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EMAIL MARKETING

A Beginner’s Guide to Email Marketing

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It may be one of the oldest forms of digital communication, but email still reigns supreme when it comes to usage.

Sure, there are other newer methods of communicating with your audience and customers. Communication methods like social media, live chat, and many others. However, with a user base of over 4 billion people, email is the king of marketing channels.

Additionally, email marketing has an ROI of $38 for every dollar spent, meaning it deserves a place in every marketer’s toolbox.

Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

Why is that? With all the hype over new channels, why is decades-old technology still one of the most effective marketing strategies?

Despite the rise of social, people use email more than other platforms. After all, what’s the good of marketing to someone if they’re not there?

Data shows that most people are on email—and the number increases every year.

Number Of Email Users Worldwide - email marketing is effective because so many people use email

In addition, with email marketing you own the connections—you don’t have to worry about algorithm changes tanking your reach.

That’s why building a successful email marketing campaign is more important than ever.

There’s a problem—most people don’t know how to do it right. (In fact, you’ve probably seen those people in your email box.)

This post will walk you through tips and strategies for executing impactful email marketing campaigns.

What is Email Marketing?

Email marketing is the act of sending promotional messages to people in mass quantities. It typically is to generate sales or leads and it may contain advertising.

Remember: You’re a Guest in Their Inbox

People are inundated with interruptions, pitches, and advertisements everywhere they look.

Though you might think your email is special. To the reader, your email is one in a million—and not in a good way.

This is why it’s important to remember where you are and use good manners.

Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so.

It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behavior at all times and remember… you’re a guest in their inbox.

Now, let’s talk about how to build your email marketing strategy from the ground up.

How Does Email Marketing Work?

Email marketing is one of the top-performing strategies, in no small part because it’s fairly intuitive and often automated.

In its basic form, an effective email marketing campaign requires three essential elements:

1. An Email List

For you to pull off successful email campaigns, you need an active email list. This is a database of email contacts who have expressed interest in receiving marketing communications from your brand.

There are many ways to build an email list. One of the easiest is to create a lead magnet (also called an offer) your target audience is interested in, like a coupon, in exchange for their email addresses.

2. An Email Service Provider

An email service provider (ESP), also known as an email marketing platform, is software that helps manage your email list. It also helps design and execute automated email marketing campaigns.

Using an ESP allows you to automate actions triggered by your target audience’s behaviors. These enable you to personalize each interaction with them, meaning engagement and conversion rates generally improve.

3. Clearly Defined Goals

You can use email marketing to achieve many business goals. For example, you can use email marketing to:

  • drive sales
  • boost brand awareness
  • generate and nurture leads
  • keep customers engaged
  • increase customer loyalty and lifetime value

To execute an effective email marketing campaign, your email list, ESP, and goals must align. Then, you can get to work.

The first step is to segment your email list according to subscriber demographics or actions.

Next, create an email or series of emails designed to get consumers to do something (your goal).

Finally, use your ESP to send emails and monitor the campaign automatically.

Advantages and Disadvantages of Email Marketing

Just like any other marketing channel, email marketing has pros and cons. Let’s briefly dive into some of the more significant ones:

Advantages of Email Marketing

Email Is Permission-based

When a customer trusts you with their email address, it’s the virtual equivalent of being given the keys to their house. Gaining permission to enter rather than showing up uninvited increases the chances of engagement and conversion.

Affords You Direct Access to Your Audience

You can communicate directly with subscribers on their schedules. In addition, because people check their emails daily, your email is likely to be viewed.

Gives You More Control

With most other marketing platforms, you don’t own the platform. If the platform ceases to exist, all your hard work sinks with it.

With email, you own the relationships you forge with your subscribers.

More Personalization Capabilities

You can use demographic or psychographic data to create personalized and hyper-targeted campaigns. Research shows segmented and personalized campaigns increase revenue by as much as 760 percent.

Measurable

Measuring the effectiveness of a marketing campaign is crucial, and automated email marketing makes measuring your campaign a breeze.

Scalable

Email marketing campaigns can scale without putting a strain on your resources or compromising quality.

Disadvantages of Email Marketing

Tough Competition

Standing out in a cluttered inbox can be quite a challenge. You have to be creative to ensure your emails get noticed and opened.

You Need an Email List

With email marketing, you must already have an email list for your campaigns to be effective.

Tricky Rules and Regulations to Navigate

There are a lot of rules governing the use of email for commercial purposes. Common examples include GDPR, CAN-SPAM, and CCPA. All of these state you can’t send unsolicited emails.

Unfortunately, some subscribers also report your emails as being spam even after they subscribed to the list. As a result, your sender reputation takes a hit.

Delivery and Deliverability Issues

Getting your email to land in receivers’ inboxes is not guaranteed. To run effective email marketing campaigns, you must contend with delivery and deliverability issues.

Email Marketing Examples

Let’s briefly look at a couple of email marketing examples for a bit of inspiration.

Teaonic

Teaonic is an e-commerce brand specializing in organic, healthy teas.

Subject line: Getting Low On Wellness?

Teaonic email marketing

What does this email get right?

  • Great subject line: The subject line focuses on the target audience’s main pain point, i.e., improving their health.
  • Leverages color psychology: The bright, warm colors trigger feelings of health and happiness.
  • Well-timed: The email is targeted at people who have purchased the product and is sent when the customer’s supply is about to run out.

Bluehost

Well-known for its hosting services, Bluehost decided to try its hand at creating a website builder.

