Whether you're a new business or have been in business for several years, getting more ecommerce sales will benefit your company. Unfortunately, businesses go through plateaus and declines. These things happen, but don't get discouraged. If you're having trouble coming up with new ways to get more customers and increase revenue, I can give you some pointers. Your previous methods may have worked at one point, but eventually, the same old strategies can grow stale. It's essential your business is constantly keeping up with new trends. Consumer habits have changed, especially in the ecommerce industry. As a marketing expert, I've analyzed these trends and come up with a list of tips that will actually work. Here are the top 11 ways to generate more sales on your ecommerce site. 1. Target your existing customers When businesses have trouble growing, they immediately think it's because they don't have enough customers. This is a common misconception, so don't jump to conclusions. Instead of focusing all your effort on customer acquisition, you should improve your customer retention strategy. Look at the impact loyal customers have on an ecommerce site:
Compared to new customers and customers who only made one purchase on your website, loyal customers: [list] [*]add more items to their shopping carts [*]have a higher conversion rate [*]generate more revenue each time they visit your site [/list] Don't get me wrong. Obviously, it's great for your business if you can keep getting new customers. But that's a more expensive marketing strategy. It's much more cost efficient to go after your existing customer base. Why? These people are already familiar with your brand. They know how to use your products, and there's no learning curve. So focus on ways to improve their experience. Try to come up with a customer loyalty program that gives people an incentive to spend more money each time they shop. Each dollar spent can translate to a rewards point. When a customer accumulates a certain number of points, they can redeem them for discounts or other promotions. 2. Display icons that show your site is trustworthy Nobody will want to shop on your ecommerce site if it appears sketchy or otherwise untrustworthy. One of the first things you need to do is make sure your website is secure. Check out this example from Foot Locker:
Cyber security is a major concern for shoppers these days. In the last five years, 46% of Americans have been the victims of credit card fraud. Security of their information is a priority for online shoppers. You need to recognize this and make the necessary adjustments. But what can you do to prove you're trustworthy? Proudly display any security badges your website is using.
These are some examples of popular choices. I know this should go without saying, but I want to be clear. Make sure you're not lying or misleading your customers. Don't just go slapping these badges all over your website unless you actually have a relationship with these companies. Otherwise, you can find yourself in some legal trouble as well. Which one of these security measures is the best? I don't want to talk about performance, but I can tell you which one speaks to customers the most.
Norton Antivirus won by a landslide in terms of public perception. So if you're using Norton and don't have the badge displayed, you need to change that as soon as possible. For those of you shopping for new potential website security providers, it's not a bad idea to check them out as a top consideration. 3. Use video demonstrations Consumers love videos. In fact, over half of marketing experts across the globe say that video has the top return on investment compared to other marketing tactics. Websites that have videos can get the average user to spend 88% more time on their pages. In addition, videos do as well as ads. That's how the ecommerce brand Robo generated $4.7 million in revenue running video ads. This creates an increase in engagement as well as interest in whatever you're trying to sell. Videos resonate more with people, so it's likely that they'll remember what they watched as opposed to just reading about it. What's a reasonable way to include relevant videos on your ecommerce site? Create product demonstrations like Nato does with their smart mount:
The video shows users how they can use this product in their daily lives. Their website explains that the mount works for smartphones, tablets, GPS devices, and lightweight laptops. Listing this is one thing, but showing customers how it works through video demonstrations is much more effective. The video shows a demonstration of the product in the kitchen, car, bedroom, boat, office, and even bathroom. So it appeals to a wider range of people. This strategy won't necessarily work for all products. For example, if you're selling a shirt, you won't need to demonstrate how to put on a shirt. But if there's something special about your clothing in terms of usage and functionality, a video is a great way to convey that message. It's also an ideal strategy for ecommerce sites selling new products that may be unique or creative. 4. Use photos when you include customer testimonials User reviews and testimonials are a great way to show proof of concept. But a message from some nameless and faceless person isn't really that convincing. Take your testimonials one step further. Add a photo and include the person's full name and title (if relevant to your product). Here's a great example from Pangea Organics:
Autumn Bree Fata is an integrative health coach, so her title provides some authority and tells us she knows something about this product. Including a picture of her face shows she's a real person and not just somebody you made up. What do you think looks better and more professional? The example above or: “This product is great!” – Daniel L. It's obvious. The example from Pangea Organics will resonate more with the people visiting your website. This testimonial can encourage others to make a purchase and drive more sales. Here's another example from Naturally Curly:
This ecommerce store sells beauty products designed specifically for customers with curly hair. Their website allows users to share their stories and include pictures as well. If your product is solving a problem, customers will be happy to share their stories. I've explained before how storytelling can engage and persuade people. Combining storytelling and photographs with your testimonials will help drive more sales on your site. 5. Recognize your customers want to shop from their mobile devices Just because you have an ecommerce website doesn't mean you can assume your customers are shopping only from their computers. The reality is that people use mobile phones and tablets to shop online. Research shows 40% of mobile users have bought something online from their devices. Furthermore, 63% of millennials shop on their phones. These numbers can't be ignored. Make sure your website is optimized for mobile devices. If your site isn't mobile friendly, it will turn potential sales away. For those of you without an optimized mobile site, it could be one of the reasons you're seeing a decline in sales. I'd make that a top priority on your to-do list. Something else you can consider is building a mobile app. Look at why customers prefer apps compared to a mobile website:
