Email Marketing: Part 3 – How to Optimize your Mobile Email Marketing? The 2 Most Common Email Marketing Mistakes
You may have created your email marketing campaign for both PCs and mobile devices. Perhaps your email marketing campaign already looks great on mobile but what happens when the subscriber clicks on a link in your email?
Where does your subscriber land up?
If your mobile site doesn’t have a landing page Spark Page is an app that allows you to create mobile landing pages. Of course, there are others. You can build each page in just minutes by using it to provide details on a special offer.
Take advantage of Google Analytics for mobiles, which allows you to track your mobile users when they visit your landing page(s). It will allow you to find pitfalls and bottlenecks and improve your conversion rates. You are going to want access to some good email templates. Make sure you test the templates you are going to use as many emails don’t display properly on mobile devices.
For example, some templates provide text that’s too small or templates that are too wide.
This will destroy your engagement with your subscribers. Your best bet is to seek out templates that are designed for mobiles and then you won’t have to worry about problems.
Mobile CTA tracking is what you need now that your campaigns for mobile devices are completed. You can track mobile campaign goals. You want to promote your new app to your users. You can create a unique URL for your email campaign and track the mobile installs that are generated using an app like Yoz.io.
You will also want to promote your new app to your users and the best way to do that is by emailing to their smartphones.
You can use something like Log My Calls to track the number of calls being generated by your email marketing. The main thing to remember and focus on when working on optimizing your email marketing campaign for mobile devices is to use tools that are designed for mobile devices.
That will eliminate a lot of the hassles you can run into. Mobile email marketing is a very important tool for today’s consumers. Email marketing should no longer just focus on email clients for computers. If you want to maximize the value of your email marketing campaign your focus should include mobile devices. A great deal of focus should be put on the mobile side of your email marketing and you will maximize your sales.
What Should You Test In Your Email Campaign
Did you know there are elements of your emails you can test in your email campaigns? Testing your emails is very important to decrease the number of people that unsubscribe and increase your click-through rate. Your goal is to determine what components of your email need to change if you want to get better results.
#1 The ‘From’ Name and Address
You can easily test who and where your emails are coming from. It is important to keep the name and address consistently in all of your emails. Test by sending a few emails to yourself to make sure you have the impact you want.
#2 Subject Line
This is a very important part of your email. You should test the following to ensure they are the way you want them and they are working the way you want them:
- Adding a personalized message to the subject line
- The length of the subject line
- The call to action
- The words you use in the subject line
#3 Email Design
It’s a good idea to have one main template that you use all the time. Having slight variations is okay, but you don’t want huge differences because you are looking to build familiarity and at the same time impact. You will want to evaluate your design periodically to make sure it is still working and if not, then you will need to make changes.
Design elements you can test include:
- Font size
- Font Colors
- HTML vs. plain text
#4 Email Content
It’s a good idea to test the content of your email. After all, you need to make sure that you are creating the response you are looking for.
You can test the following:
Since this is the first thing, anyone sees it should always be consistent with your subject line. You can experiment here.
Maybe make it a link? Is it? Etc. but you need to test what works.
Placement of your content –
Experiment with moving your content around to different areas in your email. Just remember the most important content should be at the beginning.
Call to Action –
This is very important! This is what creates the environment for your subscriber to take further action, so you need to test to make sure you are getting the desired click-through rate.
Placement of Links and Images –
Both are okay in your email but don’t go overboard, and make sure your images are small enough that they will load quickly.
Finally, check your timing. Test to see if the emails are going out at an effective time. You can date time stamp your emails so you know when they are picking them up after you sent them.
What you want to test in your email marketing campaign might vary from one person to the next, but what’s important is that you do this and you do it regularly to make sure you are getting what you want from your emails.
The Email Marketing Report Card – Do You Pass?
Anyone can throw an email and send it out to subscribers. Even building subscribers isn’t difficult. Most people will sign up if you are offering them something of value that they want. But creating an email marketing campaign that’s highly effective and creates a high click-through rate is not something everyone does well. As a result, many many people are wasting their time sending out emails and not getting the results they want.
Let’s have a look at this email marketing report card and you can decide if you pass or fail. You can also decide where you need to make changes to increase your click-through rate.
#1 Does your email have a goal?
What is the purpose of your email?
Are you telling your subscriber what you want to share and what you want from them?
Email should always be action-oriented. And your message should be clear and concise. Test it. Ask someone not familiar with what you are doing to read your email and get their response.
#2 Do you have a real person, company, or brand in the ‘from’ name box?
You need to make sure that your email is coming from someone real. These days people are much more cautious and if they cannot connect the email to someone real, it’s going to land in the trash or even in their spam.
#3 Does your email address come from a real person?
You should not be using email addresses like admin@ or sales@ These will not be nearly as effective as using an email address that’s from a person like sally@ or john@. Subscribers want to connect with real people.
