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Customer Profile Analysis: Methods and Hacks to Boost Your Sales Process

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An ideal customer profile (ICP) is essentially a hypothetical narrative of the type of companies that would get the most value from your product(s). These companies tend to have the fastest sales cycle, the greatest customer retention rates, and the highest number of evangelists for your business.

Such a hypothetical description of a perfect-fit customer can inform your entire marketing and sales process, helping you allocate your resources to those prospects who will benefit the most from your offerings and, in turn, provide the most value to your company.

Read this article to find out how customer profile analysis can help your sales process.

Sources of Customer Data for Your Customer Profile Analysis

Understanding your customers is critical to succeeding with your sales targets. How will you better cater your products and services to them without properly knowing their individual profiles?

To create an ICP that fits your business, having the right data is key. The question is, where can you gather this important information? Here are five great sources to capture customer data for your customer profile analysis.

1. Existing Customers

While not every customer is an ideal one, your existing customer base is the best place to source data.

So, survey your existing customers to discover which of them:

  • Drive the most value for your business
  • Get the most value from your business
  • Are happiest with your product(s)

These are your top customers. And to do this, you need to consider:

Customer satisfaction metrics, including Net Promoter Score (NPS), Customer Satisfaction (CSAT), or Customer Effort Score (CES)

Source

When you know all these numbers for your existing customers, you can pinpoint your top customers. Along with this data, from your CRM, export key customer data points like company size, budget, challenges, etc., to a Google spreadsheet for later analysis.

Schedule interviews and create surveys to get insights from customers about why they chose your product, who were the key stakeholders in the purchase process, what competitors they were considering, and what convinced them to go with you.

Oh, and in your customer surveys, use multiple-choice questions to get consistent responses from your customers and simplify their effort. This also makes it easier to analyze this data in your spreadsheet later on. Using a survey builder would do the trick, or an email marketing software that allows you to send surveys, like Benchmark Email. 

2. Potential Customers

If your company is relatively new and doesn’t yet have a sufficient customer base, then you’ll need to find potential customers to interview and survey. These are your ideal target customers or possibly not-so-happy customers of your top competitors.

To find these, go social — dig into Facebook groups, Slack channels, subreddits, LinkedIn groups, Twitter topics, etc. Creating a persona to understand your potential customers is also important.

And once you find your potential customers, it’s the same deal — conduct interviews and share surveys. The difference is that with potential customers, you may need to offer an incentive, such as a free extended subscription of your product upon launch or an Amazon gift card in exchange for their help.

3. Analysis Tools

Qualitative interview questions and surveys are a must, but you can’t gain a complete picture without knowing what people are doing on your website and inside your product.

Use tools like Google Analytics to see how prospects engage with your website and content. On which page do they usually arrive first? How do they land on the pricing page? Which landing pages do they visit and stay on the most? From which pages do they typically exit?

Plus, if you’re using Google Ads, you can get in-depth demographic visitor info like age, gender, location, etc. Also, evaluate how customers use your product — which features are used more, which features are going unused, how they interact with menu items, and so on.

And be sure to segment website visitors and users who actually pay for your product. Otherwise, you could be looking at and optimizing for the non-paying majority. For instance, Google Analytics might tell you that over 70% of your visitors come from Asia, but if only 10% of your paying customers are in Asia, then it doesn’t make sense to optimize for that segment.

See also  How to Harness Facebook Video Ads to Grow Your Email List

4. Sales Calls

Your sales team can have unique insights about your ideal customer considering all the countless conversations they’re having with prospects each day.

By asking the right discovery questions during sales calls, your reps can better learn the company they’re selling to, their processes, the people involved in decision-making, and the key challenges that need solving.

5. Competitor Analysis

Never underestimate the value of analyzing your competitors. From their website structure and messaging to who they are targeting on social media, there’s a potential goldmine of useful customer profile data you can dig out with competitor analysis. Check out this great list of competitor analysis tools to analyze various aspects of your competition’s strategy, from their ads strategy to content and email marketing.

And if you’re in eCommerce and using a platform like Shopify, then competitor price tracking is also crucial.

Combine all these sources of customer data, and you should now have enough data to start shaping your ideal customer profile into a Google spreadsheet.

Data Interpretation Strategies

Got all the relevant data you need? Great — now comes the hard part!