All these reasons make things easier for the customer. Improving the customer experience will help you get more sales and increase your revenue. Find a way to focus on what customers want. [list] [*]Convenience [*]Speed [*]Saved preferences and settings [*]Benefits and rewards [*]Personalization [*]Entertainment [/list] If your website, mobile site, and mobile application can provide these benefits, you won't have an issue getting more sales. 6. Offer more discounts It may sound simple, but not enough companies are offering discounts to their customers. If you're worried about your profit margins, just use a marketing strategy that's as old as time. Jack up the base price of each product and then put it on sale. It's simple. Take a look at this example from Express:
They are offering 40% off everything on their website. So many times I'll see websites offer “up to” a certain percent off “select items.” Sure, that works too. But that's nothing compared to 40% off everything site wide. Everyone loves getting a good deal, so this is a great way to drive sales. 7. Showcase your top selling items Give your customers some direction. Show them what people are buying the most. I like it when websites include a “best seller” category on the homepage. Not everyone browsing your site will know exactly what they're looking for. If your company sells a wide range of different products, it can be overwhelming, especially for a new customer. When someone stumbles upon your site, they may get drawn to products that are popular. Here's how Black Yeti does this on their ecommerce site:
You can also take this opportunity to promote products with the highest margins. Even if they aren't actually your top sellers (nobody needs to know that), you can put them on your homepage. In a perfect world, your top selling products are also your most profitable products, so try to make that happen if you make adjustments to increase profit margins. 8. Ramp up promotions for the holidays Special events are a time when people are looking to shop and spend more money than on a normal day of the year. That's why I always tell ecommerce sites to actively promote holiday sales. You've got a small window of opportunity to get massive sales during these events. Take a look at these statistics for ecommerce sites during cyber week:
So break out your best offers during this time of year. The shopping malls are packed, so it's more convenient for consumers to shop from home. Use that to your advantage. I said this earlier, but here's another opportunity for you to target your current customers. Send out emails to your subscriber list to entice them to buy during the holiday season. Keep in mind people are buying gifts for friends and family as well as themselves. Promote your products accordingly. Market items as “the perfect gift” or “the best ways to show someone you care.” Phrases like that should do the trick. 9. FOMO (fear of missing out) You've got to create a sense of urgency when you're selling products on your ecommerce site. This will get shoppers to act fast instead of waiting to complete the purchase at a later date (which they may never do). Tell your customers you have a limited quantity of items remaining even if that's not the case. Airlines do this all the time. Check out this example from Delta:
Four out of the 6 prices on this page show a limited quantity remaining. The lowest ticket price is for $303.20, but there's only one ticket left at this price. This strategy can get a price sensitive customer (most people) to make an impulse buying decision. It creates a fear that if they don't buy it now, they'll end up spending more money later. Another way to do this is by running flash sales. Here's an example of something you could email your customers or put directly on your website:
Again, this creates a sense of urgency. The sale ends at midnight, so if the customer doesn't act now, they could miss out on a great deal. It's much more effective than sending a coupon that expires at the end of the month, giving people an excuse to put off their shopping. Make sure your marketing campaigns are actionable, and you'll get more sales. 10. Accept different payment options You have to give people different options to pay for the products and services on your website. If you only accept Visa and MasterCard, you're alienating lots of potential customers. Make sure you have the capability to accept debit cards in addition to credit cards. Look at this checkout page from Best Buy:
Best Buy accepts 6 different types of credit cards on their website. They also give customers the option of paying through PayPal. The last thing you want is a customer who wants to make a purchase but can't complete it because you don't take their primary payment method. Continue to adapt to the new trends as well. Alternative payment options such as Apple Pay are growing in popularity too. If you have a mobile application, customers can easily pay for items via Apple Pay with just a few clicks. Making the checkout process as simple as possible will help you get more ecommerce sales. 11. Focus on your value proposition What does the customer see when they get to your website? Is it your phone number? Your company's mission statement? Those aren't effective. Instead, put more emphasis on value. Tell your customers what separates your product from similar items on the market. Look how effectively Square does this with their point of sale systems:
Their value proposition tells you everything you need to know about the product. It has a headline that captures the consumer's attention. Next, a brief description explains exactly what the product does. They include a bullet list of their top features for customers to focus on. Square also includes a photograph of their POS system to show customers what it looks like. If you can create a highly effective value proposition, you'll be able to drive more sales on your ecommerce site. Conclusion If sales are starting to slow down or get stagnant, it's time for you to come up with some new and creative ways to market products and services on your ecommerce site. Rather than trying to find new customers, focus your marketing efforts on your existing customer base. Make sure your website is secure so customers feel comfortable entering their personal information as well as their credit card numbers. Use video demonstrations to show customers how to use your products. If you're currently using customer testimonials, that's great. But if you want to improve those testimonials, add a photograph to them as well. Offering lots of promotions and advertising during special times of the year, such as the holidays, can help you improve sales. Create a sense of urgency to entice customers to make an impulse buy. Don't forget about mobile users. At the very least, your website needs to be optimized for mobile devices. If you want to go the extra mile, consider developing a mobile application. Promote your top selling items. Come up with a unique and actionable value proposition. These tips will help you boost sales on your website. What methods have you used to help you grow your ecommerce site fast?
