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Business, Online Marketing Tips

The Digital marketing has currently seen a dramatic transformation over the past years, and there is currently a common misconception the email marketing that it is not as effective as it used to be then. Some have a believe that the modern email marketing recipients, inundated with spam and low-value content, also ignore their messages more often than they manage to open them. While the spam bothers majority of email users, the reality still remains that email is still the most powerful form of digital marketing.

Best Email Marketing Service Providers

Social media surely arguably the most influential innovation in the recent years, and has got billions of people all over the all wide world logged into at least one of these social media platform every day. The surge that the social media make use of has encouraged businesses to start establishing the presences on these sites to engage with their customers and their potential customers in some more meaningful ways. Social media marketing can be indeed and has been tremendously very successful for some companies, but it is a mistake to start believing that it is the best avenue for you to reach your customer base.

Email Marketing – Which is The King of Marketing Channel

Findings from the Statista indicate that there are almost four billion email users in the world today. Campaign Monitor research also reported that about 72% of people would rather receive their marketing materials from brands via their email while only 17% are reported they would prefer that same content through the social media. 39% are reported that they still prefer email content that is rich in information and rich in value rather than promotional.

THE SOCIAL MEDIA ENCOURAGES MORE RELAXED INTERACTIONS. Many users today enjoy browsing photos, browsing videos, and other content from their friends and family while others make use of it to keep track of the latest news. Social media mainly encourages exploration, the clicking through of stories and the comments and participating in conversations. Most of the users generally consider promotional materials to be interruptive or to be annoying during social media sessions.

The only metric in which the social media marketing can outperforms email is the sharing. Social media hinges on making the connections and the spreadings of content via multiple feeds, thus reaching more and more potential conversion. While the average person is likely more to share content through their social media than to start forwarding a marketing email, the value the person receives from an email marketing message will possibly outshine the social media engagement with a brand.

Email Marketing Trends

Findings from the OptinMonster studies has reported that 58% of people check their email first during any time of the day before anything else, including social media profiles and their app notifications.

The People that do check their email before checking any other digital communication outlook are thought to be generally more goal-oriented than the people who just look to social media before anything else. They want to get the best deals, best promotions, and information that is available. 91% of consumers surveyed reported that they check their email at least once in a day.

Facebook photo post

Generally speaking, the photo posts gets much higher engagement than the text posts. An eye-catching photo (or illustration or infographic, any of it) is a great way for you to catch the the attention of your potential customer that is just scrolling through their news feed.

Particularly for the product focused businesses, the photos that are showing the goods in action can be very effective. For instance, carb lovers, might be stopped in their tracks as they scroll through by these photos of The Soap Dispensary’s bread baskets featuring the yummy sourdough loaves. Wow! Breathtaking!

And you really do not need to worry if you are not a professional photographer or you are selling something difficult to capture in an image: the stock photos are here to help save the day. (In fact, here we have 25 free stock photo sites that you can check out! Just make sure that you fully understand the basics of image copyright before you can start posting.)

Facebook Video Post

To count, Video posts gets even higher engagement rates than that of photo posts. Whether it is for a short and sweet video announcement or even a longer video, artfully shot video that comes with narrative, video can be very compelling.

The Vox posts its “explainer videos” right into its feed so that users can be soaked up all in the intel right there on the Facebook, and they can easily comment, and react or even repost to their feeds.

On the Facebook, you will discover that video plays automatically in the news feed, so you are all but guaranteed to catch your users’ attention. This is the perfect trap!

Facebook Live video post

If pre-recorded videos are not your kind of thing, you can try dabbling with Live.

The Facebook Live video is simply a live streamed broadcast, that is right on your Facebook Page. This medium is very popular in spring 2020, the Facebook Live viewership had an increase by 50%.

The Live video is an intimate, and an authentic way that you can connect with followers. These broadcasts can also be used for Q&As, for behind the scenes tours, for product demos and lots more.

Linked Content Post (aka link posts)

A link post is a post that is able to share a URL with your followers. You just need to paste a link into the composition box, and then a preview of the website will be automatically previewed.

It is possible for you to share a link to your website, but you could share content also from other sources, example like an interesting think piece maybe about your industry. Whatever the content is, you should make sure to add a few words of your own to your post before you tap on the Publish, doing this will give your readers some context or a takeaway.