Subject line: Bluehost’s new Website Builder makes building simple.

Email Marketing Examples - Bluehost
  • Sells the benefits, not features: Focusing on the benefits makes the copy more compelling.
  • Clean design: The simple design makes the email aesthetically pleasing and easy to read.
  • Excellent targeting: Bluehost knows their audience is mainly made up of small business owners without technical expertise. The email uses language targeted at this demographic.
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How to Automate Your Email Marketing

While the automation process varies from one ESP to another, there are some universal steps to automating your email marketing.

Define Your Segments

Effective email marketing campaigns start with list segmentation. Use the data you have about your subscribers to group them. This allows you to create more personalized campaigns.

Design an Efficient Workflow

After segmenting your email list, it’s time to design a workflow. This is the series of emails to fulfill the objective of the campaign.

Determine the Right Triggers

Once you’ve designed your workflow, determine the triggers that will set off the following email in the sequence. Examples of triggers can include customers opening your email, clicking on a link, or not opening it at all within a predetermined time frame.

Best Email Marketing Strategies

To succeed with email marketing, you have to be strategic in the way you design your campaigns. Here are some of the best email marketing strategies you can employ.

Use the Right List Building Strategies

The success of your email marketing campaigns depends on the quality of your email list. To build such a list, you must use list-building strategies designed to attract your target audience. For example, a case study promoted on LinkedIn may help a B2B brand build a list of engaged subscribers but flop when used by a B2C brand.

Practice Good Email List Hygiene

Another essential email marketing strategy is practicing good email list hygiene. Cleaning out inactive subscribers and email addresses that are no longer in use will ensure you have a good sender reputation.

Keep Your List Warm

Regularly send emails to your list to keep your subscribers engaged (warm). However, sporadic emailing could result in subscribers forgetting who you are and lead to low conversion rates.

If some of your subscribers go cold, you can run a re-engagement campaign.

Focus on One Objective

Design each campaign and email to focus on one objective. Trying to kill two (or more) birds with one stone doesn’t work with email marketing. It only confuses your audience and reduces your conversion rates.

Define and Track the Right KPIs

Email marketing is more than sending your subscribers a couple of emails. It also entails tracking the performance of your campaigns. To do so, you must define and track the right key performance indicators (KPIs).

Top 7 Email Marketing Tools Every Marketer Should Know

To pull off a successful campaign, you need to leverage email marketing tools to optimize your processes. Here are the top seven you should know:

Email Service Providers (ESP)

One of the most critical email marketing tools you need is an ESP. Some top ESPs are:

  • Constant Contact: This is best for e-commerce email marketing campaigns, thanks to features like automated product recommendations and shoppable emails. Plans start at $20/month.
  • Sendinblue: Sendinblue is best for small businesses running simple email campaigns. It has a rich feature set with a CRM, live chat, and SMS, among others. Plans start at $25/month.
  • Pardot: B2B email campaigns require a platform specifically designed for the B2B buyer journey. Pardot fits the bill perfectly. However, to build high-growth email campaigns with Pardot, be prepared to part with at least $1,250/month.

Deliverability Tools

Email deliverability refers to the ability of an ESP to place emails in your receivers’ inboxes successfully. The wise email marketer will have an email deliverability tester in their toolbox. Here are some of the top ones:

  • MailGenius: MailGenius inspects your emails for possible spam triggers. You can use it to run deliverability tests to ensure your emails reach their intended recipients’ inboxes. MailGenius is a free tool.
  • GlockApps: GlockApps shows your delivery results in real-time, including whether your email landed in the Inbox, Spam folder, Gmail’s Promotional or Social tabs, or if it was never delivered at all. Personal accounts are free, and prices go up from there.

Testing and Tracking

Testing and tracking the campaign performance helps you create optimized iterations of your campaigns. Which email marketing tools are best for testing and tracking?

  • Litmus: You can use Litmus to test and track your emails in traditional web clients and popular mobile devices.

Email Personalization Tools

Take your personalization game beyond just using your recipients’ name by using a personalization tool.

  • Hyperise: When it comes to personalizing email marketing campaigns, no tool does it better than Hyperise. It helps you add dynamic, personalized images to each of your emails, including profile images from social media platforms.

How to Write Email Marketing Copy That Drives Results

Whatever your email marketing goal is, it all hinges on email marketing copy.

How to Write Email Marketing Copy that Drives Results

That’s why you must write yours well. To do that:

Know Your Audience

The first step to crafting compelling email marketing copy is knowing your audience. This will help you better segment your list and create hyper-targeted email copy.

Craft a Hard-to-Ignore Subject Line

The subject line is one of the most important elements of email copy as it helps readers decide whether to open your email. To craft a hard-to-ignore subject line:

  • use keywords
  • make it benefit-driven
  • use active voice
  • personalize as much as possible

Get the Preview Text Right

Email preview text appears immediately below or beside the subject line. Limited to a maximum of 140 characters (email client dependent), it acts as an elevator pitch to convince people to open your email. An optimized preview text is an extension of your subject line and reinforces your value proposition.

Make It Easy to Read

People are busy. That’s why you should write your email copy so it’s easy to read and understand. Do this by:

  • using short sentences and paragraphs
  • avoiding jargon and complicated words
  • using bullet points

If your readers find your emails easy to read, they’ll likely engage with them more.

Leverage Storytelling

Stories are a powerful way to grab attention and get your message across. That’s why you should leverage storytelling in your email copy.

