What Marketing Performance You Should Expect from Your E-Newsletter Sign Up

Across our many Travel & Tourism customers, e-newsletter sign up is a key website metric because it builds a destination’s email list and creates a connection with potential visitors. It enables you to maintain an ongoing – albeit long-distance – relationship with a potential visitor to your destination. Think about it, when a website visitor… Read More

The post What Marketing Performance You Should Expect from Your E-Newsletter Sign Up appeared first on Bound.

Across our many Travel & Tourism customers, e-newsletter sign up is a key website metric because it builds a destination’s email list and creates a connection with potential visitors. It enables you to maintain an ongoing – albeit long-distance – relationship with a potential visitor to your destination.

Think about it, when a website visitor submits the sign up form, they take a big step in their relationship with you — they move from an anonymous person learning more about your destination to a person who is sharing their information and asking to be updated when you have something of interest to share. Let’s take a look at:

  • Why people sign up for e-newsletters
  • What performance you should expect from your own e-newsletter sign up
  • How our experience and best practice strategies impact e-newsletter sign up

Why do people sign up for an e-newsletter? We see two main segments of website visitors signing up to receive an e-newsletter:

In-Market

  • Want to be aware of upcoming events
  • Weekly digest and weekend highlights are important
  • Will impact the business of key attractions and local partners
  • Will likely not impact hotel occupancy

Out-of-Market Pre-Visit

  • Are considering a visit but not immediately booking
  • Updates on key attractions and annual events are important
  • Will impact the business of key attractions and local partners
  • Will impact hotel occupancy

In-Market

Out-of-Market

Smart destination marketers message these two groups differently. Consider offering them a call to action or reason for signing up that aligns with their interest. Think of this as their ‘why’. Why should they give you their contact information? What’s in it for them? If they are in-market, focus on upcoming events content that is shared in the e-newsletter. If they are out-of-market, focus on the long-term reasons to stay in touch with your destination.

What performance should you expect from your own e-newsletter sign up? If we look across our customers’ sites for visitors who do not receive personalized messages (non-targeted visitors), we see an average of .12% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of non-targeted visitors on site who sign up for an e-newsletter by the total number of non-targeted site visitors.

If we look across our customers’ visitors who see a personalized call to action related to their  interests, we see an average of .42% conversion rate on e-newsletter sign up. Conversion rate is calculated by dividing the total number of targeted visitors on site who sign up for an e-newsletter by the total number targeted of site visitors.

How do we see e-newsletter sign up done really well?

Visit Sarasota uses simple, but powerful, personalization to drive engagement with this key goal.  Sarasota County, Florida — an award winning Gulf Coast beach destination with a thriving arts and cultural scene — encourages website visitors to sign up for their e-newsletter during their initial visit to the destination’s website. If they don’t sign up today, Sarasota’s personalization waits two weeks and asks again when the visitor returns to the site.

With support from their agency, Miles Partnership, Visit Sarasota introduced their e-newsletter pop up in January of this year. Within six months, this personalization campaign drove over 8,000 new subscribers — increasing the size of their email list by more than 250% as compared to the previous year.

With increased subscribers, Visit Sarasota shares upcoming events, sponsored places to stay, and unique local attractions on a monthly basis.

In our next post, we’ll take a look at how e-newsletter sign up compares with visitors guide download. We’ll discuss as a call to action and where each is used most effectively.

Download the Free Guide: State of Personalization 2018 Report — in this report you will learn how destination marketers like you are leveraging:

  • Website personalization benchmark statistics
  • Strategies for implementing personalization
  • 2018 trends in content and personalization
  • Real case studies from successful destinations

The post What Marketing Performance You Should Expect from Your E-Newsletter Sign Up appeared first on Bound.

Designing successful A/B tests in Email Marketing

The process of A/B testing (a.k.a. online controlled experiments) is well-established in conversion rate optimization for all kinds of online properties and is widely used by e-commerce websites. On this blog I have already written in depth about the s…

The process of A/B testing (a.k.a. online controlled experiments) is well-established in conversion rate optimization for all kinds of online properties and is widely used by e-commerce websites. On this blog I have already written in depth about the statistics involved as well as the ROI calculations in terms of balancing risk and reward for […] Read More...

