We may be in the midst of a social media boom, but email marketing is holding strong. Not only has email continued to be one of the most cost-effective ways to reach customers, but 72 percent of consumers say that they prefer to hear from businesses via email. The channel’s longevity can be ascribed to innovation: Every year, marketers develop new ways to make email even more powerful. Wondering what 2018 has in store for your email marketing program? Here are five trends that we have our eye on:
Improved personalization and segmentation
We’ve explored the power of personalization and segmentation here before. Together the two tactics increase engagement by providing readers with messages that are relevant and timely. Now marketers are collecting more data about their audiences to improve their targeting capabilities. In a recent Econsultancy report, 80 percent of respondents said they were segmenting their contact lists into customer groups. Where personalization once meant addressing email readers by their first name, marketers now divide their contact lists based on everything from birthdays to time zones, enabling themselves to create messages that resonate with specific segments on a deeper level.
Interactivity
Fifty-three percent of marketers now integrate interactive content into the buyer’s journey. Running the gamut from embedded surveys to quizzes to GIFs, interactive content brings emails to life. It also encourages readers to engage with a brand, generating twice as many conversions as passive content. Not only is a quiz or slideshow attention-grabbing, but businesses have discovered that elements like these can be easier for subscribers to consume. In some cases (such as product releases), an image carousel or three-second GIF may convey a message more effectively than a block of text.
Creative typography
Want to make sure readers hone in on a specific offer? Decorative typefaces make the most important information in marketing emails stand out. And, when used judiciously, creative typography makes emails vibrant, adds a compelling element and can showcase a brand’s personality.
Spread of automation
The emergence of accessible automation tools is enabling small business owners to reach their audiences at the right time with the right messages. Not only is automation a time-saver — making it possible to create and schedule messages when it’s most convenient — but it also improves email performance. According to Epsilon research, automated emails boost click-through rates by 119 percent.
Making the most of transactional emails
Transactional emails can be more than just receipts. Since they deliver eight times as many opens and clicks than any other type of email, they also can provide businesses with a great opportunity to market to customers. Savvy business owners use the emails that are automatically triggered after a purchase or other customer action has taken place to present special, relevant offers to customers.
Email marketing is constantly evolving. To achieve your best results in 2018, start integrating these latest trends into your email strategy today. Source
Some of the most brilliant ads and marketing campaigns of all time are so simple, aren’t they? Think about it. The Nike swoosh. “Just do it.” The iconic Apple logo. They say so much despite doing so little, right? The same rings true for your marketing emails. Sure, it’s nice to have some shiny bells and whistles to reel in readers once you’ve found yourself in their inboxes. That said, marketers that understand how to craft minimalist messages know how to drive their subscribers to take action without relying on templates or tricks.
Why “Less is More” Matters
Here’s some food for thought: email marketing has slayed all other marketing channels in terms of ROI for years on end. Before the modern era of automation and so many new functions, classic simple text and single image messages were more than enough to get the job done for marketers. People clicked then and you better believe that they’re still clicking today. Meanwhile, reading email via mobile is at an all-time high according to Litmus, with mobile readers currently outranking desktop users. Straightforward, clean messages mean the world to mobile readers who don’t have the time or patient to sift through an endless wall of stuff. But what makes an effective “less is more” email, anyway? You’re in luck. We’ve taken some of the best examples of stripped down emails from brands killing it today. Now, let’s drive right in!
The Power of Getting to the Point
Sometimes it pays to get to the point. Have an offer for your list? Don’t hide it. Want to say thanks for being a subscriber? Just say thanks. The following “thank you” email from Harry’s represents a brilliant template for those looking to craft messages that are a little less busy: Doesn’t seem like much on the surface, huh? Think again. The subject line “Two razors for your friends (on us)” and headline “You mean a lot to us” are perfect hooks to guide the reader through the message. Meanwhile, the contrasting orange of the image leads us directly to the bold “CHOOSE YOUR FRIENDS” call-to-action. A couple of sentences. An image. CTA. Done. Seriously: don’t be afraid to get to the point. Your list will thank you for not wasting their time.
The Billboard Approach
As a brand, Apple has dominated the marketing world via minimalist marketing. Their email campaigns are no exception. Although Apple might be considered the defacto kings of new-school marketing, many of their ads and marketing messages are pretty old-school. Check out this recent MacBook Pro email as a shining example:
This message follows the classic “billboard rule” of copywriting that states marketing headlines (such as, you know, billboards) should have no more than six words. After all, more words mean more work for your readers at a glance. Meanwhile, shorter headlines combined with an eye-popping image naturally grabs the attention of recipients versus a long-winded message. While your business isn’t expected to keep up with the marketing masterminds at Apple, we could all learn a thing or two from their “less is more” approach.
