Developing Your Online Marketing Strategy for YouTube
This article was written by our friends at rankingCoach. Enjoy the read!
There’s nothing like YouTube
In the US YouTube reaches a larger audience between the ages of 18-49 than all cable TV networks combined, and 94% of 20-29-year-olds in Germany watch the platform every month. YouTube is the #1 entertainment platform in the United Kingdom. Every month, 2 Billion people watch videos on the site. YouTube’s reach is truly unprecedented.
It should come as no surprise that finding the right strategy for YouTube ranks highly on the lists of digital marketers.
The dreaded, annoying ads!
especially those that are smaller, looking to get the right YouTube marketing
strategy need to push past outdated ways of thinking about marketing.
example of a more traditional approach to YouTube marketing that we are all
aware of, but try our hardest to ignore, are the in-stream paid ads shown
before and in the middle of videos.
corporations, especially those promoting luxury brands or media content such as
a film or TV series, can use YouTube in this way to increase awareness. Yet
this will only go so far, because this is a continuation of marketing values
from the TV age.
tactics are built around the idea that viewers are willing to watch adverts as
a necessary evil. This was fine in the 90s when viewers accepted that they had
to catch the last few TV ads in order to see the season finale of Friends or Survivor.
is no longer the case. People may still watch Friends but now do so on Netflix, advert free, and they aren’t
likely to start tolerating ad distractions anytime soon. So, if you do want to
interrupt videos with your ads, you better have something pretty incredible to
say. Fortunately for marketers, there are less pressured ways of marketing
through YouTube that provide all kinds of other advantages.
Video content based on audience’s interests
The Coca-Cola Company has some of the most iconic adverts from the dominant era of television. You might see their holidays are coming ads on YouTube in December, but head over to their YouTube channel and you will find many examples of content that has more in common with a reality television series than those adverts of old.
kinds of adverts are the antithesis of the hard sell. They are focused on
appealing to the target audience’s interests and building a connection. This is
also a great way for a brand to create an engaging narrative.
ONE LAST SUMMER is Coca Cola’s love letter to one of its hardcore demographics — teenagers. The aim: to create something this audience actually wants to watch.
show you just how perfectly targeted the concept of ONE LAST SUMMER is for this
audience, we just have to look at the name of a recent Netflix original for
teens: “The Last Summer”.
By using YouTube as their content channel of choice, the company takes full advantage of its legions of followers. Coca Cola has over 3 million subscribers. This is another useful aspect of YouTube marketing that is a big advantage. By growing a subscriber base, each marketing video becomes more and more effective. Followers are automatically informed when new content is released. These followers have identified themselves as open to brand messages and they are only too happy to share its content. This is marketer’s dream.
TrueView Discovery Ads
focused appeal of this content has a second utility. It’s similarity to teen TV
makes it an ideal candidate for another type of advertising that YouTube
offers: TrueView Discovery Ads. These are paid ads that appear in the user’s
search results. The consumer chooses to watch these videos because they want
Imagine a member of our target teenage demographic searches for clips from their favourite reality TV show or watches the trailer for the Netflix film “The Last Summer” and then ONE LAST SUMMER appears in the search results or auto plays at the end of the videos they are watching. Because this video uses the same visual language as the types of videos that its audience enjoys, it’s likely that they will click on it or let it play through.
videos with similar content or keywords to those that target audiences enjoy is
great way of increasing the likelihood of discovery. This is a completely
different marketing approach to the TV ads of the old days which often involved
forcing a message down audiences’ throats.
Making videos for content that customers want
a company doesn’t have the budget to create a YouTube series mimicking a target
audience’s favourite TV formats. There is another effective approach that
is owned by Google and beneath its surface is a search engine. This means that
many of the approaches from SEO can be adapted to create effective marketing
content for YouTube.
is about getting a website found on search engines for the best possible value
keywords. A key part of this process is creating website content that contains
same keywords can also be used to find ideas for content on YouTube.
marketer can take keywords and use rankingCoach and Google trends to find
questions or problems related to these terms that target customers want answers
can then create content that solves these problems.
By helping audiences with their connected problems, the marketer builds good connections with their target audience. To get the most out of this strategy it is vital that videos include an easy to see link to the content owner’s website. On videos with millions of views, it only takes a small proportion of viewers to get curious and click on this link to really boost a site’s traffic.
T.M. Lewin have used this approach really effectively. They know that How To videos are one of the most popular types of videos on YouTube. They are a men’s clothing retailer who specialises in formal wear, including men’s shirts, and they have done their keyword research to find a connected problem:
to the rankingCoach keywords tool, every month 3600 people in the UK
and 8100 people in the US Google ‘how to iron a shirt?’ T.M. Lewin have created
a simple but well produced tutorial video answering this question. The video
currently has over 3 million views. No doubt, this will have attracted them
Ready to make your own content?
I hope this tour around YouTube has given you some great ideas for making your own video content for YouTube. One last tip: whatever you’re making, from a 12-part miniseries to a quick tutorial, sound quality is really important. People won’t watch a video for more than a second that has bad sound quality. Invest in a good microphone — the difference in sound quality between a $100 condenser microphone and the one found on most laptops is huge. You won’t regret it. Good luck!
Should You Use Emojis in Your Email Subject Line? [Plus Best Practices for Adding Them]
Much like public transport, our inboxes are crowded places. Approximately 90 emails, the average that a working person receives daily, jostle together, bumping into each other in an attempt to get the recipient’s attention.
Naturally, the sender puts in all the efforts to make his email stand out, including personalizing the subject line and making the recipient feel special. Some may even pop in an emoji – a trend that has picked up from 2017 with 5% of the global subject lines including one or more emojis.
But are they enough to encourage people to open their emails?
The curious minds over atLitmus had the same question, so they tested their open rates, learning that adding emoticons in their subject linesincreased their open rates by 10-15%. Similar results were observed in the Email Marketing Benchmarks report from GetResponse.
Yellowball, a digital marketing agency, however, did not have such luck since their tests showed that open rates dropped 2% below their average. And they’re not alone in this, the same thing happened to Jamie Turner, of 60 Second Marketer, when he was testing his email subject lines.
Confusing, right? The answer seems to be a
mixed one. So let’s explore further to get a more accurate picture.
We’ll dig into what research has to say, how emojis can benefit email marketing, and whether you should add them to your subject lines, alongside tips on how to add emoticons for best results.
What research on emojis in email subject lines says
2016’s The AppBoy Emoji Study learned that emoticon-containing subject lines have bumped up email open rates by 15% year-over-year. The same study also pointed out that these smiley faces didn’t impact click-through rates.
Similarly, Mobile Marketer reported on another study that concluded that emoji-bearing emails witnessed 66% higher open rates. Experian and Econsultancy took a deeper dive into the matter. They went on to scout the influence of different types of emoticons on the email open rate.
In Econsultancy’s research, the team learned that emojis bumped up open rates 60% of the time, in contrast with no-emoji subject lines. However, 40% of the time, the emoji played a negative role or no role at all.
Here’s the formatted data:
So what should you do? The mixed results indicate that emojis could work for you if used correctly (more on that in a bit). “Emojis don’t bite” as the senior account manager at GetResponse, Przemysław Depka Prondzinski points out.
So you can give them a shot, right? Let’s see how smileys and symbols can benefit you.
Benefits of adding emojis to email subject lines
First things first, are emojis fit for use in professional settings? Luckily, there is a straight answer to this – yes. Findings from the University of Missouri-St. Louis deduced that an emoji was always a winner as compared with a word from the Oxford dictionary. This was true in formal settings too.
In fact, the study learned that emojis helped
make communication friendly. Even if a sender added four emoticons in his work
email, the sender’s credibility wasn’t affected.
Talking specifically about subject lines, though, emoticons reap the following benefits:
Emojis make you more approachable
Emoticons can make you appear as an approachable person, which is crucial, considering most of our communication takes place in a digital setting.
In a study, participants were asked to chat with health and film experts who used or avoided emojis. For both of the topics, the participants rated experts more competent and friendlier when they used emoticons rather than when they avoided them.
Emojis capture attention in a crowded inbox
Subject lines work a lot like fishing lines that try to hook recipients’ attention. Since inboxes are text-dominated, emojis can serve as the right baits to get attention.
For instance, note how emails with emojis
stand out here by adding color to the sea of black and white text:
Emoticons save space in the subject line
55% of the emails are now opened on mobile devices. That’s over half of all the emails. Naturally, you need to be optimizing your subject lines for mobile.
In other words, you have 30-40 characters
before your subject line is truncated. Emojis take no more than one character
and can replace words, when used correctly, helping save space.
They add personality to your emails
Emojis help humanize your brand, too, adding to its personality. Of course, personalization is an excellent way to enhance brand awareness.
For instance, a running shoe brand, Cloud X uses a cloud emoji (☁) in their emails, which is a creative way of making their message easily recognizable in their audience’s inbox.
Here’s one of their subject lines:
Emojis convey emotions
Emoticons can convey what words alone can’t. Smiley faces are proven to evoke the same parts of the brain that are triggered when we see a real face. No wonder emojis can help you tug at your readers’ emotions.
“Our new collection is out.” – The period at
the end can make things somewhat reserved.
“Our new collection is out!” – Thanks to the exclamation point, your excitement is starting to show.
“Our new collection is out! 😍” – That’s it! The heart-eyes emoticon shows that your new products are something worth checking out.
Similarly, look at this email from Readdle. Their team stuck with a short and sweet subject line, but added an emoji to emphasise that the message was about growing your year:
3 questions to ask when deciding
whether you should add emojis to your emails
Now that we’ve seen the benefits that
emoticons in subject lines can bring to the table, let’s dive into questions to
consider when you plan on adding emoticons to your email subject lines.
1. Will your audience appreciate
One of the leading ways of learning your audience’s taste is by exploring demographics. Checking their age brackets will give you a good idea of your audience’s approach to emoticons.
If your emails are sent to a fairly young audience, they’re more likely to appreciate the emoji. The same, however, may not be true if you email 60-year-old executives.
2. Are you in the B2B or B2C
B2C audiences tend to react better to emojis than B2B readers. This is not set in stone though. You can use emojis in your B2B emails, too. However, the success of such subject lines, again, depends on your audience’s age.
Since you know your audience the best, you should be able to decide if they’d welcome an emoji in their inbox or cringe at it. You can always split test your emails to be sure. We’re getting to that in a bit.
3. Do emojis align with your
Equally important to knowing your audience is keeping your brand and its voice in mind. The field in which you work is a crucial aspect to consider before using emojis. For instance, it’s not the very best idea to use emoticons in your subjects if you’re a medical supply manufacturer.
Think of your brand voice. Is it formal or is it friendly-professional? Apolis, a customizable bag brand, follows the latter tone of voice, so they added an emoji in their subject line:
For their audience, it is not uncommon to see
such an emoji since emoticons are also used on their website:
Best practices for using emoticons in subject lines
If your answer to the three questions above is yes, you need to remember these best practices when adding emoticons in your subject lines:
Never stuff emojis in your subject line
A good rule of thumb is to use emojis sparingly. Add one or two smiley faces or symbols like Birchbox did in this email:
Note that Birchbox did not add an extra flash symbol ⚡that brands often use to indicate a sale. They kept their subject line crisp with only one symbol to grab attention.
Overusing smileys as you can see below can annoy your recipients.
What’s more, if you pepper your emails with
multiple, irrelevant emojis frequently, your audience may start seeing that as
lack of professionalism.
Beside leaning on scarcity when adding emojis, you need to ensure that you’re using them only when they are relevant, which brings us to our next point.
Only use them when they are relevant
An irrelevant smiley doesn’t serve a purpose. And, a purposeless emoji deserves no place in your subject line. Whether you are using an emoticon to emphasize your message or substitute words, it should always have a purpose, so that there’s no room for misinterpretation.
ReturnPath noted that relevancy in using emoticons can increase open rates. For instance, when they added a lips emoji 💋 in their email subject lines that went out on Valentine’s Day, their open rate increased by 4%. Similarly, adding an Irish flag emoji 🇮🇪 on St. Patrick’s Day lifted their open rates by more than 6%.
Put simply, don’t add emojis to your email for the sole purpose of catching attention, like in this email:
There seems to be no point of adding a tree symbol here.
A/B test your emails
The best thing you can do is test your audience’s response. And the easiest way to do this is split testing your emails and determining what suits your audience – emojis or no emojis.
Send out an email with emoji in its subject to 50% of your email list. Send another 50% of your list the same email with the same subject line, but without the emoji. Compare the results to learn how receptive your audience is to emojis and how they impact your open rates.
Another very important point here – emojis display differently in various browsers, email clients, operating systems, and devices. So, what you see in your Gmail is not what your recipient see in Outlook.
In certain instances, an outdated email client or operating system may not even display the emoticon, so it would show as ☐. Again, this can annoy your recipient. So, it’s best if you test your email subject line on multiple devices, email clients, and browsers before sending it.
There’s no harm experimenting with emojis in your subject lines. If these align with your audience’s tastes and your brand voice, you might as well note an uptick in your open rates. That said, try not to overstuff emojis, and always choose the relevant ones.
Before you leave, share your thoughts on emojis. Do you like them? Do you think they look good in email?
It’s easy to feel out of your element when you first come across the
concept of marketing automation.
There are thousands of marketing automation platforms available in
the market – all of which have different dashboards, specialize in various
marketing channels, and use their own terminology.
For those who are just entering the scene, all of it can be
intimidating to say the least.
In this guide, I’ll try to show you that marketing automation isn’t some far-out space technology that’s reserved only for large companies with even larger budgets.
Below you’ll find the essential theory, real-life examples, and answers to some of the most burning questions regarding the process of automating your campaigns and using marketing automation platforms.
Based on the study results, we can see that the top three
advantages are that marketing automation helps you 1) save time, 2) generate
more leads, and 3) increase your revenue.
But how exactly does marketing automation help with all that?
Let’s put together the capabilities we’ve mentioned a moment ago along
with the study results and consider three different scenarios.
1. Marketing automation helps you serve your audience
Let’s say you work for a higher education institution.
Your school offers a variety of different courses, all designed for
a different kind of audience.
To be sure that everyone signs up for the course that suits their
needs best, it’d be worth first talking to your prospects in person then providing
them with all the necessary information.
Unfortunately, at some point your scale won’t allow for that.
The absence of this service, however, increases the chances of
students signing up for the wrong courses, getting lower grades, and eventually
One way to overcome this problem is to run automated campaigns
that deliver the right kind of content to the individual prospects based on
various cues, e.g. the pages they’ve visited, files they’ve downloaded, or
courses they’ve signed up for.
More relevant communication leads to more engaged customers. That,
in turn, usually leads to higher returns.
2. Marketing automation platforms help you save time and
Now let’s imagine you’re a real estate agent.
People come to you to buy or sell their property. Every meeting
starts the same way: you ask them a bunch of questions so that you can tailor
your offer to their needs.
It takes time.
And it doesn’t end there, as after the meeting you’ll probably
want to follow up to make sure you’ve answered all their needs and will close
All of this, like many other tasks we do in business, could be
carried out (often more swiftly and accurately) with the use of a marketing
The more activities you delegate to your software, the more time
you’ll have for the kind of projects that require personal attention and ones that
could potentially have a higher impact on your business.
3. Automations improve your ability to scale your business
Picture this: You’re running a boutique marketing agency catering
to local businesses.
If you’re relatively new to the business, the odds are that you do
most of your marketing tasks by hand.
You’re providing top quality services for your clients, but every time
you sign up a new client your workday becomes longer.
If you’d like to scale your business, there are only two ways out:
either hire someone and delegate some of the tasks to them,
or start charging your clients extra.
Neither of these solutions are perfect.
The situation can change, however, if you transfer more tasks to
your marketing automation platform.
These could be seemingly simple but lengthy processes such as nurturing
your prospects who’ve shown interest in your work.
Or these could be more complex activities, like setting up
marketing funnels using landing pages, Facebook ads, and email campaigns for
When you use marketing automation, every new client you sign won’t
add as much to your workload, because a lot of the processes are carried out
This leaves you the time to acquire more customers, develop your
business further and at a higher pace.
These are just three reasons why marketing automation is worth
While marketing automation software can be very robust, most of these
tools follow a simple logic – If X happens, then do Y.
If someone fills out a form to access an ebook on one of my
landing pages (X), then the system should send them a welcome email with the
access link (Y).
This is a very simplistic example, but it’s good to start with one
of those before we double-down on more complex scenarios.
To set up automation like the one I’ve just described, you need to
create what we call a marketing automation workflow.
In simple terms, a marketing automation workflow is a script that
describes what the system should do if a particular event or situation takes
To build these kinds of scripts, most marketing automation
platforms let you use visual drag and drop creators or builders.
To get a better sense of what these look like, here’s an example of a marketing automation workflow creator that’s available in GetResponse:
Let’s now have a look at this example of a simple marketing automation workflow that we built using the GetResponse workflow creator.
What you see in this picture are two elements that comprise the whole workflow. The workflow is triggered by the action specified in the top element. As soon as that action takes place, the system should proceed with the action specified in the bottom element.
Here the workflow translates to:
When someone subscribes to an email list called your_new_list using any webform, then send them a message called Welcome to GetResponse.
marketing automation workflows
Most marketing automation platforms, including GetResponse, let
you build automation workflows in two ways:
You can either use ready-made automation templates or build
your workflows from scratch.
In the first scenario, you pick a template that serves
the goal or matches your campaign idea. Then, you just need to populate it with
your own data, including message templates, lists, etc.
These can get you started pretty quickly. Plus, they can serve as
an inspiration, especially if you’re only starting to build your first
The second approach is more appropriate for those who
already feel confident using their marketing automation software of choice.
You may also prefer to build your automations from scratch, if you
know exactly what you want to achieve with your workflow or prefer to start
with an empty canvas.
To help you understand this process better, this video here shows you how you would build a workflow using the automation templates in GetResponse:
When building marketing automation workflows, you might come to a
point when you don’t know what to do next.
You might ask yourself questions like, “Should I continue and send
another message to my leads?” or perhaps, “Should I take a step back and test a
If you ever find yourself in this situation, check out this article by Andrew Davies, in which he provides some very useful tips on how you can best proceed.
Marketing automation platforms offer a variety of different
Here are some of the most common ones:
Forms and landing pages
Social media marketing
Lead scoring and tagging
Analytics and optimization
While these are most common, it’s worth noting, however, that
different platforms may specialize in different marketing channels.
Because of that, some marketing automation software may offer
robust capabilities in certain aspects of digital marketing, while only
scratching the surface in others.
Keep this in mind, if you’re going to be reviewing different platforms and looking for one that’d best fit your business needs.
Marketing automation can be used across the entire customer
lifecycle, using various marketing channels.
Here are three popular marketing automation examples you’ve likely come across:
According to Baymard Institute, the average
shopping cart abandonment is currently at 69.57%.
Being able to win back even a fraction of these transactions could
mean a big increase in the total revenue an online store makes.
This is one of the ways ecommerce businesses use marketing
They track their website visitor behavior and automatically send
out emails to those who haven’t completed their purchase.
The same strategy could be applied multiple times, even using
other marketing channels, including retargeting paid ads or SMS messages.
Below is an example of an automation workflow that’d help you achieve those results:
And here’s an automated cart abandonment email sent by one ecommerce brand:
Welcome emails are probably the single most important type of
automated email communication you should be sending.
They get an average open rate of over 80% and a click-through
rate of over 25%, which is around 4x the
engagement rate you’d observe with a typical newsletter.
They are so effective because recipients have already gotten used
to receiving these kinds of campaigns. They serve as a confirmation of the
subscription process going well and often deliver some additional content the
Just as they’re effective, welcome emails are very easy to set up,
too. That’s why you see so many ecommerce businesses sending them to their new
This is a workflow example that’d send a welcome email series over the course of several days:
And here’s an example of one such automated email:
Another popular way of using marketing automation is to develop
email courses, using a series of emails often called autoresponders.
An email course typically consists of a series of prearranged sets
of emails. On top of that, more complex scenarios include email reminders sent
out to those who don’t interact with the content.
Thanks to marketing automation, you can deliver the course lessons
to your audience, using their subscription date as the starting point.
This is very popular among online entrepreneurs, marketers, and
people interested in earning passive income.
What about the effectiveness? Using the click-through rate data
from our Email
Marketing Benchmarks report, it’s easy to calculate the
engagement rates and the number of conversions you could generate with an email
Here’s what the workflow for a typical email course would look like:
it comes to signing up for email blasts, the process should be smooth and
nearly seamless. If you have to explain the process, it is likely too complex.
2000, Steve Krug published the first iteration of his book Don’t Make Me Think. At its core, the book is about
letting users accomplish tasks as directly as possible.
quote, in particular, stands out:
Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.
Steve Krug, Don’t Make Me Think: A Common Sense Approach to Web Usability
When you make tasks easier to complete, people are more likely to actually complete those tasks. If your goal is to drive more email sign-ups for your blog, this means you should:
Reduce the number of form fields, only ask for the email and maybe their first name (unless your goal is to attract qualified leads, which we’ll cover later)
Reduce the number of clicks needed to subscribe
Make sure your form works well on smaller screens
Use simple language for the subscribe button, such as “Sign up now” or “Join the list” versus vague phrases like “Let’s do this.”
make it easy for people to find your opt-in in forms by placing them in obvious
locations, such as at the end of blog posts or in the sidebar of your blog.
Tools such as GetResponse or OptinMonster make it easy to build and add web forms, whether using WordPress or a common website builder.
example, this is the email sign-up form in the middle of travel blog Adventure for Less, a site about travel hacking:
form is easy to find and simple to fill out, which makes it more likely that
someone will opt-in.
The key is to not overcomplicate it with too many questions or distractions.
What about pop-ups?
My advice? Tread carefully with pop ups.
blogs use pop-ups to encourage email sign-ups. While pop-ups can be incredibly
effective, the pop-ups can also annoy readers.
Take care to ensure your pop-ups are unobtrusive, easy to dismiss and use action triggers.
For example, you might trigger a pop-up after the reader has clicked on a link or been on the page for a specific amount of time.
best kind of pop-ups are based on exit intent. When someone gets close to
leaving the page and their cursor goes to within 10-20% of the top of the
screen, the pop-up is triggered.
exit intent popup with a lead magnet accounts for about 90% of my email
can also use exit intent technology to promote other offers on your blog.
Here’s an example of an exit-intent pop-up on my website hosting page that triggers when someone goes
to close the page:
Create tailored opt-ins for different audiences
Unless your brand offers only one super-specific product, there’s a good chance you have more than one target audience, and they are likely interested in different types of content.
of creating just one opt-in, build landing pages
and CTAs for each of your target audiences.
For example, if you sell yarn, you might have an email list for knitters and crocheters. Or a digital marketing publication might have separate email lists for SEOs and social media marketers.
This strategy serves two purposes. To begin with, it allows you to send subscribers more personalized content, which can increase open and click-through rates.
tailored opt-ins also makes it easier to segment email lists, which can result
in nearly 60 percent more clicks and 14 percent
increase in email opens, according to some studies.
content on topics your audience is interested in has the added benefit of
reducing unsubscribes, which is good for your overall email list health!
Leverage two-step opt-ins
Building a successful email list requires finding a fine balance between getting a lot of email subscribers and getting qualified subscribers, or leads who are legitimately interested in what you have to offer.
two-step opt-in or double opt-in is an easy strategy to balance these two
opt-in is a strategy many blogs have implemented following the passage of GDPR,
which impacts how digital information is stored and used in the European Union.
double opt-ins are not a GDPR requirement, it can be a good first step.
most cases, a two-step opt-in refers to requiring users to confirm their list
subscription by clicking a link sent to their email.
you can get creative with this approach and ask for information to qualify
an example. Lendio, an online marketplace for small business loans, asks users the amount of loan they are looking
for as well as their email address.
this seems to go against the previous advice of keeping things simple, asking
for this information serves an important purpose.
using a two-step opt-in to ask for the loan amount, Lendio ensures subscribers
are serious before reaching out.
about it this way: If you are trying to sell an old couch on Facebook or
Craigslist, you want a lot of people to see your post, of course.
you don’t want 50 messages from people asking for information you included in
the listing, such as if you deliver or if the price is firm. You want serious
two-step opt-in process helps attract qualified subscribers, instead of filling
your list with people who are not particularly interested in your brand or
likely to use your service.
Use creative lead magnets
A common strategy for email list building is to offer lead magnets, such as white papers or ebooks, to encourage email sign-ups.
there is no question that using long-form content as a lead magnet can increase
email sign-ups, there is a challenge.
content is time-consuming to create and often gets overlooked by users who are
looking for quick tips or fast resolutions to their problems.
Instead, create strategic lead magnets that can be created in less time, such as checklists, email courses, or downloadable versions of blog posts so people can read them offline.
take less time to create with a compelling
funnel, but still offer plenty of value to your readers.
example, Classy Career Girl, a blog and community designed to help women build
a career they love, uses a cover letter checklist to drive email sign-ups.
creative lead magnet examples include templates, cheat sheets, stock photo
downloads, coupon codes, and webinars.
have time to craft up an ebook or record a webinar but still want a way to
Check out this example from Lyfe Accounting on their small business CPA services landing page:
Basically, those who land on their landing page and are interested in CPA services, will have the option to input their information to get a personalized quote from Lyfe Accounting.
tends to work great rather than a contact form on one simple ‘contact us’ page,
which often gets neglected.
Really, any piece of content that solves a problem can be a lead magnet. So, think beyond ebooks and create truly useful content.
Provide valuable content, not just more noise
average office worker receives a total of 121
emails every day.
Standing out when more than 100 other emails are vying for attention is hard,
but it isn’t impossible.
key to standing out in a crowded email box is to provide value to subscribers.
When you provide value, you build a reputation as a useful email list, not just
another boring list.
when people value the content you share, they are more likely to share it with
friends, which can increase subscriber numbers even more.
Best 15+ Event Invitation Email Templates and Examples You Can Steal
Event marketing allows you to interact with your buyers and create a lasting, positive impression of your business. That’s just one of the reasons that 31% of marketers believe event marketing is the single-most effective marketing channel.
We all know that event marketing is never easy, though: you have to plan everything in advance and put together an effective communication strategy to coordinate your attendees.
To make your strategy a success, you have to put together an event invitation email your invitees just can’t resist. Here is a look at some of the best email invitation email templates and examples that you can steal to attract more event attendees than ever before!
To make your strategy a success, you have to put together an event invitation email your invitees just can’t resist. Here is a look at some of the best email invitation email templates and examples that you can steal to attract more event attendees than ever before!
1. What should you include in your event invitation email?
Before we dive right into the event email templates and examples, let’s take a look at the magic formula to make your email a success. You must include the following to create an attractive and purposeful event invitation email:
Your email must include all the specific information about your event, of course. At a minimum, you will want to include the following pieces of information:
You should also think of any other important information about your event. If there’s an entry fee or a dress code, for instance, you should include that information in the email.
Personalization is very important when it comes to marketing and can offer you a quick win. In fact, only around 50% of marketers personalize their emails. So, there is a lot of unused potential here, and you can stand our from the crowd very easily. You should personalize your email wherever possible – include the name and business name of your recipient, for example.
Attractive copy and design
Your email should look beautiful on every device ,and the copy should strike a balance between fun and informative – you want your invitees to be informed and pumped for your event!
Work with your designers and copywriters to create an email that resonates with your invitees. It’s crucial that you put your best foot forward, so make sure to proofread the copy before hitting “send”.
A great call to action
Every marketer can do better than “click here” – you should do your best to create an engaging and attractive call to action that compels your invitees to register.
Pull out all the tricks to make sure that your invitees click – think about the color, location, and tone of your CTA for the best results.
In your copy, think of other things you can include to make your invite more appealing, depending on who is going to receive the email. For example, showcase the speakers on your conference, adding a quick bio or info, including the subject they specialize in. Mention previous events if they were a success – e.g., throw in how many people have visited you in the past.
No wonder that Google – one of the world’s most successful companies – knows how to put together a stunning event invitation email.
I love that fact all of the key information is given to the reader right away. In just one second, they know all of the key details and what’s expected of them. This shows that Google respects their invitees’ time.
Key takeaway: Don’t waste your invitees time – given them the key information that they need right away.
Facebook is another digital behemoth and this short event invitation email keeps things very simple.
The email leads with a nice graphic that adds a human touch, and then proceeds to outline the benefits of attending the event. It’s a compelling outline of what to expect and it takes just one moment to read.
