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We’re sharing the best tips for crafting email copy that wins over your subscribers.
Earlier this year, we committed to being ready for the European Union’s (EU) General Data Protection Regulation (GDPR), due to come into effect May 25, 2018. Today, we’re thrilled to announce new GDPR-ready features, set to roll out over the next week. These features are designed to help you in your privacy efforts, and to make the transition to GDPR-compliance easier. Who needs to be GDPR compliant? If you send emails to EU residents, the GDPR is relevant to you, even if you’re not based in the EU. It applies to any organization that processes the personal data of any EU citizen or resident — for example, customers, prospects, employees, and even someone who happens to visit your brand’s website. If you’re an email marketer, it’s more than likely the GDPR applies to you. Subscriber consent The GDPR requires that any processing be done with lawful purpose. Of the options outlined by the regulation, consent is best suited to marketers and their subscribers. We’ve updated our subscriber-related features to take this into account. Subscribe pages and preference centers Soon, you’ll be able to ask for consent right from your subscribe page. You’ll also be able to link to your privacy and cookie policies if you have them, directly from the form. Existing subscribers can change their own consent settings in their preference center, providing you enable the option to do so. File imports and adding subscribers manually Before importing subscribers from a file or adding them manually, you can add a “consent to track” column, and set each subscriber’s consent to yes or no. After upload, you can then match this data to a “consent to track” field. If no consent to track value is provided, the field value remains unchanged — if there is no existing value, it is assumed the subscriber has given their consent to be tracked. Subscribers added via API A number of Campaign Monitor’s API endpoints will soon be updated to version 3.2. When working with email subscribers or transactional email recipients on 3.2, you will require an additional, mandatory consent to track parameter, with a value of yes, no, or unchanged. If you’re already using an older version of the API, nothing will change for you. Account security Data governance and security are incredibly important. In addition to new GDPR features, we’ve been working to make things safer and more secure for your account. Stronger passwords The minimum password length has been increased to eight characters for new accounts, and anyone who changes their password. Two-factor authentication You’ll soon be able to turn on two-factor authentication for your account, which requires both a password, and a code from your phone. It adds an extra step to the login process, but the security benefits are worth it. Depending on the version of Campaign Monitor you’re running, head to Account Settings or Manage team to make the change. Session timeouts To further protect your account, we’ve changed how long you can stay logged in to Campaign Monitor. After 12 hours of inactivity, you’ll be asked to log in again. Wrap up We’ll be rolling these updates out to all Campaign Monitor customers over the next week. They’re designed to make gathering subscriber consent easy, to provide more robust data security, and to build a more trusting relationship with your subscribers. For more information, feel free to contact our team.
Answers to four common questions you’ll get about email marketing value, plus stats to prove…
Here are 8 tips to help drive conversions and turn subscribers into customers.