If you want to teach your children the alphabet while mildly traumatizing them at the same time, look no further than "The Gashlycrumb Tinies." In alphabetical order, and with a jaunty rhyme scheme, 26 children meet fates both gruesome and preposterous. In the future, though, as climate change warms the planet beyond our comfort zone in many regions, the book could be rewritten by adding some heat.
There are 27 ways that a heat wave can kill you, say researchers from the University of Haw
Woo-hoo! Your team just clinched another new customer. That's great news. But before you celebrate, think about the next step in the sales process. Communication plays a critical role in fostering customer loyalty. To transform buyers into die-hard advocates, it's important to improve your post-purchase emails. “For a business to thrive, it must provide customers with long-term value that translates into repeat purchases and, thus, increases the customer's lifetime value to the company. And that is where carefully crafted post-purchase emails come in,” says entrepreneur and marketer Danny Wong. It's time to lay the groundwork for more sales. Let's learn five strategies to ace post-purchase emails. 1. Focus on Relevant Interests When you're not interested in something, the easiest thing to do is to ignore it. You mentally set whatever it is aside and move to tasks that hold more value. In the world of email marketing, relevancy matters to your customer. If it doesn't offer value or bring an inkling of benefit to the individual, there's really no reason why they should care. A relevant message after a purchase may include a receipt with the total amount, a status update about the delivery of the item, or contact information to connect with customer support. Customers desire transparency and want reassurance that they made the right purchasing decision. “Keeping customers up to date with the status of their purchase, especially if there is a delay or another issue, is important. In fact, consumers decide not to do business again with a brand because of lack of transparency about the status of their purchase delivery,” writes Alexa Lemzy, a customer service expert and content author at TextMagic. Below is a post-purchase email from Amazon. Along with the order total, you'll notice a proposed delivery date and recommended items.
As you create a post-purchase email, it's vital to ask: why should my customer care? The goal is to exceed customer expectations by delivering messages that speak to the buyer's needs and interests. 2. Segment to Nurture Relationships Email marketing isn't a cookie-cutter tool because every customer isn't the same. You may cater to eight different buyer personas-each with distinct characteristics. So sending a generic post-purchase email will get overlooked by your audience. To nurture more customers, you'll want to use segmentation to send relevant emails. “Segmenting your email list helps you speak more intelligently and directly with your customers, giving them information that they want at the opportune time. And when you do it right, the payoff can be huge,” states Joe Stych, marketer at Zapier. Segmentation enhances relationship building, giving you a chance to effectively communicate with consumers. You can drop the blanket language in your email conversations. For instance, a major holiday may be around the corner. So your team wants to send all new customers post-purchase welcome campaigns wishing them a wonderful holiday season. Rather than delivering a bland message to every new customer, segmentation by location makes it possible to tailor your email to mention nearby festivities happening in the customer's area. You also can segment emails when it's necessary to speak your customers' dialect. (Your team doesn't want to get caught describing a carbonated beverage as “pop” in Louisiana.) Segmentation is the focal point to personalizing the post-purchase experience. You'll build better relationships quickly. 3. Engage Based on Behavior Only a few decades ago, business teams made wild guesses about their customers' spending habits and shopping behaviors. Marketers relied on gut feeling and historical data to drive their future campaigns. Lucky for you, technology is advancing rapidly and you can get real-time data about your consumers with a few clicks. And thanks to Kissmetrics Campaigns your team can nudge customers toward brand loyalty with behavior-based emails.
You can determine which post-purchase messages to send based on customer behavior, like purchase amounts, website visits to a specific product page, date of last purchase, or a combination of these actions. Let's say you want to invite only your most loyal customers to a VIP rewards program. You may segment your list to deliver this post-purchase email to customers who've purchased more than $5000 in the last month and rated your support team with 4 stars or above. If you sent the same email to everyone on your list, you may engage people still getting to know your brand. Consequently, they wouldn't be ready to be part of the loyalty program. New Thrive Market customers receive 20% off their first three orders. After the first order, the eCommerce retailer sends a post-purchase reminder email (below) to entice consumers to take advantage of the remaining offer.
