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I enjoy really produce series famous inboxes. I would like to do more. But this site is about email marketing practices so that there is a conflict there. Revolutionary solution:
The most recent Incoming-Napoleon Bonaparte – is over folders inbox the famous "new website: famousinboxes.com.
New Inbox will now appear much more frequently and to adapt the thousands of people who like Darth Vader Inbox and wondered why on Earth was a website marketing.
If you would like to receive updates or new Inbox, the new site has its own feed, Twitter account and Facebook page (my first real enterprise in the Mysteries of Facebook).
I hope you will join me there!
You can follow any comments on this post blog via RSS 2.0 feed.
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In the Brave New World of “best practices” email marketing, you eventually hit a wall.
Try as you might, you can’t lift responses much further with the tools and resources at your disposal.
You’re stuck.
And yet a sizeable majority of your subscribers still aren’t opening, clicking, reading, downloading, buying etc.
So what do you do?
One answer is to realize that what we understand by optimization…isn’t. Then you discover hidden facets to your emails that you can improve, together with your bottom line.
All very mysterious, so let’s explore…
Most topics in email marketing focus on what you might call the two pillars of functional optimization. (I love making words like that up).
The first pillar is building an email program that gives your messages the best chance of getting attention. That covers the technology, sign-up form optimization, welcome messages, preheaders, “share this” links, subject lines, design, etc.
The second pillar is delivering value. So when the message gets seen, it gets a response. That covers your offers and content, and includes all the things you do to improve the value you deliver: targeting, segmentation, trigger messages, etc.
Nothing wrong there. These are the right things to focus on.
The idea of delivering value is where we need to add new perspectives.
We know the typical subscriber has to decide whether giving an email some attention is worth his or her time. And the big factor in that decision is the likely value of that email.
So we try and deliver as much value as possible. But…we tend to see this value as purely functional:
What offer (item, price, discount, coupon) can we send that has the best chance of getting the subscriber to buy the relevant product or service?What information (topic, length, perspective, level, etc.) can we send that has the best chance of getting the subscriber to actually read it?Again, nothing wrong with that. It’s the foundation on which most successful email programs are built.
But success still relies on serendipity.
However targeted you manage to be, you’re still relying on catching the subscriber at the right time, in the right frame of mind, with the right current need. All of which are hard to plan for (especially the last two).
It doesn’t matter how optimized you are, you can’t please everyone every time with this kind of functional value. That’s the brick wall we all eventually face.
One solution is to recognize that value isn’t only created through a “functional transaction” (relevant offer or content).
We don’t read novels to do our jobs better. We don’t read emails from friends because they contain relevant offers. We don’t go to the cinema to get information. We don’t view paintings because of the value of the canvas and frame.
Value also comes from entertainment, inspiration, storytelling, humor, creativity, quirkiness, style, emotion, humanity…all things that rarely get considered in the function-dominated best practice literature.
And therein lies your chance.
Quality content, permission, creative design, value, relevancy, timing, personalization, customization etc. are important factors that take your email marketing amplifier all the way up to 10.
But these other, softer, difficult-to-measure elements may take it up to 11.
For example, I read every email that Michael Katz sends out. He has an informational newsletter about using email newsletters to market professional services.
I don’t learn too much from Michael.
Not because he hasn’t anything useful to say (he has), but because I’ve been studying the topic for over ten years and know my way around already.
So why bother to read every email?
Simple…every article is an entertaining read. He has style, humor and personality.
I have many calls for my attention, but I still find myself reading Michael’s articles, because he’s managed to establish a personal, emotional connection that overrides any content issues.
That’s the goal: an email optimized for functional value and performance, but which also has the emotional connection that keeps people engaged even when this functional value misses its mark (as is inevitable in any email program).
So how do you work on optimizing the non-functional aspects of your email’s value? Good question!
Part of the reason we focus on functional value is because it’s easier to measure, calculate and create.
It also fits with our technology-oriented view of the web. Most of the tools we use are there to help us optimize what we offer and what information we give out. They don’t help us decide how to present that offer or information.
Non-functional value is, therefore, harder to create, but here are some quick suggestions…
Creating more value for subscribers becomes easier when you start thinking of them as…subscribers. Not as numbers in a database or an email address.
As J-P De Clerck recently wrote:
“Whatever they are called: ultimately, they are just real people like you and me. 80% water, some flesh and bones, a brain and plenty of desires, issues, problems, challenges and dreams.”
Or as The Prisoner puts it:
“I am not a number, I am a person”
We are seduced by our wonderful campaign reports, spreadsheets, databases and other technologies into ignoring the human element in favor of numbers. Data is good. Data is important. But data is data and people are still people.
It’s hard to build an emotional connection with a number.
Once you keep the human aspect top of mind, you automatically start to plan, write, design and implement in a way that’s better suited to subscriber needs and emotions.
It can be helpful to remind ourselves of the real meaning of popular email marketing metrics. For example, “clicks” are not clicks, they’re people interested in buying/reading/learning more…
Suggesting you add personality to emails is a glib thing to say.
Those with a brand personality to project and protect have a head start (and a set of self-defined limits). But the rest of us are left wondering quite what a bit of personality is supposed to look like.
In essence, it’s anything that distinguishes the email from the mediocre. The mediocre is the bland sales or corporate style of writing and designing that everyone gravitates to because it’s safe, and because it’s easy to do by committee.
The lure of mediocrity is particularly strong in informational B2B newsletters: content-based vendor emails all tend to look and sound the same. And, yes, I’ve fallen into that trap, too.
All it takes to steer clear of mediocrity is more of a human voice. It doesn’t mean you have to be a writing master like Michael Katz. It just means recalling that the recipient reads the message as an individual, not as an “audience” or a group of spreadsheet cells.
For a longer discussion of personality in newsletters, there’s a whole book chapter on the topic available free online here.
Emotional value is also helped by creativity and innovation. Two more recommendations that are so easy to say, less easy to do.
Again, the key step is recognizing and resisting the pull of mediocrity…developing a mindset or production environment that encourages you to develop unique, memorable, engaging campaigns, irrespective of the actual offers or content those campaigns might contain.
Off the top of my head:
Of course, all these ideas and concepts need testing and need to deliver, results wise. Personality doesn’t work if it’s the wrong personality for your audience.
So I’m curious. Do you agree? And what emails always grab your attention, even when the offer or content isn’t relevant right now?
You can follow any comments on this blog post through the RSS 2.0 feed.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Affiliate marketing scams are great because it is a profitable online business. There are many programs that can be interesting to make money by promoting the products of the other person on your website, but some of them scams that need for purchased monthly or quarterly or perform a certain amount in revenue within a certain period of time for getting paid.
Averting affiliate marketing scams is no less than challenge. below indicate noted will help you in this process:
• Do not go for companies that ask you to pay for registration; this is an indication of the almost definite fraud. Also have disburse for receiving material from them regarding their program.
• Reconsider if the company you're going to have a monthly quota.Some companies try to earn money by entailing their people to purchase a specific quantity or retail out their products on a monthly basis or even quarterly. it is not practiced that trust. If the products they vend out they really good; should not resort to these methods for retaliating.
• Check out the company's glory before registration. some third-party companies are notoriously not providing credit for sales.
• If you are thinking of joining the network of the branch;Check if the company is recognized for refuse to tell people about their downlines are not crediting the same sales. you should always know about the members of your network.
• Be careful if you are required to purchase the product of the company before registering as a branch;No doubt this is a requirement.While you may be a slight supplier for the product if you use it yourself;There is no demand.
• Except to see averting affiliate marketing scams; you must be aware of the programs so that by the members making it impossible to earn money.
I'm sure if you remember that the point mentioned above you can prevent a branch of marketing scams. things can easily if only products that become a branch must be acquired and they liked. always switch established affiliate marketing programs like ClickBank, Commission Junction and Google affiliate network to move forward to take a big leap towards success immediately.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
If you want to make money on the Internet on the basis of depends on where you are the master of publishing efforts, affiliate marketing programs are perfect for you. This program join the company and their products out of the market; A Commission. He understands the first things people who want to start to earn money on the Internet; To hear about. This marketing is definitely impact the Web economy.