One more thing you should keep in mind: link posts gets more engagement than the plain text posts, but considerably the engagement it gets is less than photos or videos.

Facebook Stories

Just like that of the Instagram Stories, Facebook Stories are just photo or a short video posts in a vertical format that will disappear after 24 hours. The maximum for Photos to appear is just five seconds, and for videos it can be up to 20 seconds long.

The Facebook Stories lives at the top of your News Feed — which means that they are immune to the Facebook algorithm. This might be the why more than half a billion people view the Facebook Stories every day.

This Story from the 60 Second Docs, for an instance, is here today, and gone tomorrow but of a certain gives us an intriguing “sneak peek” of the content they present in the meantime.

Pinned post

A pinned post is said to be any regular Facebook post that stays put and doesn’t go at the top of your Page. This ensures that the first thing people view when they visit your Page.

Once you have created the post itself, whether it is a text post, a poll or a video post you just have to tap on the three dots located on the right hand corner. You will see the option to “pin post.” You can tell or give the time rate when a post is pinned because it say “Pinned post” right above it.

Domestika pinned post

You can make use of this feature to make sure that important news or great content do not get lost in the shuffle. It is your chance now to show your potential followers exactly why they should like your Page.

You can also change your Pinned post whenever you will like.

Facebook Watch Party

The Watch Parties are a way that you can screen a public video on your Facebook in real time, so you and your Fans and your Followers can experience it together.

This is a great method to build a buzz for your new product launch, or a world premiere of a new music video, by you making a standard video into an event.

This tips should be good enough for you!

If you are a brand and you are hoping to thrive on the social media, for you to master Facebook marketing is going to be key.

It is recorded that more than 2.8 billion people use the Facebook platform every single month. That is a huge potential eyeballs on your business.

Because here is the real thing about Facebook: while you may be thinking that it is just a place where your uncle can leave cryptic comments on the vacation picture you post, it is also a place for audiences to connect with their businesses both big and small.

In fact, two thirds of the Facebook users was reported visiting a local business Facebook Page at least once in a week.
That is right: the people are really looking for you! But if you are going to tap into this audience, you can not just rely on your luck. A good Facebook marketing strategy is very essential. You will have to keep your eyes on the prize.

Are you prepared to master the fine art of your Facebook marketing? Here are the things you need to know.

If you are working with a budget that is limited, here are some good news: for you to set up a Facebook Page for your business is totally free.

Then, once you have successful created your Page, you can now use it to create the content, you can share your contact information, share your link to your website, also you can build a product catalog and communicate with your customers. It’s all for free.

If you have some cash to spare, there is the option to use the paid marketing strategies like the Facebook ads and the sponsored posts from your Facebook Business Page, too.

Here is how:

1. Head straight to facebook.com/pages/create (Note: you will need to have logged in to your personal account for you to get started, but don’t worry: your personal information won’t appear on your Business Page.)

2. Now select your page type: Business/brand or the Community/public figure

3. You’ll have to enter your business details.

4. Next, upload your profile and your cover photos. Make sure that you are using the optimum image sizes for Facebook so they look at their best.

5. Tap on the Edit Page Info: here, you can start filling your description, your contact information and any other relevant details like the operating hours.

6. Tap on Create Page @Username to make your vanity URL. It can take up to 50 characters long and it will help people find you easily on Facebook.

7. Tap on the Add a Button that is located under your cover photo to set up a call to action like the “Shop” or “Contact Us.”

8. You can congratulate yourself: Cos you just launched a Facebook Business Page into the world! And you know what? she’s beautiful!

Types of Facebook posts

Now that you have got a Facebook Business Page that you can call your own… it is now time to create some content.

On your Facebook, you can begin to create different kinds of posts. Each of these have their benefits and can also spark engagement in different ways. Be aware that your brand’s social media strategy and the set goals will likely impact the style of posts you will be making.

They are direct and straight to the point, but if you are setting goals to drive traffic to your website or to directly convert a lead to a sale, text posts are not a great option to choose. The social network’s algorithm also is not too fond of these kind of posts, and they usually do not get much reach in their news feed.

What the text posts are basically good for, however, is to spark conversation. Make use of a text post to ask a question or to call for feedback.