Pinpoint opportunities to customize your post-purchase emails. Sometimes it takes monitoring and understanding your audience's behaviors. 4. Evaluate Email Frequency Your customers receive emails on a daily basis, whether it's from their best friends or work colleagues. So knowing how often to send an email is just as crucial as the content of that email. Nailing down the right email frequency for your target audience helps you understand when to engage and when to leave your customer alone. People need personal space online, too. Your post-purchase emails can add up fast. There's the order confirmation, the shipping confirmation, the product review request, and the reorder email. And don't forget your five-part welcome campaign. Before you know it, you've sent your customers 10 emails in one week. Sending lots of emails in a short period of time can lead your subscribers to email fatigue. This problem results in customers ignoring and deleting your emails or worse, unsubscribing from your mailing list. You can combat email fatigue by observing your engagement metrics. Check your open, click-through, and unsubscribe rates to spot any fluctuations in activity. Experiment with delaying general email campaigns until after a customer receives her post-purchase emails. Swamping customers with emails isn't ideal. So assess the value of each message and whether another email helps or hurts your brand. 5. Run Tests to Optimize Campaigns It's easy to set up your post-purchase email campaigns and forget about them as you work on more pressing issues. When specific business operations are working well, complacency may have your team missing opportunities to do better. Running routine tests to optimize your campaigns is not only a good business practice, but also an essential process to learn which emails resonate with your audience. Plus, you can identify changes in customer behavior and adapt your campaigns accordingly. With Kissmetrics, your team can track purchases from email campaigns. You'll know exactly which campaign engaged consumers when they bought your product or service. [center]The Kissmetrics Funnel Report This report is valuable for tailoring your email campaigns. For example, if a customer bought your product after engaging with your blog newsletter, your post-purchase campaigns may include recommendations to specific blog posts to encourage repeat orders. Or what if you notice a sharp increase when you send 15% discount reorder emails compared to a 5% savings? Now, your team can adjust your strategy to fit the customer's desires. Don't be afraid to run multiple tests to learn your post-purchase email sweet spot. It's only by analyzing the data that you can satisfy your audience and boost your sales. The Power of Email Email isn't reserved just for gaining a prospect's attention pre-sale. It's also an effective tool for nurturing customers into retention. Revamp your post-purchase email by staying relevant to the recipient's needs. Send emails that engage customers based on their behavior, not unfounded hunches. And optimize your campaigns by running experiments. There's power in email. Now, it's your turn. About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.
Email marketing is an essential component of every business. But it's even more important for your ecommerce website. Why? It's one of the best ways to communicate with your customers. As an ecommerce business, you don't have the luxury of seeing your customers face to face like you would if you were a brick-and-mortar company. Sure, there are other ways you can communicate with your customers. They can call your customer service department or reach out to you on social media. But marketing expertsagree that email is the most effective digital marketing tactic.
With that said, your strategy is only as effective as your message. If your previous campaigns aren't getting much of a response, you might need some help writing your emails. Luckily for you, I can coach you through that. No more bad emails. I'll show you how to write an ecommerce email that won't leave your readers shaking their heads. Start with a goal Before you do anything, you need to establish a clear objective for your message. What do you want your reader to do once they receive the email? If you can't figure that out ahead of time, there's no way the recipient will take the action you want them to take. Here are some examples of goals you may want to consider: [list] [*]launch a new product [*]promote a special event or sale [*]upsell on a previous purchase [*]send shopping cart abandonment messages [/list] The list goes on and on, but this is a good place to start. Make sure each message focuses on one goal. Don't overwhelm the reader. If you give them too many options, they may get confused and end up doing nothing. The message should have a clear call to action. Here's an example from Fab:
This message has a clear and concise goal. Fab is trying to get their subscribers to download their mobile application. That's it. They aren't offering a discount.There's no special event. The reader won't be confused by this message. Obviously, Fab wants to start promoting sales on their app. That may be an undertone of the company's overall marketing campaign. However, the email doesn't need to get into all that. It's short, sweet, and actionable. A 2017 report on mobile usage found that90% of mobile mediatime is spent on apps, which means Fab's campaign is smart. Ultimately, I'm sure they believe this will help increase conversions and revenue. But for the time being, the message is strictly to drive downloads. Start with a goal, and make sure your message represents that objective. Your message needs to deliver value to the reader Don't just send an email because it's been a week since your last message and you think it's time to send another. While sending a message once a week may be a viable strategy, each email needs to offer value to the subscriber. If you're not offering any value, the reader may consider your message as spam. Here's an example from Huckberry:
This message encourages the subscribers to invite their friends to the Huckberry community. Why would anyone do this? Because their campaign adds value. Huckberry is going to give away prizes to people who share this message with friends and family. If the message just said invite your friends without offering an incentive, the subscriber wouldn't see any value. The email would be useless. Can you promote your product while providing value? The answer is: it depends. For example, DODOcase was able to hype their product before launching it by promoting it to potential customers. As a result, itsold $7 million worth of products within 90 days of their first product launch. What else offers value to your customers? Look again at our first example of Fab. Even though they were promoting their mobile app, the message still provided value. It offered: [list] [*]free shipping [*]free returns [*]best price match [/list] We know that 87% of Americanssay price is the most influential factor in their purchasing decisions. And 80% are influenced by the cost of shipping and delivery speed. Discounts influence 71% of American shoppers. What do these three statistics have in common? Value. That's what your customers want, so that's what you need to give them. Make sure your ecommerce email focuses on the value you're offering. Your subject line is important What's the first thing your subscribers see when they get an email from you? The subject line. Your subject line is one of the top reasonswhy people would open your message:
You have to put just as much thought into your subject line as you put into the rest of the message. If your subject line can't hook the recipient, they will never see the content of your email. Here are some guidelines for writing a subject line that will increase your open rates: [list] [*]create urgency [*]use breaking news [*]tell a story [*]stimulate curiosity [*]personalize it [*]send an offer [/list] Those of you who struggle with catchy, creative, or actionable subject lines can refer to these points for inspiration. Look at how Eddie Bauercreates a sense of urgency with this email:
It's the last day to get 50% off your fleece purchase. If the customer doesn't act now, they will miss out on the deal. Use this technique for your subject line. [list] [*]Sale ends tonight [*]48 hours left [*]Limited quantity remaining [/list] You can use these phrases when creating a subject. I also highly recommend using storytelling in your email subject line: Here's how I did XYZ Say something to that effect. Stories engage the reader. Creating engaging contentis a top priority for marketers in 2017.
Content marketing experts recognize the importance of stimulating the customer's curiousity. Accomplishing this in your subject line puts you on the right track to converting the reader with the rest of your message. Focus on your call to action (CTA) Earlier, I talked about the importance of establishing a clear goal for your campaign. The CTA needs to mirror that objective. Use words like: [list] [*]Buy now [*]Save today [*]Claim your reward [*]Become a VIP member [*]Choose the style you want [*]Reserve your seat [*]Earn rewards [*]Click to reveal my coupon [*]Upgrade my service [/list] Don't overwhelm your customers with the CTA. Pick one and go for it. Use a button instead of a hyperlink. Buttons can increase conversion rates by28%compared to a hyperlink. Check out this CTA button from De Beers Jewelers:
It's clear, unique, and creative. It doesn't just say something boring like, Click here. You can use bright colors to draw attention to your CTA like Pizza Hutdoes:
Green has nothing to do with the Pizza Hut logo or brand, but it makes for a perfect CTA button. This message also adds value, addressing the topic disccused above. Pizza Hut sends a coupon code with an expiration date to create a sense of urgency. The campaign encourages their subscribers to order food online. Utilize drip campaigns Drip campaigns make sense for ecommerce companies. They are also known as marketing automation, lifecycle emails, or autoresponders. Focusing on automation can make your life a lot easier. What's a drip campaign? A drip campaign is a series of emails that get delivered in a predetermined order to your subscribers. This is a perfect opportunity for you to contact your customers. Here's an example. Let's say someone makes a purchase on your ecommerce platform. The first message of your drip campaign can say something like, Your order is confirmed. Try something similar to this template from Fitbit:
The message assures the customer that their order has been placed. You should always send a confirmation email to your customers. People are cautious when they enter credit card information on the Internet. Over the past 5 years, 46% of peoplein the United States have experienced credit card fraud. If they don't get a reassurance that their order went through safely, they could feel uneasy about your website. Not everyone who orders from your site is an email subscriber. But you should still ask for their email address to send them this information. For those people, you can include a CTA button that encourages them to subscribe to your emails. Join our email list to receive 20% off your next purchase. The second and third phase of your drip campaign will be: [list] [*]Order shipped [*]Order delivered [/list] Again, both of these emails make sense to the recipient. What will make your readers want to scratch their eyes out? If they don't know why they received a message. Nobody will question this drip sequence. Finally, you can send a fourth email in the drip campaign to follow up with the buyer. Include a customer surveyin the message to see if they are happy with their purchase. Surveys help create loyal customers, increase retention rates, and grow profits.
Using the drip campaign method allows you to email a customer four times for just one purchase. All these messages will be informative and valuable to the recipient. Don't forget to send shopping cart abandonment emails Similar to the last point, shopping cart abandonmentmessages make sense to the reader. They won't be asking, Why did I get this message? The customer was shopping and was just a click or two away from finalizing the purchase until something stopped them. A number of things could have caused this: [list] [*]unexpected costs like taxes or shipping [*]they were just browsing [*]website crashed or slow loading time [*]didn't feel comfortable submitting credit card information [/list] These are just a few common responses. But you still need to send the email to remind your customers to check out. Sending this message will improve your conversion rate.
