7 Ways to Know You’re Sending Marketing Emails to People Who Might Read Them

Email connects you with your customers, giving you a direct line of communication that can make a big difference in conversion. As consumers have become more sophisticated, however, it’s becoming increasingly difficult for marketing messages to get through. Emails are being read on smartphones while on the go, with people often skimming past the vast majority of messages to open the few that stand out.

Related: The Ultimate Email Marketing Strategy for a Small Business in 7 Steps

Even once a message is opened, a marketer has only a few seconds to grab a consumer. There are a few things you can do as a busy professional to connect with your customers in email. Essentially, you have to treat your inbox similarly to how a salesperson treats his or her leads. By following these tips, you’ll make the best use of your email marketing efforts and enjoy more productive campaigns.

1. Segment your market
One blanket email to everyone on your contact list is no longer sufficient. Your email connects with each contact in a different way and your marketing efforts should take advantage of that. Email campaign specialist recommends dividing your list into four separate groups: the responders, the new subscribers, the openers and the deadbeats. Each of those four groups will need to be worked differently before you can get the desired results.

2. Build a relationship
Customers prefer interacting with a human being to a faceless company representative. Send your messages from one individual at your company who your customers can get to know over time. Make sure the email is addressed to recipients by name. This will foster an environment of personalization that will lead the customer to react more warmly to your company.

3. Write subject lines that sell
With users scrolling quickly through emails on mobile devices, it’s more important than ever that your subject lines stand out. There are several different directions for you to go, but it’s best to establish your own style. Many marketers find that an email is most likely to connect with customers if it directly addresses their own interests. Whether this is a coupon or newsy wording depends on what your analytics uncover about your own customer base and when they most likely will open your emails.

4. Timing is everything
A study from Experian Marketing Services found that the best open rates for email are between the hours of 8 pm and midnight. Weekends also have a high open rate and the lowest email volume. By adjusting the timing of your emails, you may be able to reach customers who might have otherwise skimmed past your email altogether.

5. Use split testing
Through A/B testing, you’ll be able to learn specifics on the techniques that work and don’t work. You can use this popular marketing technique to experiment with different types of subject lines or sending during different times of the day, among other items.

6. Be polite
Once you start collecting email addresses, it’s important that you handle those addresses responsibly. Try to limit the number of emails you blast to your email lists and always include opt out information at the bottom of your emails. This will help ensure your emails are (at least mostly) going out to those who will read it, rather than a list filled with people who hit the “trash” icon when they see it coming through.

7. Personalize
Amazon is an example of a company that uses data analytics to craft emails that are targeted to users based on their purchase history. While your small business may not be prepared to generate such intensive reports and connect them directly with your email marketing efforts, you can personalize your emails to a certain degree. Tools offer companies the ability to segment bulk emails using hundreds of different criteria. The app even lets businesses change an email’s contents based on recipients’ past behavior, including images, texts and click-through actions.

Your email marketing campaigns provide a great opportunity for you to reach out to your customers. It’s important to learn as much as possible about your customer base to make sure your emails are not only being opened, but leading to action from recipients. When your customers see that you’re interested in their own interests, they’ll be more likely to not only read your messages, but purchase from your business.

5 Tactics to Grow Your Email List

1. Make It Easy to Opt In on Your Website

Your customers and prospects must be able to find your opt-in form easily on your home page. This advice has been around for years, but today’s web designers apparently didn’t get the memo. They position Facebook and Twitter icons prominently but send you on a search-and-rescue mission to find the opt-in field.

Many websites undersell the email value proposition, using just a link saying “Sign Up for Email Newsletter” relegated to the homepage footer. Worse, the email opt-in call-to-action isn’t even on the page. Make your forms stand out.

If you want to get more opt-ins, make the email invite more visible. Use a benefit-based call-to-action, and test an offer that you subsequently deliver in your welcome series.

2. Don’t Stop at Just One

Add more opt-in forms throughout your site and in various placements: above the fold (the horizontal halfway point on your website, like the fold in a newspaper), below the fold, in the right rail, in left-hand navigation and on a dynamic layer that displays according to visitors’ site activity.

