Sell Smarter with these 6 Email Marketing Automation Workflows

Sell-Smarter-with-these-6-Email-Marketing-Automation-Workflows (Blog Image)

We are in the age of automation and believe it or not even some of our marketing workflows can be automated for maximum efficiency.

Finding better ways to reach out to your clients and keeping them interested are ways you can help boost your business. Instead of just waiting for clients to notice your emails, why not construct ones that are guaranteed to arouse their interest? What’s more, you can even automate them to save you and your company on cost.

 

How does email marketing automation work? Here are 6 examples of email marketing workflows and how you can automate them:

 

Training or New Customer Welcome Workflow

Keeping your customers engaged after making a purchase is still a very important part of the sales cycle. Understandably, any company would want customers to keep on coming back and eventually patronizing your product. The way to do this is to set up a series of friendly welcome emails that will be triggered by a significant change in the cycle from prospect to an actual “buying customer.”

Doing this safeguards your potential long-term relationship with your client. This is how you can begin to nurture the promise of a lasting and highly beneficial relationship.

 

Event Workflow

This type of workflow allows you to send out communications related to your event before, during and after it happens. This will prove to be very helpful as it will update attendees or participants regarding registration, schedule, accommodation, and venue when applicable.

The email that you send out after the event is just as important as the pre-event email and the ones sent during the event as this is where you can send out access to resource materials or do a quick survey to solicit feedback. Additionally, you may also send out information about another upcoming event related to the recently completed one.

This keeps your target market interested and wanting more at the same time.

Callbox Event Marketing Services

Maximize event interest, registrations, and turnout through multi-channel outreach with Callbox Event Marketing services.

 

Abandoned Shopping Cart Workflow

A lot of customers who shop online tend to abandon their carts or do not finish their purchase. Your main goal at this point is to make sure that they reconsider and complete the transaction. You can set up a series of emails that will remind them that the product they put in their cart will be held for them only until a given day. In doing so, you set a deadline that will encourage them to complete the purchase.

Remember to send out emails that will also remind the client of the benefits of your product. You may also include additional information just in case they are intending to change their mind. Convincing them that their initial decision to purchase is correct after all is of utmost importance.

How to Convert Abandoning Visitors Into Subscribers (Blog Image)

Learn how to leverage exit-intent technology on your web property and start converting those abandoning visitors into leads or subscribers.

 

Lead Nurturing Workflow

Monitoring your valuable leads as to their movement in the sales cycle will help you greatly in determining what type of emails you should be sending them. When they move from the middle-of-the-funnel and become marketing qualified leads, you need to be ready to start sending them content that will eventually compel them to make a purchase.

Usually, your cue can be a simple download of your ebook, opting in on an activity or when they register to a free webinar. It simply means that you caught their interest and are highly likely to be more open to additional helpful materials that they will find very useful in their day-to-day routine.

6-Day Lead Management Bootcamp [Free Email Course]

Take our FREE 6-day email course and learn everything you need to know to build and implement a robust lead management program.

 

Reminder of Upcoming Purchase Workflow

This type of email will be greatly appreciated by clients who have a regular schedule when they purchase products. Consider for instance customers who purchase a facial night cream that is supposed to last for 5 months. On the 4th month, you send an email reminding them of their next purchase. Reminding them is also a form of good customer service as you do not want them to miss their next purchase.

 

Re-Engagement Workflow

This particular email intends to excite your prospects once again after having been “dormant” for a certain period of time. You can create a workflow that is time-bound. After a specified period of time, it will send emails to your previous contacts containing new promos, discounts or a new product they ought to try.

The purpose of this email is to remind your prospects that you still remember them and would like for them to reconsider your product.

 
Stop working on the boring tasks and take control of your marketing workflows today! It’s time that you started spending time on the things that really matter!

Do you want to find out more about us or learn how to properly automate? Don’t forget to follow us on social media and make sure that you stay tuned to our other articles on how to ensure growth in your industry!

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.



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6 Scary (but Useful) Lessons Lurking in your Spam Folder

6 Scary (but Useful) Lessons Lurking in your Spam Folder (Blog image)

Once in a while, I rummage around my spam folder hoping to find the latest edition of the Nigerian prince email scam. These fraudulent missives never fail to make me double over with laughter, that I’m almost hoping these scammers would put up some sort of subscription service.

Gizmodo once dissected what was quite possibly the weirdest Nigerian email scam ever, involving a request for $3 million to help a trapped Nigerian astronaut safely return to Earth from a secret Soviet-era space station. That was absolutely priceless.

But, as you may know very well, not all junk mail is funny. In fact, from a B2B email marketer’s perspective, some are downright scary.

 

The Inescapable Clutches of Spam Filters

The Inescapable Clutches of Spam Filters

Most of the time, it’s pretty easy to spot why messages provoke the wrath of the email gods (e.g., use of known trigger words, inadequate authentication, irrelevant content, etc.). While these are definitely cringe-worthy examples of poor email practices, there’s an even more spine-chilling situation playing out in most spam folders today.

A good deal of legitimate emails now gets snagged in spam traps. In fact, last time I checked, I found some editions of my favorite newsletter and even a Google Alerts email in the junk folder.

This should scare the living daylights out of all of us doing email marketing. In recent years, ISPs and webmail providers have ramped up their efforts at blocking spam. Unfortunately, this has the unwanted side effect of increasing the false positive rates for many spam filters, resulting in more and more legitimate emails being incorrectly classified as junk.

And, of course, you know what happens when more and more of your emails get flagged as spam. It hurts your sender reputation, which in turn harms deliverability, which leads to further damage to your sender reputation, which again results in more serious deliverability issues—and the vicious cycle repeats ad nauseam.

In short, no one is spared from the clutches of overzealous spam filters—not even email marketers who follow the rules. It seems sticking to tried-and-true email deliverability tactics isn’t going to be enough.

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

 

Avoiding the Dark Abyss of the Spam Folder

Avoiding the Dark Abyss of the Spam Folder

If email best practices don’t guarantee safe passage for your emails, then what does? The answer lies in the depths of the spam folder itself. If we look more closely at the doomed emails in the junk folder, there’s plenty of lessons they can teach us to save our emails from the same horrible fate.

 

1. There’s no such thing as a silver bullet that slays all your deliverability fears.

We all know that segmentation and personalization tend to improve email marketing results, and we’re demonstrably better off applying these two things into our campaigns. But the problem arises when we treat segmentation and personalization as the answer to every deliverability issue we face.

While it’s true that relevant emails lead to better engagement (in terms of opens and clicks) and eventually results in lower spam complaints and bounce rates, the path from targeted emails to better overall deliverability isn’t as straightforward.

