Increase the interaction in your newsletters

June 24th, 2013

Althought in the social media era there are voices that say that email is dead, this tools is very used in the mechanisms of digital campaigns and contests. This is because a simple email seems not enough.

The users „scan” daily throughout 10-15 commercial emails, not to count the personal and professional ones. So, there is a big need to stand out. Contests are a way to create interaction in your newsletters, this way you can build a relationship with your brand and increase considerably newsletter effectiveness.

1. Contests with prizes for activity

This kind of contests are used to increase interactivity in newsletters and to activate older and inactive subscribers. You can create a system based on points depending on what activity a certain subscribers does when he is interacting with your newsletter (opens, clicks, conversions) and to reward the most active ones with some extra and exclusive benefits.

2. Contests to grow the list

For this type of contest you need to really think about the value and the type of the product given as a prize. It’s recommended to offer as a prize a product that is very close to the needs of the target. You need to be careful with this because in the contests to grow the list is important to get more than the contest hunters, althought some of them will be among the participants.

3. Ask for feedback

Also for increasing the activity in your newsletter you can ask for feedback in a survey about the newsletter. This way you grow their loyalty by asking them for their opinion and the results you can use to improve your newsletter. Example of a campaign based on newsletter: Mitsubishi Outlander Adventure – Mitsubishi created a little game right inside the newsletter. The users scrolled through a labyrinth of obstacles, those who got to the end received an all day long test drive with the New Mitsubishi Outlander. For more details click here.

How to avoid being reported as Spam

June 16th, 2013

Consumers think of spam a bit different then marketing people.

Spam from marketing point of view – sending unsolicited emails. If you send newsletters to a person that didn’t give their consent to be put on your list, this means you are spamming.

The same is valid also from the legal point of view.

Spam for the consumer – any email they don’t desire, either is solicited or not.

So, if you have the accept of all the people in your list, you are covered legally and ethically, but you should also consider the reasons why subscribers may think of your newsletter as spam if tou want  to avoid reports.

Why subscribers think of your newsletters as Spam

1. They forgot they once subscribed

People subscribed to your newsletter, but haven’t heard from you in a while, so they forgot about the subscription.

What you should do:

You should set a newsletter frequency and stick to it. Don’t make pauses too big. Also, it’s good to send “Welcome emails” to new subscribers, you remind them about the subscription.

2. They can’t recognize the sender’s name

Users subscribe to the list of the X company, but receive email with another name.

What you should do:

You need to have the From line easy to recognize and consistent – don’t change it too often. If you what to communicate in the name of an influencing employee mention in the From line the name of the company.

3. Too many emails

If you are too eager to send a lot of emails and become intrusive, you will be reported as Spam.

What you should do:

As we said previously, it’s recommended to set a frequency, so people will know when to expect emails from you. Keep into account that subscribers inboxes is already very crowded and if you don’t need to send too often, don’t do it – that depends on how perishable is your information.

4. Your newsletters are not what you promised

The subscribers submitted his consent to a newsletter about laptop price offers and he gets photo cameras offers.

What you shoul do:

Stick to your promises.

5. Where is the Unsubscribe button

People just what to unsubscribe sometimes. If they can’t find an easy way to do it, they will push the Spam button to get rid of the email.

What you should do:

Don’t hide the Unsubscribe button, it’s better to keep it visible, in the header.

Why should you do a newsletter redesign?

June 2nd, 2013

You have the same template for the newsletter for a long time, for a year or even more? It would be a good idea to start thinking about a redesign.

Here are some of the reasons why should you start considering this opportunity to optimize you newsletter:

  1. You have changed the content strategy

If you have the same template for a long time, it’s possible that that it no longer suited for the content you want to communicate in your newsletter. If you try to get new content in areas designed a long time ago and that are not compatible you may encounter problems of space or positioning.

  1. In order to reorganize the content

In advertising and selling the visuals tends to get much more importance to make the reading easier and to increase interactivity. In matters of design there are no wonder recipes, but there some basic guidelines: keep it simple, aesthetically in line with your brand and don’t be afraid to use white space, it helps to better define content areas.

  1. Consumer behaviour has changed

A newsletter redesign is needed when you analyze the performance of the current newsletter and see what is working and what is not working. If a certain section of your newsletter does not work, try to change the positioning, if it’s an important area for you. Also, analyzing the reports you can see the habits of your subscribers. If a area in the template gets more interest maybe you should move it higher.

  1. You want to integrate new features

You have in your newsletter social media sharing buttons or videos? This maybe be a reason to make the change – to properly integrate these tools.

How do you prepare the newsletter for Black Friday?

November 11th, 2012

Black Friday opens the shopping season – it’s an important time to make your offer known to your subscribers. Even if you don’t get a purchase know, it’s best to make a good impression, so they will keep you in mind for the following period.This day is well known in US and it usually takes place in the last friday of November. In the last years this day has become more and more taken into account by Romanian retailers as well. Especially in the IT&C industry.

The time when the users expect the best offers to buy is coming, they will have a hard time making the choice, so make a difference.
Here are some things you need to take into account when you’re preparing the newsletter for Black Friday.

Plan it

When to send it’s a tough question the crowded times. On Black Friday and the following time till the holidays – the inbox will be full. You can’t guess the right time to send to avoid the crowded moments, so the strategy recommended is to send the emails soon enough so people can take advantage of the offer.

Make a difference

It’s moments like this when you need to have different offers based on subscriber’s activity. This will help you send firstly the offers to the active subscribers and, in case of delivery problems at the time you make sure the messages get to active adresses. With the active subscribers you make sure you get more conversions, instead of sending and delivering to old or unused emails.

Monitor the competition

You also may need to keep an eye on the competition. This will help you understand what you need to do to be different, what is your main benefit for your customers. This may not be in time for Black Friday but at least for the holidays.

Email marketing strategies for eCommerce

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.

5 types of subject lines that will raise the opening rate

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.

How to build your list with AdWords

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.

  1. 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.

  1. 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.

Email marketing for business clients

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.