Simple Text Doesn’t Have to Be Boring
Sometimes it’s easy to forget the roots of email marketing. That is, traditional letters and the good old days of direct mail. Many of the classic ad tactics of direct mailstill work today. This campaign from Brooklinen reminds marketers that copy matters first and foremost when it comes to your marketing messages:
This message is also yet another example of the power of personalization and showing love to your list. The warm tone and disclaimer that “this is not a marketing email” serve as a stark contrast to what most businesses are sending out today. In a day and age where image-heavy emails are the norm, switching up your approach actually serves as encouragement for recipients to stop and read.
When in Doubt, Make a List
If you feel like you’re not exactly a master copywriter or don’t think that your messages are packing enough of a punch, don’t fear. Consider how listicle-style articles and blogs are all the rage right now. Easy to understand and digest in a matter of seconds, checklists and bullet points make your messages seem less daunting to your readers. So why not take the same approach via email? This freebie message from Postmates uses a checklist format to let readers know exactly what to expect from their offer:
Not only that, but this email also makes great use of the power word “free” multiple times throughout its copy. Again, sometimes it’s best to just say what you need to say to your subscribers.
Let Your Headlines Do the Heavy Lifting
You probably don’t need to be reminded just how important headlines and subject lines are, do you? Among the many tips for catching your readers’ eyes, you should strive to write headlines that stop your recipients in their tracks. This email from StartupCamp titled “5 Slow, Difficult Steps to Becoming a Millionaire” does exactly that:
NOTE: Perhaps just crop the black/yellow section of the email This message provides a natural sense of progression with its body headline “Let Me Help You Quit Your Job” and funnels readers directly to a CTA. When you know your list and what sort of hooks make them tick, a couple dozen works is all you need to craft a killer email.
Make the Most of Your Design
Now, not everything in your emails directly relates back to your copy. After all, effective design is what guides readers to get from Point A to Point B and eventually click your CTAs, right? Taking advantage of negative space in your emails is easy to overlook; however, many savvy brands understand how to quite literally do less in order to make their messages flow. Meanwhile, it’s always important to keep your CTA out in the open for readers to see. Notice how Herman Miller uses a distinct color scheme to make their CTA pop, all the while using whitespace in the bottom half of their message to lead readers all the way through to the end:
Remember: anything that encourages easy scrolling or tapping is a plus since it’s likely your recipients are on their mobile devices whenever you hit their inboxes.
Keep it Simple. Seriously.
There is no one right way to craft an email. Never forget that, either. Even so, your emails should be able to stand on their own minus any sort of potentially blocked out imagery or other flashy features. Basic “time is running out” emails such as this one from SquareSpace does exactly that:
Providing a straightforward message coupled with images and a CTA that don’t distract from the email’s core purpose, the message certainly stands on its own. Heck, many of the messages we provide our subscribers here at Sendlane are often straight and to the point: When in doubt, ask yourself whether or not your message would make sense if images were turned off or your reader had a mere three seconds to decide whether to keep reading or click through. If you’re not sure, maybe it’s time to simplify your email strategy. Source
Attaining popularity on social media platforms is an absolute must for businesses these days.
More and more marketers have started seeing social media as an indispensable tool for marketing, as well as lead generation.
How do we know that? Well, the Google trends graph tell us for one.
Social media is essential for brand building and connecting with your target audience. So, if you are just using it for likes, shares and comments, then you are late to the party.
By now, your competitors probably already have a social media marketing strategy.
As Jacquelyn Smith explains in Forbes, “You can really get to know the customers needs through social listening. It’s a great way to research a market and initiate a conversation leading to a sale.”
According to Business 2 community, the share of marketing budgets spent on social media is expected to be more than double over the next five years, from 11% today to 24% by 2020.
Therefore, it’s high time you make proper use of its potential.
In this article, we’ll discuss ways in which you can use channels such as Twitter, LinkedIn, Facebook and Instagram to gain quality leads from social media for your business.
First, let’s talk about what lead generation means in today’s world
The definition of lead generation, according to Google, is “the action or process of identifying and cultivating potential customers for a business’s products or services.”
Therefore it is not simply about selling your product but also gathering information about your customers including their interests, their pain points, their likes or dislikes, and what will make them spend on your product.
Before the internet, marketers used to send direct mail-outs or give away forms in newspapers or magazines to collect information from potential buyers.
Today, social media has made it much easier for marketers to reach their target audience. With almost all of their information already online, all marketers need to focus on is how to maintain the attention of the target audience and convert them into leads.
Here is a step-by-step guide to help you maximize your use of social media marketing.
Facebook
With over 86 billion monthly active users, Facebook is one of the best platforms for marketing as well as sales. Businesses can share links, videos, images and posts on their Facebook pages to reflect their personality and style as well as reach new customers.