Don’t get me wrong, segmentation and personalization work, but only when used the right way. As Neil Patel points out, the main reason why most personalization tactics fail is that they’re actually making emails less and less personal. He even suggests a few ways to “de-personalize” your campaigns to achieve true personalization:

  • Drop the old “Hi {first name}” kind of personalization
  • Make sure your emails actually give more than they take
  • Be a real person reaching out to another person
  • Get in the habit of asking and listening

What Personalization Means to Your B2B Customers and How to Implement It (Blog Thumbnail)

Explore the benefits of personalization in B2B marketing and learn how to make use of it in the real-life environment.

 

2. Dead email contacts will come back to haunt you.

I totally agree with Digital Marketer’s idea that knowing which contacts to avoid is just as important as identifying which ones to reach out to. Inactive and unengaged email subscribers do have a real impact on deliverability, especially if you continue lumping them together with the rest of your subscribers.

When determining your sender reputation, mail providers and ISPs also factor in mailbox usage rates. This is the ratio of active to inactive contacts on your email list. The lower the mailbox usage, the worse off your sender reputation becomes—and consequently, the lower your deliverability rates get.

Return Path says that low mailbox usage is the third most common cause of low inbox placement, accounting for 19% of email deliverability issues.

The only way to maintain a healthy mailbox usage rate is through proper list hygiene. Marketingprofs recommends regularly checking and removing the following types of email addresses that harm deliverability:

  • Invalid email addresses
  • Spam traps
  • Departmental or role-based email addresses
  • Unresponsive subscribers

Symptoms of an Unhealthy Email Marketing List (and How to Clean It) (Blog Thumbnail)

Examine how you can run diagnostics on email marketing list health and see what you can do to improve your overall campaign.

 

3. Your reputation is your best weapon.

In the eyes of ISPs and mailbox providers, your sender reputation is one of the most crucial things that determine whether your emails make it to the inbox or get sent straight to the spam folder. That’s why improving email deliverability is almost synonymous with maintaining a high enough sender score. But how do you take care of your sender reputation?

We’ve already seen that most spam filters consider mailbox usage as a key signal in gauging sender reputation. Other factors include the volume of email send-outs, level of engagements your emails generate, and quality/relevance of your email content.

There’s a ton of helpful advice on ensuring high inbox placement rates out there, but some aspects of sender reputation need to be thoroughly covered:

  • Work with a reputable email service provider
  • Make sure your IP is never used for spam (by you or someone else)
  • Let your recipients easily and reliably identify you as the sender
  • Segment by IP and subdomain

 

4. In most cases, your recipients will be your only allies.

I’d argue that one of the main reasons why legitimate emails end up in the spam folder is that the senders themselves have forgotten that email is supposed to be a two-way conversation. This is a bit unfortunate since, in our struggle against spam, it’s the recipients who are our best allies.

Recipients have the power to tip the balance in your favor by actively opening, clicking, and engaging your emails. They can also destroy your campaign by ignoring or (when push comes to shove) hitting the spam complaint button.

That’s why it’s essential for reaching excellent deliverability results that you not only offer relevant emails but provide a compelling email experience as well.

Opt-in Monster points out some extra steps you can take to set the stage for a genuine, two-way conversation between you and your recipients:

  • Identify yourself clearly with a valid ‘from’ name information and address
  • Align the subject line with the body of your email
  • Instruct recipients to whitelist your emails
  • Ask Gmail users to move your emails from Promotions to their Primary Inbox

 

5. You only fix symptoms, while the real problem remains unseen until it’s too late.

Let’s say your delivery and inbox placement rates start to trend downward. The first place you check is your list where you find a substantial number of unresponsive contacts. You scrub the list, and results begin picking up again. A few months later, the same trend shows up, and you apply the same fix but this time, things don’t improve.

This is a sign that you’re not really addressing whatever underlying deliverability problems that plague your campaign or strategy.

To make sure that you really reach the root of any deliverability issue you encounter (and not just the visible symptoms), you need to adopt a holistic approach at problem-solving similar to what Return Path recommends:

  • Set up an email feedback loop (FBL), which most reputable ESPs provide
  • Make sure all your sending IP addresses are enrolled in your email feedback loop
  • Develop a strategy for managing bounced addresses
  • Use your bounce logs to identify the source of a block
  • Clarify what recipients can expect from you at the outset

 

6. Clues that unlock deliverability mysteries are usually hidden in plain sight.

Like everything else in marketing, determining what’s working and what’s not in your email deliverability tactics boils down to monitoring the right metrics. While the exact KPIs to keep track of will depend on your campaign, a few of the core email numbers you need to constantly follow include:

  • Delivery Rate
  • Inbox Placement Rate
  • Soft Bounce
  • Hard Bounce
  • Open Rate
  • Spam Complaint Rate

One crucial thing to keep in mind when measuring your campaign’s deliverability performance is to make sure that each metric is taken in context, not analyzed in isolation.

The Only Guide to Email Marketing Analytics You’ll Ever Need (Blog Thumbnail)

Here’s a complete walkthrough of email marketing analytics. This guide breaks down email analytics into its key component metrics and untangles the relationships between the numbers.

 

The Takeaway:  Well, there you have it. Six frightening email deliverability lessons lurking in your spam folder. The main point is that it’s easier for our emails to become ensnared in spam traps than we think, but there are steps we can take to keep our emails from falling down that route as much as possible. If this doesn’t scare you into action, I hope this has (at the very least) gotten your attention.

Happy Halloween, marketers!

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

 

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Have You Thought Of Optimizing Your Emails For Search Engines? [GUEST POST]

Have You Thought Of Optimizing Your Emails For Search Engines?

It is a known fact that digital marketing strategies like content marketing and search engine optimization go hand in hand. But have you ever considered optimizing your emails for search engines? Though there is no direct connection between the two, using search engine optimization for your email marketing strategy can work a great deal in enhancing your customer base.

93% of online experience begins through a search engine. Also, with 59% of B2B marketers considering email as the most effective revenue generation channel, wouldn’t optimizing it for search engines further double up the revenue? Well, this is the reason 61% of marketers consider improving SEO as one of their priorities amidst their various inbound marketing strategies.

In fact, the statistics say that in 2018 search engine optimization will have the largest share in the marketing budget of any firm. Your competitors might be among them too. So, it’s high time you leverage search engine optimization for your email marketing campaign and get a competitive edge over others. Want to know how can you use SEO for your emails? Here are a few great ways to do it.

 

Make your text keyword rich

You can optimize your emails by including keyword-rich text within it. You can start by putting keywords in the subject line and the body content of your email. Using H1 and H2 tags can also be a good way of optimizing. Further, if you are adding images, make sure you use alt tags with keywords in order to make the images SEO friendly.