Email Marketing Facts

With a limited amount of money in your marketing budget, spend it on things which are going to give you the best return on investment. These email marketing facts tell you why email remains a great way to spend your money. Unfortunately, many people wr…

With a limited amount of money in your marketing budget, spend it on things which are going to give you the best return on investment. These email marketing facts tell you why email remains a great way to spend your money. Unfortunately, many people wrongly think that this type of marketing is dead. The amount...

The post Email Marketing Facts appeared first on Conversion Sciences.

Looking for a more reliable way of analyzing your email campaigns?

Here are 4 facts on email marketing. The vast majority of online sales companies still use transactional emails as part of their marketing efforts. Email marketing campaigns have open rates of up to 40-50% and click rates of around 10-20%. … Continue reading

Here are 4 facts on email marketing.

  • The vast majority of online sales companies still use transactional emails as part of their marketing efforts.
  • Email marketing campaigns have open rates of up to 40-50% and click rates of around 10-20%.
  • Email marketing campaigns are here to stay.
  • The more people get used to online marketing campaigns, the cleverer you have to be with the content and timing of your emails sent to the clients.

So… Just between us…

Have you ever conducted an email marketing campaign that didn’t have the desired results and kept wondering what went wrong?

And even worse, have you ever had to stop a campaign as it did more harm than good?

Yes, these things actually do happen!

That’s why it is essential to analyze in real-time which emails are successful and which are not.

The Old Way

Do these metrics look familiar?

  • Open rate
  • Click rate
  • Conversion rate

They should – as most companies use these classical metrics in their analysis.

In my experience, this is an oversimplified way of looking at things. It doesn’t give you the right answers, nor does it produce the desired results.

Useful as it might have been some time ago, this method is simply not refined enough to provide you with all the data you need in order to make informed decisions regarding your email campaigns.

The New Way

After years of working in the field of analytics, I have come up with the following measurement framework:

  • Target audience
  • Audience that opened the email
    • How many of them converted
  • Audience that didn’t open the email
    • How many of them converted

By following this approach, you will get more detailed information on which email campaigns work and which don’t.

Content and Timing

The main factors that come into play when users decide on purchasing your product or not are the content and the timing of the email you send.

Content-wise, the recipe for success is no surprise: find an eye-catching title and a content to match it, and you’re all set.

Timing however, is another issue…

Software companies have it easier than e-commerce. Here is a typical scenario:

After researching onboarding timing, a software company might discover that 80% of users usually take less than 40 minutes to onboard.  This would be the best time to send the first email.

Send the email before the 40-minute benchmark, and your potential customers might be annoyed and abandon the purchase.

Send the email after the 40-minute benchmark, and your user will already have forgotten about your product.

Want to talk more about measuring email campaigns? Leave a comment or send me an email.

 

How You Can Master And Benefit From Automating Your Email Marketing

Email marketing automation is one of the top marketing buzzwords of the year. You’ll find that email marketers everywhere are abandoning mass-emails for a more personalized, strategic approach. In this article, we look at how you master and benefit from automating your email marketing. First, we’ll tell why you’ll benefit from it, and then we’ll […]

The post How You Can Master And Benefit From Automating Your Email Marketing appeared first on Landing Page Optimization Blog.

How You Can Master And Benefit From Automating Your Email Marketing

Email marketing automation is one of the top marketing buzzwords of the year.

You’ll find that email marketers everywhere are abandoning mass-emails for a more personalized, strategic approach.

In this article, we look at how you master and benefit from automating your email marketing.

First, we’ll tell why you’ll benefit from it, and then we’ll give you some advanced tips for using automated email workflows.

Let’s get started with your automated email marketing information.

Why Automated Email?

According to Email Monday, marketing automation is growing at an unbelievable rate. They go on to say that, “Best-in-Class companies are 67% more likely to use a marketing automation platform.”

If top companies the world over are leveraging automation, there must be something fantastic about it, right?

The answer is yes. Automated emails allow you to reach directly into your customers’ inboxes with a personalized message tailored to their needs.

