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Become a better marketer with email marketing content from the Campaign Monitor email marketing team.
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How do you execute email marketing for mobile apps? Plan your goals ahead of time Develop a pre-launch strategy Preview and test your campaign Launch and expect problems Use data to plan your post-launch strategy Why email marketing for mobile apps is more valuable than social media Mobile usage is growing worldwide, and it doesn’t appear to be slowing any time soon. In fact, as of last year alone, there were over 3 billion mobile internet users. With those numbers only increasing, it’s no wonder new mobile apps are constantly being created and improved. And with new applications each day, business owners, bloggers, and other self-made professionals are pursuing email marketing for mobile apps. After all, mobile is more than a trend—it’s a convenient way to stay relevant and connected. As people build relationships with one another through technology, companies need a consistent way to stay in touch. What better way to connect than through app-related email marketing campaigns? But why is email marketing so important? Despite the popularity of social media platforms, email marketing is actually a better way of getting in front of your customers consistently. Not only are internet users more likely to have email accounts, but click-through rates are higher through email. Rather than competing with algorithms and simply hoping users will see your social media posts, you can send a newsletter with the knowledge that email marketing offers dependable, targeted viewership. Plus, email subscribers have opted into your email list, meaning they want to see your content. Because of this, they are perfect candidates for sales campaigns. So, if you’re eager to improve your email marketing for mobile apps, or if your current marketing plan needs a change, we’re here to help. Today we’ll discuss a few steps you can take to ensure your mobile email strategy is a success. Source: Really Good Emails 1. Plan your goals ahead of time Chances are, you’re not completely new to building an email list. Maybe you’ve even implemented email marketing for mobile apps in the past. While most of us have applied a few unsuccessful marketing strategies from time to time, any experience you’ve garnered in your career will prove useful in your upcoming campaign. Even with experience, however, you don’t want to pursue a new email campaign without some careful planning. After all, you’re looking to elevate your marketing strategy, rather than repeat previous mistakes. Consider what you might have done differently in your past campaigns, and most importantly, develop thoughtful goals and a curated approach for your upcoming strategy. Consider first why you want to market your app. Are you looking for better engagement? Higher revenue? More users? Maybe you’re pursuing large-scale growth in all aspects of your company. If this is the case, decide on the level of growth you’d like to see, then assign a number to it. By pinpointing exact numbers, you’re doing yourself multiple services. First, you’re giving yourself a tangible, measurable goal. Secondly, you can use the results from the campaign to reassess your original objective. Once you have your numbers, consider the team that can turn your goals into reality. If you’re a one-person company, this “team” may be as simple as asking a friend to proofread your outgoing emails. If you do have coworkers or employees, consider how each member can help you reach the numerical target you’ve set. Source: Really Good Emails 2. Develop a pre-launch strategy Once you know what you want to achieve, it’s time to set a pre-launch strategy. During this step, you’ll begin outlining your campaign: the look, tone, and cohesiveness. You’ll also want to commit to an email service provider and start building a subscriber list (if you haven’t already). Choosing your ESP There are numerous ESPs to review and choose from, though you’ll want to choose a service based on your budget, email list size, and product. For instance, an ecommerce company servicing millions of monthly visitors may choose a different ESP than, say, a blogger developing their first app. In short, do some research and decide on the best service for your unique needs. Once you’ve chosen your perfect ESP, it’s time to begin building your subscriber list. To gain subscribers, users must opt to receive your emails. In other words, people must be willing to subscribe to your list. While this may sound daunting, building an email list may be easier than you think. Growing your email list For example, you can gain subscribers by implementing an easy-to-use newsletter pop-up on your site. Another way to garner readers is by way of a contest or ambassador program. Does your app have an affiliated blog? If so, consider content upgrades that will entice readers to register for your list. As you can see in the example below, Creative Revolt blogger Jorden Roper seamlessly includes a content upgrade that elevates the content of her blog post. If readers choose to download the PDF, they are automatically prompted to sign up for her newsletter. Mobile UX Since you’re executing email marketing for mobile apps, you’ll also need careful planning in relation to your mobile design. Mobile UX needs to be at the top of your design priorities, since users should be able to read, download, purchase, and navigate easily—especially if they’re receiving your mobile email campaign on a mobile device. 