 

Incorporate a linking strategy

Use links in your emails to convert the subscribers into customers and increase your visibility. You can even expand your linking strategy by including links that would be relevant for your customers. Incorporating links of your newsletters and social media links of your various online portals are sure shot ways of driving more traffic and optimizing your email campaign.

 

Go for unique landing pages

Marketers send a lot of promotional emails regarding their various products and services. Sure, it is a good way of attracting subscribers, but it would become great only when you create unique landing pages for each of your promotional email. Generic landing pages don’t have that kind of effect. With every unique landing page, you get the opportunity to include inbound links, optimized keywords etc. This can work wonders for improving your search engine results.

Related: Essential Components of a Lead-generating Website

 

Make way for blog promotion

Every business these days invest in blogs to improve their search engine rankings. So make way for promoting your blog contents. You can do it by including the blog link in your emails. Analyze the most popular content pieces in your blog and send it to your subscribers. In fact, it would be better if you segment your customer base and send them personalized content resources based on their interests, preferences, and pages they have visited. It wouldn’t only drive the traffic on your blog but also increase the relevancy of your emails.

Related: How to Convert Abandoning Visitors Into Subscribers

 

Optimize your emails for mobile

Do you know out of every 10 email users, 8 of them access their email account through mobile? So if you don’t optimize your emails for mobile, chances are people won’t click on it. Therefore, in order to increase your click-through rates, design your emails in a mobile-friendly way. From images to the content, everything should load well and be visible in single column viewing format. Doing so would increase the visits on your website and in turn improve your visibility on the Web.

Related: 10 Undeniable Ways Mobile is Reshaping B2B Marketing [INFOGRAPHIC]

 

Offers always work

Everyone loves offers and discounts. And your email audience is no different. So, extract its benefits and give them special offers and discounts based on their specific interests. This would motivate them to visit your website and they might even convert. With search engines paying attention to metrics like click-through rates, time on page etc., enhancing your site engagement through offers can improve your ranking considerably.

 

Consider optimizing your CTAs

Keep optimizing your CTAs to enhance the click-through rates. You can do it through A/B testing. From analyzing the text and font to positioning and color, everything can be tested and modified according to the subscriber’s taste. Remember, even a minor change in the CTA can have a big impact on your email campaign. In fact, it can help in attracting traffic back to your website. This, in turn, can improve your search engine optimization in a great way.

Related: 5 Strong CTA Examples (with Solid CTRs and Conversions) to Learn From

 

Target your loyal customers

There are plenty of subscribers who are highly engaged with your brand. So, leverage their loyalty to improve your search engine optimization. Since they are genuinely interested in your products and services, their chances of paying attention to your CTAs, surveys etc. become higher. You can target them with interesting content and even reward them for their continuous support.

 

Ask for reviews

When a customer reviews your product or service, Google may display it with your business profile. Therefore, it is always good to ask for reviews from your satisfied customers. Send them an email and request to put a review for your business on Google, Yelp or any other third-party website. Positive and good reviews help in improving your local search engine ranking and work a great deal in facilitating search engine optimization.

 

Keep a check on your email performance

It is important to know how your email campaign is performing. You can do it through Google Analytics. All you need to do is set up a tracking URL to keep a check on your email traffic. It would give you an insight into the effects of your emails on search engine optimization and help you find ways to take corrective measures.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

Include canonical tags

It is a good practice to include email archives on your website with their respective canonical tags so that Google knows the destination links.

Your HTML code will look something like this:

<head>area<link rel=“canonicallink” href=“https://www.callboxinc.com/blog/email-marketing”/>

In case you have related content on your blog and emails both, Google crawlers may not be able to interpret the pages right. By putting canonical tags, you help Google to fetch the correct URL and display it in the search results.

 

Final thoughts

Optimizing your emails for search engine can help you stand out from your competitors. All you need to do is incorporate it in the right way. To put it in other words, your marketing efforts will start paying off if you make your email campaign SEO friendly. So, include the above-mentioned strategies and see how it helps you enhance your digital presence in no time and of course, increase your conversion rates.

 

Author Bio:

Jennifer

Jennifer a pro-email marketer for 7 years is currently associated with InboxArmy, a leading email marketing agency providing the best email marketing solutions. Jennifer believes email to be alive and kicking and helps business professionals attract more customers through email marketing. She stays in Grapevine, Texas and you can find her passionately strumming guitar and reading blogs of Email Marketing at leisure.

 

 

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Choosing The Right Email Marketing Platform (Things to Consider)

Choosing The Right Email Marketing Platform (Things to Consider)

Using the proper email-marketing platform is the best way for you to be effective with your email campaigns. In this short article, we will be discussing how you can pick the best choice in software when it comes to handling your communications needs.

So sit back, relax and grab your notebook, this is going to be fun!

If you want your email marketing campaigns to reach the right people and make a significant impact on the recipients, you need an email marketing tool that will help you effectively. And because there are so many available platforms out there, you need to be able to choose the one that will serve your needs best.

Moreover, you need to be able to consider a couple of features that you would want to use for your marketing initiatives.

Here are a couple of considerations when looking for the right email marketing platform for your business:

 

Reading and Viewing Options


Almost half of the total number of email users worldwide uses their smartphones when opening their emails mainly because of the convenience of doing so when one is mobile. Quite obviously, lesser and lesser people open their emails on traditional desktops computers or even laptops.

Choose an email-marketing tool that features mobile-optimized templates. This means that the content display is appropriate for the size of a standard smartphone. Otherwise, emails being sent out will bounce. And you would not want this to happen to your emails.

 

Functionality


While this may sound quite basic, it is important that you check on the performance capacity of the tool that you intend to use. Performance, where it concerns an email marketing platform, means having automation features that may include autoresponders and drip campaigns.

Autoresponders are designed to send out email campaigns on specific dates such as birthdays and anniversaries. Autoresponders can also be personalized to make recipients feel relevant and cared for. Drip campaigns, on the other hand, are a series of automated emails that are usually timed. They are usually used to hype an event such as a launching, a promo or an upcoming sale.

 

Response Handling


An ever-growing company that caters to an international market can get up to several thousand emails in a single day. No marketer in his right mind would even attempt to respond or segregate these emails manually. It is not only time-consuming, it is utterly unthinkable.

A good email marketing platform should be able to feature this so that your database is constantly updated and emails are organized in an efficient manner. When emails are properly organized, it is easier for you to send out the appropriate responses at your preferred time and date.

