Five tips to maximize your mailing list signups

Include a signup form on every page One of the most effective ways to drive mailing list subscriptions is to invite users to subscribe on as frequent a basis as possible. A dead simple way to do this is to include a signup form on every page of your website. Location can vary; some sites feature signup forms in headers, sidebars or in the middle of page content, while others place them less conspicuously in page footers. Obviously, the more prominent the positioning, the more likely it is that users will see the form, so as a general rule, footer signup forms don't work as well. The New York Times includes signup forms for its email newsletters in article content. Make sure the call-to-action is descriptive if not compelling The appeal of signing up to your mailing list might be obvious to you, but is it obvious to your users? A compelling call-to-action is an incredibly important factor in driving mailing list signups, but far too many companies still use weak calls-to-action like "sign up for our email list." Calls-to-action should always describe the value provided. For example, "sign up for our email list to receive exclusive offers" or "sign up for our mailing list and get early access to special events" is a reasonably strong call-to-action. High-end retailer Barneys New York might have a well-known brand, but its call-to-action on the email signup form below leaves a lot to be desired. In some cases, it can be worthwhile to employ calls-to-action that encourage users to subscribe with a direct incentive. For instance, some retailers offer the promise of a coupon in exchange for a signup ("sign up for our email list and receive 25% off [...]

By |2017-04-20T18:52:02+00:00April 20th, 2017|Categories: Email Marketing|Tags: , , , , , |Comments Off on Five tips to maximize your mailing list signups

Five ways to utilize your data to increase sales

Only 0.5% of data available is used, as the sheer amount and complexity of the data intimidates companies. Many believe that only large enterprises have the resources to utilize big data, yet small businesses can easily take advantage of it as well.   Making sense of this information can be overwhelming, but once you discover a way to integrate it into your own decision-making process, you’ll quickly realize the myriad of new sales opportunities that are now at your disposal.  1. Analyze old data Your historical sales data holds valuable information that can be leveraged to improve sales efforts at each stage of the funnel. By identifying which sales tactics work best, you’ll be able to gradually refine your approach and improve conversion rates each time. In order to do this, gather all of your data from past leads, opportunities and sales transactions and input them into a CRM software. With all of your historical data stored and organized in one place, you’ll be able to analyze which strategies worked best for each customer or product segment. Historical data can also be used to improve sales forecasts, allowing you to identify high-value targets and better allocate potential opportunities and new leads. Having your sales team concentrate on only the most promising opportunities will rapidly increase the efficiency and effectiveness of your sales efforts. 2. Optimize pricing Pricing can be one of the biggest challenges of introducing a new product. Pricing too high can drive customers away, yet pricing too low can erode your profit margins and even customer perception. In addition to external research (e.g. tracking the competitive landscape and market opportunity), carefully analyze past transactions and your customer base. Using data from your CRM [...]

By |2016-10-15T11:13:57+00:00August 28th, 2016|Categories: Email Marketing|Tags: , , , , , |Comments Off on Five ways to utilize your data to increase sales

Econsultancy’s Certificate in Digital Marketing & Google AdWords Qualified Individual Certification – Singapore

Course benefits Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the Econsultancy's Certificate in Digital Marketing and Google AdWords Qualified Individual Certificate. The double certification programme is uniquely positioned to deliver these benefits: Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals 3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides Short 8-week course with lesson once or twice a week Practical and real-life training by certified digital marketing practitioners Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning Econsultancy's Reports (Complimentary) FREE 3 Credits to download Econsultancy's reports from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides. Course Details This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification.  This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours.  The part-time programme covers topics ranging from the overview [...]

By |2016-08-13T08:57:37+00:00August 13th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , |Comments Off on Econsultancy’s Certificate in Digital Marketing & Google AdWords Qualified Individual Certification – Singapore

