Category Archives: Email Marketing

The best time to send marketing emails to maximize sales and engagement

Alarm clock in fire flames. Lack of time
You have a killer email that you want to send out to your list. You want to catch people at the perfect time and have high open rates and engagement rates. you want to sell stuff.

What time do you send it? What day of the week?

4pm Tuesday?

9:45am Wednesday?

8am Saturday?

Unless you are a seasoned email marker you’ll likely guess wrong.

The conventional wisdom among email marketing gurus is mid morning on a Tuesday, Wednesday or Thursday.  With open rates peaking on Thursday morning. Actually the gurus say 10AM is the magical time. And I have evidence that 930am to 1030am is the optimal target time.

Want more Free Digital Marketing

I learned this when I worked as the Infusionsoft guru on best-selling author Neil Strauss’ team. Neil is an email marketing mastermind and I owe him a lot from my time working with him.

Of course Neil’s audience is primarily ambitious young men in their 20s and 30s. Over the years we have used this wisdom in most of our clients campaigns and it seems to work nicely. But I never personally tested it. A little voice in the back of my head always asked: Does this hold up for every list?

Is age of recipient a factor for open rates?

The easy answer is pretty much yes, with some variables. Age is a factor. Teens and younger 20somethings (read: college students) get out of bed later in the AM so later in their schedule is better than early in the AM to receive an email. They are typically in bed until mid morning. 1pm is a good time catch them. Now this sounds like a stereotype (and not all college kids are in bed til 10AM), but we are talking about aggregated behavior here to get the most out of a volume send.

Retirees have a different schedule. Early day is better. Afternoon not so much.  Why? Sleep cycles of older people have them rise early.

Working people tend to be in front of their computers or smartphones or tablets between 9am to 5pm Monday to Friday. As you would expect Mondays are a bad day as people are prioritizing urgent work and not browsing their inbox. After noon on Friday and even anytime Friday at all is  generally a bad time to send a marketing email.

What about email sends on weekends?

There’s some evidence that if the target audience is an interest group around niche leisure time that weekend sends are a good idea. However, I have some evidence to the contrary, which I will explain below.

I recently decided to test it and what I discovered was surprising. My test audience was a large 25K list that belongs to a client who I am consulting with. — It is made up of people interested in a niche Caribbean recipe site. It consists largely of  women living in the U.S.,  in their 30s, 40s and 50s. But there is also decent contingent of men (20%) on the list. There are Canadians and British subscribers (totalling 10%) mixed in to the list too.

(BTW, if you need some help with your email marketing strategy I have a couple of consulting slots available each week – drop me a note)

The site they follow (and subscribed on) tracks the biggest traffic volumes on Saturday and Sunday. Sunday is actually the site’s biggest traffic day. They are weekend home cooks, essentially. It would suggest that the weekend would be a better time to send an offer, right? Nope.

We tried a Saturday at 10AM send and the open rate and engagement was half of the Thursday AM send. People are not in front of their computers or paying attention to email on their phones on weekends.

How to test send times

Here’s how I tested for optimal send times.

I segmented the list on Infusionsoft (a smart CRM and email campaign system) to test for my client when the best send times would be for this audience just so we could optimize revenue against from list.

We sent the same email to 750 different people every hour on a Thursday from 8AM to 5PM – we also added a 930AM send.

Here’s what we found in the data within 48 hours of the send:

Best times to send for highest open rates noon and 1pm however engagement rates (with the email offer) were better at 1PM and 2PM.

Best time to send for high engagement rates: 930AM and 10AM were better on the first day of the send for open rates and engagement with the offer. On Day 2 (24 hours after the send) the 1PM and 2PM group had slightly better open rates and very good engagement rates.

But the best engagement rate over all came from the 930am group even though the open rate was about 0.75% (three quarters of a percent)  lower.

After 48 hours, the best engagement rate was 50% better from the openers at 930am than at 10am and similarly at 11am. The engagement rates were similar to the 930am group for those that received emails at the 1pm and 2pm sends.

There also a weird anomaly for a high open rates for the 5pm group. Like an end of day email check when work is done, however it had a significantly lower engagement rate. People were opening, but not clicking the call to action.

Actual sales from the campaign transacted as follows:

27% of all sales transactions occurred between 930am and 10am, 27% after work hours between 630pm and 11pm

This suggests that people rarely buy immediately, but they save emails and go back to them when there is something of interest. You need to give them a deadline, however, and threaten to take the good deal away if they don’t act.

