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5 Email Marketing Campaigns That Generate More Sales

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5 Email Marketing Campaigns That Generate More Sales

A pandemic wasn’t really something any marketer could have predicted. Yet here we are, with COVID-19 still shaping our realities, making the shift from traditional to digital and email marketing a necessity, and even changing the landscape and creating new trends.

Here’s what I mean:

The statistic above comes as no surprise and showcases what we’ve all come to know and realize: Going digital and online is one of the most lucrative ways to do marketing during COVID and one that is sure to give you more sales.

And since brands are going digital, email marketing couldn’t be out of this equation.

But if all brands utilize email marketing, what is it that you need to make your content stand out in 2021? And how will you generate more sales when it comes to your digital marketing game?

Let’s find out.

Bright and Beautiful vs. Text Only Templates

More than most email marketing content tends to be one of two things in 2021: either really simple or really bold and bright.

Both tactics aim to help your content stand out and grab the recipient’s attention, whether it’s the simplicity of it or its boldness that does the trick. Let’s see what I mean:

Let’s assume that your audience is youthful, fun, and exciting. Creating a text-only email will probably do your brand more harm than good. Benefit Cosmetics knows that very well, and as you can see, the content of its email marketing campaign screams excitement and joy.

Using bright and bold colors is one of the best ways for brands to evoke a certain emotion and nudge the audience towards the desired action without having them think too hard. Actionable verbs, animated images, powerful, bold letters boost engagement and, in the end, will generate more clicks and sales.

However, this is not the only way to go, as there are some instances where an email template doesn’t need to be beautiful and bold alone. It needs to be diverse and built through an email newsletter software, like Moosend, that can give marketers a wide variety of options.

If your audience is not all about colors and engagement, you’ll need to re-invent your email marketing campaigns with some text-only, strict, plain, and useful content that cuts straight to the chase. Like so:

1650619609 593 5 Email Marketing Campaigns That Generate More Sales

This email addresses a serious issue that won’t do well with GIFs and hot pink letters but will perform beautifully when it reaches people that appreciate a personal email that looks more like it’s been written by a friend.

Creating both can be welcome by the majority of your audience, not just the segments that will most likely love the change.

Interactive Content Is the New Black

Let me start this off by showing you this:

1650619609 84 5 Email Marketing Campaigns That Generate More Sales

This email marketing campaign from MeUndies shows off more than just one product with the words “SALE” flashing on top. What do you assume by that, if not for the fact that we’re talking about a flash sale?

Or, you can use a carousel, like those many users can see through various Facebook ads and banner ads, like so:

1650619609 989 5 Email Marketing Campaigns That Generate More Sales

The point in using various engaging and interactive forms of content is to enable your users and prospects to discover more of what your brand has to offer – in terms of products, special deals, and more – without ever leaving the inbox. Not taking an extra step reduces the likelihood of slow loading times and additional friction.

But even if you don’t want to do that – or you don’t know how -, there are other options for you to go through and boost interactivity. Gamification elements, interactive GIFs, and quizzes that can lead users to an optimized landing page and help you target your audience better boost audience interaction and, in the end, your email marketing campaign’s ROI.

Generally speaking, interactive content creates the conditions that are just right to improve and sustain a great User Experience. And a great UX leads to a memorable brand and better conversion.

Hyper-Personalized Content

Hyper-personalization is not a content marketing trend. Actually, it’s not a trend, period. It’s a strategy, a tactic that has been around for quite some time and is here to stay.

Here’s what I mean:

1650619609 232 5 Email Marketing Campaigns That Generate More Sales

So, according to Forbes’ article quoted above, a relevant and tailor-made offer can also lure 90% of consumers. That’s a pretty high percentage to pass up. But how can you utilize these facts in email marketing?

Adding a name to your email’s subject line won’t quite cut it anymore. Users want email campaign content that will look and feel as if it was created for them. In fact, this is a great way to boost your conversion rate and ROI, as personalized content gives your prospects a solution to their problems that will resonate and cover their needs down to a tee.

To achieve perfect hyper-personalization, segment your audience and invest in an email template builder that offers the option of dynamic content that changes according to specific criteria set by you and your marketing team.

You can either choose generic criteria, such as geo-location, or more specific criteria, such as purchase history or the users’ behavior on your website.

Using data your users have given up willingly will allow you to group them up, and with a little help from AI and machine learning technology, you will be able to make out the smallest segments possible that will correspond to your prospects on an (almost) one-on-one basis.

Creating small segments and using content that changes according to the segment it applies to – which is what dynamic content does – will help you boost your sales conversion rate and create email marketing campaigns that will lead your prospects exactly where you’d like them to be.

GDPR-Friendly Email Campaign Content

GDPR is nothing to be wary of; however, not creating content and actions that are GDPR-compliant can be fatal for your business before you even break a GDPR law. Here’s why:

1650619609 735 5 Email Marketing Campaigns That Generate More Sales

According to the statistic above, not being compliant won’t do you any favors when building your customers’ trust and loyalty. So, make sure you stay up-to-date with current and future GDPR laws and always let customers know when things are about to change and how you will be using their data.

In a time where personalized content in email campaigns is paramount and CRM software is what helps you keep your data in one place, people are wearier than ever when it comes to giving up their personal information. This may seem like a paradox, but it’s your job to tackle their privacy concerns.

So, make sure to always have a link to your Privacy Policy available, create email campaigns that will inform your users of the way you use their data every time this changes, and have an unsubscribe button right there where everyone can see – and click – it.

Honorable Mentions

Before we go, I’d like to point out the importance of creating an email that will look beautiful and useful across all devices. So, make sure to test and test again, as mobile opens increase, and broken images and links are not a good look – not to mention the amount of unsubscribers you could get.

Also, always make sure to A/B test your email marketing campaign’s content and utilize NPS campaigns.

Lastly, to make sure your content is useful and spot-on when it comes to what your users would love to see, never forget to ask various teams for feedback and strategy ideas. Nobody knows what the customers want better than the sales team, and nobody knows what problems your email’s content could help resolve better than the support team.

The Takeaway

Email marketing has evolved and is one of the most lucrative tools to use in your marketing plan as a whole, especially now during COVID.

Brands seem to become more “personal” and invest in email marketing content that helps them seem human. And what better way to put a human touch to your marketing plan than using the medium that builds relationships?

Just make sure to A/B test, use personalization and dynamic content, and know when text-only works better than bright and bold, and you’ll be ready to take the email marketing content world by storm.


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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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