#4 Does your subject line contain an action-oriented or compelling subject?
Your subject line should contain a call to action. However, you only have 45 characters here so use them wisely. A common mistake is to have a subject line that is too long. It then gets cut off and ruins your message.
Go for short and sweet – keep it easy to understand. In this case, less is better.
#5 Do you have at least two links in your email? Have you made use of an anchor text link in the first sentence?
You need to! You can place links with tracking URLs in the rest of the email.
#6 Does your email comply with the CAN-SPAM Law?
This is very important; otherwise, you’re going to find your email in the spam folders. To comply you must include your company name and address as well as an unsubscribe link. If someone wants to unsubscribe you must do this within 10 days of being notified.
That’s it – well did you pass? If yes – congratulations! If not – that’s okay, because now you can get to work fixing.
How to Create New Content for Your Email Campaign
Whether you have run an email campaign for some time and are running out of ideas or you are new to email campaigns and aren’t sure what type of content to use, you’ll find these ideas offer a great way to expand your reach, keep your current subscribers, along with obtaining new subscribers.
Your goal is to generate leads from your site by offering visitors relevant content. You must always have in your mind the question “What’s in it for me?” That’s what visitors are always asking themselves before signing up for what you have to offer. Your job is to make sure you are offering something that answers that question in a manner that will have your visitor subscribing. The types of content you can offer are numerous.
Let’s have a look at a few great ways to hook your visitor.
1. E-book or whitepaper –
Create around six blog posts that discuss a similar topic(s) and then combine them to make yourself an ebook or whitepaper. Depending on the length of the blog, you might need more posts. Feel it out as you go.
2. How to guide –
People want to know how to accomplish all kinds of things. All you need to do is create a simple guide for your visitors that they can download. For example, perhaps you sell an analytics product, and then create a guide on how to effectively use this kind of product.
3. Top Industry Trends –
This could be the top 5, top 10, etc. whatever you have to work with. Write a quick introduction to these new developments in your industry and write about these developments telling the reader what you think about each of them.
4. Create a video of the product –
Videos have become very popular and at no time has it been easier for anyone to upload a video and then share it with the customer and prospects. Create a video showing all the features of your product, how to accomplish a specific goal or whatever else. Then use that video to have them move forward in the sales funnel.
5. Checklist –
You can create a checklist that is made up of steps that your visitor can use to solve a specific problem. For example, if your visitor is looking to use Facebook pages, you could create a checklist that walks them through the process.
You now have five types of content you can use to engage your visitors and have them commit to being a subscriber.
Why not give them a try? Do You Know The Best Ways to Promote Your Email Newsletter?
If you’re just in the process of starting a newsletter, congratulations! Perhaps you are getting a few new subscribers each week but for the time it’s taking you to create your newsletter you want to see subscriptions at least over a hundred and eventually much higher. How do you do this? You promote your email newsletter the same way you would promote your website or your blog.
You need to create:
* A call to action – This should express the frequency and the theme of the newsletter. Should say something like “Sign up for our Weekly Newsletter Featuring Email Marketing.
* A landing page – Describe why a visitor should subscribe, the frequency of your newsletter, the content, testimonials from those already receiving the newsletter, and even a screenshot of the newsletter.
* The form page – This should be short and include first name, last name, social media info, company, and email address. The briefer the form the better. You might not even include the last name.
* A thank you page – This page should once again tell the subscriber when they would receive the newsletter, and how they should add the sending email address.
Promoting Your Newsletter
Promoting your newsletter can be a lot of fun. Let’s look at ways you can accomplish this.
Be sure to have a call to action in the sidebar of your blog and at the end of some of the blog posts. A call to action with your email newsletter is at the top of the funnel call to action, which generally performs the best in blog content.
Call to Action You should have at least one call to action on every website page. It’s a lot better if you can have two to three calls to action on each page.
#3 Emails that Nurture Leads
To promote your newsletter, set up a lead nurturing email. It’s an excellent strategy because it will show how interesting s. Each time they receive your newsletter they will grow a little and possibly decide they would like to do business with you.
#4 Landing Page Form
On your landing page, add a field form asking if they would like to subscribe to the newsletter. It’s an easy way to grow your subscribers. You should promote your newsletter every chance you get. Have your visitor fill out the form to subscribe and get on the list to receive the newsletter.
Creating Email Marketing That Subscribers
Read It seems like just yesterday that emails had been straight text with no formatting and no images. But over time this changed and design became part of emails. Color and layout then become popular almost to the point of gaudy and now it seems we’ve pulled it back a bit again. No more big ugly links, no more animated graphics, and no more color palettes that leave you running screaming from your desk. So what’s the right way to do an email marketing campaign?
How do you ensure your subscribers read what you send out?