You need to include this strategy into your email marketing arsenal. It's essential for ecommerce websites. The message has a clear goal: to finalize the sale. If you want to add valuefor the customer, send a promotional code to discount the order. Embed a video in your message If you're worried your readers might be scratching their eyes out because of your current email campaign strategy, I've got a solution: mix things up. Turn your readers into viewers. Don't make them read anything.Instead, send a video message. Your customers want to watch videos. Don't believe me? Well, the numbers don't lie. In fact, 43% of peoplewant to see more videos from marketers. If you're launching a new product for your ecommerce site, send your subscribers an informative video message. SproutVideoimproved their click-through rate by 60% when they added videos to their email marketing campaign.
Your ecommerce site can do the same thing. It's a great opportunity for you to do a product demonstration or a tutorial. Conclusion It's great you're utilizing email marketing campaigns for your ecommerce site. This can't change, but the content of your messages may need some improvement. You don't want your readers wondering why they received a message. If you're not adding value to the customer, they might unsubscribe, block you, or mark your message as spam. How can you write a killer ecommerce email? Start with your goal. What's the purpose of the message? Once you define an objective, keep the message short and focused on that goal. Emphasize your call to action. Your CTA button should be big, bold, bright, and not boring. Give the customer a reason to click. Your subject line matters. Customers won't bother opening the message if the subject line is weak and doesn't grab their attention. If you're unsure when to email your customers, set up a drip campaign that automatically sends updates after an order is placed. Send out shopping cart abandonment emails to help improve your conversion rates. Videos are a great way to turn readers into viewers. Try to include videos and other interactive emailsinto your campaign. Following these tips will help you keep your audience engaged instead of frustrated. How will you alter the subject line of your next email to increase open rates?
Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people's reactions to previous campaigns to determine users' emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today
How many people see your content on each digital channel? This is a handy collection of benchmarks covering email, SMS, Facebook, Twitter, YouTube, Apps and Snapchat. The Drum B2B Marketers Shift Priorities From Generating Leads to Converting Them. B2B marketers' top priority for generating more leads has dropped from 46% to 35%. The focus on converting leads to customers has increased from 34% to 42%.MarketingCharts 32% Of Marketers To Bring Programmatic Media Buying In-House.50% of marketers and agencies believeProgrammatic will ultimately become the responsibility of the brand.MediaPost Burger King Gave Free Whoppers to People Dressed as Clowns on Halloween.BK is taking aim at McDonald's with a stunt called #ScaryClownNight in which it will welcome people dressed as clowns (as Ronald McDonald himself, or Pennywise from It, or any clown really) by giving them a free Whopper.AdWeek Facebook's dynamic creative can generate up to 6,250 versions of an ad.Facebook is rolling out a way for brands to automatically create thousands of different versions of an ad that will vary in content based on who they are shown to and where they appear.MarketingLand
Personalization Continues to Provide Uplift in Conversion Rates for Online and Offline Channels. In fact, 39% of company marketers report a major uplift in search engine marketing conversion rates as a result of implementing personalization. Econsultancy via MarketingCharts Twitter Debates Product, Brand-Focused Campaigns To Achieve Best ROI.Over the short-term, product-focused campaigns on Twitter deliver a greater return on investment than those focused on brands, new research suggests.MediaPost iPhone X first impressions: The highs, lows and quirks.The notch on top is annoying, face detection will take some getting used to but you can animate emoji poop with facial expressions. Apparently the selfie portrait mode is the most redeeming feature. If you've grabbed an early release iPhone X, feel free to share your thoughts in the comments. CNNtech Russian Influence Reached 126 Million Through Facebook Alone.Russian agents intending to sow discord among American citizens disseminated inflammatory posts that reached 126 million users on Facebook, published more than 131,000 messages on Twitter and uploaded over 1,000 videos to Google's YouTube service, according to copies of prepared remarks from the companies that were obtained by The New York Times. NYTimes How is this news? People are furiously debating the correct placement of cheese in the burger emoji.Apple puts it above the burger patty - but Google has gone rogue and put it below. Even Google's CEO, Sundar Pichai, has chimed in on the issue.Business Insider Upcoming TopRank Marketing Speaking Events: Nov 7: Dreamforce, San Francisco
The Confluence Equation: How Content & Influencers Drive B2B Marketing Success Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don't realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results. Nov 9: Pubcon, Las Vegas
Participation Marketing: The New World of Content Co-Creation, Influencers and Integration for PR The converging roles of PR and communications with content and marketing is creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, communications professionals who fast track their ability to adapt and evolve will gain a competitive advantage in their roles in the new world of PR. In this session, you'll learn tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach. Nov 15: SMXL, Milan
Content Marketing & Influence Integration Without content, there wouldn't be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media, influencers and advertising in a way that helps the brand become the best answer wherever customers are looking. When content is optimized, socialized, publicized, advertised and influencer-activated, everybody wins! This presentation focuses on how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines.