The Text posts can also be use for sharing important information to your audience that they are seeking out on your page, like “ticket availability” or “opening hours.“

One of the bugbears for eCommerce operators is facing the problem of abandoned baskets. People will visit the site, they’ll add a product to the basket and when it is time for them to checkout and pay, they will simply abandon it.

You are now left in the dark wondering why the client did so and what you are the possibly ways to reduce this or to win the shoppers back with an email. Do not just allow them to go. Make an effort.

Statistics say it all

You will find out that 24% of shoppers will abandon the carts simply because of some the navigational hurdles or just because they are not yet ready to buy.

It was recorded that each year about $4.6 trillion worth of products were related to the abandoned carts. It is worth it for you to do a follow up with an email because technically about 28% of revenues arise from the abandoned cart emails that were re-targeted and also convinced to buy. Make no mistake. They are very effective. You can adopt these best practices for your emails to win back shoppers.

Personalized Automatic Notifications

What happens in the best eCommerce platform operations is this, everything in the platform is automated, from the acknowledging an order to the shipping to the sending out an automatic notification about an abandoned cart. The automated and the sterile email does not help. Instead, you could just take the trouble to start crafting a variety of personalized emails that will show concern for your shopper and you have to include a phone number and also questions to know why they have abandoned the cart and also what you can do to help.

Before you do this, you need to act instantly or rather, you need to be more precise, you should automate your system so that when a shopper abandons the cart and the shopper does not proceed with checkout and pay your site automatically shows a popup with a messages like this…”You are not thinking of going away are you? Please let us know and we can help you resolve the issue so you can proceed still with purchase.”

Thereafter, you need to make sure you have an email sent out within the half of an hour or an hour at the most. The shopper may still be on the site and may not have made any purchase yet. You still have a good chance of winning the shopper back.

You’ll need to follow this up with two more emails within the next 8 to 10 hours, possibly you can incorporate some reason for urgency for the shopper so the shopper can complete the transaction and offer a reward with a call to action NOW. At this junction the customers may want to call and talk on the phone to get an immediate answer. Be ready and available.

Emotive appeal: This is something like telling the shopper how much you value the shopper and how it would sadden you if they lose the order so if they can please revisit the basket and go through.

A shopper may just choose to leave a cart pending because something else just came up. In this case just a gentle nudge may pull the trick and tip them over. You could simply email them with contents that are talking about the product and surely that the buyer placed them in the cart because it was needful?
You can make use of the psychological need trick of impressing upon the buyer telling them that the quantity of items in stock is low and if they do not grab it, someone else will grab it.

Subtly remind the shopper that he/she could be missing a great opportunity by stating just how many people patronized and have bought the same item during the last 24 hours. And you can also include a few testimonials from your users to show people just how proud and happy they are to have bought that thing.

Don’t use a sign off with something like BigCart Team. Instead, you should add a human touch like you can start the letter by simply introducing yourself, giving your phone number, and then you sign off with your name.

An estimation of about 80% of businesses make use email as their primary communication tool, especially when it comes to external communications. Over the past year, virtually every sector, has found themselves being forced to start making changes and also implement different new technologies in order to adapt to the effects of the current pandemic. And in a response to the recent shift to digital, how companies select the implementation and use of email marketing has become even much more essential to drive revenue.

Yet, despite having the knowledge that the effective email marketing is critical to driving significant value for their business, marketing leaders are still not in touch, with many not having the feeling or the need to understand the details of the email marketing program.

In fact, in a recent study that was carried out from SparkPost nearly half of the marketing leaders (like about 44%) that were interviewed and admitted that their organisation has not yet developed a way that they can estimate the value of an email address. This lack of interest by this set leadership in understanding of the effectiveness of email shows a true disconnection between email practitioners and the organisations that they work for. While there can be countless numbers of reasons for hiccups in the communication at companies, in the case of the email marketing it looks like the fundamental gap in understanding have to start at the data level, from management to the measurement. Marketing leaders must start taking a more active approach to understanding email data so that they can be a better understanding for the needs and also empower those who lead their email programs.

