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+.

 

 

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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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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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Creating a Content Upgrade and Using Them to Grow Your Email List
It's 2018; Your Email Subject Lines are Subject to Change

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

 

 

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SaaS Market Trends for 2019 and How to Align Your Growth Strategy
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Creating Loyal Customers Through Curiosity Marketing

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

Choosing The Right Email Marketing Platform (Things to Consider)
Creating a Content Upgrade and Using Them to Grow Your Email List
It's 2018; Your Email Subject Lines are Subject to Change

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

Choosing The Right Email Marketing Platform (Things to Consider)
Creating a Content Upgrade and Using Them to Grow Your Email List
It's 2018; Your Email Subject Lines are Subject to Change

 

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.

 

 

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

10 Lead Magnet Ideas to Grow Your Sales Pipeline
The MQL vs. SQL Difference and How Leads Move Through the Sales Funnel
Pre-event Marketing: Boost Event Turnout Through Outreach

 

 

8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns

8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns

Email turns 47 next year. Despite countless obituaries declaring the death of email, email remains the most important tool in a B2B marketer’s arsenal. Research after research proves this, and the numbers all suggest a future where emails continue to drive marketing results.

Related: The Power of Email Marketing in 2016 and Beyond [INFOGRAPHIC]

But beneath the headline figures, a handful of trends have emerged in 2017 that hint at the shape of things to come in email marketing. Return Path’s “Email Marketing Performance in 2017” shares some pretty interesting findings that are bound to impact your email campaigns next year.

Let’s dive into the Return Path report and find out how this year’s email marketing trends will influence your email results in 2018. We’ll also consider insights from other 2017 email studies to get a fuller picture of what’s in store for your upcoming campaigns.

#1 Email performance is improving.

 

According to Return Path’s survey, a full 85% of respondents say email is getting better, with nearly two-thirds claiming the increase as significant. Only around 15% think email performance is getting worse.

Vertical Response points to the top five key drivers of email marketing improvement:

  1. Better personalization and segmentation (more than 80% of marketers now use segmentation)
  2. Interactivity (53% of marketers now include interactive content, such as embedded surveys and quizzes
  3. More compelling copy (creative  typography and branding-focused design)
  4. Increased automation (automation boosts CTRs by as much as 119%)
  5. Deeper integration with email triggers (transactional and nurture emails)

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

#2 Emails keep marketing goals within reach.

 

More than 90 percent of Return Path’s respondents think their email marketing strategy helps them reach key marketing objectives, while another 60% consider emails as a best-in-class tactic for hitting their targets. That leaves just 1 in 10 decision-makers unable to credit emails in achieving their goals.

According to several marketing research published in 2017, email plays a leading role in the following:

    • 73% of marketers  rank email as the top digital channel for lead generation (Marketingprofs)
    • Email marketing contributes to at least 22% of sales (Adestra)
    • 54% of marketers use emails to improve engagement and nurture leads (Ascend)
    • Email remains the most effective channel for brand awareness, customer acquisition, and customer retention (Skyword)

Related: Curated: 13 Business Goals You Can Achieve Through Email Marketing

#3 Marketers maximize ROI with email, but…

 

Return Path found that 51% of respondents named increasing ROI as their top email marketing objective. The survey also uncovered that accelerating list growth and increasing conversions were both the top goal for 44% of executives.

While email marketing continues to deliver exceptional ROI, measuring returns on email investment remains a key challenge.

  • Email is the fastest-growing channel for ROI, with 73% of marketers rating the channel’s returns as “excellent” or “good” (Econsultancy and Adestra).
  • The median email marketing ROI is 122%, which is four times than those of other channels (eMarketer).
  • Only a small minority of marketers measure email performance beyond clicks, opens, and conversions (Adestra).

#4 Conversion is king.

 

According to Return Path, 67% of decision-makers believe conversions are the most useful KPI for measuring email marketing performance. Another 44% of respondents rate ROI as the top metric to keep an eye on, and 41% say it’s CTRs that matter the most.

Here’s how other 2017 studies break down email marketers’ metric usage:

  • CTRs (91%), open rates (80%), conversion rates (62%), bounce rate (41%), delivery rate (37%), and list growth rate (20%) (Adestra).
  • Customer acquisition (53%) and sales attributed to marketing campaigns (43%), (IEEE GlobalSpec).
  • Customer satisfaction (45%), customer retention (39%), leads (34%), upselling/cross-selling (33%) (IEEE GlobalSpec).

