The Best Of The Best - Top 5 Email Marketing Tools For 2016

Email marketing is important to your marketing strategy. So important, in fact, we’re going to highlight the best of the best – top 5 email marketing tools for 2016.

First, let’s talk a bit about why email marketing is pivotal to your overall marketing plan.

Benefits of Email Marketing

In an email statistics report from the Radicati Group, we learn that more than 2.6 billion people worldwide use email, and they expect more than one-third of the world’s population to be using email by 2019.

The report goes on to explain that businesses send more than 109 billion emails to their customers daily.

Email marketing is simply one of the very best ways to get in front of your customers. With email, you have the ability to land right in your customer’s inner sanctum.

In an age of ultra-personalization, you can customize your email marketing to your customers’ needs and interests.  You can provide them something of value that they appreciate. This makes your business top of mind when they’re looking to make a purchase.

One of the other great benefits of email marketing is that you can segment your audience into separate lists. This allows you to reach them with targeted content. For example, let’s say you are a swimming pool company, but you also sell grills.

You can send one email to your pool customers and one email to your grill customers.

The other benefit of email marketing is that it’s inexpensive. You can reach a large number of people at a very minimal cost.

Now, let’s look at the top five mail marketing tools for 2016.

#1: MailChimp

The first thing that makes MailChimp the best of the best is their Forever Free Plan – a great tool for small business owners and non-profits.

With the free plan, you can send up to 12,000 emails per month if you have less than 2,000 subscribers. For many small businesses, this is a great number. You don’t have to have a contract or even provide a credit card. You can simply send emails as long as you stay below their specified threshold.

There are a few limitations with the Forever Free plan. You can’t utilize the autoresponder tool, spam related tools and several others.  That being said, the plan is still great for those with smaller email lists.

They do have great pricing on plans for subscribers with more emails.

The next reason we like MailChimp is the wealth of free resources they provide. You’ll find countless videos and tutorials to help you learn more about email marketing. They even help you fine-tune your email subject lines with history and industry stats.

We also like MailChimp’s extensive analytics. You can view the basics, or you can dive in to really explore your open and click rates as well as your opens by location, bounces, unsubscribes and more.

They also offer the ability to compare your stats to others in the industry.

You’ll find Google Analytics integration with MailChimp so you can gauge your response after the email has been sent. Their tracking tools are top notch.

We also like the fact that MailChimp is constantly improving their service. Recent rollouts in 2016 include new features such as Inbox Preview which allows you to see what your email looks like in more than 40 various email, web and mobile clients and browsers.

They have also beefed up their autoresponders as well as the ability to market to abandoned carts on your website.

Their automation workflows now include an Abandoned Cart option to send emails to recipients after they’ve left their carts on your website. They’ve also added product recommendations, and they can pull in store products to send emails to customers based on interests.

Lastly, MailChimp has numerous integrations such as SalesForce, WooCommerce, Shopify, Facebook, Zoho and more.

#2: Campaigner

The next email marketing tool we like is Campaigner.  Very similar, and a bit costlier than MailChimp, we like Campaigner for the its large selection of email templates.

You’ll find a brightly colored dashboard with an intuitive interface. You can use their Smart Email builder that offers numerous templates and layouts, or you can code your own.

When it comes to templates, Campaigner stands apart. They offer more than 800 themed templates. You can also store your own assets in their media library.

We like the Smart Email builder because it provides instructions on how to add photos and links.

Campaigner has terrific reporting. You can also link to Google Analytics, but in Campaigner, you can see real-time results with a built-in refresh button.

You can also find support in many ways when using Campaigner, so this makes it especially easy for the beginner with questions. You’ll find support available 24/7 and even by phone which is a real bonus.

New in 2016 is the ability to link to Saleforce, send autoresponders and set up email workflows and chat live with support.

#3: Email on Acid

Email on Acid is a great tool for email marketers.

With this tool, you can say goodbye to switching between your email service provider and text editor when coding your own emails.

With Email on Acid, you can also do all of your testing right in their system. They recently launched an email editor making it very easy to create and test your emails right in one place.

Since it’s vital to know how your emails look in various email clients and browsers and on multiple devices, Email on Acid is an incredibly useful tool to improve your emails.

#4: Scope from Litmus

If, like many email marketers, you have an inbox full of emails you like, Scope is the email marketing tool for you.