Test these locations to see how many more opt-ins you can drive, each one alone and in combination with each other. One opt-in form on a page might drive X, while having two opt-in form placements on a page might drive 1.5X to 2X.

At the EEC Summit in 2012, Tommy Hilfiger reported that his company drives 2% of all site visitors to opt in by using a dynamic opt-in layer served to new site visitors on site entry.

3. Collect Email Addresses at Your Stores

Ask your customers to opt in for email newsletter at your checkout counter or when requesting an email receipt. However, be sure you are collecting high-quality names.

You’ll have to develop a request procedure that helps you overcome two big pitfalls of point-of-sale requests: phony addresses, either provided by reluctant customers who can’t say no to the request or keyed in by sales associates who have to meet email quotas.

Mistakes, which happen when sales people misspell a written address, misunderstand a customer’s spoken address or omit a crucial detail like the “@” symbol.

Here are a few suggestions for collecting more and better addresses:

Let customers type in their email addresses on a POS touchpad or credit card terminal.

Give them an offer or benefit for signing up in-store.

Explain what they’ll be receiving.

Get explicit permission before adding the address.

4. Make It Mobile

Consumer adoption of mobile sites and apps makes mobile another important collection point for opt-in for both email and SMS text. The best mobile site home pages have two opt-in forms: one for email, one for SMS. Remember the constraints that mobile puts on viewing and data input.

Don’t ask users to fill out lots of form fields. Keep the form short and simple. You can collect more information later in your welcome series using progressive profiling.

5. Remember Your Social Networks

Give your Facebook followers a simple opt-in form page. Call out the benefits and differences between your social experience and your email communications.

Consider using social login, also known as social sign-in. This uses existing login information from social networks such as Facebook or Twitter to sign in to a website without having to create a separate login account specifically for your website.

You can also use this process to allow your site registrants to quickly and easily sign up to receive your marketing emails.

Source : http://bit.ly/1qqt8vk

Tags : email marketing, singapore email marketing, email marketing singapore

Trick or treat, The Email Marketing Way.

email marketing singapore

Here are a few sweet moves to try and a few sticky situations to avoid

With Halloween here, the holiday season is officially upon us, so we’re kicking things off with an email-friendly set of tricks and treats. As you prepare your fall- and winter-themed campaigns, consider implementing the three treats below — and avoiding the three tricks. Your email campaigns will bewitch your subscribers (in a good way).

And, remember, if you’re looking for some design inspiration, you can use one of our responsive holiday templates all season long.

TREAT: Automated birthday email campaigns that turn a profit

If you’re capturing your subscribers’ birth dates, consider setting up an automated email to send a birthday coupon on their special day — it’ll increase engagement and profits, especially in the months leading up to Christmas. And it may have unexpected bonuses. Take this, for example: I recently received a birthday email with a coupon for a free breakfast sandwich from Star Bagel, a bagel shop here in Nashville. It’s one of my favorite places so I was thrilled about the email. While I was busy running a few holiday errands (I’m starting early this year!), I redeemed my birthday coupon, and then I ended up purchasing more. (Nice work, Star Bagel.)

TRICK: Not customizing the preheader text

You know the slightly grayed out text that shows up after the subject line when checking email newsletters in your Gmail account or on your phone? That’s preheader text. It’s great because it can tease the content of your email (and catch the eye of someone scanning their inbox), and then with a little coding magic, it goes away when the email is opened. Not customizing it is the equivalent of forgetting to turn your porch light on during trick-or-treat. You run the risk of subscribers just passing right on by your email. Instead, take advantage of this real estate by adding content that encourages opens, like a quick, catchy summary or a clear call to action.

TREAT: Using video to mix things up a bit

Adding video to email newsletter is an excellent way to boost engagement. In fact, Wistia found that it can increase clicks by almost 300%!  And there’s lots of helpful how-to’s out there. Our friends at SnapShot Interactive share 5 tips for adding video to your email marketing, and here are a few brands who have this whole video + email thing down. So give video a try. It’s a great way to add a human touch to your email and introduce your brand.