Key takeaway: Be sure to articulate the intent and value of your event to make life simpler for your invitee.
Havaianas is a quirky clothing brand that’s all about color and fun.
This email does a great job of capturing that vitality. It’s focused around a key graphic and you can get a good idea about the event at just a glance! It’s a great example of how to use graphics in your emails.
Key takeaway: If you need to use visuals, go for it! Make sure you create beautiful images that are going to impress your recipient.
Asana is a project management tool that gives teams around the world the power to organize their projects effectively. This email is straight-to-the-point and I love that it combines the best parts of the Google and Facebook email: all of the practical information is served up right away alongside a clear value proposition.
Key takeaway: Cut to the point and your invitees will love you for it.
Each day, millions of people around the world love to grab a Starbucks to power through their day.
WIth this event invitation email example, Starbucks plays on its powerful brand and adds just a light touch of its branding. It makes the whole “happy hour” concept feel more authentic and less forced.
Key takeaway: Think about how to present your brand in your event email according to your event objectives.
Inspiration Cruises & Tours
Inspiration Cruises & Tours sounds like a wonderful business and this inspiring event email definitely got us daydreaming.
The email uses a nice mixture of beautiful imagery, encouraging copy, and trendy design to put together an inspiring email. The email captures the essence of the brand and oozes quality – don’t you just want to click?
Key takeaway: Don’t be afraid to incorporate lots of images if you feel like it’s appropriate and it will help you to meet your objectives.
The sun has officially set on Sunrise, a discontinued calendar application. But we can still draw inspiration from its elegant event invitation email.
This reminder email keeps things very simple – it puts all of the key information at the forefront so that the recipient can make an informed decision.
Key takeaway: Don’t be afraid to dispatch very concise and accurate event invitation emails to save the time of your recipients.
Zoom is gathering an impressive reputation as one of the world’s leading online conferencing tools.
This webinar invitation email uses a nice blend of everything we’ve learned above: the images are pleasant, the copy offer a concise outline, and the key information is clear and easy to identify.
Key takeaway: Try to strike a balance between your copy, imagery, and key information. This creates an effortless feel.
Synapse is an annual user conference for Segment. This is one event email invitation in a series.
The email does a great job of creating a sense of urgency and offering a direct CTA while also offering supplementary information to get recipients excited about the event.
Key takeaway: If you use a few emails as part of your communication strategy, don’t be afraid to experiment with your CTAs.
This email invitation template is loaded with practical information.
As you can see, the email places a big emphasis on sharing details about the agenda. If you’ve put together an incredible agenda that’s going to attract your attendees, be sure to lead with it!
Key takeaway: Understand what makes your event unique and be sure to lean on it to get your recipients equally as excited!
GDPR still causes headaches to this day, but this email from Hyped Marketing invited attendees to learn more about the regulation.
The email has a very modern design with flashy visuals – it’s undoubtedly impressive and appropriate given the subject at hand. I like the way that the key information is in its own column, making it easy to digest.
Key takeaway: Make sure to invest the appropriate amount of time and effort into creating an attractive design – it can spell the difference between success and failure for your email.
This email invitation example is great fun. The email is very easy to skim, as the design has been broken it up into smaller sections. Those sections are used to good effect, and they help to feed the sense of humor.
Key takeaway: Make sure to think about how your recipient is going to read your email. Use your design abilities to make sure that the copy of your email is broken up appropriately.
Everybody loves an ugly Christmas sweater, and
this invitation shows that invitations don’t have to be super fancy depending
on the context.
This example event is thrown at a person’s house – they don’t need to get too crazy! If you’re throwing a small internal event within your business, for instance, you could take to Canva to create a simple yet attractive event invitation graphic.
Key takeaway: Consider your audience to make sure that you create an event invitation email that is appropriate.
This event invitation email from Litmus uses great design to divide information up into a logical way and help the recipient understand the email.
This email advertisers a range of events in one email and uses a card-based design approach to remove the hierarchy – all of the events are equally important and full of life.
Key takeaway: Think about how you can use design to make your email and the information within it as clear as possible.
Git Merge is a big event within the
development community and this email does a great job of sharing key
information for the busy invitees.
The design is very clean and it shares the goals of the event well. I do have one criticism, though, given that the CTA buttons seem to be reversed – it looks like the sender was trying to attract more speaking proposals rather than sell tickets!
Key takeaway: Be careful when it comes to the design choices that you make. A professional designer should offer you recommendations and insight to give you the best chance of success.
Salesforce is one of the world’s largest
companies and it does a great job of building hype for its Salesforce Live
The copy is really great – I love the way that the introductory text blends together a direct CTA with a clear and concise value proposition. It helps to get the reader excited and enthusiastic right away.
Key takeaway: Make sure to pay attention to your copy and create inspiring messaging that will get your attendees to click.
As you can see, there are lots of best practices that you can choose to follow when it comes to creating your event invitation email. I hope you have found some examples here that you can use for inspiration – good luck, and I hope that your event is amazing!
Starting an online business has never been easier. You can come up with an idea and start selling it to customers without ever leaving your home.
But if it’s that simple, why do so many new businesses fail?
Here’s the answer: easier isn’t
the same as easy.
New businesses fail for many reasons.
Lack of financing, cash flow problems, bad product-market fit, a wrong understanding of the target audience, lack of processes…
Still, if you search the web, you’ll
find plenty of marketing advice that’ll tell you that building a successful
business is a walk in a park.
All you need to do is copy your competitor’s idea and make it better, right?
It’s not that simple, and this
ebook isn’t about that.
What you’ll find inside this ebook:
In this 50+ page long ebook, Neil Patel goes over several steps that are essential for starting and scaling a successful online business.
It starts with a bit of theory and
inspiration, listing the pros and cons of running an online business, and
sharing inspiring stories of companies that have made it through.
Then it goes into the nitty-gritty of building a successful business:
Step 1. Planning your business
Covering multiple aspects, such as doubling-down on your target audience, their needs, and how your product or service will meet them.
Step 2. Launching your business
In this chapter, Neil Patel talks you
through all the essential elements you’ll need to build an online business
You’ll learn about the activities, tools, and platforms he’d advise his clients to use if they were to start a new venture here and now.
Step 3. Scaling your business
There’s only so much time in a day. Understanding how your business model affects your chances of scalability is critical.
That’s why, in this chapter, we’ll look at how you can prepare for, and eventually scale, your business’ growth.
Step 4. Automating your business
Growing your business and outperforming your competitors requires you to act faster and more efficiently than everyone else.
While in the early days of your startup life, wasting 20 minutes on tedious tasks for an individual customer may not seem harmful, you’ll feel it when you’re working with 20 or 50 clients every month.
Every 20 minutes that you lose for an individual customer will cost you days or even weeks when you reach a certain stage.
In this chapter, we’ll show you how to automate some of your everyday processes, including your revenue-generating sales funnels.
See this video to hear Neil’s advice on how to make use of Autofunnel to speed up your online business’ growth.
Step 5. 10xing your business
If you want to grow beyond a certain
level, you need to think about it from the very beginning.
Of course, during your entrepreneurial journey, there’ll be a lot of “two steps forward, one step back,” but doing things right from the very beginning will pay off countless times.
In the last chapter of this ebook, Neil shares his perspective on what these critical elements are and what to do about them, if you want to 10x your business eventually.
Turn your idea into a thriving business and get this free ebook:
About the ebook’s author:
Neil Patel is a co-founder of Neil Patel Digital, Crazy Egg, Kissmetrics and Hello Bar.
He is a New York Times bestselling author, entrepreneur and internationally recognized online marketing strategist. He has been referred to as a top influencer on the web, according to The Wall Street Journal, and made Forbes’ list of top 10 marketers.
Can the Average Internship Salary Pay for College Tuition?
The number of hours a student needs to work to pay for just one year of their education has climbed to an unattainable level. How unattainable? We ran the numbers.
David vs. Goliath: Paying for College with an Internship Salary
Most students in the United States are told
from a very young age that, in order to succeed and have a stable future, they
need to attain a college degree. Accordingly, most students make plans for
continuing their education upon graduating from high school. However, in a very
literal sense, there is a price to pay.
College degrees involve enrollment fees,
tuition fees, housing fees, and meal plans. Student loans have skyrocketed, and
the common struggle of paying off crushing student debt over the course of an
early career has become a hot button issue. Along with that, certain industries
require graduate and postgraduate degrees, which only adds to those seemingly
Fortunately, there’s always the option of working while attending school, which many students choose to do. In many cases, they will choose to intern for a company that aligns with their career goals as a way to build their resume and help pay for their education. But of course, these jobs are lower than entry-level, and the companies pay accordingly! Internships are often unpaid, and those that do come with a paycheck can be so low that they barely make the minimum wage, let alone contribute to the astronomical cost of college.
Here’s the bottom line – the number of hours a student needs to work to pay for just one year of their education has climbed to an unattainable level. How unattainable? We ran the numbers to find out.
Our team identified the largest 4-year public university in each state to use as a cost sample and pulled the cost of 1 full year of tuition, room, and board for in-state and out-of-state tuition for each state. The financial information came from College Stats. We also pulled the average intern hourly wage according to Indeed.com wherever it was available. If the state did not have an average intern wage available, we used the national average of $12.84 from the same source.
Tuition costs have been rising steadily over the past few decades. While in-state tuition is marginally more affordable (emphasis on marginally!), out-of-state tuition at a public university can approach the cost of tuition at a private institution. The University of Pennsylvania had the highest in-state costs, while The University of Vermont had the highest out-of-state costs.
Even with the discount of in-state tuition, students are still on the hook for a huge tuition bill. Based on the cost of in-state tuition and the average hourly wage for an internship by state, Montana has the lowest number of weeks a student would need to work full time to pay for one year of college. However, that number is still 26! That’s over six months of full-time work required to pay for a single year of tuition, room, and board. On the opposite end of the spectrum, it would take a student 71 weeks of full-time work to pay for one year at the University of Pennsylvania with in-state tuition. You don’t have to be a math major to see how that statistic causes a problem!
If your collegiate aspirations are leading you somewhere other than your state college, you’re in for a rude awakening. Out-of-state tuition costs add a substantial chunk of change to your college education. Just ask people headed to The University of Vermont. It would take 111 weeks of full-time internship work to pay for just one year of school as an out-of-state student. Think about that for a moment, that is over two years of full-time work with no living expenses to pay for one year of college. Nevada is the only state where an out-of-state student can pay for one year of school with less than 52 weeks of full-time internship work, and even then, it still takes 47 weeks – just under 11 months.
For more details, see the full breakdown of our data below:
The cost of college has turned into a major issue as students sign over hundreds of thousands of dollars as collateral for their education, only to find out that graduating college doesn’t lead to a six-figure paycheck that accommodates that level of debt. More and more often, students are looking for ways to get around loans and debt, and many college programs are working hard to provide them with options. In order to get solutions, however, students need to know about them, and that’s where our marketing automation service comes into play.
With our automation tool, you can customize the outreach strategy you need to reach the hundreds of thousands of high school students who are looking for affordable college options and show them why you are the best choice for higher education. Want more information? Contact the GetResponse team!
[Important note: This is the BETA version of the creator, which is available for creating newsletters only. We are working hard to add the ability to create all message types with the new creator.]
Stunning emails on any device
The new creator is all about convenience and beautiful emails. It helps you create responsive designs in no time. You’ll see how easy and quick preparing your campaigns will become.
With ‘sections’, you can structure your designs easily and quickly. Simply drag and drop the customizable section layouts and fill them with your desired blocks.
There are some basic blocks you can choose from, including ‘image’, ‘text’, ‘spacer’, ‘button’, etc. – all of them are customizable. You can easily add a video block and a custom HTML block.
There is also a new, improved ‘social media’ block with predefined sets of both follow and share buttons that will make the icons look all neat and pretty in your email.
This brings us to…
Saving your blocks
Each section you design will now have the option to be saved as a custom block in ‘My Blocks’. They’ll be available for you to use whenever you need them.
This will come in handy if you use the same (or similar) sections in your emails frequently. You won’t have to create them all over again every time. Now you’ll be able to simply open ‘My Blocks’, drag & drop the section you wish to reuse, and voila!
You can see all the blocks you’ve created with their previews. If you save a lot of them – don’t worry – there’s a search engine to search the blocks by name.
Saving and reusing blocks will help you with keeping your designs consistent. Also, it will leave you more time to focus your creativity on new parts of the email or its copy.
Google fonts functionality
If you fear that your audience will get tired of your Times New Roman emails, or that your font is overused and starts resembling Comic Sans – fear not. The new creator has comprehensive selection of fonts and full access to all Google Fonts. (Also, when you choose a Web Font you can also choose a fallback font in case your subscriber’s inbox doesn’t support web fonts.)
More freedom in your font choice means more on-brand, fresh, and stylish newsletters from you.
Hide on mobile
Your email will have a responsive design, which means it will look great on any device.
But we all know that, sometimes, making an email look as fabulous on mobile as it does on desktop (while keeping all its elements intact) is nearly impossible. There are things you want to cut out of the mobile version to make it simpler and more clean-cut. There are also things you reeeaaally wish the people viewing your email on desktop could see. Well, there’s never been an easier way to do that.
Choose the section or any individual element you want to hide on mobile and check this box:
A powerful photo editor
If, in the middle of designing a newsletter, you decide that any picture you chose for it isn’t exactly as perfect as you imagined – the colors are off, the cropping is wonky, the contrast is too weak – you don’t have to resort to expensive software or bother to search for apps that will help you edit it. The new email creator gives you all the options you need to bring your graphics to perfection.
Also, you have 5,000 free Shutterstock images to choose from and then edit them, too.
With stickers and cool text overlays you can create and personalize offer banners in no time.
Filters? Check. Cropping, rotating, proportions changing? Check. Contrast changing? Check. Focus settings? Check. Color settings? Check. Stickers? Check. Emojis? Check. Symbols? Check. Text design? Check. All the essential editing tools and more.
More convenient and integrated
A new place for your templates
We admit it. The path you needed to go through to access your templates in the current email creator is… not ideal. It requires a bit of patience and one-too-many clicks. But we’re all in this together. So, while building the new creator, we made sure to make this process much easier.
Now, you can get to the templates you’ve designed with the new creator here:
(In the future, it will be a source of content for all message types.)
You can manage and edit them easily. And, create new ones, preferably using pre-saved blocks we mentioned earlier, to save even more time and effort – time is money, after all.
The ‘Create a message’ page
Everything you need to send your message is at hand. You’ll be able to manage all the settings, change the subject line and recipients, view your design, and send your message – all in one place. Let’s check it out:
From top to bottom:
There’s your message’s name – the one you see on the list, but your recipients don’t. You can edit it here. Also, there’s the list the email is linked to.
Then, the ‘from’ email address, and the ‘reply email’.
Next, the subject line edit field, with a bonus: FULL emoji support!
Recipients: all the lists and segments you want to send the message to. You can add/exclude them from here and see how many inboxes your email will reach.
Design and content: there, you see a preview of your email. You can choose to edit the message, and if you’ve made sure it looks amazing, send a test message to an address of your choosing.
The spam check also went through a ‘glow up’. Inboxes want to know you’re not a bot – so why should the spam check talk to you as you’re one? Now, the spam check communicates with you in human language.
So, if it says that you’re good to go – you’re good to go. No more deciphering numbers and jargon.
If there’s an orange warning, you can still send it. But, there’s a chance your email will be classified as spam. Luckily, there are detailed instructions for what can be changed in your message. You can read the suggestions in the spam check view within the creator.
If it’s red, it’s a spam alert. You won’t be able to send the message, unless you make necessary changes suggested by the spam check.
The good thing is, with the all-new spam check system, it is much harder to be classified as spam.
Well, back to the ‘create a message’ page!
There are the tracking options – choose if you want the click-through rate to be tracked (to estimate the engagement) and the data sent to Google Analytics.
Want to share the message on Facebook/Twitter? You can do it from here, too.
Now, choose if you want the message to be sent immediately or schedule it for later. Do you want it to be delivered to your audience at a time they’re most likely to be checking their inbox? Cool. Choose ‘perfect timing’. If you want it to pop up at a certain time, regardless of their time zone, check ‘time travel’ then.
After going through all these options, you can save your newsletter as a draft or send the message.
Lights… Camera… Action! Your newsletter is in good hands. Go ahead and relax – enjoy all the time you’ve saved using the newer, faster creator.
Your newsletters are integrated with your other creations in GetResponse. For example, if you want a button in the email to go to a specific landing page you created earlier, specify the link type as ‘Landing Page’ and choose the name of said page from the drop-down menu. That’s it! Easy, right? It works for webinars, too!
Join the waitlist today
Are you excited about the fresh and improved email creator?
We’ll start enabling the new creator for our testers in the coming days.
[Friendly reminder: This is the BETA version of the creator, which is available for paid GetResponse accounts to create newsletters only. We are working hard to add the ability to create all message types, and account types, with the new creator.]
That’s not all: Stay tuned for updates on what’s coming next!(Spoiler alert: it includes a more flexible & adjustable product box).
In the meantime, ask your questions in the comments below. We’d love to answer them!
8 Inspiring Holiday Email Campaigns and What Makes Them So Good
Ah, holidays – the time of year everyone who sells online has been impatiently waiting for.
If there’s time to dazzle your audience, it’s definitely now.
While there are many ways you can impress your customers, nothing beats a stunning holiday newsletter.
To help your holiday emails stand out in the crowd (and the inbox!) better, we’ve gathered eight inspiring holiday email campaign ideas, along with examples and explanations on what makes them so good.
Let’s get you all prepped up for the holiday campaigns now, shall we?
But the businesses who are going to be the biggest winners of the holiday season race aren’t just the ones who can simply manage the increase in customer enquiries and product orders. They are the ones who successfully capture the attention of their target audience and convince them to do the holiday gift shopping at their store.
One of the most effective ways of doing this is through email marketing campaigns. Not just any campaigns, though, they have to be creative, eye-catching, designed with the audience in mind, and sent at the right time. And that’s just the beginning.
Below I’ve gathered six holiday email marketing campaign ideas along with examples from brands who’ve managed to stand out in my inbox. Although this is an entirely subjective opinion, read on to find out the reasons why I think these campaigns are worth remembering.
Also, if you’re unsure about how you can make your emails feel and look special this holiday season, check out our latest holiday marketing campaigns guide. There, we’ve gathered some of the most creative ways you can build your list, craft your subject lines, and design your messages. No matter if it is for Black Friday, Cyber Monday, or Christmas – your campaigns will look great!
Whether you agree with them or not, just let me know by posting a comment below this post. Perhaps you have your own favorite example you want to share with the rest of us? I’d love to see them!
Holiday Email Marketing Ideas
1. Order before [DATE] and have it shipped on time for [holiday name]
Ideally, your promotional campaign should have been running for at least a week before the holiday festivity begins. Naturally, the closer to the big day, the more intensive your marketing efforts should be.
With the holiday just round the corner, some of your prospects might worry whether they’ll have their order shipped on time. That’s why you could make one last attempt to convert them. How? By offering free overnight shipping or running an “order before [DATE] and have it shipped on time” type of campaign.
Subject line: Order before 2pm EST for FREE overnight shipping.
Here’s an email I received from Puma, morning before Christmas Day.
It’s a simple message that includes all the usual elements – a couple of banners, a few links to different secondary offers, a navigational bar, and social media icons.
Puma free overnight shipping email offer for Christmas
So why is it so good?
If you’re anything like me, you’re usually running a little behind the Christmas schedule and doing the gift shopping at the very last minute.
And it’s not because you’re hunting for special deals, but because you either haven’t found the perfect gift yet or you haven’t realized that December’s passed right in front of your eyes.
This email was designed with this kind of audience in mind. The late shoppers.
It’s not overly complicated and it doesn’t have to be. It quickly communicates the offer that’s going to get you saved if you still haven’t purchased Christmas presents for your loved ones – Free overnight shipping.
The offer’s first mentioned in the subject line, then again in the preheader, and finally in the banner that’s centrally placed in the above-the-fold part of the email.
Besides the main offer, there are four other elements (secondary offers) that have been purposely emphasized. The sale event, gift cards, gift guide, and Holiday FAQ. All of these are crucial for anyone who’s running late with their holiday shopping, and needs to act quickly.
Although this isn’t the only email that I found in my inbox that revolves around the last-minute shipping theme, in my opinion it was the most effective one for the following three reasons:
It was quick to communicate the main offer, which is the free overnight shipping that’ll get you your order in time for Christmas.
All elements of the email were used in an effective way – subject line, preheader, and the above-the-fold section all reemphasized the offer.
It delivered value by pointing the recipient to the offers they’re most likely interested in, e.g. gift cards, gift guide, or the sale event.
To top it off, the use of the watch emoji in the subject line was a nice addition that made the email stand out even more in my inbox.
Another one that did catch my attention was this email from ASOS. However, their animated GIF and the *terrible* dad joke only managed to get them second place in this category.
Christmas holiday email campaign from Asos
Lesson for other ecommerce businesses: Remember when and how your audience is going to read your email. Do they have much time to read through it? Or maybe they’re tight on their schedule and need to act fast? Use this information when designing your message and when it’s needed, go straight to the point with your offer.
2. Here’s your [holiday name] to do list
Holidays are a busy period, both for marketers and consumers alike. Most of us are turn back to the good ol’ pen and paper to put together all kinds of to-do lists.
But what can you do with this information as a marketer? For one, you can create a to-do list your audience will actually enjoy checking and going through.
Subject line: Welcome to the Holidays, People.
For this year’s Thanksgiving, I received a neat email from an online retail brand named Bonobos.
Unlike other messages I found in my inbox around this time, this one used hardly any visuals. All it contained was a white to-do list on a dark-gray background.
Bonobos Thanksgiving email to-do list
So why is it so good?
First of all, this email clearly stands out. When scanning my inbox, I actually closed the message first and then had to re-open it, just to take a second look at what I just saw.
Upon a closer look, I’ve noticed that this isn’t just a simple to-do list. At least not one that I’d expect to receive from a brand. It’s more of a list I’d create for myself, with added humor – for example, Memorize cousins’ kids’ names – and hyperlinks that’ll help me complete some of the errands, like Get something nice to wear for dinner.
The humor’s spot on. The copy looks like it was written by someone who understands the target audience very well. The email itself is really easy to scan and fun to engage with. Rather unusual, but I actually enjoyed going through all the points up to the very end of the message.
Lesson for other ecommerce businesses: Stand out, be creative, engage your audience, and show them that you understand them well. Consider using phrases, abbreviations, or hashtags they use in their communication to make your marketing messages more authentic.
3. We do holidays our own way
When you hear the name Black Friday, what’s the first thing that comes to your mind? It’s probably one of the following: discounts, sales, or free shipping.
Most brands hop on the Black Friday bandwagon with the same approach. To sell more, by offering a better deal than what their competitors offer.
But what you don’t expect is that a brand you like will remind you about the mission that drives them. The mission that, most likely, made you choose them in the first place.
From: United By Blue
Subject line: Why We Picked Up Trash Today
Below is the email I got for Black Friday from a brand that I follow – United By Blue. As you’ll find on their website, they sell responsible durable goods. What does that mean? In a nutshell, they sell products for people who care for the outdoors. And for every product they sell, they pledge to remove 1 pound of trash from the Earth’s oceans and waterways.
United By Blue Black Friday Campaign
Now that you know their story, you’ll also understand where their email’s coming from.
So what’s the email about? It’s a message that explains why for this year’s Black Friday, they decided to do a proper cleanup. Oh, and they called it Blue Friday.
Unlike what you’d expect from a retailer during this time of year, the email doesn’t talk much about their products. Instead, it invites you to learn more about Blue Friday and how to host your own cleanup, and shows you the people who joined them for this wonderful project.
Not so surprisingly, they do also offer a special deal for their customers. But the information about their special sale is only available once you scroll down to the very bottom of the email.
United By Blue Black Friday Sale
So why is it so good?
This one, again, comes down to understanding your audience and answering the question – why did they choose your brand in the first place?
With United By Blue, the answer is pretty simple. It’s because they make products for people who, like them, care about nature. How can they prove that their mission statement isn’t just marketing fluff? With their actions.
Having organized the cleanup and shown pictures of those who participated in it – which include their CEO and Director of Operations – they said more than any regular marketing newsletter ever could.
What’s more, their message is mostly about getting people to participate or even host a cleanup in their own neighborhood. The information about the sale they’re holding for Black Friday comes much, much later.
To sum up, even though this email arrived quite late, i.e. on Black Friday afternoon, it’s very effective. It managed to capture my attention and got me to read it all to the very bottom, where the information about the sale was placed.
Even though it arrived later than any other message I expected to receive that day, it sure made an impact and made me reconsider what I wanted to order for Black Friday.
Lesson for other ecommerce businesses: This may not work for everyone. But if you know your audience well, then you don’t need to use your main CTA button to lead to the sales page. You can focus on content and carry on with your mission, and your audience will follow you.
Are there any other brands that caught my eye because they were doing holiday marketing slightly different? Not many, but the one that has is certainly worth mentioning here.
The team behind Cards Against Humanity once again proved that they know their audience pretty well. Take a look at the following two emails and see for yourself.
Do you think any other brand would get away with closing down their store or simply collecting money to dig a hole nobody could ever find? I don’t.
Cards Against Humanity Black Friday Special
Img. 7 – Cards Against Humanity “We’re Digging a Hole” Email
As you can see, sometimes you don’t need to follow best practices to stand out. Quite the contrary, sometimes it pays off to be different, especially during the holiday season when the competition levels are at their all-time high.
If you want to read the whole story behind their Black Friday campaign, read on what the Cards Against Humanity team have to say about their crazy sale.
4. You snooze, you lose! The [holiday name] sale will end soon
Even though holiday sales last for quite long, some of us still have trouble finding something special for themselves or their loved ones. That’s why marketers keep sending them multiple reminders and last-minute emails, hoping to convert them before everyone goes offline to spend some quality time at the dinner table.
What if there was a way to make your email stand out from all the other reminders out there? Apparently, there is.
Like the email from Bonobos, this message doesn’t look much like anything else you’re used to in your inbox. It’s what you usually see when you’re lying in bed, either going to sleep or just waking up. It’s an image that resembles your clock app.
Casper Black Friday Sale Newsletter
When you look closer at the image, you see that each alarm has a special name. Along with witty names, you also find information about the super sale and early bird discount the brand’s currently offering.
Just as you’re starting to get slightly nervous that you might miss out on yet another deadline, you find a comforting message, just below the clock app. It says that you can rest comfortably and even sleep through Black Friday, as you can shop with Casper without even leaving your bed. All you have to do is go to the brand’s website and type in the code: SLEEPIN.
Why is it so good?
Casper is a brand that sells mattresses for your bed. Although to some this may not sound very exciting, they’ve managed to make an impact with their marketing communication more than once.
This is one of those examples. What I like about this email is that it fits in so well with what they actually sell. Bed mattresses, clock app, multiple alarms set not to miss an important date, and finally a discount code with the phrase – sleepin.
The email’s relatively short and manages to quickly communicate that you can shop online, without ever leaving your bed. And of course, you wouldn’t want to leave your bed, even if it was for a great sales event like the ones you expect to see on Black Friday now, would you?
One more thing that makes this email campaign even greater is the second newsletter that comes after it. Even shorter, following the same principle, but this time aimed at people who – despite the reminders – managed to sleep through Black Friday.
Casper Last Black Friday Followup Email
What’s most interesting about this email isn’t the humor or its length. It’s the fact that they decided to extend the Black Friday sale beyond the one day.
This is something we’ve been seeing more and more often over the last few years. Brands seem to be wanting the Black Friday craze to go up until Cyber Monday or even later in the week.
Personally, I’d watch out not to discourage customers from shopping when prices are at their standard level, but this is something each ecommerce business has to decide on their own.
Lesson for other ecommerce businesses: Make sure each element of your email reemphasizes what you’re actually trying to say. A good design can often help and deliver the message much quicker than words ever could. But that doesn’t mean you should forget about good copy.
5. It’s not all about Christmas, Cyber Monday, or Black Friday
When referring to the holidays, you might be thinking about Thanksgiving, Christmas, or maybe Hanukkah.
But, there are so many other holidays along the way. They may not be as popular as Christmas, but does that mean you can’t tie them nicely with your brand?
Marketers behind the email marketing campaigns for Casper would disagree.
Let’s take a look at some of their more creative newsletters.
Subject line: That extra hour, though.
This campaign is about celebrating the brand’s most favorite day of the year.
Curious what day it is?