Affiliate marketing can help you earn lots of money online. below mentioned pointers to help you maalath this process.
• In order to succeed with marketing programs; you need to learn the basics of proper search engine optimization to get traffic for the product branch. Most programs involved in search engine optimization for keywords related to your product popularity and placing keywords accordingly.
• The next thing to do is create a blog in which I can advertise affiliate Internet marketing. You need to create a blog in a particular niche within a category;In this way, you can add affiliate links that gel with subject both addresses.
• Affiliate marketing programs can be found easily by conducting a search on Google.If the idea of some programs of specific interest to you; then you can design your Web site to those rows.
• If you want instant results then you must try bgogl Google.This program works by bidding on certain popular keywords related to the niche of your product, because of this you can place your advertisement at the top right side of the search engine; making it is easier to find your Web site.
• Make certain your sales page is good enough to provide a solution to the problem, and offer the program as the answer.
• Whenever you blogs about affiliate marketing programs; invite comments readers, if you have any queries in relation to the readers; ask them within your posts.
I'm sure if you remember to indicate noted above will be able to earn money with affiliate marketing marketing can be quite profitable for all who can educate themselves on the market and as well as for the product you require only advance. get and hard work for you make it big in this field. move forward to grab this opportunity does money immediately.
Once a year do I update my guide to the best people and places to get good, solid, reliable email marketing information from.
This is not exclusive.There are so many great email marketing resources online right now that the final reduction is necessarily subjective. ultimately, is a selection of personal favorites based on ten years of watching the space.
Please feel free to link your Favorites in the comments, of course ...If there are enough, you can publish a "reader's tips" follow-up post.
1. Media Post's Email Insider t is probably my favorite multimedia site, hosting various excellent columns written by experts with a strong background in the field.
If I had to call on top of each column, I will go for Loren McDonald ' s, which probably is how to think about and use email marketing.
2. letters ClickZ was since the first marketing media websites to publish a marketing email column have five, now has many long-time industry stalwarts.
Everything is good value, but especially my favorites is anything written by Derek Harding, Ed Heinrich, Stephanie Miller or problematic DIMM Jenkins.
3. MarketingProfs offers many great resources, but the e-mail newsletter "Get to the point: email marketing" may be preferable. Receive summaries or email marketing articles on the main site, plus notes helpful posts from other sources.The summaries are often better than the original articles.
4. Other broader marketing sites with useful email marketing modules include Econsultancy and eMarketing & Commerce.
5. iMedia Connection has slipped my personal rankings or sooner, but you can find more good stuff from the regulars email as Wendy Roth, Chris Marriott, and others.Caution articles from Dylan Boyd.
Marketing Sherpa group Email Marketing Benchmark Guide has achieved iconic status in the industry. main site Sherpa group is also a good source of case studies and other reports.
Emailstatcenter.com website is the place to start looking for public stats. Is the strategy of problematic DIMM Jenkins (mentioned above).
[SIMEiWSII page lists 30 + sources of email marketing data and benchmarks]
Look for studies published by ExactTarget. Morgan Stewart is one of the few experts out there with an understanding of the email, a wider range of marketing channels and statistical analysis. I blog.
There are hundreds of relevant blogs/newsletters out there, but the following account for most of the links I have through my Google Reader.
Keep in mind that many of the following provides several ways to access the content (feed, email, Twitter, etc.)
The guide of Email Jim Ducharme make a great job of highlighting the best of the web marketing email by phone daily roundup. site also a great source of service alerts and email radio hosts.White Chad operates email official blog that is a super public source of insight into what the big retailers are doing with their MailChimp blog emails.often comes with great ideas and stats.eROI Dylan Boyd has a super perspective on email marketing in a broader context, he brings us through The Email Wars.The Bronto, bloggers impresses with the concerted effort to bring information useful to the community, without publicity. Probably one of the best around blog Blue Sky Factory.stands out because the people there are also very clued in social media and their implications for email and because it has DJ Waldow, social superhero.three focused design blogs to throw your: Smith-Harmon (lots of examples with comment), style campaign (very detailed focus mobile design) and Campaign Monitor (chock full of useful mail resource plan); Please check this post for lots more top design sources.Deliverability blogs are listed here (my favorite is the Word to the Wise, which is about as objective as I receive online).ideas Inbox AWeber is very educational and useful for small businesses (see also below).J-P De Clerck writes wisely and regular social media, email and the linkages between the two social Email marketing and Conversionation.Experian CheetahMail's blog has caught my attention recently. one of the contributors is Jordan Lane, which also has a good blog in Alchemy Worx emailmoxie.com.the newsletter takes common themes and offers a new perspective or tips that everyone that this contest was true.Most of the resources listed above are for individuals who work regularly with email marketing. Here I would like to highlight some resources facing small firms and those dealing periodically with email marketing ...
If you write an e-mail newsletter and haven't read articles by Michael Katz, you need to do.Janine Popick's blog posts at vertical Response receives a focus on small enterprises and go beyond the mechanics of email marketing to cover other business aspects relating to the "small" emailer.constant contact has a huge user base: small businesses see the Learning Center for blog posts, articles, webinars, etc.Most of the names scattered throughout this post deserves follows from Twitter; However, I would like to see a few extra Folk who stand out for their excellent spreader of useful information or that don't fit some of the other categories.
Good info distributors:
John Chester, Shannon Holato, Andy Thorpe, Jordie van Rijn, Remy Bergsma, Email Institute, The Email Wizard, Chris Donald, J-P De Clerck, newzapp, Noah Fournier, Fred Tabsharani, Scott Hardigree …
Andrew Kordek, Scott Cohen and robinteractive is three active twitterers client side of the equation: always have a good prospect, since most content producers are vendors in this space.
(I'm sure I've forgotten many large Twitter accounts to follow: reminds me in comments!)
Finally, the marketer's Email Club is probably the biggest networking site out there for email marketers and includes a forum and many other useful resources. was founded by the wonderful Tamara Gielen.
Now about your suggestions ...
You can follow any comments on this post blog via RSS 2.0 feed.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Join affiliate marketing programs is without doubt one of the easiest to make money on the Internet. Who knows the Web to register for the affiliate program and start creating your money immediately. The opportunities are endless when it comes to work like a marketer affiliate. Affiliate marketing is all about vending, publish other people's products. Some online business pay even fifty percent if you are selling their product. It is the best thing about affiliate marketing retail everything; From the site hosting software.
Affiliate marketing is no less windfall for all those who want to make money online. below indicate noted will help you in becoming mtotlot branch:
• Locate niche famished people sought information and offer them a solution.Google is the perfect place to find the best affiliate program and have your chosen.
• Develop a Web site or blog niche your chosen domain name buy plus. hosting account Web site.
• Register for the affiliate program is an apartment for your chosen niche. This means that if the website concerns dogs then register for the affiliate programs that offer products of a dog.
• Once your Web site or blog is set up with numerous affiliate marketing programs;Start adding content.Make sure that the content provides valuable information, and it includes keywords. the last step is to promote affiliate programs.One of the major factors that Google and other search engines can also test how many Web sites that you link back to the website of one.You can create backlinks by writing articles, leaving comments on blogs using press releases.If you want to bring you a fruitful results then provide the information at the end of the article with a link back to your Web site traffic will get. for your Web site.
I'm sure if you remember to indicate noted above can make extra money with affiliate marketing program. this marketing if done the right way, went over the long term can be quite profitable. simply choose the correct products to publish an understanding of Internet marketing to thrive in this field. move forward boost Green Bank account with an excellent opportunity to really this immediately.
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So we’re happily wondering if that “buy” button should be green or red.
Or say “shop now” instead.
And all the while revenues are melting away silently, like sand in an egg timer.