Use Psychology to Your Advantage

Human beings are wired to react in specific ways. Use psychological triggers to direct your readers towards fulfilling your campaign objectives. Examples of such triggers include:

  • fear of missing out (FOMO)
  • color psychology
  • social proof

Used well, these triggers can help you craft email effective copy.

Email Marketing Step 1: Build Your List

Before you can start sending out emails, you need people to send emails to. How do you get started building your list? Start by adding a banner or form to your website simply asking people to subscribe.

Then, follow these tips.

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1. Offer An Incentive

Think of email addresses as a currency: you wouldn’t give money away for free, right? Offering an incentive is the simplest way to gather email addresses.

There are many ways you can do this, of course. Some prefer to give something away for free while others simply offer a newsletter or product updates.

For example, the business newsletter Morning Brew offers readers a simple benefit: their fun, interesting updates every morning.

Email Marketing Opt-in Example From Morning Brew

Search Engine Journal uses a small form in their right sidebar offering daily news—they also ask which topics the user is interested in, which helps them send more valuable content.

Email Marketing Opt-in Example From Search Engine Journal

You can also offer a checklist, ebook, white paper, or another downloadable asset. Contests and giveaways are another great way to convince people to share their email addresses.

I can’t tell you which is the right or wrong path for your business, but I can tell you that it’s important to have a clear purpose when asking for an address.

This is where a strong call to action comes into play, and copywriting is super important.

Establish your credibility, explain what the emails are for, and get people interested in receiving them.

Simply posting “enter your email for updates” isn’t going to get anyone excited. Instead, share specifics.

By sharing a specific call to action or benefit to providing their email address, you can get more people to subscribe.

Some common ways to entice people to sign up include:

  • email series
  • free downloads
  • free white papers or eBooks
  • update lists, like new releases and product updates

Whatever that incentive is, make it clear and enticing, and don’t be afraid to promote it.

2. Follow Email Marketing Laws and Regulations

You’ll also want to make sure your emails follow local rules and regulations, including CAN-SPAM and GDPR.

Don’t let all the legalese scare you—just make sure you never buy email lists and consider using double opt-in options so people know what they are getting into. Finally, make it easy for people to unsubscribe.

Email Marketing Step 2: Provide Great Content

Email marketing is all about expectations, and it’s up to you to set them.

If your call to action is strong, and your follow-up is consistent, then you can count on a successful email campaign.

However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure.

On the contrary, if someone is expecting daily updates or critical product updates and you don’t deliver, then they are likely to be just as upset in that case, too.

This is why the first follow-up email is so crucial to the success of your email marketing efforts.

Send an Introduction Email

For example, here’s a basic welcome email from Airbnb to a new host. It explains the basics of the process and what you can expect to receive from Airbnb.

Spotify sends out a similar email that confirms the subscription and lets them know what they can expect.

Spotify Email Marketing Welcome Email Example

Almost all email service providers give you the option to create an automated welcome sequence, so take advantage of it.

The initial follow-up email should be sent immediately as a way to introduce yourself and detail what you plan on doing with your new subscriber’s email address.

It’s better to be long-winded and detailed than it is to be quick and unobtrusive, but if you can pull off quick and concise, then more power to you.

From here, it’s simply a matter of living up to their expectations.

Don’t Pitch Right Away

You’re not running an email list just for the fun of it—you’re there to engage customers and make sales.

Transitioning from an email list that provides tons of free value into a list that pitches a product for money can be a tricky switch to make.

To do it effectively, it’s a good idea to think in advance about your pitching. You don’t want to surprise everyone with a pitch all of the sudden.

You’ll have a much more successful campaign if people expect sales pitches every once in a while.

If you’re going to get in the habit of selling often, try to put yourself in the reader’s shoes.

Ask yourself if your messaging is consistent with the expectations you’ve set. If possible, understand what the customer has shown interest in before, and send similar offers down the line.

Those that send blind offers are far more likely to lose permission to keep doing so.

Again, each business has different needs, and there aren’t any hard and fast rules as to how often you can pitch or provide content.

Just remember that an email list is a permission asset and it’s better to err on the side of caution than to play it loose and reckless.

How to Write a Great Email Newsletter

Let’s talk about the difference between a good newsletter and a bad newsletter.

The first sign that you’ve received a bad newsletter is that you don’t recall ever asking to receive it.

Typically, this happens when a business either fails to maintain a regular email routine or manually adds someone to their list after receiving a business card or personal email.

Make sure everyone remembers you—the best way to do this is not to let your emails lapse for too long. Try to send an email at least once a month, or once a week if you can.

I find the most compelling newsletters are those that do a great job of mixing messaging and updates.

For example, while the email might contain a list of product updates and images, it’s balanced by a personal message or friendly memo.

Use your newsletter as a way to further your relationship with the reader/customer rather than to pitch them.

Save the pitch for unique updates, offers, and announcements.

Use Email Automation Carefully

If you’re just starting out with an email list, it’s easy to imagine you’ll have time to personally respond to every new subscriber.

Once you start getting more than a handful of subscribers, it becomes next to impossible to keep up.

You’ll start to get more and more complex campaigns, and following through with everyone all the time is impossible.

Top marketers seem to do this exact thing. How?

Their secret is email automation.

It automatically sends out emails that you schedule in advance.

By scheduling a set of emails to send in advance, you can prevent “going dark” for any length of time.