For example, if a customer downloaded one of your eBooks, you can then send them targeted emails on topics similar to your eBook. You’ve shown them you care, and with automated email, you can continue to nurture them.

Your business also benefits in many ways from automating email marketing. Let’s look at a few of the ways.

Lead Nurturing

First, with automated emails, you have the ability to nurture your leads from their first point of contact all the way to the ultimate sale or desired action.

The whole point of email marketing is to gently guide your subscribers through your sales funnel without them even realizing it. For example:

  • You welcome them in the first email, with no sales pressure.
  • In the second email, you give them a tip that pertains to what you already know about their needs and desires, with no sales pressure.
  • In the third email, you give them another resource, perhaps in the form of a video. Again, so sales pressure.
  • In the fourth email, now that they have come to appreciate you, trust you and value your advice, you can offer them something. They are more likely to bite because now that they trust you, they’re willing to pay for what you’re offering.

With automation, you can tailor funnels for particular customers. For example, you might send subscribers you met in your brick-and-mortar store down a different funnel than you’d send a first-time email subscriber on your website.

Smarter Emails

Next, you benefit because you can send smarter emails. You are no longer throwing emails out and hoping you catch someone.

You are building personal, valuable relationships with customers so you can send the right message at just the right time.

Save Time

Lastly, one of the biggest bonuses of automated email marketing is that you save precious time.

Email Monday again tells us that nearly 75% of marketers say saving time is the biggest benefit to automating emails.

You can take a few hours to create several automated series of emails, and then set it and let them run on their own.

You don’t have to set subscribers up or decide what to send them. You create the emails, set the triggers, and your system does the heavy lifting for you.

This then frees you up to focus on additional ways to reach your customers with a personalized message.

How to Master Automation

Now let’s look at how to master automation by looking at the different types of workflows you can create.

1. Welcome Workflow

When someone signs up for your email list, you want to send them through a welcome workflow of automated emails.

Your first email might welcome them, the second and third ones might direct them to some interesting content, the fourth email might introduce them to your social media platforms, and the final one would prompt them to take an action.

2. Educational Series or On-boarding Workflow

Let’s say a subscriber downloads an eBook, whitepaper or free buying guide. You would then send them through an automated workflow tailored to their interests.

For example, if they downloaded a hot tub buying guide from you, you’d send them through a hot tub topic workflow whereas if someone downloaded a swimming pool buying guide from you, you’d send through a pool topic workflow.

The bonus for the customer is that they continue to receive information that interests them. The bonus for you is you can keep nurturing them for the final sale.

3. Abandoned Shopping Cart Workflow

Ecommerce shopping carts are abandoned at huge rates. But, the good news is you have an avenue for getting them back.

These automated emails are re-engagement emails. If someone fills a cart on your website, you can then send them a special offer to entice them to return.

Discounts and free shipping offers work well.

One study even says that initial emails sent three hours after a consumer abandons a cart, average a 40% open rate and a 20% click-through rate. Those are great statistics!

4. Review Product After Purchase Workflow

Another valuable automated email is the one that you send after someone makes a purchase.

Your business thrives when you have multiple online reviews as these matter to buyers.

Once your customer makes a purchase from you, send them a survey or a request to leave a review on your website or Google. Then, reward them with a coupon for their trouble.

5. Miscellaneous Workflows

Finally, you can also set automation up for service reminders, birthdays and holidays.

Use additional workflows to reach specific customers at specific times.

Final Thoughts

A California-based study found that more than 215 billion emails are sent each day. That amounts to an average of 126 emails received per person every day.

That’s a huge number of emails landing in inboxes all over the world, and it’s up to you to figure out how to stand out in an imposing crowd.

The best way to do that is to concentrate on providing the highest quality personalized content to your subscribers at just the right time.

You already know your subscribers want to hear from you. After all, they did give you their email address. Now it’s up to you to leverage automated email marketing to gently nurture them through your sales funnel with valuable content.

Are you ready to squeeze more profit out of your website? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Matteo Paganelli

 

The post How You Can Master And Benefit From Automating Your Email Marketing appeared first on Landing Page Optimization Blog.

