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What is Email List Segmentation

learn the best techniques for email marketing segmentation
 

Email segmentation is the process of sorting the contacts on your email list into different groups or segments. Why? So you can be sure that your email contacts will receive only relevant contact during your email marketing campaigns. People who have an interest in your brand might not mind receiving those emails. On the other hand, other people could just label your email irrelevant and unsubscribe. Why should you lose customers over irrelevant content, when your next email campaign could feature content they’ll love and that will even persuade them to buy? Email marketing segmentation is the answer.

 

How to Segment an Email List

How you segment your email list depends on what type of business you do. If you market to other businesses (B2B), or people who work in other businesses, you might want to categorize your email list by the different industries in which your customers work. You don’t want to send emails about materials for kindergarten students to university professors. Sort your contacts according to job, company or industry. Marketing to individual customers (B2C) means categorizing by age, gender, or if you have some more detailed information, by persona. The situation in business to customer marketing is different to business to business marketing.

 

What is Email List Segmentation?

The segmentation of an email list is simply the process of dividing your email list into different target groups depending on their common bond. All the males, all the females, members of a particular age group, workers in a certain industry. Whatever is the common denominator of a particular group, be it cat owners, dog owners, practitioners of a particular craft, keep your list segmented according to the target customer’s area of interest. That’s the first step in a successful segmented email campaign.

 

What is a Segmented Email Campaign?

A segmented email campaign is an email marketing campaign that aims to increase sales by targeting customers with content that’s particularly relevant to their needs and interests. Instead of sending out one-size-fits-all emails to every email on the list, the campaign targets particular customers who are expected to respond in a positive way to the campaign because of their particular needs and interests. If a particular campaign is not relevant to certain customers, they should not receive these campaign emails. When a relevant campaign starts, they can then be targeted by appropriate and relevant emails.

 

Email Marketing Segmentation – Some Tips & Tricks

There are a few tips for making the email segmentation work better to convert leads and bring in sales. Let’s take a look at them.

 

Choose An Email Marketing Service

Use an email marketing service that can help you with email marketing. Check out as many of these services as you can. You will find they will have different pricing tiers depending on the volume of email you send. Start at the lowest pricing tier and as your list grows, you can upgrade.

 

Create a Lead Magnet

Create a lead magnet to attract your ideal customer, or customers. Based on which lead magnet for which they sign up, you can get an idea of the interests of the new subscriber. The lead magnet could be an ebook or a checklist created around the customer’s area of interest. If a new subscriber signs up for several lead magnets, you may like to add them to several different segments.

 

Respect Subscriber Preferences

At the start of a new subscriber relationship, your welcome email should arrive immediately. Check with your subscriber regarding frequency of emails. If you’re a keen email marketer, you may like sending out several targeted emails every week. If you send out more than one email per week, you must ask your subscriber if this is acceptable. Some subscribers may even prefer monthly emails. Take their preference on board.

 

Target One-Off Purchasers

Find the purchasers who have bought from you only once. Send them regular emails. Give them discount coupons to win them back.

 

Reward Frequent Customers

Use targeted emails to reward frequent customers with discount coupons. These customers are likely to develop a relationship with your company over time. This way, it’s easy to keep them coming back to buy regularly from you.

 

Email Segmentation Statistics

Personalized emails work. According to the Optinmonster blog, 82% of marketers report improved email opening rates due to email personalization. When emails are targeted correctly, the receiver opens and reads. Segmented email campaigns tend to have over 14% higher opening rates than non-segmented email campaigns. Studies also report over 100% higher click through rates for segmented email campaigns, as opposed to non-segmented campaigns. According to Experian, personalized emails bring in six times the amount of income and transaction rates. So email marketing segmentation is well worth exploring.

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Quick guides

Email Marketing Best Practices Guide

the best practices to turn email marketing into an effective channel

For decades, email marketing has been one of the most effective digital marketing channels for businesses across the world. This is primarily because email marketing is associated with a very high Return on Investment (ROI), lead generation, and conversion of prospects to customers. However, the success of reaching prospects and customers by email is largely dependent on the techniques and strategies used by a business. This guide covers email marketing campaign best practices that you can use to leverage this powerful tool.

