Email

Brand, Campaigns, Email, Online PR and Marketing, Small Biz, Strategy, THE BLOG

BILLBOARD MENTALITY: 4 tips for getting your email notice.


No Comments

displayblock

Guest Post: Written by displayblock: Email Marketing Experts

Not so long ago you could be confident that your marketing emails were landing on the desk of someone sitting in front of a computer, with time and an environment conducive to actually reading it. Now your emails are arriving in the hands of people in a multitude of different locations, and who are usually engaged in other activities at the same time.

Email on the move has become so commonplace that we take it for granted, but the fact is that mobile email has become a whole new discipline. Marketers need to understand what this means for them and their content, and adapt their strategies accordingly.

With mobile, the biggest single factor that determines how people respond to an email is context. This means we run the risk of not appreciating the feelings created by the environment that is the main focus of our attention.

walkingwithphone

Human behaviour is largely driven by the unconscious mind, which has the capacity to process far more information, far more quickly than the conscious mind. It is the primary job of the unconscious to filter for what is important and direct our conscious attention towards it. This filtering is done automatically, instantly and without us being aware of it.

We also rely on our unconscious mind to save energy by handling routine actions efficiently and, rather than work something out from scratch every time, we fall back on unconsciously held rules of thumb to help us act and react with minimal effort.

So the challenge is that email accessed on smartphones is being experienced in one of a myriad of contexts. It is difficult to know when a message will be accessed or what contextual cues its recipient will encounter at that time – even elements in our surroundings that should be irrelevant alter how we respond to the same message.

We all know through experience there is likely to be something else competing for our attention when we open emails on our mobile devices. Add to this the smaller screen size and all of the other ways we interact with our devices and it becomes clear you have a limited window of opportunity in which to grab attention.

This is exacerbated by our use of other media – from instant messaging to social media such as Twitter and Facebook – we are becoming used to digesting information in smaller chunks. We are developing 140 character mindsets.

The good news is that we now check our mobile devices unconsciously so if you get your message right you’re far more likely to be noticed and acted upon.

The key is to get the attention of people immediately – and we’re often talking two to three seconds at best. This is what outdoor advertisers have been doing for years – they know people driving in cars, even those waiting for public transport, are in an environment where distractions are everywhere and our minds are on other things.

circus

To improve your chances of getting your email noticed, the following four areas should be considered:

1. Who it is from – put your brand in the friendly from field, not the name of a person people don’t know. People have signed up to receive your emails so make sure they know who you are immediately.

2. Subject line – keep it short and descriptive.

3. Pre-header – this is almost an extension of the subject line when viewed on a smartphone and can be used to generate further interest towards getting the email opened.

4. Initial content – a strong call to action and easy to see product image or offer. People are not going to read paragraphs to find out what the email is about, they want to tap to get to the product or – at best – scroll to find something that does grab their attention.

Marketers now have to work even harder to get peoples attention and have less space in which to do it. Creating a descriptive and engaging message with a minimal approach will help to get that attention.

display block  TwitteLinkedin e: info@displayblock.com

Email, Guest Posts, Small Biz, THE BLOG

Are You Getting The Most Of Your Transactional Emails? @EasydashSMTP


No Comments

Guest Post: Easy SMTP: If you’re an online marketer who has an existing base of users or customers for your site or application, then you’re almost certainly sending out regular transactional emails and possibly not taking full advantage of them.

First, what are transactional emails? Well, they’re the entire plethora of one at a time messages that are sent to your customers as a result of specific interactions with your site. These could include e-receipts, renewal notices, welcome emails, shipping and order confirmations or comment and password change notifications.

In contrast to bulk promotional email campaign messages, your transactional emails are based on specific user transactions and sent based on these transactions.

This is where the incredible sales boosting power of transactional emails is found and we’re now going to cover why you should expand your existing email marketing campaign to take the maximum possible advantage of them.

The Power of Transactional Emails

As this excellent little infographic by the email management company Easy SMTP shows, transactional messages have the advantage of open and click rates that completely blow promotional emails out of the water.

easySMTP_infographic_smallThe average transactional message is opened from the recipient’s inbox at a rate of over 100% and enjoys unique clicks on its internal content links that go as high as 17% or more. This is in sharp contrast to what you can usually expect from your bulk mail campaigns, which get average open rates of 15% and click rates of only 3%.

In a world where over 191 billion emails are sent to inboxes every day and where the average email user gets flooded by 48 business or personal emails per day, conversion rates like those of transactional messages are incredibly hard to come by and worth a lot in terms of marketing usefulness. Because of their direct relevance to activity that a user is actually engaged in and the fact that they are being sent out to give practical information relevant to that activity, transactional emails simply get much more favorable attention than other kinds of business email.

This is why you need to take specific steps to make the most of your transactional messages, even if you already have an existing bulk promotion mailing campaign in place. In essence, you need to use their core transactional nature as a vehicle for some extra marketing on the side.

Using your Transactional Emails to Maximize Sales and Conversions

While your transactional messages have to maintain their essential transaction-specific character and must keep subject lines that relate to their specific transaction in order to be compliant with the CAN SPAM Act, you can still modify them in several clever ways that will let you use them for marketing.

As shown in the infographic, the following strategies for improving the marketing power of your transactional messages we’re analyzed by Easy SMTP across its customer base and had their specific effectiveness at raising revenue and conversions tracked. They demonstrably work well.

Serialize your transactional messages

By breaking down a welcome email or some other more complex transactional message into a series of smaller messages which each deliver their own piece of important information to your customer, you can increase the number of transactional emails you send across the board. Doing this will give you more opportunities for delivering marketing messages and has been shown to boost revenues by as much as 13%

Say “Thank You” and personalize as much as possible

A simple and heart felt “thank you” message in the subject line and/or body of your transactional messages –especially those that revolve around a customer purchase or order renewal—has been shown to create click through increases of 35%! Increasing unique clicks doesn’t get any easier than this.

Furthermore, by personalizing each message as much as possible by using each recipients name and referring to their previous interactions with your site you can boost unique clicks by an additional 41%.

Don’t forget to cross sell!

When you’re sending out transactional messages that confirm an order or include an e-receipt for purchases, take advantage of the opportunity to cross sell that they also give you. Recommend additional products or services that complement what your users already paid for and watch your sales grow by as much as 20% or more.

Finally, be social

You’ve almost certainly developed a social media presence for your business –or at least you really should have—so show it off wherever you can, including in your transactional email messages. Include social sharing buttons for your business profiles in each email. SMTP found that doing this increased unique clicks by a hefty 55%.