Why?
Because our basic beliefs about how our emails work aren’t as self-evident as we’d like to believe.
There’s nothing like a bit of pointy-finger self-criticism to brighten up the marketing week. So here are four beliefs that might be holding your emails back…
Email builds relationships. Yes, indeed.
Unfortunately, the word “relationship” conjours up images of long-term loyalty and selflessness. It seduces us into assuming a level of devotion that simply doesn’t exist among email subscribers.
I like getting emails from Amazon. But I won’t be cooking Amazon dinner or taking it down the pub with me.
The reality for most list owners is that a minority have a meaningful emotional connection to the sender: your biggest fans. A majority don’t. Their relationship to you is a selfish transactional one…”what’s in it for me?”.
For those convinced of their list’s undying devotion, calculate what percentage of your subscribers opened or responded to more than half of your last 10 emails.
I’m guessing you’re doing well if that number is in double figures.
Compare that to the near 100% response you’d expect from the last 10 emails you sent to a friend or close family member.
This is not denigrating the role of email as a relationship builder. It’s just putting perspective on it. And this sense of perspective is important because you run into trouble when you start to exploit a relationship that doesn’t exist.
For example, you might be tempted to relax a little and send under-par offers or content that use up some of the relationship credit you’ve built up.
Except you overestimate the relationship credit available to you: my wife forgives me when I cook plain pasta twice in a row. Many of your subscribers won’t.
Or you might put in too much content that’s all about you and not about them…”Check out our new offices”, “look at photos from our Halloween party”, etc.
Such vanity content has a role to play. It adds a human element to a faceless sender and encourages more personal connections. But it needs to be used sparingly and cleverly, because many (most?) people, frankly, don’t care.
[Incidentally, vanity content in sidebars is a good way of identifying your biggest fans: the subscribers who click on the pictures of your new office really are interested in you.]
Here’s a simple graph I drew back in 2009 in an article on email frequency:
We know from consumer studies that sending too much email is a significant reason for regarding a sender’s messages as spam. At point D, any increase in frequency produces enough spam complaints to get you on blocklists and blacklists. Delivery rates crumble…with profits following.
Many of us (and nearly all articles on the topic) assume we must be close to point D.
But many of us are not.
Some of us are likely in a position where sending more email might even be welcomed by subscribers.
The trick of course is knowing where you are on the graph. Because the penalty for under-sending is a few dollars in lost opportunities. The penalty for over-sending can be much higher.
Regardless, optimizing frequency can actually mean increasing frequency, decreasing frequency, leaving it alone or doing one or more of all three.
EH?!
It’s the relationship lesson again. Not every subscriber views your emails the same way. So one challenge is to identify groups of subscribers who would respond better to different amounts of email and act accordingly.
Some might get more. Some might get less. One simple approach here is to ask existing subscribers to opt-in to additional message streams.
But the real solution to frequency optimization is to see the link between value and frequency.
The more valuable you make emails, the more emails you can send and the more responses you get per email. So you can increase frequency, provided it goes hand-in-hand with audience needs.
See the original post and many comments for detailed insight on this issue.
One of the more unfortunate aspects of the “Is email dead?” debate is the number of participants who extrapolate from a sample of 1 to the entire world.
“I use less/same/more email, so email is dead/steady/growing”
As Morgan Stewart put it recently:
“Don’t confuse your personal experience with good strategy”
The email marketing “community” is, in general, a high-tech community with busy email accounts. So it’s easy to imagine our subscribers are the same. But they are not.
Does it matter?
Yes, because this mistaken assumption leads us to focus energies in the wrong places.
Consider, for example, the large amount of industry coverage (including by me) given to the iPad and iPhone. Now check the numbers:
Apple sold 8.75 million iPhones in Q2 2010, bringing the total sold to just over 51 million since its 2007 launch. Total iPad sales are estimated at something over 8 million.
Combined iPhone/iPad sales of around 60 million units sounds like a lot. But humble Hotmail (a product of the 1990s) has over six times as many active email accounts.
Now, the focus on the iPhone and iPad also reflects their future potential, with mobile email set to dominate email sometime in the coming months and years. But still, how much do you read about Hotmail design issues or Hotmail user demographics?
Email user habits also differ from our own.
According to the Pew Internet & American Life Project, 94% of adult US internet users send or read email. Some 62% of US Internet users checked their email “yesterday”, suggesting almost a third of US email users are not checking email on a daily basis.
Global figures published by TNS put email use at 4.4 hours a week, with 72% of those online checking email daily.
Let’s look at Hotmail again. The Inside Windows Live blog reported that the service delivers 2.5 billion messages into user inboxes. Which means an average inbox there is getting less than 7 emails a day.
None of those stats gel with the busy marketer’s typical concept of inbox activity.
A better understanding of your audience’s email habits helps with campaign planning. For example, if you’re going to run a 24 hour sale on Thursday, how far in advance to you need to send out the email so people see it in time?
A good email marketer looks at each email as one of a series.
Not a Part 1, Part 2 kind of series, but seeing each email as part of an ongoing stream of offers, content, “experiences” and “brand impressions”. This recognizes that subscribers perceive each email in the context of what else you sent and are sending.
At a simple level, it’s this thought process that makes us mix up our offers and content through time to avoid repetition. Or if we’re deliberately repeating offers and content, it’s a strategy…not laziness.
However, we forget that other people are also mailing our recipients. Not just mom, Facebook or the boss, but (potentially) other people in the same market as we are.
Which means subscribers also view your offers and content in the context of what your competitors are sending or sent.
That changes things.
Because the stand-out 20% holiday discount is only stand-out when compared to your previous emails. It’s not stand out when everyone else is doing the same.
It’s a self-evident truth that is not so self-evident when we’re buried deep in our own work and messages.
The logical and obvious lesson: the value of what you send depends on the absolute quality of your content/offer AND on its quality relative to what others might be sending.
Advice on the iPhone’s impact on email design is important and valuable, but less so when everyone else is writing about it.
[It's not that simple, either. Some of your audience aren't subscribed to your competitors' emails so they will value offers or content that might seem trivial or mundane to others. Fun, eh?]
So there you have it. Agree? Disagree? Care to suggest any other beliefs that might be hurting email marketing?
You can follow any comments on this blog post through the RSS 2.0 feed.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
What Internet business you are in, if it is affiliate marketing or any other venture, traffic is the life blood of the industry. There is no visitors a chance to sell products. Internet marketer has a lot of strategies to get traffic. Origin of visitors fall into two categories: paid and free movement and transport.
Paid traffic is where profitable owner of an external Web site to provide people visit his or her. There are many places to buy traffic. One can buy the same search such as Google Mmanoai, Yahoo Vbing. There are other sources too such as Facebook, AdBrite and BuySellAds. Of course with a paid traffic cost money. To make them while, there is a need for a positive return on investment. Many of these companies also have rules like the type of sites they are willing to provide traffic.Until recently, it was possible for people to buy traffic from Google but with changes to the conditions, they no longer provide traffic affiliate sites. but there are still many other programs only are pleased to provide assistance.
Second generation strategy of the movement is a movement for free. This option is to a great extent, after all, why spend money if possible free of charge? But to get organic traffic, potentially much work requires. One to get traffic from search engines and organic search results.To get significant traffic, it is important to reach higher levels of Search Engine ranking positions (SERPs). for example, if a user searches for the keyword "baldness cure, not good for the Web site of the 8th page ranking to date, the site will not receive any visitors. It is important to have a presence on the first page for all traffic, is achieved by on page and off-page Search Engine efficiency (SEO).
On page SEO involves ensuring Web page is intended for site towards the targeted keywords.With a Web page, for example targeting the baldness cure ', it is important that the page is keyword is not good., talk about hair and beauty tips "for example. There are other factors such as density keywords, it informs the search engine of the topic of the Web page also includes SEO page. use keyword in the title, use the appropriate headers.
