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6 misstag i remarketingkampanj du måste undvika

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6 Remarketing Campaign Mistakes You Must Avoid

Alongside any PPC effort, it is worth setting up a companion remarketing campaign.

Too often, campaigns target all users with the same ads and the same bids – users who are seeing your ads for the first time and those who have seen them before, or those who have already visited your site through another channel.

However, segmenting an effort into net new users and a remarketing audience will drive better results through a more granular approach.

Improve your PPC campaign performance and boost your conversion rates through remarketing efforts such as RLSA .

However, as you do so, be mindful of these six considerations to avoid common pitfalls.

1. Seek Scale

Don’t assume that there is a large retargetable audience.

Use your site analytics data from other channels to gauge how many monthly repeat visitors exist overall and by business unit or product to allow forecasting available remarketable traffic by your paid search campaigns.

As with any marketing initiative, scale is key.

In some cases, you may find that remarketing volume is actually small.

Thus, if within the typical 30-day window the audience size is small, consider going further out to 60 or even 90 days.

While 1,000 users have been the minimum list size in Google Ads, based on your typical click-through rate (CTR) and conversion rate (CVR) you may need a higher threshold.

For example, if you typically see a 5% CTR and a 2% CVR, 1,000 impressions will, unfortunately, produce just 0.5 conversions.

A million impressions are needed for this situation to gather 10 conversions, a level when things still aren’t that impactful but can get interesting.

2. Don’t Just Sell – Cross-Sell & Upsell

A common assumption is that someone who did not transact may need an extra incentive in the form of repeated and/or more compelling messaging. That may be so.

However, in many cases, they really did gather all the details and decided they did not need what they thought they did.

Many users in their discovery phase are not only researching potential solutions but also reconfirming that the problem they are looking to solve is indeed the right problem to be solving.

När setting up remarketing, test both a sell message and a cross-sell or upsell message.

Give users more reasons to keep you in mind, particularly if your site offers products that are common supplements or complements.

The sell message entails saying the same thing users heard before in a different way: with a more direct call to action and/or an exclusive, one-time offer.

A cross-sell would promote related offerings, while upsell can encourage users to consider a more elaborate offering. They may not end up purchasing this higher-end alternative, but the latter can indirectly highlight the value of the initial option that was considered.

3. Think To Exclude

Sounds obvious? Users who just purchased your product or service would not want to do so again right away. Then again, we have all seen companies retarget us with something we just bought.

Generally, for most B2C campaigns, converters from the last seven to 14 days can be safely excluded from all campaigns except for those with cross-sell goals.

For the best experience, consider the consumption time of your service. The delay before transacting again will vary by product category.

Aspects like seasonality, location of the target, and target ROI will further affect desired frequency for targeting repeat users.

For example, someone booking a summer vacation may not purchase again from you until many months later. One could argue that a person’s planning and consideration will begin sooner.

However, media bought too early on may result in lots of incremental costs reducing your target ROI.

With that, if aiming to motivate past converters to buy more of the same from you, it often makes sense to wait a while before retargeting them.

Cross-selling, on the other hand, can be done immediately after a transaction is made, but also needs careful management to not go on for too long.

Establish a cut-off threshold particularly when a product’s usage makes add-ons irrelevant.

For instance, upselling a traveler on a car rental or room upgrade makes little sense after a vacation has begun. A month or so into a cell phone plan purchase, a converter is unlikely to want upgrades to more extensive plans.

4. Go Long

Remarketing is often thought of as a short-term tactic for övergivna varukorgar eller senaste webbplatsbesökare.

Det är dock möjligt att remarketa till användare som senast besökte sidan för så länge som för ett år sedan.

I strävan efter nya kundförvärv förbises ofta lojalitetsvårdande.

Tänk på konsumtionsmönster och säsongsvariationer när du gör det.

Om någon har bokat en semester med dig, när är nästa gång de ska börja planera en? Vad är förnyelsecykeln för programvaran du tillhandahåller?

5. Synergier med andra kanaler

Remarketing på sökning kommer som standard att remarketa alla användare som har varit på din webbplats.

Med andra ord, du kommer att rikta in dig på personer som har besökt din webbplats via andra kanaler – efter att ha sett visa annonser, interagerar på sociala medier, kommer från e-postblaster, etc. – samt organisk sökning och direkta besök.

Fundera på vilka budskap människor har sett och bygg på dem.

Om du känner dig särskilt avancerad (och skala stödjer det), skapa remarketingkampanjer efter kanal eller uppsättningar av kanaler.

6. Extra budget krävs inte

Detta kommer att göra många CMO glada. I början behöver du ingen extra budget för remarketing.

Kom ihåg att det här handlar om att rikta in sig på personer som redan fångats av dina nuvarande kampanjer. Bara att isolera dessa återkommande sökare och skapa nya upplevelser för dem.

Det är dock samma användare som du redan har riktat in dig på.

Naturligtvis skulle du vilja söka upp dessa användare mer aggressivt och skicka budmodifierare för denna publik.

Med det sagt, såvida inte din remarketingpublik är stor och/eller du förväntar dig att CTR ska växa avsevärt, borde budgeten inte behöva öka.

En extra budget för remarketing är trevligt, men på kort sikt är det inget krav. Definitivt inte att sätta upp några inledande tester.

Hämtmat

Med det hotande utfasning av kakor, har det funnits en växande tonvikt på förstapartsdata, och remarketinginsatser stämmer väl överens med denna nya riktning.

Remarketinglösningar passar väl ihop med stödjande datainitiativ från första part.

Oavsett om det är att använda e-postmeddelanden för att bygga upp en publik eller använda formulär för att fånga användarinformation på målsidan i början av konverteringsresan, strukturera dina remarketingansträngningar för att vinna två gånger: Först, sträva efter att förbättra din konvertering, skapa sedan synergieffekter med ansträngningar för att vinna två gånger. fånga förstapartsdata.

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Utvald bild: Photon photo/Shutterstock



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12 kraftfulla tips för e-postmarknadsföring du behöver veta

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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 e-post marknadsföring 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 bilder of your products or services.
  • Social proof helps convince readers that your offer is legitimate and worth their time. This includes sharing länkar 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 länkar 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 länkar 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-testning 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 avvisningsfrekvens, 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, och webbseminarier.

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.

Sista 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.

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Utvald bild: 13_Phunkod/Shutterstock

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