Have a look at these example Facebook ads.
Simple, but effective. Plus, there is a lot more you can do to capture the attention of people on Facebook.
For instance, people love contests. They’re fun! They demand engagement!
You have probably come across companies giving away prizes such as a new iPad or a $500 gift voucher. Perhaps you don’t need to be told that the company easily earns the money back through clicks, likes and conversions.
But here’s another angle to consider: people willingly provide their personal details to participate in such contests, which means you have an opportunity to obtain whatever information you are seeking from your target audience and improve your business.
Better yet, contests are a great way of increasing your email database.
Another great way to add value to your Facebook page is to create customised Facebook tabs. The ‘tabs’ feature allows companies to promote something distinctive and unique.
Take, for example, Coca-Cola’s House Rules tab on its Facebook page. Here, the company asks its fans to commend, post or share whatever they feel about the brand.
Also, don’t forget to keep your company’s logo as a big part of your profile or header image so that Facebook users know and remember it.
Always treat your Facebook page like a website and continually add new content. Create a schedule and make sure there is a good mix of photos, videos and compelling posts to generate more traffic.
Twitter
A while back, nobody knew how to track leads through Twitter. However, today most marketers use Twitter for widening their reach and turning their followers into customers.
According to this article in Business 2 community, around 79% of users recommend brands that they follow. A further 85% of users feel more connected to businesses after following them. Tweak your tweets a little and see what effect it has on your profits!
There are a few more quick ways to gain leads on Twitter, including Twitter Cards.
Twitter Cards are a lead generation tool which help in capturing attention as well engaging your audience. They work directly within your promoted tweet to collect users’ contact information in exchange for your offer, and increase your odds of conversion.
Furthermore, they are concise, don’t require much work and are definitely worthwhile. You can post many different types of cards including summary cards, photo cards, gallery cards and more.
Here is an example of an amazing gallery card on Twitter.
Also, never miss out on your brand mentions. An article in eMarketer reveals that 83% of consumers say online reviews influence their perceptions about companies, and 80% report that negative online comments affect their purchasing decisions.
Therefore, it is crucial that you monitor what people are saying about your business online.
You should respond immediately, or as soon as possible, if someone has mentioned the name of your brand on Twitter.
See how one of the most influential brands on Twitter – JetBlue – respond to some tweets by their customers.
You can also host virtual events or start a campaign on Twitter to further engage your followers and generate leads. It could be anything from having a live discussion on a particular day, to answering questions in a company Q and A.
The trick is not to initiate a conversation directly about your company, but rather the industry that surrounds it.
LinkedIn
LinkedIn has almost limitless power when it comes to generating leads. In my view, LinkedIn is the social media platform to rule them all and the main one that you should focus your energy on.
LinkedIn has more than 400 million members worldwide. You can expand your network by signing up to LinkedIn Premium, which offers a one-month free trial.
Premium gives brands, individuals and companies on LinkedIn a unique opportunity to expand their reach by providing the user with facilities such as sending 15 InMail messages a day to potential leads/clients, seeing who’s viewed your profile in the past 90 days, and finding connections faster with the option of Advanced Search.
Choose a Premium account if you haven’t already to increase your presence on this powerful social media platform, then familiarise yourself with LinkedIn Publishing.
LinkedIn’s publishing platform is a great tool for marketers to share their thoughts as industry experts.
They can also use this platform to post important information or insights that might help job seekers.
Over time, publishing timely and relevant content is a surefire way to generate more leads.
According to Hootsuite’s blog, countless professionals are now using LinkedIn as a blogging tool, and gaining an opportunity to engage a new audience for their business. See an example of how you can post on it below.
Instagram
The last of the social media titans, but not the least!
Instagram is relatively new, yet one of the fastest growing social media channels in today’s digital landscape. In its short life span of just six years, it has amassed over 500 million users.
Can you afford not to reach them? Nope, of course not!
Until recently, people primarily used Instagram for sharing photos, getting likes, and adding followers. However, in 2015, things got a shake-up after Instagram introduced paid advertising.
Using this advertising platform, businesses can now generate leads by holding quizzes, training or just sharing a photo of their brand. Plus, it’s super easy to connect your Instagram account up with your Facebook and Twitter accounts to cross-promote content.
Certain companies such as Mercedes Benz are brilliant at integrating their Instagram content on Facebook. Take a look at this example.
Once again, it’s simple but effective marketing. On that note, always remember to respond to comments on your Instagram posts!
While it’s cool to get thousands of likes and shares on a photo, it’s equally important to keep a tab on the comments people leave for you.
You don’t have to have long conversations… but if someone comments on your post or tags your brand, respond to them. This will help you expand your community and build relationships.
