If you’re an email marketer, you’ve been there before—The sheer terror of having to hit the ‘SEND’ button.
“Is the email good enough? I hope the links work and the images render properly. I hope it lays out well on mobile…”
That ‘SEND’ button is powerful and fear-inducing. And despite all the tests, edits, proofs, etc., we can sometimes overlook a glitch or two. So, that fear is palpable!
The best way to alleviate the fear is to follow a process, or better yet, a checklist.
Our friends over at Campaign Monitor put together this Email Campaign Checklist that we think is amazing and worth passing along to you.
Need help with your email marketing campaigns beyond this checklist? InboxArmy provides varied email campaign services, and they can help you create and manage entire email marketing campaigns for you.
In other words, let us worry about pushing the ‘SEND’ so you don’t have to!
Data is the lifeblood of email marketing. Without data, email marketing is nothing more than a wing and a prayer. After all, without data, you can’t:
Win back disengaged customers
Target your best customers with specialized offers
Bring back cart abandoners to complete their purchases.
These are just a few of the ways data enables great email marketing programs. Yet collecting data can be a bit of a bear. The pain points that can arise from what data you collect, how you collect the data, and where that data is stored make your decisions and answers to these questions all the more important.
Let’s start with question #1: What kind of data should you collect?
It’s a great idea to collect (beyond the obvious email address):
Basic Demographic data like name, age, gender, geographic location, marital status, etc.
Purchase data like past purchases, time elapsed since the last purchase, kind of products purchased, cart abandonment, average value of the purchases, etc.
Preferences of email frequency, time of checking email, the device used, etc.
Behavioral data such as emails opened and clicked, and the number of unsubscribes.
All this data sounds great… which leads to the next question: How can you collect this data?
Some great ideas for how to collect data are:
Including an email signup form whenever a customer makes the first purchase from you.
Asking for customer details when they download a resource from your website.
Social media, online contests, promotions on a partner website, and webinars can be conducted to collect email addresses.
Trade shows, conferences, and events are also a great source of email data.
These ideas lead us to our third question: Where should my data be stored?
Typically, most data you’ll collect will be stored in web forms, customer relationship management (CRM) systems, and your ESP. Ultimately, it’s up to you where data is stored. Problems arise when data is collected in different systems and these systems don’t “talk” to each other.
Data integration between systems becomes critical, particularly when it comes to leveraging data for messaging to your customers. Successful data integration better enables you to send more relevant email marketing campaigns to your customers and also allows you to better automate your triggered email marketing programs.
Here’s an example of why connecting your shopping cart to your email marketing program is a great idea:
Nearly half of the cart abandonment emails are opened.
11.6% of all cart abandonment emails are clicked.
The AOV of recovered purchases is 14.2% higher than typical purchases.
With no data integration, a cart abandonment program isn’t possible. And why miss out on this great ROI generator like the engaging cart abandonment email below:
Data enables list segmentation, proper targeting, and increased relevance in your email messaging. It also gives you the ability to create all of those wonderful automated email marketing programs you keep hearing about (from us and others!).
InboxArmy can help you with integrations between your various databases and systems. We can also help you evaluate email service providers that best fit your needs and ROI goals. Trust us with your email automation and custom integrationneeds.
Email marketing is a vital element of an effective marketing strategy. And something that is vital should be adequately orchestrated. But not all businesses have enough time and resources to plan and manage their email marketing campaigns.
That is where your email marketing campaigns’ soul mate, an email marketing agency comes into the picture.
But wait! Don’t just take our word for it. Here are 4 robust reasons why we are saying so:
You can trust an Email Marketing Agency with your email campaigns; they will ideate, create, deploy and analyze campaigns so that you create a better one each time.
By growing your lists and generating qualified leads, an Agency helps you progress in business.
An Agency drives you in the right direction by analyzing your campaigns.
The cost of hiring an Agency is lesser as compared to hiring an in-house Email Marketing Manager.
We are sure you will love to read our latest infographic, Email Marketing Campaigns & Email Marketing Agency- A Love Story, Now and Forever!, to know more about this special relationship.
A marketer’s job can be made much easier if this word of mouth can be converted into an effective driver for business growth. And email marketing is a marketer’s best friend.
Email marketing can be an effective method by which to encourage your customers to spread the word. Here are five ways you can utilize email to leverage your customers’ influence, grow your email list, and increase revenue:
1. Reward Customers and New Friends with “Special” Incentives
Offer an incentive to your customers who bring you referral business—a large enough incentive that will spur customers to lay some groundwork for you while small enough not to hurt your bottom line. Also, offer a “special incentive” to the new potentials being referred to you.
This process enables you to get another conversion out of an existing customer (who doesn’t love recurring revenue?) while enticing a potential new customer with an incentive as well as the almighty power of word of mouth.
In the example below for Handy, you’ll see that they even start this process as early as the subscription process. A referral program is built into the welcome email!
2. Automate Your Referral Request Email
Collect email addresses from your subscribers and customers and create a triggered email program. One idea would be to automate a referral request email that is sent after a set period of time post-purchase (maybe 30 days post-purchase). This email would contain messaging on the referral program and the rewards they receive/can earn.
Also, be sure to link to a referral program landing page on your website that explains the process in detail to ensure that customers face the least amount of friction possible in completing their referrals.
3. Promote Your Referral Program
Promote the referral incentives every chance it makes sense. Here are a couple of ways you can do that:
Are you sending special newsletters to your paying customers? Plug the referral program.
Have a blog? Plug the referral program—and interesting stories of customers who benefited from the program (Talk about promoting word of mouth!).
Follow up regularly and keep the cycle moving.
4. Say Thank You
Thank your referring customers with a personalized email message. Find ways to say thank you in emails to subscribers at regular intervals.
5. Analyze Program Results and Optimize
Track your key metrics from your referral program (opens, clicks, new sign-ups, new customers, revenue, etc.). Work hard and find ways to prevent fraud and gamification of the referral process (particularly if you think it’s a hot-button issue). Keep a record of all your top referrers and message them specifically with new rewards, etc. If it makes sense to go to a full-blown loyalty program, go down that path as well.
An effective referral program is like fishing with a net at the end of the rod instead of the single hook. Your customers become your net to gather more customers into your “boat.”
If you aren’t leveraging word of mouth now, add referral email marketing strategy to your arsenal, generate greater ROI, and build your business on the power and trust of your customers!