However, 80 per cent the sales from the campaign came from the people who received the 930am email.

Your list behavior may vary.  It’s worth doing the legwork to test the list.

The bottom line: Send to your list between 930am and 1030am on Tuesday, Wednesday or Thursday. Preferably Thursday. Keep the offer open over the weekend.  Send a casual reminder email, but don’t expect high open rates on the weekend.

Want more Free Digital Marketing

How to design a lead capture form that converts

If people arrive at your website and you have no way to capture their information, you are doing your business a huge disservice. Site visitors are leads. They are interested in your products and/or services, which is what brought them to you in the first place.

So, take the opportunity that’s been handed to you. Capture their contact information by using a lead magnet and capture form.

What’s that? It’s a little bit of digital marketing lingo. Lets demystify it.

Have you ever been to a web site where they provide an enticing free offer (white paper, ebook, video, free course)  in return for your name and email address?

That’s a lead capture form loaded with a lead magnet.

The form is where you fill out the info and is connected to a mailing list registration process.

The lead magnet is the giveaway. This gets delivered to the person after they sign up.

Typically this marketing mechanism signs the visitor up for an email list. This gives you the opportunity to communicate with the visitor on an ongoing basis. You feed them with valuable information by email that they need or find interesting and develop a relationship with them. This trust gets built over time and you become an expert. When your message lands in their inbox they are motivated to open it and as you develop this process you can expose them to products and services that match their needs.

However this all starts with the lead capture form and lead magnet, like this one (click to see what happens):

Want more Free Digital Marketing

(and by the way, a “contact us” or “inquiry”  form is NOT enough. You need to provide site visitors with value. If you do that, your conversion rates will be much higher.)

How to design a capture form that converts

Our most effective lead capture strategy yet:

At Cyberwalker Digital, we track and evaluate how effective our strategies are for all our clients. We look at open rates for emails, at conversion rates for online forms,  at “likes” for Facebook posts and at clicked links for articles we send out.  You see, marketing these days is less of a guessing game then it used to be. Using digital tools we can track almost anything.

So, when we weren’t satisfied with the conversion rate on an initial capture strategy we had put in place for one of our clients, a major forklift dealer in California, we started to think outside the box. Here’s what we came up with:

We called it Warehouse Genius. It’s a capture box that allows warehouse professionals (their target demographic) to get immediate help for any of challenges they are dealing with.

How to design a lead capture form that converts

 

Why is it so effective?

  1. No one else in their industry provides 48-hour support for common warehouse challenges. So, it’s a valuable free service that attracts their target demographic. We also used search engine optimization tactics so the page can be easily found.
  2. Site visitors build a relationship of trust with the company. They are not getting sold to all the time. They can visit the site and the Warehouse Genius feature and use it as a helpful resource with no strings attached.
  3. The forklift dealer becomes recognized as the experts they are in their industry.
  4. When our clients receives a Warehouse Genius submission the information is highly valuable. It allows them to understand the common challenges that their target market is dealing with. They use this to generate articles on related topics.  And, from time to time the inquiries amount to future business (though, that’s not the only goal).

It was so effective, we thought we’d try it out to learn if it’s a valuable strategy for any industry.  So, here is our version:

If you have a question about marketing and/or digital marketing, click the button below and ask us using our Marketing Genius form.

It’s completely free. No strings attached.  We’ll share what we know and help you solve a potential challenge you could be struggling with:

Want more Free Digital Marketing (1)

Success with email marketing: 10 Tips

Ding-dong the old school email marketing techniques are dead. Why? Because we didn’t account for the fact we were selling to smart humans. But content is king and when you pair it with a killer email funnel that follows basic human pssuccess with email marketingychology you will come out ahead.

Read these key techniques, take them to heart, and we guarantee you will win hearts and minds.

 

Success with email marketing: 10 Tips

1. The email “blast” is dead. Using this technique to push content out about your brand is a sure fire way to have people view your email list as spammy and get off it fast.

2. The “newsletter” is not only dead, it paints your brand as out of touch. Send personalized tips and tricks and content from a real person and develop a relationship with your audience. Not a weekly “bulletin”.

3. Segment your email list. Send your best stuff to a “premium” list. Put people who engage with your email content or buy from you on that list. Make sure they know they are special and have been promoted.