The Data Dilemma

The Data is one of the greatest assets of email marketing, and by the same token that is laid is the foundation for some of the email marketers greatest challenges also. In the SparkPost’s aforementioned study we checked, 46% of practitioners viewed and confirmed data management as their leading issue, specifically the email deliverability (38%). The overwhelming amount of data that is associated with the email marketing it can be a bit hard to make sense and therefore communicate out to the leaders and the key stakeholders that are in marketing departments and beyond. The Dashboards and the reporting tools make it pretty easier for email practitioners to showcase their wins and their concerns to leadership.

No One Size Fits All Approach

It would have been easy trying to suggest an easy fix solution to this email marketing misunderstanding that so many organisations are facing. But, the fact is that, before any real solutions can be put into place the Marketing leaders must be the ones to take the first step in picking interest in email marketing. More than this, in light of the mentioned reasons in this article as well as the on going COVID-19 crisis, leaders must have to view their email marketing teams with an empathetic glass that gives accounts for the burnout they might at the long run feel from doing a little common misunderstood job during one of the moment that was very critical in history. From there, the leaders should adhere to more active role in their understanding of email data management and the measurement.

The disconnect between the email teams and the marketing leaders is one that can be only broached with absolute care, understanding and giving a commitment to the importance of data.

There are 3 key areas that you can expect the innovators of the marketing space to seriously push forward in the coming years, while the more mainstream adopters will be trailing a bit behind.

1. From the Warehouse First Marketing Approach to the Streaming

While the mainstream adopters has just begin to turn the corner, adapting and also having the believe in the warehouse first approach to data and also the marketing, expect innovators to begin to make use more of streaming and the one to one, the data driven methods of communication with their customers.

Although the idea behind the warehouse first approach may seem like the latest craze, many of the leading organisations have been adopting these type of marketing efforts over the last 5 years. The Snowflake’s record breaking IPO does not happen in a world where a “warehouse first” approach is some overnight sensation or a passing fad. The Snowflake’s massive opening is indicative and is not only of the current popularity, but also of the progress brands have been making in consolidating data for quite some time now.

As larger institutions in the banking, the finance, and healthcare starts to adopt many of these ideas and centralise to a performant data warehouse, industry innovators are now beginning to view the friction in the application that approach to all their workflows and are now seeking to become more stream first than the warehouse first.

The rise of Databricks is a good indication also that is built on top of the Apache Spark streaming platform, the product can be viewed almost as a transition, incorporating the warehouse first principles with the ability to stream. Innovators will now start to drive more and more of their marketing programs from those dedicated stream and event based services and they will now look for marketing vendors to take advantage of these new data sources to get better messaging.

2. From Cross Channel Messaging Workflows to the AMP and the RCS

The Innovators will start to utilise the new interactive channels like that of AMP for Email and RCS messaging, while the mainstream adopters will just adopt the cross channel messaging workflows.

The AMP for Email “ it allows the senders to enable the inclusion of AMP components into the rich engaging emails, making the functionality of the modern app very much available within the email.” As so for other innovations, AMP for Email made a great impact a few years ago, but the adoption has been somehow slow because practical application of its offering needed development. More of the email providers now are offering AMP functionality, and innovative marketers that will also begin to utilise it to deliver very rich experiences.

The Mainstream adopters are now at the point where they are essentially pushed to get their cross channel messaging right. The “omnichannel” concept is not theoretical any longer, consumers now just expect a seamless experience regardless of the place the interaction takes place so brands, particularly in the retail, the hospitality, and the financial sectors, will work to get it good.

3. From Dabbling in AI in Other To Make AI a core part of your brand

Innovators will start making the Artificial Intelligence a very core part of their brand, while the mainstream adopters will start to experiment with the AI and they adopt conversational messaging. AI has been around like forever and is noised about every year, but for now it is just to the point of being approachable for the average marketing department. Tools are also available that make it easier for you to leverage AI, and consumers enjoy experiences where earlier adopters have used it well.

So now what do you think it means to make AI a core part of a brand? For many, it is just a subtle usage in website or the headline copy, recommendations, or other situations where the functionality adds value and makes the customer experience better. The Retailers will make use of it to help customers make important buying decisions, the travel brands will make use of it to help customers plan very well the perfect vacation, and the financial brands will help customers to make good decisions with their money. AI will also help marketers connect the consumers with the brand in new and meaningful ways.

