So, I hear you want to start sending emails? Step out of the 1990’s and into 2018 with a few handy tips and tricks on Email Marketing for any business.
Email Marketing is a method of marketing used by businesses every single day. Around 144 Billion emails are sent through to potential customers a day… Sometimes, it’s a little hard to stand out from the crowd. Here’s a few tricks for successful email marketing.
Many of us are aware of the amount of marketing emails sent to our computers each and every day. A lot of people see this as spam and after a few clicks the majority of their inbox has been diverted into the trash.
Benefits of Email Marketing:
Easily Measurable. Conversion and delivery rates are easy to track and manage, giving you feedback on success.- Cost-Effective. Email marketing means no postage, no paper and no leaflets. Completely weight-less advertising, meaning costs are kept to a minimum.
- Environmentally Friendly. Following on from the previous point, no paper is wasted when sending emails.
- Not Intrusive. Unlike telephone calls and mail sent straight to your door, emails are less invasive. They allow users to delete at the click of a button and can revisit the email any time they like.
- Contacting the Right People. Email ads are usually sent to customers that have opted-in for email marketing. These can include previous customers, that are more likely to take interest in the email’s content.
Negatives of Email Marketing:
- SPAM! Repetitive emails from brands can become tedious… Make sure not to bombard your customers with multiple emails a day, many will view these as spam. Email software can detect the amount of emails from the same sender per day and will filter these for the consumer. If you’re repeating yourself, you’ll most likely end up on the spam pile.
- Design Problems. At the ever-evolving rate of technology businesses have to ensure that their email design suits every platform. If the receiver on a mobile device can only view the email on a computer, chances are they’ll forget by the time they get home.
- You’re Not Alone. Unfortunately, nearly every company uses email as a method of marketing. It’s easy to become just another email in a users inbox, make sure to use buzzwords and enticing language when writing, to stand out from the crowd.
Before you get started you’ll need to do a little bit of research into your audience and previous response rates. Here’s a few handy tips on what steps you can take before planning your email marketing campaign…
- Know Your Audience! Make sure your language, design and layout matches the rest of your online marketing. How positive are your previous conversion rates from other digital marketing methods?
- ‘Power Words’. Never underestimate the power of the right words. Having buzz words in an email’s subject line will grab the receiver’s attention, and increase the likelihood of a sale. Even think about including dramatic punctuation or a cliffhanger question in the title.
- Make it Personal. According to a survey conducted by Experian Marketing Services, email subject lines that were personalised by including a name boosted open rates by 29.3% on average and a massive 41.3% in the Consumer Products and Services industry. Using a customer’s name in the title or wishing them a Happy Birthday with a unique discount code is definetely something to consider if you want to ensure high click rates.
- Follow Up… After a customer has purchased something from your site, ensure to follow up their purchase with an email request for their feedback. Asking for the customer’s opinion on a product or service will give you valuable information and positively reinforce the customer’s perception of your business.
Here’s a quick round up…
Using emails for interacting with your customer base is a time and cost effective method of spreading a message fast! Best used to inform customers of deals, discounts or sales as these can be used as headlines to entice the receiver to open your email.
Emails from businesses can become tedious and repetitive, especially if they are sent without good reason. Don’t become just another junk email in the sea of marketing; stand out and grab the attention of the reader.
Clara Babbs
Twitter: http://www.twitter.com/makeitclara
References:
These websites were used to write this article on the subject of Email Marketing. Links to websites referenced have also been hyperlinked to text within the article.
https://www.linkdex.com/en-gb/inked/innovative-marketing-strategies-examples/
https://s3.amazonaws.com/academia.edu.documents/38474146/215472712-Digital-Marketing-Plan-Template_1.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1519393594&Signature=9mwIunYCL6xy4ktoEVwNddNR7Es%3D&response-content-disposition=inline%3B%20filename%3DPlan_Reach_Act_Convert_Engage_Situation.pdf
https://blog.kissmetrics.com/beginners-guide-email-marketing/
https://en.wikipedia.org/wiki/Email_marketing
https://www.benchmarkemail.com/blogs/detail/the-importance-of-marketing-research-on-your-email-marketing-campaign
184 Best Email Subject Lines And Why They Work! (2024)
To Tweet or not to Tweet?
In 2018 more people than ever are sharing their opinions with the World. 330 million Twitter users have joined the platform since it began in 2006, this has seen huge increases in attention brought to businesses’s social media presences, both in a positive and negative light.