Related: B2B Chatbots and How This Tech Can Improve Your Conversions

 

Personalization


The more personalized your email content is, the highly likely you will get a positive response for your recipients. The most important thing about sending our your email marketing campaign is to make a significant connection right away. And the only sure way to do this is to get personal with your reader. Personalization features often include personalized subject lines, videos, images, and content.

Related: What Personalization Means to Your B2B Customers and How to Implement It

 

Inbox Preview


The right email marketing platform should at least be able to offer you the opportunity to preview your emails and how they will look like on various devices. Having this tool feature allows you to make relevant adjustments when you detect something that is off during preview. Making your content appealing to the readers is very important to be able to ensure high click-through rates.

Related: How to Make Sure Your Cold Emails Make it to the Inbox [VIDEO]

 

Social Media Sharing


Social media sharing buttons are something that you need to strongly consider when looking for the right email marketing platform. It is highly likely that your email recipients will share your content on their respective social media accounts giving you additional exposure. An email marketing tool that allows you to include social media buttons through a few easy steps is a must have.

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

 

Mailing Statistics


As can be expected, you would most likely want to be able to track the results of your email campaign. Every marketer should have access to tracking results in order to determine the effectiveness of the email content or how the readers responded to the same. When we talk about mailing statistics, you would want data on the number of emails sent and opened, time and date when the email started and ended and list tracking at the same time.

Having this set of information on hand can help you greatly in evaluating the overall performance of your email campaign. This will definitely be a game changer for you and your business.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

Nurturing your clients through email does not have to be a daunting process if you have the right tools in place. So what are you waiting for? Be a more efficient and effective marketer today!

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

 

Do you want more leads?

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Creating a Content Upgrade and Using Them to Grow Your Email List

Creating a Content Upgrade and Using Them to Grow Your Email List

Content upgrades can be likened to Thanos becoming an all-powerful being after he gathered all the Infinity Stones. While there might be limitations to what content upgrades can do to your marketing campaign, there’s no denying the benefits they have when you utilize them.

You have heard of marketers talking about how content upgrades grew their email list 10X faster than before, and you wonder whether they are exaggerating the numbers.

The truth? They are not joking.

A lot of big-name marketers like Brian Dean and Devesh Khanai have utilized the power of content upgrades with amazing results.

Brian, who has made a name for himself with his Skyscraper technique, said he was able to grow his email conversion rate from 0.54% to 4.82%.

Khanai, on the other hand, was able to boost the conversion rate of one Growth Everywhere blog post by 492% using content upgrade.

How did they do it? Let’s look at some ideas on how to utilize the power of a content upgrade to increase your email conversion rate.

 

Get the Content Upgrade Started

Consider content upgrades as bribes or lead magnets. They come in different forms, and they are easy to make. They are in-depth versions of a piece of content that your readers are already interested in.

For example, you have read the recipe of your favorite dessert on a website. While you were reading, there’s a pop-up that says you can have a full step-by-step video of that recipe. All you have to do is enter your email address, and they will send the video link straight to your inbox.

What did you do? You did it right away without any hesitation.

Aside from the video, below are some other examples of a content upgrade:

1. Report

If you specialize in a particular topic and conducted in-depth research about it, you can use this as a content upgrade to educate your audience.

Take for example this report created by Social Media Examiner. The report shows their visitors how marketers are using social media nowadays. Then, it highlights the important phrases and sentences, such as “70+ charts” and “join 450,000 of your peers.”

Who can resist those chart-rich report? And surely, you don’t want to be the only one who hasn’t have this inside information.

How can you get this report? By simply giving them your email.

2. Blog Post PDF version

This is the easiest content upgrade to make. Write a blog post and save your final draft as a PDF version. If the information you gave is truly valuable, your readers would want that. Download this post in PDF

3. Podcast Transcript

You might have a podcast which generated a lot of attention. Double the interest as well as your mailing list by providing a transcript of that podcast.

4. Cheat Sheet

A cheat sheet is a type of content upgrade where you put together all the vital information from a related piece of content.

A great example of this is Neil Patel’s new SEO strategy where he talked about his new tool that boosts his traffic furthermore. Then there’s a popup that suggests people can have the cheat sheet to know more about the tool.

 

Those are content upgrades, now what?

 

Knowing what a content upgrade is one thing but implementing them is another. So what do you do? How do you start?

First, find out the best-performing pages on your website with the help of Google Analytics. Another method of identifying the most popular is through the number of social shares each of your posts have.

Next, find out what type of content upgrade complements your post. Aside from the examples given above, there are other types of content upgrades you can utilize. Once you have those two figured out, create the resource you will use and place it on your site.

Related: Essential Components of a Lead-generating Website

 

The Making of a Powerful Content Upgrade

Content upgrades are powerful and here are some strategies to further boost its efficacy.

Headlines

Your headline is the first thing your readers see; thus, it only makes sense to create one that catches their attention. No, we’re not talking about those clickbait types of headlines, but one that communicates the value readers can get from your piece of content.

Quality

There’s a lot of emphasis over long forms and large content these days. However, if you can convey your message in just two pages of content, don’t stretch it to ten pages. Quality is more important than the size, and the value your readers can get is your primary goal. Lastly, don’t forget to make your content evergreen, always relevant to what they need.

Related: How To Utilize A High-quality Blog As A Springboard To Success

Location

You have to place your opt-in button in several strategic locations, not just in one place. The best place is to put your bonus content on top, at the bottom, and in the middle of the content.

Button

Aside from creating an eye-catching button for your opt-in, make sure that it blends or complements your website theme.

Share

Make sure that you share your content upgrade on your different social media channels. Another strategy to reach a new audience is to write a guest post to other blogs or sites and link it to the page where your content upgrade is.

Related: How To Write Content That Gets Read And Shared

 

Conclusion

Just like all other marketing strategies, creating a content upgrade takes a lot of work. However, all the hard work is worth it because the results are exponential.

 

And don’t forget to employ proper lead nurturing to maximize your email list.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

 

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We’re Halfway 2018; Your Email Subject Lines are Subject to Change

It's 2018; Your Email Subject Lines are Subject to Change

Oh, the email subject line! So tiny and minuscule compared to the rest of the message that’s waiting for your intended recipient on their inbox, but still one of the most important things that you cannot get wrong. The subject line is the first thing that your recipient sees and in a way has to be a tool for conversion.

We’ve all been victims of two extremes; it’s either we forget the importance of email subject lines or the paranoia kicks in, and we treat email subject lines almost as if they were landing pages on their own.

The trick is trying to get a mix of both worlds, naturally making subject lines that are convincing enough for people to click them. It doesn’t take so long to do if you really think about it.

