Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies.
Email Marketing: Increase Your Holiday Conversions with These Tips
The holidays are fast approaching! It’s that time of year when nearly everyone is scrambling to find the perfect gift for their loved ones, which means it’s likely also that time of year when your business sees its heaviest online traffic and profits.
In fact, the National Retail Foundation estimates holiday sales represent 30% of a business’s annual sales. So, how can you capitalize on the season of spending? Increasing your web conversions even just slightly can have a tremendously positive effect on your bottom line. Let’s take a look at how you can take your holiday sales from so-so to so GREAT with these tips for upping your conversions!
Your usual segmentation/targeting of email campaigns and automations most likely needs to be reviewed for the holidays. Since we tend to segment/target based on buying habits, those historical buying habits will go out the window when it comes to holiday shopping: Most people are shopping for others this time of year, so everything is on the table. To solve for this, employ a broader segmentation strategy that accounts for gift buying situations where the customer is purchasing products they usually wouldn’t. You can avail our proficient email marketing services in case you are stuck anywhere.
Consider creating segments based on buyers from last year’s holiday season—chances are, many of them will be buying for the same people. Send messages to these new segments that remind customers of their purchases. If those gifts made their friends and family happy, you’ll have a better chance of additional purchases this year. Send out a “Thanks for buying from us last year!” message and offer a special discount to repeat customers.
Don’t Forget Your Inactive (Holiday-Only) Buyers
As you pour over your historical data, you just might find that some people only shop with you during the holidays. As an example, you may shop at “XYZ Retailer” during the holidays but rarely during other times of the year. This means you’re likely considered “inactive” on “XYZ Retailer’s” mailing list, since you haven’t purchased in nearly a year. And if you’re inactive, you won’t receive any marketing messages from the company—especially those promotional emails geared specifically toward holiday shoppers. As a retailer, strategize differently for your holiday sends and bring your inactives back into the fold. If you’re concerned about bounces or bad email addresses since you haven’t mailed to these folks in so long, consider running your list through a list-cleaning service (see resources below) before sending out any messages.
All online retailers should have cart abandonment messages set up, but how can you take advantage of this automation during the holidays? If you’re using the standard 3-message set up (with email 1 deploying one hour after abandonment, email 2 deploying 24 hours after abandonment, and email 3 deploying 48 hours after abandonment), it likely won’t be as effective during this busy shopping season.
Why’s that? Around Black Friday and Cyber Monday, retailers tend to run a lot of 24-hour sales, with many including countdown timers within their messages to create a sense of urgency. So, you might see the problem with a standard cart-abandonment program: a 3-message stream over 48 hours doesn’t work for a 24-hour sale, and it can even backfire when users realize their items are no longer available at the 24-hour sale price.
Consider setting up a second or even third cart-abandonment program that you can toggle between during the holidays, one with a 24-hour timeline and another with a 48-hour timeline. Consider rules based on timing during the sale to allow for at least 2 abandoned-cart messages to be delivered, and think about incorporating the same countdown timer you have in your sale messages in your Cart Abandon messaging; this will create a sense of urgency and should increase conversions at a higher rate. We’ve seen really good results with this tactic.
Test, Test, and Test Again
As with any email-marketing advice you receive, always be sure to test, test, test! See what works for your business and refine it as needed. Good luck this holiday season, and may your revenues reach new heights!
Holiday season is the most profitable time of the year. These tips will guide you to create better emails that will woo more customers for you and bring greater revenue during the holiday.
Even though businesses might have a robust email marketing plan to drive conversions, the importance of social media marketing cannot be disregarded. Email and social media both are equally important for the effective implementation of omnichannel marketing.
At the outset of ‘email marketing’, it was pretty unimaginable to integrate social media into emails.
Integration of social media into emails started with including social media icons at the email footer and encouraging subscriber interaction on platforms like Facebook, Twitter, Instagram.
Have a look at the screenshot below to understand the traditional social sharing buttons:
Let’s understand how to embed live Twitter feed in the email.