Off-page SEO is the promotion of the site in other parts of the Web sphere by mentioning the site to other sites, it adds popularity is perceived, the greater the number of backlinks to the site, the higher its popularity with ratings.
There are other free transport systems such as article marketing daily, promotion Forum blog comments.The idea is to readers of these sources visit links to ????????.They effectively forms of advertisements.
An existing Web site for a specific reason and is usually for people to visit. therefore when approached any online marketing activity, affiliate marketing or something else, traffic generation is a vital part of the equation.
Jim Trayers is from London, United Kingdom. his is mtotlot Web with expertise in content creation is currently working on is about the project such as gold jewelry, gold bracelets to his site for more details.
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I met my wife long before sending my first commercial email.
Which is lucky, because “will you marry me?” got a 100% conversion rate, whereas “click here to learn more about marrying me” might have produced a different outcome.
(I never got the chance to do any A/B tests.)
We know words – and their presentation – matter. Especially in emails. Yet the call to action (CTA) is perhaps the most undervalued part of email marketing.
We think once people are interested in our offer or content, they’re going to click the link.
The wording or format of that link is irrelevant, because they’ve already decided what they want to do.
That theory, unfortunately, is nonsense.
Astonishingly, a tweak or two to a simple button can do more for your clickthrough and conversion rates than an entire revamp of your email marketing program.
Don’t believe me?
Google lifted gadget installations over 50% by shifting a blue background to the CTA button. That’s a 50% conversion rate increase through a color change.
But if tweaking and testing the call to action seems like a good use of your time and resources, what should you actually tweak and test?
Here are four areas to consider, together with test results and resources for advice and inspiration.
Whether a standalone text link or text on a button, words drive action. And the right words drive more actions.
Examples:
The phrase “You should follow me on Twitter here” increased CTR by over 75% when compared with “Follow me on Twitter”. (Source)When ESP Campaign Monitor sent out a customer survey by email, the link text “Tell us what we can do better” scored 51% more clicks than “Give us your best Campaign Monitor ideas!” (Source)
Obox reported a 200% increase in sales after changing their button CTA from “Visit our theme shop” to “See Options and Pricing”. (Source)
Soocial added the words “it’s free” next to the main CTA button and saw conversions rise 28%. (Source)
The wording of a linked CTA should tell the viewer one or more of the following:
What they should doWhere they will goWhy they should go thereThe best CTAs communicate all three in as few words as needed.
This isn’t as simple as it looks. Before you even start thinking about words, you have to consider whether and which of those three goals are already communicated implicitly by the location and format of the call to action.
Do people read your CTA independently of the surrounding text, images and overall messaging? Or do those elements already ensure people know why they should click the “Shop now” button?
Do you need to put “click here” on a link that is very clearly a link? Or do you only need to do that for people new to your email program?
Some, for example, argue that putting “click here” on a link is like putting the words “press” on a button. It’s a button…what else can you do with it?
Others argue that those who don’t live and breathe the Internet need more handholding. They need to be told where to click.
The importance of context and audience underlines three critical points:
1. The need to test for your own audience and email context.
2. What works for one site or one email won’t necessarily work for another. Not all CTA test results are transferable, because context and audience can change with and within each email.
3. Your audience is actually a collection of individuals, not an amorphous whole. Is there potential to use different CTAs for different segments within that audience?
As for words, consider these results from my own newsletter. The CTA takes people from an article teaser in an email to the full article at the website. CTAs using active verbs like “find out here” or “discover more” pulled an average 56% more clicks than neutral verbs like “read more”.
For advice on wording CTAs and the call to action in general, look out for Bryan Eisenberg’s articles. For example:
Another aspect to look at is the location of the call to action.
Examples:
Putting an unsubscribe link (also a CTA!) at the top of an email, rather than just in the footer, reduced spam complaints by 30% for one B2C company. (Source)Adding links in the teaser copy itself, rather than just at the end, lifted article clickthroughs by over 25%. And the closer the distance between the in-text and end-of-text links, the higher the CTR. (Source)
There are three aspects to location.
The first is placement relative to associated images and text. How much white space do you leave? Should the CTA be above, below, to the right, to the left? How much design and color contrast do you build in?
The second is location in the message itself. A call to action can appear in various places, including:
subject linepreheadermenu bars and footersabove the content/offerembedded within the content/offeralongside the content/offerbelow the content/offer(Anything clickable also becomes a call to action, which is why many experts recommend linking images and headlines, since people tend to click on both.)
The third aspect is repetition. How often do you repeat the call to action? You’re not limited to just one placement.
The most basic call to action is a simple text link. But different formats and graphical enhancements can also change response.
Examples:
A large technology vendor boosted email CTR by 67% by changing a link to a button. (Source)Turning a plain text link into a button with icon lifted downloads over 7% for one font seller. (Source)
ESP AWeber tested buttons versus text links in their emails and found the former outperformed the latter…initially. After a few weeks, buttons actually performed worse than text links. (Source)
Whatever differences you may find between responses to buttons and text, remember that graphical elements can lose impact when images are blocked.
As a result, some marketers use so-called bulletproof buttons. These compensate for image blocking by achieving a button-like effect through table cells with HTML text and appropriate colors and styling. Here’s a simple implementation from Google:
With images:
Images blocked:
For more information, see these articles:
Button size, button shape, colors, fonts, font size, icons and arrows all also impact responses.
Examples:
An online retailer lifted conversions 44.11% by using a larger “Add to Cart” button. (Source)A fundraising email campaign doubled clickthroughs by adding an arrow to the top CTA and overlaying the main image with that CTA. (Source)
Adding a small, relevant image next to the email call-to-action lifted total clicks by over 50% for one marketing agency. (Source)
A red button pulled 21% more conversions than a green one for a software provider. (Source)
In an email test of purple, green, orange and blue buttons, the winner produced over a third more clicks than the loser. (Source)
For most calls to action, there is a size sweetspot: not too small, but not too big either. As Bryan Eisenberg puts it:
“Go extremely big so they can’t miss it, but avoid making it so big that it looks like a banner”
He also suggests you try variations on the standard rectangular or oval box theme for buttons. The GetElastic blog has numerous examples of CTA buttons to draw on for inspiration. See, for example…
The choice of color reflects both the psychology of colors and (again) context: a green button on a green website doesn’t stand out as much as a green button on a blue website.
You’ll find galleries of call to action buttons, illustrating best practices, at Smashing Magazine and Hongkiat.com.
You’ll also find email CTAs in the 12 design galleries listed in the “design inspiration” section of the HTML email design post. Retailers, in particular, should review the Retail Email and Smith-Harmon blogs.
…and if you want to see more test results, the Which Test Won and ABtests.com websites both collate results from website and email tests.
1. All the above should tell you that it’s worth tweaking your calls to action.
Throw away any skepticism and abandon your own personal feelings and perceptions. Little changes, illogical changes, inexplicable changes…all can make a big difference to bottom line results.
2. If you do test, make sure you measure what matters.
Many of the reported CTA tests look at the impact on clicks, but don’t report the impact on conversions. One test version may have better intermediate metrics (like clicks), but poorer result metrics (like conversions).
3. As the AWeber example shows, responses change through time. Review your test results down the road and see if they still hold true in fresher tests. Beware the impact of the novelty factor, where a short-term response boost comes simply from change itself and not from what you change.
4. Remember the role of context and audience.
When we talk about segmentation, we usually think of offers and content. Perhaps it’s time to think of segmenting for microcontent: sending different calls to action to different segments.
If you can classify subscribers into characters or personas, you can build CTAs that reflect those characters or personas. Those who respond to urgency might get a “buy now before this offer expires” CTA, those who prefer deeper reflection before buying a “find out more” CTA…
So, any insights you can share on calls to action for emails?
You can follow any comments on this blog post through the RSS 2.0 feed.
