Campaigns that Convert
The overall philosophy with email marketing is nurture. These are the people that at some point showed they like you. You want to respect that approval of your brand by not becoming more noise in their inbox. That’s another point – you want to stand out! Think about how many emails you get in a day. It’s constant. Are your emails ones to look forward to? Do your emails provide a value like other content would? Or are you beating the drum constantly pushing promotions to boost sales?
Email marketing can be really impactful. A good campaign gets your fans into action whether that’s purchasing or spreading the message about your brand. Like anywhere else for marketing – authenticity is key. Does your message convey a meaning of what you can do for the recipient or what the recipient can do for you? Beating the drum gets old and effective strategies mix things up and keep things fresh. We’ll help you create an effective long-term strategy complete with evergreen campaigns you can constantly run along with more specific, relevant campaigns that align with your overall marketing strategy for omnichannel coherence.
Common
problems
and how we
help
How do I get my customers/clients to sign up for my emails or newsletters?
Generally it depends on your industry but it’s always an exchange (you get something and the person signing up gets something). For most B2C the tried and true is to offer a discount on the next purchase or another kind of promotion by signing up to be on the email list. You can also incorporate signing up for emails into the purchase process with a selection box that’s commonly leveraged. For B2B you want to gatekeep certain high-value content so that signing up for the email list is the price of admission. For example – a webinar, an original piece of research or similar study you’ve produced, or access to a free feature. We’ll help you understand how email capture points across your digital touchpoints can be most effective.
How do I improve my open rate?
A good subject line goes a long way. Think about it. Are you more likely to open an email that sounds like all the other ones or something compelling and engaging that’s still on brand for the sender? More likely the latter. A good subject line will get the email open but that’s just table stakes from our view point. Crafting a clever subject line is the easy part. What is the actual content of the email? Something relevant? Something of value? Those are the more important and harder parts if you want conversion. We’ll help you create effective subject lines but more so content that resonates and drives the intended action.
How important is segmentation?
Incredibly if you can do it. How much do you know about your customers or clientele? Are you able to break them down into specific personas? Do you have the data to match these profiles to these personas? Segmentation leads to personalization and personalization leads to higher conversion. This is also very time-consuming work that could be a swing and a miss if your data isn’t accurate. Segmentation is typically most useful to larger, more fragmented customer bases. Do you have an email list of over 1,000 people? That’s the bare minimum to start considering segmentation. We’ll help you decide if segmentation is the right plan of attack for making the most of your email strategy.
What tool should I use?
This is an incredibly large market of different players. For eCommerce/retail Klaviyo is a best-in-class tool with lots of ways to scale up and down. Then there are the tried and true who are the best to go to for price or a purely email marketing tool – Mailchimp, Constant Contact, and SendGrid. Then there are the bigger marketing automation players like HubSpot and Salesforce Pardot which are great for more complex targeting and continuous campaigns. And so the answer is one of scope – how big do you want to go? Small? MailChimp, Constant Contact, or SendGrid are fine. Big? Marketing automation probably makes the most sense. eCommerce/retail? Klaviyo is a great tool that’s specialized for the industry. We can work with any email tool and, if you’re still in the vendor selection process, we’ll provide a no-bias guide for what the right fit would be for your business.
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