7 Ways To Grow Your Customer Base With Emails

Your customers are the essence of your business. Most business owners instinctively know this. What many don’t know is that you have to cultivate and nurture your customers to grow your base and retain your customers. In this article, we look at seven ways to grow your business with emails. We’ll show you how to […]

The post 7 Ways To Grow Your Customer Base With Emails appeared first on Landing Page Optimization Blog.

7 Ways To Grow Your Customer Base With Emails

Your customers are the essence of your business. Most business owners instinctively know this.

What many don’t know is that you have to cultivate and nurture your customers to grow your base and retain your customers.

In this article, we look at seven ways to grow your business with emails. We’ll show you how to do it and why.

Let’s look at the transactional email and the power it has to grow your business.

The Transactional Email

Transactional emails are triggered emails. They involve correspondence you send to someone based on the action your user had with your website.

For example, your customer places an online order, and he expects a confirmation in his inbox shortly thereafter. This is a transactional email.

Often times if the customer doesn’t receive your email, he’ll call customer service to find out why not.

How about when someone signs up for your email list. Do you send them a welcome email? Again, this is a transactional email.

If you aren’t leveraging the power of this type of advanced email marketing, you’re missing out on a big chance to grow your customer base.

Bottom line – a transactional email is an advanced way to send trigger-based, ultra-personalized, targeted and highly-specific emails.

You can expect your transactional emails to have high open and click-thru rates and low bounce rates. This is, after all, information that’s valuable to your customer.

How Transactional Emails Grow Your Base

First, your customers are usually happy to see these emails in their inboxes. Because they’ve done something on your website to trigger the info, they are usually expecting it.

Email marketing extends your digital reach well past your website. Your customers have invited you into the inner sanctum of their inbox, so you have a chance to deliver personal, valuable information.

Now let’s look at the seven ways to grow your customer base with emails – transactional emails.

#1: Welcome Email

Someone created an account, made a purchase, downloaded a product or signed up on your site. This is a good tie to send them a welcome email.

Welcome emails usually provide a login and password and a welcome from your company.

Take this time to say thank you and let your customers know how much you appreciate them. Send this email within an hour of the action taken.

You can also include a call to action in the welcome email. How about asking your customers to tweet or share that they joined your company?

#2: Confirmation Email

You send a confirmation email to notify your email user when the action they took on your website is complete.

This email is fairly straightforward as it’s most often a receipt for a purchase, confirmation of a reservation or a link to a download.

Confirmations have all the information your customer needs in them. It’s up to you, though, to make sure you’re getting everything you can out of the email.

You can take the space to add some additional information in your email that provides value for your customer.

Offer them helpful tips and resources. For example, if they purchased a new camera from you, direct them to your website for blogs and whitepapers on how to use it.

If they booked a room at your hotel, send them their confirmation email with a list of restaurants and things to do in the area. Include insider tips only locals know about.

#3: Newsletter Sign Up Confirmation Email

Don’t be the business who neglects to send a newsletter sign up confirmation. Many of your website visitors will be confused if you don’t.

Not only do these emails confirm their subscription, but this is your chance to let them know what to expect and to welcome them to your “family.”

Provide them a list of what you’ll send and when. Give them a brief overview of the types of information you’ll send.

If you offered them something special for joining your list, you want to provide it to them in this email.

#4: Cart Abandonment Email

Cart abandonment is one of the biggest challenges facing e-retailers today, as the average abandonment rate is nearly 70%.

The best way to encourage your customers to come back to your website and complete their purchase is with a transactional email.

Often, people who return to their carts spend more than they had originally planned.

The best time to send this email is within 24 hours of the abandoned cart. You can even include a special offer such as free shipping or 10% off to increase the odds they’ll finish their purchase.

Do put a time limit on the promo – a sense of urgency moves the process along.

#5: Birthday Email

These are easy emails to send and work to further customer loyalty by growing your customer base.

Provide a gift for your customer in this email. Think video, download or special.

#6: Customer Feedback Email

This email solicits feedback from your customer. Ask for comments on your products and services.

It lets your customers know you value their opinion.

#7: Reactivation Email

Send this email to subscribers who used to interact with you, but haven’t in a while. This email is the perfect vehicle to grow your customer base.

