email best practices
Isn’t it funny that a customer interested in your product is called a “lead”, but it’s really you that does all the leading? From awareness to consideration, conversion, loyalty, and advocacy, it’s really us marketers leading the dance towards a sale. And with consumers being bombarded by messaging in an increasingly crowded marketing landscape, you can’t blame them. If left to their own devices, leads will go from hot, to tepid and eventually cold. Lead nurturing is a critical component in growth hacking, a growing branch of marketing that allows you to use creative, low-cost strategies to help your business acquire and retain customers. Rather than spending resources on forever finding new customers, it’s actually more cost-efficient to nurture existing leads more effectively. To do that, we need to continually deliver valuable content, escalate engagement, and optimize a lead generation framework that takes the buyer’s persona into consideration. Sound like…
A triggered email is like a self-driving car – once it’s set up, you can simply take your hands off the wheel. Triggered emails, including order confirmations, are the nuts and bolts of email communication. They give customers peace of mind and trust in your operations, while giving you the chance to collect feedback or up-sell. Table of Contents Welcome series Reactivation campaign Order confirmation Cart abandonment Birthday and events Feedback and recommendation The bottom line As marketers, we have email campaigns and a million other things to take care of, so triggered emails can be a welcome break. But triggered emails come in all shapes and sizes. There are triggers for welcome emails, reactivations, cart abandonment, events, feedback, and recommendations – the list goes on… Depending on a company’s size, a marketer can have dozens of active triggers set at once. So how do you choose the right trigger…
Over time, your email marketing strategy can grow into a dense forest of statistics where you can get lost. To improve the effectiveness of your email campaigns, you need to clear a path using the sharp edges of an audit. By using this checklist, you can systematically pull out the weeds and discover some useful insights along the way. At a glance, the scope of an email marketing audit seems overwhelming. But there are two things to consider: An audit consists of relatively quick steps and tasks. You shouldn’t have to tackle an audit alone – much of the data gathering, analysis, and implementation is a team effort that you coordinate. We’re going to run through a quick-fire four-step process covering all the bases with a downloadable email audit checklist at the end to help you keep track of progress. Go through these one at a time, methodically, and you’ll…
Steve Jobs once said, “Great things in business are never done by one person. They’re done by a team of people.” The same should go for your email strategy. Building an email team is never an easy undertaking, but get it right and it will let you tap into the full potential of your email marketing channel. You’ll be able to establish and fine-tune processes, nurture in-house talent, and build a list of email subscribers that help you generate revenue. You’re probably thinking: but how many people do you need in your email marketing team? What roles should they have? Can you outsource the whole operation and see the same results? You can relax, because in this guide we’ll explore all these questions and run through the fundamentals of building an effective email team. Table of Contents Should you build an in-house email team? Should you hire specialists or generalists…
Customers interact with your brand more than you may realize. Whether it’s visiting web pages, subscribing to newsletters, or abandoning shopping carts, users are leaving their footprints everywhere. What if we could weave all this information together and map out our customer’s journey? That’s where customer relationship management (CRM) comes into play. Using CRM technology, we can tweak strategies and execute tactics to improve our relationship with the buyer through to sale. While traditional marketing leans towards generating new customers, retaining just 5% of your customer base with CRM can increase profits by 25%. Not bad at all, right? In this guide, we will walk through the fundamentals of CRM, how to integrate it into your existing operations, and help you choose the right software for the job. There’s a lot to cover, so let’s get started. Table of Contents What is a CRM system? Why companies use a CRM…
If marketing was a competition, email would win hands down. The ROI of email marketing is £42 ($57) per £1($1.36). That’s a 4,200% return on investment (ROI). To put things in perspective, search engine optimization (SEO) has an ROI of 317% and pay-per-click advertising (PPC) 200%. Is it surprising then that in the business-to-business (B2B) world, 59% of marketers prefer email marketing for lead generation? Like a B2B swiss army knife, you can use email marketing to educate users about your brand, nurture your existing leads, generate new leads, turn prospects into customers, and keep your current customers engaged. The secret to creating a successful B2B email marketing strategy is meticulous planning., You need to define your objectives, determine your KPIs to measure performance, create your message map and roadmap, execute your plans, and monitor your results. Before we get into the nitty gritty , let’s cover some basics. Table…
Shock and horror – you’re sending out a Halloween-themed email campaign but can’t think of any good subject lines… The scariest part? 47% of your audience open emails judged on your subject line alone. Fear not – we’ve got you covered. Here, we’ll show you some shockingly good Halloween email subject lines from your industry and share our secret recipe for higher open rates. Then, we’ll head to the lab, run through some A/B tests, and discover why data should decide your Halloween-style subject line. You can come out from under the bed now. Table of Contents 21 eye-catching Halloween email subject lines Ecommerce & retail Tech Food & spirits Entertainment How to write a killer Halloween subject line Get creative with your tone of voice Use marketing psychology to increase open rates Make it personal with contact properties Avoid the dreaded spam folder Utilize software testing to polish your…