No one enjoys being put ‘on hold’ with customer service, not even an instrumental version of ‘Bright Eyes’ by Art Garfunkel could make it more appealing. That’s where the charm of social media steps in, complete ease for the customer and a chance to reply instantly with a solution.
Twitter allows businesses to respond to customers simply, directly and instantly. Giving opportunity to solve issues and queries like never before. Used correctly, Twitter could really improve your business’ rates of customer interaction and retention, here’s a few examples of brilliant company Twitter accounts…
The Top 3 Twitter Accounts for Customer Service
# 1. XBOX – Microsoft
Did you know XBOX hold the Guinness World Record for the ‘Most Responsive Brand on Twitter’?… (Yes, that is a real award).
With 1.04 Million followers, the @xboxsupport account is active 7 days a week 8am to 10pm, which enables users from all countries to tweet and receive a response the same day. With an average of 55 replies per hour, @xboxsupport takes the top spot in the ‘Best of Customer Service’ on Twitter.
The best tip to take from the Xbox Support’s Twitter account would be to reply quickly! Speedy replies mean less users are waiting with problems, increasing the levels of positive outcomes. Most queries could be solved with a simple Google search, but the personalisation of a message directly from the company means users are more likely to find exactly what they’re looking for.
Xbox also tweet helpful links to their FAQ website page and other information pages created by Microsoft; this is a great way of keeping the consumer happy, informed and linked in.
Have you heard of Casper?
It claims to supply the internet’s favourite mattress… Which is a pretty bold claim but it’s backed up by over a billion happy customers supported by Amazon and Google, both rating the company 5/5 stars. They’ve also won a ‘Shorty Award‘ for ‘The Tweeting Mattress’, a number of witty tweets that grabbed the attention of the Internet.
Let’s hop over to Casper’s Twitter account. Unlike most it doesn’t have a separate account for support, which would be a downfall if it didn’t handle it’s customer service issues perfectly. Casper claims to have an ‘over the top‘ approach to dealing with customer issues, often using GIF and memes to respond to users. They have a swift response rate and receive very few negative comments online. Here’s a few of my personal favourites:
The best tip to take from @casper on Twitter would be to be different! People won’t remember all of those business accounts who tweet ‘by the book’. Stand out and match your market, but don’t forget your target audience… Think of it as your existing marketing scheme; personalised!
Casper often tweets users that have recently bought a mattress asking if they’ve ‘had a good night’s sleep’, making each individual customer feel unique and cared for. They’ve seen their Twitter account tenfold in a year because of their excellent personalisation and quick responses. For businesses struggling with their online presence, Casper is definitely one to watch.
Starbucks has more than 27 verified Twitter accounts ranging from a basic ‘@starbucksuk‘ to ‘@TheRealPSL‘ promoting their annual sale of the famous Pumpkin Spiced Latte. They have an answer for every question and reply usually within an hour, keeping customer’s happy and their mentions even more positive. Starbucks even have an account which encourages users to send in future drink ideas under the handle ‘@MyStarbucksIdea‘ with links to a website where users can formally send in a detailed description of what they’d like to see in their local Starbucks.
The best tip to take from Starbucks’ many Twitter accounts is to listen to your audience. The best way to control the positive to negative comment ratio is to listen and respond to your customers, there’s no way forward without the backing of your customers.
Another major coffeehouse chain ‘Pret‘ ran a recent poll on their Twitter account asking customers what they would like to see in store. The majority of users voted for discounts if they were to use re-useable cups and that’s exactly what Pret have done. A regular coffee now 49p down from £1.75… safe to say user’s online flooded Pret’s Twitter with praise and a wave of new interest has hit the company.
The Top 3 Worst Twitter Fails
Now what would be fun about writing a blog on the best of Twitter? Absolutely nothing. So here’s a few of the worst Tweets sent out by global brands that shook the internet…
Although Vodafone have a brilliant Twitter response team that is online 24/7, it doesn’t stop a rogue employee taking control of the keyboard… Back in 2010 when Vodafone had a total of 8,824 Twitter followers a disgruntled employee tweeted out this:
This post was taken down and the offending colleague fired immediately. A lesson to all businesses on Twitter, check your tweets before they are sent out… It might save you from a media firestorm.
Microsoft are usually an excellent example of a brand that knows exactly how to use Twitter to it’s advantage, with over 8.3 Million followers and many other accounts linked to help solve user’s issues. They made an insensitive mistake about the death of Amy Winehouse tweeting this in 2011:
‘Microsoft UK PR’ sent out this tweet one day after the singers’ death causing hundreds of complaints from Microsoft and Winehouse fans alike. Another example of proof reading before pressing send, a common mistake among companies twitter accounts.
