6 Reasons Personalized Email Conversations Are More Engaging Than Email Campaigns

Are you giving enough reasons to your subscribers to engage and respond to your email marketing messages? The more personalized your emails appear to be to your targeted audience, the higher the click-through rates and conversion rates your email marketing campaign will achieve. Recent statistics on personalized email conversations will explain the success rates of personalized email messages over blast and batch email campaigns –

  • According to Campaign Monitor, emails featuring personalized subject lines draw 26% more opens.
  • Marketers who create more personalized conversations after segmenting their targeted audiences have witnessed a whopping 760% revenue growth, according to Campaign Monitor.
  • According to DemandGen, 53% of email marketers claimed that personalized email conversations have resulted in significant growth in revenue generation.
  • Experian has revealed that 50% more companies are planning to increase engagement of their email marketing using by focusing on email personalization.
  • eConsultancy has concluded that 74% of marketers say targeted personalization increases customer engagement.

That’s why most marketers are beginning to use engagement driven email marketing platforms rather than traditional email delivery systems. Around 95% businesses started using marketing automation platforms to tap the potential of personalized email marketing communications, according to a survey by Regalix. VentureBeat has also shown that 56 percent of marketers are using email service providers, while 75 percent of companies are likely to migrate to marketing automation platform. While batch-and-blast email campaigns fail to build relations and engagement with customers, email marketing automation gives marketers the opportunity to optimize the email messages to subscribers’ responses to previous communications, personalizing conversation and engaging subscribers at each stage of buying cycle.

How does engaging email conversation work?

In short, email messages should be designed in ways that those create opportunities for subscribers to respond. Here are two ways to start email conversation:

Monitor and message –

The first stage is to listen to your prospects and buyers to know how they browse across various digital channels and optimize your email marketing conversation. Marketing automation offers behavioral filters tools to initiate conversation based on contacts’ unique behaviors and activities. Later, you need to monitor recipients’ responses on your conversation and how your conversation falls into unique tracks of behavior as you continue the campaign. For example, when they buy any small product from the store, you need to trigger an email message based on their behavior or actions taken (or not taken) when purchase made. If you send them your regular blast and batch email campaign instead of such personalized message, you will lose potential of further transactions from the buyer.

Send messages that flow one to the next

The idea behind this method is that email marketing conversations must consistently evolve based on the target audience’s behaviors and responses. The conversations must be planned in ways that follow the pattern of storytelling with each subsequent message flowing conversationally from the previous one, toward building and improving good customer relationship. If you are just starting and looking for ideas to begin threads of email marketing conversations with your prospects and customers, the following hints and cues will give you the idea.

  • Welcome aboard and check out what’s in store for you!
  • Would you mind playing this super cool video?
  • You are special to us and so we have made our offer special for you!
  • Sharing is still caring and fun too! Click to spread some love today!
  • We noticed some buyers share similar tastes with you – mind what they were checking out?
  • We brought the first digital print of our new book for you – you don’t wanna miss it.
  • One of our very special customers made entry in this world – Guess who? Surprise, it’s you!
  • So, you’ve finally tamed what’s been confusing you? Get ready to buy and grab before it’s gone!
  • Good things only come to those who wait and to you – grab some more great content now!
  • You don’t want to give it a miss! Click here to join this event and thank us later.
  • The fun has just begun! And here are some more fun and fascinating facts about our products you might have overlooked!
  • Your opinion matters, seriously!  Take this survey and tell us what you think.
  • We noticed you have been browsing yet skipping this ‘X’ product – so, we made it purchase worthy with 20% discount.

Aren’t these cool email conversations making you think that you can get a whole lot closer to your prospects and buyers than those plain-Jane email marketing campaigns? Here are 6 tips on how to create engaging email marketing conversations.

1. First of all, add fresh content

One of the best solutions is to create relevant content, automate and schedule the content one after another to deepen the engagement with your subscribers. Marketo will enable users to simply drag and drop the right content where they want to place it in the threads of conversations. That’s all, then the marketing automation platform will automatically send and feed your recipients with the right message at the right time. That way, your subscribers, prospects and buyers will gain access to the trendiest and most relevant information.