Using Scope, you can review and share desktop and mobile previews of emails you’ve received as well as your own emails. You can use their Code Inspector to look at the email code and see what the other business did to make their email so cool.

You can use the Scope It Bookmarklet to scope an email from inside a supported web mail like Gmail, for free. This is a super tool to improve your own emails.

#5: Raven URL Builder

We’re getting pretty technical now, but if you’re going to do email marketing right, the Raven URL Builder is a tool to get acquainted with.

If you’re using Google Analytics to track your website visits, it’s imperative to know where those visits are coming from.

By using this URL builder, you can track the sources. For example, if you’re sending people to your website through a link in your email, you can use this URL builder to know if your email marketing efforts are working.

Final Thoughts

Now that we’ve looked at the best of the best – top five email marketing tools for 2016, it’s time to get started.

Pick an email service and start collecting sign-ups through your website. Create newsletters and targeted email blasts. Set up automated marketing starting with the welcome email.

Give some of these tools a whirl and test them out to see if they work for your email marketing goals. And, remember, email is the top way to connect with your customers.

Are you sending people to your website through your email marketing? Are your landing pages optimized for conversions?

If you’re ready to squeeze more profit out of your website by optimizing you’re your landing pages, we’re here to help you increase customer conversion. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Darren Coleshill

3 Words You Should Never Use In Your Email Marketing Subject LineEmail marketing can sometimes seem like a long, winding road filled with road blocks to avoid.

One of the most important, yet difficult road blocks when it comes to email marketing is crafting an effective subject line.

Today, we’re going to help you avoid some of the most common problems when it comes to writing a great email subject line, and we’ll help set your email marketing on the straight road to success.

Let’s look at three words you should never use in your email marketing subject lines. These words are free, cure and credit.

Why shouldn’t you use them? In a nutshell, they can negatively affect your open rates and the actions people take in your emails.

In addition, these three little words can trigger spam filters and get your emails flagged, rendering them undeliverable.

Free, Cure and Credit

Everyone likes something “free,” right? And, who wouldn’t like the “cure” to what ails them or a fix for their credit?

While people like free things, cures and credit fixes, this is probably not what they signed up for when they joined your list. So, subject lines with these words are likely to be ignored.

But, more importantly, all three of these words are words you should never use in your email marketing because they can cause your email to get stopped by spam filters.

These words all by themselves can hurt your sender reputation and get your email list blacklisted. Try expressing their value in another way that doesn’t trigger spam filters.

Now that we’ve looked at the three words you shouldn’t use, let’s look at how to craft a great subject line to increase your open rate, reduce your bounce rate and increase your conversions.

Because your subject line is the first, and unfortunately sometimes the last, impression you have on users, remember that your subject line is more important than the body of your email.

Think of it as the doorway to conversions, and if they don’t open the doorway, your email is worthless, and you lose the customer.

We want your emails to get opened. Here are several ways to craft effective email marketing subject lines.

The Simple and Succinct Subject Line

A good rule of thumb when writing email subject lines is to be as clear and direct as possible.

Most people will decide to open your email based on the subject line alone, so short, descriptive subject lines are better than longer ones that slightly misrepresent the content.

Simple, succinct subject lines work best for emails with a specific purpose and for something that your subscriber is expecting.

For example, you always offer a first-Friday discount. A short, succinct subject line works here because your subscribers expect to receive it.

The Humorous Subject Line

Boring subjects are just that, boring. Delight your subscribers and increase the chances that they’ll open your email by injecting some humor into your subject line.

This helps set your email apart from the crowd, but you do have to be careful. Know your audience well and use humor with highly targeted emails. Be sure that your humor can’t be misconstrued and offensive.

Cleverness is often appreciated, but don’t be too clever. You do want people to understand your subject line. Don’t veer too far away from the body of your email with your subject line and don’t suggest something they won’t see inside.

The Numbered Subject Line

Numbers get things opened. Consider these two subject lines:

  • Find Tips on Opening Your Swimming Pool Inside
  • 7 Tips for Opening Your Swimming Pool in Less Than One Hour

The subject line labeling the number of tips is going to garner the most opens. It’s succinct and tells the reader exactly what to expect.

Our brains process lists well, and bulleted lists make skimming easier.

One tip when it comes to writing subject lines with numbers – aim for an odd number like 3, 5, 7 or 9. Emails with an odd number of tips are opened more often than an even number.

Why? It seems we can remember odd numbered lists better.

