consumer; so sell them. It is imperative that you have something that can offer to the viewer that can help to sell them on why they should receive emails from your business.

There are different forms of call to action that you can implement on your email signup forms. Here are some examples:

  • Giving a coupon in exchange for a signup, i.e.
  • “Sign up to receive 10% off your next order”,
  • “Sign up to receive free shipping on your first order”
  • Offer a “free” issue of your monthly newsletter, reminding them of what they will be receiving. I.e. “Sign up to receive your first issue of (monthly newsletter name) for free”
  • Explain exactly what they will receive from signing up. If you are producing quality content, that will interest the consumer as they will opt to want your regular emails.

Make the consumer feel as if they are joining a club. I.e. “Enter your email to join the exclusive club of members….”. Better yet, make the consumer feel as if they are getting this exclusive membership for free!

Also, make the consumer feel safe in the fact that you will not send them spam. Form anxiety is a real thing, and many consumers avoid filling out forms and giving away their personal details because of this.

(An example of a bad CTA, the subscriber does not know what they will receive from signing up)

Content is king:

Give teasers of your content on your various social media channels. This will help reach your followers and give them a reason sign up to receive more of your content. If you put your more interesting and compelling content as a teaser with a call to action at the bottom, it will engage your followers in a way that will turn them into prospective customers.

This will help build an interest in your monthly newsletters, and will allow for you to create a communication channel between you and your valued customer.

With features with Facebook and LinkedIn, you can format your content to make it seem native and organic to the medium. With this, you can link an email signup form and allow people to receive more of your content via email.

Or, you could get in touch with us here at Spike. 

With our in house built software, we can build your database and create conversions using the most efficient form of digital communications.

Contact us at 09 820 9860

Ask Spike: Should you resend an email?

How powerful is resending an email? Do resends work?

As an email marketing company, we should know, right? Well, we do and yes they do work. (Hurrah!)

How?

First of all re-sends are a fraction of the cost of sending an email as they require minimal building time (bonus!) Second, they are a great way to improve your database’s knowledge and reach those who may have missed receiving or viewing the first send.

Here is a recent example of an email we sent for a client:

The first email we sent had an acceptable open rate (25.96%) and click through rate (4.94%).

We set up the next resend with the same content with these changes

  1. Changing the subject line and pre header
  2. Sending to those that did not open the first email
  3. Adjusting the resend time

A couple of days later we sent out another resend with the 3 changes above. As expected we had a lower open rate of 10.60% but had an astounding click through rate of 5.81% – a much higher rate than the first email we sent out!

So yes, resending emails does work!

4 Simple Ways to Integrate Automation Into Your Email Marketing

1: Abandon cart emails

These emails are simple to set up but will have a major effect on keeping you top of mind and converting prospective customers. Abandon cart emails are set up as a trigger to respond to anyone that leaves items in the cart on your web-store. It’s important to have this going, as people forget that they want your stuff.

#protip: Stand out by using your own copy and images. Don’t just copy and paste the standard template.

2: Welcome email campaign

This is so simple, that so many companies forget about it! Make sure people feel welcomed when they sign up to your list. Sending them an information booklet, an offer code, or even simply a hello – will allow you begin communicating with your prospective customer. By sending this email, you’re ensuring the expectations for future email marketing from you are set.

#protip: Modify the standard templates and for your tone of voice think about the best shop assistant you’ve ever met, what did they say that made you feel so awesome you told your friends.

3: Re-engagement campaigns

Re-engagement campaigns are perfect for ensuring that people who are likely to unsubscribe are integrated back into communications. If you ensure that there is an automation set up that captures people just before they leave, you’ll have a more fulfilled, healthy, and clean database that performs better and buys more.

Re-engagement campaigns are triggered after a member of your database does not open/interact with your emails after a certain amount of time. An email will then be sent out to that customer which will give them an offer code/special deal. If they then do not interact, they will be removed from the database – leaving it clean.

#protip: Whiteboard this so you have the workflow sense tested, then, test it.

