Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

MARKETING

How to Reduce Customer Churn By Using Email Marketing

Published

on

How to Reduce Customer Churn By Using Email Marketing

Email is an evergreen marketing tool.

Our email address is a digital equivalent to our home address. So, we give it only to those we trust.

That is why businesses dearly cherish their lists of subscribers. It isn’t only a database of random email addresses. It is a list of people who trust your brand so much that they want to hear from you on a regular basis.

When companies monitor their marketing metrics, it becomes clear that email marketing is a very powerful promotion strategy. In this post, we are delving deeper into email marketing, trying to figure out how you can use it to stop losing customers.

Email Marketing In a Nutshell

Every experienced marketer knows that email is a promotion channel approved by tradition. Besides, the main reason email marketing campaigns are dear to marketers is that they are extremely cost-effective.

According to some opinions, each dollar spent on email marketing earns $42 in return. That is a very, very good ROI.

That being said, let’s define the strategy. Email marketing is a form of digital marketing, in which promotional content is being sent to potential customers and prospects via emails. The main purpose of such emails is to guide the prospect through all of the phases of the customer journey.

There are multiple ways to build a rich list of subscribers. You can use the power of social media, gated content, or a loyalty program. And you can use features such as pop-ups and forms to gain those addresses. For example, many e-commerce sites use Shopify pop-ups to get more subscribers.

It is a very old marketing technique, which is there as long as the Internet itself. However, throughout the years, email marketing lost nothing of its old charm.

On the contrary, it only improved and became more effective. The contemporary technology and automation tools are able to further boost its performance. According to some estimations, more than 51% of companies use automation. The majority of businesses agree that email marketing automation tools save time and significantly improve targeting and lead generation.

Except for automatization, another keyword for contemporary marketing is personalization. As email marketing developed, people grew tired of generic content. Therefore, today, each parameter of email content counts. Text, images, infographics, videos, etc., everything needs to match the customer’s interests and values.

Reasons for Customer Churn

Simply put, customer churn is losing your subscribers. It refers to those situations in which people decide to stop receiving emails from you.

Usually, the normal unsubscribe rates are somewhere between 6 and 8%. However, if you notice you lose subscribers at a quicker rate, it means your email marketing strategy needs to change ASAP.

Unsubscription is a serious issue and costs a lot. According to some studies, businesses lose $1.6 trillion each year due to customer churn. Besides, getting a new customer costs five times more than keeping one.

In order to prevent and stop it, one needs to understand the reasons for customer churn.

One of the primary reasons people decide to remove themselves from your subscription list is some form of negative experience with your company or brand. It can be anything, from a buggy product to unknowledgeable customer support.

Another situation that could make your prospects leave is that your competitors have a better offer.

Finally, lack of continuous proactive support is a mistake many businesses and marketers make. Instead of reacting only when someone decides to leave, you should take care of your customers every step of the way.

There’s another aspect of churn that’s important to consider when it comes to email, and that’s your email reputation. If an above-average amount of your email bounces or is undeliverable, your company’s email reputation suffers, and your future emails could be directed to the spam folders rather than inboxes. That’s why you don’t want to be mailed to old addresses that no longer work or people who have unsubscribed. So, keeping your email list fresh and up-to-date is always a good idea.  

How to Use Email to Reduce Attrition?

Speaking about taking care of your customers every step of the way, emails are one of the most efficient ways of showing how much you care. Therefore, we compiled a list of some email marketing tips for you, to help you reduce unsubscribe rates to a minimum.

Reward Loyalty From Time to Time

Loyal customers are special and should be treated as such. Therefore, think of sending an email with a small gift or discount coupon after a certain number of purchases.

Or, how about announcing a referral program? You could award customers for spreading the word about your products.

A lot of businesses provide gifts and incentives on birthdays or special holidays. Who doesn’t like to get a gift? Happy customers mean happy business.

1645542133 637 How to Reduce Customer Churn By Using Email Marketing

Proper Segmentation Enables Proper Targeting

Knowing your customer is the most important step in any marketing strategy, including email marketing.

The term email segmentation refers to a process in which you recognize the subtle differences between your subscribers. For sure, they all share one thing – interest in your brand. However, learning more about them will enable you to communicate in a better way.

When grouping your subscribers, there is a set of criteria that will help you understand them better:

  • location
  • gender
  • age
  • interests
  • budget
  • previous buying behavior

How do you know all this from a bunch of email addresses? You will need to use tools such as Google Analytics, or rely on your internal data. What you are particularly interested to know here is whose engagement dropped and why.

Foresee and Prevent Dropping Interaction

Be proactive in keeping awareness. You can always use emails to wake up dormant prospects. However, you need to pay special attention to your emails’ content.

To begin with, you need to make sure to write good email subject lines. Most promotional emails are disregarded by people. So, sometimes, a good email subject line is what stands between your emails and the trash folder. Subject lines should be:

  • short
  • personalized
  • unambiguous
  • just a little mysterious

On the other hand, they should not be:

  • pushy
  • imprecise
  • grammatically incorrect

Furthermore, try to sound helpful.

Also, sending content from social media, created by other happy customers, is a good strategy as well. It could generate a bit of FOMO, and inspire people to come back in the game.

It goes without saying that personalization and customized recommendations work like a charm here as well.

The Content of Your Emails Should Be Useful

Think of it this way: if you want to get value from your customers, you need to offer something in return. For example, you can create useful and engaging email content and give it for free.

Value comes in many forms. Money is one of them. However, as we live in an information age, useful tips and rare tricks are highly valued as well. Thus, you can surprise your dormant customers with a free course or webinar they might be interested in.

Or, you can share interesting case studies or educational content they can’t find elsewhere.

Also, you can use emails as a means of educating people about the amazing features your product and services have. You can show how to use your product more efficiently. Finally, you can remind them of all the different problems they could solve with it.

Ask for Feedback

Asking for feedback on time is one of the best ways to prevent customer churn. For example, you can kindly ask recent buyers to

  • rate your services
  • tell you how much they enjoy your product
  • give ideas on how you could improve
  • recommend you to a friend

We all live busy lives, so make sure that feedback forms are easy and quick. You can always send an email with a short fill-out form, thanking the prospect for their time in advance.

Also, remember that chat apps are another great way to come closer to customers and collect feedback.

According to some email marketing guides, feedback is of such importance that it should be analyzed along with the KPIs. It is the best way of learning about and from your customers.

1645542133 239 How to Reduce Customer Churn By Using Email Marketing

Never Lose a Subscriber Again

To reduce churn and prevent unsubscriptions, you need to know your customers inside out. Only then will you be able to provide them with useful content. So, keep your customer data up-to-date and use new information to keep your email clean and segmented. Finally, asking for feedback and awarding loyal customers are great ways to make your customers feel recognized, valued, and interested in staying with you for a long time.


Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

Published

on

YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending