Did you know that around 129 billion emails are sent and received each day worldwide? This data from a 2019 study also shows that an office employee receives around 126 emails a day. In addition, there are 3.9 billion active email users worldwide, 11% higher (3.5 billion) than the number of social media users in the world. Furthermore, a 2017 survey from Campaign Monitor shows that despite the emergence of newer ways to reach out online such as social media and messenger chatbots, many still prefer to receive business communication via email.
The figures presented above strongly prove the importance of sending email marketing campaigns. However, the staggering figure can also make any digital marketer cringe with worry. With so many emails getting into an inbox, users can ignore or delete your message without even bothering to open it at all. For an email blast to attract leads and boost conversions, the initial goal should be to increase the email open-rate. The following are some creative ideas that can encourage recipients to click and read an email campaign:
Capture interest with videos.
Video content is rising online because people generally find it more entertaining to watch than to read. Online marketers also see the benefits of using videos to promote a brand or service. Thus, incorporating videos in your email marketing strategy may just yield positive results. An email subject line specifying a video content can pique the interest of a user. The body can contain links to an informative video. Another option is to directly embed a video in the body itself so recipients can conveniently watch it without clicking outside links. The interest of the recipients should be a prime consideration in choosing the type of video content to include. Email marketers should also be careful in sending lengthy videos with large file sizes.
Send a birthday greeting.
Personalization is effective because it deepens the connection between a user and a brand. It makes a user feel that they are interacting with a human rather than an automated machine. So how about taking your personalization to the next level by sending your subscribers a birthday greeting. It seems like being thoughtful matters even in digital campaigns with stats showing that birthday emails generate more click-through rates and revenues than promotional emails. The email birthday greeting is also a creative way to surprise and reward your subscribers by including discount coupons or other freebies.
Make it interactive.
Increase the chances for your email blast to be opened by exploring ways to make it stand out among so many other similar emails. One way to do this is by Including interactive elements that can make your headline and content more interesting. You can include eye-catching visuals with animated buttons that recipients would like to click. Another example is a survey that seeks the opinions of the recipient.
Does your business need help in planning and executing successful online marketing campaigns? Birch River Design Group, a full-scale agency based in Scottsdale, Arizona has the expertise and experience to plot out effective digital solutions for your business. Call us today so we can schedule a free consultation with our team!
You’ve done it! After deploying numerous campaigns your email list is finally looking extensive. You exhale a sigh of relief, but suddenly realize that you’ve applauded yourself too soon. You’re losing engagement, or worse yet, your email list is filled with inactive subscribers. Studies show that 70% of email lists are inactive. This number might seem tremendously discouraging, but before you abandon all hope, keep reading.
Losing engagement is inevitable, but it isn’t irreversible. According to Loren McDonald, Marketing Evangelist at IBM, 10% to 20% of subscribers completely disengage from a brand’s email list annually (mailer lite).
Initially, you may think the best resolution is to contact your audience more. Maybe if you are able to say the right thing, they’ll re-engage? While that is partially true, there are a few steps to consider before pushing more content out. Here are a few ways you can revamp your content to drive engagement.
Segment inactive subscribers
Before building your re-engagement strategy, you’ll first need to identify your inactive subscribers. Who has engaged with your campaigns within the last 6-12 months? Research shows that 39% of marketers who segment their email lists generate better open rates. You’ll often find subscribers at one of these stages in your marketing funnel: hibernation, limbo, and graveyard.
- Hibernation – Hello? Is anyone home? Subscribers who’ve recently stopped engaging with your campaigns will be placed into this category. With the right message, you can rattle them awake!
- Limbo – This is where you’ll place subscribers who’ve been inactive for a substantial amount of time. The fire is still burning, but it’s shrunken over time. With a solid re-engagement campaign, it’ll be rekindled to its former ferocity.