3. Preview and test your campaign Once you’ve outlined your mobile campaign, you may want to introduce some complexity. For instance, are you looking to gauge your audience’s interests and collect data on their preferences? Do you want to appeal to individual groups based on their preferences or location? A/B testing and segmenting your emails If so, you may consider A/B testing your emails. You can then use the data you’ve collected to learn about your user-base. Using data to segment your outgoing information is another a simple yet effective way to customize campaigns for an eclectic audience. If either (or both) of the above approaches apply to you, pick an ESP that simplifies customization. Beta testing You’re probably eager to begin testing your campaign. Before you begin beta-testing, however, preview the campaign internally—either with a team or among fellow professionals you trust. Feedback from designers, writers, and fellow professionals can be invaluable to your process, so listen and be sure to take notes. Once you’ve utilized internal feedback, you’re ready for beta testing. In order to beta test successfully, first select a group of users. Contact these users, and explain how they can subscribe to the testing version of your campaign. Afterward, make sure you collect feedback from your testers. This feedback will help you resolve bugs and others issues that could pose problems for future users. 4. Launch and expect problems Depending on your campaign, you may want to build some hype prior to launch. For instance, you might promise upcoming, not-to-be-missed announcements and news. Use blog posts, social media, and emails to generate interest in your upcoming marketing campaign. You can see how Soylent practices this method in the example below, promising to reveal a “sequel” in just 24 hours. Source: Really Good Emails Once you’ve launched your campaign, prepare to experience a few problems. This is a normal part of any process, so don’t feel too stressed if you run into bugs or experience a sudden influx of support inquiries. This simply means people are opening your emails. Perhaps the most valuable part of this process—besides interest in your app—is the data you can acquire from the launch. Keep an eye on analytics, in relation to both your app and your emails. This data includes: open rates, bounce rates, unsubscribe rates, revenue generated, and more. 5. Use data to plan your post-launch strategy The data you collect will allow you to plan for future emails. For instance, if you noticed you had a higher open rate than usual, consider how you can continue to emulate the style of your email. Maybe you practiced A/B testing in your headlines. If one headline performed much better than another, embrace this style moving forward. On the support side of things, you will probably get some very honest feedback from users. While some of this feedback may be positive, you will most likely receive some negative feedback, too. Use this opportunity to ask your users how you can improve. Customer feedback and retention are extremely valuable, and good support is a perfect way to improve user relationships. After all, it’s over 350% more profitable to sell to an existing customer than a new one, so don’t neglect your loyal users in pursuit of new ones. Source: Really Good Emails Wrap up If you’ve struggled to create a successful email campaign, email marketing for mobile apps may seem completely overwhelming. Luckily, campaigns don’t have to be overly stressful, and they can even be a phenomenal way to increase ROI. Plus, it’s very likely your email campaign—regardless of its success rate—will perform better than social media efforts alone. So, even if you’re nervous to try email marketing again, you’ll probably benefit from the risk. You and your company can gain more than sales—you can also retain loyal customers through consistent, thoughtful interactions. These interactions can be the difference between your app and others, especially if longtime customers recommend your service to others. As you can see, email marketing is more than a marketing strategy—it’s also a company mission. When you do start planning your mobile email campaign, remember to set goals, strategize, test, and improve. There are numerous ways to gain subscribers and market to your users, meaning you’re free to continue experimenting and growing your own unique marketing strategy. Hopefully, you’ll see your email list grow, too.
Marketers agree that email is one of the best channels for promoting events. In this post, we’ll take a look at some of the best examples for inspiring your promotional strategy. Elsewhere on the Campaign Monitor blog, we’ve discussed how email marketing is effective for driving event registrations and some of the smartest ways to segment event emails. But how do marketers leverage email to specifically promote an event? In this post, we take a look at how a wide variety of organizations—from tech companies to festivals to hotels—are launching event email promotional campaigns. Note: We’ll be focusing on design, here. But you can find some great subject line tips elsewhere on this blog. Examples of event email promotion Synapse: Counting Down the Days Your event is happening then, but your contacts are receiving your promotional email now. Illustrating this gap in time—and its gradual narrowing—is one way to communicate urgency to your prospective attendees. This technique, called urgency marketing, has been proven to work. In this email promoting the Synapse user conference, the team at Segment delivers an effective 1-2-3 punch with this email. There’s the countdown clock, a discount that expires in a short amount of time, and a bold CTA that pushes the reader to register ASAP. Hotel Matilda: Showcasing Attendees Your attendees are the life of your event. You can’t have an event without them and at the same time, the prospect of meeting other attendees is one of the main reasons that people attend events to begin with. Hotel Matilda is a boutique hotel known for its beautifully designed confines. It just so happens that these confines also make for a great event space. Recently, the hotel sponsored SMART + Design, a visionary arts festival. In this promotional email that highlights happy attendees at other Hotel Matilda events, the team at Matilda builds FOMO and anticipation for the event. Moz: Breaking Down the Cost Professional conferences can cost a lot of money. While the content and networking opportunities that they provide are often more than worth the price of admission, it can be difficult to convince your boss to share the same point of