Email marketing is a huge task for digital marketers. Emails are the way you communicate with people about company updates, sales, special offers, press releases, newsletters, and more.
It’s one thing to have a healthy subscriber list and open rate, but it is another to have people actually engage with your emails. Getting those subscribers who open your emails but don’t do anything once they are open can cause a lot of problems for digital marketers.
You want to get those sleepy subscribers to reactive with your emails and do more than just open them and a reactivation campaign is just how to do that.
What is a reactivation campaign
A reactivation campaign is when you create a strategy around those sleepy subscribers. You want them to get back to opening your emails and engaging with them. This can help improve sales, click-throughs, website traffic, and more.
A successful reactivation campaign involves a few steps. To help you build the best reactivation campaign ever, we have outlined those steps below.
Isolate the subscribers who aren’t engaging.
The last thing you want to do is waste time and energy sending a reactivation campaign to people who are already engaging with your emails. Additionally, if an active emails engager gets a reactivation campaign, they could become annoyed and unsubscribe altogether.
You’ll want to isolate your sleepy subscribers depending on how frequently you send emails. If you send one almost every day, pull out people who haven’t engaged with an email in 90 days. If you send less frequently, increase that time to 120 or 200 days.
Once you have that data, create a separate email list and start building your campaign.
Test everything from copy to content
Reactivation campaigns are unique in that you’ll need to perform a few A/B tests to see what will drive people to re-engage. A few things to test: subject lines, tone of voice, photos, video, offers, links, buttons, and more.
Keep in mind that you will want to do some segmentation to have successful tests. Segment your sleepy subscribers by persona, shopping behavior, demographic, location, age, gender, and/or email service.
Email service is a particularly important one. Each email service filters emails differently, so you will want to account for those differences in your reactivation campaign.
Reactivation campaigns are not a one time task
In order to be successful with reactivation campaigns, you need to be constantly executing them. Subscribers stop engaging in emails all the time. If you are always scrubbing your email lists for those who aren’t engaging, you will have more luck reactivating them.
Being proactive about your reactivation efforts also helps your email health and reputation. When customers stop engaging in emails, they can start to go into spam and if you keep sending emails to subscribers who are not engaging, your emails could be blacklisted.
Staying on top of email reactivation is vital for overall reactivation campaign and email marketing success.
Make sure people have a way out of your emails
Hiding your unsubscribe button or making it more difficult than necessary for people who want to unsubscribe hurts your email marketing in the long run. Don’t send emails to people who don’t want them. It saves your email reputation and keeps your lists up-to-date.
When you give someone the easy option to opt out of emails, they are less likely to mark the email as spam. Companies that have too many emails marked as spam get blacklisted by email clients and have to spend lots of money and time getting off those blacklists.
Additionally, unsubscribe buttons give you the opportunity to spend less time on reactivation campaigns. People will let you know themselves that they want off your email lists, meaning that you won’t have to spend time and money trying to reactivate them.
If you want to learn more about reactivation campaigns, check out our done-for-you system today.
Communicating with your customers and potential customers is important. Email newsletters are a great way to do just that. But more often than not, people will open those newsletters and not actually read them.
This means that all of that content that you worked hard to create is ignored and doesn’t help further your business goals. Getting people to read the newsletter is the missing link. Newsletters help people stay connected to your brand and give your brand a platform to speak from.
There are a few tips and tricks to creating a newsletter that people will open and read. Here’s how to ensure that people not only open your newsletter but actually read it.
Curate it to the extreme
People like it when newsletters find their niche and stick to it. Too often, people are inundated with content and they get overwhelmed. This leads to them not reading anything and your newsletter falling to the wayside.
Chose the topic of your newsletter carefully. For instance, if you are a brand that sells house inspection services, choose one house inspection service to highlight in your newsletter. Then, add maybe one other relevant piece of information that dovetails that that service.
People want to read your content, they just don’t have time to read a lot of it. When you are creating your newsletter, remember that less is more.
Put your personality on display
It’s tempting to slide into the carefully curated brand voice that you have developed. When it comes to newsletters, the more personal and personality-filled, the better. Your customers want to feel the personality of your brand shine through. Don’t bury it under jargon and sterile marketing-speak.