It’s the Daylight Saving Time. Because you can sleep in, one hour longer.
And they’re selling mattresses, pillows, and everything else you need to sleep well.
Now isn’t that brilliant?
Besides the idea for the campaign, what stands out about this email is its design. As it’s always the case with this brand, their message looks beautiful.
It’s simple, contains a clear heading – in fact, the whole typography’s really good – and a single call to action button that says “Party on”.
The descriptive, humoristic CTA button is placed next to a discount code and an animated GIF alarm clock that makes the information about the 10% OFF discount impossible to miss.
Then finally, below the main part of the email body, there’s an additional link that lets you “Find a sleep shop near you”. Yup, not a store, a sleep shop.
One more thing worth mentioning about this email is the top bar, located just below the navigational bar.
It’s very subtle. It contrasts nicely with the email body and since it’s in the above the fold section, it’s quick to inform the email recipients about the latest offer.
If anyone’s just skimming through their inbox, there’s a chance they won’t read the whole email but they’ll see that top bar. And if it captures their attention and generates interest, they’ll definitely scroll down to learn more about the offer.
Subject line: New season? New bed.
Now I don’t want to sound like a big fanboy, which I may have just become, but here’s another great email from Casper that follows a similar line of thought.
It’s using yet another special time of the year, although not really a holiday, to promote their products.
In this email, Casper’s using the end of the summer and the beginning of “slumber” as the key idea behind their campaign.
Casper’s end of summer campaign email
Similarly to the previous message, we’ve got the top bar summing up the main offer (located above the fold), one single CTA button that says “Start hibernating”, and a nice image with flip flops and warm slippers that accompanies the whole offer.
The copy? We’ve learned to expect this kind of copy from them.
A slightly awkward rhyme (Summer, Slumber), “Sleepin’ season”, “Start hibernating” – all of these tie in with what their business is selling.
There’s no “buy now” or “start shopping”.
It’s more creative than this.
Everything is put together nicely. The email’s short and sweet.
Although the offer itself isn’t new or creative – just another 10% OFF discount – the email campaign just looks good and is a joy to observe in the email inbox.
6. Year in review
When preparing their marketing campaigns, most marketers focus on what they’ve got prepared for their customers. Their blow out sale, free delivery, contest, or new line of products.
Less often, they focus on their customers – what they’ve done and what they’ve contributed to.
“Year in review” is one of the less seen campaigns. Perhaps because it doesn’t scream “buy now” and maybe it doesn’t provide a big return on investment.
At the same time, from my experience at least, it’s one of the most engaging types of campaigns.
Is it going to work for everyone? Probably not.
It should work for brands, services, or SaaS platforms that customers really care about.
It’s not just about summarizing the products someone bought over the year – that wouldn’t work unless these products meant a lot for the customers.
Well, let’s see what it’s all about :).
Subject line: Thanks! Because of you…
Sevenly is an online retailer, that runs charity-themed campaigns and gives back part of their profits to those in need.
As you can read on their website, they pledge to donate $7 per purchase in their 7-Day Campaigns and 7% from their cause-themed collections.
So, every time you buy from them, you get that instant positive feeling that you’re doing something good.
The challenging part is that, over time, you may feel less motivated to help out in this way. Especially if you’re not seeing the direct outcomes, like what the money’s been invested in.
To counter this, Sevenly came up with this idea to send out a “thank you” campaign that summarizes just how much the brand and all of those who’ve participated in their campaigns, have contributed over the year.
As you’ll read in this email, in 2017 they’ve raised $4.9 million in donations, 1.7 million people helped them out, 2.4 billion free impressions were made for their selected causes.
Sevenly’s thank you email
Why is this email so good?
There are several things that make this email special.
It’s the idea behind the campaign. Summing up all the milestones can definitely help the customers feel that they’ve made a difference in someone’s life.
The sender’s name, aka “from” name, also stands out. In your inbox, it says the email came from “Your Friends at Sevenly”.
If you’re trying to build a community, that’s definitely one way to do it.
As for the design, the email looks nice. It’s not overcomplicated, but the point of this campaign was to provide information to the recipients and thank them for their contribution. It’s not meant to sell.
So, although I can’t say much about the design, it seems to fit with the goal of this campaign.
Subject line: Everything you need to know about your year in music
Now, there are two emails I really want to show you.
Both of them were sent by Spotify, in different years – 2016 and 2017.
The idea behind them was to summarize everything the Spotify users have listened to over the year. The number of minutes, most popular songs, favorite genres, and so on.
By doing so, they wanted to engage the users, make them reminisce on the things they’ve listened to in the past and have fun analyzing it.
And I think they succeeded in this.
In fact, I remember that we’ve had lots of fun sharing the results with our colleagues over the last two years.
I bet it was similar in your office or among your friends, too.
Why are these emails so good?
First of all, I want to emphasize the differences between them.
Except for the most obvious – one’s in English (sent to my colleague), the other one is in Polish (that one’s mine).
The idea behind them was slightly different.
The 2016 one summarized and placed everything in the email. The 2017 one directed you to a landing page where you could have generated the results once you’ve logged in to your account.
I guess the newer one is better for Spotify in terms of activating their users and getting them back to their site.
The other one, however, is more complex and I appreciate it more, mainly because it used dynamic content to personalize the experience for their users.
Other than that, both of them are very nicely designed.
The more complicated one especially, given how different the results could have been for each individual of their customers.
I have to say, aggregating this amount of data and using it to personalize the content for their user – great. Making it pretty at the same time – awesome.
I’m sure this idea could work just as well for other brands. In fact I’ve seen Grammarly, Google Local Guides (example below), and Tripadvisor send out similar “summary” emails.
Unfortunately, they still have a lot to improve, if they want to be as engaging as this inspiring email from Spotify.
Google 2017 highlights email
7. Only for you
Exclusivity is a powerful thing, and marketers have known this for a long time.
The holiday sales season is a perfect moment to remind your contacts that being on your list has its perks.
From: Williams Sonoma
Subject line: 20% Off Fall Decor – Wreaths, Plants & More
Williams Sonoma holiday campaign email for Halloween
This is a holiday newsletter I’ve received from Williams Sonoma shortly before Halloween.
Design-wise, there’s not much to say about this message. It’s very similar to all the other email campaigns sent out by this brand. Well, consistency in design is a good thing.
Perhaps the only thing that stands out about this email’s design is the uncommon use of the preheader section. You don’t usually see links like “Shop now” or “Find a store” before the “View email with images” URL.
I assume this was done for the mobile audience, but I’m not sure whether this tactic is very practical. As always, it’s one of the things you just have to test on your own.
While there isn’t anything particularly remarkable about this email’s design, the idea behind the campaign is very interesting.
So, if it’s not the design, what makes it great?
Why is this email so good?
What I like about this holiday newsletter is that it makes the recipients feel special. Maybe not all of them, but the cardholders for sure.
This approach has three clear benefits. It makes their cardholders feel appreciated, and it motivates them to buy more frequently. Plus, WS presented the offer to their entire newsletter audience, so other recipients may feel inspired to join the WS cardholders club.
What’s surprising is that I don’t often see campaigns like this one, although developing one shouldn’t be particularly difficult.
That said, let’s look at one more holiday newsletter template which uses a similar approach.
Mark and Graham holiday email campaign
As you can see in this message from Mark and Graham, right below the navigational bar and above the main headline in the header, there’s a message that says, “Email Exclusive Offer”.
What this tells the subscriber is that this offer is nowhere else to be found. It’s exclusive, unique, and available only to the chosen ones.
If you’re a marketer, you know that offering something like this isn’t difficult, nor expensive.
All you need is to offer early access to your new product lines, exclusive products, additional bonus points, free shipping and returns, or additional content that’s available only through email.
Lesson for other ecommerce business: What’s the benefit of being your subscriber or a loyalty club member? If you figure this out, make sure to communicate it to your audience. Make them feel special, and they’ll pay you back.
8. Didn’t get the gift you wanted?
Is it possible to sell Christmas gifts after Christmas has ended?
As it turns out, it is.
You just need to focus on a different audience.
Subject line: no mahabis under the tree? treat yourself instead…
Mahabis unboxing day email
For most people, holidays are about spending time with family and friends, eating dinner together, and exchanging gifts.
Because of that, marketers spend most of their time coming up with new ways of convincing their audience to spend their holiday budget on gifts for others.
In this holiday newsletter below, Mahabis took a slightly different approach.
They focused on the fact that you too might have wanted to receive a special gift.
Perhaps nobody knew that all you dreamt about was a pair of Mahabis slippers. Does that mean you shouldn’t get them? Definitely not.
What you see in this message is a clever discount offer that lets you extend the holiday feeling by treating yourself with one of their products.
They also playfully called their campaign “unboxing day”, referring to the boxing day that takes place on the day this message was sent.
Why is it so good?
I really like the idea behind this campaign. You don’t often receive a holiday newsletter that focuses on the recipient. Instead, most of them help you buy gifts for others.
If you’re a fan of this brand and have long been waiting to buy a pair of their slippers, this message would’ve definitely caught your attention.
After Christmas is over, the odds are that 1) you’re short on money and could use a discount code, and 2) you’ve not received the gift you truly hoped for.
In this holiday newsletter, Mahabis is betting that this is the case for you.
And I think this is a solid strategy.
Lesson for other ecommerce businesses: When preparing your holiday campaigns, consider changing the focus to your recipients (instead of their family and friends!) Think about what they need or want this holiday season.
Maybe they want to look good at the Christmas dinner party? Perhaps they’re hosting the party and want to make sure it’s going to be a blast? Or maybe they just want to treat themselves with something nice?
Go ahead, be creative, and try something new!
What else should you try for your holiday marketing campaigns?
Marketers try different approaches to deliver value to their audience. Depending on who they’re communicating with, the tactics they pursue will vary.
Here are a few more examples of email marketing campaigns that, in my opinion, worked pretty well. Without going into much detail, take a look at how effectively they’re using animated GIFs and product recommendations based on the price range.
Special Father’s Day Message
American Eagle Outfitters Sales From The Crypt Newsletter
Mark And Graham Something Special For Her Under 100
How GetResponse can help with your holiday campaigns
Now that you’re inspired and ready to take action, it’s time to craft your stunning holiday newsletters.
And that’s what GetResponse can help you with.
Inside GetResponse you’ll find an intuitive email creator that’ll help you quickly build and send holiday newsletters to your audience.
And if you’re not sure about your design skills, don’t worry – you can just use one of the ready-made templates that are available for you to use.
If you’d like to create stunning Christmas email templates – and other holiday emails, too – all you have to do is sign up for a free trial and give it a go.
In addition to the free newsletter templates and the email creator, you’ll also find that GetResponse offers a great number of tools that’ll help you run your holiday campaigns better.
With tools like Facebook ads, social ads creator, landing page creator, or webinar software – you’ll be fully equipped to run holiday campaigns like a pro!
Urge Landing Page Visitors to Buy with a Countdown Timer
I’m excited to share the latest improvement to the GetResponse landing pages that will help you get more conversions by creating a sense of urgency.
Sounds interesting? Then read on to learn more about the countdown timer and why you should start using it to let your prospects know how much time they have until your offer expires.
Editor’s note: We’ve recently updated the countdown timer element. From now on, you have two options: a timer that counts down to a specific date and time (e.g. time left till Black Friday), or an evergreen timer that counts down from the moment a visitor enters your page.
We know that the average attention span of a visitor is now down to 8 seconds. That’s why you should design each of your landing pages to capture as much attention as possible.
Today, online marketers use countless persuasive tactics based on human psychology to claim the attention of their visitors and convert them into customers.
I’m sure you’ve seen the phrase “limited availability” used by many businesses. That’s because when something’s running out people tend to think it’s more valuable. In other words, the value of a product can dramatically increase if the quantity’s limited.
Booking.com are masters of using scarcity to influence buying decisions. Just go ahead and search for a hotel room – and see the results for yourself.
People naturally tend to avoid losing things. Especially if those are the things they’re attached to or want to have. Marketers use this sometimes and present their offers not as something you could gain, but rather as something you could lose forever if you don’t act immediately.
A clock is the symbol of the passing of time. Besides being used in its usual context (e.g. sports games), countdown timers can be super useful to create a sense of urgency, which in the end can bring more conversions and revenue. In fact, research shows that counters indicating urgency and scarcity can increase sales by up to 30%. That’s why all the major ecommerce businesses use them often to boost their revenue, especially during the sales season.
Now it’s time for you to add this powerful tool to your arsenal and bring in more conversions for your business.
How to use countdown timers in landing pages
Just drag and drop the timer icon from the toolbar on the right to start.
You should see a pop-up with two options:
The standard timer that lets you select a specific date when you want the countdown to end.
To use this option you need to specify the date we should be counting down to and the appropriate time zone.
And the evergreen timer which counts down the time from the moment your visitor enters the page.
To use it, you’ll need to specify the amount of time we should display and count down from. Plus, you can choose what’s going to happen after the count down ends – whether you want the visitors to stay on the page or be redirected to another page.
Once you’re done editing it, just click “save”.
Make sure you choose the right spot for your countdown timer so people can see it right after they land on your page.
You can double click on the blocks within the countdown timer to change the color.
Click on the numbers to format the text or change the font.
You can also customize the labels under the timer blocks. As an example, you can translate the labels to your own language.
How to use countdown timers for your business
Do you have a one-time offer that’s only available within a specific timeframe? Then countdown timers could be the perfect way to convince your visitors to buy.
You can use them to promote your ebook or an online course, a seasonal sale, or a discount on your B2B services.
Place them somewhere close to the headline. Have a look at the example below.
Webinar invitation pages
Webinars can also benefit from this useful tool – as they’re all set to happen at a specified time. The example below shows how you can use countdown timers encourage visitors to sign up.
You can also add countdown timers to event registration pages. Event organizers often use countdown timers to promote early-bird tickets and other ticket price reductions.
Have a look at the example below to see how you can use countdown timers on your event promo page.
Finally, if you haven’t used a countdown timer before and want to know how it would perform, you can run an A/B test and add a timer to your variation. I’m almost sure you won’t be surprised by the results you’ll get.
Engagement is the holy grail of your email marketing communication. This article will help you focus on the most popular engagement drivers. And, a cool brand new GetResponse feature will help you improve your email marketing results.
What is engagement in email marketing?
Engagement is one of the most critical metrics in email marketing. By engagement in this context, we mean if our contacts actively open and click the links in our emails. Following engagement as a key metric makes sense. When people open and click the links in your emails, it probably means that they find your emails relevant – interesting and useful.
If you want to find out what’s a good email open or click-through rate or check how your email marketing and automation campaigns stack up against others in your industry, here are our regularly updated Email Marketing Benchmarks.
What drives email marketing engagement?
There are a lot of factors contributing to contact engagement. The more time you have, the more you can dive into details. However, I’d recommend focusing on the following three:
Relevance: do your contacts find your emails valuable? Why should people subscribe to your email marketing communication?
CTA: do your contacts know what you expect them to do? Do you plan each email with a clear call to action in mind?
Frequency: do you aim at sending the right amount of information? Are you in the sweet spot between not too few and not too many?
A fragment of an email from School of Calisthenics with a clear call to action.
Look at your email marketing program from these three angles, and you’ll be on track towards an engaging marketing communication.
What is a segmented email campaign?
The mission of effective email marketers is to send the right emails to the right people at the right time. Sending one email blast to all the contacts on your list doesn’t bring the best business results. Today, with all the marketing technology available, this approach is simply not good enough.
One of the techniques that offer a huge leap towards engagement is segmentation. Segmenting a contact list is grouping your contacts based on their characteristics, needs, and preferences.
Careful segmentation allows you to diversify your email marketing communication and send emails relevant to particular groups of contacts.
Take a look at the following example from Movement – a fashion ecommerce brand:
Depending on the behavioral data (clicks), you can determine contact category preferences and create segments accordingly. You can automatically identify and group contacts who are active, e.g., interested in women’s watches or men’s jewelry.
How to segment an email list based on engagement
There are several ways to track contacts’ engagement. If you use a professional email marketing platform, you can add or subtract scoring points based on user behavior (e.g., opens and clicks).
GetResponse automatically identifies and scores the activity of your contacts based on their interactions with your emails. This feature is called Engagement Score. Based on real-time data, we put contacts on a certain Engagement Level, choosing from a 5-step scale:
Not engaged – not interested in the sent content at all
Highly engaged – actively reacting to messages, opening them, and clicking the links.
The Engagement Score will be displayed in the form of a bar under the Search contacts tab, in the column with your contacts names:
You can use this 5-step scale to create engagement-based segments.
What can you do with contact segments based on engagement?
Looking closely at the engagement level allows you to find out what’s right and what’s wrong about your email marketing. Dig for insights, and align your communication with your contacts’ needs and preferences.
You can then create emails for each contact group to increase their engagement in a way that will be the most relevant.
Not engaged: run a reactivation campaign. Remove contacts that don’t respond for a long time in order to maintain a proper contact list hygiene.
At risk: ask them for feedback. Maybe they’d like to change something in your email marketing program.
Neutral: find out what makes them click. Maybe you could personalize your communication even more.
Engaged: check out why your email communication resonates with these people so much.
Highly engaged: some of these folks are your best customers and advocates. Think of how you could reward them (and don’t forget to ask them for testimonials).
Running a competition among the most-engaged contacts can be a nice form of saying thanks.
What are the benefits of engagement-based segmentation?
There are many benefits of tracking engagement and engagement-based contact segmentation. Here are three benefits that I find particularly noteworthy:
1. Greater relevancy: draw conclusions from your engagement. What content seems to resonate more? What products are the most popular? Is there anything you can do to improve your communication and target your audience more precisely?
Making hypotheses and running A/B tests to prove them is a great way to improve the efficiency of your email marketing communication.
A while ago, we created a case study with Submission Technology – one of our customers, whose primary goal is to increase member engagement through relevant content. With a high-volume contact list, even tiny details might have a huge impact on the overall performance.
2. Increased engagement and loyalty: sending the right messages to the right people is a win-win approach. Your contacts are more likely to open your emails and follow the CTAs. They’re also more likely to stay longer on your email list. These factors directly translate into business results.
3. Better deliverability: the engagement ratio impacts your email deliverability. In other words, if your contacts open and click the links in your messages, it means that they find your content engaging and valuable. In such case, your emails won’t have problems reaching the inbox.
8 Great Webinar Landing Page Examples & What They Did Right
Webinars are now the go-to tactics brands use to get more leads and customers.
For one thing, it’s a platform where you can share valuable insights and tips to your target market and win their trust.
Doing a live webinar is also a way to engage with your prospects and leads and build a relationship with them. Your webinar attendees will chat with you throughout your live webinar, especially during the Q&A session.
That’s an even more personal and real-time communication than you can receive from your social media accounts.
More important, webinars – whether pre-recorded or live – give you the chance to go more in-depth about the product or service you’re offering towards the end.
They can give your audience a walkthrough on how your product can help solve their problems; deal with possible objections or show the capabilities of your service.
The #1 challenge when doing webinars
You’ve spent the past few weeks prepping for your upcoming webinar: you’ve tested your equipment and slides, got your background all set up, and practiced your heart out with your presentation.
You’re all pumped up and ready to go.
You click on that button to start the webinar and…
…no one’s there!
Zero. Nada. Zilch!
If that scenario brings back nightmares, welcome to the club!
That’s because hosting a webinar isn’t enough to get people to sign up. You’ve got to also have a webinar landing page that’ll reel them in.
What makes a webinar landing page irresistible?
It promises to give something extremely valuable.
Even though you’re not asking your audience to pay to watch your webinar, you’re still asking them to give you an hour or so of their time, and their contact details.
That’s why the most critical element is a webinar that’ll make it worth their while. One of the most effective ways to show the value of your upcoming webinar is by writing a website copy that’ll leverage their feeling of losing out if they don’t watch.
Your prospects’ decisions are based on one of two desires: avoid pain or experience pleasure. Of the two, it’s the first that’s more compelling because they’re more aggressive in preventing a loss than earning something. Psychologists call this behavior loss aversion.
For example, if you’re planning to host a webinar on the topic of conversion rate optimization, sharing information that’ll teach your prospects how to stop scaring potential customers away may be more appealing than just sharing insights on how to boost your conversion rates.
It includes a video message.
Studies show that webinar landing pages with an embedded video convert 80% better than those that don’t.
Adding a short video message on your landing page gives your visitors and leads a sneak peek into your upcoming webinar. They’ll also get to see you and your guest speakers (if you’ve invited any), making the invitation more personal.
More importantly, you can share enough details about your upcoming webinar and still leave room for them to want to learn more.
It offers a Unique Value Proposition.
Chances are you’re not the only one hosting a webinar about a particular topic, especially if it’s something that’s trending.
The best way to hook your visitors and get them to sign up (and actually show up) for your webinar is to give them your Unique Value Proposition. This tells them not only what they’ll get in return for signing up, but why they should sign up for your webinar and not someone else’s.
Your potential webinar attendees make decisions based on their emotions. When they see that there’s a limited number of seats remaining, coupled with a countdown timer, they’ll be prompted to take action right away because they don’t want to feel they’ve missed out.
Evoking scarcity can also help you increase the number of your attendees.
The reason why the number of people that show up at your live webinars is smaller than those that sign up is because they always assume there’s going to be a recording that’ll be sent.
When you take this out from the equation, those that sign up will make more effort to show up.
Now that you’ve got the basics down, it’s time to put them all together.
Here are 8 webinar landing page examples to give you some inspiration & help you get started:
How to Marry SEO with Email Marketing and Catapult Your Rankings
The inbox has long been an intimate medium of communication with customers. As the GetResponse email benchmarks report shows, welcome emails can get as high as 84.22% open rates.
On the other hand, SEO remains one of the most reliable sources of driving website traffic and brand awarenesses. Among the major marketing channels, SEO and content marketing have the lowest cost per lead (CPL).
But, what if you can marry the two?
As you’ll see later in the article, the clicks from email subscribers trigger a positive cycle of engagement on your website. It can lead to a cascading effect of more links, more referral traffic, more brand visibility, and higher search rankings.
So let’s get cracking with few ways to creating a compelling marketing strategy at the intersection of SEO and email marketing. Here we go!
Start a waterfall of engagement through your list
Shreya Dalela, a B2C content marketer, had a client in the cosmetics industry with a list of over 20k subscribers. However, the brand only sends them promotional emails.
When Shreya suggested the client to send educational blog posts over email, she faced a huge resistance. The stakeholders of the brand believed that email is solely for offering discounts.
Is the brand missing out on engaging traffic?
Well, most content marketers know that the returns of their content marketing and email marketing efforts are compounding. Hence, they deepen their relationships with their subscribers by serving them value (which might mean sending helpful information instead of discount coupons).
Indeed, the email opens from your subscribers don’t solely result in one-time clicks and feedback on your blog posts. Quicksprout has found that email audiences tend to leave more comments than other traffic. The reason is that email subscribers are more “loyal, engaged, and vocal.”
The subscribers that like your content will comment, share the article on social media, and bring new visitors to your site. The engagement from your list triggers a traffic cycle.
And what do more social shares and more discussions on your blog posts mean for your search rankings?
So start with sharing your latest articles with your email list. A small intro to the subject with a link to the post works well. Remember that repeat visitors are more engaged and likely to buy from you.
Large email list, several segments
Do you have a large list? Or, are you serving different types of audience?
Then, it makes sense to segment your list. It ensures that you send relevant content to your email subscribers. Remember, the goal is not merely to hit the inboxes of MORE people. Instead, it’s about earning higher engagement with every email you send.
For instance, Pat Flynn puts up a question at the end of his emails to let this audience describe their current stage of business. It helps Pat categorize his subscribers into buckets and send them helpful content as per their situation.
Actionable takeaway: Regularly send your latest blog posts to your email subscribers. GetResponse allows you to tag your subscribers (invisible to the contact). You can also create automated workflows and add the tag actions in them. It’s useful to tag subscribers that began a new course.
GetResponse also has advanced search and segmentation options. You can use them to segment your list based on factors like location and engagement score. It ensures that you reach the inboxes of contacts interested in your content.
Pro Tip: Add UTM parameters to your email campaigns to track their effectiveness
If you want your message to be tracked even more precisely, then go to GetResponse Integrations tab, and configure the Google Analytics form.
Conduct surveys of your audience to plan your content
Loosely put, SEO involves publishing high-quality content that satisfies user intent. Then, building backlinks from high-authority websites to that page. Usually, marketers plan their content calendars by relying on keyword research. They search for keywords with low-competition and decent search volume.
However, this doesn’t take your existing email subscribers into account.
Every day new people that search for solutions to their problems find your content (targeting relevant keywords) and they, in turn, become your audience.
While that’s great brand exposure, to build a sustainable business, you need a loyal audience that happily engages with you. For that, you need to serve their informational needs.
Indeed, 90% of the most successful B2B content marketers put their audience’s informational needs first. It makes sense to seek the participation of your existing email subscribers in your content creation efforts. Let me share a few examples.
A decade ago, David Siteman Garland started his company, Create Awesome Online Courses. He teaches people how to create and sell courses online. It has crossed $10M in yearly revenue and is #938 on the Inc. 5000 list.
Surprisingly, you won’t find blog posts on his website that target keywords related to online course creation. Indeed, he hardly has any organic traffic on his website.
However, he regularly creates exclusive podcasts and content for his existing customers (that includes me). He regularly engages with his email list with updates about his life and ties the conversation back to course creation.
Does the success of CAOC highlight the importance of engaging with your existing email subscribers and customers?
Here’s another email I received from star blogger, Adam Enfroy. He mentions the way forward for his blog based on the feedback from his subscribers. His latest five blog posts are also based on it. He ends the email requesting the subscribers to reach out if they want him to cover other specific topics.
Generate organic traffic from your audience interests
You can take Adam’s idea a step further. After surveying and finding the topics that interest your subscribers, you can tie them to the keywords that have decent search volume.
Suppose you find that your subscribers want an article on starting a freelance writing business. You find that the keyword “freelance writing jobs” has a huge volume and decide to target it.
You know that your audience consists of English-as-a-second-language (ESL) speakers.
So, you create an article titled: 25 ways to get freelance writing jobs for ESL speakers.
It targets the keyword “freelance writing jobs” and makes your content relatable to your audience. When you share it with your subscribers, it will resonate, get better engagement, and more social shares.
Are you worried that making your article relevant to a niche audience will limit its popularity and prevent you from ranking?
Then look at the likes of Ryan Robinson. He writes about side hustles on his website. Hence, his article on starting a blog used the angle ‘on the side’ to keep it relevant to his audience.
Did that prevent his article from ranking for the keyword “how to start a blog?”
Instead, he ranks for 14K other keywords and gets upwards of 25K visitors every month.
Here’s Ryan’s take on limiting his audience:
I’m actually excited to limit the audience I’m writing for. Over the years, I’ve come to really feel strongly that when you try writing for everyone, you often end up writing for no one – which is why I love to niche down in my audience targeting. I choose to write specifically for people who are starting and growing a side business because it’s something I can personally relate very closely to with my ten years of experience in that world. I know their problems, challenges, motivations so intimately that I can connect well with that type of person, so it gives me a strong competitive advantage when I do write for them.
Actionable Takeaway: Choose a feedback tool and get regular feedback from your email subscribers. Ask them for ideas on content and their other needs.
You can also create surveys using GetResponse. Choose “Forms and surveys” from the menu and click on the “Create a new Survey” button.
You can use the drag-and-drop tool features to create different types of questions.
Once you have answers from your audience, then use a keyword research tool like Ahrefs. And try finding relevant keywords for your audience interests.
Generate more leads from your top-performing content
Do you create content every week? Orbit Media found that the bloggers that published every week are 2.5x more likely to report “strong results” than those published every month.
However, once you have a repository of great content on your blog, it makes sense to slow down and focus on optimizing existing content. For most websites, a few pages make up most of the traffic. For instance, Neil Patel generates 28.7% of his search traffic from .1% of the pages on his site.
To capitalize on the success of your existing content pieces, you can repurpose and distributing them to reach more people. One email marketing strategy that most bloggers rely on to drive evergreen traffic to their top posts is…?
Another simple strategy to convert your top-performing content into a smoking hot lead magnet is creating an actionable email course. You can attach a task at the end of each lesson to help your audience progress towards their goals (for which they subscribed in the first place).
For example, Ryan Robinson offers a free course ‘Start a Profitable Blog in 7 Days’ in his top-performing article on the same subject.
What’s awesome is that after the free seven-day course, Ryan pitches a paid course to these new subscribers. It helps Ryan generate a little extra revenue.