Clickbank is that connect marketers affiliate market and suppliers of the product. They provide an important service as an interface between the two sides, the premise of sales take place. Without such as company, Internet Marketers would direct contact with sellers should you need to find their own ???????? vendours. These processes if you do this by itself is long and hard.
Clickbank digital products that they engage in nature. This means that they offer items that the user download immediately after purchase. Popular products include software niches such as gambling and e-books with useful information. Although software products sold on the Clickbank, the vast majority of the products purchased are e-books.As an alternative to Clickbank has also companies like Rapbank. but Rapbank size and the number of products offer limited comparison.
Like all forms of affiliate marketing, the owner of the product pays a Commission from affiliate sales execution.Usually a branch will promote the product Web site even though the use of articles and videos when a user visits the vendor through the link and have made a sale, the affiliate is rewarded with a Commission from affiliate. The percentage of Commission on Clickbank products vary with the amount of 75% of the sale price on many products.
With Internet Marketers, promoting Clickbank products is one choice to make money. At Clickbank has literally thousands of items to promote affiliate. With an endless choice, choose to post something interesting for them or something that will help them make money easily.
Clickbank products cover the niches such as health and fitness, High Commissioner for refugees, green products, cooking, food & wine, and so on. Literally every corner of the Internet are covered. Some popular niches Clickbank are health-fitness and e-Business & E-Marketing.It is not surprising since keywords within these fields Gets the requirement in most search engines such as Google.
Clickbank make money of their providers.In order for anyone to promote their product, the seller to pay a fee of about 50 dollar Clickbank but there are no fees to pay Affiliate.The great thing about Clickbank is that they treat all payments. when a product is purchased, the money is sent to the Clickbank distribute the funds.
It is said that some of the products for sale on Clickbank are junk.There are products with little value to the customer but are protected by a return policy. If the client is less then satisfied, simply return the product for a refund.For sellers, to make it, he's not selling products Duff well, they will not be money simply waste of time.
Clickbank is a great way to ???????? and vendours to make money as any form of Internet marketing, it requires hard work, devotion. This is certainly a process for a long time people are happy to go for one of the many tried and tested paths, with time, they must be laughing all the way to the bank … or approve to Clickbank!
Jim Trayers he wrote of mtotlot Internet from UK. current project its gold jewelery such as earrings, click the link to vist its site.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Affiliate marketing is undoubtedly one of the most a slight but make money on the Internet marketers make common mistakes. Affiliate marketing on the Internet offers an opportunity for everyone to reap a profit, but as with any business; There are certain things which one should be careful about when you start a business marketing.
There are countless affiliate marketing mistakes that can affect the bottom line of mtotlot. below indicate noted will tell you to common mistakes and how to prevent them:
• A very common mistake is to choose the wrong one program. When people reach the field they want to make money as quickly as possible, so they tend to get bandwagon.They choose the product which is a popular without considering if the product even tempting them. you should always choose the product that you really want; This abet create the marketing plan because something might be helpful also.
• Another very common mistake is to register for more than one program at a time.You may think more can I publish more money you can make. the main disadvantage of many affiliate programs to join at once it will not be able to focus on one and it correctly. If you want to get excellent results, and then follow the step-by-step approach; Register for the affiliate marketing program, one at a time.
I am sure that if you keep these pointers in mind you will be able to avoid common mistakes.Look for the program that offers at least forty percent Commission, of course, the product free to you.Publishing through all channels, including pay per click campaigns, direct mail advertising social networking sites.You can even write articles related to the topic of the product and send them out to vend article directories.
Affiliate marketing can be very lucrative, you can select the correct product to understand Internet marketing well, of course, prevent mistakes affiliate marketers as indicated above. not to avoid the pitfalls of marketing, that is why they disburse dearly for their actions should run properly for improving the potential for making money is your simple. move forward to increase bank balance with this truly exceptional chance immediately.
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My son has finally become my technological superior.
He is 10. (I’m proud I held out so long.)
This great life-changing experience (involving a new smartphone and my inability to use it*) caused me to sit and reflect on my inadequacy in other fields of digital life, notably online marketing.
Here are seven mistakes I and many others have made, which I pass on in the hope you can stay ahead of the next generation longer than me.
You look at a social media guru’s stream of Twitter messages and think, “Holy retweet Batman, I gotta get tweeting.”
You look at big brand’s busy Facebook page and think, “Holy page update Batman, I gotta get on this Facebook thing.”
You look at the creative emails from your favorite apparel retailer and think, “Holy open rates Batman, I gotta do more email promotions.”
Not necessarily.
The profile and (apparent) success of various channel stars has a seductive pull. But none of them share your business model, goals, skills, resources or audience.
We shouldn’t seek to emulate these stars simply because they are there. Instead, we should look to them for inspiration where the channel they work in and the tactics they use also fit our situation.
As a dedicated digital hypochondriac, each day I wake with the thought “what new development will kill my business model today?”
A healthy awareness of the competitive environment is good. But panic isn’t.
Marketing headlines can leave you thinking your lack of an integrated multichannel marketing system or star status on Facebook will be the death of your business.
But it’s not like that.
There’s pressure to do certain things in online marketing. But a lot of that pressure comes from:
Journalists interested in a hot story (not in helping your business)Vendors interested in selling (not in helping your business)Experts interested in self-vindication and self-promotion (not in helping your business)Don’t ignore them, because the same sources also have a great deal to offer. But take the headlines and ask “does this make sense for me and my market?”
In many cases, “Does this make sense?” is all you need to ask.
The value of each channel to you and/or your organization guides you on where you focus efforts and how much you invest in acquisition and messaging. Among the things to consider are how different channels differ in terms of:
Acquisition costsSuitability for relationship buildingSuitability for customer dialogue/serviceSuitability for driving responses through that channel and othersAvailability of actionable analytics and subscriber dataMessage costs and reachRiskNone of that is easy to assess and compare, but a simple awareness of channel differences is an important start. They are not different ways to reach the same end, but different ways to reach various ends.
The last point in the list – risk – is often ignored online and can be reformulated as “Who owns the channel?”
Email, for example, is an intrinsic part of the Internet itself. It’s near ubiquitous, built into the very infrastructure of the online world.
Nobody “owns” email.
Your email list and website are, broadly speaking, hostage to nobody (email delivery issues notwithstanding). Nor are either likely to disappear.
Other channels, particularly new social ones, are not so fortunate.
Twitter, Facebook, LinkedIn etc. are all private entities. You have a presence there at the discretion of the owners. If any of them “dies”, your relationships there die with them. And you are hostage to the beneficence of these owners.
There is no suggestion that any of these locations intends exploiting their position of power “unfairly” or is likely to disappear anytime soon. But the risk is there.
The early hunter, crossing the plain with spear in hand, probably focused on the small deer in front of him rather than the herd of mammoths hiding in the wood.
Which might explain why we focus on the numbers right in front of us, rather than the bigger numbers hiding in the spreadsheets.
Likes on Facebook! Followers on Twitter! Open rates on emails!
We know our business goals. We know what metrics really matter. And still we fuss and obsess over the ones that don’t matter quite as much.
And this despite every article on measuring success telling us not to focus on these feel-good metrics. If you’re building a house, you’re goal isn’t “to reach 25,000 bricks”, but that’s how we behave.
I have no solution, but two suggestions:
1. The perceived importance of a metric is often proportional to how easy it is to find it.
If you know the metrics you should be paying most attention to, then set up a reporting system, spreadsheet, whatever to make getting those numbers as easy as possible.
If email marketing campaign reports started off with profit and revenue numbers and buried open rates on page 17, we wouldn’t be having this conversation.
2. If you can’t kick the feel-good metrics habit, then take the trouble to understand what they truly measure and how that relates to your end goals. Then at least you have a good chance of drawing out the right insights from your analysis.
Email senders have readers. Except most of them don’t read your emails.
Twitter folk have followers, a word that is totally out of proportion to the tenuous link that joins the follower to the followed.
Even Facebook’s “like” is disingenuous, as those keen to disparage a page owner will “like” them in order to gain posting privileges.