Oftentimes, companies plan out a series of emails—ranging from a few days to a few months—that automatically deliver, warming up anyone who signs up for your list.

That way, when you do need to announce a new product or sale, you can count on the fact that they are paying attention.

Since you’ve built up a relationship over several weeks or months, you’re much less likely to annoy your readers.

Email Marketing Step 3: Analytics and Segmentation

Now that you understand the basics behind an effective email campaign, let’s talk about how to take things to the next level.

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Specifically, using segmentation and analytics to refine your broadcasts and generate even better results than a basic campaign.

How To Understand Email Analytics

We’ve talked before about the importance of analytics in web copy, and email is no different.

Every email service provider I’ve ever worked with provides complimentary analytics.

Though they’re all important, the three most important are open rate, click-through rate, and unsubscribes. Let’s break down each one and see what there is to learn from it.

First, your open rate explains how many people open your emails. It’s based on a single invisible tracking pixel that loads when someone clicks on your message.

When looking at open rates, it’ll usually tell you how well you’ve built your relationship with readers. Ideally, people are excited to read your emails and open them quickly.

If your open rate is low, it usually means you have a lot of unengaged subscribers. You need to work harder on providing value and managing expectations. Here are a few tips on raising your open rate.

Next, your click-through rate, or CTR, shows how many people clicked on a link (if any) in your email.

If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.

Finally, your unsubscribe rate tells you how many people have clicked the “unsubscribe” button at the bottom of your email.

If your unsubscribe rate is high in relation to your opt-in rate, then you’ve passed the point of building value and writing good copy… you’ve got some serious work to do.

Essentially you’ve built a sieve and people that sign up eventually leave. If this is you, try to examine when people are leaving and take action based on those leaks.

If they’re leaving after a certain automated email, then re-work it. If they’re leaving after marketing messages, then re-work the way you present offers.

If they’re leaving early on in your email funnel, then you need to fix your original call to action so that it’s in harmony with what you’re sending.

Email analytics are critical because, if you’re paying attention, they’ll give you very specific clues as to what you’re doing wrong.

Of course, the key here is “paying attention.”

How To Segment Your Email Marketing List

If you’re unfamiliar with the term, email segmentation is the practice of splitting up your email list into more targeted groups.

Here are a few ways to segment a larger list:

  • customer list (in comparison to leads who haven’t bought)
  • newsletter subscribers
  • daily email list (in comparison to weekly, bi-weekly, monthly, etc)
  • demographics, such as age, location, or job title
  • interests, such as marketing or sales topics

Just like targeting in paid ads, dividing your list gives you the ability to send more targeted communications.

For example, some customers want both product and sales updates, while others might only want to hear about new versions. Sales team leads might want to hear about a new sales feature but not a new marketing tool.

Plus, you can send specific emails to buyers thanking them for their purchase, like this email from Chrome Industries thanking people for making a purchase.

Email Marketing Thank You Email Example From Chrome Industries

With segmentation, you can send a broadcast only to those that didn’t open your last message (ask them why), or to those that showed interest (a second pitch).

You can also split test messaging amongst different groups to A/B test titles, content, or best practices.

As you can see, segmentation isn’t rocket science, but it is work, which is why most don’t take the time to do it right.

If you do, you’ll immediately separate yourself from the pack.

How Much Is Your Email List Worth?

Your email list is one of your most valuable resources, and if you learn how to treat it right, it will pay for itself many times over.

Over time, you can start tracking how much money people on your list spend on average. This will tell you how much your list is worth.

If a list of 10,000 people usually spends $50,000 on a campaign, and you run two of those campaigns each year, you could average it out and say that each subscriber is worth $10 a year.

When you do the math like that, it is easy to see how losing several hundred subscribers could be dangerous to your bottom line.

Email Marketing FAQs 

What are the benefits of email marketing?

Email marketing can help businesses reach a wider audience, drive sales, recover abandoned carts, and further develop your relationship with your audience.

How do I build an email list?

You can offer a downloadable asset, host a giveaway, or provide a free email course.

What email marketing regulations are there?

CAN-SPAM and GDPR (for Europe) require you to protect user’s privacy and avoid sending emails to purchased lists.

What is email automation?

Email automation allows you to create complex email campaigns that send emails based on actions, such as when a subscriber adds an item to their cart or downloads an asset.

How do I segment my email list?

Use your email tool to split subscribers based on demographics, interests, or customers versus non-customers. Then, send customized messages to each segment.

Email Marketing Conclusion

If you’ve been ignoring email marketing, it’s time to reevaluate your strategy.

Email marketing delivers huge returns for marketers willing to learn how to do it right. It doesn’t have to be too complicated.

First, remember you’re a guest in the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever. Be polite, respectful, and deliver value.

As you get started, you’ll need to ask permission. Of course, it’s the right thing to do. In the era of new data protections, like the EU’s GDPR, it’s also a legal requirement.

You’ll want to follow through with the promises you make. Provide people with what they’ve asked for and email regularly to line up with their expectations.

There’s no formula for boosting email automation. It’s all about what works best for you and your company’s voice and style.

Finally, you can move on to email segmentation and analytics once you’ve mastered the basics. Start sending separate types of emails to different groups of people so you can deliver more useful emails.

What email marketing practices keep your readers engaged?