Stay Within the Ability of the Email Client
The most important thing you need to remember is that while you can create incredibly fancy emails the purpose of the email is to deliver a fast and efficient message. Browsers have evolved, but email clients mostly refuse to make changes and so what looks good on a web page may look terrible in email or it may not even load properly.
Just the Basics Keep your design simple, which will keep your life simpler, and your subscribers happier.
The more intricate your layout design the more opportunity that something will go wrong. Think old school and most of all make sure you test enough. What will work right with one email client may not work right with another email client. The only way to know is to test properly. Place a Link at the Top Sometimes email messages come through as garble if the transmission is interrupted or other glitches occur.
This is why you should have a link to a web page that’s the same as the email message, and that link should be right at the top. Don’t use this link for anything else or you could annoy your subscribers.
The Landing Page
You might already be familiar with the importance of your landing page. It should be very interesting and it should hook, grab, and pull your viewer in quickly. You only have seconds before your visitor moves on.
Make sure your landing page is working properly and that links go to pages that are working. Once again, testing and ensuring there are no problems.
Stay on Topic
The subject line is an important component of your email marketing campaign. This is the most immediate connection between you and your subscriber and it lets them know what to expect in the email. That means it needs to grab their attention.
Make your subject line:
- Ask a question
- Use a punch line
- Use a number (5 solid tips) And remember to keep your subject line brief.
- Creating an email marketing campaign that’s successful isn’t as difficult as you might think.
Email Marketing Tips for Your Business
Email marketing is an excellent way to connect with your customers without having to spend a whole lot of money. Newsletters are one great way to get people to sign up. Here are 5 email marketing tips your business should implement.
1. Make subscribing easy –
Create a form for signing up on your homepage, Facebook page, blog, and wherever else potential customers are already found. Collect names and email addresses. You could collect birthdays to provide a gift, invite visitors to join groups, etc. Just don’t include too many fields because if it takes too long to subscribe you’ll scare visitors off.
2. Let your subscribers know what they can expect from you –
What will you be sending? Newsletters, daily deals, weekly tips, company updates, etc. Give them all the information you can on your sign-up sheet, and even let them choose what they’d like to receive.
3. Send out an email to welcome your subscribers –
Sending out a welcome email makes the client feel good, and it reminds them why they are on the list. You can let them know that there are good things to come and even give new subscribers a special offer.
4. Make sure your newsletter fits your brand –
When creating your email campaign you need to make sure that you match the look and feel of your brand. If you are taking advantage of a template to create your newsletter, then you need to customize it with your company colors and include your logo. Creating consistency creates familiarity.
5. Send subscribers the type of content that you want –
For example, if you are offering a newsletter then make sure that the content that is in the newsletter is relevant to your market. If you have different email campaigns for different groups then you need to make sure that each group is getting content that is relevant to them.
There’s no faster way to lose subscribers than by not offering them something they are interested in. In addition, it needs to remain fresh and current.
Email marketing remains one of the leading ways to grow your customer base. You first bring visitors on board because you offer them something they are interested in and then you can sell them something.
What makes email marketing so powerful is that you can continue to sell them different items that are relevant over and over. Building your customer database through email marketing is building yourself a repeating income.
The 2 Most Common Email Marketing Mistakes
Email marketing can be a very effective sales tool; however, it sometimes gets a bad reputation, because those using it don’t understand the correct way to make use of it.
Like any marketing tool, it can be used correctly for great success, or poorly and destined for failure.
Some common email marketing mistakes are often made. These can destroy any benefit of using the email marketing strategy.
Mistake #1 – Taking up too much of the Recipient’s
One of the most common mistakes made by those implementing an email marketing campaign is not thinking about your recipient’s time.
There’s a good and bad times to send emails. And realistically there are a lot more bad times than good. There are many webinars and helpful tools online to help you determine when would be the right time for the kind of message you are going to send. It matters because if the message shows up at the wrong time it is much more likely to simply be deleted without ever being opened.
Mistake #2 – Not Using an Email Service Provider (ESP)
If you want to effectively send emails to your lead, you need to take advantage of an Email Service Provider. Why? Because they will ensure that all of your emails are clean, CAN-SPAM compliant, and ready to be sent out. Nowadays there are just so many ways that your email message can be marked as spam. It might look fine to you but still is picked up as spam, which is why you need to be using an Email Service Provider so that you can ensure you get the assurance that your emails are reaching their destination and that your subscribers are reading them.
Mistake #3 – Image Overload
Images can add to your content when done correctly, but the trouble is they are seldom used correctly. Two common mistakes include using too many images and using images that are too big.
Remember that a large number of your recipients are going to receive their email on their mobile devices and if the images are too big they’ll be very slow to load and you will frustrate your recipient.
Too many images can lead to the loss of your message. So what you want to do is use one or two images that have been shrunk in size and that help grab the reader’s attention to your message.
Avoid these three common mistakes and you will be on your way to a successful email marketing campaign.
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