Lastly, in your title, don’t spell out the number, but write the number itself.

The Question Subject Line

Another way to encourage email opens is to pose a question in your subject line.

Consider asking an emotionally engaging question and then promise a solution.

The Subject with Scarcity

Humans are propelled to act when they think something is about to disappear. We just don’t want to miss out.

How many times have you opened an email and taken an action when there were “only 50 left,” or the 50% sale “ended at midnight?”

Don’t use this subject all the time. Save it for the truly special times when the scarcity is actually true.

Best Practices for Subject Lines

When it comes to subject lines, you know to leave out those three words – free, credit and cure – and you have some tips on crafting clever subject lines to increase your conversion rate.

Now, let’s look at some basic rules to remember when writing email marketing subject lines:

  • Keep your subject lines to about 50 characters. They have higher open rates.
  • In your email program, test several subject lines. See what works and use that as an example for next time.
  • If you must use an exclamation point, never use more than one.
  • Never use all caps. You might have heard that sentences with all caps are seen as someone shouting at you. Don’t be this marketer.
  • Personalize your emails. Words like you and your work great. If you’re using the subscribers’ names, make sure your list is clean.
  • The from email should either be your company name or an email with your company’s domain.
  • Don’t write deceiving subject lines. Your subject must match your content, or you risk losing opens in the future.
  • Don’t overuse symbols.
  • Use pre-headers, but don’t repeat the subject line.
  • Other words not to use: earn, $, guaranteed, whitepaper, report, collect, claim, increase and urgent.

Final Thoughts

Did you know that 86% of the world’s email traffic is unsolicited junk email or spam? That accounts for nearly 400 billion spam messages sent each day.

Of those spam emails, most of them never see the inside of a user’s inbox.

You don’t want your emails to end up in your subscriber’s spam folders. That’s why you should commit the three words – free, cure and credit – to memory and never use them in your email marketing subject lines.

In addition, make sure you have permission to email the people on your list. Don’t use spammy subject lines and always include an unsubscribe link so you are in compliance with the CAN-SPAM act.

Lastly, for the best email marketing success, give your subscribers what they want, and what you told they’d get from you in the subject line. Pay attention to your unsubscribe rate and fine-tune your emails and your subject lines as necessary.

Are you sending people to your website through your email marketing? Are your landing pages optimized for conversions?

If you’re ready to squeeze more profit out of your website by optimizing your landing pages, we’re here to help you increase customer conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Alex Siale

Email Signup Form Best Practices and Stats For 2016

We are nearly half way through 2016, and we can announce with great confidence that email marketing continues to top the charts when it comes to digital marketing tactics.

How can we say this with such certainty? It’s simply because multiple studies continue to report that email marketing is the most effective way to get and convert new leads, build awareness and retain customers.

But, you have to have an email list to send emails to, right? The email signup form on your website is one of the best ways to acquire new leads.

While many people can put a signup form on their website and send out an email, they aren’t necessarily doing it in the most advantageous way. Today we tell you how to create a really good signup form so you can send out top-notch emails.

Let’s look at email signup form best practices and stats for 2016. We’ll discuss the best way to create your forms so you can begin and nurture a relationship with your current and future customers using email marketing.

Here are the best practices for your email signup forms:

Use a Limited Amount of Fields

In the case of your email signup forms, shorter is better. Eliminate distractions and save your website visitors time by using only the amount of fields that are absolutely necessary.

Your goal is to reduce “friction” for your customers. What do we mean by friction?

Friction is your customer’s psychological resistance to your form. Consider the form that asks for 10 fields. One might say this form is full of friction. It forces your potential subscribers to think. It makes them rethink their decision to sign up.

Forms with friction take too long to complete and result in interrupted momentum that may keep customers from taking your desired action – completing the form.

Every single time you ask for a new field, you risk increasing your form’s “friction.” This is why we recommend using very few form fields. If you can get away with it, just ask for the email address or if you absolutely must, the email and first and last name.

Consider one study that shows a form with five fields outperforming a form with nine fields by 34%.

Remember – the goal is ultimately the lead. Your sales staff can get the rest of the details later.

When creating your forms, always ask yourself, “Is the additional information I think I need worth losing a potential lead?” If the answer is no, and it usually is, stay away from multiple form fields.

You can also ask yourself if you’ll lose anything if you have to wait for additional information? Remember – the lead is more important than the extra info. Only ask what’s absolutely relevant.