After numerous trials-and-errors, our expert email development team finally succeeded in adding a live Twitter feed in the emails.
Check out the email below.
As shown in the image, implementing live Twitter feed in the email allows you to fetch the latest tweet of the respective Twitter handle.
It gets updated automatically whenever the user tweets. It means if the email was sent on Monday, it will fetch the latest tweet that was posted on Monday. Now, if the subscriber opens the same email on Thursday, they will be able to see the latest tweet(done on Thursday) in their email.
On clicking the feed, the subscriber will be redirected to that particular Twitter account.
It is a helpful asset to drive more organic followers and engagement on your Twitter handle.
It’s summer already, which means that most of the people on your email list are on a vacation to rejuvenate themselves. While the subscribers are enjoying the summer break with their family, email marketers are still on their toes to create email campaigns that would bring them the desired results.
So, the pressing question is how to engage those subscribers who are in the relaxation mode? How to entice them to open the emails and get them to convert? Here are some expert ideas to capture the attention of vacationing subscribers with interesting examples.
1. Write Attractive Subject Lines
It is a proven fact that the subject line determines whether a subscriber will open your email or not. Create an interesting visual with your subject line that portrays a summer fantasy in the subscriber’s mind. When your subscribers are wading through their flooded inboxes, your subject line along with the preheader text should resonate with them even while they are on a vacation.
Here’s an example:
Subject line – Need a copilot?
Ritual sends out a unique email with the perfect vacation theme of a postcard. See the prominently placed CTA that matches the color of summer and exudes a warm feeling to the reader.
2. Match the vacation mood with an innovative email copy
Your subscribers should be able to attain a sense of repose with your emails. Rather than a sales pitch, write a creative copy with a dash of humor and emotion. Even if your subscriber is back from a vacation, it is quite likely that they are planning the next year’s trip. Make sure your email promotes suitable products according to the vacation season and helps the subscribers packing the right stuff.
See the email sent by Jeni’s Splendid Ice Creams.
Subject line: Ready for takeoff: The Jeni’s Traveler Bag
The hero image displaying the traveler’s bag is a great idea to appeal to a subscriber who is going to a vacation. The entire email is planned in such a way that every element, including the headline, copy, CTA and colors, reflects leisure time.
3. Include Interactivity
Interactive elements like GIFs create a lighter mood and enhance the subscriber engagement. They drive more click-through rates as the subscriber is tempted to know more about the offer. It is a creative way to increase sales and generate better business growth. You can even consider adding cinemagraphs, sliders and video to your email to make it more appealing for your target audience.
Have a look at the email by UncommonGoods.
Subject line: Destination: Creative Designs
Images and GIFs have been brilliantly used in the email.
4. Create a sense of urgency
Tap on the ‘Fear of Missing Out’ by including countdown in the email and promoting limited time offers. Incentivize the customers with an attractive summer discount that evoke a temptation to make the purchase.
J.Crew has promoted the last day of the offer with an attractive hero image.
Subject Line: Last day for 30% off your purchase
The CTA — ‘SHOP IT WHILE IT’S HOT’ is aptly put to radiate summer vibes.
5. Use Cultural References
Numerous songs, movies, and books are about summer breaks. Remember Summer of 69 – the famous song by Bryan Adams? So many people out there love such metaphoric songs that take them back to their memories. You can create something like Summer of 2018 in your email that would surely add more sensitivity to your content and make it more than just a marketing campaign. It is a fact that using instances and references from popular culture always works more effectively to engage people.
Summer break is synonymous to fun, refreshment and relaxation. Build the summer email campaigns that suit your business and type of subscribers you have, while keeping the ‘vacay’ mood alive.
Do you know email marketing is the third most influential information source for a majority of the B2B audience? Industry thought leaders and colleague recommendations top the list. In fact, 59% of marketers consider email as the most effective way of revenue generation. These statistics make it clear that leveraging email marketing can work wonders for your ROI. However, like any other marketing campaign, email marketing trends keep changing. So, it’s necessary to be updated about these changes. It is the only way to have an edge over competitors and be ahead in the race. Want to know how can you fine-tune and revive your email marketing strategies? Take a look below.