4. Don’t sell to your list. Send high value content and assets to your list so people develop the habit of opening your emails. Industry average open rates are 7% to 10% so if you can get 20% to 30% open rates you have content in your emails that people want. Work towards that. Some of the top sellers in the industry give away massively valuable materials and develop amazing loyalty from their subscribers.

5. Qualify everyone joining your email list. Test them to see if they engage with your content. Upsell the engagers and fish the non-engagers ‘til they do.

6. Use a smart CRM and marketing automation system such as Infusionsoft.com so that you can track behavior of people on your email list.

7. Be sure to observe anti-spam legislation in your country. Get to know CAN-SPAM in the U.S. and CASL in Canada. Ignore these at your peril. You could find yourself facing a big fine for a misstep.

8. Use scarcity. People love a deal and hate to miss one. If you offer something of massive value, even if it is for free, ask for action and use a tight deadline. The threat of loss or missing out will drive people to act fast if they think they will miss out. Not everyone will, but more people will act than if you don’t squeeze them on time.

9.  Be personable. Don’t sign your emails “Best, The XYZ Company Team”, sign it from you or a personality in your company. Develop a voice. Connect on a human level and appeal to emotions and needs through human to human connections. Tell them stories they can relate to and ask them to act because you care about them.

10. ULTIMATE TIP: Give away your best stuff. People will be blown away by what they get from you and will assume your expertise is much deeper than what they got for free. Plus, some people are lazy. They want something done for them even if you tell them how, but they will appreciate being given insider information, even if they don’t use it. This will qualify you as someone to buy from. Trust is the magic that must be present before someone buys. Earn it. This works for any industry.

If you got value from this article pass it on. Share it with your colleagues and friends by using one of the share buttons below.

Materials handling email funnels

Once you get set up on an email marketing platform, the first thing to do is to ensure you hook it up to the lead capture forms on your web site. That way, when a site visitor signs up on your site their contact information goes directly into your email marketing system and database of contacts.

What do you do with that contact information? Get in touch with them as soon as possible. Do not let your contacts sit there for a long time while you figure out what to do next.

Materials handling email funnels

When a contact signs up on a form on your web site, you immediately know they are interested in your brand and what you have to offer. It won’t take long before that excitement dies and they forget. So, get in touch with them immediately. If you use a system like Infusionsoft this can be automated.

The other important thing you need to do before you start sending emails is understand anti-spam laws.

Read about American email laws from CAN-SPAM at:http://www.fcc.gov/encyclopedia/can-spam

Read about Canadian email laws at: http://www.crtc.gc.ca/eng/casl-lcap.htm

Materials handling email funnels:

The two most strategic email marketing funnels

An email funnel is a strategically planned sequence of emails that is intended to produce a specific outcome. An effective one takes contacts on a journey and primes them to take a specific action. There are two popular email funnel formats, for two customer segments. They are:

1. New Contact Funnel – for people new to your brand

2. Existing Customer Funnel (sometimes called a “nurture funnel”) – a “stay-in-touch” funnel that keeps you top of mind

Here is the basic premise of a New Contact Funnel:

A contact enters the funnel -> receives a number of emails with giveaways (useful content, etc) on a regular basis -> is asked to make a purchase

Here is the basic premise of an Existing Customer Funnel:

A contact that has already purchased enters the funnel -> receives a sequence of emails with giveaways on a regular basis that prime them to continue to purchase -> makes another purchase -> continues to receive emails….

The two funnels should be connected, so that anytime a lead makes a purchase they go into the existing customer funnel. This way, they will be nurtured to continue to buy and/or or engage with your brand.

A Materials Handling example of how to use email effectively:

Case study: A dealer of warehouse racking has a list of contacts comprised of warehouse managers in their sales district.  They want to use email to boost sales.  Here’s what they should do:

Step 1: Generate great content for warehouse managers that helps them understand racking and optimize their warehouse for efficiency, spacing saving and productivity about. Content could be in the form or: Articles, white papers, links to videos, infographics etc.

Step 2: Give away the great content for free on email each week.

Step 3: Approx. 10-15% of the time offer them a deal on rack. This could be a limited time racking special. It’s important to note: You want to send them great free stuff regularly first so they enjoy your emails and trust your brand.

Step 4: Once you’ve offered your contact to buy a product, contacts that do purchase should go into the existing nurture campaign where you continue to give them great stuff and upsell them once and a while on new products. If they bought from you once, chances are, they will buy from you again.

