Written on April 9, 2014
How to Craft Email Marketing Content that Converts
As an email marketing pro, you spend a lot of time crafting content. In fact, it might seem like you eat, sleep and dream about creating content!
While content is certainly an effective tool for growing your audience and generating brand awareness, itʼs critical to measure whether your content is driving conversions. If people are reading your content, but nobody is actually converting from a reader into a paying customer, itʼs time to reevaluate your email marketing content strategy!
Converting a potential client into a paying customer hinges on your ability to move the potential client towards the next action step — kind of like a stepping stone. If your readers aren’t becoming paying customers, your content may not be creating a sense of urgency that moves people to take action.
If your email marketing content doesnʼt leave readers feeling like they should take the next step to explore your product or service, it will be difﬁcult to convert them into paying customers. Your readers are busy, and the decisions that seem most urgent are what will grab their attention. If you want your content to prompt readers to action, you need to create a sense of urgency.
So, what can you do now to boost conversions?
Here are key questions to help you craft email marketing content that converts:
1. What are my target clientʼs “pain points?”
In other words, what problems can my product or service help my readers solve?
Top email marketing pros share relevant content that addresses a problem or pain point their target audience is facing.
If you havenʼt already, make a list of these speciﬁc “paint points” and brainstorm topics for email content that address these areas.
2. Are there certain events that affect the buying patterns of my target client?
Depending on whether you serve consumers or businesses, your target audience may be more likely to purchase from you at speciﬁc times of year. For example:
You may need to proactively schedule lead nurturing emails during trade show season.
If you offer a product or service that your target audience will only buy when they have a speciﬁc problem (i.e., if you sell a repair service), consider whether there are certain times of year that are ideal to send marketing emails.
If you serve small businesses, do they experience a slow season? If yes, they wonʼt be as likely to make purchases during those times.
Keeping factors like these in mind will help you understand the buying cycle of your target client and determine strategic times to share particular information.
3. Am I giving my target audience an actionable next step?
Your email must clearly guide readers to take the next step. This doesnʼt mean being pushy, but it does mean being straightforward: tell readers where to go for more information. Do you want readers to visit a particular page on your website? Do you want them to call you?
Whatever next step you want them to take, direct them there by clearly stating the beneﬁt of taking that next step. And donʼt forget to heighten their sense of urgency by giving them an incentive to act within a certain period of time. An actionable next step — a Call to Action or CTA — gives your audience a speciﬁc step to take on a deﬁned deadline.
Written on March 26, 2014
22 Cool Tools to Build Your Email List
Growing your email list means more engaged readers. Here are 22 tools to get more people to opt-in to receive email from you.
Build your email list using web forms on your site and on your social networks
1. Mad Mimi Web forms
Create a signup form to publish on your site, or share around your social media network, to capture new subscribers from the web.
2. Facebook integration
Seamlessly add your Mad Mimi web form to your Facebook business page, to collect subscribers from your Facebook visitors.
3. WordPress signup form
Publish your Mad Mimi web form to your WordPress site, quickly and beautifully.
Using simple drag-and-drop tools, create signup forms and surveys to build an email list.
Intuitive web form builder which gives you custom options including branding and downloads for your newly attracted subscribers.
6. Formstack (forms and surveys)
Use this form builder to create surveys, event registrations and signup forms with conditional logic and other advanced features to grab new subscribers.
Build your email list in your social networks and conversations
7. Forward to a Friend
Already included at the bottom of all your Mad Mimi emails, by default, this button allows your subscribers to send your email on to their friends. Include links to your signup forms, and turn your friend’s friends into new subscribers.
8. Ambassador (social referral creation)
Enroll your current customers and subscribers in your own custom social referral program that you can track and manage, all while watching your list grow.
9. Nimble (track social media and conversations)
Unite all your communication channels together, in order to target and respond to conversations and activity in an efficient and growthful way.