 

Why It’s Important

Believe it or not, according to a study, 47 percent of people decide to open an email due to the email subject line. This means that your click-through rate is also highly dependent on the email subject like that you choose to use.

The email subject line is also the first impression that your intended recipient gets from your message, and in digital marketing, first impressions actually count.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

What Should I Do?

There are a few general rules that remain true when it comes to writing out email subject lines and they really make sense for people to follow.

 

Here’s the first rule: keep it short and simple.

Almost all of us, digital marketers included, scan our inboxes quickly and due to this, we cannot afford to let our emails be left out because we decided to use convoluted language. If you’re informing, make sure the email is summed up by the subject, if it’s a funny anecdote, make sure that people get it in less than ten words. Your aim is to offer the benefit at the onset of the scan through.

Related: 5 Email Opening Tips to Conquer Shorter Attention Spans [VIDEO]

Always be able to provide a preview of what’s inside your email.

This brings about an air of honesty and people like that. It also opens the doors for you to get creative. Instead of a generic ‘thank you’ message for signing up for your services, make sure you give them a preview of what’s to come. What sounds better,

“Thank you for joining the XYZ service” or “Now it’s time for us to start converting”?

Don’t forget to personalize.

We have so many customer relationship management tools and hacks that can make adding a personal touch to your subjects automated. Mention their first name, their position, or their company.

However, there is still the small danger that you might go overboard with this and appear creepy. You want to feel special that you’ve called them out, you don’t want to come off as a stalker.

Action is the aim of the game.

We are all too familiar with CTAs, and that’s exactly what an email subject line is, it’s a call to action that is embedded in the “preview” of the email. Make sure that the even the first words that you use are verbs that are action-oriented. This makes all the difference.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

Everyone likes a little fun.

Do you want to spice things up a bit? Put something funny in the subject line.  Now and then we come across an email in our inbox that we can describe as punny and this always helps brighten up someone’s day.

 

What To Avoid?

There are some words – such as “free” – that can send your email directly to a spam folder on some email servers and thus, hurt your email deliverability rates in the future.  So make sure you avoid using words such as these.

Also, make sure that you do not make any false promises on your subjects. Sometimes we’re tempted to use a little “click-baiting” when it comes to composing our emails, but we can assure you that it will do you more harm than good.

Other general rules are:

  • Don’t use all caps
  • Don’t use too many exclamation marks
  • And, don’t be spammy

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

 

What Else Can I Do?

You can always follow you your email subject lines with some engaging preview text from the email correspondence itself; this will in turn support whatever cool and catchy email subject line you choose to use.

Remember also to segment your sender lists and use different subjects for the different segments that you have. You can take this up a notch further by making sure that you perform split tests (A/B testing) on a sample of your mailing lists before you send everyone an email using the desired subject line.

 

So there you have it. Hopefully, by following some of our simple rules, you can improve your click-through rates and of course your conversions. Happy emailing!

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

Share some examples of email subject lines that boost your open rates.
Comment them down below! 🙂

 

 

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The 5-Step Approach to Getting More Enterprise Leads and Customers

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In this article, we will discuss how you can get your hands on enterprise leads and customers and how you can nurture them into repeat buyers.
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Find out how well your favorite music suits your selling style. Take this sales personality quiz and discover which genres match your profile.

5 B2B Email Marketing Goals that Make or Break Results [VIDEO]

 

Email remains the Swiss Army knife of B2B Marketing.

 

It does a lot of things,
and it does them really well.

 

Email Marketing Goals - plot

 

But email’s performance is only as good as your goals.

 

Let’s understand the
5 essential B2B email marketing goals,
and learn why you need to focus on each of them.

 

#1 Connecting with new prospects

Emails are ideal for starting relationships with potential customers.

They enable personalized touches at scale.

That’s why 13% of B2B leads come from this channel.

Related: A B2B Guide to Winning New Customers and Repeat Business [INFOGRAPHIC]

 

#2 Nurturing leads and opportunities

Emails play a key role in keeping leads engaged throughout the sales cycle.

They help deliver compelling content at each stage of the sales process.

51% of B2B marketers personalize lead nurturing through email segmentation.

Related: Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

 

#3 Automating response to specific triggers

Emails provide a personalized way to automatically respond to lead activity.

They make your entire marketing automation process run smoothly.

B2B marketers who implement email automation boost their sales pipeline by 10%.

 

#4 Promoting exclusive offers

Emails work well at promoting free trials, discounts, and special offers.

They let you match relevant offers with an interested audience, boosting conversions.

In fact, 66% of online purchases resulted from an email.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

 

#5 Closing sales deals and providing post-sale follow-up

Emails can help sales reps close deals and encourage repeat purchase.

By providing reps with an extra layer of touch points, emails shorten the sales process.

Between 31% to 59% of B2B marketers believe emails have the biggest impact on revenues.

Now that you know which goals to focus on, keep in mind that…
a goal without a plan is only a wish.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

What are your primary email marketing goals?
Comment them down below! 🙂

 

 

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Symptoms of an Unhealthy Email Marketing List (and How to Clean It)

Symptoms of an Unhealthy Email Marketing List (and How to Clean It)

Believe it or not, your email marketing list might not be as healthy as it can possibly be. In essence, an email list is actually pretty organic because, in an ideal sense, you want your emails to reach real people that can lead to conversion.

You know what we’re talking about. The last time you sent a bulk email campaign, how many were actually opened? How many actually replied to you? And, how many of those emails actually work?

In this short article, we’ll examine how you can run diagnostics on contact list health and see what you can do to improve things like CTR (click-through rates) and how you can get more people to check out your correspondence.

So sit back and relax, today we’ll teach you how to be a contact list doctor.

 

What is an unhealthy email marketing list?

Simply put, an unhealthy email marketing list is a list of contacts with emails that are invalid or non-responsive. You get nothing when you send them an email, and in fact, it is actually detrimental for you to send invalid contacts emails.

Related: The Problem with (and Solution to) Database Decay [Slides]

 

Why should I clean up my list?

Email providers track the number of emails that you send and the quality of emails sent. Meaning that the more your emails “bounce,” the more your provider will think that you’re abusing their systems and be downright “spammy.”

You have an “IP reputation” that you have to maintain, and an email list that isn’t clean will affect your ability to penetrate the inbox of your intended recipient and further knock your chances of converting even lower.

Deliverability is affected by some factors, and they include engagement rates, spam trap hits, content and your reputation.

As you can see, there is an actual pressing matter at hand with cleaning up your list.

Related: Slaying Your (Mailer) Daemons and Reducing Email Bounces

 

Steps you can do maximize contact list health

The first thing you can do is to run all the emails that you have through a third-party vendor that can check which of the emails are still valid; this will save your IP reputation from taking a hit if you were to do this yourself and have a list of emails that are invalid.