Hi, I'm Corey. Are you an idealistic marketer, like me? That is-do you plan your marketing campaigns by pretending technical limitations aren't a thing and just map out the ideal experience you want for your prospects from first impression to final conversion? Like this:
A photo of my actual campaign flow on the whiteboard. If your whiteboard looks this optimistic, read on. We'll nerd out together. After us idealistic marketers are done dreaming about our perfect campaign structure from start to finish, the harsh reality sets in: technical limitations are definitely a thing. When the time comes to figure out how to actually do something a little crazy, like augment lead data or enrich it with extra data pulled from 'the internet', things get much trickier. But if you're dedicated to the campaign you mapped out, you really want to make it happen. Often, you'll ask a developer for help and hear, Sure it's possible. I'll just need two weeks to code it up. Log a request and we'll prioritize it against all the other requests for my genius. We both know you're not logging that request, because it's not getting prioritized. Eventually, you run a campaign that looks exactly like what you've done before, or what everyone else is doing, because it's relatively easy for us-lowly marketers-to pull off by ourselves. It's infuriating. Can't we Execute More Sophisticated Marketing? Is it too much to ask that we can create whatever the hell we dream up, so we can push the industry forward? To deliver the experience we think could make a difference to our prospects-one they might even enjoy? Not if we need to rely on devs to help build our lead management or the integrations component of our campaigns for us, unfortunately. However, I've found that more and more often I don't need to have these futile conversations with developers. Modern martech has brought us tools to help, and the tool that comes up most often for me is Zapier. Your Marketing on Zapier Have you ever punched above your weight at work and solved a problem that that you're totally unqualified to solve? It. feels. so. satisfying. You feel way smarter than you actually are. I got that feeling when I used Zapier with Unbounce for the first time. I still get that feeling today. If you dream big enough, and can connect the right tools together, you can pull off campaign workflows that feel almost impossible.
Exactly how I felt having used Zapier for the first time. Most recently, I tried to execute the campaign in the whiteboard photo above (the one above the Dragonball Z meme). The campaign-called Conversion Quest-challenges PPC marketers working in agencies to double the conversion rate of one of their client's landing pages in 30 days. When planning this campaign, I wanted to have a prospect fill out the form on a landing page with the current date (when they were starting their quest), and their current conversion rate. From there, they'd receive an email confirming their personalized quest goal and deadline by which they'd ideally complete the challenge (The email was to automatically pull in someone's target conversion rate and their custom due date a month out).
Of course, when I'd planned this flow, there was no technical way to magically include a doubled conversion rate and custom due date directly in each prospect's followup message. That is until my colleague reminded me of Zapier Formatter, which allows you to manipulate your lead data before it goes into your marketing automation platform (or CRM, or Email Marketing Service, or wherever other tool you can think of). Just 30 minutes later (and without approaching our dev team), I had augmented data going into our marketing automation platform. Now Conversion Quest runs with custom info in the followup, all thanks to a quick Zap (a preconfigured integration template connecting two or more apps). Here's an example of the message I send in that campaign:
Here's a sample of the email I manipulated data with via Zapier to personalize. Now, are you going to need to use Zapier so you can build Conversion Quest? No (that's my great idea) But my bet is you've got amazing campaign ideas for which Zaps could help you create a consistent (better!) experience for your leads, and help you stop relying on developers. As a bonus, Unbounce now has Integrations Powered by Zapier available right in the builder, so you can do this super quickly, without ever leaving Unbounce.
Here's just a sampling of the Zaps available right in Unbounce. There are 60+ right in app, and with a Premium Zapier account you can access over 900! Let's dig into the versatility for a second. Leveling up your marketing (without a line of code) You could use Unbounce's Integrations Powered by Zapier if 1. You need to connect a client's hodgepodge of tools In this case, you're a marketing agency that needs to build high-converting lead gen landing pages, overlays or sticky bars that connect to anything and everything your clients use, which could include: [list] [*]Hatchbuck [*]Base [*]Follow Up Boss [*]Agile CRM [*]Pipedrive [*]Salesforce [*]HubSpot CRM [*]Capsule CRM [*]PipelineDeals [/list] A few quick Zaps can connect your lead data to all of the above. 2. You want to use an existing CRM or marketing automation platform, with custom landing pages/Unbounce If you're using a tool that requires you to use rigid forms or landing pages, but you'd rather have custom landing pages that look great, convert like crazy and give you more control over the experience, you'd simply Zap together your landing page builder with tools/platforms like: [list] [*]GoToWebinar [*]Marketo [*]Salesforce [*]Pardot [*]MailChimp [/list] 3. Your CMS or Marketing Automation tool doesn't enrich your data for you With Integrations Powered by Zapier, if you collect a lead in Unbounce, Zapier can enrich the lead's profile with extra data (using, for example, the lead scoring Zap) en route to wherever you're storing your leads. 4. Your sales team would like to be notified immediately when a super qualified lead comes inbut they never check their email For this, you can try sending notifications via the following Zaps: [list] [*]SMS integration [*]Slack [*]Twitter [*]LinkedIn [/list] 5. You'd like to route leads to specific salespeople in your CRM depending on the info a prospect submits in a form Joe Savich from Altos gave this a try in Unbounce, and had high praise for this email parser Zap:
It's pretty nice. The integration powered by Zapier was super easy to setupI was able to create a lead notification with a condition that, depending on which custom field was chosen, would send that lead to the appropriate sales team. My client thinks I am a magician! I could see this being used a lot going forward. Overall, of all the feature releases in my 4 years at Unbounce, Integrations Powered by Zapier is my all time favourite. Zaps from right inside our builder empower marketers to do things you shouldn't be able to do, without developers. And they make you feel really smart. If you're committed to driving our industry forward with some next-level marketing (that may look impossible at first glance), I'd urge you to try zapping some connections together and getting creative. You might surprise yourself, or better yet your boss or clients.
