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12 Powerful Email Marketing Tips You Need to Know

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12 Powerful Email Marketing Tips You Need to Know

There is no doubt that email marketing is effective. But how many times have you sat down to begin an email marketing project and immediately felt overwhelmed?

Sometimes, it’s hard to know where to start, especially when working with a newer brand.

The good thing is that email marketing has never been easier, thanks to automation tools and innovative ways to deliver emails directly into subscribers’ inboxes.

If you don’t know where to begin or want to improve your current workflow, this article is for you.

So now, let’s look at some simple steps you can follow to ensure you’re using email marketing wisely.

Where To Begin With Email Marketing

So, you’re planning your email marketing strategy for your client. Where do you begin? Here are some helpful tips to get you started:

  • Keep your emails short and sweet. People get tired of reading long emails, so keep yours between 60 to 200 words.
  • People love visuals, especially in email marketing, so include images of your products or services.
  • Social proof helps convince readers that your offer is legitimate and worth their time. This includes sharing links or information in your emails from experts in the industry, positive testimonials, or influencers using the brand.
  • People want to know where to go next after reading your content. And since emails are usually opened on mobile devices, you need to provide a clear CTA at the end of each email. Whether it’s to a product page or recent content produced on the website.
  • Email marketing works best when you send regular emails. But even once a week isn’t enough. Studies show that people respond better to frequent emails than infrequent ones.

Now, let’s discuss the top 12 email marketing components for your strategy:

1. Create Optimized Lead Magnets

So, how do you get people to actually subscribe to your email listing? An effective lead magnet.

A lead magnet is usually the first thing visitors see when they land on a brand’s website. It gets them to click through and read more about a brand, so it needs to be eye-catching and compelling.

And if you don’t optimize your lead magnets for conversion, a brand could lose out on potential leads.

So, how do you make sure your lead magnets convert?

Your lead magnet should grab visitors’ attention right away. That means making it interesting, unique, and relevant to the business.

For example, you can use an incentive like a freebie or discount code to entice people to take action. You could also give away a free report or ebook in exchange for their name and email address.

Your lead magnet could also be the first email they receive, which can be a part of your welcome series (which I’ll talk about briefly).

It entices the users to keep receiving emails, so they don’t immediately unsubscribe after they receive a discount code or something similar.

2. Segment Your Subscribers

You’ve probably heard the term “subscriber segmentation.” It refers to a way of grouping your subscribers into groups based on their interests and behavior so that you can send them more relevant content, offers, and other messages.

This is an integral part of email marketing because it allows you to target your audience with personalized emails.

You can also use this technique to create multiple versions of your emails, such as a welcome email, a thank you email, and a follow-up email.

Segmenting your subscribers can help build trust and long-term interest for a brand because it presents them with information or offers they actually want to receive.

3. Craft A Welcome Series 

Welcome emails are usually sent automatically to new subscribers when they sign up, purchase a product, or make an account.

When creating a welcome series, you need to consider where the customer is in their journey with a brand. So, it’s beneficial to space the emails out over a set period of time and create each one with a specific intention.

A welcome series is a great way to keep potential customers engaged after they sign up. Especially since they receive emails from companies almost daily.

Some examples include: “Welcome! We hope you like our product” or “Your account has been activated.”

You can also send welcome emails to existing customers who haven’t logged in for a while.

For example, if someone signs up and doesn’t use the service for three months, you could send an email saying, “Hey, we noticed that you signed up recently. Would you be interested in using our service?”

This type of marketing is very effective because it’s personalized and targeted. It shows that you’re not sending out mass emails but rather ones specifically tailored to specific customers.

These emails are also a great way to help build trust with your customers and get them used to receiving emails from you.

4. Implement Automation

So now, you’ve done the work to craft an email series. Next, it’s time to automate their delivery, so you don’t have to send them out each time you need to, according to your schedule.

Automation in email marketing is easy to do using tools like MailChimp, Constant Contact, Campaign Monitor, and Convertkit.

These types of programs allow you to create automated emails based on triggers, such as when someone opens your email, clicks on a link, or purchases something from you.

This way, you no longer need to manually send out those emails, which can alleviate some stress when you’re dealing with a multitude of different subscribers.