You have to understand that email address can become dormant over time. This is where you can remove hard bounces from your email marketing list.

Once you have cleaned these emails up, it’s time for you to have a personal look at your contact list. Go through each and determine if it’s still in the right list (if you are using multiple targeted campaigns with different lists), which ones you have to contact again to revive, and which ones never respond to your emails.

If you have noticed that a particular email address gets your email and never interacts with or is classified as the classic non-responder, then you should think about removing them.

Another type of cleanup that you have to make sure that you have to do is removing role accounts. Role accounts are easily identifiable because their prefix usually starts with support@, admin@, info@, etc. These roles can change and you have to remember that these emails are used for a purpose.

You need to keep your email marketing list entirely targeted towards real people that have the potential to convert to your offerings.

 

Don’t forget the test run

There are also instances where some subscribers have stop interacting with your emails; this is where you should try to send them a “wake-up call”. These can be a series of emails that have been crafted especially for them to engage with you.

If they still do not want to do anything with your emails, drop them on the spot.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

 

The double opt-in

Here’s every marketer’s favorite technique, it involves re-engaging with a client by asking them to confirm their email address with you again. This ensures that the person is actually a responder. It is important to get creative at this point and make sure you give them something in return. It doesn’t have to be something of monetary value.

 

Recheck you content

Times have been changing and content isn’t just your usual press release from the company. Maybe the reason for your poor click-through rate is the content that you are providing. Make sure that your content is always worth looking at. It has to be actionable and should be something engaging.

Remember, even crafting subject lines deserves an article of its own. Get creative with everything that you send your clients.

Related: The Art of Writing Email Copies: How to Make It Stand Out from your Prospects’ Inboxes

 

At the end of the day

The goal is to maximize deliverability and click-through rates. Make sure your list is clean, your content is great, and you have systems in place to maintain good email hygiene.

The good rule of thumb is a clean up every six months, but if you can do more often, then you really should.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

How do you keep you email marketing list healthy?

Share your tips in the comments below! 🙂

 

 

Maximize Your Leads List with Callbox Multi-channel Marketing Strategy

Talk to us, Schedule a consultation

or Dial 888.810.7464  | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide on targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

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5 Email Opening Tips to Conquer Shorter Attention Spans [VIDEO]

 

 

Attention spans are getting shorter.
One study claims it’s shorter than a goldfish’s.

But this doesn’t mean people now have fishlike intelligence.
We simply got smarter at spending our attention.

That’s the key to getting your emails opened and read.
You have to show they’re worth people’s attention
… and you only have 8 seconds to do this.

Follow these proven tips to make each crucial second count.

 

#1 Figure out the best sending schedule

Send times affect email engagement rates.

Research shows mid-morning on weekdays work best.

Tweak your send times based on your own campaign and audience.

Related: Sending Emails on Sunday? Are you Kidding me?!

#2 Spend extra effort crafting your subject line

47% of recipients open emails based on subject lines alone.

Good subject lines use recipients’ curiosity and self-interest.

Come up with 2 to 3 subject line ideas and test each one.

Related: The Pick-up Lines of Email Marketing: How to Increase Open Rates In Just a Few Words

#3 Avoid starting with “Hi, my name is…”

Opening lines affect whether your emails get read.

Your email won’t be worth reading if it starts off by talking about you.

Hook your prospects by making the opening about them.

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

#4 Show that you really did your homework

Personalized emails fetch 29% more opens and 41% higher CTRs than generic emails.

But deeper personalization improves conversion by up to 360%.

Open by mentioning a recent trigger event or a shared background.

Related: Email Marketing Series: How to Make your Emails Impossible to Ignore [Video]

#5 Pay attention to layout and formatting

Recipients spend only 5 seconds scanning an email.

In one glance, your prospect should know what the message is about.

Break the body into smaller chunks and make key items stand out.

 

But as attention spans continue to dwindle,
this is the best way to email prospects:

 

Seek respect, not attention.
It lasts longer.

–Z. Abdelnour

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

 

Read the latest updates on The Savvy Marketer’s Blog

Get a targeted list or Learn more about Callbox Multi-Channel Marketing Strategy

Contact us or Dial 888.810.7464

Add us on WhatsApp +65 8232 2417

 

 

Grab a FREE copy of 40 B2B Sales Email Templates for Every Situation! These 40 examples have all been hand-picked from a variety of sources that tested these templates in terms of opens, click-throughs, and replies

40 B2B Sales Email Templates for Every-Situation

6 Scary (but Useful) Lessons Lurking in your Spam Folder (Blog image)
Choosing The Right Email Marketing Platform (Things to Consider)

How to Make Sure Your Cold Emails Make it to the Inbox [VIDEO]

 

 

1 in 5 commercial emails sent never reaches the inbox.

  • 6% end up in the spam folder
  • 14% are blocked by ISPs entirely.

For cold emails, inbox placement becomes even more challenging.

That’s because…

  • You don’t have a relationship with your recipient yet.
  • You’re sending unsolicited messages.

 

But this doesn’t mean cold emails are spam.

That’s why they belong to the inbox, not the junk folder.

Follow these steps to make sure things stay that way…

 


8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns


Step 1: Scrub your list thoroughly

Your cold outreach’s success depends on the quality of your list.

  • Use list cleaning tools and services to remove bad addresses
  • Run a double opt-in campaign, especially when using a third-party list

Related: Declare Your Independence from Bad Data: A 5-Step Plan

Step 2: Check your copy for spam triggers

Your email’s content and design can set off spam alerts in dozens of ways.

  • Limit your use of known spam words
  • Maintain a 60-40 text-to-image ratio
  • Link exclusively to reputable domains

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

Step 3: Segment and personalize your campaign

In the eyes of ISPs, there’s a fine line between non-personalized bulk emails and spam.

  • Add some prospect-specific snippets to your email templates
  • Segment your list and customize the message for each group

Related: Say no to Spam! Ways to Avoid Putting your Email Marketing Campaign to the Dumpsite

Step 4: Let ISPs know you’re someone they can trust

Sender authentication tools and services can help you improve deliverability.

  • Setup SPF, DKIM, and DMARC anti-spoofing
  • Sign up for sender and email certification audits

Step 5: Watch how you use your sending IP

Once your sending IP and domain get blacklisted, your emails no longer reach recipients.