Be a little quirky in your newsletter. Write it from unique perspectives. Don’t be afraid to let the unique parts of what makes your business special come to life in your newsletter. Your readers will thank you (and be more apt to read your newsletter in its entirety).
Make your newsletter valuable
People don’t want a lot of clutter in the newsletters they read. They also want to get something valuable out of the newsletters they choose to actually open. Make the time your readers spend on your newsletter worth it.
In your newsletter, tell people a story, tell them why it’s important, and tell them why they should care. It’s that last part that is the most important. People want to know the “so, what?” of your content. Give it to them.
Always do something new, but keep it focused
Don’t be boring or highly predictable with your newsletters. People who open your newsletters want to get something new each time they open it. Make that open worth their while.
Keep your content and perspective fresh, but make sure you are staying focused on your niche. Going back to the home inspection example: you want people to know that they are getting a newsletter about home inspection, but deliver new things each time. Some examples: a checklist for spring cleaning, a guide to cleaning your pool, how to tell if your windows are losing heat.
Keeping your content fresh will keep your current readers invested. Keeping that fresh content focused on your niche will ensure that they keep opening and see your brand as an authority.
Keep the writing pure
Web writing has gotten a little convoluted lately. What with SEO, keywords, and click-bait headlines, the actual writing can get pushed to the back burner and the point of the content can be obscured.
Your newsletter audience is a captive audience. They opened the newsletter so they want to read it. This is your chance to communicate with them open and honestly without all the keywords and click-bait.
Keep your newsletter writing straightforward and to the point. No SEO here. Just good and solid content worth reading and sharing.
If you want to learn more about how to write great newsletter content, check out our done-for-you system today!
Let’s start right off the bat and make it very clear that I’m are not encouraging you to spam your customers or trap people with clickbait. Those tactics don’t work out well for anyone.
That being said, there are a few “spammy” website tricks that can help boost conversions. With some subtle but effective methods traditional employed by spam sites, you can actually help boost your website traffic, leads, and sales without annoying your customers.
Here’s how to make three traditional spammy tactics work for you and your customers.
Countdown timers are a great way to push a sense of urgency. If you are running a big sale or have a special offer and put a countdown timer on it, people feel like they have to act or risk losing out. No one wants to lose out.
When a person goes to your website and sees that little timer ticking down, their primitive brain goes into panic mode. Seeing time tick away makes them worry that they are going to lose out on something or that they are going to miss out on something everyone else is getting.
This panic isn’t a conscious response and it can be used to your advantage. Consider putting a countdown timer at the top of your website page when you are having a sale or in the checkout cart to help avoid cart abandoners.
Countdown timers can also be good for autoplay webinars. Delivering a little “webinar starting in 5 minutes” with a countdown timer as a pop-up in the bottom corner of a screen can draw people in. They will see the pop-up and think “Oh! What luck! I came to this page just as they were starting a webinar. Now I have to watch it.”
While countdown timers are great, make sure that you use them sparingly and only where appropriate. If your timers become predictable and expected, they lose their effectiveness. Keep your customers guessing and your countdown timers will work towards your advantage.
Have you ever poked around on a company’s website, landed on a conversion page, and see a little “webinar starting soon” banner with a countdown clock? While it would be nice to believe that you landed on that page at the exact right time for a webinar, this is not usually the case.
Webinars are a great way to drive conversions and get leads; however, they usually don’t convert well when you are doing them live. People may express interest in them and even register for them, but it is more than likely that they will forget about your webinar and never watch it. This is there autopilot webinars came into play.
Autopilot webinars are designed to drive people down the purchase funnel. Someone’s interest in your services or product is highest when they are navigating through your website and registering to get more information.
The idea with autopilot webinars is that you capture those people when their interest is the highest, at the registering for more information stage. Adding an autopilot webinar to the registration confirmation page can make people more likely to actually purchase your product.
Choose a webinar that works well for these first time, exploratory customers. A webinar about the importance of what you do and how it helps others be successful is a great example. Make sure to add a countdown timer here and change the webinar once a quarter. That way you can keep people guessing and capture more customers.