These emails keep your company top of mind and remind subscribers why they signed up in the first place.

To Conclude

We’ve looked at seven ways to grow your customer base with emails.

These emails are transactional emails, and they are key to your advanced email marketing strategy.

Why? Transactional emails are expected, and they encourage your users to take another action.

While some transactional emails are sent because of someone’s inaction, many more are sent because of their action.

Another word for transactional emails that grow your customer base is relationship-based emails. These emails have much higher open and click-thru rates. They also have greater revenue potential than regular emails.

It’s in your best interest to harness the power of the transactional email today. Increase your engagement opportunities with relationship-based emails and watch your customer base grow.

We’d like to leave you with one last tip. Ensure that every transactional email you send is optimized for mobile. The email must render as well on a smartphone or tablet as it does on a desktop or laptop computer.

Are you ready to squeeze more profit out of your website by fine-tuning your landing pages to skyrocket growth among your email subscribers and current customers? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Alexandru Tudorache

The post 7 Ways To Grow Your Customer Base With Emails appeared first on Landing Page Optimization Blog.

Webinar: Turn Your Website Visitors to Buying Customers Using Email

With the dawn of the new school year, it must be about time for the annual death toll of email marketing. Between social media and mobile marketing, some people will tell you that email no longer gets a look in. … Continue reading

With the dawn of the new school year, it must be about time for the annual death toll of email marketing. Between social media and mobile marketing, some people will tell you that email no longer gets a look in. The average inbox gets hundreds more emails every month than it did just a few years ago, making it more and more difficult to get heard over all that noise.

Rubbish!

Not only is the ROI on email marketing still excellent, for the savvy internet marketer, the increased noise actually makes it easier to rise to the surface with relevant, valuable content.

But have you thought about how you’re going to get that wonderful content of yours in front of your ideal customer’s eyes? With the increase in noise, it has become even more vital to carefully target your website visitors so that your opt-in offer is presented at just the right time. Regular Padiact users will know that when it comes to highly targeted offers, we love to help!

PadiAct & INinbox Webinar

padiact-ininbox-webinarAnd today it gets one step better… we’ve teamed up with email provider, INInbox.com, to bring you an exclusive webinar. We’ll share with you exactly how Padiact and INinbox can work together to supercharge your website traffic from ‘meh’ to ‘magic’.

If you’ve been wondering what it really takes to build a successful business with email marketing this is one webinar you won’t want to miss. We’ll also be digging into our best lessons from collecting over 5 million leads for our customers, as well as giving you specific steps you can take to achieve maximum success from the integration between Padiact and your email provider.

The date and time to add to your calendar is Tuesday September 9th at 11am EST.

There are limited spaces available for this webinar so click here to register instantly.

register-for-free

How to Handle Existing Subscribers in Your Email Leads Collecting Strategies

When an existing subscriber subscribes to your email lists again, what does it mean to you: a new conversion or just another duplicate email address? Your answer depends on the email marketing strategy you’ve chosen for your business. But no … Continue reading

When an existing subscriber subscribes to your email lists again, what does it mean to you: a new conversion or just another duplicate email address? Your answer depends on the email marketing strategy you’ve chosen for your business. But no matter what, you’ll want to make sure you don’t miss out on valid new subscribers and neither get too annoying to current ones.

One of the first questions we often get from new clients here at PadiAct is:

How can I avoid inviting an existing subscriber to subscribe?

There are multiple ways of approaching this concern, depending on some details regarding the existing subscriber, specific to your strategy.

Allow me to walk you through the 3 of the most common scenarios we’ve seen here at PadiAct and in return I’ll share with you the recommended targeting rules recipes you can use for best results.

“Visitors subscribe once and they get all my future newsletters.”

General invitations to subscribe that sound like “Subscribe to blog updates” or “Why not stay in touch” imply that once the users subscribe, they’ll automatically be included in all future newsletters the website might send out, be them new content, promotions or other type of messages. You probably have only one list where all your subscribers go to.