  • Send emails in small batches each day and gradually increase the volume
  • Use a dedicated IP for your sending server
  • Keep hard bounces below 5% and spam reports below 0.1%

 

Remember, cold emails are not spam unless you make them that way.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

 

Read the latest updates on The Savvy Marketer’s Blog

Get a targeted list or Learn more about Callbox Multi-Channel Marketing Strategy

Contact us or Dial 888.810.7464

 

 

Grab a FREE copy of 40 B2B Sales Email Templates for Every Situation! These 40 examples have all been hand-picked from a variety of sources that tested these templates in terms of opens, click-throughs, and replies

40 B2B Sales Email Templates for Every-Situation

6 Scary (but Useful) Lessons Lurking in your Spam Folder (Blog image)
Choosing The Right Email Marketing Platform (Things to Consider)

 

The Only Guide to Email Marketing Analytics You’ll Ever Need

The Only Guide to Email Marketing Analytics You’ll Ever Need

When pilots can’t see the ground or horizon, they rely on six instruments to safely fly an aircraft. These instruments show the plane’s motion, orientation, position, and other critical data. Individually, the information they provide doesn’t mean much but, when taken together, they tell the pilot what to do and where to go.

In some ways, running an email campaign is like flying a plane solely by instrument. The only way to know whether your campaign is actually heading in the right direction is to pay attention to the numbers flashing on your dashboard. But like an aircraft’s instrument panel, a typical email marketing analytics console can be a bit tricky to figure out.

Today’s post provides a complete walkthrough of email marketing analytics. This guide breaks down email analytics into its key component metrics and untangles the relationships between the numbers. By the end of this article, you’ll be able to refine your email marketing analytics suite, know what metrics to focus on, understand what each number means, and find out how to turn raw metrics into actionable insights.

Related: 8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns

 

Things You Need

Things You Need

Before getting started with email marketing analytics, you need to have a few things in place to ensure smooth flying. You need to set specific goals, tweak your email marketing process, and choose the right supporting platforms. Here’s a quick pre-flight checklist.

 

#1 Define your email marketing goals clearly

The first step in any marketing activity is to set specific goals. What exactly are you trying to achieve with your campaign? Your answer helps you determine which campaign metrics to prioritize later. Some typical email campaign goals include:

  • Reaching out to new prospects
  • Nurturing leads and opportunities
  • Signing up subscribers
  • Verifying/Updating subscription
  • Building awareness for products, events, brand, etc.
  • Closing deals or generating revenues
  • Responding to triggers or actions

Litmus recommends a 4-step process for defining email marketing goals:

  1. Action (what do you want your recipients to do?)
  2. Audience (who are you sending the emails to?)
  3. Benefit (why should your recipients care?)
  4. Results (how will you measure the success of the campaign?)

Clearly, this entire post revolves around step 4, so we’ll go into more depth about choosing the right metrics in a later section.

Related: 7 Types of Emails Your Business Should Send

#2 Refine your email process

Having an end-goal simplifies outlining the exact steps involved in the email campaign. You need a well-defined process in order to identify the things to be measured and tracked. Though exact steps vary from one campaign to another, the following components form the bare essentials for any email marketing initiative (as pointed out by SEMrush):

  • Target market segment (email list)
  • Email content/copy and design (email templates)
  • Email delivery schedules (specific times or triggers)
  • Landing or conversion pages
  • Email marketing platform (more on this later)

Successful email marketing campaigns deliver value through relevant messages. That’s practically what the entire process strives to accomplish. Each component’s performance and contribution is gauged using a specific metric (or set of metrics). That’s why it’s important to smooth out the email marketing process.

#3 Choose the right email marketing platform

There are tons of factors that go into choosing the right email marketing platform, whether you’re doing your campaign in-house or outsourcing it to a third-party provider. One key consideration to carefully weigh is a platform’s reporting and analytics capabilities. Here’s what to look for:

  • Provides metrics on long-term subscriber activity and list health (not just basic “vanity” metrics)
  • Real-time campaign tracking
  • Easy-to-understand reports and summaries
  • Various levels of granularity (from segments to aggregates)
  • Ability to integrate with other channels’ metrics (e.g., Google Analytics)
  • Availability of cross-section and time-series reports

Your email marketing software should enable quick access to the insights you need. You don’t want to spend hours bent over spreadsheets, doing repetitive computations and data retrieval. In addition, it should also be able to provide metrics that tell you about engagement and conversions, not just the usual opens and clicks.

Related: 7 Stats That Prove Email Marketing Is Still The MOST Reliable Channel [INFOGRAPHIC]

 

Metrics to Track

Metrics to Track

Email marketing still ranks as the most data-driven channel in a marketer’s toolkit. From delivery to conversion, each activity is closely tracked, measured, and reported. As a result, the number of different metrics to keep an eye on can get a bit overwhelming. In this section, we’ll take an in-depth look at 10 crucial metrics that should form the core of your email marketing analytics suite.

But first, let’s clear up something that tends to confuse both new and seasoned email marketers alike: the difference between metrics and key performance indicators (KPIs). It’s important to get this straightened out because your usage of these two not-so-interchangeable terms has a huge impact on the way you interpret your analytics.

Jonathan Taylor over at klipfolio points out that the difference between metrics and KPIs goes beyond simple semantics. KPIs are values that show how well you’ve met a given business objective (hence, “P” for “performance”). Metrics, on the other hand, track the status of a specific business process.

In other words, all KPIs are metrics, but not all metrics are KPIs. A metric becomes a KPI if and only if the metric is used to gauge how well or how poorly you’re able to hit a target or goal.

With that out of the way, here’s a list of 10 essential email marketing metrics (arranged in no particular order) you need to thoroughly monitor.

 

#1 Delivery Rate

In email marketing speak, a sent email is “delivered” once it makes it through all the servers, gets past the ISP filters, and reaches a valid recipient’s account without bouncing. The delivery rate is simply the ratio of delivered emails to the number of total emails sent.

In short, delivery rates tell you the percentage of emails sent that got accepted by valid email addresses. It gives you an idea of how successfully you’re able to reach recipients’ email accounts.

Delivery rates, however, don’t indicate how many sent emails actually made it into the recipients’ inbox or how many ended up in the spam folder. That’s why it shouldn’t be your sole measure of deliverability.

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

#2 Inbox Placement Rate

Another deliverability metric is inbox placement rate. This is computed by dividing the number of sent emails that actually reached the inbox over the total number of emails sent.

When your email gets “delivered” to a valid address, the mailbox provider decides whether to place your message in the inbox or junk folder. That’s why even if an email is delivered, it doesn’t necessarily mean the recipient gets a chance to see it.

This is why inbox placement rates are a better deliverability metric than delivery rates. Use delivery rate to gauge your email list’s overall health, but refer to inbox placement when figuring out actual deliverability.