You can also repurpose your guest posts and case studies as lessons inside your email course. A few months ago, Nat Eliason launched an email course taking us behind the scenes from his Cup & Tea Leaf blog project. He didn’t shy away from repurposing his Ahrefs guest post on updating content in the last lesson.
Doesn’t it feel awesome to reap MORE benefits from your top-performing content?
In 2015, Buffer conducted no new content for a month experiment. During that time, they repurposed their highest-performing content into email drip campaigns, Medium posts, LinkedIn Pulse articles, Ebooks, etc.
60% open rates (that’s terrific engagement) and over 18k signups on their email drip campaigns.
As you grow your email list and improve your relationship with them, you get more clicks and engagement on every article you publish.
That, in turn, is the ticket to…
Higher search rankings.
Also, in the optimization process, you generate more leads and help your bottom line. What’s not to like?
Actionable Takeaway: GetResponse has some simple and effective templates under the Automation section for designing your “Welcome Email.”
You can also use the autoresponder to create email courses.
Start a curated email newsletter
To rank higher in search engines, you need backlinks from authoritative websites. They count as a “thumbs up” by other websites for your site. And generating links comes down to building relationships.
Is there a way to network with industry professionals without writing detailed blog posts?
Yes, you can choose thought-provoking articles that you’ve been reading and share insightful tidbits from them.
If you regularly hand-pick and compile such links and package them into an email newsletter, you become irresistible. You create anticipation in your subscribers.
Can you see how curating email newsletters is an excellent strategy? It’s a great way of finding a place in the inbox of industry professionals and remaining at the top of their heads.
For example, content marketer, Jimmy Daly, has maintained a weekly personal newsletter for a few years now. He shares links to a few interesting articles, a tweet of the week, some random links, and sponsored stories.
The newsletter has built up an excellent reputation for his personal brand as it reaches folks at Google, Apple, Harvard, and more. Ahrefs shows that his website has racked up over 100 backlinks that include a reference to his newsletter “Swipe File.”
He has even landed mentions from authors writing for websites like Entrepreneur.com (which in this case are fellow content marketers deriving value from his newsletter).
A few other marketing folks that send weekly newsletters include the likes of Kevin Indig and Nat Eliason. It’s crazy how they manage to send value-packed emails on the side of their full-time jobs. However, the newsletters have helped their authority.
And as we’re talking about curated newsletters, how can we forget the 5-Bullet Friday? It’s a weekly email newsletter curated by Tim Ferriss and reaches over 1.5 million subscribers.
Tim delivers five things he has enjoyed over the week. Even the 25th most popular link of the newsletter last year managed to get more than 42,000 clicks. The reason why his recommendations can spark off so many clicks is the way he adds context to the things he shares. The updates are personal and relevant to his niche and audience. Here’s an example:
Occasionally, while curating such a newsletter, you can also plug links to your articles. Freelance writer, Elise Dopson, sends a bi-weekly newsletter on content marketing. Under the section of content marketing resources, she shares links to her latest work.
That’s how a curated newsletter can help you build relationships, and even convert into more tangible results like backlinks.
Actionable Takeaway: Save the best content that you read every week using a tool like Pocket or Evernote. Then, use the drag-and-drop GetResponse editor to convert them into an email newsletter. Did I mention that you can choose from over 500 newsletter templates inside the tool?
I hope you learned a few ways to let your email subscribers’ feedback improve your content marketing as well as SEO efforts. You can also repurpose your existing assets and convert them into digestible email lessons for extracting more juice from your content.
While they may seem unrelated at first, SEO and email marketing together are a very powerful combo. So whether you’re a new brand or a well-established business, integrating the two can deliver massive business results.
Are there any other ways you’re using email marketing to help your SEO efforts? Let me know in the comments below.
Author: Chintan is a writer and an ROI-focused content marketer. Join him at Elite Content Marketer and learn how to grow your business through content.
If you work in a business setting, you’ve probably heard, or even used, at least one of the many cliche business terms that float around most offices. From bosses strategizing on how to get the “biggest bang for their buck” to a coworker sending you a slightly passive-aggressive email that starts with “Just a friendly reminder…”, it’s everywhere and it can be equal parts annoying and exhausting. Business jargon has become so overused that it often lessens the impact of what’s being said and undermines the credibility of whoever is saying it.
At GetResponse, we aim to help individuals relay strong and persuasive messages to their audiences. Accordingly, we thought it would be interesting to find out exactly which common business phrases are the most used, and the most hated, in the business world.
To gather our data, we surveyed over 1000 people across different ages, industries, and locations. We were able to pull insights from our responses to see information such as the most common terms heard, the most annoying terms, and the most passive-aggressive terms. To see what we found, check out the information below.
Every company is looking for ways to achieve better results, both internally and for clients. We asked respondents what term they are most likely to hear when it comes to improving their results, and two kept coming up: “best practices” and “raise the bar.” Separating the responses into regions, 38.41% of people in the Midwest and 37.04% of people in the North were most likely to respond with “best practices,” while 39.22% of people in the South and 41.94% of people in the West were more likely to respond with “raise the bar.”
Perhaps, people get irritated by hearing the words “best practices” because it’s a reminder of rules they choose to ignore. In fact, more than half of email marketers send the same email to all recipients.
It’s easy to be frustrated when a client or coworker asks a question you’ve already answered, and even though you can’t say, “if you read my last email you’d know”, it’s very tempting to do so. We asked what people say to nudge people to read things more thoroughly and the results differed slightly between men and women. For the most part, however, they agreed “As per my last email…” and “Just a friendly reminder…” were the most appropriate phrases for this situation.
28.97% of the men surveyed were more likely to respond with “As per my last email” as the most passive-aggressive sentence while 26.44% of women were most likely to respond with “Just a friendly reminder” as the most passive-aggressive sentence. Of course, there’s nothing like a good “Please let me know if I’ve misunderstood” or “According to my records…” to express irritation according to about 15% of respondents in each category.
It’s pretty rare for an employer will come out and say, “We really need you to work harder, but we’re not going to pay you more for it”. However, we’ve all probably been on the receiving end of a carefully phrased sentence masking that request. The most common phrase respondents saw was “We want you to take your career to the next level,” with 30.43% of people in the Midwest and 27.96% of people in the West seeing this phrasing the most. The response that was seen a nearly equal amount by respondents around the country was, “We’re asking for 110%.” You know, because 100% effort just isn’t enough.
Common jargon can also be heard in discussions with clients to boost credibility. The most common phrase respondents heard in these meetings was “biggest bang for their buck” and was followed by “value-add.” 35.51% of people in the midwest were most likely to hear “biggest bang for their buck” and they were also most likely to use the term “secret sauce” out of the four regions.
If you’ve ever seen a job posting, you’ve probably noticed certain phrases that describe the employer’s ideal candidate that made you cringe. We asked our respondents what their least favorite term was for a job posting and the majority thought “badass” was the worst by far. Other terms our respondents picked were “ninja,” “rockstar,” and “superstar.” An equal amount of respondents in the West found that “badass” and “rockstar” to be the worst descriptors. Interestingly, nearly one in ten people in the West have seen “sherpa” in a job posting.
The marketing industry has been evolving quickly as the internet continues to influence sales. When we asked respondents what their least favorite marketing term was, the results were split by generation. 24.91% of Millennials responded with “target” as being their least favorite marketing term to hear, while 23.08% of Baby Boomers and 24.73% of Gen X responded with “funnel” as their least favorite marketing term to hear.
Though it seems funnel is the least favorite jargon word among certain groups, there is a big chance that it will become the most beloved one!
GetResponse has recently rolled out AutoFunnel – a tool with which you don’t have to speak any jargon, or know the big marketing words – it simply guides you step-by-step through creating a sales / marketing process, doing work for you. No coding required!
Respondents were also asked to tell us their most hated jargon terms to hear in any context. “Synergy” was the term that was most commonly picked. After “synergy,” the next most commonly picked term was “teamwork,” followed by “touch base”. Other hated terms that were picked included “think outside the box,” “work harder,” and “best practice” among many others.
You can’t escape most of these expressions in the workplace, and their usage is usually justified. Some are perfect to describe what your goals are, what your brand is like, and who your audience is. But, if you find yourself using some of these phrases too often, you may want to change up how you’re speaking to your colleagues and clients.
Once you’ve tweaked your communication, you can safely use GetResponse and it’s solutions to maintain your relationship with customers, without the fear of irritating them ;).
Let us know in the comments which of these buzzwords are you guilty of using the most in your business communication. And, if there are any other phrases marketers use that make you roll your eyes!
Want to skip one section or the other? Just click on one of the quick links above to jump right to the part you’re most interested in.
Let’s begin with some theory.
What is a squeeze page
A squeeze page is a landing page created with the sole purpose of convincing a visitor to leave their contact details – usually an email address.
While other types of landing pages may be designed to generate click-throughs, video views, or some other kinds of user interactions this isn’t the case for squeeze pages.
They are used exclusively to capture an email address and start a conversation with a potential lead or prospect.
Squeeze pages are sometimes referred to as signup pages or opt-in pages.
Some marketers also use the term landing pages interchangeably with squeeze pages. Personally, I don’t think it’s the best choice and consider squeeze pages to be a type of landing pages, similar to thank-you pages, click-through, or viral landing pages.
Naturally, you may disagree with this distinction.
To make sure we’re on the same page, here’s a squeeze page example, created by Smart Insights.
Squeeze page vs homepage
Why or when should you use a squeeze page instead of your homepage?
The squeeze page definition already hinted toward the right answer.
Your homepage has a different purpose than a squeeze page (in most cases, at least).
It’s designed for many types of users and various goals. There are additional elements like a navigation bar, potentially tons of links, images, and maybe even multiple calls-to-action (CTAs).
Even if you do have a primary CTA or even a signup form in the above the fold part of your page, it’s probably not optimized for capturing email addresses.
And all of these individual elements compete for your user’s attention, while they’re checking out your homepage.
Remember the example I’ve shared above from Smart Insights? Let’s take a look at their homepage now.
You see right away that there are many more elements competing for your attention. That’s because they choose to communicate other things there.
Elements like the navbar, login or blog links, multiple CTA buttons, or the search bar could potentially take away the attention from a signup form – if they had one there.
But they didn’t place a signup form on their homepage. On purpose.
Because that’s what they use squeeze pages for.
Squeeze pages are free of excessive content, links, and any other elements that could potentially distract users from the main goal – providing their email address.
This is critical, especially when you’re running paid ad campaigns to drive traffic to your pages and you have to be careful about your budget.
Before digging deeper into the topic of squeeze pages, I’d like to note that this distinction isn’t always as clear-cut as it may seem.
Sometimes companies design their homepages so that they resemble a typical landing page.
It’s usually the case when the company’s still developing its product, like in the following example from SparkToro.
Or when their primary goal is to generate conversions and new registrations, like in this example from Spotify.
And as always in the online marketing world, landing pages, homepages, and squeeze pages come in all shapes and forms.
How to create a squeeze page
Now let’s look at all the elements your page should include and best-practices to follow when creating high-converting squeeze pages.
1. Make an offer they can’t refuse
The most important element of your squeeze page is the offer.
What is it that the user will get in exchange for their contact details?
This is what we call a lead magnet or a signup incentive. A freebie that’s meant to convince the potential subscriber to leave their email address.
A few examples you might have come across include ebooks, spreadsheets, and email courses.
Here’s one squeeze page example where the lead magnet is a report.
There are many other, however, and it’s important that you use the right lead magnet for your target audience and your campaign.
To learn more about this, read our blog post on lead magnets.
2. Start with a powerful headline
How long do you usually spend on a page before you decide to exit it or fill out the form?
Not much, that’s for sure.
Your headline has to seize that moment. Capture your user’s attention, spark interest, emphasize the value or pain points you’re helping with, and convince them to read more or go right to the form.
Take a look at this squeeze page example that stresses the value right from the start.
3. Write convincing copy
Writing copy that turns landing pages into conversion machines is both an art and science.
Your supporting copy has to convince users that the offer is exactly what they need and it’s in their best interest to fill out the form right away.
Other times you just need to emphasize the value and minimize the perceived-risk. That’s what Netflix does on their homepage.
4. Use social proof
Marketing copy isn’t always sufficient. Sometimes users need to hear the voice of other customers or users to decide whether filling out the form is the right thing to do.
That’s where social proof comes into play.
Customer quotes, testimonials, and case studies can help you fulfill that need.
Consider this example from Ahrefs, where they’re showing tweets about their blogging course.
5. Add trust and authority elements
Your offer sounds fine, the copy is convincing, and there are even some customer reviews on the page, but that’s still not enough for certain customers.
They want to see what other brands, companies, or people you’ve worked with said about you.
This is especially important if money is involved.
Not exactly a squeeze page, but here’s how Transferwise is using FCA, Bloomberg, Financial Times, and information about the number of their customers to help them minimize customer hesitation.
Here’s how Brian Dean uses authority elements to collect more email signups on his homepage, which is designed pretty much like a squeeze page.
6. Cut down the deadweight
Since squeeze pages are meant to convert as many website visitors into email subscribers, it’s only natural that everything you place on that page should point towards the primary goal.
At the same time, everything that could potentially distract your users from leaving their email address should either be removed or placed somewhere where it’s not going to collide with your primary goal.
What kind of elements do I have in mind?
Think of all the extra links that you have. Your resources, blog, social media, careers page, contact us page, etc. All of these are useful links, but not in that particular moment.
The same goes for all the other content or products you may want to promote along with your lead magnet. If they’re not essential, keep them for later, and consider showing them on the thank you page instead.
You’ll have to approach this individually. See what’s critical for your audience and make a decision yourself.
As an inspiration, consider this squeeze page example from BigCommerce.
Notice that they’ve skipped the navbar or any other irrelevant links here?
As you can see, there are a number of elements and best practices that most high-converting landing pages include.
How to Design a High-Converting Ecommerce Landing Page
The goal of every ecommerce page is to sell. Nevertheless, sometimes you need a page that fits a particular stage of your sales funnel. That’s why landing pages are essential for every ecommerce marketing strategy.
Landing pages seem to be very easy to design, and the market has plenty of intuitive tools that can help you prepare them. On the other hand, it takes some time and knowledge to create a high-converting ecommerce landing page. Read on to find out how to do that.
Let’s define a landing page
A landing page is the first touchpoint for new visitors. It’s a place where marketers direct recipients in their social media, email marketing, Google Ads, and many other types of campaigns. Its goal differs depending on the campaign’s purpose. Also, it’s designed to achieve a certain action from the visitors.
Although some other types of pages can also become a landing page due to their use in a campaign, there are a few specific characteristics of a high-converting ecommerce landing page.
Simply put, landing page traffic is targeted, so it comes from a buyer’s history or other sources of data about customers. Moreover, a landing page needs to have one objective and a clear design. It doesn’t have to be meticulously optimized for search engines because its traffic is generated via different channels. A product page can be entered via search engine page results, third-parties or directly from a browser, it can also be more complex.
It encourages shoppers to buy a product and gives more information about it in a description. A product page can have a section with opinions and recommendations. So, it can educate about the product and the brand, while being designed for visitors interested in shopping.
A landing page has to be dedicated to a certain campaign. The point of creating a landing page specifically for the purpose of a given campaign is that most first time visitors are not ready for purchasing. Therefore it can increase the return on investment when it comes to ad campaigns.
The advantages of ecommerce landing pages:
personalization: you can adjust your copy, visuals, and call-to-actions for the chosen audience. This way your ads can be more effective and you can increase your page click-through rate.
opportunity for testing: running A/B tests makes sense when you change one element, so that you can easily compare the performance of two (or more) versions of a page. Thanks to controlled traffic generated via paid campaigns, you can analyse which version is more profitable for your company.
wide range of possibilities: you should also use landing pages when creating campaigns directed to existing customers. By using segmentation you can prepare many customised landing pages with special offers for returning shoppers.
ease of developing: the process of creating a landing page is much simpler and faster than for “full” websites. It’s also relatively cheap. You can also prepare one template and edit it depending on the details of a given campaign.
higher conversion: because of a clear objective tailored towards a given segment of customers or characteristics of potential shoppers, it can be more engaging and successful.
8 tips for creating a high-converting ecommerce landing page
Unfortunately, there is no single guide that would fit all online stores. But there are a few tips that every marketer should take into consideration when designing a strategy including the usage of a landing page.
Tip #1: Define your target group
By knowing who are you going to direct your campaign to, you will be able to design a personalised landing page suitable for segments of customers. You can not only personalize special offers and recommendations, but also text and visuals. Depending on demographics and interests you can adjust the communication.
The more you know about your recipients, the better. Use all available sources of knowledge (for example, Google Analytics, Customer Relationship Management systems, social media reports) to get more data and find out more about people you want to get into the next stage of your sales funnel.
For example, ETQ store prepared a specific landing page dedicated to the latest men’s collection.
Tip #2: Choose one objective
Depending on the purpose of a given campaign, an ecommerce landing page should have one goal and a form adjusted to it. There are several types of landing pages, so when focusing on the one you should keep it in mind while designing. You can use several elements that can help you achieve your goal.
For example, if you build a subscribers base for your newsletter, you can use a simple sign-up form on your squeeze page. Customize the call-to-action and labels to make it the most efficient for your audience.
Another idea is to create an ecommerce landing page dedicated to each segment of your existing customers. You can personalize discounts, for example, depending on how many transactions a given shopper has already made.
Tip #3: Get straight to the point
Focus on the goal of a given landing page. Use only one call-to-action so that visitors can be sure what action you expect them to take.
CPJ uses minimalistic design and shows CTA button with simple encouragement “Order Now”.
Minimise distractions, like sliders, pop-ups, chatboxes, too many social media icons, and other links, to draw attention to the main point of the page. These additional elements can be helpful on the home page, but they are not supposed to appear on a landing page. Customers should be able to get all the essential information and perform the action effortlessly.
Tip #4: Use high-quality visuals
It’s an absolute must-have. To attract customers you need to show beautiful images or videos to make your landing page uncluttered and aesthetic. High-quality visuals are extremely important, especially when you present your products because they create the first impression of your website. They represent professionalism and engage potential shoppers. In the end, a picture is worth a thousand words. Let it speak to your advantage.
Abbott combined beautiful nature pictures with products’ packshots and suitable colors.
Tip #5: Build trust
As this might be the first touchpoint for potential customers with your brand, you should first and foremost build up trust. Add a logo of a well known and trusted company that supports your online payments. Consider implementing chosen testimonials and reviews on a product page to add some credibility to your online store.
On Beats headphones’ landing page you can not notice information about their award.
Tip #6: Highlight benefits
If you offer any extras, you should inform people about them. To get more shoppers you can offer discounts for returning customers, free shipping or any other benefit. You have the opportunity to attract customers in a few seconds. This is the place to highlight all the advantages of your online store.
Amazon presented all the significant pros of its wedding registry service.
Tip #7: Pay attention to the user experience
A landing page, like every other website, has to be optimized for the best possible user experience. Besides intuitiveness mentioned before (clear CTA) and beautiful visuals, you should check the page’s loading time and make sure it’s created with responsive web design.
Tip #8: Trigger shopping impulses
Create urgency to give visitors no time for hesitation. If you offer a special deal for returning customers or any other promotion, you should make it temporary and inform them about it on your landing page. A great way to do so is to place a countdown timer on it. Make your offer irresistible! No worries – online landing page editors (like GetResponse) provide such elements.
Tesco used a countdown which creates excitement. It was followed by two clear CTA buttons.
Last but not least. Make sure your landing page links directly to a campaign. If there is no connection between an ad and the link shared with it, you might cause frustration for your customers. Do not deceive and manipulate your recipients with inadequate ad creations to get traffic on your landing page. Remember that your real goal is conversion.
Even if you have an excellent home page and detailed product pages, you still need an ecommerce landing page for your campaigns. To convert more efficiently and increase sales, you should remember about the sales funnel and build a relationship with your potential customers.
By reaching the right target group with accurate content you can increase ROI, CTR and in the end get more customers. Make the buyer’s journey as intuitive and personalised as possible.
Creating a landing page according to the aforementioned tips is not enough to fully succeed. You need to constantly test and optimize landing pages in order to improve the results of your campaigns. The more you find out about your target groups and their preferences, the better landing pages you can provide. Don’t wait any longer – start designing your ecommerce landing page today!
Pawel is the co-founder of Growcode, the first conversion rate optimization System as a Service that guarantees revenue growth for B2C online stores. With 10+ years of ecommerce experience, Pawel has been helping companies (e.g., Limango, Virgin Mobile, Eniro, 4F, Showroom, Budapester) leverage data from their online channels to improve user experience that results in higher conversion rates, average order value and customer lifetime value.
But, building an email list isn’t all there is to making your email blasts effective. You also need to make sure to keep your database clean and your contacts engaged. Otherwise, your messages won’t generate the results you’re hoping for, or even worse – they may be landing in the spam folder.
Let’s consider what it takes to keep your communication engaging.
Based on the data from the Email Marketing Benchmarks report, we can see that emails that beat the average results in terms of open and click-through rates tend to have one of the following characteristics:
They’re personalized, i.e., the content is tailored to meet their recipients’ needs.
They contain visual or engaging content, e.g., videos.
They’re often automated, which means they reach the email recipients at the optimal time.
While employing these tactics doesn’t guarantee instant success, it can definitely help you increase your email campaign engagement rates – and put you ahead of your competitors, too.
One example of a company that maintains high subscriber engagement by running A/B tests and personalizing their email campaigns is a lead generation agency called Submission Technology.
These results aren’t something outside of a typical marketer’s reach.
Let’s take personalization, for instance.
In the example of Submission Technology, they’re segmenting their audience and delivering personalized email campaigns based on their users’ gender.
For an ecommerce brand, this should be a relatively easy tactic to apply.
Similarly, you could segment your audience based on their purchase history or engagement level.
You can actually achieve this pretty easily using the engagement score feature in GetResponse.
The system automatically identifies and scores your contacts’ activity based on their interactions with your emails. The score is represented by the number of bars, 1-5 shown under the contact’s name in the Search Contacts section of your account.
This is what it looks like when you’re looking at one of your contacts lists:
To create a segment using the engagement score, all you have to do is select the right set of conditions, e.g., contact details > engagement score > is equal to > highly engaged.
Once you’ve created your segment, you can present them a more personalized offer or use them to create a Lookalike Audience when creating your Facebook ads.
To learn more about this feature, check out our FAQ page.
Whether you’ve already built an email list or are about to start one, you’ll need a technological partner to back you up.
Your email blast service or email service provider (ESP) plays an important role when it comes to building and maintaining strong deliverability.
The ESP usually takes care of various processes like bounce and complaint handling, managing the unsubscribe requests, delivering your messages, contacting the ISPs, authenticating your communication, and providing you with analytical reports.
If you aren’t currently using any providers or you’re considering switching, GetResponse can help you run your email campaigns effectively.
Keeping the end goal in mind
In email marketing, as is the case with other marketing channels, it pays off to keep your end goal in mind.
What is that you want your email blast or campaign to achieve?
Click-throughs to your site? Resource downloads? Product orders?
The answer to this question should guide you when designing your messages.
It should dictate what you’re going to include in your subject line, the preheader, the copy, and most importantly – in the call to action.
All of the components of your message should point your audience towards the action you want them to perform.
Ideally, you’ll have one primary call to action. This way, it won’t compete for attention with other buttons or text links.
If this isn’t realistic in your case, make sure to keep it the most prominent one.
You’ll want to test this approach, but usually, it’s best to limit the number of options you present to your audience. By offering too many options, you may be thinking you’re providing them value, but in reality, you’re pushing them into the paralysis by analysis state.
Here’s an example of an email message that offers just one primary call to action button.
2. What is the best time to send an email blast?
This is one of the most frequently asked questions when it comes to running email marketing campaigns.
In my opinion, generalizing that your entire audience will open your email blast at a certain time or day of the week is not the right approach.
Consumers are all different, and they change their behavioral habits depending on the situation they’re in.
So here are the steps I propose, in this specific order:
Rather than picking the ideal time for everyone, use an algorithm that’s going to adjust the email sending time for each of your contacts individually. In GetResponse, this feature is called Perfect Timing.
If you’d rather choose that your email blast reaches your audience at a specific time, go ahead and analyze this report to pick the most optimal hour.
Once you’ve selected the appropriate time slot (10 AM and 2 PM seem to be the most promising), send your email blast using the Time Travel feature.
Similarly to Perfect Timing, it’ll adjust the time of the sendout for you, but this time only to make sure that the message reaches your audience at a specific hour according to their time zone.
Email blasts, broadcasts, campaigns – it doesn’t matter
Emails Going to Spam? 12 Reasons Why That Happens and What You Can Do About It
Worried about your emails going to the spam folder? We’ve got you covered.
In this article, we’re sharing 12 reasons why your emails go to spam instead of the inbox and what you can do to prevent them from doing so in the future.
As you’re about to see, you’ll be able to fix most of these issues all by yourself as they’re directly related either to what’s inside of your email messages or how you build and manage your email lists.
For each element, I’ve also included actionable tips that along with the email marketing best practices will help you build strong email deliverability and get your emails in front of your subscribers’ eyes.
Why emails go to spam instead of the inbox
Why do my emails go to spam?
For many years of internet providing a simple and fast way to communicate, there has been a great development in the number of “actors” trying to reach people, that don’t want to hear from them.
Mailbox providers in a chase of better user experience try to stop this internet noise by filtering those messages, that are highly unlikely to be wanted or expected by the mailbox owner.
Spam folder is the “purgatory” of the email flow, and without it, we all would be flooded in our inboxes.
But no spam filtering system is bulletproof. False positives happen.
Being mistaken for one of the “bad guys” is a reason for even a good email landing in the spam folder.
When that happens, you need to change its mind.
Martin Schwill, Deliverability Manager at GetResponse
12 reasons why your emails go to the spam folder and what you can do to stop that from happening
1. You don’t have the permission to contact your recipients
There’s nothing wrong in wanting a big email list.
Although our studies show that email marketers with the largest lists tend to have lower average email open rates, you shouldn’t ignore the fact that their potential to generate sales revenue is huge.
But having a big contact list shouldn’t be a goal in itself. And you shouldn’t aim for it at all costs.
Recent regulations like the GDPR or the upcoming CCPA have become stricter about how email marketers handle customer personal information. It’s no longer enough that you give your email recipients the option to unsubscribe.
Before you start sending your email campaigns, you should always make sure that you have the permission to do so.
If you neglect that, you’re not only risking that your emails will be going to spam, but also that you’ll be fined.
That’s why if:
you’re still filling your email campaigns with contacts from Outlook, Gmail, LinkedIn, or any other place where you’ve interacted with people,
you’re an ecommerce business automatically adding people to your list from the checkout page,
you’re using a pre-checked newsletter consent checkbox in your web form,
buying or downloading email lists from the ‘reputable sites’…
And if you’re unsure whether it’s OK to contact some of the people who’re already in your database, consider running a reconfirmation campaign. By sending an email that’s going to ask your audience to continue and stay opt in, you can be sure that only those who’re still interested in your offer will end up on the list.
These will help you easily store, manage, and view all the consents that your contacts have given you.
GDPR fields are similar to custom fields that you’re probably already familiar with, but there’s one significant difference: instead of editing your consents, you can only create newer versions.
Thanks to this, you won’t end up overwriting your contacts’ permission settings and you’ll know exactly which version of the consent they’ve given you.
Here’s an example of what you’ll see when one of you contacts gives you their consent, e.g., when signing up through one of your landing pages.
Pro tip 2: If you want to stop your emails from going to spam, make sure to always exclude contacts who haven’t given you the right consent.
This will help you avoid making mistakes when you’re running email marketing campaigns that aren’t dedicated to your entire database.
Here’s how you can do this in GetResponse:
To select your target audience, check the box next to the name of the list or segment you want to include or exclude from receiving your message. If the same subscriber is present in more than one list or segment, they’ll receive the email only once.
On top of using lists and segments, you can also use suppression lists, where you can store any contacts that shouldn’t receive your communication. A suppression list won’t be included automatically, so make sure to include it manually when sending your email campaign.
2. It’s not clear what your subscribers are signing up for
Transparency is key, especially when you’re building an email list.
When filling out your signup form, users should be fully aware of what kind of communication they’re going to be receiving in the future.
It’s not alright to advertise one service and send emails about another one unless you’ve specified that in your web form.
Or to say that you’re just collecting submissions for a competition and end up using the email database for marketing communication.