TRICK: Ignoring your email marketing results

You might feel like kicking your feet up and toasting a job well done once you press “send” on that beautifully designed, painstakingly crafted email. But unfortunately, your job isn’t quite done. Like sorting through your candy haul after a long night of trick-or-treating, you have to dig into your email blast results to get the most out of all that hard work. It’s all for naught if you don’t know how your audience is responding to it. The nice thing is that there are a number of new insights that help you see what’s working at a glance so you can do more of that good stuff next time. You can even check your results when you’re on-the-go with Metric, our iPhone app!

TREAT: Enable Social Sharing to grow your audience list

This might just be the easiest treat of all. By adding social sharing buttons to your email campaign, you can give your subscribers the ability to share your email via Twitter, Facebook, LinkedIn and email. That word-of-mouth and social proof can really help grow your list. Oh, and in doing so, you could be increasing your campaign’s click-through rate by 30-55%. Not too shabby.

Email Marketing

Adding social sharing buttons is an excellent way to “reach” new subscribers.

TRICK: Sending your campaign to your audience without testing

Giving your email campaign the once over and clicking a link here or there in preview mode might seem like sufficient testing when you’re pressed for time, but it’s not enough if you want to ensure a solid delivery. Your email newsletters will render a bit differently in the major email programs, and it’s a good idea to test all links from the inbox. Plus, getting another set of eyes on your email’s content and formatting will help you spot typos and formatting inconsistencies. And don’t forget to split test different copy options in your subject line. It’s an easy way to see what copy is resonating most with your audience so you can get the most opens possible.

Source : http://myemma.com/blog/article/trick-or-treat-the-email-marketing-way

5 Top-Notch Email Marketing Articles to Check Out Now

If you’re looking for some top-notch email marketing articles, you’ve come to the right place. Check out the five articles below and get ready to increase your email marketing we love email marketing prowess!

email marketing

5 Reasons Why Content Marketing Should Elevate Your Email Program

When you’re an email marketer, and you know email boasts the highest ROI of all marketing channels, it can be easy to let your content strategy slip out of mind. In reality, though, content is an important element in any strong marketing mix, and is an excellent compliment to a robust email program. This article is here to remind you that content is not only a solid stand alone marketing tactic, but can be used to bolster your email program, as well.

How To Turn Prospect Priorities Into Email Sales Ammunition

Email, whether directed at prospects, new customers, or brand evangelists, should be all about the customer. This notion is why we here at WhatCounts are shouting from the rooftops to adopt a lifecycle framework in terms of not only your emails, but your marketing strategy as a whole.

This article promotes conducting research and then prioritizing how you present information to readers. Reading this article and incorporating it’s suggestions into a lifecycle approach could easily be a recipe for email marketing success.

Should You Listen to Your Customers’ Needs or Do They Even Know What They Really Want? 

Product development success can be found when you deeply understand your customers. The key is to strike the balance between being a leader in your industry, while also respecting what your customers want. After all, they will be the ones who determine the success of your product and company. This article from KISSmetrics will help you navigate the occasionally choppy waters of pleasing your customers while still remaining a step ahead.

How to Innovate Your Email Marketing: Unlock the Fourth Type of Campaign

In the modern era of marketing, fostering an on-going conversation with customers is crucial. This isn’t restricted to your social or content marketing strategy; it applies to your email as well. In order to keep customers engaged with your brand, you should be constantly prepping them for their next action as customers. Get the scoop on why it is so important to be continuously initiating fresh conversations with your customers, and how to do so with the right focus.

Does Your Email Marketing Measure Up?

Smart marketers know that email marketing is the digital glue that holds all other forms of communication together. As noted in this article, for every $1 spent, $44.25 is the average return on an email marketing investment. Numbers like that speak for themselves.

I’d venture to say nearly all successful companies in existence today are using email communication, but is it being used correctly? That is a completely different question. Check out this article to hear all about the metrics, methods, and objectives you need to be considering.

