Posts Tagged ‘email’

Email marketing strategies for eCommerce

Saturday, 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

Sunday, 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.

Create efficient content for email newsletters

Sunday, July 22nd, 2012

After having established the segmentation criteria for your list and the frequency, you need to work on the content you are offering to your subscribers in order to get high indicators.

Having the permission and staying relevant are the essential elements in email marketing that can help you build a relationship. The second step is to find out what information your subscribers what to receive. A survey can be very helpfull with this. Also, ideas for content can come from carefully observing the indicators of the previous sent newsletters or the traffic ones on your website or blog. See what your users read and develop those subjects.

Generally, the subscribers will not be very happy with receiving only sales newsletters, you need content that will convince them about your products benefits.

Personalization helps

Your can personalizate your content so you can reach your target better. For example, using thelast name of the subscriber in the header of your message. „Hi, Andrew!” instead of just „Hi” can help you win his attention for the lines below.

Placing the important information

The important information needs to stand on the top of the newsletter in order to gain the reader before he abandons the email.

If you are using Womsend you will be able to analyze the click rate on every link according to it’s location. This way you can optimize the positioning of the information and other design elements in the newsletter.

The subject line- the key to high open rates

The subject is the first contact that your subscriber has with the email. It’s the only chance you have to convince him to open and read the information. A good subject line should be concise and based on facts, without metaphors.

How to optimize the newsletter with A/B testing

Tuesday, March 13th, 2012

Which are the subjects that make users open the emails, which is the best hour to start sending your newsletter or the best day to do it? The answers to these questions is to experiment more alternatives. A/B testing can be used succesfully to raise the indicators of your campaigns by determining what elements don’t work in your newsletter.

What is A/B testing

You make two versions of the email newsletter and send them to two segments in your list. This way you will test the two messages to see which one works best, and then you will send that one to your entire list. A/B testing has many advantages: they are easy to implement, you have the results in a short time and they are easy to understand. The aim of A/B testing is to give you the optimal version of your email newsletter.

What can you test

To start testing you need to define what you have to find out. To be sure you get to the right conclusions is better to make the two versions you are testing are not that different, because if you are changing to many elements you won’t be able to know which one was working and which one wasn’t. This is why is recommended to change only a few elements at once.

1. Subject line
The subject is the factor that influences the most the opening rate of a newsletter. To establish the efficiency of a subject line you can test what difference it makes a specific subject or a general one, also you can test a subject where you tell your subscriber a benefit or that the offer expires soon (You have only two days left to…). Personalization is also another good way to go. You can test to see how it works on your list: you can send a version with your subscriber’s name in the subject and one version without.

2. “From” field
The “From” field is very important for the subscribers to identify you easily in their inbox when they receive a newsletter from you. Also this is a very important element for the opening rate. You can optimize the best version to tell your subscribers who you are. You can put only your company name, or you can try “Newsletter Company Name” or you can put there the name of a representative of your company, if he is known by your subscribers.

3. Hour and sending day
Will you get better results if you send the newsletter in the morning or in the afternoon and which are the best days to start sending? Testing you can find out the answers to these questions.
To test the hour or the best day to send your newsletter you need to send the same version at different hours. These tests will give you information about the behaviour of your subscribers, and when are they more likely to open the newsletters.

4. The layout
You can test two version of layout to see how they work. You can make a test with a more complex layout, a dynamic one and a simpler one, with a very clear structure. A/B testing will help you decide which one you should send.

5. Links and call-to-action
Call-to-action messages determine the value of the conversion rate. When you are testing you can try different texts, colors or font sizes for these messages. Also you can test if it works better to have call-to-action links or buttons.

A/B testing helps you improve your campaign’s indicators and build a stronger relationship with your subscribers. Most times the hardest part is to decide what to test, but you need to choose a few elements and see if they are according to your subscribers expectations. A/B testing can bring you the best optimizing solutions for your newsletter.

Email marketing is profitable

Monday, October 31st, 2011

Email is one the most powerful marketing tools. Many wonder if email is being replaced nowadays where the possibilities of online technology are every day more competitive, if email has not been replaced by blogs or social media.