You will want to make sure that visitors coming from any sort of email marketing campaign are not invited to subscribe twice. Here is the targeting rule you should select from the “Exclude rules” list available per each of your campaigns:

exclude existing subscribers targeting rule screenshot

“Exclude existing subscribers” targeting rule

Using this rule, that was recently released, you make sure that visitors to your website that have subscribed through any other PadiAct campaign or have already interacted with your email newsletters are not to be bothered with the invitation to subscribe again.

“Visitors must subscribe to each new email campaign I run.”

Invitations like “Leave your email address to be contacted by a sales representative” are pretty specific to their message. It would be unwise to start sending to this sort of subscribers general newsletters that they did not really subscribe to. You can however invite the very same subscribers to subscribe to your general newsletters through other PadiAct campaigns.

In this case, if existing subscribers to a list (to be contacted by a sales representative) get to see other targeting campaigns you run and even subscribe to them, you can happily count your conversions pouring in. No worries if the same user sees more than one invitation to subscribe.

It’s worth mentioning that by default, a PadiAct campaign is never displayed to a user who has already subscribed to it – so no extra settings needed from you!

“Subscribers to campaign X should really not see invitation from campaign Y”

Already gave them a 25% off discount yesterday and don’t want them to get a cumulative  35% off coupon  today? Excluding visitors coming from a certain marketing campaign is easy. Select from the “Exclude rules” list available from your campaign page the rule named “Target based on marketing campaigns” and fill it in with the campaign details you wish to exclude:

exclude-marketing-campaigns

What this rule does is make sure existing subscribers to your marketing campaign (made with or without PadiAct) don’t see the invitation to subscribe to this the current campaign.  You can exclude as many marketing campaigns as possible, as long as you have their UTM parameters set in Google Analytics.

However, if you want to exclude people that have interacted just with another PadiAct campaign (no matter if they subscribed or not or if they have already received an email newsletter after subscribing), you can use one of the more advanced targeting rules, called “Exclude Visitors that interact with any of the following 1st Party Cookies“, as follows:exclude-1st-party-cookies-other-campaigns

Make sure to remove the “XXXX” from the cookie name if you want to exclude people who have seen any of the other PadiAct campaigns.

To exclude just people that have interacted with specific other PadiAct campaigns, you need to replace the “XXXX” with the campaign ID, that you can find on the campaign page:

campaign-ID

How do you treat your existing subscribers? Does your strategy fit in the above examples? Have another targeting scenario and need a tip on the right targeting rules to use? Just comment below, I’ll be glad to hear from you.

“What Would be Worse than Launching C**p?” – Compell.dk on Email Marketing

The best way to improve your email marketing is to ask an expert what works and what doesn’t. He has years of experience ahead of you, so he has the prerequisites to give you good advice. To find out what … Continue reading

The best way to improve your email marketing is to ask an expert what works and what doesn’t. He has years of experience ahead of you, so he has the prerequisites to give you good advice.

To find out what are some of the best strategies to tackle email marketing, we turned to the experts who are deeply involved with the game of email, and picked their brains with a few questions about what works and what doesn’t.

Professionals achieve expert status because they learn the hard way: testing, continuous improvement, testing again, taking risks, comparing notes with other professionals, and shipping campaigns no matter what.

The reason someone is an expert at email marketing is because they’ve done the hard work. There are no shortcuts to gaining expertise. You have to go yard by yard, until you get the touchdown.

Bjarke2

Bjarke Bekhøj, Compell.dk

Today we are interviewing Bjarke Bekhøj, the leader of Compell.dk, a very active online marketing company located in Aarhus, Denmark.

Bjarke started Compell back in 2011, and it’s the brainchild of his passion for online marketing.

In this interview with Bjarke we are covering several important topics related to email marketing:

  • common mistakes companies are making
  • great email marketing tools
  • the ROI of email
  • companies just starting to use email marketing
  • and more…

Q1. Tell us about yourself and about your company.

Compell is an online marketing company located in Aarhus C, Denmark. At Compell we specialize in a variety of online marketing disciplines such as email and social media marketing, SEO, link building and remarketing.

I started Compell back in 2011 and the company is the ‘product’ of my passion for business strategy, sales and marketing. A passion that my team of coworkers, with their different fields of expertise, and I strive to put into use every day, in order to improve our clients’ businesses and let them benefit from the value of online marketing.