Be Creative with Personalization

Personalization is probably one of the email marketing automation best practices, and you can never go wrong with it. With your company’s contact database, you can automatically pull through your recipients’ unique data. Such data include their names, titles, dates of birth, and surnames. While using a customized subject line goes a long way in grabbing the recipient’s attention, it is creativity that will make your email marketing appear more human and less robot. Almost every email marketer is using personalization to launch their campaigns, and it is up to you to stand out from the crowd by being creative. Consider looking into extra details about your recipients, such as buying habits, location, age, and anything that you can use to add value to your campaign.

Use Catchy Subject Lines

A subject line is perhaps the most fundamental component of an email campaign. Subject lines reveal the intent of your email, and if well created, can result in increased lead generation. If your recipients do not find an appealing reason to open your emails, then you might be losing on time, money, and energy. This is why you must work on a subject line, and multiple ones for that matter, that increase your emails’ open rate. So, how do you come up with catchy subject lines? There are plenty of ways to go about this. Firstly, create subject lines that are entirely out of the ordinary to make them attractive. On the other hand, get some variations in your subject lines by turning around your sentences and using synonyms. You might also want to get ideas from your colleagues or members of your marketing team. You will be surprised at how good they may be in highlighting creative and catchy subject lines.

Be Simple but Interactive

Gone are the days when graphic-heavy and Html-rich email campaigns made the most out of a marketing strategy. The ideal way to grab the attention of the modern email consumer is by driving content that will keep them engaged. To keep the engagement high, one of the B2B email marketing best practices is to keep your campaign simple and interactive. If possible, go for more text-oriented emails that are designed with simplicity.

Create Relevant Content

Traditionally, email marketing focused on the volume of the content and not it’s quality. The problem with this technique is that most of the emails ended up landing in the recipients’ junk folders, as they were untargeted and irrelevant. Unfortunately, if an email is not forwarded with the right content, at the right time, and to the right people, businesses risk losing on their ROI. When it comes to email marketing best practices, highly-relevant and targeted content must be a topmost priority in your campaigns. For example, you can automate your emails to send a message to specific customers only when they exhibit certain behaviors.

Review and Optimize Your Landing Pages

While the right content is fundamental in email marketing, you must be cautious of the status of the pages where you are sending your recipients. Some of the email marketing design best practices include page optimization and proper positioning of your logo. For example, if you want your target audience to have a look at a particular product, then you should send them to that product’s landing page only. Sending them to your homepage or a landing page for an entire product line will only get the site visitors frustrated. On the other hand, studies reveal that logos have a significant influence on the consumers’ trust in a brand. You must, therefore, position your logo in a way that customers will see it once they visit your page. According to statistics, a majority of individuals visiting a website instinctively look for a brand’s logo on the upper left side of the site.

Mobile-friendly Calls to Action (CTAs)

Undoubtedly, CTAs are the most critical aspect of your email campaign, as they are directly linked to your marketing goal. Whether you want your target audience to engage your business further, make a call, register for a corporate event, or purchase a product, your click-through rate must be relatively high. One of the email marketing call to action best practices is having mobile-friendly CTAs. In an era when smartphone technology has taken the digital industry in a wave, you can only have email campaigns done in a mobile-centric CTA design. According to recent statistics, over 45% of all people use their mobile phones to check their emails.

Do Not Forget to Create Valuable Content Consistently

It is possible to believe that you have achieved your marketing goals by having increased subscription or open rates. However, when a recipient is pleased by your first mail, they are more likely to subscribe to your email and even begin anticipating your emails. This is where consistent emails come in. When this is the case, you must ensure that you do not create content for the sake of sending emails. Ensure that every email you drop to your recipients has added value to them and your brand image too. The higher the value of your content, the more you are likely to get loyal customers.

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Content writing

Email Marketing : 16 Tricks for Writing a Subject Line to Convert

Coming up with a subject line that works is not always an easy task.

However, there are some basic rules any marketer worthy of their name should respect whatever the cost.

Here’s a list of a few tips to put into practice in your emails in order to increase your open rate and, thus, your conversions.

 

1. Take your time

When creating a marketing email, people often come up with the subject line last once all the content has been drafted. This is a big mistake.

In fact, once all the content has been drafted, people tend to think the biggest part of the work is finished with only a few details left. And they’re usually in a hurry to get the email sent.