With a sizable spreadsheet laid out on your screen, can you make any real sense of your customer data?

Here are three tricks to better understand and analyze your customer profile data in Google Sheets.

1. Create Charts In Google Sheets

Visuals tend to be favored over plain text, which means data visualization and analysis are done best with colorful charts.

Let’s say you’ve gathered data on the primary pain point your prospects are hoping to solve with your product — so, which problem is the most prevalent?

In your sheet, highlight the row you want to analyze. Then from the Spreadsheets toolbar, click Insert > Chart.

Google Sheets creates a quick chart that you can easily customize to see the data points you highlighted, enabling a visual view of the most prevalent customer pain point.

Source

2. Use the ‘Explore’ Tool

Google allows a way to analyze business data in Sheets using machine learning. Rather than using elaborate formulas to crunch your numbers, you can use the ‘Explore’ tool to ask questions and quickly gain insights.

Begin by highlighting the rows and columns you want to analyze. Then, ask your question.

For instance, you could ask “Most frequent competitor considered,” and Google Sheets will give you an answer based on the data in your sheet.

You can also dive deeper and compare multiple data points. For example, you could ask “Most frequent competitors considered when company size is 100+.” Easy as pie.

Source

3. Create Pivot Tables

A pivot table is a nifty way to summarize data and derive meaningful patterns between various data points. For example, you can create a pivot table to see the total of each region’s sales. Then, get a breakdown of your salespeople’s individual sales for specific regions.

Start by selecting the columns with the data that you wish to analyze. Ensure your data is in columns with headers, then select Insert > Pivot table. This way, you can create a new sheet where you’ll need to add values into your rows and columns based on the data you want to see.

Once you have the data in, you can change how it’s sorted or filter it to drill down to specifics. You can also have custom calculations and data groups to better analyze the data in your table.

Strategies for Your Sales Team to Integrate Customer Profile Analysis

Data? Check. Analysis? Check.

Time to leverage what you learned to level up your sales process. Here are eight great ways to do just that.

1. Build Sales-Specific ICPs

An ICP is useful for all teams, specifically sales.

See also  6 Affordable and Reliable Tools to Help you with sales in 2022

To have your sales team makes the most of ICPs, make sure:

  • To capture the right customer data and show reps what to do with prospects that fit a specific profile. Include info such as a short elevator pitch meant for each profile, along with data on the typical purchase process for this type of customer. This helps reps to adapt their pitch to fit the needs of this customer.
  • All customer profiles are handy to all reps, say in a shared Google Drive folder or a project management tool, as opposed to being buried in a Slack channel’s chasm or a long email thread. This helps reps to easily refer to the profiles as they craft pitches, proposals, emails, sales decks, etc.

2. Segment Leads by Profiles

Help your sales reps get a head start when touching base with new leads by segmenting those leads.

Typically, marketing qualified leads (MQLs) have already been through some segmentation based on how they entered the sales pipeline — such as by filling out a website form, getting on a call, LinkedIn InMail, etc.

But when you further segment your leads by profiles, your sales team will have a clearer view of who they’re talking to, what are the primary goals and concerns of these leads, and how best to convince them to do business with you. So, in your CRM, segment leads based on ICP data points like size of the company, industry vertical, initial mode of contact, and so on.

3. Build Targeted Emails for Different Profiles

Using email templates is an excellent way to improve your sales team’s efficiency. But why not kick it up a notch by creating templates tailored to each ICP?

After all, how your salespeople sell to each customer profile is different — with different feature priorities, budget, etc. By creating targeted email templates for different profiles, your sales team is laser-focused on the people they’re selling to.

Your CRM data can also help improve your email marketing efforts as it could help better connect the dots between your marketing messaging and customer pain points. Benchmark Email integrates well with various customer management apps.

4. Create Personalized Pipelines for Each Profile

Just like creating targeted email templates, you can also benefit from personalized sales pipelines for different ICPs to match the path your customers take to convert.

Your sales reps are dealing with very different buyer journeys, especially if your business serves both SMBs and enterprises.

For instance, an SMB may have a shorter sales cycle with fewer internal approvals, meetings, and demos. Whereas for larger enterprise profiles, it may take a myriad of meetings with several stakeholders, approvals from different departments, and elaborate demos.