1. Target your email list:
Unlike other marketing tools, serving everyone is not the mantra in email marketing. So instead of sending emails to anyone and everyone, create a targeted list of customers. These are the ones who are interested in your campaign and visit your website. You can start by giving them discounts and asking for their email addresses in return. Remember, developing your targeted email list is a continuous process. So, always keep attracting new customers and expand your email list in a healthy way.
2. The right time matters:
Don’t forget to optimize your email timing if you want to have more click-through and open rates. According to ten email marketing researches, Tuesday is considered the best day of the week for sending promotional emails. However, the time may vary in accordance with the industry and the person you are sending the email to. While a housewife might be having a busy morning, a full time employee might be busy commuting in the afternoon. In short, email marketing is all about sending the right email to the right person at the right time. So make sure to find out what works best for your customers.
3. Enticing subject lines:
With an approximate of 105 billion emails sent everyday, it is an enticing subject line that can make your email campaign stand out. So unleash your creative streak and garner your subscriber’s attention through a compelling subject line. Just make sure you keep it short and simple. People are too busy to read lengthy subject lines. So try to wind up the subject line in 50 words or less. In addition, you can even leverage the technique of fear of missing out (FOMO). Nobody likes being left out. Hence putting subject lines like “limited period offer”, “last minute getaways” etc. can entice them to go for it.
4. Segmentation always works:
Sending the same kind of email to your entire subscriber list does no good for your brand. Why so? Because every customer has varied tastes and preferences. For instance, sending promotional emails of the latest gadgets to someone who loves books is only going to confuse them. According to Radicati, 17.5% of emails get reported as spam because of their irrelevancy. Therefore, try sending relevant content. And the best way of doing this is by segmenting your customer base. The segmented emails have click through rates100.95% higher than compared to non- segmented emails. So go the segmentation way. You can do it easily by grouping your subscribers in accordance with their age, job profile, buying behaviour, life cycle stage etc.
5. Personalization is the key:
Generalized emails bore subscribers to the core. They either ignore it or even worse, report it as spam. So it is imperative to send such emails to customers that revolve around their personal needs. Well, this is the reason 75% of the marketers use email personalization to increase their click-through rates. So if you aren’t already personalizing your emails, it’s high time you do it. From giving them product recommendations based on their purchase history to alluring them with location based deals, personalization is the key to attract your customers.
6. Keep a check on your metrics:
It is important to analyze the performance of your email campaign to know where you stand. You can do this by analyzing the four critical metrics of ROI, click-through rate, open rate and conversion rate. It would help you get a clear view of your progress and take corrective measures wherever needed.
To sum up, improving and tweaking your email strategy a bit can give you visible results in no time. So, keep yourself updated with the new trends and fine tune your email campaign accordingly. Remember, once you are in line with your customer’s desires, no one can stop you from paving new avenues of success.
Email click-through rate is one of the most powerful metrics to measure the effectiveness of an email campaign. This implies that the higher your click-through rate is, higher is the chance for conversion. For an email marketer who has worked day in and day out for the perfect email campaign, nothing can get as heart-breaking as a low CTR (click-through rate), isn’t it?
Although there can be n-number of ways to improve your CTRs, here are 8 actionable ideas that you should implement right away.
1. Segmentation of email list is a must
The prospects or customers in your email list are not looking for the same thing. Therefore, you should segment them based on their personal information like demographics and geographic location to send more relevant emails that fits in their buyer’s journey.
For example: If you are a B2B firm dealing with SaaS applications, you can segregate the list based on their past downloads and pages they have visited.
2. Personalize the emails
Addressing the subscriber with the first name in the email is the most basic form of personalization. You must go an extra mile and send out hyper-personalized emails that include product recommendations in line with the subscriber’s preferences. Moreover, you can send automated emails that are triggered based on the subscriber activity.