According to a study by Direct Marketing Association, email is at the top of marketing tools as being the most profitable. An email makes over 40$ for every dollar invested, comparing to catalogue – 7.3$ and online advertising 19.72$.

Why is email an efficient marketing tool

  • Allows precise targeting
  • Generates direct sales
  • Builds relationships and loyalty
  • It is measurable

Offers and promotions in email generate sales or subscriptions. Informative newsletters help offline sales by sending people to the stores, building awareness and a relationship and setting the basis of customer loyalty.

Email is a very profitable marketing tool, and using it in communication can be done with little costs and great benefits. With email marketing you can obtain remarkable results with little time and even fewer money.

The difference between lists and segments

Thursday, September 29th, 2011

Relevance is one of the most important things that you have to keep in mind to optimize the results of your email marketing campaigns. To raise the relevance of your sent emails you have to do an efficient segmentation of your list.
In email marketing you need segmentation because your list of subscribers is not an homogeneous group, and sending one kind of message will not meet the expectations of the majority. Still you don’t have to confuse lists with segments.

Lists and segments

The list is a group of contacts that changes only when you add or remove some of them or when someone subscribes or unsubscribes for your newsletter. Lists are useful to organize the subscribers.
And also, a list can be made with confirmation from the subscriber or not. This means that when someone subscribes to a newsletter will not receive it until he will confirm his subscription by clicking on a link in the email received right after he subscribed.

With Womsend you can create and edit lists by going to the section Subscribers->Lists.
When you create a subscribe form, you have to associate where the people that subscribe to your newsletter to be registered.

The segment is a group of contacts based on a specific criteria. For example, you can make a segment with all the male subscribers, age segments (between 25 and 35 years) or subscribers from a specific city, according to want you want to communicate. A segment can be static or dynamic, you can set the segments to update automatically. For example, if you segment by age, when a subscriber no longer meets the criteria he will be eliminated from the segment.
To create segments using Womsend go to the section Subscribers->All subscribers. First you create a filter (the criteria by which you wish to sort subscribers), the you will be able to see all the subscribers that meet that criteria. Then you need to save all of them as a segment.
To edit the name, description or “Update automatically” option go to the section Subscribers->Segments.

The lists are group of contacts in which users are registered when they fill in the subscribe form and the segment is a group that you can set as an administrator of the lists, according to some filters. The subscribers does not have the chance to see or choose in which segment he is.

Preference page

Through the preference page your subscribers will tell you alone which information they want to receive from you. On this page you will put the lists and they can choose which is the list they want to be included in. Be careful: on the preference page they will not see the segments of your list, they will only see the lists and a short description. Subscribers aren’t able to see the segment they are included and neither have the possibility to choose between segments. To find out more about adding the preference page to your emails read this article.

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How to increase subscribers’ loyalty?

Thursday, August 18th, 2011

The goal of every successful email marketing program is to obtain better indicators with every email sent. The loyalty actions are a way to obtain better reports on your emails and, even more, they are a way of having and keeping a relationship with the subscriber.

Generally, the efficiency of a loyalty program is measured in their capacity to determine the client to make at least once again the action you desire (most of the times it’s about buying).

Email communication allows getting data about the subscribers to create their profile. You have ways to monitor their actions, what emails they have opened, the links they clicked.  If, according to this data, you manage to give them relevant information and to create offers they really need, your loyalty program will be succesful.

In email marketing a loyalty program is very important, but it has to be done right. The important thing is to know your subscribers. This way you will be able to make good offers, to people that don’t really need them and you will ask yourself why click rate and conversion rate are so low when you gave a 30% discount.

Test!

In order to be convinced of the efficiency of the loyalty tactics that you what to apply, you need to test them. You can test on a smaller segment of your active subscribers, the ones that most probably will answer positively to your emails.

Then, according to the results of the tests, you can optimize the tactics and you can send your emails to a bigger segment as you go adding similar subscribers.

Loyalty isn’t only discounts

Loyalty surely means to treat differently your clients and your potential clients. A client is more valuable and you have to show him this. It means that you need to have better offers for clients, but why stop here. The relationship you are building is very important and loyalty tactics mean not only discounts. Try to personalize the best as you can you message, try to have a two way communication and to invite your subscribers to dialogue. A loyalty program only with discounts it’s impossible to sustain on a long term and it isn’t sure that those people who use the discounts will remain loyal when you try to sell with no discount.

