Posts Tagged ‘email marketing’

How do you prepare the newsletter for Black Friday?

Sunday, 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.

How to build your list with AdWords

Thursday, 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

Monday, 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.

Building the list – offline tactics

Monday, 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

1. Events

The events that you are attending are a good opportunity to raise email addresses. You can collect business cards or badges.

2. Prints

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.

How to prepare your newsletters for Christmas campaigns

Friday, December 9th, 2011

On Christmas everybody shops and the shopping season is about to start and the email is one of the most efficient ways to reach the prospects. The closer to the holidays we get, all inboxes are filling up with promotional offers so the most important thing to do is to differentiate and personalize the message. Everybody is busy and everybody wants to shop, providers are many and the offers as well.

Shopping is going online

Every year online store gain more clients during the holiday season. The value of online purchasing is bigger every year, especially on holidays. For example, in 2010 online sales have tripled compared to the ones in  2010. That’s why is very important to attract the online public to your offers. Consumers start to abandon crowded offline shopping to shop online with the effort of only a few clicks.

Test the email and the landing page

If you have a message and a design suitable for your subscribers and your are about to send the newsletters, do not neglect the technical aspects. Test the email for the most used email clients: Gmail, Yahoo, Outlook, Thunderbird, Hotmail etc. Also check on the display of your online version on the most used internet browsers.

Also keep in mind that you need to optimize your landing page in order to get conversions. If you managed to convince the subscribers with your email newsletters you need to convince them once again when  you got them to visit your landing page. So, too many steps required to make purchase or if the users are not able to find the purchase button, these may be reasons for them to leave your site.

Ideas for holiday newsletters

1. Themed design
In December send emails that say something about the upcoming holidays through their design. A design template or just a header with that reminds people about gifts and holidays is better than the regular one. It will help you stand out, a different design and a holiday themed message will help you break the monotony.

2. Recommended gifts
The email newsletter sent during this period is not really necessary to contain only promotional offers. You can include in you emails recommendations of your products for gifts. Use the reviews of other consumers or the lists of the best selling products to make this recommendations.

3. Last minute offers
One type of subscribers you should not forget about about the people that don’t have any time or they leave Christmas shopping for the last minute. You can make some “last minute” offers and it is recommended to contain digital product that will not require any delivery.

Permission in email marketing

Monday, November 14th, 2011

In email marketing permission is defined as the consent to receive commercial information through electronic mail. Permission cannot be assumed, it has to be given explicitly. Having a permission is the first step that needs to be done to build a list. Getting the consent for the prospects before sending anything is mandatory.

It takes time and investments to build a list based on permission and prospects really interested in your information and that are looking forward to receive your emails, but the success of an email marketing campaign is not directly proportional with the size of the list or the number of emails sent. Permission brings better results and the possibility to build a relationship with the prospects.

Advantages of a list based on permission:

  • Higher delivery rate
  • Higher opening rate
  • Lower spam rate

Without permission, sending email newsletters is called spam. This definition includes two requirements: sending bulk emails and having no permission for it.

The unsubscribe link

The permission given can be revoked at any time, that’s why subscribers should be able to unsubscribe to your newsletters whenever they want to. The unsubscribe link must be in every email sent. It is not a good ideea to make it less visible, with a smaller font or a less visible color. If your subscribers want to unsubscribe, give them the possibility to do it without hitting the spam button.

Email marketing and social media

Monday, September 12th, 2011

Social media plays an important role concerning gaining and maintaining clients. In the same time, email stays one of most important communication tools in marketing. Integrating the two means having more chances to get where your clients and potential clients are.

The real potential of integrating social media and email comes from their capacity to engage the target in a conversation, it’s the opportunity to determine people to talk about your business in social networks. Still, the two tools are different, emailing means individual communication, while social media targets more people at once.

How to integrate the email and social media

1. Links in newsletters
First step in integrating the two tools is offering links to your profiles in social media. This way you can use your email list to build up your presence in social media. Invite the subscribers to follow you on twitter and like you on Facebook or any other social networks you are on. You will have a starting point to share your content in social media. Sometimes it’s not enough to just put the link in your newsletter and expect people to click on them. You need to attract them with a reason to enter your profiles. For example, you can invite them to click to participate to a contest you are organizing on Facebook.

2. Invite fans to subscribe to your newsletter
In the same way that you use your email list to attract fans in social media, you can do it the other way around – use your presence in social media to determine users to subscribe to your newsletter. For example, on Facebook you can develop a tab that contains the subscription form to your newsletter.

3. Links on the unsubscribe page
This is a feature of Womsend and it can help you in the situations when your subscribers don’t want to receive your emails anymore. If you use Womsend you can put links to your social profiles on the unsubscribe page for the ones who want to stay connected to your news in another way. More about this feature you can read here.

In conclusion, email and social media don’t eclude each other, on the contrary they can be integrated very well to serve the same goal: promoting your content and enlarge your reached audience.

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Another four mistakes to avoid in email marketing

Friday, July 15th, 2011

This article is the second part of the series Common email marketing mistakes. To read the first part click here.

Subscription forms that require too much information

Analyze before asking too much information from a subscriber. The more information you require the fewer people will subscribe.

Is it necessary to required both the name and the first name? If you require them you should use them. Will you really use the birthday? (Yes, you can send an offer or a congratulations message, but don’t forget that.) Do you need to ask them to fill in a verification code (captcha)? Why would robots subscribe to your newsletter? Is it necessary to require them to accept Terms and Conditions? Do you really think someone really reads these terms. It’s a newsletter, nobody would think they would be obliged to buy. And if the terms and conditions have conditions like “You agree with us to give your data to our partners” or “You can unsubscribe with a written request and we will answer you in 30 days” you are already mistaken.