5. Design Mobile-Friendly Emails

As I mentioned earlier, most people use their phones to check their emails, so making them mobile-friendly is crucial.

The email should be optimized for mobile phones if it promotes sales or discounts. For example, any sales information or product pictures should be easily viewed on their mobile device.

And users should be able to click on the promotion, link, or image and give them the option to view the brand’s site in their preferred browser on their phone.

The key elements to consider when designing mobile-friendly emails include:

  • Placing important links at the top of the page rather than down below.
  • Keeping graphics small.
  • Using text only where appropriate.
  • Optimizing images.
  • And testing different sizes of fonts and margins.

6. Personalize Your Emails

Even though the average person receives numerous unsolicited emails daily, sending personalized messages to potential leads is proven to boost response rates.

Personalizing your emails makes them feel less like spam. Plus, it gives your subscribers a sense of connection to you.

The key to successful email marketing is knowing exactly who you want to send emails and which messages resonate best with each group of recipients.

Once you know what works and what doesn’t, you can tailor your messages specifically to your audience and keep them coming back for more.

First, choose a subject line that clearly states what you will say in your email. This will help readers decide whether or not to click through your email.

Next, include a call to action, such as asking subscribers to check out a new product or sign up for a free trial.

Finally, customize each individual message by adding links to pages on your site where interested parties can read more information.

Get creative and do your research for the industry. For example, does adding emojis help to personalize the email, or is that a no-no for that specific industry?

7. A/B Test Email Content

The A/B testing of email content is a great way to improve your open rate. It’s also an excellent way to get more people on board with a product or service.

But it can be challenging to figure out what works best for you and your audience.

A/B testing helps marketers decide what works best for their business. For example, when designing email campaigns, it’s often necessary to split-test different versions of emails to determine which one performs better.

You can also test different subject lines. Subject lines are one of the most important parts of any email. They’ll help determine whether someone opens your message or not. It’s what hooks the subscriber to learn more.

The best way to test different variations of emails is to use A/B email testing software. This allows you to compare two versions side by side while showing only one version to half of your users at any given moment so that they don’t realize they’re receiving two different messages.

Most email automation platforms can also conduct A/B testing for your emails. And A/B testing isn’t just beneficial for email. For example, it’s important to test copy and content on a brand’s website, so A/B testing will come in handy in more ways than one.

8. Find The Best Timing

The best time to send emails to customers depends on several factors – such as when they last visited your website, what action they took while on your site, whether they completed any transactions, and more.

One way to determine which times work best for email campaigns is by using Google Analytics. You can use the Goal conversion section to view bounce rate, exit pages, and other data related to goal completion.

You should also consider other factors and incorporate them when you send emails based on people’s schedules. For example, you can see lower open rates on holidays, late into the evening, as well as Monday morning and Friday evenings.

9. Scrub Your List Of Non-Opens

It’s essential to manage your subscriber list. When you click “send” on your newsletter, your list contains all subscribers who did not open the email. If you see that certain people are ignoring all your emails, you might want to delete them from your list.

To delete them from your list, you need to go to the unsubscribe page, then select remove and confirm. This process may be repeated until all your non-opens are removed.

You don’t want to overload people who have already purchased or are no longer interested in the brand, so you don’t create a negative relationship with them.

Incorporating one of the email management tools to help you eliminate the consistent non-opens can help you manage your subscribers and decrease time spent on this repetitive task.

10. Include A Real Reply Email Address

This is one of the best ways to keep customers coming back for more. Users may want to send any follow-up emails directly to their spam folder if you don’t include an actual reply address.

But when you put your email address in the footer, they know exactly where to go. If a person has questions, they can email the brand’s team.

Again, this also helps build trust with the brand. They know they are communicating with real people who selected these emails for them versus being spammed with nonrelevant or generic content for the masses.

11. Experiment With Lead Generation Ads

The goal of lead generation ads is to reach people who may be interested in buying from the brand.

They usually appear at the top of the page, where they are visible for longer periods of time than other types of ads.

This means people tend to click on them more often than ads below the fold. So, as long as you don’t use these ads too frequently, you should be able to generate leads.

12. Utilize Email Analytics To Improve Campaigns

One way to utilize email analytics to improve campaigns is to check the bounce rate, opens, clicks, and unsubscribes for your emails. Then use that information to enhance your current efforts.