- Graveyard – Here lie the subscribers who most likely signed up to partake in your discounts or promotions. They’ve never interacted with your campaigns and engaging with them seems next to impossible. Before you vanquish them from your list, try to find an effective way to reconnect. Studies have shown that inactive subscribers are 26 percent more likely to make a follow-up purchase than non-subscribers, and active subscribers were actually 38 percent more likely to come back.
Cleaning out your email list will not only give you a clear view of who is truly engaging with your content, but it will also improve your email deliverability rate. Your sender score can plummet if you have a low engagement rate, and then mark your emails as spam. You’ll also be saving money! The longer the email list, the more you’ll be paying your email service providers. So, do yourself a favor and tidy up! This can be done at least once per year.
Improve Subject Lines
We’ve all heard it. Time is money. Your subscribers are human; they have lives and their time is limited. So how can we grab a few seconds of their time? According to Connectio, people are naturally drawn to numbers. Including them in the subject lines of your emails can generate interest. A great way to do this is by implementing the R-O-T ( results, objection, time) formula which simply states the results, objections they might have and a specified time-frame in which the results can be achieved. Sign-up for our content upgrade for an in-depth break down of the formula and more!
It’s important that your subject lines are free of spelling and grammatical errors. Be mindful of how many exclamation marks are used and try to refrain from stating your subject line in all caps. Incorporating these elements can make you appear aggressive.
I know, I know. You might think that incorporating them into your subject lines will do more harm than good, but these little guys can help your emails pack a punch. In a vast sea of emails, emojis can be the lighthouse that helps your message stand out in an inbox. Studies show that incorporating emojis in subject lines can lead to higher response rates than traditional email.
Here are a few ways they can benefit your emails:
- Personality – Throwing an emoji in your subject line can help it convey what words can’t. They can also be useful in solidifying your brand’s voice and improving the overall tone of your message.
- Space saver – Maximize space by replacing certain words with its emoji equivalent.
- Engagement boost – Push notifications with emojis saw 85% increase in open rates and 9% bump in conversions
Unfortunately, you can have too much of a good thing. It’s important to find balance when using emojis in your emails. Use too many, they become a distraction or convey a sense of unprofessionalism. Try limiting emoji use to one or two maximum per subject line.
Do you remember how you felt the last time you received a birthday card or a package addressed directly to you? It felt good, right? Studies show that the open rate for emails with a personalized message is 17.6%, compared to 11.4% for emails that don’t contain a personalized message. Sending a personalized message to your subscribers makes them feel like an individual rather than just another number. Making them feel like they matter can encourage them to resume engagement with your content.
Here are a few ways personalized messages can be incorporated into your re-engagement campaign:
- Incentivize Your Subscribers
Who doesn’t love saving money? Depending on your profit margins, extending a special discount toward inactive subscribers might be enough to get them to return. Special occasions, like birthdays or anniversaries, can be useful with this approach.
- Remind them of why they signed-up
Reinforce your value by reminding them of the benefits that come with being with your company. What makes you stand out from other businesses in your field?
- Show them what they’re missing
Reminding your subscribers of what they’ve accomplished while using your services could encourage them to return, especially if the data is significant. Use this opportunity to share any new information. Accompany this message with a call-to-action in the form of a “learn more” button.
Sometimes, you just need to hear it straight from the source. Conducting a poll or survey gives your subscribers an opportunity to engage with you and openly share their thoughts. Try to keep your survey short. AWeber recommends covering between 1-10 questions during a timeframe of 1-5 minutes. The survey can include open-ended questions or take the form of an opinion poll with premade answers. Of the two, most recommend taking the opinion poll approach, as it could save the recipient time.
Your word is your bond. A huge part of relationship-building is honesty. When building your re-engagement campaign it’s important to state information that you’ll be able back up. Dishonest subject lines or copy might increase your open rates momentarily, but they’ll put your business at risk. The CAN-SPAM Act explicitly states that the use of deceptive subject lines and misleading header information in commercial messages can be subject to penalties for such violations. When it comes to successfully re-engaging your subscribers, honesty truly is the best policy.