Most “followers”, “friends” and “readers” offer their allegiance only for as long as you offer them value through your updates, posts and other messages.
If you tip the value exchange too much in your favor, then their loyalty will be exposed for the delicate thing it is.
Actions speak louder than words: don’t let the word describing a relationship lead you to overestimate the actual strength of that relationship.
And don’t forget that this relationship varies within each channel too.
For example, how many of your Twitter followers are following thousands in a never-ending dance to the tune of “I’ll follow you if you follow me”? Good luck getting any attention there.
Or do you have a segment of followers adding you to their Twitter lists to better access your words of wisdom? In such cases, the word follower has real meaning.
When we analyse results, we tend to make two errors.
The first is analysis in isolation. Did the time I spent on Twitter produce enough positive outcomes to justify the effort?
That question is incomplete.
It’s not (just) about whether the Twitter response justifies the time on Twitter, but whether the Twitter response justifies not spending that time elsewhere.
It’s not enough to get a positive ROI. It has to be better than the alternatives. An obvious concept that’s often forgotten in the rush to justify a personal channel preference.
Email experts will, rightly, tell you that investment (of time or technology) in segmentation will boost end results. If you analyse in isolation, you jump into segmentation. And you get a good return for your new investment.
But the right approach is to ask if the money or time invested in segmentation might be better used elsewhere for an even bigger response.
The promotional value I get through Twitter justifies the time I spend there. It does not, however, adequately compensate for the time lost to other activities. I’d be better off writing more content, for example.
If I was a rational human being (or had a boss), I’d spend less time on Twitter.
The second error is also analysis in isolation. Channel results are typically limited to those observable through the channel itself. So email responses are measured as opens, clicks on links in emails, and conversions that follow a click (like a sale or download).
That’s fine, but the next level is to find ways of measuring responses to email that come through other channels. When you send an email out, does it get people to, for example:
Go to Google and search for your brand/products/services?Visit your real-world store?Type in your website URL directly?There are many responses we don’t capture, but which impact the value of that channel to your overall results.
The only way to be sure of a channel’s true worth (and thus to make the right investment and tactical decisions) is to follow Kevin Hillstrom’s advice on holdout tests.
Don’t spread yourself too thin.
For many organizations, you can find justification to be active in numerous channels. Even if it’s just an obligation to appear “cutting edge”.
But the net is filled with Facebook pages, blogs, Twitter accounts and email newsletters that started strong and faded quickly. Is it better to have no presence at all than a crappy one?
Is it not better to start small and grow than start big and shrink? The latter builds expectations and fails to meet them, the latter builds expectations and exceeds them.
If you have to be present everywhere, but can’t be everywhere, then design this presence so it:
1. Still offers something meaningful there (however small)
2. Has minimal maintenance requirements
Finally, as I’ve written before:
“Are you implementing new tactics because some Englishman in Austria with a blog said they worked, because they make intrinsic sense for your audience and model, or because you tested the ideas and found them beneficial?”
Any other lessons you’d care to add?
*…but note I am still way better than him at Angry Birds.
You can follow any comments on this blog post through the RSS 2.0 feed.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Affiliate marketing is a field that is growing online business is akin to a business reference. We all know that traffic is essential to any business; But the online market is King. Business on the Internet have often marketers affiliate to get traffic for their Web sites. These marketers get a Commission on each sale price made from a client that they send.
Affiliate marketing without a doubt help you a lot of money here are written pointers will help you out in starting this process:
• The first step is to select each niche market niche. comes with a sales opportunity. This implies that the chance of affiliate marketing.
• Next to open an account with ClickBank, eBay, Commission Junction, Amazon Google. This helps identify companies that actively searching for affiliate marketers. Junction ClickBank surcharge are two companies that provide listings of Web sites that require affiliate marketers. Ebay, Amazon and Google to start their own affiliate programs.
• Check out analysis tool of Google to find the best keywords for both products is essential to promote. to locate keywords that are very low and competitiveness. Remember the Internet as a whole on the keywords density;This is the way search engines find you. using keywords in your campaign apartment is the only free to bring traffic and improve your sales volume.
• Decide the target audience for your campaign.Social networking Web sites such as facebook, if you like myspace and digg;Then establish yourself as a professional in your field.
• Publish content search engine optimized (SEO) with affiliate links in many areas of ways as you can.It is recommended that you should not spam and message boards, forums or email accounts.
• Create your own blog in a particular one and host it yourself; this way you will not violate any affiliate marketing terms on websites like WordPress or Blogger. If you plan to vend out for more than once niche; you then create a separate blog for each area of interest.
I'm sure if you remember that the point mentioned above you can start affiliate marketing easily. trick is studying early what information you require. all you need is a little research effort for making it big in this field. move forward press as soon as the potential of the Internet.
PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Amazon is a great place to make money to force, marketers affiliate Paz alike.
With the Amazon affiliate marketer like, there's an opportunity to promote all types of physical products.Along with the likes of Google, Facebook, ebay, Amazon is one of the success stories of Web revolution are amoung the most recognised. brands on the Internet and affiliate marketing pioneers.
In 1996, Amazon provide opportunity for webmasters to send traffic to their site if the visitor of any goods purchased, the percentage of the sale was given to business owners of the Web site. Since the early days, all opportunists branch has emerged, but the results are brand awareness and clients who are seeking to do business with ???????? Amazon.
No one in the world of Internet marketing provider the opportunity to make money with Amazon. Many people like the idea of working with Amazon, but there are many people, like the structure of the Commission. They feel rewards offer at Amazon may not warrant the time and effort and that there are more opportunities to affliate cute.
Amazon uses 24 hour cookie tracking system. When a visitor clicks on the Amazon website, a cookie is placed on the user's computer. You must enable the user to purchase within 24 hours, the affiliate a Commission payment. The Committee also applicable branch will promote, in situations where the user purchased the items as a result of visiting the Amazon from a branch of the goods.
Some people have problems with Amazon because the cookie of 24 hours. This can also be a visitor passes through the affiliate Portal Amazon, buying the item a few days later. You may not purchase due to the impact of their Web site the affiliate. In such cases the marketer will not receive any payment.Because of this rule, some marketers have a preference for advancement with a long cookie tracking system.
Another bone of contention is the structure of the Commission.For the initial number of goods sold, the Commission is 4%.Percentage increases 9% but only if you have many goods are sold.As an alternative, some merchants with more generous Commission structure. how to pay up to 50% depending on the product and these kind of images to attract the attention of many marketers
One positive thing about Amazon, it is a brand that draws trust. with shops Online unknown there is an atmosphere of suspicion.Question the legitimacy of business customers and the quality of the goods for sale. awareness and provide results in comfort at the Amazon store a lot of people as a result. There is a good chance your customers will buy Amazon products much.
No matter how people feel about the Amazon is a way to earn income online your definite. force, is a good way to earn their first relatively easy $ 100 and the confidence that your only propel large heights man.
Jim Trayers he wrote of mtotlot Internet from UK. current project its gold jewelery such as chains, click the link to vist its site.
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Talk to any email marketing expert and they’ll tell you your emails need to be more relevant.
No arguments there.
But what does that really mean? And how do you actually do it?
Those two questions are often met with unhelpful answers.
“Relevant! You know…send people stuff that’s relevant to their needs. It’s not rocket science.”
“You just have to segment your customer database based on existing records, prior email interactions and preference center data…then distribute dynamic content and offers…implement trigger emails based on website behavior and product lifecycles…and make sensible use of personalization.”
See your ESP or software provider for details.
Now all that is true. These tactics can deliver great results.
Trouble is a lot of us are just grateful to get that monthly newsletter written or a quick sales promo finished up. We may not have the time, tools or resources to take the technology route to relevancy.
So what can you do?
Here a few ideas to think about…please do suggest your own in the comments.
The term “relevancy” has been reduced to the idea of matching offers to what people want to buy and content topics to what people are likely interested in.