view. Enter the marketing team at Moz with a brilliant idea: breaking down the cost. With the help of a clever infographic, Moz informs attendees—and by proxy their bosses—where the cost of admission goes. Global Fund for Women: Connecting the Cause No event exists in a silo. It’s part of a larger movement—in your industry, neighborhood or the world. One of the biggest challenges that marketers face when promoting an event is communicating this bigger picture to attendees. In 2004, a study at Carnegie Mellon revealed that an image of one person vs. an abstract idea made people feel more charitable. This concept, explored further in the marketing best-seller Made to Stick, can also be applied to event promotion. The Global Fund for Women, a non-profit foundation funding human rights initiatives, does a great job of this with their Grassroots Movement for Justice event. The most prominent element in this email is a picture of a woman. She’s working in a field somewhere else in the globe. She seems happy. In the following copy, this marketer drives the point home of how this woman is related to all women in the movement against climate change. BuzzSumo: Channeling the Power of Stats Most event marketers (40%) believe email marketing is the most effective channel for promoting an event (source). Sixty-two percent of marketers who use email marketing to promote their events use event management software (source). You are 6x more likely to get a click-through from an email campaign than you are from a tweet (source). Stats are compelling. They provide neatly wrapped up statements that help us better understand something. They can provide us with the evidence we need to affirm or disprove our beliefs. Presented in the right way, they can even move us to make big decisions. Like signing up for an event. The team at BuzzSumo gets this. BuzzSumo, after all, is a platform predicated on sorting through massive piles of web data in order to provide their users with valuable, pertinent information. In one promotional email for an upcoming workshop, the marketers behind BuzzSumo placed a bold enticing stat front and center. What’s more, this stat clearly communicates the potential value that attendees stand to gain from the event. Livefront: Keeping it Simple There’s a reason that A, B, C is easy as 1, 2, 3. Research shows that list-style content has this sort of quasi-magical effect on readers that makes them feel good. List-style content also makes marketers feel good because it’s just so freaking effective at driving click-through rate, among other metrics. In this email promoting an augmented reality and demo open house, the mobile app and design company Livefront uses a list to great effect. In a 1, 2, 3 flourish, Livefront proposes a convincing argument for why a contact should attend their event. And it all revolves around bubbles. Ad Age: Sounding Out Color The blank page. It’s the scourge of any writer and the eternal companion of those in the 21st century who spend countless hours in email clients. When something pops through that client that contrasts greatly with the typical blankness, it stands out. For their Ad Age Next event, the eponymous publisher leverages the power of color to create an eminently readable email. The layout of the email is broken down into different sections, each of which features different value props of the event, each of which come in a variety of loud colors. SoHo House: Going Big on Images Pictures aren’t just worth a thousand words, they are also linked to better marketing performance. People are more likely to share images over standard text that they find on the internet. Soho House is less of a house and more of a network of houses. It’s a private, members-only club for those in creative industries. For the opening of one of their houses in New York City, they decided to go all-in on an image. This might seem to be breaking some email design principles—there’s not a clear CTA and there’s very little contextual info. But the image is so vibrant and arranged that it begs to be cursored over and clicked by readers. Optimizely: Showing off Access Whether you have a celebrity, industry thought leader, exclusive offers or discounts—your event has something to offer attendees that they wouldn’t normally be able to find. As Cari Goodrich, Senior Director of Global Marketing Programs at Looker, puts it: “The three pillars of a successful event are people, places, and things that prospects usually don’t have access to.” In some cases, you may be giving your attendees access to watching the most decorated US Swimmer in history give a keynote speech. At least, that was the case at Optimizely’s Opticon Conference. Knowing that they had a big name on their hands, the team at Optimizely featured Michael Phelps in some of their promotional emails. SXSW: Highlighting the Possibilities At its best, a festival is a choose-your-own-adventure kind of experience. There are a variety of sessions, speakers, activities and food items. It’s up to the attendee to decide what they experience and when. The marketing team at South by Southwest (SXSW) lays out the value of attendee choice clearly in this promotional email. SXSW lays out different adventures that an attendee can happen on at their event. Whether you’re more interested in film, music or tech, there’s something for you at SXSW. Wrap up We’ve looked at a variety of different emails from different industries. We’ve seen examples of colorful design, data-driven copy and dead-simple messaging. When crafting the email promotion strategy for your next event, keep the following in mind: Countdown timers and time-sensitive copy are an effective way of creating urgency. When trying to convince a reader to convince their boss, consider illustrating the cost behind your conference. Draw a connection to what readers will have access to at an event, be that people, knowledge, or the chance to make a difference. Organize the value props of your event in simple ordered lists to drive home the value of your event. Or, consider a bold image-centric design.
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