Consider Internet giant, Expedia. They saw an increase in profits of $12 million a year after removing “company” from their booking forms.

Keep It Simple

Consider using simple, straightforward graphics to direct users to your contact forms. Help your user focus on the call to action you want them to take.

Keep your page simple, without any distractions, so your customers have a clear path to your signup form. This helps your overall conversion rate.

Tell Them What They’ll Get

At the top or bottom of your signup form, tell your website visitors exactly what they can expect. Here are a few examples of things to include to make it personal:

  • If it’s a sales lead, let them know when they can expect an email or phone call.
  • Tell them how many emails you’ll send them each month.
  • Let them know what kind of information they can expect in your emails.
  • Promise to keep their information private.

Use Only Mobile-Friendly Forms

According to Litmus, who tracks open rates of more than 12 billion emails, April 2016 saw an increase of email open rates on mobile rise to 56%. Desktop opens remained steady at 19%, while web mail decreased to 25%.

What’s this mean for your email signup forms on your website?

It means that your signup forms must be mobile-friendly and responsive to screen size because your website customers expect it. Having mobile-friendly forms also means it’s easier for customers to signup which in turn leads to a higher conversion rate.

It’s worth noting here that you need to pay special attention to your website, your website forms and your email marketing. The entire digital package should be responsive to screen size for increased ease of use.

Use Social Proof

These days, more than ever, web-surfers feel better doing something if they know others have gone before them.

You can use any of the following ideas to “prove” that it’s a good idea to join your email list:

  • Use customer reviews or testimonials.
  • Use quotes, like “thousands sign up each week” or “join a community of 10,000 subscribers.”
  • Mention who they’ll be joining, especially if they are well-known names.

Use Large Buttons

Large buttons serve two purposes. First, they make it easier for mobile users to click.

Second, small buttons can get lost. Use large, bright submit buttons that can’t get lost on the page. Make the button as wide as your input fields.

While talking about the button, we encourage you to test your call to action. While “submit” may work for some, “get pricing” may work for others. Test and test again to learn what works for you.

Use Double Opt-Ins

For years people have used captchas on their signup forms. Unfortunately, that’s just another form field.

You can try the double opt-in – it not only helps you avoid unwanted spam, but it eliminates a form field. Again, we encourage you to test which method works best for you.

Stay Clear of Long Drop-Down Lists

This falls into the category of asking for too much information. Plus, drop-down lists are often difficult to complete, especially on mobile phones.

If you must offer options, consider the check box or radio buttons. Only use these when your choices include less than six.

Use a PopUp

One last best practice is to use the email signup form pop-up. This allows you to grab visitors as they arrive or get ready to leave your website. It’s a great way to reach out to customers one last time before they click away.

Final Thoughts

To improve your conversion rate optimization, you’ve got to acquire a lead. How? You get your leads and increase your conversions through your email signup forms.

Online lead generation depends on your signup form. Continuing the relationship with your customer continues through your email marketing. The two are forever tied together.

One of the biggest challenges for email marketers is getting into their customers’ inboxes. Today, we’ve looked at some email signup form best practices and stats for 2016 so you can grow and nurture a healthy email list.

Email signup forms are a great strategy for increasing your conversion rate optimization. It’s time to optimize your landing pages with great signup forms.

If you are ready to squeeze more profit out of your website by using email marketing to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase email conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Fabian Irsara

Why You Should Be Conducting AB Testing On Your Email Marketing

You’ve heard from us on many occasions that A/B testing is a great tool to optimize your landing pages. We’ve told you that for each test you run, you learn something new about your audience – something that helps you reach them more effectively.

You’ve learned what it takes to meet their needs while improving your conversion rate optimization.

The same holds true for email marketing – A/B testing is a good thing. It’s the key to your email conversion rate.

So, today, we tell you why you should be conducting A/B testing on your email marketing and some best tips for doing it.

What is AB Testing?

Just the mention of A/B testing might sound complicated and quite daunting. But, we’re here to tell you that it’s not as hard as it sounds.

A/B testing is the method you use to test your best guess about human behavior. In other words, you are testing what you think they’ll respond to.

Using your email platform, you can perform these “split” tests quite easily testing things such as headlines, send times, content and images.

Let’s simplify A/B testing. For example, you’ve written a blog post, you’re ready to send it out through email, and you’ve chosen two images. You want to know which image is more compelling for people, so you set your split test with the same content but two different images.