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EMAIL MARKETING

Best Email Marketing Software for eCommerce that Supercharges Their Sales

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best-email-marketing-software-for-ecommerce-that-supercharges-their-sales


Email marketing is still one of the best ways to reach an exceptional number of customers at a time. So, investing in the right email marketing solutions for your eCommerce business could be the best way to nurture your audience. Our guide will lead you through while choosing the best email marketing software for eCommerce!

Despite the importance of social media seems to have overtaken digital marketing, email marketing continues to deliver strong ROI and value for retailers, online store owners and marketers. According to the survey conducted by Data & Marketing Association, the average ROI for email marketing is 122%, which is more than four times higher than other marketing formats including social media.

What are Email Marketing Services?

As email marketing covers a vast world of techniques and strategies, it is fair that brands can feel a bit confused in choosing the right email marketing platform. 

Simply, email marketing services help send emails to the sheer number of subscribers in order to inform them about new products, discounts, and other services. These emails can be newsletters or transactional emails. Business owners get help from email marketing software to inform everyone in their contact list, drive sales and build a highly engaged community.

With the recent developments made in technology, email marketing software has been leveled up to a stage that segmentation and customization are at the forefront of email campaigns. In modern email marketing, AI-powered solutions while increasing revenue, on the other hand, significantly reducing costs.

Benefits of Using Email Marketing Software

Email marketing stands on the three key points: conversions, brand awareness and customer loyalty

Businesses using email marketing services will be able to more easily expand their audience and increase their sales, as research shows that by 2023 the number of emails sent and received per day could reach 347 billion.

The key benefits that make an email marketing tool vital for eCommerce businesses;

  • Creates automated email,
  • Generates multiple email templates,
  • Builds targeted profiles based on age, location or past purchases,
  • Reduces marketing costs,
  • Better interacts with customers,
  • Makes sharable content.

Choosing the Right Email Marketing Tool for Your Store

Almost every store owners encounter difficulties when choosing the best email marketing platform for eCommerce. Although some businesses need specific features, the key features include;

  • The built-in monitor to check email deliverability,
  • Automated email journey to nurture campaigns,
  • Personalized email creation easily with drag and drop builder,
  • Detailed email marketing campaign end report,
  • Seamless integration with current tech stack,
  • Easily accessible 24/7 customer support.
See also  How Many Emails Should I Be Sending?

After identifying these key features, the next step is to check out the pricing range. Luckily almost every email marketing tool offers different types of pricing plans to all needs. Additionally, free trials are also provided to experience the tool before fully investing in it. 

If we are all clear on what we expect from email marketing services and how they will add value to your eCommerce business, there is only one step left: finding your best fit!

Top 5 Email Marketing Software for eCommerce

We have bunched up the best email marketing service for eCommerce to help you pick the solution that best meets your needs. Here are our best picks for you:

  • Infobip
  • HubSpot 
  • Plezi
  • BigMailer.io 
  • Constant Contact

Let’s dive into each email marketing software in particular to lead more sales for your eCommerce business!

Infobip

One of the powerful email marketing solutions Infobip is mostly known as a customer communications platform. As email marketing is also a part of this communication, Infobip offers particular solutions in this field as well. 

Regardless of which eCommerce platform you use, eCommerce businesses effortlessly integrate Infobip into their omnichannel strategy. The email marketing tool offers a comprehensive dashboard in order to create and manage email campaigns. By benefiting from the personalization feature, users can create sophisticated and contextualized emails that deliver value to their customers.

Source: Infobip

Infobip helps store owners create highly personalized and well-automated email journeys that drive conversions. With the email validation feature, they can make sure that subscribers’ email addresses are valid or not. It helps get emails delivered to the right inboxes.

More importantly, the success of an email marketing campaign can only be measured if the metrics are analyzed and reported well. Luckily, Infobip provides an in-depth analysis to check how marketing campaigns are going on several platforms.

You can speak with one of their specialists to get the best potential pricing for your eCommerce business.

HubSpot

HubSpot offers various solutions and strategies to grow your eCommerce business through email marketing. Store owners, retailers or marketers can create and design personalized email campaigns without any coding need. As HubSpot provides a diversified amount of services in particular Marketing and Sales, it makes it possible to optimize and improve email marketing campaigns better. For example, the CRM feature helps customer data you are using is valid.

hubspot-email-marketing-solution-for-ecommerce
Source: HubSpot

One of the best email marketing services for eCommerce HubSpot also offers a wide range of goal-based email templates. Users can customize the templates, CTAs and branding with a drag and drop editor easily.

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Since personalized emails get more opens and click-throughs, HubSpot’s email marketing tool allows users to change relevant subject lines, links, attachments and CTAs.

Another point that is worth mentioning about HubSpot’s offerings is A/B testing. This feature will give insights on which subject lines get the most opens or which content drives engagement and sales most.

Good news! HubSpot’s email marketing software is free. For additional functionalities, the price increases.

Plezi

Plezi is a powerful marketing automation solution that helps store owners create fully automated and intelligent email marketing campaigns. They can also build smart campaigns that automatically personalise and segment their audience.

If you are beginning your digital journey and looking for the best email marketing software for eCommerce, Plezi could be a great start. The email marketing tool offers customizable email templates that can be easily edited via the drag and drop builder. 

plezi-email-marketing-solution-for-ecommerce
Source: Plezi

Plezi shines out in analyzing each action of customers. Detecting the buying journey of prospects helps better understand their needs. The comprehensive reports Plezi provides make it easier to gain insight into all of the multi-channel interactions. Email deliverability, open rates, clicks and conversion rates are some of the metrics that reports cover. 