Be crystal clear about what you’re going to talk about in your emails. And then deliver on that promise.
When you do that, you’ll see that your unsubscribe, and complaint rates will drop.
And as for your chances of leaving the junk folder – they’ll most definitely increase.
Pro tip 1: Make sure that your web form, the thank you page following it, and your welcome email clearly state what your users are signing up for.
Doing this early in the subscription process improves your chances of building strong relationships with your audience. And, reducing the likelihood of your emails going to spam.
Example of a subscription confirmation page from Further. On this page, Further reminds their users about the type of content they’ll receive in the future and how they can make sure they won’t miss out on the content. By doing this, they’re decreasing the unsubscribe rates and improving their deliverability at the same time.
Pro tip 2: If you want to lower your unsubscribe rate, make sure to fill out the name and description of your email lists.
This will help your audience decide which lists they want to stay subscribed to and which ones they want to opt out from.
Here’s what it looks like when a contact clicks the unsubscribe link in one of the emails sent by the GetResponse Marketing Team.
They see all the essential information regarding their subscription. This includes the date of their subscription and the name and description of the list they’ve signed up to.
3. You’re making it difficult to unsubscribe
This one’s among the top reasons why email recipients report emails as spam.
If someone wants to stop receiving marketing communication from a particular sender, the last thing they want to do is to spend extra time looking for a way to unsubscribe.
The moment they find it difficult or lose trust in their request being processed successfully – they report the message as spam or manually move it to their spam box.
In both cases, the marketer is at loss.
Here’s what you should avoid:
Burying down the unsubscribe link below the main part of your footer (e.g., by adding empty lines on top of it)
Hiding the unsubscribe link (e.g., by changing the copy or writing in a hard to read color)
Making your recipients contact you to resign from the newsletter
Making recipients log into some form of a panel to unsubscribe or change their mailing preferences
Taking unreasonably long to process your users’ requests to unsubscribe
Adding any of the above roadblocks just gets you closer to having your emails marked as spam and having them negatively evaluated by ISPs spam filters.
Here’s one example of an email I received that’s making one of the mistakes I’ve mentioned above. Something you don’t want to do in your own email communication.
Pro tip 1: If you’re worried about your unsubscribe rate being too high, consider offering your subscribers a way to opt down and lower the mailing frequency.
A separate email list or segment will be enough for you to divide your recipients into separate groups, e.g., those who want to receive your emails every couple of days and those who prefer a weekly roundup.
Alternatively, you could also add a short description explaining why the subscriber is receiving your emails and reminding them when or how they’ve signed up for your newsletter.
Pro tip 2: If you’re seeing that your spam complaints are high and you’ve followed the tips described in points 1-3, you could try providing an additional unsubscribe link right after your preheader text.
This may look like a radical move, but it’s better to have more people unsubscribing from your list rather than having them report your messages as spam.
Note: Our observations suggest that people from particular cultures may have a higher tendency to click the ‘report as spam’ button. One of such countries is Russia, which tends to observe the highest average complaint rates as we’ve found in the Email Marketing Benchmarks report.
Moving your unsubscribe link to the preheader may be your best bet if your target audience shows similar tendencies.
4. Your email frequency is off
Emailing too frequently?
People get tired and start ignoring your emails. They stop engaging with your communication, and because of that, internet service providers (ISPs) such as Gmail move your newsletters to the junk folder.
Sending one email every couple of months or so?
People don’t remember you and deliberately ignore your emails (maybe even mark them as spam). Or they accidentally miss one or two and lose the chance of seeing your content for several months straight.
As you can see, neither of these options is good for your email deliverability or your ROI.
The second one’s problematic for yet another reason.
If you have a big email list that you contact only every couple of months, ISPs might get alerted by the sudden email blasts. Such spikes in activity might cause temporary blocks, higher bounce rates, and more emails going to the junk folder.
Pro tip 1: Set the right email frequency by putting together your key email marketing metrics, like the total number of conversions, unsubscribe rates, and bounce rates).
Once you decide on the right email schedule, make sure to communicate it to your audience, e.g., in your subscription form or the welcome email.
Pro tip 2: If you want to increase your email frequency without alerting the spam filters, start by contacting your most engaged subscribers first. Use suppression lists and exclude segments less likely to respond to your email campaigns.
After you’ve managed to successfully engage your best recipients, you can start slowly including those who read your newsletters less eagerly.
Some email marketers can get away with having high email frequency. Here, even the name of the newsletter suggests that it’s a daily newsletter update. Be careful with this approach, though, as it can easily backfire. Users can get overwhelmed by too frequent communication. That will result in an opaque churn. Meaning, they won’t unsubscribe from your communication, but by ignoring it, they’ll be affecting your overall email deliverability.
5. You’re not paying enough attention to email list hygiene
Email list hygiene may sound like a funny term. But it’s a process that can have a massive impact on your email deliverability.
Email list hygiene management is about identifying the engaged subscribers, re-engaging those who’ve become unresponsive, and getting rid of those who hold no business value.
And whom do we mean, when we’re saying that they’re holding no business value?
Not just people who are no longer engaging with your communication, clicked the unsubscribe button, or marked your emails as spam.
We also mean those who’ve provided a wrong email address or those who’ve abandoned their mailboxes.
To keep your list clean – and hygienic – you should use confirmed opt-in (a.k.a. double opt-in) and run re-engagement campaigns on a regular basis.
Sending a last resort campaign may work even better, if you put it together with a Facebook or Google Ads campaign.
By doing this, you’ll make sure that your list is clean from misspelled, inactive, or spam trap emails.
If you’re using GetResponse, this process is simple.
You can run Facebook ads directly from your account. Just select the list or segment you want to reach with your Facebook ad, customize your ad, and you’re good to go.
If that doesn’t work, you’ll have to choose whether you want to remove such subscribers from your list completely or try retargeting them using another marketing channel.
Bear in mind that there’s no set rule for when a contact should be identified as inactive. This will largely depend on your sales cycle.
In ecommerce, for example, some recipients stay inactive for the larger part of the year, but they’ll check their emails for discount codes and information about promotions around the holiday season.
Take a look at this example report for one of our automated emails. We send this email to users right after they’ve filled out the subscription form in the GetResponse Resources. Notice that the bounce rate is almost 3%, most of which is caused by hard bounces (misspelled or non-existent email addresses). Removing these addresses automatically and early into the subscription, will help you ensure your deliverability is unaffected, especially when you’re planning some bigger promotional activities.
6. Your emails are image-heavy (and text-light!)
Email marketing is slightly different from other marketing channels.
Although images do play a big role in it, they can’t dominate your newsletters.
Many email marketers make this mistake: they pack their email templates with images, to make them look nicer, and spend less time coming up with the sales copy.
Here’s one such example from a renowned brand. Notice that even though there’s text in the email body, it’s still part of an image.
This may seem like a good strategy – after all, people like images and can read the text even when it’s part of an image.
But there are two problems.
One is that, unless you provide the ALT text to your image, consumers that use screen readers may have trouble reading your content.
Just like it would be with the following email.
Second one is that ISPs like Gmail or Outlook see this a bit differently.
Lots of heavy images make heavy emails and ISPs want to process as many emails as possible. By making your newsletters image-heavy, you’re making this process more difficult and resource-consuming. And because of that, they may choose to filter your emails less favorably and place them in the spam folder or even bounce them.
That isn’t to say that all emails that contain heavy images will go to spam. Email marketers with high deliverability and high subscriber engagement can often get away with slightly heavier newsletters.
But I’m going to assume that this isn’t you, since you’re reading this article.
On top of the email weight, ISPs also look at the amount of text that’s visible in your newsletters.
They check the text-to-image ratio to evaluate the quality of your message. That’s because a lot of spammers wants to avoid the text-based content filters.
In general, the more text or the higher its ratio compared to images the better.
Additionally, ISPs also compare the HTML and text version of your emails. These have to match, otherwise the message looks suspicious to say the least.
Naturally, this doesn’t mean your emails have to be text-only. Especially given that our studies have shown that emails that contain at least one image tend to have higher average open rates than the plain text ones.
So what should you do, when images need to be part of your email template?
First of all, check whether your email software automatically reduces the size of images you upload into your newsletter.
For example, when you add your own images into your email template in GetResponse, they’ll be cropped and compressed before they’re delivered to your email subscribers. This is different for GIFs, however, which are not being altered.
Alternatively, when saving your files in your image editing software, make sure to use an option that’ll be called “export them for the web” or something along these lines.
And if you’re on a budget or just don’t want to bother your designer, use an online tool called Squoosh. It’s really quick and can help you make your images optimized – both to be used in the email campaigns or on your website in general.
Pro tip: One way to increase your text-to-image ratio is to add more copy into your footer. There, you could explain why your subscribers are receiving the email, who it’s being sent by, and how one can manage their mailing preferences or unsubscribe.
This is in addition to adding the elements that are required by CAN-Spam Act and other regulations. One such element is the impressum, which states the name and physical address of the company sending the email.
Another way you can increase your text-to-image ratio is to add copy (in text, not over an image) into your email introduction and product descriptions. The same goes for creating CTA buttons, which could be coded and styled so that they don’t look much different from what your designer would create.
This is more of an UX concern rather a deliverability one (so it won’t stop your emails from going to the junk folder), but you might want to take this into consideration. Gmail, which is the most popular email client, will clip emails they consider too large. If you add too much content, a critical part of your message might remain hidden until someone clicks the “View entire message” link.
7. You’re linking to suspicious websites (among other things)
Not many email marketers realize this, but when ISPs analyze your email’s content, they also go through your links.
If you’re trying to improve your email deliverability, because your emails are going into the junk folder, here are several things to avoid:
Linking to websites that have low reputation
Using links that redirect users too many times
Using suspicious link shorteners
Having small text-to-link ratio
Linking to too many different domains
Bear in mind that your links could be hidden in the images that you’re using. If they’re hosted on a website with a bad reputation, you might also get hit by spam filters.
In general, you should check the websites you’re linking to and how many links there are in your email in general. Again, the higher text-to-link ratio the better.
As for the number of domains you’re linking to, what you should be looking for is the so-called domain alignment. In other words, in the ideal world, the domains that are used in your from address, mailing domain, and inside of your email content will all match.
If you use this tool and notice that your score is too high (most filters are set to 5.0), try to identify the element that’s responsible for the higher Spam Score. If you’re unsure which one it is, try cutting out the content of your email one element or section at a time and keep checking if the score’s changed.
This way you’ll be able to locate the section or individual element that’s causing trouble. It could just as well be a single link or part of your copy, so pay attention to all elements within your email template.
8. You’re playing dirty
Some marketers will do anything to increase their email open rates.
Even if their tactics mean that the recipients are at loss.
What sort of tactics are we talking about? For example, adding phrases like “Re:” or “Fwd:” to their email subject lines.
Adding these elements is meant to trick the subscribers into thinking that your marketing email is just a regular message they’d receive from a friend or colleague.
Naturally, newsletters and other marketing communication don’t work this way.
Although they do include personalization or a friendly from name, they’re not meant to trick people into thinking that they’re sent in response to their previous email.
How about using ‘spammy’ words?
You know, words like “buy now” or “free”.
Believe it or not, most lists of “words to avoid” are now obsolete.
Spam filters have evolved so much, they don’t just look at the direct use of common phrases like the ones above. Using phrases like “cheap” won’t move your emails into the spam folder.
Note: this is different for using names of drugs and other similar products.
Just what is considered spam these days? In general, the fundamentals still apply. This includes using a low-quality list that has not been cleaned and/or its subscribers have not clearly opted in to receive messages. Also, poor quality messages, inaccurate targeting, and the lack of solid authentication technology, all continue to be key triggers for filtering. Digging deeper into the current state of spam filters, here’s what else the filters are evaluating behind the scenes:
If the message resembles current or known phishing scams.
Hushbusters: These blocks of text, which are sometimes invisible to recipients, are often used in the mail structure itself in an attempt to deceive the filters.
Hiding text in HTML comments or by using fonts, colors, or backgrounds to reduce their visibility.
Incorrect or suspicious code.
The image-to-text ratio.
Pro tip: Now that spam filters have become more complex, your main focus should be on increasing your email subscribers’ engagement. One of the best ways to do this is to use email automation. Automated emails are sent in response to your recipients’ actions and preferences, which is why they generate above average open and click through rates.
9. You’re not using the right email marketing software
I know this sounds like we’re tooting our own horn, but it’s impossible not to mention a critical factor – your email marketing software.
It’s not only the technology that’s enabling you to send emails to thousands or even hundreds of thousands of recipients within minutes. Your email service provider also plays a big role in delivering your emails to your subscribers’ inboxes.
Let’s take our example.
Here, at GetResponse, we manage your IPs reputation, process bounces, unsubscribes, spam complaints, and set up feedback loops.
Thanks to this, we know when an email address is no longer active, is misspelled, or when the recipient wants to unsubscribe. Once we see such addresses, we remove them from your list, so that your deliverability isn’t affected, and you don’t have to pay extra for contacts that hold no value to your business.
We also team up with various ISPs and anti-spam organizations to learn from each other how to better secure our systems and fight spammers and phishers.
Pro tip 1: One more thing that’s worth pursuing is email authentication. Setting up the SPF and DKIM records will make you recognizable for the ISP. Identifying you means they’ll be sure you’re not impersonating anyone else. It will also help you increase your reputation and make all the good things you do “stick” to your brand. It will also help you get better knowledge about your reputation.
Pro tip 2: While designing and coding your own emails from scratch works for many out there, one of the common reasons why emails go to spam is that their HTML code isn’t clean.
To avoid that, either hire a developer who’s on top of the email design game specifically (coding for email is very different from coding websites) or use an email creator.
The latter will help you design and edit your email templates freely, without the need to bother your designers. On top of that, you’ll know your emails are designed specifically for all the most popular email clients.
10. Your email engagement rates are low
Spam filters are also looking at how much your subscribers engage in your email communication.
The more your recipients interact with your content, the better your chances of landing in the inbox.
This also means you don’t have to be as cautious as those who are just starting to send email campaigns or those whose emails land in the spam folder.
You can add heavier images into your newsletters, send bigger blasts in one go, or even increase your mailing frequency and still reach the inbox without a glitch.
The opposite is also true. The lower your engagement rates are, the more careful you have to be about how you run your email campaigns. You need to put extra effort to have your emails delivered successfully.
If you’re seeing that your average email marketing metrics are below the email industry benchmarks, there are a few things you should do.
First of all, focus on improving your email list hygiene. As we’ve discussed in point #5, it’s critical to keep your list clean from bad or inactive email addresses. That’s why you should regularly run re-engagement campaigns that’ll reactivate and separate inactive recipients from your most loyal readers.
The second thing you should consider is lead nurturing. Instead of throwing your new subscribers into the same stream of communication everyone else receives, you should treat them in a more special way. By designing a drip campaign, you can turn your new contacts from complete strangers to active consumers one message at a time.
A big part of your lead nurturing campaigns will be welcome emails. They’re not only great for creating a great first impression but also for engagement and deliverability. They reach an average of 80% open rates and 25% CTRs, and can help you get your customers used to checking your emails in their inbox. You can also use welcome emails to ask your recipients to add you to their safe senders list.
And setting up welcome emails is easy. All you have to do is either set up an autoresponder or a marketing automation workflow that’ll be sent right after a new contact joins your list.
Last but not least, make sure to segment your audience for all major campaigns. Rather than sending email blasts to everyone who’s on your list, pick the customer segments that are most likely to be interested in your offer.
This way you can exclude those who’ve been already receiving too many emails or would find the content you’re about to promote irrelevant.
Pro tip: Increasing your email engagement rates takes time. If you’re having deliverability issues, be sure to start sending your email campaigns to your most engaged audience.
11. You’re sending your email campaigns from a freemail domain (e.g. Gmail or Yahoo)
When starting their journey with email marketing, marketers often use freemail domains like Gmail or Outlook to send out their newsletters.
Up to a certain point, this works fine. Their emails reach the recipients and the marketer doesn’t need to do any extra work to get them delivered.
But when their list grows, the freemail domain in the from address is often the reason why their emails end up in the spam folder.
The reason for this is that ISPs prefer to see domains that have been registered by an individual sender, whom they can trackback.
Naturally, this is not possible for freemail domains, like Yahoo, Outlook, or Gmail.
This may explain why freemail domains are often abused by people who deliberately want to send out spam.
The good news is that it’s an easy fix.
All you have to do is set up your own company domain or create a subdomain under your existing domain and use it for your email campaigns.
Even if you’re going to use it only in the from address, and not the mailing domain you’re physically sending your messages from, it’s going to help you deliver your message better.
That isn’t to say that changing the from address is going to instantly change things for you. Your from address will slowly build a reputation of its own, so it’s best to gradually increase your sending volumes rather than go for a big email blast right away.
Pro tip: I know I’ve mentioned this before, but using tools like the Spam Assassin will help you identify such common mistakes as the freemail domain in your from address.
By running your newsletters through a spam checker, your chances of reaching the inbox grow considerably higher.
12. Your mailing IP has a bad history record
If you’ve gone through all the aforementioned reasons, fixed them, and your emails are still landing in the spam folder – the chances are that your mailing IP is to blame.
The IP you’re sending your email campaigns through builds a reputation of its own. And this reputation stays with that address for months, even when nobody’s using the IP to run their email campaigns.
This means that if you’ve acquired an IP address (or your email software provider assgined you one), it may have someone else’s reputation still affecting the deliverability.
This isn’t usually a problem, because most email marketing providers use a number of shared IPs to process your campaigns.
In other words, the reputation is built by a number of marketers at the same time. Plus, the email traffic is directed through different channels to make sure the deliverability stays intact.
Having said this, if you’re experiencing deliverability issues and you’re using your own mailing IP, this is something you should explore further.
Note: It’s also possible that your IPs’ reputation gets affected by someone else who’s sending their campaigns from an address within the same class. This is rarely the case, but if nothing else works, you should check out the reputation of addresses within your IP class, too.
Pro tip: To check if your IP is listed on one of the popular blacklists, you can use online tools, like the MXToolBox.
Bear in mind that not all blacklists affect your email deliverability. Some were created only for commercial reasons and aren’t used by ISPs when filtering your emails.
Even if you do find your IP or domain listed on one of them, it doesn’t necessarily mean your emails will go into the spam folder.
Now that you’ve learned these 12 reasons why your email campaigns could be going to spam instead of the inbox, it’s time you start improving your email deliverability.
If you’re unsure about any of the factors mentioned above, just reach out to us in the comments and we’ll do what we can to help you out.
And if you’re ready to move your campaigns to an email software provider with 99% deliverability, there’s GetResponse for you :).
How Do Webinars Work? A Beginner’s Guide to Webinar Marketing
Even though webinars have been here for a long time, with the continuous rise of video content’s popularity in marketing, web presentations are the way to go.
If you’re new to creating webinars as a marketing strategy, read along and find out what webinars are, their main benefits, and how to create them.
What is a webinar?
Webinars (web seminars) are video presentations, workshops, or lectures hosted online. They are usually business-related and allow you to share your knowledge with virtually anyone in the world.
Web presentations are a highly interactive form of marketing and can be used as a relationship-building or authority-building tactic. But the possibilities are endless. You can even use webinars for internal team meetings if you’re part of a remote team.
Planning a webinar is so much easier than organizing a seminar or lecture in real life. Mainly because you don’t need to have a big venue to host a large number of attendees. You can invite people from all around the globe, and if they can’t participate live, you can record the webinar and send them the recording later.
What are the benefits of a webinar?
So, now you know what webinars are. But why do you need webinars?
Here are the main reasons you should host a webinar:
First of all, they help you build a list. Every registered person is a new contact in your database.
Online seminars establish you as an expert, a trustworthy and reliable source of information in your industry. They allow you to share your expertise with your target market. You can personally provide solutions to their problems, which can clear their doubts over your product.
If you record your webinars, they will serve you as valuable content you can share with your audience later.
By registering, people are demonstrating an interest in what you are offering – they become qualified leads, making it easier to nurture and convert them.
They can help you train and onboard new employees in a ‘fun’ way – it’s always better to explain important issues by talking, not writing long-form text.
Every web seminar you run gives you many branding opportunities. With webinars, you build brand awareness and set the brand voice.
Michael Leszczynski, Content Marketing Manager at GetResponse, says:
Here, at GetResponse, webinars play an important role and not just because we provide webinar software. We use them to onboard new customers, support our product launches, and establish authority when inviting world-class experts.
We also use them internally, when onboarding and training our new employees who are joining our remote offices. They’ve been great for knowledge-sharing, especially given the fact that you can record and re-use the content later.
There are many types of web seminars you can use typto achieve specific goals, or to adjust to the needs of your audience and your business. Here are some of the most popular types of content and techniques you can use while video conferencing. Follow by them, are the most popular webinar types categorized by the goals you can achieve with them.
Webinar content types
If the purpose of your webinar is educating your audience, the web presentation itself should provide accompanying educational visuals – and presenting what you want to convey in presentation slides is the easiest way to do it.
Here’s how we do it with GetResponse webinars:
A quick tip: The first slide of your presentation should have all the important “technical” info – how long will the webinar last, wether it will be recorded & sent to participants, and the agenda for the video seminar.
Creating a web seminar in a live-video format is great if you want to build closer relationships with your customers or to conduct a team meeting. It’s very personal, and you can show the “human side” of your business in a professional way. This type of a softwebinar could also be useful if you’re making a video presentation of a physical product.
When you’re hosting a webinar, your audience can use the chat option to ask questions or answer yours. It builds the relationship between you and establishes your authority when you provide answers to their problems in real-time. People feeling seen by you makes the connection stronger and creates a bond that keeps the customers coming back to you.
You can use the whiteboard to better visualize more complex topics. By drawing over charts, images, or mapping out various concepts from scratch, you can help your audience follow your thought process.
A GetResponse webinar using the whiteboard mode
Quick tip: While explaining concepts on whiteboards during the web conference, don’t hestitate to collaborate
A pre-recorded webinar
If you need to do an online presentation on a specific topic more than once – or maybe you even need to do it regularly – you can use a pre-recorded webinar instead. This option is also useful if you’re doing a webinar with a guest-speaker who’s unable to schedule a meeting around the time that best fits your audience.
Once you’ve got a polished presentation, all you need to do is hit the play button once the webinar has started. To make sure the video presentation remains personal and your audience is happy with the experience, you can run the chat and answer their questions live while the pre-recorded webinar is running.
This is a common practice among SaaS companies that need to run product training webinars for their new customers on a regular basis.
When your topic requires demonstrating some step-by-steps in software or online, there’s no better way to do it than by sharing your desktop. The attendees will be able to see exactly what you’re doing and follow along. This format is especially useful while onboarding new users to your software.
You can also use screen sharing if you’ve created your presentation in a non-standard way, e.g., using Prezi. Since these aren’t based on slides, the best way to present them is through sharing your screen with your audience.
The same applies if instead of using one presentation, you’re sharing multiple apps or files like spreadsheets. Rather than taking screenshots and adding them to your presentation, you can share your desktop and jump between different apps freely.
A polling tool is something that will provide both you and your audience with stats and information not available anywhere else. You can set it to be either anonymous or public.
Webinar types by different purposes
If you want to educate your audience on the field you’re an expert within, webinars are one of the most effective ways to do it. To run an educational webinar, it’s best to use well-prepared slides or a whiteboard video, as it utilizes the visual capabilities of webinars.
Also, don’t be afraid to ask external expert speakers to collaborate with you!
2. Product webinars
When you have a great product to showcase to a lot of people, turn your usual event-goers to webinar participants. You can give them a detailed presentation, including every detail, answering their questions. While running a product webinar, you’re educating the participants and getting their attention with your product, so you’re able to nurture your leads and even convert them into actual customers, making a sale. This allows you to collect the much-needed feedback on your product or tool.
3. User onboarding
If your company is offering software, you will benefit from a user onboarding webinar the most. Make sure the learning curve is as soft as possible by inviting new users to participate in a webinar that you run for newbies regularly, for example, once a month. Run a user onboarding webinar making use of a screen sharing option.
4. Employee training and team meetings
Of course, running webinars to convert is beneficial to your business. But that shouldn’t stop you from using webinars for team meetings and training your employees when you have a remote team, or a team too big to fit into a room together.
5. Lead generation and list building
When you promote your webinar across different channels, focus on one persona that you’d like to attract. When they register, they will trust you with their email address, and that’s the starting point. You’ll gain valuable and interesting leads you can follow up with, and nurture them into conversion later. You can also host paid and free webinars with the help of marketing funnels.
6. Customer retention and nurturing
While hosting inspiring webinars may be great to attract new people to your brand, it’s equally as good for nurturing customers that are already on board with you. The personal relationship you build along the way is key to keep them coming back. With such webinars, they can keep track of your newest products and announcements. It’s also a great opportunity for your clients to ask important questions when you’re more approachable than ever.
How to run a webinar & webinar best practices
If you’re wondering how to start creating webinars, here are a few webinar tips, and steps you need to take.
1.Choose the right topic, title, and format.
First of all, think of what the purpose of your webinar will be.
Is it to generate leads, grow your list, sell a product, or onboard new users?
Then, decide on the topic. What is the most important knowledge you can share with people in an hour or so? If you’re looking for inspiration for your webinar’s content, you can run through your other content’s stats to see what drives traffic to your site, and what your audience is the most interested in. This step will definitely ensure a higher engagement.
Remember to be precise. It helps people understand what they’re signing up for, and it also helps you with your landing page’s SEO. Consider naming it with a question, e.g., ‘How to make a webinar sale? Free webinar with *an industry influencer*’. Whether it’s a webinar directed towards people new to the subject or experts, specify it. It will save you from lots of negative opinions like “I already knew that” and “It was too complicated; I need to know the basics first.”.
When you’ve decided on the topic, choose a format that would suit your webinar’s needs.
2. Choose the presenters & team.
When preparing for a webinar, you’ll need to pick a qualified presenter. It should be a person who’s knowledgeable on the subject, not afraid of public speaking and answering tough questions, has good charisma and is at least a bit immune to stress. Of course, your web seminar can have more than one presenter.
Then, you can choose an assistant, who could admin the chat and possibly answer some of the audience’s questions while the speaker continues with their presentation.
After you’ve found perfect people who will create the webinar’s content, you can also ask someone (or a few people) to take care of the technical side of your web seminar (make sure the Internet connection is strong and that you can be heard and, if required, seen)
3. Plan out the content
Planning is crucial If you want to construct an online seminar that’s engaging from start to finish.
Webinars that involve the presenters running through subjects in chaos and stumbling aren’t the best and most memorable. If you plan your webinar right, it should deliver on your promise, and have the perfect amount of content for your audience to absorb.
When you know the topic and purpose of your online seminar, it shouldn’t be hard to create an outline. Remember that the average webinar lasts about 40-60 minutes, so that’s the standard timeframe you’re going to work with. If you’re creating a prerecorded webinar, create a storyboard first, just like a film director would.
The content you provide throughout the webinar should be engaging enough to keep the participants until the end. You can also tease a bonus at the start, to create an incentive to keep watching. Then, it should naturally lead into a paid offering, if that’s a part of your webinar’s purpose. There’s an 80-20 rule for this – make the webinar 80% solid content, and you can promote your product for the remaining 20%.
Always start by welcoming participants. Ask them where they are joining you from, and you’ll create instant engagement.
Make the participants sure that’s the right place for them to be, by specifying who will benefit from the online seminar. Also, introduce not only the subject of your webinar, but yourself. Start with a relatable story to prove you’re trustworthy and keep it brief.
Remember to always save some time in the end for a Q&A session. Mention it at the beginning so that the audience will have time to think through the questions they want to ask.
Before you run a webinar, make sure you have a camera (a working laptop camera is good enough) and a working microphone with settings adjusted to the environment you’re in. Speaking of which, choosuggestse a set for your webinar – it can be your office, or even your living room, but keep it professional and ensure nobody interrupts you during the webinar. It can throw you off guard and disrupt the focus of participants.
To minimize the risk of some miss ups, check if your Internet connection is stable, and keep a fully charged backup laptop within reach.
And it should go without saying – if you’re going to share your screen, don’t have any unnecessary tabs open in your browser and possibly clear your desktop.
It’s also best to log into the webinar room 20 minutes before the scheduled meeting and check if everything goes smoothly.
5. Attend other webinars beforehand
It’s hard to imagine how to prepare for such an event if you’ve never attended one yourself. Find a few seminars with experienced hosts, like industry influencers, and register now J. Make notes of everything you find interesting, starting from the webinar’s landing page, to the way the speaker talks. See what you can implement in your own preparation.