Overlays or “Welcome Mats” are a great way to get leads and push people to take action. Essentially, they are a total screen takeover that pops up when people get to a certain page on your website. Usually, they include some kind of messaging like “Want to become an expert? Sign up for our newsletter now!”
Overlays can be a little annoying to customers, but they work. They work really well, especially when it comes to lead generation.
But when it really comes down to it, putting all of these tactics together gets the best results. Create a pop-up overlay with a lead generation box, an autoplay webinar, and a countdown to the webinar and you are in business. Using “spammy” techniques intelligently can give your digital marketing the boost it needs.
Want to learn more about how to make these tools work for you? Check out my done-for-you system today.
The digital world is pretty saturated with content. Digital marketing is the way of the future and every single business, whether they are direct competitors or not compete with each other for digital space.
People have online content flung at them everywhere. From their email inboxes and social media feeds to display ads on their favorite websites, ads and content are everywhere. It’s really easy for your content to get lost in the shuffle.
When you create content, you want people to see it. You have invested a lot of time and money into creating ads, articles, videos and more. The last thing you want is for it to get ignored. Here are four tactics that can help your content stand out and get the attention it deserves.
Establish a solid angle
When you create digital content, you are telling a story with it. Your story needs to be relatable and have a solid angle that can be identified right off the bat.
The angle you choose can mean the difference between content that resonates and content that is forgettable. You want to choose something that will stick in people’s minds and get them to remember your brand.
Your angle should connect with your brand. For instance, if you are a personalized gifts company, gift guides for the major holidays are a great angle that will resonate with your readers and help them solve a problem: gift giving.
A few other angle ideas: explain some important research your company has discovered, answer a question on a topic your company is an expert in, and /or tell people why they should care about something.
Delight with your photographs and video
Images sometimes speak louder than copy. Photos and video can immediately grab someone’s attention and pull them into your content. They tell stories visually that sometimes don’t translate well into copy. Use that to your advantage.
Every single photo or video you choose to upload in your content has to be stunning. You want to elicit an immediate and powerful reaction from the audience. This helps them remember you and engage with your content.
When you are creating videos and photos, consider everything. Look at the lighting, angles, colors, perspectives, shadows, focus, sets, and setting. Each aspect of a photo or video is important, so don’t forget the tiny details.
Use your expertise and your network
You are an expert in your field and you know other people in your network who have done very impressive things in your field. Use that to create great content.
When you pool the collective expertise of both you and your network to create content, you are delivering value to the people who see it. When you share your expert knowledge and lean on the expert knowledge of others, your content gets better and better.
The people who see your content notice its value. When you show that you are using the added expertise of other people, your customers and new customers notice and your content stands out.
While it can sometimes be a drag to stay on trend, it is important for digital marketers to keep their content trendy. Staying up to date on the latest fashion, viral cat video, and buzzwords makes your content more relatable.
When you ignore trends, people notice. What’s more, they care about it. If you are not on trend people are likely to gloss over your content. You want to stay current so your content stays relevant.
Make sure that you are following Instagram stars and popular culture blogs. Read the newspaper and stay updated on Twitter. All of these things matter when you are creating content that stands out.
Creating great content that stands out can sometimes be a struggle. Want to make it easier? Check out my done-for-you system today.
Email marketing has become more and more challenging over the last few years. With people signing up for multiple email accounts, Gmail changing where your messages go, and more people deleting your emails than opening them, running a successful email marketing campaign requires a lot of work.
There are a few ways that you can take your email marketing to the next level. This can helps you send better emails to the right people at the right time. Once you strategize and streamline your email marketing, you will see a measured improvement in how your email marketing performs.
Here are a few ways that you can improve your email marketing this year.
Send emails only to the people who want them
A lot of the reason that your email marketing may be looking like it is failing is because you are probably sending your emails to people who don’t want them. People who get your emails, but don’t want them usually end up deleting them without opening them or marking them as spam. These are not the people you want on your email lists.
Whenever you continue to send emails to people who don’t want them, your domain reputation is hurt. This can leave you scrambling to clean up your domain reputation for months.