We deliver tailored solutions and measurable results because we believe that every client is different and has different needs in order to succeed.

All this from a very down-to-earth work environment, where our clients feel just as much as home as we do ourselves.

Q2. What are the 3 biggest or the most common mistakes companies are making when running email marketing campaigns?

  1. They use inside-out content that is irrelevant for the receivers.
  2. They do not put any effort into making the subscribers lists grow before sending out one newsletter after another.
  3. They forget that the emails that we send out today mostly are opened via smart phones or tablets and they therefore neglect the fact that the newsletters’ content may not be seen or read as intended.

Q3. What are your favorite email marketing tools? Why did you choose these tools, and how did they help you?

Campaign Monitor and MailChimp are both excellent tools for email marketing.

Actually, they both share a great deal of features and possibilities, but there are still differences, such as price and usability, which is why we work with both email marketing services.

We often use Campaign Monitor because it has a great usability to it – not just for us but for our clients as well.

By giving our clients access to their own accounts in Campaign Monitor, they can easily learn to understand the mechanisms that lies behind the creation of a newsletter, making it easier and more beneficial for both parties to plan and create newsletters and the client’s email marketing in general.

MailChimp actually has a more sleek design and a great usability to it – however, this is mostly limited to professionals who work with the system on a daily basis.

To a client it may be too complex to actually understand the features of the service within a short-term period, which is why we limit the use of MailChimp to our professionals within the company.

Q4. How does the ROI of Email Marketing compare to other popular marketing channels (website, social, search etc)? Is Email Marketing a viable source of clients/revenue?

Email Marketing is the most viable marketing solution both short term and long term.

Email Marketing gives continuity in the communication with your clients, which fosters a great basis for a loyal relationship between you and your clients – and that, of course, equals a measurable ROI.

Q5. Let’s say a new company is just trying out email marketing, what would you recommend them to do? Can you help them outline a basic plan/strategy?

There is a simple way to put this: “Launch crap – but launch!”

When trying out email marketing you must start with the basics.

Ask yourself: “Whom, what and why”, and you have already come a long way.

The next step: Just do it!

You might be nervous that what you are launching is not good enough or needs lots of adjusting, but you can literally spend months trying to adjust and perfect your content.

Try asking yourself: “What could be worse than launching crap?”

Well, the answer is simple: Not launching anything!

Once you have sent out your first newsletters you can begin to adjust and maybe design new templates etc. to perfect the content – all the while your lists of subscribers and customers are growing thanks to your email marketing efforts.

Q6. What would be the 3 essential resources on email marketing that make/made a difference for you? (articles, websites, books, reports, whitepapers)

Working with email marketing on a daily basis makes it essential that you keep yourself up to date.

By following blogs at Campaign Monitor and MailChimp we are always up to date with the most recent tools or features in these services.

These blogs are great if you want to learn more about optimizing your email marketing while working specifically with Campaign Monitor or MailChimp.

For a more general outtake on email marketing I recommend Deliverability.com.

This blog delivers some very ‘boiled-down’ and simple guidelines or rules, that will help you optimize your email marketing.

Q7. Please share with us a very useful/interesting email marketing tip or trick.

Try using email marketing as a 1:1 tool.

Normally you probably want to send out your email to as many subscribers as possible, but sometimes you just need to send out one mail.

Using your email marketing service to deliver a 1:1 newsletter is an interesting way of making sure that your information gets out to that one specific person while “disguising” it as a message meant for a public audience.

Key takeaways, insights and tips from Bjarke Bekhøj, Compell.dk:

  • Email has great ROI, both long term & short term.
  • Launching a “crappy” campaign is way more useful that not launching at all. Trial, Error, Optimize. Repeat.
  • Optimize your email newsletter for multiple devices.
  • Even though you are blasting a whole email list, personalize your newsletter so that it looks & feels like you are sending a personal email.
  • Grow your email list continuously.
  • Learn about the basics and grow with each new campaign.

***

Thank you Bjarke for this interview.Bjarke

Check out Compell.dk website here.