10. Antavo (social media management)
Implement contests, sweepstakes and viral campaigns throughout your social media network, broadening your reach and your audience.
11. GroSocial (Facebook steroids)
Give your Facebook page a dose of social media steroids by building and tracking campaigns, customizing your page tabs and creating awesome signup forms.
Build your email list by creating personalized, targeted messaging for your website visitors
12. LeadPages (landing page lead capture)
Build fabulous landing pages for any standard site platform, complete with mobile responsive designs and instant lead capture.
13. SeedProd (collect even while under construction)
Don’t let the dust lose your leads — capture new signups even while your site is under construction.
14. Wibiya (personalized website behavior delivery)
Deliver encouragement and subscription suggestions to website visitors, based on behavior rules that you can customize and define.
15. PadiAct (website behavior targeting)
Customize specific messaging and targeting scenarios for turning your website visitors into subscribers.
16. Digioh (landing page lead capture)
Automatically detect when non-subscribers try to access your stored and shared files, and add them to your Mad Mimi audience.
Provides signup forms on your WordPress site with custom messaging, targeting your website visitor’s behavior.
Build your email list with still more cool tools
18. Appforma (customized marketing plan)
Sit back and relax while your customized 12-month marketing plan is executed flawlessly, building your small business and audience.
19. Olark (integrated with chat)
Offering live chat on your website allows you another outlet for gathering new readers for your email newsletters.
20. Viewbix (web form added to video)
Integrate signup forms with your hosted and shared video, to capture those signups in style.
21. PromoSimple (sweepstakes, giveaways, contests)
Launch giveaways, contests and other campaigns to entice new audience members to subscribe.
22. Eventbrite (capture event registrations)
When hosting events, turn registrants and attendees into email newsletter subscribers.
Written on February 7, 2014
How to Craft Email Marketing Content that Converts
Push notifications are a very important part of customer retention, but they can also be over-used and abused. If you’ve launched—or hope to launch—a mobile app, consider other advantages email offers.
Pre-Launch Email Updates
Why launch your mobile app into a great big void when you could unveil it to excited crowds? From the moment your app moves from the idea stage into development, you should already be garnering interest online with a landing page that captures email addresses.
As people hear about you via blogs, press releases, or other marketing strategies and drift over to your website, you can (wisely) collect their info. Send these interested folks regular pre-launch updates keeping them informed and building excitement. When you finally launch, you’ll have a customer base of early adopters ready to download your app.
The Walk-Through Email
Even the most brilliant UX design will have features a customer might miss, especially at first. Set up an autoresponder campaign for the first few days after download to walk new customers through the beauty, power, and subtlety of your app.
The result? Customers who understand the complexity of your app and can use it to the fullest. The more benefit they get, the higher your retention rates will be.
Also if you know your top customer’s leading indicators, you can use email to encourage that behavior in everyone.
The Email Alert aka the “Push” Email
Customer retention is significantly higher for users receiving notifications. However, blowing up a customer’s phone at 3 a.m. with alerts they didn’t request is a good way to get your app deleted (as detailed in Urban Airship’s Bad Push Booklet).
Email offers a lower impact way to keep your customers informed and actively engaged with your app.
Also, because opt-in rates for push notifications can be less than 50 percent, it’s vital to offer another channel for engagement, alerts, and notification.
The Email Newsletter
Well, this concept requires little explanation, but most mobile apps don’t bother sending newsletters, while almost all web apps rely on newsletters.
That disparity is simply silly. With more than 50% of all emails being read on mobile devices anyway, it’s a natural form of communication and an important way to keep your customers engaged and informed about your app, your industry, and you.
So what do you do about those customers who haven’t logged in for two weeks? Push notifications have been disabled or ignored and there’s no way to reach out and let the customer know you miss them and want them back.
Oh, wait! Of course there is. Email!
Reach out to those folks who drifted away. Offer them an incentive to come back or just remind them of the reasons they downloaded your awesome app in the first place.