6. Schedule your webinar
What is the best time to run a webinar?
It’s hard to pinpoint the ‘perfect’ date and time, but the rule of thumb is to schedule a webinar for the middle of the week, Tuesday to Thursday (with Tuesday as the winner). The other days are more likely to have people vacationing. Most people will only commit to one webinar per week, so you’ll be competing with other players in the field.
While you may assume people want to attend web seminars in the afternoon, when they’re off work, it’s not entirely true. Some statistics suggest that the time most people prefer to attend webinars is 10 a.m. or 11 a.m. Keep in mind that you’ll probably have guests from different time zones, and if you’re really far away from your targeted audience, you may even have to sacrifice some sleep to host. And, try not to schedule the seminar for lunch hours.
While promoting your video seminar, mention that it will be recorded – people will know it’s worth signing up even if they can’t attend and that they’ll receive the recording later.
7. Promote your webinar
To run an online presentation, you need people to register for it. It’s not just the content that makes them register – it’s how you promote it.
Webinar landing pages
Create a webinar landing page in GetResponse >>
Create a landing page with an invitation, that will encourage people to sign up and tell the audience everything they need to know beforehand.
First, write a short copy explaining the topic. In a few pointers highlight what the participants will take away from it. Then, place a signup form where your leads will leave their name and email, and finish it off with a clear CTA button – the word “register” should be enough.
Don’t forget to introduce the hosts. It’s a nice touch that will set the foundation of your newly-built relationship.
And there’s the last step that you should never skip – highlight the date and time of your webinar (especially the timezone if you expect participants from all over the world).
If you’re feeling extra fancy, when creating a landing page in GetResponse, you can add a countdown timer.
Banners, popups, ads
Place a banner on your website or blog in a visible spot at least a week before the scheduled date. The CTA button, again, is of the utmost importance – build a sense of urgency by using phrases like “save your seat” or “register now”. Then, link it to your landing page.
You can promote your event in popup forms on your website if you want a quicker way to get people to register.
Advertise where the people are. If you know your audience’s preferred mean of communication is social media like Facebook or Instagram, create social ads that lead to the registration page. Try the GetResponse Social Ads Creator if you want to use fun templates and create video promos in no time.
Spreading the word
When you have a great following on social media like Twitter, you can use it to your advantage and spread the word, possibly gaining new followers along the way. Create a dedicated hashtag – it can engage the participants you before, during, and after the seminar and allow you to interact with them.
Share links and tease the presentation’s content. And, just before the start of your online seminar, state that it’s about to begin – the audience will be reminded of it in real-time while scrolling their feeds.
You may use the webinar as a mean to build your list. But, what about the people that are already on it? Seize the opportunity and invite them to your web seminar by email.
Start with the subject line. To make clear what you’re promoting, consider stating it first, in brackets, like so:
If you’re partnering up with an industry expert, don’t shy away from namedropping here
In the copy, don’t just communicate the details and reiterate on the webinar’s topic. Address your prospects’ pain points and tell them how the webinar will help. Only then you should jump into the details and write about the overall agenda, the date and time, how long will it last, and how they can register.
You shouldn’t jump into your first webinar without proper preparation, with the hopes to improvise. Sure, being flexible in your presentation is an asset, but practice a lot in the days leading to your seminar to make everything smooth and sound convincing and knowledgeable. Also, everyone on your team should have a bit of first-hand experience with the webinar software you’re going to use – so it’s great to do a dry run with everyone involved.
Keep away from last-minute tweaks and changes in your scenario. They usually make everything a bit messier and cause unnecessary stress.
8. Send reminders
As I mentioned before, there are more emails you should send than just the invitation emails.
On average, only about a third of the people who have registered will attend your webinar, so you should really make sure they don’t forget to join you.
When people have registered to your event and left you their email address, it’s expected of you to, firstly, thank them for registering.
Secondly, remind them of the upcoming seminar.
Marketers usually agree that the best times to send event reminder emails are a week before, an hour before, and 5 minutes before.
One week before encourages the registrants to mark the date in their calendar for the next week.
And the email sent 5 minutes before the webinar creates such a sense of urgency, that they make up for the greatest percentage of attendees.
Sounding both professional and personal in these emails is crucial. One of my favorite examples is an email from GetResponse’s Irek Klimczak. It asked a question in the subject line: “Will you make it today?”. This line alone gave him surprising results. It generated a 42.41% open and a 3.67% click-through rate. It also received a decent number of personal replies. It also boosted the registrants-to-attendees rate by 5%.
9. Run the webinar
It’s time to host. Get ready and familiar with the number of attendees you’ll be dealing with.
Keep a glass of water nearby. Now, focus and go through the planned agenda. Don’t let anything distract you – you’ve got only about an hour and there are many people excited to hear you. Good luck!
10. Follow up!
Now that the webinar is over, you need to follow up on it.
If you were recording the webinar, make sure to send the recording to people who have registered, but couldn’t attend.
If the attendees didn’t make a purchase, it doesn’t disqualify them from being valuable leads. They may need more information.
Ask for feedback – you could use it in the future to improve your webinar endeavors. Provide them with additional resources to continue the nurturing process, and guide them through your sales funnel, converting them as a result.
What do you use webinars for?
So, now it’s time to hear your opinions – what do you / will you use webinars for?
What Are Follow Up Emails and How to Use Them Effectively
Follow up emails are a great source of valuable information. If you plan them carefully, you might expect high engagement rates (e.g., open and click-through rate). This article is aimed at helping you apply follow ups strategically and increase the value of your email marketing.
What is a follow up email
A follow up email is an email you send after any significant point in the customer journey with a goal to collect a piece of information.
You might send follow up emails to people who download your content asking them if they found it valuable.
You can send a follow up email to people who are in the middle of a free trial of your service, with questions regarding their experience.
You can follow up after an event in order to touch base.
You can schedule your follow ups as autoresponders to create tailor-made programs that will perfectly match your subscribers’ needs and interests.
I recommend following a simple principle – send a follow up email whenever there is an information need that justifies sending one. Obviously, you should always consider your target audience preferences and use common sense.
Those information needs vary from company to company and depend on whether you operate in a B2B or B2C environment. Here are a few common examples:
B2C follow up emails
Welcome email: an email sent whenever a new person joins your email marketing list. You can use this email to show the new subscribers what they can expect from your email marketing program.
A fragment of a welcome email from Fellow. The email promotes the awarded product, a blog with interesting content, incentivizes purchase with a discount code, and informs about the brand’s social media channels.
Thank you email: there are a lot of reasons to send a thank you email. Maybe someone has bought your product or took part in an event that you organized? Follow up to get valuable feedback that will help you improve your customer experience.
Outreach follow up: these are tough nuts to crack. Here’s what Ada Durzyńska, GetResponse blog’s editor has to say:
As the blog’s editor, I receive hundreds of outreach emails every day and, what’s more surprising, two times as many follow-up emails. Why is that? Well, many times, people want to follow up too quickly, sometimes following up two times on an email sent 10 minutes earlier.
It’s only natural for a person to want to know if their email has been read, and to want answers ASAP. But, give the person you reach out to some more time to read your email and familiarize themselves with your offer. If you want to follow up quickly, wait at least a few hours. If it’s not an urgent matter – the soonest you should follow up is the next day.
Remember to always attach the previous outreach message in your follow up in a way you find suitable (forward, reply, or as an attachment).
As for the email’s copy – make it sound kind, light-hearted, and be patient. Try to include a question in your follow up email, it’s harder for the reader to skip. So, for example, switch the usual “Just making sure you saw this” for something just a bit more engaging, like “What do you think of my offer?”, or even something as straightforward as “is the silence a ‘no’?“.
Also, while making the email as unobtrusive for the reader as you can, don’t be overmodest. A good “I’m following up on this email, because it’s worth not giving up!” will take you further than “I know you’re probably too busy to read such emails, and I really don’t want to bother you…“. And, for the sake of being nice to others, skip the “are you alive?!” and “I’m CC’ing all your management on this email”.
Make the subject line stand out, because the more creative you get, the better chances are you’re going to get a reply, either positive or negative. Just to be clear, “A quick follow up” is the subject line of (probably) 99% of follow up emails.
Free-trial follow up: if you provide a SaaS product, you probably offer a free-trial period when people can test if it provides a solution to their problems. Send at least one follow up email during the fee-trial in order to monitor customer satisfaction.
Product campaign follow up: so you’ve launched a promo campaign for a new product. Track conversion and send a follow up email to those who visited the landing page.
An email from care/of with customized product based on survey results.
Customer satisfaction survey: ask your customers if they are satisfied with your product and the overall experience. You can send a simple follow up email with an NPS score. Segment contacts based on the perception of your business and personalize further communication. E.g., find out what’s bothering the unhappy ones, what you can do to improve the customer experience, ask the happy one for a testimonial.
An email from IKEA with the Net Promoter Score (NPS), sent after visiting their shopping center.
Customer feedback: use follow up emails to check if customers remain satisfied with your product after the purchase. Remember that satisfied customers are likely to come back and recommend your product. Such feedback loop with your customers provides you with valuable information that helps you develop your product and can be used as user-generated content for marketing purposes.
B2B follow up emails
The customer journey in B2B environment might be longer and more complex. Here are a few practical tips form the expert, Beata Patfield, Senior Business Development Executive at GetResponse:
Event follow up:
Be personable! Call them by name, ask about something personal you’d spoken about previously, show you were actually listening. Did their kid ace those SATs?
Go through your past interactions. Were there any questions you were supposed to get back to them on? Make sure to do it now.
Be brief. Don’t write a three paragraph email just to ask them if they like your product.
Leave the ball in their court. Make sure to finish strong with a specific and actionable CTA – ‘Let me know what you think!’ or ‘When can we jump on a call to discuss your feedback?’ is always better than ‘let’s touch base’ or ‘looking forward to hearing from you’.
And finally, don’t forget the CC. If they had a colleague involved in the conversation, make sure to include them. Otherwise, at best you’ll be deemed as forgetful, at worst – disrespectful.
Sales follow up email:
Speed matters. Contact your prospects as soon as you can after you hear from them. Do you really want your competition to beat you to it?
Don’t give up. It may take up to 5-7 tries to actually get through to your prospect.
Check your metrics. Do your emails get opened? Just like with online marketing, it matters what time you send your emails and what you put in your subject line. If you’re getting opens but not replies, revamp your content.
Use multiple channels if one isn’t sufficient. No reply to your emails? Give them a call. Not picking up? Look for them on LinkedIn on Skype – you have many options at your fingertips, all you have to do is look.
Be flexible and adapt. Once you’ve established two-way communication, have a plan but be open to change. Your process is to answer the inquiry, demo the product, then reach a decision – but your prospect can switch things up on you, and you just have to roll with it. It’s not about you, it’s about them.
If you like the idea of automated emails – using autoresponders and marketing automation workflows to send emails in specific time intervals or in response to your customer’s actions, here’s a perfect article for you:
Some time ago we did a podcast with Dr Dave Chaffey, CEO and co-founder of digital marketing advice site Smart Insights, where he gives the following advice:
“You should be looking at the lifecycle of the prospect, as they are interacting with your business and figure out how you can provide reminders to encourage them to buy with you.
(…) One of the touchpoints to start with is the welcome. The first thing you can do is create a welcome series instead of a welcome email. The welcome sequence is the first impression. That first email you send is in some ways the most important one. And if you turn it into a sequence, you can engage your audience from the very beginning of the subscription.”
So, think about the customer journey, and decide if one email or rather a series of emails will bring the best results. Here’s a comparison between a single email and an email cycle.
Follow up email
Follow up email cycle
you ask one question/approach issue from one angle
you can ask a few questions/approach the issue from different angles
you can progressively profile your contacts
How to write a follow up email
Here are a few tips that will help you write an effective follow up email.
Tips for writing a great follow up email
1. Think of the information you would like to get
What exactly do you need to know? Think carefully about the purpose of the follow up email. It will help you set up a goal for the email (determine CTA) and create a compelling email. This step determines whether it’s a good idea to send this message at all.
2. Use a subject line and a preheader to provide a clear message
The subject line and preheader are the elements that your contacts see before opening the email. Make good use of the inbox space and increase enagagement.
3. Keep it short
Focus on the goal of the message. Whether you want to ask for a favor or pose a question, get straight to the point:
explain why you are emailing
emphasize the call to action.
When do you send follow up emails?
Ready to create your own follow ups?
Sign up for a free trial and make the most of your email marketing program.
Lead generation is important – I’m sure you know that already.
Too often, though, we’re becoming too busy with other tasks we enjoy doing more and we neglect the lead generation process altogether.
And that’s a huge mistake.
Leads that turn into customers are the ones who pay your bills.
Even if you have the best business idea, it won’t matter.
If you’ve got no leads, your business will sink.
The same goes if you to attract the wrong kind of audience.
So, how do you generate leads that turn into paying customers?
There are many ways you can achieve this.
In this guide, for example, you’ll find 11 lead generation tactics that’ll most likely work for your business, too.
Today, however, I’d like to focus on one method that you will not find in this guide. It’s got to do with lead funnels.
If you’re new to the term lead funnels or aren’t sure how to build an effective one yourself, then keep on reading.
In a moment, you’ll learn everything you need to create your first lead funnel.
To make it easier, we’ll be showing the steps using the GetResponse Autofunnel, our funnel creator tool that comes with all the features you need to build, manage, and promote your lead generation funnels.
Let’s start by defining what lead generation and leads are, so that we’re on the same page.
What is a lead?
This may come as a bit of a surprise, but each company, marketer, or salesperson, usually has their own definition of a lead.
They know well what lead generation is, but their understanding of the terms like lead, prospect, or lead quality usually varies.
More or less, this is a definition that most would agree on:
A lead is someone who’s shown interest in your offer and handed you their contact details, so that you can continue the conversation.
The tricky part?
A lead could be someone who came up to you at an event, asked you about your product, and gave you their business card to schedule a product demo.
At the same time…
A lead could be someone who’s downloaded one of your ebooks in exchange for which, they’ve had to leave their email address.
In the first scenario, we’ve got someone who’s clearly interested in your product and wants to learn more.
In the second one, unless we know the topic of the ebook we can’t say the same for sure.
This brings us to the second important term – lead quality.
What is lead quality?
To distinguish the good leads from the bad ones, marketers and sales teams use the term lead quality.
But this concept isn’t as straightforward as it may sound.
What makes a lead ‘good’ often varies between companies and could even be different for various departments within the same organization.
For marketers, a good quality lead may be someone that’s downloaded their report dedicated to a particular industry.
For salespeople, a good quality lead might be someone who’s in a position to make a buying decision and has the resources to actually afford your products.
If you’re going to run lead generation campaigns for your company, you’ll want to make sure that you and your teammates are using the same definition. This will make your life so much easier when reporting on your campaigns’ outcomes.
Alright, now let’s focus on how you can acquire more customers with lead generation funnels.
Marketing funnels are visual representations of the process of attracting consumers who are unfamiliar with your brand, turning them into leads and prospects, and finally converting them into paying customers.
Now, marketing funnels can be further divided into several subsets.
Two of the most popular types are sales funnels and lead funnels.
Unlike sales funnels, lead funnels don’t aim to make a sale (not right away, at least).
As the name implies, they’re meant to help you generate leads, whom you’ll either convert at a later time or pass onto another team in your organization, e.g., sales.
Side note: Lead funnels are also often called lead generation funnels or acquisition funnels.
How do lead funnels work?
Lead funnels usually consist of a few essential elements.
The most important one is your page, usually called a landing page, squeeze page, or a signup page.
That’s where your users become a lead, after they’ve provided their contact details.
The second key element is traffic.
Some of the most popular ways of driving traffic to your squeeze page are:
promoting the page via organic posts on social media
running a paid ad campaign via Facebook, Instagram, or Google Ads
sending an email to your contacts list
publishing the link on your blog
Once you’ve managed to attract some visitors onto your page, the time has come for the third element of the lead funnel puzzle – youroffer.
With your offer, you need to convince your signup page visitors to leave you their contact details.
You can do this by designing your landing page according to the best practices and offering something of great value that’s worth exchanging their email address for.
We call that a lead magnet.
Your lead magnet could be anything that your audience finds interesting, relevant, and worth giving you their email address for.
I’ll give you some examples in a moment, but you can also check out this other post we’ve written on lead magnets.
If your landing page and the lead magnet weren’t able to drive action, you can also show them an exit intent form with a counter-offer.
Once that’s done, we need the fourth and final element – an automated email.
You can either write it as a welcome email or a thank you message. It’s your choice what angle you’ll go for.
Why bother with that step?
The fact is that welcome emails get an average email open rate of above 80% and click-through rate of around 25%. They’re marvelous when it comes to driving engagement.
Not to mention the fact that they’re great for your deliverability, too.
Alright, we’ve covered the four elements of a successful lead funnel.
Now let’s see how an ecommerce business could use a funnel to acquire more leads and turn them into customers.
For this example, we’re going to imagine you’re an online store owner selling various types of accessories and fashion items.
To generate leads you’ve decided to create a set of gift guides – a gift guide for those who love to travel, sports and activities amateurs, and finally a guide for those who are crazy about a specific movie or game.
Now that you’ve selected the lead magnet, you have to place it on your signup form and start promoting it.
To drive tons of traffic, you’ve decided to run Facebook ads, targeted at people with specific set of characteristics and interests.
Once someone fills out your signup form, they receive a thank you email with a link to download the guide.
That could be the end of it, or you could turn that lead funnel into a sales funnel.
To do that, you just need to add more emails into your lead nurturing sequence, present your best-rated products, and give them a discount code for their first purchase.
As an extra step, you could also run retargeting ads for those who abandoned your sales page or run a Lookalike audience ad based on contacts who’ve already bought something from you before.
What is a Sales Funnel and How to Build an Effective One
This article explores the methodology and technology of sales funnels – the fastest and the easiest way to promote, sell, and deliver your products or services online. You’ll find this article useful if you have an idea for an online business and you’re looking for a solution to put it quickly into action.
What is a sales funnel?
The idea of a sales funnel dates back to 1898 when E. St. Elmo Lewis developed a purchase funnel, or purchasing funnel – a marketing model which illustrates the theoretical customer journey from the moment of attracting customers towards the purchase of a product or service.
Since then, it’s been given different names (i.e. purchase funnel, sales funnel, marketing funnel, conversion funnel) but the model stays the same, which means that it’s:
universal: it can be applied to virtually any business in any industry
timeless: times change but the idea stays relevant
In ecommerce, for example, we use the term conversion funnel to describe the customer journey from the awareness stage (usually by driving traffic to a website through paid advertising in search engines and social media) to the conversion stage, when a website visitor becomes a customer.
You might also call it a business funnel, since it allows you to go into business and sell pretty much anything from a physical product, through an ebook, to an online course.
If using a sales funnel to sell an online course is something you’re looking for, make sure to register for our free webinar with Leslie Samuel. You’ll take away a step-by-step demo on how to build a sales funnel for an online course and much more.
Can’t make it? Register anyway and we’ll send you the recording after the webinar.
Why do you need a sales funnel?
As a business owner or a marketer, you know how complex the sales process might be. A journey from prospect to a satisfied customer might be a long and difficult one. And paradoxically, the constantly growing number of marketing tools doesn’t help you start selling immediately.
That’s exactly why you need a sales funnel. It offers you a simple roadmap to revenue. It helps you focus on the most important stages of online sales: lead generation, lead nurturing, and sales. With a sales funnel, you can start making money quickly and optimize business processes as you go.
How does a sales funnel work?
The goal of a sales funnel is pretty much self-explanatory – it drives sales. Whatever it is that you do, the sales funnel is there to help you get more business. The sales funnel model represents the customer journey as a series of stages.
What are the stages of a sales funnel?
The original purchase funnel has 4 key stages:
Awareness – when potential customers become aware of your product or service.
Interest – when they actively express an interest in what you have to offer.
Desire – when they know that your product or service is the perfect fit to their needs.
Action – the moment of purchase.
As your business develops and leans more towards recurring purchases, you can expand your funnel by adding additional stages.
The more complex version of the funnel might look like this:
Awareness – when potential customers become aware of your product or service.
Interest – when they actively express an interest in what you have to offer.
Evaluation – when prospects examine competitors’ solutions and compare their offers against yours.
Decision – when your offer is shortlisted and it’s time for some negotiation before the final decision is reached.
Purchase – the moment of purchase, when a prospect becomes a customer.
Reevaluation – customer has been using your product for a while. Every now and then they might look for other solutions that will meet their needs. (hopefully, if they’re satisfied with your product or service, they won’t feel the need to look for a different solution).
Repurchase – when a customer repurchases your product or service.
You should use the individual stages of the funnel as a blueprint for your marketing and sales communication. Monitor the results and optimize your actions to drive more sales in less time.
Here’s a short video from Ian Cleary from RazorSocial that will help you understand the different stages of a sales funnel and how they will impact your business.
The sales funnel model + technology = Autofunnel
What happens when you apply powerful technology to a solid marketing model? Yes, you’re right! You end up with an ultimate selling machine – Autofunnel.
Send traffic straight to your sales page with the quick sales funnel, or nurture new contacts with automated emails before presenting your offer with the full sales funnel.
What are the key elements of a sales funnel?
Usually, when you think of a sales funnel you think of combining different tools for different individual purposes: an ecommerce platform, landing page creator, email marketing software, webinar solution, social media apps, etc. to set up a sales process.
In this case, your job is not only to plan an online business strategy, but also to carry out an in-depth research of the available tools and integrating them so that they bring you positive results.
Fortunately, it’s so much easier with Autofunnel. You actually have 2 sales funnels to choose from.
Quick sales funnel
A very simple funnel that consists of just two elements:
a sales page
With a sales page you can customize the order form and encourage leads to buy your products. The order form is a place where your leads can see all the products they’re purchasing and how much they’ll pay.
Autofunnel sales page templates grouped by the product type
a confirmation page
The confirmation page shows your customers the order summary, a download link, or contact details. Your customers also get an automated confirmation email, where you can say thanks and confirm the order.
Sales funnel focuses on the process of collecting leads and finalizing the sales process. Use it to find potential buyers, promote and sell products online, and increase sales results.
The full sales funnel consists of the following elements:
a signup page with an exit popup form
It’s a landing page where you can collect leads by encouraging them to sign up to your list. You can tell them what they’ll get in return for their signup. You can also offer a freebie to get even more signups. This page has an inline form and an exit pop up form (appears when someone tries to exit the page).
a followup email
A message which is sent to your subscribers as an instant, automated reply message.
a sales page
It’s a page where you can turn leads into customers. You can design a page to promote products and encourage potential customers to buy them. When they choose a product on the sales page, they’ll get to the order page where they can complete the purchase.
an order form
The order form is the place where your leads can see all the products they’re purchasing and how much they will pay.
an abandoned cart email
It’s an email sent to your customers when they don’t complete their purchase. This email reminds them about the products left in the cart, including their name, price, and the URL.
a confirmation page
It’s the page where your customers can see their order summary, a download link and other contact details.
a confirmation email
After making a purchase, your customers will get a confirmation email. There’ll be a clickable button there. When your customers click on it, they’ll see their order summary.
Building a sales funnel is easy. You can use the Autofunnel creator, choose your favourite designs from the existing templates, and customize them with just a few clicks.
Here’s a video tutorial on how to create a quick sales funnel
And if you want to see how to create a full sales funnel, here’s a walkthrough video:
Here’s another video form Ian Cleary from RazorSocial where he shows how to bridge the gap between marketing and technology with a sales funnel. For the purpose of this demo he is building a full sales funnel for a photography course.
Want to generate more sales revenue with your landing pages and marketing funnels?
Then look no further – read this post and start driving more quality traffic to your site with Facebook ad campaigns.
Not sure if it’s the right thing for your business or maybe you’re worried that it’ll be difficult?
In about 15 minutes, you’ll be ready to launch your first Facebook ad campaign through GetResponse.
Yes, you read it correctly.
Once you connect your Facebook Page to your GetResponse account, you won’t even need to switch between different dashboards to reach your audience on social media.
It’s all been built into your GetResponse account.
But other than providing you with a step by step guide on how to do this, I’m also sharing some best practices and tips on how to run your social media ad campaigns effectively.
This way, your Facebook ad campaigns won’t strain your marketing budget, and you’ll feel more confident about managing your customer acquisition costs.
So let’s get started, shall we?
Step 0. Accessing the Facebook Ads in your GetResponse account
To access the Facebook Ads creator in your GetResponse account, all you have to do is click on the Menu icon on the left side of the navigational bar and then select Facebook Ads.
When you click on it for the first time, you’ll be taken directly to the Facebook Ads creator screen where you can adjust all the components of your ad.
It’ll look like this:
Let’s move on to the next step and start setting up your campaign.
Step 1. Giving your campaign a name
The first thing you should do when creating a new ad campaign is to give it a good name.
Although it will only be visible in your account dashboard (your audience won’t see it), it’s important to choose an appropriate name that’ll help you quickly identify the following elements:
which Facebook Page the ad is related to
what’s the campaign about
who’s the target audience
what’s the ad placement
If you name it well, you’ll be able to understand and filter your reports more efficiently.
Here some examples of ad campaign names we would use if we wanted to promote our Chocolate Monster shop to specific audiences in Poland and the US:
GRShop Product X CA Young mothers 18-25 Facebook News Feed
GRShop Product X NY Young mothers 18-25 Facebook Audience Network
Step 2. Selecting the ad placement
Now, you’ll have to select where your ad will be presented.
To do that, select your Facebook Page or connect a new one if you haven’t done it before.
You can do this through the Connect your Page button. Alternatively, you can access it by clicking the Integrations link in the main menu.
Once you’ve selected the page, it’s time to pick whether you’d like your ad to be presented on the News Feed of your Facebook Page or the Facebook Audience Network.
If you’re unsure what Facebook Audience Network is, here’s how they describe it in their Ads Help Center:
Audience Network allows advertisers to extend Facebook and Instagram campaigns across the internet – onto thousands of high-quality websites and apps.
People spend a lot of their time on Facebook and Instagram. But they are also spending time on other apps and sites. Audience Network helps advertisers reach more of the people they care about in the other places where they’re spending their time.
Before you choose any of these methods, ask yourself this question:
Who am I targeting? Are these people on one of those platforms? And if they are, how likely is it that I’ll interest them with my content?
In some cases, you’ll be better off if you skip the Facebook Audience Network and only target those who are on Facebook. Other times, Facebook on its own won’t give you the level of exposure you’re looking for.
Whatever you do, make sure to test your hypothesis using only a part of your budget.
Once you’ve got the data, you can make a well-grounded decision and invest a bit more money in your ads knowing that they’ll drive you more leads.
Step 3. Pick your audience
It’s time to select the people you want to target with your social media ad campaign.
There are four main options you can choose from:
People liking your Page
Here are short descriptions of all of these targeting options and how you can use them.
Let’s say you want to run a Facebook ad campaign to reach some of your email subscribers.
For example, those who haven’t recently engaged with your email campaigns, so that you can reengage them, or those who have previously downloaded one of your ebooks because you’ve got a new product that they might be interested in.
You can reach them by using the existing contacts targeting option, which lets you direct ads to one of your email lists or segments.
This is a powerful way to reach your audience on Facebook, but there are two key conditions that you should keep in mind:
First of all, this option will work only if your email list or segment has at least 100 people in it. Otherwise, the group’s too small to create an audience on Facebook.
Second, you should understand that people don’t always use the same email address to access Facebook and sign up for products or services like the ones you’re offering. That’s why the size of your target audience on Facebook may be smaller than what’s stored in your email list.
Usually, Facebook is able to match 60-70% of the contacts from your list.
This is especially the case if you’re targeting people who have given you a work email address. The chances are that they’ve registered to Facebook using their private mailbox, which would affect the size of the audience for your ad.
So how can you use your existing contacts to run an effective Facebook ad? Here are some quick ideas.
Three ideas for using this targeting option:
Target those who have registered for one of your webinars or your newsletter but haven’t become active paying customers yet. Present them an offer they don’t want to miss out on.
Reach those who’ve become less active and haven’t opened your newsletters in the last 30 days. Reengage them and convince them to keep coming back for more.
Launching a new tool or service? Target existing customers and upsell those who’ve bought from your once or are currently subscribed to a lower-tier plan.
How about targeting people who aren’t on your email list yet, but share the same characteristics as your email subscribers? Enter: lookalike audience.