Plezi offers different pricing plans that vary between £299 to £499 per month based on the number of your contacts.

BigMailer.io

BigMailer is a cloud-based email marketing tool that allows users to create and send emails in bulk, auto/drip or transactional. It also provides an extensive contact list that includes a sheer number of subscribers to manage them more effectively in a single dashboard.

bigmailer-email-marketing-solution-for-ecommerce
Source: BigMailer

BigMailer’s built-in brand management platform supports all types of email marketing campaigns and white-label options. Users can use the custom email templates as well as create new ones depending on their desires using the drag and drop editor.

If you are an Amazon reseller, BigMailer provides specific solutions only for you. Without connecting your Amazon SES account, you can import your contacts or use its email collection forms. From checking bounces, complaints and unsubscribers to email engagement tracking and reporting, BigMailer meets all your needs.

See also  Stop it Before it Happens: 8 Tactics to Avoid Declining Sales

BigMailer offers four different pricing plans that charge based on the number of your contacts. Reach out to them to get more information.

Constant Contact

The last mention goes to Constant Contact which is one of the best email marketing software for eCommerce. By using Constant Contact, marketers can create effective email marketing campaigns that meet their business goals. 

Whether running physical stores or digital shops like Shopify stores, email marketing will remain vital. Constant Contact helps users at each stage of their email marketing journey. Creating and designing emails, customizing, segmenting customers, analyzing and reporting email marketing campaign metrics are just some of the benefits the email marketing software offers. 

constant-contact-email-marketing-solution-for-ecommerce
Source: Constant Contact

Constant Contact allows marketers to target new audiences and generate brand awareness by conducting substantial email marketing campaigns. Especially, social media ads, landing pages and website sign-up forms are great ways to seek new customers. Social media ads, particularly Facebook ads is one of the most effective lead generation channels as it targets extremely narrow audiences.

Last but not least, Constant Contact integrates numerous eCommerce platforms to grow your online store better.

Constant Contact provides two different pricing plans that vary between $20 to $45 per month based on the number of contacts.

Wrapping Up: Which is the Best Email Marketing Platform for eCommerce Business Owners?

Every business is unique. So, it will not be fair to point out only one email marketing platform that suits each marketer’s needs. 

We have discussed above the tools that we believe could be the best solution for eCommerce store owners for easing their jobs. Depending on your business core needs and of course budget, you will be the one who has the final say. 

If you are still undecided about which email marketing service best suits your needs, there are more solutions here to unleash the power of your eCommerce business!



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EMAIL MARKETING

10 Things You Need to Stop Doing in Your Marketing Emails

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10 Things You Need to Stop Doing in Your Marketing Emails


Did you know that roughly 45% of emails sent are considered spam?

Yes, that number sounds bad.

Maybe your marketing emails aren’t spam, they can be treated as one by your recipient.

Note: This post was originally published in June 2015, and updated in November 2021 to include new tips and data.

For some people, email marketing is the best way to go, but others commit huge mistakes in their marketing emails and think that it doesn’t work.

So before you leave email marketing behind, why don’t you analyze your marketing emails first? Maybe there are things you can improve that you haven’t seen yet that’s why your efforts are failing miserably.

So, without further ado, here are the top 10 things you should stop doing in your marketing emails to increase open rates and conversions.

1. Generic subject lines

Serious question. How many emails do you receive every day? Maybe too much that you can’t read every single one of them.

According to TechJury, the average office worker receives around 120 emails per day.

What are the odds that your email will be one of the few opened? Or even just noticed?

Too low if your subject line is not as brilliant as Buzzfeed’s email subject lines.

Buzzfeed Marketing Emails Subject Line

Subject lines are one of the most crucial parts of an email, that’s why you have to be very careful when creating one.
Good thing there are ways you can follow to make sure that your emails will go directly to your recipients inbox – meaning higher chances of being opened!

  1. Avoid spammy words like “free,” “limited time,” “buy,” and using all caps, such as “REMINDER,” and “CLICK.”
  2. Be clear. Being witty or super creative with the subject line is fine, but be sure that you’re not compromising clarity. Be clear with your message and intention, and avoid disappointing your recipients by putting up a subject line that will not be further explained in the content.
  3. Be concise. Subject lines that work have 50 characters or fewer. Concise subject lines are recommended if you want it to be fully displayed in the email pane – especially for mobile devices.

A good subject line is not too generic that it doesn’t really speak with your recipients, rather, it should urge them to do something or show that they will benefit from reading your email.

Tip: A/B test your subject lines

A/B testing is when you change certain parts of your email, whether it be the subject line or body copy, to see how the changes impact your results.

By A/B testing, you get to see what works with your audience and what doesn’t. For example, if your subject lines with puns get consistently higher open rates, then moving forward you know it’s better to have punny subject lines.

See also  5 Steps for Using Paid Internet Advertising to Drive Conversions

2. Images that don’t display properly

We’ve all experienced receiving marketing emails with broken images.

I know… that’s frustrating.

Although you can’t always blame yourself or your email marketers for instances like this, because not all recipients can receive visual elements – some can only receive in plain text.

What you can do instead is to limit the usage of images, and make sure that you have proper alt text for all your images to keep your readers away from being clueless on what your images are all about.

Buzzfeed Marketing Emails ALT Text

3. Usage of “noreply” emails

 

Lomography No-reply marketing emails

Generic addresses, especially ‘no-reply’ ones prevent your readers from engaging with your business. And we don’t want that.