Like Compell.dk on Facebook here.

Folow Bjarke on Twitter here

How to Increase Your Open Rates on Valentine’s Day

Everyone wants a piece of the pie that it’s called Valentine’s Day. With men expected to spend more than $130 on average and women to spend on average at least $50, online marketers are dying to get a share of … Continue reading

Everyone wants a piece of the pie that it’s called Valentine’s Day.

With men expected to spend more than $130 on average and women to spend on average at least $50, online marketers are dying to get a share of a period that topped 18.6 billion dollars in 2013.

But wait, there’s more…

In 2011 the online sales reached 2.65 billion dollars. So yeah, we have the premises to achieve incredible results, and because email it’s still the best channel to drive sales, we need to take email marketing seriously.

But for that we need to come up with some smart email subject lines to get our emails opened.

7 Email Subject Lines Ideas

Sean Platt in an article for Copyblogger says this subject line is the most effective he ever met. He saw open rates of over 90%, and in some tests of over 100%, that means some users opened the email more than once.

He didn’t use it for Valentine’s Day, but I’m sure if you can target a specific segment, e.g. the single segment of your list, you can achieve the same results as Sean Platt did.

You will never guess what subject line he is talking about: “You are not alone”.

Retail Email Blog does a very good job of documenting the most interesting subject lines that are used on Valentine’s Day email marketing campaigns. Our favorite selection from their Season Finale Post Series are:

What’s better than flowers or candy for Valentine’s Day?
Used by Fredericks of Hollywood in their 2011 Valentine’s Day campaign.

Cupid made us do it – 14% OFF EVERYTHING! Just today
Used by Norm Thompson also in 2011.

Love at First Sight, Plus Complimentary Shipping‏
Used by Tiffani in 2010.

20% Off + Tips to Create a Mood in the Bedroom
Used by Art.com in 2007

Pizza Restaurant, via Inbox Vision, teaches us a great lesson on copywriting with 2 excellent subject lines:

You had me at hello.
Clever use of the famous catchphrase from Jerry Maguire.

The greatest love lines of all times and pizza to share this weekend.
Nothing more cheesy, yet effective, than great love lines from the movies and a pizza :).

Achieve High Open Rates: Mailchimp Style

The guys from Mailchimp have a great habit on creating really inspiring posts.

In a particular one, they’ve talked about the best and the worst email subject lines that were delivered through their platform.

The secret to getting stellar open rates is very simple, some people may consider it almost stupid simple: “Describe the subject of your email”.

The best email subject lines that described the subject of the email achieved open rates of over 60%, up to over 87%.

The worst email subject lines, achieved between 1 and 14%.

If you are a Mailchimp user you can capitalize on their Subject Line Researcher that helps you find great ideas for your headline by referencing to how the words you chose performed in other campaigns. Cool, right?

Creating your own formula

If you are trying to create a stellar subject line based on what you read in this article, then you should check out this small guideline I’ve assembled for your:

1. Make me curious

If you want me to open your email, appeal to my curiosity, nothing makes me more curious than a good question, an inciting copy or a great offer that waits to be unveiled.

2. Incentivize me

One great method to get me to click on your email is to incentivize me by offering me a discount, tips & tricks, or something that I can talk about with my friends.

3. Talk about love

It’s Valentine’s Day so you got to talk to me about love, why it matters and yes, you can also say that you love me (even though you probably love me more for my money :P ).

4. Don’t get me confused

You already read Mailchimp’s formula for achieving stellar open rates, so it’s imperative that I understand that your email is about Valentine’s Day. I understand that you probably are a fancy copywriter, but nothing makes you happier than me reading your email and eventually buying something from you. That’s what I call copywriting and a love connection.

Final thoughts

There’s not really much to do with this email subject line thing. Create something relevant and incredibly attractive for your prospects. You already know this, but you probably only needed a few ideas to get ideas flowing through your head.

I hope you got some insights from this article and I’m sure if you planned your campaign correctly and tailored a great email subject line, you can get the most from this Valentine’s Day.

Your email content must also be  great in order to get conversions, but your first obstacle it will always be, to get the email opened and viewed by your list.