Simple email subject lines are failing to engage consumers: stats

However, new research by Touchstone has discovered that blind dedication to this cause could be the reason why many recipients are failing to read your emails. Using its new technology to test on virtual recipients instead of real life subscribers, Touchstone actually found that the greater the language complexity, the better the click and open rates. First, a bit more information... Methodology For its study, Touchstone used two methodologies. The first was the Coleman–Liau index, which relies on the number of characters in a word instead of syllables. The second was the Automatic Readability index, which like Coleman-Liau, primarily uses the number of characters to gauge the understandability of a piece of text.  The text is then classified by the US grade system, ranging from being understandable by a child in kindergarten through to the level of an undergraduate university student.  Other methods might use the number of syllables in a word to define complexity, but the Touchstone algorithm is not currently programmed to think in terms of syllables. Examples of subject lines: Grade 2-3 Rewards Coupons, Fri. and Sat. Big flight savings Don't miss these awesome deals Grade 6-7 You qualify! Because you're an email subscriber: awesome savings in top destinations Tired of always looking exhausted? ORDER GIFT CARDS FEE-FREE: PERFECT FOR GRADUATES University  Easy, flameless, effective. Cute odor-neutralizing Fragrance Spheres. Just $ 5.49 Designs with Character (Literally!) Budget-Friendly Swimsuits, Embarrassing Prom Moments, and More What it found Touchstone’s study involved analysing 675,000 subject lines and the results of 41bn sent emails.  First, all subject lines in the database were categorised according to understandability using the two chosen methodologies, before determining whether the language complexity had any impact on open rate, clickthrough rate or [...]

By |2016-10-15T11:14:36+00:00August 11th, 2016|Categories: Email Marketing|Tags: , , , , , , , |Comments Off on Simple email subject lines are failing to engage consumers: stats

A day in the life of… an email deliverability consultant

Please describe your job As an Email Deliverability Consultant at Smartfocus, I am the spammer’s worst nightmare. My job, in fact, is to ensure that our clients get their emails delivered. Sounds simple enough, doesn’t it? Whereabouts do you sit within the organisation? Who do you report to? Our Deliverability team reports to Richard Bewley, Head of Delivery. He’s the head, we’re the body; I’m his right hand. What kind of skills do you need to be effective in your role? More than skilled, you need to be virtuous in order to be a delivery person.  There are two fundamental aspects to my role: There’s an investigative/interpretative aspect, where we look at a client’s data and from that we establish what issues they face and what course of action is required in order to achieve their goal.   There’s also an educational aspect where we communicate to a client what we learned from their data: their current situation, whatever problem they’re facing, how to fix it, and more importantly how to stop it from reoccurring.   Tell us about a typical working day. Typically we have client’s questions and direct issues to deal with. We work together with most teams in the business: finance, pre-sales and sales, technical operations, hosting, security, R&D, even HR as well at times. On top of that we monitor and manage shared IP pools. What do you love about your job? What sucks? I love reporting to Richard, who’s very supportive, and the team we currently have. We’re all very enthusiastic and passionate about what we do, and we’re a harmonious team, we’re all playing the same tune. I love getting clients on the right track. It’s fantastic when you [...]

By |2016-10-15T11:34:41+00:00July 6th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , |Comments Off on A day in the life of… an email deliverability consultant

How three of the UK’s biggest department stores are promoting summer sales online

Department stores are a big draw for consumers looking for a bargain, offering a vast array of discounts across categories ranging from homeware to fashion. With added convenience (because where else can you buy a £2 hat and a £200 handbag) retailers focus heavily on getting people to buy online. I’ve chosen three popular stores that are fairly similar when it comes to price and demographic. The department stores: House of Fraser John Lewis Debenhams Here’s how they are enticing shoppers online this summer. Homepage design All three stores have recently re-designed their homepages, specifically to highlight summer sale events. House of Fraser To me, the example that stands out as the most appealing is House of Fraser. The 'Big Brand Sale' headline evokes the sense that it is a limited event, and the ‘up to 50% off’ offer is certainly eye-catching. Alongside brand logos, the homepage showcases a good mix of categories included in the sale, using feature-style editorials to create an attractive and easy-to-navigate experience. Debenhams Its competetor, Debenhams, also chooses to focus on a large and enticing offer, promoting its savings of ‘up to half price*’.  While the inclusion of the asterisk is somewhat off-putting – signalling to the consumer that the discounts might not be as good as they sound - its transparency is still appreciated. The visibility of delivery charges provides further enticment. Unlike House of Fraser's single image, Debenhams uses a carousel to highlight a few categories - however, the imagery and category choice does seem a little geared towards women.  Similarly, the ‘Top Deals’ section showcases greater variety, but rather bold design does feel a little too in-your-face, and could prove off-putting for anybody uninterested in the sale. [...]