2. Schedule content to take control

Marketo will allow you control the scheduled content by letting you to activate and deactivate when required. Going forward, you don’t need to remember to activate any content when the time comes or even stop the content from delivery when the trend is gone or if it no longer interests subscribers. Also, it will also help you avoid errors that take place when done manually. With a more automated platform that supports automatic activation and deactivation of content times and dates, the system will take care of the timely delivery of relevant content to the right people.

3. Control frequency of email delivery

Too many emails too frequently can mar the effectiveness of the email campaign, making your potential subscribers to hit the ‘unsubscribe’ in no time. That’s why we recommend that you use the platform that brings you complete control over the number of emails you want to send to each of your subscribers based on their interests and interactions with your mail. Set limits and schedules, and monitor how your subscribers are responding or taking actions to your email conversations.

4. Make changes whenever possible

Monotony will kill the mood of your subscribers – that’s why it’s important to improvise and send the unique offers and content that they subscribe to. The best way to figure out what your subscribers want is to monitor their pattern of consuming content and which offers they have used before, so that you’re not sending the same content or offers to the same subscribers again. If your subscribers have already downloaded an ebook from the website, then it is a wrong email marketing strategy to send them the link to the same e-book through email. They will lose interest in your communications instantly. The platform will spot that those recipients should not receive an email with that e-book and will replace with other relevant content or e-book for them.

5. What to do if you have no fresh content to share

When there is no alert system letting you know when customers have reached the end of the steam of conversations and content, repetition or lack of content might lead many subscribers to unsubscribe or simply forget your communications. On the other hand, your email delivery system should be able to track if your subscribers have completed all the content in the stream and indicate you when you need to circulate fresh new content or change the course for subscribers.

6. Trace and get your subscribers engaged across multiple channels

Remember that your prospects and buyers are roaming across multiple channels in search of information, reviews, alternatives and interesting stories and updates. That why you need to use use systems that will enable you to listen to the buzz, how your customers respond and adapt your email conversations based on the behaviors, transactions, responses, search activities etc. Therefore, you can optimize your product, content or offer according to their mobile apps use, their Google search or their choice of online videos as well. You can also coordinate through mobile message marketing and direct mail marketing when email conversations don’t seem sufficient to engage with your targeted audience through other channels.

Do you find these tips and tricks of creating engagement driven email conversations useful? Share what more you want to know and your ideas below – we love to listen too.

10 Good as Gold Email Marketing Tips, Strategies and Best Practices from Industry Experts

A study conducted by eConsultancy on the impact of and dependency on email marketing campaigns in the last year concluded that email is still considered an essential channel for driving revenue growth. About 73 percent survey respondents have claimed this marketing approach as an “Excellent” or “Good” strategy to generate higher returns on their investments in marketing efforts. Additionally, many other studies concluded facts that support efficacy of email including –

  • According ExactTarget, 91% of users keep a tab on their inbox regularly.

  • According to McKinsey & Company, email marketing helps about 40 times more in new customer acquisition than campaigns on Facebook and Twitter.

  • Similarly, a study by Forrester Research has revealed that businesses using email marketing as a lead nurturing strategy help produce 50% more sales-ready, qualified leads at 1/3 less of the marketing costs.

Email marketing as a strategy is far from being abandoned by marketers, and email is still used as one of the key marketing strategies for lead and revenue generation. That’s why we have compiled these 10 “good-as-gold” email marketing tips, ideas, strategies and best practices – as followed by top-notch industry experts – to help you devise the best strategy for your campaign.

1. John Rampton from JohnRampton.com

John Rampton recommends –

“Try sending sales emails on Thursday night at 9PM Pacific. This pings our prospects when they are either in bed or getting ready for bed on the night before Friday: pay day. We’ve found that our prospects are 4x more likely to buy on Thursday night over any other night.”