For B2B companies with largest services and products, you’ll want to use the same strategy. However, for you, it’s more about brand awareness.  Create yourself as an experts resource, so you stand out in your industry.

For more information on email marketing and other digital tactics, order this free 60-page book:

FREE BOOK (1)

 

Purchasing an email marketing platform

Many companies don’t yet understand how impactful email marketing can be as a method of growing their business. The marketing budget for email is minimal and many businesses use inexpensive platforms such as Mailchimp, Constant Contact and iContact, to send mass emails.

purchasing an email marketing platform
The back end of an Infusionsoft campaign.

While these platforms are less money and do offer some ability to track emails sent, they are not at all comprehensive. The services they provide are somewhat limiting.

Companies who are serious about using email marketing to generate sales should invest in an email marketing platform such as Infusionsoft. It is one of the top email marketing platforms currently on the market. There is also Ontraport, Marketo, and several others. At CWD, we use Infusionsoft, so we will briefly highlight its benefits.

Purchasing an email marketing platform

What is Infusionsoft?

Infusionsoft is a comprehensive email marketing platform that’s hosted by the company Infusionsoft. To purchase Infusionsoft the initial investment is $1,000 to $2,000 for setup. There is also a monthly hosting fee of $300 to $500 per month. (Price is based on number of email addresses you’ll be sending to and features used.)

It offers more features than most basic email marketing platforms. Here are some of its advantages:

Email automation. You can set up large networks of automated email systems. Infusionsoft allows you to easily see what emails are being sent and when. Each email you create is mapped out on a grid, which provides a visualization of the system you design.

Web forms and landing pages. You can build web forms and landing pages in Infusionsoft. You can hook them up to email or you can use the url to post the form or page online (on social media, for example). When you build web forms the information that a contact enters into the form can be set up to populate under that contact’s record in the Infusionsoft database.

Lead score system. Infusionsoft allows you to track your hot leads. Based on information such as open rates and number of links clicked or actions taken, the system will rate the engagement levels of your contacts. You can set it up so you receive an alert when a contact is ready to buy. Or, you can nurture contacts that are losing interest, or have gone cold.

Keep your contact list organized. You can upload all your contacts into your Infusionsoft database and categorize them appropriately. You can apply tags, which are labels, to contacts based on their characteristics and behaviors.

Build emails. You can build your emails inside Infusionsoft. It’s very easy to create emails and upload pictures, email headers and footers. You can add links to your emails or upload attachments. It’s all very user-friendly.

Track engagement levels. There is an entire section with conversion reports that you can review on a regular basis. It provides you valuable information such as how many people are opening your emails, how many of them are clicking on links in those emails, and how they get into your system.

Customer support. Infusionsoft has live support staff that can help you with your campaigns and teach you how to use thesystem’s features.

Templates: Infusionsoft offers a marketplace that includes a gallery of email campaigns. Based on the emails you’d like to send, you can upload a template directly into your system and then personalize it. This makes it very easy to set up email marketing funnels if you are not yet an expert.

At Cyberwalker Digital we provide free tutorials to anyone interested in learning more about Infusionsoft. If that’s you, visit http://cyberwalker.com/infusionsoft-inquiry to learn more. You can also visit http://cwd.link/infusionsoft to see a tour of the product.

Email marketing for cosmetic surgeons

Email marketing is one of the most effective digital marketing tools that cosmetic surgeons can use to grow their business.

Here’s why: In the world of digital marketing, email can be a highly effective tool to build trust. Patients who are looking for a cosmetic surgeon will seek one they can trust. They are putting their looks and well being in the hands of a stranger. So trust is a prerequisite to close a sale. Today this trust relationship starts on the web, because many purchase decisions start with a web search.

Email marketing for cosmetic surgeons – How it works:

Think of it like this: Julia is browsing for a local cosmetic surgeon. She’s been fed up with her A-cup breast size for years and is considering breast augmentation surgery. She’s thought about it for a long time but she is uncertain about how it’s done, who to get to do it, what type of implants to get, and her financing options. She’s also a bit embarrassed about the whole process, which is why she’s just beginning her search on the web. It’s initially anonymous.

Email marketing for cosmetic surgeons

Julie’s Google search “Cosmetic surgeons in Tampa” turns up 134,000 results. Your site happens to appear in the top four. Since you’re clever, your site differentiates itself because it’s loaded with great information about the procedure she wants.