Imagine that you’ve identified your most loyal customers or the highest-spenders. Or some other segment that has a huge potential for your business. Lookalike audience lets you search for and target people who are similar to them.
To do that, you need to select an email list or segment. If your selected group has at least 500 people, Facebook will use it to look for people who share similar traits.
Additionally, you can narrow down the search to target only a specific subset of your audience by providing other characteristics – like location, gender, age, or interest.
Let’s say you want to run your ads to entrepreneurs who are similar to your existing customers, but only to those located in California, because that’s where you’re organizing your next meetup.
In this case, all you have to do is select the list or segment that includes the entrepreneurs that should be used for comparison and add California, United States, as the additional characteristic.
Although this may not always be relevant, you can also choose your email list to be included in your Facebook ad target group.
Here’s a scenario where this solution could be useful:
You’re promoting a new online course on Advanced SEO tactics. A good bet might be to promote it to those who’ve previously registered for your SEO tactics 101 course and those who are similar to them. With lookalike audience, you can target both groups at the same time.
As you can see, this is one powerful option that lets you expand your audience and reach very promising leads.
Here are some other ways you could use lookalike audience in your ad campaigns.
Three ideas for using this targeting option:
Identify those who’ve recently converted and target those who might also be influenced by your current campaign
Target people similar to your influencers and those who’ve left a positive review on your site
Want to expand into a specific niche? Find existing customers who match your criteria and target those similar to them
Now let’s pick a different situation. You don’t have an existing audience to base your search on, but you have a good idea of whom you want to reach.
By providing characteristics such as the location, gender, age, and interests, you can reach your target audience with your Facebook ads.
The question is: how far should you go with providing these characteristics?
You’ll have to answer this one for yourself, but keep in mind that the smaller and more specific audience you choose, the more expensive it’ll be to be reach them.
Plus, sometimes it’s better to be a bit more flexible and target a slightly larger audience. You can never be 100% sure that someone’s not willing to use your services.
Three ideas for using this targeting option:
Want to launch a new product or enter a new market? Run a pilot program to a group of early adopters who’ll help you decide if it’s the right move.
Are you attending or organizing an event in a specific location? Target people who’ll be in that area and offer them a discount if they stop by.
Want to spend your ad budget more efficiently? Narrow down your reach by creating a custom audience that isn’t going to display your ad just to anyone.
People liking the Page
How about including people that like your Facebook Page into the equation?
This option is similar to the lookalike audience but instead of providing an email list or segment, you use those who already like your page on Facebook.
You can use this option to:
Target those who like your Facebook page,
Target people similar to those who already like your page,
Target both of the above groups at the same time.
Here’s one example of when you could use this option:
Let’s say you’re just starting to build an email list, but you’ve already got an engaged community of brand followers on Facebook.
They like your posts, participate in discussions, and often ask about your future projects.
With the People liking the Page option you can start building your email list by targeting them and others that share similar characteristics.
It’s a quick and efficient way of reaching you target audience. And not just any audience, but those who have already shown interest in your offer.
Three ideas of how you could use this targeting option:
Just starting to build a list? Target those who’ve already shown interest in your brand.
Fed up by diminishing organic reach on Facebook? Move the conversation to email and convince your fans that it’s time to sign up for your newsletter,
or just target those who are similar to your existing fans.
Step 4. Set the budget
Almost there! Now it’s time to set your ad budget.
In other words, how much in total you want to spend and for how long your campaign should run.
The daily spend can be anywhere between $5 and $100.
So, let’s say you want to run an ad for a week.
In this case, your minimum total budget will be $35 (7 days x $5).
The maximum, on the other hand, would be $700 (7 days x $100).
You might be wondering:
Why am I not able to also set an exact amount (other than the minimum or maximum amounts), that’ll be spent every day over a specific period of time?
The reason for this is that we let Facebook adjust your budget to help you generate a higher ROI. In case they notice that your audience is very active, they’ll spend a higher portion of your budget to deliver the best possible results. The opposite will happen if they see a slowdown in your target audience’s engagement.
Thanks to this, you’ll be able to spend your marketing budget more efficiently
Step 5. Add your content
Finally, it’s time to add content to your Facebook ads.
The words and images your target audience will see when they browse Facebook or other apps in the case of Facebook Audience Network.
Your ad will consist of the following elements. You can customize all of them so that they’ll meet your preferences:
Message introducing your ad (optional)
Image(s) or banner(s) that’ll be used to promote it (adding multiple images creates a carousel ad)
Link to the site you want your audience to be referred to when they click on the ad button
Headline of your ad
Button type, e.g. Sign Up
Link description (optional)
This may look like a lot of elements, but the good news is that not all of them are obligatory.
You may choose to skip the optional ones, but before you do that, think twice whether it’s the right thing to do.
Below’s a blank Facebook ad image that highlights all of the above sections and fields you can provide when creating your ad.
If you’d like to see what your ads would look like when they’re published, you can check them out with this Facebook Preview Tool.
Keep in mind that there are certain requirements when it comes to what your ad content’s going to look like.
the dimensions of the image you provide must be at least 600 x 315px
Maximum file size is 8MB for GIFs and 10MB for static images
Aspect ratio must be between 9:16 to 16:9
GIF ads should be 15 seconds or shorter
You can’t add more images to the ad if you’ve already added a GIF
We’ll talk about this a bit more later in the last section on Facebook ad campaigns best practices.
Step 6. Submit the ad
Now that you’ve set you ad it’s time to hit the submit the ad button.
Once that’s done, GetResponse sends the information to Facebook so they can have a look if everything’s been set correctly.
Having said this, there might be some situations where Facebook will reject your ad and you’ll have to edit it before you can resubmit it.
The majority of people prefer receiving communication from companies through email (73% according to the DMA research), that’s why newsletters remain the essence of online marketing for most businesses. If done right, they effectively turn subscribers into satisfied customers and are a reliable source of revenue for your business.
This article will provide you with some useful information to help you create great newsletters.
If you feel like you need a general overview of email marketing first, here’s an extensive article that will provide you with context for your newsletters:
An email newsletter (or e-newsletter, online newsletter) is an email message sent to subscribers on a regular schedule. Newsletters are used along the customer journey, assisting subscribers with relevant content that helps them perform actions you expect them to perform.
You can use newsletters to keep in touch with your subscribers, prospects, and customers along the customer journey. Well planned email newsletters provide subscribers with relevant information and help them in the decision-making process. Also, they help you achieve business goals.
What is the average newsletter open rate and click-through rate?
Bear in mind that these numbers can vary depending on the type of industry you’re in, your audience, or the nature of your communication.
As a general rule, it’s best to compare your results to other companies within the same vertical. You’ll find this data in the report I’ve mentioned above.
How do I create a newsletter?
In order to create an effective email newsletter you need to, first and foremost, take the following factors into consideration:
Goal: what do you expect your subscribers to do after they receive the newsletter?
Content: what content do they need to follow the CTA?
Design: how to communicate the message effectively?
The most important factor is the goal of your newsletter. That’s simply because the goal of the newsletter will help you choose the most compelling call to action. And I firmly believe that you should always start designing your newsletters with choosing the right CTA.
You don’t need a team of graphic designers in order to create outstanding email newsletter.
Tools like GetResponse come with hundreds of free newsletter templates, which you can use as your own and edit them to your liking.
What should I include in a newsletter?
The basic elements of a newsletter are:
The subject line and preheader: subscribers read the subject line and preheader of your newsletter to decide whether to open or ignore it.
Header: the header appears in the preview pane. Use it to introduce your offer or encourage subscribers to read further.
Body: make sure the content is aligned with the goal of your newsletter
CTA: the call to action is the most important element of your email newsletter. Make it prominent and crystal clear.
Newsletter ideas with examples
As you already know, the most important thing is to set a goal for your newsletter. That’s why we would like to present the newsletter ideas from the goal perspective. It’s so much easier to come up with awesome newsletter content ideas when you’ve set the right goal.
Goal: Product presentation – show (and sell) the product
The following email newsletter ideas will come in handy if you want to introduce your product to your subscribers. Such emails are crucial during the evaluation stage, when your prospect gather information that allows them to make a decision whether to buy your product or not.
Remember that it’s not only about explaining what makes your products different from those of your competitors. Often, it’s about educating your prospects on the subject matter and helping them recognize if they need such products at all.
1. New product announcement: plan an email marketing campaign that will spark a feeling of anticipation among your subscribers. You can announce the key ideas of a product that is yet to come and use the feedback in the development process.
This email form Texas Beard Co. uses a gif to present the new product. They say “a picture is worth a thousand words”, I guess that a well-thought-out gif is worth at least a few pictures.
2. Featured feature: an email focusing one particular feature of the product, e.g. Email Newsletter templates in GetResponse.
The primary goal of this email from Fridababy is to introduce the new product. The email skillfully presents the features of the product and urges subscribers to go shopping. The design is simple. It balances product pictures with great copy and encapsulates the brand spirit.
3. Interview with an expert: create an email with a short interview with people responsible for the product. Let them share the idea behind it. You can provide a video and an excerpt with a link to a blog post with the full transcript.
4. Ask me anything: you can send an email inviting your subscribers to participate in a AMA session focused around the upcoming product.
5. Unexpected ways to use the product: show users how they can go beyond the obvious with your product.
6. Behind the scenes: product development might be quite an adventure. Start creating content during the development process and use it to engage your subscribers.
7. A poll or survey: if you want to know what your subscribers think about your new or existing products, you can ask them directly simply by sending a survey.
8. Special event invitations: are you planning a special event during which you will show the prototype of your product. Run an email exclusive campaign inviting subscribers to take part.
9. Email course: does using your product require knowledge and skills. An email course is a great way to educate your prospects and customers so that they can use the product to their full potential.
10. Case studies: a case study presents real-life examples of your product providing a solution to a problem.
11. Customer reviews: opinions of other customers provide social proof for you marketing communication. Make sure to include them in your email cycles.
12. Industry news: provide broader context for the problems that your products solve with relevant industry news.
Goal: drive traffic from email
13. Tweet of the week: let your subscribers know what’s happening in your social media channels. Show why it’s worth to follow.
14. Contests and giveaways: don’t leave your subscribers behind, inform them about the cool things in social media.
This email form Crayola drives traffic from email in order to drive social media engagement. Remember that you can use social media to build your email list, but it might also be a good idea to invite your subscribers to your social media profiles.
15. Webinars: organize webinars related to your products. Such online events are a great way to build your email list and a chance to interact and gather feedback from attendees.
Goal: increase sales
16. Promotional email: a promotional email has always been one of the pillars of email marketing.
17. Time-limited promo: promotions tend to drive engagement. Introduce time-limit in order to create the sense of urgency and convince subscribers that now is the best time to buy.
The following email from Secret Escapes introduces a 24-hour sale. There is a counter at the top in order to remind subscribers that time is running out.
18. Holiday offer: use the 2019 Retail Calendar to plan and execute high-impact marketing campaigns.
The primary goal of this email from KIND is to use the national holiday to drive sales. The design is dominated by creative product pictures. In order to boost sales, there’s also an incentive – free delivery on order over a certain amount.
19. Cross-sell: use your ecommerce data to offer your customers complimentary products. Create content that explains why it’s a good idea to buy recommended products.
In this newsletter Ooni uses 2 CTAs: subscribers can download a chapter of their Cooking with Fire cookbook and buy one of the two ovens. The cookbook is a great example of complimentary content that drives product sales. People who know how to make a great pizza are obviously more likely to buy a pizza oven for the grilling season.
20. Up-sell: explain the differences between versions of your products and services. Show the benefits of and encourage subscribers to buy the higher versions.
21. Real-time marketing: think of ways to use a current craze to fuel your marketing. Email allows you to quickly jump on the bandwagon and create a newsletter that will use the power of synergy.
The following email from Shake Shack promotes a line of custom products designed for the fans during the final season of Game of Thrones.
22. Event announcement: plan a series of newsletters informing about your upcoming event. E.g. you can introduce speakers, attendees, present the venue, and run ticket sales campaigns.
A minimalistic email from The Conference informing about the upcoming event.
Goal: content distribution
23. Blog posts: if you run a blog, use email as distribution platform.
24. Top lists: depending on the number of blogs you publish, you can send an email with a list of the few most popular.
25. Roundup newsletter: a weekly/monthly/quarterly newsletter presenting most important facts relevant to your subscribers’ needs and preferences.
26. Holiday newsletter: you can come up with holiday-related content that your subscribers will find useful.
Goal: scale your business
27. Job postings: use your email list as a source of talent for your company. It’s very likely that you’ll find great employees among people who are genuinely interested in your brand.
Ss Brewtech informs about new career opportunities via this newsletter.
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Although they’re “just” for your own staff and colleagues, employee newsletters shouldn’t be taken for granted. Once you learn how to do internal email newsletters best, they can be effective communication tools. It’s important to thoughtfully craft them as a strong employee newsletter can serve an important role inside the organization.
Things you should know about Internal Email Newsletters:
Before going into how to come up with excellent internal email marketing messages, it’s important to know what the objectives of these newsletters are and what elements define them.
Why do you want to send internal newsletters to your employees? These are the main reasons why employee newsletters are so popular in various departments such as Human Resources, Employer Branding, and organizations in general:
To inform. Email newsletters circulate in a company to distribute information intended for affected employees. The information included is relevant and useful for targeted departments and employees – even regardless of hierarchical rankings.
To break down silos. Aside from distributing relevant information to everyone in a company, email newsletters can also be used as tools to encourage camaraderie among employees, who normally don’t have a strong everyday belonging feeling as they might be separated by cubicles, team designations, or departmental assignments.
Provide framing and an external narrative. All employees also have their own families, friends, and social circles. So explaining why companies do things and giving them an easy way to be proud and spread the word, can be a very strong catalyst for word-of-mouth.
Reduce email overload. Instead of sending multiple notices, announcements, or acknowledgments to various departments and employee groups, a company can make use of internal email newsletters as a more efficient distribution of information.
Work together with other communication channels. Email newsletters can present company information as a reference alongside other channels. For instance, they can announce or acknowledge the achievements of a specific team or department. Where normally this would only be found on an intranet, slack or bulletin board posting.
Grease the wheels of employee onboarding. Getting new employees up to speed with everything that’s going on in the company is just as important for the new recruits as it is for the organization itself. You want your new employees to feel that they’re part of the team as quickly as possible. And not only because you need their help in your key projects. A highly effective onboarding process can improving employee commitment up to 18x as a recent study showed.
Get feedback and improve employee happiness. When you have teams working off-site, with a distributed team in various locations or even in one location but on different projects it is easy to lose touch.
Internal emails can help you learn, engage and retain your employees for longer. Ask feedback through employee email surveys. It is important to not just say you care about employees – but show action on points raised. Email can be one piece to aid in getting feedback and improving happiness and retention.
An internal email from GetResponse, asking for feedback in a survey form.
Improve your products and services. In your internal newsletters, you can tickle your employees. Tickle them to give back fresh ideas through surveys – encourage them to participate in different innovation places. Workgroups, Brainstorms or Hackathons. Solutions to the challenges your company is facing are often found by anyone in the company. Email as a firestarter to get valuable feedback from people across all departments. This includes employees who are not as prone to speak up by themselves or hard to meet in the corridor.
Example of an onboarding employee email newsletter sent to newly recruited members of the GetResponse team
Elements of effective employee newsletters
To write effective internal email newsletters, the following elements should be taken into account:
Target audience. Internal newsletters have a fixed target audience – internal company employees. This sounds like one group, but often it isn’t. What do they want to hear about and are interested in? If you have a big company or very diverse interests represented, think about adding segmentation on the content. For instance segment on the departmental level.
Content relevance. All email newsletters should be written to serve a purpose. So mix and match the content with the above-mentioned objectives. At the same time, readers shouldn’t feel that they wasted their time reading (and acting on) your email. Or the email marketing engagement will plummet a few newsletters in.
Format and presentation. Adopt a consistent format to make newsletters familiar and easy to read/digest for everyone. It’s handy to keep a similar layout, style, and overall presentation for internal newsletters. Use a fixed but flexible email template. Why not do some grid style planning on it? Getting it right once will save a lot of time and effort.
Tone of voice and style. Your tone of Voice and style to use depend mostly on what the company or organization stands for and sounds like. It’s important to pick a style that suits the company. Hitting the right tone will also make your newsletters engaging and appealing.
A company like Red Bull might want to pick a different tone than a Starbucks, and these differ quite dramatically from a law firm, non-profit, or governmental, for instance. It can be light-hearted or more stern and formal. We often speak about company culture, an internal newsletter is a tangible “representative” of company culture.
Boy’s Day email precisely targeted at male team members. Such occasions are a great opportunity to come up with a completely new email template design.
Pointers for writing better internal newsletters
The objectives and elements already give you an idea of what makes the most effective internal email newsletters. Keep them in mind while writing. Your goals will guide the writing of your internal email newsletters.
Ensure that information is complete. Readers shouldn’t feel like they are only being teased. Where a B2C sales emails might want to tease out engagement, you want to give enough info. Internal newsletters aren’t school books either: try to be complete – but not overcomplete. The amount of information needed is probably smaller than you expect!
Linking to – for instance – an intranet for more info is great. Or a reference “ask X at department Y for more information” can be a good way to encourage interdepartmental contact and dialog.
Keep internal newsletters simple.There is no international award for brevity. But there should be! Make your newsletters short. Short. Have short sentences and short paragraphs. The point in making things concise and simple is avoiding that people skip the info altogether.
Bear in mind that everyone in the company is (or should be?) busy and won’t always have the luxury of time to read wordy and long-winded newsletters.
Most importantly newsletters should demonstrate a sense of fluidity so reading them appears natural. Especially think about rewriting that CEO musing. (they do love their long intros and columns!). Rewrite it a few times to make it better.
Make newsletters engaging and empowering. Employees should read the internal newsletters because they find them interesting or engaging. Not because the boss demands them to do so. There is nothing wrong in making the emails engaging enough to create a habit of reading them, but how?
To make newsletters more engaging, use a conversational or casual tone. Unless it’s a company policy, it isn’t required to write in a formal tone. They are often not as strict as official company or organization correspondence so you have some leeway for making them interesting and engaging.
Be creative or use humor. To make newsletters engaging, be creative or use a bit of humor. For example when putting on a reporter-hat about a recently held company event, don’t just yodel out the facts in straight journalistic powerpoint-to-bullet-point form. Try adding in some humor-laced comments along with candid photos. (You know what I mean, when I say just don’t overdo it.)
When a department or project team “achieves a commendable feat”, as they say. Let everyone know and they can serve as an inspiration. Like you. Already read halfway through this huge blogpost. Well done, a “commendable feat”! You might feel a bit inspired already? More recommended internal newsletter topics coming up at the end of this article.
Use visuals images and photos if you can. Imagine a device that looks like a endless teleprompter of lengthy, non-stop blocks of grey text. Feeding line after line of boring text. The human is a visual animal.
The reading experience with images is so much better. In fact, according to a recent study by GetResponse, emails with images have 43% higher click-through rates. Visuals are certainly recommended when writing about boring facts and corporate updates. Depending on your tone-of-voice, your own pictures (non-stock) featuring the in-house employees always do better.
Keep it appropriate. Creativity and some humor make newsletters better but always keep it appropriate. When reporting about layoffs or poor company performance, for example, humor is out of the question. It might go without saying, but it’s not right to make fun at times of unfortunate events and to make fun of a specific employee or department for the sake of making the newsletter engaging.
Keep improving. – A/B testing is a form of an experiment to determine tweaks that can enhance the results of a project or campaign. There are a number of other email newsletter tests you can consider. In doing internal email newsletters, think mostly about the subject lines and the type of topics. Of course, the changes or tweaks that received the most favorable KPI’s / statistics will likely be used for succeeding newsletters. But next to the numbers, quality feedback is also important. You can just walk up to your colleagues and ask, or do it in form of an employee questionnaire.
Internal email newsletter informing team members about a new mobile app they can use to make their days even sweeter
19. Employee newsletters examples and ideas
Employee engagement with your email doesn’t happen overnight. For that to happen, you need to communicate with them regularly and make your emails interesting. Have a bit of an edge too.
To make sure your emails get opened and read, it’s best if you have a few “golden topics”, but also switch it up every once in a while. Employee newsletters aren’t strictly business-related only.
Here are 19 employee newsletters example and ideas to get the internal communication juices running. Most of them you can use as standalone mail or a a segment in your company newsletter:
1. New team member announcement
Is someone new joining the team? Take this chance to present their profile and let them say a few words about themselves.
A new member intro shouldn’t read like a resume. Instead, a personal angle usually works better. Think about hobbies, an interesting book they’ve recently read, favorite music, or how they like to spend their free time.
This will help make a connection with colleagues. It is a conversation starter for the new recruit and get to know those who share similar interests.
Ada, GetResponse Blog Editor, introduced herself when she first joined the Marketing Team.
2. Commendable feats and milestones
Employees do extraordinary things all the time. Perhaps they’ve hit a milestone to be proud about. When a department or project team “achieves a commendable feat”, let everyone know through the internal newsletter and they can serve as an inspiration.
Whether they’ve been with your company for over 10 years or they’ve run their first ultramarathon, let others join in on the celebration. Also a great place to show “Employee of the Month” or “Employee of the Year” is in your internal newsletter.
Build up a team spirit, some additional likability and they are happy to cheer and congratulate each other on their achievements.
3. Personal anniversaries and other celebrations
You don’t have to offer cake or spa vouchers to celebrate your employees’ birthdays and other special events.
If one of your employees had a baby, got married, or it’s their birthday, you can send them your congratulations and best wishes.
It’s great seeing how team members’ lives are changing over the years, when they’ve received different kinds of those emails during their time in your company.
4. Recommendations and must-sees
It can be that some of your employees aren’t local. Maybe relocated to join your company or they’re working remotely and only rarely visit the company HQ.
A top recommendations on places, shows, or restaurants to visit could be a bit of a different topic – some companies do centrally organise outings to go see sporting events or a concert together with others from the company.
What if your office is in a small town and everyone knows everything there is to see?
Then you can focus on a different kind of recommendations. For example, books, movies, or interesting playlists.
This type of communication can help your team members plan their time outside of the company or start discussions on things they like to do in their spare time.
And who knows, they may even choose to organize a team get-away to catch a few drinks or visit a concert after hours?
5. Team spotlight
Team spotlights are more common in enterprise, but it’s not exclusive to big companies.
Introduce the team – whom it consists of, what they’re working on, and what others can reach out to them about. People usually don’t know what other teams are working on.
They may know something about their area of work, but not necessarily the details.
Newer employees often end up not knowing who to ask about certain projects or if something’s being developed. Something an employee / project directory (They used to call that a Face Book, can you imagine?!) on an intranet could relieve if you’d go and actively search in it. Turns out, nobody is that active if they don’t know the details of the projects exist.
Including a team spotlight in your employee newsletter can help bridge that.
Additionally it gets a bit of coffee machine: “Hey weren’t you in the newsletter?” going and employees know where to turn if they have an issue in a given area.
6. Team party
Company retreats, parties, and getaways are popular these days.
If your team’s relatively small, organizing them is pretty easy.
But if you have a few hundred employees, some of whom are working abroad, planning everything requires a lot of effort.
You can avoid some of that hassle by sending regular updates with details about what’s coming and what your team members have to do to join you on a trip.
It’s also useful to store all that information in one single space, like a company intranet, to which you’d point from all your emails.
If you’re planning this type of email communication, make sure to keep it going even some time after the event’s taken place.
Prepare a summary, send pictures and videos, and ask for feedback so that your next company retreat will be even better.
7. Special day events
You can’t organize team getaways all the time. But why not bring the party to the team. By that I mean organizing a special day at the office.
You can plan them around special dates, like the International Coffee Day, Star Wars Day, or Read a Book Day.
There are plenty of reasons to celebrate, there is a whole calendar with holidays and special days. Your special day events can be one-off, or something you run regularly.
For example, do a movie screening night, or a board game afternoons every couple of weeks. Slightly less frequently, team members are invited to have fun on various occasions like Pizza Day or Fry-Day.
8. Competitions and contests
Everybody has that one (a bit too) competitive colleague. Some competitive spirit is always good though. And you will see that employees also have the same drive in their personal life. Why not channel that and invite employees to represent your company during a race or other type of contest. Or even plan competitions inside of your company.
Finding ideas shouldn’t be too hard either. You could plan it around sports – cycling, running, swimming, etc.
These could also be around some other hobbies. Cooking, baking, photography, or showing a good-doing.
You’d be surprised how involved people can get, especially it’s about something they really enjoy doing.
Gathering feedback is fundamental in all areas of business to be able to thrive. Feedback is an essential part of day-to-day team interactions and development plans. The addition of an email / online survey is that they are quick, structured and you can learn about your employees’ opinions.
Ask about anything: Company benefits, training opportunities, satisfaction with the workplace, or a recent company retreat. Or the more general “idea box”.
The thing you can do with online surveys, that you can’t in face to face is give an option for these to be anonymous. Just make sure people feel safe to share and aren’t judged by the outcomes.
10. New job openings
Internal recruitment is a good way to progress, both for employees and the company.
It allows your employees to grow and develop new skills and reduces additional time and money on training new hires.
The counter argument? People from outside of your company can bring new skills, perspectives, and knowledge that’s often hard to develop internally.
Leaving that argument aside, it just makes sense to let your employees know first when there’s a new job opening. Not only because some of them might want to apply for the role. But because they might know of someone who’d fit the role perfectly and could recommend them to you.
We tend to surround ourselves with people who are similar to us. That said, if you’re happy about your employees’ attitude to work and their performance, the odds are their friends will have similar traits.
This is especially useful for recruitment processes in very competitive industries (e.g. IT Development) or where the access to experts is limited.
11. Training opportunities
Helping your employees grow, a list of training opportunities is great content when for your employee emails.
This is a no-brainer if you’re already running workshops and trainings, that people can attend. But you can also tap into the knowledge inside the company. Start a new initiative and ask your team members to share their knowledge.
Perhaps there are people on staff, who like to teach others about their skills, like something very specific like coding or more general “business skills” like creating kick-ass powerpoints / presentations skills. Your colleague just visited a bootcamp or international event and can share their learnings with others.
Talk to your employees and invite them to talk about their areas of expertise. You’ll be surprised how many people enjoy sharing their knowledge with others.
It is also an opportunity for your team members to learn about new topics. some companies think takes the form of an AMA (Ask Me Anything), where one employee does a (short) presentation and all attendees can discuss. And who knows, maybe this will motivate them to develop new skills and apply for one of your more-specialized roles?
12. Doing good and giving back.
Many companies give back to the community. It is a part of corporate responsibility. doing good can take many forms:
* Fundraising or donations to charity
* Sponsor sport, clubs and local associations
* Give back a day to do some good.
Whatever the cause is, let your employees know about it and encourage them to join in.
It’s good to know that the company you’re working for and spending a big part of your daily life in – shares some of its resources with those that need it.
I bet some of your team members would be happy to join and help out with the initiative. Sometimes it’s the absence of a “group” that’s stopping others from doing something good for the community.
13. Important industry updates and news
Naturally, not all communication has to be about perks, benefits, or team parties.
You’re running a business after all.
That’s why internal email communication can also be around the things that affect your business and the industry you are in. If there are any legislative changes or there’s an interesting trend that can help your business grow, let your employees know about it.
14. Product and service development updates
A company should know what their products and services are if you want them to serve your customers effectively. Everyone in your team’s affected by your developments and it only makes sense to keep them informed about all the new cool stuff your teams have been working on.
Your Marketing Team needs to know what’s on the roadmap and what’s been launched. in order to best market your product.
Your Customer Service Team can help your customers better, if they know about the latest releases and services.
Your Sales Team will be able to sell better, if they have the answers or use-cases for your new features.
And that list goes on. It makes sense to let people know what the developments with products and services. It also signals respect that people don’t need to find out about changes from external news.
15. A (personal) message from the board or the CEO
An internal newsletter is a chance to share company’s results, future plans, forecasts, and so on. Because If you want your employees to follow the vision, they need to know where the company’s heading. You can’t keep this locked in the boardroom, sharing the vision is a sign of effective leadership.
If your organization is large you won’t be able to have a 1 on 1 with everybody or even chat with them in the hallway, you’ll need to get it across in other way. In your employee newsletter for example.
But sometimes the news your CEO will have to share, won’t be positive at all, and time sensitive. If there’s something is affecting the company and its customers in a negative way, they better learn about it so they can get prepared and know what the correct narrative is. (internal PR).