2. Hiten Shah from Crazy Egg and KISSmetrics

Hiten Shah recommends –

“When I link to content in an email I always try to put my spin on it and provide an opinion. When I don’t do that, I noticed a substantial decline in clicks and even get emails from people requesting I add my opinion back in.

3. Devesh Khanal from Grow and Convert

Devesh Khanal recommends –

“Email is not just for sales and information — it’s also for entertainment. This is something very few brands do and it can cost you enormous revenue that is slowly lost as weeks, months, and years go buy and your stale emails get opened less and less.

I see two types of emails: (1) The sales email — enough said. (2) The “look we’re giving value!” email.

While (2) is important and should indeed be the core of your email marketing, I’ve noticed that masterful brands also include entertainment, fun, humor, and engaging stories in their emails. They include funny links, a personal story, a fun user story, a gif, or anything else to make reading the email pure fun.”

4. Chris Davis from Automation Bridge

Chris Davis recommends –

“Manage your own opt-in process by using tags instead of the built-in double opt-in most email marketing platforms provide by default.

By doing so you can set the exact criteria for what a confirmed contact is and have full control over your list’s hygiene.”

5. Jordie van Rijn from EmailMonday

Jordie van Rijn recommends –

“Before starting, write the main message down in a compressed version with your subject matter and benefits to the reader. Then add the “why now” and “what’s next.” This will help you to define your angle, structure your message and make your email more clear overall.

Exclusive Bonus: Click here to get these tips in a cheat sheet to read later.”

6. Kevan Lee from Buffer

Kevin Lee recommends –

“Number your newsletters. When I run a weekly/monthly newsletter, I like to treat it like a new issue of a publication. I’ll give it a number (e.g., “Issue #37 – Blogging Tips of the Pros”), which does a couple of things: 1) Helps build a bit of momentum in the mind of the reader who sees these emails as an ongoing series that they don’t want to miss (psychology!), 2) Helps establish an air of authority and consistency, if the issue number is high, and 3) is pretty catchy in the inbox.”

7. Matt Antonino from Stack Digital

Matt Antonino recommends –

“Prioritize sending regular emails. It’s not necessarily fun to spend a couple of hours setting up abandoned cart emails, creating that weekly tips newsletter, or starting to outline your nurture stream, but the results are worth it. Social media is the ‘fun’ marketing channel but email done right is the ‘money’ channel.”

8. Peep Laja from ConversionXL

Peep Laja recommends –

“Test your offer. The most important factor for getting more people to opt in to your email list is your offer – how compelling the value proposition is. The actual offer itself and the way you present it (copy + design) can make a huge difference. The offer needs to be relevant to your audience, create curiosity and offer instant gratification. Run lots of tests to find the right one.”

9. Joe Stych from Zapier

Joe Stych recommends –

“Don’t over-promise or mislead your subscribers just to get a click. Remember that the best way to build a list is to build trust—provide value in every message and the rest will take care of itself.”

10. Steli Efti from Close.io

Steli Efti recommends –

“Segment out subscribers that haven’t engaged with your recent emails and send them another email telling them you’re breaking up with them if they don’t respond.

Use a subject line that makes this very clear: “This is the last time you’ll hear from me …” / “I’ll never email you again, unless …” and then in the email ask them to click a link to re-confirm that they want to keep receiving your emails. You’ll maintain a much more engaged, focused and valuable subscriber base.”

Bonus tip: Noah Kagan from SumoMe

“Here’s how you can easily increase your email open rates by 30%. I call it “Double Opens.”

Step 1. Take an email you’ve already sent and change the subject line to something new

Step 2. Email it out a week later JUST TO YOUR NON-OPENS

You might think you have a great email open rate – but the fact is, 50%+ of people are NOT opening your emails.

With my first re-send, I got an extra 7,028 people to read my email, in just 1 minute of work.”

Have questions, or need some help in maximizing your email potential? Call us at (408) 502 6765 or contact us via our Facebook, Twitter, or LinkedIn to get some fast answers.

7 Email Marketing Sins Are making Your Customers Unsubscribe – How to Rebuild Trust? [Part II]

Now that you have learned why people are unsubscribing from your email list, here we explain the ways marketers can gain trust and sell products to those customers again. Here are the six types of emails work at their best in this regard.