Saying goodbye doesn’t have to be hard. Remember to follow the CAN-SPAM Act rules by honoring opt-out requests promptly. The Can-Spam Act prohibits you from charging a fee, selling email addresses, and requires you to honor this request within 10 business days. Try not to take their departure personally and ensure that the unsubscribing process is hassle-free.
There could be numerous reasons as to why you’re seeing a drop in engagement. Take a step back. Clean up your email list and re-evaluate your strategy. Your subscribers signed up for a reason. With a few tweaks to your campaign, you might be able to remind them of that reason. But it’s important to remember that just like the seasons, people also change. Don’t get hung up on those who still insist on opting out after launching your re-engagement campaign. There are only lessons, not failures. Use this as an opportunity to dial in your personas and create curated information.
Clearing away inactive accounts will not only save you money, but it will also decrease the chances of your data becoming skewed. With a clear view of your data, you’ll be able to make accurate decisions that’ll spark engagement.
As you can see, just as there are complexities and details that can’t be neglected when creating an email list, there are precautions you must take when trying to re-engage readers.
You’ve probably heard the bustle, seen the infographics, read the blogs, and skimmed the guides – you get it – email marketing is an exceedingly effective strategy. Yet, the sheer pressure of what it takes to start what seems like a colossal and time-consuming project stops you dead in your tracks. Knowing that 293.6 billion emails were sent and received each day in 2019 might not help soothe your fear of email marketing either.
But why is email marketing, old and timeworn, still standing as strong as ever, if not even more so than before? Based on 2019 data, the widespread usage of email is to blame, with 3.9 billion global email users reported in 2019 alone.
The competition is undoubtedly fierce. With inboxes around the world overflowing with promotional content from prevalent brands and businesses, how are you supposed to cut through the noise and get your content marketing out of its own echo chamber? Where do you even get started?
Let’s rewind to the most rudimentary ideas surrounding email marketing. We want to pave a clear and actionable path for the microbusinesses and solopreneurs out there trying to reach out to their audience through the use of a cost-effective and resilient strategy. Here is how to create a surefire email marketing strategy from nothing.
Every marketing plan is built around specific objectives that a business aims to accomplish. Although tempting, starting an email marketing campaign as soon as you employ an email marketing service might not be the greatest of ideas. Like with most things in digital marketing, it is best to have a sturdy plan before taking action. Therefore, think about the goals you want to accomplish through your email marketing efforts before hitting send. Do you want to grow your subscriber list? Launch a new product or feature? Improve email click-throughs? Retain customers and turn them into brand advocates? The choice is yours to take. Simply remember your goals as you move forward and remember to make them S.M.A.R.T.
Build an Email List
After establishing your email marketing goals, it is time to materialize your strategy by building an email list. Marketers around the world are shaking their heads in agreement when we say – your email list is your power. If your email list is short, brimming with discrepancies in audience interests or simply not aligned with your targeting, you are most likely going to do more damage than good. Without a quality email list of recipients ready to resonate with the content you distribute, all of your content marketing efforts would go down the drain.
Though time-consuming, capturing email addresses to bulk up or create an email list from scratch is inherently simple. A popular list-building method can be explained in one sentence: Create a valuable incentive that persuades people into subscribing to your email list. However, the real hurdle in this process is choosing an incentive that will persuade your website audience into filling that flashy opt-in form. What exactly could tempt them to do so?
Here are some enticing ideas of what to give back to the reader:
- A cheat sheet
In a culture of instant gratification, what better way to earn email addresses than to offer shortcuts that will fix someone’s problem? Offering already researched and consolidated information is a valuable incentive for those seeking the quickest way to solve a problem.
- A case study
Client case studies can be an inspirational and helpful tool for someone who is looking for an experienced perspective.
Not only will an eBook help you earn those coveted email addresses, but it will also establish you as a thought leader in your landscape.