By |2016-10-15T11:36:05+00:00July 1st, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , , , , |Comments Off on How three of the UK’s biggest department stores are promoting summer sales online

ASOS recovers from website downtime with agile email

ASOS must be credited for turning a crisis into an opportunity with its email marketing. The crisis The ASOS website and app were down for more than 12 hours on Friday, prompting many to suggest Brexit had begun its wrathful decimation of business and society. In fact, it was apparently due to a power outage at a third-party data centre. More practically, this crash will have a led to a number of stalled orders, including checkout fails that are naturally the nightmare scenario in ecommerce, as is such a long period offline. I don't want to say that this is the apocalypse, but asos is down — Kristina (@KrisAtomic) June 24, 2016 The response The website and app were back up again on Saturday and this morning ASOS sent the below email out to its registered shoppers with the subject line 'Sorry, can we make it up to you?' A 10% discount for one day was offered to all shoppers.  It was a simple thing to do, but the right thing to do and the copywriting within helps to keep things light - saying ‘yes, even on sale items!’ and using BIGTHANKS10 as the discount code, showing the retailers gratitude for the patience of its customers. Though email is well-known as the best tactic to give an uptick in sales (and something ASOS uses a lot of), and the discount code offers added incentive, this isn’t a cynical tactic from ASOS - it is what all retailers should do after service failure.   The wider problem However, though ASOS is a unicorn and rightly praised for its UX, a quick look at Trustpilot shows that ASOS is poor when it comes to service fulfillment. A rating [...]

By |2016-10-15T11:36:24+00:00June 29th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , |Comments Off on ASOS recovers from website downtime with agile email

How effective are book trailers?

Last week the first of three ‘City of Fallen Angels’ book trailers hit the web. This trailer has already created buzz before it’s release by becoming a trending Twitter topic during the filming. Book trailers have become a topic of discussion and fascination among avid readers and writers alike. I personally believe that this trailer is paving the way for a new kind of book trailer. This first trailer recaps crucial events from the last three books in ‘The Mortal Instruments’ series. I think that this is a style of trailer that many series’ will start to take on if their budget allows. Also, this trailer had more actors in it than any book trailer that I’ve ever seen (feel free to inform me of any others like it in a comment below.) I discussed this very thing in my interview with VLC Productions founder, Vania Stoyanova. “Fans love to see their characters come to life.” Explained Stoyanova. Vania Stoyanova directed the award-winning ‘Clockwork Angel’ trailer as well as the ‘City of Fallen Angels’ trailer. I asked her how effective she felt book trailers were in the YA genre. “YA readers are starving for info. Information goes viral so quickly and it’s fun to see the stories translated.” Said Stoyanova. I also had the opportunity to interview Elke Villa, Senior Marketing Manager at Simon & Schuster Children’s Publishing, the publisher for Cassandra Clare’s ‘The Mortal Instruments’ and ‘The Infernal Devices’ series.’ Below is my interview. Natalie: Overall, how effective do you feel book trailers are?Elke: I think they can be very effective as long as you have a way to get the trailer distributed beyond the publisher's site, through an online promotional campaign, an author [...]

Executive Summary Report Example

Employees of a particular company are always bestowed with the responsibility of reporting the progress of their work or a particular project to their superiors. These reports are usually quite long, and it becomes almost impossible and illogical to circulate the entire report to many people. There is also the possibility that all the people would not read the entire report. Hence, the via media that the writer of the report can adopt is preparing an executive summary of the report. Executive summary is quite a generic term. This summary is basically attached to the report, marketing plan, or business plan. Executive summaries do not necessarily accompany a report, and they can be presented as a summarized statement that provides an update to immediate superiors and management. The practice and need of the preparation of such a summary lies in the fact that every superior or a member of the management does not have the appropriate time or knowledge and expertise to review an entire report that gives an in-depth insight of the project. Instead, they prefer to refer to the executive summary and the part of the report that concerns them. For example, an executive report by the research and development department will depict countless aspects about one of their projects. However, the finance director of the company will prefer to only read the executive summary, and only the budgetary part of the actual report. Considerations Though the executive summary does not have a restricted and uniform format, it is necessary to mention some important facts in the report. Need of the project operation, sale, etc. Objective Operational details Research and initiation Details of manpower and man hours Key persons involved Budget Revenue Conclusion [...]

By |2016-10-15T11:38:07+00:00June 22nd, 2016|Categories: Email Marketing|Tags: , , , , |Comments Off on Executive Summary Report Example
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