In your email app, you set your A/B test to learn which one garners more opens. The app chooses a winner, and your winning email is off to the rest of your list. It’s just that easy.

You’ve just used an A variant and a B variant as a split test to gauge the response of various headlines, calls to action or images.

If you’ve ever wondered what the best open times are for your emails, you can also test send times.

The best part of email A/B testing is it requires very little effort on your part. You pick the one item you want to test, set it up, choose how much of your list you want for test subjects, and then you let the program do the heavy lifting for you in determining which test is the winner.

A/B Testing Best Practices

As easy as A/B testing is using various email platforms, there are few general best practices to guide you through the process.

First, you want to have a reason behind what you’re testing. Don’t just test for the sake of testing. Ask yourself what you’d like to improve. Is it open rate or click through rate?

Why are you testing? Do you want to learn what subject lines engage your audience? How about personalization? Do you want to know if the personal touch gets more opens? Does your audience respond to images with people, landscapes or humorous images? Does your audience respond better in the morning or evening? Should you use numbers in your subjects?

These are just some ideas when it comes to the purpose of your A/B test. You can pick any, just be sure to pick one reason why.

Next, you want to be purposeful in your test. Make sure that the item you’re testing is bold. For example:

  • Test an image of a woman and an image of a man.
  • Test a red call to action button against a blue one.
  • Test a subject line that is personal against one that includes stats.

When you are very deliberate with the items you are testing, you can use a smaller sample size. In addition, we recommend only testing two variants. Some programs will allow you to choose more, but two gives you better results.

Here are some ideas of things you can test:

  • Call to action
  • Subject line
  • Testimonials – included or not included
  • Layout of email
  • Personalization
  • Body Text
  • Headline
  • Images
  • Your Offer – for example, you might offer free shipping in one email and 20% off in another.
  • Send time (change hour or even day)

Before acting on future emails from the result of your last A/B test, make sure your results are statistically significant.

What do we mean? Well, if test A nets 2535 opens while test B nets 2756 opens, that’s not much of a difference. Be careful here when making a decision on test results.

While your program chose a “winner,” a small statistical difference doesn’t necessarily mean one is that much better than the other. Keep testing until you get results that statistically meaningful.

Once you’ve done the test, it can be easy to forget about it. Some marketers test the email and leave it at that. But, what if you learned that your email subscribers preferred images of women in your A/B test, yet in subsequent emails you used images of men?

That isn’t a good use of your testing data. If they preferred images of women in one email, continue to test this theory for a few more emails. If women win out, use images of women in future emails.

Final Thoughts

A/B testing is the key to emails that convert. Improving your conversion rates is after all one of the main goals of your email marketing.

A/B testing gives you the ability to improve not only the email you are testing, but the performance of all future emails.

It’s the best way to make measurable improvements with your email marketing. A/B testing gives you statistical data on the tactics that work with your chosen audience.

Keep track of your testing results and make a list so you can continue to test to see if you get the same results.

Your email A/B testing lets you reach your marketing goals while improving your email open rate, click through rate and conversion rate.

Each time you get statistically significant data, and act on it, you are one step closer to your goals.

It is important to continue testing on an ongoing basis. People and their needs change daily, so it’s important to test and keep track of your results.

One great strategy to use with your email marketing is linking email articles to your website. Are you ready to handle the traffic with optimized landing pages?

If you are ready to squeeze more profit out of your website by using email marketing to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase email conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Lachlan Donald

7 Tools To Make Automated Email Marketing Incredibly Easy

Emails result in sales. In fact, 72% of shoppers say they prefer email as their means of communication with companies they like to do business with.

This means they want to see your emails.

With more than 4.35 billion email accounts worldwide, it’s safe to say email is alive and well. Which is exactly why you should be using email marketing to drive customers and sales to your website.

If you’re currently sending promotions and newsletters to your customers through email, it’s time to uncover the benefits of automated email marketing.

In this article, we’re going to look at 7 tools to make automated email marketing incredibly easy. First, let’s discuss the process of automated email marketing.

Defining Email Automation

Automated emails are super effective because they are timely (usually sent in response to an action taken on your website), and they are incredibly relevant to your customer.

Automated emails usually have higher open and click-thru rates because you’ve given your customer something they value.


How To Use Automated Email Series To Increase Customer RetentionDid you know it costs you more to obtain a new customer than it does to retain a current customer?