As the first step, you will have to set up a MailChimp free account. For that, you just have to simply go to the MailChimp website and then click the Sign Up Free in the upper right corner. Enter the email address you want to use, the user name and password, and click Create My Account.

After then, click the link in your confirmation email, you will notice that you need to input some personal info (no credit card required, not to worry). Once it is completed, you will automatically be moved to the main menu.

 

Getting to Know the Dashboard

1. Create and Send Campaign: Here is where you can set up your campaigns. This is what the MailChimp calls an email broadcast.

2. Create a List: This is the list where your subscribers are stored.

3. Start Building Your Audience: This is the place where you can build forms where people can come and sign up to your list(s) on the web.

4. Invite Your Colleagues: You can have many people start working on one MailChimp account. It is very useful, but that is beyond the scope of this article.

 

Create Your First Email List

While we all are aware that “the money is in the list,” before you can start putting anything that has value in it, you have to first create it. So let’s see how to do it.

MailChimp Create Email list

1. Click “Create A List”, now enter necessary information

2. List Name: Put in something that will make much sense. This will show up for your subscribers as well, so don’t go for absurd words like: “suckers I’m gonna make money off” but you can rather go for something like: “[your website] newsletter” or something similar that makes more sense.

3. “From” Email: The address that you enter here will show up in your recipients inbox as the sender. You need to use something official like “[email protected]” do not use a Gmail account.

4. “From” Name: Again, this will appear in the inbox. It is either you go with your actual name, or you say something like “[your website] Newsletter.”

5. Reminder How They Got on Your List: People are sometimes forgetful. Before they will report you as a spam, you need to let them know how they signed up for your service.

6. Your Information: Your information will show up at the end side of each email and it is to distinguish spam and to legitimize your email, so make sure that your info is done correctly.

7. Notifications: Here you can select how MailChimp will tell you about the activity that is on your list. It is in addition to detailed analytics. Select what you feel is necessary.

8. Save! You now have an empty list, that is ready to be filled. Should you have a subscriber list already in another service, you can simply import it to the MailChimp.

9. Tap on the Import subscribers located at the bottom or Add subscribers > Import subscribers. This will provide you with a number of different ways that you can add existing contacts.

According to a survey that was carried out by the Data & Marketing Association, 99% of consumers check their email everyday. Similarly, the research of Content Marketing Institute also shows that 40% of marketers consider and admit that email marketing has played a very vital role to their content marketing success.

The thing that most people do when they want to start building an email list is to put an optin form on their website and then hope that people can sign up. Unfortunately, this strategy usually is very slow and it does not work very well.

For you to grow your email list, you need what will attract people with a mouth watering or compelling offer. You will be needing what is called a lead magnet.

Lead Magnet Blueprint

What is a Lead Magnet? A lead magnet (a.k.a. an optin bribe) is something that is awesome that can be used as a give away for free in exchange to get their email address. It does not have to cost you anything at all to create; most of the lead magnets are mainly digital materials like Videos, MP3 audio files, PDFs, that you can create yourself at no cost or a minimal cost.

It can be absolutely whatever you want or what comes to your mind, just as long as it provides value to your visitors for free.

These Are Some Popular Lead Magnet Examples Here:

1. Ebooks
2. White papers or case studies
3. Quizzes or a self-assessment
4. A cheat sheet of tips or resources
5. A coupon
6. A webinar
7. Free trials or samples
8. A free quote or consultation
9. The possibilities are endless!

If you need even more lead magnet ideas, you can check out some other list of lead magnet ideas to grow your email list.

What Makes a Good Lead Magnet?

You already know that a lead magnet need to provide value for free. But if you want your own lead magnet to stand out and have a high effect, below we have listed 5 criteria for you to consider:

1. Easily consumed: Lead magnets are only effective when they are used by the audience, so if you are delivering a 300 page manifesto, you will not gain traction.

2. Actionable: Lead magnets need to provide a tool that is an actionable tool, a skillset, or a useful information that will enable your audience to apply.

3. Creates noticeable improvement: People will still continue to purchase products and services if they work well. Your lead magnet will become a successful tool if it has valuable as your products and services.

4. Relevant: If you have finished your homework about your prospects, you will have no issues at all coming up with a lead magnet subject that can solve problems.

