Tag Archive | "Email conversion"

6 Ways to Effectively Segment Your Email Lists

For the majority of us the phrase “bigger is better” has been drilled into our heads like some sort of religious mantra that we must live our lives by.  I’m sure that many of us have fallen victim to this single minded way of thinking. Whether it be in regards to cars, houses, diamonds, boats, and yes those other unmentionable things too..  

A recent research study conducted by GetResponse suggests that bigger is not always better, especially when it comes to our email lists. They are in fact suggesting the exact opposite, “go small or go home.”

The email marketing automation platform analyzed nearly two billion emails sent via their very own platform over a two month period and the data is shocking. Their study suggests that users were rewarded with a higher engagement rate on segmented lists containing between 1,000 and 2,499 subscribers. While email lists with more than 1 million subscribers only generate open rates of 8.1% compared to their smaller counterparts which pulled in 31.19%.

Let us drill this down for you.

The study isn’t suggesting that you dump your thousands of subscribers that you have worked so hard to obtain, rather, you should segment that big list into smaller more personalized lists of their own. A smaller list enables you to send messages with more finite segmentation, thus creating a slurry of higher open rates.

How to segment your lists?

  1. Geography

This should seem like a no-brainer, but honestly there always seems to a handful of those that I’m coaching that simply overlook this.  You don’t want to send Canadians or other subscribers that aren’t US based marketing correspondence centered around Thanksgiving, for example. Nor would it be relevant to send a southerner an article discussing the best way to keep warm during the winter.

  1. Age

Just as you most likely speak to a millennial differently than a retiree, it’s a good idea to adjust your messaging and offers based on their age.

  1. Gender

Source: DeviantArt.net

Mars vs Venus. We might not like to admit it, but genders tend to see, feel, and purchase differently than each other. What might be highly appealing to a female, could regrettably not interest a male in the least.

  1.  Past purchases

Anytime I’m setting up a new email automation account, the very first segment that happens is a differential between buyers and non-buyers.  Again, it’s common for us already knee deep (or further) in the trenches, but noobies often overlook it.

  1. Interests

This can be accomplished in a variety of ways such as past purchases or even surveys. Go ahead, find out what your subscribers actually want, we promise it isn’t going to hurt.

  1. Stage in the Sales Cycle

After analyzing 34 online studies of ecommerce shopping cart abandonment, Bamyard Institute determined that, on average, 68% of shopping carts were abandoned prior to purchase.

There are tons of automated tools out there that will shoot a potential customer an email if they should happen to abandon their cart, or sometimes even sooner in the sales process. For instance, just this week I was checking out the new Samsung Galaxy S8 via Verizon’s website. I really was just looking to see how much I would need upfront to get into a new phone. Of course, I abandoned my cart after I found the desired information and didn’t think about it again until I received a text. 

 

With another follow up text the next day reiterating the previous message.

What about you? What other ways can you think of to segment your email lists? Or which of the above mentioned techniques are you using?  We would love to hear more from you in the comments below.

 

Posted in Affiliate Marketing, Email MarketingComments (0)

Top 3 Tactics That No Longer Work for Digital Marketers

Growing up in Florida, I can’t count the times I heard the phrase, “Just wait ten minutes and the weather will change,” which of course was true but that’s besides the point. In this case the phrase also fits very neatly into the world of digital marketing. Trends and tactics for the industry change faster than Clark Kent, making it so the only way to keep yourself in the game is to roll with the punches through innovation and information. 

Below are three of the top once “go-to sure winners” that have might have worked for digital marketers in the past, but just aren’t getting the horse to the finish line any longer.

1. Twitter

No this isn’t going to be a “Twitter is Dead” post or anything of the sort. Only simple numbers, statistics and reality here. Twitter is still a fine go-to tool for many marketers. It’s great for promoting your business and networking with (or following) other like-minded people. Let’s think about that though, what if the problem with Twitter wasn’t the platform but how digital marketers are using it? Stale tweets, low engagement with followers, and both over and under selling.