The subject line is then relegated to simply a “minor detail” when it’s probably the most important part of the entire email! It’s precisely what will get it opened or not; it’s the basis for any conversion and all your profitability.

So, begin by coming up with your email subject line before the content, to be sure it doesn’t get rushed. Take your time to make it good.

 

2. Come up with many, many subject lines

Don’t stop with just one idea! Think about putting twenty-some subject lines down on paper or even more and try out a few things completely out of the ordinary to develop your imagination.

You’ll be surprised at how capable you are of inventing original and attractive subject lines.

Also try to use synonyms and turn your sentences around to help get some variation.

Choose the one you think is most suitable and ask your colleagues for their opinions in order to make the right choice.

 

3. Not too long, not too short

There is no ideal length for an e-marketing subject line. However, a subject line that’s too long won’t grab your recipients’ attention as it probably won’t be fully displayed.

Overall, people prefer subject lines with 6 to 10 words and a maximum of about fifty characters.

By imposing this length on yourself, you’ll be forced to condense the essential bits of information into just a few words. This will be absolutely positive for your subject lines!

 

4. Put important words at the beginning

The keywords in your subject line must be within the first 3 or 4 terms.

Since nearly 50% of all emails are opened on mobile devices nowadays, you need to adapt to this medium and display type.

With webmail on smartphones, there’s only room for a few characters in the subject line – about half as many!

That’s why the essentials must be positioned in the beginning so your entire audience can get the main information. And you’ll maximize the chances of getting your email opened!

 

5. Personalization

If there’s one thing that has a 100% sure positive impact, that would be personalization. That’s as long as it’s done well!

Use the data you have in your contact database (their given name, surname, title…) and add them to the subject line.

A personalized subject line will immediately grab people’s attention, especially when the recipient’s given name is present.

Personalization is no secret nowadays, but you can use it to suit your needs! Given names/surnames are not the only elements that can be used to personalize a subject line. Location, age, buying habits… Anything can personalize an email!

It’s up to you to have a high-quality, exhaustive database.

 

6. Call out to them with a question

A good subject line is a subject line that calls out to your recipient and gets their attention. What better to grab your reader’s attention than directly addressing them?

Asking them a question in the subject line can be a good way to get a reaction to your email.

But, be careful not to seem improper: don’t ask anything that’s too personal or too direct. Let your recipient think you’ve got the solution to a problem they might have, for example.

 

7. Be explicit…

Your subject line should explicitly highlight the benefit of opening it. Don’t be evasive with subject lines like “5th February Newsletter” or “Find Out About New Developments”.

Clearly indicate what you’re trying to sell in your subject line without beating around the bushes. And, above all, be honest about the content! Don’t try to deceive your readers with content that has nothing to do with the promise made in the subject line.

 

8. … yet intriguing

However, being explicit doesn’t mean a little teasing is prohibited! Be audacious; don’t let them know everything right away.

There’s a big difference between being vague and being mysterious. Being vague involves evasiveness which doesn’t really evoke anything in particular while being mysterious is intriguing.

 

9. Create a sense of urgency

It’s a classic tip in marketing. Creating a sense of urgency in your target increases the likelihood they’ll click on your offer.

Don’t think twice about telling your recipients that the clock is ticking down in your email subject line and that your offer is short-lived meaning only the quickest will be able to take advantage of it.

This idea also goes along with the need to create a sense of privilege in the recipient. You should give them the impression they’ll be better off than others, they’ll get a good deal and will receive a good benefit.

 

10. Avoid spam words

Spam words are terms to avoid using in your emails because they just might be considered spam otherwise.

These words are difficult to categorize. In general, avoid any terms that imply something is free, reduced, terms that are overly used in marketing or too sales-like and never talk about medication or illegal products…

We’ve actually published an infographic summarizing as much as possible a list of spam words to avoid, sorted by categories.

Please note that using spam words is not absolutely crippling yet they do have an impact on your spam score. This score is based on your entire email (wording, layout, size, etc.).

Webmail programmes and ISPs all have different rules on whether or not an email is considered spam. And since these rules are always changing, it’s impossible to accurately list them to be able to get around them.