While she’s browsing a page trying to decide if silicone or saline is right for her she sees a capture box with a message that says: “Considering breast augmentation? We’ll send you a FREE breast augmentation guide with everything you need to know”.  She fills in her email, clicks submit and gets a free guide with everything she needs to know.

You’re now on her short list and you have an opportunity to build a trusting relationship with her. You’ve begun to demonstrate your expertise in your field. You also have her contact information. It’s the start of a beautiful business relationship.

How cosmetic surgeons can use email marketing to build trust

Here are five key steps you can use to implement an effective email marketing system in your cosmetic surgery practice.

Step 1: Build informative and helpful content that can be placed on your web site. A content centric web site will attract visitors to your web site via search engines. It’s important the you post new content regularly. Google rewards sites that refresh their content often.

Step 2: Optimize for search engines. This process is known as search engine optimization (SEO). All the content you generate for your web site should be optimized for search engines. This involves using keyword phrases that are picked up by search engines.

SEO is crucial. It’s important that your ideal customers can find you on the web. If you spend money on a web site but don’t invest in SEO you could be wasting your money.  It’s important to have a strategically designed web site, but if no one can find it, this won’t help you attract new business.

Step 3: Implement lead capture forms. A lead capture form is a web widget that allows you to obtain the contact information of people who visit your web site.  There are two components of an effective capture form:

a) A call to action –  A request that entices site visitors to sign up for your mailing list.

b) Contact information fields – These are spaces where the site visitor will enter their contact information. It allows you to record it into your system.

When a site visitor signs up, what you’ll immediately know about this person is:

  1. They’ve been to your site
  2. They are interested in your business.
  3. They are so interested in your business they signed up for your mailing list
  4. They are now a potential lead that could turn into business

This information is GOLD.

Step 4: Purchase an email marketing CRM system. When a contact signs up via a web capture form their contact information needs to get recorded. This is how you learn who is interested in your business. To gather this information your capture form needs to connect to an email marketing system.

There are basic email marketing platforms available. Popular ones are MailChimp or Constant Contact. However, if you are serious about using email to grow your business you’ll want to buy a smart CRM such as Infusionsoft or Ontraport.

You can do much more with Infusionsoft than all the other simpler delivery platforms. You can use it to build large networks of automated email funnels. Track hot leads. Find out when a lead is ready to buy. You can also build web forms and landing pages. (If you want a free walk through to understand how it compares and how it works, click here.)

Step 5: Build an email funnel for new captured leads. When a potential lead visits your site, signs up on a capture form and goes into your email system, it’s important they receive mail from you immediately.

The whole point of email marketing is to engage with that potential lead on a regular basis.  You’ll be using email to build awareness, affinity and trust with your brand.

It’s also important to remember that if they just signed up on your mailing list they are interested in you.  And interest dies fast so you need to keep the conversation going in a manner which is enticing, helpful and intriguing.

As a cosmetic surgeon, you could send content such as the following:

  • Informative articles about specific types of surgical procedures
  • Articles on payment options
  • Videos with tutorial about procedures
  • Client testimonials (this could be in a written or video format. If written include pictures)
  • Free informational events
  • Offers for a free consultation

The other thing you need to know, is that it’s important you don’t just send them mail for the sake of sending it, but it should have purpose. So, you need to plan out a strategy ahead of time.

Here is how a cosmetic surgeon could use email marketing effectively:

1. When a potential lead is browsing a page on your site about breast implants they click a “Click here to find out about the different types of implants” and that puts them on an breast augmentation specific mailing list.

2. Now that you know they want to know about breast implants, you use email to share your expertise with them. Teach them which implants are the best, then send them some videos with before and after testimonials. Keep sending them great stuff every week. This moves the conversation along.

3. Watch your open rates. If the contact is opening your mail and clicking links they are interested in you. So, keep sending them great stuff. You could send them information about payment plans, offers for free consultations etc.

So, why aren’t all cosmetic surgeons using email marketing?

Email marketing is a relatively new field and the original rules have recently changed. There are only a handful of email experts that know how to use email effectively to grow businesses. So, not many people have caught on to how to use this incredible digital tool.

At CWD, we’ve used email before to help businesses in the health and wellness industry increase their annual revenue.  (Visit our case studies page to read how we helped Julie Daniluk and Big Brain Productions)

To get a free site audit or to book a virtual or in-person meeting with Kay Svela, so you can learn how CWD can help you generate more leads for your business, CLICK HERE.