When you start an email marketing program you think that the most information you have, the better and you are tempted to ask a lot of information so you can segment efficiently, but often this is not happening and you will only lose subscribers for asking too much. And also, you can create complete profiles of your subscribers after they sign in, with surveys or by analyzing the evaluation indicators.

Don’t hide the unsubscribe link

Maybe you think it’s a good idea to make the unsubscribe link a little less visible so the subscribers won’t get the idea to unsubscribe. Wrong! They will figure out on their own if they want to unsubscribe and it will be a big problem when they don’t find a way to do it. They will directly hit the spam button and that will affect your deliverability. So you should not put the unsubscribe link with a smaller font, less visible or at the end of the message so the subscribers won’t find it.

Sometimes it’s recommended that the unsubscribe link would be the first thing in a newsletter, so if a user want to unsubscribe, he would not think about using the spam button. Maybe you will have a higher number of unsubscribers, but you will have a lower spam complaint rate.

Don’t send from fictitious email adresses or from ones that nobody checks

The email is not an unilateral communication, it’s not like the radio or TV. When you send a message you have to be prepared to receive an answer (not only a click or a conversion).

Even if you will give explicit information in the message about how you want to be reached, it’s possible that some users will reply to your message. They will be very dissapointed if they will get an undeliverability notice or they will receive no answer. Don’t use “noreply” adresses in order to not make it difficult for them to contact you.

Don’t use domains in the links

How not to do it: <a href=”http://exemple.com”>exemple.com</a>

Why?

– In the first place, because if the visible text and the destination (href attribute) are different, the message will be blocked by the anti-phishing filters.

– Also, when you send a newsletter you will want to know to clicked on your links and you will activate “click tracking” in the application that composes the messages. This application (including WomSend) will modify the links (the destination – href attribute) in order to keep count of the clicks, so you will end up in the same situation you wanted to avoid. Some filters are more permissive and they don’t make that change if the domain of the link is the same and the rest of the URL is different. But it’s impossible to know which ones do use this criteria or not and the safest is not to use domains in the link, use it only in the href attribute.

– It’s better to put something better there, a call to action that will make people click on your links.

Social links on your unsubscribe page

Tuesday, June 21st, 2011

Keep your subscribers closer with social media. WomSend has a new feature which will make it easier for you. Now you can add the links to your social accounts to your WomSend account.
These links will appear on the unsubscribe page of your email newsletters, this way you have a chance at keeping the users that will unsubscribe as fans or followers in social media. It’s another way to inform them, if they no longer want to receive emails.

You enter your WomSend account, the menu Configurations – tab Social links. There you can put links to your profiles on Facebook, Twitter, LinkedIn etc. These links and the text:”If you prefer other ways to stay in touch you can follow us on:” will appear on the unsubscribe page. And the user may want to keep receiving your news, but in social media.

Keep in touch in social media

Your subscribers may want to stop receiving your emails due to various reasons, but in case this reason is the fact that they no longer want to use email as a way to stay in touch with your business, you can offer them an alternative by proposing that they should follow you on social media to stay up to date with your news and special offers. This way you can get your list to like you on Facebook and follow you on Twitter.

How often should you send an email newsletter?

Friday, May 20th, 2011

The frequency is a problem to which it is very difficult to find the right answer. How often can you send an email newsletter may depend on various reasons. If you send too often you can become irritating for your subscribers and you risk getting a lot of spam complaints, and if you send too rarely you lose the contact with them. So, in this case, if you get less spam complaint, your subscribers might forget about you.

Generally, the recommended frequency starts from once a month to once a week and also the most suited frequency for your business depends on the frequency that people buy your product. For example, for a publishing website you can send a newsletter more often, maybe even daily, but it is not the same for a car brand.

The frequency problem starts when you don’t know the preferences of your subscribers – too often will make them hit the spam button, that’s why you should establish when you send your email newsletters keeping into account their preferences. Below you have some suggestions of ways to establish the best frequency for your emails.

1. Find out their options
The surest way to establish the best frequency of a newsletter is to find out your subscribers option right from the start, using the subscribing form. Offer your subscriber the possibility to choose how often to receive news from you in his inbox. You could include a box in the subscription form to ask the subscribers to set the timing of the newsletters they will receive.

2. Ask for their opinion in a survey

Find out the preferences of your subscribers about the frequency of your newsletters. If you already have a list and you didn’t include the frequency option in the subscription form, a survey could be a good way to find out their opinions.

3. Test

The frequency of your emails affects mostly the open rates and the click rates of your campaigns. You can test the frequency by dividing your list into segments. And then send your newsletters with a different frequency to see how the subscribers respond. Study especially the open rate and the click rate.

4. Let them choose
Even after the subscription you can give the possibility to your subscribers to choose the right frequency for them. In order to do this you can include a link in your messages that will give the possibility to choose the frequency.  Or you can put this possibility in the unsubscribe page. If the reason some people want to unsubscribe is the frequency, they will set it not to be disturbing. This way you make sure you are not losing subscribers because of the frequency of the emails.

Setting the right frequency is a difficult mission in email marketing, and the purpose of it is to avoid the saturation of the subscriber. Once resolved this matter concerning the comfort of the user, many indicators will be increasing.

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