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

#5 Email shortens lengthy sales cycles.

 

The Return Path study confirms what most marketers know: sales cycles are lengthening. But the more important finding is that emails accelerate the sales process. Around 51% of decision-makers surveyed follow a complex sales cycle with multiple touches before closing a deal. Email improves conversions which, in turn, helps leads move through the sales funnel more quickly.

Related: 5 Actionable Email Marketing Templates you can Use to Follow Up

Earlier in the year, HubSpot ran an article that cited stats showing email’s impact on the sales/prospecting process:

  • On average, reps need to place 18 calls to connect with a prospect.
  • Only 24% of sales emails are opened.
  • 90% of companies use at least two lead enrichment tools to know more about prospects.
  • Emails that contain 1 to 3 questions are 50% more likely to get a reply

#6 Outsourced + In-house = Effective Email Marketing

 

The formula for an effective email marketing campaign starts with the right combination of outsourced and in-house resources. Eighty-five percent of respondents in the Return Path study outsource all or part of their email marketing, while almost half think a collaboration of in-house resources and third-party expertise produces the best results.

Adestra’s “Email Marketing Census 2017” delves deeper into the responsibilities and activities involved in most organizations’ email campaigns. The report points out the following:

  • 45% of organizations assign email responsibilities to a non-specialist in-house team, while only 8% of companies delegate email responsibilities to an internal individual email specialist.
  • As email marketing platforms improve, companies no longer need internal teams or individuals exclusively handling email activities.
  • 61% of organizations spend at least 2 hours on email content and design, while only 39% of companies devote the same amount of time on strategy.
  • This can mean that companies will benefit from outsourcing content/design in order to focus more on strategy.

#7 Marketers love personalization and social sharing.

 

When it comes to email tactics, two best practices stand out. As much as 44% of Return Path’s respondents consider message personalization as the most effective email tactic, while another 41% think it’s social sharing.

Here’s what other email marketing studies have uncovered about email best practices:

  • 80% of marketers use personalization, 73% optimize emails for mobile, and 57% clean their lists regularly (Adestra).
  • 51% of marketers think list segmentation is the best tactic for lead nurturing (Ascend2).
  • Emails that contain social sharing buttons have 2.5 times higher CTRs (Nonprofit Hub).
  • Only 22% of marketers who use personalization describe their tactics as advanced (Adestra).

Related: The 5 Parts of the Best Lead Converting Email [INFOGRAPHIC]

#8 Nothing good ever comes easily.

 

Another key finding from the Return Path study is that the most effective email marketing tactics also tend to be the most difficult to carry out. When asked to name the most challenging email practice, 41% of respondents cite list segmentation, 38% name testing and optimization, and 35% answer personalization.

The survey participants also point to three tactics whose effectiveness outweighs the difficulties of implementation. These are message personalization, social sharing, and CTA optimization.

Adestra reports the following obstacles to email marketing performance:

  • 26% of companies say not having enough budget makes it difficult to optimize emails for different devices.
  • Other barriers to optimization include lack of company understanding (9%), difficulty measuring ROI (8%), and a lack of expertise (8%).
  • 50% of organizations blame poor data integration for personalization difficulties, while others point to inadequate technology (32%) and skills gaps (16%).

Related: Your Email New Year’s Resolution: Sound Positive

 

The Takeaway

The biggest lesson to glean from Return Path’s findings (and other 2017 email marketing studies) is that email continues to bring both opportunities and challenges.  Each year, email keeps getting better and better at driving results. But email marketing also becomes marginally harder to manage year after year.

We’ve seen that the most effective tactics are also the most difficult to carry out. That’s on top of hard-to-resolve deliverability issues, increased inbox overcrowding, and changing audience preferences.

There’s simply no magic formula for email marketing success. What we’ve learned from all the research done into email marketing this year is to test and iterate. That’s what every email marketer’s mindset should be for 2018 and beyond.

 

 

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 {Free PDF}

Choosing The Right Email Marketing Platform (Things to Consider)
Creating a Content Upgrade and Using Them to Grow Your Email List
It's 2018; Your Email Subject Lines are Subject to Change

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

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

Does your email campaign’s spam complaint number give you headaches? All that can be traced back to a single moment in 1978 when humanity made history by inventing spam email. Now, nearly 40 years on, there’s plenty we can learn from this historic message. Today’s post takes apart the first-ever spam email line by line and gives five practical lessons to make sure your emails reach the inbox and avoid landing in the dustbin of history.