Source : http://www.whatcounts.com/2014/10/top-notch-email-marketing/

Tips for Creating an Effective e-Newsletter Program in Email Marketing

A challenging economy has encouraged many small businesses to test out email marketing with an invitation or announcement. It’s simple, affordable and trackable, after all. But the idea of creating a consistent e-newsletter that you issue on a monthly basis seems daunting.

email marketing

Well, fear not. You can put a surprisingly compelling newsletter together with a small amount of information. In a recent Extreme Email Makeover session that VerticalResponse hosted, we found that many customers are putting too many offers together in one email and calling them newsletters. The result is that nothing stands out, it isn’t clear to the customer what action they should take, and over time recipients might stop opening the emails. A great e-newsletter can be created with very basic information that is readily available. The key is a balance of information and offers (remember the “what’s in it for me?” factor). Start by testing a newsletter format with three topic areas and then increase to five over a series of a few months to see if you get more clicks. Let your audience decide the right amount of content with open and click-through rates.

Easy e-newsletter content topics:

  1. A Message from the Expert – A short paragraph from you to your audience or an introduction that drives recipients to your blog for a feature-length article. Consider offering Five Ways to Improve X in 2009. Include the first two lines of copy in your newsletter as a teaser and link to the full story on your blog for the full list.
  2. Customer Testimonial – A simple quote from a happy customer about how your product or service helped them or fixed a problem, a measurable result achieved; or, link to a video testimonial that you host on YouTube.
  3. An Offer – Do you have a white paper, discount, or promotion currently running to announce?
  4. Event Schedule – Link to the event page on your website or directly to an industry event you plan to attend.
  5. Quick Fact – What’s the most popular selling product last month? What do your customers view as the greatest challenge for them next year? Gather important insights and facts with a simple online survey tool and share results in each issue.

The final challenge is committing to frequency so that your audience will come to expect your newsletters. Write your first three issues at the same time. Line up three customer quotes, three notable events worth covering, and three facts to share from a single survey. Remember, this month’s event can become next month’s main article. That’s a formula for successful email newsletters in 2009.

Source : http://www.mplans.com/articles/tips-for-creating-an-effective-e-newsletter-program/


Email marketing is a way to reach consumers directly via electronic mail. Unlike spam, direct email marketing reaches those interested in your business’ area of expertise. The information is sent out more like a laser-guided missile than a bomb: No matter what you’re selling, it is a way to reach thousands of potential customers directly at a relatively low cost when compared to advertising or other forms of media exposure. It brings your business’ message through an attractive mix of graphics, text and links directly to people who may have never heard of your business or considered your products, but are knowledgeable and interested in your business’ area of expertise. Once you understand– what is email marketing?–you can start to implementing these practices to reach more customers.

email marketing

Email marketing also provides an easy way to track how effective it is. By keeping track of how many hits your website gets after a mass mailing, it’s easy to gauge whether this technique works for your company. It’s also a good way to guide existing customers back to your business. Many companies also provide an “unsubscribe” option for viewers in an effort to focus only on interested potential customers. Also, your company can opt to have a feedback mechanism where potential customers can tell you directly what they liked and disliked about a particular advertising campaign.

Email marketing is a popular way for businesses to reach customers. According to the Direct Marketing Association, research firms spent over $400 million in 2006 on direct email marketing.

Email marketing can be more than just text, rich media formats can provide images and give your product or service texture and flavor. In email marketing, you have the complete attention of the potential customer. Pop-up ads or other internet advertising often get in the way of what the potential customer is looking at: The content. But with direct email marketing the advertising is the content.

The internet is the most popular way for people to gather information about products and services he or she is interested in. Maximizing your business’ capability to appear in internet searches through press release distribution and email marketing are effective tools in reaching your current customer and potential customers with essential information about your products or services. It’s a technique used by businesses worldwide and it can help your enterprise grow and establish a presence on the web.

Email Newsletters

Email newsletters are an effective means of keeping your client base informed about the products and services your company offers. The email newsletter can be in the form of a press release, or it can include graphics and information about purchasing a product. Some email newsletters feature a coupon to entice customers to come back or take advantage of a special offer. It can be a regular way for your business to stay in contact with customers.

Email Surveys

An email survey is material sent to your clients or potential clients asking for their feedback. It’s a great way to test a new product, service or idea. It’s also a great way to show the customer that you care about their opinions and are willing to work with them.

Source : http://www.brickmarketing.com/what-is-email-marketing.htm