We want to receive emails with email addresses that we can reply to – where we can ask questions or give feedback.

‘No-reply’ email addresses have also been proven to decrease open rates, and increase unsubscribe and complaint rates.

If you’re not yet convinced that you should give up using ‘no-reply’ email, perhaps this guideline will finally persuade you.

The CAN-SPAM Act: A Compliance Guide for Business

According to the first item in the CAN-SPAM Act, “Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.”

4. Generic salutations

Personalization is a very important part of email creation. We give value and attention to emails that we know is made especially for us. And how do we know it’s for us?

When it’s addressed to us – when names are mentioned.

So stop that “To whom it may concern,” “Dear Sir,” or worse, “{INSERTFIRSTNAME}” salutation and start using actual names.

“…years and years of sifting through emails has conditioned people to discard anything that doesn’t come from a recognizable friend or family member and/or doesn’t open with a personalized greeting. Any message that doesn’t refer to the recipient by name is getting discarded—period—never to be pondered again. You have to be on a first-name basis with your recipient. That’ll get you in the door, so to speak, and leave the recipient open to reading your message.” -Dan Forootan (How Important Is Personalization To Your Email Marketing Campaign?)

If you’re using an email marketing software, check if you’re typing the correct personalization shortcodes. You wouldn’t want your subscriber to end up with a “Dear    ,” or again, {INSERTFIRSTNAME}.

5. Misleading content in marketing emails

You promised something good in your subject line. Now you make sure that the content justifies it.

I’ve been subscribed to HubSpot for quite sometime now, and they never fail to keep their promises. When they say that a free guide or eBook is included, expect that a download link is included in that email – and expect that it’s really free.

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HubSpot Email Content

Just like the subject, avoid using spam trigger words like “prize,” “free,” “bonus,” “buy,” and “order.” Instead, use persuasive words like “because,” “you,” and “imagine.”

You can use HubSpot’s The Ultimate List of Email Spam Trigger Words to know what to avoid.

6. No call-to-action

Unless you’re doing a personal email and just want to say hi, you need a call-to-action.

The very reason why you’re marketing through email is because you want to sell something, or perhaps you want your readers to benefit from you. The point is you either want to give, or you need something – usually both.

Make your intentions clear by putting call-to-action. And guide your audience on what to do – until the very last step.

“Be clear and direct with your users, telling them exactly what you’d like them to do.”Conversion Rate Experts

KISSmetrics has always been generous with giving steps and options. Just take this example below:

KISSmetrics Call-to-Action

Including a short explanation or bullets of your product’s features with call-to-action button is also a good way to convert.

Evernote Call-to-Action

7. Multiple marketing emails with the same content

Weeks ago, I committed a mistake that nobody should ever follow.

I published a post in SEO Hacker, and later on decided to modify the headline and slugs. There’s nothing wrong with that – you can always change your title and slugs if you feel that it’s necessary to do so. However, when your published post is automatically being sent to thousands of subscribers, then you have to be careful.

I use an email marketing software called AWeber, and every time we publish an article, it automatically sends an update to our subscribers like this:

SEO Hacker Email Marketing

Once it’s sent, and you modified the slugs of your post, it will generate a new email – regardless if it’s the same post or not. That’s what I did, and that’s the dangerous part.

Just by modifying the slugs, I have sent two emails (in the same day) containing two different titles but the same content and is directed to the same article.

SEO Hacker Email Marketing Mistake

Not a very nice move!

It can confuse your readers, or they may not give importance to your emails at all, because really, who wants to be bombarded with multiple emails with the same content?

8. No option to unsubscribe from marketing emails

Admit it, even if you have compelling content, there will always be people who won’t like (or will stop liking) receiving marketing emails. That’s why you need to give them the option to unsubscribe – and make it visible.

A while back, Gmail started displaying the unsubscribe links at the top of messages.

Unsubscribe Google Feature

But you should still include an ‘unsubscribe’ button. For example, my Leadership Stack Podcast emails have this option at the footer.

See also  Get Your Business Blooming with These Spring Email Ideas

Unsubscribe button

9. Not segmenting the customers for marketing emails

Another major mistake that you may be committing is forgetting to segment your customers. Customer segmentation is the process of grouping customers based on various factors such as age, gender, industry, and others.

It’s important to ensure your customers are segmented properly so that the emails they get are personalized. For example, some of my customers work in marketing, some work in SEO, and others are entrepreneurs. If the emails they get don’t fit their demographic, they would just unsubscribe because I’m not adding value to their life.

Besides, receiving the kind of content everyone else receives doesn’t feel good. As a customer, you want to be spoken to. Segmenting customers helps with that.

10. Having generic content

I already touched on it a little earlier: Having generic content doesn’t do anyone any favors. Your customers don’t want to receive the same content as everyone else. They want you to speak to them.

Let’s say you’re asking for a donation, and you’re just asking the same amount from everyone. What if a third of the people you sent that email to are living paycheck-to-paycheck, the other third are living comfortably, and the final third are rich? Expecting all of them to give $50 will be unreasonable, and your email will show them that you don’t care about their situation.

You can avoid that by personalizing your email using dynamic content, where certain parts of your email are filled in by the data your customers provide you. This makes the email – you guessed it – personal for the customer. According to Keela, “When compared to non-personalized email campaigns, personalized emails yield 29% higher unique open rates and 41% unique click rates.”