- Mind map
Mind maps are diagrams used to visually organize information, and when made into incentives, can be used to visualize concepts, ideas, and processes.
Checklists are simplified tutorials for people looking to learn how to do something without doing the research themselves. They are quick to create due to their short-form nature, and therefore, cost-effective.
If you need more ideas, check out our previous blog where we reveal 5 easy ways to grow your email subscribers. Finally, remember to place numerous easy-to-see subscriber opportunities scattered throughout your website in order to facilitate the opt-in process for visitors. Your opt-in form can take the shape of a header bar, a slider, a pop-up or a form at the end of a blog.
Create a Buyer Persona
Understanding who your customers are is an important piece of the puzzle to develop effective email marketing funnels. A buyer persona is a written representation of the individuals inside a customer group. It outlines who they are, how they live, what they like, and what they may want. These fictional profiles are made to identify shared motivations and challenges so that you can create messages that appeal to specific groups.
In order to create segments of buyer personas, you need to collect data and complete research in three areas:
- Demographic characteristics
These are the tangible characteristics of a person such as age, gender, income, marital status, education, and whether or not they have children at home.
- Psychographic characteristics
These are intangible and emotional characteristics of a person such as their beliefs and values.
- Behavioral characteristics
These are the actions a person takes that can be used to distinguish consumer preferences such as the car they drive, hobbies, and magazines they buy.
You can collect this data by conducting interviews, creating online surveys, and by simply brainstorming with your team if they have direct contact with the customer. Once you have corroborated your buyer personas, you can create tailored content for them and offer accordingly.
Determine Your Campaign
There are many types of email marketing campaigns to choose from, and this decision relies heavily on the goals you have established earlier. What are you seeking to accomplish with your campaigns? We have connected the dots for you and outlined the approaches below:
- Welcome emails – Onboarding & Brand Familiarity
This is the perfect chance to introduce yourself and to invite your subscriber to connect with you via social media. Also, remember to showcase your brand and to say thanks for subscribing!
- Newsletter – Keep In Touch
This type of email is typically sent monthly and its purpose is to drive your subscribers back to your website and to give them free, valuable content.
- Announcement – Drive Direct Sales
Released a new product, feature or service? An announcement is your opportunity to keep an engaged audience updated on anything new happening in your business. Although the passing of information is the main goal of these emails, it is also aimed at leading people to your website, where they can purchase your product or service.
As you can see, there is a clear correlation between the campaign you choose to send and your broader email marketing goals. However, if you are simply looking to keep your audience engaged and up to date, we suggest sending a monthly newsletter.
Create Your 1st Campaign & Send
It is now time to create a beautiful and impactful email campaign. If you don’t have an eye for design, it is advisable to choose a template from an email marketing platform rather than designing it yourself. This will ensure a clean and cohesive aesthetic that will place the weight of your campaign in your text. Here are other things to be mindful of when creating your first campaign:
- Personalize Emails
People want to be seen as individuals. In fact, according to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. Personalizing emails can be as easy as using your subscriber’s names rather than a general “hello,” but you can also take a step further by segmenting your subscribers. Segmentation is the practice of sifting the data you collect when people fill your opt-in form. You can divide groups by age, gender, and geographic location to ensure that you are exclusively sending material that relates to the reader.
- Stay On Brand
Are you using your brand’s color scheme or logo? Is your copy taking the same tonality it does on your website? Staying on brand is an important aspect of all email campaigns. Because your emails are probably not the only interaction your subscribers are having with your brand, you need to keep a cohesive brand identity throughout all of your platforms. This, in turn, will build brand loyalty and trust.
- Set A Clear Path
What action do you want your subscribers to make when reading your email? In order to direct your readers towards clicking a CTA (call-to-action) or link, your email’s visual structure and copy must guide them there. Many marketers opt for an inverted triangle design similar to that of a sales funnel with a broad beginning and narrower end. Your readers’ eyes will be naturally led towards your desired action and follow the narrow path downwards.