Imagine a scenario where your customer data has been leaked or your company has been hit by a DDoS attack. Some other kinds of company problems. Your employees need to be quickly informed about them, so that is worth an internal (email) update.
16. Changes in company leadership / people moving on
Not all companies are comfortable talking about people are leaving. But in certain cases it makes total sense to do so, for example, when it is a retiree and send them off with a nice goodbye.
Or when it’s someone with a key function, beloved company evangelist / face of the company / that awesome intern. When people are changing positions or leaving the company, this is a good way to let the rest of the company know.
17. Legislative or fiscal changes affecting employees
In certain countries legislations and fiscal policies change regularly. But at least yearly new tax laws might come into effect. Although this isn’t necessarily an exciting topic, it’s important to keep your employees updated on things that might affect them.
An extreme example is, for instance, the case of Brexit.
If your company’s based in the UK, and employees are British, they might be affected by the potential withdrawal of the UK from the EU. People can have real worries about what is happening.
Similarly, should a country that your team members often travel to have changed their policies with regard to travel permits, they want to know.
It may not sound breaking news, such information can save employees from unnecessary hassle if they were planning to go on a business trip to a chosen country.
18. Customer reviews and feedback from the frontline
Some team members are on the frontline. They get to talk a lot to customers, hear their feedback, and know how people think about the company.
Others don’t have that same level of direct customer and market feedback. They don’t get to see how their work impacts customers every day. The good news is that you can change that. Share some of customer reviews and feedback, gathered directly or from social media, etc.
It is a great motivation to see that customers appreciate the work that is done.
19. Just for fun
Fun may not sound like it has place in a company newsletter, but maybe it makes more sense than anything else.
Adding jokes, puns, and trivia can brighten your employees’ day. If it’s done a regular basis, say biweekly basis, team members might open your newsletter just to see that one segment.
In the earlier days of GetResponse, one of the team members used to prepare a funny magazine with different stories including people in the office.
He’d mix them into the popular stories from the news or TV shows, comment on bigger projects that were being developed in the company, or simply write funny poems.
These magazines have been such a hit that for several years, they have been framed and presented by the entrance to the company’s main building.
If that doesn’t speak for company culture I don’t know what does.
Your internal employee newsletter
In writing effective internal email newsletters, get the tone right. Find your mix of topics and share appropriate content that fits with objectives. it is good to have consistent format and an engaging and empowering tone. Internal newsletters are often different from your marketing emails. The internal newsletter objectives serve as a guide on what you should put in there. They justify and answer the “why” you want to send those engaging newsletters.
Writing newsletters isn’t serious journalism or creative writing either, but when you are trying to engage the whole company, it’s inevitable to try doing different things every once in a while. Feel free to share in the comments how you plan your employee newsletters!
Looking for internal newsletter templates?
Brand your business with perfect design. Choose from our database of over 500 HTML templates or watch this video tutorial to create professional emails that encourage engagement with your campaigns.
Although the Equal Pay Act was passed in the early 1960s, women in 2019 are in a constant uphill battle to earn the same amount as their male counterparts.
The wage gap continues to result in a lower overall median wage for women than for men in the same occupation. Industries based in science and math continue to be dominated by men with remarkably low percentages of the workforce being made up by women.
Our team wanted to find out which cities were the best locations for professional women based on income, workforce, and wage gap. Based on income and workforce reports from the census, this is what we found out.
Best Paying Jobs for Women According to Average Salary
The occupations with the highest annual salary for women cover a wide range of industries, including business, healthcare, engineering, and technology.
The highest average salary for women goes to chief executive officers, but even that average doesn’t break six figures, and according to Payscale, the average CEO salary, in general, falls around $159,000 per year.
Industry Workforces Across the US Broken Down by Gender
Depending on the industry you work in, women can sometimes be the majority of the workforce. In fact, for education, public service occupations, and healthcare, they make up a much larger percentage of the workforce than men.
Somewhat surprisingly, they also have a slight edge in legal occupations and the business industry.
However, for computer, engineering, math, and science-based jobs, which make up over a third of the best paying jobs for women, fewer than 1 in three workers are female on average.
Best Cities for Women to Work in Based on Lowest Wage Gap
The wage gap is clearly evident according to the US Census. Based on mean earnings, men made, on average, 22% more each year than women did. The wage gap ranges from 12% to a whopping 38% in Sacramento and Atlanta.
Cities with the Highest Percentage of Female Workforce by Industry.
If you’re planning on going into any of these fields, the following cities are places to look for jobs. In most cases, women make up the majority of the workforce for these industries in their top cities. Detroit has the highest percentage of females working in the computer, engineering, math, and science fields. Although the percentage is still far less than half, it’s much closer to a 50/50 split than most other cities.
Female Percentage of the Workforce by Industry
If you’re wondering how your city stacks up against the rest of the top fifty US metropolitan areas, you can see what percentage of each industry workforce is made up of women in the graphic above.
Professional women continue to shatter glass ceilings and take the world by storm. We’re proud to have incredible women both as colleagues and clients, and we love watching them succeed.
Our team of tech geeks and creative experts continue to support women in their marketing ventures, whether they’re brand managers looking to create the perfect email series for their clients or the entrepreneur conquering markets all over.
Everything You Should Know About Marketing Funnels
If you’ve run any marketing campaigns before, you’ve likely come across or maybe even used some form of marketing funnels – visual representations of the customer journey.
While marketers are becoming more and more interested in them – and for good reasons which I’ll explain in more detail below – we found the informational chaos surrounding this topic discouraging to say the least.
That’s why in this article, we’ve decided to gather it all:
marketing funnel definition,
use-cases and tips on who it’s most useful for.
Finally, we’ll provide a step-by-step guide to help you create a high-converting marketing funnel that’ll work for your business.
To show you how easy this process can be, we’ll be using the GetResponse Autofunnel tool that we’ve recently developed and announced to the public.
With that out of the way, let’s start by defining the marketing funnel.
What is a marketing funnel?
Marketing funnels are visual representations of the process of attracting consumers who are unfamiliar with your brand, turning them into leads and prospects, and finally converting them into paying customers.
In the online world, this process usually includes the following steps:
Driving traffic to your website or landing page
Offering a lead magnet in exchange for your prospect’s email address
Nurturing your leads with a sequence of marketing communications via emails
Directing your warmed-up leads to a landing page where they convert into a paying customer or passing them to a sales agent
Marketing funnels are often called “sales funnels”, “lead funnels”, “purchase funnels”, “conversion funnels”, and other similar terms.
These terms used to have slightly different definitions in the past, but these days they usually refer to the same concept.
The main distinction between the different types of funnels you’ll be building will depend on your objectives.
The goal of your funnel could be something like:
selling a product (physical or digital)
building a list
promoting a webinar (free or paid)
Naturally, you might just as well use funnels to collect survey answers or have people sign up for a live demo of your platform.
As you’ll see in the diagram below, the stages in the AIDA model refer tohow consumers think (cognitive), feel (affective), and finally – act (behavioral).
We’ve also added some explanation as to what types of questions you need to answer at each stage and what marketing methods you can use to help the consumers progress through the funnel.
Why using marketing funnels is beneficial
As you can see from the following Google Trends report, the interest in marketing funnels has been steadily growing over the last five years.
And we can see where that’s coming from.
While nearly all advertising campaigns are aimed at generating sales – in one way or another – not all of them are designed to do so directly.
Using a funnel and the AIDA model helps marketers visualize the stages and tasks advertising campaigns should fulfill first, before the consumer makes a decision to buy a given product or service.
In other words, marketing and sales funnels will help you keep your campaigns organized and drive your target audience strategically towards action.
Not only that, tools like GetResponse Autofunnel also help you choose the best steps to include in your funnel. Pre-designed templates and funnel scenarios successfully remove the guesswork.
For each stage of this so-called customer journey, marketers can choose different tools and marketing tactics to help their consumers advance down the funnel and towards the buying decision.
At the same time, for each of the stages, marketers will be using different metrics and KPIs to report on their campaign progress.
To give you a better overview, here are a few examples of metrics you’d likely report on across the three key areas of your funnel – Top of the funnel (TOFU), Middle of the funnel (MOFU), Bottom of the funnel (BOFU).
OK, all this explains why using marketing funnels is beneficial for your business, but it doesn’t answer why their popularity has increased in the last five years. After all, AIDA and funnel models have been used by advertisers for over 100 years.
The key reason for this is technology.
In the past, you had to develop all the elements of your marketing funnel separately, and then connect them together.
To make myself clearer, this is what you’d normally had to do, individually:
run social media ads,
develop landing pages,
set up autoresponder email sequences,
set up exit intent forms,
come up with upsell or cart abandonment offers,
and so on.
Nowadays, you can connect each of these elements via API or ready-made integrations and plugins.
Or better yet, you can use GetResponse Autofunnel, which offers all of said elements inside one single platform.
What are the benefits of this approach?
You don’t have to spend time integrating all the different tools to create your own marketing funnel – it’s done for you, automatically.
Plus, you don’t need to payfor separate tools like the landing page builder, email marketing, email autoresponder, social media ads creator, webinar platform, and so on – it’s all built into your GetResponse account.
Last but not least, thanks to built-in payment processing and tracking functionalities you can both sell and measure your sales results right from one dashboard.
Here’s what it looks like.
What types of businesses can benefit the most?
All types of businesses obviously! Marketing funnels help you turn prospects into customers, and that’s what every business is about, right? Now take a look at a few examples of businesses that could benefit from using marketing funnels and how they’d do it.
Let’s say you’re managing a local business that offers a wedding planning service.
At the top of your marketing funnel, you’d likely want to focus on generating traffic to a specific landing page, for example through social media ads.
There you’ll want to turn these visitors into leads by, let’s say, offering them a chance to sign up for your wedding prep tips newsletter.
Once they sign up, they immediately enter an email sequence that consists of several messages with tips for a stress-free wedding. That’s your middle of the funnel.
After reading your tips, your subscribers might realize that organizing a spectacular wedding takes a significant amount of time and effort (and stress!), and they might not want to do all that on their own.
That’s why sometime in the sequence (when you know they’re approaching the bottom of the funnel) you can present your upsell offer – your services that’ll make your customers feel like a guest at their own wedding.
Whoever is interested can either reach out to you directly or buy one of your wedding planning packages right off the site.
And there you have it.
Want to use this funnel idea? Go ahead. It’s done for you with a complete set of landing page and autoresponder templates in GetResponse Autofunnel.
So you’re running a coaching business.
As an expert in the field, you’d like to sell an online course or a membership program to new audiences.
To do that, at the top of your funnel you can set up a landing page with a lead magnet, for example, an ebook on how to land your first customer.
To drive traffic, you’d set up a social media ad campaign to reach an audience that looks similar to your existing clients.
After a user fills out the form, they receive an ebook along with a series of autoresponder emails with additional tips on how they can win more customers and improve their business.
After several emails, it’s time to present your upsell offer, the membership program or a paid course.
That’s when you drive traffic from your emails to your sales page.
To increase your conversion rate, you’d typically include an exit intent form and also track which users filled out the form and completed the order.
Then, you could retarget those who haven’t committed – maybe they abandoned the page or haven’t clicked through to the sales page.
And that’s it.
Of course, you could expand this process, and, for example, A/B test your landing pages to optimize them for conversion.
Let’s say you have a store that sells sweets, chocolates, and candy.
How can you drive more sales using funnels?
Here’s one way to do it.
You set up a funnel that starts with a landing page and a lead magnet.
The lead magnet? A cookbook or a collection of recipes for healthy snacks.
After driving traffic to the page from social media ads and emails, you can nurture those who filled out the form.
Just set up an autoresponder sequence with a series of cooking tips and recipes.
After several of such emails, you’re ready to present your actual products.
Drive your email subscribers to the sales page where they’ll happily convert into paying customers.
And for those who haven’t converted right away, give it another go, send them another offer several days later and amplify your campaign reach with social media ads.
Strategies to help your email subscribers advance through the stages of your marketing funnel
I’m sure you already know this:
Not one single email could possibly answer all your subscribers’ needs.
Which takes us to one of the key advantages of the funnel marketing approach:
Funnels ‘force’ you to remember about the customer journey, the different lifecycle stages, and the changing needs of your subscribers.
That’s what makes this framework useful – and effective, too.
And don’t forget about retargeting those who’ve engaged with your ads. This will help you get a bigger bang for your buck.
So you’ve managed to turn some of your landing page visitors into email subscribers.
Now’s the time to help them realize that what you’re offering is the right solution to their problem.
To do that, create an autoresponder email cycle that’ll discuss the different aspects of the topic your subscriber’s interested in. While doing so, make sure to emphasize the strengths of your offer and why your brand should come up naturally when they’re thinking of the topic.
During this process, you’ll want your prospects to engage with your brand and products.
If it’s a video course that you’re selling, let them watch some of the course materials, answer a few quiz questions, and download some additional materials.
If it’s an ebook, give them a free sample including the first few chapters.
If it’s a physical product like a T-shirt, show your subscribers how it can be worn on different occasions to fit their mood and style.
You know what I’m getting at.
To step up your game, give email automation a try. Send them in response to your subscribers’ and users’ actions.
The Role of Email Marketing in Real Estate Lead Nurturing
If you thought email marketing was dead, think again.
Even though many of us complain about it, the truth is we all love email. So much in fact, that we sent and received a total of 281 billion emails per day in 2018. And by 2022, that number’s expected to reach 333 billion.
But before you start firing off billions more emails, a word of warning: Even the best tools can become meaningless if poorly executed. Here’s how to successfully rock your email marketing and close more real estate leads.
What can email marketing do for your real estate business?
Real estate is not an impulse buy.
Helping leads travel the long road toward finding their dream home can be a lengthy process (one that can take anywhere from five to seven years). So it makes sense that the more leads you have, the greater your chances of closing those commissions.
This is where email marketing works its magic. Even with the rise of bots, AI and video, there’s still no better way to connect with hundreds or even thousands of people at the same time.
But how can you use email to warm up your leads without losing that personal touch?
Two words: relevant content.
More on that in a minute. First, you should know that in real estate email marketing, there is no greater sin than sending crappy content. Realtors are influential members of the community. To gain that trust and keep their personal brands intact, they need to make every touchpoint count.
And those that do, win big.
Research shows personalized emails generate up to 6x more revenue than non-personalized emails. So if you feel like you can’t be bothered, trust that generic messages will only alienate your leads. After all, no one likes to feel spammed.
3 simple rules for using email marketing to nurture real estate leads
For most agents, the temptation to set up every new lead on a year-long email drip is strong.
Unfortunately, it doesn’t do much to convert leads. And while automation can definitely help you win back your time, it only works if you do it right.
Here are three simple rules to help keep your email marketing focused and effective.
1. Don’t confuse email marketing with lead nurturing.
Sometimes email marketing and lead nurturing get a bit tangled, but it’s important to remember they are NOT the same.
Lead nurturing is the process of supporting a potential client (a.k.a. any person who isn’t ready to make a transaction with you yet) as they travel the buyer’s journey towards a sale.
In real estate, there are lots of ways to nurture your leads. You can set up regular phone calls, have face-to-face appointments, exchange text messages, invite them to community events, and so much more. Email marketing is just one of the tools in a vast lead-nurturing toolkit.
But as mentioned, inboxes are noisy. And without a well thought-out, eye-catching email marketing campaign, your real estate email marketing risks falling flat.
2. Tell them something useful, engaging and valuable.
The most important rule for sending a real estate email campaign that will knock your leads’ socks off is to simply keep it relevant.
For instance, there’s no point sending a generic listings email to warm seller leads. They’re probably more interested in deciding whether or not it’s a good time to sell. If you want to get their attention, send them an email detailing how much similar properties have recently sold for in their area, rather than just another brochure-style email.
3. Adjust the message to your lead’s buying timeline.
A lead who was browsing your website may have a much longer buying timeline compared to a lead who searched for a specific type of property on a listing site like Zillow or Trulia.
So why should they get the same email?
In the former scenario, a year-long autoresponder with listings in their area might do just fine. In the latter, you may want to kick off with an automated text message and then move to short, targeted emails aiming to get the lead on the phone.
The top 5 email campaigns every realtor should send
Okay, you’ve tried email marketing before and it didn’t go great.
Maybe you didn’t convert as many leads as you’d hoped. Maybe you felt like it was a waste of time or money. That doesn’t mean it doesn’t work.
Your approach might simply need a tweak.
Attention spans are getting shorter and with just seconds to hook your reader, you’re going to have to put in a little creative elbow grease to make every email count.
Here are some winning campaign types to try out:
1. Real estate listings: These need to be relevant and located in your prospect’s area of interest. Obviously, if someone is looking to live in Manhattan, you don’t want to send them listings in Jersey. Likewise, if you have a lead looking to downsize (let’s say the kids have flown the nest) don’t send them listings for large family homes.
2. Housing market updates: For buyer leads include house prices, mortgage rates, and property sales. For sellers, focus more on the latest intel on homes sold recently in the area. And don’t be shy, feel free to show off your recent deals and wins.
3. Resource lists: Home buyer resources, home seller resources, and homeowner resources. These can include:
An ebook about buying or selling a home
Newsletters with the latest market advice and tips
Tips for sellers to entice potential buyers
Simple hacks to present an open house
Tips and advice for homeowners like home maintenance, how to save water, keep energy costs low, backyard maintenance, and decorating ideas
4. A blog digest: Your blog is your voice and your reputation. It’s how you show that you’re an authority in your field. So don’t make your leads work to get the latest news from you. Send it to them. And for extra value, share quotes and ideas from blog posts via tweets and other social media postings to help generate a buzz.
5. Testimonials: There’s nothing more enticing than reading about other peoples’ experiences. Case studies from happy former clients make for great email fodder.
Pro tip: A great way to connect with seller leads is to send a quick video with your market updates to share insider insights on what’s happening. (Source: Follow Up Boss)
A simple checklist for keeping it relevant
No matter which type of campaign you’re creating, remember it’s about relevance.
And relevance = revenue.
You never want to treat your leads like just another name in their database. Check to make sure you’ve covered the following bases.
Personalize — You want to create trust immediately so use your own name, not just the name of the business.
Smash it with an awesome subject line — This alone can determine whether or not your email is opened.
Say something new — Sometimes this can include stating the obvious. What you consider common knowledge might be gold to your reader.
Real benefits — Give your reader tangible benefits like resources, how-tos, advice, and free downloads.
Keep it mobile-friendly — Most of us read emails on our mobile phones so make sure your emails will look ace on the small screen.
Video email — Ditch the text and say it in person instead. There’s so much you can do with a video. 81% of businesses already use or plan to use video as a marketing tool. This is one trend that isn’t going away.
Use an enticing Call to Action (CTA) — Give your reader a chance to act. For instance, sign up to a newsletter or download an ebook, or attend an open house. A well-written CTA is a great way to interact with your reader and get them to come back for more.
Seamlessly blend your email marketing and lead nurturing
From the minute you get a new lead, use your content as a way to find out more about them.
This will help you create an email marketing campaign with far greater impact. Set up opportunities in your CRM based on behavioral triggers such as when a lead reads your email, visits your website, downloads an ebook, comments on a tweet or Facebook post to help you understand what they’re looking for and when they need it.
Armed with some intel about your leads’ true intentions, you can engage them in a way that makes them feel like you really get them. Learn as much as you can about who they are and what they need. Then think about creative ways to make each message special until it’s time to pick up the phone.
And how do you use email marketing in your real estate business? Tell us in the comments below!
Author: Dave Lawrence is the Head of Growth at Follow Up Boss, a CRM for real estate teams. In his role he spends his time ‘under the hood’ of many of the top performing real estate sales teams in North America, helping them leverage technology and process to become more effective at delivering value and service to their clients.
So why haven’t all brands joined in on this trend?
Simply put, not everyone can afford to spend their time or budget to produce video content for their social media channels.
Heck, this is the exact reason why we haven’t been doing video ads all that often in the past.
Plus, there’s another problem – you need to spend a lot of time to think of really unique posts to engage followers organically. (Without paying for ads you can reach 5-30% of your followers depending on how viral the post gets)
To sum up, a few facts:
video is 5x more engaging,
adding photos make the post 2x more engaging,
on average you are reaching only 10% of your followers (without boosting the post) – the more engaging the video or graphic is, the better result you get.
you probably don’t have much time, ideas or resources to spend on promotional videos and graphics creation
Let’s take a look at what you can achieve with it.
Note: If you’ve read our previous post about the upcoming new tool we’ve been working on, the GetResponse Autofunnel, make sure that you pay attention to step #4 below.
How to promote your products using the GetResponse Social Ad Creator
Let’s imagine for a moment that you’re selling hand-made rustic decoration for those who are planning and organizing a wedding. Chances are, you already have plenty of photos of your products in different variations and a shop configured on Etsy.
That’s all you’ll need to get started.
Step 1. Get the app and log in.
To get the app, simply visit the page and hit one of the download buttons to have it installed on your iOS or Android device.
Once you’ve installed the app, there are a few ways to access it:
you can log in using your GetResponse login,
you can create a new account using your Facebook or Google accounts,
or you can try the guest account.
Step 2. Find your favorite template or build one from scratch.
Now that you’ve logged into the app, you can either create the graphics from scratch, automatically from your store or begin to browse through the 200+ pre-designed templates.
To find the one that’ll match your product best, you can filter the templates based on their popularity, size, hashtag, or business objective.
Let’s say that for our wedding décor business the main goal is to promote our products and boost sales. In this case, we’d go with the “SELL” templates.
Once you’ve found the one you like the most, just tap on it.
Here’s one template we’d use to run a social media ad campaign to promote our rustic wedding décor business.
If you decided to start from scratch, just click on the pencil icon to proceed.
Step 3. Edit text and layout.
Whether you’ve selected your template or started to create one from scratch, it’s time to brand the post as your own. Edit the texts, colors, and upload your logo. You’ll want your audience to recognize your brand right away.
Want some inspiration? This post offers some good guidance on how to create engaging social media graphics.
Step 4. Add photos of your products, automatically.
You can add your products from both of these services, automatically.
All you have to do is click on the pencil button and select the available integration, Etsy or GetResponse Autofunnel.
What if you’re not selling a physical product or don’t have any photos you could use?
No problem. You can use the Unsplashimagelibrary that’s available for you in the app. Just type your keyword to browse from over 500,000k free photos available in the app.
As you can see, thanks to this process you’re saving a lot of time and can publish your social media posts in several minutes.
Step 5. Ready? Time to share it! (Or save it to your phone and the GetResponse Files and Images)
Time to add the finishing touches – the title and description of your post, as well as link to the order page.
Once you’ve done it, you can pick and connect the social media accounts you’ll publish the post on. Your posts can help you reach your audiences on Facebook, Instagram, and Twitter!
Alternatively, you can save the post to your phone or the GetResponse Files and Images.
This lets you use the posts outside of the app, for example if you’d like to promote them using the Facebook and Instagram Ads.
Give it a try and let us know what you think
As you can see, the process of creating videos with the Social Ads Creator is pretty straightforward.
Still, we understand there may be some learning curve involved with it and there may be some features or integrations missing. That’s why we’d like to ask you for feedback. Give it a try, test it out, and let us know what you think.
We’re happy to include your feedback in our roadmap planning process, so if you see anything that could improve the app, just let us know!
Before we go into details, let’s make sure we’re on the same page.
What does SEO friendliness mean?
SEO-friendly content is the type of content that’s created in a way that helps the search engines rank it high.
Although some marketers think this means it should be stuffed with keywords, it’s really meant to help them search engines find, understand, and connect your content to the topic you’re trying to cover.
As you’re about read in this article, making your content SEO-friendly takes much more than just spraying keywords around your posts, videos, and other forms of content.
How to make your content SEO-friendly
1. Use headlines and sub-headers
Using headlines and sub-headers does several things for SEO optimization.
First, it makes your writing skimmable and therefore easier to read for your readers. People are more likely to share things that are easy to read.
The same goes for search engine robots. When crawling through your site, they’ll recognize your headlines and use them to better understand your content, like which parts are the most important ones and so on.
Also, having headers and sub-headers increases the keyword saturation, but remember to not abuse this to game the system.
2. Add links to previous content
One of the ways search engines rank content is by the number of backlinks they get.
Good content tends to get a lot of backlinks – both external and internal.
If you want to drive traffic and rank your older content higher, then you can’t forget to link to them from your newer posts.
This helps the search engine robots – and people – to find your best articles.
Plus, links to high-quality, reputable websites increases the validity of your own website. The better the links, the higher your page will rank in search results.
Also, using credible sources within the body of your text creates trust with your readers.
3. Optimize the length of your article
Back in the day, most blog posts you’d read would have up to several hundred words. It was a numbers game, the more posts you’d publish, the more traffic you’d get.
These days, it’s rarely the case. Even on the GetResponse blog you’re reading right now, you’ll mostly find articles that are 1,500+ words, and published less frequently.
That’s because in the last several years, Google has shown that it gives higher priority to longer, higher-quality content. They aim to provide their users with best-possible answers and this often boils down to having posts that provide the most thorough answer to the user’s query.
It’s not enough to write 300 word articles anymore. But it’s also not about watering down your content.
Take a look at your Google Analytics reports and see which posts generate the highest engagement for you. Which ones are visited the most and which ones are read for the longest amount of time. And then, which ones generate the highest conversions, e.g., newsletter sign-ups.
Then, use that information to find the approach that’s going to work best for your niche.
4. Choose your keywords wisely
Some marketers like to just sit down and start writing. They leave SEO optimization for the last moment.
Others start by writing down the keywords they want to incorporate in their content.
That’s the approach I prefer.
You start by identifying keywords relevant to your topic. You either come up with them off the top of your head, use the keyword planning tools like the one from Google, use a more advanced SEO tool like Ahrefs or SERPSTAT, or hire an SEO agency to do that for you.
Make sure you also optimize the size of the photo. Pictures that are too large will slow down the load time and hurt the SEO.
Make the image as small as possible without compromising the visibility or quality. Many image editors will let you do that with their in-built features. If yours hasn’t got it, an alternative is the Squoosh app, a free tool that lets you resize and compress your image files quickly.
6. Make the content shareable
So, you’ve successfully managed to write an SEO-friendly, content rich, interesting article that people want to read. The next step is to make it shareable. Websites like ShareThis and AddThis make it easy to add social media buttons to your website so people can share the content easily.
7. Write high-quality content
This one should be pretty self-evident, but it isn’t always applied. The best way to get people to read and engage with your content is to write content that is useful and entertaining. Search engines reward sites that have high-quality, relevant content. Quality is more important than almost every other factor on the list.
Once you have a strong idea in mind for how you’d like to write and format your content, consider using some of the following tools to simplify and improve the writing process.
Hemingway Editor is a fantastic resource for everyday writing tasks, but it’s especially helpful when reviewing articles for SEO optimization. Hemingway Editor analyzes your articles to find and highlight any sentences that are difficult or “very difficult,” to read. It also highlights instances of passive voice. Articles that are highly readable are more frequently shared, and articles that are shared the most get the best SEO rating.
Read-Able is similar to Hemingway Editor in its ability to analyze your articles based on readability. But instead of highlighting sentences that are difficult to read, it gives your text an overall readability score. The score tells you what age group will be able to easily read the page. If you have a URL for the website, you can enter the URL instead of the text.
Essay Mama offers clients a wide variety of writing services. The team of professional writers can create SEO friendly content for your website. Because it is absolutely vital to provide your readers with clean and correct content, Essay Mama can also provide proofreading and editing services. If you’d like, you can have the website format the content and add headlines and images.
When writing web-based content, it is natural to turn to similar websites for inspiration. PlagTracker will analyze your article, find any instances of plagiarism, and replace them with new, original content. This website can help guarantee that your articles will never feature plagiarized content.
Keyword Density Checker scans your text or URL address to find out how many times you have cited each keyword. It’s particularly helpful if you have a very large article, and you want to make sure it’s not overly saturated with keywords. As mentioned before, keywords should take up about 1-2% of the text.
This on-page optimization tool analyzes your website or URL address and gives you an overview of the SEO Optimization factors. You can add up to five keywords, which the algorithm will search for and tell you how often each word is used.
Hopefully, you have found this content useful. If you use the tools and tips mentioned in this list, you will be able to create SEO friendly material regardless of the industry for which you are writing. You will eventually learn to write content that people want to read and share. SEO friendly websites get more traffic, and higher traffic levels improve your SEO score. What other ideas do you have to improve the quality of your SEO? Do you have any additional tricks to achieving better search engine results? Share them in the comments.