How to turn leads into buyers using digital marketing

If you’re confused about which digital marketing platforms your business should be using to attract potential customers to your site, or you want to know how to turn leads into buyers, this Digital Marketing Lead Conversion infographic could help you:SEE BELOW FOR AN EXPLANATION OF THE ENTIRE LEAD CONVERSION PROCESS PRESENTED IN THIS INFOGRAPHIC:

how to turn leads into buyers using digital marketing strategies

Explaining the digital marketing lead conversion process:

There are 4 Phases that a potential buyer goes through from the moment they find you on the web to the moment they make contact with your business. This is mostly true of

all

buyers . However, buyers who NEED your services/products NOW can go from Phase 1 to Phase 4, so they are an exception.But – if you want to find your leads in your target market and turn those leads into buyers here are the digital tools to establish and how to use them:

Phase 1: Discovery

There are four digital marketing tactics you should use to have potential customers find you on the web:

  1. Social Media: Post content on social media that grabs the attention of the people in your target market and directs them to your web site, blog or web store.
  2. Search Engine Optimization (SEO): Learn or hire a team to do SEO for you. SEO involves identifying specific keywords and placing them in specific areas on each page of your site. It will help your web site, blog, or web store get picked up by search engines Google and Bing.
  3.  Email Marketing: You can generate leads using email by engaging with customers who recommend you to their friends. Think of this as a word of mouth referral, but on the web.  Tip: Many email software programs have share buttons you can add to the bottom of your email so you can make it easy for people to pass along great content.
  4. SEM: It stands for search engine marketing. It’s using web advertisements that are strategically placed to drive traffic to your site.

Phase 2:  Engagement

Once a potential lead finds you, connect with them regularly using various engagement platforms. Generate useful content and share it with your target audience. Build a content library or blog on your web site. Then, write great content regularly and push it through to your audience on email, youtube, or social media.Social media platforms you should have for your business to be competitive in today’s online marketplace:

  • Twitter
  • Facebook
  • Linkedin
  • Google +
  • Pinterest

Phase 3: Trust

If you engage with your potential leads regularly you’ll build a reputation in your target market. It’s important that you find out what they want. If you know what they want you can create content that speaks to their needs. The goal here is to build interest, brand awareness and affinity.

Phase 4: Registration

When a potential lead trusts your brand and the time is right for them to buy it’s likely they will go to you. A potential lead becomes a lead when they take action by doing things like contacting you, sign up for your mailing list, or making a purchase.This is the registration phase. And it’s the whole reason why you would want to use digital marketing tactics. Don’t use digital tactics just to use them. Use them with a strategy.If you want to know more kick-ass digital marketing strategy secrets for FREE,

click here

.

How to write great sales copy that converts visitors to buyers

The No. 1 secret that will turn potential customers of your products or services into buyers effortlessly is: GREAT COPY.

how to write great sales copy

Well-written copy grabs the attention of readers in your target market. The best approach is to present the solution to an immediate problem that they are dealing with. Then, address any concerns they have that could be in the way of them making a purchase.

Writing effective sales copy is not easy unless you know the acronym in the infographic below.  First, let’s give credit to the person that made it famous. His name is John Carlton.

Carlton is one of the best copywriters in the world. His course:”Kick-Ass Copywriting Secrets of a Marketing Rebel”, teaches the AIDA acronym. It stands for: ATTENTION – INTEREST – DESIRE – ACTION.

Here is an infographic with the AIDA acronym  that will teach you how to write great sales copy:

how to write great sales copy
[Download the AIDA Infographic – right click and choose Save As]

If you find it useful please pay it forward.  Pass this infographic on to a friend or co-worker you think will benefit by clicking on one of the buttons below.  Post it to social media or send it to them by email. They will kiss the ground you walk on!

How to use email marketing to grow sales

Effective email marketers use email as the medium to: 1) Generate new leads and turn potential buyers into buyers, and to 2) Keep existing buyers engaged so they are more likely to buy in future.

If you are having trouble doing either of these things you could be using tactics to market your products or services using email that are ineffective and in some cases damaging to your brand.

How to use email marketing to increase sales

To find out if what you are doing is an effective use of email marketing to grow sales, it’s important to decipher if you fall into one of two categories. Are you an email blaster? Or an email marketer?

