A discussion of best practices for email capture using popovers
The question on every marketer’s lips if they're considering a implementing a pop-up or popover for capturing email addresses or promotions should be:
Will using a pop-up help us achieve our goals as well as keep our customers happy?
In this article I will focus specifically on using popovers to drive subscribers - here are a few top-line tips on how to get started on achieving the right balance between your marketing objectives and customer satisfaction.
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1. Consider your audience
Your potential customers don’t care what conversion rate you want, what targets you’re trying to meet or when you need to…
It's true: email deliverability best practice is not the most exciting topic, but it's a necessary evil
Ignore it and, by the time you've run into problems, it will take a very long time to fix. Pay attention to it and you'll have a better chance of landing in the inbox. Not a guarantee, just a better chance.
One important thing to differentiate between is blocking and blacklisting, terms which are often used interchangeably although they have different levels of gravity. While no marketer wants their emails to be prevented from landing in the inbox, blocking is not worth panicking about as much as blacklisting.
What happens when your emails are blocked?
Blocking is something that happens at ISP level so your emails could be blocked in Outlook, but not Gmail, for example. All ISPs have different rules that determine which campaigns…
6 emerging email and marketing automation trends to help inform your 2018 email marketing communications strategy
Email marketing continues to be a vital communications channel with the DMAs latest Email tracker showing that email receives 30 times return on investment on average. 95% of respondents rated it as 'important' or 'very important' to their organization.
Yet competition in the inbox for attention from email subscribers remains fierce as social media remains important and competitors optimise their approach.
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So, it's important to review the success factors to improving email ROI, which we summarise in this article with the help of the email specialists who kindly contributed their views and predictions on the trends which will be important in 2018. While some of these are not 'new' techniques, they are increasing…
Email marketing may not seem as sexy as some marketing channels. But when it comes to results, it leaves the rest in the dust
Research by McKinsey tells us email is 40 times better at acquiring new customers than Facebook or Twitter.
Once you’ve got customers buying from you, email is your best opportunity to increase their customer lifetime value. Customers who receive your emails spend 138% more, on average, than those who don’t subscribe.
There’s a tonne of clever stuff you can do with email. So much so, you’d never have time to do it all manually. This where email marketing automation comes in.
Automating your email campaigns allows you to get ahead of the competition, automatically. It frees your team from repetitive tasks and enables you to use intelligent personalization without breaking a sweat.
But which automated email campaigns should you start with? Here are ten campaigns you can easily implement…
Two major trends in email must not be ignored: interactive email and automation.
For certain messages, an old-fashioned email with a plain-text, well-written letter and a call-to-action at the bottom just might do the trick. But unless you want to take the risk of branding your entire online presence as “retro,” to be competitive, you must use the latest email technology.
What is Interactive Email?
To create an interactive email, a developer uses HTML and CSS to create radio buttons, forms, live counters, tabs and other interactive elements typically used on web pages. These interactive emails are now being dubbed “mailable microsites,” and the name fits perfectly. These emails act just like a micro website where users can move from “page to page” using tab and radio buttons to traverse the content and even convert directly within the email.
These mailable microsites are being created using techniques such as punched card coding which effectively…
Optimize your site to increase your email lists and generate more leads
Amazing, isn’t it? In spite of being pronounced dead more than once, email continues to drive the biggest growth for online stores and businesses alike.
Heck, it actually seems to be performing better and better every year.
The latest data published here on Smart Insights at the start of January proves that currently, email delivers approx. 30 times higher ROI than other channels. Plus, a staggering 95% of people rate it “important” or even “very important” to their organization.
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The catch? To generate similar results, you need to build a strong and vibrant list first.
…
Shockingly, 94% of respondents aren't ready for GDPR
With the new GDPR changes being implemented in May, it is a hot topic on every marketer's mind.
The change in regulations will affect the way companies can retrieve, use and store data. This change severely limits the widely practiced methods of asking for an email address to receive a company whitepaper or enter into a competition, and then being kept on an email list for promotional emails and 'spam' that the user did not originally consent to.
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Learn how to shift your automated email marketing into hyper-drive by pre-defining 5 key segments based on fine-grained customer information and behavioral data
Email marketing has long been a cornerstone of any successful eCommerce operation, and, in much the same way, where email campaign segmentation and hyper-personalization were once considered optional, that is no longer the case. Together, they have redefined the rules for building automations, dramatically increasing the relevancy of automated campaigns to online shoppers. With this in mind, you would do well to include both types of activities in your email marketing playbook, lest you lose out on customers and leave money on the table.
Segmentation and Hyper-Personalization - Undeniable Benefits, Hard to Master
To drive home the point, consider the following: DMA (Data & Marketing Association) study found that segmented emails can generate up to 58% of all email revenues,…
The four steps of personalization, and why you should care in the first place
Consumers decide very fast - in a matter of seconds - whether they like your email campaign. Provide something relevant, and you have a happy customer. Miss the target, however, and they instantly delete the email. The importance of personalization in an era of immediate gratification is crucial because consumers are bombarded with emails, almost all of which are off target. Personalisation - tailoring of messages to every person based on their unique tastes and preferences - promises to tackle this matter.
Done right, personalization elevates peoples' lives and promotes engagement by providing content that is tuned into and even anticipates the customer's needs. The benefits to the customer also translate into benefits for the retailer. Personalization can increase aggregate e-commerce revenues by 5% to 15% and boost the efficiency of marketing spend by 10% to 30%.
…
‘Conversions’ is what you aim for as an email marketer. But are you walking the right path in the pursuit of it?
Many email marketers, focus so much on revving up the campaign performance metrics that they fail to see what the subscribers will perceive of their email. Email marketing, today, is about delighting prospects and customers at every point of contact- from onboarding to post-purchase communication.
So, here are some basic email marketing best practices that you need to follow to ensure that you don’t get your wires crossed:
Use a valid FROM name and address
Your FROM name and email address is your identity. And most subscribers avoid opening emails from a name or address they don’t recognize. So, make sure you are sending your emails from an address that is not only recognizable but also appropriate for the specific purpose of the campaign. Using your brand name in your FROM name…