See a great example of how to keep communications short but sweet below.
One of the other major benefits to using Instagram is its video sharing feature. This provides a unique opportunity for marketers to share brief video clips about their products or services.
Videos are an engaging, interesting and informative way of communicating with your target audience as well as a neat way to showcase the benefits of your offering in under two minutes.
Lastly, be sure to use relevant #hashtags with everything you post.
Hashtags are the hallmark of Instagram. Finding leads isn’t easy in such a large community so adding popular or distinctive hashtags to your photos will help you find leads in a more organized way.
For instance, if you’re offering matrimonial services, you could post photos along with hashtags like #matchmaking or #findtheone to reach a larger audience seeking help in this regard.
You could also create a brand-specific hashtag for a contest or promotion. For instance, Dry Soda used the hashtag #fridayDRYday to distinguish their post.
Also, see the general use of a hashtag below by a coffee shop owner.
Wrapping up
The list of how to connect with your potential leads on social media platforms is endless. These are just a few pointers on how you can use social media to generate leads, and most of them can even be used across each platform!
Social media is integral to raising awareness of your brand and generating more leads for you. It is woven into almost every nook and cranny of our personal and business lives so use it to amplify your content creations as people discover and share them.
Marketers have a lot to juggle. Between emails, blog posts, social media, ad campaigns, and direct mail, it’s practically impossible to keep track of all your communications without some level of automation.
That’s why the use of marketing automation tools is on the rise. According to ClickZ, as much as 59% of Fortune 500 companies already use marketing automation, and for good reason. Study after study indicates that marketing automation can deliver impressive ROI.
A VentureBeat survey of 700 marketers found that 80% of marketing automation users saw their number of leads increase, and 77% saw their number of conversions increase. According to a report by B2B Marketing and Circle Research, after just one year, 32% of businesses see increased revenue. After two years, that number climbs to 40%.
When do you need marketing automation?
Too often, marketers are turned off by the term “automation,” because it sounds cold and impersonal. But done correctly, marketing automation can streamline your marketing efforts, nurture unengaged leads, and provide vital data about your sales cycle. Here are five telltale signs your company could benefit from marketing automation:
1) Your marketing efforts aren’t working as well as you’d like
Are you constantly reaching out to prospects without making any conversions? Without marketing automation, it can be difficult to get the data you need to determine exactly how well your marketing efforts are working.
Most marketing automation software programs have reporting tools that make it easy to see how successful your campaign is. An ROI report typically provides: Leads and opportunities created regularly Which campaigns have an impact on sales Revenue attribution, which tells you how well lead nurturing is working
Keep in mind, this will only work if your sales team puts accurate data into your CRM, and if there’s smooth integration between your website, your CRM, and your marketing automation platform.
2) Your sales cycle is too long
For the most part, today’s sales cycle is driven by buyers who have already decided what they want to purchase and from whom. That can make your cycle long and frustrating, but you still have control over the process.
Lead scoring is an important part of shortening a long sales cycle. If you score your leads, only qualified leads who are ready to purchase get passed along to the sales team. That means your sales team can focus on closing deals with prospects who are already educated about your product or service. The result? They spend a significantly shorter amount of time coaxing leads through the sales funnel.
3) You don’t have enough data to segment your leads
It’s difficult to refine your messaging if you haven’t segmented your lists. With marketing automation software, you can divide your lists by demographic, firmographic, location, behavior, etc. You can also divide your prospects by their position in your sales funnel.
Using marketing automation and segmenting your leads can have a big impact. Companies that use automation will typically see a higher conversion rate from marketing response to qualified lead.
4) You notice a lot of leads falling through the cracks
Without automation, it’s challenging to nurture unengaged leads. If you can’t stay in front of these leads, your competitors will step in. If, on the other hand, you nurture your leads, you can increase both conversions and revenue. According to Annuitas Group, nurtured leads make 47% larger purchases than non-nurtured leads. An older stat, but if anything, this percentage has increased as B2B companies improved their mastery of marketing automation.
With the right tools, you can deliver relevant content based on how your leads interact with your website, social media pages, or marketing emails. When leads are finally ready to buy, there’s a message waiting for them.
5) Your list is too small
Even the most skilled marketers can’t manage more than a few dozen leads without letting things slip through the cracks. And you’ll need more than a few dozen contacts to keep your business profitable and growing.
Once you set up a marketing automation system, you can capture more leads through your website, segment your list, target your messaging, and start moving more buyers through the pipeline.
Back to you
Marketing automation software represents a sizeable investment and a major strategic shift for most businesses, so don’t feel bad about being cautious. What kind of concerns or hesitations are holding you back? Share your thoughts in the comments section.
Wrapping up