This includes sending emails at different times throughout the week, testing subject lines, changing up the call to action, and testing creative variations.

If you’re still struggling, try experimenting with lead magnets, such as free ebooks, white papers, and webinars.

These allow you to capture leads from those interested in learning about new topics. In addition, measuring results lets you know which emails work and which ones don’t.

You should also compare these variables (such as open rates) to industry metrics. For example, what’s the percentage of bounce rates for the industry you’re working with?

If you aren’t measuring results, you won’t have much data to base future decisions for your next email marketing campaign.

Final Takeaways

Email marketing is still one of the most effective ways to promote your online store, build relationships with customers, and generate sales.

The final step in this process is to put all these pieces together into an effective strategy. This means coming up with creative and effective ways to construct emails and email series.

It also means being able to measure the results of each tactic so that you can continue to improve your efforts going forward.

Leveraging email metrics and incorporating A/B testing can help build relationships with subscribers by presenting them with the information they want to read.

With a little bit of effort and creativity, you can use email marketing to increase a brand’s sales and help create long-term customers.

More Resources:


Featured Image: 13_Phunkod/Shutterstock

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Microsoft Announces ChatGPT Capabilities Coming To Bing

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Microsoft Announces ChatGPT Capabilities Coming To Bing

Microsoft announced today that it is bringing cutting-edge AI capabilities to its Bing search engine, with the addition of a new ChatGPT-like feature.

Microsoft revealed its plans for integrating ChatGPT at a private event held at its Redmond headquarters today, which centered around its partnership with OpenAI.

Unlike recent virtual events, this particular press conference was held in person and not broadcast online.

During the event, Microsoft CEO Satya Nadella highlighted the significance of this new feature and how it will revolutionize the way people interact with search engines.

“I think this technology is going to reshape pretty much every software category,” says Nadella.

Nadella proclaimed, “The race starts today,” and Microsoft is going to “move and move fast.”

The event attendees were given a sneak peek at the latest search experience, which Microsoft refers to as “your AI-powered copilot for the web.”

This new experience combines the all-new Bing search engine and Edge web browser, which are designed to complement each other.

Nadella explained that the new Bing would provide direct answers to questions and encourage users to be more creative.

He also stated that the current search experience is not working as efficiently as it should be, as 40% of the time, people click on search links and then immediately click back.

This clearly indicates that the search experience needs to be updated and improved. Nadella claims that the search engine user experience hasn’t changed in 20 years, and it’s time for Microsoft to adapt.

Introducing The New Bing

The new Bing is powered by a next-generation language model from OpenAI, which has been specifically customized for search purposes. It’s even more powerful than the ChatGPT model.

Microsoft has implemented a new way of working with OpenAI called the “prometheus model,” which enhances the relevancy of answers, annotates them, keeps them up to date, and more.

The search index has also been improved by applying the AI model to the core search algorithm, which Nadella calls the largest jump in relevance ever.

It runs on a new user experience with an expanded search box that accepts up to 1,000 characters. Examples shared during the event look exactly like recent leaks.

The new Bing includes a chatbot that behaves similarly to ChatGPT, allowing users to interact with Bing in a natural language.

Bing’s new ChatGPT-like feature will take it a step further by allowing users to have an actual conversation with the search engine, with the ability to follow up on previous questions and provide more context for their search.

The new Bing is now available for a limited preview on desktop, and anyone can try it out by visiting Bing.com and performing sample searches.

You can also sign up to be notified when it becomes more widely available.

The preview will be expanded to millions of users in the near future, and a mobile version will be available soon.

The New Edge Browser

The chat interface Microsoft demonstrated in Bing is available as a sidebar feature in Edge, allowing users to access it without navigating to the Bing website. The interface can run alongside any webpage and interact with it.

During a demonstration, the AI assistant in Edge could summarize a 15-page PDF with one click and even translate a code snippet from Stack Overflow into another programming language.

Another benefit of the Edge browser’s “AI co-pilot” is having it complete tasks for you, such as filling out forms and writing emails.

In Summary

Microsoft has made a substantial leap in search engine technology by integrating a ChatGPT-like feature in its Bing search engine.