In fact, 70% of businesses in one study say it’s cheaper to retain a customer than acquire a new one. They also say they get a better return on investment when they do the leg work to build a relationship with their customers.

You’ve probably heard the term “low hanging fruit.” This is a thing or person that can be won, obtained, or persuaded with little effort.

The low hanging fruit, or customer, is the place to start when it comes to increasing customer retention. It is much easier to create and nurture loyal customers than it is to get a brand new one.

In this article, we look at how to use automated email series to increase customer retention. First, let’s talk a bit about retention.

What is Customer Retention?

For your business, customer retention means the number of customers that come back and purchase from you again and again. Its direct opposite is customer churn – this is the number of customers who don’t buy from you consistently.

Customer retention hinges on several key factors:

  • It’s important to attract the “right” customers. This is your target customer – your ideal. The right customer has more potential to stick around.
  • The first activation is integral. By this, we mean encouraging your customer to take the desired action on your landing pages. Initially this may not mean they actually purchase something from you. It is simply the first action they take with your business. This activates them on their buying journey.
  • Follow up is also key to retaining customers. This is where lead nurturing and automated email is at its best. You want to do your best to spend time building a relationship with your customers to maximize retention.


How To Tell If You’re Driving Your Customers Crazy With Too Many Emails

How many more times can you send your customers an email before they deem your presence in their inbox unnecessary? This is a question we hear many times a day – how many emails are too many?

In this article, we’ll take a look at how to tell if you’re driving your customers crazy with too many emails.

One of the toughest questions any email marketer has to ask is, “How often should I send an email?” Many businesses want to know if there is an ideal frequency for sending emails.

The answer is “it depends.” It depends on the industry and the time of year. It depends on what you promised your subscribers.  Later in this article, though, we will discuss some “general” recommendations for email frequency.

It pays to remember that the subscription to your email list is always your customer’s choice. You hopefully told them how many times per month you’d email them and what to expect. Now, it’s your job to keep them on your list by providing relevant content at the right frequency.

Clues That You’re Sending Too Many

If you look at your email statistics over a period of time, you can glean some important information as to whether you’re driving your customers crazy. Here are some things to look for: (more…)

Your email marketing materials must stand out – not just in a user’s inbox, but once the email is opened too. In the past, email marketing campaigns that encouraged click-throughs typically did so by inspiring users. Read on to find out four ways that you can ensure your email marketing stands out from a crowded inbox and gets the message across.

Give It Personal Appeal

Nothing is more compelling than an email in which the President of the United States calls you by name. President Obama’s Change email campaign understood this exact approach. Don’t worry, you don’t have to be our nation’s leader to take advantage of it.

Email macros make it easy to include a personalized touch, but how you use a person’s name is just as important. The best emails feel personal.  And they are. So, address the customer, but also reach out like an old friend. (more…)

An email marketing campaign is one of your greatest marketing assets. However, it can also easily become your biggest folly. These campaigns walk a fine line, and it’s important to understand the things you can do to completely ruin your marketing campaign so you don’t make these fatal mistakes.

1. Generic Forms

One of the worst things you can do with your marketing campaign happens before you even have anyone to send emails to. If you have a generic email capture form, your website users won’t get excited. People see dozens of web forms every day asking them to sign up now or submit information. When these look the same, say the same things, and don’t have anything interesting, people tend to glance over them as if they weren’t even there.

You need to do something great with your email capture form. It needs to catch your visitors’ attention. Otherwise, they’ll likely look at the form, and not even process that it’s there. Along with this, you need to make sure that your form is in an easy-to-see spot. If your visitors don’t see it, they won’t be filling it out. (more…)

Have you noticed a drop in the number of email captures you get? Sometimes you need to change things up with your email opt-in process to increase this number. When you’re considering your email captures, there are a few things you can change on your landing page to help ensure you get a better email capture conversion.

1. Registration During Purchase

Image via Flickr by Rob Enslin

One of the most effective ways to ensure email capture is to ask visitors to register when they purchase something from your website. The customer is already engaged in your site and product, and will usually fill out the registration form. In fact, one study shows that registration during purchase has a 58 percent effectiveness for those who use it. Whether you require registration to buy, or it’s just an option, you’re going to get more email addresses with a registration form at this point. Make sure to test a checkout process with vs without registration so you know this doesn’t have a negative overall effect! (more…)