Your customer profile analysis lets your team adapt their sales process to the steps that customers tend to take to convert, and if you have personalized pipelines ready, your reps get a clearer picture of what’s needed to close deals.

5. Regularly Update and Reassess the Profiles

For your customer profile analysis to remain truly effective, you must keep it up-to-date. That’s how your sales team will always be in accord with the needs and motivations of your customers.

Here’s a sample schedule you can follow to keep your analysis on point:

  • Every Three Months: Evaluate the results of any new strategies you implement. Are your revised email templates earning better click-through rates? Has the conversion rate improved in any sales pipeline?
  • Every Six Months: Interview customers who are seeing success thanks to your business, and add their data or feedback to your CRM. Remove data of customers who don’t or no longer fit the criteria of a successful customer.
  • Every Twelve Months: Take the time to talk with your top customers to learn exactly how they’re using your product, their current ROI, and how you can serve them even better. Reanalyze your data with new charts and pivot tables to derive important insights. Also, update your ICPs, templates, and pipelines if you see substantial changes in the data.
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6. Generate and Apply Data Insights from Analytics

Specifically, your website analytics. From reading through a blog post to clicking on a CTA, every on-site action a prospect takes can offer valuable insight into customer behavior.

With tools like Google Analytics, you have easy access to key metrics such as time on page, bounce rate, goals completion, and so on. And with tools like Hotjar, you can further analyze user behavior with heatmaps and screen recordings. This can help you interpret what your audience finds more engaging and how you can create a more effective website experience and product positioning.

For example, if prospects are having trouble navigating certain sales pages, work on the interface to create more intuitive navigation. If there’s a page prospects spend more time on or engage with more, analyze that page’s content to see what’s keeping people interested.

7. Create Better Sales Forecasts and Plan Your Future

A sales forecast is an in-depth estimate that predicts what a salesperson or team will sell weekly, monthly, quarterly, or annually.

The more accurate your sales forecasts are, the better you can plan your growth activities.

Looking at past behavioral data can tell you which features customers have found most valuable over time and which features are worth either revising or letting go of. Similarly, reviewing your most popular website pages can also inform your content strategy, helping you focus on topics and formats that best serve your audience’s challenges and drive the most engagement.

Source

Furthermore, staying updated with market trends helps you understand what other companies in your niche are doing well and where they’re lacking, so you can plan for new features that capitalize on those areas.

And with new trends like remote work, you should also use your data to better train your remote sales teams and prepare them for whatever challenges lie ahead.

After all, the better you understand your market trends, the better product-market fit you’ll have.

8. Better Predict the Customer Journey

The best way to understand each of your customer profile’s buying behavior is to map their journey.

Customer journey mapping is a tactic that involves creating a detailed, visual representation of the customer journey based on important touchpoints between a customer and your company before, during, and after purchase.

Source

As you can see in the image above, you can use NPS, CSAT, and CES surveys to capture first-hand customer feedback to include within your customer journey map and analyze the journey-wide customer experience.

Consider Uber. Minor touchpoints include activities like following the brand on Twitter. Major touch points include activities like downloading the app, requesting a ride, or using the referral program. Once touchpoints are defined, marketers at Uber may analyze what factors affect each touchpoint.

Questions like what influenced a user to download the app, what led a user to register to become an Uber driver, what led to an uninstall, and so on can help pinpoint successful and failed touchpoints and build a plan to improve the customer journey.

You can also build email drip campaigns meant to re-engage customers based on certain milestones, such as weeks or months of inactivity.

Time to Sell Better

At the end of the day, all that customer data and analysis is only as good as its application. Use the strategies outlined above to help your sales team take full advantage of your customer profile analysis and keep your team focused not just on metrics but on the needs and motives of your customers.

When your sales process is people-first, more sales are bound to follow.

Author Bio

Mark Quadros is a SaaS content marketer that helps brands create and distribute rad content.  On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIn or Twitter.

Seen at: Benchmarkemail.com

EMAIL MARKETING

Best Email Marketing Software for eCommerce that Supercharges Their Sales

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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.
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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.

See also  Permission-Based Selling: What Is It and Why Does It Work?

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  Turn Your Emails to Gold: How to Increase Your Email CTR

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.

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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.

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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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