November 3rd, 2012
If you own an online shop, email marketing is very important to obtain more traffic and boost up sales. Traditional marketing (tv, print) are very expensive and, often, you can’t measure accurately the results. We have some advice on how to set the strategy for your email newsletters to get the attention of more subscribers and get conversions.
1. Build the list
A problem in eCommerce when it comes to building the list is the fact that you will get the data of the users after they complete the check-out flow and about 70-80% of the users leave the check-out before completing it. So many prospects are lost. You need to have an incentive for the ones that subscribe so you can enlarge your list. A discount or a voucher might be a good idea. The list and the way you built it may be your main advantage or disadvantage in the results you will have in email marketing.
2. Conversion nurturing
Nurturing a conversion consist in following up the user after he had an interaction with but didn’t complete it. It’s convincing the user to get from secondary conversion to primary conversion.
For example, some users first downloaded a document with information about the product, but they didn’t complete the purchase. You can remind them about their unfinished process with a follow up email and to make more interesting you may add a discount.
3. Behavioural segmentation
A very efficient strategy is to send email based on subscribers activity. Use engaging techniques for the inactive ones and try to win them back. For the active ones that don’t convert you need to find an incentive.
October 28th, 2012
How to write the right subject lines so your subscribers will open the email? There is more than one answer to this question, there are many more ways to find the best subjects. Below there are some examples of subjects that will improve the opening rate.
1. Question subject lines
The question subjects get more attention from the user and if your question is relevant for his interest they will want to find out the answer. Often the subscriber just scans between the many messages he gets and you need to awake his interest.
2. Call-to-action subjects
Adding a verb that will call the user to action is very efficient in order to get clicks. When you use the right words you can make them curious to discover want you got for them. You need to have a verb to make the text more dynamic. Some of the most used verbs for call to actions are: see, find out, discover etc.
3. Forbiding subjects
Although the fact that forbiding something will only make the other do it is a cliche, it isn’t used very often in marketing. In your direct communication to the user, a subject like: “Firstname, don’t open this email!” will have the exact opposite effect.
4. Personalized subjects
Personalization helps you a lot in your relationship with the subscribers. Using his name in the subject line has bigger chances to convince him that your email suits him and his interests.
5. Subject that say « You don’t have much time left… »
Subjects that say it’s urgent, that say that subecribers don’t have much time left to take an offer will determine them to act.
October 11th, 2012
How to build your list with AdWords
If you want to get good results quickly in raising your sales, but also building your list, you should get started with Google AdWords.
If you need to build your list with AdWords you have to create a special landing page with an opt-in and all the information the user needs to know about your product/service in order to convince him to subscribe. The success of the campaign stands mostly in the relevant keywords and the way your landing page is built.
- Relevant keywords
Use relevant keywords for your domain, don’t try to bring users on page by using irrelevant keywords. It’s just a way to increase your bounce rate.
- Convince them to subscribe
In your landing page you need to have all the necessary information to convince users to subscribe. Un extra reason will be very good: a promotion, a voucher, a document they will receive after subscribing.
If you are not convinced that AdWords is the best choice for your business, below you have some of the most important advantages for this type of advertising.
Why should you invest in AdWords
Huge traffic – More than 200 million searches on Google everyday
Immediate results – Once you set the ads you will start getting visitors
Relevant visitors – Google AdWords gives you the possibility to target precisely. When you are setting the campaign you need to choose the most relevant keywords. Just the users that search those keywords will be able to see your ads. A side from that Google offers other targeting possibilities: geographically (you can set the ads only for a town), or by language etc.
Optimized expenses – If you are optimizing your campaign you can reduce your costs. Optimization consist in removing the irrelevant keywords and this means that the cost per click may drop if you have relevant keywords. Still, if you are on the domain with tough competition (real estate, for example) the cost per click may reach high values.
August 27th, 2012
B2B email marketing should be approached differently than the one B2C (business-to-consumer). The lists are, the most of times, smaller, so efficiency is required in order to get the most of them. In b2b communication is different, the tone of voice is more serious, not that friendly as the one used in b2c communication.
Below we detailed a few advice to help you conceiving b2b newsletter, taking into account the differences of this type of audience.
1. Know your audience: when you communicate to companies is good to know who you are talking to. If you send the emails to the IT administrator (he is the decision maker), a newsletter filled with images and an artistic text will probably be not so well received.
2. Mobile friendly: Make sure your emails can easily be read on mobile devices. To make it possible you have to have a short text, with a big and clearly stated call to action.
3. Make „From” line and subject line relevant
For the „From” and subject line the recommendations are similar to the ones you need to apply when you are sending newsletters to the consumer. In the „From” line you got to have the name of your company, but choose it wisely, so you won’t have to change afterwards.
4. Test: before sending test every newsletter. Check the display of the emails of the most used email clients on your list. For business client, most of the times is Outlook Express. Also test the email on various devices: tablet, smartphone, desktop.
August 20th, 2012
In a previous article we detailed the ways to collect subscribers online, but there are also offline methods to collect addresses. Email marketing is an efficient channel for the people that interact
The events that you are attending are a good opportunity to raise email addresses. You can collect business cards or badges.
Put your subscription URL on your printed promotional materials (flyers, brochures, catalogues, etc). The URL must be short and easy to remember. You can also add a little description to say why people should subscribe to your newsletter.
3. In store
One of the most convenient methods to collect subscribers is at the « point of purchase » (shops, restaurants, hotels, etc). To obtain them easily, we suggest that it would be better to have some incentive or promotion at the subscription. For this method to be efficient is very important the behavior of the employee that makes contact with the client.
4. QR codes
With the qr codes you can make the subscription to your newsletter more accessible. When you create the subscription form you can put the QR code leading to it on the tags of your products, on the flyers, or other printed materials. Users will be able to scan it with their phone and subscribe. For further details on how you can create a QR code for your form with WomSend read this article.
July 25th, 2012
After a consumer started a relationship with you and he gave you the permission to make him part of your email marketing campaigns, you need to have a reaction to his action, to answer somehow. When someone subscribes to your newsletter is important to have an autoresponder campaign set so you can confirm the registration and welcome him properly. If you are using the double opt-in subscription method you should use the confirmation email to thank the user.
With welcome emails you will get good results because the user just subscribed, so he is waiting information from you, he is waiting for a confirmation that he will receive something. That is the moment when the consumer is interested in your products/services and you can easily get his attention.
Welcome email content
- A link to confirm the subscription to the newsletter;
- A thank you message for the subscriber;
- A request to add you to his Address Book;
- Possibility to set preferences.
Advantages of welcome emails
- High open rates: welcome emails get high open rates because they are sent when the user just subscribed, so he is interested in your brand.
- Easy to do: they don’t require big investments in time or money. You have to create a template for his emails, and set autoresponse campaign at each subscription.
- Build the relationship: with welcome emails you thank your subscribers for giving you the permission to email them.
- You set expectations: you can use this email to give subscribers the opportunity to choose what information they want to get by using the Preference center.
- Improve delivery rate: welcome email is a great pretext to ask them to add you to their Address Book to make sure they will receive all the emails in their inbox.
- Offer a reward: in the welcome email you can offer a voucher or a discount for the order/action.