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The Eye/Comm Blog

Create Email Marketing that Works

Posted by Summer Gould on Mon, Dec 04, 2017 @ 07:00 AM

San Diego Email Marketing

Email marketing is still a great channel however, many times marketers are doing it wrong. It is time to look at your 2017 email marketing results and make some changes. What is your biggest challenge, open rates or click rates? We stipulate that it is most likely both. It’s hard to get your email opened and once opened get people to click.

So here are some tips to empower your email marketing.

  • Want: Give your customers and prospects what they want, when they want it and need it. Be the first to email them important information or tips. Be brief and be actionable!
  • Promise: Give people a reason to open your email with a promise of value when they do. You must also deliver on that promise in the email.
  • No hard sell: Talk about the benefits to them. You want to be authentic and genuine not just another sales pitch.
  • Connect: Personalize your email. When you speak to your customer/prospects' interests, pain points or problems you will get your email opened and clicked. Grab your customer/prospects' attention by adding value.

When you work up your next email campaign, incorporate all four of the above ideas to maximize your email results. The better you are able to match your offer to your customer or prospect the more opens and clicks you will get. Take a hard look at how often you are sending email too. Once a week is too often when you are selling a high price product or service, so look at how often people buy from you before you schedule email campaigns to them. If they just made a purchase hold off on another solicitation for a while, or you could send a thank you email as a follow up.

You should not be sending to your whole database, you should be segmenting them based on purchase history and offers best suited to them. There is such a thing as too much email. Be considerate of people’s time, if you are not, you will end up being ignored or sent to the trash. Also consider adding other marketing channels. When you send your marketing through multiple channels you increase your response rates. Are you ready to get started?

Why Use  Multi-Channel Marketing

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Email Marketing: How To Choose Email Send Times?

Posted by Summer Gould on Mon, Oct 09, 2017 @ 07:00 AM

San Diego Email Marketing

The most common question we get about email marketing is “When should we send our email?”. Of course this is the hardest question to answer, because it is different for each company.  There is no one size fits all answer. Let’s look at a few things to consider when selecting the best time for your email.

Questions:

  1. Who: Who is your audience? Are they local to your time zone or spread out all over? Are they working normal business hours in an office or do they work from home?
  2. What: What you are sending matters. Is it a newsletter or a coupon with a quick expiration date?
  3. Where: Where are people opening your emails? Are they on mobile devices or on desktops?

Now that you know this information, you can start testing emails with your list.

How should you test?

  • Send Times: Send emails to your list at different times until you find a time that works best for you.
  • Send Days: Send emails to test the best day of the week for your list.

You may find that you need to stagger your sends based on trends in your data. Grouping people into like segments helps you deliver the email at the optimal time for each segment. Really look through your email history to find trends you can take advantage of. The more you know, the better targeting you can do.

6 Engaging Email  Marketing Tips

Questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Creating Email Copy That Sells

Posted by Summer Gould on Mon, Jul 31, 2017 @ 07:53 AM

San Diego Email Marketing

Many marketers feel that their emails no longer work. This can be true if your emails are in need of changes, but overall email marketing still works well. Emails work best when you write good copy. So how do you create a good email copy?

Get Started:

As you get ready to write your email copy, sit down and review all the literature you have and any emails you have used in the past. Gather as many facts as possible so that you have a good set of references. Then make a list of all the benefits of your product or service, any differences between you and your competitors and problems you can solve for your customers. Think from the perspective of your prospects and customers about your product or service, who would you be if you bought it? What would you want? Finally you must figure out what the objective is for your email. Is it to sell, qualify, and generate interest or something else?

Now you are ready to start. For your first pass writing, create more copy than you plan to use for the email. It will make it easier as you rewrite to pick and choose the best of the best for your final version. Keep in mind as you write that your emails need to be personalized. Include as much personalization as you possibly can within the copy. The email should look and feel as personal as possible.

Things To Consider:

Now, let’s look at what you need to include in your email to really make it great.

  1. The most important sentence in your whole email is the first one. This is where people decide if they will continue to read or trash it.
  2. The next most important one is the call to action button. Entice them to respond with your call to action with a colorful design and compelling wording.

Both need to grab attention and encourage the reader to respond. Your prospects and customers like to read stories. They can relate to them easily and they resonate with them. So, make sure your email includes a compelling short story.

Last Thoughts:

Your email copy must solve a problem that your prospects or customers are having. When you do, you will get the sale. Make sure you include the most important benefits that they will get by using your product or service. You can also include some flattery so that they feel special. Finally, you must include an offer that is attractive to them. Be concise and direct in your offer. Do not leave anything up to interpretation; a fuzzy offer does not sell.

6 Engaging Email  Marketing Tips

Need help? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Design Engaging Emails with the Really Good Email Checklist

Posted by Andrea Robbins on Thu, Jun 29, 2017 @ 08:04 AM

Creating an amazing looking email campaign that also converts can be a challenge for even the most talented marketer. That’s why Campaign Monitor and Really Good Emails teamed up to give marketers this essential email design checklist.