The new Bing is powered by a next-generation language model from OpenAI, which takes key learnings and advancements from ChatGPT and GPT-3.5.

Bing with the AI co-pilot is now available for a limited preview on desktop, and a mobile version will be available soon.

Additionally, the chat interface will be available as a sidebar feature in the new Edge browser, which has the ability to summarize information, translate code, and even complete tasks.


Source: Microsoft

Featured Image: Poetra.RH/Shutterstock



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From Competitors To Partners: Conductor Acquires Searchmetrics

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From Competitors To Partners: Conductor Acquires Searchmetrics

Conductor, a leading enterprise organic marketing platform, has acquired European-based competitor, Searchmetrics, to accelerate its expansion in the European market.

After acquiring ContentKing in 2022, the acquisition of Searchmetrics continues to strengthen Conductor’s position in the industry.

Seth Besmertnik, Conductor’s CEO and co-founder, said that the acquisition would bring the best of what Searchmetrics does to Conductor and its shared customers:

“Searchmetrics has been a competitor almost since we started Conductor, with a strong data foundation and a powerful presence in the European market. We are excited to bring the best of what Searchmetrics does to Conductor and to our now shared customers. Our goal is for customers to greatly benefit from this acquisition through delivery of more product value on a global scale.”

 

Matt Colebourne, the CEO of Searchmetrics, expressed his excitement for the company to join Conductor, calling it the “definitive global leader”:

“Conductor is indisputably the SEO space market leader. For years, we’ve admired their commitment to innovation for customers and their efforts to foster a dynamic and rewarding workplace culture for employees. By joining Conductor, we bring the best of what we do along with a large European customer base—solidifying Conductor as the definitive global leader. We cannot wait to build more for customers going forward.”

 

Ken Ogenbratt, Searchmetrics’s Chief Financial Officer, said the acquisition is a “pivotal step” for the SEO industry as the two companies move forward as partners with the opportunity to drive even greater value to customers.

With this acquisition, Conductor continues its commitment to creating a single, global platform that integrates all parts of the SEO workflow.

With Searchmetrics’ strong European presence and solid customer base, the acquisition will significantly accelerate Conductor’s growth in Europe.

Conductor has completed its second acquisition in a year with the purchase of Searchmetrics, which follows the company’s significant funding round from Bregal Sagemount in 2021.

This acquisition is seen as a sign of Conductor’s recent growth. It is expected to solidify its position as a leading player in the SEO space by incorporating the strengths of both companies for their shared customers.


Featured Image: dotshock/Shutterstock



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How to Execute the Skyscraper Technique (And Get Results)

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How to Execute the Skyscraper Technique (And Get Results)

In 2015, Brian Dean revealed a brand-new link building strategy. He called it the Skyscraper Technique.

With over 10,000 backlinks since the post was published, it’s fair to say that the Skyscraper Technique took the world by storm in 2015. But what is it exactly, how can you implement it, and can you still get results with this technique in 2023?

Låt oss börja.

What is the Skyscraper Technique?

The Skyscraper Technique is a link building strategy where you improve existing popular content and replicate the backlinks. 

Brian named it so because in his words, “It’s human nature to be attracted to the best. And what you’re doing here is finding the tallest ‘skyscraper’ in your space… and slapping 20 stories to the top of it.”

Here’s how the technique works:

Three steps of the Skyscraper Technique

How to implement the Skyscraper Technique

Follow these three steps to execute the Skyscraper Technique.

1. Find relevant content with lots of backlinks

There are three methods to find relevant pages with plenty of links:

Use Site Explorer

Enter a popular site into Ahrefs’ Site Explorer. Next, go to the Best by backlinks report.

Best pages by backlinks report, via Ahrefs' Site Explorer

This report shows you a list of pages from the site with the highest number of referring domains. If there are content pieces with more than 50 referring domains, they’re likely to be good potential targets.

Sidenote.

Ignore homepages and other irrelevant content when eyeballing this report.

Use Content Explorer

Ahrefs’ Content Explorer is a searchable database of 10 billion pages. You can use it to find mentions of any word or phrase.

Let’s start by entering a broad topic related to your niche into Content Explorer. Next, set a Referring domains filter to a minimum of 50. 