Key takeaway

Sometimes we get so excited, we want to jump right in and just do things for marketing’s sake, leaving no chance for proper planning and execution.

But, that’s not how it should be – even in email marketing.

Once in a while, you need to do an audit of your email marketing. Ask yourself, “How is it working for me?” and “What are the things I need to improve?” Then you can try different styles, different approaches, perhaps different tones, but never ever commit these 10 email marketing sins. Unless you want to end up in the spam folder of your recipients.

And of course, if you want to be absolutely sure that these 10 deadly sins won’t be committed, we have an email marketing service you can check out.

Happy email marketing, and let me know what you think!



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EMAIL MARKETING

What is Phygital, and How Does it Apply to Email Marketing?

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what-is-phygital,-and-how-does-it-apply-to-email-marketing?

Have you ever imagined a hybrid of physical and online worlds where buyers can shop both in-person and online? It sounds like a peripheral concept, right? Well, brands like Amazon, Nike, Magik Book, and Pokemon Go have made the blended environment a reality. 

Your brand can be a front-runner, too, in implementing the phygital approach. But what exactly is phygital, and how does it apply to a memorable customer experience? Read on to learn the nitty-gritty details about this new and trendy marketing term. 

What is Phygital?

Let’s begin at the top. Phygital is a compound term that combines two words: Physical and digital. It’s a relatively new term that probably caught on in the marketing world during the COVID19 pandemic.

In the marketing realm, phygital refers to using technology to blend the physical and digital customer experiences. 

Over the last few years, companies have strived to deliver an omnichannel marketing experience that removes customers’ frustration, friction, and churn. A lot of that has been happening online, with brands seeking to provide a personalized experience on online channels that customers use. 

It’s easy to understand why. According to Google statistics, about 63% of shopping begins online. However, 52% of Americans aren’t ready to abandon their in-person shopping habits, with 31% indicating they will continue to shop in-store.  As a result, focusing on online channels only would mean sidelining those customers that still value in-store shopping. 

Phygital offers the best option to draw from the best of both worlds. It enables you to deliver a unique interactive experience for each user, whether they shop online or in person. 

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What is Phygital Marketing?

As the name suggests, phygital marketing is any marketing effort that seeks to merge physical and digital experiences. It entails using digital tools to enhance the customer experience in physical stores. 

A good example of phygital marketing is the Buy Online, Pick-Up In-Store (BOPIS) strategy. BOPIS combines online and in-store experiences to offer customers a more convenient way to shop. They can enjoy the convenience of buying goods online and pick them up in an hour from the brick-and-mortar store rather than wait three days or longer for an Amazon delivery. 

How Does it Apply to the Customer Experience?

The truth is, even though in-store shopping is losing the battle to online shopping, some of its aspects remain appealing to customers. With the emergence of concepts like BOPIS, Buy Online, Return In-Store (BORIS), and Reserve Online, Pick Up In-Store (ROPIS), phygital will only get more influential on customer experiences. 

Phygital is key to customization of the retail experience. It brings the benefits of omnichannel customer experience to the brick-and-mortar store. 

Brands like Nike and Amazon are aware of the growing influence and are now the front-runners in embedding phygital to their retail experience. Amazon Go is quintessential of how brands can apply phygital. 

The convenience stores give customers the customary brick-and-mortar feel. However, Amazon has used digitization to remove registration, cashiers, or store attendants. Instead, when you scan a QR code, the systems let you into the store. 

Here’s the most exciting thing. Usually, you would pick out an item and place it in a physical shopping cart — it’s still happening at Amazon Go. In addition, Amazon uses intricate systems that add an item to a virtual cart (such as the one you find online) each time you pick the item from the shelf. 

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Since there are no attendants, you pick the items you want and walk out. The Amazon Go app charges your linked bank account and sends you a digital receipt in minutes. No queues to eat up your time. 

Amazon has brought the convenience of online shopping to real-life — and it’s working magic. The only hint of in-store shopping is that you have to walk into the convenience store and pick out stuff from the shelf. Everything else is reminiscent of shopping online from the comfort of your couch. 

Going forward, more brands will jump that bandwagon in a bid to improve customer experience. 

How Can it Be Used in Email Marketing?

Let’s take Amazon Go, for example. When you pick out an item from the shelf, the trackers send signals to the system to automatically add that item to your virtual cart. The reverse happens when you return the item to the shelf. 

That alone can provide Amazon with plenty of data that can be used for email marketing. For example, if a customer repeatedly picks a product but returns it to the shelf before walking out of the store, it means the customer wants that particular product but is hesitant to buy for some reason. Perhaps it’s unexpected costs, which is one of the top reasons people abandon carts

Using email marketing, you could send that customer personalized discounts or cheaper alternatives for that product. That could persuade the customer to buy the product the next time they visit the convenience store. 

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In other words, a phygital approach can provide access to customer insights that email marketers can leverage, resulting in smarter email campaigns and increased ROI. However, note that the technology is still in its inception stage, so more benefits for email marketers will emerge as it evolves. 

Make the Most Out of Phygital

Phygital could be the solution to the problems customers encounter when shopping online. For example, your customers might buy the idea of BOPIS because it saves them time and money. On your side, you’ll get more data that you can analyze to tweak your process to unlock more sales via email marketing.  

What are you waiting for? Implement a phygital strategy and arm yourself with a great email marketing software solution to make the most of the new retail experience. 

Seen at: Benchmarkemail.com

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