Which sounds good, but brings two problems.
First, it only addresses a few of those “people needs”. Our lives (thank goodness) are not dedicated solely to the acquisition of goods and factual information.
Second, relevancy is not really the goal. It’s not enough, since it says nothing about whether the message has any worth beyond being “on-topic”. You actually want to send emails that offer people some kind of value…that resonate…that drive a response. That’s not the same as being relevant.
So think in terms of sending email that people want to get. The value you offer is the foundation on which everything else is built. And even the prettiest house collapses if the foundations aren’t solid.
As Simms Jenkins notes:
“Compelling content that provides value to your subscribers is the best way to ensure they stay engaged with your e-mail program”
Part of sending “wanted email” is indeed sending “relevant” offers and/or content. But the concept also frees you to think more creatively about what people might enjoy receiving.
The classic example is the idea of emotional value covered in detail in a recent post. Personality, humor, fun, quirkiness, uniqueness, creative design, creative writing, etc. are all ways to actually make your message more relevant/valuable, even if the main offer or content isn’t.
As we wring our hands and bemoan the missing preference center or database integration capacity (or just a missing database), we forget that subscribers already have a good way to tell us what they want and don’t want.
It’s called a click.
Standard email campaign reports will show you what offers or topics get the most response. For example, I assign the articles featured in my newsletter to a particular topic category and then review the responses each content category gets across past issues.
A word of warning though.
When comparing responses across a set of emails, it’s not just the offer or content topic that might explain different response rates. You need to take a host of other factors into account too, as this article explains.
And you can always ask subscribers what they want to hear/learn about: send them a survey and use the results to guide future content or offer development.
I used to get emails from a golf ball supplier. Just a long stream of offers on golf balls. Which is fine. Every now and then I’ll want to buy some balls and they give themselves a chance that I’ll buy from them.
These kinds of email programs are solid, but uninspiring…and typical of senders with a limited range of products or services to push. In such circumstances, it’s hard to build email value through offer variety, so why not boost that value with content?
Suppose some of those emails showed me how to choose the right ball for my kind of golf? Or explained the differences between ball types? Or offered tips on ball care?
And since they know a potential golf ball purchaser is probably a golfer, that opens up a whole slew of possibilities for valuable content.
Now the emails have a better chance of getting my attention and the sender has a better chance of getting the sale.
Chocolatier Nicole Leffer sends prospects and customers candy-molding lessons by email. The result?
“The open rates have been very good…and the course has definitely led to new sales (from new customers), as well as improved our relationship with our customers.” (See the case study)
The main constraint to using content to boost email value is the cost (in time or money) of producing that content. But it need not be high.
This article gives the case for marketing through content and outlines six ways to produce this content at little cost. Those stuck for ideas can also draw inspiration here.
The content approach to lift relevancy reflects the idea of marketing through service.
Helpful content drives responses indirectly by increasing loyalty, awareness etc. And directly, when related promotions are placed within or near that valuable content.
We’ve been trained to think of marketing emails, despite the opt-in, as somehow intrusive…imposing. It’s a direct marketing mindset that partly explains the narrow view of emails as a vehicle to push promotion after promotion after promotion.
Even ignoring the fact that people volunteer to join a list because they want those promotions or content, it can help to switch mindset and see emails as a service, not an imposition or intrusion.
A service mentality opens up new avenues to relevancy.
Transactional emails (like order confirmations) are by definition relevant, since they’re a vital part of a process the recipient is going through.
Trigger emails are also intrinsically relevant as they go out as a direct result of a specified action, like an email reminder if a shopping cart is abandoned.
This built-in relevancy is why many experts see these kinds of messages as a cornerstone of email marketing’s future.
Loren McDonald, for example, has an excellent overview of the potential here. And a recent study found that offers placed within shipping confirmations produced over three times the revenue per email garnered by standard promotional mailings.
Many senders ignore these “service-oriented” messages, because we assume they require sophisticated databases and integration with web analytics to achieve their potential.
Not necessarily.
For example, when people talk about piggy-backing marketing messages in transactional emails, they usually refer to related offers inserted automatically based on the products or services purchased. You bought this…you might like this. Like Amazon and iTunes do.
But you can start simply. You can, for example:
Turn standardized system messages put together by software engineers into well-written, clear communications.Insert a generic offer, promotion, sales message, event announcement, or informational note into the footer or sidebar of each outgoing order confirmation. One you can swap out easily as necessary.Get your system to send follow-up emails asking for feedback, a product review or similar.Sophisticated trigger emails are just the grown up version of the age-old autoresponder. Consider, for example, the lowly welcome message.
That’s a trigger email that all software and ESPs should offer and you should make use of. Consider the numbers for my own newsletter:
Open rate on welcome messages: over double the rate for a typical newsletter issueClick rate on welcome messages: over three times the rate for a typical newsletter issueFor tips on making more of welcome messages, see here.
Relevancy/value is raised where you can draw a meaningful connection to what’s going on elsewhere and right now.
We acknowledge this implicitly with end-of-year holiday emails: a banal offer in February gains meaning when it becomes “a gift for dad” in a message featuring appropriate seasonal imagery.
The concept is easily extended to:
Other holidaysSeasons (summer)WeatherMajor events (elections, sporting events, TV events, etc.)It’s not just about finding a promotion that fits, like pushing umbrellas when the country is covered by cloud and rain. It can be as little as drawing a logical connection between the message and the wider world:
“Stuck indoors with all this rain? Here are some new books to read…”“Tired of all those political ads? Bury yourself in a new novel…”“Didn’t get the right books under the Christmas tree? Try these recommendations…”The trick is not to make the connection so contrived that it’s painful: some products really don’t make ideal holiday gifts.
A big problem with relevancy is that you often only have one shot at it in an email. If you’re sending out a single offer or article, you have to hope it hits the mark. And it usually doesn’t.
Some senders hedge their relevancy bets by cramming the email full of different offers or topics…a shotgun approach that hopes that something somewhere will match the subscriber’s needs or interests.
The danger is that too much information, choice or clutter simply dilutes the message and causes recipients to switch off entirely. Equally, not everyone has a swathe of offers or content to draw on.
A useful compromise is to have an email feature one or two key offers or articles, but include secondary calls to action that might pick up clicks when the main focus is not relevant. Examples include:
Sidebar/footer links to other promotions or contentWebsite links (often in a navigation bar) leading to popular areas of your websiteA link to your website search formI got a sustainable lift in clicks just by adding links to the previous issue’s content at the bottom of each new newsletter issue.
The introduction to this post featured the kind of targeting tools available to those with deeper pockets than most.
But that’s not entirely fair.
If you assume that your value-priced ESP or off-the-shelf software doesn’t support advanced segmentation and such like, then take another look just to be sure.
Go on…take a fresh look at the manual or help files. You might be surprised at just how easy they make it to send “more relevant emails” with the press of a few buttons.
So, just a few ideas for you…any other suggestions for the time and resource-poor marketer to try?
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PS Chris Farrell has recently been voted
the No. 1 Internet Marketing Service Online.
Affiliate marketing is a method of publishing businesses on the Internet through a promotion with affiliate who disburse for sale in all. By taking advantage of one site for bringing traffic to another Web site; You can improve your sales volume without doing too much work. Establishment of the business of affiliate marketing is really easy to do because it is free of charge. The problem is to start a business can be successful.
With a little effort and research you can easily make it big in this field. below indicate noted will help you in this process.
• The most, the first thing you need to decide on a niche that apply in your business; it is very essential that you can select products as the marketer must gel with a theme for the market where you are going to be a part of. Find a market in which entices you or have expertise.
• With this marketing; Make money by retailing out other people's products. So it is essential to the very quality of the products that you can represent both a top-notch.
Landing page • it is very important when it comes to affiliate marketing.One mistake that many marketers make it him to publish the Web site that has been granted by the merchant should not perform this operation because everyone is a publication on the same page. If you send the traffic directly to the affiliate page to have a method for follow up in the future. This is why you need to create your landing page where you can get contact information for the future.It is certainly one of the secret of all successful markers do without fail.