5. Immediately available: People love it when they get instant gratification, so you can give it to them right then and there. You can still check out more ways to deliver a lead magnet or you can map out ways on how easy it will be to get your lead magnet out there.

 

With records email delivers the highest ROI for marketers. From survey carried out, up to 72% of people prefer to receive promotional content through their email. Just only 17% prefer the social media. So, this is why you should engage more in email marketing.

We’ve listed just 5 strategies that can be of help to you in generating more sales.

 

1. Give Something Valuable Away

Most popular bloggers brag often about how many emails they’ve collected.
You’ll see something like this:
“10,000 subscribers and counting.”

They do this not because they like the numbers. Numbers that are huge like that grow their business. In fact, the way websites are valued these days is measured by how many subscribers you have. The higher the number of subscribers count, the higher the value of your site.

The truth is that people no longer give their emails to anyone. They cannot give you their emails because they like your website. Except you give them a concrete reason to sign up.

The reason you are giving them have to be so powerful that people can’t wait to give you their email addresses. You need to offer something that is so enticing that leaves web users with no choice but to just sign up for your list.

Ramit Sethi, a digital marketer is one of the smartest digital marketers. He will asks his site visitors to take a free quiz that will tell them their earning potential. Then after taking they have done the quiz, you will be asked to give your name and email to receive your quiz results. Wow! After then he’ll nicely tell them that they will start receiving a few emails from Ramit per week.

 

2. You need to optimize your email

messages for mobile experience
The truth remains that mobile is the future of everything. Desktop death is looming. The sale of desktop have been dropping for years now.

People are no longer replacing their old PCs. Instead, they’ll just make use of their tablets or smartphones. 54% of emails are opened now on the mobile. Desktop only represents just 19% of all email opens.

Recently if your email messages are not optimized for mobile, people will delete them. That will reduce your chance of converting your subscribers into customers.

 

3. Re-engage inactive subscribers

It’s often of less expenses to target your existing customers than the new ones. It’s the same application to your email marketing.

It’s pretty easier to engage a current subscribers than it is when you are trying to win new subscribers. Your present subscribers know a lot more about you and what you offer than new ones.

Nearly all the email lists will have some subscribers that are inactive. It’s a normal thing when some percentage of your subscribers are not engaging with your messages.

It is still much possible that those inactive subscribers can still become customers and even help you refer their friends, that is if you do the right thing.

The first thing you have to so is to define your own “inactivity.” For some of the marketers, a subscriber is tagged inactive if they have not opened their emails in the past six months. While other marketers will tell you that their “inactive” period is just three months. For others, even less or more. In all, the range between three to six months is a good timeframe.

After you have your definition of “inactivity” period, it’s now time to start engaging inactive subscribers. How do you do this?
You can start re-engaging inactive subscribers by conducting surveys and polls, give them a promise for something in advance and make sure you send them free gifts as a reward for them completing the polls or surveys. That will automatically increase conversions. The gift will motivate them to start responding.
Note: Gifts are hardly ignored.

4. Segmenting Your Subscribers

You need to segment your email lists to help you get better open and click rates.

Why does the email segmentation work?
If you have 1,000 people that are subscribed to your email lists, most of them have needs and interest that are different.
You can not satisfy all of your subscribers with a piece of content because they have different needs and interests.

Segmentation of Email makes it possible to keep, at least if not all, about 80% of your subscribers happy. How? It helps you to send content that will interest each subscriber to reading.

 

5. Use Automation

According to a report achieved by Forrester, B2B marketers who make use of marketing automation have increase on their sales pipeline by an average of 10%.

Email automation will not just convert leads into prospects only, it will also delight existing customers and give them encouragement to make use of your product.

There are so many good email automation platforms like the Act-on, HubSpot, EngageBay, and Pardot.

lite1.4.siitgo.com

Email Marketing is a very effective tool that is used for customer acquisition as well as the retention with the rate of about 81% and 80% and about 56% of companies agrees that email offers “excellent” to “good” ROI (Econsultancy, 2016).

Now there are leak-proof marketing strategies that is formulated by global email marketers. Today, we will be looking into the 10 common yet very vital elements needed for creating successful email marketing campaigns.