1. Welcome email

The first is the welcome email which initiates the first communication between you and your subscribers after they have signed up with your brand. Like the first handshake with your prospects, a welcome email must be concise, cordial and inviting. Include signup details, introductory coupon codes or offers (if any), an expression of gratitude, and brief introduction about your business. We recommend that you keep to a few bullet points on types of offers and content they may be receiving after signing up with you. It’s a way to be transparent with them, and also it sets expectations (or even enables them to set expectations about) how often they’d like to receive emails from you. Also, you need to ask your subscribers to add your email address in the whitelist in their email address books to prevent heading to spam.

2. Alert or notification emails

Let your subscribers know about any potential suspicious activities on their accounts. Instant alert or notification mails will restore the trust in your brand that it takes care of subscribers’ accounts with fast communication. At the same time, you can also send alert mails of certain activities, trends, weather updates, alerts on probable risks of contamination of diseases in an area or in a season. You can also use send notifications about their purchases with details on purchase receipt, shipping status, expected time of delivery etc. By keeping your subscribers and customers in the loop of current happenings with timely and relevant messages, you gain huge amount of trust from subscribers in return.

3. Apology emails

Never ever feel scared of seeking apology, even for those accidental mistakes. Apology emails come in exceptionally handy in minimizing the risk of losing customers or subscribers in the event of any email blunders. Have you mistakenly sent an email announcing a deal which is no longer valid or which has expired? Did you send them a broken link that takes them to an error page? Have you stated an inaccurate fact or statistics in your mail? Before your subscribers snub you for the blunder that took place, send them an apology mail instantly before they discover it – that ways your consumers will still be able to trust you despite your mistake and the problem being aware that you take the ownership and are able to fix it, without much delay.

4. Educational emails

Create a collection of content on tips, tricks, best practices and guides to keep your subscribers and customers educated about the product and problems they face. You can create videos with steps of instructions and screenshots, infographic content with rich visual graphics on tips, facts or data, how-to articles, news articles pertinent to the product or services you are selling, e-books and things like that. This kind of educational content helps a great deal in establishing thought leadership and reinforcing your knowledge and expertise in the field. You can also curate and include articles by key influencers in the market what they say about your product, services or the brand to set off instant confidence of your targeted consumers in your brand.

5. Newsletters

Plan and schedule the delivery of newsletters for your targeted audience with a combination of industry updates, latest news, launches and updates on your upcoming products, upcoming events to be held and that they can join, any special mentions on your social channels by key influencers, and any important declaration you want put forward. Make sure you send these newsletters on a regular basis so that they can anticipate your next issue. In case you need to postpone the newsletter, send out an email stating the reason for the delay, when they can expect it, and offer them something of genuine value so that the delay will be associated with a good memory. You can also provide them with links so that they can follow digital meetings with you for a more personal level interaction.

6. Giveaway emails

Are you wanting to give something to your valuable customers? You can offer something useful related to your service, without necessarily offering any of your services for free such as, a free consultation, a free membership, tickets to training shows or seminars that offer training, and guides for products you are selling. Any of these will likely impress your subscribers and customers. In that case, you can send them emails to communicate the exclusive offer you present to them. Many such shows and seminars can motivate them to buy your products in case they were initially hesitant – for example, photography classes or seminars can encourage your customers to buy high-end cameras from you since they can trust you in helping them and presenting them with opportunities to hone their skills by taking part in these kinds of events. You can also give away free gated content such as e-books or special training manuals to help clear their doubts about your products.

Thus, you can build customers’ trust and nurture positive relationships with your prospects and buyers by using your email marketing campaigns. Have any questions or doubts? Call us at (408) 502 6765 or via our social channels Facebook, Twitter, and LinkedIn to get professional assistance.