I've previously written about how to use Kissmetrics to find which backlinks drive signups. I wrote that article because we all know backlinks are great for SEO, which is great for traffic, but what really matters is the quality of traffic you're getting. So, what that post explained was how you can use a Funnel Report to see who came to your site, and how many of them signed up. We then segmented that traffic by the first ever link that sent them to our site. It's a nice, handy way to use Kissmetrics to help provide some insights and potentially future campaigns. But what about the step after the first visit or a signup? What about retention? How do you find which sites are sending you the visitors that keep coming back? The idea for this post came to me from my own experience. I've been using DuckDuckGo (DDG) lately, and one day I simply entered weather just to see what would return. I saw that DDG uses a site called DarkSky, which is one that I've never heard of, even though they have the #1 paid weather app in the App Store.
I liked the layout of the site, it's ad-free content, and the forecasts have been pretty accurate. Now I use it as my primary weather site. So this had me wondering if I was working at DarkSky, how would I know where people are coming from? And of all the traffic channels (direct, organic search, DDG, etc.) that are sending us traffic, how could I track that to see which sources brought the highest retention? In this case, we'll refer to retention as simply coming back to the site after their first visit. So, here's how to find that out using Kissmetrics. The Cohort Report Kissmetrics is full of reports that each serves a different purpose. Some can be used for analyzing customer acquisition campaigns; others can be used for retention analysis. And some can be used for both. The Cohort Report is primarily used to track retention (some even use it for conversion rates). It groups people together based on similar attributes and tracks their behavior overtime. In our case, we'll be grouping the people that have visited our site, and we'll group them by the domains they were first referred by.
The set up is pretty easy. We'll set our conditions for those that have Visited Site and Visited Site. We'll then segment by the first referrer:
KM Referrer is simply the referring URL that brought traffic to your site. If a visitor came to your site via a Google search, the KM Referrer would be www.google.com. If they came from the Kissmetrics Blog homepage, the KM Referrer would record as blog.kissmetrics.com. It's also important to note that we're tracking people on a week-to-week basis. This means that each week is a bucket. All visitors that came from Google in the last 6 months are put in the www.google.com bucket, then tracked each week. If they visit in the second week after their first week, they'll be placed in that bucket. If they don't return in the third week but do in the fourth week, they'll appear in the bucket for the fourth week as well. Now that we got that cleared up, let's run the report and get our data: [center]The key thing to look for when viewing our Cohort Report is that the darker the shade of blue, the greater the retention. So it looks like organic search from Google is sending us the most traffic. However, we see our highest retention is the 52 people that came from nytimes.com. To me, this data signals that we should spend more time trying to press coverage. SEO is always great, and it has good retention, but nothing beats the traffic coming from nytimes.com. So What Does All This Mean? Traffic is the first step. The second step is retaining that traffic by getting those people to come back. Find what percentage of new users come back (using the cohort report) and then see where you're getting your above-average retention (with a significant amount of traffic). That's where the Cohort Report shines showing you where you're underperforming and outperforming against your baseline retention. Conclusion Traffic is great. Signups are even better. But the most important part is retaining those new users. That's the only way to build quality traffic and an audience. So how do you measure your progress on retaining users? This is where cohort reports come in. Specifically, the Kissmetrics Cohort Report (which was the example we used here). It's segmentation flexibility (you can group people by whatever you track), along with our person-tracking analytics means that you get not just numbers, but also who you are retaining and where they came from. This post really started out to answer a question how would DarkSky (or any other site) know if the traffic they get from DuckDuckGo (or any referrer) is being retained? And, perhaps at a higher level, how would they know if they're even getting traffic from DuckDuckGo? I wrote that post to answer this question. To recap, in two steps: [list=1] [*]Run a Cohort Report, segmenting your group by their original referrer domain. [*]See how many of the people that come from that original referrer by viewing each bucket across the row in the report's data. [/list] Any questions? Let me know in the comments. About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.