But first, a little backstory. The first known spam email was sent on May 1, 1978 to around 400 users on ARPANET (the Internet’s precursor). Gary Thuerk, a marketing manager at Digital Equipment Corp., came up with the idea of using unsolicited mass email to promote their new product line’s upcoming live presentation. While reactions to his cold emails were overwhelmingly negative, the campaign managed to generate between $14 million in revenues.

Here’s Mr. Thuerk’s email copy (exactly as written):

Email Marketing

This email really says a lot about how far spam has come in the past four decades or so. For one, spammers no longer rely on strict all caps all throughout. More importantly, though, the world’s first-ever spam email teaches us some valuable lessons on keeping our campaign’s spam complaint rate within the 0.1% sweet spot.

  1. Get right to the point


You’ve got to hand it to Mr. Thuerk. He understands he only has a couple of seconds to capture the readers’ interest. So, he opens the email by telling the recipient what the message is all about. To anyone pressed for time, that’s a huge benefit.

But letting your readers know what to expect forms only part of an email’s opening section. Email openings also need to grab the reader’s attention and explain why the recipient should continue with the rest of the message. Here are several ways to do this:

  • Start with a question
  • Open with a relevant fact or statistic
  • Go directly to the benefit or value (more on this below)
  • Create a sense of urgency
  • Offer genuine compliments
  • Reference a common person or event

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

  1. Know your readers really well


Mr. Thuerk’s email list consisted of ARPANET users, which means the campaign was targeting a highly technical audience. The text was clearly written for readers already familiar with earlier DEC products or computers in general (which were a relatively novel item during that time).

Of course, lumping your email audience into a single group (even though they share a common attribute) goes against the idea of segmentation. In fact, segmentation helps your messages avoid spam filters. To refine your campaign’s focus, follow the below tips:

  • Define exactly the benefit and value you offer (again, more on this later)
  • Look at your current customers and identify common characteristics
  • Get acquainted with your competitors’ customers
  • Explore similarities with other buyers from a related industry
  1. Turn features into benefits, and benefits to value

The email copy devotes a huge part of the text pointing out the new product line’s features and improvements. Reading the first two-thirds of the message feels like pouring over brochure excerpts.

While an unswerving emphasis on features may work for a highly technical audience, such as the 400 or so ARPANET users targeted in Mr. Thuerk’s campaign, most other prospects today (even tech-savvy ones) will want to know the business impact of whatever it is you’re offering.

  • Describe how your solution improves the reader’s situation
  • Point to  ideal but realistic outcomes
  • Use verifiable metrics to quantify your claims
  • Choose benefits and value that let you stand out
  • Keep it concise; save the details for later

Grab a copy 40 B2B Sales Email Templates for Every Situation [Free PDF]


  1. Balance tiny details with the big picture

 

At 203 words, the world’s first spam email is a bit lengthy by today’s standards. An analysis of 40 million emails in 2016 suggests keeping emails between 50 to 125 words long. Emails within that range tend to fetch response rates of up to 50%.

Also, putting too much text in the email copy increases the risk of triggering spam filters. That’s why emails need to be short and concise. There’s a right time and place for going into the details of your offer, and email isn’t where this needs to happen.

  • Stick to one main idea throughout the copy
  • Focus only on the biggest benefits
  • Remove redundant ideas and information
  • Write short, simple sentences and paragraphs
  • Make your email part (not the end) of the process

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

  1. Start strong, finish even stronger

 

That’s a pithy piece of sales advice from Steli Efti over at the Close.io Blog. It works great for emails, too. When your email has already caught the recipient’s attention and triggered their interest, you don’t want to throw it all away with a weak closing line. Strong and clear closing lines drive action and eventually conversions.

The closing line from Mr. Thuerk’s history-making email finished somewhat on an equal intensity with the way it opened. If you recall our first point, the email’s opening was straightforward but didn’t do much when it came to nudging the recipient to read on.

This closing could have been improved using some research-backed tips we talked about in a previous blog post:

  • Point to a clear, specific action
  • Sign off with a quick “thank you”
  • Keep it short and personal
  • Build on the benefits you’ve outlined
  • End with a sense of urgency

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

The Takeaway

We took a look at the world’s first spam email with the benefit of four decades of hindsight. As marketers and sales practices evolve, only time will tell how the spam emails of today (or even the legitimate ones) will be judged in the future. One thing remains the same, though. Spam goes beyond your copywriting tactics or your sender reputation. Spam includes all the things you do in your campaign that harms your relationship with prospects.

 

 

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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 {Free PDF}

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