Avoid this by scrubbing your email lists once a month. Take out all of the people who haven’t opened an email from you or haven’t engaged with one of your emails and send them one reactivation campaign. Getting them out of the general email list helps keep your domain reputation healthy and your email marketing profitable.
If the subscribers still don’t open or engage with your emails after the reactivation campaign, take them off the list. This leaves a lot less clutter for you to clean up later.
Give each email a goal
If you are not sending each and every email with a goal, stop sending them. You have to have a clear goal laid out for each email before you send them. You want to cue your email recipients with the action they should take with each email.
Make sure that there are multiple ways for your email recipients to achieve the goal of your email. Add buttons with links, photos, video, and good subject lines. You want the point of the email to be clear right when they open the email.
Sending an email just to send an email isn’t going to help you or your customer. It wastes everyone’s time and makes your customers less likely to engage when you really want them to. Give each email a goal and you won’t have this problem.
Personalize the emails
Email personalization really works. When you stick with the basics like the subscriber’s name or company, they are more likely to engage with the email.
Email personalization is relatively simple now with email marketing platforms. Above all, do not send a “dear customer” or “dear client” email. It won’t get read and you will have wasted your time.
Test sending your emails on different days
There is a ton of data out there that says that sending your email on Tuesdays or Thursdays are the best days. While that may have been true at one point, it’s not the case anymore.
In order to send emails that people will engage with, you have to test sending your emails on different days. Find out what works for you and your company. What matters isn’t when the most people are sending emails; what matters is when most people are engaging with your emails.
Test sending on different days and at different times. This will help you develop the most optimal plan and get your email engagement rates up.
If you want to learn more about how to send emails effectively, look into our done-for-you system now.
2013 brought about some changes for Gmail. They introduced Gmail Tabs. These tabs were designed to make Gmail users inboxes less hectic and easier to manage.
Essentially, tabs divided all of your Gmail messages into five sections: Primary, Social, Updates, Promotions, and Forums. Primary was for any direct person to person communication. Social was for any and all social media updates that you have pushed to your inbox. Updates include shipping confirmations, receipts, and the like. Promotions is for any sales or promotions emails and Forums was for things like Reddit and comment boards.
While many email marketers were worried about what would happen with the new tabs, the segmentation has actually helped marketers. Here’s how it’s helped.
Google made the change for your benefit
Google did not create the promotions tab to punish you and make sure that your email subscribers don’t get your emails. They made that change so your emails would be delivered to your customers at the best time and within the best context.
It can sometimes be easy to forget that Google uses email marketing too. They are not going to design something that is going to punish email marketers.
Emails delivered at the right time
Timing is very important when it comes to email marketing. When Google designed the promotions tab for Gmail, they kept that in mind. People do not want to shop when they are sorting through their initial emails of the day.
By moving promotional emails out of the inbox and into their own area, Google ensured that your promotional email would be read when your customer would be receptive to the message in the email. The promotions tab allows marketing emails to be read and not ignored, it’s a good thing that they have their own tab.
Emails delivered in the right context
People open sales and marketing emails when they want to shop. The goal of email marketing is to drive sales. Now, with the Gmail promotions’ tab, people know where to look for deals and where to make a purchase.
Gmail’s promotions tab actually helps drives sales by making sure that your email is read when people want to shop. Segmenting marketing emails into their own tab helps put them in a place where people want them and where they will be more open to the call to action of the email.
Good content equals more sales
It is being said over and over and over but it is worth saying again. They key to driving email sales isn’t where the email goes in the inbox or what time of day it is received. The key is good content.
Create top of the line copy. Use subject lines that stand out. Find out the calls to action that your customers respond the best to. Take great pictures and shoot standout video. Keep your email marketing message straightforward and to the point.
Great content pays and if you want to have a successful email marketing campaign, you have to focus on content. Listen to your customers. Find out what they like and what they respond to.
When you take the time to learn more about the people you are emailing and selling to, you will see the sales start to come in. Keep your content fresh and on message and people will respond to it.
At the end of the day, you can spend time fretting over changes to email clients and how it may or may not impact your business’s email marketing goals or you can buckle and make good content that can stand up to any email client changes.
Want to learn more about Gmail and how to market with it effectively? Check out our done-for-you system.