Emails can provide your company with some of its highest marketing ROIs.Still, if your business is like most, you won’t receive the response you want after just one message. Instead, you’ll probably need to send at least one more before you get a positive result. That’s why you need to understand how to write an effective marketing follow-up email. Otherwise, the high-ROI you are expecting may never show up. Fortunately, there are 5 simple tips you can follow to quickly master this essential form of content. Any one of these will give you better results, but use them all from now on, and you’ll notice your email marketing campaigns really taking off. 1. Never send a marketing follow-up email too quickly. Kara Corridan has probably received more marketing emails than most. She was the health director of Parents magazine and is currently the executive editor of Scholastic. Here’s what she had to say about marketing emails that come too quickly: “Certain people that send me something on a Friday and then follow up Monday—it’s ludicrous. Even if we were interested, we couldn’t turn things around that frequently. You can try again in a month. Give us a chance to process.” That’s not to say you need to wait an entire month to send your follow-up. Every industry has its own standard. However, this is also why it’s important to figure out what makes the most sense in yours. Before deciding on the frequency of your follow up emails, first think about how you would feel receiving a follow up after you read the first marketing email from someone. How would you feel if the follow-up email hit your inbox a day or two later? Would you appreciate that or would you feel spammed? There’s a natural tendency to want to get in front of prospect often so many marketers will send emails too frequent in a sequence. Instead, make your send frequency at least 4–5 days apart. Give the recipient time to process the first email and decide whether it’s worth taking action before they receive another email. This takes time, but rest assured, there is no industry where following up every other day will get you the desired response. 2. Start with a reminder about your last email. Don’t start from scratch with a marketing follow-up email. Your prospects probably receive dozens of similar emails every week – if not more. After all, in 2017, 269 billion emails were sent every single day. So, there’s a good chance your recipient may not immediately recognize what yours is about. If that happens, don’t expect them to read it. Therefore, reference the last email you sent in the first line after your greeting. Don’t summarize it, though. On average, our attention spans are only about eight seconds, so never waste time with the openings of your email. Just reference the last one. If the reader needs a reminder, they can jump back into their inbox and find the last message. All you need is a sentence or two to reference the last one and then begin explaining why this next email is so important. 3. Get to the point. You’re not just checking in. Whatever you do, don’t begin your marketing follow-up email by “just checking in.” The benefit of those three words is that it makes it clear you’re not trying to pressure them into anything. The drawback is that you’re delaying why the email matters: its main objective. There are only four real reasons to write a marketing follow-up email: You need information You’d like to request a call, meeting, or some other kind of action You just want to catch-up You wanted to say thank you for one of the above or another opportunity Whichever it is, get to it right after you reference the last email. Don’t get lost in small talk. Remember, your recipient probably has a short attention span, and they may also be short on time—so start explaining why you deserve some of it. 4. Use action verbs. In a moment, we’ll cover how to end your emails, but before that tip will be helpful, you have to understand what must be included in the actual content. While you still want to keep your marketing follow-up email short, it absolutely must add value. You can’t simply send an email where all you do is ask for something. Instead, be sure you’re benefiting the recipient somehow, too. This is especially important in B2B, where data shows that 74% of buyers opt to work with salespeople who first added value. That is a massive difference. If your company utilizes account-based marketing, you’ll need to take the time to figure out what kind of value you can hope to provide the individual prospect. On the other hand, if your marketing follow-up email is going out to your entire list, be sure to segment it. Then, based on buyer personas, come up with a valuable piece of advice or other content that will show recipients that you’re focused on them — not just your company’s needs. Content upgrades can be great for this purpose. You can offer your recipients: eBooks Reports Case Studies Invites to a Webinar e-Courses Any of these options are above-and-beyond the normal follow-up email. However, because they come in the form of a link or attachment, they won’t add so much bulk to your copy that recipients immediately decide to move on. 5. End your marketing follow-up email with a specific call-to-action. Ideally, this marketing follow-up email will be the last one you need to send. To increase your chances of getting the response you want, be sure to include a specific call-to-action at the end. “Hope to hear from you” and “Let me know what you think” aren’t very good CTAs, despite how common they’ve become. Instead, consider one of the 75 CTAs we recommend. Here are some great examples: “Start your free trial” “Let us know how we did” “Reserve your seat” All of these give your recipient something specific to do. If you use action words throughout your copy, you’ll also set up your CTA with a better chance of success. Give your reader a CTA to be excited about If there’s one real secret to writing an incredible marketing follow-up email, it’s to always craft messages your audience will look forward to. Never send one out unless you know you’re offering them something they want—not just something you want them to do. That way, your recipients will actually be excited to open your email, read it through, and follow your CTA’s instructions. After that, you won’t need to send nearly as many follow-up messages, but those you do send out will have much higher rates of success.
It’s time to get back to the basics of email design with simple content principles.
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.
Whether you’re building a fast-paced startup or a brick-and-mortar small business, you can apply these…
Instantly increase the deliverability of your next email marketing campaign by implementing these seven tips…
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