7 Email Marketing Sins Are Making Your Customers Unsubscribe – How to Rebuild Trust? [Part I]

Are people unsubscribing from your email marketing lists soon after they are signing up for the newsletters? It’s not time to worry just yet! There are common reasons why subscribers and prospective customers want to unsubscribe, and you are not alone. And there are effective strategies too, to woo and win back customers’ trust, to rebuild customer relationships, and sell to those customers again.

Why customers are unsubscribing from your email list?

Most common reasons why customers and subscribers are leaving you could be one or more of the following:

1. Sending too many emails

Are you sending them too many emails? Too-much frequency of emailing can repel your subscribers away and persuade them to go off the grid and unsubscribe from the list. The best way to avoid this and gain the trust of customers is to let them choose how often they wish to receive offers, updates, tips and other type of content. You can do that by setting up a “subscription center”.

2. You’re not emailing them enough

Another side of the issue is when marketers are not sending enough emails – too few emails will disappoint customers and when they are not receiving enough email or information they close the deal and unsubscribe. One way to keep your customers engaged and interested is to maintain a fixed schedule and to automate emails at regular intervals with relevant, follow-up emails. You can simply create drip engagement email campaigns with the right offers such as whitepapers, ebooks, webinar invitations, or even video or other content to build up their interest.

3. Your emails are not relevant enough

This is one of the most common mistakes that drive targeted audience away. If you are sending information to the wrong segments, no matter how well-structured and research-backed they are, those emails are of no significance to the reader and are easily skipped over. Eventually, they unsubscribe from your email list. The only way to prevent them from unsubscribing from the list is to send the right message and content to the right people, at the right time. Use a marketing automation platform to segment, schedule and ensure timely delivery of emails to the targeted segment.

4. Your emails do not open properly on mobile devices

Studies point to the fact that emails that are not quite mobile optimized, do not load properly or do not look good on mobile devices, can be trashed, also leading recipients to unsubscribe. Make sure you are using responsive email templates that adjust the mail content, look and feel of the email according to the screen size and resolution of the devices. ShowMeLeads has plenty of responsive email templates for diverse industries, themes and purposes of campaigns – talk to us at (408) 502 6765 or at services@showmeleads.com to check those out.

5. Repeated content or promotions

Are you sending repeated content or the same offers to your customers? Especially if you are sending the email to those who have already bought the same product, the offer will no longer be useful for them and frequently, they will find your mails redundant and too generic. Over time, repeated emails may eventually infuriate your customers, making them unsubscribe from your list. To avoid this mistake, add customers who have already purchased to a different segment or list, and schedule your promotional emails for the product to other segments. For existing buyers, you can create mails containing demo videos to improve the usability, list if related products and accessories, feedback emails to ask them to rate and share the experience etc.

6. Emails that are too long

Are your email newsletters too long to hold the attention span? With attention spans that steadily plummet while we are browsing sites, checking mails or scrolling through social channels, longer than usual emails can exhaust our attention span far earlier than you might expect. That’s why .gif images or video shorts may win your consumers more than long email content, that too without any paragraph breaks, subheads, bullets or images in between. Soon they lose interest in long, tedious emails and decide to leave the list.  One smarter technique is to trim excess, redundant, unnecessary and irrelevant portions and include relevant, attention-grabbing images in between paragraphs. If the content is too long and useful, then create a small guide for your consumers and link it for recipients to download from the email with a call to action pitch.

7. Sending same content available online

If you are circulating and aggregating the same content you have already published, whether on your blog or on your site, then chances are that your recipients will find nothing valuable or useful in your email newsletters. The moment your customers find your newsletters cannot offer them new updates, content, stories or offers that they cannot find while visiting your site, blog or social channels, they will leave. The basic rule is to create exclusive content for newsletters that they will not find on your website. For example, your site already has all the price lists and product lists that your customers do not expect to find in your newsletters. Instead, include news on your upcoming product releases and latest launches, or include an exclusive coupon code for your email subscribers. Give them reasons to stay hooked and look forward to your next email, instead of choosing to unsubscribing from the list.

These are the kinds of things that are causing your subscribers to want to opt out of your email marketing campaigns. In part II, we’ll show you the types of mails that will help you to regain your customers’ trust and turn them into buyers.