We can also add:

  • Language filter to get only pages in our target language.
  • Exclude homepages to remove homepages from the results.
Ahrefs' Content Explorer search for "gardening," with filters

Eyeball the results to see if there are any potential pieces of content you could beat.

Use Keywords Explorer

Enter a broad keyword into Ahrefs’ Keywords Explorer. Next, go to the Matching terms report and set a Keyword Difficulty (KD) filter to a minimum of 40.

Matching terms report, via Ahrefs' Keywords Explorer

Why filter for KD? 

The reason is due to the method we use at Ahrefs to calculate KD. Our KD score is calculated from a trimmed mean of referring domains (RDs) to the top 10 ranking pages. 

In other words, the top-ranking pages for keywords with high KD scores have lots of backlinks on average.

From here, you’ll want to go through the report to find potential topics you could build a better piece of content around. 

2. Make it better

The core idea (or assumption) behind the Skyscraper Technique is that people want to see the best. 

Once you’ve found the content you want to beat, the next step is to make something even better

According to Brian, there are four aspects worth improving:

  1. Length – If the post has 25 tips, list more.
  2. Freshness – Update any outdated parts of the original article with new images, screenshots, information, stats, etc.
  3. Design – Make it stand out with a custom design. You could even make it interactive.
  4. Depth – Don’t just list things. Fill in the details and make them actionable.

3. Reach out to the right people

The key to successfully executing the Skyscraper Technique is email outreach. But instead of spamming everyone you know, you reach out to those who have already linked to the specific content you have improved. 

The assumption: Since they’ve already linked to a similar article, they’re more likely to link to one that’s better.

You can find these people by pasting the URL of the original piece into Ahrefs’ Site Explorer and then going to the Backlinks report.

Backlinks report for ResumeGenius' how to write a resume, via Ahrefs' Site Explorer

This report shows all the backlinks to the page. In this case, there are 441 groups of links.

But not all of these links will make good prospects. So you’ll likely need to add some filters to clean them up. For example, you can:

  • Add a Language filter for the language you’re targeting (e.g., English).
  • Switch the tab to Dofollow for equity-passing links.
Backlinks report, with filters, via Ahrefs' Site Explorer

Does the Skyscraper Technique still work?

It’s been roughly eight years since Brian shared this link building strategy. Honestly speaking, the technique has been oversaturated. Given its widespread use, its effectiveness may even be limited. 

Some SEOs even say they wouldn’t recommend it.

So we asked our Twitter och LinkedIn following this question and received 1,242 votes. Here are the results:

Pie chart showing 61% of respondents feel the Skyscraper Technique still works

Clearly, many SEOs and marketers still believe the technique works.

Sidenote.

According to Aira’s annual State of Link Building report, only 18% of SEOs still use the Skyscraper Technique. It’s not a go-to for many SEOs, as it ranks #20 among the list of tactics. I suspect its popularity has waned because (1) it’s old and SEOs are looking for newer stuff and (2) SEOs believe that content is more important than links these days.

Why the Skyscraper Technique fails and how to improve your chances of success

Fundamentally, it makes sense that the Skyscraper Technique still works. After all, the principles are the same behind (almost) any link building strategy:

  1. Create great content
  2. Reach out to people and promote it

But why do people think it’s no longer effective? There are a few reasons why and knowing them will help you improve your chances of success with the Skyscraper Technique.

Let’s start with:

1. Sending only Brian’s email template

In Brian’s original post, he suggested an email template for his readers to use:

Hey, I found your post: http://post1

<generic compliment>

It links to this post: http://post2

I made something better: http://post3

Please swap out the link for mine.

Unfortunately, many SEOs decided to use this exact template word for word. 

Link building doesn’t exist in a vacuum. If everyone in your niche decides to send this exact template to every possible website, it’ll burn out real fast. And that’s exactly what happened.

Now, if a website owner sees this template, chances are they’ll delete it right away. 

Sidenote.

Judging by my inbox, there are still people using this exact template. And, like everyone else, I delete the email immediately.

I’m not saying this to disparage templated emails. If you’re sending something at scale, templating is necessary. But move away from this template. Write your own, personalize it as much as possible, and follow the outreach principles here.