• You must place the names of your landing page ????? replies automatically.Treating them with a lot of e-mail marketing messages.Make sure the message you send are informational in nature, they are supposed to solve the problem ... of a person simply enough to persuade them to buy out commercial products.
I'm sure if you remember these pointers ?????? field of affiliate marketing ... the best thing about this business opportunity is a proven and tested in order to create an online income has a lot of people already. themselves from any affiliate marketing now it's your turn to take immediately. move forward towards the big jump success.
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learn innovative tricks of the trade and drive traffic to your webpage.
you need to do a little research to see How your page ranks in a variety of search engines.
When you know this information, you will be able to take action and become better than your competitors
you can start by going to google and typing in your main key words. finding your top competitors webs sites
down loading them where you can ,
Studying them checking side by side with yours take them apart if need be. in say (/Free-HTML-Editor-NVU )
and do the same with the source code, but dont copy it , but it will give an idea how yours could be better done to get a higher ranking right,
Free articles will get your web page ranked higher in search engine results, that sould help too. There is more competition on the Web every day, which means you will have to be diligent about continuously tracking your competition, seeing what they are doing, and where your web page ranks each day or so.
You will have to make changes according to your competition, but this is part of business.
for more help why check out my newsletter,
yours faithfully Edwin Woodland
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Administrative messages are the unloved stepchild of email marketing.
The order confirmation, shipping notices, welcome emails etc. are often setup using default designs and text written by a software engineer…and never looked at again.
Which is a lost opportunity when you consider just how much attention these emails get.
We’re all excited about building behavior-based trigger messages, like cart abandonment mails, but forget that traditional confirmation and welcome emails have long followed that model.
After all, if customers make a purchase, they get an order confirmation…if they sign-up to your list, they get a welcome message.
Consider some real-world numbers:
A study by Experian CheetahMail revealed that welcome messages get four times the opens, five times the CTR and over eight times the revenue per email of typical promotional emailsTafford Uniforms discovered post-purchase survey emails got 20% more revenue per email than their standard broadcast messagesRetailer Isabella found that clicks on product recommendations in order confirmation emails converted at more than double the rate of clicks from standard emailsThree areas that often let senders down with these messages are inbox recognition, clarity of communication and optimization for marketing. Let’s explore each, with the help of an Amazon.co.uk order confirmation email.
The typical transactional message already has a crucial head start in the inbox.
People expect to get some kind of confirmation after placing an order or signing up to a list. Indeed, many actively seek out this confirmation (we all want to be sure the order went through OK).
That heightened awareness makes it easier to grab attention.
You simply need to give people what they’re looking for: a sender and subject line that clearly identifies the source and the contents of the mail…there is no pressing need to think up clever, intriguing headers.
Here some examples:
The trap for the unwary is to assume the expectation of an email is all that matters.
You still need recognition cues in the sender and subject line, specifically brand/site names and a reference to the behavior that triggered the administrative email (like “order” or “welcome”).
Here some poor sender names from my “transactional” folder:
The preview pane also plays a role in ensuring recognition. Amazon.co.uk’s order confirmation email, for example, contains a logo at the top left and the words “Thanks for your order, Mark Brownlow”:
Given the sender address features amazon.co.uk and the subject is “Your order with amazon.co.uk”, it would be hard not to recognize this email instantly for what it is.
It doesn’t matter whether I check the sender or subject line or use a vertical or horizontal preview pane…I can immediately see that this is an email about the order I just placed with Amazon’s UK site.
When we talk about the marketing value of administrative and transactional email, we forget the top priority is to clearly communicate the transactional information the recipient wants to know.
Consider the Amazon.co.uk confirmation. It tells me…
My order has been takenWhat was orderedWhere it will be sent and who gets chargedHow much it costWhen it’s likely to reach me
A welcome email could, for example:
Confirm the subscriptionIndicate how subscription preferences can be modifiedRemind the recipient of likely content and frequencyProvide a feedback optionExplain how to ensure the emails get delivered to the inbox…all before we get into any “marketing” text or features.
We might also give some thought to the order of this information…just as we think deeply about the order of text, images and calls to action in promotional emails.
An order confirmation can contain many key information points: shouldn’t we also consider ordering these to reflect recipient and communication priorities?
Two thoughts from the Amazon.co.uk email:
1. They make me scroll down quite a way to find out which items are being confirmed by an order. Yet a key concern for me is whether the right item got ordered. Also, it’s a pain when reviewing order confirmations a little later.
2. It takes seven clicks on the scroll bar (in my preview pane) to find the information that the reply-to address accepts no incoming email. The info is buried below returns policies and contract legalese. (The rights and wrongs of do-not-reply addresses is a topic for another day).
Every email you send is an interaction point. And every interaction leaves an impression on the recipient. So every email you send is a marketing email, whether you like it or not.
1. Marketing – the experience
Your image or brand in the eyes of each individual reflects their cumulative experience when interacting with your brand or organization. And that includes each email.
If the message is clear and addresses all my informational needs, then I come away with a positive impression of the sender.
To this we can add whether the email’s design, style or personality reinforces your desired “corporate image” or confuses it.
Does a badly written text-only shipping notice chip away at the modern, dynamic image you built through a powerful HTML template for your promotional emails?
Should a transactional email take a functional style (like Amazon’s) or should you add flair and personality (like CDBaby’s famous shipping confirmation)?
Are your confirmations and welcome messages delivered instantly (exploiting the power of the moment) or do they arrive days later when nobody’s looking for them anymore?
At the very least, don’t rely on the stock wording typically used in default e-commerce and email marketing software installations. Software designers are great at designing software, not so great at copywriting.
2. Opportunity for further interaction
Once I see a confirmation or welcome email, it’s not impossible that I may want to change something about the order or subscription. Equally, it may simply stimulate me to return to the website to search for more information or purchases.
So it makes sense to include links to popular site destinations to smooth the path to further online interaction.
Amazon’s message header includes links to common transaction-related destinations, like the shopping basket, help section or wishlist. The logo is linked to the index page:
Two issues, though. If the header is viewed with images blocked, those menu links don’t show up at all in, for example, Thunderbird:
…nor is there an explicit “home” link to follow as a catch all. Not everyone knows to click on a logo.
3. Upsells, cross-sells, offers
Quite rightly, the bulk of a transactional email deals with the actual transaction. But sidebars provide an opportunity to present offers and other marketing links without distracting from the main purpose of the message.
This is especially important if you want to stay within the boundaries of what the law defines as a transactional email.
Amazon, like the iTunes store (see left) and others, use clever software to populate this space with upsells and cross-sells based on user purchasing patterns.
The rest of us without clever software can still use the space for more generic promotions, advance notice of sales or events…or any other marketing message.
Given the transactional environment, one tactic is to pitch these marketing links as a service, rather than a(nother) promotion. Amazon, for example, talks about “Recommendations for your next visit” and includes the catch-all “See all your recommendations” link in case the showcase products aren’t quite right.
4. Social integration and user-generated content
Again, we’re all excited about adding “share with your network” (SWYN) links to promotions and newsletter content. Why not to transactional emails?
This approach might also work in follow-up emails. We’re already seeing dedicated emails requesting reviews…why not combine that with opportunities to “recommend the purchase to others”.
The ultimate trigger email program might send a dedicated “recommend to your friends” email only if the recipient bought the product and posted a 4 or 5 star review in a follow-up…
Anyone doubting whether product purchases are shareworthy enough to deserve SWYN links should simply search Twitter for the phrase “just bought”.
The above ideas and concepts are not set in stone, but simply a catalyst to get you thinking more about those “throwaway” admin mails.
In researching the post, I dug out an old Amazon order confirmation email from 2001 which I thought you might enjoy. Fascinating how the priority back then was educating people on what they can do with their account!
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