This infographic-style checklist contains actionable tips to get every part of an email just right. For example, to help get opens for your email, keep your subject line personal and engaging. Subject lines may not be considered a design feature, but as one of the most important pieces of an email, they’re important to understand. Images should be relevant to your content, interesting, and balancing out the text of your email. From the subject line of your email, through the links, content, and fonts all the way to the footer, this checklist will help you make the most impressive and effective email ever.

Start using The Really Good Email Checklist for every email you send and discover just how awesome your email campaigns can be.

IMG_3891.PNG.jpeg

https://www.campaignmonitor.com/resources/infographics/really-good-email-design-checklist/ 

Topics: Email Marketing

Creating Email Marketing That Sells With Subject Lines

Posted by Summer Gould on Mon, May 08, 2017 @ 07:31 AM

San Diego Email Marketing

Creating email marketing that sells is your main objective, so it is extremely important to get it right. There are several components in copywriting that can increase the success of your email campaign. So much time is spent on design that many marketers rush the copy, this can be a disaster. In this post we will focus on the Subject Line.

  • Subject Line – You have a very short window of opportunity to grab attention. Your subject line can make or break you email results. How powerful was your last subject line? Did it offer a benefit or reward to your prospects and customers?

Do you know the four functions of your subject line? Your email subject line should get attention, qualify the prospect or customer, deliver a complete message and draw the reader into the body copy.

  1. Grab Attention - Appeal to the reader’s self-interest or give them news to grab attention. What kind of news could you give? Think about using words about your product or service such as new, discover, introducing, announcing or now to give your subject line a news like feel. If you are able to use the word free, do it! Everyone wants something for free. Some other good words to try are why, easy, last chance, guarantee, save and proven. Make sure your subject line is related to the product or service you are selling.
  2. Qualify Your Prospect or Customer – Your subject line should have specific appeal to your target audience. For instance if you are selling an age specific product or service include the age range in your subject line. Anything you can think of that will specifically target people to self qualify for your offer will draw them in.
  3. Complete Message – Many times busy people will only read your subject line. It is important that they understand what you are saying in full. Consider including not only the selling promise, but also your company name in the subject line. A complete thought is more satisfying for the reader and makes it easy to understand your point.
  4. Draw to Body Copy – Creating a sense of curiosity is a good way to draw the reader into the copy from the subject line. How can you build curiosity? The most common ways are with intrigue and humor. You can also ask a question. The words “how to” are very effective.

Remember as you are creating your subject lines that you are trying to sell your product or service. Your job is to persuade people to buy with your email subject line. Many times we want to try something new and be different, that is a good thing when you are still focused on the sale not on the creative alone. Your challenge is to create a subject line that is persuasive, compelling and memorable to sell your product or service. Pictures that compliment your subject line or help speak it without words are very important. Words when combined with images correctly create a powerful message. Are you ready to write your subject line?

6 Engaging Email  Marketing Tips

Need help or have questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Next time we will talk about how to communicate and sell with your email marketing. 

Topics: Email Marketing

Improve Your Email Marketing with Segmentation

Posted by Summer Gould on Mon, Mar 06, 2017 @ 07:59 AM

San Diego Email Marketing

In 2017 you are most likely familiar with the term segmentation and in many cases you are already segmenting your email data. This is exactly what you should be doing; however the methods you are using to segment could be limiting your responses. The two most common segmentation methods are intuitive and data driven. Both are effective so you can use either method.

The first mistake that many people make when diving into email list segmentation is being too general. The best segments are drilled down to very specific details. So if you are targeting demographics for your segmentation, let’s say you pick age, each segment cannot overlap another so your age brackets must be specific. There are of course many other demographics you can use, just keep in mind that each segment does not cross over into another one.

To better drill down your segmentation ask yourself the following questions:

  1. Who are your customers?
  2. What do our customers want from us?
  3. Why do they do business with us?
  4. Where do they come from?
  5. When do they come to us for service?

When doing this analysis you should get as many details in there as possible, be very specific. These questions are the key to producing really good list segmentation. The more details you have the better you can target your email marketing to them.

The most common areas to look at for segmentation are demographics, geographics, transactional, behavioral, and benefits. Each one will allow you to pull details out to target your email marketing to the right people. It is recommended to have between 4 and 6 segments for targeting. Once you have your detailed segments you can create your A/B testing emails with differing images, copy, headlines, or subject lines. By tracking each one you can better define what works best.

Why Use  Multi-Channel Marketing

The best part about good email list segmentation is that once you send some test emails you will get your results right away. You will know who opened, who clicked and who purchased in order to decide what changes you want to make before you roll out the emails to all your contacts. Don’t let the process of segmentation scare you off. Once you start diving in you will find it was not as hard as you thought it would be. You and your team will reap the benefits of this effort with improved ROI. Have you had success with email list segmentation? I would love to hear about it!

Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

The Email Design Best Practices You Need to Know

Posted by Megan Wilson on Thu, Jan 12, 2017 @ 08:56 AM

Let’s face it: The email practice that works for the business across the hall from you may not work for you. There’s no one-size-fits-all writing style or image selection that guarantees an out-of-this-world open or click-through rate.

What there are, though, are certain practices that can help you build a more robust, more responsive email program as a whole. For starters, there’s the subject line: Too many words, too few words, or a message that misses its mark are all guarantees for readers to dump your email in the trash.

Want more tips to improve your email design practices? Check out this graphic for ideas.

The Email Design Best Practices You Need to Know

Topics: Email Marketing

Email Marketing for 2017

Posted by Summer Gould on Mon, Jan 09, 2017 @ 03:00 PM

San Diego Email Marketing

Email marketing is changing, so to be effective this year we need to change with it. Here are the top 5 changes to make for 2017.

  1. Stop Sending E-Newsletters – People no longer feel that they contain valued information. They would much rather get timely emails personalized to what they like.
  2. Build Your List By Offering Content – Require people to give you their email address in order to download your content. This gives you a way to reach out at a later date with information based on what they have already shown an interest in.
  3. Less Is More – Be concise and to the point. You do not need to go through every detail or provide more than one offer. Make it easy to understand and respond.
  4. Focus on mobile – Design all your email communication with a mobile mindset. Mobile devices provide an easy way to access email on the go, so consumers are overwhelmingly using them to do so. So make sure your emails look good on them.
  5. Video – People like to watch videos. So add them to your email. In one click they should be able to launch your content. Keep the video’s short and to the point. Feel free to add some humor.

Make 2017 the year your email marketing gives you the best response rates ever! Personalize your email content so that you only send relevant emails out. As always make sure to us A/B testing to see what offers are working. Also test your subject lines, it may now be 2017 but your subject line is still the most important part of your email. If your email is no opened it will not get you the results you need.

Why Use  Multi-Channel Marketing

Need help? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Top 3 Email Marketing Don’ts

Posted by Summer Gould on Mon, Nov 28, 2016 @ 08:11 AM

San Diego Email Marketing

It is surprising that in 2016 there are still so many bad emails being sent out. I seem to get some every day. No, I am not talking about the spam medical ones coming from overseas, but the real marketing messages that companies in the US are sending out. So let’s take a fresh look at the top 3 problems we see with email marketing in hopes that you can stay away from them.

Don’ts:

  1. Permission – You cannot send email to people that have not given you their email addresses or have done business with you. It is against the law to send emails to people who don’t know you. You can get blacklisted or worse, so don’t buy an email list and send to it. Only use your in house list.
  2. Content – Your content needs to be relevant to the people you are sending to and needs to be free from errors. Links need to work, spelling needs to be correct and so does the grammar. Take the time to double check what you are saying as well as how you are saying it. Make sure to choose the correct list of people. When you send non-relevant emails you will lose contacts and be reported as spam.
  3. Subject Line/Call to Action – Your subject line needs to draw attention in order to get your email opened, but it also needs to correlate to your call to action. The reader expects the email to match what you say in the subject line, so make sure that it does. Do not use a bait subject line and a switch call to action, it will just anger people and they will report you as spam.

There are many other problems we see but these three are the most common. The first one can really get you into trouble so make sure to stay away from that one. Email marketing should not be used as a standalone channel, but as another arm in your overall marketing plan. When you combine email with other marketing channels you increase your response rates. The more often people encounter your marketing messages the more apt they are to purchase from you, so take advantage of that.

Get Better Email  Marketing Results

Questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Grab Attention With Your Email Marketing

Posted by Summer Gould on Mon, Sep 19, 2016 @ 08:56 AM

San Diego Email Marketing

Email marketers are great at exploiting holidays for marketing messaging, so great at it in fact that people now expect it, ignore it and delete it. In 2016 you need to be more creative with your email marketing. Send the unexpected, grab attention and get results. We are not saying to not send email around holidays, what we are saying is to change it up. Don’t be boring and predictable.

3 tips to grab attention with your emails:

  1. Subject Line: This is what gets your email opened. Be creative and fun here. Unexpected wording that generates curiosity will increase your open rate.
  2. Images: Don’t use the same old stock images. Get more creative; what eye catching imagery can you use to spice up your email?
  3. Call to action: This should be specific and clear. Each call to action will not work for everyone. Get personalized with yours to increase response.

Since you have a very limited time to get people to read your message you really need to take the time to create clear and concise copy that builds curiosity and provides the benefits recipients can expect. Don’t say the same old things that you have always said. Change up your copy just like the 3 items above. If you have a control version that had always worked well for you split your list and test this new way against your control. You may be surprised by the results.

How to Build Relationships  With Social Media Marketing

Email marketing is only effective when you are reaching your goals. Assuming that your goals are based on responses not opens means that you need to continually evaluate ways you can make changes to your campaigns that increase your response rates. Don’t be afraid to do things differently. Stand out from the crowd of emails in inboxes, be unique.

Questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email, Email Marketing