4: Customer journey

You can map out a new customer’s entire journey through email marketing, meaning they will be more likely to return as a customer. If you have, say, a 6 step email marketing automation that leads right up to the point when the customer should be likely to purchase again, it’s a great opportunity to keep them as a customer. This will also keep them engaged in a way that won’t be annoying and will keep them interested.

#protip: Whiteboard these and keep them in front of you then ask for customer feedback. That will be the quickest way to have a successful workflow.

Bonus: I’d recommend not making the emails about sales.

Make them about the consumer, what do they find interesting, what could they find helpful after their last purchase. Take note of how long before your customers are likely to purchase again and ensure that they receive a call-to-action to return.

#protip: We’ve changed our Spike News https://spike.co.nz from about us to about our customers. The engagement more than doubled, which was nice, but the feedback we receive weekly is awesome! People like it. That’s the feedback you want too.

The Top Four Email Marketing Strategies

Gone are the days where sending monthly newsletters are enough to stay top of mind with your database. Gone are the days where you can only offer deals within your emails.

And, gone are the days where you can send email without a proper strategy.

Every email campaign needs to be a part of a strategy, do you have yours sorted?

In this article I’ll be taking through my top four email marketing strategies.

4: Email automation cycle

Email automation cycles are a super effective way to reach and communicate with your targeted segments. You are able to put different segments in the cycle, analyse their behaviour, and make changes that work for each segment.

An email automation cycle consists of sending a set number of emails to a subscriber after they’ve triggered an action. This action could be the purchase of a product, a click on a certain advertisement, or a sign up to the database.

By setting up an email automation cycle, you are removing the labour from sending an effective campaign that would bring sales.

An example of an automated email cycle:

A prospective customer comes to your website and downloads a PDF about a service/product of yours, entering their email address to download. A scheduled email series would then be sent to that prospective customer regarding the product that they showed interest in.

You could have an automated cycle set up for when a prospective customer doesn’t open their emails for set number of days. Or, you could use an automated email cycle to upsell after a sale.

Email automation cycles are a great way to act on a consumer’s action. But, if done wrong it could annoy your prospective customer into unsubscribing.

3: Anti sales strategy

The non-sales approach email consists of sending emails that aren’t selling anything. This email could include things from within the office that were interesting or things from around the web that you’ve found interesting.

At Spike, we’ve changed up our ‘Spike News” to reflect this strategy. Each Sunday evening we send out our digest of the interesting articles and posts we’ve seen throughout the week. We also add a book/movie recommendation from within the office and put together a Spotify playlist of all the tunes we’ve been listening to.

Our weekly is getting great results, boasting over a 20% click through rate – which is pretty awesome. (You can sign up here https://spike.co.nz, just scroll down the page a little and you’ll see)

2: Text only emails

Sending text only emails is a recent trends coming out of the tech industry in San Francisco. A text only email is a great way to communicate with your database on a personal level. With text only emails, it appears as if you’re sending personal email the the client. This works as it looks as if they’re receiving a personalised email from the CEO of a company, which will lead to an element of trust.

By sending text only emails, you are breaking up the noise within a prospective customer’s inbox.

Beware: If you rely on sending plain text emails too much, it may create an perspective of unprofessionalism. You can’t only use text only emails, but they’re a great way to break up the noise.

1: Dynamic email campaigns

Sending a dynamic email campaign is technically advanced, and you may not be able to pull this one off alone. But, dynamic email marketing is the future of email marketing. You can track buyer behaviour to an individual level and offer personalised deals on items and service offers that will have a much higher likelihood to convert.

Dynamic email uses algorithmic software that identifies what your prospective customer will be likely to purchase and it will send it to them via email.

This advanced strategy will allow you to compete with the likes of Amazon in your email marketing.

Bonus: Welcome emails.

A well thought out welcome campaign can do two things.

1. Act as a double opt in to help with inbox placement because a quick response (click here or reply) help that a lot.

2. Be an awesome introduction to the best things about you, your product or service while they wait for your next regular email marketing coms.

Boom! Top 4(+1)! I always like thinking about subjects like these to figure out what strategy i working best and I hope you’ll put them to good use soon.