Let’s say: A prospect showed interested in a particular service on your website. You can send related emails that would promote a free trial or benefits that the service would offer.
LastPass sends out a personalized email that shares the subscriber’s app usage in the last year. This increases engagement and works towards better customer retention in addition to enhancing the CTR.
3. Subject line and copy should be in sync
Your email copy should be crisp and aligned to the subject line. Make sure your subject line is interesting enough to get the subscriber to open the email and drafted keeping in mind the mobile users. However, you should not have a clickbait subject line just to get more opens. This might affect your email deliverability and hamper the email campaign performance.
In the below email, the email copy brilliantly fulfills the promise that the subject line makes. Also, notice the conversational tone in the email.
Pro Tip: Consider adding an emoji in your subject line that can engage your subscribers better. Test it so that there are no rendering issues.
4. Follow the brand guidelines
Adhering to the brand guidelines warrants a consistent experience to the email recipient and creates a better recall for your brand. As a best practice, it is recommended to use a single column layout for emails with one CTA and multi-column layout for content-heavy emails.
Pro Tip: No matter which layout you use, TEST the email for proper rendering and make sure it is mobile responsive before hitting the SEND button.
See how GUESS follows the same layout for every email they send.
5. Include visual elements
Pictures speak louder than words. Instead of placing a wall of content explaining about your service in the email, how about including an explanatory GIF or video? Make your visual element as compelling as you can to garner greater subscriber attention.
It would surely appeal more to the readers and entice them to try out your product or service.
UncommonGoods surely knows how to promote their products right!
6. Focus on the CTA
Apart from your email copy, your CTA button determines the click-through rate of your email. It should be an actionable verb that directs the reader to take the next action. You can even have a text link for the secondary actions that you expect from the subscriber. Place it strategically so that it is easily visible even to the mobile users. Consider using a fixed CTA that does not move despite scrolling through the email. You can apply fixed CTA only if your maximum subscriber base if Android user as it is not supported in desktop or iOS email clients.
Pro Tip: Carry out the “Squint Test” by squinting at your screen to check whether you can see the CTA button. If it is barely visible, you should design a larger button with contrasting colors to the background.
7. Include social sharing buttons
Integrating social media with your email marketing strategy goes a long way in enhancing the engagement rate of your emails and bringing greater number of clicks. Moreover, it also encourages the subscribers to interact with your brand on social media.
Travelocity does a great job by including all their social media profiles in the third fold of the email.
8. Use an emotional appeal in your emails
Tap on the emotional side of your subscribers by using words like love, happy, etc. Such language in email copy establishes a positive aura and increases the likelihood of conversion.
Pro Tip: Using a countdown in your email helps in creating urgency and generating instant clicks and conversions.
Now that you are well versed with the top ideas to better your email CTR, we would love to know how you have boosted your click-through rates.
In case you feel stranded and are struggling for better email metrics, InboxArmy can help you out with the entire campaign management starting from building an email list to successful email deployment.
Independence Day, the 4th of July is celebrated with great pomp and parade, bonfires and fireworks, barbeques and illuminations throughout the United States. As much as it is about freedom, martyrhood and liberty, it equally means celebrating this important day of the country’s existence. For marketers, it is another opportunity to drive sales – an excuse to get in touch with the prospects and customers to encourage them to make a purchase.
Irrespective of the type of business, you can leverage email marketing and amp up the conversions on this federal holiday by flaunting the discount Offers and other incentives that suit the big day.
Not yet sure of how to use email marketing for the big day?
Here are some interesting email examples that would motivate your customers to splurge and use the lucky chance.
The hero image of the email matches the theme of Independence Day. The offer is highlighted right at the top that entices the recipient to read the full email. Though the email follows quite a few best practices of email design like text to image ratio, unsubscribe link, and email footer, it misses out on the View Online link.