Related: The Art of Writing Email Copies: How to Make It Stand Out from your Prospects’ Inboxes

#3 Soft and Hard Bounces

A bounce happens when an email can’t be delivered. When a bounce occurs, the recipient’s email server rejects an email. This can be due to a number of reasons, which in turn can be permanent or temporary. As MailChimp explains, bounces are classified as soft or hard, depending on how serious the problem is.

Soft bounces are temporary delivery issues caused by problems such as:

  • The recipient’s inbox is full.
  • The email server is down or offline.
  • The email message is too large.

A hard bounce, on the other hand, means that the email encountered a permanent delivery issue such as:

  • Sending to invalid email addresses
  • Recipients having nonexistent domain names
  • Email servers permanently blocking the sender

Among the two, hard bounces are clearly a more serious problem. Hard bounces indicate list quality issues or poor sender reputation.  If left unaddressed, high bounce rates can lead to lower deliverability.

Related: Slaying Your (Mailer) Daemons and Reducing Email Bounces

#4 Open Rate

Email service providers (ESPs) typically compute open rates by taking the number of emails opened and dividing it by the number of emails delivered. While this sounds fairly straightforward, email opens are a little tricky to identify and measure. Usually, ESPs look at two conditions to count email opens (according to CRM provider SuperOffice):

  • Images are displayed in the message (either enabled by recipient or based on settings).
  • The recipient clicks a link in the message.

This makes open rates a somewhat unreliable engagement metric. When an image on an email finishes loading, it’s recorded as opened regardless of whether the recipient actually sees or reads the message. Also, recipients opening your emails more than once can artificially inflate open rates.

That’s why open rates need to be analyzed together with other email metrics, not taken in isolation.

Related: The Pick-up Lines of Email Marketing: How to Increase Open Rates In Just a Few Words

#5 Click-through Rate

Click-through rate (CTR) is calculated by dividing the number of clicks over the volume of delivered emails. CTRs indicate how effectively your subject line, copy, design, offer, and call-to-action are able to engage recipients. The DMA estimates that around 70% of marketers use it to measure their campaign’s success.

But, like open rates, CTRs only show you a partial (and sometimes skewed) picture of email engagement. ConversionXL recommends taking the following into account when analyzing CTRs:

  • Difference between total and unique CTRs
  • Emails and links opened on different devices
  • Recipients clicking on links multiple times
  • Firewall checking links for threats
  • Links posted on the Web or on social media

Again, CTRs shouldn’t be examined in a vacuum. CTRs need to be monitored and compared with other engagement metrics.

#6 Click-to-Open Rate

CTRs take the ratio of clicks to total emails delivered, regardless of whether the emails were opened or not. That means CTRs look at engagement driven by a ton of factors such as timing, subject lines, from lines, etc. CTRs can’t isolate engagement or activity driven by the email’s content/design.

For that, you’re going to measure click-to-open rates (CTORs). Click-to-open rate is the percentage of clicks relative to the number of opened emails.

To make things a bit more concrete, let’s go over a quick example. Let’s say you send 1,000 emails to 1,000 valid addresses. Let’s assume (for simplicity) that all 1,000 messages got delivered and reached recipients’ inboxes. Suppose that 200 people opened the messages and 50 people clicked on a link on the emails. In this example:

  • The CTR is 50 / 1,000 = 0.05, (or 5%)
  • The CTOR is 50 / 200 = 0.4, (or 40%)

So, which metric is better at measuring engagement? CTR or CTOR? Both CTR and CTOR complement each other. CTR measures an email’s overall performance, while CTOR shows the emails performance in terms of what’s actually in it.

#7 Spam Complaint Rate

The spam complaint rate is the percentage of spam complaints relative to the number of delivered emails. Each recipient that marks your email as spam or junk adds to the number of spam complaints. Spam complaint rates indicate negative engagement. The higher this value is, the more unfavorable it is for your campaign.

When the spam complaint rate exceeds some given threshold (usually 0.1%) for some length of time, ISPs tend to look at this as a reason to block your future emails.

To maintain this metric within acceptable levels, make sure to immediately purge your list of contacts who placed spam reports. Also, make sure to send relevant, personalized emails that appeal to your recipients.

Related: Say no to Spam! Ways to Avoid Putting your Email Marketing Campaign to the Dumpsite

#8 Unsubscribe Rate

Anti-spam laws and regulations like CAN-SPAM require you to include an unsubscribe option in your emails. The unsubscribe rate is the number of recipients who requested to stop receiving your emails as a percentage of the total delivered emails. In general, you want to keep unsubscribe rates low.

While it can be concerning to find elevated or rising unsubscribe rates, seeing a few unsubscribes from time to time in a campaign is normal. Neil Patel argues that it’s sometimes okay to see spikes in unsubscribes because it’s a way to remove the not-so-engaged contacts from your list and retain those who really matter.

ReturnPath also warns against analyzing this metric by itself, since a decreasing opt-out rate can indicate either better engagement or a lower inbox placement rate.

#9 List Churn Rate

Your email list’s rate of churn tells you how fast it’s shrinking in a given time period. List churn refers to the number of records removed due to unsubscribes, hard bounces, and spam reports.

Depending on your email platform or ESP, this metric might not be readily available on standard dashboards and campaign reports. There’s still no universally agreed-upon way to compute list churn rates, but one approach suggested by The 60-Second Marketer is a good starting point:

  1. Choose a time period
  2. Determine how many subscribers you’ve lost
  3. Divide that number by the size of your list

GetResponse estimates that the average email list churn rate is between 25% to 30% each year.

#10 Conversion Rate

This is the number of recipients who completed an action (conversions) expressed as a percentage of delivered emails (or some other base number such as total landing page visits). The actions that define a conversion (e.g., filling out a subscription form, downloading an eBook, signing up for a webinar, etc.) depend on the campaign’s goals. This means that your email conversion rate indicates how well you’re actually achieving your objectives.

Conversion rates measure both email engagement and landing page effectiveness. That’s why you need to integrate web analytics into your email platform (step #3 from the previous section). This involves using unique tracking URLs in your emails in order to help you attribute conversions to specific campaigns.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

 

The Takeaway

Metrics tell you a lot about your email campaigns. In fact, they reveal everything you need to know to make informed decisions—that is, if you know where and how to look. The things we’ve covered in this guide should help you navigate your campaign toward its objectives. So, keep these ideas in mind and always remember: if you can’t measure it, you can’t improve it.

 

 

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Grab a FREE copy of 40 B2B Sales Email Templates for Every Situation! These 40 examples have all been hand-picked from a variety of sources that tested these templates in terms of opens, click-throughs, and replies

40 B2B Sales Email Templates for Every-Situation

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