Haven’t used email marketing as much as I should. Previously, we tried using ImnicaMail because of their pricing but it was as good as not having an email marketing campaign; all our mail was sent to spam (since they did not manage their customers’ list for spam). Thought email marketing wasn’t effective until I found out our emails were being sent to the spam box. Learnt my lesson there.
The primary cost of poorly crafted or mis-targeted emails is lost business opportunities, though in extreme cases it can damage a firm’s reputation as well. But the potential payoff for effective email marketing is substantial; email messages are more likely to be seen and acted upon by decision makers than online content, social media, or advertising.
"I’m predicting that in the Year 2020, that there will be an uptake in robust, hypothesis-led A/B testing. A methodology of testing where the marketer leads the test by forming hypotheses and then uses technology to perform the test, rather than letting the technology lead the test - as was done in days of old. Let’s be honest – we’ve all been there. You feel that you ‘should’ run an A/B Split test and so go to your technology, select to run a subject line test and out of thin air and with no research or hypothesis, throw together two subject lines to test. And then become disappointed because there wasn’t a winner due to the subject lines being too similar.
"To tell the truth, it’s not so much a prediction as reporting what I am currently seeing….and in my opinion it’s way overdue. There are multiple reasons as to why it’s taking off now, but one of the main reasons I’ve found is that email is finally being appreciated as a high ROI-delivering channel and people want to ensure they’re not leaving money on the table.
Email marketing has always been Permission based, but is silently replaced with its brother; Tease Marketing, continuously building on a brand relationship based on mutual interest. The challenge becomes presenting an – already in itself – appealing and attractive message. But how to benchmark your email marketing efforts to fit that new train of thought?
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
Starting at $49/month for 2,000 contacts, Autopilot is far from the cheapest option, particularly considering that Autopilot does not offer an in-built CRM. However, Autopilot is extremely intuitive and great for teams that need to collaborate on powerful email automation sequences. If we had to move from ActiveCampaign, this is likely where we’d go.
Thanks for the article, it was also interesting and inspiring to see your other ventures in diverse fields. Would like to connect 1:1 in the near future. Meanwhile, even I had done a similar comparison as I myself handle email marketing for my organization. Do check it out as well as for the readers of the blog since it covers 2 additional players.
Reach Mail is great for business just starting out with email marketing. It offers a free package that enables users to create, schedule and send emails, as a well as a paid version that provides users with more customisation options. The free version is quite unique in the email marketing world as normally these types of tools are only free for a certain period. Reach Mail also includes a nice testing feature which enables users to test their email campaigns on a percentage of their subscriber list.
When that’s the case, use small image files. Many email marketing service providers recommend images no larger than 1MB. Some email providers block images from senders that aren’t in a subscriber’s contacts, so you should always add alt text for any images. This ensures recipients know what an image is and they can click to view the image if they’re interested.
Dynamic content is an area that you may not currently be aware of, but which you could certainly be using. Your sign-up process provides you with plenty of user data that allows you to segment them by interest, location, or demographic. With this data, you can send out a single email where content blocks populate with a variety of dynamic content depending on the user that you’re sending to.
We’ve got every audience you need. Target businesses, new movers and homebuyers and residential customers. We have general lists that will give you a wide array of customers. But, if you’re looking for a specific type of customer, target your list by income, age and occupation. You can even narrow your list down to families with children and animal lovers!
No matter what the focus of your newsletter is, you can pull down content from blog posts or search the web to pull content from a variety of sources – Flashissue automatically summarizes this content for you. After populating the editor with a certain number of story summaries, you can change the headline and article descriptions in order to better personalize it for your readers. This allows a more tailored emailer, rather than just generic news.
Non-promotional emails, on the other hand, will be less sales-driven and timely, and more focused on building relationships and providing value to your customers. While promotional email campaigns generally tend to yield a higher click-through rate, non-promotional messages allow you to see what interests your email subscribers so you can segment accordingly. You can follow up later with more targeted messages that help to nurture your relationship with these audiences.
Email marketing is the practice of sending various types of content to a list of subscribers via email. This content can serve to generate website traffic, leads, or even product signups for a business. It's important that an email campaign's recipients have personally opted in to receive this content, and that each newsletter offers something of value to them.
Presentation is everything, or so they say. With this old adage in mind, we’ve compiled our best tips for anyone who wants to send emails that subscribers click into a handy email design guide. We cover each facet of design: content, templates, identity, color, images, layout, fonts, and calls to action. Design is as much science as it is art, and we take the guesswork out of what can seem like the most challenging part of sending good emails.
Lewis Dormer is a Digital Marketing Executive at Smart Insights. He has worked across various channels in digital marketing, from search engine optimization and web content creation to email marketing and social media. Outside of work, he enjoys keeping fit by running and going to the gym, and he spends his weekends sampling the finest beers in Leeds. You can connect with Lewis on LinkedIn.
Take the email below from Paperless Post, for example. I love the header of this email: It provides a clear CTA that includes a sense of urgency. Then, the subheader asks a question that forces recipients to think to themselves, "Wait, when is Mother's Day again? Did I buy Mom a card?" Below this copy, the simple grid design is both easy to scan and quite visually appealing. Each card picture is a CTA in and of itself -- click on any one of them, and you'll be taken to a purchase page.
Here's another great example from Litmus of animation being used to create more interesting email marketing design. Unlike static text, the swipe motion used to provide recipients with a look "under the hood" of their email tool is eye-catching and encourages you to take a deeper dive into the rest of the content. Not to mention the header does an excellent job of explicitly stating what this email is about.
On a more basic level, AI improves email marketing mechanics such as A/B testing and smarter audience segmentation. This can have immediate benefits in terms of optimizing your marketing strategies for different customers and sending the right content to the right people. On a more advanced note, AI can actually optimize email content for specific audiences and product campaigns. Additionally, it can help with personalizing email content right down to the individual customer level, depending on how much information you can feed it from your CRM and sales systems. AI delivers strong capabilities, which means determining exactly how a potential email marketing service has implemented AI should be key criteria for most marketers before purchasing.
The full-blown version of ActiveCampaign offers an all-in-one solution for a business to house it’s CRM, email marketing, deal flow, sales automation and more. With the offer of one-on-one training and onboarding, without the 4-figure fee that InfusionSoft requires, it’s a great alternative if you want to automate the way you keep in touch with your customers both new and old.
Hello Steven this is a very well put together article. It takes all of the content that is spread around all over the internet and sums it up nicely. This is great for both beginners in the industry and seasoned veterans whoa re looking for a quick review before sending out the next campaign. Keep up the great work Steven and looking forward to reading your new content!