The hero image includes an exciting GIF in red and blue that makes the email a visual treat. The image itself conveys the offer and creates a sense of urgency by emphasizing on “ENDS TONIGHT!”.
An engaging copy supports the purpose of the email with a CTA. Two to three clickable CTAs are obviously better than making the entire email clickable. A View Online link could have added to the awesomeness of the email.
The email has a neat layout and it is a great idea to include a “Click to Call” CTA in the header itself. The fireworks in the image suggest the festive mood followed by a copy that explains how to avail the offer through the coupon code. The only flaw is that there are too many offers described in individual sections that make the email too lengthy. It might leave the recipient bored and scroll through the email without reading it.
The email does a great job by using a fireworks-y GIF and a single CTA. To cut the long story short, it’s a short and sweet interactive email that is sure to grab the subscriber’s attention! Social sharing buttons can be included to encourage subscriber interaction on the social media platforms.
5. See’s Candies
The deliciousness of the candies plus the Independence Day mood is reflected in the hero image with the shades of red and blue. The compelling CTA “Shop Patriotic Treats” is sure to generate click-through rates. In addition, the email also promotes Father’s Day offers that gives the subscribers another reason to shop for the candies.
We hope you have gathered lot many ideas to create your Independence Day email campaign through these email examples.
If you are still not sure how to create high converting emails for 4th July and beyond, just get in touch with InboxArmy. We can be your perfect email marketing partner from development to deployment.
Traditional retargeted ads will get you an average click-through of about 0.7%. With that, let’s be honest here: If you’re not leveraging email capture forms to identify and engage that anonymous web traffic, you’re leaving a lot of money on the table.
Well-executed email capture forms are the cornerstone of any website and one of the biggest opportunities to feed your lead nurturing funnel. Passing up this opportunity to engage in a conversation with your web visitors is like leaving your business phone off the hook. They’ve expressed interest in your brand, so let’s pick up the phone and have a conversation with them.
Now, you might think all capture forms are created equally but there are a few best practices we should cover to set you up for success:
Capture only what you need
As marketers, we are known for hoarding data. Yet, in the case of your capture forms, less is actually more. Every single field you add to your form will increase your bounce rate. Your signup form should only have the absolutely critical fields you need to send an email. Make it as easy as possible for visitors to subscribe and build your relationship from there. As their trust in your brand grows, you will be able to ask for more personal information and build your data profile of them over time.
What’s in it for them?
Today’s consumers are both informed and selfish. They know that their email address is currency and will only give it to you in exchange for something valuable to them. Your value proposition needs to convince them that what you’re offering is worth far more than coughing up access to their inbox. This could be an exclusive discount, or a free report filled with information they’re interested in. Showing the value of your relationship right up front not only increases the volume of form submissions you’ll receive but sets the right expectations with your subscribers from the start.
Respect their privacy
Don’t hide the form
The email capture form is useless if web visitors can’t find it. Stashing it away in the footer is a sure-fire way to guarantee low engagement. For the highest impact the form should be above the fold and capture your visitor’s attention right away. You’ll want to test placement to find what works for you but keep in mind, it needs to be visible and simple.
“Subscribe” is overused
Your capture form CTA is an opportunity to be fun and engaging. Action-oriented text that speaks in the first person is a great way to drive engagement. For example, “Send my newsletter now” or “Get my 10% off” puts the ownership in the subscriber’s hands without sounding generic.
Example emails – they actually work
Using a placeholder email address in your signup form will increase your visitor’s likelihood to click in the box and submit their email address. You can use anything from firstname.lastname@example.org to email@example.com to pull the user’s eyes in.
To wrap it up:
We can all agree; first impressions are important. The brands that have mastered the ability to turn their customer base into devoted advocates would never let a customer walk through the door of their bricks-and-mortar store without offering them a personal welcome because they know how important that first impression is. So why would a customer visiting your digital store be any different?
Following best practices with your signup forms will help you leave a great impression that both lays the foundation for a lasting relationship and ultimately generates more subscribers.
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.