In conclusion, loyalty defines mostly the relationship with the subscriber and it’s not only discounts. On the long term, discounts must be offered together with relevance, personalization and value.

How do you repay your clients?

How to improve the open rate of an email newsletter

Thursday, June 30th, 2011

The open rate, the click rate and the conversion rate are three indicators that measure the efficiency of an email marketing campaign. These are there indicators that you have to observe constantly and find ways to optimize them in order to manage to raise these values.
Opening is the first step – the first action a user has to do to get in contact with the information from you. Below we detailed some recommendations to improve this indicator. But you have to be aware of the fact that the open rate is not an independent factor, so to have a high open rate you need to have a high deliverability rate, your emails have to get to your subscribers inbox to be opened.

1. The subject line and the “From” line

The subject line is one of the most important elements when it comes to determine a user to open or not an email. The subject is the most visible and the first opportunity you have to offer a reason why your email should be opened. The subject has to be a message that offers your subscribers an idea about what he will discover opening the email, something to tell them if the information is relevant for them or not. A good subject line is specific, not too long and attractive.
You have to pay attention to the “From” line also. Subscribers are not likely to open your emails if they don’t know who’s the sender.

2. Targeting and relevance

The interest of the readers in the information you send depends on how you segmented your list. The segmentation starts right when you collect the adresses. It’s recommended to set correctly the expectations of the people when they subscribe to have a list interested in what you want to communicate. The better you segment, according to the information you have about your subscribers, the more chances you have of offering relevant content, so of getting their attention and a higher open rate.

3. Frequency

If you send too often people will be irritated, and if you send too rarely they will lose their interests. What is the right amount? That depends on your product and on your list. To not disturb the best is to give your subscribers the possibility of choosing the right frequency for them, either when they subscribe, or later by other means.

4. Build a relationship

One of the most important factors that will bring you openings is trust. Deliver what you promised, don’t deceive your subscriber’s expectations, don’t promise unreal offers. Don’t abuse that permission they gave you when they subscribed.

Common email marketing mistakes to avoid

Monday, June 27th, 2011

Before sending out an email newsletter make sure you fulfill at least the basic rules of email marketing. In a hurry you can send an email without testing it and it will not appear as you intended in the inbox of your subscribers. You can send irrelevant content to your list or maybe you can send your emails without asking permission first. This way you will only manage to get to the Junk folder faster or make them hit the unsubscribe button.

Below we made a list of the most common email marketing mistakes which you have to be aware of to avoid them.

1. Sending with no permission
Before sending a newsletter you have to have the permission of every single person in your list. This means people have to previously requested to receive information from you. Not spamming is the first rule of email marketing and one the most important ones.

2. Unclear “From” name and subject line
For the subscribers to open your emails they have to know clearly what they are receiving and from whom. The “From” name and the subject line are the only two elements that you have to make them open your messages. If these two elements are not clear and relevant you will not succeed in attracting them. Also, a clear “From” is important to avoid a high spam rate. Is wrong to assume that, even if you have a permission based list, people remember you and your business.

3. Sending without testing
Testing is very important. Don’t skip this step, even if you are in a hurry. You have to check especially spelling errors, display errors and if all links are functional. The best is to send out emails to different accounts that use different email clients. The display could be different, depending on the email client your subscriber is using.

4. Disturbing and inconstant frequency
There is no recommended frequency in email marketing. It can differ from product to product depending on the quantity of relevant information you can offer to your subscribers. Sending to rarely will make them forget about you and sending too often will make your communication disturbing. The best solution is to let them pick their right frequency.

5. Irrelevant content
Sending emails that have nothing to do to what you promised to people when they subscribed and that is not corresponding to their interests will only raise the unsubscribe rate. An efficient targeting is necessary to get good results.

6. No unsubscribe link
In every email you send you have to include an unsubscribe link, and it has to be working. Not including it does not mean that you will lose fewer subscribers, because people that want to unsubscribe will have to use spam button to report you. This way you take the risk of compromising your future email marketing campaigns.

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.

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