Chrysler, a well known car manufacturer, tweeted out this in 2011:
Not only have they included a swear word in their tweet they’ve also managed to offend a whole State of followers… No prizes for guessing how far their sales in Detroit fell…
Customers don’t expect companies on Twitter to use swear words or vile language, not only does this seem unprofessional but also unapproachable, users won’t want to interact with your brand if your online presence seems intimidating and rude. The tweet was deleted after many users complained and an investigation was launched into the creation of the tweet.
Top Tips for Tweeting:
- Have a separate twitter for support.
- Reply quickly!
- Stand out from the crowd! Be inventive!
- Ask for a ‘Direct Message’ for complaints or issues.
- Always proof read!
- Never swear or use vile language.
Clara Babbs
@makeitclara
Since 2010 Instagram has been a key tool for businesses to help promote their brand, products and services… Everyone’s heard of it but does everyone know how to optimise their usage? Probably not.
What are Instagram stories?
In August of 2016 Instagram launched ‘Instagram Stories‘, an instant photo sharing feature to compete with the growth and popularity of Snapchat. This feature enables users to send and edit photos with their friends and add to their ‘Story’, which can be seen by the public, and is saved for 24 hours.
Instagram users that post to their ‘Story’ are able to see exactly what other users have viewed their photos. This feature enables the user to see who, out of their friends, have been keeping up to date with their posts and are actively using the app. For businesses this has been a game changer…
…now we can see exactly who, when and how many followers are actively looking at your content. This can help distinguish precisely who to target with future advertisements, among other benefits.
What is Instagram Live?
Instagram Live is a feature that allows the user to stream live from their device to all of their followers. Notifications are sent out to all of their followers alerting them of your broadcast. This can be a brilliant tool for businesses that want to directly connect with their audience, answer questions in real time, or announce a brand new product.
Like Instagram stories, all viewers of the stream can be seen by the user and comments can be left by viewers similarly to a regular image post.
How can businesses use Instagram stories and Instagram Live?
The list of uses for Instagram stories and Live is endless… They can be used to promote new products, how products are made, new advertisements or even to celebrate a company milestone. Anything that will capture the interest of your audience is perfect to post. Short, snappy and to the point; after all, once it’s gone it’s gone!
How can you evaluate the effectiveness of Instagram stories and Instagram Live?
Step #1: Are you targeting the right people?
Let’s start at the beginning… a great place to start is by looking at not only your Instagram marketing goals but also your business’ goal in their entirety. Your social media accounts should become an extension of what your brand wants to represent. All of your posts should reflect that image!
Instagram has a handy feature for businesses that allows for all of your visitor’s information to be collected and plotted into graphs. These tools can be used after a stream on Instagram Live to establish the level of user interaction and exactly who was watching you.
This data can determine whether the content you are posting is capturing your audience’s attention, and if this could be improved.
Try using posts with different colour schemes or fonts to determine what works best for your brand. Instagram users can now vote in polls added to stories which could be used to gauge the level of interest in a product or change in design. This will give you real qualitative feedback from real followers, one of the best indications of your audiences’ feelings and opinions.
Step #2: Increase/decrease in followers after story or live posts
Applications such as CrowdFire (separate to Instagram) can be used to track your Instagram and Twitter follower rates. These apps are fantastic for tracing the increase or decrease in followers after you post anything to Instagram.
An increase in followers after a post to your Instagram story would suggest your audience has a positive interest in your brand and your use of images and design has worked well. This is definitely something to note.
A decrease in followers may be due to posts being boring or incoherent with your brand’s image. Businesses that post constantly may also be in danger of losing followers as users don’t want persistent posts from the same companies crowding their timeline.
Step #3: Increase/decrease in traffic from your Instagram page
Instagram stories allow users to interact with adverts within their posts by means of ‘Swiping Up’ on the specific post. This feature can send the user to any landing page the creator links, such as a buying page for a new product or the company’s website. This is an amazing tool to direct traffic from your Instagram page to a place where you have more control of competition and other distractions.
Again, the increase or decrease of traffic from your Instagram page can be monitored and adverts/posts can be altered according to the positive or negative response from your audience.
Instagram for businesses allows you to track every movement of your audience on your page, every interaction with your posts and all traffic out of the app to your website or landing page.