 

11. Work on form: readable yet plausible

In order to encourage your recipients to open your emails, you sometimes need to look as though you’re a friend. And this has to do with form.

Without going into the RE: technique, come up with a subject line without any caps or punctuation as if you’re a friend or colleague quickly sending an email.

For example: “this is a good deal” or “the discovery of the day”

It’s very easy and may seem a little too pro at first, but this tip really works. Add a little humour and it’ll go over all by itself!

 

12. Avoid being too salesy

Of course the aim of your email is to sell. But, don’t attack your recipients straightaway by showering them with marketing and promo terms.

You should gently lead them to your content and begin by demonstrating how they can benefit from what you’re offering.

Otherwise you risk using spam words and deteriorating your deliverability!

 

13. Create numbered lists

Numbered lists work extremely well on the web. “The top 10 reasons for…”, “25 tips for improving…”, etc.

These lists work because they’re easy to read. If you have a blog, think about writing articles of this kind and putting the titles of these articles in your newsletter subject line.

This will certainly make your open rate climb!

 

14. Say thank you

We’re completely veering from the rules above on this one. But, saying “Thanks for everything!” or another phrase of thanks in the subject line gets amazing open rates.

However, don’t say “thanks” for no reason. It needs to be linked to a certain period of the year or an action taken by your recipients.

In short, you can show that you’re not just there to make money off your contacts’ backs, but that you’re thinking about them and are sincere!

 

15. Use symbols

Symbols and emojis are still hardly used these days. Yet, they’re a way to add something that’s immediately recognized by your recipients as a way to distinguish from the huge flow of emails received each day.

So, use symbols related to your business or the content of your email to stand out!

But, be careful not to use them excessively or symbols that are too… kitsch. That could penalize you!

 

16. Create A/B tests

A/B tests help test two different versions of an email or subject line. This is an extremely practical technique that allows you to determine which of your ideas is the best, especially when hesitating between two.

The two versions are sent to representative sections of your end recipient base and the results are compared to decide which is best.

Using an e-marketing solution like Mailify allows you to very easily do these types of tests and it’s an excellent way to constantly improve your email marketing strategy!

 

In conclusion, I encourage you to always test different subject lines and never fear originality. It’s of utmost importance nowadays as SPAM is everywhere. Break loose, be audacious, be funny, call out to your audience and tell yourself you can always do better!

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Create an email campaign

How to Make a Successful Invitation Email

invitation

Sending an invitation by email to your customers or prospects should not be underestimated. Whether you’re inviting them to a conference, an annual meeting or a reception, your email must reflect the event and above all invite the recipients.

 

What makes an invitation successful ?

Invite them from the subject line

The subject line should mention the event and make it clear the recipient is invited so the recipient be in the know as soon as they receive your campaign.

Example :

[Invitation] « My company » invites you to attend our end-of-year party

« My company » invites you on “date” on our Product launching

Come and join us on “date” for our award banquet

 

Personalize the message

You are inviting a person, so the invitation must be personalized using the recipient’s first or last name. Careful with mistakes and typos! The message should not appear as a mass email but as a nice, customized invitation so each recipient feels unique.

 

Inform effectively

The email should contain key info :

– The date

– The city and exact address

– The start time

– The program: reveal whether the event will be followed or preceded by a cocktail or a breakfast

Don’t forget to present the event, the program and the venue so that the recipients know if they can join your event and if it meets their expectations.

In case there are limited seats available, it is also important to specify it so that your recipients react in time.

 

Confirm your attendance

Whether by a landing page or a reply email, the recipient must be in a position to confirm their presence.

Don’t use a “noreply” or “donotreply” email address that does not support incoming emails. Like in any communications, it’s key to use an existing email address.

If you use a link, it must be visible and operational, leading the recipient to a confirmation page.

 

Keep in touch

Don’t forget to include your contact details so the guest can get in touch with you quickly by email or phone.

You can also sign the invitation with the name of an employee, for example from the sales department.

 

Examples of elegant and effective invitational emails

If you are in need of inspiration, Mailify offers you some templates and examples of invitational emailing created by professionals and ready to use.
Here are some examples of invitation emails :


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You can use these templates, modify them and customize them as you wish.
Do not hesitate to have a look at all the 70 emailing templates proposed by Mailify.