Even better, ask yourself:

"What makes my content unique and link-worthy?”

2. Not segmenting your prospects

People link for different reasons, so you shouldn’t send everyone the same pitch. 

Consider dividing your list of prospects into segments according to the context in which they linked. You can do this by checking the Anchors report in Site Explorer.

Anchors report, via Ahrefs' Site Explorer

You can clearly see people are linking to different statistics from our SEO statistics post. So, for example, if we were doing outreach for a hypothetical post, we might want to mention to the first group that we have a new statistic for “Over 90% of content gets no traffic from Google.”

Then, to the second group, we’ll mention that we have new statistics for “68% of online experiences.” And so on. 

In fact, that’s exactly what we did when we built links to this post. Check out the case study here:

https://www.youtube.com/watch?v=videoseries

3. Not reaching out to enough people

Ultimately, link building is still a numbers game. If you don’t reach out to enough people, you won’t get enough links. 

Simply put: You need to curate a larger list of link prospects.

So rather than limiting yourself to only replicating the backlinks of the original content, you should replicate the backlinks from other top-ranking pages covering the same topic too.

To find these pages, enter the target keyword into Keywords Explorer and scroll down to the SERP overview.

SERP overview for "how to write a resume," via Ahrefs' Keywords Explorer

In this example, most top-ranking pages have tons of links, and all of them (after filtering, of course) could be potential link prospects.

Pro tip

Looking for even more prospects? Use Content Explorer.

Search for your keyword, set a Referring domains filter, and you’ll see relevant pages where you can “mine” for more skyscraper prospects.

Referring domains filters selected in Ahrefs' Content Explorer

4. Thinking bigger equals better

Someone creates a list with 15 tools. The next person ups it to 30. Another “skyscrapers” it to 50, and the next increases it to 100.

Not only is it a never-ending arms race, there’s also no value for the reader. 

No one wants to skim through 5,000 words or hundreds of items just to find what they need. Curation is where the value is.

When considering the four aspects mentioned by Brian, don’t improve things for the sake of improving them. Adding 25 mediocre tips to an existing list of 25 doesn’t make it “better.” Likewise for changing the publish date or adding a few low-quality illustrations. 

Example: My colleague, Chris Haines, recently published a post on the best niche site ideas. Even though he only included 10, he has already outperformed the other “skyscraper” articles:

Our blog post ranking #3 for the query, "niche site ideas," via Ahrefs' Keywords Explorer

He differentiated himself through his knowledge and expertise. After all, Chris has 10 years of experience in SEO. 

So when you’re creating your article, always look at any improvement through the lens of value:

Are you giving more value to the reader? 

5. Not considering brand

As Ross Hudgens says, “Better does not occur in a branding vacuum.”

För det mesta bedöms innehåll inte enbart efter dess kvalitet. Det bedöms också av vem det kommer ifrån. Vi upptäckte detta själva också när vi försökte bygga länkar till vår sökordsforskningsguide.

För det mesta läste folk inte artikeln. De länkade till oss på grund av vårt varumärke och vårt rykte – de visste att vi publicerade bra innehåll konsekvent, och de hade förtroende för att artikeln vi presenterade också var bra.

Med andra ord, det finns tillfällen där oavsett hur hårt du "skyskrapar" ditt innehåll, folk bara inte länkar till det eftersom de inte vet vem du är. 

Att ha ett eget personligt varumärke är viktigt nuförtiden. Men tänk på det: Vad är ett "starkt varumärke" om inte en konsekvent produktion av högkvalitativt arbete som människor tycker om? En ensam skyskrapa gör inte en stad; många av dem gör det tillsammans.

Vad jag säger är detta: Bli inte avskräckt om din "skyskrapa"-artikel inte får några resultat. Och bli inte avskräckt bara för att du inte har ett varumärke just nu – du kan arbeta med det över tid.

Fortsätt att skapa bra innehåll – skyskrapa eller inte – och resultat kommer om du litar på processen.

"Rom byggdes inte på en dag, men de lade tegel varje timme.” 

Slutgiltiga tankar

Skyscraper-tekniken är en legitim länkbyggande taktik som fungerar. Men det kan bara hända om du:

Några frågor eller kommentarer? Låt mig veta på Twitter.



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