 

1. Be Knowledgeable of Your Subscriber – Start with an Objective

One question asked by a prospect willing to share their email address with you is “How shall I be benefitted?” and “How shall this email campaign be helpful to my brand?” This question you is what you should to be asking while you start your plan for email marketing campaign.

 

2. Email List learning and cleaning end-user preferences

The next thing that is important to focus on is your subscriber list. Out of the email addresses collected, it is very necessary to occasionally weed out those invalid and unnecessary email addresses. This will not only improve the deliverability (discussed later in the article) but will also help to ensure your emails are reaching your targeted audience only (P.S: this is very important when considering overall ROI i.e. email sent versus customers engaged).
Moreover, to churn out a better content email, it is very important to know your subscribers better.

 

3. Email Automation – Preparing the Email Lifecycle

Once you are provided with the email addresses of your prospect, they become a lead. What follows should be series of emails that teaches them to know your brand better and become very qualified to make a purchase. So you will need to plan out your email series accordingly. Your series of email can be categorized into 4 parts:

A. Onboarding emails:

Personalized Welcome Emails, Introduction to features or Getting Started emails.

B. Lead Nurturing emails:

These are the emails set for brand awareness and they provide comprehensive knowledge of your services.

C. Sales / Promotional Emails:

These emails are like the “gentle push” to help your subscribers make their purchases and enter your brands’ sales cycle.

D. Transactional & Behavioral emails: Emails that are ‘triggered’ when your subscriber complete a predicted behavior are transactional emails.

 

4. Be Forthright – Making Use of the Preview Text, subject lines, email copy, and CTAs

Other than the FROM name in your email (which is important to be recognizable) only the thing that can help your emails to be opened is the subject line and pre-header text. Stating your email’s purpose right at the subject line will help increase the open rates.

Once your email is opened, the top 100px (that is above the fold) is the most important area of your email. Your email copy have to be strong enough to convey the message in the top fold itself. Though arguably, an actionable CTA can also improve the click-through rates of email. Moreover, CTA should help to complete the following sentence

I wish to ____.

Also, a CTA copy that connects on a personal level gets a 42% better customer engagement.

 

5. Personalization – Giving personality to your emails

As we have stated earlier, no subscriber wishes to be treated like an unknown name picked randomly from a mailing list. Almost 56% of people admitted to unsubscribing to irrelevant content emails. Instead of you having a ‘bulk email blast’, it is better to engage in a dialogue with your subscribers. Provide value through insights, new content, and updates, without it sounding like a sales pitch.

 

6. A/B test your emails – The best wins for you

When you want to go for a date, do you just pick the first attire you touch in your wardrobe or do you do a trial, so as to ensure that it enhances your overall look?

Similarly, before sending your email, there are some elements which you can A/B test to check what garners more acceptance from your subscribers. Nowadays, most of the ESPs allows you to A/B test any one of the following:

A. Subject line
B. From name
C. Emailer content
D. Send time

 

7. Now “You’re cleared to land” – Your Landing Pages

The landing page by definition is a webpage where your subscribers ‘land’ when they tap any of your online campaigns (blog post, social media ads, display banner, etc.). The main purpose of a landing page is to capture the information of visitor in exchange for the incentive that brought the subscriber initially to this page.

 

8. Checking SPAM Laws and Improving Deliverability

Before you go ahead to hit the “send”, having a good sender reputation is very much important for your emails to reach your subscribers’ inbox and not land in the SPAM folder. These are some of the tips to ensure there’s good sender reputation:

1. Don’t do email blast i.e. bulk emailing. Segment your list and send to different lists with separation of some time interval.

2. Don’t deceive your subscribers with misleading practices.

3. Have double opt-ins to avoid adding bogus emails.

4. Reduce the number of SPAM complaints, if any, by sending relevant emails.

5. Choose an ESP with a good reputation.

 

9. Measure Metrics – It matters to create campaigns that are better

The three most important metrics to measure in the emails are open rate, click through rate (CTR), and unsubscribes.

 

10. Putting metrics to use: Email Retargeting and Cart Abandonment

Once you have your emails are set up and the metrics of your previous campaign are in your hand, now it is time to plug the leaks i.e. bring back the abandoners. The Cart abandonment is one of the most important tools for email marketers in the e-Commerce industry. Notification email about those abandoned carts have about 40.5% open rate. (eMarketer, 2015)

 

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