So, what now? Now it’s time to empower your brand with the exactitude of data. You’ve sent your first email campaign, subscribers have opened and clicked – how exactly do you measure success and what can you do to improve? Here are the most important metrics you need to track:
- Open Rate – This is the number of times your email has been opened.
- Spam Percentage – This is the spam score given by email marketing providers based on the number of links included and spam trigger words.
- Click Rate – This is the number of subscribers that interacted with your email by clicking on links to visit your website or view products.
- Bounce Rate – This is the number of particular email addresses your email marketing provider couldn’t deliver to.
- Complaint Rate – This is the number of people who received your email and marked it as spam.
- Unsubscribe Rate – This is the rate of unsubscribers per email.
These metrics should give you an advanced overview of the success of your email campaigns and help you determine its weaknesses. Make changes and test out different variables to obtain the best outcome out of your email marketing efforts.
Although decades-old, email marketing still proves its place as one of today’s most successful digital marketing strategies out there. Its cost-effective and multi-dimensional nature is sure to drive in extraordinary conversions and boost revenue when your strategy strives to follow these actionable steps.
Want to take your email marketing to the next level? Contact us at Birch River Design Group in Scottsdale, Arizona to start talking about the next steps in your email marketing strategy.
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Email marketing has been around for years, so it is easy to doubt its relevance in a field that constantly emphasizes the need to follow trends. Moreover, newer options to advertise through digital means, such as social media or video marketing, seems to be an easier way to reach out to a wide audience. So comes the question: Is it better for web marketers to stop sending email blasts? Is it better to instead put more effort in other forms of online promotion? Apparently not, since data coming from stats and surveys suggest that email marketing continues to be a powerful way to promote offers and find customers.
Is email marketing still effective?
According to a study done by Content Marketing Institute, 91% of B2B (business to business) marketers consider email marketing as an extremely important part of their strategy. Meanwhile, a survey from Hubspot reveals that half of the respondents from the US prefer to receive communications from brands through email. Statista also reports that the number of email users is growing at a rate of 2.35% every year. With these figures, firms that undermine the impact of email marketing are throwing away a great opportunity. Brands that send emails to subscribers may have found a strategy that has stood the test of time. However, this doesn’t mean there is no room for change. To further explore the benefits of sending email campaigns, digital marketers also need to adapt to the changing times. The following are ways to introduce innovations and upgrade your email marketing strategies:
People generally skim through a list of emails to choose messages to open or discard. This means that aside from crafting a wonderful message, web marketers should also add elements that will encourage the recipient to open the email. One thing you can try is email personalization. Making people feel that a certain email is custom-made has been proven to be an effective tactic. This ensures your email blasts will not be wasted. A study done by Aberdeen showed that personalized emails increase click-through rates by an average of 14% and conversion rate by 10%.
Mobile optimization for email campaigns.
Hubspot reports that 46% of emails are being opened through mobile devices today. The said figure can even increase as more people access online sites through their smartphones. Therefore, it is important to ensure that an email marketing campaign looks readable on various devices and operating systems. To ensure that mobile optimization is in place in email campaigns you can use a responsive template and minimize the number of images.
The amount of e-commerce sites grows each day and the buying and checkout process can be long. There is a high chance that a user abandons the cart and disappears just before the transaction is complete. The good news is, the latest technology provides a way to make the users come back through the use of automated emails. Use triggered emails to make new subscribers feel welcome or as a way to request customer’s feedback. Sending automated emails is a way to increase customer loyalty, engagement, and conversions. This makes email marketing campaigns a vital factor in your advertising strategy.
Are you on the lookout for a reliable and competent digital marketing agency in Scottsdale, Arizona? Look no further, Birch River Design Group offers firms excellent full-scale digital services. Our team is ready to walk you through the process of utilizing digital and web-based platforms for your marketing goals! Start your journey to online success by giving us a call today!