Is President Donald Trump helping or harming Twitter’s stock prices?

Just recently though, Twitter has begun to regain some of its previous momentum with the media hoop-la surrounding President Donald Trump’s Twitter communication (antics). Twitter was on a downward spiral prior to his campaign and now presidential tweets but encountered a quick spike during the campaign that they are desperately attempting to hold on to. Although, recent events are proving to make it more difficult to accomplish the task.

Reportedly, Twitter saw a sudden and massive drop in share value after some of their high profile accounts were hacked and used to post tweets in favor of Turkish President Recep Tayyip Erodogan. Shares fell nearly 2% to $15.03 earlier this month.

2. SEO Black Hat Tricks

Black Hat Tactics could now harm you, just like the robots in HBO’s series WestWorld.

Today’s SEO efforts no longer look like yesteryears Wild West (or HBO’s Westworld) days of black hat tactics. Gone are the days when messy keyword stuffing, content packed with nonsensical links and spun content were not only passable but worked. Google’s updated Panda and now Penguin algorithms now sort out and condemn shoddy content.

If you haven’t already ceased the following tactics, now (as in immediately) would be a good time to change lanes in your SEO efforts.

  • Keyword stuffing – Keywords are still an essential part of any great piece of content, yet stuffing them willy nilly into posts is a great way to send up a red flag to search engines thus labeling your content as low quality.
  • Link schemes – Buying external links, swapping links with irrelevant audiences, or just filling your content with non-relevant links are all horrible practices that just don’t work any longer.
  • Scraping – Republishing content without permission. Say goodbye to copy & paste. Not only will you get penalized for duplicate content, you could face legal action.
  • Cloaking – If you promise a visitor something on the other end of the link and don’t deliver, then you are guilty of cloaking.
  • Automated content and / or spinning – There are tons of sites out there that will allow you to enter a batch of content that will then be “spun” into something similar. Problem is, it’s often too similar and will be picked up as duplicate content. Same goes for software that automatically produces “basic” content.
  • Invisible text and links – Search engines no longer fall for your hidden or super small text and links.

Bottom line: Do the work and put in the time to churn out proper content.

3. Batch and blast email

Long gone are the days of being able to load up an template inside your email list host platform, pound out a few hundred words or so of text, send it off to your entire list of subscribers and then sit back in your desk chair while hitting refresh to watch the dough roll in.

These days, it requires a little bit more effort to get those dollar signs flying.

While email is still very much the preferred method of communication, however according to Return Path seventy percent of spam complaints filed are from previously opt-in newsletters and offers simply no longer desired by the subscriber.

Pinterest has a leg up on one-to-one personalization.

In walks such platforms as Pinterest, who replaced the old batch and blast way of slinging mail with something that is completely tailored to the viewer. The fastest growing social “sharing” network partnered with SparkPost to ramp up their email efforts. Seth Weisfeld leads up Pinterest’s efforts around all notifications. Everything from desktop, email, push, and SMS he has his hands on.

“Email is an extension of the product. Pinterest itself is very personalized platform, so email needs to be, too.”

Westfield also has stated that the marketer’s dream of one day achieving one-to-one personalized engagement is right at the tip of being a reality.

“The vision we’ve talked about for years, a one-to-one marketing strategy that is natively multichannel, is actually achievable today. The quality of the technology to leverage big data and notifications is there.”

Bottom line.

What it all boils down to is simple. Roll with the tide of change. Don’t get caught up in your easy way of doing things just because it used to work for you. Read, research, and stay up to date on all current trends and changes in this ever changing industry.

Are your current efforts still working for you or have you switched up your game as well? We would love to hear all about it in the comments below.

 

Posted in Affiliate Marketing, Content Creation, Conversion Optimization, CPA Marketing, Email Marketing, Search Engine Optimization-SEO, Social Media MarketingComments (2)


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