It’s crucial you know the difference.  Bottom line is: Email marketers use email to develop connections and brand affinity and email blasters turn people off in the hopes of landing a few sales. They use brute force to blast their message.  Read these definitions to identify where you stand:

Definition of an email blaster: An email blaster uses email to try to get people to buy their stuff. They don’t consider that there are different groups of people with different needs on their list of contacts. The goal of an email blaster is to sell their stuff to whoever will buy it.  They send emails with no strategy and no direction.  Their email content is all about them. And they send email to anyone that they have an address for.

Definition of an email marketer: An email marketer creates a long-term sales strategy that has a specific end goal. They send emails to various groups of people.  The emails deliver valuable content that speaks to what the people want.  They build desire, trust, and loyalty. They ask people to buy when appropriate.  Their email content is all about their people and shares expertise that is of interest to them.

If you find yourself in the email blaster camp, don’t feel bad, that is where most people find themselves. Why? Email marketing is still a relatively new form of marketing. At least it is evolving. There are only a handful of highly effective email marketers. But the club is growing, thankfully. Here are five things they do to use email marketing to increase sales.

How to use email marketing to grow sales

1: Segment your list of contacts. Categorize your contacts based on what you want to send them.  You want to think about speaking to the group versus sending them stuff they don’t care about. Then need to create different email funnels for each group because the content you are sending them will (and should) be different.

 2: Establish a long-term email marketing strategy.  To do this you need to decide what the the end goal, is. This is the action you are driving your contacts towards. It could be different for each email funnel you create.  However, usually the end goal is to have the contact make a purchase. Or take a specific action that forwards your business.

3: Develop various email funnels and map them out.  Once you decide what the end goal for each funnel is you can work backwards to design a system that drives people to that end goal.  For example, if the end goal is getting a potential buyer to buy, your entire email strategy should be focused on sending them emails that primes them for that action. You want to build trust and delivery value during this process.

4: Create valuable emails. Emails should be used  to deliver valuable content to your contacts on a regular basis. Get them used to receiving emails from you. Make the emails good so they want to open them.  A good way to do this is to give stuff away.

5: Track your performance. Effective email marketers are constantly tracking their open rates and the actions of their subscribers and tweaking their strategy. If emails aren’t getting opened you need to make changes.

How to write email subject lines that are irresistible

How to write email marketing headlines that are irresistible

Did you know that the subject line  is the most important part of your email?  It’s more important than the body text, more important than what you are giving away, more important than what you are trying to sell.

Why? If your headline isn’t great, your emails won’t get opened.

Here are five expert email marketing strategies on how to write email subject lines that are irresistible…

Email marketing strategies for great subject lines:

1) Blend in to the inbox: When your email looks like all the other emails in a person’s inbox the recipient will see it as an email they need to open. They may even open it accidentally, but that’s okay, you got their attention. Examples:

  • “Quick question”
  • “Thanks for your help”
  • “Thought you’d like this”

2)  Make your email sound important: When your email is important it gets opened. There are certain things that make an email important. If it comes from the president of a company, it’s important. If it’s about crucial businesses matters, like safety or legal requirements for businesses, it’s important. If it’s an exclusive offer for a select group, it’s important. Examples:

  • “A Message from __________________ (President’s name)”
  • “Gift from ____________________ (President’s name)”
  • Safety regulations for Warehouse Managers
  • Exclusive industry insider offer

3)  Play on human curiosity: Did you know that the National Enquirer is the fifth most read publication in the world? People buy the National Enquirer because  the headlines are crazy and they sound close enough to reality to be true. People like weird. They feel compelled to open things that they are curious about. Or, things they can’t believe till they see them. NOTE: If you go weird the content of your email needs to be the truth.  Example:

  • “Adopt Pinky, the cat that uses the toilet”
  • “The health secret I learned from a Balinese Medicine Man”
  • “Drink beer. Lose weight.”

4) State the value of the email’s content: If you are giving away tangible advice in your email. Or a giving away an attachment that is very valuable, you can simply say what it is. Example:

  • 5 Email marketing secrets the experts use
  • 3 Super weight lose foods
  • 10 Fitness mistakes you might be making

Use these four email marketing strategies to create effective subject lines and track your open rates to see if they increase.

5) Be familiar: If I send you an email and we know each other, chances are you will open the email because you know me. Write headlines that assume you are connected. In the right circumstances these can be highly effective.

  • Tips because you are amazing
  • I wanted you to see this
  • Do you have a few minutes?
  • You will love this info